Better together: Enrich your Salesforce experience with Vainu's real-time company data

With more than 100,000 concurrent customers and a host of accolades to their name, Salesforce is a giant within the CRM software industry. Offering a full range of cloud-based features and functionalities, Salesforce has for more than a decade been helping its customers streamline their communicative efforts with prospects, helping them close more (and bigger) deals and grow their bottom line.

That already sounds like a pretty sweet deal. However, Salesforce is only as valuable as the data it stores. Clean and tidy data will make your processes fly, but working with unreliable and corrupt information is a miserable experience.

Maintaining a fresh and reliable CRM database isn't easy—and no, your salespeople shouldn't update it. Fortunately, in this age and day, there's no shortage of solutions that promise insights and information on almost any company in the world.

Vainu collects available information from open and public sources, transforms this raw data into meaningful company insights, and connects the data to our customers' business systems. By connecting Vainu to Salesforce, you'll be able to enrich the data in your CRM and gain access to relevant and actionable information on millions of companies. Moreover, you'll get all of that data in real-time.

So, in this article, we'll be walking you through the ins and outs of our Salesforce connector, as well as discussing some other noteworthy features. Let's get this show on the road!

How to connect Vainu and Salesforce

Although important, we'll largely be skipping over the more practical aspects of establishing a connection between Vainu and Salesforce. You know, the "click here, scroll down, type something there". But, if you do want to learn more about that, you should check out our article on the topic in our Help Center—here's the link. It walks you through the integration process step-by-step in a simple, digestible manner.

I know you might think that setting up this type of connection would be a resource-intensive task, but with our native Salesforce integration, you'd be able to implement the connector yourself in no time. No grand implementation project. No external consultants. Just plug and play. Easy peasy lemon squeezy. But, enough about that. In this article, we'll focus on the "fun" stuff, which is giving a high-level explanation of how this connector works and talking about the advantageous things you can do once the connection has been established.

The steps of Vainu-Salesforce Connector

There are three steps in the connector process, which can be summarized in the following triad: match, map, and update.

Step 1: Company matching

Company matching is the functionality that links organizations from Vainu's extensive company database to accounts that already exist in your Salesforce CRM on the basis of a specified parameter, such as a business ID, company name, or address. This is a crucial step in the connector process, as the other steps heavily depend on it. To indulge any curiosity you might have, here's a little teaser of what it looks like in our graphical user interface. By using our interface, you'd be able to see the number of accounts in your CRM that have been successfully matched with companies in Vainu's database at a glance. Looks pretty cool, right? You can read more about the company matching step here.

Company Matching Results Breakdown

Step 2: Data mapping

The next step is data mapping. This functionality "maps" data fields in Vainu to the appropriate data fields in your CRM. So, for example, you might choose to map the "Companies" data field in Vainu to the "Accounts" data field in Salesforce. This way, even if we use different lingo in our UI, you can still get all the data you want in the place you want it. Want to know more about the different fields that are available for mapping? Check out our Help Center page here.

Salesforce mapping

Step 3: Data updates

The previous two features are valuable, to say the least, but I saved the best for last—data updates. All those companies that you've matched and all those data fields you've mapped? They're now getting a Glow Up. With data updates, all the account data records in your CRM will be updated, corrected, and enriched. So, despite what the name might imply, data updates doesn't only make your existing data more accurate and reliable by keeping it updated, it also gives you access to even more relevant data about your potential and existing customers.

Considering that our algorithms update millions of data points in our company database every day, it wouldn't be a bold thing for me to say that data quickly becomes outdated. This fact alone makes data updates and automatic data enrichment critical for a reliable company database. If data updates sounds interesting to you, you can read more here.

Data updates Salesforce

Just in case you were wondering: these steps aren't limited to the companies, or accounts as Salesforce likes to call them, that you already have in your CRM. With Vainu, you gain access to more than eight million companies in the Nordics and even more in Europe, which can easily be imported as new accounts into Salesforce with the click of a button. This way, your CRM can be filled to the brim with new potential customers.

Mass Export

Exporting one company at a time is an incredibly time-consuming and arduous process. It’s for that reason that Vainu created the Mass Export feature, which allows you to send a list of up to ten thousand (10,000) companies from Vainu to your CRM with a single click. That’s a lot of time saved. If you’re interested in learning more about the feature, then make sure to read our Mass Export article.

What can I do with all of this data in my CRM?

"So, the Vainu-Salesforce connector has been established, what then?" I hear you thinking. While there are many things you can do with data, such as simply taking in its beauty, I want to take this time to highlight a few use cases that pop up regularly amongst our customers.

Target market analyses

I'm sure that we can agree that, in order to be able to conduct an analysis, you need data. This is where Vainu comes into the picture. By using Vainu's comprehensive company information in conjunction with your own sales data, your organization would be able to conduct some pretty heavy-duty target market analyses. As you likely know, your target market is the customer group you want to sell your product or services to, and, obviously, they should be a good fit for your company. Why obviously? Well, it doesn't make much sense to try and sell to organizations who won't be able to derive much value from your offering, right? Even if you manage to sell to them, they're likely to churn, which is not the type of customer base you want.

