Why ABM Only Customers Should Integrate CRM

Options
bailey.booher@6sense.com
bailey.booher@6sense.com Posts: 4 6senser
edited February 2024 in All Discussions

If you have 6sense's ABM platform and do not have your CRM integrated, this post will walk you through what you're missing out on and why you should consider integrating your CRM!

6sense currently integrates with the following CRMs:

If you have one of these CRMs, continue reading. If you do not, submit a feature request so our product team can evaluate creating an integration.

So why should you integrate your CRM? TLDR; more data to work with! Below is a list of feature you are missing out on by not having your CRM integrated with an example of how you could use this feature.

1 . Push Segment Name

  • What it Does: This feature allows you to push the name of a segment to the a field within your CRM to all of the accounts that are part of that particular segment. This updates dynamically each night. Learn more here: https://support.6sense.com/knowledge-base/360052999093-publishing-segments-getting-started/
  • Use Case Example: Competitive Takeout Sales Training.
    Create a segment of accounts researching each of your top competitors, and then push the segment name to your CRM. If an account meets the criteria for more than one segment you have pushed over, all of the segment names will appear in the field in a comma-delineated manner as seen below.
    image.png


    Create reports in your CRM of all open opportunities researching your competitors. Push these reports into a dashboard to visualize which competitors are being researched by accounts with open opportunities and share with the sales team. Sales leadership now has visibility which competitors your open opportunities may be evaluating as well and can coach reps on your competitive differentiators against the competitors that are being researched the most.

2. Sync CRM Lists/Reports (SFDC and D365 only supported at this time)

  • What it Does: Allows you to create segments by syncing an existing Account List or Report from your integrated CRM into 6sense, and is updated on a daily basis. Learn more here: https://support.6sense.com/knowledge-base/1500000409881-segment-creation-sync-from-crm/
  • Use Case Example: As a marketer, does your sales team provide you a list of accounts they want to target? Do they already have this created as a List or Report within CRM? If so, then this use case is for you. Sync the list of their target accounts to 6sense via Segments. Now you'll have the ability to layer in additional filters via segments such as intent data researched or website visits. This will now allow you to take a targeted approach to advertise to these accounts based on the signals they are showing.

3. CRM Filters in Segments

  • What it Does: Allows you to create a segment of accounts based using data on various CRM objects such as Account, Opportunity, Contact, Lead, and Campaign Member. See this Knowledge Base articles for details: https://support.6sense.com/knowledge-base/1500000409701-segment-creation-create-filters/
  • Use Case Example: most people may assume that marketings job ends once an opportunity is opened with an account, but we know that's not the case (nor a best practice ;)) Create a segment of accounts who have a new business opportunity open. This allows you to provide air-cover messaging to these accounts that aligns with where they are at in the buying journey. Instead of providing advertising messaging to these accounts with a call to action to book a demo, you could use message that directs them to valuable resources such as case studies, ROI calculators, upcoming webinars, etc.

4. Segment Performance Report: Pipeline + Closed Revenue

  • What it Does: Allows you to analyze a segment of accounts so you can understand the level of engagement your accounts are showing from no intent to opportunities won, along with a view of influenced opportunity pipeline and revenue. Learn more here: https://support.6sense.com/knowledge-base/360053349213-segment-performance-reporting/
  • Use Case Example: Ever wonder what the correlation between intent data researched, website visits, display ads, pipeline created, and closed won opportunities is? This is your sign to integrate your CRM so you can analyze the engagement of accounts over time. We recommend setting up ICP segments that align with your sales GTM. For 6sense, that would be one segment each for the following: Velocity, Commercial, Enterprise, Strategic, EMEA, Manufacturing and Financial Services. From there, you can start to analyze what engagement signals are correlated with pipeline created and closed won business.

