Private sector small businesses contribute over 40% of Canada's GDP, making small businesses too big to fail. As a member of the small business community, my cofounder Joana and I take great pride in seeing the personal impact Lane Four…
It’s getting harder and harder to generate inbound leads, which is why you need to track response times on your most important ones—inbound demo requests. We’ve been getting more and more requests from our clients to closely track the response…
Salesforce is incredibly powerful, but it wasn’t built with account-based marketing in mind. That’s why, when it comes to implementing ABM strategies in your organization, Salesforce’s out-of-the-box tools may not be enough. Here’s where Lane Four comes in: It’s the…
[In part 1 of this post, we reviewed why leads matter to your ABM strategy. Here, we’ll discuss a key problem with account-based marketing.] Scaling Your ABM Strategy Once our clients realize that the Lead object is essential for triaging…
In part 1 of this post, we’ll review why leads matter to your ABM strategy. In part 2, we’ll discuss a key problem with account-based marketing, and why using leads is the solution to this issue. So, why use…
We're working with a client to support an integration with a commercial application. I have recommended we create a custom web service supported by salesforce, but they asked a reasonable question: "Why couldn't we use the Salesforce API directly instead…
If you’ve ever had to re-assign a stack of leads within Salesforce, you know how difficult it can be without the right tool. Often, companies are forced to pull their records out of Salesforce, plug them into Excel, update their…
Account-based marketing (ABM) is a growing trend for a reason: sales teams see that it works. And while it might not be a totally new idea, it is being given new life as more organizations embrace its ability to bring…
Automated account-based marketing tools like LaneFour are essential to simplifying the matching process of marketing automation leads and sales accounts. When used correctly, this can empower sales-marketing alignment by giving both teams visibility into how leads are being assigned, as…
