Transcript

Mike Rizzo: All right, John. It’s a pleasure to be here with you, man. Thank you for taking the time to get on and do an NBS demo for the MO Pros, showing off your product, RingLead. I do have to say that we’re deeply appreciative of the time that you took to actually put something together. You know, anytime product owners and people who are trying to show off their product to actually take the time to understand the way in which we’re looking to potentially buy software from providers like you and hone that message in for a presentation like this, it’s tremendously helpful, so we appreciate it. But I’m definitely looking forward to checking out your deck and hopefully, everybody else will get some value out of it.

John Kosturos: Well, thanks for having me. Definitely enjoy speaking to the MO Pros Community, been working in the space for over ten years and in the past life have run marketing departments and built websites, and done a lot of email campaigns and data cleanup. And so hopefully, my presentation can be relevant to you all today.

Mike: Yeah, for sure, man. Let’s see it.

John: Alright. So, you know, we’ve got a format here and I appreciate you sharing it with me, Mike. The NBS format is pretty great. I’m going to start out by just talking about how data is impacting your company. And what Gardner says is that 40% of all business initiatives fail due to poor quality data and I’m not going to say whether that’s 10% percent of revenue or 30% or 70%, you know, I hear all sorts of things all the time, but one stat that I bring up that people typically agree with is, “Hey, we don’t have the data in our system or we don’t have the data structured in our system or portable enough within our system to make sure that we can support everything that’s going on within the business.” And so what we really help to do and this is the first question in the MO Pro’s NBS format is – what is the product, what does it do and why does it exist? The RingLead unified platform automates data orchestration processes in CRM and marketing automation like enrichment, cleansing, dedupe, segmentation, routing, and many more. We actually power many of our customers most important growth initiatives and really, the reason we do this is because we think that today’s ops professionals are tomorrow’s business leaders and we’re out here to prove that data is your company’s most valuable asset and pretty soon that’s going to be not just a theory it’s going to be a fact and companies really are taking notice and so are the major job publications. Glassdoor, they say that this is the highest paying job in tech, right? Forbes, they say that it gives you the most quality of life and CNBC says it’s just the best tech job out there.

If you are the one or your department is the one who’s going to own your company’s data, you’re going to do a lot of really great things like improving engagement, improving email deliverability, doing better precision targeting, boosting conversion rates. I had a customer who had a free trial program and they actually had a ton of free trial applicants that were just blasted into their Marketo database and they were counting all these trials as leads and they were actually duplicating leads they already had in their system. So they look like they had like this industry low conversion rate of like 1.4% and we ran a dedupe project with them and a lead to account linking project to back out all the customers that were submitting and then all the just random duplicates from trial versus prospecting databases and it turned out their conversion rate went from 1.4 up to 5.3% within a couple of weeks. Never mind the 100K they saved on their Marketo subscription, right? So we also help to optimize account-based marketing and selling, see, that’s like one of the big initiatives we take on for a lot of our high-growth companies as customers. Personally, we like to help you make more money and take a better leadership position within your department and overall strategy in the company.

What integrations are most frequently used with RingLead, every one of our customers has Salesforce just about and then they have a marketing system for where do we go into a new customer engagement, typically, it’s through the marketing department. And we love working with HubSpot, Pardot, Marketo, Eloqua, Marketing Cloud, Act-On, Silverpop, you name it. We are working with leads and making sure the life cycle of those people makes it all the way through the account object in Salesforce and really consolidate those data sets and normalize them to a single set of governance.

So what is the average size of our customers? Well, we really focus on B2B, about 20% of our customer base is B2C so we’re not focusing a ton of outbound efforts on them. But we do some amazing work with B2C, however, where we’re really looking to grow is through the SMB market that’s growth companies. So what I see as a growth company when I look at CrunchBase, they have their own rank and it’s very relative to the Alexa rank, right? So, we’re targeting companies that are in the CrunchBase like 25,000 or the Alexa 500,000 rank, they’re creating a lot of demand, they’re trying to grow, they’re investing in their marketing automation, they’re investing in their business development, they’re investing in their customer lifecycle. A good example of that is we work with a company called Octo when they were fourteen employees and later on turned into like thousands in just a course of a few years. So when we’re going to look at the SMB, we are looking for growth companies. They have to be using Salesforce and a combination of marketing systems or at least just a marketing system, right? We also focus on the commercial and enterprise business, and so that’s easy to say but we’re looking at the technology vertical, software companies, technology companies, professional services. We work a lot in healthcare and in the finance industry. But as you can imagine, just about everybody has dirty data so when you look at our full customer base, you’re going to find a broad array of different logotypes.

What is our target contact audience? We have two types of users and you can almost say three, right? One is the marketing automation user, that power user, the Rev Ops persona who’s in there setting up all the automation and doing all the piping of the marketing automation platforms in the connected apps. We also work a lot with Salesforce admins. We were actually the first app on the Salesforce app exchange in 2003. So between those two teams, we just have hundreds of years of experience in our support and development departments that helped solve really amazing challenges with the office professionals. But we also support the end-users in the CRM in the marketing automation platforms, end-user to me and marketing automation is like somebody who’s doing email campaigns or loading lists and stuff. And on the CRM side, it’s the end-users, anyone from a salesperson doing that new to a CSM representative all the way down to we have enablement tools for C-level executive.

