European Sales Intelligence vendor Vainu implemented a proprietary AI-based industry taxonomy. The 700+ segments are derived from company website content and “extensive training data sets to determine unique industries for each company.” Custom industry labels may be combined when list building. Thus, sales and marketing can target companies, such as “Nordic SaaS providers building marketing automation platforms” or “Medical device manufactures developing machine learning applications.”
The industry codes are clustered into 46 custom industry groups. For example, there are over 80 software codes and 19 sustainability codes (e.g., Biofuel, Biomass Energy, Clean Energy). Vainu has focused the initial set of codes around emerging technologies and fast-changing markets. Traditional industries such as agriculture, food and beverage, and manufacturing are supported by broad codes as these industries are well defined by traditional industry taxonomies.
“Traditional industry classifications for B2B segmentation don’t do the trick anymore—they are too generic, broad, or even incorrect,” blogged Vainu Customer Marketer Ella Tyrväinen.
Custom Industries are available on the Vainu platform and via its API. Industry-based target lists may be exported as a CSV file or JSON.
Vainu also recently added three fields to its list exports: Countries of Operation, Website Languages, and Technographics. In February, Vainu released a webCRM integration.