Rhetorik NetFinder+

Rhetorik launched NetFinder+, its expanded, multi-national platform for technology sales and marketing intelligence.  The new portal provides company, contact, and technographic details for 18 EMEA countries spanning Benelux, Nordics, Iberia, France, Germany, Israel, Italy, Poland, and Switzerland.  The U.K. and Ireland were already supported, with Greece in development.

CEO Meredith Amdur emphasized the value of having a local, specialist vendor that understands the nuances of European regulations and markets.  “One of the challenges for these vendors is that the country called ‘Europe’ doesn’t exist.  They need a partner like Rhetorik that understands the complexities of Europe, market by market, and language by language, to help them navigate and exploit a region with enormous growth potential.  And they need a service like NetFinder+ that provides current, accurate, and compliant data related to individual IT buyers and influencers across the region to target better prospects, expand into new markets, fill the marketing funnel, and capture the attention of their next best customers.”

In short, said Amdur, Rhetorik offers “accuracy, completeness, and compliance across Europe.”

NetFinder+ sports a new taxonomy with a five-fold expansion in the number of technology categories spanning cloud, enterprise and vertical industry applications, system software, and middleware applications.  The new Rhetorik Technology Classification (RTC) system “refreshes and structures the categorization of business technology assets, services, and products.”

Rhetorik captures up to 164 data fields per site spanning contacts, firmographics, and technographics.  Contact data, which is “compliant with all relevant data privacy and security regulations,” includes name, title, email, and phone number.  When screening, titles are mapped to a broad set of functions and sub-functions, allowing for prospecting by keyword, business role, or technology role.

Coverage spans 277,000 contacts, 275,000 emails, 98,000 sites, and 77,000 companies.  Technographic data covers nearly 2.3 million installations.

Rhetorik emphasizes that contact data is collected subject to the location-level data privacy rules of each jurisdiction and subject to the “Robinson lists” of various jurisdictions (e.g. The CTPS phone opt-out list in the U.K., DNC in Ireland).

“As the total addressable market gets bigger – as illustrated spectacularly by Zoominfo’s IPO declarations – we’re seeing a growing demand for specialized solutions that the biggest U.S.-based players can’t distract themselves to address.  A typical pain point for our customers is they need a multi-territory solution that isn’t easily addressed by “one-size-fits-all” products.  A customer might want a parallel opt-in and opt-out campaign in Europe, plus data discovery in South America, plus cleansing and enriching for an outdated house list encrusted with proprietary taxonomy, and a single point of contact for all of it.”

Rhetorik CEO Meredith Amdur

The service includes a Compliance Centre that contains details on GDPR compliance processes supported by Rhetorik along with customer compliance process recommendations.

Technographic coverage details installed IT assets such as telecoms equipment, networking devices, and server and desktop hardware; software products from traditional enterprise applications; operating systems; cloud platforms; vertical industry applications; services; and consumables suppliers.

Firmographic data is licensed from Dun & Bradstreet and local registries.

As a V1 service, there are a few limitations.  The service is English only and does not yet support any CRMs or MAPs.  Enterprise software connectors are in the works.

The layout follows a traditional sales intelligence user experience; however, the service is mobile adaptive.

NetFinder+ includes a market analytics module that helps product management and competitive intelligence groups evaluate their market position by category and country.  It can also be used to assess complementary partner market share (by installation).

As Rhetorik has historically served the marketing department, the price is determined primarily by the volume of licensed data with “a modest increase” based upon the number of seats.  Firms may license the full Rhetorik+ database or a subset segmented by technology, country, industry, etc.  Full database access begins at £80,000 and includes five seats.  There are no downloading limits.  

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