So the average time it takes to complete an implementation of RingLead is we try to keep it under three weeks. We have a process, we use a tool called Process Street, amazing technology that helps keep the onboarding organized. We have an onboarding manager paired with a CSM, we also pair those people up to six months with the account executive so the handoff can be really smooth. And then each implementation manager is accompanied by a sales engineer who may be a Marketo Champion or a Salesforce MVP. And so those teams are really solidly staff and they have a great process of getting you through a three-week implementation that has clear deliverables and outcomes.

The pricing of our platform is based on a few things. One is how many leads contacts and accounts do you have in the Salesforce or the Marketo or the Eloqua or the Pardot that we’re going to connect and clean up and typically we take that number down at first, right? But then we help you to build that database backup with the total addressable market of your buyers. We also have a component as we are the number one leader in preventing dirty data, we’re going to be the first thing that your new leads or contacts or accounts hit when they get entered into the marketing system or the CRM. And so we have an amazing lead routing application that is positioned better than any other in the market to accurately and quickly assign data that’s coming inbound to your channels to the right ownership within Salesforce.com. That is based on the number of people you’re actually going to route to. And then we have other stuff around connections to other systems like MDM platforms, or maybe you have ten Salesforce orgs, and we charge for each Salesforce org in each connector. So as you start to bring in other systems, like making merge calls from your MDM to reciprocate merges into Salesforce from Marketo or Eloqua, there are some additional pricing models that typically involve IT.

So which internal teams are needed to get fully implemented? We always are working through marketing. So we typically like to reach out to the executive sponsors if we’re doing outbound and marketing because we know the administrators are always going to love our technology, especially if we get them to turn it on, but they’re not always able to pass a business case off to an executive sponsor and get easy buy-in to get the transaction approved. So we find that if we actually work through the sales and marketing leadership, to get interest in the actual concept and outcomes and then we get sent into the administrator or the head of that rev ops, marketing ops, sales ops persona that are real champions, coaches are inside of that rev ops, marketing ops, sales ops department. So all you MO Pros, you’re going to be a big influencer and we’ll probably ask you to be our coach to navigate all the way up to that executive sponsor so we can build a business case that scales through your organization. Sometimes the CIO or the IT department gets involved because infrastructure changes are required in some cases and some teams have a really locked down IT process so they’ll get involved sometimes.

And then security and legal, right? We pass security reviews on every single opportunity we work with. We go through legal reviews, we are SOC 2 compliant, we have every certification that we need to get through reviews. I think the longest questionnaire I’ve got was from a large banking institution and there were over 400 questions on that security review. It took my team over two weeks. But because we have everything documented well and all the certifications, it always passes.

Are external agencies and consultants needed to be successful? The answer to that is no, we have a great team of implementation experts. However, most of our customers because we’re working with high-growth companies, we’re working with the mid-market and enterprise, they have consultants. They’re working with the Deloittes, the DemandGens, the Pedowitz, the DigitalBuys, the SilverLines. We actually work with over 300 implementation partners and so we typically collaborate and in some cases, will fully off-board our implementation to capable partners if the customer would prefer, what partners are really much better than us at is actually documenting all of your processes and procedures personally. So I would say that there’s some major benefit working with a partner not only to offer insights and strategy but to really document the processes and procedures because we do see the marketing ops position internally our company is turning over quite often. So it is nice to work with those other providers sometimes.

Mike: Yeah. The reason for that question, John, is primarily because, you know, it’s great to hear that things like that, your product doesn’t need a lot of support to necessarily get implemented but the reason for this question is that like the answer for Salesforce is, unequivocally, yes. When you buy Salesforce you absolutely like have to have some other help to get it really really singing the way that you need it to work for your business. But the point about documentation is awesome and I see some MO Pros that are in here. So we’ve got organizations in MO Pros like Lead MD and others, Marketo, Digital Pie. This is cool. Thank you for sharing that.

John: Yeah, absolutely. And we actually have and I was planning on showing you a little bit later, but the head of our services department in Eloqua, we personally internally use Pardot, Eloqua, and Marketo, so Elliot leads a team of marketing automation professionals who will help with support and onboarding and then Steve Lehr’s team, he was a 17-year Salesforce administrator but he’s also helped some of the world’s top clients to do this data cleanup, kind of, work and so he leads a team on the Salesforce side. So we’re well equipped to provide a lot of strategy and execution. On that note, RingLead offers world-class support and has over a hundred fifty years of experience in highly complex CRM and marketing automation implementations. We do offer phone support, email support, but most of our work is done Zoom video calls, we all show our videos or trying to you know be as personal as we can recently. So support does come standard with the licensing and RingLead does charge a one-time implementation cost for our mid-market and enterprise customers. For some of our startups and smaller growth companies, we do a complimentary because we know that that’s going to turn into growth and make you guys look really good and understand that budget can be an issue there sometimes.

