Email de-duping

[nishanth27]

Hi folks,

I need a quick check on my understanding about email deduping. This issue came up because for an email we sent to a Prospect that is also a customer in a different Brand.

We are identifying both of these with a custom field called "Brand Comms owner" in smart list. 

How do I make sure that lists remain clean while sending emails.

Thanks in advance

[SanfordWhiteman]

Please define in detail what you mean by "clean" here.

It's very easy to end up with multiple Marketo records with the same email address. (For the easiest example, if you change someone's email address in the Marketo UI, Marketo will never stop you from using an address that exists on another lead!)

How did you import/create the 2 leads in this specific case?

[nishanth27]

Hi Sanford,

Thanks for responding.

By clean I mean a lead should either be prospect or a customer, cannot be both since we have email messaging based on whether they are a prospect or a customer.

Also I am sorry I missed to mention - When I say different brands, they use Hubspot. Their database is different I believe.

It is my assumption that any list we create cannot be de-duped against the other brand correct? Since the databases are different

Thanks

[SanfordWhiteman]

You mean “Can we stop a lead from being imported into Marketo if it exists in Hubspot?”

Technically, no, you can’t stop the import completely. But you can check Hubspot via a webhook immediately after any record is created in Marketo and delete it immediately if it’s in Hubspot.

[nishanth27]

Hi Sanford,

I am sorry I was not being clear. I meant to say the leads that pass over from Marketo to Hubspot are being suppressed in HS with filters but the same is not happening in Marketo. Hence one of the leads received emails from both brands (which should not have happened). But i discovered yesterday that we haven't mapped the full customer journey for all scenarios.  Once we have this, then we can potentially find an automated way to support the de-dupe process.

Thanks

[SanfordWhiteman]

Seems like you're using a different definition of "de-duping" from the common one.

De-duping (deduplication) commonly means merging all records that represent the same marketable subject, following business rules that define a subject.

• in most, but definitely not all, cases the sole rule is “all records with the same Email Address value represent the same subject”
• in other cases the rule may be “all records with the same Email Address and Phone Number values represent the same subject”
• in yet other cases the rule may be “all records with the same Email Address, Phone Number, and Primary Product Subscription represent the same subjects”

It’s not clear how your question relates to de-duping in any of the above or similar variations.

[nishanth27]

Hi Sanford,

You are correct. Thanks for the clear explanation.

[EllenSchwier]

To expand on Sandford's questions: do you have two records in Marketo with the same email address? Or do you have two records, one in the Marketo database and one in the Hubspot database?

[nishanth27]

Hi @EllenSchwier Its the latter. Single record (same email address) is a prospect in Marketo database but also a customer in HS database hence receiving emails from both Marketo and Hubspot. 

cc: @SanfordWhiteman 

[SanfordWhiteman]

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Single record (same email address) is a prospect in Marketo database but also a customer in HS database hence receiving emails from both Marketo and Hubspot. 

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OK, so not de-duping.

But leaving buzzwords out of it, what are you trying to achieve? Are you trying to suppress comms from one platform based on comparing statuses across HS & Marketo? Please be very detailed, we have nothing to work with yet.