Lightning Data Partners

HG Data Opportunity Record in SFDC provides technographic intelligence.
HG Data Opportunity record in SFDC provides technographic intelligence.

Salesforce has yet to provide a roadmap for Data.com, so we will likely have to wait until Dreamforce for details.  While legacy customers continue to receive Dun & Bradstreet content, new customers are limited to the Salesforce / Jigsaw company and contact file.  However, the firm announced a set of Lightning Data partners that will support ongoing account enrichment as native Salesforce Apps.

InsideView was an original partner on the AppExchange but was disinvited after Data.com rolled out. While hidden from AppExchange searches, the InsideView for Sales solution continued to be available to joint customers as a private solution. Furthermore, the firm built additional AppExchange marketing products to supplement InsideView for Sales. These services included Target, a company and contact prospecting platform, and Refresh, a data hygiene service that matched and enriched account records with InsideView intelligence. The two companies share over one thousand joint clients.

As an initial partner in Lightning Data, InsideView is offering two services: Append account record maintenance toward the end of Q4 and Discovery account prospecting in Q1 2018. Both are native Salesforce applications. Unfortunately, Lightning Data only supports Account record enrichment and prospecting. Thus, InsideView clients looking for prospecting against InsideView’s 13 million global companies and 33 million contacts may wish to evaluate InsideView Target instead of InsideView Discovery.

InsideView positions itself as a leader in Targeting Intelligence due to their capabilities across three dimensions: company and people intelligence (Who), business triggers sourced from the news and social feeds (Why), and network connections which support warm introductions (How).

With the launch of their new Lightning Data solutions, InsideView will have strategic relationships with the two most important CRMs: Saleforce.com and Microsoft Dynamics.

InsideView CMO Tracy Eiler will be speaking at one of the Lightning Data sessions at this year’s Dreamforce as will other Lightning Data partners.

OTHER PARTNERS

DataFox is offering twenty-two curated data points and five proprietary fields for DaaS enrichment. Amongst the curated fields are standard firmographics, tech stack, and funding data including investors, total funding raise, and last funding round details. Proprietary data includes signal count over the past year, industry keywords, and similar companies. Datafox’s “AI-sourced, human-audited company data” covers over two million companies. Pricing starts at $3,500 per year.

MCH enriches accounts with medical facility details.  Institutions include hospitals; medical practices; dental practices; nursing homes; home health and hospice; ambulatory surgery; diagnostic imaging; community health; urgent care; and public health departments.  Data is updated via a team of researchers annually who populate over seventy attributes across 636,000 facilities.  Pricing starts at $500 per year.

MCH has a broader sales intelligence solution in development which will support prospecting and access to two million medical practitioners and support staff.

Clearbit enriches accounts with over forty fields including firmographics, Alexa Rank, Social Accounts, and Technology. The service also includes company news. Pricing starts at $499 per month.

HG Data populates technology product, vendor, and product category information across account, contact, and opportunity records. Also included is an account ranking score based upon deployed technology and workflows based upon complementary or competitive products. Pricing starts at $5,000 per year.

Bombora enriches account records with intent data gathered from 3,500 B2B media sites.

Additional partner announcements are expected.

Enrichment Benefits

There are multiple reasons to enrich records with third-party reference data sets.  These include shorter web forms with lower abandonment rates, improving segmentation via standardized data with fewer data gaps, ongoing data maintenance, and enhanced targeting.

Sales rep benefits from enrichment include reduced data entry, improved lead scoring and routing, and improved intelligence for account qualification, planning, and messaging.  By enriching company information within the CRM workflow, sales reps have accurate, on demand account intelligence.

Research has shown that short web forms have lower abandonment rates resulting in a higher return on demand gen marketing (Source: DataFox).
Research has shown that short web forms have lower abandonment rates resulting in a higher return on demand gen marketing (Graphic Source: DataFox).

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