Problems Caused by Dupe Leads
Duplicate leads can build up over time in your instance of Marketo and Salesforce.
1) Inaccurate lead scoring. Causing you to miscalculate your Marketing Qualified Leads (MQL). And for your sales team to never receive some leads that are MQL, since they don’t hit the score threshold to be assigned to salesforce
Hot leads will be left behind in Marketo and they will not be followed up by sales, which will make you miss revenue on people that you “could have” closed.
This (duped) lead will never be seen by the sales team.
Lead 1A: 20 points
Lead 1B: 15 points
IE MQL = 40 with 0 min and 100 max.
2) Inaccurate Analytics Minor skewed open rates making them slightly lower.
3) Paying more for Marketo as you keep adding up bad contacts. (Marketo charges by # of contacts in the system at different levels)
4) Somebody / sales team complains
Taking Care of Duplicates
Marketo can automatically handle dedupe leads based on “email address.” Dedupe works only when you enter new leads into Marketo from
• List Import
• Directly made in Marketo Database
• Directly made through API
• Marketo Form – iFrame or Marketo Page
How Duplicates are Created
Lead duplicates usually occur in your CRM or when you don’t sync all leads to the CRM. Marketo syncs with Salesforce every 5 minutes.
Contact Duplicates
Salesforce can make Marketo create duplicate leads if…
• There were duplicates in Salesforce of both record already
• The Marketo User is not seeing contacts properly
• Someone created a new Salesforce lead for that Email Address
Preventing Duplicate Leads
• Sync All Leads to Salesforce
• Import all lists into Marketo with “Normal”
• Train the Sales Team that uses Salesforce to search for leads first using email or Full Name and then to update an existing record.
• Use Marketo Forms
• Set a standard procedure of consistency among multiple Marketo Admins and build documentation of your set best practices
Handling Deduping Leads
You can dedupe several ways in Marketo.
“Merge” in Marketo
If you use Merge Function the Leads are combined. While the lead score is added together. The Salesforce contact gets attached to the other one.
A) Here is the manual way to merge leads one at a time.
1) Head to Lead Database Tab
2) Select “Possible Duplicates” under the Smart List
3) Sort emails ascending together
4) Click Merge to combine – lead score is added together
“Merge” in Salesforce
When you are merging leads in Salesforce, make sure to be logged into Salesforce with your Marketo account that syncs. If you merge with a none admin account the changes might not be reflected in Marketo.
Lead scores are added together when you merge in Salesforce.
Duplicate Emails with unsubscribe
Sometimes people complain that they are still getting emails when unsubscribed.
When you have duplicates of 2 emails and 1 of them is unsubscribed they can continue to receive emails depending on the situation.
If duplicate leads qualify for the same campaign. Email activity will be attributed to the most recent record. Marketo dedupes by email and only sends 1 email if there is multiple of same email in a list. Thus only 1 record qualifies per campaign.
If both an unsubscribed and subscribed lead are in the same smart list no email will sent. So if any of the duplicates is opted out, they will not receive a email.
Marketo does not consider someones business and personal email a dupe and they will receive both emails.
B) “Easy Merge” is an one-time large scale cleanup that “Marketo Professional Services” will work with you to clean up and preserve your data. The cost of this service is $3k~ roughly.
C) Here a list of data cleansing apps for salesforce. You can estimate how many duplicate leads are in your database with Salesforce App “Dupe Dive”
D) There is plenty of other services like DemandTool or Ringlead.
