As an automation platform, tracking leads in a holistic manner is crucial.
Currently, if your Marketo platform has an additional dedupe rule set other than just an email address, it won't differentiate between leads if the same browser has been used to fill out the form.
Let's take an example:
Let's say your Marketo platform has a customized dedupe rule of Email + Last name. Ideally when a lead 'A' fills out the form entering both of the parameters exactly the same as per an old lead that exists in the database then it should update the corresponding lead in Marketo else it should create a new lead.
Old lead present in Marketo database: email: firstname.lastname@example.org, Last name: Biswas
New lead fills the form with details: email: email@example.com, Last name: Biswas
Then the same old lead should get updated.
New lead fills another form with details: email: firstname.lastname@example.org, Last name: Alok
Ideally, a new lead should get created as the 'Last name' is different.
So, when the lead fills multiple forms or even the same form in the same browser, then the old lead is getting updated even if the lead enters a different 'Last name' every time.
As per Marketo, it's happening due to the cookies in the browser. Ideally, this concept contradicts the concept of the de-dupe rule
Let's say your Marketo platform has a customized dedupe rule of Email + workspace. Ideally when a lead 'A' fills out the form of workspace 'A' and the same lead fills the form of workspace 'B', then it should create duplicate leads instead of updating the existing one.
For now, it will update the existing lead in case the second form fill happens in the same browser due to cookies.
So, Marketo should enhance its tracking in the upcoming releases. As we have workspace-level Munchkins as well. Basically, if a lead opens the LP of workspace 'A', its respective munchkin should be linked with the lead record. When the same lead opens another LP of workspace 'B', then it should not link with the munchkin of workspace 'A' and should treat it differently.
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