What is the average time it takes to see success? We typically start seeing ROI after that first 30-day kind of three weeks to 30-day implementation, but it can be realized faster and some of the ways is if you get your routing set up, you start doing automated lead routing or you replace the Salesforce assignment rules or Marketo assignment rules. Implementing a rerouting on a timing-based cadence where somebody doesn’t start to pick up a phone and make an activity call or send an email, personalized email, within ten minutes of getting a high priority demo request or something, and you start enforcing SLAs to reroute those leads, you start to see conversion kicked up really quickly in those scenarios because it’s something where sales culture starts to change. And so, as a MO Pro, you know, I know that the sales team is always telling us that our leads are no good. So what I do is I put a gate on the high priority one, they say, “Okay. Well, I know the ones that are really good and if you don’t start contacting them within ten minutes of me routing them to you, I’m going to send them to your best friend on the sales team and see if they’ll get it done,” and that really seems to turn the needle quickly.

Better targeting though also, so you could do a big enrichment of your account database or lead database or we could standardize job titles in the department and level and all of a sudden you’re able to run marketing automation lead list by target account or by role and department and level and size of business. And so as you become to able to do that better targeting, one campaign you run may have a 10%

boost in response and really kick back some costs. Others like Aruba Networks I talked about earlier, they merged out 600,000 duplicates, kicked up their conversion rates, and saved 100K on a Marketo bill that they were getting called by their subscription provider saying, “Hey, you’re over your storage limits.” So there are ways to get a quicker ROI.

Now, how do we make all this work? What do we actually do? I break this down into three pillars, we call this data orchestration. The orchestration process is typically engaged through a buyer to clean up what they have in their system today. I come with their hair on fire, like, “I want to clean my dupes,” or like, “I need lead to account matching so I can do AVM,” and, “I want to enrich my database.” So we typically get engaged on cleanup projects. However, we always like to start people on prevention because an ounce of prevention is worth a pound of cure, and your newest data is going to be your most important data and it’s really much easier to actually start preventing dirty data as you’re building your cleanse processes so that you learn about data and then you implement what you’ve learned to do much broader cleanup which will involve more teams in a broader set of tools and analysis. But I’ll take you through both of those pillars. The third pillar is analysis. So once you have clean data you analyze it, you create profiles, you do scoring on accounts and you build out models and propensity and write that all in the Salesforce for your marketing system and we set up routing assignment, territory planning, and really automate the structure of how relationships are passed off to internal resources as marketing’s outbound efforts drive inbound activity through web forms, ebook downloads, events, etcetera.

So the first pillar is cleansing and so we like to start with verification like you have data, validate emails, phone numbers, addresses, normalize that data, enhance that data, find out if you need Dun & Bradstreet or ZoomInfo, there are hundreds of data vendors out there that you could supplement your information with to make it perfect for your industry. Then we segment that enrich data to even create additional values like revenue ranges or job title levels and departments or territory values, etcetera. We then dedupe and consolidate the heck out of the database and then we link the lead table to the account table by matching those objects. That’s kind of like one of my poster child features that nobody really knows about, it’s in CRM as well as in marketing automation. The person or lead database is always disjointed from the account database and if you can’t link those two tables both historically and in the future, there’s no way you can do attribution at the account level to understand the account lifecycle and all the contacts that engage in campaigns through the buying cycle. There’s also no way to do future assignments based on account. So we really focus heavily on that project there and then we identify sale data, we delete it in mass and then we build out ICP propensity models and have a full data marketplace where customers can go from one data vendor to the next to the next to the next to do overlap and identify their total addressable market and try to get it into their system.

So I said an ounce of prevention is worth a pound of cure, but there are studies that say it’s actually ten times more cost-effective to prevent dirty data than it is to cleanse it. And so this is where even back seventeen years ago and all we were doing was duplicate, prevention, and cleansing, this is how we want our deals. We’re like, listen, that company is going to trigger cleanup, we’re going to get out in front of– we have a list import tool, we have a manual entry install package, we can connect to web forms and Marketo, Eloqua, Pardot, HubSpot, right? And when system sync data into your platform like your ERP or your data leg, we’re always on and going to be doing identity resolution, verification, normalization, segmentation, duplicate matching, lead to account matching, and because we manage all those prerequisites of identifying who that person is that’s coming through your inbound channels and what business they’re associated to, we are in fact the most well-positioned and, I am saying this, in the market company to do routing of that information because you need those insights to do this intelligent routing, you need segments. You need to know whether it’s a matching lead contact or account. You need data from actual data providers to tell you if somebody’s part of a hierarchy or if they raise capital or if there’s a part of a specific industry or vertical. So we do is we take all that information from our cleansing and we build out territories with our customers that take into consideration these ideal customer profile segments, get equal distribution across their sales reps, and then start actually pounding those leads out to the individuals who own those territories based on sets of rules and round robins that we build into the technology.

