Detect email change for cookied lead

if you are using a different email address even you are cookied with some other Email address. Marketo will end up creating a new lead every time since marketo cookie looks at the Email address only for the association.

Beside Email address will other fields also remain the same or different? If they are same you can create smart list to manage database.

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Suppose you fill in a form, and the entered email is different from the email address related to the record connected with the cookie on your system. This would end up in a new record in the database ? right?

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That's right, if you're exposing the system field Email Address as an editable input box, this is the expected behavior.

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Is there an option to detect this?

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Yes, you can expose a different field, Self-Service Email Address, as the editable field on the form instead. This will allow the person to change their current address instead — you use a Change Data Value step to set Email Address to {{lead.Self-Service Email Address}}.

However, you must still allow them to create a brand new lead, if that in-place change of address isn't what they meant. Giving this flexibility takes a little bit of JS.

I'm going to write this up as an official blog post, since there's been a weird bump in interest in the topic just this week! (Including in our latest MUG meeting.)