Lead to Account Matching & Association Best Practices


Missing associations cause problems throughout your entire organization. You can't effectively segment, personalize communications, and score opportunities without proper associations in place. Customer support and success teams also miss important information, and analysis and reporting are skewed. Missing associations can impact your customers across the entire customer journey.

Insycle helps you associate contacts, companies, and deals flexibly and powerfully with the Bulk Operations module. 

Here are some best practices and tips to help you streamline associations and lead-to-account-matching:

Choose Similar Matching Fields

Insycle uses the existing data in your CRM to identify records that should be associated. Matching associated records requires using similar fields for both record types. 

For example, if you are associating contacts with companies, you might use the Contact’s “Company Name” field and match it to the company’s “Company Name” Field.

If you associate a child company with a parent company, you might use the “Company Domain” field on both records.

Or if you were associating contacts to deals, you might match the associations using the Associated Company ID for both the contact and the deal.

In the Advanced tab, you can make associations using related fields. For instance, you might associate two records using the “Website URL” field for one record, and the “Additional Domains” field of the associated record, on top of the standard matching fields you set. This provides extra flexibility, allowing you to identify more missing associations.

Broaden Your Matching To Catch More Missing Associations

Start small and cover the obvious bases, such as matching contacts to companies for association using the company name. 

But by broadening how you match associated records, you'll be able to identify more missing associations in your database. 

First, you can use both exact and similar matching in Insycle. Similar matching allows you to match associated records even when the data has slight differences between the two related records.

You can also build multiple templates using different fields to catch more missing associations. For example, you could match child companies to parent companies using company domain as a standard, but you could also use fields like Phone Number or Address to catch more missing associations that otherwise would have gone undetected.

Start in Preview Mode to evaluate your templates. When you are satisfied, run them in Update Mode to push the associations live. 

Understand Similar Matching

Insycle's Bulk Operations module gives you two options for matching fields—exact match and similar match.

Similar match will detect matches that are two keystroke deviations away from each other, like:

  • insertion: bar → barn
  • deletion: barnbar
  • substitution: barnbark

This can help you to account for differences in formatting and typos. Like adding new matching fields, similar matching can be a great way to identify more unassociated records in your database. But you have to be thoughtful about how it is used, or you risk matching non-matching records and associating them.

For example, you might mistakenly associate unrelated records if you used similar matching on a phone number because two unrelated records can have similar phone numbers. There may be other fields where similar matching can produce unwanted results.

When using similar matching for associations, start in Preview Mode to evaluate your template. 

Implement Automation

You can set up ongoing association automation for contacts, companies, and deals with Insycle on the module level, using Recipes, or integrating with HubSpot Workflows. You can view all scheduled automations on the Automations page of your dashboard.

You can schedule your associations templates to run on an automated, set schedule. You do this by clicking the Review button at the bottom of the module page. Then, you go through a three-step process to run the operation. In the third step, you can choose the Automate tab, and schedule your template to run on a set schedule.

Start in Preview Mode

When you click the Review button in Insycle, you'll get to choose from two modes: Preview Mode and Update Mode.

Preview mode does not update your live CRM data, but instead produces a CSV showing you the results that the association process would have produced.

The first time you run a new association template in Bulk Operations, it is always a good idea to run it in Preview Mode first to ensure that the template is working as you intended. Once you confirm it is, you can run it in Update Mode or schedule it for automation.

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