Part I: Identify new leads • Text helper - Was This a Test Lead?: This step whether it includes any common spam email on demand uses a quick, 100% code-free text query to strings (like “[email protected]”) or personal check whether this lead was a test run by the email domains, which will determine if the The first leg of an automated workflow in a marketing operations team. workflow can use the email domain to check GAP that automates lead-to-account matching for a match or not. • Boolean If/Then: If the lead was a test, the starts with an on-demand trigger that begins workflow stops here. However, if this was not a • Boolean If/Then - Worth Searching?: This step the process as soon as a new lead comes in: test lead, the workflow proceeds to the next leg. compares email domain and company name against the above spam names and generic Part II: Compile basic emails lists, as well as making sure those lead info and confirm values are not null, to determine whether follow-up value these values should be used to search for a matching account. The second section of this automated workflow confirms the lead contains a legitimate email and begins a test to see whether it’s worth trying to match it against our CRM’s existing account list. • Data Helper - Set Lead ID: This step uses a data helper to temporarily store and compile • New Lead Captured: The process starts with lead info to be queried by the rest of the a trigger that begins whenever a new lead is workflow in the following steps. captured in the MAP (e.g. Marketo, Eloqua, or • Text Helpers - Company Name / Email Domain HubSpot). / Domain -> Company: These text helpers split • Salesforce - Get New Lead Info: Next, the and parse the contact info of the lead to check workflow pulls up the lead’s information in the these values against existing values in the CRM. CRM, in this case, Salesforce. • List Helpers - Spam Names / Generic Emails: These list-based helpers then quickly screen • the lead’s contact information to determine 17