Vlada, I have a few follow up questions for you, if you don't mind.
My organization now needs to create 'intentional duplicates' because we now have numerous different companies using our one instance of SFDC which means company wants their own data, meaning duplicate data.
1. Was it a lengthy process having MKTO engineers create a custom duplication for you? I assume you used their professional services?
2. So in your model, you can have 10 leads with the same email address and as long as each record has a different custom code, MKTO doesn't treat the record as a dupe?
3. You state you use "email address + customder code", is the custom code the MKTO record id?
4. Is the logic applicable to contacts as well?
Vlada, the organization I work for is investigating using intentional duplicates for our leads. We would delineate and separate leads with the same email address via separate salesforce.com record types. Would you be available to discuss how your org implemented duplicate leads in your org? What were the issues you faced? How did you overcome those issue? What should be be watching out for?
Thanks and I hope to hear from you soon.
i'll be happy to share our experience in more details although i'm not a programmer myself so i won't be able to help with actual scripts
Petyr Campos, Vlada Prasolova and Sonali Jadeja - my company is also exploring creating intentional duplicates as we support multiple Business Units (acquired companies) that need their own SFDC records. The trick here is they only want duplicates while the record is a prospect/non-customer. Once there is a purchase and Account Management team takes over, they want to merge all the dupes (and prevent the creation of future dupes). Interested in hearing the good, the bad and ugly. I'm not a fan of intentional dupes, and Vlada you're the first person I've encountered that feels good about their solution. Also, very interested in how using multiple Opps would work Sonali (more so around how we would trigger the creation of a new Opp automatically).
Interesting to know that it's working for you pretty well. I have been exploring to do the same but come up with a few challenges like below:
Did you face these issues? How did you overcome these issue?
Thank you so much for your reply on this.
Here’re the things that I suggest paying attention to:
For example we have a custom email footer saying:
If you no longer wish to receive <this type of email> click here.
Adjust your mail preferences or unsubscribe from all communications.
Only second option means global unsubscribe for marketo. Option 1 is just a simple remove from flow.
For example, you have a list of customers in marketo already and you just want to upload a few additional details to the existing list. Make sure I specify to marketo to which customers you want to attach this or marketo will create new leads with these details.
We’ve learned this the hard way and realized this problem after we got a few complaints.
Now we have always as a first step the following choice:
And all duplicates are neutralized.
It all might sound tricky and complicated, but once you’ve started dealing with it on a daily basis you kind of build your own system of how to move your way around efficiently.
Of course, living without intentional duplicates is much easier and more straightforward but if you know what you should watch out for and set up clear rules, life can still be bearable.
Unfortunately, there is no 100% save “correct” way of doing it because you have different sales structure, business goals and other things you need to take into account, but it's a start.
Thank you Vlada Prasolova! This is really helpful.
Just couple of more followup questions, hope you would not mind:
Web-activity/scoring/other activity-based tracking goes to one of the record, because the browser cookie is unique. We’ve decided we attribute this to all of the duplicate records since we can’t distinguish between them.
How did you achieve this? How do you attribute single activity to multiple records?
Unsubscribe. This one is easy enough. For marketo it’s not really important how many duplicate records you have of the same email, if one opted out, all of them did.
At the same time, if the user subscribe again for one of the product, do you subscribe that person for everything? But as you mentioned, if we use custom fields and custom preference center for each product, we can overcome with this issue but at the same time, we are exposing to a risk where if we miss to add the appropriate exclusion, we will end up sending email to everyone, right? How do you handle that?
And thank you for sharing your experience with the conditional email send flow action.
I received a Word Doc from Marketo Support, Purposeful Duplicate Considerations, that has some contradictory info around unsubscribe. It says:
"The default unsubscribe will not work for leads with duplicate records. If a lead has two records (one for business unit A and one for business unit B), and she unsubscribes from all emails, the global unsubscribe will not unsubscribe the second record. Therefore, even though the lead has unsubscribed, she can still receive emails. This increases risk of compliance with CAN-SPAM laws."
there is some logic in this and i guess there might be a situations where the record unsubscribe status will not be updated in time and the second duplicate lead gets email or something of the sort.
but this never happend to us.
moreover, i have run a simple test - exported all of the duplicate unsubscribed emails (2000 in my case)
than deduped them by email in excel and got 993
than built a simple test smart list:
email address is (those 993) and unsubsribed = FALSE
and got 0 leads
also i have 2 examples of the duplicate lead logs where you can clearly see that 1 leads does the actual opt out, and the duplicate gets this field updated.
i guess the support just being extra cautious here, bc, they can't guarantee you 150% result