Lead Scoring & Routing
Segment is a software company based in San Francisco, California. The company is a platform for collecting customer data and sending it to analytics, marketing, and data warehousing services. Segment provides an API that collects and routes customer data to over 200 different tools and database services.
With Segment, developers can stop building tedious and expensive one-off data integrations while business users can get straight to work, turning on their favorite apps right from the Segment dashboard.
From implementing advertising to marketing automation to data warehousing and beyond— getting customer data into business critical systems isn't an engineering roadblock anymore.
Clearbit's company, geo, and demographic intel enables our sales and analytics teams to function at maximum capacity. I don't know what we'd do without them.
Segment is in the enviable position of having a large and steady flow of inbound leads. With only so many hours in the day, they needed a way to segment and prioritize leads to focus on those that have a high chance of closing on an enterprise tier. They were also looking to save their Sales team additional research time which could be spent with prospects. The challenge was that each signup came through with just a email address and name. Reps were taking up to five minutes per lead to research and determine if each lead was qualified.
In order to decide if this lead is worth reaching out to, Segment reps would start Googleing and slowly copy and paste the relevant information into Salesforce.
Segment installed the Clearbit Salesforce integration with just a few clicks to immediately start pulling information on every new lead directly into Salesforce. They took it a step further by using Salesforce formulas to look not just at title, but also social bios and identify user's departments and seniority.
Now as soon as a record is created in Salesforce, the lead is populated with a full profile of demographic and firmographic data. Job title, phone number, location, industry, and employee count are all now immediately to hand. No more copy and pasting from web searches. Segment was even able to feed this data into their lead scoring system to automatically filter out lower quality leads.
Their sales team now saves hours each week in research time. They have a full set of social accounts to click on for each lead, and can instantly uncover their prospect's company size, funding, location, and even technologies used. They use this data to qualify and route leads automatically, and even feed it into other 3rd party predictive services for more accurate models and higher close rates (they even wrote this blog post on the subject).