How does the system match?
The system matches leads after an account list is created, and starts performing lead to account (L2A) matching, continually driving your account based analytics, orchestration and actioning capabilities.
The system automatically matches leads to accounts and populates the custom Matched Accounts fields in Salesforce. Voluntarily convert your Lead records to Contact records associated with the Matched Account.
Generate a report on the effectiveness of the system’s lead to account matching with the Lead Matching report.
When does the system match?
Lead to Account matching occurs every 5 minutes within Salesforce (meaning the Demandbase Matched Account field on the Lead will be populated in 5 minutes),
Newly created Leads and updates are made available inside the Demandbase application each night after the nightly sync and refresh takes place.
How exactly does matching work?
Demandbase considers the company name and email when matching a lead to an account.
In addition, geographic fields (country, state/region, city, postal code) are used for differentiating multiple equally good matches based on company name and email. The system compares the company name on the lead with the account name, performing fuzzy matching to normalize variations in how names are entered. For example, Demandbase recognizes that Microsoft Corporation, Inc. and Microsoft are the same company. For email addresses, the system compares the email domain on the lead with the company website from the account. Additionally, 2 corrections are applied to improve data quality:
- Demandbase uses a third-party API to identify cases when a company uses a different domain name for their email addresses as they do for their website.
- Demandbase uses a variety of API’s and data sources to detect when the company website, as entered in Salesforce, is incorrect, and substitutes with the correct website after verification.
The prioritization / differentiating rules when there are multiple matches work as follows:
- When there's both a company name match, AND an e-mail match to the same account, that match has the highest priority.
- A company name match alone (without an email match) has second priority.
- An email match (without a company name match) has third priority.
If there are multiple accounts that match to a given lead with the same priority, then one is selected based on the best geographic match. 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, the system understands that different spellings resolve to the same country or state (example: United Kingdom vs. the UK).
Why isn't a specific lead matched?
For the system to run the lead to account matching:
- The account needs to belong to an account list.
- The user syncing Demandbase and Salesforce together will need to have access (visibility) to that lead.
- To convert to a contact, the lead owner cannot be a queue and must have an explicit owner.