HG Data recently unveiled a set of enhancements to its HG Data for Salesforce app.  The Lightning Data app now supports integrated account prospecting and lead enrichment, features heavily requested by their customer base.  HG Data’s firmographic and technographic content is also available for lead routing, scoring, and segmentation.

Lead Enrichment supports both real-time and scheduled batch enrichment with firmographic and technographic intelligence.  Lead records are updated every fourteen days. Webform leads passed through Marketo and Pardot are processed in real-time, enabling immediate lead scoring and routing.

HG Data technographic intelligence is also available for Salesforce reports, dashboards, workflows, and triggers.  For example, Salesforce admins can build reports based upon technology usage scores or trigger Chatter messages informed by which platforms are deployed at leads.

According to CEO Elizabeth Cholawsky, “Our lead enrichment capabilities allow marketing groups to engage with prospects earlier and more meaningfully in the sales cycle for things like contextual outreach programming, more personalized lead nurturing, targeted content marketing, and other top of funnel activities.”

The new Discover Companies functionality supports both direct account lookup and list building.  Selection facets are displayed in a right-handed window and include firmographics (e.g. HQ country, state, and city; revenue and employee ranges; industry) and technographics (product, product category, and vendor).  The results list flags current accounts to help prevent duplicates but does not contain a suppress current accounts feature. Users may select up to 25 accounts at a time for immediate import to Salesforce.

Technographic prospecting helps expand the scope of target accounts as it helps identify firms using both complementary and competitive platforms.  Users can then refine the list via firmographics.

“One of the biggest discoveries B2B sales and marketing teams make when they start using our technographic data is that their known available market might be 3 to 5 times bigger than they had thought,” said Cholawsky. “The latest version of our app enables users to take fast and precise action by allowing them to import net new accounts directly into their Salesforce CRM instance based on our leading comprehensive tech installation data and supplemental firmographics.”

“Everyone and everything is getting smarter and more connected than ever before, and companies are looking to transform the way they connect with customers, partners and employees,” said Kori O’Brien, SVP, ISV Sales, Salesforce. “By leveraging the power of the Salesforce Platform, HG Data provides customers with an easy way to use and access technographic data to better inform their marketing and sales programs.”

Pricing begins at $5,000 per annum for HG Data for Salesforce.  If the Discover Companies module is included, the minimum price begins at $6,000.  Volume pricing is available with tiers at 50 and 500 employees.

HG Data offers sales and marketing intelligence services to tech titans (e.g. Microsoft, HPE, IBM, Dell, Salesforce), predictive analytics companies (e.g. LeadSpace, Everstring, Lattice Engines), and sales intelligence vendors (e.g. TechTarget, Dun & Bradstreet, Zoominfo).

HG Data employs 65 and has raised $24 million in funding to date.  Investors include Updata Partners, Rincon Ventures, Epic Ventures and Stepstone Capital.

Data coverage now spans 12.4 million global locations across 8,000 technology products and 4,000 vendors.  HG Data uses advanced data science to parse billions of structured and unstructured documents each month. Technographic insights are derived from over twenty different document types including case studies, white papers, press releases, blogs, job postings, and government documents.