8 Core Components of Data Orchestration

8 Core Components of Data Orchestration

Below are the core components you'll need in a data orchestration platform. As we look at each one, take note of the symbiotic relationships between them.

1. Deduplication

It's important for the health of your database to keep it free of duplicates. Your data orchestration solution should automatically merge or convert leads, contacts, and accounts according to business rules you define. Both real-time and batch deduplication maintains the integrity of your marketing segments and enables faster, reliable routing.

Real-time duplicate prevention creates a perimeter that protects all of your systems from bad data. Prevent your web forms, web-to-lead, list imports, and manual entry from being a source of duplicate leads. You can set up rules to fix dupes any time a record is created or modified in your CRM and connected systems. As-you-type duplicate prevention stops dupes and unstandardized data from being entered via manual entry by alerting users before the record is created. Out-of-the-box Salesforce duplicate functionality only alerts users after the record is created.

Batch deduplication enables operations teams to fix any duplicates that may already be in the system.

Besides single table deduplication, you might need a solution to deduplicate records across different objects, including both standard and custom objects. Fuzzy matching logic and flexible merging rules give you complete control of how duplicates are merged, using any combination of fields.

  • Find and merge duplicates like Rob and Robert.
  • Concatenate text fields.
  • Add or average number fields like lead score, or preserve the highest value.
  • Prioritize the importance of picklist values.
  • Archive overwritten field values.

Go beyond basic CRM duplicate functionality to maintain clean, complete, and consistent data, and set up your GTM teams for success.

2. Normalization

Data can enter the system in multiple ways: web forms, list imports, manual input, etc. Normalization is the process of standardizing the data so that it's formatted consistently.

When someone fills out a form, they might input their location in a format that's different from your CRM picklists. For example, California vs CA vs Cali.

Third-party vendors have unique methods of formatting and categorizing information:

  • CPG | Consumer Packaged Goods | Consumer Packaged Goods (CPG)
  • SVP | Senior Vice President | Sr VP

Other common use cases:

  • Normalizing phone numbers to ensure auto-dialers work.
  • Normalizing company names to be fully spelled out. (GE > General Electric)
  • Fix case issues in names and company names.
  • If someone inputs their name in all caps, like "ANTHONY PICA", an automated email will start with "Hello ANTHONY," which looks unprofessional.

Just like enrichment, normalization can occur in real-time or in batch, empowering you to keep your data unified to a standard format across all fields in all systems.

Normalization creates a cleaner, structured database. It enables deduplication, segmentation, and lead-to-account matching, and allows for all systems to run tasks that require consistent data.

3. Segmentation

Segmentation enables precision targeting. Here are some examples of what you might want to create segments for:

  • Ideal Customer Profile
  • Buyer Persona
  • Customer Journey Stage
  • Buyer Intent & Engagement
  • Account & Lead Score
  • Sales Territories

With precise segments, you can create targeted campaigns to nurture best-fit accounts, identify whitespace opportunities, and align parallel priorities with sales.

You can set up segments using any combination of data points according to your business needs, or leverage templates, such as:

  • Job Function/Department
  • Job Seniority/Job Role
  • Industry
    • Map NAICS codes, SIC codes, and industry keywords.
  • Company Size
    • Map revenue and employee ranges to company size segments.
  • Geography
    • Map address, zip code, and state values to territories.

Real-time segmentation automatically adapts to changes in your database, so your sales and marketing targets are always up to date. For example, as new leads or accounts are created or enriched, they are dynamically put into the proper segments.

You may also want to create specific groupings for list uploads and web submissions, or batch segment your data for granular partitioning of your sales and marketing systems.

Segmentation empowers you to maximize the results of multichannel GTM strategies.

4. Enrichment

Enrichment is the process of updating data on your records, including leads, contacts, and accounts, based on data available from sources like third-party data vendors. Enrichment enables accurate segmentation for marketers, improves accuracy of routing, and gives salespeople the information they need for prospecting and fast response time.

The enrichment process can occur both in real-time or in batch to accommodate your business needs.

Real-time enrichment triggers enable you to automatically append or update data when an event occurs. For example, when someone fills out a form, important data points, such as industry, are immediately added to the record. Intelligent forms allow you to reduce the number of form fields displayed, which promotes increased conversion rates. Real-time enrichment can also be triggered when an activity occurs in the system. For example, the enrichment process can automatically occur when a lead reaches a certain lead score, attains MQL status, or when it's time for the customer to renew their product subscription.

Batch enrichment allows you to update data in your CRM or MAP in bulk or retroactively, without having to export or import any data. The ETL process is automated and changes take place directly at the Salesforce data center. Bulk data enrichment can be scheduled to run at a certain frequency to ensure your data is always fresh and accurate.

After a tradeshow or online event, you can import a list of people that are engaged with your company, and important data points, such as missing phone numbers or job titles, will automatically be populated. Deduplication and normalization occur within the same flow. The ease of this process eliminates the manual labor and delay that often prevents salespeople and marketers from reaching out to prospects in a timely fashion.

Enrichment allows the organization to have more insight on prospects and customer accounts and more data to increase the accuracy of matching leads to the right accounts.

Since no data provider has the perfect database, you may want to use multiple data providers. Multi-vendor enrichment enables you to source thousands of data points from a large number of third-party vendors. For more details, see the bonus chapter at the end of the guidebook.

