How to Leverage Technology Data Using Datanyze’s Salesforce Integration

August 12, 2014 Jon Hearty

The Sales Data Layer Cake

Data has always played a major role in sales. Dun & Bradstreet pioneered the space by selling company contact information — this eventually led to the creation of businesses like, which were quickly swallowed up by acquisition-hungry giants like Salesforce and integrated into a comprehensive suite of sales tools.

New layers of data are continuously being added to the sales stack, allowing sales and marketingteams to accomplish incredible feats of prioritization and segmentation. With more data in the CRM, salespeople can focus on leads with a high likelihood of closing, and marketers can send targeted campaigns to very specific groups of prospects or customers.

Leveraging technology usage data has long been a tactic of sales teams, but this usually involved buying lists. Ever received an email like the one below? Painful.

The main problem with lists is that, like a new car fresh off the lot, they depreciate in value quickly and constantly. Inaccurate data is worse than no data, so companies have begun leveraging Datanyze’s real-time updates to ensure data quality.

Getting Started

Configuring a connection from Datanyze to Salesforce is a simple 3-step process:

  1. Enter your Salesforce API token, username and password in your Salesforce settings.

  2. Tell us which objects you’d like us to sync (Leads, Accounts, Opportunities, or Contacts).

  3. Configure your views and start leveraging our data!

It’s that simple. No update requests, no scripts to run and no need to worry about your data going stale! We push real-time updates to all existing records and make top-of-the-hour updates to any records you add.

Making Technology Data Work For You

Our Standard Salesforce Integration comes with two plain text fields: Datanyze Technologies (technologies currently being used) and Datanyze History (a history of technology adds and drops).

Need more? We offer Custom Salesforce integrations to do things like:

  • add a Datanyze Alerts object to monitor technology changes within your records
  • update existing fields (Alexa rank, revenue, etc.)
  • add new records to Salesforce based on our daily technology add/drop data

Once our data is in your Salesforce instance, you can use it to search and build reports. This way, you can find out which of your accounts recently added your competitor or see where your lost opportunities went with only a few clicks.

The Proof Is In The Pudding

This new layer of technology data creates an amazing opportunity to increase sales and marketing conversion. In fact, most of our customers see a return on their investment within the first 90 days of using Datanyze, usually by closing new deals, but oftentimes by retaining existing customers.

DoubleDutch VP of Global Sales Development, Russ Hearl, spoke at this year’s GrowthBeat about using Datanyze alongside Salesforce, Marketo and “to increase sales by a factor of 300 percent”.

Most salespeople live in Salesforce, so as you can imagine, our customers who utilize the integration love how our technology data can give them an unfair advantage. But don’t take our word for it! Check out our latest case study that explains how Marketo uses Datanyze’s Salesforce integration for data-driven lead scoring and segmentation.

About the Author

Jon Hearty

Jon Hearty is the VP of Strategic Accounts at Datanyze. When he's not whistling while he works, he's likely looking to go low on the links.

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