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This data-driven sales process helped Zeplin reach their sales goal and continue their expansion into Enterprise.Commercial plumbing contractors Fawn Creek With key product data at their hands within Salesforce, the Sales team was more productive at prioritizing and closing deals. Result: Increased productivity and close rate That way, Sales team can identify if a lead is an expansion opportunity (meaning an additional seat within an existing account) or is a net new account. Outside of PQL scoring, the team also used product data synced through Hightouch to link leads to existing accounts. The Sales Ops team was still experimenting with their optimal definition for their PQL model, and Hightouch enabled non-technical members of the team to make rapid changes without being bottlenecked by development bandwidth. Zeplin didn't stop at syncing: they used Hightouch to enable key workflows, such as automatically assigning Account Executives to PQLs with our Salesforce integration. Then, they used Hightouch to sync that model into Salesforce every hour and automatically create Leads that reach a certain threshold. To prioritize leads, Zeplin created a Product Qualified Lead scoring model that combined key aspects of a lead's product usage (such as the number of collaborators and projects in Zeplin) to decide their priority. Solution: Sending Product Qualified Leads (PQLs) and customer product usage data to Salesforce This took too long and the data would get outdated quickly as users engaged with the product daily. A data analyst would grab CSV reports from queries in their production database (MongoDB) that took hours to run, and then send that CSV to Sales Ops to import into Salesforce.
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Zeplin's first attempt at syncing product usage data into Salesforce was a manual process. They needed the data to be accessible in the tool they were already using everyday: Salesforce. But having to switch between multiple tools just to grab data was cumbersome. To get product usage data on a lead, Sales would use separate dashboards in tools like Retool, Intercom, and more. Understanding key product usage metrics for a lead, such as how many collaborators they have on their Zeplin projects, can help Sales estimate prospect engagement and predict how likely a lead is to convert to premium features. A key barrier for Customer Success Managers and Account Executives to prioritize was not having visibility into how leads were interacting with the product. With millions of users across thousands of companies, Zeplin's Sales team needs to focus on users with the highest opportunity and likelihood for expansion within their company. The Challenge: Identifying which leads to target based on product usage
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