This slide really brings it home in terms of why does that matter? Well, if I’m in marketing ops and there’s an orchestration of how a lead is routed. Typically, I’m in charge of five or six steps in that flow. So when I ask people how long does it take you to rattle lead to your sales reps? They think it’s instant, but then when we go into their Marketo or their Eloqua, we find that in best-practice organizations, a lead gets created, they make a web service or an API call out to a verification provider to make sure that email is not a spam trap or malicious. When you make a web service call and a marketing automation providing, you actually have to orchestrate that in the program and you have to put a weight-step most likely because if you don’t put away steps and you start calling additional processes and those processes try to update the record at the same time, it fails, right? So what we see is that people are putting weight-step, so leads created, they weight step verification, then they weight step up an enrichment.

Most companies now are doing two or three enrichment providers. So they’re doing three weight steps, then they’re building all their normalization logic and their segmentation logic in Marketo or Eloqua, and that takes a lot of time. It’s also a lot of bandwidth on the platform, and it’s unnecessary steps that again have to be orchestrated within that routing program before it’s actually sent to Salesforce where maybe you have a tool like clouding or lean data doing your matching for dupes and lead to account matching and by the time the lead gets created, it’s been 5 to 10 minutes. I’ve seen even 15 to 20 minutes in these scenarios. So the difference here is that RingLead has all these hygiene components within one connector. So if a web form is submitted, not only do we have a type of head on the form to enrich the data while the user types, after it’s submitted we’re connected to the verification providers. We have a full data marketplace, all the APIs you can imagine connected, where we actually do the enrichment, we manage the normalization dictionaries, the segmentation dictionaries. We have the most comprehensive duplicate matching in the market doing it since 2003 and because we’re doing all these pre-processing steps, we actually have the ability to match accounts at a higher rate than anyone else with the least amount of mismatches and there are no weight-steps other than one that we are getting called here. So that lead can be routed in seconds or little sub-minute, right?

Mike: That’s a big deal, man.

John: Absolutely. I mean, it’s true. If you want to get your conversion, it’s not that you just have to route it quickly. That’s the first step. You also have to put an SLA on your high priority leads where sales will lose those leads if they don’t follow up on them and that will actually instigate a culture and what I found when I do my prospecting or somebody submits a demo to me and I give them a demo and then I build a business case and I say, “Hey, your conversion is going to go from this to this and you’re going to make this much more money,” their VP of sales or the VP of marketings like, “Oh, you’re full of it.” I go, “Well, actually, I submitted a lead on your site the other day, it was a demo request. I said, I was like a five billion-dollar company, I didn’t get a callback for a day. So I’m pretty sure you guys just have a culture that doesn’t take lead response time very seriously.” When you place it like that like, “Uh, okay.”

Mike: They’re like, “Dang it.” Yeah, I could definitely see this like, I guess this is exactly why you call it what you call it. You guys have the data, what is it? Data Heroes Project going on over at RingLead. So I was about to say like giving a MO Pro, a tool like this, or somebody in ops to try to take ownership of the data and making sure it gets faster and better and cleaner and all that stuff really makes him look like a hero and then it dawned on me that you guys have a whole program called Data Heroes.

John: Yeah, Data Hero is great. It’s an interview series for any of you influencers out there. If you like to put a spotlight on this profession, again, we’re doing this because we want these MO Pros, these rev ops community to turn into tomorrow’s business leaders. So we’d love to spotlight you on an interview, talk about how you had successes, any failures you’re running into, and just really dive deep. It’s a great community and we learn a lot from you, Mike, and your community and how well you guys do.

Mike: Yeah, for sure. That’s cool.

John: And back to that, we also want to build a platform where this rev ops person feels like it’s theirs. It’s their platform, right?

Mike: Marketing ops has theirs, CRM has theirs, but like where’s this rev ops person sitting who’s like sitting over both but they have specialization from marketing ops and sales ops helping rev up, but we really want to be that platform. So you can see here if you wanted to go out and get all the functionality I just showed you, typically that would be three to five different point solutions and the biggest problem with the three to five-point solutions is I got to learn three to five UIs, I’ve gotta learn help centers, I’ve got to learn support teams, I’ve got to have five customer success reps, five procurement cycles, five security cycles. So it just makes it much easier to have one option to learn and to work within but also the functionality, I mean, if it’s ten times more cost-effective to prevent dirty data than to cleanse it, the other providers are not creating end-points around HTTP post web submission, they’re not connecting to Marketo, they’re not connecting to Eloqua, they’re doing mostly like retroactive clean up in Salesforce, which for MO Pros, we want action in our own system. We want control of our own system and real-time data is the most important data. So with the dupe blockers of the world, the dupe catchers, the dupe alerts, I mean, the open prize is really cool, but they have like their own database that sinks every five minutes and they’re not really building middleware layers on top of Salesforce for Marketo or Eloqua and so that’s going to be the main difference is that we are truly providing perimeter protection, which is much more cost-effective than retroactive cleansing of data.

