Dreamforce 15 - Data.com API Clean and Prospector use cases

1. 5 Cool Things You Didn't Know You Could Do
with Data.com APIs
Ali Sadat; Sr Director Product Management, Salesforce @alisadat in/alisadat
Tom Patros; Managing Partner, Red Argyle @tompatros in/tompatros

2. ​Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
​This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results
expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed
forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items
and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning
new, planned, or upgraded services or technology developments and customer contracts or use of our services.
​The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our
operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any
litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our
relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our
service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to
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​Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based
upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-
looking statements.
Safe Harbor

3. Agenda
● Data.com and API Overview
● Use Cases and Demos
● Q&A

4. Data.com Overview
Ali Sadat; Sr Director Product Management, Salesforce
@alisadat in/alisadat

5. Sales Cloud: Your High Performance Engine
Sell
Smarter
Sell
Faster
Sell from
Anywhere

6. Data is the fuel
that makes CRM go

7. Fuel your Sales Cloud with high quality data in 3 steps
Clean and improve
the quality of
existing data1
Make adding high
quality data easy
and reliable2
Use data to drive
actionable insights
and strategy3

8. PREMIUM
Deliver strategic insights and
action with advanced data
PROSPECTOR
Grow faster and sell smarter
with reliable, actionable data
The Right Data for the #1 Sales App
​Get more from your Sales Cloud investment
CLEAN
Update and enrich your contact, lead,
and account records with trusted data

9. Data.com improves processes across sales and marketing
Prospect and
target new
accounts
Identify cross-sell
and upsell
opportunities
Discover market
and customer
trends
Plan and
align territories
Enrich leads for
scoring and
routing

10. • Native and on-demand, right in Salesforce
• Automated Clean Jobs match and
enrich incomplete records
• Clean Status field & Clean Button allow
users to easily track and update individual
records
• Detailed dashboards and reports on
data health and quality
• Instant Chatter alerts for data updates
Update and enrich your contact, lead, and account records with trusted data
Data.com Clean

11. Grow faster and sell smarter with reliable, actionable data
Data.com Prospector
• Find new customers and expand relationships
within accounts, right in Salesforce
• Search for accounts and decision makers, and
easily filter results for the most targeted prospects
• Find new contacts within accounts from
your mobile device with Data.com
Get Contacts for Salesforce1
• Use Prospecting Insights to get deep
information on accounts from D&B and
topical industry material from Hoover’s

12. • Dun & Bradstreet company object on leads and
accounts for improved routing, scoring,
segmentation and reporting
• D-U-N-S numbers on accounts create corporate
linkages for easier tracking and record
management
• Additional SIC/NAICs identifiers for advanced
segmentation and strategic selling
• Prioritize and pre-screen prospects and customers
based on Delinquency Risk indicator
• Additional Prospecting Insights content with
deeper financial and industry information
Deliver strategic insights and action with advanced data
Premium Edition (Clean and Prospector)

13. API Overview
Ali Sadat; Sr Director Product Management, Salesforce
@alisadat in/alisadat

14. The Flexibility
The Right Data, Anywhere You Need It
• Customize the Salesforce UI
• Create your own UI
• Introduce new logic with great data
• Integrate with other Salesforce apps
• Create your own mobile feature
Search
API
Match API

15. The Possibilities
Go beyond “out of the box”
• Data.com Clean within sales console
• Search Data.com before create
• Auto-add contacts upon account import
• Selective automated cleaning
• On-demand automated cleaning
• Custom object integration
• Mobile apps
• …

16. Data.com API Availability by Product
Prospector Clean
API Datacloud Object Corporate Premium Corporate Premium
Search
Contact
Company
DnBCompany
Purchase
Contact
Company
Match
Contact
Company
DUNSRight

17. 5 Cool API Use Cases
Ali Sadat; Sr Director Product Management, Salesforce
@alisadat in/alisadat
Tom Patros; Managing Partner, Red Argyle
@tompatros in/tompatros

18. Adding Contacts to Account
Prospect and
target new
accounts
• Auto-add 1-3 key Contacts to Accounts on create
- Trigger or Manual Button
- Contact Title or Level/Dept filter (e.g. VP IT)
• Add 1-2 Contacts to Existing Account List (filtered)
- Custom VF page to select/filter list of Accounts
- Contact Title or Level/Dept filter (e.g. VP IT)
Use Cases
Don’t let Sales Reps start with an ‘empty’ record.

19. ● Automatically link Parent / Child Accounts to create
Account Hierarchy
- On Account Create, lookup Parent
- If in not Account Obj, import Parent
- Add Parent Id to Account Record
Import and Link Account Family Members
Identify cross-sell
and upsell
opportunities
Use Cases
Visual Account Hierarchy.

20. Cleaning Leads using Minimal Information
Enrich leads for
scoring and
routing
• Manual: Match Me
- “Search By Matching”
- Start with a minimum set of fields, make iterative mods
to locate matches
• Automated: Auto-Clean
- Develop a “Best Guess” Algorithm
- Execute whenever Leads are created matching minimal
“Best Guess”
Lower accuracy is better than 0% clean with 10-100K Leads.
Use Cases

21. Contact: Marketing Searches
Prospect and
target new
accounts
• Use the Search and Purchasing API to perform larger-
scale searches for Contacts, purchase those records,
and import them into Salesforce for campaign /
marketing purposes...
• Build a Campaign with Data.com Contacts
- Search API supports larger-scale search for Companies
and Contacts
- Purchasing API allows Contacts to be pulled into
Salesforce en masse
- APIs mitigate “repurchasing” existing Contacts
- Actions can be completed relative to a SF Campaign
Prospect directly through the Data.com API!
Use Cases

22. Appending HQ Information to Branch Locations
Plan and
align territories
1. When Location=Branch, Lookup Parent and append
DUNS, Employee, and Revenue
2. Add Key Contacts for the Account
- Using Search API w/above Company Id and customer filter
on Title and/or Dept/Level
Use Cases
Account Information at Desired Level.

23. The Possibilities
Go beyond “out of the box”
• Data.com Clean within sales console
• Search Data.com before create
• Auto-add contacts upon account import
• Selective automated cleaning
• On-demand automated cleaning
• Custom object integration
• Mobile apps
• …

24. Data.com API Resources
● Developer Reference Documentation
● Lead Company Append Example
● Get inspiration from App Showcase

25. Q&A
Ali Sadat; Sr Director Product Management, Salesforce
@alisadat in/alisadat
Tom Patros; Managing Partner, Red Argyle
@tompatros in/tompatros
Join the Data community. data.com/success

26. Thank you