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hillaj120
New Participant
October 4, 2021
Question

Lead Flow Process Structure

  • October 4, 2021
  • 1 reply
  • 4940 views

Hello Everyone!

We are working to develop a lead flow process between our Marketo and Dynamics instances that has some unique pieces that we need help determining if it will even work between the systems. 

 

We've been asked to develop a process that when leads flow/convert from Marketo forms into Dynamics, that those leads represent a period in time instead of having a 1-1 relationship between the leads and contacts. 

 

One example would be having a lead come through and convert on one of our forms. That lead is converted to a contact in Dynamics, but is disqualified for whatever reason and updates to that contact are blocked going forward. Then that same contact comes back to our site, submits a form again but instead of that information and activity being tied to that existing contact, a new lead would be created instead and the team on the Dynamics side would see a contact with a newly created lead under it.

 

Hoping that process makes sense and looking to see if anyone has suggestions on how this would work, if it's against best practices or if we can even make something like this work. Any info would me much appreciated!

 

Thank you!
Alec

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1 reply

Jo_Pitts1
Jo_Pitts1
Community Manager
October 4, 2021

@hillaj120 ,

Are you using Marketo forms?  if so, you'll have a problem with this, as Marketo associates leads based on email address.  

Can you delete the Marketo record when it get's disqualified in Dynamics?

Cheers

H
hillaj120Author
New Participant
October 5, 2021

Yes we are using Marketo forms and I've been keeping the fact Marketo associates leads on email address top of mind for the team here when thinking about this process. I'm just not coming across a realistic way of making this work since we're fighting the natural current of Marketo and it's matching 1-1 email address functionality and fundamentally not creating multiple lead and contact entities of the same person. 

 

The one idea brought up was using a campaign response to track activity but we might be running into the issue of once a lead is tagged "disqualified" updates to that record are blocked so there's that aspect as well. 

 

I can bring up the idea of having the Marketo record deleted when it's disqualified in Dynamics. My mind goes to then not being able to remarket or reengage that contact in the future but in the scheme of what the team is trying to accomplish, I'm not sure that's a high priority once someone is disqualified. 

 

Hoping that provides some more context but again any information is much appreciated!

Jo_Pitts1
Jo_Pitts1
Community Manager
October 5, 2021

@hillaj120 ,

I was pondering this overnight.

 

Everything I can think of in Marketo is a really ugly work around (e.g. suffixing emails with '-dq' for those who are disqualified - then makes form prefill really bad for a returning lead).

 

Then I pondered still further, and was wondering WHY you'd want to create new leads in Dynamics?  Why not record DQ as a status against a record in some way (providing an auditable history of when and why they were DQed) and then carry on with the same lead.  Much more manageable and reportable than having multiple leads for the same person. 

 

I think this is a situation where the requirements really need to be considered pretty carefully.

 

If you are subject to legislation like the GDPR or CCPA, can you imagine managing the data takedown requests (i.e. right to be forgotten), or requests to see all held data if you have multiple records for someone?

 

Cheers

Jo

 

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