Challenge

Palo Alto Networks is one of the world's largest cybersecurity companies, operating across a global customer base that includes enterprises in every major region. Their marketing operations team runs enrichment at a significant scale — and for years, ZoomInfo handled it all. The problem was that ZoomInfo's enrichment is heavily US-focused, which meant EMEA records — a significant portion of Palo Alto Networks' total database — were consistently underenriched. Overall match rates across the full database were running at 50–60%, which meant roughly half of the records on which their campaigns depended on were missing the data needed for accurate segmentation, personalization, and routing. Managing the enrichment workflow also meant managing multiple vendor relationships separately — different contracts, different data formats, different integration points. And before any lead could be loaded, agency resources were spending hours manually cleaning and scrubbing Excel spreadsheets. It was slow, error-prone, and not something anyone on the team wanted to do.

Solution

Palo Alto Networks deployed Openprise to build a multi-vendor enrichment waterfall that addressed the coverage problem at its root. Rather than relying on a single vendor to enrich every record, Openprise sequenced multiple providers — automatically sending each record to the next vendor in the waterfall when the previous one could not fulfill the minimum required fields. EMEA records that ZoomInfo had consistently left unmatched were now covered by vendors with stronger international data. But the team discovered something else before the waterfall even ran: Openprise's ability to clean data prior to enrichment. "Something super unique about Openprise is they can clean your data," said Megan Crone, Senior Manager of MarTech Platforms and Integrations. "If you have phone number formats that are incorrect, the brackets in the wrong place, or too many digits, they can clean it up before sending it to the enrichment vendor to provide better match rates." Clean data going in meant dramatically better match rates coming out.

The list loading problem was solved with a dedicated ingestion portal built in Openprise. Instead of manually cleaning and mapping every spreadsheet before upload, agency resources could now grab a file, upload it into the portal, and let Openprise handle the rest. Field mapping was automatic. The lead would load to Marketo and trigger the Salesforce sync without any manual intervention. Enrichment performance was made visible for the first time through custom reports that showed match rates by region, geography, and vendor — giving the team the data they needed to optimize the waterfall sequence and negotiate enrichment contracts from a position of knowledge rather than assumption. "With Openprise, we weren't having to manage all of these different contracts, all of these different vendors and different data formats," Megan said. "We were able to consolidate everything and improve our match rate."

Something super unique about Openprise is that they can clean your data. If you have phone number formats that are incorrect, the brackets in the wrong place, or too many digits, they can clean it up before sending it to the enrichment vendor to provide better match rates. When we were using a single vendor, our match rate was around 50–60%. When we implemented the waterfall approach with Openprise, we improved our match rate to above 85%.

With Openprise, we weren't having to manage all of these different contracts, all of these different vendors, and different data formats. We were able to consolidate everything and improve our match rate.

— Megan Crone, Senior Manager, MarTech Platforms and Integrations, Palo Alto Networks

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Impact

Match rates improved from 50–60% to above 85%. The 50% lift on records ZoomInfo could not enrich — the EMEA records that had been consistently underenriched for years — represents a category of data quality improvement that compounds over time. Every record that gets enriched is a contact the team can segment accurately, personalize for, route correctly, and score reliably. The records that had previously fallen through ZoomInfo's coverage gap were not just missing data — they were missing from every downstream GTM motion that depended on them.

List loading was transformed from a manual, agency-dependent bottleneck into an automated, self-running pipeline. The ingestion portal handles field mapping automatically, loads to Marketo, and triggers the Salesforce sync — all without a human touching a spreadsheet. The time saved amounts to hundreds of hours per week across agency resources that had previously been doing that work. "Our agency resources are able to shift into more strategic work and not manually clean spreadsheets," Crone said. "It honestly saves us hundreds of hours per week and helped us be more efficient and get our leads to sales faster."

The custom enrichment reporting capability changed how the team manages their enrichment investment. Visibility into match rates by region, geography, and vendor meant the team could see exactly where the waterfall was performing and where it was not — and adjust the recipe accordingly. That same data made vendor contract negotiations materially different: instead of negotiating on assumption, the team could walk in with actual ROI metrics showing which vendors were delivering and which were not. Openprise's transparency made the enrichment budget defensible in a way it had never been before.

Now all the agency has to do is grab the list, put it into the portal, and everything happens behind the scenes. Our agency resources are able to shift into more strategic work and not manually clean spreadsheets. It honestly saves us hundreds of hours per week and helped us be more efficient and get our leads to sales faster.

— Megan Crone, Senior Manager, MarTech Platforms and Integrations, Palo Alto Networks