From Enrichment to Routing: Automate Lead Management
Looking to effectively manage data quality and lead routing? Learn about ideal outcomes and effective solutions for territory management and routing from Ashley Langford, Senior Marketing Operations Manager at Integrate. Langford discusses their journey to success in precision demand marketing and transforming their database marketability.
1. What issues did Integrate encounter with data management prior to implementing their existing system?
Before, Integrate encountered issues with managing data due to the volume of information coming from different sources. It was hard to manage data entered by sales, marketing, and other sources. Integrate wanted a solution that would help with lead-to-account matching, deduplication, and lead routing.
2. How did Integrate increase database marketability from 24 to 89 percent?
Langford transformed database marketability by first deduplicating the lead database, then repeated the process for contacts and accounts. After ensuring all records were sound, they converted active leads into contacts on account records. Then they used ZoomInfo Enrich for contact and account information, which significantly improved marketability.
3. How do you effectively manage data quality and lead routing?
To effectively manage data quality and lead routing, start by deduplicating your database. This can be done in waves: first with a strict search if the email addresses were exact, and then moving to fuzzier logic, like first name, last name, and email. Similar steps can be followed for contacts and accounts. Once duplicates are removed, do lead-to-account matching. This can be enhanced with ZoomInfo’s tools for enrichment and improved contact identification.
4. Why is Integrate considered the leader in precision demand marketing?
Integrate is considered the leader in precision demand marketing because it helps B2B marketers develop and deliver an omnichannel demand strategy. It provides solutions for managing data quality, lead routing, and territory management. It also integrates well with platforms such as Salesforce and Marketo.
5. How can Integrate help develop and deliver marketing messages?
Integrate can help develop and deliver marketing messages by providing an efficient platform for data management and lead routing. It gives marketers a clear understanding of their leads and customer profiles to create targeted and personalized marketing messages.
6. What sets Integrate apart from other tech systems in terms of data management and marketing?
What sets Integrate apart is its ability to provide a comprehensive solution for managing data quality, lead routing, and territory management. It also offers advanced features like fuzzy logic for contact deduplication, lead-to-account matching, and data enrichment with integrations for major platforms like ZoomInfo, Salesforce, and Marketo.