Vision Report

Lead-To-Account Matching: It’s Not Just For Attribution Anymore

September 10th, 2019

Summary

Many marketing automation platforms capture leads but do not automatically associate those leads with relevant buying groups, opportunities, and accounts that are in the CRM system. Many B2B organizations already use lead-to-account matching to enable lead routing and attribution but don’t realize that they can adapt it to recognize when buying groups are actively shopping for an organization’s solutions. In this report, we describe why lead-to-account matching should also be used to identify and provide organizations with visibility into the buying groups that are evaluating their solutions.

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