Your
AEs and SDRs face increasing pressure to effectively target their prospects.

They need timely signals and actionable intelligence from the data in your CRM to identify the right opportunities and engage potential clients.

But let’s be honest, is your CRM hygiene good? Most of the time, the answer is: no.

If you don’t have an updated and connected CRM your Sales team won’t be able to automate, personalize, and streamline their outreach efforts.

Having an integrated solution is crucial. It enables your AEs to easily access the data they need, all in one place, to make informed decisions and drive sales success.

During the Happy Customers Festival, Molly Sunwoo, Strategic Partnerships Manager at Aircall, Scott Bilodeau, Director of Solutions Engineering at PandaDoc, Mike Adams, Founder and Chairman of Grain, and Kyle Jepson, Principal Evangelist at HubSpot shared how to integrate powerful sales tools into HubSpot, and manage your sales pipeline more effectively from initial contact to deal closure.

Here are the key plays they shared:

• How to follow up with event leads in an efficient way (Aircall)

• How to qualify leads (Grain)
  

• How to leverage automation to get your deal signed (PandaDoc)

Let’s dive in.

Play one: Efficient event follow-up

Most of the time after an event takes place, the most common play is sending a recap email, with the link to the recording, and nice words thanking everyone for attending the event.

That’s just basic event planning, not turning event attendees into revenue.

You have to build a proper nurture sequence according to the signals and interest shown by your event audience. Here’s how to do that with the
Aircall x HubSpot integration:

1. Build your event list, click on the Aircall extension on top of your screen, and activate the power dialer to pick up the phone numbers from your list and move them to your Aircall App.
   

2. With this information, all your SDRs have to do is click on the Start session button. The Power Dialer will help your SDRs power through all the calls they need to make.

3. As soon as they start dialing, your SDRs can open your contact record to have in hand all the previous interactions and signals from that event attendee, to personalize their pitch according to what tech they are already using, the recent event they are attending, which type of content they were interested in, etc.

4. Let’s say your SDR’s call went great, and your prospect wants to book a demo. Your SDR doesn’t have to hang up or change the screen, all your SDR has to do is add the “Qualified” tag.
   

5. After the call ends, the tags your SDR added are actually contact properties that work as a contact enrollment trigger in a workflow you can build thanks to Aircall and HubSpot data.
   

The workflow will update the lead status to open deal, surround that account with a team of AEs, AMs, and CSMs to support the progress of the deal, and it’s going to create a deal on HubSpot, assign it to the new AE owner, notify the AE, and send your prospect an automated follow-up email after your call.

6. Inside this workflow, you can even include scenarios where the call outcome isn’t that positive. For example, you can easily automate tasks even if your prospect said it was bad timing and you should reach out in three months.
   

7. All the data collected during the call, your SDR’s notes, and even the call recording will be logged into your HubSpot record. This will help you and your team have more context regarding the account, and action on the signals that surround it.
   

8. Finally, to track how your SDRs are doing, you can build dashboards with metrics like:
   

• Who’s getting to those leads

• Who’s having the longest talk time

• Average call time

“Everything comes down to easing your Sales team’s tasks and having control over and a complete view of the event the follow-ups thanks to integrated data.”—Molly Sunwoo

Pro-tip to gather more signals for your after-event call

If you want to create a more personalized pitch as you make the call directly from Aircall, leverage partner data from Reveal—which can also be found within your CRM.

This won’t only give you insights into what your buyer’s current tech stack is but will give you a glimpse of who they trust, how long have they had that relationship, and who are they planning to buy next.

This means that if your call doesn’t go the way you planned, you can always ask for an intro to your partner and maybe they can help you influence that account.

Here are some email templates you can use to ask your partner for influence.

Play two: Qualify leads based on customer data

Not all event attendees are qualified leads.

Here’s how to qualify leads thanks to the HubSpot x Grain (and Aircall) integrations:

1. Once your SDR finishes the call using the event context and the partners that account is related to, the call data will be registered in HubSpot thanks to Aircall, and imported into Grain. You will have access to the transcript and meeting notes.
   

This will let you have a constant view of your customer regarding their pain points, their past experiences, what they want now, and the next steps.

2. With this integration, you’re matching the phone number of the contact that was imported from Aircall, and placing it in your contact record in HubSpot. Once you have that information, you can now schedule the call, and that will be reflected in Grain.

Once you start the call, Grain will start a live transcript, where you can leave comments at specific moments and clips from highlight moments of the call. This will help to turn a 1:1 conversation into a collaboration with your team.

3. To build a complete analysis of your customer, you can leverage Grain’s templates that can help you identify customers' needs, competitors and their resources, budget, key stakeholders, metrics, feedback, and any extra comment or intel you need to better understand your customers after that first interaction.
   

(and you can even create your own note templates in case you want to follow the MEDDPICC methodology)

And if you are still missing pieces of information, you can literally ask Grain’s AI for the answer. Here are some ideas of what you could ask (related to the call’s context):

• What’s the customer’s most likely objection to purchasing my product?

• Why did [x person on the call] seem hesitant about the product?

• Why security was so important to [x person on the call]?

You can either add this to your current Grain template or push it to your CRM or Slack.