But I think the biggest thing on top of those two is that we actually built an agnostic data marketplace. I haven’t found one customer who has the same data requirements as another customer even if they’re competitors. They are always very unique and have unique points of view and target maybe Healthcare or higher ed or that really want to focus on the finance industry or they need direct-dial phone numbers or mobile phone numbers or emails, right? And so we have a process of websites where I consider buying data, I don’t want to alienate my vendor partners, but it’s just like when you look for a good data source out there, there’s no searchable index site for e-commerce, and I just never understood that. So built an e-commerce site. You can’t actually buy the data yet, but you can find every one of these data providers and more. We have their catalogs in a searchable infrastructure on a website. So if you’re looking for techno graphics or you’re looking for the number of hospital beds or you’re looking for any sort of data, you can go to the search engine or we can work with somebody at RingLead and we will help you find one or multiple vendors that will support your requirements and then help you to plug them into your tools. And no other tool in our space has that level of flexibility or even the connections. I think one of our, you can say competitors to have a data marketplace, but they’re actually reselling data so their options are very limited like 10 or 15. So this is truly agnostic. We have the back door connections to get into every one of these and not have to go through the traditional sales channels that can be kind of pushy and we can help you to identify data providers that are going to fit your model.

And then we have a lot of really great customers that we owe our success to. They are really the ones that give us the requirements. We run surveys to them all the time. We do webinars for internal training and our customers really are the superstars, you know, they’re the ones telling us really what we need to build, what’s next, and how we’re doing.

Mike: All right. I love where everything has gone so far. It looks like so now you can give us a little overview of the product. Yeah?

John: So, RingLead really works for both the administrative type marketing off professional but it also supports end-users who are going to be assigned the data or going to be working on identifying new prospects and customers on the outbound motion. We’re going to focus mostly on the administrative functions and how you can both analyze your existing data. We have a free report card functionality. It’s a complete freemium product. So you can come in here, you can analyze lead duplicates, contact duplicates, account duplicates. You can run ABM dashboards to

see how many leads match accounts as well as leads matching contacts. You can also run field-level fill rate analysis across leads, contacts accounts to show where you are possibly missing data, like I’m showing here, my street address field has only a 49 or 47% fill rate, but this will also allow you to compare your fill rate data against data vendors like ZoomInfo, Dun & Bradstreet, any one of the data marketplace sources to identify how they can improve your information as well. So for any of you out there who want to just create a case for data quality, this is a really great place to begin. You’re not going to get hard sold or anything. There’s not currently a premium offering to this. It’s our gift to the user base. You guys can come in, analyze your data at any time. And if you do have your own hygiene applications, you can actually benchmark how you’ve improved over time or if you actually utilize RingLead, all of our report card features enable a 30-day free trial of our additional feature set where you can cleanse, prevent, enrich, discover, route, and segment your data.

So we’re going to first jump into the cleanse process. I think the most popular feature over time for RingLead has been the deduplication feature, right? Everybody comes most the times of the project need, they need to like, “I need to clean all these duplicates that my new acquisition database created,” or, “we moved from one Marketo to a fresh Marketo and duplicated every single record in our database. So we need to come in and clean it.” So whether you’re deduping leads, contacts, accounts, custom objects, or matching leads against contacts or meet leads against accounts, you have the ability to first make the case for necessary duplicates. So if you allow duplication due to different record types or product lines or geographies or competing business units, you can allow for necessary duplication by filtering out certain types of records. You can also set– just one second. I’ll change my record type.

You can also set unlimited matching criteria so you can be as simple as most marketing automation platforms and do email matching specifically only or you can add additional logic parameters like I have where we’re taking into consideration first name, last name, and company name. We’ve got all the loose dictionaries with nicknames for both person and companies. We’ve also can do cool things like comparing a first name, last name, and then extract the email domain and compare only to domain. You can also link one phone number field to three or four other phone number fields and match across all of them. So the really cool thing is you can create custom logic, you can access our template libraries, you can save your own templates to make this logic exercise very easy. Most of our customers have both a variation of very strict logic so that they can do automated merging and then they have another report that is maybe using more fuzzy logic that requires a little bit more manual resolution. But for those reports in both phases, you’re going to want to preset master record rules, so if you’re merging two or three records together at once, you’re going to want to intelligently select which one is going to be the master, right? And so you can use a created date, a modified date, a lead score, a picklist hierarchy.

There are a lot of different operators that you can utilize and every standard or custom field in both the Salesforce system you’re merging into or Marketo or Eloqua or wherever you’re pointing the tool, it allows for operators that work with numeric field values, text field values, picklist values, etcetera. You also have the ability when you have selected the master to not just take the winning values from all the fields from the master, but you can set rules that basically on a field level will choose the best field value for every record, every field, we call this creating the perfect picture of your merged record. So you can do cool things like concatenate text descriptions. If your sales reps take notes in multiple description fields and you’re merging them into one, you can retain all of those notes into that final field. You can send picklist hierarchies. So if you want a qualified lead and merge to win over and over the unqualified lead that will happen. You can also do cool things with numerical values. Some Mo Pros like to game the system a little bit and get a bunch of MQLs and so we typically when we’re running a duplicate cleanse job in Marketo, or Eloqua, or

wherever it’s happening, we find what we call hostage MQLs. So you got one or more of the same person in your marketing system accumulating scores separately.

