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Nobody likes ads. And yet, we’ve never seen—and created— as many ads as we do today. If nothing else, the internet gave us the omnipresence of targeted ads.

Technology made it possible to create ads so personal and hyper-targeted that we tend to believe our devices listen to us at all times. The truth is algorithms know us better than we know ourselves. They’ve learned from the websites we visit, the articles we read, the people we follow, the products we purchase. All that data combined drives the ads we see in our social feeds every day.

In business-to-business, a similar experience is not that simple. For starters, in B2B there isn’t a single individual buyer. What a person reads, sees, or does in your website and social channels is only one piece of the puzzle. Behind every employee, there’s a company with its own challenges, needs, and decision-making processes.

Love them or hate them, customer relationship management (CRM) platforms have matured into incredibly complex systems. Countless features and options help companies and salespeople track and optimize their entire sales process, making CRM systems today the backbone of any sales organization.

However, while CRM software is powerful on its own, integrating your CRM with other tools across your sales stack will unlock its full potential. Only when you connect to other tools, you’ll achieve a seamless workflow without having to go back and forth between multiple systems.

In this article, we’ll explain why you expand your system’s functionality with CRM integrations. As an example, we’ll go through the three steps you need to take to integrate your CRM platform with a sales intelligence tool.

Looking to sell in Europe? Find a company list and reach out, right? Well, not exactly.

Information has become our most valuable commodity. Skimming the top five results of a Google search makes us feel like an expert in any field, with enough knowledge to make an informed decision about our purchases, our health, the books we need to read, our whole life, or simply, our next dinner menu. Similarly, informed decisions drive the already long and sophisticated B2B sales process.

You’ve worked hard to craft a beautiful website, you’ve created thoughtful content pieces for your target audience to interact with, and you finally start seeing a steady stream of inbound leads coming in.