Categorizing 'New' from 'Returning' Leads, Customers, and N/A Contacts for MarOps

New and returning leads entering your system through forms, list imports, data syncs, event scans, and other engagement points will fit into distinct categories that impact data flows throughout a CRM, MAP, CSM, or databases. Understanding these variables and dependencies is important for maintaining consistent routing, tracking, and reporting.

Here are examples of inbound lead categories to paint a picture of the complexity:

Prospect Categories

• Prospect Segment #1: Net-New Names (First Entry Into Database): An initial lead conversion or first import action introducing a new prospect to your system. These are non-customers that appear for the very first time in your CMS, CRM, or Marketing Automation Platform. This category of individuals are net-new leads who are not associated with a customer account, but may still be affiliated with an existing prospect account which may include multiple known contacts.

• Prospect Segment #2: Returning Names (Repeat Entries Into Database): A resurfaced prospect or subsequent import of an existing prospect already in your system. These are non-customers that previously existed in your database when re-entering your system for any reason. This category of individuals may return with identical or updated contact information, but would have been originally created at a previous date and therefore not typically considered 'net-new' leads. Taking these scenarios into account when mapping your routing, reporting, and segmentation processes is crucial for effectively managing outliers.

Customer Categories

• Customer Segment #1: Net-New Names Associated with Existing Customer/Client (First Entry Into Database): An initial conversion or first import of any person who is affiliated with existing customer account: These are individuals who may enter as leads, prospects, or contacts, but are identified as being associated with an existing customer account.

• Customer Segment #2: Returning Names Already in System as Existing Customer/Client (Repeat Entries Into Database): A resurfaced customer or subsequent import of an existing customer. These are known existing customer records that already exist in your database when re-entering your system. Whether these individuals are unconverted leads or converted contacts (e.g. Salesforce), they would have been originally created at a previous date.

Non-Applicable Categories

Net-New or Returning Names Unqualified to be Prospects or Customers: Some activities entering a lead funnel or database may not qualify as prospects or customers (e.g., Employees, Vendors, Test Accounts) but still require appropriate routing to ensure accurate segmentation and filtering, preventing issues with reporting or communications. These categories are typically excluded from marketing and promotional emails and are segmented separately from the customer journey to enhance relevance and effectiveness in communication.

Categorizing Approaches for New Versus Returning Leads

Campaign Member Associations: Leads and Contacts can be associated with Salesforce Campaigns (or comparable CRM campaign models) to categorize and track engagement. When individuals are added to multiple campaigns, their activity and classification are marked at the point of entry, allowing for multiple report dimensions that distinguish between new and returning engagements, as well as prospects and existing customers. Label campaign names by month and year and assign campaign member statuses (e.g., New, Returning) for clear identification and reporting. Use parent-child campaign relationships to organize by months or quarters within each year for comprehensive analysis.

Custom Data Fields: Create custom data fields to automatically populate with relevant source information, such as activity type, activity date, activity source, and lead status after each event. Automate these fields to capture category indicators and time stamps for accurate reporting and segmentation over time.

Segmentation & Smart Lists: Custom automated segments that can be referenced for each of the specific categories within reporting or communications. This can be accomplished by segmenting each individual into categories or lists that can determine prospects vs. clients, new vs. returning, or non-applicable groups.

Third-Party Data Orchestration and Routing Tools: (e.g. LeadData, RingLead) and align automation to your specific category sorting requirements Workflow Rules and Automation: Native CRM or Marketing Automation Platform rules to deal with inbound leads.

Summary

A consistent, centralized, and documented inbound routing flow is needed to ensuring smooth and efficient funnel operations. This requires comprehensive coordination alignment between your core systems and third-party integrations to ensure all lead categories are routed properly through your journey funnel. Taking the time to create an end-to-end process with predictable outcomes for each common or outlier scenario is hard but necessary to ensure any type of long term sustainability with your data flow.

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