The best option for sales outreach software for organizations

How to create outlook signature

hello everyone this is Kyle hedges 10 the host of the yeah the group demo today and I'm joined by my colleague Sarah Nelson she's our special guest speaker director of demand generation is gonna go over a use case of how trades per net occurred her role and then also joined we have Michael tronco DNS I am running us through a demo of the product just for a quick agenda we're going to run through a few slides today and then give you a general sense of kind of how we fit into this based on the hall I passed an integration space plenty of time to go through a demo of the platform or we run through some use cases and then plenty of time at the end first Q&A so just going right into some slides here I just need a little background on the space you know our space is called I pass integration automation middleware has had multiple names because ever since there's been technology people that needed to figure out a way to connect to different platforms if you look along the Green Line there and you see companies like TIBCO and informatica these are companies that started 20 years ago when software's primarily on premise is really heavy software's sold to IT you need specialists to build them and you know they're still around today it's still it's still important ten years later companies that disrupted that space or are companies like Bumi and meals huh you don't think about one the clap coming into play these companies were the startups in the space kind of breaking into the space doing the hybrid of both on-premise and cloud both companies still around today we're doing the same thing but still sound to specialists in the iPass space if you think back to the last ten years just how many SAS companies have exploded across all the different verticals you need a new level of integration software has more automation because you have tools that are Besson breed across all their different verticals and you need a way to quickly integrate them so that's kind of where trey is coming into the picture and so what you need is the flexibility to move really quickly and dynamically build integrations between different platforms he needs to be easy to use because you don't need specialist software engineers who want business operations people marketing operations sales operations to be able to enable themselves to put these together but you don't want to lack power and scale a smooth background systems have had so we we built a really innovative platform you can see little screen grab but we'll go into much more detail the type of platforms that were or we're talking about your sales automation tools like your outreach as well as your enrichment marketing tools like clear bid and Marketo tying in to Salesforce as well as all the notifications and project management tools that we use on daily basis and really the thing that changes with trays are with an automation platform they can move much quicker is the speed at which you can change your automation strategy on a daily basis we cover weak people like myself are building workflows to enable my team to optimize that a higher degree and when when you start to talk about a sales manager being able to build a guy integration between software platforms that enables our team you really just kind of get the moment that you know Santosh the head of business technology and segments got whereas like once you kind of hit your learning curve you figure having to use our platform it just kind of opens up Pandora's box there's so many use cases you can be using here's just I would like to always spend the second on slide so everyone can kind of just sit if I can about like marketing point back from a tradeshow that might be high by you you want to get into all of those leads really quickly you leverage our CSV processor to ingest those leads on the way home a marketing leader or marketing associate you can upload that list SDR can get to it right away also your support team when they're answering tickets on intercom it's a high-value customer they can automatically drop that to the appropriate sales rep and get it to the right party much quicker sources the use cases are our cost the board and how we're able to operate in such speed is we build some very unique tools so you know you need to come across the space our connectors where it's essentially a wrapper around all the api's of a platform so we have you know three hundred-plus connectors in our platform and we're the only company in the entire space that doesn't charge by these connectors if you join on any more levels you have access to all of these connectors the connectors that we don't have we have a universal connector so you can connect what's called the HTTP fine or web hook so it really opens up our outreach and anything that we don't have we can leverage the connector pressed bill about these connectors that we're really quick turnaround so if you're evaluating airsoft for definite kind of executive about that I mentioned the CSV processor that's an industry in itself we have a really powerful tool there like to be leveraged just the power more technology the what we're doing in the space we're tracking a lot of logos so you see fortune 500 sly BM s AP on here really fast growing companies like digital ocean outreach lift companies they just come public and again just across all the different news cases so a lot of attention and we're scaling but that's that's enough with me talking I want Sarah to talk about how trade has really helped her in her role with demand generation and kind of how she's using internally that's right and then we'll switch over to Michael and he'll get into the product great thanks for having me on I quit two seconds on why I'm here and a bit about my past I've headed up demand generation sales event in sales rules marketing operations rolled into me and my last company so all this to say revenue funnels I'm super passionate about making it super easy for your revenue generating teams to be able to act on the data that they need to run better campaigns have better communication and follow up with their leads in a timely manner and generate pipeline faster so a quick note about what we something we built here that I'll turn over to my colleague Michael Chong to show you guys a little bit behind the scenes which is is exciting will be able to show you what the workflow looks like and kind of logic behind how we built it but from a business standpoint a