Lead-to-account matching (cont’d) How does L2A matching work? Option 3: Sophisticated L2A technology Benefits of L2A matching There are three main approaches to L2A matching. More sophisticated methods (including Engagio’s Marketers who implement L2A give glowing Foundation) involve L2A technology that reports about the benefits. Option 1: Manual L2A matching automates matches based on multiple dimensions. Manual lead-to-account matching doesn’t create • Better customer experiences. Clients spend many benefits, apart from completing the job. This These capabilities first identify duplicate accounts more time with account managers who have time-consuming approach slows lead processes, and determine which copy is ‘real’. Engagio then clear insight into cross-sell and upsell while human error abounds. uses ‘fuzzy logic’ to match company names, opportunities. They also stop receiving websites and email domains with other critical inappropriate prospecting calls. Option 2: Domain-based L2A automation information fields. This is especially valuable with • Improved prospect journeys. Prospects won’t This process automates with a simple match personal email and complex enterprise domains. hear from different reps. between email and website domains. While this • Increased SDR and sales rep productivity. is a reasonable way to start, most companies run For example, fuzzy logic matches Hewlett Packard They spend time on revenue-generating activity, into limitations: with hp.com, HP, and us.hp.com. not manual lookups. • Integrated account analytics. Engagement of • Personal email addresses aren’t matched. In the case of accounts with multiple divisions, L2A individual leads rolls up to the overall account. For example, Gmail or Hotmail. technology can match leads with specific divisions • Seamless lead management. Because leads are • Complex enterprise domains are missed. by identifying location. For example, GE has more routed, nurtured and scored appropriately, For example, domain-based matching doesn’t than a dozen major businesses, including GE they’re more likely to move through the funnel. pair www.yahoo.com with an @yahoo-inc.com Capital, GE Healthcare, GE Oil & Gas and so on, but email. a lead likely belongs to the GE Power account if • Assignment within large enterprises doesn’t she has a @ge.com email and an address in work. For example @ge.com emails don’t match Atlanta, GA. with the appropriate division of GE. 136