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Lead to Account Mapping

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Anonymous
Not applicable

Lead to Account Mapping

I am looking at options to begin some type of lead to account matching in Marketo. Essentially what I am attempting to accomplish is set up a program that will append/auto fill in lead data based on the company/domain address.

Example:

New lead from Nike is created. Program sees that there is an Account already in SFDC for Nike. It takes certain data from the account and auto fills in lead fields.

Any suggestions or even links to agencies that might be able to assist here. Thanks

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Grégoire_Miche2
Level 10

Re: Lead to Account Mapping

Hi again Robert,

With SFDC, the easiest method is an SFDC trigger. The typical matching info will be email domain or email domain + country (depending on your sales org.)

email domain has the great advantage over account name that one cannot temper its spelling. You have to write it correctly or you will not receive the emails. The second advantage is that it is unique on a WW basis.

You will need to fields :

  • One "Account" field on lead, type = lookup (account).
  • One "email domain" string field on the account object.

The trigger will detect a new lead or a lead update when the lead has no account and will try to find a match between the lead email domain and the account which Email Domain field (exact match) and, if a match is done, will fill the lead "Account" field. Once the matching is done, you will use some workflows on the lead to populate the lead fields from the account field.

In order to populate the account Email domain field, you can start manually or with an import. It you think worth it, you could create another trigger that looks into account contact and determines the email domain, although this has some risks.

The last stage of the whole process will be to replace SFDC default lead conversion assistant with a wizard that leverage the lead account info to make sure that, when converted, the resulting contact does not end up in another account.

-Greg

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11 REPLIES 11
Grégoire_Miche2
Level 10

Re: Lead to Account Mapping

Hi Robert,

This cannot be done in Marketo, but could be in your CRM, if you have one.

The technique to use is the same as the one I explained in this post :

-Greg

Anonymous
Not applicable

Re: Lead to Account Mapping

Hi Gregoire,

Thanks for sharing the link. Some really nice information in there. I have some questions on the web services in use and the set up. Would you mind having a quick call/screen share?

Grégoire_Miche2
Level 10

Re: Lead to Account Mapping

Hi Robert,

I cannot share too much as I cannot share things from my customers.

You may also talk to Stephen Schimmel​, as we already had a discussion about this.

What CRM are you using ?

-Greg

Anonymous
Not applicable

Re: Lead to Account Mapping

I understand no problem. We are using SFDC w/ Marketo as well

Grégoire_Miche2
Level 10

Re: Lead to Account Mapping

Hi again Robert,

With SFDC, the easiest method is an SFDC trigger. The typical matching info will be email domain or email domain + country (depending on your sales org.)

email domain has the great advantage over account name that one cannot temper its spelling. You have to write it correctly or you will not receive the emails. The second advantage is that it is unique on a WW basis.

You will need to fields :

  • One "Account" field on lead, type = lookup (account).
  • One "email domain" string field on the account object.

The trigger will detect a new lead or a lead update when the lead has no account and will try to find a match between the lead email domain and the account which Email Domain field (exact match) and, if a match is done, will fill the lead "Account" field. Once the matching is done, you will use some workflows on the lead to populate the lead fields from the account field.

In order to populate the account Email domain field, you can start manually or with an import. It you think worth it, you could create another trigger that looks into account contact and determines the email domain, although this has some risks.

The last stage of the whole process will be to replace SFDC default lead conversion assistant with a wizard that leverage the lead account info to make sure that, when converted, the resulting contact does not end up in another account.

-Greg

View solution in original post

JD_Nelson
Level 10 - Community Advisor

Re: Lead to Account Mapping

Hi Robert,

We are currently implementing LeadSpace for this. They score every record as it comes into our database, then we have a bunch of fields that get appended with contact & lead data; if the lead data matches a company data then it kicks off some sfdc processes that then convert contact and add to accounts. Luckily I'm not our sfdc admin and merely hope to reap the benefits from this integration and not have to map it all out. We've been mostly happy with LeadSpace, but have also looked at LeanData as a possible partner. Best of luck.

Anonymous
Not applicable

Re: Lead to Account Mapping

Hi Robert,

I suggest you look at the services offered by FuzzyMatchCompanyNames.com website. They map a new lead against SFDC account. They may be willing to expose their API to integrate with Marketo. Worth checking. There may be other vendors offering the same as well.

Thanks

Grégoire_Miche2
Level 10

Re: Lead to Account Mapping

Hi Robert,

You can also give a look to Reachforce's SmartForm service. It enables you to enrich your form with a choice of exactly which account the visitor is from and help driving an accurate match. Once you have the match, you can consider creating a trigger in SFDC that does the automatic conversion.

SmartForms – Marketo LaunchPoint

Marketo themselves are using Smartform.

-Greg

Grégoire_Miche2
Level 10

Re: Lead to Account Mapping

Hi Scott K. Wilder​,

Could you please merge this post with this one : Lead to Account Mapping

There are the exact same question, from the same requester, and we get a little lost trying to follow the conversations

Thanks,

-Greg