At Vainu, we know how important financial data is for B2B sales, so over the years, we’ve developed a unique method to compile financial data. First, an innovative optical character recognition (OCR) process extracts data from financial statements in PDF format. Then, a team of local data researchers validate the data and fill in any blanks if needed. This process turns raw data in actionable insights. Next, we needed to find a way of notifying users of relevant data changes.
Historically, such notifications happen by sending a full file to the customer’s FTP server—the era of FTP servers, as I said. This method works, but it’s slow and makes it difficult for the end-user to detect actual changes in the data. How can salespeople act on trigger events if they can’t spot a change in the CRM data?
But notifications hold no value if salespeople won’t act on them. That’s why we want to let users create a smart action in their desired destination (CRM, Google Sheets, Slack, you name it).
We also wanted to let customers create a smart action in their desired destination, such as CRM or Google sheets or Slack, or wherever. When a company meets the rule of 40 % (or 30%, or 50%, or 27,255%), the user should be able to automatically create the action they want. It can be anything: creating a task in HubSpot CRM, adding a new row in Google Sheets, sending that change log to HubSpot API, or whatever makes the most sense for their own process. As a result, a data change will have a direct impact on the sales process. We call this feature Workflow Triggers.
Financial data is critical for most sales organizations, but any data point can be of interest. It would be impossible for us to pre-build all possible use cases, so Workflow Triggers can track any change in any data point and deliver it almost in real-time. With thousands of data points in Vainu’s database, for sales and marketing teams, the possibilities are endless. Some people might want to know when a company starts using lead capture forms on its website. Someone else might want to be alerted as soon as a company adds a new environmental standard to their corporate social responsibility web page. Or when a company appoints a new CEO. Or when it adds an auxiliary name that includes the word “restaurant” in it. The most valuable trigger event is often a change in that specific event.
The limit is your own creativity. Data changes move salespeople and marketers forward, enabling them to launch relevant campaigns and reach out when the time is ripe.
Most sales and marketing leaders have had the same dilemma for decades: quantity vs. quality. With workflow triggers, we can take one crucial step towards something we call personalization at scale. Sales and marketing teams can finally create personalized actions based on changes in data at scale.
Ready to start acting on data changes? We can help.
Topics: Trigger Events