4. The data that you collect in Grain is automatically pushed to HubSpot. You’ll have access to it as a meeting description and as notes.
   

Plus, thanks to the Grain x HubSpot integration, you have access to Grain custom properties at your deal level. This includes:

• The aggregation of the intel gathered during the different calls made to that contact

• Account champions and their development through the deal cycle

• A forecast and diagnosis of the deal and its progress

• Flagging your deals if they are at risk

With all this data, your Sales team can find all the data they need to qualify a prospect in one single source of truth (their CRM), the rest of your team has access and visibility on what is going on with that account.

Now your data can automatically be added into a workflow and help your Sales team create personalized sequences.

“We’re true believers in advocating for the voice of the customer, identifying the signals, and unlocking them with the AI improvements Grain has.

You close more deals, and grow your revenue when the customer is at the center”—Mike Adams

Pro-tip to qualify leads based on partner data

Having qualitative data to qualify leads is great, but what if you could show your Sales team data like:

• The size of your deal according to their partner's presence. For example, with a similar partner presence Account X’s deal size is 70K instead of 50K (Deal Size Multiplier = X1.4)

• Your win rate when there are partners involved. For example, companies similar to yours (with similar partner presence), can have a win rate of 30% instead of 20% ( Win Rate Multiplier = X1.5)

• The increase in revenue when they involve a partner. For example, companies with similar partner presence like you, can expect revenue by opportunity of 21K instead of 10K (Revenue Multiplier = X2.1)

The higher those numbers are, the more likely is that account to close. These numbers can be used as a signal to identify which accounts your Sales teams should prioritize and target for better ROI.

The good news is that you can also find that in Reveal’s HubSpot App.

Play three: Leverage automation to get your deal signed

Thanks to the intel provided by Grain, and their ability to generate next steps, you realized that there’s a document that your customer needs and that will speed up your deal signature process, which could be an NDA or a SOCII report.

So to help your Sales team with that task, you can use PandaDoc to automate that document delivery process. Here’s how to do it:

1. Open your PandaDoc widget in HubSpot, to access your PandaDoc account and start creating content.
   

You can even select a template and leverage your data from HubSpot to prefill some fields like name of signer, close date, amount, number of licenses, etc.

2. If you want to add specific information like preselected case studies that only apply to certain industries, or add T&Cs that only apply to certain countries, you can leverage PandaDoc’s Smart Content feature.
   

You can even add videos to your document (thanks to PandaDoc’s integration with Wistia).

3. Since your documents are live online and not a PDF, you can make live changes like licenses, discounts, add-ons, etc.
   

The good thing about this is that the integration works both ways, if you add extra information that is key for the deal to close or you just make changes to the contract, those will be synced to your CRM—keeping your source of truth updated.

4. Add your signature block. You can control the fields that can be filled up with HubSpot information, those that are static, and those that your team can change.
   

5. For your Terms & Conditions section, some deal properties are passed from the company to dictate them.
   

Since your CRM is integrated with PandaDoc, your Sales team doesn’t have to worry about selecting the right content or filling in the right fields—PandaDoc automates everything.

6. Now, all you have to do is send your document to your client and your AE (who’s in charge of closing the deal) by email, through a link, text messages. Once you do this, your deal stage is going to automatically update.
   

“The name of the game is to reduce the lift on the AE, reduce human error, and let sellers do what they are good at, which is sell and not admin work.”—Scott Bilodeau

Pro-tip to get partner intel and close deals faster

We’ve all been there, unfortunately, (at least) once in your life, you’ll find yourself in the final stage of your deal, but out of nowhere, your buyer ghosts them despite having contract approval.

You designed your contract in PandaDoc, and send it, and then crickets.

Here’s what you can do to speed up the process: Identify which of your partners has your buyer as an existing customer. And then ask them for intel:

• What’s going on in the organization?

• Did you send the contract to the right people?
  

• What’s their overall take?
  

This intel can help your Sales team to reach out to the right deal influencer by requesting an intro through Reveal to their partner, and involve and engage the right people during the Sales process.

A final thought from the speakers

A connected tech stack is essential for sales success.

As highlighted at the Happy Customers Festival by industry experts like Molly Sunwoo, Scott Bilodeau, Mike Adams, and Kyle Jepson, integrating powerful sales tools into HubSpot can revolutionize your sales pipeline.

“Having just one tool integrated into HubSpot will only give you one portion of your customer story. The more tech you have integrated into your CRM, the broader the picture you have, and the more accurate you are in addressing your buyer.” — Mike Adams

“When it comes to delivering the level of customer experience that now prospects expect, we can’t have less than the full picture. It’s no longer acceptable for us to call a prospect a lead, and just make a cold call, you need context and signals to have and lead a successful conversation.

A connected tech stack will allow our Sales teams to leverage automation and spend their time on what they are good at, sell.”—Molly Sumwoo

“HubSpot helps to integrate to provide a better customer experience seamlessly.”—Scott Bilodeau

The key takeaway is clear: a connected tech stack enhances efficiency and empowers your Sales teams to focus on what they do best—selling.

Want to learn other ways to empower your Sales team to close bigger deals faster? Book a demo with the Reveal team.