Salesloft

Priority Engine with SalesLoft Overview

How to Flow Data From Priority Engine into SalesLoft

Setting Up Simple SalesLoft Cadences in 5 Steps

 

 

Priority Engine with SalesLoft Overview

Flowing Priority Engine data into SalesLoft is a surefire way to increase responses and results from your cadences. Getting Priority Engine's powerful intent data into outreach tools can help:

  • Set your sellers up for success by bringing high-quality active prospects into their engagement queues
  • Improve your outreach by developing and running cadences that key off of recent, relevant prospect-level intent signals
  • Increase response rates by targeting active prospects with more personalized emails and calls

PE_Cadence_SL.JPG

 

How do Most Companies use Priority Engine with SalesLoft?

Every tech stack and workflow is unique, and therefore how Priority Engine data is imported into SalesLoft is largely dependent on how your systems are set up, and your team's preferred workflows.

Regardless of how you decide to set up your Priority Engine with SalesLoft dataflow, the following is an example of a typical workflow that we recommend and that we see most customers utilize:

SalesLoft_1.jpg

Where Should I Start?

Before you start setting up your new workflows with SalesLoft, it's important to understand and consider the following:

  • Will you flow data into SalesLoft via Salesforce or a CSV file upload?
  • Will reps do their own prospecting, or will contacts be added to SalesLoft for them?
  • Which Priority Engine data fields do you want reps incorporating into their outreach?
  • How do you expect reps to identify Priority Engine contacts in SalesLoft to add them to cadences?
  • Will you be updating existing cadences or creating new cadences to include Priority Engine data?

Due to SalesLoft's nature as a Salesforce-centric sales enablement tool, the majority of Priority Engine customers prefer to first bring data into Salesforce before importing it into SalesLoft, as shown in the diagram above.

How to Flow Data From Priority Engine into SalesLoft

The following is an example of the most common way our customers bring Priority Engine data into SalesLoft. Since all SalesLoft setups are unique, we recommend using these steps as a general outline to help you work with your sales operations team. 

Step 1: Decide Which Custom Fields to Take

Custom fields can be set up to enable Priority Engine intent insights to be brought directly into Salesforce along with account and prospect data. Lead and Contact lists can also be created and/or updated to include new Priority Engine Custom Fields. In addition to standard contact and account data fields, we recommend the following exportable Priority Engine fields be brought into Salesforce (and SalesLoft):

  • Prospect Type
  • Attribution Code
  • TechTarget Source
  • Account Entry Points
  • Prospect Entry Points
  • Priority Engine Account URL

Step 2: Get Contacts into SalesLoft

There are two primary ways to bring contacts into SalesLoft from Priority Engine. Via Salesforce sync (most common) or via CSV upload.

Option 1 - Salesforce Sync (most common)

  • Prospects can be added to SalesLoft via a Salesforce import from Lead or Contact lists.
  • Manual Importing vs. Automated Importing: Based on your preferred workflow and rep responsibilities, you can choose whether individual reps or admins will import prospects or if you will set up automated rulesets to add prospects to SalesLoft.
  • Priority Engine prospects are most often located and sorted on the SalesLoft import page.

Option 2 - CSV Upload

  • Prospects can be added to SalesLoft via manual CSV upload each week. It is recommended that this upload be executed on Monday morning after all data has been refreshed in Priority Engine.
  • Once uploaded, locate Priority Engine prospects on the SalesLoft import page and assign them an owner.

Step 3: Determine Routing and Set Up Cadences

  • Admins can create or update existing cadences to include instructions that prompt reps to input data from Priority Engine custom fields into their email and phone cadences.
  • Reps can then add prospects to cadences in bulk or individually before moving onto the personalization phase.
  • Salesforce Connect Users: If you are using Salesforce Connect, reps can directly add prospects to Salesforce. We recommend making sure the Custom Fields you added to Salesforce are easily visible and that the Priority Engine Insights Tab is installed to ensure that reps have access to the insights they need to personalize their steps.

Step 4: Use Intent Data to Personalize Outreach

  • As reps move through cadences for each prospect, it is most common to create email steps that include call-outs that prompt them to include Priority Engine Custom Field insights at key points in the email message.
  • Sellers can then refer to the prompted intent insights via the Person page in SalesLoft, the Priority Engine link, their Insights Tab, or directly in Priority Engine.

Setting Up Simple SalesLoft Cadences in 5 Steps

Once you've set up SalesLoft to pull in Priority Engine contacts and intent insights, it's time to set up new cadences or update existing ones to allow reps to take action on this data.

Cadences can be as simple or complex as you are prepared to support - ranging from pulling in one type of intent insight within one step to those that pull in multiple intent insights across many steps. Regardless of how sophisticated your cadences become, what's most important is that they are contextual, flexible and that reps are trained on their proper usage. Let's start by setting up a cadence that pulls in one intent insight.

Setting Up Cadences

In this example, I'll use Account Entry Points - but keep in mind this could be any intent insight depending on what you've decided to pull into SalesLoft.

  1. Choose the type of intent data you'll base this cadence around.
    Don't focus on the exact topic/keyword itself, but rather on the type of insight. For example, I might create a cadence based on Account Entry Point data, but not necessarily just on the topic of Desktop Visualization Software. This will give you the flexibility to build cadences targeting different audiences covering several relevant topics.

  2. Create a new Outbound Cadence or choose an existing cadence to update.
    Depending on how you see this cadence being adopted, you may opt to create a new or edit existing cadences.
    • Create a new cadence: This gives you the most flexibility and ensures the message matches the intent insight.
    • Update existing cadences: This can ease sales adoption because your reps are most likely familiar with the cadence. It also requires the least amount of work. Just be mindful that any edits you make are consistent throughout the rest of the existing cadence.

  3. Craft an email step message that includes your intent insight as a manual input.
    One of the most effective ways to get reps to leverage intent insights is to prompt them directly in SalesLoft to input the proper insight into a step before sending it. Here are some key considerations:
    1. Craft your message around the type of insight. For example, when writing a message about Account Entry Points, I might take this approach for one sentence:
      • "We've recently had several companies in your industry contact us regarding <ACCOUNT ENTRY POINT> and how we can help reduce costs."
      • While this example is generic, and you can get more specific for your offerings, the key is that the Account Entry Point will work in that sentence no matter how it changes.
    2. Keep your message simple and broad to allow the intent insight you choose to be plug-and-play. That way, the message will work for any prospect.
    3. Make the manual input obvious. Many customers use the convention seen above - bold letters, brackets, caps, and colors, to ensure that reps won't miss it.

  4. Create instructions on use and train reps for success.
    Once you've created your message, make sure your team knows what it is and how to use it. For example, many customers will often write notes directly in the SalesLoft step to give reps a reminder and directions. There are many ways a rep can pull the data they need, so here are a few examples:
    • NOTE: Get ACCOUNT ENTRY POINT from the People page in SalesLoft
    • REFER TO: Priority Engine Account Page via the Persistent URL to input Account Entry Point
    • Pull Account Entry Point from Salesforce Insights Tab

Don't forget the critical step of training reps to use this - especially if this is their first time using a customized cadence step. The majority of sellers quickly learn that taking this small step positively impacts their results and are encouraged to adopt these new tactics. 

5. Add any additional steps to complete your cadence.

Even for a simple cadence, it is recommended you have at least three steps and rules to go with them. While adding intent insights to these follow-up steps is highly encouraged, it is unnecessary for a simple cadence. The most important step is getting intent data into your cadences, no matter how simple or sophisticated you decide to go.

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