5 Major Benefits You Get From Using Outfunnel

Mar 31, 2020

Last updated: February 10, 2022

In a nutshell, Outfunnel connects your sales and marketing data. This may not be a very exciting thing for many businesses, but it’s hugely beneficial for organizations where sales and marketing need to work together.

The good news? Connecting marketing data with your CRM (Pipedrive, Salesforce, Copper, Airtable and HubSpot CRM) is super easy with Outfunnel.

5 benefits to look forward to when using Outfunnel

1. Increase productivity by removing the need to export-import sales and marketing contact lists

  • Keep your sales and marketing contact lists in sync 24/7 – save time and never export-import .csv files again.

2. Automatically share marketing data with sales, so they can sell smarter

  • Record marketing engagement data (email opens, clicks, unsubscribes, etc.) in your CRM, so sales has full context and can sell smarter. Use Outfunnel to connect your marketing automation tool with your CRM or use our own simple email campaigns tool to get started.
  • Record scheduled meetings in your CRM, if you use Calendly as your scheduling tool.

3. Surface sales-ready leads with Web tracking and Lead scoring

  • Use Web tracking to see which pages and pieces of content your leads visit on your website.
  • Build lists of qualified opportunities with Lead scoring, or by building call lists of people who clicked or opened a particular email, or visited your website.

4. Generate new leads and opportunities

  • Capture new leads from your website, lead ads and scheduled Calendly meetings, and have the right information appear in your CRM.

5. Get insights on what drives revenue

  • See which channels and pages lead to new deals and actual sales revenue.
  • Automatically capture lead source data in your CRM.
  • See which email marketing campaigns drive new deals and revenue.

All of these steps take minutes to set up, and help drive results almost immediately.


Connect your sales and marketing contact lists – save time and never import-export a .csv file again

Often, when you’re setting up a marketing campaign, there’s a bit of last-minute scrambling to extract the list.

For example, you may want to…

  • Add recently joined customers;
  • Exclude people that you’ve parted ways with;
  • Exclude very VIP customers that Account Managers keep up-to-date;
  • Be sure to remove people that have unsubscribed from your marketing emails.

With Outfunnel you can define such lists in your CRM once and then forget about the need to ever extract another list. Your campaigns will run based on data changes in the CRM.

All you need to do is define recipients for your marketing campaign in the CRM and use Outfunnel’s App connector to keep these in sync with lists in your marketing automation tool. (See which CRMs and marketing tools Outfunnel currently works with.)

pipedrive and activecampaign connection
Example of a CRM-marketing tool connection: Pipedrive-ActiveCampaign integration

Once this is done, any new people that start matching the relevant segment in your CRM will be added to your email marketing tool’s lists or audiences, along with key fields. And you can then either send regular campaigns to an always-up-to-date list or trigger automated campaigns.

You can also get started with marketing automation by sending automated emails to your CRM lists with Outfunnel’s own simple email campaigns tool. It’s near-ideal for basic, conversational emails, but if you want to use advanced design templates or features like split testing, we’d recommend using a full-blown email marketing suite like Mailchimp, Sendinblue, HubSpot Marketing Hub or ActiveCampaign.

automated email marketing power features

If you’d like a more thorough walkthrough, check out our guide on using our single email feature or our email sequences tool.


Record marketing engagement data in your CRM, so sales has full context and can sell smarter

As a salesperson, wouldn’t it be great to see which emails people that I want to speak to have received, opened, and clicked?

With Outfunnel you can have all email engagement data (opens, clicks, unsubscribes, etc,) recorded in your CRM. In this way, your salespeople have full context of the leads.

This works regardless of whether you use our App connector and marketing tools like Mailchimp and ActiveCampaign, or our own email tool for your automated email marketing.

The best part? Setup takes just minutes. All you need to do is set up an app connection between your CRM and email tool, and configure how you want email engagement to be recorded. For example, you can:

  • Have a custom activity “Campaign sent”, “Campaign opened” or “Campaign clicked” recorded in your CRM when people engage with emails. 
  • Have unsubscribes and even bounces recorded in your CRM, so you can plan follow-up activities.

Whenever emails get sent out, all the engagement will be visible in your CRM.

see email engagement data in your CRM
Example of email engagement recorded in HubSpot CRM. This works equally well with Copper, Airtable and Pipedrive. (Coming soon for Salesforce users!)

