LogDNA has provided centralized log management solutions for small to enterprise-level clients since 2015, and Jeff Ronaldi has been their sales and marketing operations manager since 2019.
He works alongside several different teams including product managers, revenue operations, sales and marketing teams, and the data analyst team, all to provide sales insights so that they can “know what’s actually happening” in their business.
To do this, they use a range of software to link together everything from their data warehouses to their marketing tools. For LogDNA, their stack includes Redshift, MongoDB, Salesforce, Hubspot and Zendesk.
In order to provide their customers a great experience, LogDNA surfaces all of this information in Salesforce and their other business tools. Unfortunately, this wasn’t always the case.
"That's when we discovered Census. The use case of taking information from Redshift and pumping it directly into Salesforce was the perfect solution for what we're looking for."
Syncing data to Salesforce with Census
Jeff reached out to Census about finding a solution to automate his manual work, and get LogDNA to a place where the marketing insights he was looking for could finally become readily available.
Once Jeff and his team began integrating Census into their system, it opened up a whole new world of possibilities. Gone were the days of doing a long, drawn-out process of export, formatting, and reimporting — with Census, they were able to automate the process.
Jeff began using Census’ 1-1 mapping features to connect tables from their database, to the objects in Salesforce, “With Census, as long as it hits one of our three databases, it will connect to everything else, and it is all very simple and intuitive, even for me, and I do not have a technical background, I’m a sales guy,” says Jeff.
Next, together with the sales team, Jeff began leveraging the Salesforce reports to identify which customers were growing, who the heavy users were, and implementing product scoring to help them organize and prioritize which accounts could be high-priority in the long term.
“I was finally able to use all the functionality of Salesforce reporting, so now not only are we able to capture that other 50% of people signing up for our product trial, but we could put them through marketing automations right away,” says Jeff.
That’s When Things Really Took Off
Both the sales and marketing teams leverage these product scores to give them a more thorough understanding of where each customer is at in their customer lifecycle.
“This was only possible by joining the Salesforce table and the application production table in Redshift and using Census to pump it back in,” says Jeff. “Now we get hundreds of trial signups and it’s really helping us to know they’re all really being counted, and also to prioritize which ones we want to go after. This process has changed the way we work, and a lot of the elements we have access to now, I didn’t know were possible before Census.”
"I was finally able to use all the functionality of Salesforce reporting, so now not only are we able to capture that other 50% of people signing up for our product trial, but we could put them through marketing automations right away."
🤔 What's Next?
Jeff says his current project is “totally dependent on Census,” and it's been easy to find places throughout the company that can continue to evolve thanks to the functionality Census offers.
Jeff explained a little of what’s coming down the pipe for LogDNA with Census.
“LogDNA, like most apps, doesn't have that clear parent-child account hierarchy that Salesforce expects. Users just sign up for accounts, potentially multiple times and we have to make sense of it. That means calculating usage or doing billing for a single corporate entity is hard.
Census is letting me merge that information together in my warehouse and then push that into Salesforce and programmatically create the hierarchy along the way. I can make sure I'm doing the right thing and Census makes it happen in Salesforce automatically.”
By the time he’s done, Jeff hopes to consolidate all the different accounts, which are spread out throughout their system. “And when that change comes, it’ll be game-changing for us, especially on the revenue side, ” says Jeff. “I’ll be able to simplify our process and provide everyone in sales & marketing with a better view of each customer, and I’ll be using Census to do it.”
"I’ll be able to simplify our process and provide everyone in sales & marketing with a better view of each customer, and I’ll be using Census to do it."
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