InsideView Expert Services

TAM Analysis Visualization Dashboard
TAM Analysis Visualization Dashboard

InsideView announced the launch of a professional services group to offer Expert Services to its customers.  The new Data Concierge service “helps customers navigate the data complexities involved in strategic go-to-market initiatives.”

The Expert Services group is staffed by a team of consultants and engagement managers.  “B2B sales and marketing leaders have asked for our help with operationalizing ABM and other targeted go-to-market initiatives. To meet this need, our services team has evolved from delivering data projects (like clean, email validation, contact append) to more consultative services like Target Market Analytics.  In the future, we anticipate growth in this part of the business to fulfill market demand,” said VP of Product & Solutions Marketing, Joe Andrews.

The first formal service assists ABM customers with analytics around their target market and helps customers define their Total Addressable Market (TAM).  The concierge service includes a data visualization console which “enables customers to more effectively select the right accounts for their account-based marketing (ABM) initiatives.”

“A picture drives a business conversation in real-time as executives can run “what-if” scenarios and make decisions in real-time,” said Andrews.

The visualization tool provides both existing and whitespace segmentation by state, country, industry, and sizing variables.  Data is displayed as both raw counts and TAM penetration percentages.  The product even loads in current account customer data to detail the distribution of current accounts within and outside of the ideal customer profile (ICP).  Users can also drill down on segments providing a more granular view by state, size, industry, etc.

The dashboard may be downloaded as a PDF for sharing with team members or executives.  Users may also download records from the Dashboard.

“We’ve always strived to be a strategic partner for our customers, and many companies underestimate the data complexities involved in go-to-market planning and execution. Now we have an expert services team dedicated to help guide customers step-by-step through the process of defining their ideal customer profile, identifying their TAM, and making sure the right targets are in their database. Our goal is for InsideView Expert Services to be a trusted partner for customers looking for help with any big, thorny data-driven initiative for marketing or sales.”

  • InsideView CRO John Kelly

InsideView noted that many of their customers had captured less than ten percent of their TAM in their database.

“When it’s time to pick accounts, marketing and sales can have different ideas about which should make the list,” wrote Forrester Principal Analyst Laura  Ramos. “Successful marketers always lead with data to identify the characteristics that distinguish “good” opportunities from those selected through feel, anecdote, or intuition.”

While InsideView continues to offer and enhance its sales intelligence products, its emphasis over the past several years has been in launching marketing products such as InsideView Refresh (automated CRM cleansing), InsideView Enrich (real-time lead enrichment), InsideView Target (Marketing Prospecting), and a broad set of MAP and CRM connectors.

InsideView is not the first sales intelligence vendor to provide such services.  Avention has long provided data and professional services and launched the DataVision platform last year for TAM analysis and white space company and contact identification.  Likewise, Zoominfo shifted its emphasis from sales to marketing and launched their Growth Acceleration Platform to assist with ICP identification and net-new prospecting.  While not the first entry in the space, the Expert Services represents a maturing of vendor capabilities in support of marketing departments and ABM projects.  Over the past several years, the sales intelligence vendors have retrained their focus from sales insights via browsers to sales and marketing intelligence services which deliver consultative and automated data services via enterprise platforms, mobile devices, and broad connectors.  This support goes beyond simply offering sales product Build a List functionality to marketing departments.  It includes a set of tools and services for identifying the ideal customer profile, sizing the total addressable market, identifying white space target accounts and contacts (i.e. net-new leads), supporting web forms, automating batch and ongoing enrichment of MAPs and CRMs, prioritizing leads, and assisting with lead-to-account mapping, segmentation analysis, and campaign targeting.  Other ABM features which sales intelligence vendors have begun rolling out include visitor site identification, programmatic marketing, social enrichment, Chrome connectors, ABSD (account based sales development) vendor integrations, and light predictive analytics.

We’ve helped several customers along their ABM journey, and we’ve realized their needs extend beyond company and contact data,” blogged InsideView Product Marketing Manager Jyothsna Durgadoss.  “In order to be successful, they also require data visualization, technical talent, and expert guidance — all of which are critical for effectively identifying ideal targets, uncovering total addressable market, and selecting the right accounts for ABM.”