business impact standpoint what we built was it's super important we all know to follow up with our leads in a as soon as possible with the right kind of Oklahoma based on what that person did it can be challenging to do this especially at a high-growth company that's adding new sales people all the time maybe new marketers who are running new campaigns and all of the best internal processes you can host weekly meetings to talk about campaigns coming down the pipe slack email there's over communication of to try to align with these teams however it inevitably becomes difficult to always know the right sequence you should be using in outreach or sales loft you know your SDR tools that they're using to follow up on their leads at scale for us we've got 600 leaves you know kept going to our reps on any given month and so that's just a lot to have to parse through and know exactly how to follow up with them so what we built was a way to automate using the trade platform we're automating sequencing and it looks it's based off of what hooks and at the channel and program level in Marketo we can kind of trigger the right action to take place so if someone came in off of a specific search term we're able to drive them down one path versus an event you know we send them very specific follow-up based on the type of engagement we had with them at the event again all triggers off the channel level I'll have my coach on dig into that in a bit more detail before I do pass the baton I would be remiss if I didn't mention speaking of events we are going to be a to be SMX next Monday and Tuesday in Boston so if anyone on the line is gonna be there come see me I'd love to chat with you hear more about your stock and any integration or automation challenges you're having and get on this stuff so happy to chat more detail life perfect thanks Sarah I'm gonna stop the show everyone Michael I'll be going through the platform and so here we are inside the e-trade builder this is kind of where the magic happens and you use our platform to drive so as mentioned this is at a high level in more code to outreach sequencing flow with a little bit of I guess data reliability that relies on some values from Salesforce so it all starts with a trigger and inside these workflows this is how we can take data into our platform and then operate on it and so you'll see a mark at a level here which is a listener for all of those event types that are coming over from that service and then being routed through what we call our flow graph and you'll see this one's a little bit long has some some pretty complex logic routing through a variety of paths based on certain conditions but what it does it is it takes that part kind of web vote and attempts to find eight contacts in Salesforce and conditionally does some owner grabs based on whether or not that contact was found if it wasn't then we moved to leads again try to find that owner so we can provide that downstream to outreach otherwise we set the slack message indicating an error in this or I can delete saying that this is not yet been created as else worse please you know evaluate that that's sequence now downstream we are cashing that owner rich brief from Salesforce and what we call our data storage while you can interact with a variety of repositories through the API as sequel databases things like that we also offer a trade back data storage in case you didn't want in there we will cache that owner an email to retrieve down the line here we have a Google in UTM term I apologize I'm not a marketing expert I might ask Sarah to clarify what that is but it's at least from the operations what we do is retrieve a list of fields from Google and then use some manipulations using our text and object helpers to to parse out certain values that we don't want and then concatenate it into a nice and easy you string that outreach is like compliant with downstream here is where we start communicating with outreach and you'll see we attempt to find an odor from inside outreach if that loner does not match the the casual owner that was being retrieved from Salesforce what we do is again and send us like message to terminate this flow indicate that there is some kind of mismatch between the users will cross the platforms otherwise we will set that owner and begin the prospecting process and so here we attempt to to find that prospect from an outreach do a little a little bit of internal logic so we can route to the appropriate representative based on employee count so we can send it to like a mid-market or an enterprise maybe like a they like velocity or STR a couple data cleanups so we just ensured that those naming conventions are nice to look at with this proper casing here an intense manipulator you'll see we have a slew of helpers based on data families so any kind of data in congruence that you find across the date times text whatever you can push and pull to your needs and then based on whether or not the prospect was found if it is it's fairly easy what we do is an updates that each entity and then the the prospects to the appropriate sequence however if the prospect not found will do is to find duplicates if there was no more than a single prospect this match to again we send a message to or marketing team for them to manually come in and do a little bit of tweaks otherwise what we do is then create the appropriate prospect based on the values that we are retrieving from Salesforce pans Marketo and add them to the sequence here you'll see the UTM term I think this is someone of like a manual override process or the sequence so if a particular sequence is being sent over by Marketo based on these intervals then what we do is add that outreach prospects to Dax in the visual sequence otherwise we will add them to a sequence based so you can say a few words about this yeah just say the business logic on the business business logic front you know what this is doing is allowing us to send triggers slacks triggers to our marketing office we have a Reb ops channel so when we have duplicates for example it's just easier to recognize if we're seeing a spike in in dupes in our system do we need to do you know some some work to clean that up we will look at like I said the channel so for inbound leads coming in off of search terms well the concatenation is really just allowing us to take you know the medium the combination of all the different UTM parameters and send it down the right path and you can build logic into like a hierarchy if you want to have