If we want to merge all those and have the scores together, right? You can do that. If you want to merge them and choose the highest value or the lowest value or you want to take an average or take the newest or the oldest value, you have the ruleset so that on every field that’s important during your merge no matter whether it’s a picklist, a numerical value, a text value, you’ll have operators that allow you to select the best winning field values during that merge so that when you’re resolving these groups of duplicates and you can see this is one group of duplicates, it’s three records. We also have the after merge preview. This is all based on the rules so I can go from this screen to the last screen to adjust on the fly and you can see I can see one set of duplicates after the next. You can actually see up to 500 groups of duplicates on a page. You can also merge those one group at a time with a click of a button or you can merge what’s being displayed on the page up to 500 groups at a time or you can actually like I like to run global merges. I hate merging data, right? So I actually merge as much of it as I can with a global operation. And then, typically, what we do is schedule those global strict merging reports on a daily, weekly, monthly, quarterly basis so that new data that’s coming in that may make it through any preventative measures is automatically cleansed.

You’ll probably have some fuzzy reports in your set of templates as well so that you can come in and do a spot clean up on any variables but most of this will be automated. Also in the cleanse, to get your most out of deduplication and most of the other features that we offer, normalization is kind of a prerequisite that we run our customers through when they want to do matching and merging because it gives you the ability to take input values like company names, names, URLs, streets, cities, states, phones, and job titles, typically these fields are being used in duplicate logic and we get to do cool things like convert and in a company named to the ampersand symbol or abbreviate or expand a suffix in a company name, right? We also can take a name and convert it to a proper case. Marketing automation provider or users love our job normalization functionality. This typically replicates hours and hours and hours of maintenance and building of job title normalization programs typically managed within the marketing automation tool itself and replicates all those lines of manual code you have to create into a simple structure, patented rule structure that we have here.

We have some really great webinars with Marketo and other providers talking about how they use this feature to literally cut out hours and hours of maintenance work on normalization dictionaries for job titles, but it’s also great for states, countries, cities, streets, etcetera. So you have the ability to batch, normalize, and schedule normalization across any segment of your Salesforce or marketing automation database, and a component of that normalization is also this segmentation. So if you have a custom set of normalization rules something like, you know, you have a bunch of NACE Codes from a data vendor and you want to track your own industry values off of them, you have the ability to create dictionaries within the RingLead system or use again our template structure to build out custom outputs. So if you want to take NACE Codes or SIC Codes and create your own industry formatting or if you want to take geographic information, like zip codes, state values, country values and turn them into territory values or you want to take job titles and turn them into role or department, this is probably the most popular one for MO Pros. You want to take a lot of that stress and logic off of the Marketo or the Eloqua systems because updating a job role could take a 24-hour refresh cycle if you’re doing it natively in those systems. And it also doesn’t right over the Salesforce most of the time. So a lot of the segmentation gets stuck in the marketing systems and never develop that synergy across to the sales team as well.

So this will allow you to write segments across any field. So you can do revenue to range, employee size to range. You can build out the whole ISO structure for transferring companies that are spelled out, countries that are spelled out in to abbreviations. Again, we have templates for most of this stuff and we found that a very cool component of this normalization tool is our ability to apply and build propensity models. So a lot of the VC companies that we work with like to provide propensity scoring models down into their customers and company’s portfolio CRMs, so you can build out cool things like techno graphics scores, right? Here’s an example of one we built out for the CRM field specifically in our Salesforce. If somebody has Salesforce they’re going to get a 50 score. But if they have Office 365, they’ll get a 30 and with Microsoft Dynamics or Oracle Cloud, they’re going to get a 10 and you can actually build out your entire propensity modeling within this segmentation normalization structure and actually write it down into the Salesforce records. I’ll show you that in a moment as well.

So the idea here is that when you’re cleansing data, you can mass merge, you can mass link the entire lead table to the account table for all your ABM efforts. A really cool functionality there where within the deduplication module, you can actually match with really complex logic the lead object versus the account object and then tell the system whether you want to convert those people into contacts at the matching accounts or whether you want to just link them as leads. And so one of the reasons you’d want both of these options is you might not want to clutter the contact object. So a lot of the times we use segmentation to segment certain job title variations into groups that we can filter on. So if the lead record has job role and it is equal to or contains, let’s just say like, C-level, VP, or director, that then we’re going to only match those job title roles against the account and maybe we want to convert those into contacts. And everybody else who might not be a critical contact rule, but we still want them to show up as kind of a related list, not as a contact on an account, but as a link lead. So you have the ability to do a major historic roll-up of all leads in the database that match accounts and then either link or convert them based on the role that they have in their job title that you’ve derived from the segmentation feature as well.

So as you can see, there’s synergy across features, right? Normalization and segmentation are going to make deduplication better. They’re also going to make lead to account linking better. But here’s another cool use case that kind of leads us into our next feature of enrichment. A lot of the times when my customers are doing matching for duplicates and they’re setting rules around how the fields are going to survive, they’re going to need to enrich their data to get better matchers up at the top. But if they’re verifying fields like emails, we can use the details in a verification where this is saying if the e-mail verification status is true and we find duplicates of two or more records, we’re going to survive the email from the verified record and archive the deleted emails into an alternate email or a quarantine email field. So you can actually utilize the enrichment data that you’re going to get from the vendors for verification as well as for a pen to enhance the logic for finding duplicates and account matches, but also for more intelligently selecting the winning field values at those records.