If you choose to send marketing emails with Outfunnel’s own simple email campaigns tool, all email engagement gets recorded in the CRM the same way.

Record scheduled meetings in your CRM automatically

If you use Calendly to schedule meetings with prospects and customers, then you’ll definitely want to integrate Calendly and your CRM via Outfunnel.

This connection will sync new contacts from scheduled meetings to your CRM automatically—this will save you time by eliminating manual data entry.

Additionally, all meetings get recorded for contacts in the CRM, so your team has a full overview of upcoming and past meetings.

calendly meeting recorded in pipedrive

As with all our app connections, you can set up the integration in minutes, no coding skills are required.


Use web tracking to see which pages and content your leads visit on your website

Our Website visitor tracking feature, or simply Web tracking as we call it, shows you which of your leads are visiting your website, and which pages of your website. This way you’ll know who appears more interested in your products and services, more ready to buy.

outfunnel web tracking visitor feed

You can have this information automatically synced to contacts in your CRM. Here’s how:

Step 1: Add the Outfunnel web tracking code to your site.

Step 2: Outfunnel will identify web visitors from form fills or from clicks in your email campaigns. See the list of supported forms and more detailed instructions on our support site.

Step 3. Record web visits in your CRM. Go to Outfunnel > Web > Engagement recording to customize this.

Build lists of qualified opportunities with Lead scoring, or by targeting people who took a particular action

Smart salespeople find ways to qualify leads even before having a conversation, and email clicks or website visits are great proxies.

outfunnel lead scoring

This is where Lead scoring comes in handy. Our Lead scoring feature auto-calculates a score for each contact based on how they’ve engaged with your emails and what they’ve done on your site. This score is of course then recorded in your CRM.

Read how to set up and use our Lead scoring feature

Alternatively, if you’ve configured Outfunnel to record email opens/ clicks or website visits as Custom activity in your CRM, you can later use its segmenting/filtering functionality to build call lists.

Simply navigate to the Activities tab in your CRM, define the date range, and choose either “Campaign Opened”, “Campaign Clicked” or “Website visit” as the activity to be filtered.

Bonus tip: if you’d like to take this a step further you could also use the workflow automation feature in your CRM to create a new follow-up activity upon on a specific page visit. For example, you can trigger the automation to create a new “Call” activity when a lead visits your “pricing” page.


Capture new leads and have the right information appear in your CRM automatically

Among other marketing tool integrations, we’ve made it easy to connect your web forms and lead ads with your CRM, along with custom fields. So, you can use our App connector to set up the lead capture integration with your CRM. Learn more:

If you’re using Gravity Forms, Mailchimp forms or custom forms, Outfunnel will automatically add new form fills to your CRM once you have configured Web tracking. See the instructions for setting up web visitor tracking.


Understand which channels and content pieces lead to sales revenue

Wouldn’t it be nice to know which traffic sources, pieces of content and email campaigns lead to most won business, or highest-converting opportunities?

You can see this data with our reporting features. Our channel report shows an aggregate view of contacts that web tracking has identified, split by traffic source. Find it under Web > Channel report.

And if you’ve connected a CRM, the report also shows you new deals/opportunities that have been created and won for every channel, as well as the conversion rate.

web tracking channel report

Automatically capture lead source data in your CRM

If you’re using our Web tracking functionality, Outfunnel will automatically record source and medium data of that contact’s first visit in your CRM. This way you can use lead source data in the built-in reports of your CRM, or export it for further analysis in your favorite neighbourhood spreadsheet or BI tool.

pipedrive contact source medium
Example of source / medium data in Pipedrive, captured by Outfunnel. Works just as well with Salesforce, HubSpot CRM, Airtable and Copper.

See which email marketing campaigns drive new deals and revenue

Likewise, wouldn’t it be useful to know how many deals and how much revenue each of your email campaigns helped generate?

If you’re using Outfunnel’s own email campaigns, you can see such data in Outfunnel’s email conversion report. 

outfunnel email conversion report

The email conversion report shows you how many new deals were created and won from the recipients of the campaign. This report is split by those who did nothing, opened the campaign, clicked the campaign and replied to the campaign.

Read more about the channel and conversion reports.

Ready to connect your sales and marketing data?

All of the above features are quick to set up and should save you quite a bit of money, compared to buying a monolithic large tool that does a little bit of everything.

Here’s to hours saved and additional leads generated!

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