Sales & Marketing Operations professionals, rejoice! One problem that plagues both marketing and sales teams is the lack of firmographic information on leads.
DataFox now gives you the ability to map your Salesforce leads in the same way you would with your Salesforce Accounts. As you may know, DataFox will enrich the Account record with information including location, headcount, techstack revenue, etc (check out the full list of enriched info here).
We've taken this a step further by bringing this information to the lead level. For example, let's say somebody downloads a white paper from your website. We receive a notification in Salesforce that we have a new lead, and have a name and email address. There's no way for us to automatically tell if this person belongs to a company that's an existing prospect, or to get information about the company itself.
We will enrich your leads the same way that we do your accounts and contacts. You'll be able to get the same information, so that your leads in Salesforce are enriched with DataFox information. To take this a step further, since DataFox communicates with your entire Salesforce instance, we can notify you if your lead belongs to an existing Salesforce Account.
This can also enrich leads info in your marketing automation tools like Marketo, Hubspot, Eloqua, or Pardot -- assuming they are integrated with Salesforce. Once a lead is enriched in Salesforce, that lead can sync to you marketing automation tool to route leads to campaigns or the right reps on your team.
Finally, the Lead integration will also allow your DataFox users to see where they have existing leads for companies in DataFox. This is great for helping reps prioritize leads, setup alerts based on leads they own, or run searches for net new prospects by filtering out any existing leads. So How Does This Work?
Start by logging into Salesforce and going into your DataFox Settings. You'll notice a dedicated lead section as you scroll down:
This is where you'll determine your field mappings. You've most likely already set this up at the account and contact level, but what you're doing here is determining where the information from DataFox will go into Salesforce.
The column titled "Overwrite" indicates where you'd like DataFox to overwrite information that may be already updated in your Salesforce. For example, if we have updated revenue information for a company and that box is checked, we will update your Salesforce instance with information coming from DataFox.
One field you'll want to pay attention to is Company Salesforce ID:
Keeping this option at the default setting allows you to know when a lead has an existing Salesforce account, where you may want to convert that lead into the appropriate Account.
Enable or disable DataFox Instant Sync & Ongoing Enrichment for Salesforce Accounts, Contacts, and/or Leads. For each record type that you enable, DataFox will:
- Automatically sync newly created Salesforce records into the DataFox prospecting platform
- Immediately enrich synced records with DataFox’s firmographic data (according to your specified field mappings)
- Continue to enrich synced records with DataFox’s firmographic data whenever they’re updated
You're able to control the trigger to sync "On Creation" when a new lead is established or "On Update" when an existing lead is revised. Additionally, you can set the "Max Updates Frequency" on a per record basis to limit syncs during certain time frames. For example, if you set the frequency to update every hour, DataFox will update your lead record hourly regardless of the number of revisions on that record occurring within the hour. Of course, if a new lead comes in or another record is revised we'll update it immediately. This will provide more control and help to save API calls if the leads are frequently updated!
We'd love to hear your feedback once you've had a chance to try out this new feature! Give us a shout at firstname.lastname@example.org and let us know how we're doing!