The Hidden Risk of Duplicate Leads
Duplicates look like a hygiene issue. In practice they split engagement history, break scoring and can bypass consent preferences.
Not yet published · 5 min read · Applies to: Marketo, HubSpot, Cross-Platform
Written by
- Godwin Apegba
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Scenario (hypothetical)
A contact fills a form with a personal email after previously registering with a work address. A list import adds a third record. Each record has partial activity and different consent.
Why it matters
- Scoring underestimates engaged people because activity is split.
- An unsubscribed record may have an active duplicate still receiving email.
- Sales sees an incomplete picture of interest.
Safeguards
Define deduplication rules per entry point, merge regularly with clear survivorship rules, and make consent propagate across merged records.
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