Refresh, InsideView’s Salesforce enrichment service, exited beta and is now generally available to customers.  Their AppExchange service provides automatic, continuous updates to CRM records “so that marketers and sellers can improve their response rates, get more qualified leads, and win more deals.”

The service updates incorrect information, appends missing fields, and provides duplicate management.  To ensure administrative control, Refresh supports a “rule-based system with overrides.”  Up to 40 fields are refreshed.  Admins may also setup custom fields for enrichment.  Salesforce Admins set the frequency to daily, weekly, or monthly.

One of the initial features is the ability to segment your database with different enrichment rules and update frequencies.  Accounts can only be assigned to a single segment with a maximum of five segments.  Outside of segmenting by international region or corporate divisions, I’m not sure why sales operations would set different rules for different accounts.  It seems like a way to overly complicate data hygiene management.

The system provides admins two sets of alerts: the first notifies that matching has completed, and the second provides enrichment counts by fields.

Match scores are employed with a score of 100 assigned to any manually matched records (either by the admin or sales rep).  Scores at or above 70 are viewed as auto-matched and enriched.  Scores of 31 to 69 are available for review but not automatically enriched.

Subscription hygiene services provide broad-based benefits across multiple functions and workflows.  In their product video, InsideView states that if companies don’t clean their marketing databases “it can severely choke your revenue operations.  Poor data quality leads to lost productivity and lower revenue.  For sales, it means wasted time and lost opportunities; for marketing, it means lower response rates and a shrinking pipeline; and for business operations, it means you’re on the hook to clean up the mess.  You can’t afford to ignore the problem, yet most businesses aren’t prepared to address the complexity of their data and systems.”

The InsideView database currently spans 12 million prospectable companies and 30 million contacts.  Company data is licensed from Equifax, Business Week (Capital IQ), Cortera, and Reuters.  Additional contact data appears to be mined from the web though they are unclear about the sourcing now that NetProspex no longer provides contacts.  They also offer a set of Community records which were “added or last updated using data that has been shared by InsideView users.”  These contacts are verified by content editors.

The new service puts InsideView directly in competition with Salesforce’s Data.com Clean native offering for ongoing match and append.  Data.com has an advantage in company coverage as it offers the Dun & Bradstreet global WorldBase file.  With respect to contacts, InsideView offers fewer US contacts and emails but a broader set of international contacts.  Neither service supports hygiene features such as email verification, address standardization, phone validation, or duplicate merge / purge (both have duplicate detection during record entry).  Each claims standardization, but that is for records that are being enriched.

Both services also offer sales products (Data.com Prospector and InsideView for CRM), with InsideView having a clear advantage in several key sales intelligence categories (e.g. sales triggers, bios, social media “buzz”, a who knows who tool).  The exception for sales intelligence is with respect to family trees (Dun & Bradstreet linkage is much deeper than Capital IQ linkage in InsideView) and industry content where InsideView offers thin overviews while Data.com now displays First Research industry overviews spanning 1,000 industries.

“When your CRM data is out of date, marketing targets the wrong contacts, accounts are assigned to the wrong territory, and salespeople waste valuable time,” said Jenny Cheng, chief product officer at InsideView. “We’re thrilled to announce the general availability of InsideView Refresh, the best way to update your CRM data to keep your lead-to-revenue operations working effectively.”

Pricing was not disclosed.