Two Strategies and 5 Tips for Enterprise Lead to Account Matching
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Engagio's lead to account matching process primarily follows three basic steps using two different fields when matching a lead to an account:
- We look to see if both: the "normalized" company name is an exact, case-insensitive match to an account name AND if the email domain is an exact match to the website field of an account.
- We try and see if the "normalized" company name is an exact, case-insensitive match to an account name
- Lastly, an email domain to website match (without a company name match) has third priority
Now, let's say a lead doesn't meet the conditions for the first two sets of criteria, but you have multiple accounts with the same website. When a tie occurs for any of the three steps above, it goes into a tie-breaker mode based on some specific geographic information. We only consider geographic information if it's an exact tie.
The quality of a geographic match depends on how far down the geographic hierarchy a match exists: Country < State/Region < City < Postal Code. When performing a geographic match, we understand that different spellings resolve to the same country or state (example: United Kingdom vs. the UK). Whichever one has the most precise (specific) matching field will be selected.
In the case of a geographic tie (usually because such information is not present), we will match it to the first account ordered by the Engagio id of that account. The id generally corresponds to the alphabetical order of the account names but not necessarily.
We do try to help you out, above, we mentioned this idea of a "normalized" company name, pretty much what that means is we're smart enough to strip "Inc," "LLC," and things of that nature from a business name. We also use Leadspace to help which can identify many cases when a company name or website has changed as part of an acquisition or a re-branding.
Two Strategies to increase matching quality
Strategy 1 - Make all enterprise accounts have a location in the account name
Instead of having "Google" and "Google UK", you'd have "Google NA" and still "Google UK"
The one account that doesn't have a geo. or dept. related word appended to it often becomes the catch-all account which isn't ideal.
What will happen:
By appending something to the account name, effectively no leads will match based on company name = account name, this forces all leads to match on the email domain, and then subsequently enter the geographic tiebreaker.
Strategy 2 - Make all enterprise accounts have the same name
Instead of having "Google" and "Google UK", you'd have "Google" and "Google"
Sometimes you don't want to give up matching on the company domain (which the 1st strategy does).
What will happen:
This method allows accounts to still match based on the company or email domain. The downside is fairly obvious, now you have a bunch of accounts with the same name representing different parts of the Enterprise. For some, it's worth it, for others, not so much.
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What does all that above actually mean for matching amongst enterprise accounts?
1) When trying to match to a precise sub-account of a given enterprise, we're solely reliant on the information the user provides or that's recorded. We aren't going to be able to match everyone to their correct sub-account automatically simply because users don't normally provide perfect information in the way we expect them to.
2) Do not change the account name to include location information unless following strategy 1 above. Account names are not where we look for information regarding location and leads typically don't type out a "UK or "India" after the company name. They sometimes do, but our data shows that's usually not the case.
Again, if account name contains "UK," we currently do not use that information.
To encourage a more likely tie that will then go to a geographic tie-breaker, we actually recommend the account names be identical. We realize that for some users, that won't be possible or ideal.
3) An account name without geographic (or other) information will end up being a catch-all account for a lot of your leads because the probability of the first rule happening (where there are an exact company and domain match)
4) Using a country suffix in the account's website is not recommended, most leads do not use an email with the same domain suffix so we would only be able to match based on the account name provided. This does mean that leads with emails containing ".nl" or ".country" will not be matched based on the geographic information provided in the email domain but we think the overall benefit would outweigh the downsides.
5) Let us help you establish a strategy that makes the most sense and optimizes for how you have things set up. There's going to be trade-offs and it's not going to work 100% of the time for 100% of leads, that's where we can come in, though.