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Thank you for sharing the article!
I just wanted to provide more clarification on this.
1. Filter for junk leads according to filters that you declare are important. This is in reference to the article above (http://community.marketo.com/MarketoArticle?id=kA050000000KytICAS ). Some of the common filters I see marketers use are:
- Email Bounced
- Email Invalid
- Not Data Value Changed (for a specific data value that you declare is important to you, such as Lead Score)
- Lack of Activity (in conjunction with other filters such as Not Opened Email, Not Clicked Link in Email, Not Visited Web Page)
2. Duplicates - Merge duplicate leads: http://community.marketo.com/MarketoArticle?id=kA050000000KytMCAS
Thank you JT - very very helpful!!
We executed a five-step nurture campaign over 10 weeks to a list of contacts we had in Marketo where we had little more than email address for the contact. Each of the five steps encouraged the contact to take some action; register for a drawing, vote in a poll, request more information, update their subscription. If the contact had no interaction with us after the 10 weeks were up, they were automatically deleted. Two thirds of the list we started out with were deleted at the end, but the remaining third we now have enough data on that most of them are placed in the proper nurture streams to continue to qualify them for potential purchase. One of them ended up becoming a Marketing Qualified Lead. Well worth it to clean out the database while qualifying at the same time.