A US-based FinTech company, which sold specialized, high-value software to investment banking operations, approached us. Since the company was focused, in terms of market segment, they had a limited list of about 6000 contacts in about 500 banks as target prospects. The company was using Salesforce for sales and Pardot for marketing.
- The data in Salesforce and Pardot had become cluttered with a large number of leads, accounts and contacts, including duplicates
- There were too many accounts created for the same bank, which included copies as well as branches and divisions
- They were finding very hard to develop meaningful segmented lists to send campaigns to
- There was a lot of outdated data as well in the system
The Lister team analyzed data in the system, and along with the customer, identified a set of rules to use for deletion and merger and modification of records. The objectives were defined as follows:
- Deduplication of redundant information---we will provide a single record for all desired entities, without any loss of information
- Enable account hierarchy to be clearly defined and implemented
- Ensure marketing data is tagged appropriately to ensure that the status of leads, unsubscribe information, etc. is matched correctly.
- Establish clear and consistent naming conventions
- Enrich data wherever data was insufficient
The Lister team used a combination of record- matching algorithms to identify, classify and merge identifiable data. We also supplemented this with manual oversight in hard- to- distinguish cases and managed to clean up the data in 8 weeks. This clean and rich data helped our client drive effective account-based marketing campaigns.
- A clean instance of Salesforce that marketers could confidently use to run campaigns
- Enabled clients to implement account-based marketing effectively and get more accurate lead scoring in place.
- Drove greater campaign effectiveness and ROI on marketing