Marketo Certified Expert Certification Practice Test

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What is the correct action taken by Marketo when a lead is already in the system and fills out a form again?

Only account details are updated
A duplicate lead is created
A new lead record is created
The existing lead is updated

The correct answer is: The existing lead is updated

When a lead that is already in the Marketo system fills out a form again, the platform takes action by updating the existing lead record. This behavior is designed to ensure that the most current information is associated with the lead, preventing the creation of duplicate records. The updating process allows changes in various lead fields, such as contact information or preferences, to be reflected. This is critical for maintaining data integrity, ensuring that marketers have the most accurate and up-to-date information for segmentation, targeting, and analysis. By updating the existing lead rather than creating a new one or generating duplicates, Marketo helps organizations streamline their lead management processes, thereby improving campaign effectiveness and overall database hygiene. This feature is particularly useful in ensuring that marketing teams can rely on comprehensive and correct data when interacting with leads.