Lead to Account Matching lead-to-account-matching
Match right leads to right named accounts using Marketo Lead-to-Account matching.
NOTE
Lead-to-Account Matching is a built-in feature of Marketo Target Account Management. It uses fuzzy logic to automatically match leads to the right named accounts in near real-time. These named accounts could be CRM accounts or Marketo companies.
Overview overview
Marketo Lead-to-Account Matching follows a 4 step process:
Step 1 - Our matching process begins by using key information on the lead records, such as:
- Email Domain (e.g., acme.com)
- Inferred company name from IP address
- Company name - This could be CRM account name or lead company name attribute (e.g., came from form fill out)
Step 2 - We normalize the company names that we find based on various lead attributes (e.g., Acme Inc. and Acme Corp are automatically normalized to Acme). This step ensures we have a single representation of the named account in Marketo, and can see all the leads within a single named account.
Step 3 - We partition matched leads into 2 buckets: Strong Match and Weak Match.
- Weak-matched leads appear on the named accounts which then can be resolved manually.
Step 4 - We present a list of proposed companies with strong an