Case Study: AdRoll Integrates Disparate Lead Data to Target the Best Opportunities Integrates Clearbit and BuiltWith with Salesforce to continually enrich 650,000 opportunities Industry: Marketing Platform AdRoll is a leading performance marketing platform with over 35,000 clients worldwide. Its Location: San Francisco, California suite of high-performance tools works across Employees: 500 devices, helping businesses attract, convert, and grow their customer base. The company is Solution: Tray.io Platform home to the world’s largest opt-in advertiser Highlights: data co-op, the IntentMap™ with over 1.2 • Integrated lead enrichment sources with CRM to billion digital profiles. AdRoll’s goal is to build enrich 650,000 global opportunities the most powerful marketing platform through performance, usability, and openness. • Checks website ranking in Clearbit weekly and updates Salesforce as needed Challenge: Identify top opportunities for account field to denote the company that owns targeted sales and marketing the web property. • Updates Salesforce with data from BuiltWith on Like many B2B companies, AdRoll relies on over 200 different attributes Salesforce, its customer relationship management Adapting Salesforce fields for customized uses system, to track and manage sales opportunities. can present a major challenge when integrating However, how AdRoll uses some of the fields Salesforce with other systems. “The overall rank within Salesforce is unique. Brendon Ritz, of a website is integral to how our company marketing operations lead at AdRoll, explains: “We operates,” says Ritz. “Because our sales teams use the opportunities object in Salesforce as an are organized by this rank, we need to enrich every account object and that lets us track ‘advertisable’ opportunity in Salesforce with this information web properties as individual opportunities.” AdRoll and keep it updated as rankings change.” then uses the Salesforce 19