When using a CRM integration with Zaplify it can be useful to know how Zaplify determines whether the Prospects and Companies you find in Zaplify already exist in your CRM or not. This article aims to give a simplified explanation on how our integrations and specifically the matching, works on a deeper level.
How Zaplify syncs data to your CRM integration
While performing a Prospect Search in Zaplify, the integration is cross checking all showing results with your CRM data in order to show to the user whether or not a specific Company or Prospect already exists in the CRM.
Note: Different CRMs have different naming for "Company" and "Prospect". The most common is to call companies "Accounts" or "Companies". For prospects, it is common with "Contacts" or "Leads". In this article we will refer to companies as "Companies" and individuals as "Prospects".
If the user decides to purchase a prospect in Zaplify, the prospect and the prospect's company is synced to your CRM integration. When synchronising a prospect, the integration will always start by trying to find a matching company for the prospect's company. If a matching company isn't found in the CRM, the integration will create it. After that, the integration will do the same for the prospect, and if no matching prospect is found in the CRM, the integration will create the prospect and assign it to the found or created company. More specifically, the data from a purchased prospect and company is synced to your CRM in two different ways:
If Zaplify could not find a certain prospect/company in your CRM, Zaplify will create it and map the data according to the integration field mapping that you have setup in your Zaplify settings.
If the prospect/company already exists in your CRM, Zaplify will only add data points that do not already exist in your CRM. In other words Zaplify will not overwrite any already existing data.
Right after a contact is synced with your CRM the Zaplify integration will assign the owner in your CRM based on the email address in Zaplify. If Zaplify finds a user in your CRM with the same email address as the user that purchased the prospect in Zaplify, it will be that same user that becomes the owner in the CRM. If Zaplify does not find a matching user, the Contact/Company will be created without an owner. If the company already exists and has an owner, Zaplify will not overwrite the company owner.
How Zaplify determines if a prospect/company already exist in your CRM
How Zaplify searches for companies
The integration will search for companies primarily by checking for a matching company website domain. If no matching domain is found, the integration will try to find a company name in the CRM that matches with that of the company in Zaplify.
How Zaplify searches for prospects
The integration will search for matching prospects in the CRM by checking primarily the email address and the LinkedIn url, and secondly a combination of first name, last name and company.
The matching today requires exact matches for the fields of both companies and prospects. This is due to limitations in the CRM providers' APIs. However, our team has been engineering recently, and found a way to deploy a much smarter AI-driven matching algorithm, which will be released later this year. The new algorithm will utilize several kinds of soft matching approaches, to significantly improve the accuracy of matching between Zaplify and the CRM.
Hubspot will be the first integration to be updated with this new matching algorithm, and will be available in private beta this September. Reach out to us if you want to be one of the first ones to try it out!