Home  › Marketing › Strategies
firstrainsalesforce

FirstRain Integrates Analytics and Collaboration for Salesforce.com

  |  April 24, 2013   |  Comments

The move gives about half of FirstRain's customers greater access to insights about their own target customers and the ability to take action on that data within their existing Salesforce workflow.

Salesforce.com bolstered its CRM platform today with a deeper integration of FirstRain's enterprise analytics for tighter collaboration and action among sales teams. The move gives about half of FirstRain's customers, which are also on Salesforce.com's platform, greater access to insights about their own target customers and the ability to collaboratively take action on that data within their existing Salesforce workflow.

"The solution we provide is for each sales rep to basically get a view of their customer's business in real time, and the trends that are impacting their customer and the customer's end markets. So the sales rep is able to basically match the sales strategy into the business needs of the customer," FirstRain CEO Penny Herscher tells ClickZ.

FirstRain primarily sells customer intelligence analytics to enterprise and business-to-business sales teams in finance, technology, healthcare, communications, and more industrial markets like gas and chemicals. FirstRain uses linguistic modeling to analyze content across online and social media channels before exploring key trends, interactions, or other events of interest.

"If you can get every rep to really understand in real time how their customer's business is changing, what matters to their customer, and what's happening to their customer's end market, you can change that rep's ability to speak directly to the customer's need when he or she is engaging as a trusted advisor to the customer," adds Herscher.

"If you're say a rep at GE and you're trying to sell some massive turbines or something, you want to understand what's happening at a trend level, at a government level, at a regulatory level, all the trends that are changing that impact your strategy with your target account," she says. "If, however, your customer is a food processing plant in Louisiana and you're selling gases, you need to understand developments in the food packaging industry as it impacts your major account in Louisiana."

FirstRain captures micro-level data that sales teams may not previously be aware of and also highlights positive or negative trends based on activity at a macro level. "We're replacing the poor rep that struggles with Google Alerts and the rep that struggles with some marketing team internally that always gives them information 30 days late. We're automating that process," Herscher adds.

"What's changing is that reps for years have tried to do research on the end customers, and we have waves of sales methodology that develops," says Herscher. "With each wave of methodology and each wave of tools, the sales team is still trying to get the information about the end customer's business. That's what they're still trying to understand."

The new features available on Salesforce.com give FirstRain customers the ability to create tasks, notes, and engage in relevant discussions on Chatter on email. FirstRain is "adding a workflow and set of analytics directly inside our Salesforce integration so that the user can be interacting with the intelligence and sharing it in their enterprise collaboration environment," adds Herscher. "It allows them to take the intelligence they're seeing about a major account or customer and very quickly collaborate around it in a very seamless way."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs