Dory Viscogliosi of Datto, Inc. – RingLead Helped Us With Duplicates, Routing, and Lead-to-Account Matching
In this video, Dory Viscogliosi of Datto, a cybersecurity and data backup company, tells us how her organization transformed their data processes by finding an all in one solution to their biggest problems. See how RingLead helped them:
- Gain better marketing insights, analytics, and reporting
- Improving ROI of their marketing automation platform
- Enhance their lead assignment processes
Dory Viscogliosi, Senior Global Marketing Operations Manager at Datto, Inc., discusses how RingLead helped optimize their sales and marketing processes
On Using a Data Quality Solution to maintain Data Accuracy, Completeness, & Standardization:
So all inbound names that we get come through Marketo, and so we have a database of about 950 thousand names and that grows very steadily. And so we have new incoming names on a daily basis, and so obviously not all of the information is always populated, or always accurate or standardized. And so we’re using RingLead for a lot of that.
3 Data Problems that Led us To a Data Quality Solution:
Yes so we had two really key problems, actually three really key problems. One was we had a ton of duplicates sitting in our system. The second problem was that we wanted to ensure that we had more standardization of our data. And then the third problem was that we needed a solution, that we’d had another solution previously, but we needed a solution for lead to account matching. And that lead to account matching had to be really robust, because we are dealing with a lot of smaller shops that may have, kind of, like, duplicates. So Joe’s Computers in Texas is not the same as Joe’s Computers in Connecticut. And so we needed to make sure that we weren’t just doing matching based on a company name. We had to have more sophisticated matching rules for those lead to account matches.
Why is RingLead better than other solutions for Matching Leads to Accounts?
We’re linked with both Salesforce and Marketo and so we’re looking at both the region that a name comes from, as well as the domain. And also, like an additional website. So we have values for all three of those, and then we’re looking at those and not really caring quite as much about company name, which is what some platforms really focus on pretty exclusively.
On Duplicate Data’s Impact on Revenue Attribution:
Yeah, I mean, duplicates obviously are everyone’s worst nightmare. And so the duplicate problem was really something that we were unable to quantify the actual contribution that marketing was having, because people, maybe the right names weren’t being added, or a duplicate name was not being added to an opportunity, and so we were struggling a little bit with revenue attribution.
On Using Real-Time Data Standardization to enhance Lead Routing:
And we wanted to ensure that we were really able to capture standard information, as well so some of our routing rules are reliant upon you know data being standardized in a certain way. And we do some routing off of area codes, as well as state, and so when we looked at the data that was incoming, we weren’t always getting state as like an acronym as opposed to like the full spelled out state. And so that would lead to either a lot of manual work on the end of whoever was doing a list import, or some standardization campaigns in Marketo, which just kind of slowed things down and created a bit of lag, or we were able to implement these rules with RingLead that would allow us to just translate and standardize the information as it passed through RingLead.
On Deduplication & Lead to Account Matching improving Sales & Marketing ROI
Yes, so by not having duplicates obviously, we don’t have people calling into multiple accounts with as the same- I’m sorry- calling into the same account, multiple sales reps, calling into the same account. Also with the lead to account matching, it really helps us have a better customer experience I think. And so, that improves the sales relationship that they have from a marketing perspective. We’re able to more accurately talk about revenue and attribution, and, you know, if we’re talking about multi-touch revenue attribution, we’re not dividing up the pie in quite as many slices and getting more accurate numbers around that attribution and return on investment obviously.