A few weeks ago, in the article What is the benefit of synchronizing your automation software and your CRM? we explained that CRM and Marketing Automation had to work hand in hand more than ever. That works out well because today, we are pleased to welcome Loïc Deo Van, CEO and founder of the start-up EverReady.
EverReady is a fairly amazing solution that automatically updates the CRM without users having to do anything at all. You see where we’re going with this? Interview.
Hello Loïc, what is the origin story of EverReady?
91% of companies with more than 10 employees use a CRM solution. Unfortunately, most of them suffer from a user adoption problem: lack of time, process complexity, lack of motivation… As a result, only 20% of activities and contacts are entered into the CRM. The rest lies dormant in sales reps’ inboxes, calendars, and even phones. This represents a colossal loss of opportunity for sales and marketing departments.
Sales reps are freed from data entry constraints, managers have the guarantee of an up-to-date and complete CRM, and marketing teams capitalize on sales data for their campaigns. It’s a win-win-win situation!
What are EverReady’s main features
Companies choose to invest in a CRM for two reasons: to centralize contacts and keep a history of all actions taken. Only by having this data can they fully benefit from the power of their CRM and, by extension, their marketing automation. That is what we strive to do. Specifically, here are our main features:
1/ Contact database enrichment: Every time a sales rep receives an email from a client or prospect, EverReady analyzes the signature and instantly creates the contact in the CRM or enriches it with missing information if it already exists.
Our “Flashback” goes further by analyzing the history of team mailboxes for up to 24 months in order to recover contacts. It is a particularly appreciated feature for limiting the risk of information loss when an employee leaves. Companies do not realize the quantity and quality of information they have in their inboxes.
Companies therefore have full contact traceability and are compliant with the GDPR.
2/ Synchronization of emails, meetings and phone calls: No more need to manually log an activity: EverReady synchronizes every action carried out on contacts and leads and allows you to identify all touchpoints throughout the customer relationship, whether before or after the purchase.
We also offer a keyword filtering system to synchronize only interactions that add business value and thus avoid unnecessarily overloading the CRM.
3/ Meeting scoring: EverReady drew inspiration from B2C practices to make it easier to feed meeting reports back into the CRM. Like with Uber, after each meeting, users automatically receive a notification allowing them to rate and comment on the quality of the meeting in 1 minute. All reports are written in the same way and are easier for managers and marketing departments to use.
And from an operational standpoint, how does EverReady help optimize marketing automation campaigns?
Like B2C, B2B marketing must rely on highly qualified data to deliver a personalized customer experience throughout the buying journey. By capturing sales data at the source, we provide marketing departments with many business insights in their CRM.
Here are 3 operational use cases:
- Increasing the addressable market. Thanks to EverReady, contact databases gain in both quantity and quality. No business contact escapes marketing actions anymore. Marketing automation campaigns are more effective and fully play their role in supporting sales actions.
- New triggers. EverReady instantly brings up all sales touchpoints with leads, contacts and opportunities (email, meetings, calls…). All of these insights contribute to the personalization of marketing automation scenarios. For example, marketing can detect when the sales rep’s level of engagement is low and step in to provide support through the sending of white papers, invitations to webinars, etc.
- Last but not least, we will soon launch a new feature that detects contacts who have left the company. Very useful for improving deliverability rates.
Finally, which CRMs are compatible with EverReady?
EverReady is a plug & play solution already connected to the main CRMs on the market that have APIs.
