What Modern Data Looks Like in CRM

By January 24, 2019
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In this video, I’ll go inside our Salesforce CRM to show you how our revenue teams utilize the FIRE methodology.

We use modern tools including Bombora, Engagio and our own data platform to identify FIRE accounts. These are the cream of the crop accounts that are handed off to sales and marketing to begin outreach.

Check out the video below to learn more.

Video Transcript:

“Hey everybody, Matt Amundson in here with another Modern Data Tip.

Today we’re gonna show modern data inside CRMs. So, if we go to this Salesforce Report, we can actually see that this account is surging for FIRE, so Fit, Intent, Recency and Engagement.

So if we go here, we can see the Overall Fit Score provided by EverString.

Next column we can actually see the Intent Topics that this business is surging on. That Intent data provided by Bombora. We’ve timestamped it to know that it occurred this week.

We use Engagio to see that this account is at a status of very aware, because they’ve spent 92 minutes on the website over the course of the last week.

There’s 11 people from that account that are engaged. And over the course of the last 90 days they’ve spent a little bit over three hours on the website.

So this is an account that meets all the FIRE criteria should be handed off to the Sales and Marketing team to begin more aggressive engagement right away.”

Related: Check out the 5 reasons to introduce FIRE at your company.

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