Marketo deduplication: automated and always-on

Marketo deduplication
James T Fletcher
CEO, Principal Consultant


Data deduplication is the process of eliminating excessive copies of data, in many cases email addresses, names and other details.

However, removing duplicate records in Marketo Engage is no easy feat. It can be a tedious, manual job – removing contact by contact, week after week.

Why is deduplicating your Marketo database so important?

  1. Duplicates bloat your database and in consequence, your licence fee – removing unwanted, repeated contacts frees up space and saves money.
  2. Repeated data can skew results and reporting and portray an inaccurate representation of potential opportunities.
  3. Customer experience can be affected by contact duplicates as communication and privacy preferences may be violated.

What are the limitations of Marketo Engage in-built dedupe capabilities?

  1. Limitations around configuring and defining the criteria to dedupe leads can make it a very long-winded process.
  2. Marketo dedupes leads based on email address automatically, but only when they are entered into Marketo from a Marketo form, a list import, direct generation through APIs or entered directly into the database – meaning many can fall through the net.
  3. Duplicates can be created by Sales teams due to the CRM system not linking up with the deduplication process taking place in Marketo.
  4. Deduplication does not take place on the first sync; this means your database must be pristine and dupe-free before implementing the platform.
  5. Records are updated based on how recent they are with no flexibility of prioritisation.

The limitations and headaches for Marketo users led us to build our own Dedupe tool Aromerge Dedupe™.

How does the Aromerge automated deduplication tool work?

Aromerge dedupe replaces the manual process of merging individual duplicate records with an automated, always-on solution that uses match criteria defined by you on a recurring schedule; one-time, daily, weekly, monthly or custom to find and remove duplicates.

Aromerge Dedupe™ can merge duplicate contacts in Salesforce CRM at the same time as merging them in Marketo Engage. If you’ve duplicates running Aromerge Dedupe™ may eliminate the need to deduplicate your Salesforce database. Though we advise having a conversation with one of our experts and including your SFDC admin in the chat!

To get started today, watch this webinar on-demand Marketo Deduplication made easy and (always-on!)

Let one of our experts show you how it works, answer your questions and set up any onboarding.

Bonus: Get a free data hygiene report to see the overall health of your data.

Try it now

Achieve accuracy, save on fees and get back on the right foot with communications; get in touch with our experts to discuss this tool and the benefits it can offer your company.