Scott Brinker published his 2019 Chief Martech eye chart and it now spans 7,040 companies, up 211 since last year. While the industry continues to grow, the rate of growth appears to have moderated. Between 2014 and 2018, the industry was adding over 1,000 companies each year with the biggest jump for the 2018 chart (1,800).
so much a slowing down as a flattening out, a plateau,” said Brinker. “At
face value, it would seem that, indeed, we have achieved ‘peak martech.’ (pause
for dramatic effect)”
industry growth may have plateaued, Brinker admitted that 7,040 significantly
underestimates the total number of Martech firms and joked that he may have hit
“peak martech landscape.” Brinker noted five areas where his chart is
Regionally – When comparing to national MarTech landscapes, Brinker spotted hundreds of companies on the UK, Canadian, Chinese, German, Swedish, and Finnish country charts that were absent on the 2019 Chief Martech chart.
Vertical – Likewise, verticalized solutions are also underrepresented.
Apps built for specific MarTech platform ecosystems
Apps built by services companies (but packaged as products)
Apps built with low-code/no-code citizen developer platforms
these trends — the growth of platform ecosystems, the blending of software and
services businesses, and the rise of citizen developer platforms — are birthing
whole new galaxies of martech apps.
marketing suites have all embraced becoming true marketing platforms, with ever
more open APIs and official marketplaces for third-party apps.”
lists Salesforce, Oracle, Adobe, Microsoft, and G Suite amongst the platform
ecosystems, but one would also include browser extensions, mobile apps, and
sales engagement platforms (technically, SalesTech, but there is a fair amount
of overlap between MarTech and SalesTech these days) to the list. Brinker
noted that WordPress has 54,480 plugins.
Many of the
DaaS and Sales Intelligence vendors covered in this newsletter are amongst the
204 vendors listed in the Audience / Marketing Data & Data Enrichment
category and the 457 vendors listed in the Sales Automation Enablement & Intelligence
Human-verified contact vendor DealSignal added Bombora intent to its B2B marketing data service. The combined solution offers intent-based leads with verified emails and direct dials “so that marketing and sales teams can reach out to ideal buyers directly and drive more conversions.” DealSignal applies Bombora intent data to an Ideal Buyers Profile. Users will be able to identify net-new, surging accounts with accompanying contacts and buying teams.
excited to partner with Bombora to help marketing and sales teams finally
answer the most elusive question: Who is out there actively looking for what we
sell and how can we reach them before our competitors,” said DealSignal CEO,
Rob Weedn. ”The integration of Bombora intent data and DealSignal’s
verified contact and account data means that revenue-driving teams can now see
which companies are actively in-market, plus get complete, accurate contact
data for ideal buyers at those companies, so they can reach out and convert
that intent into a purchase.”
begin by defining their target buyer personas on the DealSignal platform and
then select up to 50 Bombora intent topics. DealSignal identifies
accounts that match buyer profiles along with surging intent and delivers a set
of accounts with contacts and firmographics. By tying together intent,
firmographics, and human-verified contacts, DealSignal delivers a set of leads
that are more likely to close than with traditional firmographic prospecting.
“Intent-based leads help B2B marketers uncover accounts that are actively in-market — even if they’re not already on their target account/ABM lists. We then deliver complete, enriched and verified contact and account data that helps marketing & sales teams reach out to prospective target buyers with highly personalized messages, to help them convert more intent into a purchase,” said Weedn.
Third-party Intent data from Bombora and The Big Willow has suffered from poor actionability as intent scores lack context and clear next steps. Several vendors have begun to address this issue by combining intent with company and contact intelligence, turning an intent number into an ABM lead. DealSignal ties together Ideal Buyers, Personas, Bombora Intent Data, and Human-verified contacts to indicate which ABM targets are in market and who should be contacted.
DiscoverOrg redesigned its OppAlerts service to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.
By converting intent signals into leads or opportunities, firms are beginning to translate billions of weekly datapoints (thousands of intent topics across millions of companies) into actionable intelligence for sales and marketing teams.
In December, Aberdeen acquired The Big Willow to deliver Intent Qualified Opportunities which combined third-party intent with technographics, firmographics, content, and research.
“Intent data has been trapped in marketing tools as just another score,” said Aberdeen CEO Marc Osofsky, Aberdeen’s CEO. “Aberdeen Intent for Salesforce delivers what sales wants – accounts looking to buy that are fed directly into Salesforce for sales to engage and increase pipeline.”
