Quora Query: How is Insideview different from Unomy?

I was asked to answer a query on Quora about the differences between InsideView and Unomy.  I posted my response here as well.

Both services are going after the sales and marketing intelligence space, but InsideView has been around a lot longer and is better funded.  This means that the InsideView service provides a broader feature functionality set and has a higher revenue stream.  Unomy is the scrappy upstart looking to redefine the market.

I attached the company profiles for Nuance (US public company) to provide a perspective on how the systems differ (note: the InsideView UI has a pending refresh).  You will notice that InsideView is profile-centric while Unomy is list-centric and displays profile information in both tabular format for structured data and via a right sidebar for unstructured company intelligence:

InsideView Company Profile for Nuance.
InsideView Company Profile for Nuance.
Unomy Profile for Nuance
Unomy Company Profile for Nuance

Off the top of my head, here are the differences:

  1. InsideView is an aggregator of company content while Unomy is a data miner.  Aggregation provides deeper information on large public companies and major privates but often has little or no information on small companies.
  2. InsideView covers nearly twice as many companies (12M vs. 7M) as Unomy but a lot fewer execs (16M vs. 95M).  However, InsideView provides biographies and People Alerts (news mentions and Tweets).
  3. InsideView is focused on traditional sales company lookups and prospecting while Unomy has a spreadsheet-like orientation designed for flexible list building and team sharing.  Users can work through a list with the right sidebar providing greater detail.  Thus, they can view the same information sets about different companies (e.g. finance or social views) or research a single company at a time.
  4. InsideView offers a broad set of connectors for CRM and Marketing Automation platforms (SFDC, SAP, Oracle on Demand, NetSuite, Sugar, Marketo, Eloqua, etc.) while Unomy offers a Chrome connector.  InsideView also has a strategic partnership with Microsoft to natively embed their content and functionality within MS Dynamics.
  5. InsideView offers 18 sales triggers which are high precision email news alerts targeting specific topics at target companies.  They also have an online Activity Stream that allows users to filter the recent sales triggers by topic and Company.
  6. InsideView offers a relationship (six degrees tool) Tool.
  7. InsideView offers a Buzz Feed which consolidates company blogs, tweets, and Facebook posts into a single searchable view.  Unomy has a similar feature which includes more social statistics (e.g. Alexa and Comcast scores) but is not searchable.
  8. Unomy supports light SFA tools including comments, tags, status, key contacts, and comments.
  9. Both companies provide executives and firmographics.  InsideView also includes access to SEC filings, competitors, family trees, recent news, income statements, Simply Hired Jobs, and industry overviews.  Unomy includes website statistics, funding data, and Similar Companies.  Similar Companies include competitors and firms frequently mentioned alongside the original company.  This provides a broader set of peers than a competitors list and is available for more companies.  Unomy has legal and news content in development.
  10. Both companies provide list building.  InsideView is stronger on traditional firmographic and biographic screening.  They also leverage their sales triggers and Relationship Finder tools for screening.  Unomy has an advantage on less traditional screening variables such as social media, funding data, and website metrics.
  11. While both are freemium services, a single seat of InsideView costs $99 / month while a single seat of Unomy costs $199 / month.

In short, there are probably more differences than similarities.  The data models differ in both collection and presentation method.  Unomy is probably best suited for reps focused on smaller companies or VC/PE funded companies.  They probably also would have an edge for Martech and social marketing firms due to social media and website metrics. InsideView is better suited for reps with named accounts or territories where they target established companies (e.g. Rev>$5M).  InsideView would also have an advantage at firms looking to embed sales intelligence into their CRM and MAP workflows.

InsideView is one of the companies profiles in my 2015 Field Guide to Sales Intelligence Vendors.  Unomy is a candidate for the 2016 edition.

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