5 Ways to Use the Datanyze Salesforce Integration

November 30, 2016 Sam Laber

The Datanyze <> Salesforce integration combines our powerful data sets with the reporting and workflow capabilities of Salesforce CRM. Below, we've outlined 5 unique ways our customers have used the integration to power their sales and marketing programs.

If you're unfamiliar, here's a quick video overview of the integration, including how to set it up.

If you'd like to discuss adding this integration to your Datanyze account, feel free to get in touch with your dedicated customer success manager today!
 

1. Territory planning

Traditionally, companies will divvy up sales territories using firmographic data points like company size, industry or location. For many B2Bs, this works quite well; but for technology providers, it leaves a lot to be desired.

If you sell products to businesses that invest heavily online, having offline data points can often cloud your perception of an account's overall budget and fit. In reality, a 10,000+ person company may do less business online than a 1,000 person one. So what can you do?

Many Datanyze customers are starting to formulate their account territories based on firmographic AND technographic data points. Let's say you sell marketing software -- instead of breaking up territories by industry or size, you may want to look at which Marketing Automation provider each account is using.

If they use a heavier platform like Oracle Eloqua or Marketo, you may want to assign them to an Enterprise team. If they use a more lightweight tool like HubSpot, Pardot or Act-On, consider assigning them to the Mid-Market team. For companies using smaller MAPs or even Email Marketing solutions like MailChimp, they may be a good fit for the SMB team.

This type of logic can be used to identify the sophistication of most buying teams. For sales, consider looking at which CRM they use. For finance, look for ERP or Accounting solutions... and so on. If you need help planning, ask your CSM to give recommendations.

Featured resource: 4 Reasons SaaS Companies Need Technographics
 

2. Lead routing

Investing heavily in inbound? Consider taking the time to reevaluate how new leads are being scored and routed. Like territories, companies typically use firmographic data points to route inbound leads to the correct rep. But what happens when you add technographics to the picture? Here are some of the ways our customers are using Datanyze data to route new leads.
 

Leads using competitive software

Let's say a lead starts a free trial of your software. Under normal routing rules, this lead would go to the next SDR in the round-robin queue. But what if this lead is currently using your competitor's software? With this intelligence, you could route the lead to your best Account Executive, or someone who has experience selling against this particular competitor.
 

Leads using complementary software

Does your solution integrate into several larger platforms? Consider having reps specialize by integration and routing customers of those platforms to them. For example, if your solution integrates into Salesforce, Microsoft Dynamics, SugarCRM and Zoho, make sure you create dedicated talk tracks for those use cases and route accordingly.
 

Leads with large technology budgets

Have you segmented your team by Enteprise, Mid-Market and SMB? Consider using our "Monthly Technology Spend" to route leads based on their technology budgets, rather than relying on offline fields like revenue and employee size.
 

3. Sourcing new accounts

Target markets are always changing. Some companies go out of business, while others evolve and enter the mix. So how can you maximize your target market without using SDR resources to constantly scour the web and find new accounts?

Many customers are combining Datanyze Alerts with a custom Salesforce integration to automatically create new accounts from companies that have added a particularly technology.

Let's say you sell to companies that sell online. If a particular website adds a Payments provider like PayPal or Stripe, Datanyze can search for this website in your Salesforce and create a new record if one does not exist. If the account already exists, you could create a Salesforce workflow to alert the account owner that their prospect has recently become "qualified" by adding a target technology.
 

4. Adding contacts in bulk

Customers using our Prospect Lists feature can leverage the integration to push contacts from Datanyze to Salesforce. Once you've found the right set of contacts within a target account, you can add them individually or in bulk.

Note: We also offer integrations with a few other CRM and Sales Email providers. If you're interested in pushing contacts to a system like Outreach, Salesloft or PersistIQ, let us know and we can set it up!
 

5. Additional Targeting filters

Once the integration is set up, you'll notice a few new filters appear in Datanyze Targeting.  Use the "Salesforce Last Contacted" filter to search accounts that haven't been touched in a while. Let's say you want to kick off a re-engage campaign for accounts that use a competitor. You could build a report like this: 

Filters
1. Technologies >> Currently Use >> One of the following >> [Competitor]
2. Misc >> Salesforce Last Contacted >> Not between >> Last Quarter

Once the integration is complete, you'll also notice that an #SFDC tag has been added to some Targeting results. This indicates that these websites have already been added as Leads, Contacts or Accounts. To find net-new prospects that don't exist within your Salesforce instance, consider adding the below contraint to any Targeting report.

Filters
-Domain >> Tag >> None of the following >> SFDC

Featured resource: 12 Targeting Reports Everyone Should Try


Other applications?

Using our Salesforce integration in a different way? We'd love to hear about it in the comments!

About the Author

Sam Laber

Sam is the director of marketing at Datanyze. He's a big John Hughes fan who occasionally fills the DZ office with the sweet sweet sounds of 90s rock giant, Creed.

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