Avention Rebranded D&B Hoovers

D&B Hoovers LogoDun & Bradstreet has begun the process of monetizing its new Avention acquisition by rebranding it as D&B Hoovers.  The OneSource platform had an identity crisis  — first launched as Avention and then rebranded Avention OneSource.  Bringing the service under the Dun & Bradstreet and Hoovers branding umbrella should stabilize the brand as both are better known than Avention and OneSource.  Dun & Bradstreet has been associated with company information and credit research since the 1840s while the Hoovers brand has a thirty-seven year lineage that goes back to reference books.  Hoover’s was an early company research portal via the web and America Online and still offers a freemium site.

That Avention and Dun & Bradstreet could quickly match their large databases and begin the integration of the WorldBase file into the new Hoovers platform does not surprise me.  Both companies have strong data matching capabilities for companies and contacts.  Furthermore, the new Hoovers platform is designed to manage the integration of additional datasets into its global coverage.

Sales Acceleration Positioning

In a press release, Dun & Bradstreet described their new offering as “an innovative new Sales Acceleration solution” which helps “sales and marketing teams shorten sales cycles, increase win rates, and accelerate revenue growth.”  The new offering combines “Dun & Bradstreet’s largest commercial database with best-in-class prospect intelligence and an intuitive user experience” which goes ”beyond traditional prospecting to more quickly and efficiently engage with customers.”

Sales Acceleration vs Traditional Prospecting Chart (Source: Dun & Bradstreet)
Sales Acceleration vs Traditional Prospecting Chart (Source: Dun & Bradstreet)

Since acquiring Avention in early January, Dun & Bradstreet Sales and Marketing Solutions has focused its messaging around Sales Acceleration.  Barry Parr, Lead Analyst at information advisory service Outsell, described Sales Acceleration as follows:

B2B sales and marketing’s job is to turn information into relationships. Sales Acceleration refines information to increase the yield and improve productivity, by making the information more current, connecting it with buying signals, and providing relevant context. This market is evolving quickly from static company and contact data into information enhanced by software and technology.

On his Q4 earnings call last month, Dun & Bradstreet CEO Bob Carrigan picked up on the theme of Sales Acceleration which had not been used on the previous earnings call.

“Now, when we talk about sales acceleration, we mean helping companies advance relationships from prospects to paying customers by using data to give them insights into who to talk to, when to talk to them, and what to talk to them about,” said Carrigan in February.  “The market for sales acceleration is substantial. Outsell, the preeminent research firm covering the information industry, pegs the market size at about $10 billion worldwide, and it is fragmented and underserved. Given our data advantage, we are the best positioned to capture market share and grow faster than the overall market. So our aspiration is much bigger than creating a better prospecting tool by rebuilding Hoover’s. We are the market leader in sales acceleration now, and we have all the capabilities to substantially expand that lead.”

D&B Hoover’s Capabilities

Along with rich company profiles, the new Hoovers provides access to more than seventy million global contacts.  The press release highlighted the following key capabilities:

  • Target intelligently: SmartLists® dynamically update sellers on top opportunities, business intelligence and analytics, and enable account scoring; and more than 175 search filters create precise targeting while supporting natural-language and conceptual search.
  • Enhance sales productivity: CRM QuickView provides seamless access to account intelligence; desktop dashboards and automated workflow features include triggers, alerts, Ideal Profiles®, and Conceptual Search®; and mobile-ready features support sales and marketing teams on the go.
  • Enable informed conversations: Business Signals® deliver predictive insights based on the deepest and broadest global data coverage; intelligent data is integrated into strategic technology platforms like CRM and marketing automation systems; and real-time triggers keep sellers posted on key business events.
The D&B Hoovers Company Profile for Xerox
The D&B Hoovers Company Profile for Xerox

Legacy Avention OneSource customers will continue to receive their currently licensed content and feature bundles.  However, they will immediately benefit from the company and contact data quality and coverage improvements.

