LeanData is the leading B2B lead-to-account matching and revenue orchestration platform, used by enterprise and mid-market B2B companies to solve one of the most persistent RevOps problems: routing inbound leads to the correct sales rep when those leads do not match an existing CRM contact. Its matching engine connects new leads to existing accounts using company name, email domain, and IP matching — then routes them through configurable workflow logic to the account owner, territory rep, or SDR queue.
Product Overview
In B2B sales, a new lead from '[email protected]' should ideally route to the AE who already owns the Acme account in Salesforce — but native Salesforce lead routing has no awareness of account ownership, creating a persistent problem where leads from existing accounts end up with the wrong rep or in a generic queue. LeanData's matching engine solves this by using fuzzy company name matching, email domain matching, and IP geolocation to link leads to their parent accounts, then executing routing rules that consider account ownership, territory, deal stage, and round-robin assignment simultaneously. Its visual FlowBuilder presents routing logic as a drag-and-drop workflow diagram that RevOps teams can maintain without code — making it far easier to update routing rules as GTM strategy evolves. LeanData also provides attribution capabilities: tracking which campaigns, channels, and touches influenced each opportunity — giving marketing the pipeline influence data needed to justify campaign spend.
Key Features
- Lead-to-Account Matching: Match inbound leads to existing CRM accounts using company name, email domain, and IP — connect every lead to the right account owner.
- FlowBuilder (Visual Routing): Drag-and-drop routing workflow builder — configure complex multi-condition lead routing logic without code.
- Account-Based Routing: Route leads based on existing account ownership, deal stage, and territory — prevent leads from existing accounts reaching the wrong rep.
- Revenue Attribution: Multi-touch attribution tracking from first touch through closed won — give marketing visibility into pipeline influence by campaign and channel.
- Duplicate Management: Identify and merge duplicate leads and contacts — maintain CRM data quality as inbound volume scales.
Best For
Enterprise and mid-market B2B revenue teams running account-based sales motions that need accurate lead-to-account matching and configurable routing logic — particularly those using Salesforce where native lead assignment rules are insufficient.
Pricing
Custom pricing based on CRM user count and modules. Mid-market to enterprise positioning. Free demo available.
Key Integrations
Salesforce, HubSpot, Marketo, Pardot, Outreach, Salesloft, Slack, Microsoft Dynamics, 6sense, Demandbase
Pros
- Lead-to-account matching solves a critical B2B routing problem native CRM tools cannot handle
- FlowBuilder makes complex routing logic maintainable by RevOps without engineering
- Attribution reporting links inbound leads to pipeline and revenue for marketing ROI
- Market leader with deepest Salesforce integration in the routing category
Cons
- Enterprise pricing puts it out of reach for most SMB teams
- Implementation requires significant RevOps investment to configure routing logic correctly
- Overkill for teams without significant inbound lead volume or account-based motions
