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Company

A company represents a business or organization in Unify. Companies are one of the primary record types you’ll work with. You can view them in the Companies tab, build exclusions to prevent engaging with certain companies, create audiences and Plays to target specific companies, and more. Companies come from many different integrations and data sources. Unify can identify companies from website visitors (using visitor identification), CRM syncs, CSV uploads, integrations into third-party tools, and even data you send in through the developer APIs. Companies can be linked to People, CRM records (like Salesforce Accounts or HubSpot Companies), and any custom data you bring into Unify.

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CRM

A CRM (short for “customer relationship management”) is a system for managing customer interactions and data throughout the customer lifecycle. The most established CRM software products are Salesforce and HubSpot.
Most businesses need a CRM once they reach a certain size or level of maturity in terms of customer count or number of customer interactions.However, many earlier teams and small businesses do not need a CRM and instead track customer relationships in a different way, such as using spreadsheets.In addition, not all customers are tracked in CRMs. Many teams track their self-serve or product-led growth customers using different tools, such as a data warehouse.
Unify has dedicated integrations for both Salesforce and HubSpot.

Salesforce

Connect your Salesforce instance.

HubSpot

Connect your HubSpot CRM.

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Custom event

A custom event captures a user interaction on a website, web application, or other software. Examples include form fills, button clicks, sign-ups, and more. Custom events are collected using the Unify Intent client or similar tools. Once in Unify, they are linked to Companies and People. They can be seen in the activity feed for specific companies and people and can be used to trigger Plays. For more information, see the following guides:

Connect website traffic

Send website visitors, sessions, and events into Unify.

Connect product usage data

Send web application and software usage data into Unify.

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Data lake

A data lake is a centralized repository that allows you to store all your structured and unstructured data at any scale. You can store your data as-is, without having to first structure the data, and then use and analyze it with specialized tools that can connect to data lake data. Unify supports syncing data from external data lakes into Unify and then using that data to power features. The easiest way to connect a data lake to Unify is via a reverse ETL tool like Hightouch or Census. If you’re looking for more flexibility, you can also create custom processes that send data to the Data API directly. For more information, see Connect data systems to Unify.

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Data system

A data system is any external system that stores data outside of Unify. This term is used to refer broadly to databases, data warehouses, data lakes, and more. Unify supports syncing data from external data systems into Unify and then using that data to power features. You can build Exclusions, Plays, Sequences, and more based on data that lives in external data systems. For more information, see Connect data systems to Unify.

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Data warehouse

A data warehouse is a centralized repository that allows you to store all your structured data at any scale. Snowflake, BigQuery, Redshift, and Databricks are some of the most popular data warehouse products. Unify supports syncing data from external data warehouses into Unify and then using that data to power features. The easiest way to connect a data warehouse to Unify is via a reverse ETL tool like Hightouch or Census. If you’re looking for more flexibility, you can also create custom processes that send data to the Data API. For more information, see Connect data systems to Unify.

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Database

A database is tool for storing and managing data in a structured way. Often, databases are the source of truth for operational or product data. PostgreSQL, MySQL, and MongoDB are some of the most popular database products. Unify supports syncing data from external databases into Unify and then using that data to power features. The easiest way to connect a database to Unify is via a reverse ETL tool like Hightouch or Census. If you’re looking for more flexibility, you can also create custom processes that send data to the Data API directly. For more information, see Connect data systems to Unify.

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Event

An event captures something that happened at a specific moment—a page visit, a button click, a form submission, a login, or any other action on your website or product. Unify supports three kinds of events:
  • Page events record when someone visits a page on your website or app.
  • Identify events indicate who a visitor is (usually by providing an email address), which links all of their activity to a known Person or Company.
  • Custom events capture specific actions you define, like “Demo Requested” or “Paywall Hit.” These are the events you’ll typically use to trigger Plays.
Events are collected by integrating with your website, web application, or other software. For more information, see Getting intent data into Unify.

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Person

A person represents an individual contact within Unify. People are linked to Companies and can be enrolled in Sequences, actioned on by Plays, and viewed in the People tab. People can enter Unify through many paths: CRM syncs, prospecting, enrichment, form fills, Identify events from your website or product, and data you send via API. When a website visitor or product user is identified (for example, by logging in or submitting a form), Unify links their activity history to a Person record. This is what makes it possible to see a Person’s full engagement—website visits, product usage, email interactions—in one place.

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Play

Plays are automated workflows that let you build and execute repeatable strategies. Unify manages the logistics of coordinating and scaling all the details. For more information, see Unify Plays or How to Create a Play.

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Sequence

A sequence is a series of automated or manual steps that let you reach out to buyers and run sophisticated outbound at scale. Sequences are purpose-built for modern outbound sales with native AI capabilities and deep integration with the Unify platform. For more information, see Unify Sequences.