Speed-to-lead optimization

Challenge

With a steadily growing database of 950,000 names and counting, Datto was finding that not every incoming record was clean or complete, resulting in three major challenges for Datto; an excess of duplicates, unstandardized data, and a need for improved lead-to-account matching.

Without a way to automatically standardize incoming records, duplicates pervaded the database. It was extremely time-consuming for individuals to manually standardize list imports or to run them through standardization campaigns in Marketo, which often lagged. The number of duplicates in Datto’s database also made it difficult to quantify the Marketing team’s contribution, making accurate reporting and revenue attribution nearly impossible.

With a significant number of small businesses in Datto’s database, Dory shared how they were finding that multiple, separate entities shared the same company name. Without robust lead-to-account matching rules that included fields besides Company name, it was difficult to differentiate these businesses from one another.. Datto was finding its ABM campaigns were performing poorly as a result.

“From a Marketing perspective, we’re able to more accurately talk about revenue and attribution and if we’re talking about multi-touch revenue attribution, we’re not dividing up the pie into quite as many slices–and getting more accurate numbers around that attribution and return on investment.”

Dory Viscogliosi

Senior Global Operations Manager at Datto

Solution

Datto used ZoomInfo’s Operations Cleanse to overcome these challenges by transforming its data hygiene. Datto deployed Cleanse to tackle all of its data quality problems in a single comprehensive solution. At all points of entry in Salesforce and Marketo, records could now be automatically standardized so the record was complete and met the requirements for routing. Equipped with a refined deduplication process, Datto could automate the process of removing existing duplicates–eliminating the previous time spent managing the data manually.

While Datto had another solution previously, it lacked robust lead-to-account matching capabilities. ZoomInfo’s ability to expand lead-to-account matching parameters beyond Company Name enabled Datto to include more sophisticated values such as region, website domain, or additional websites. This was key to differentiating small businesses that had the same name.

By not having duplicates and stronger lead-to-account matching, this helped to avoid multiple sales reps calling into the same account, creating stronger sales relationships and an overall more positive customer experience.

The Results

After launching and implementing Cleanse, Datto saw noticeable improvement in both Salesforce and Marketo performance. About 230,000 duplicate Leads, Contacts, and Accounts were merged and 330,000 leads were matched and converted to accounts in Salesforce. Datto could now automatically translate and standardize records as they passed through their data management platform, to optimize the speed-to-lead process. Datto was also able to accurately attribute leads to opportunities without the duplicates skewing metrics.

“From a Marketing perspective, we’re able to more accurately talk about revenue and attribution and if we’re talking about multi-touch revenue attribution, we’re not dividing up the pie into quite as many slices–and getting more accurate numbers around that attribution and return on investment,” Viscogliosi shares.