So basically within our enriched module you can connect any of your existing data providers. I can show you, I’ve probably got 20 or 30 connected here including flat data files that are structured and free sources online. Literally, any data connector can be built into RingLead, and then within the tool, once you have your data connectors, you can access your marketing automation connections or your Salesforce lead contact account or other objects and do batch enrichment jobs. So here’s an example of me wanting to enrich all my leads in my Salesforce, all my person records in my Marketo or Eloqua and the first step is to filter down the partition of data you want to work on. So maybe leads that are created recently or maybe leads that are missing a job title or don’t have an e-mail verification status. This is just building your reporting structure, pulling data into the system so that you can do things like verify the address, fill in a website, go out to Dun & Bradstreet or ZoomInfo or a combination of really any set of data providers and do an enhancement in a batch fashion, utilizing one or multiple data sources to populate information directly in your standard or custom fields within Salesforce or your marketing system.

So basically with no code, you integrate your data provider, you have all their field catalogs that you can match their data off of your data and have all the piping to then send that information directly into your Salesforce, your marketing system, to override or update a plank or right values into standard or custom field values. Not only does it do that though, it does also runs through your standard normalization rules as well as your segmentation. So while the data is being enriched for one and multiple sources that has a totally different taxonomy, a totally structure to how they build out their database, it’s all going to pass automatically through your rules that are standardized within RingLead to normalize and segment the data into a taxonomy that will fit your models.

So up to this point, I’ve basically focused solely on batch cleaning and analyzing your data. But like we said in the presentation, it’s actually ten times more cost-effective to prevent dirty data than to cleanse it after the fact and RingLead has multiple applications for preventing dirty data on list import, web submission, we have triggers for both marketing automation and CRM. So you can use the Eloqua canvas, you can use the Marketo webhook feature, and the other trigger-based features within other marketing systems. We also have installed packages directly in Salesforce. I know that one of the biggest problems with sales or marketing automation getting duplicates in their system is that sales users are entering the information manually into Salesforce and then they’re saving it into Salesforce which actually sinks it into Marketo or Eloqua and bypasses the email prevention matching. So to prevent a user while they’re entering data into Salesforce will actually help clean the marketing database as well because that’s typically one of the number one dirty data causes in Marketo or Eloqua is the sync of data from Salesforce. So not only are we protecting the marketing database on the web forms and the imports, but we’re actually preventing end-users in Salesforce from creating a mess.

So let’s look at an end-to-end use case for data being created on your web form or through a list import, really it is going to be literally interacting with data as it’s being entered on a form or as it’s being entered into an import. We actually will auto-suggest the form fill to tell what company is being populated but really what happens when the data is submitted to RingLead from a form fill or a list import is a series of processes that would typically like I showed you in our deck earlier, take eight to nine different web service calls, and I’m going to take you through that really quickly. So from the form or the import, the data will hit RingLead before it goes into the system of record. What RingLead does is, again, we interact with one or multiple third-party data providers. So most of our customers will have ZoomInfo or Clearbit or Crunchbase or Dun & Bradstreet or you name it, filling in information so that they have more insights on to the companies that they’re dealing with on their inbound channels, but also the context that they’re going to have to get in touch with especially if it’s a high priority form fill or convergence.

So we basically allow the user to connect any combination of data sources to enhance three or four column input value from a web form or an import into possibly hundreds of data values. From there, not only do we enhance it but we normalize the enhanced data, we segment the normalized data and then we match the data off of existing contacts in the Salesforce, leads, and account. This is all enhanced logic because of the enriched and normalized data. And so we’re going to get better matching logic then really, if you’re considering some other tools that don’t have those enrichment and normalization connectors, but also we’re going to be able to use that matching to give the routing process kind of like a turbocharged boost. So if we know who the person from the form is, you know how to contact them through every channel, we know what their business looks like, whether their business or their person is already in your system, we’re really well-positioned to then route that record in a timely fashion to the person who owns the relationship inside the sales team.

So there are four scenarios here: there’s a no match, there’s a lead match, there’s a contact match, and there’s an account match. In each of these scenarios, the user has the ability to define how the lead is going to be routed. So you can see I’ve defined this into territory segments of Northwest, Southwest, Northeast, Southeast, EMEA, APAC and they’re all geographic-based, and you can see I’m actually using territory values instead of loading in 500 zip codes or a bunch of states or countries into this so we can write the segment within that flow when the form is getting created. We can use it in the routing rule. We can also use the data and the ranges that are being segmented from the flow as well. So in this case, if the lead comes in it does not match anything in Salesforce, it’s between 250 or 5,000 employees or 25 million to a billion or they’ve raised 10 million to 500 million, then they’re going to go into the Northwest mid-market round robin and that round-robin is not made up of a bunch of APAC’s code and custom manipulations, it’s actually a drag and drop interface that can be manipulated at a role level or at a user level very easily where you can have a group of users being distributed in equal distribution, or if you have like me, I’m the worst closer on the team, the best closer on the team’s going to get three times more leads than me and that’s to reward them. You can set time off, you can set working hours. We manage all the logs, so if you have routing log failures then you can dive right into it.

