Which action should you take to avoid duplicate leads in Marketo?

To effectively avoid duplicate leads in Marketo, utilizing the "Merge" function and proper data import processes is essential. The "Merge" function allows marketers to combine duplicate lead records into a single lead, which ensures that information is consolidated accurately and duplicates do not clutter the database. This is particularly important because duplicate records can lead to confusion in lead management, hinder accurate reporting, and skew lead scoring.

Additionally, following proper data import practices, such as conducting thorough checks for existing leads before importing new data, can significantly reduce the likelihood of duplicates entering the system. Implementing these procedures supports the integrity of the database and enhances overall marketing efficiency.

Other methods, while they may seem relevant, do not directly address the problem of duplicates as effectively as merging and proper importing. For instance, simply increasing lead scoring does not eliminate duplicates; it merely affects how leads are prioritized based on their engagement. Excluding certain lead sources may reduce the quantity of leads imported but does not prevent duplicates from other sources. Limiting imports to once a month could lead to a backlog and potentially more duplicates, as multiple entries could still occur within that timeframe. Thus, the most comprehensive and effective approach to avoid duplicates is through the merging of records and implementing proper data handling practices.