5. 6sense Segments + Google Integration

  • What it Does: This feature allows you to target your known contacts that are within your CRM and/or MAP via Google properties! Once you build a segment of accounts, 6sense will sync that segment of accounts with the known contacts associated into Google so you can target them within Google's advertising universe. https://support.6sense.com/knowledge-base/8899607551763-6sense-segments-for-google-ads/
  • Use Case Examples: If you work at a company where you can cross-sell your products into your current customer base, you know that you need to educate them on your full product-suite. Easier said than done though, right? One great way to do this in an evergreen yet dynamic way is to leverage this feature. Simply create a segment of accounts who are current customers of a particular product (you can do this by using 2 of the features above!), and who are researching intent keywords that are aligned with the product you want to promote for a cross-sell. Once you sync this segment to Google, you can start targeting your 1st party contacts that are part of that account on various Google channels like YouTube, Search, Display, and Gmail.

6. Alerts: Email CRM Account Owner

  • What it Does: Send daily alerts via Slack or Email based on account engagement to the CRM account owner. This article will show you how to set these up: https://support.6sense.com/knowledge-base/1500005618561-6sense-alerts/
  • Use Case Examples: Want to give your sales team alerts on accounts who are showing intent or visiting your website, but you don't yet have our Sales Intelligence product? This is a great way to provide them insights on accounts that are assigned to them in CRM!

Hope this article created a little FOMO and convinces you to connect your CRM to your ABM platform! Let us know if you have any questions 😊

Comments

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    Amazing stuff @bailey.booher@6sense.com!! Don't wait, INTEGRATE!! :)

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭
    edited February 2024

    I don't know what I'd do without these functionalities. I use at least one of them daily.

  • Sanjay Kini
    Sanjay Kini Posts: 1 6senser

    Thanks for writing this up @bailey.booher@6sense.com ! Integrating CRM not only makes all your marketing efforts actionable but you can then also tie all your campaigns to opportunities in CRM.

  • Allie Gollner
    Allie Gollner Posts: 18 6senser

    Don't wait, INTEGRATE! It just makes SENSE 🙃

  • Axel Baran
    Axel Baran Posts: 1 ✭

    Hello All.

    Can we add leads or contact being sync from 6Sense to CRM into a specific SFDC campaign with a specific member status?

  • michael_nichols
    michael_nichols Posts: 2 6senser

    Hey @Axel Baran, great question & thank you for your patience!

    I consulted with the great @bailey.booher@6sense.com to summarize the few ways of doing this depending on your use case. See below on the ways to accomplish this based on the product(s) you're leveraging:

    Orchestrations

    • This product allows you to acquire new contacts/leads and then add them to a SFDC campaign. Here is more information on how to accomplish this: https://support.6sense.com/knowledge-base/360053552354-getting-started-with-add-audience-orchestration/

    Sales Intelligence

    • If the use case is centered around enrolling contacts/leads that sellers are acquiring into a campaign, we would recommend that you set up a field within the mapping profile to determine which contacts/leads are coming from 6sense. The unique identifier will stamp a field in your CRM which can then be used to build a report of contacts/leads. This report can then be used to power your campaign(s). At this time, we are unable to update the campaign member status via Sales Intelligence. However, you can use SFDC to update the campaign member status.

    Data Workflows Enrichment

    • This functions similarly to the above. If the use case is centered around acquiring contacts/leads in a bulk or automated fashion, we would recommend that you set up a field within the mapping profile to determine which contacts/leads are coming from 6sense. The unique identifier will stamp a field in your CRM which can then be used to build a report of contacts/leads. This report can then be used to power your campaign(s). At this time, we are unable to update the campaign member status via Data Workflows Enrichment. However, you can use SFDC to update the campaign member status.

    Conversational Email

    • If you are leveraging one of the above product to acquire contacts/leads to your CRM, you can then use a report to select the contacts that are being pushed into a Conversational Email campaign. Once they are enrolled in a Conversational Email campaign, 6sense can then update the campaign status within CRM. Please note, we do only recommend using contacts with a grade of A+ within Conversational Email.

Categories