April 8, 2021
April 8, 2021
Account-Based Marketing (ABM): if you’re not practicing it by now, you’re behind the times. And if you are practicing it, chances are you’re continuously looking to optimize and enhance your strategy. RingLead can help. How? By facilitating lead-to-account matching (L2A). Adding L2A to an ABM strategy is like tossing gasoline on a fire: it’s an accelerant.
We’ve rounded up some happy customers to confirm that L2A, made easy by RingLead’s platform, fuels ABM.
Heading up our roster of master lead-to-account matchers is Calon Alpar, Senior Manager of Demand Generation at Watermark. Calon confirms that RingLead’s lead-to-account matching helps with account-based routing. This helps prevent duplicates from entering the system in addition to providing account-level lead information, and isn’t possible within an isolated instance of Salesforce or Marketo.
Watermark Insights can now identify their total identifiable markets and break them down into key demographics based on their ICP. They can find the right contacts in the right accounts and really align their sales and marketing efforts so that they can meet their very demanding growth expectations.
“Account-Based Marketing is not possible without RingLead’s Lead to Account Matching.
Not only do we have a more holistic view of the account – as we can now score accounts based on lead activity.
But, we could now segment, and score leads based off account attributes – like technologies used and company size.
We are able to do this in real-time on the onset of records being created, and we can bulk update records to match to corresponding accounts. This is impossible to do with Salesforce or Marketo native functionalities.”
“Our lead-routing is dependent on account fields like technologies-used and account region. So on top of RingLead real-time deduplication, lead to account matching is a required pre-requisite process in our lead routing workflow.”
Iryna Zhuravel, Head of Growth at Altium and 2x Marketo Champion, knows the value of lead-to-account matching. For her team, L2A helps make sure no Lead is left behind when it comes to targeting a particular Account. Iryna describes the way RingLead’s lead-to-account matching feature maps Leads to their associated Accounts as soon as they come in, so Sales Reps don’t run the risk of neglecting to include certain contacts when reaching out to a company.
“Lead to Account Matching allows you to truly see EVERYONE that is associated with an account.
Without L2A, you can have key decision makers that are consuming content and filling out forms but aren’t being marketed to because they aren’t linked to your target accounts.
With us, before applying RingLead’s lead-to-account matching functionality, our accounts would only show Contacts. After linking we saw we had 20 Leads that were being excluded from our ABM campaigns. BOOM! Instead of 10 we have 30 people we can talk to, call, email, qualify and convert. That can make or break a deal.We’ve been seeing great financial results since implementing.”
“Lead-to-account matching made our reporting more accurate, because we can finally tell how many net new names or logos came into our system.Before we onboarded RingLead, many customers were misidentified as net new leads, because maybe they’d spell their companies name in a different format when filling out a webform, or maybe they’d misspell or use a different email. We were able to fix this with RingLead’s Lead to Account Matching and duplicate prevention.”
Bryan Vaughn, Director, Sales Operations at MCG Health, says his team uses lead-to-account matching primarily for lead assignment—to route the right leads to the right people. This, he says, is a necessity when it comes to ABM. Understanding who all the leads are that are associated with a particular account so you can more effectively market to those accounts is key. The other value is being able to see the linked Leads on the Account record, so no one falls through the cracks.
“Before RingLead Lead to Account Matching, sales reps weren’t getting notifications for leads that were entering our database, if they weren’t associated to the correct account. We use both standard use-cases of lead to account matching. For leads that match a customer account, we will convert it to a contact at the corresponding account. For leads that match to a prospect account, we will link it to the account, leaving it as a lead instead of converting it.”
With RingLead’s lead-to-account matching, MCG Health has been able harness:
Finally we have Cody Bustamante, Salesforce Administrator & Marketing Operations Manager at Exterro. About 10.5 minutes through the above video, Cody describes the way RingLead matches account-level firmographic data to the sample lead that he enters. “That’s really important,” he says, because he can now utilize account-level fields like industry, employee count, and technologies used fields to identify & target. Not only can those identifiers provide a more comprehensive view to sales reps, but they can also help with lead routing. In this case, while the Lead is located in Oregon, the headquarters are in New York—so the lead gets routed to the rep who handles New York.
So there you have it! Our customer testimonials (literally) speak for themselves. RingLead is tried and true when it comes to lead-to-account matching, which can enhance your ABM strategy. Click here to learn more about our platform.