Lead-to-account matching is not a new operational hurdle for B2B marketers on Salesforce.com and Marketo. In Salesforce, account records are king; they’re required to create new opportunities and convert leads to contacts.
Sales processes align themselves around accounts, so those records have many standard and custom fields that are critical to revenue operations. However, the Salesforce data schema makes getting account data on leads an operational headache:
Going full steam ahead with account-based marketing? Looking for a more efficient way to manage customer and prospect data? Knowing which leads belong to which accounts will save your organization time and money along the customer lifecycle.
Here are four ways that lead-to-account matching will improve marketing and sales operations:
1. Enrich leads with account data
To get the right account information on incoming leads, marketing teams might make a variety of investments - ranging from web-form enrichment tools to expensive data specialists that manually verify and append info.
Yet, if incoming leads are matched to existing accounts, it’s possible to bring over all the valuable information already stored on account records. By treating account records as the source of truth for firmographic fields on leads, and matching leads to accounts, marketers can reinvest those resources in other data or programs.
2. Identify high-value prospects easily
Marketing automation has changed the way businesses engage with relevant audiences by enabling cross-channel promotion and improved lead routing through segmentation and scoring. The more marketers know about their audiences, the more effectively they can score and route those audiences.
If valuable account information is ported over to leads, fields such as account status, territory, or any custom account field can be used to more effectively score leads for sales. Nothing screams marketing and sales alignment louder than marketing using sales-determined fields in SFDC to score incoming leads.
3. Create hyper-segmented campaigns and reports
In addition to more effective lead scoring in Marketo, marketing teams are able to leverage account insights to better segment audiences, personalize campaigns, and do more in-depth reporting to measure the success of different marketing campaigns.
4. Reduce data management work for sales
Sales development teams spend a majority of their time researching prospects. Is this lead in my territory? Does this lead fit my ICP? Could this incoming lead be an active customer? And so on.
With effective lead-to-account matching, all those tracked insights on account objects in Salesforce are automatically ported over to incoming leads and contacts. Time spent deduplicating and researching leads can be replaced with reaching out to high-value prospects.
DataFox for Marketo
DataFox for Marketo allows customers to match incoming leads in Marketo to accounts in DataFox and Salesforce based on email address. Successfully matched leads can then enriched with account information in Salesforce or DataFox.