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Marketing and sales are exciting fields of business. To operate with success in these fields takes a special mixture of determination, grit, intuitiveness, and the right tools to reach your target audiences. When it comes to helping businesses reach their goals in marketing and sales, defining your target audience and how to reach them is paramount. Once you have taken that step and you have the proper tools in place to reach your audience, the next step becomes identifying your high-value leads and going after them.

For modern businesses operating in the digital sphere, this can be tricky because the majority of the interactions that happen between the customer and the business take place in a virtual space. Online shopping, eCommerce, and even social media have opened the door for businesses to broaden their reach more than ever before. These advancements have not come without challenge. One of those challenges is simply creating data sources that can help push marketing and sales teams forward in meaningful ways.

Who are the customers? How do they respond to your brand's digital presence? What actions do they take when they visit your website? How did they find out about you?

All of these questions and more are important for businesses to have answered so they can create data sources that represent their customers. The better a business can understand its customers, the better it can make data-driven decisions that improve customer experience and create brand loyalty. For the digital world, this all comes down to the right kinds of tools.Snowflake, Salesforce, and many other tools can be considered necessary to get this kind of job done.

If you have been wondering about how syncing data from Snowflake to Salesforce can help remove the guesswork from high-value leads, here is everything you need to know!

What Is a High Value Lead?

The first thing that needs to be ironed out is what a high-value lead is, and why you would need to gather data on them. In traditional terms, a high-value lead indicates a potential customer with a high probability of conversion. This is a term that can be used for a number of different scenarios, describing the same type of person. Whether you are a business honing your marketing to find ways of influencing specific demographics to try your brand for the first time, or you are a non-profit seeking major donors that resonate with your cause, high-value lead interactions are important.

The problem in the digital sphere is that this data can be created in disparate sources and be hard to aggregate into one significant source of truth that presents a 360-degree view of the customer. Creating a robust, in-depth view of the customers will give sales and marketing teams the data they need to go after high-value leads with confidence. This is where syncing data from Snowflake to Salesforce can help create a helpful view of the customer.

What is Snowflake?

Snowflake is one of the most popular data warehouses on the market. This cloud-based data warehouse is used by a variety of businesses to hold their valuable data that is gathered from disparate sources. This is where everything from customer interactions, purchases, and more will eventually end up being aggregated.

What is Salesforce?

Salesforce is a CRM that is popular for sales, marketing, and even support teams to use across the globe. Like any good CRM, Salesforce is designed to help give these different departments the tools they need to track important information on their customers. For sales departments, and teams, Salesforce itself acts as a single source of truth. If a team uses Salesforce, this becomes their Bible. Everyone uses Salesforce and updates it so that all the data on a customer can stay in one place.

Data Enrichment

The process of data enrichment is crucially important when it comes to giving sales teams the information that they need. Data itself is a tricky thing in the digital sphere to make useful, while at the same time being one the most valuable commodities. The tricky part about data isn’t necessarily just aggregating it into one space and riding your company of data silos, but it’s enriching the data.

Data enrichment deals with appending and amending existing data to give an up-to-date, and realistic view of the customer. This includes geographic, demographic, and behavioral data enrichment. While Salesforce exists as a source of truth that can be manually updated as sales teams interact with it, the fact is a lot of this data already exists in Snowflake.

Bridging the Gap

By syncing valuable data from Snowflake to Salesforce, you are able to access information that can enrich your customer models and build out a 360-degree view of the customer. A robust, thorough view of the customer will give your sales, marketing, and even support teams, the information they need to help improve customer experience and convert high-value leads.