I profiled SalesIntel and its human-verified contacts last summer but failed to cover a series of announcements from them over the past nine months (they were covered in my newsletter, but didn’t make it into my blog).
SalesIntel continues its database build out with company intelligence alongside their database of nearly three million high-quality US contacts. Each of these contacts is reverified each quarter, providing a smaller, but significantly higher quality email and direct dial dataset than other vendors. The exception is DealSignal which is performing overnight data validation so also delivering recently verified contacts.
Along with high-quality contacts, SalesIntel added company profiles which provide contact context. Company profiles are accessed by performing a company name search and clicking on the company name in the resulting contact list. The new profiles contain the following sections:
Company logo and name
Executive Intel — the names and titles of the top-level executives at the firm. Users can click on the executives to view their details.
Firmographic data from Owler
Industry & Sector info
Tech Intel — vendors and product deployed at the company
Contact Intel — a grid containing the number of executives available within SalesIntel by job function and level. Clicking on a number takes the user to a list of contacts for the company at that function and level. Users can also obtain filtered lists by clicking on the totals by job function or level.
The most recent enhancement is the incorporation of Owler firmographics into their database. SalesIntel users can also view Owler’s real-time news alerts for their prospects including IPOs, Funding, and Acquisition news.
“Owler helps sales teams work faster and smarter. We provide accurate and up-to-date information about companies and their top competitors, as well as deliver real-time actionable insights about the companies that matter to your pipeline.”
Tim Harsch, CEO of Owler
SalesLoft released sales engagement connectors for Outreach and SalesLoft late last year. Duplicate checking is performed. Records are tagged and assigned to SalesLoft cadences and Outreach sequences.
A HubSpot connecter was also released. The integration allows users to select contact owners and assign exported contacts to a workflow. Duplicate record checking is supported.
New targeting features include US metro areas and technographic searching. Users can screen by product, vendor, or category. The technographics file was licensed from HG Insights (FKA HG Data).
Category searching may be performed by keyword or navigating a technology category tree. Technographic searching is a component of the company module.
Contacts are sold in annual plans with contact records beginning at a dollar per record.
SalesIntel was launched last summer. Ramnani said his firm is receiving “very positive feedback from the market.”
CX Cloud provides Ideal Customer Profile (ICP) and Total Addressable Market
(TAM) modeling based on DataFox firmographics and signals spanning 3.5 million
companies. DataFox is adding 7,000 companies each day.
see B2B sales shifting from a field-first model to what we call a digital
selling model. By that we mean that increasingly organizations are moving
to inside sales teams that are aided by digital selling tools like Eloqua or
like Slack,” says Des Cahill, head CX evangelist at Oracle. “We believe
that a combination of data enrichment from DataFox and then AI and ML systems
to guide employees is the future of sales.”
integration with the Oracle Data Cloud and DataFox provides marketing with
improved intent and account behavior insights.
ERP integration supports supplier risk assessment with supplier scoring, risk
signals, and categorization.
more organizations apply machine learning to core business processes, the
quality of data being fed to algorithms is the single-most important factor
that determines the value of AI results,” said VP of Product Management for
Adaptive Intelligence Bastiaan Janmaat. “We built our smart data platform
for the AI era and will continue to extend the capabilities beyond sales and
marketing to include company-level data for use cases in finance, HR and supply
began as a dataset for investment banking, but “we just found a huge gaping
hole, in terms of the quality of B2B datasets that were available in the
market,” said Janmaat.
15 years ago it was difficult to find company information, there are now
filings, press releases, corporate websites, tweets, blogs, and other content
which make it difficult to collect and assess company intelligence.
“There’s gold to be mined, but it’s a small percentage of what’s out there in the public domain. And that is a perfect problem to apply artificial intelligence to.”
Former DataFox CEO Bastiaan Janmaat (Oracle VP of Product for Adaptive Intelligence)
“Stagnant data sitting unchanged in sales and marketing systems and low-quality public data sources threaten ROI and reduce the effectiveness of AI deployments,” said Clive Swan, SVP of Applications Development. “DataFox is a key element in Oracle’s AI strategy and will help customers gain more value from the AI embedded in Oracle Cloud Applications. We plan to include more integrations across the entire suite of cloud applications to further enhance AI capabilities across finance, human resources and supply chain.”
is now available as an Oracle data cleansing and enrichment service, but will
support three additional functions by mid-year:
Similar company identification based on the ICP
Providing “embedded dynamic signals” (talking points) to sales reps
Eloqua enhancements are planned.
