Overview
While growing and expanding, UserGems recognized the need for a more sophisticated lead routing strategy. Their existing lead routing tools were increasingly inconsistent and unreliable. So while UserGems’ first business development rep (BDR) team was being assembled, Joss Poulton, VP of Operations, was tasked with implementing a lead routing strategy.
- Industry
- Software Development
- Location
- San Francisco, CA
- Interview with
- Joss Poulton, Vice President of Operations
Solutions
LeanData Orchestration
LeanData BookIt
LeanData Integrations
Results
Powerful Tool for an Account-Based Strategy
Once Poulton started using LeanData, he quickly recognized its flexibility and the huge benefits it would provide to UserGems. With lead generation and enrichment handled by the UserGems product, Poulton uses LeanData to match leads and run ABX plays.
“Our Account-Based Marketing program runs through LeanData. We identify target accounts each month and route them through LeanData. Then, UserGems will find missing members of the buying committee at those target accounts. They go through LeanData as well, routing to the right rep and placing them in the right Outreach sequence.”
Joss Poulton
It starts with LeanData matching leads to accounts, creating a reliable foundation for every lead, then converting the leads into contacts. Next, LeanData determines whether to enroll each contact in an Outreach sequence, trigger a Slack notification to a rep, or do both. And when an opportunity enters the “closed-won” stage, the account is assigned and routed to a customer success manager.
Poulton says, “As soon as I got into LeanData and saw how flexible it is, I now see it as a creativity platform for revenue orchestration which has brought huge benefits to our business.”
Poulton calls LeanData BookIt a “rare triple win,” making life easier for both buyers and sellers. Allowing prospects to schedule their own demo eliminates any delay in response time and removes the annoying back and forth of trading calendar times.
BookIt has also improved the lives of UserGems’ BDR team as they are no longer spending valuable time reaching out to schedule meetings.
One of Poulton’s favorite LeanData features is the Audit Logs. In addition to Routing Insights, which provide him with visibility into the number of records routing through each path, Audit Logs show the specific routing details on an individual record.
Better Together: LeanData + UserGems
Poulton described the LeanData+UserGems integration as “powerful,” and found it easy to implement. At its core, UserGems delivers job change data, however, to be successful, users have to be able to take action on that data.
LeanData allows Poulton to fully automate account-based plays. When UserGems identifies a job change, LeanData routes the information to the right sales rep, automatically places the lead into an Outreach sequence, and then enables the prospect or customer to schedule a meeting via BookIt. Poulton calls this the “red carpet VIP experience” that happens seamlessly.
“The power of our two products together means that we can route the job change correctly, put them in the right sequence, and leverage the information about their past company with new information about their new company as well.”Joss Poulton
“Our Sales reps are basically sitting back and getting replies to emails from their raving fans,” says Poulton. These sequences to previous customers restart the conversation with complete context and make them feel that UserGems truly cares. Poulton notes that when someone who formerly used your product heavily in their last role changes jobs, they don’t want to be treated like they’ve never used it before. The LeanData+UserGems integration prevents this from happening.
Biggest ROI: Time Savings
Poulton reports that the biggest ROI from using LeanData has been the 10 to 20 hours a week of time saved that he formerly spent troubleshooting routing issues, writing custom Apex code or creating their own solution with standard Salesforce functionality.
“Using LeanData, I don’t have to be constantly paranoid that the most critical handoff in our business between marketing and sales could break down at any point.”Joss Poulton
ABOUT USERGEMS
UserGems helps companies generate more revenue by identifying buyers who will most likely buy from them. Leveraging artificial intelligence, UserGems identifies trigger events to surface the most relevant buyers for each company. Founded in 2014 by CEO Christian Kletzel and CTO Stephan Kletzel, UserGems is a privately held company headquartered in San Francisco.
