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What's lead-to-account matching and how does InfiniGrow do it?
What's lead-to-account matching and how does InfiniGrow do it?
Dan Carmel avatar
Written by Dan Carmel
Updated over a week ago

Among infiniGrow's main promises is that it will help you structure your data in a cleaner, better, and more accurate way than your current CRM. With that in mind, InfiniGrow offers several capabilities that address common issues that marketers face with CRM systems like Salesforce.

One such issue is Salesforce's inability to provide out-of-the-box Lead to account matching. Below, we explain what that is, how InfiniGrow solves this, and how that translates into more accurate data than your Salesforce report data.

What is the problem with my regular Salesforce configuration?

Salesforce converts a Lead Record into a Contact record once it is associated with an account.

However, if the lead is not converted to a contact (or is not associated with an account), for any reason, the lead and any interactions associated with it will remain disconnected from the account. As a result, when you analyze the account on Salesforce, the data will be inaccurate, and you may miss out on marketing touchpoints.

A common implication is that marketing teams will often find isolated leads that originated in marketing activities, which are not connected to the account, resulting in the account’s source being a sales touchpoint, rather than a marketing touchpoint.

Lead-to-account matching is how InfiniGrow solves this issue. Our system will automatically match leads to accounts, even when they were not converted in Salesforce.

To do this, we use multiple methods to identify a match between a lead and an account.

How does InfiniGrow match leads to accounts?

InfiniGrow structures CRM data and unify it on the account level. Therefore, InfiniGrow aims to match leads to the right accounts, using two layers of matching:

1. Identity Matching -

InfinigGrow looks for identical fields between different objects’ CRM records.

Matches (or merges) are based on:

  • Contact level:

    • Email

    • Contact ID

  • Account level:

    • Account name

    • Account ID

  • Deal level:

    • Deal ID

There has to be at least one match between two records in order for merging to occur. For instance, if you have two leads in your Salesforce CRM with the same account ID, InfinGrow will merge them.

2. Isolated Lead Matching -

InfiniGrow adds another layer of matching after the Identity matching phase. It'll look at the unmerged leads and try to match them by domain. If you have an account with the domain "" and have a lead with the same email address as the account, such as "[email protected]", then the lead will be merged into the account only if it is not matched to any other account.

**Notice: This is an optional matching configuration that can be turned off.


Q: Can I match based on other CRM fields?

A: Yes, you can do that with Isolated lead matching. To add custom merging rules to your account, please contact your CSM.

Q: What happens to leads that are not matched to any accounts?

A: They can be viewed in the Journeys tab under Analyze. However, they will appear without account data. Until the lead is converted into an account in Salesforce or is merged based on InfiniGrow's merging configurations, this status will be retained.

Q: Why are two contacts with different fields connected under the same account?

A: It was probably due to two-step matching. InfiniGrow checks all records against the rules described in this article when matching accounts. When a match is found, InfiniGrow merges the records. This is an advanced example to explain how the two step matching works:

  • Lead A and contact B will be matched if they share the same "Deal ID".

  • Contact B records also have an associated “account ID” with contact C. As a result, lead A is now matched to contact C and all contacts that are associated with contact C.

  • This means that a contact associated with contact C is matched to lead A even though they don’t share any CRM fields directly. Here’s a visualization of how this works:

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