It began as the merger of three market leaders in assessment management (Taskstream, TK20, and LiveText).
The company has consistently grown through acquisition. At first glance, this announcement does not indicate a new strategy for Watermark. Watermark have combined this model with enriched data, account-based segmentation and territory assignment rules to route leads directly to the right reps.Last week Watermark announced its latest acquisition, Aviso Retention, a student success solution that supports case management, predictive analytics, early alerts, and student notifications to mitigate risks to retention. It uses scoring to prioritize activities, contact and engagement based on the calculated best chance of success. The model outputs a value to provide insight into the likelihood of selling into an overall account. This model indicates probability of success for each investment product which is then pushed to Salesforce. This categorization allowed identification of the important decision makers within accounts they marketed to and to identify their ICP.ĭemographics for individual products were pulled from the IPEDS database and operationalised the application of this data to their overall propensity model. They normalized and enriched data, linked leads to accounts and then segmented into key categories based on the job-titles. He tells us how they were able to achieve their growth goals ahead of expectations by orchestrating their data.Īusten used RingLead’s data orchestration features to enrich key demographics for individual products from the IPEDs database. He explains how by enabling deduplication and lead-to-account matching they now have a more accurate view of accounts and leads by using account data at the lead level.Īusten Adair, Vice President of Sales Enablement at Watermark Insights, also provides his perspective on the Watermark challenges and solutions. Watermark Insights are backed by a private equity investor and there are high expectations for the organization to thrive and grow.Ĭalon Alpar, Senior Manager of Demand Generation, shares how Watermark Insights was able to cleanse their data following an acquisition and remove all their 100,000 duplicates in a few weeks. Customers: 1,700 higher education institutions.
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Section 2: Maintaining a duplicate free database post-merge
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