But, by doing a target market analysis, you'll be able to establish which organizations are the most productive for you so that you know who to focus your energy towards. How do you figure out who your best potential customers are? An excellent place to start is to look at your current customers—is the composition of your customer base skewed towards certain industries? Do your highest CLV customers share certain attributes, such as a specific type of technology? You might already have some hypotheses about which types of organizations are the most fruitful for you. Still, you'll only be able to confirm, or refute, those hypotheses by digging into the data. So, where does Vainu fit into all of this? Vainu provides you with the data you would need to complete these types of analyses and develop the associated insights.


It should almost go without saying that, to be truly successful as a business, you have to understand your potential customer's situation and the challenges they might be facing. However, knowing is not enough; you must apply. This means that a generic, cookie-cutter approach isn't going to cut it. Modern B2B sales and marketing requires personalization, which is dependent on effective segmentation.

However, traditional, simplistic segmentation—based solely on company size or official industry classifications—often isn't enough to produce genuinely meaningful segments. Your segments need to be more granular than that. That's why it's beneficial to have access to more data. The more data points you have available in your database, the more pointed and accurate your B2B segmentation can be.

When you have a sufficient number of firmographic and technographic data points, you can create segments like this one:

SaaS companies in Sweden that use HubSpot and have over five million euros in revenue.

By having access to a comprehensive dataset, sales and marketing teams can create precise and meaningful target segments, which would allow them to meaningfully personalize their approach at scale.

Time for a plug: Vainu Custom Industries is an AI model that Vainu developed in response to the outdated nature of official industry classifications. It identifies unique company industries to help facilitate even more relevant B2B segmentation and targeting. Check it out.

Automated prospecting

Once Vainu and Salesforce are connected, you can automate your sales prospecting and make finding new potential customers a walk in the park. With the connector in place, data would constantly be flowing between our systems. This means that when Vainu detects a change in a company, e.g., the appointment of a new CEO, the associated data field in your CRM would be updated in real time. It also means that when a new company meets your specified criteria, they would automatically be added to your CRM, which almost feels like a cheat code to sales prospecting.

Unfortunately, the sad truth is that these changes often occur under the radar and go unnoticed by your salespeople. To help companies avoid that, we created Workflow Triggers. Workflow Triggers allows you to set up automated alerts and automatically trigger CRM tasks based on changes having occurred within your target accounts, such as whether a new CEO has been appointed. This means that your salespeople will never miss a sales opportunity again.

Personalization at scale

On the whole, by turning raw data into actionable company information and feeding it into Salesforce in real time, Vainu can help organizations achieve personalization at scale in their sales and marketing. How? Well, with access to a wealth of data points, such as industry category, employee count, technologies in use, revenue, and the latest developments within an organization, you'd be able to tailor your sales outreach and marketing campaigns. You might even end up knowing your potential customer better than they know themselves.

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Testing environment: Salesforce Sandbox

We understand that injecting large amounts of data into your Salesforce database can be a bit nerve-racking. That's why our connector supports Salesforce Sandbox, a Salesforce feature that allows you to test out any and all of your potential CRM filters and data updates without running the risk of corrupting your production data. It's a closed environment that is completely independent from your actual CRM, which means that you can take the data for a test drive before committing fully and integrating them into your system. A good way to alleviate any potential worries, right?

Other valuable Vainu-Salesforce features

Disclaimer: The following two features aren't related to the way in which you can use the data that the connector would put inside your CRM. However, they are significant quality-of-life features that improve the usability, experience, and effectiveness of working in Salesforce and are very popular amongst our existing Salesforce customers.

One-to-One search for Salesforce

By adding Vainu as an external source, you gain access to one-to-one search for Salesforce, which allows you to add new accounts to your CRM directly in your CRM—no manual data entry required, and no need to leave Salesforce. All you have to do is turn to your trusty old search bar, search for the company, find it under external results, and then add it as an account. It's that simple. But, to see how it works in practice, check out this short video:

HubSpot Video

If you want to know more about the one-to-one search for Salesforce, check out this Help Center article.

Vainu View

Vainu View is a functionality that allows for embedding Vainu's company profile data in any system that supports iframe embedding, which, surprise, surprise, Salesforce does. As it is very difficult to compress hundreds of company data points into Salesforce in a digestible and useable way for salespeople, Vainu View presents a huge improvement in the usability of Salesforce for salespeople and other customer-facing personnel. With it, you'll have access to our detailed graphical company profiles in your CRM in an instance.

It might sound like hot air, so, as an example, for one of our customers, Telavox, having these embedded company profiles cut the time that meeting-bookers spent prospecting by 50%. It can be a little difficult to describe, but check out the video below to see it in practice:

HubSpot Video

Sounds good—what now?

That was the short but sweet run-through of the connector process. Considering the comprehensiveness of Vainu's company database, establishing this type of connection would mean that you would have swathes of accurate data points at your disposal. That translates to your salespeople and marketers having the necessary resources available to them to make better-informed decisions, which would grow your bottom line. Plus, as I said earlier, it doesn't take long to establish the connection, whereafter it doesn't require much, if any, manual labor from you. Wins all around. If any of that sounds of interest to you, and you would like to hear more about the connector, or perhaps take it for a spin yourself, please feel free to contact us via our chat or request a demo.

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Better together: Enrich your Salesforce experience with Vainu's real-time company data Nikolai Bang

Part-time tea drinker. Full-time marketer at Vainu Denmark.