Known leads without e-mail after SOAP calls?

[Anonymous]

Hello everyone, 

Just a quickie for you. I recently noticed, that Marketo converts anonymous leads to known even without e-mails. For example, everything I have as a knowledge, is an anoymous leads browsing the web site. He fills a form, which has just one field - Company. Then I make a SOAP call providing the cookie id and just that one field - company, and the lead is converted to a known lead. When I open the lead, I see that he doesn't have an e-mail and it's required field 🙂 

So, my understanding was so far, that leads gets known only when e-mail address is associated with them, but that's obviously not correct. I am afraid that when the users set up their campaigns, they filter the leads by the Anonymous field (to false), and they'll expect that everyone in the list with have e-mail. What happens to the leads that don't have an e-mail in the e-mail campaigns? 

And, is it expected that every SOAP call with at least one field, actually makes the lead known? 

Thank you for your answers in advance. 

[Anonymous]

Hi Georgi,

In order to get the correct counts for your email campaigns, you would want them to use the Email Address is not empty filter (in combination with unsubscribe is false, email invalid is false, etc). If users are trying to send to a record that Marketo does not have an email address for, the send flow action will simply fail for that record.

Marketo does remove the anonymous "label" if other values are populated on the record. You can run the following smart list criteria to see who in your system would meet this situation:

Use ALL Filters:
Is Anonymous is false
Email Address is empty

Thanks!

Morgan

[Anonymous]

Georgi,
Your assumption that a known lead will always have an email address is false.  To give another example, if a user interacts with a social app, which has not been configured to capture the email address, you will find leads with various fields like Facebook/LinkedIn/Twitter profiles set, but no email address.  

Your email campaigns must filter for email address is NOT NULL

Raj

[Anonymous]

Thank you, Morgan and Raj!

I find your responses very helpful. That's what I tought at the end of the day, but still wanted to validate my findings rather than make assumptions.

Have a great day or night, and thanks once again for the answers.