In our last blog post, we took a look at the Outreach sales automation platform. In this post, we'll dive into what it takes to successfully integrate Outreach with Salesforce in order to set your business up for success right out of the gate!
During this setup, we recommend assigning an Integration User; this will be the person who connects your two systems together. Otherwise, you will have to communicate that the user who has connected to Salesforce will show up as the user who created activities and edited or modified the leads, contacts, and accounts.
As a best practice, if you go the Integration User route, label it as “Outreach Integration,” so you can clearly tell when a person has modified something or if it was the Outreach integration itself.
Integrating with Salesforce
To integrate your Outreach account with Salesforce, open Outreach and navigate to your User Avatar button in the bottom left corner, then open Settings. It’s important to note that the user must be an admin in Outreach to take this action. In the System Config menu, click “Plugins,” followed by “Add.” You should see options listed for Salesforce, Salesforce Sandbox, or Microsoft Dynamics. Select one and follow the prompts to integrate. If you are using the Integration User, you must have login access in order to use the Integration User to connect the two systems.
Now that the Plugin is authenticated and connected, let’s map the data.
First, click into the new connection. We’re going to align your Outreach settings with the data flow you mapped out earlier. You’ll have four primary options: Inbound Create, Inbound Update, Outbound Create, and Outbound Update. In order to avoid confusion, Inbound means that the data is coming inbound into Outreach. Conversely, Outbound means that the data is flowing from Outreach and updating your CRM.
Now, you’ve arrived at the Plugin main page for Types. Types are representative of each object. You’ll see some of the usual objects such as Prospect, Account and Opportunity.
Since we want your data to be inputted within Salesforce and pushed into Outreach, we want to de-select all options for actions like “outbound create”. As part of the integration, you’ll also want Outreach to update records in Salesforce so we’ll keep any actions like “Update Outbound.”
In order to make the updates, click into each type and you’ll be able to toggle the options on and off.
This capability can also be adjusted on the field level as well.
Navigate to the Fields tab and you’ll see a list of all of the standard mapped fields. On the right, you’ll see the checkboxes for In and Out. Checking either of these boxes will allow data to flow in and out of Outreach. This is also where you can map more fields if needed.
Once you’ve integrated your Salesforce instance, you can take your integration to the next level with Advanced Task Mapping. In order to access this feature, you must place a support ticket. In our experience, Outreach support has been exceptionally responsive and is usually able to turn around these requests quickly. Advanced Task Mapping allows you to push more granular data about calls, emails, or general tasks into Salesforce, including call duration, direction, disposition, and purpose. Without the three task objects, everything will be listed as an “activity,” and your data won’t be nearly as specific.
Logistics and Personnel
To activate users in Outreach, first login to your platform and click “Users.” When you can view the list of users, you’ll find a padlock icon on the right-hand side of your screen. For active users, this button will be grayed out. Simply click on the icon to lock a user.
To reset a password, click on the user’s name, then the three dots displayed on the right-hand side of the screen. Click “send cling/claim link.”
Automation in Outreach
Outreach’s answer to automating sales processes are “triggers,” tools similar to process builder or workflow rules in Salesforce. By adding triggers - actions that automate the movements between activities based on certain criteria being met - you can easily expedite these movements and ideally, close sales quicker. These triggers fit into “sequences”: workflows of sales activities and outreach efforts that can be repeated across users and contacts without starting from scratch.
Outreach’s triggers are customizable, to an extent. These devices are set up as “If, then” statements, meaning one action or criteria in the system will automatically set off the corresponding action. Outreach users can choose from a pre-set list of objects, as well as a pre-set list of triggering actions, to apply this automation. Search “Sample Triggers” in Outreach’s Knowledge Base to find a list of the most commonly used, highly effective triggers other Outreach users have leveraged, as well as a step-by-step guide to creating those triggers.These automations can be applied to sequences or in standalone actions. Outreach also features automated “rule sets” to automate the prospect’s stage changes based on sales activity metrics, like number of email bounces or meeting booked.
Sales reps can automate reminders, or even create a trigger to automatically send a pre-built follow-up to contacts and leads. Not only does this keep processes moving quickly, you’re also collecting a library of data on your sales processes each step of the way. How long does it take to hear back, on average? How many messages is too many? You can compare your sales activities with sales output and then adjust your approach for improved efficacy.
Let’s look at an example of automation in an Automated Marketing Hand-off use case. You can create a rule set that automatically imports net new leads established in Salesforce (or any CRM) to Outreach, then add a trigger to that action that automatically adds the newly imported prospect into a pre-selected sequence, which will begin generating emails based on pre-built messages you’ve created in Outreach and added to the sequence. In the end, you’ve created a process that automatically responds to new leads as they’re created, meaning you’re getting in touch with a potential client instantly without having to take any manual action.
Creating Content in Outreach
To create a sequence, click on the paper airplane icon on the left side of your navigation bar, then click the purple “+ Sequence” button, which will give you the option to choose to create one from scratch, or click “Blueprint” to choose from a long list of pre-built sequences — all of which have been created based on best practices and are data-proven to be effective.
If you choose to work from a Blueprint, you still have the option to customize those templates to fit your sales motions. Once your chosen sequence is open, hover over one of the steps and click the drop down option, and you’ll see options to edit, delete, or move the step.
The way you add contacts to your sequence will depend on your workflow setup or your sales reps’ click path. For Salesforce users, best practice is to begin by organizing a list of contacts you’re targeting within Salesforce first. Once the prospects are organized and selected, click the “Import to Outreach” button. If you’re importing one record at a time, open the individual contact or lead record and click the “Sync” button to transfer into Outreach.
Once your chosen contacts are synced in Outreach, a smaller screen will pop up within Outreach listing the imported prospects. To add them to a sequence, select the contact and click the “Sequence” button to see a list of existing Sequences. Select which one you’d like to add the contact to, and activate the Sequence by clicking “Start Tasks.” To remove a contact from a sequence, locate the contact record within the Outreach window and click “Stop Sequence.”
To test a campaign sequence, we recommend creating a contact email for yourself within your CRM, importing to Outreach, adding yourself to the Sequence you’d like to test, and clicking Start Tasks.
Setting Up Calling and Emailing
To make calls using Outreach’s Dialer, you have two options: users can either call through a direct phone line (an existing one or one they’ve purchased through Outreach), or call through their computer.
To use your mobile or office phone to make calls, each user must log in to Outreach and import the phone number they plan to use. In order to use this method, the Admin user must click “Enable Voice” instead of allowing the option for “Click to Dial” in their Admin settings screen.
You now have the option to either call through that direct line, or to call through the computer. For the latter option, it’s important to have a strong Internet connection (we recommend a wired connection over WiFi, as these are often more reliable). With this method, your call quality will be subject to your connectivity, and may not be ideal if your Internet is hosting multiple different devices in your office.
Syncing your existing email into Outreach is simple: when users are created in Outreach, a Setup Wizard will guide you through prompts to import from either Outlook or Gmail. To check the sync was successful, navigate in Outreach to “User,” then click the button displaying either your Avatar or initials in the bottom left corner. Click on Settings, then find Mailboxes in the You section, and confirm that the “Sent” and “Sync” boxes are green.
Need some help?
If all this setup has you feeling overwhelmed and strapped for time, that could mean it's time to find an integration partner to help you through this process. There's more to Outreach than what we covered here, and every business has its own specific requirements.
The Kicksaw team is well-versed in Outreach best practices, and we'd love to help you create the ideal Outreach setup for your team. If you want to know more or if you have any questions, just fill out the Contact Us form at the bottom of this page and we'll be in touch!