certain channels win over others for example it came in off of a search term and then they happened to go to an event send it down this path and make sure that we're targeting them based on the actual business need that they have versus you know a more generic event follow-up so kind of the sky's the limit I appreciate Michael taking the time to go through and show you show you what you can do on the backend to customize it's fairly easy to drag and drop and we have a wonderful team of architects here that can if you want to follow up with us afterwards that can help you customize to fit your specific needs for your business and your tech stock so you have here one of our pre-built workflows that kind of achieve the needs that we use but how does this all come together so what I'll do is flow from scratch and again as mentioned it all starts with a trigger that woman was based on webhook we had a variety of these colorful triggers you can nest individual workflows and others to be invoked development form triggers if you want some kind of user interaction testing fun selecting these triggers you can then easily drag and drop these individual connectors as we turn them on to this canvas so we start with generally a service-based connector and these are abstraction layers put over a third parties API base and I'll use Salesforce because I actually have a course log in but upon selecting one of these services you then have a list of operations each one of these corresponding to an API endpoint URL and upon indicating which operation or function you want to use it's not this workflow such as five records we then they're out the parameters that could go into that API request we let you know what's a required field as any as well as any kind of additional beavers that you can call inside that request so that's you don't have to eat an expert in so sports per se you just have to know how to use the experience and of course count here what it will do is here will actually make dynamic calls for federal data over the API so that you don't have to necessarily understand again Dex API field nomenclature on the back end what we do and once you have data being retrieved from a system or hosted into a system what you can do is use our core helpers or helper connectors which you saw primarily boolean gateways in side view previous workflow so these drive you know conditional paths down stream we also offer branches in case you wanted to do a field match that has more than two possible pets again call workflows maybe you have an enrichment process that you use across a variety of flows you can package that up into a template of sorts and invoke it inside the the other worthless where you want to repeat that function then finally worth mentioning is the helper connectors you saw the text helper I just want to drag this in here to show you the variety of operations that we offer inside the platform so here you'll see concatenations was regex is really whatever kind of data manipulation in transit that you want to drive to make sure that the fields across disparate systems are agreeing and being perfect things are running through all that michael one thing to kind consider there like what we went over today is like a very not complex of going full production of workflow that's something that we would get after fully scoping your use case you know working with our internal solution architects and then for more technical users we code eV and build with you and sometimes we'll build completely on behalf but two things to really see there is you can build quite a long automation workflow with multiple different platforms multiple different logic steps and you saw it was like multiple lines long so you can do a lot more with that big different workflow then you might with other tools to get to that level though when we typically run you through an evaluation we go through a process more with like what's on the screen right now we try to understand the bones of your use case and build it out show some test data flowing between it and kind of give you an idea of how you can really manipulate and work with all the different parts of our platform to kind of continue that discussion we can switch over to the QA and kind of get into the weeds about some of the different little areas awesome we'll talk more about the helpers that connectors the triggers and all the different components but we'll go right into some of the questions see one on elaborating on how this would be profitable gonna just all in one room lean over my colleague here yeah quick bit on that I have had the fun job of look before this workflow I'll say looking through our MQ eles and looking at what portion of them haven't been touched and constantly you know fostering a collaborative environment with our STRs to make sure that you know they are excited and want to follow up with leads so so part of it is just immediate follow-up it takes the question mark of how should I follow up what's the best half to drive this person down and the quicker you followup with leads I mean every hour you lose a chance to convert that lead so it helps from that perspective but it also ensures that you have the right cadence of touches and and consistency across your touches so I've also been at places many organizations I'm sure some of you out there have this challenge as well we're in the same sequences aren't being used each STR locally say it's their own version of a sequence and so it's really difficult to know what's working and what's not so this also drives consistency so you can track and measure your engagement rates and make updates to sequences to drive improvement another question come in here from Steve that's just a good question we get any by a bit it's like you go over what's the difference between a trigger connector yeah so a trigger is an intake mechanism for us to kick off a workflow and operate on the data therein as mentioned there are a variety of triggers think of these is like the starting gun for each execution of this flow or you did each discrete instance so these could be service based listeners to certain event types in a third-party service or they could be manually defined so like a scheduled trigger for a recurring ETL job or maybe like a daily or weekly data cleanliness tasks such as you know cleaning up duplicates from your Salesforce environment and then a connector is a API connection to a service that's a bit more loosely defined and these are operations that are offered by that services API so