Momentum Events Cleaned Up a Duplicate-Filled CRM with ZoomInfo
The events and conference organizer moved past Salesforce's record-by-record cleanup to same-day bulk deduplication and enrichment across an inherited database, according to the company.
ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, has reported that Momentum Events, an organization that produces live and virtual conferences, cleaned up an inherited database of duplicate and incomplete records using bulk data deduplication and enrichment. Momentum Events brings industry thought leaders together to share knowledge and network, a business where a name and a title are not back-office details. The company reports that the same tools able to enrich its data could also deduplicate it the same day.
Momentum Events inherited a database riddled with duplicate and incomplete records. The same email address turned up on separate records under different first and last names. Before anyone could trust a report or a mailing, the underlying data had to be reconciled, and the volume made that a project rather than a quick fix.
The company's CRM could not solve it alone. Salesforce's native deduplication worked one record at a time, in real time, so it had no way to clean an inherited database in bulk. Merging duplicates carried its own risk, because a careless merge discards the good information mixed in with the bad. For a conference organizer, the stakes are physical. The title on a record is the title printed on the badge an attendee wears at the event.
