I recently had the opportunity to interview Avention’s SVP of Product Lauren Bakewell concerning their new OneSource DataVision service. The full interview can be found in trade publication Jinfo (FKA FreePint). The new service provides a centralized data enrichment hub with visualization and segmentation tools to assist with business planning, territory planning, and account based marketing (ABM). DataVision also assists with TAM analysis and offers similar companies and contacts.
Like many other sales intelligence and Martech vendors, Avention is messaging around ABM programs which identify best customers and prospects for focused sales and marketing attention. DataVision “helps companies understand their current customer base in detail and identify the most relevant target companies and segments for growth,” said Bakewell. “OneSource DataVision benefits the marketing department by enabling customer segmentation and target identification, which in turn helps create targeted lists for campaigns, upsells and nurturing. Any marketer knows that a more targeted approach generates better leads for sales, meaning higher campaign ROI.”
According to Bakewell, Avention supports ABM and Account Based Sales Development (ABSD) processes in three ways:
- Identifying target accounts
- Delivering insights concerning accounts and contacts
- Building lists of contacts at target accounts
Avention continues to build out its Global Content Live reference file built from over 100 data providers. Vendor content is fused to create a “golden record” which selects the most reliable vendor at the field level. International coverage has recently been tripled with a goal of covering 80% of GDP in their served markets by the end of 2016.
DataVision will soon be announcing connectors with the major marketing automation platforms. They are also “looking towards a more guided approach to help you get to the most meaningful segmentation, as well as areas to explore for growth. We want to move forward by providing more market analytics as part of the offering, helping you understand your data in an even more actionable way,” said Bakewell.
The full interview is available to Jinfo subscribers.