Introduction
You have a solid CRM system—complete with account names, industry verticals, contacts, email addresses, phone numbers, job titles, and more. Many of the contacts are also part of your mailing lists. Your sales team diligently attempts to uncover opportunities within this data set. But how successful are they at it?
Well, crafting a GTM basis a static data source can be extremely difficult.
In our experience working with customers, we have seen common pain points - they admitted that their CRM systems were not ‘current.’ People have moved on to dissimilar roles or organizations, resulting in a high volume of bounced emails. Validating emails is another frequent struggle, and when emails are successfully delivered, generic messaging often hampers marketing efforts.
Understanding the problem with CRMs
CRMs have traditionally been a system of record. While they capture valuable details about leads and customers, this recorded data often sits fragmented and un-optimized. Without the right tools, CRM data remains siloed, underutilized, and lacks real-time insights, leading to inefficient and generic outreach efforts. Furthermore, many businesses find it difficult to enrich their CRM data, which is crucial for staying relevant and personalizing communication. This can result in:
- Outdated or Incomplete Customer Profiles: Stale or inaccurate data that does not reflect the customer’s current needs or position in the buying journey.
- Missed Opportunities for Personalization: The absence of rich, contextual information makes outreach efforts feel generic, failing to resonate with target personas.
- Siloed Data: Fragmented data between CRM, email interactions, and other touchpoints leads to a disconnected understanding of prospects and customers.
So how would you solve this? One option is manual research and analysis, but that can be time-consuming and prone to errors with version controls. Another option is to use multiple data providers, but this can be costly and pose integration challenges.
How Tapistro brings in value
Tapistro works directly with your CRM to add missing inputs to data, by working with different providers, all made possible with AI. This way we obviate manual efforts and remove integration requirements across different tools.
What you get then is an amalgamation of all sorts of data – be it static structured data like contact details, industry, size, and revenue etc. or dynamic unstructured data like intent, job changes, news-based triggers, review ratings and what not.
Once your teams have enriched data, the CRM stands transformed – offering a clear picture of who to target and how. For example, say you are a bank targeting B2B loans. Now it would be helpful for you to understand which organizations raised funding, or bought new machinery, or set up a new facility. Your intuitive sales intelligence is mirrored within the Tapistro platform.
Moreover, Tapistro’s flexibility allows for various permutations of data inputs, tailored to your GTM strategy. For example, if you want to target companies based on revenue or expand outreach to include different industry verticals, all of this is possible within the platform.
We have seen organizations use Tapistro to brainstorm their ideal top-of-the-funnel volume and iterate over different geographies.
Building a continually optimized CRM
1. Real-Time Data Enrichment
We have observed dramatic improvements with continuous enrichment cycles, where Tapistro works with third-party data points to ensure your CRM is always updated with fresh insights. For instance, tracking job changes or promotions within a target account can automatically update your CRM, triggering timely and relevant outreach. This eliminates the need for your SDRs to do manual data entry and keeps your customer database fresh and ready for engagement.
2. Unified View of Customer Interactions
Tapistro works with a wide set of data providers, with an ability to unify fragmented customer data from multiple channels into a single, comprehensive view. This seamless integration provides a 360-degree, yet dynamic view of customer behavior. This helps you gain deep insights into customer preferences and tailor their messaging accordingly. For example, a prospect who interacted with your email campaign last week but did not engage might receive a personalized follow-up based on their interests or previous engagement patterns.
3. Automating Personalized Outreach
Imagine automating follow-up emails that are not only timely but also personalized to each lead’s journey. Tapistro can detect that a prospect recently engaged with specific content on your website, the next outreach can be focused on that interest, improving the chances of conversion.
4. AI-Powered Lead Scoring
Beyond basic data enrichment, Tapistro can help assign lead scores based on real-time engagement, helping you prioritize high-value prospects and ensuring that your sales teams focus their efforts where it matters most. The platform’s ability to continually update and refine lead scores as new data flows into the CRM allows for more dynamic and accurate prioritization. This leads to faster follow-ups with prospects who are more likely to convert.
Conclusion: Be relevant with Tapistro
In a data-first world, having access to real-time, enriched customer insights is crucial for driving personalized, relevant, and timely engagement. By automating CRM and email data enrichment, Tapistro powers you to go beyond basic customer records and unlock deep insights that can transform engagement strategies. This can help you map entire buying groups, orchestrate engagement across multiple personas, and automate follow-up strategies based on customer behavior.
If your business is looking to improve engagement, maximize CRM efficiency, and drive better outcomes, Tapistro’s AI-powered solutions are here to help.
Image credits: Customer Data Platform Stock photos by Vecteezy
