How does Marketo match leads/contacts/accounts with Salesforce after the initial sync? | Community
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Anonymous
February 10, 2014
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How does Marketo match leads/contacts/accounts with Salesforce after the initial sync?

  • February 10, 2014
  • 3 replies
  • 3102 views
After the initial data is synced from Salesforce to Marketo, how do new leads/contacts/accounts that are added directly to Salesforce or Marketo get matched?  Is there any matching on the records during the sync or are potential duplicates just added?

For instance, if I have a sales rep add Jane Doe to Salesforce and Jane Doe also fills out a form that adds a lead to Marketo.  Would there just be duplicates Jane Doe records in one or both systems or would the integration to try match on email address?

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Best answer by Josh_Hill13
Hi there,

Marketo DOES NOT dedupe leads that originate in SFDC.

The initial sync loads data into Marketo. If a lead comes into Marketo (import, form, etc) and it matches by EMAIL, then the lead will be merged with an existing lead.

You have to use a dupe blocker in SFDC to block new leads there.

So in your example, you have 

SFDC: Jane creates  joe@company.com
Marketo: Joe creates joe@company.com <--this is merged with the record in SFDC

If you had the opposite
SFDC: joe@company.com x 2
Marketo  sees joe@company.com x 2

if Joe then came into Marketo, Marketo will choose the most recent record to merge. You'll still have 2 records though.

3 replies

Josh_Hill13
Josh_Hill13Accepted solution
Level 10
February 10, 2014
Hi there,

Marketo DOES NOT dedupe leads that originate in SFDC.

The initial sync loads data into Marketo. If a lead comes into Marketo (import, form, etc) and it matches by EMAIL, then the lead will be merged with an existing lead.

You have to use a dupe blocker in SFDC to block new leads there.

So in your example, you have 

SFDC: Jane creates  joe@company.com
Marketo: Joe creates joe@company.com <--this is merged with the record in SFDC

If you had the opposite
SFDC: joe@company.com x 2
Marketo  sees joe@company.com x 2

if Joe then came into Marketo, Marketo will choose the most recent record to merge. You'll still have 2 records though.

    A
    Anonymous
    July 17, 2014
    How about when initially syncing your SalesForce instance to Marketo? We have been using Marketo and SFDC seperately, and are looking to integrate shortly. 

    The databases are reletiviely similar as we have done uploads from each system as they come in and merging within SFDC. 

    My question is, when i turn on the data sync and Marketo takes a copy of SFDC, will it import all the contacts within SFDC that the user sees and create duplicates within Marketo?

    Thanks,
    Tim
    A
    Anonymous
    September 10, 2014
    I have a similar questions.  I have 140k lead/contact records and am ready for the initial sync between Marketo and SFDC.

    If I add the SFDC ID for each record and import the leads into Marketo, then will that mitigate the number of API calls needed on the first sync?  Or will the entire database be duplicated.

    I did this when loading contacts/lead records in Eloqua, and the API calls were quite low since almost all of the data was the same.

    Thanks,
    Ann
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