(Continued from yesterday’s article)

Cyance’s intent signals are gathered from 55,000 publisher sites and capture 24 billion monthly events.  Six months of trend data are analyzed. Cyance intent monitoring supports six languages: English, French, German, Spanish, Italian, and Dutch, with additional languages planned.  Roughly 40% of signals are gathered from Europe, 40% North America, and 15% AsiaPac.

Cyance already tracks 140,000 intent keywords and allows new custom keywords to be defined for each customer.  Keywords are then mapped to custom topics which reflect each customer’s products, services, and value proposition.  Custom keyword tracking allows for greater granularity and transparency in their intent data and enables the accurate identification of intent signals and custom topics.  Additional global, unified taxonomies are scheduled for a Q3 release.

Our proprietary, highly accurate intent data and ABX platform means our customers’ sales teams have more targeted insights based on the most accurate, geographical data possible at their fingertips.  In this way, we enable better conversions throughout each stage of the sales funnel, as well as helping them to retain and grow their existing accounts. For large organisations seeking to successfully identify and close new clients, having the right data is crucial.  Other intent data providers on the market today simply aren’t capable of providing sales teams a fully customisable view into what their prospects and clients are searching for in large-scale enterprise IT solutions.  At Cyance, we fill the gap in the market for European buyers seeking regional intent data that provides highly accurate, GDPR compliant insights into user intent.”

Cyance CEO Bulent Osman

Cyance has firmographic information for 100 million companies and locations (along with linkage for rolling up intent) and intent signals for 40 to 50 million global companies.  Firmographic information is supplemented by technographics and GDPR-compliant contact data licensed from a well-regarded European vendor.

Cyance supports both FIT (Firmographic, Intent, and Technographic) and TCR (Timing, Context, and Relevance) models.  FIT models combine an Ideal Customer Profile (ICP) with behavioral account scores that trend intent over time, looking for spikes in activity.  To simplify intent data for sales reps, they employ a semaphore (colored light) display system. 

TCR analyzes Timing, Context, and Relevance in determining intent:

• Timing looks at the buying stage of the intent behavior to help improve the prioritization of accounts subject to customer/prospect strategy mode (e.g., acquisition, retention, or expansion).  Cyance weights intent signals that are mapped to a buying stage.
• Context combines buying stage with the best-fit personae most likely behind the research at each buying stage.
• Relevance maps all intent signals to customer topics (customer products or value propositions).  This makes it easier for customer teams to translate behavior into best-fit product and content alignment.

TCR maps intent signals to buyer stage (early, mid, late) and value proposition, enabling acquisition and expansion intent to be treated differently than retention intent.  Acquisition and expansion look at current activity vs. baseline for early buyer stage, while retention looks for mid-to-late research signals, indicating an existing customer may be researching competitive solutions. 

Cyance supports integrations with Salesforce, Drift, and HubSpot, with Outreach and Marketo coming soon.  For programmatic, Cyance offers integrations with LinkedIn Campaign Manager, LiveRamp, Avocet, and theTradeDesk.

Cyance’s primary customers are in technology and financial services.  85% of its revenue is generated in Europe and 15% in North America.

Cyance does not disclose its pricing but bases it on the geography licensed and the product tier. Cyance is headquartered in the UK, with remote sales reps on the continent