How Upfluence builds new GTM playbooks with Cargo
Morgane ParnotCargo is a game-changer for our lead generation processMorgane Parnot
The problem#
Manual tasks prevented testing new playbooks
“When building our outbound strategy from scratch, we heavily relied on Zapier to connect our tools. However, the process still involved numerous manual steps, consuming excessive time and lacking efficiency. We wanted our team to focus on tasks with higher value-added rather than spending time on activities that could easily be automated by a tool.”
Before Cargo, Upfluence's reliance on Zapier to integrate their sales and marketing tools created a constant need for a high amount of manual oversight.
Manual data verification and information transfer between tools like Google Sheets and Salesforce were time-consuming, hindering the testing of new lead generation strategies and scaling them.
The solution#
Upfluence used Cargo to automate repetitive lead generation tasks across different scenarios and tools, forming the backbone of their GTM motion and speeding up the ideation-to-activation cycle.
## Use case 1: Capturing Store Leads events
“Previously, I manually sourced leads, copied companies into Apollo, transferred results to a Google sheet, and checked them manually. Now, with Cargo, we connect tools and apply filters that check automatically.”
Store Leads is a great source of market intelligence to identify new e-commerce leads worth reaching out to, however managing this rapidly evolving database used to be a manual process at Upfluence.
As Cargo data models can ingest real-time events via webhooks, Upfluence automates the capture and enrichment of net new Shopify user domains detected by Storeleads, which triggers a workflow to enrich the data with Waterfall and Apollo.io, before and pushing them into email marketing sequences when CRM and email validation checks are passed.
Use case 2: Capturing website visitors
By integrating Cargo with Clearbit Reveal, Upfluence automated the activation of website visitors.
Before a visitor could be added to the CRM and a marketing sequence, the workflow uses a waterfall enrichment logic to ensure the completeness of data about the account is retrieved. Once the minimum amount of data is collected, a points-based scoring approach is used filter out low-value accounts.
A subsequent node is used to locate stakeholders with pertinent job titles, and in the right geographies to reach out to. The stakeholders' found are treated individually inside a group node to ensure that each contact posseses the minimum level of information required for outreach. Once these checks are complete, the contact is upserted to the CRM and added to a marketing sequence.
Use case 3: Leveraging Mixpanel data
“Cargo goes beyond automation; it also expands our lead generation possibilities. For instance, integrating Clearbit and Mixpanel were tasks we couldn't accomplish before. It's an added bonus that enhances our gtm capabilities.”
Many users Upfluence’s free plugin product. Filtering through the noise contained in this usage data, Upfluence uses this workflow to score certain users who exhibit high-potential behavious, such as multiple visits to some influencers' pages.
Successfully identified users, are added to outreach sequences in Instantly, which is natively integrated with Cargo. In this workflow, Uplfuence uses the system prompt and output formatting features built into Cargo's OpenAI integration, to generate small icebreakers that leverage the information digested from Mixpanel to increase the conversion rate of these users to a sales touchpoint.
The outcome#
“We're looking forward to automating our sales follow-up workflow with Cargo, especially for reconnecting with contacts after a few months. We’re going to keep growing with Cargo.”
80% saving in process maintenance time
Workflow automation with Cargo significantly cut down the time spent on redundant processes needed to keep the outbound engine running.
6 new playbooks tested per quarter
Utilizing previously untapped data across their various go-to-market (GTM) tools and capturing intent signals, Upfluence is able to double-down on high-return-on-investment lead generation workflows. This strategy augments the pool of leads available for the outbound teams to target.
Upfluence is a leading influencer marketing platform designed specifically for e-commerce brands. It assists companies in boosting online sales by establishing organic partnerships with influencers. Upfluence ensures a high return on investment for its extensive clientele of over 1,300 brands, making influencer marketing accessible, effective, and scalable.
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