Let's face it - marketing and sales operations can be thankless work. When we generate quality leads we're "doing our jobs". We toil away making slow, methodical progress - progress often unseen by the rest of the company.Would you like to be the hero for a change? To make a, quick, high-visibility impact with your sales team?Of course you do! If so, give this hack a try.With a bit of coding you can create a "hot" lead notification using Clearbit and Slack.It's a fun project for a Friday afternoon or a hackathon - we know from experience that sales teams love it.
What does your sales team do when email@example.com signs up for a 30-day trial?Nothing! Your lead-scoring system ignores hotmail accounts.Now suppose firstname.lastname@example.org is CEO of a 100-person company in Chicago (where he is the only Eagles fan) and he’s using a personal email account to test our your app.ooooooops! Your sales team just missed an opportunity to engage a white-hot lead.Clearbit helps solve this problem. Send Clearbit’s API an email address and it returns information about a lead such as:
With a bit of hacking you can use the API to build a lead notification system in Slack.
Most sales teams know an ideal time to call a qualified lead - usually within minutes of signup or after a specific event. Since we all live in Slack they can get an instant notification to take action.
Some qualified leads will test your product with a personal email account. Identify and give them some extra love to make sure they have a good experience.
Sometimes you only have an email address. Sure, you can manually look up businesses based on email domains or ask for additional information but this is a hassle.With Clearbit’s API you can quickly qualify leads on simple metrics like “send me a Slack notification if company size is greater than 30”.
Good sales reps look for anything relevant to get closer to a lead or start a conversation. With a Slack notification it is all there at their fingertips.“You’re an Eagles fan too? Man, sure glad Chip Kelly is gone. Must be lonely there in Chicago”.“Since you’re in manufacturing I’m guess you signed up to take advantage of our partnerships in Asia, correct?”
Send Clearbit an email address from your app (or a separate code hack), determine if the lead is qualified and post to Slack
Ok, ok, I know. Developer time is the scarcest resource at your company and they’re already overworked. This hack does take some custom dev work but:
If all else fails just find a bored developer and learn her favorite Starbucks drink - you’d be surprised what you can get done with a nice word and a $5 Latte.
They have a free version with limited API calls. The paid plans will pay for itself if you get 1-2 new deals/month from doing this.
Login and visit https://dashboard.clearbit.com/docs#enrichment-api and identify what Person and Company information you want in Slack.Start with just a few of the most important ones - and understand that Clearbit usually only has a subset of this data.
Write down the qualification rules for leads.e.g. “only create a Slack notification if metrics.employees > 50”
Give your developer the Clearbit login credentials and the requirements you created in Step 2 and Step 3.(And we’ll be oh-so flattered if you send her the URL to this blog post as well.)
In addition to the Clearbit and Slack APIs there is clearbit-slack on Github. You can also ask us any questions or suggest other resources in the comments below.
This a simple approach for quickly alerting sales teams about qualified leads through Slack. It is a great way to get started if your sales team isn’t identifying and contacting leads quickly.
Adding predictive analytics based on user behavior is far more effective - especially if you get >10 leads/day. We can do this for you. The benefits of predictive analytics are:
Predictive analytics does this more effectively than building and managing a pile of lead scoring rules. Best of all we can do this for you so you don’t have to hire a data scientist. And we can do this for you.Did I mention we can do this for you?
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