How B2B SaaS tool stores and manages CRM

How B2B SaaS tool stores and manages CRM
Product company 🚀
11-50 ppl 🎩
Marketing Software 👻
Switched from Planfix, Notion, Miro 😎
Templates used in this customer story

EnKod is developing a platform for marketing automation (CDP). With our product, you can improve the current marketing processes in your company or build them from scratch.

To do this, we have functionality for:

  • collecting and storing data (a pop-up module, a user profile, and data tables)
  • deep segmentation of contacts
  • communication with users through multiple channels: email, SMS, mobile, and web push (we will start working on a messenger soon)
  • messages automatisation with scripts and other trigger mechanics.

In addition, our platform has a product recommendations module. Using machine learning algorithms, we predict which product suits best for a particular user. It helps our customers earn more, and their users – make the right choice.

👋 My name is Nikita. I am the Operations Director at enKod. My main responsibility is the synchronization of all company processes: sales, support, HR, marketing, product, etc. This includes the introduction and configuration of new tools such as Fibery.

Prior to that, I was a Design Lead and worked in different areas: product, web, branding, and motion.

What do you use Fibery for?
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Fibery has replaced several tools for us:

  • Task tracker (previously we used Planfix)
  • CRM (we use a corporate solution, but it lacks some functionality)
  • Wiki (previously we used Notion)
  • Collaborative whiteboard (previously we used Miro)

Why did you switch to Fibery and what tools did it replace?
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Above I already answered what tools Fibery replaced for us, so here I will tell the reasons to switch to Fibery:

1. Context. When you have multiple tools, information is scattered and there is no shared context. For example, when a Finance guy uses a self-written corporate application, and an Account Manager uses a regular task tracker, information can be duplicated or even lost. Fibery solves this problem with a cool system of connected databases.

2. Cost savings. Fibery costs almost as much as each of the previously mentioned tools separately. The difference is obvious. Also, there is a startup program 🤗

3. Structure. Unlike other task trackers (Asana, ClickUp), Fibery doesn’t have a strict hierarchy (Area – Task – Subtask). With databases, you can create any level of nesting and abstraction (below I’ll show an example that proves it).

4. Team. Back in 2019 when I was a designer, I came across Fibery on Medium and immediately signed up. I liked the fundamental, somewhat philosophical approach to product development. For me personally, this is also an advantage.

Now spill the tea: How does your work process look like?
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In order not to describe each process, I will tell you more about how we use Fibery as a CRM. I want to describe this particular process, as it is not the most common one. Plus, I think that it would be extremely difficult to implement it outside of Fibery :)

How do you manage your CRM?

There are several sub-processes in this process: working with leads, opening an account, interacting with the technical department, and so on. The workspace map looks like this:

enkod plus fibery workspace

Since we have a classic SaaS product in the B2B segment, our monetisation model is a subscription, i.e. customers pay a monthly fee (or an annual fee) to use the service.

We divide the whole process of working with clients into two large stages, Sales and Support (in Fibery this is implemented through two separate spaces).

In the Sales space, we work with leads. For us, a lead is not just a company, but a specific person representing the company alongside the actions that we take in relation to them. Therefore, we have a Lead database that is connected to Contact and Action databases.

enkod plus fibery workspace
An example of a Lead entity with linked contacts, planned actions (do a demo, ask about the decision, etc.), and the main info about the lead (what do they use now, what are their expectations and goals, etc.).

Once a lead turns into a customer, the support stage begins.

A customer can have multiple accounts on the platform. It depends on the size of the company and the company structure.

The main database is Company. The company has its representatives, the already mentioned Contacts. The company may also have several Accounts in our service. And one account can have several sending Domains (since we have a mailing service, the sending domain plays an important role and has its own set of attributes).

enkod plus fibery workspace

With all this, each account has a manager – User, who performs some Actions. Accounts and leads are always in some stage of the funnel, that we also implemented through a database.

We collect feedback from customers, for this, we have a separate Feedback & Wishlist space. We also solve problems with domain deliverability in each account and have a Deliverability space for that.

And all this logic is implemented and works in one tool. I do not know what we would do without Fibery 😅

How do you plan and track tasks?

Since I started talking about the processes around CRM, it seems logical to give an example connected to it. We have a whole space for monitoring all our CRM-related activities.

Create and track tasks

For example, here you can see the demo schedule and quickly understand who does the demo, when, and for whom 👇

enkod plus fibery workspace

And also find out from what source the majority of the applications came 👇

enkod plus fibery workspace
Application sources by week (search, social media, paid ads, word of mouth, etc.)

How do you store wiki?

Each department has its own wiki. They may differ from each other, but there are sections that all the departments have like beginner training, processes, and instructions.

Wiki store

How do you organise your support process?

Now we are in the process of integrating with another tool called Fasttrack (an Intercom analog), which will allow us to communicate with our customers directly from our platform. Therefore, the feedback collection process and the support itself are not fully completed.

Praise time: What is your favorite Fibery feature and why?
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The number 1 for us is, of course, bi-directional links and the very concept of databases. I would put reports in second place because they are so powerful that I still haven't fully realized their full power :)

Separately, I would like to highlight the Fibery customer support and especially the help of Polina. I've already lost count of how many times she helped us solve problems or offered an alternative solution.

Criticism time: What you don't like/lack in Fibery?
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Basically, all the wishlist points that I have are minor. For example:

  • you can't swap entities in the database view
  • sharing settings do not depend on the user's role in the space

If we talk about something global, then I am waiting for the day when the interface will become like on the screenshot below. It will be possible to hide unnecessary fields and, in general, the interface will become more seamless and pleasant. Perhaps the second alter ego of the designer just awoke in me 😅

enkod plus fibery workspace
Templates used in this customer story

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