A new data marketplace, called Mmojo, was launched late last month.  The service provides cloud based prospecting, hygiene, segmentation analysis, look-a-likes, and data enrichment for B2B marketers.  CEO Hank Weghorst sees the SMB market as Mmojo’s sweet spot.  Mmojo describes itself as “the B2B data marketing data everything application.”

“Excellence in B2B Marketing depends on data, particularly in today’s world where data is everywhere,” explains the firm on its website.  “The problem is you have to do all the work: find the data, license the data, cross-reference the data, analyze the data, and maintain the data. Your Marketing Automation and CRM systems are not designed to do this. In fact, they REQUIRE data to feed them and make them effective. What if you had an easy-to-use system that did all that work for you? Mmojo does all of this for your existing data and for new data to drive your marketing programs.”

The Mmojo database spans 20 million US companies and 80 million contacts with plans to add international data in 2019.  Contacts include titles, job functions, emails, direct dial phones, and social handles.  Company intelligence includes firmographics, Aberdeen technographics (premium dataset), M&A heat scores, and public company financials and ratios.

“It’s been proven that the use of high-quality data will drive better marketing results. We built Mmojo with the sole purpose of providing simple and affordable access to this valuable data commodity,” commented Weghorst. “This approach, executed using our partner relationships and most importantly our state of the art technology, has enabled us to change the game.”

Data matching is performed against company, domain, phone, IP address, email, and additional variables as selected by the Mmojo AI match logic.  Matching is done automatically so users do not need to create a field mapping table between Mmojo and their source file; however, users can remap fields if Mmojo selected the wrong field or there are multiple similar columns (e.g. shipping and billing addresses). The match results list includes the match score and Mmojo ExC company identifier.  Users can click on a match score to see additional details about the match.  They can also quickly modify the match threshold and see how many records meet the adjusted threshold level.

Once a list is matched, the user can click on the List Analytics tab and view segmentation (state, revenue, employees, top industries) along with match analytics.  The “Sky Profile,” a trademarked feature, represents the “absolute centroid” of the list by revenue, employees, and industry.  The Sky Profile should be viewed as a typical record.

A List Details tab shows the field fill rates of the original file and the matched Mmojo field.

My review continues with Part II on prospecting.