How Salesforce Integration Helps Marketers Drive Results

Static account lists and unqualified inbound web traffic: these are the realities that most B2B sales teams have to deal with in their current relationship with marketing. The result is a high volume of missed deals and a lot of finger-pointing between sales and marketing.

If marketing can get on the same level as sales, many of these issues will start to disappear. And what better place to do that than in your Salesforce instance?

In this post, we’ll talk about how marketers can integrate with Salesforce to deliver better data to sales and improve engagement at every stage of the buyer’s journey.

Intent Qualified Opportunities

Building a better relationship between marketing and sales starts with quality intent data. Intent data means that your marketing and sales teams won’t waste their time on static target account lists and unqualified, inbound web traffic, all of which results in missing a high volume of deals. Instead, they’ll have access to highly accurate and actionable in-market accounts, which they can then engage in the sales funnel.

Aberdeen’s HIGHLY Accurate Intent Score

Aberdeen’s intent data is the most accurate on the market with a client-measured accuracy of 91 percent. This data is based on monitoring over 55 million Device IDs from over 17 million companies. Aberdeen then tracks research across 12.8 billion webpages and 480,000 keywords, comparing ID behavior against a 52-week baseline to determine a final purchase intent score.

Using this highly accurate intent data, which can be delivered directly into Salesforce, your marketing and sales teams can gain insight into exactly who is searching for solutions like yours. What this means is that you can spend more time with companies looking to buy what you sell and less time trying to determine who is a qualified opportunity and ready to move down the pipeline.

So, how exactly does Aberdeen’s intent data integrate with Salesforce and your internal processes?

Salesforce Integration

Aberdeen’s Salesforce instance includes six fundamental marketing and sales solutions that you can tailor to your business. These solutions help you track, monitor, and reach out to qualified opportunities quickly and easily, so you can increase your pipeline. They include:

• Intent Calibration: The ability to tailor intent signals to best fit your offerings and market.
• Intent Pixel: The option to track account activity on your website and incorporate that activity into your final intent score.
• Intent Monitoring: The ability to continuously monitor all accounts within your target market for purchase signals.
• Intent Qualified Opportunities (IQOs): The option to create opportunities above the set intent threshold.
• Account Intelligence: A dashboard that allows you to view keywords, top websites, ads viewed, and intent score for a complete overview of your pipeline.
• Measurement: The ability to track Intent Qualified Opportunities (IQOs) contribution to your pipeline via the dashboard.

The above solutions help you take action, track your pipeline impact, increase your account intelligence, and improve your sales sequences/cadences.

Take Opportunity Action

With Aberdeen’s Salesforce integration, your marketing and sales teams will have more and better opportunities to engage with qualified accounts than ever before. By reviewing intent within your target market, new sales opportunities will appear within Salesforce, which your team can then manage. And the actions you take will be informed based on deep insight such as top sites visited, keywords, ads viewed, and visits to your website.

Track Pipeline Impact

Within Aberdeen’s Salesforce dashboard, you can track all IQOs to quickly see their impact on your pipeline. For example, your marketing and sales team can automatically track the effectiveness of your account-based marketing activities. Using intent data, you can see how well your ads performed, what blog topics were most effective, which landing pages drove the most sales, and more.

Increase Account Intelligence

There’s also the potential to embed Aberdeen Marketspace directly into Salesforce, which increases visibility of account activity—on and off your website. In this way, your sales and marketing teams gain an in-depth and complete view of what your accounts are up to. You can then better leverage your account knowledge to secure meetings and deliver sales.

For example, you can track the keywords consumed by each intent account as well as trends regarding device IDs and research. From there, you can filter your accounts by sales territories or prioritize based on key data for better business results.

Improve Sales Sequences/Cadences

Finally, with Aberdeen’s intent data delivered directly into Salesforce, it’s easier to develop an effective sales outreach system through Outreach or SalesLoft. Based on each account’s intent score, you can align the buyer journey to sequences/cadences, which means engagement and sales meeting rates increase significantly.

Get Ready to Identify the Sales You’ve Been Missing

“Intent data has been trapped in marketing tools as just another score,” said Marc Osofsky, Aberdeen’s CEO. “Aberdeen Intent for Salesforce delivers what sales wants – accounts looking to buy that are fed directly into Salesforce for sales to engage and increase pipeline.”

When you deploy Aberdeen Intent for Salesforce, you’ll fundamentally change your marketing team’s conversation with sales. Suddenly, instead of sales being completely disconnected from marketing’s activities, they’ll be actively engaged because they’ll be able to directly witness the benefits. It will help them see qualified opportunities as they move through the pipeline and closer to making the sale. It’s a full-service approach to targeted marketing and competitive leads.