Month: November 2021

Dun & Bradstreet Acquires NetWise Data and Eyeota (Part II)

Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I)

NetWise offers Dun & Bradstreet a B2B-to-consumer ID Graph that helps Audience Solutions compete in this broader digital context.  The Graph includes 30 million U.S. businesses, 100 million business professionals, 250 million opted-in consumer profiles, and 70 million consumer-to-business linkages.  At the audience level, NetWise supports over 500 standard B2B segments and 150 consumer segments.

NetWise extends D&B Audience Solutions’ identity graph “across every major online channel, individual device, or a marketing platform,” said Dun & Bradstreet CEO Anthony Jabbour.  “Just as our clients rely on the D-U-N-S Number for precision in their offline data, we’re looking to provide the same level of confidence and consistency online as well.”

NetWise adds a B2B-to-Consumer Graph for cross-channel, cross-device digital marketing.

NetWise excels at joining the offline and online worlds together to connect business personas to their online personas,” said NetWise CEO Dwight Gorall.  “We look forward to joining the Dun & Bradstreet family with Eyeota. Once together, we can work to create a complete solution for clients, enabling a full spectrum of capabilities – from audience creation to activation – at scale across many demand-side platforms, customer relationship management systems, connected T.V. or social media platforms. We are committed to helping global enterprises future proof their marketing strategies so they can thrive in a multichannel world.”

NetWise notes that it is the “original producer” of its B2B data products built from first-party data sources, including state and federal business filings, company websites, job descriptions, job postings, social websites, and business directories.  Moreover, the firm has unrestricted rights to use and sell its data.  Thus, it offers supplementary intelligence for enriching Dun & Bradstreet’s company and contact files.

According to its FAQ, “NetWise generates comprehensive and deterministic B2B segments using current job titles, company firmographics, and other self-declared business-related attributes like skills, education, certifications, etc.  This is accomplished by analyzing publicly available information and data created directly by persons in our dataset.  These data features are often multi-source validated across our compiled data.  Segments are deterministic, based on foundational information and never modeled unless explicitly indicated.”

NetWise is fully compliant with CCPA.  In addition, its Data Protection Officer is a California-licensed attorney.

Outside of the US, NetWise maintains 100 million global profiles that can be folded into WorldBase and 300 million non-EU global profiles.  NetWise does not build profiles on GDPR (EU) subjects.

Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in NetWise Data for an estimated purchase price of $69 million upon closing, subject to net working capital adjustment.  The deal is expected to close during the fourth quarter.

NetWise is based in Boca Raton, Florida and has 47 headcount (as per LinkedIn).

Continue to Part III which covers Eyeota.

Dun & Bradstreet Acquires NetWise Data and Eyeota

As part of its Q3 2021 earnings discussion, Dun & Bradstreet announced that it acquired two digital marketing companies: NetWise and Eyeota.  The acquisitions “extend the company’s position in the B2B online marketing value chain and will build upon its rapidly growing Audience Solutions business by adding global scale and the online data to power omnichannel marketing around the world.”

“Dun & Bradstreet’s acquisitions of Eyeota and NetWise will cap-off several years of investment in the Sales and Marketing space, including the acquisition of our Customer Data Platform, Lattice Engines, which is at the core of our D&B Rev.Up platform, and the acquisition of Orb Intelligence to link digital and physical businesses in our Data Cloud,” said CMO Stacy Greiner.  “We are executing on our vision to help revenue-generating teams get out of the business of wrangling data and technology and back to engaging with their customers and prospects to drive growth for their companies.”

Dun & Bradstreet noted that marketers have a broad set of digital channels but are unsure whether their advertising dollars reach their targeted audiences online across multiple digital touchpoints.  The three companies “will be able to provide data and technology that empowers businesses to confidently identify, reach, and engage high propensity B2B audiences for multichannel marketing campaigns.”

“Our online Audience Solutions business continues to see robust growth rates, and we see a significant untapped opportunity in the online business-to-business marketing landscape. This led us to strengthen our position through the signing of definitive agreements to acquire Eyeota and NetWise,” said Jabbour.  “These two complementary companies will extend our position further in the B2B online marketing value chain and build upon a business that has grown over 40% year to date.

The acquisitions extend Dun & Bradstreet audience channels from B2B to B2B2C, helping businesses target business decision-makers at home and improving match rates.  The deals also provide Dun & Bradstreet with an international ecosystem of digital activation platforms.  Other vendors with B2B2C datasets include AnalyticsIQ BusinessCore and Data Axle B2CLink (FKA Execureach).

