Integrating ABM Tools with Your SaaS Tech Stack: The Power of Seamless Data

All your existing SaaS tech stack must work without a hitch to win campaigns in ABM. Whether it is your CRM (Salesforce, HubSpot), for example, marketing automation platform (Marketo, Pardot), or analytics tools, integration ensures free data flow between platforms. This integration ensures there are no silos for data and helps ensure the right real-time access is given to the right insights by teams to drive campaigns in ABM.
Why It Matters: Data silos are a major inhibitor/challenge to scaling ABM efforts. Teams can’t coordinate effectively cross-departmentally without a single source of truth. Tools like Demandbase are deeply integrated with leading CRMs, which enables a cohesive strategy from lead generation through the deal close.
Case Study: Zendesk and Salesforce Integration with Terminus

The best part is that Zendesk, being a SaaS company, utilized Salesforce as its CRM; with the integration of Terminus into their business, they were able to achieve real-time account intelligence and tracking across their pipeline. It helped make the sales and marketing teams work in harmony, thereby reducing the sales cycle time by 30%.