InsideView noted that many sales and InsideView TAM Surveymarketing departments retain an ad-hoc approach to defining their ABM targets and TAM.  According to InsideView, “At a recent Sirius Decisions Summit, a poll of the keynote audience revealed that more than 50 percent had an ad hoc or nonexistent approach to measuring total addressable market.” (See bar chart on left)

 

DiscoverOrg LaunchPoint Connector

Sales and marketing intelligence vendor DiscoverOrg released an enhanced version of their Marketo LaunchPoint connector which cleanses, appends, and enriches Marketo leads with DiscoverOrg lead intelligence.  A one-click synch feature matches and enriches leads with account and contact data.  DiscoverOrg has very high quality global company and contact intelligence gathered by their team of 250 multi-lingual editors.

“What makes this service truly unique is the power of our live researchers who are continually adding to and maintaining our database.  It is also found in the flexibility of how and which data points are managed. Users can choose from up to 70 unique data points, decide which fields should be overwritten, and how often this sync occurs. Marketers are also alerted when duplicate entries are found, and given the option to keep the original or overwrite it.”

  • DiscoverOrg VP of Product Management & Product Marketing Justin Withers

Lead enrichment can be executed on day-one of deployment and then scheduled on a weekly, bi-weekly, monthly, or quarterly basis.  The connector helps marketers “more quickly and effectively score leads and pass a more accurate and comprehensive view of the prospect over to the sales team.”

“Clean data is fundamental to engaging in relevant and personalized conversations with buyers. The new enhancements to DiscoverOrg’s connector will enable marketers to enrich their marketing programs so that they’re engaging customers when, where, and how they want to build lasting relationships,” said Shai Alfandary, business development VP at Marketo.

DiscoverOrg Supports field level update rules within Marketo LaunchPoint.
DiscoverOrg Supports field level update rules within Marketo LaunchPoint.

The service now supports field-level update rules, providing greater control to Marketo administrators over which fields are to be updated and when.  Thus, fields can be enriched upon creation, update, or only if the field is empty. 

DiscoverOrg also compares emails against its “database of known bounces” and replaces bad emails with verified email addresses.

“Dirty data leads to incredible challenges for the entire organization,” said DiscoverOrg CEO Henry Schuck.  “When bad data ruins a company’s reputation and lands a domain on blacklists, marketers put growth for the entire company in jeopardy. With these new features, customers are able to immediately improve the health of their marketing database – so that they can spend time creating revenue-generating programs, not worrying about whether bad data will sabotage their efforts,” says Henry Schuck, CEO of DiscoverOrg.

Bureau van Dijk Orbis Enhancements

Bureau van Dijk announced a series of enhancements to their Orbis company research and financial analysis platform.  New or enhanced features include financial transparency, customization, batch search, improved navigation, expanded searching, and the addition of Moody’s research.

As ever, we’re creating, incorporating and rolling out features and functionality on the new Orbis interface all the time.  Each enhancement is intended to help make sure that you can take full advantage of our rich, structured data in order to carry out your research processes as efficiently and effectively as possible.

  • Bureau van Dijk CMO Louise Green

Bureau van Dijk added custom variables that are available in books (reports), chapters, an searches.  Users may also create custom books and chapters.

BvD Orbis improved-navigation-of-booksUI enhancements include improved book navigation so that users can move between chapters more easily; batch searching of company names by pasting a list of company names into the name search; expanded searching of ownership structures; free-text searching of notes; and enhanced viewing and filtering of corporate directors and advisors.  Directors are now sorted by department and filterable by role, seniority, and data source.

Users can now click on financial values to see the underlying calculations.

New premium content includes research from Moody’s Analytics spanning 9,000 company and 7,500 industry reports.  Both public and private companies and banks are covered.  The reports may be purchased using BvD credits on a pay-per-view basis.  In September, Moody’s rating announcements will be added to the service.  Other company research sources include MarketLine, Morningstar, and GlobalData.  MarketLine also provides industry market research to Bureau van Dijk products.