“This will enable clients to build on the investments they have made into Data Management mastered on the D-U-N-S Number, and more readily activate that data in social, search and display advertising campaigns,” stated the firm.

“We are solving for the current audience shrinkage these marketers face today with the low match rates that plague this industry.  This will enable clients to build upon the investments they’ve made into data management mastered on the D-U-N-S Number and more readily activate that data in social, search and display advertising campaigns.  Said simply, Dun & Bradstreet has the offline B2B targeting data, NetWise enables marketers to translate that data into online audiences, and Eyeota syndicates it across the digital ecosystem.”

Dun & Bradstreet CEO Anthony Jabbour

As Work from Home and Work from Anywhere are likely to remain the dominant approaches to professional work in the coming years, marketers need to engage business professionals across multiple devices, channels, and locations with a consistent message.  The acquisitions assist with both multichannel audience targeting and activation, tying together offline and digital.

Continue to Part II, which discusses Netwise, or Part III which discusses Eyeota.

Openprise $16M Series A

RevOps Automation Platform Openprise closed on an oversubscribed Series A last month.  The $16 million round was led by SIG Asia Investment, an affiliate of the Susquehanna International Group, with new investments from Banyan Pacific and Citta Capital.  Existing investors Alumni Venture Group and AI List also participated.

Funding will accelerate development on the Openprise RevOps Automation Platform and scale up the sales and marketing teams.

Openprise supports data management, enrichment, and hygiene across sales, marketing, customer success, BI, and analytics platforms.  Features include data deduplication, data onboarding, lead-to-account matching, lead routing, attribution, and account scoring.

Openprise RevOps automation capabilities.

Openprise cited a recent Gartner forecast that 75% of high-growth companies will deploy a RevOps model by 2025.  “A move from sales enablement to revenue enablement is needed in today’s rapidly shifting buying and selling dynamic to support this RevOps imperative.”

“Openprise is uniquely positioned to capitalize on the momentum in companies moving to a RevOps model,” stated Anne Marie McCallion, its PR rep.

“When companies move to a RevOps model in order to better align marketing and sales, they soon identify huge gaps in their joint processes and data that aren’t addressed by traditional marketing and sales automation solutions like Marketo, Salesforce, and Salesloft,” said Openprise CEO Ed King.  “Openprise is fueling the RevOps revolution by providing a single, no-code platform that can automate hundreds of RevOps processes and deliver go-to-market-ready data for the entire RevTech stack.”

Openprise customers include UI Path, Vimeo, Zendesk, Okta, Nutanix, Freshworks, Splunk, and Zscaler.

Openprise will face stiffer competition from RingLead, which was acquired by ZoomInfo in September.

Mediafly Revenue360

Mediafly recently released Revenue360, a revenue intelligence service that combines “content engagement, buyer intent, and sales activity data for a 360-degree view of opportunity and account health in one visual dashboard.”  The solution helps revenue teams assess opportunity health, improve forecasting, and accelerate revenue.

The dashboard brings together Mediafly’s content analytics with sales activity captured from Salesforce, SAP, or Microsoft Dynamics and 6sense intent data.  Mediafly argues that a broader view of engagement is required for analyzing deal health.

“Many companies claim to have revenue intelligence capabilities, but their solutions provide users with only partial intelligence.  In a digital selling environment, sales organizations can no longer rely solely on what happened in the meeting to accurately gauge opportunity health. They also need to understand how buyers engage with content outside of live sales interactions. With the most robust content engagement analytics in the market, Mediafly is uniquely positioned to bridge the gap, offering revenue teams full visibility into insights derived from engagement – or lack thereof – with the content that is presented, shared, and available online.”

Mediafly CEO Carson Conant

Mediafly argues that content engagement is a missing element in deal health analysis, with the average B2B Buyers consuming thirteen pieces of content across their journey.  Mediafly captures content consumption regardless of channel (e.g., in a content hub on the website, presented in a sales meeting, sent as a follow-up). In addition, Mediafly captures the assets viewed, time and duration viewed, and whether it was shared.

“A wealth of data often goes unnoticed in sales pipelines,” said Tom Pisello, chief evangelist at Mediafly. “Unfortunately, many companies rely on partial insights from CRM or qualitative feedback from sales reps following their meetings. While these insights are helpful, revenue teams have an opportunity to secure a holistic view of the entire deal pipeline, breaking down silos and gaining perspective into the overall health of an account. The addition of Revenue360 allows us to consolidate data and provide prescriptive recommendations unlike any platform on the market.”

The service is in limited release, with full availability planned for later this quarter.