Head of Marketing at Typeform
Fueled by a one-funnel initiative to drive pipeline, the team at Typeform found it difficult to enrich, understand and manage the vast amount of data associated with the 100,000’s of inbound leads entering their sales and marketing flows each month. Existing single-source third-party data sets only enrich a small portion of prospect data that was regularly deemed inaccurate or out-of-date and key attributes were often missing from lead profiles. These data deficiencies caused issues throughout the customer journey. Without the ability to reliably enrich, prioritize and route customer leads to their next best action, Typeform was leaving revenue on the table and unable to extract all of the value their inbound funnel could provide.
Typeform’s marketing team used Scalestack’s platform to enrich prospective customer profiles with our Universal API and advanced AI models at the earliest stage in the funnel possible.
As soon as they fill out a form on Typeform’s website, Scalestack paints a complete picture of the lead, filling in important data gaps using commercial third-party sources, such as Clearbit, Crunchbase, Linkedin and Apollo. Then, key attribute data that was previously impossible to ascertain at scale — such as a lead’s seniority in their organization, their manager’s title, or whether they work at a B2B or B2C account — is determined using Scalestack’s AI and added to the prospective customer’s profile. Leads are then scored appropriately based on Typeform’s ICP criteria created using Scalestack’s visual flow builder and pushed back into Salesforce. And all of this occurs in a matter of seconds.
This new process ensures that every inbound lead now receives a fully optimized customer journey that directs them to the next appropriate GTM motion, such as a self-serve flow or nurture track, and creates a seamless bridge from marketing to sales.
Thanks to Scalestack, Typeform is now able to reach over a 96% lead enrichment rate on average. 100,000’s of leads are enriched across zero-, first-, and third-party data, reliably and at scale, and all leads are then accurately sent to their correct GTM motion based on Typeform’s scoring, at the right time. Prospective customers are driven to the next best action, whether that’s a sales conversation, a self-serve flow or nurture track. Scalestack also blends well with other tools that Typeform uses, such as Salesloft, and Scalestack’s AI provides the additional context that reps need when following up with high-touch / high-value leads.
Gone are the days of manual data-mining. Now, MongoDB’s sales teams can refresh data on-demand in their CRM thanks to Scalestack’s custom Salesforce integration, more than doubling the amount of actionable data points within each account.
