Method of enhancing customer relationship management content and workflow

Patent metadata

Field	Value
Publication number	US-10867003-B2
Application number	US-201514854591-A
Country	US
Kind code	B2
Filing date	Sep 15, 2015
Priority date	Sep 15, 2014
Publication date	Dec 15, 2020
Grant date	Dec 15, 2020

Abstract

Forward-looking sales activities are poorly served by existing Customer Relationship Managements systems, as the customer information those systems maintain by definition does not include the speculatively interested “leads” pursued in initial sales contacts. An Enrichment database, asynchronously loaded with corporate and optionally individual contact information in anticipation of use, provides real-time access to information in support of such first customer contacts. The Enrichment information may also be used to expedite creation and revision of CRM records.

First claim

We claim:

1. A system comprising:
at least one memory storing computer-executable instructions; and
at least one processor for executing the instructions stored on the at least one memory, wherein execution of the instructions causes the at least one processor to perform operations for enhancing a user interface of a network-based application, the operations comprising:
iteratively building a database comprising a plurality of database records associated with a respective plurality of entities, wherein building the database includes, for each entity of the plurality of entities:
(a) receiving seed data associated with the entity, the seed data including one or more uniform resource locators (URLs) associated with the entity;
(b) parsing content of one or more web pages corresponding to the URLs into a plurality of parsed elements;
(c) identifying one or more email addresses in the plurality of parsed elements of the one or more web pages corresponding to the URLs;
(d) submitting the one or more email addresses in the plurality of parsed elements to one or more query engines of one or more external information sources, and in response, receiving a plurality of query response elements;
(e) identifying a plurality of additional elements from the parsed elements and the query response elements, wherein at least one of the additional elements is entity background information, and at least one of the additional elements is an additional URL, wherein the entity background information is neither an email address nor a URL;
(f) storing the one or more email addresses and the entity background information in the database in one or more database records associated with the entity; and
(g) repeating steps (a)-(f) using the at least one additional URL as the seed data; and

automatically contextualizing information displayed by the user interface, including:
detecting, by a network-based application, one or more contextual identifiers based on user actions performed within the network-based application, the one or more contextual identifiers associated with a particular entity of the plurality of entities;
generating a search query including the one or more contextual identifiers associated with the particular entity;
sending the search query to the database;
receiving enrichment information from the database based at least in part on the search query;
formatting the enrichment information for display based on an amount of the enrichment information and an available display area in a sidebar component of the user interface of the network-based application; and
displaying the formatted enrichment information in the sidebar component of the user interface.

2. The system of claim 1 , further comprising a customer relationship management (CRM) application, wherein the CRM application maintains data relative to customers and their representatives, wherein the CRM application is further configured to provide elements of said data to users, and wherein the database queried by the network-based application is distinct from the CRM application.

3. The system of claim 2 , wherein the network-based application is associated with a user identifier and comprises one of an email application and a web browser, and the user identifier is correlated with user access activities within the CRM application.

4. The system of claim 1 , further comprising the database, wherein the database is an enrichment database communicating with the network-based application.

5. The system of claim 4 , wherein at least a portion of data retrieved from the enrichment database data is obtained independent of user actions performed within the network-based application.

6. The system of claim 5 , wherein the enrichment database is provided as a web service.

7. The system of claim 4 , wherein the enrichment database responds to queries incorporating a contextual identifier comprising a network domain name by providing corporate business information relevant to an entity associated with the network domain name.

8. The system of claim 4 , wherein the enrichment database responds to queries incorporating a contextual identifier comprising an email address by providing information associated with an entity associated with the email address.

9. The system of claim 7 , wherein at least a portion of the corporate business information is obtained from public web pages.

10. The system of claim 1 , wherein a portion of the enrichment information is offered for user selection as an auto-completion option for user data entry in the user interface of the network-based application.

11. The system of claim 1 , wherein the plurality of entities comprise at least one of corporate entities and individual entities.

12. The system of claim 1 , wherein detecting a contextual identifier by the network-based application comprises extracting a network domain name or an email address of an entity associated with the contextual identifier from data obtained by the network-based application and used by the network-based application to display application information.

13. A computer-implemented method for providing enhanced sales support to users of a customer relationship management (CRM) application and for enhancing a user interface of the CRM application, wherein the CRM application maintains current and historical business-related data relative to customers, the method comprising:
iteratively building a database comprising a plurality of database records associated with a respective plurality of entities, wherein building the database includes, for each entity of the plurality of entities:
(a) receiving seed data associated with the entity, the seed data including one or more uniform resource locators (URLs) associated with the entity;
(b) parsing content of one or more web pages corresponding to the URLs into a plurality of parsed elements;
(c) identifying one or more email addresses in the plurality of parsed elements of the one or more web pages corresponding to the URLs;
(d) submitting the one or more email addresses in the plurality of parsed elements to one or more query engines of one or more external information sources, and in response, receiving a plurality of query response elements;
(e) identifying a plurality of additional elements from the parsed elements and the query response elements, wherein at least one of the additional elements is entity background information, and at least one of the additional elements is an additional URL, wherein the entity background information is neither an email address nor a URL;
(f) storing the one or more email addresses and the entity background information in the database in one or more database records associated with the entity; and
(g) repeating steps (a)-(f) using the at least one additional URL as the seed data; and

automatically contextualizing information displayed by the user interface, including:
identifying a user access activity within the CRM application;
detecting, by the CRM application, one or more contextual identifiers based at least in part on the user access activity within the CRM application, the one or more contextual identifiers associated with a particular entity of the plurality of entities;
generating a search query including the one or more contextual identifiers associated with the particular entity;
submitting the search query to the database;
receiving enrichment information from the database based at least in part on the search query;
formatting the enrichment information for display based on an amount of the enrichment information and an available display area in a sidebar component of the user interface of the CRM ap

Assignees

• Hubspot Inc

Inventors

• O'Donnell Christopher
• Pitre Andy
• Schnitt Matt
• Sit Emit
• Hennekey Tim
• Ball Matt
• Brown Greg
• Kaplow Ze'Ev
• Sobin Zoe
• Williams Jared
• Neuwirth Marc
• Villamil Ricardo

Classifications

• G06F16/955

  using information identifiers, e.g. uniform resource locators [URL] · CPC title

• G06Q30/0201 Primary

  Market modelling; Market analysis; Collecting market data · CPC title

• G06F16/9558 Primary

  Details of hyperlinks; Management of linked annotations · CPC title

• H04L67/564

  Enhancement of application control based on intercepted application data · CPC title

• H04L67/535

  Tracking the activity of the user (network monitoring arrangements H04L43/00; recording of computer activity G06F11/34) · CPC title