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Have you measured your demand gen leads against your TAM?

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    Kristin Keefer

    Travis Henry --This is great! What fields do you require on net new leads to ensure a probable match? I have the issue of Demand Gen wanting to only require email which typically needs to mostly personal ISPs = no match. 

     

    Your insight is appreciated! 

     

    Kristin 

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    Travis Henry

    Kristin Keefer very relevant question! If I recall correctly, LeanData uses 5 key fields from the Lead to find a matched Account. 2x check with your CSM, but I believe these are (in order of priority): Email, Website, Company, Address, and Phone.

    Every Demand Gen team wants to minimize field capture on forms to maximize conversion. I'm actually fine with this given one of these two solutions is put into place:

    1. Simple - Build logic into the forms that prohibits personal email domains. This is not necessary on all forms, you can negotiate to get it on high intent forms such as pricing, demo requests/videos, and use case documents. I've always coughed this to marketing by pointing out that we don't have to collect a bunch of other fields because LeanData will be able to "pull down" data from the Account (if there's a match) via Lead-to-Account Tagging.
    2. Advanced - The more sophisticated solution here requires additional investment. Reverse IP lookup solutions can enrich Leads in real-time as the buyer is completing the form. My favorite solution here is Cleabit Enrichment (https://clearbit.com/enrichment) which attempts to enrich the Lead in real-time from its database, and will actually present incremental fields if they don't have that specific datapoint (e.g. Clearbit has everything on Jane Doe except Phone, you can then present a Phone field to that one buyer in real-time). The step down from this is using a traditional 3rd party data enrichment service after you've captured the Lead in CRM/Marketing Automation - though you still have the same issue here if you haven't implemented solution #1 above.

    Final point - Demand Gen exists to feed the pipeline. If they are generating anonymous "Leads" with only a personal email, they are pumping up a lead gen vanity metric and failing to serve the business!  It's important that they know it's okay for their raw #'s to drop if they are serving up actionable leads. And if they adopt this tactic, then the entire business can conduct the exercise that I originally recommended and measure % match to the relevant TAM.       

       

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    Kristin Keefer

    Awesome!

     

    With that said--I'm assuming you'd recommend business email and company domain to secure a lead-to-account match? Often business emails might be truncated or fashioned in a certain way that prevents equal domain matching. 

     

     

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    Travis Henry

    Absolutely if you can get it. Company domain/website is the key unique identifier for Accounts.

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