DataFox is also touting its dynamic territory planning service which was launched prior to the acquisition. Territory planning combines DataFox intelligence with internal company data such as win rates to dynamically assign and maintain balanced territories.
“What’s most interesting though, is that when Oracle DataFox detects a new account, that for whatever reason newly satisfies certain criteria and to make it a great target, it will dynamically enter that territory,” said Janmaat. “Either sales ops or the account executive gets pinged for that opportunity. So instead of a once a year exercise, it dynamically updates territories. They’ve seen tremendous results in terms of conversion rates and in deal size.
Over the past year, Sales Engagement has become the third pillar of my coverage (alongside Sales Intelligence and B2B DaaS). So it is only fair that I write an overview of the space.
Sales Engagement began about four or five years ago as Account Based Sales Development (ABSD) with a focus on automating the SDR function. Its initial functionality consisted of a cadence tool which automated emails and outbound dialing for appointment setting. Cadences, also called sequences, are a set of scheduled steps that usually begin with an email but also include outbound calls, social steps (many vendors have integrated LinkedIn Sales Navigator via SNAP connectors), and direct mail.
Cadences can be paused if the prospect is out of office or halted if the prospect unsubscribes. Outreach just announced out of office functionality which pauses the call and checks whether an alternate contact is listed. Functionality is similar to that of LeadGnome. Outreach noted that 18% of email responses are out of office emails. 25% of out of office emails include an alternate contact name with over half the names being manager titles or above. The Out of Office reply detection extracts the return date and alternate names then pauses sequences until the prospect returns. The sales rep is notified of automated actions.
Email is supported by targeted templates which can be personalized. Thus, reps can call cadences by function, level, industry, etc. and the associated templates are customized by target audience. Reps can view the emails prior to sending and personalize them. This helps bring authenticity to the email. SalesLoft estimates that the peak personalization level is 20%.
Most sales engagement solutions include a digital dialer for outbound calling. The system suggests the best time of day and adjusts for time zones. Other features include local dialing, call recording, and voice mail drops. Upon completion, the rep enters call disposition and sentiment information which is synched with the CRM.
Once calls are recorded, they are transcribed and indexed, allowing sales reps or managers to quickly review calls and quickly locate pain points, objections, pricing, and next steps. Vendors such as Outreach and SalesLoft are going a step further and analyzing the calls, providing a set of team reports. More broadly, machine learning tools are being applied against the calls to determine best sales practices.
Meeting Management is emerging as a key feature set. Some vendors offer simple Calendly-like scheduling while others provide full meeting transcription and analytics.
Video is becoming increasingly important. Vendors support both video meetings (e.g. Webex, Zoom, BlueJeans, JoinMe) and video attachments (e.g. Vidyard, Videolicious).
Other information and decisioning tools include leaderboards, dashboards, AI recommendations (e.g. who to call or email next), CRM synchronization, and A/B testing. Some of these tools are directly integrated into the service while others are available through app directories. Similar to the Salesforce AppExchange or Marketo LaunchPoint, functionality may be free, freemium, or premium. Likewise, you may need to separately license the partner solution prior to enabling the integration. Outreach and SalesLoft offer a broad set of app partners.
Sales Engagement platforms are evolving into a system of engagement that sits alongside CRMs (systems of record). There is already a shift taking place from CRMs to Sales Engagement platforms. While Sales Engagement platforms are not looking to displace CRMs, sales reps are increasingly shifting screen time from CRMs to Sales Engagement platforms with the Sales Engagement platforms syncing with the CRMs. This is one of the reasons that Salesforce.com recently launched its High Velocity Sales service which combines cadences, Salesforce Inbox, the Lightning Dialer, work queues, and Einstein. High Velocity Sales starts at $75 per user per month ($90 with outbound calling).
At the Salesforce World Tour in Boston this week, a sales rep told me that Salesforce is heavily investing in Sales Engagement and hopes to catch up to the market leaders in the next year (I think this is overly optimistic as the leaders are quickly building out functionality and partnerships). While Salesforce could catch up in a few years, I believe it is more likely that SFDC will acquire one of the leaders in the space followed quickly by Microsoft and Oracle acquisitions in the sector (of course, Microsoft or Oracle could be the first movers). Adobe, which recently acquired Marketo, may also be interested in expanding its presence in B2B sales and marketing applications.
The top vendors in the space are SalesLoft, Outreach, and InsideSales. Other vendors include ConnectLeader, Yesware, Toutapp (Marketo), Mixmax, and VanillaSoft.
