Is lead to account matching needed for ABM?

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Is lead to account matching needed for ABM?

My company is definitely in need of persuing an ABM strategy.

My quesiton is, is lead to account matching in Salesforce, needed for ABM in Marketo/Salesforce and how necessary?

If you don't do it in SF, what are you missing out on?

Other than Engagio and LeanData, what other solutions are in use for this?

Cheers,

Sean

9 REPLIES 9
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Re: Is lead to account matching needed for ABM?

Sean,

Lead to Account Matching in SFDC is quite useful but not required to have the ABM option in Marketo working.

Marketo offers it's own matching algorythm, and there is no link with any lead to account field in SDFC anyway. Vote here:

-Greg

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Re: Is lead to account matching needed for ABM?

Hi Grégoire,

Thanks for chiming in. I've added a vote to your idea. Given that Lead to Account matching in SFDC is useful (and something I believe I need to implement in our SF instance) what are the possible solutions to this?

I believe the following exist, but if anyone knows of any others, please add them here:

  • LeanData
  • Engagio
  • align.ly (This is a free SF addon that only recently launched). I plan to give this a try.

Any others?

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Re: Is lead to account matching needed for ABM?

You can look into Ringlead, which AFAIK, also provides this functionality.

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Re: Is lead to account matching needed for ABM?

RingLead is AWESOME when it comes to deduplication and lead to account matching as it gives you much more flexibility in the matching rules than something like Engagio. While they're very accommodating to trying to help you work within their constraints at Engagio, they just don't have the flexibility that RingLead has. We used Engagio but had many problems due to company names being similar, and we couldn't use anything like region to define if they should match or not. RingLead gives us completely custom matching rules that we've built out and we LOVE.

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Anonymous
Not applicable

Re: Is lead to account matching needed for ABM?

Full Circle Insights Matchmaker is a good one too.

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Level 7 - Champion Alumni

Re: Is lead to account matching needed for ABM?

If you don't need real time, Demand Tools by CRM fusion is an affordable option.

Another option people don't really talk about, is that you can have inside sales do this manually (if the volume is manageable), or hire a temp or intern.

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Anonymous
Not applicable

Re: Is lead to account matching needed for ABM?

Hello Folks.....Byron from Leandata reaching out.  I'll share with you some thoughts on how our customers (including Marketo & ourselves as a Marketo customer) leverage L2A matching for ABM.

First of all, if we start with the notion that there's as many as 7 people involved in a buying process (give or take depending on what study you read), why wouldn't you want to execute a strategy against as many potential influencers as possible? You do.

Poor L2A matching fails to empower you to fully execute your strategy.  Here's why.....traditional L2A tools fails to capture variances on data such (eg...HP, H.P. Inc, Hewlett Packard, etc).  By missing out on these matched leads, you limit the effectiveness of ABM campaigns and limit your ROI. 

Native SF, tools that require exact matches. or only match against URL, domain, account name, location, phone numbers....are just not enough & won't get you there from our experience.

Free matching trials are always welcomed........Thank you!!

Byron

byronb@leandatainc.com

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Level 2

Re: Is lead to account matching needed for ABM?

has anyone evaluated Leandata vs Enagio? What are some of the reasons someone might choose one over the other?

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Champion Moderator

Re: Is lead to account matching needed for ABM?

Technically, Marketo's ABM platform does this...but what they don't tell you is that you have to manually review each account's "Potential People" and add/reject them. This becomes unsustainable as your Named Account List grows.

As far as LeanData vs Engagio, I believe that Engagio offers much fuller insights into the entire account funnel, customizable account scoring. They do LTA matching as part of this, but it's not their core product. LeanData is the opposite.