Finally, Bureau van Dijk added a new tax explorer premium service which flags “entities in low-tax jurisdictions.”

Bureau van Dijk also released a set of enhancements in April including original documents from aRMadillo.


Moody’s is in the midst of acquiring Bureau van Dijk.  The transaction is expected to close this month.  Moody’s CEO Raymond McDaniel said he “looks forward to further extending Moody’s position as a leader in risk data and analytical insight.”  The firm has already received EU Merger Regulation approval from the European Commission.

HG Connect for Salesforce and HG Audience

HG Data Vendor and Product Intelligence
HG Data Vendor and Product Intelligence

Last month, technographics vendor HG Data rolled out two new services: HG Connect, a Salesforce Data Exchange connector, and HG Audience for digital targeting.  HG Connect supports competitive and complementary targeting of prospects based upon installed hardware and software.  HG Connect use cases include sales intelligence, lead qualification, and demand generation.  Account records are enriched in near-real time via the Data Exchange and updated on a monthly basis.  Matching is done via corporate URLs.

“It is our mission to help companies achieve extraordinary results in their marketing and sales outreach through the use of accurate and comprehensive technographic data,” said Barbara Winters, VP of marketing at HG Data. “With HG Connect, customers don’t even have to think about how to integrate technographic data into their workflows, it’s already there, ready for them to use, so that they can begin creating targeted segments for their campaigns immediately without needing to work with an IT or operations person to integrate the data.”

The HG connector is Lightning enabled, delivering HG Data’s technographics to mobile devices, reports, and dashboards.  The data is also available for triggers and workflow.  Along with Vendor and Product data, HG Data publishes Confidence and Intensity Scores (accuracy and frequency of uniquely dated documents).

Sample HG Data Connect Lightning-enabled dashboard
Sample HG Data Connect Lightning-enabled dashboard

Data enrichment is limited to Account records with plans to enrich Lead records in the future.

Customers license access to HG Data segments which is enabled via a Salesforce Data Integration rule (formerly called a Clean rule).  HG Data tracks 13 million global companies and 88 million technology installations. Their taxonomy spans 3,800 vendors and 7,500 products.

The Data Exchange is a Salesforce enrichment service associated with Data.com.  The Data Exchange does not yet support prospecting.

HG Data also launched HG Audience for programmatic advertising on platforms including Krux, Lotame, Adobe Marketing  Cloud, DataXu, MediaMath, and TheTradeDesk.  Marketers will be able to target audiences based upon technographic variables, firmographics (e.g. sector, revenue, employees), job function, and job level.

HG Data Audience Solutions
HG Data Audience Solutions

“HG Audience allows companies to modernize their digital advertising targeting strategy in a profound way,” said John Connell, Vice President of Digital for HG Data. “Instead of deploying digital ads based on just traditional firmographics or Internet content consumption, companies can now use our precise custom segments to apply ABM-style focus to traditionally broader-reach display media tactics.  With HG Audience, we’re giving our customers access to the influencers and decision makers at the companies that matter to them, leading to better engagement, greater efficiency and much better ROI on their advertising dollars.”

Over the past few years, a number of content vendors have released programmatic products.  These include Infogroup (B2B and B2C selects), Dun & Bradstreet (B2B), HG Data, Bombora (B2B Intent), and LinkedIn (Member targeting).

“In the last year to 18 months, there’s been a shift with B2B companies doing more programmatic media buying,” says Ashu Garg, general partner at Foundation Capital, a venture capital firm that has invested in the ad tech space. “What’s behind the change is the greater ability to connect anonymous data with PII (personally identifiable information) data. Secondly is the ability to get much more precise targeting from niche segments and audiences across platforms, whether that be social, display or video platforms.”

An AdWeek BrandShare study commissioned by Dun & Bradstreet in September 2016 found that 65% of B2B marketers were deploying programmatic campaigns, a ten percent jump from 2015.

