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1. New Record is Created and Cookie is associated to record.
2. It will create a new record if they have a new email address. You can get around that with some jquery.
@Dan if your colleague changes the email address on the form it will create a new lead with his information from the form submission. If he then leaves the computer and you come back without clearing the cookies all of your web and email activity will be logged under your colleagues record and not your own.
In the second scenario a new lead record would be created. As I understand it Marketo can only dedupe records based on email address. So if a user comes to your site and updates their email from email@example.com to firstname.lastname@example.org a brand new lead record would be created. We have found this to be a problem in our instance especially in cases where we collect a known lead or contacts email at a tradeshow but have it listed differently in our database and are creating unecessary dupes. Good news is there are plenty of vendors out there in Launchpoint that offer more sophisticated de-duping technologies by more than just email address.
Regarding scenario #1:
It's my understanding that as long as the email address is different Marketo will create another lead, regardless if you use the same cookied computer.
I just tested this because I was curious. My first pass, I put email@example.com and then I went back in and used firstname.lastname@example.org (I was cookied from the first submission). I used the same company name, a variation on first name, and a different email address as shown above. Marketo created a new lead.
When I updated the phone number and used the same email address, it just updated the record.
Bottom line - they have to use the same email address for the info to just update and not submit as a net new lead.
I hope this helps!