We have recently transitioned from having multiple email opt out flags to relying solely on one.
We are using Salesforce and have created a validation rule on the Email Opt Out field so that if the field is TRUE then it can not be set to FALSE from our users. It was during this transition that we noticed the issue around Durable Unsubscribe. When a user updated a Contact/Lead's email address we were getting a Salesforce Sync Error because Marketo was flipping their Unsubscribe from TRUE to FALSE and Salesforce was not allowing this.
We need the Durable Unsubscribe feature to not change the unsubscribe field from a Lead that is flagged with unsubscribe regardless of their email changing or not.
Does anyone have a solution around this issue?
On your unsubscribed field in Marketo you can try and block updates within the field management tab in admin. You can check off SalesForce sync which should disable any updates on this field from a SalesForce sync.
Is the case that the value in Marketo unsubscribed true and in SF it's false?
I'd also look at your Marketo Sync user. Are permission set properly to where you may only want marketo to read and not write?
We need Marketo to update the information inside of Salesforce when an individual opts out so I don't think we can disable the sync this way.
The case is that in Salesforce we have the individual unsubscribed and marked as TRUE while Marketo unsubscribes the email address. So when we update the email address of someone that has unsubscribed inside of Salesforce, Marketo sees this change and flips the flag from TRUE to FALSE. We want them both to remain as TRUE.
Marketo has a flow (not standard, but commonly added) to change the Unsub field's value to F and Invalid=F when the lead's email address changes to something new.
Marketo also has a hidden back table called Durable Unsubscribe which will always keep an email unsubscribed if it is deleted when Unsubscribed=T.
The thing is it sounds like you want the Lead/Person to remain unsubscribed, while Marketo just goes by Email Address. If the lead requests to be subscribed, then why is this an issue?
Also, you may want to then add subscription fields - why did you collapse them? Or have a separate field that can be updated on the Lead's side. For instance, if you do not want Sales updated Email Opt Out, then just remove it from their access...why lock it down?
How do we turn off this flow that updates the unsubscribed field to FALSE when the Lead's email address changes to something new?
We want the Lead to remain unsubscribed regardless of the email address associated with them. If they decide later that they want to opt back in then we have a formal (legal) process that takes places with our Global Suppression list and the field should be changed back to FALSE inside of Salesforce. We want Marketo to initiate unsubscribes to Salesforce but to not have the ability to change the field from a TRUE to a FALSE.
just look for it under "email invalid" in marketing activities.