Marketable leads

[aaarni]

Hi! I found this thread about Marketable leads. https://nation.marketo.com/t5/champion-program-discussions/how-to-identify-marketable-leads/m-p/1572...

Is this still the same in 2022? How do you define you Marketable leads in Marketo? How do you make sure that's in compliance with GDPR?

[Katja_Keesom]

I would say that the thread you refer to is only the technical definition of usable records in the database. Depending on your local regulations that can be enough, but often isn't.. Depending local regulations it could be advisable to set up a preference center and collect consent upon every form fill (under GDPR that consent cannot be mandatory, needs to be freely given).

There are several threads on topics like that as well.

[Balkar_Singh · Accepted solution]

In Marketo’s language,

Marketable People : The number of all-time people for the workspace listed, minus the following: people without an email address, people whose email has hard bounced, people that are blocklisted, people that have unsubscribed, people currently set to Marketing Suspended. This is what we see in the system-created dashboard.

As Katja mentions, this is only a functional definition - that these are a count of ‘effective’ records to send emails to.

However, there’re ways to manage hard bounces, blocklisted people, unsubscriptions, and flagging people as Marketing Suspended. 

It’s always better to treat system fields as they are, and align on definitions by the system itself. So if you want to call compliant people as Marketable, consider a different term, as Marketable is taken.

For example, we can use a term called ‘Marketing Eligible’ which can be based on Compliance, Data Quality Grades, Fit, Lead Stage, and more tags you may think of.

One could treat a person as Marketing eligible, if the person is compliant (GDPR compliant if applicable, CASL compliant if applicable, and so on), meets the threshold for data quality grades (should honor the data quality standards), is considered a good fit to market (qualifies for your target market segments), is at the  right stage (you may not want to market to SALs) and more - and, is Marketable.

[Vinay_Kumar]

Hi @aaarni, 

These are some of the technical approaches to filter out the marketable data and there can be a few more options that can be a part of this list such as junk domains, competitors, undesirable persona, spam traps, inactive, etc.

You can create:

- a data management program to review the data and filter the leads with bad details or non-marketable leads. 

- a database clean-up program to remove non-marketable leads. 

- And to follow GDPR compliance, it is advisable to have a consent management system in place and process the leads based on the lead's preferences.