2 Replies Latest reply on May 14, 2018 11:07 AM by Frank Elley

    GDPR/Others: Do you distinguish the individual location versus company (HQ, Franchise, Sub-location)

    Lillian Huang

      For B2B - are there any other companies out there designating fields to track actual person location in addition to company's?

      Ex fields: Country, State and Individual Country, Individual State

       

      Someone fills out the web form - if it is not specifically stated to mention business location (which can be argued that there are several diff office locations), then would it be safe to assume that a prospect is going to fill out a form based on their actual location? Whether they are located at HQ, other office, remote, etc.

      An accompanying rationality to this assumption is that if someone @ Company XYZ (HQ located in the United States) states they are located in France (when they are a remote worker), this could overwrite the existing field (current value = USA) if your regional fields are directly mapped to Account level and such.

       

      I'd like to understand different logics and if other companies are already applying such systematic processes or in planning.

      If not, is tracking data on individual location considered over-architecting, and why?

        • Re: GDPR/Others: Do you distinguish the individual location versus company (HQ, Franchise, Sub-location)
          Josh Hill

          You really need to do this with firms like Leadspace, DNB, etc.

           

          Then Sales and Account Hierarchies will place the person properly if they go forward. It's not a simple thing to do in a post here.

            • Re: GDPR/Others: Do you distinguish the individual location versus company (HQ, Franchise, Sub-location)
              Frank Elley

              I've dealt with this in a couple of different business contexts. Here are a few observations:

               

              - If you sell to a decision-maker persona (C-level, senior level), services like Leadspace, D&B, DiscoverOrg, etc. can help you locate both the individual and the corporate business addresses. Depending on the service, you may just get the global HQ, but others may give you the domestic HQ, and the "global ultimate" HQ. Which one is meaningful to you depends entirely on what your Sales team believes will render the best route to a relevant decision-maker.

              - If you sell to (or at least market to) a lower-level individual contributor, the service might not have them individually, and then you're down to trying to determine the company they're with.

              - Here's the thorny issue: "teams," especially those in larger organizations, are highly distributed these days. The classic case here is trying to locate the HQ address, assuming that's where the discovery/prospecting needs to occur by Sales. And that could be accurate, or that could be a red herring. The larger the company, the less likely that an HQ address is relevant. You may need to find the right Line of Business with the company instead. The individual may be a researcher in another time zone or another continent.

              - So ... I'm not arguing that trying to leverage data enrichment services is not a useful task. But it is a messy one, and writing logic in Marketo (or other automation/CRM system) to derive where stakeholders may reside can be a challenge, depending on persona and size of the organization, to actually save your Sales team time in following the lead. I always recommend that, as early in the conversation with the individual lead as possible, that Sales ask a simple question: where is the decision going to be made? That may correspond to what your data enrichment told you, and it may not. Knowing the accuracy rate from Sales can help you finetune.

               

              Getting this right really helps cement -- or poison -- the relationship between Sales and Marketing. Sales could wind up viewing you as adding a lot of value, or wasting their time. So it's worth investing time to understanding what actually helps Sales and testing carefully.