Why we like Pipedrive CRM and how we use it: 10 Integrations that have worked for us.

1.- Obsession with data quality and not with technology => How to pamper and structure sales data

With quality data, more sales are achieved in less time.

Although Pipedrive has an automation module that helps reduce tedious tasks such as tagging and segmenting information, saving considerable time, in our case we integrated Insycle (alternatives such as Dedupely exist) to further optimize data management. Below, we highlight some key aspects of our implementation:

• Duplication Rules and Contact Assignment We have established automatic rules to identify and eliminate duplicate contacts and assign them correctly to their respective organizations.

• Data Transformation: due to the disorderly entry of leads and contacts, in many cases with poorly formatted fields, we have developed a system that allows to merge and assign data automatically to standardize them in an efficient way.

• Weekly Crawling On a weekly basis we perform a database crawl to ensure that the configuration rules are applied consistently and accurately.
• Tracking with Dashboard We monitor changes and database cleanup through a weekly dashboard, allowing exhaustive quality control.

In many SMEs, there is no dedicated database manager, nor is there any investment in processes or tools to ensure minimum quality control. This lack of structure impedes progress in commercial digitization, since data, which is the core of any sales strategy, does not have a solid or structured basis. This problem is, in many cases, something that no one wants to take on.

Below is an example of the state of the database before implementing our quality policy:

Without proper data standardization, it is not possible to apply effective rules, filters, customizations or automations. Data is the raw material of sales, and it must be well structured. It is essential to have an internal process that guarantees its continuous maintenance. With these applications we have managed to integrate silos of 300,000 customer databases with different formats and structures into a single database for use in the CRM.

2.- Integrate own data (first party data) as ERP in Pipedrive

We use Holded as an ERP for SMEs. And we have an integration system that allows us to connect on demand with any other system that has Apis, Webhooks or any other data exchange system through Make.

This taxonomy explains very well the potential data to be integrated with your CRM

Taxonomy of first party data from Google translated by Imanta. We have integrated with Pipedrive Marketing data (Clarity, Google Analytics 4, Leadfeader, Ortto, Sales Navigator) ERP data, support data through Zendesk.

We are able to decide who can update the information and with what level of permissions by implementing a button panel in the user interface that allows data to be updated on demand. This is an important change as it greatly simplifies the integration of information. We have projects with surprising results on how to integrate information from our own systems as well as from platforms or third party applications.

App developed by Zimple (Imanta Partner) for external data integration. Each user can execute an update on demand based on a permission policy.

Integration can be of first party data or third party data. According to a recent Google study 90% of executives say that integrating first party data is critical, 30% are collecting data but only 1% know how to activate the data.

3.- Integration of sales data with Google Analytics 4 => The art of activating CRM data

We use the Pipedrive API to send Google Analytics 4 information through Google Tag Manager in order to capture the contact ID and send the data available in the CRM to Google. To do this we implemented a trick that consists of including the Pipedrive ID in all the web links that are impre at the end imanta.io/pipedrive/1234. When the user accesses the website, we perform a redirect to avoid a 404 page error and make a call to the API to print those fields in the Google tag manager datalayer and unify the ID with the Google user id and session id.

In this example we send to GA4 (and other tools) the user’s Ids from Pipedrive and from our CDP and Marketing Automation Ortto. The Pipedrive Api is used to send the information to GTM when the user clicks on a link.
This allows us to use the IDs as identifiers in GA4, making it easy to create audiences based on Pipedrive information for campaigns and user lists in various platforms, such as Google (without going through BigQuery) and other tools. In addition, we can store the user ID and session ID of each user, which allows us to later integrate them with the Pipedrive user ID. In this way, we can consolidate in Pipedrive the information about the initial source of capture of that user, as long as they have accepted the cookies. The unification of IDs is one of our top priorities. That’s why at Imanta we use Segment and Ortto as platforms to integrate all the information and events coming from the different tools and platforms we use.

Complexity matrix Vs outcome when it comes to enriching data and connecting business productivity applications that allow you to be much more effective. It’s been proven. Companies that integrate their data are more productive.

Using the information about what happens in the CRM and the sales process helps us to segment contacts and leads according to the criteria of the sales people. This information is impossible to capture online. It helps us to personalize campaigns with offline information.

Web visitors; Identify companies that visit your website (without contacting you) for prospecting in Pipedrive.

Pipedrive has a company identification module that uses Leadfeader as its data provider. This is one of the best databases in Europe and makes it possible to identify the organization’s information on 30% of desktop (non-mobile) traffic.

Thanks to the integration we are able to generate automations to know when a company visits our website and has an open offer in Pipedrive and assign a follow-up task or trigger a personalized email.

Example of Leadfeader integration in Pipedrive for the identification of companies visiting the Web.

Apart from the integration Leadfeader has other very interesting functionalities available in its platform that we also use, such as lists and company segments based on a list of filters (it integrates with GA4).

We use it to identify companies that are actively looking for a CRM by generating Google Ads campaigns.

The identification of companies is key for us as it gives us many clues to refine the profile of the company we are looking for as an ideal client, especially in paid and organic campaigns, which are the ones that require more investment.

Integration of Linkedin and Sales Navigator => the art of prospecting, automating and enriching information.

Thanks to the integration, we can generate leads and work with various tools and platforms, integrating and updating all the information in Pipedrive. There are numerous options available; we use Dux Soup Turbo and Surf, and we have tried Klenty and Apollo, although Lemlist is one of our favorites. These tools are designed for an integrated nurturing process that uses digital channels and outbound actions effectively. We complement it by using Just call as a digital call center.

Data integrated in Pipedrive from Sales Navigator via Dux Soup and Surf. Integration of Linkedin, email and Google Ads campaigns in an integrated way based on the information in Pipedrive. Information is updated 10 times every 24 hours.