I am pleased to announce that the first in a series of sales and marketing intelligence profiles is available through this website and my partners at Tenbound. These reports are written to assist with the purchasing decision. InsideView is the first purchasing profile to be completed, but additional reports for D&B Hoovers, LinkedIn Sales Navigator, and DiscoverOrg are planned for release.
InsideView Buyer’s Guide
Buyer's Profile of InsideView Sales and Marketing Intelligence (Single License)
InsideView, based in San Francisco, provides a set of sales and marketing tools for browsers, CRMs, Marketing Automation Platforms (MAPs), and mobile devices. Key tools support sales research and account monitoring, list building, sales connections (“six degrees”), CRM viewing and hygiene, company and contact enrichment, web form enrichment, Ideal Customer Profiling (ICP), Total Addressable Market (TAM) sizing, and marketing automation hygiene.
InsideView targets technology, finance, corporate/consulting services, manufacturing, commercial real estate, etc.
Firms of all sizes license InsideView solutions.
This 22-page report covers the following topics:
Content Coverage Numbers
InsideView for Sales
InsideView for CRM
InsideView Append (Lightning Data)
InsideView Open API
Expert and Data Services
Competitors by Category
GZ Consulting / Tenbound reports are independently written and not sponsored by any of the profiled vendors.
At its Unleash user conference, Outreach rolled out its expanded Galaxy partner ecosystem that “offers deeper partner integrations and enables sales teams to more effectively access multiple sales tools directly from the Outreach platform.” Outreach also announced a set of new partners including Vidyard (1-to-1 video), Intercom, (chat) and Sendoso (direct mail) along with a set of new plugins for composing emails, event streams, and link encoding.
“More visibility on information and actions performed by third-party applications like video views or website chats. Outreach Galaxy puts actionable information at reps’ fingertips so they can have more contextual conversations.
‘Next best actions’ enabled through integration partners. Outreach automates customer touchpoints and can trigger or be triggered by external information fed into Outreach.
Greater ability to meet changing buyer preferences. Outreach is the system of action for modern sales teams, and now enables reps to communicate with buyers through even more mediums.“
is evolving to become more personal and accurate. You must use the right
channel for the right engagement for the right prospect and customer,” said
Outreach CEO Manny Medina. “A sales engagement platform must be
multichannel and have the ability to optimize on each depending on the
customer. Now you can do that, with Galaxy.”
Marketing Automation vendor (Translation: Direct Mail Swag) PFL also announced
an Outreach integration. Sales reps include a direct mail or reward step within
all inundated with thousands of digital messages a day, but studies show that
touching something physical stimulates our emotions and ultimately improves the
perception of a brand,” said PFL CEO Andrew Field. “We are joining
the Outreach Galaxy partner program to put the power of direct mail and high
impact packages directly into the hands of sales reps so they can engage
prospects and customers. Together with Outreach, we are pioneering a new
approach to B2B marketing that empowers sales reps to do what they do best:
stand out, get noticed and close more deals.”
listed a set of future partners including Alyce, BombBomb, Clari, LeanData,
OneMob, and Tiled.
When composing emails, third-party content is immediately accessible. Vendors leveraging the new plug-in capability include Vidyard and Sendoso.
events stream plugin feeds third-party events to the Outreach activity feed.
These events can then act as triggers for additional action.
Encoding provides website or content viewing intelligence related to Outreach
sequences. For example, the new plug-ins help Vidyard “record and send
videos within your Outreach email. And when your prospect views the
video, that activity triggers your next task so you can immediately take action
to convert at the highest level.”
Outreach will roll out an enhanced Team Performance Dashboard and expanded
Sequence Analytics to help sales managers and sales operations professionals
better determine best practices.
Outreach customers have has already built integrated solutions using the
Outreach API. The firm has over 40,000 weekly active users performing 47
Outreach added Out of Office reply detection. The firm noted that 18% of email responses are out of office emails. Amongst out of office messages, 25% include an alternate contact name with over half the names being manager titles or above. The Out of Office reply detection extracts the return date and alternate names then pauses cadences until the prospect returns. The sales rep is notified of automated actions.
“Modern sales means using technology to interact with buyers in the ways they expect. Outreach has the responsibility to enable this, but we can’t do it alone. The solution is a variety of different technologies. Unfortunately, these solutions aren’t well coordinated, if at all. They’re used on multiple computer windows, by multiple departments, using different devices. We owe it to our mutual customers to string everything together, for reps to do their jobs on one single pane of glass with each action informing the next.”
Outreach Strategic Programs Manager Stephen Farnsworth