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Salesforce improves B2B intelligence with Gmail integration

11/11/2015 by


Salesforce, one of the world’s leaders in customer relationship management (CRM) tools, has said that a new strategic step to integrate with Gmail will boost current B2B intelligence options. Business intelligence (BI) and analytical tools have become vital for companies trying to remain competitive in the modern world and salespeople will now be able to get involved in the buyer process earlier, helping to boost overall efficiency.

One of the key challengers for sales reps in the B2B process is attempting to engage with a customer before the decision has been made to avoid or purchase a product based on internet research. The information available on the web can have huge influence on people’s buying decisions; therefore, it is important that reps have the chance to go through the sales process before potential consumers have already made their decision.

It is this area that Salesforce is hoping to change and its new integration with Gmail should help sales reps to get a footing in the buying decision-making process earlier on. This will give reps better real-time engagement tools for emails and increased customer intelligence. With Salesforce Engage for Email, a review of a prospect’s recent activities is made and this lead information is given to sales staff. Armed with data such as trade show attendances or website visits, sales reps can then follow up potential leads by using the name, company, address and phone number information. By syncing such data with Salesforce’s automated Pardot marketing tool, records can be analysed and sorted into prospective leads, contact or prospects; in addition, records can be removed or added to Pardot nurturing campaigns.

Sales reps will be able to save valuable time by accessing potential deals earlier. Utilising the marketing-approved email templates within the Engage library, individuals can quickly react to any consumer activity with Gmail messages. These can then be monitored for future engagement activity, giving sales reps the chance to follow and engage with prospects. Pardot’s new reporting functions also mean salespeople can easily work out which products and services are most likely to be bought by specific audiences and prospects.

It has also been revealed that Salesforce Marketing Cloud will be helping Pinterest as a marketing partner for content publishing. A new range of tools will be released, aimed at helping marketers to connect with their customers via Social Studio. Included in the solution will be marketing automation, web analytics and CRM to monitor Pinterest engagement.

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Montash is headquartered in Old Street, London, in the heart of the technology hub. Montash has completed assignments in over 30 countries and has appointed technical professionals from board level to senior and mid management in permanent and contract roles.


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