💡 We recommend sending this article to your sales team to help them better understand what data they can expect to see and how they can use it.
Outfunnel provides sales teams marketing context by syncing email, e-commerce, form, web visit, lead score and lead source data to CRMs. This data can contain a treasure trove of information for the sales team to have targeted conversations with hot leads and close more revenue.
Data linking
The data is synced on a person/contact level and is also automatically connected with any linked organizations/accounts and deals/opportunities.
💡 Each contact can have multiple deals so Outfunnel uses the following waterfall method to decide which deal to link an activity to. Note that we use a 1 minute cache which means that if a new deal is less than a minute old, the activity will not get linked to it.
Pipedrive
The activity is linked to the latest open lead/deal
If no open deals are found, the activity is linked to the latest won deal
If no won deals are found, the activity is linked to the latest lost deal
Copper
All activities are linked to deals with any status.
HubSpot
Activities are not yet linked to deals.
Salesforce
Activities are not yet linked to deals.
Data points
Here's a list of data points that Outfunnel syncs:
Events
Newsletter Sent
Newsletter Opened
Newsletter Clicked
Newsletter Bounce
Newsletter Unsubscribe
Contact Created (in marketing tool)
Any Klaviyo custom or e-commerce event
Form Submitted
Visited Website
Two example events
Fields
Lead score
Lead source
Landing page
Referrer
Lead score and source data
How sales can use the data in the CRM
Here's a shortlist of ways that sales can use the data in the CRM.
View data on the contact/organization/deal profiles
Create call lists
Build reports
Build automations
View data on the contact/organization/deal profiles
Before reaching out or hopping on a call sales reps can review the profiles for contextual data to use in their communication.
Hot to setup
Simply set up an event sync, web tracking workflow or lead scoring workflow in Outfunnel.
Create call lists
As Outfunnel syncs data to CRMs as an activity you can easily create a filter/segment/list based on the specific activity types. This list would then serve as a call or check list for hot leads that the sales rep can check periodically.
For example, you could create a list of all the contacts that visited your website in the last week or who clicked on a specific campaign. Based on your sales processes you could then follow-up with them or add them to an automation campaign.
This approach is also a great way to find leads who have been dormant for a long time but have now shown engagement.
How to setup an activity based call list
We've created guides for the below CRMs but you can repeat the process in any CRM:
➡️ Pipedrive
➡️ HubSpot
Build reports
If your CRM supports reports you can create custom reports based on the information that Outfunnel creates in the CRM. For example, you could see how many users have done certain activities over the last quarter.
Activities done last month in Pipedrive
💡 Outfunnel syncs activities to Hubspot as timeline events. Timeline events appear on the contact profile but are not available in reporting. A workaround is to convert the timeline event to a contact property and then report based on that. Reach out to Outfunnel support for assistance.
Build automations
If your CRM plan supports building automations you could create a Slack notification for when a lead visits a certain website, create deals when lead score reaches X and many other automations that speed up your work.
How to setup
See here for a detailed guide for automations you can create or reach out to our support team for help.