“Most sales and marketing teams want to be data-driven. They want to run ABM campaigns, apply modern lead scoring models, and automate many parts of the sales process. SalesOps and Marketing Ops professionals are there to facilitate all that, but there’s one common challenge they’re facing: CRM data is messy and outdated,” observed Vainu co-founder Mikko Honkanen. “With that struggle in mind, we thought it would be a good time to launch a new HubSpot connector at the same time that we’re launching Vainu Global…so that it’s easy for companies using HubSpot to get their CRM data cleaned, updated, and enriched.”
As companies are being matched against Vainu’s new global database, not registered Nordic filings, the match field is URLs, not business IDs or VATs. With forms, contacts are matched against email domains. If a company is not already in HubSpot, new Accounts are created, and the Contacts are associated with the new record.
“This means it works very well with HubSpot CRM, because domain is often the company property that a business will have for almost all of the company records they have in their CRM, which means that it’ll be easier to match the companies in HubSpot to our database,” contended Honkanen.
During beta testing, match rates were as high as 99%. For non-matched records, the firm offers on-demand matching against missing domains. If they are valid domains, Vainu adds profiles to its company directory.
Along with standard firmographics, account enrichment includes Vainu’s Custom Industry segments, global web traffic ranking, and Vainu segments (e.g., website keywords or phrases). Profiles generally have four to eight industry labels, helping with targeting.
Other fields include technographics and domain redirect information. Redirects are often implemented after acquisitions or rebrands and are useful for assigning contacts.
Vainu offers a field mapper for assigning Vainu data to HubSpot and setting update rules. For example, admins can set field update logic to always update, update if null, or never update. Vainu custom fields that are not in HubSpot are automatically created. Along with companies, admins can map contacts, tasks, notes, and deals.
Thus, admins can build a campaign and upload it to HubSpot with task assignments. The inclusion of tasks and notes helps specify campaign details, such as recommended collateral and case studies, with the Vainu Custom Industry and Technology Intelligence assisting with messaging.
If companies do not exist in HubSpot, Account records are created. If they exist, then the existing records are enriched.
By default, HubSpot does not overwrite current account owners.
Updates can be performed on a scheduled basis or executed as a one-time batch operation.