Brendon Ritz - Marketing Operations Lead
Integrated lead enrichment sources with CRM to enrich 650,000 global opportunities
Checks website ranking in Clearbit weekly and updates Salesforce as needed
Updates Salesforce with data from BuiltWith on over 200 different attributes
Its suite of high-performance tools works across devices, helping businesses attract, convert, and grow their customer base. The company is home to the world’s largest opt-in advertiser data co-op, the IntentMap™ with over 1.2 billion digital profiles. AdRoll’s goal is to build the most powerful marketing platform through performance, usability, and openness.
Like many B2B companies, AdRoll relies on Salesforce, its customer relationship management system, to track and manage sales opportunities. However, how AdRoll uses some of the fields within Salesforce is unique. Brendon Ritz, marketing operations lead at AdRoll, explains: “We use the opportunities object in Salesforce as an account object and that lets us track ‘advertisable’ web properties as individual opportunities.” AdRoll then uses the Salesforce account field to denote the company that owns the web property.
Adapting Salesforce fields for customized uses can present a major challenge when integrating Salesforce with other systems. “The overall rank of a website is integral to how our company operates,” says Ritz. “Because our sales teams are organized by this rank, we need to enrich every opportunity in Salesforce with this information and keep it updated as rankings change.”
While a standard integration is available between Clearbit, the company that AdRoll uses to provide the website rank and other enrichment data, and Salesforce, that integration couldn’t support AdRoll because of how the company uses the opportunity field. AdRoll needed an easy, fast way to accurately refresh the website rank for approximately 650,000 Salesforce opportunities on a weekly basis.
Based on a referral from Clearbit, AdRoll turned to Tray.io to help it solve its integration problem. Tray is an API integration platform that uses no-code configuration to empower business people to integrate and automate processes.
Tray helped Ritz create the integration, then test and deploy it. The result is a flow within Tray that runs each weekend and checks every opportunity website in the Salesforce database against the Clearbit database, refreshing and enriching the data if needed.
With the website rank problem solved, Ritz quickly identified the next use case for Tray: updating analysis data on other website attributes in Salesforce. “We can correlate these attributes with the propensity to convert,” says Ritz. “The data we use for this comes from BuiltWith, which analyzes website source code to identify various website characteristics.”
AdRoll previously used custom code to take data from BuiltWith and put it into Salesforce, but the code didn’t include the logic needed to identify and remove attributes that were no longer being used. This led to out-of-date information in AdRoll’s Salesforce opportunity records and, consequently, unhappy sales teams. Ritz used Tray to rapidly create an integration between BuiltWith and Salesforce that correctly refreshes the data and removes it when attributes are no longer being used.
Today, the 200 strong sales and marketing organization has the data it needs to target top opportunities with the greatest propensity to convert, based on website rank and attribute data. “We used to get a lot of complaints that sales and marketing didn’t have the data they needed to succeed,” says Ritz. “We don’t hear that anymore.”
With the two integrations to date, Tray manages five million pieces of data for AdRoll each week. Ritz knows that he can easily increase the volume and type of data he’s automating and integrating with Tray. “We used to track only a handful of attributes, and now we’re tracking upwards of 240,”says Ritz. “That’s because adding a new attribute to track is so easy with Tray.”
Tray helps Ritz and the rest of the revenue operations group make sales and marketing processes run as efficiently as possible and deliver everything needed to maximize revenue opportunities. “Tray is the most powerful and flexible process management tool out there,” says Ritz. “Any time you have a use case where two systems need to talk to each other, Tray is ideal."