By integrating these tools and processes, we have seen increases of up to 900% in lead generation thanks to automation and savings of 20-30 hours in time spent searching for customer information. As long as you have clear ideas of the ideal customer profile, connected automations and a minimum of background for Inbound campaigns. It is not plug & play. You have to do some preliminary work.

Example of a Linkedin campaign automation funnel integrated into Pipedrive. Campaigns are run from the Sales Navigator or Linkedin page using an extension.

This is the system where we define the campaigns and where contacts are tagged based on the actions that are executed. In this case it is a campaign to replicate a success case of how to integrate and enrich 300,000 customers in Pipedrive that come from a ticketing system called Clorian. We selected customers and accounts using Clorian to replicate the success story. We scanned their customer list from their site and searched for them in Sales Navigator to generate the lists. We also use it for branding campaigns to let them know that Pipedrive is the best CRM that integrates with Clorian.

Drip campaign planning in Sales Navigator. We manage recurring visits to the profile before launching the message or invitation. We look for the ideal profile within each account.

What’s really interesting is that the data is in Pipedrive and updates itself thanks to the integration with Sales Navigator. The tags that define the status of the campaign and link grades with the contact. Based on this information, automations are triggered to follow the planning of the campaign. This allows us to work with a much larger number of campaigns and users. And it all resides in Pipedrive. Not in third-party tools.

The tags are updated based on whether the prospect interacts with our campaigns.

6.- Marketing automation integration ⇒ The art of personalization.

Although Pipedrive has an automation module and an email marketing tool thanks to the acquisition of Mailigen in June 2021, we prefer to use Ortto (formerly Autopilot) as a complementary tool. This choice allows us to connect other tools we use and create more complete playbooks and journeys, incorporating additional information that is not available in Pipedrive.

Example of campaign options based on the aggregation of data from different sources such as Pipedrive, Zendesk or Hippo Video.

For simpler scenarios Pipedrive Campaigns + Pipedrive Automations is more than enough and for more advanced ones like in our case we use Ortto (although there are a variety of tools that connect with Pipedrive like Hubspot or Outfunnel).

7.- Use of video in the sales process: The art of integrating it effectively

We use and integrate Hippo Video, a platform that integrates with Pipedrive and allows us to use video throughout the sales process and personalize it based on Pipedrive data with messages within the video.

Customization options, along with dynamic company contact fields.

Detailed interaction reports based on Video type

Detailed statistics and interactions. We take this data to the CDP so that we can include it in the user’s record.

Use of Ids to have data at user level. In this case we can see if a prospect on offer consumes our content or commercial proposals. If he/she has spent time and to which part of the content. We use it for prospecting and for closing offers to define very well the scope and be sure that they have understood the project. Or that they have spent the necessary time before starting a project.

Customized view per user. Dragging the user ID allows us to use the tools we like the most or the ones we can afford, but we have all the events unified regardless of the tool.

8.- Integration of Just Call, a call center with Voice IP

We have Just call integrated with Pipedrive and Zendesk, as a virtual PBX, and for call management of the sales team. It has a great platform sized to work with sales teams and a host of features (now with AI) for traditional sales teams.

Integrating a virtual PBX and IP voice system has totally changed the way we operate commercially. We pay for more services and better information. It has been a brutal change that we are still assimilating since it is used even in cell phones and desktop applications. Anything that doesn’t go through Just Call doesn’t exist for us.

Just call window integrated with Pipedrive

Workspace where the outbound call campaigns are planned.

9.- Integration of a CDP or Customer data Platform

The mistake in many cases is to use CRM as a data platform. That is, wanting to have all the information, when it only makes sense to have the information that contributes to the sales process. This is why data platforms exist. Pipedrive sends information from key events to collect the activity of a database record. We use Segment y(a we are partners) and Ortto as a marketing automation tool (formerly Autopilot) where it now incorporates different data sources. Ortto integrates natively with Pipedrive and Zendesk so we don’t have to do any implementation.

In this case it is Pipedrive that enriches the CDP information so that it can integrate it with the rest of the data silos and trigger campaigns and reports based on aggregated information.

Data sources are collected from each connected tool, activities such as events performed by users and contact scoring is calculated based on these activities and sources.

The addition of a CDP is already a good sign as it demonstrates a sensitivity to the collection of customer interaction data. Even if you don’t quite know what to do with it.

10.- Customer service integration: know the incidences in Pipedrive

We use Zendesk as a ticketing support system. Zendesk is a well-known tool for its ease of use and native integration with Pipedrive. It works really well and allows us to monitor incidents within Pipedrive.

Native Pipedrive integration with Zendesk

Using a ticketing system and integrating it with Pipedrive gives us a view of what has happened with the customer at the account and user level without the need to change applications. Using both tools has been a good idea and they are very affordable in terms of cost.

Two main conclusions

1. Companies that integrate their data into their CRM are more profitable.

There are countless studies to back this up. *Companies that use customer data manage to multiply their revenues by 2.9 times and reduce costs by 1.5 times. They also increase customer lifetime loyalty (Customer Live Value – CLV).

2. Companies that integrate productivity apps with Pipedrive prospect more, in less time and close more opportunities.

Sales teams that integrate Pipedrive with business productivity apps are simply more profitable and agile.There are 45,000 companies out of the 100,000 that are Pipedrive customers that use the market place integrations. On average, a company uses 4 apps daily.

List of applications discussed in this article

Pipedrive is the easiest CRM for SMBs to use.
We make it powerful.
Although 100,000 companies worldwide use Pipedrive, very few know how to leverage it like we do.

Imanta is a certified Pipedrive partner since 2018.

Contact if you want to evaluate Pipedrive for your company

Whats up in our email hola@imanta.io or in our web site