5. Lead-to-Account Matching

Matching leads to accounts is a prerequisite for account-based sales and marketing strategies. It is necessary for having a complete, centralized picture of a company and its buyer signals. From one place, you can see all activity and engagement, such as new interest in a product.

Let's say 10 known contacts exist at an account. And 5 new inbound leads are created after they respond to a marketing campaign. Because these leads are matched with the account, the salesperson is aware of the new activity and can reach out to explore cross-sell opportunities. Right from the account record in the CRM, the salesperson has at-a-glance visibility of all buyer signals from all 15 people (not just the 10 previously known contacts).

Without lead-to-account matching, leads are siloed from their related accounts, which causes all kinds of issues, including:

  • An SDR is assigned a new inbound lead record, calls the prospect as part of their sales process, and is informed that the "lead" has been a customer for five years.
  • The account owner is unaware that someone new from their customer account requested a demo for a new product, and they miss out on a cross-sell opportunity.

Lead-to-account matching improves enrichment, segmentation, and campaign targeting. Newly acquired data from a lead can be automatically populated to an account, and existing account data can be automatically added to the lead.

Flexible configuration enables you to define processes according to your business needs. Leads that are matched with accounts can be configured to automatically convert into contacts, or you can leave them as lead records to preserve your marketing metrics, sales processes, and conversion metrics.

Sales, marketing, and customer success get actionable account insights for effective execution of multichannel GTM strategies.

6. Propensity Scoring

Propensity models are used to predict outcomes, such as the likelihood of a lead being qualified into an opportunity, whether a prospect will buy a product, what the deal size might be, or whether leads will respond to a nurture campaign.

Ideal customer profile, buyer personas, intent signals, and customer journeys can be used in propensity modeling to create numerical lead and account scores.

Lead and account scores inform the sales and marketing teams which prospects they should focus on next. A high score indicates buyer readiness and/or identifies high-value strategic accounts.

You can base scores on any combination of attributes. For example:

  • Lead behavioral scores can be calculated by web page visits, email clicks, downloads, video watches, form fill-outs, etc.
  • Lead demographic lead scores can be built from job function, job title, good phone number, work email domain, etc
  • Account scores can be based on firmographics, such as geography, employee count, annual revenue, industry.

Propensity modeling and scoring are tools to optimize your go-to-market strategies. Marketing targets are more precise, sales motions are prioritized, and the entire revenue team is aligned on next best actions.

Lead and account scores can also be included as factors in segmentation and routing.

And high-quality data improves the accuracy of lead and account scoring, so enrichment, normalization, and lead-to-matching are important pieces of the puzzle. They all work together to drive business results.

7. Routing

Routing data to the correct place, at the right time, is a mission-critical business process. Keep in mind, 78% of customers buy from the company that responds to their inquiry first. Lead response time is not a gamble most businesses can afford to make.

Lead routing is a data-driven process that depends on high-quality data. Fortunately, all of the data orchestration components are designed to work together symbiotically, so lead assignment is fast and accurate.

Normalization, enrichment, deduplication, lead-to-account matching, and segmentation work in sync to automate the complex rules and decisions for assigning records to the correct people or queues.

Data-driven routing rules support virtually any use case. Examples:

  • Evenly distribute leads with flexible round-robin.
  • Control lead assignment using sales territories, which can be based on more than just geography, such as company size, technologies used, and product interest.
  • Assign industry-specific leads to specialized teams.
  • Trigger tasks to alert salespeople of next best actions.
  • Automatically create renewal opportunities.
  • Transfer account ownership one year after initial purchase.
  • Convert leads into account contacts, according to your business rules.
  • Escalate a support case to tier 2, or change ownership to a different department.
  • Update any field on any CRM object. For example, mark a prospect as "Marketing Qualified" when they request a demo.

Automated, data-driven routing processes minimize friction. Fewer leads are lost, and the company culture flourishes around the idea that lead response time is tantamount to success.

GTM revenue teams can make "speed to lead" their competitive advantage by implementing an intelligent routing strategy.

8. Automated Meeting Booking

Live conversations and demos are important to the buyer experience.

  • Prospects can ask clarifying questions specific to their unique business needs.
  • Salespeople can diagnose business problems and offer solutions.
  • Trust and rapport begin to set in.

The problem is that people are busy. Scheduling a meeting is yet another manual task. All the back and forth—trying to find a time that works for everyone—creates friction in the customer experience. It's not uncommon to have less than half of inbound meeting requests actually happen.

The solution: enable people to instantly book meetings after submitting a form on your website. Based on your sales territories and round-robin assignment rules, the correct sales rep's availability is shown to the prospect. An automated scheduling process removes friction for everyone.

Conversion rates increase as lead response times decrease. Remember, there's a 21X increase in the likelihood of a lead being qualified when a salesperson responds within five minutes compared to 30 minutes. Instant booking takes lead response time down to zero minutes.

Automated emails minimize no-shows by reminding buyers of their upcoming meetings.

"Commitment and consistency" is one of Robert Cialdini's six principles of persuasion that states people like to be consistent with their values and actions. By enabling instant booking, you're invoking this principle. It starts with a tiny commitment to learn more about your solution, and the buyer's actions remain consistent as they fill out a form, schedule a meeting, and proceed through the sales cycle.

Automate the scheduling process to convert inbound leads into qualified meetings and increase your opportunity pipeline.

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8 Core Components of Data Orchestration

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