Extracting More Value from your Sales Tech Stack and Salesforce

By Max Wickel
June 6th, 2022

What Sales Tech Stacks Look Like For a B2B Sales Company

Organizations incorporating sales technology into sales processes typically rely on software to help tackle seven critical areas of difficulty:

- Managing Leads
and Forecasting Sales
- Engaging Clients and Setting Appointments
Social Selling Sales
- Enablement
Sales Intelligence

When strategically designed, CRM platforms equip account executives with the instruments necessary to address lead management and sales forecasting. Sales engagement dashboards like SalesLoft or Outreach.io provide sales development representatives with direction on client engagement and outreach. Tools like LinkedIn Sales Navigator assist with social selling, while sales enablement tools assist account executives with sales process education. In the same vein, sales intelligence solutions collect prospecting information by compiling company and contact data.

Results driven by the implementation of these sales tools are inhibited by a model of manual data entry, manual configuration, and manual information research. Sales teams are left chasing accounts and contact information. Industry leaders refer to this framework as a Pull Model of Information. As a result of the pull model of data, user adoption and subsequent sales conversion rates suffer. Aptivio’s buyer intent AI encourages user adoption by outfitting a push model that fully integrates with existing tech stacks and grows sales revenue.

How The Pull Model Negatively Impacts Operations

Siloed data acts as the catalyst behind the pull model obstructing user adoption. In a pull model, 5% to 25% of users manually perform the task of sourcing contact and company information on a weekly basis. Navigating centralized manual workflows like this leads users to become overloaded with data and overloaded with tasks. Overload leads to paralysis that automation relieves by interrupting workflows only when pertinent signals are captured, freeing bandwidth. Aptivio’s buyer intent AI solution seeks to combine data pools, turning data from each element of your organization's tech stack into actionable insights. The graphic below illustrates the difference between a push model and a pull model of information exchange.

Instead of attempting to resolve complex data entry and manual account research, users benefit from a consumer-like recommendation engine that delivers email or in-app alerts guiding the next steps for accounts or contacts of interest. Because recommendations prescribed by Aptivio’s program are derived from critical analysis of over 150 behavior signals, calls to action are highly actionable and are leveraged on average 63% to 80% of the time. Informed outreach efforts ushered by buyer intent AI affects higher conversion rates that grow sales revenue. The synergistic relationship between existing tech stacks and Aptivio’s buyer intent AI is represented by Aptivio’s integration with Salesforce.

How Aptivio Simplifies Salesforce Use

Users navigating Salesforce’s applications are engaging with the very same pull model of information we describe. Salesforce’s applications, including Sales Cloud, Pardot, Einstein, and a catalog of Data Enrichment Widgets, generate vast data pools that ameliorate CRM, Sales Engagement, and Sales Enablement objectives but data is not communicated between applications. Digital adoption platforms train end-users and supplement experiential learning with educational content, but to extract the most value from existing sales stacks, buyer intent AI succinctly distinguishes noise from material signals. Aptivio Assistant, available in AppExchange, performs this task by alerting Salesforce users to hidden revenue opportunities and leads with high conversion potential directly in the Salesforce workflow. New opportunities are packaged in the Salesforce classification context of Account, Contact, Lead, or Opportunity for users to review and follow through on the recommended call to action directly in the Salesforce stack. Actions including saving leads to the Salesforce dashboard, creating opportunities in Salesforce, creating campaigns in Salesforce, and engaging leads or contacts in the platform are simplified with Aptivio’s action cards.  

Instead of combing through data noise for potentially relevant signals that uncover salient knowledge, Aptivio’s buyer intent AI acts as a smart filter identifying 1 out of every 10,000 data points that are legitimately significant. Aptivio automates simple tasks, such as sending a set of outreach messages to prospects, freeing users to address more high-value tasks. The images below illustrate how various users in sales or marketing might navigate Aptivio with Salesforce to simplify lead outreach and campaign development.  

How Sales Personnel Navigate Aptivio with Salesforce

When sales teams access Salesforce with Aptivio integration, they are presented with a dashboard of widgets. Contained within the “Challenges” panel and the “My Opps” panel depicted below, sales teams can choose from a number of highly relevant opportunities that reflect the user's organizational go-to-market strategy.

When an opportunity has been selected, and the appropriate point of contact has been identified, users can easily export that information into their Salesforce dashboard.

Contacts exported from Aptivio to Salesforce will appear in the Contacts tab of Salesforce. At this stage, information about that prospect can be added to give color to outreach efforts. Thanks to our Buyer Intent AI, messaging is personalized, so outreach efforts touch on the lead's needs and buying history, company structure, and what stage in the buying process they are at now.

Users can also import entire audiences from a Campaign ran in Aptivio to the Campaigns tab of Salesforce. Within the Audiences tab in Aptivio’s sidebar, users select the audience they want to add to Salesforce and select the “import the audience to Salesforce” option. In addition to viewing this audience in the Campaign tab of Salesforce, users can view detailed lead information for this campaign under the “Leads” tab in SalesForce.

Within the “Leads” tab, users can see the contact information for Campaign prospects. Selecting the contact information for an opportunity will cause the Aptivio Assistant icon to glow. Selecting the Aptivio Assistant icon will prompt a sidebar displaying contact information and enabling you to head over to the Buyer Window in Aptivio.

High-quality lead development facilitated by buyer intent AI, combined with clear action steps and easily navigable sales intelligence tools, drives value from existing sales stacks where a pull model of information fails. Whereas in a pull model of information, sales teams find themselves independently searching for the most qualified leads, contact information, and opportunity color, Aptivio delivers all this essential information in an easily understandable and actionable way. While sales teams benefit from a streamlined sales process, marketing teams benefit from simplified targeting.

How Marketing Teams Navigate Aptivio with Salesforce

With Apitvio 3.0, users can select an Audience or create a new audience. After exporting this audience to Salesforce, marketing teams can see how many people clicked on the campaign and all related metrics reflected on the “Salesforce Campaign” signal.

Following the same process as sales teams, marketing personnel then export this audience to Salesforce.

When the audience has been exported, users can display in Aptivio the campaignactivity filtering by the signal “SalesForce Campaign Response.” This will provide insightful information about the campaign’s performance, which wireflected in the SalesForce Dashboard leveraging the integration of Tableau CRM

By unifying relevant metrics, targeting results, and target audiences under one platform, marketing teams can ensure sales and marketing align to achieve revenue growth. Organizations that fail to transition to a push model of information will suffer from a lack of perspective that contributes to them is allocation of time and budget. Discover the results we have delivered for our clients with a push model of information on our case studies page, and view our Aptivio demo video here. For a personal demo with one of our product experts, schedule an appointment on our site here.