Outreach Integration: Using Contact Insights in Sequences

With the Outreach integration for RollWorks, sales reps can save time in their prospecting efforts by being able to access account and contact-level data in the CRM and then take timely action by pushing contacts into Outreach sales engagement sequences.

An Outreach Sequence is a series of touchpoints built to drive deeper engagement with a prospect. Sequences are used to initiate multiple touchpoints and manage communication with prospects through a consistent cadence of engagement. These touchpoints include email, phone calls, zoom calls, LinkedIn messages, etc. Learn more about Outreach Sequences in their Help Center.

At a high level, sales reps should follow the process below to use Sales Insights and Contact Insights to inform their prospecting efforts, and then use Outreach to engage prospects:

  1. Through Sales Insights, a sales rep is notified that an account is spiking in engagement.
  2. The sales rep goes to the account record in HubSpot or Salesforce and evaluates the account (spike details, visitor details, surging intent topics, Journey Stage progression, Journey Events, etc.) and evaluates the contacts (job title, department, previous activity, and touchpoints).
  3. Once an account is targeted for outreach the sales rep selects one or more contacts to engage, and adds the contacts to an Outreach sequence that is personalized based on account and contact data.
  4. The sales rep uses Contact Insights to look for gaps in the buying committee and goes to find more contacts.

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Before you start

Before sales reps can start using Contact Insights for sales engagement through Outreach, you must complete the initial Outreach integration configuration documented in this help center article.

 

Adding known CRM contacts to an Outreach sequence

Start by identifying one target account you wish to prioritize and engage via outreach. Find this target account record either in RollWorks or directly in your CRM: 

  • In RollWorks:
    • Log in to RollWorks and click on any target Account to open the Account card details.
    • Click the tab called Contacts.
  • In Salesforce:
    • Log in to Salesforce.
    • Click on any target Account record with a recent Spike.
    • From the Account record click the Rollworks Sales Insights tab.
    • Click the tab Contacts.

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  • In HubSpot:
    • Log in to HubSpot.
    • Click on any target Account record with a recent Spike.
    • From the Account record click the Rollworks Sales Insights CRM card.
    • Click View Journey Events.
    • Click the tab Contacts.

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Once you are in the Contacts section you can see all your existing CRM contacts and leads including the following details:

  • Name: name of the contact as registered in your CRM.
  • Email: email of the contact as registered in your CRM.
  • Job Title: job title of the contact as registered in your CRM.
  • Department: department of the contact as registered in your CRM.
  • Date Created: the date the contact was created in your CRM
  • Outreach Sequence: shows you if the contact is in an active Outreach sequence already.

 

Tip

Filter by Department and/or Job Title to narrow down to your ideal buyer persona. For example for RollWorks we filter for Job Titles = Manager, Director and VP Marketing, and Department = Marketing.

  • Select a contact and click Choose Outreach Sequence.

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  • All your Outreach sequences available will be listed on the next screen. Choose one and click Save.
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