Effortlessly Syncing Data Between Sales And Marketing Platforms With Markus Leming
Accelerating Sales to Scale your Business
We all know that data is power. That is why we use different platforms to gather as many sales and marketing information as possible. But what about combining that data across your tech stack? Markus Leming, the co-founder of Outfunnel, explains how this tool integrates different platforms.
In this episode, you are going to learn how to sync the data from your sales CRM into your marketing apps, why data enrichment is so important, and a brilliant way of working out how they plan to build their next integration.
04:09 – What problems does Markus solve for his clients? Connecting data from marketing and sales apps.
08:00 – How does Outfunnel work? It syncs data between different platforms.
11:00 – How do the custom fields work in the app? Set up the field mapping with all the features you want.
14:59 – What is the scale strategy? The more apps they add, the bigger market they reach.
16:16 – Do you need development experience to set up Outfunnel? No coding or technology experiences are needed.
23:22 – The Sales Deep Dive. Markus’ sales habits.
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How does Outfunnel make different apps to talk to each other?
Zapier solves this problem to a certain extent, but it usually works one way, so it’s going to get half of the picture. According to Markus, Outfunnel promises to keep contacts and engagements in sync. Imagine a scenario where you’re a sales rep, you find a new lead, and you add them to the CRM. All you need to do here is to create a tag for that contact and marked as a marketing lead, for example.
Outfunnel essentially sees the tag, automatically picks it up, and sends it over to Active Campaign, and we keep it up to date. If any details change for that contact, the app updates in the CRM and also in Active Campaign. If at one point you don’t want to send more marketing emails to that contact, you just remove the tag from Active Campaign and keep the data only in your CRM.
From a marketing point of view, you basically get fed all the context into the system. You don’t need to worry about exporting information from one app to another or creating duplicates, which is always the biggest issue when syncing data. When you send out the image or the newsletter, all the data gets back to the sales team, so you can focus again on the leads that make sense for them based on engagement.
How to choose the tools Outfunnel will build into the platform?
Markus explains that it is really hard to choose which apps to build next for the platform, so what they do is look at four or five different data points. They start by building landing pages that are computer generated where they show that they connect Copper with Tik Tok, for example. Then they see how many people sign up and show interest.
How do these landing pages get in front of people? Instead of using advertising to get sign-ups for the main product, they put that money behind those pages. Collecting interest helps them get data on what apps they should integrate next before dedicating development resources to building something.
But they also look at the partner itself. How many users do they have? What kind of integrations do they offer? How do other integration platforms work with them? What’s the partner’s willingness to cooperate with us?
What tech apps in sales are hot at the moment?
Data enrichment is still hot and has been around for a couple of years. But in the age where prospects get bombarded with many messages that are not personalized and sent at the wrong time, you want to reach out at the right time with personalized messages so you can be seen as relevant in your field. But for Markus, in the end, it’s all about creating something that brings all the apps together and syncing data in one place.
The Sales Deep Dive
What are the sales habits that help you accelerate your sales?
I don’t do sales on a day‑to‑day basis anymore. I still speak to customers every day, but one thing that I think is universally helpful is staying curious, no matter what you do. It’s all about understanding the issue or the problem that the person has and then picking that piece of information and turning your narrative to match that.
What are some of the tech tools you use to accelerate your sales?
What accelerates our sales is data and data enrichment. To give you an example, we do some cold outreach, and then our process there is to try to find users who already use an app that we integrate with. So example, Copper and Active Campaign. So we use BuiltWith to find all the companies that use specific software, and then we crafted personalized messages to reach out based on that.
What’s the best source of leads for your business?
Marketplaces. Our playbook is to get listed on marketplaces, train their support team, and get as many reviews as possible so that we can climb the ranks. And also communities. That’s where the education role comes into play. We try to go to as many groups as possible or forums around certain apps and help people up. We help them out, even if it’s not related to Outfunnel at all. And at one point, when the time is right, we can always bring our product out on the plate when it makes sense.
What is one action that someone can take to 10 X their sales today?
Remove data silos. And if I have to be less biased, I would say automate things, automate processes as much as possible. But don’t automate everything right away. Automated only after you’ve done it through a manual process because otherwise, you don’t know what to expect. We did a lot of things manually first, and if you do that, you will have full control of the system.
About Markus Leming
Markus is an ex-sales professional and now co-founder and head of product at Outfunnel.
He is on a journey to help SMBs unite sales and marketing data and make it actionable.
He is passionate about tech, racquet sports, cryptos, EVs, and tacos (yes, tacos).