RB2B's integration with Salesforce CRM offers a range of customizable settings, enabling you to control when and how RB2B creates new contacts or companies in your Salesforce database. These settings allow you to align RB2B’s capabilities with your sales or marketing strategy, whether you adopt a Signal-First or TAM-First (Total Addressable Market) approach.
By configuring these options, you ensure that your CRM remains organized and focused on high-priority leads, while eliminating unnecessary data clutter. Below, we’ll outline the key company and contact settings available in the RB2B Salesforce CRM integration and explore their use cases to help you determine the best configuration for your needs.
Salesforce Settings
RB2B provides flexible options for how identified individuals are managed in Salesforce, ensuring that new data is categorized efficiently while maintaining CRM integrity. Below are two key settings that control how new Contacts and Leads are created based on their association with existing Accounts.
Setting: When an individual is identified who belongs to a known Account but does not exist as a Contact in the CRM, what happens?
Scenario: If RB2B identifies an individual who belongs to an existing Account in Salesforce but does not yet exist as a Contact in your CRM, you can determine how to process this information.
Available Options:
Create as a New Contact (Recommended)
A new Contact record is created and automatically linked to the existing Account.
This ensures that all potential stakeholders from an organization are captured within the Account record, allowing for more comprehensive relationship management.
Use Case: This is particularly useful when RB2B identifies decision-makers or influencers within a known company who haven’t been previously recorded, enabling sales teams to expand their outreach within key accounts.
Ignore
The identified individual is not added to Salesforce, and no new Contact record is created.
Use Case: This option is useful if you only want to track individuals already present in your CRM and prefer manual vetting before adding new Contacts.
Setting: When an individual is identifies who doesn't belong to a CRM Account or doesn't have a company, what happens?
Scenario: If RB2B identifies an individual who does not belong to an existing Salesforce Account or whose company information is missing, you have the following options:
Available Options:
Create as a New Contact and Account (if applicable)
If the individual’s company information is available, a new Salesforce Account is created alongside the Contact.
If no company details are available, the Contact is created under a placeholder Account or remains unlinked.
Use Case: This is helpful when expanding your CRM with new companies and their key representatives, ensuring no potential leads are lost due to missing Account records.
Create as a New Lead (Recommended)
A new Lead record is created instead of a Contact and Account.
This option follows a standard lead qualification process, allowing your sales team to determine whether to convert the Lead into an Account and Contact later.
Use Case: This approach is ideal for early-stage prospects or unidentified visitors who may not yet be ready for direct sales engagement. It keeps your Contacts list clean while still allowing follow-up and nurturing.
Ignore
No new record is created, and the individual is not added to Salesforce.
Use Case: This is useful if you prefer to focus only on known businesses and contacts, avoiding unnecessary records for incomplete or low-quality data.
Best Practices for Configuring These Settings
When adjusting your RB2B-Salesforce integration settings, consider the following:
Align With Your Strategy: If your goal is to expand your lead pool and prospect broadly, leaving these settings “on” is advantageous. However, if your priority is to focus on specific accounts or minimize data clutter, toggling certain settings “off” may be better suited for your needs.
Review Data Quality Regularly: Regardless of your settings, it’s important to periodically review the data RB2B generates in your Salesforce CRM. This ensures you maintain high-quality records while identifying opportunities for deeper engagement with key leads or accounts.
Leverage Contact and Company Data: Use RB2B’s insights to create targeted workflows, personalized marketing campaigns, or detailed sales reports in HubSpot. Enriching your CRM with actionable insights can significantly enhance the efficiency of your marketing and sales efforts.
Test and Refine Settings Over Time: Your business needs may change, so it’s important to revisit and tweak these settings to ensure they continue to align with your objectives.
By customizing these settings, RB2B’s Salesforce CRM integration can become a powerful tool to help you identify, enrich, and engage with the most valuable leads for your business. Proper configuration ensures that your CRM reflects your strategic priorities, helping you stay organized and focused on high-impact opportunities.