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Sean_Richards
Sean_Richards
Level 4
June 10, 2018
Question

Is lead to account matching needed for ABM?

  • June 10, 2018
  • 5 replies
  • 4942 views

My company is definitely in need of persuing an ABM strategy.

My quesiton is, is lead to account matching in Salesforce, needed for ABM in Marketo/Salesforce and how necessary?

If you don't do it in SF, what are you missing out on?

Other than Engagio and LeanData, what other solutions are in use for this?

Cheers,

Sean

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5 replies

Grégoire_Miche2
Grégoire_Miche2
Level 10
June 10, 2018

Sean,

Lead to Account Matching in SFDC is quite useful but not required to have the ABM option in Marketo working.

Marketo offers it's own matching algorythm, and there is no link with any lead to account field in SDFC anyway. Vote here:

-Greg

Sean_Richards
Sean_RichardsAuthor
Level 4
June 11, 2018

Hi Grégoire,

Thanks for chiming in. I've added a vote to your idea. Given that Lead to Account matching in SFDC is useful (and something I believe I need to implement in our SF instance) what are the possible solutions to this?

I believe the following exist, but if anyone knows of any others, please add them here:

  • LeanData
  • Engagio
  • align.ly (This is a free SF addon that only recently launched). I plan to give this a try.

Any others?

Sean Richards
Grégoire_Miche2
Grégoire_Miche2
Level 10
June 11, 2018

You can look into Ringlead, which AFAIK, also provides this functionality.

Darrell_Alfons2
Darrell_Alfons2
Level 10
June 11, 2018

If you don't need real time, Demand Tools by CRM fusion is an affordable option.

Another option people don't really talk about, is that you can have inside sales do this manually (if the volume is manageable), or hire a temp or intern.

A
Anonymous
June 15, 2018

Hello Folks.....Byron from Leandata reaching out.  I'll share with you some thoughts on how our customers (including Marketo & ourselves as a Marketo customer) leverage L2A matching for ABM.

First of all, if we start with the notion that there's as many as 7 people involved in a buying process (give or take depending on what study you read), why wouldn't you want to execute a strategy against as many potential influencers as possible? You do.

Poor L2A matching fails to empower you to fully execute your strategy.  Here's why.....traditional L2A tools fails to capture variances on data such (eg...HP, H.P. Inc, Hewlett Packard, etc).  By missing out on these matched leads, you limit the effectiveness of ABM campaigns and limit your ROI. 

Native SF, tools that require exact matches. or only match against URL, domain, account name, location, phone numbers....are just not enough & won't get you there from our experience.

Free matching trials are always welcomed........Thank you!!

Byron

byronb@leandatainc.com

R
Raj_Jain
Level 2
September 28, 2018

has anyone evaluated Leandata vs Enagio? What are some of the reasons someone might choose one over the other?

Amy_Goldfine
Amy_Goldfine
Level 9
October 1, 2018

Technically, Marketo's ABM platform does this...but what they don't tell you is that you have to manually review each account's "Potential People" and add/reject them. This becomes unsustainable as your Named Account List grows.

As far as LeanData vs Engagio, I believe that Engagio offers much fuller insights into the entire account funnel, customizable account scoring. They do LTA matching as part of this, but it's not their core product. LeanData is the opposite.   

Amy GoldfineMarketo Champion & Adobe Community Advisor
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