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When you clear the cache you might also be clearing the cookies. You should check on that. If you clear your cookies then Marketo (or Salesforce) will not know you are a previous customer.
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Because you are segmenting by known lead fields: SFDC Type = Contacts, this relies on the visitor being a Marketo lead and has the Marketo cookie on your site.
So clearing your cookies, will not be able to match this visitor in a web personalization segment and will not show them a personalized campaign.
If you used an account-based marketing approach, and uploaded a Named Account list of company names of your existing customers, then Web Personalization will identify the customer by from the ABM company list using reverse IP technology, and even if they have cleared their cookies.
So you can show them personalized campaigns to existing customers in this approach also. (Note: this would mean updating the Customer named account list, as customers come and go.)
Both approaches work, depends on which one you prefer.