posts and retrieval calls really dependent on what that that company decides to offer as far as capabilities this can reach from contact creation to you know whole repository dinner poles 2d tubing actions things like that perfect a good question coming in here from Richard and essentially the boughs of the question is asking after an administration or the different licenses that you have a different software so for example in Salesforce I might be an admin but there itea my company may have a higher level of access and socialist like is that a limiting factor to use our platform and it's a great question kind of like a library a little bit more on I've been yeah just rereading the question yeah so essentially when you authenticates on the workflow you saw that Michael Poole of the authentication of Salesforce and that's describing my authentication level so I might not be an admin in the platform but I'll be and I might be able to select other boxes but I'm limited by what I've been level and I have in that platform so I won't be able to access data that's not limited to me it's really good for workflow so only the data already accessed in that platform is what I'd be able to build exactly just as Kyle mentioned of course like the API will be limited by the level of access that you have to that particular service however we also offer a few features around that which is you know authentication sharing workflow sharing so as a Salesforce admin you don't necessarily have to limit your team of builders by their individual Salesforce credentials which you could do is share your workflow or access to the API to them so that they can build out internal tools in case marketing wants to to use a Salesforce like update function that maybe only you have access to perfect another great question come in from Radu just asking for BOTS to start using tray we're going into evaluation and we have a list of connectors that we need and we can see that you know you have some of them but not all of them and we mentioned we have 300 connectors what's it what are the different scenarios there so a couple different options whoever you're working with from buy you wish with standpoint given different tiers we can build out connectors for you and then give you a general timeline but we'll scope it for your use case in addition we mentioned we have Universal connectors we can go over that and their product as well there's two types of universals there's a HTTP client so we can use postman and connect to any URL and various therefore authentications I'll let Michael calibrate on that and then we'll talk about the other one as well yeah so this is the HDV client so really a way to communicate into a service that we may not offer on the platform today again as Kyle mentioned we absolutely offer that service where you hand over API documentation or or use case information around a connector and we'll spin that up for you but what you could also do is use this to to indicate a URL pass in any kind of headers or query parameters that would be necessary for that request and make that if this is someone like a postman if any of you are familiar with that service perfect and the other one too is how we mentioned earlier the difference between triggers and connectors there's a universal trigger as well so if the service that you're using offers a web hook you can pull on our universal block on connector and use it in that regard as well that one seems fairly specific we were just okay yeah there's quite a few specific questions on here and like I mentioned a lot of the questions will be sent out to your contacts right so we'll follow up with you today regarding all those what one question that's a fairly common and that comes up quite a bit is you know can I do anything beyond kind of what's in these connectors so think about people who are do you know how to code and when do things a little bit more specifically similar to the universal connectors a little more on the technical side we have a script connector yeah so to find ourselves to load code no code platform and you could absolutely drive a lot of that information as well as conditional logic with these base connectors that we offer in platform a lot of these are backed by little codes held in lambda but in the case of you throwing an engineer or more technical resources to the fray we didn't want to commit them or have them feel constricted so we also allow the injection of raw code through the scripts connector so this one you know if you wanted to and you knew those operations and how to do them in a few lines pump them in here rather than look through the helpers organizers perfect and one last question come in from Richard I know we're out of time and we'll finish on this question but it's a really good question and it kind of implies all the companies in the space but when a connector updates their software I like Salesforce changes anything with API how they affect the connector as well as all the customers using it yep so we have an entire team of connectors engineers who you know sole job is to to build new connectors as well as maintain manual contenders so we will subscribe to produce letters and stay abreast of updates from these companies that are either deprecating API versions or updating endpoints and object architecture and as well as responding very quickly to any kind of reports of you know unexpected behavior from our users and I've been through this with a few customers and one area of concern is it does I think does it pretty calm I wear clothes that I've built on some of these might be mission-critical and it does not so if we change the version of any of the connectors you'll have the option to upgrade your workflow to that specific connector so then that's when you would update your hardware flow and retest everything but nothing will break so that's a really nice thing to have so you can all you can plan out when you when you change things so Michaels kind of showing the different versions there so you would immediately go in there and change that and then when you do make changes affect you on do the appropriate Testament well that's a wrap things that run for joining us for our weekly demo and be sure to join if this isn't your first one you want to come back we try to cover our different topics as bring in new special guests every week as well as cover some the new foundational items for the people who are new to it so feel free to use that same link that you joined today to tune in next week Thanks