I'm in the process of building our email preference center and am stumped on the best way to approach this issue. As a preface our email preference center will actually be similar to Marketo's - specifically the field that autofills the email for known leads. Email Subscription Center - Marketo
If a known lead decides to change their email address in that email field - how do I prevent a new lead from being created in my CRM (Salesforce) as the email data will be brand new? Is there a way to ensure that the email gets updated in Salesforce for that Lead or Contact record and no new lead is created?
I want to avoid having our CRM filled with blank leads only containing email data and nothing else.
Looking forward to hearing your suggestions!
In Marketo, you specify who *does* sync over to CRM, rather than who *does not*, so I don't think there's an easy solution here. However, it seems pretty unlikely that a significant number of leads would be created via your unsubscribe page, especially if you have prefill enabled on it so the email address prepopulates. If you're seeing a significant number of such leads, it may be that the page's prefill isn't working.
on handling this with Not You?
But as Grant said, the # of people who may come in this way will be nearly 0.
Your sync process should only sync the leads you want to have in your CRM. Some firms create a smart list like
First Name IS NOT EMPTY
Last Name IS NOT EMPTY
Email Address IS NOT EMPTY
although SFDC usually blocks blanks like that in the default setup.