Due to increased customer demand, Bedrock Data has released an update to its Base CRM connector, which allows data around companies, leads/contacts, tasks and more to be seamlessly passed back and forth between Base and other business platforms.
Through this Bedrock Data development, Base customers have the capability to automatically connect with one or more of the below systems:
Marketing Automation: Marketo, Pardot, Eloqua, Act-on
Support: ConnectWise, Freshdesk, Intercom
Events & Webinars: Cvent, Eventbrite, GoToWebinar, WebEx
Other CRMs: Salesforce, Microsoft Dynamics, NetSuite
Mapping data and managing rules to synchronize these systems is easier than ever before with Bedrock’s 50+ pre-built connectors. Bi-directional data syncs can be established in just a few clicks with no coding or custom development required. What’s more, Bedrock field mapping functions across multiple systems, enabling a consistent view of prospects and customers across two or more platforms.
While there are countless benefits to having a unified understanding of prospects and customers across your business, let’s explore the value found specifically in connecting marketing automation tools with Base using these Bedrock integrations.
1. Continuous updates between marketing and sales
When feeding data from a marketing automation system into your CRM, it’s not as simple as a one-time transfer of data. After marketing “hands off” a lead to sales, there are still many marketing interactions that take place: website visits, emails, webinars and additional information capture through progressive profiling, to name a few. It’s critical that these additional marketing interactions are synced to the same CRM record to provide a consistent view of the customer across marketing and sales.
With the Bedrock Base connector, once a record is synced from a marketing system to Base, those records remain linked together such that updates to fields such as additional profile data within the marketing system is pushed to the CRM record. This ensures a consistent view of the customer across sales and marketing, without the breakages that you’d see from a one-time data zap from marketing to sales.
2. Marketing data summaries for sales
Sales reps are moving from conversation to conversation and deal to deal. They don’t have time to slog through streams of marketing activity data or click through third-party plugins – they are looking for that “just in time” insight to help point their conversations in the right direction. So when it comes to marketing interactions, sales reps appreciate having a specific set of summary fields right there on their CRM record – fields such as the most recent content prospects have downloaded, or email they have clicked.
Bedrock’s Base integrations make this possible by supporting custom fields on contacts and leads for both Base and connected marketing systems. Mapping key marketing summary fields like lead grade, last email received, etc. to the lead record in Base gives reps the snapshot of information that they need right within their Base lead and contact activity feeds, as shown in the example below.
3. Task automation for synchronized follow up
When orchestrating demand generation across sales and marketing, task automation is a great tool to align the activities of these two teams, particularly to prompt salespeople to take specific action in coordination with marketing efforts. These actions might include a set of phone calls as a second touch after marketing outreach, or a follow up to a prospect based on a high-value action that they’ve taken.
Bedrock Data enables the passing of activities from marketing systems to trigger tasks in Base. One of the most powerful ways this can be configured with a system like Marketo, for example, is to trigger a task for a sales rep to follow up after an interesting moment occurs, such as a prospect visiting a pricing page on your website. You have the flexibility to either set these as open tasks (for reps to take action) or closed tasks in Base via your Bedrock Data configuration.
4. Closed loop reporting capabilities
It makes sense: the more data at your fingertips, the more robust, accurate and insightful your reporting can be. Passing valuable marketing information like lead source and channel into your CRM and tracking how these leads convert provides visibility into the types of leads that should be prioritized by sales, as well as how marketing can optimize its demand gen efforts.
Bedrock Data allows you to pass prospect actions (attended a webinar, downloaded content, etc.), lead channels (social ads, partner, etc.) and more from your marketing automation system into Base via custom fields. You can then use Base reports such as Deal Source Performance to understand what’s working and what’s not working, as shown below.
Get the Most out of Your Data
Keeping sales and other departments on the same page is easy with the Bedrock Data and Base integration. The connector is available for both new and existing Base and Bedrock customers. To learn more or get started leveraging this integration, check out Bedrock’s listing on our Snap Marketplace!