The Winning Formula for Sales and Marketing with SugarCRM, Bombora, and Triblio

At SugarCRM, we decided it was time to ditch the blind spots and roadblocks that kept marketing and sales teams from collaborating. Instead, we focused on finding ways for both teams to target accounts more effectively using an Intent-driven strategy.

Learn how Sugar now leverages Triblio’s ABM platform and Bombora’s Company Surge ® Intent data to prioritize accounts and orchestrate the best next actions within the SugarCRM platform so teams can instantly personalize outreach and win more deals.

In this on-demand webinar, you'll learn our winning formula for sales and marketing success. Watch the webinar to see how we rely internally on the Sugar platform, Triblio, and Bombora to grow revenue and decrease busy work for all.

Transcript

1. The winning formula for sales and marketing Speakers: Jason Rushforth, SugarCRM | Clare Dorrian, SugarCRM | Andrew Mahr, Triblio Marissa Bialick, Bombora
2. Meet your speakers Marissa Bialick Demand Marketing Manager Andrew Mahr Chief Customer Officer Jason Rushforth SVP & GM, Americas Clare Dorrian Chief Marketing Officer
3. 1. Quick introduction to Bombora and Triblio 1. How SugarCRM marketing and sales use Triblio Smart Score and Bombora Company Surge® 1. Key takeaways 1. Q&A What we’ll cover
4. Bombora’s Company Surge® Intent data tells you which businesses are researching the products and services you and your competitors sell.
5. Company Surge® Intent data identifies when a business is consuming content on an Intent topic significantly more than usual, according to its historic data consumption behavior and benchmarks. Time ACME Corp benchmarked historic data content consumption on topic X ACME Corp increased content consumption on topic X that signals buying intent.
6. Triblio’s Smart Score combines first and third-party Intent data with Triblio’s proprietary AI-based algorithms to provide a single score to prioritize accounts.
7. Triblio Account 360 Report See in one place: • Intent data • Display ads • LinkedIn ads • Website traffic • Known visitors • Sales alerts • Opportunities
8. Why did Sugar dive into this initiative?
9. We surveyed marketing and sales teams Do sales professionals have a more “glass half full” view of their collaborative relationships with their peers, or do marketers have a more “glass half empty” view? of sales say they are “perfectly” aligned 2% of marketers say they are “perfectly” aligned 40% say they need more potent marketing and sales tech 20%
10. The winning formula for sales and marketing + +
11. How is Sugar using all these tools and data to actually orchestrate sales actions?
12. Pipeline Saves Lives
13. Reduce blind spots and busy work
14. Align with technology: Triblio & Bombora data in Sugar
15. Bombora Intent - Inside Triblio & Sugar dashlets This is a dashlet directly in Sugar!
16. Turning data into prospecting action AEs and BDRs begin this part with their Sugar dashboard Bombora & G2 Intent Daily e-mail Direct link to account record in Sugar is included Inspect Triblio data, are they part of the ABM program? Sales can add right from Sugar Determine outreach based on demographic information provided by Triblio BDR or AE engagement
17. Activations Bombora & G2 Intent Daily e-mail Direct link to account record in Sugar is included
18. Sugar view for all data points Inspect Triblio data, are they part of the ABM program? Sales can add right from Sugar This is a dashlet directly in Sugar!
19. Determine outreach based on demographic information provided by Triblio BDR or AE engagement Key fields inside Sugar Create rules of engagement and follow them: Ensure all teams have regular cadences
20. The data doesn’t lie
21. What’s next for Sugar?
22. Key Takeaways • We all own pipeline • The data doesn’t lie • Technology and data should enable you, not paralyze you • The true winning formula for ABM is sales and marketing alignment
23. Surf’s up. Let’s take off. Jason Rushforth SVP & GM, Americas SugarCRM jason.rushforth@sugarcrm.com Andrew Mahr Chief Customer Officer Triblio andrew@triblio.com Clare Dorrian Chief Marketing Officer SugarCRM clare.dorrian@sugarcrm.com Marissa Bialick Demand Marketing Manager Bombora mbialick@bombora.com