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
   

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2. Meet your speakers
   Marissa Bialick
   Demand Marketing Manager
   Andrew Mahr
   Chief Customer Officer
   Jason Rushforth
   SVP & GM, Americas
   Clare Dorrian
   Chief Marketing Officer
   

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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
   

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4. Bombora’s Company Surge® Intent data
   tells you which businesses are researching
   the products and services you and your
   competitors sell.
   

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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.
   

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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.
   

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7. Triblio Account 360 Report
   See in one place:
   ● Intent data
   ● Display ads
   ● LinkedIn ads
   ● Website traffic
   ● Known visitors
   ● Sales alerts
   ● Opportunities
   

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8. Why did Sugar dive into this initiative?
   

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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%
   

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10. The winning formula for sales and marketing
    + +
    

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11. How is Sugar using all these tools and data to
    actually orchestrate sales actions?
    

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12. Pipeline Saves Lives
    

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13. Reduce blind spots and busy work
    

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14. Align with technology: Triblio & Bombora data in Sugar
    

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15. Bombora Intent - Inside Triblio & Sugar dashlets
    This is a dashlet
    directly in Sugar!
    

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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
    

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17. Activations
    Bombora
    & G2 Intent
    Daily e-mail
    Direct link to
    account record in
    Sugar is included
    

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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!
    

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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
    

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20. The data doesn’t lie
    

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21. What’s next for Sugar?
    

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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
    

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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
    

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