Marketo's durable unsubscribe functionality is a backend workflow that updates records with the same email addresses to unsubscribe = true as long as one record filled out an unsubscribe form.
The issue with this workflow is that NO change data value log is associated with the duplicate record when the workflow is triggered. The following problem occurs as a result only if your unsubscribe field is mapped to your CRM.
Lead 1 fills out unsubscribe form
Duplicate lead in database unsubscribe value turns to true as a result of durable unsubscribe functionality
Duplicate lead syncs to Salesforce (or other CRM), and Salesforce notices that the lead record has an unsubscribe value = true, but no change data value or time stamp, so Salesforce says the correct value is false and sends that value to Marketo.
Duplicate lead now has an unsubscribe value of false & the durable unsubscribe functionality is again triggered and lead 1 is now also re-subscribed to emails. It is as if the unsubscribe form was NEVER filled out!!!
So ultimately, if you are not cleaning up your duplicate records instantaneously, this might be a problem for you. Can we have a change data value associated with the Durable Unsubscribe Functionality?
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