But, typically, we find that companies that are using a combination of marketing automation and then Salesforce standard assignment rules that are built with process flows and all the apex development that goes behind it, you’ll see the errors reduced from five-ten percent traditionally down to sub-1 percent and so the round-robin process, the routing process, part of this back to the web submission or import flow within a single action, a single web service call, you can enrich off of multiple providers, normalize the data, segment it, match it for duplicates, match it for an account, and then again, pass it into routing rules that are going to be based on whether there was a match record and then again my probably favorite features within this assignment rule if your lead matches an account if you guys do ABM, if you’re in B2B, you can set multiple assignment rules where if it matches a target account, maybe you want to convert that into a contact automatically and associate that lead or owner to the account owner or maybe use Salesforce account teams and you have a specific lead qualifier associated to that account team. So a scenario-based account engine where if it matches a lead that has a lead matches an account with an open opportunity. You might want to manage that a little differently so you can have as many different account scenarios. You can also have account round robins and this just makes the whole process of lead creation to cash much more streamlined.

Lastly, during that real-time process, you can assign an SLA where sales do not follow up within a certain amount of time, with a certain amount of activities or type of activity, it will reassign the lead back into the distribution engine and that really will start to drive a culture change, which we believe is probably one of the main benefits for marketing offices if you’re able to get this tool where you’re cleansing data, you’re preventing every new lead or person record that comes in through an import, web submission, system sync, or even manually entered into Salesforce, then creating that alignment between sales and marketing to really align an SLA where marketing is going to provide a certain amount of leads and they’re going to assign them properly but sales better reply to them and manage them properly or else they’re going to lose them or another rep is going to get them.

What we’ve gone through today so far is pretty much most of the features for the administrator of the Mo Pro professional, how to clean your database, how to prevent from a web form, a list import, a manually entered record. We’ve also showed you how to enrich data both in batch or real-time, how to score that enrich data and segment that enrich data, how to route data that’s coming into your inbound channels. And then last but not least, once you’ve got a clean database and you need to identify new prospects that match these ideal customer profiles at the company or the person-level, again, because you have data providers plugged into our system, you can make a net new list calls to them as well. So most data preventers, like ZoomInfo have free APIs where you can run an unlimited number of searches to look within their database to find how many leads or accounts they have that match certain criteria and the criteria I provided is a general manager within this SIC code or NACE code here and they’ve got 2,500 contacts that match that profile.

So instead of just dumping all these people in and possibly creating dupes, we can throw these back into one of those prevent tasks, a list import task before buying any data from this provider, run it through a matching exercise to see if you already have the contact or already have the lead in Salesforce or if it’s actually matching to a target account. And then when you have some of that insight, we can break it into sectional files where you only end up enriching the data and creating the data and using the credits on the net new records that you actually wanted from the data provider in the first place. And instead of having your sales users doing all this all the time and spending a ton of time in creating a bunch of mess at a marketing office level, you can dial this process in mass and zero into very specific personas, that very specific accounts where you can drive new personas and not run into all the spam issues that you may normally by just going directly to a list provider and not having that same level of overlap analysis, account analysis and an ability to assign data out to the right people in the organization as you’re creating it in Salesforce or your marketing system.

That’s really kind of what I wanted to show today. We do have some end-user sales applications that make salespeople an extension of marketing, but maybe we’ll save that for another time.

Mike: Awesome, John. Thank you so much for running through the product with us. And, you know, it’s clearly got a ton of power and hopefully, all the MO Pros that will have a chance to come across this no-bullshit demo will appreciate the simplicity of getting an overview of the product and make a decision on whether or not they’re going to take action and reach out to RingLead, but definitely appreciate you taking the time with us, man, it’s been awesome.

John: Awesome. Well, I would recommend that any of you who don’t have the free data report card make a request. Again, it’s a freemium product. It’s kind of the nuts and bolts of field trip and Duke dive and some other free technologies we have on the app exchange and other places all built into a single interface and we’re taking some of the requests from the comments and the reviews that we got on those apps like being able to delete fields in your CRM that you’re not actually using right from the field trip report. We’re building those features into the report card, so this is going to be a truly useful freemium application that will allow you to create a ton of valuable insights internally and hopefully, help you fight the good fight of getting leadership to care about wanting to clean the data, which I think has taken a higher role in the decision-making chain than ever as we’ve all been working from homes and had to transfer our lives into a more digital footprint.

Mike: Yeah. A hundred percent. Cool. We’ll make sure we get that offer up on our new partnership page as well.

John: Great. Well, thanks for having me.

Mike: Yeah. Thank you, guys.

RingLead

Get a No BS look at Ringlead's product. Watch this demo to get a real deep-dive on how the product works and what it takes to implement the tech into your Marketing Technology Stack.

  • Company

    Ringlead
  • Recorded Date

    August 2020
  • Length

    20 min

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