“Businesses of all sizes have the opportunity to grow by better leveraging today’s enhanced software and technology to more quickly drive pipeline, and garner marketing ROI,” said Dun & Bradstreet CMO Rishi Dave. “D&B Hoovers is the best solution for enabling sales and marketing teams to align around the same connected, dynamic data and analytics to make their efforts more impactful, and help them go to market and close deals at a faster rate.”

Pricing & Packaging

The packaging model appears to be a hybrid of previous Hoovers and Avention packaging.  The service is being split into three product tiers with all having access to the global database:

  • D&B Hoovers offers companies and contacts along with sophisticated prospecting against 175 variables, Conceptual Search, SmartLists, competitors, peers, news, and trigger events.
  • D&B Hoovers – Advantage adds additional features to the base edition by including global family trees, CRM/MAP integrations, SWOT reports, quoted and European private company financials, SEC filings, and administrative dashboards.  The Technology Crush reports (FKA SalesQuest Crush) are available as a premium.
  • D&B Hoovers – Premium adds additional features to Advantage edition including Ideal Profiles and Business Signals.

All users will have access to the full Global Contact Authority file of executive names, titles, and bios.  However, there is a premium “Business Contacts” dataset containing emails and direct dial phones.

Pricing is on a named-user basis dependent upon the purchased edition.  Volume based discounts are provided as the number of seats increase. For example, a mid-sized company with forty sales reps can expect to pay approximately $62 per seat/month to $114 per seat/month depending on the package purchased (and before any annual or multi-year discounts are applied).

Whereas legacy Hoover’s strength was in meeting the sales intelligence and research needs of small and midsized companies, D&B Hoover’s pricing and packaging is intended to support companies of all sizes.  “The flexibility of the new packaging model is designed to support both the growth needs of emerging businesses as well as the requirements desired by enterprise organizations while providing the pricing flexibility to meet their various budgets,” said Director of Product Marketing Sean Crowley.

The new Hoover’s benefits from access to the Dun & Bradstreet datasets, some of which has already been integrated into the new platform.  The WorldBase file provides D-U-N-S Numbers, global company linkages, Tradestyles, and additional firmographics.  The Global Contact Authority provides additional global contacts, emails, and direct dial phones.

With this first release, the new Hoovers platform contains an additional six million marketable company records, expanded global linkage, D-U-N-S Numbering, and Dun & Bradstreet firmographics (e.g. addresses, sizing data, contact information, industry coding, bank names, Tradestyles, and geocoding).

For the first time, D-U-N-S Numbers and D-U-N-S Number company lookups are available to the Avention customer base.  D-U-N-S Numbers are the de facto global numbering system.  They are often required by banks and US government agencies.  Firms also employ D-U-N-S Numbers as part of their master data management strategies.  Having D-U-N-S Numbers tied to the D&B Hoovers service allows developers to build custom calls to the D&B Direct API to obtain non-Hoover’s content such as credit and supplier risk reports.

Other Dun & Bradstreet content such as Hoovers top company profiles, competitors lists, and First Research industry overviews will be available in the future.  The firm is also planning on expanded WorldBase coverage, additional WorldBase fields, and supplementary Dun & Bradstreet business signals.

Although D&B Hoovers is being initially pitched for the US, UK, and Ireland, the service is available globally.  The emphasis on those three markets was simply one of sales enablement.  The UK and Ireland are an important opportunity for Dun & Bradstreet as the legacy Hoovers service had little traction in those markets due to the lack of registered data from Companies House (UK) and Companies Registration Office (UK).  The new D&B Hoovers provides full financials for companies across a dozen European countries including the UK and Ireland (available in Hoover’s Advantage and Premium editions).  The platform also supports company details matched to UK registered data including trading addresses, additional contacts and emails, and corporate phone numbers.

D&B Hoovers is planning a financial add-on service which includes analyst reports (Investext brokerage house reports), the industry research module (MarketLine, Freedonia, RMA), and UK registered company intelligence including Directors and Shareholders reports; Mortgages, Charges, & County Court Judgments; and Companies House Images.

Dun & Bradstreet is offering a thirty-day free trial.

Note: Avention OneSource is one of the products covered in my new book “2017 Field Guide to Sales Intelligence Vendors

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