Today I'm chatting with Matthew Lisec, Business Systems Manager at WorkRamp. They have been using LeanData Matching and Routing since February 2020 to help execute their ABM strategies.
Ashley: What prompted your team to switch from your traditional model, to an ABM strategy?
Matt: We decided to go to an ABM strategy so that every lead would be associated with an account. This becomes more important to SDRs and AEs because it allows them to become more personalized with their correspondence rather than traditional inbound and outbound strategies. An added benefit was that it made it easier to report by having all of our information under one object instead of gaining the same information by creating multiple reports between multiple objects.
Ashley: Specifically how did LeanData help you make that transition?
Matt: LeanData helped in a variety of ways. We first used it to ensure that all of our accounts and contacts had active owners using the one time routing tool. Then, we used the one time routing tool to match every lead in our system to an existing contact, to an active account, or created an account if one didn't already exist. Once the ground work was done, we set up a lead routing workflow to convert every new lead that gets created to a contact. Using LeanData's contact routing, we were able to finely tune what should happen to contacts when they came into our system.
Ashley: What are some feature(s) of LeanData that allow you to leverage an ABM strategy that you haven’t seen possible in other tools?
Matt: What makes LeanData a great tool to leverage an ABM strategy is its ability to match leads with existing accounts through their fuzzy matching algorithm. This minimizes the risks of having multiple duplicate accounts being created for the same company. LeanData also has a cross object feature that allows you to assign account ownership to a contact owner from the contact routing workflow. We used this feature to reassign accounts that did not have a recent activity to the rep that just received a new contact. An added bonus was LeanData's integration with Outreach. This allows us to send leads directly through a sequence automatically.
Ashley: Can you share some statistics or findings that you have made since adopting this new strategy by using LeanData?
Matt: Overall, we have seen an increase in responsiveness from companies, and potential customers have been more likely to engage in a conversation with our reps because of the more personalized communication. We have also seen an increase in new leads in ABM accounts. LeanData makes it a lot easier to manage the increase in leads by its ability to route those leads to the proper accounts and then assign those accounts to the correct reps.
Thank you Matt and the WorkRamp team, congratulations on your success! To learn more about WorkRamp, visit them at www.workramp.com.
I'd love to hear how LeanData is helping YOU with your ABM goals, share your stories below!
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