What to sync
Account enrichment Fill gaps in your CRM with reliable SLED-specific datapoints that Starbridge maintains — enrollment, population, budget amounts, fiscal year start dates, and more. This data lives on the Account object and keeps your CRM current without manual research. Account analysis and scores Starbridge can generate AI-powered account analysis (propensity to spend, procurement approach, AI usage and comfort) and scoring outputs (1–10, green/yellow/red, pounce/nurture). Syncing these to your CRM Account object lets reps prioritize and research accounts without leaving their system of record. Contacts Starbridge can find net-new contacts across your target accounts, deduplicate against your existing CRM contacts, and keep both new and existing contacts up to date throughout the year. Enrich your full TAM, target territories, or specific accounts ahead of a play. Dynamic signals If your team relies on CRM for outbound execution, you can sync signals — meeting mentions, job changes, RFPs, contract expirations — directly into your CRM alongside AI-generated messaging and talking points. Because dynamic signals have multiple instances per account over time, they require a different data model than static account enrichment.Where it should live in your CRM
The right CRM object depends on whether the data you’re syncing is static or dynamic. Account and Contact objects — for static data Account enrichment, scores, analysis, and contacts are static in the sense that each account or contact has one current value. Sync this data to your Account and Contact objects, typically by adding a handful of custom fields to receive Starbridge data. Custom object — for dynamic signals Dynamic signals like meeting mentions or job changes aren’t static — a single account can generate multiple instances of the same signal type over time. Syncing these to a field on the Account object means each new signal overwrites the last. A custom object solves this: each signal becomes its own record, associated to the account, so your team builds a historical record of activity rather than a single overwritten field. A common pattern: a relevant meeting mention surfaces for a school district. Starbridge creates a custom object record with the signal details, a suggested email, and talking points. Six months later, another meeting mention surfaces — it creates a new record alongside the first, still tied to the same account.How teams action synced data
Sales teams Configure tasks or notifications in your CRM to trigger when new signal records are created. Minimum fields to include in each signal record: signal date, summary, type, recommended action, and talking points. This keeps reps working in CRM while Starbridge data flows to them automatically. Marketing teams Treat Starbridge outputs as custom tokens to power campaign messaging — custom subject lines, email body copy, and pain point analysis mapped from signal data into your outbound tool.If your outbound tool is integrated with your CRM (for example, Outreach or HubSpot Sequences), syncing signal data into CRM first and triggering sequences from there is often the cleanest path to personalized outbound at scale.
Next steps
CRM enrichment columns
Set up the lookup and sync columns that push data into your CRM.
Sync account data to your CRM
Step-by-step guide for syncing account enrichment and scores.