Lead management company LeanData and predictive analytics provider Leadspace have integrated their solutions to help B2B marketers increase demand generation and account-based marketing (ABM) conversion rates, according to both companies.
Current customers can continue to use the platforms with their existing workflows, but may see improved output from the behind-the-scenes integration, according to Leadspace. For instance, if a user chooses contact records to build marketing automation campaigns, the information might be more accurate and complete, the lead score could be more precise and contact records might match the lead to the account.
“The [tech advancements] represented in the Leadspace and LeanData partnership extend the value of every company’s existing investment in their marketing stacks,” said Travis Kaufman
VP of Product at Leadspace, in an interview with Demand Gen Report. “You can integrate predictive analytics, data management, lead routing and matching into your CRM and marketing automation without having to rip anything out and start over.”
One of the goals of this integration is to bring more speed and accuracy to ABM campaigns, according to a release from the companies. This comes at a time when ABM adoption is soaring among B2B marketers, according to research from SiriusDecisions.
Kaufman highlighted one of Leadspace’s customers, RingCentral, which found 200,000 high-quality, net-new leads already in their CRM that “had been ignored because they couldn’t tell they worked for existing customer companies.”
“Reaching decision-makers in targeted accounts is the core of ABM,” Kaufman explained. “Everybody wants to do that. Most companies are hamstrung from the start by their marketing automation and CRM systems, because they can’t match people to the companies they work for.”