There’s little doubt that corporations should turn into extra data-driven to remain related out there. Nonetheless, in actuality, that knowledge sits in silos whereas the info workforce and advertising and marketing or gross sales groups hardly ever talk. Due to this fact, corporations should bridge the hole between these departments by enabling groups to entry and use knowledge of their most well-liked instruments.
On this episode of Gross sales Hacker, we welcome Kashish Gupta, the co-founder and co-CEO of Hightouch, a easy instrument enabling companies to switch buyer knowledge from warehouses to their instruments of selection.
Kashish discusses the mission and imaginative and prescient of his firm and why they determined to be an inbound-driven enterprise, at the least on the early stage. He additionally shares his tackle AI and whether or not groups, particularly gross sales groups, ought to use instruments like ChatGPT. Lastly, Kashish explains how his groups use Hightouch internally and the gross sales workforce’s function as consultants in offering worth, constructing belief, and sustaining long-term buyer relationships.
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💡 Identify: Kashish Gupta
💡 What he does: Kashish is the co-founder and co-CEO of Hightouch.
💡 Firm: Hightouch
💡 Noteworthy: Alongside together with his workforce, Kashish is on a mission to assist companies switch buyer knowledge simply from their knowledge warehouses to their chosen instruments.
💡 The place to search out Kashish: LinkedIn
Key Insights
⚡We need to bridge the hole between the info workforce and the gross sales/advertising and marketing workforce.
That’s why Hightouch is constructed to serve technical and non-technical customers equally. It additionally goals to allow clients to make use of knowledge of their most well-liked instruments and on their very own phrases. ”The largest factor for us is that individuals ought to stay the place they need. So knowledge folks like residing within the database, and gross sales of us like residing in Salesforce and Outreach. We don’t need to drive anybody to undertake a brand new UI they don’t like or don’t need to be in day-to-day. And so, the secret is knowledge entry; we name it knowledge activation. So getting that knowledge energetic within the palms of enterprise customers.”
⚡If you happen to present context and prepare it correctly, ChatGPT could be a invaluable ally.
We’re removed from reaching a consensus relating to using AI and instruments like ChatGPT in gross sales. Can we exchange folks, and as an alternative of asking a salesman to write down a chilly electronic mail, can ChatGPT do it? Kashish’s take relies on two faculties of thought. The primary is about sending the fitting message to the fitting buyer on the proper time. The second is about personalization and the way very important it nonetheless is. He believes AI may also help you on the draft stage, however you’ll all the time want a human to steer the instrument and polish the content material. ”ChatGPT is just not educated in your buyer knowledge. It’s educated on the broader web, but when I had been to offer it my buyer knowledge and say, Hey, right here’s the whole lot I find out about my clients. Take that as your context now. Assist me write some emails to assist me take into consideration timing. In actual fact, let me train you about timing. Then you definately begin educating ChatGPT about timing and when to succeed in out to a buyer versus not, and also you inform them, ‘Hey, these occasions signify worth for my buyer. These occasions signify a flip for my buyer.’ If you happen to construct the fitting context, I feel there’s an opportunity that this works.”
⚡Lengthy-term relationships vs. gross sales in any respect prices.
Hightouch nurtures a tradition of open, two-way communication between gross sales and product groups. As gross sales reps are speaking to clients instantly, they will study firsthand how customers really feel concerning the product, what they like and don’t like, and the way they imagine it might be improved. Such data is vital for engineers to use the modifications correctly. In such a constellation, Hightouch acts like an extension of its clients’ enterprise operations and allows them to take part within the product’s development. As well as, the gross sales workforce at Hightouch additionally offers consultancy to clients. Their enterprise philosophy is about delivering worth and constructing belief. ”Each name we’ve ever joined for Hightouch, it’s by no means been about, like, ‘Can we become profitable off of a sale?’ The one factor we take into consideration is can we assist this particular person? And if not, let’s cease promoting them our factor. Let’s assist them determine the right way to clear up their drawback. And each single a kind of relationships we construct in six to 12 months finally comes again and says, ‘Thanks for serving to me again then. I couldn’t use Hightouch again then as a result of I used to be nonetheless establishing my knowledge warehouse, however since you helped me try this, I belief you, and may you assist me with this subsequent factor?’”
Episode Highlights
Hightouch Helps You Switch Information Simply
”Hightouch is an easy instrument that will get knowledge from any database into any SaaS instrument. We companion with Outreach, and we’re a straightforward option to get knowledge out of your database into Outreach.
So of us will get customized details about their clients. What number of instances is that buyer logging? What merchandise are they clicking on the web site, and after they just lately logged in?
And utilizing that data in Outreach, they will personalize their outbound emails to their clients. And we companion with all of the completely different job instruments. So we companion with all of the CRMs (like Salesforce), and advertising and marketing and advert instruments, like Fb, Google, TikTok, and Snapchat.”
Utilizing Information to Upsell Intelligently
”For instance, you could not have a metric in your database that claims, ‘Inform me what product my buyer’s gonna use.’ However if you happen to did, you could possibly use that data to market or electronic mail the client about that and upsell them.
So a standard factor folks do with Hightouch is, ‘What knowledge can I take advantage of to upsell my buyer intelligently? Are you able to inform me once I ought to attain out to them and what I ought to inform them about with a purpose to upsell them?’”
How Hightouch Groups Use Their Product Internally
”We’re energy customers at Hightouch. So all of our onboarding emails are powered mechanically by Hightouch. Our billing is even automated by way of Hightouch. Our CRM is powered by Hightouch, and our outreach emails are powered by Hightouch.
So we’re an Outreach buyer. We use it for electronic mail automation. And virtually each single job instrument we use in our enterprise is powered by Hightouch, together with Intercom, Outreach, and Salesforce. And the cool factor is as a result of now we have customers that use our product earlier than they pay for it, we wanna see that for utilization.”
We Had been Very Intentional About Constructing an Inbound-Pushed Enterprise
”We couldn’t think about constructing a enterprise that may develop quick sufficient in any other case. After all, at a later stage, we would be capable of construct a enterprise that’s outbound, and we will nonetheless develop as rapidly. However you want lots of money to do this, to rent gross sales reps, outbound gross sales reps; there’s a lot extra course of you want in place to go outbound.
So our choice standards was, ‘Let’s construct one thing that individuals come to us asking us for.’ […] We created this time period referred to as Information Activation. And folks would come to us, they usually’ll be like, ‘Hey, I wanna activate my knowledge. I don’t have entry to my knowledge. Are you able to assist me get entry to my knowledge?’ And for technical customers, we created this time period referred to as Reverse ETL. It’s an odd time period, but it surely merely means getting knowledge out of your database. […]
That controversial sort of messaging caught, and folks remembered it. It was a method like, simply get folks to speak about this factor, be the primary on search engine optimisation for that factor. And that was our demand within the early days.”
A Surplus Mentality Results in Sustainable Development
”There are companies who solely have 100 clients they will go after, they usually do have concern about dropping these hundred clients as a result of that’s just like the market dimension.
With a enterprise like Hightouch, we’re fortunate as a result of, sooner or later, everybody desires to make use of knowledge for gross sales and advertising and marketing. It’s like a truism. So you realize that, sooner or later in time, you may shut each firm on the planet, so that you don’t must be frightened of dropping one or two accounts or attempting to promote them now versus later. So folks can deal with the long-term.”
