Case Study: Datto achieves cleaner CRM data and better lead-to-account matching with ZoomInfo

Datto - Customer Case Study

Datto, an IT firm with a rapidly growing CRM database, was struggling with duplicate records, unstandardized data, and poor lead-to-account matching. These issues made manual list cleanup time-consuming, hurt ABM performance, and made accurate reporting, revenue attribution, and ROI tracking difficult. Datto turned to ZoomInfo’s enriched IT contact data and Operations Cleanse to address these data quality challenges.

With ZoomInfo, Datto automatically standardized incoming records in Salesforce and Marketo, improved deduplication, and expanded lead-to-account matching beyond company name to include details like region and website domain. The results were significant: about 230,000 duplicate Leads, Contacts, and Accounts were merged, and 330,000 leads were matched and converted to accounts in Salesforce. Datto also improved speed-to-lead, sales routing, and attribution accuracy, creating a cleaner CRM and stronger customer experience.

Datto

Dory Lord Viscogliosi

Director, Marketing Operations