Case Study

EM Marketing: Driving Salesforce Adoption and Improving Workflow

Back

Responding to Customers In Real-time

Salesforce is only as good as the data that is put into it. Combining the important conversations happening in Slack with the ability to update and access data from Salesforce brings together two business critical workflows that should be living in harmony.

To do this, organizations need to move beyond simply connecting their enterprise clouds together and calling it a day. This data also needs to meet these teams where they work, which requires that messaging apps and enterprise workflows be integrated around the way employees organize their work.

Woobot chatted with Jessaline Tuason, Community Manager and Justin Liszanckie, Development Manager of EM Marketing about how Woobot has affected their business. As a small but growing firm, EM Marketing implemented Woobot to improve their Slack experience – but an unexpected side-effect was that Woobot increased their Salesforce adoption as well – creating a better overall experience for their workers, and their customers.

What were some of the pain points in your process before getting Woobot deployed?

EM Marketing: Our major pain point started with trying to get people to use Salesforce. We have been a slow adopter, company-wide, in getting the relevant parties to buy into using Salesforce for business development and tracking. Then we had other people doing business with these long-winded conversations that were happening in Slack. We saw a lot of activity around conversations and channels, but a lack of structure lead to a freewheeling approach to leads and opportunities. There was no real systemic or consistent way for us to make sure everybody was on the same page. Because people were so into Slack, and kind of adverse to Salesforce, they just didn’t want to budge from the way they were working.

We became interested in Woobot because it was a helpful way to bridge that divide. We could tell people you don’t have to do everything in Salesforce. You can stay inside of Slack if that’s where you’re more comfortable. For the people who are more comfortable in Salesforce and less so in Slack, they didn’t have to give up one for the other. For us it ensures that everyone is informed no matter where they wanted to work.

It’s been almost a year since you’ve started using Woobot. Are you Slack-first now?

EM Marketing: I would say we were, and we still are, Slack-first. But as we’ve tried to integrate all these things together, the bigger problem was with people who were afraid or too lazy to invest the minimal amount of time to create records in Salesforce. As they’ve seen how Woobot helps integrate data in Slack, people have gotten more used to being Slack-first because the information they really care about is now within the important conversations happening in Slack.

Are there situations that you weren’t anticipating that have been a positive outcome of moving to this model?

EM MarketingWhen we first approached Woobot we were thinking Slack was going to be the place where people are going to enter information that needs to go into Salesforce. They were not even going to go into Salesforce. What ended up happening is that Woobot made Salesforce more approachable for our team. They realized how streamlined the information can become when it starts with Woobot, and how easy it is to update – whether that be an individual field on an account or an opportunity record. Now they actually go into Salesforce to flesh out some of the data to give more context to what we are doing. From last year to now, at our monthly team meetings, we’re incorporating a lot of the data we’ve been able to capture with Woobot to understand where we’ve been, and where we want to be going forward.

Some customers tell us 80% percent of what they need to do should be done in Slack, and for the other 20%, Salesforce can continue to be really good tool.

EM Marketing: Definitely. Since we’ve primarily been Slack-first and and many on our team do not have experience using Salesforce, I would say, we’re still Slack-first. But yes, usage of Salesforce has definitely increased over the last year. We’ve also doubled our team over the last year as well, and now almost every user we have on our team is both in Salesforce supported by the real-time data access and transparency that Woobot provides. Any time we have a new opportunity, like a new potential project, Woobot automatically funnels that notification into Slack. That way everybody on the team can see who this client is, what this potential project is, and who it’s assigned to.

Now everyone knows what the workload is and what the stage of each new project is. This level of communication alone has been a huge improvement in how we run the business.

How are you measuring the value of the Woobot?

EM Marketing: I can see the value that we are getting from it because it’s there every day. We have a dedicated channel for everyone who’s responsible for our business development efforts, and we are kept up-to-date when new opportunities come in or an opportunity moves to a different stage in the process, or a new lead comes in. It’s really easy to make sure everybody knows who is responsible for contacting that lead and getting that development process off the ground and running much faster than we used to.

Lead management has improved as well. Before, we didn’t have anyone monitoring leads in a dedicated way. We were often trying to figure out who the lead should go to as well – only to then emailed the person handling the lead to tell them to contact that lead. Now we’ve got all inbound leads going directly into Slack as those records are created. This allows us to get back to these leads same-day, which was not happening in the past.

On a day-to-day basis, things are a lot speedier. Clients now reply a lot more quickly than before, and we’re busier than we’ve been before. Of course, there are multiple reasons for that beyond Woobot, but without it, we would not be able to triage and move qualified leads down the pipeline as well as we do today.

Let our team wow you

Put your data to work where it can do the most good.