Blocking Duplicates with Different Email Address

[Anonymous]

We're running into an issue with subscribers and current trials filling out content forms under different email addesses. They're then added as leads and start getting irrelevant communication.

What's the common denominator here to block them? I'd like to figure out how to block based on general domain name for others in the organization, but IP or something else would be nice. Just can't seem to find an easy way to catch people reliably.

[Anonymous]

I'd recommend using a service/tool that implements fuzzy matching dupe detection. If you're on SFDC they recently released a new duplicate management feature where you can implement fuzzy matching rules.

[Josh_Hill13]

If you have a tool like RingLead, you may be able to surface and merge records more easily by Name and Company, assuming the lead provides you enough clues.

[Jenn_DiMaria2]

I also recommend DemandTools. We were using it until recently and it was a godsend.

[Anonymous]

Definitely makes sense Deandra. It seems like it'll always be a concern, and one we unfortunately can't do much about. Really, if current users are filling out a form with new info, they *should* expect different followups. But (sigh), we all know how that works.

Thanks all!

[Anonymous]

It's definitely a nasty problem.  A combination is probably the best work around, but even then, it works best when Company Names are normalized.  Different spelling conventions can mess with the matching criteria.

[Anonymous]

I don't think anonymous IP works either since it's not stored for existing contacts and can't be used as a dupe field.

Full name and Company name combo would work. I think that's really the only solution, though. Seems like kind of a "cost of doing business" thing.

Thanks guys.

[Anonymous]

Couldn't you add the annonymous ip field as a hidden field to the form? I would expect this to work. 

If not you could add a hidden field and pull it from the cookie? 

Haven't tested but this jumped out at me. 

- Jeff

[Kenny_Elkington]

IP Address should not be used as a deduplication field.  Internet-facing IPs can be shared by numerous employees in the same company, and should not be relied on to determine whether a lead matches another record.  They also change frequently.  When dealing with duplicates who do not have the same email address, you should consider using some combination of first, last, and account as dedupe markers.

[Anonymous]

Jeff,

Thanks for the response. Yeah, the interesting thing is that in our instance, I don't see IP being tracked for anything other than anonymous leads. So aside from it being tough to automate, it doesn't even seem possible with what Marketo is collecting for us.

I know it's partially on the fault of the subscriber/trial for filling out the form with a different email address, but complaints are still complaints. Being able to block matching domains vs. exact emails would be a start, but there'd still be a ton of cracks for them to continue to slip through if we can't block by IP.

[Anonymous]

You could use IP address but not sure you would be able to manage this in Marketo in any sort of automated fashion. This seems like a process that would need to sit outside of the platform.

 The only way that jumps out at me is having all new leads going into a queue until they are manually approved but this doesnt seem very scalable. You could always just do the queue for ISP domains which seem to be the common theme amongst most of are "extra" email addresses.

- Jeff