DueDil KYC for Business

UK business information vendor DueDil partnered with CallCredit Information Group for an enhanced KYC (Know Your Customer) service.  The new API service provides real-time access to company, director, and beneficial ownership data to expedite onboarding and financial compliance.

“This service provides a one-stop-shop for a business’s identification and verification needs,” said Alan Golob, CallCredit Data Solutions Director.  “By combining Callcredit’s data, industry knowledge and first line support capabilities with DueDil’s data and development expertise, we’ve created a service that will fully integrate into a client’s system or work as a standalone tool.  Advancements in regulatory requirements have caused many businesses to reassess their processes and checks, and this solution answers this need.”

DueDil covers forty million European companies across nine countries with plans to expand across all of Europe.

“Compliance is not only a regulatory requirement, it is the heart of every resilient business,” said DueDil CEO Damian Kimmelman.  “This can only be achieved by having a true and comprehensive profile of the customers that you are dealing with. Customers of our new service will have the comfort of knowing that they can make KYC checks in a simple, automated way through a platform which is underpinned by one of Europe’s largest company information sources.  Enhanced due diligence checks should form part of a balanced risk-based approach and can help organisations assess customers and meet regulatory requirements.”

Quora: How do I do marketing using LinkedIn?

Here is how I answered the following question on Quora: “How do I do marketing using LinkedIn?”

I would use LinkedIn in the following ways to promote my company:

  • LinkedIn has a set of marketing services which allow you to build targeted campaigns by both firmographic (size, industry, location) and biographic variables. This is probably the most granular B2B advertising tool out there. The Campaign Manager also provides a set of analytics around viewing and impressions. Pricing is either CPC or CPM (impressions or clicks). Here is a quick description of their advertising formats: 
LinkedIn Marketing Formats
LinkedIn Marketing Formats
  • LinkedIn can be used to promote your own content as posts, whether it be white papers, product descriptions, case studies, blogs, or articles. If you mention a partner or customer, make sure to link to them and have their marketing departments like the content. Where possible, include some copy from the content or description of the content along with a visual (LinkedIn will grab a visual from the source if there is one available).

    Do not overly self-promote. Your content should lean towards thought leadership not corporate promotion. Of course, if you launch a new product, write about it. But LinkedIn is not the place for deep feature dives or long discussions of your value proposition. And please, not another What does [this character from Game of Thrones] teach us about [some aspect of business]. This type of coattail riding is generally full of clichés and stretched analogies. Originality, Professionalism, and Readability are key on LinkedIn (a good graphic and headline don’t hurt).

  • LinkedIn supports its own set of articles, but I’ve had more luck blogging on my site and then writing posts that link to my blog. You should test both approaches to determine whether LinkedIn articles work for your company.

  • Have your employees like content so that it is seen by your prospects and customers in their feed. 
  • Fill out your company profile. Many vendors rehash their website and Facebook profiles, but I would try to differentiate the copy between these three sites. For B2B companies, the website should be corporate, Facebook a bit cheeky, and LinkedIn professional, but lighter than your website. Keep in mind that LinkedIn is used by both prospective employees and customers so you want to be speaking to multiple readers. 
  • Evaluate Sales Navigator for your sales reps. This service does not allow you to download lists of companies and contacts, but it allows you to build and maintain lists of accounts and leads which are stored in Navigator (these lists can be built individually, via prospecting, or via CRM downloads). Sales Navigator also supports CRM viewing of company and contact profiles, InMails (direct messages with prospects outside of your current connections) and PointDrive, a custom website link that allows sales reps to forward attachments (collateral, price documents, videos, PowerPoints) as embedded content with descriptions. PointDrive provides analytics on what content has been consumed and tracks whether the document has been forwarded to others. 

Keep in mind that LinkedIn’s audience skews older and more professional than Twitter and Facebook.

 

The TLAs (3-Letter Acronyms) of ABM

"ABM: Taming the Alphabet" slide courtesy of InsideView
“ABM: Taming the Alphabet” slide courtesy of InsideView

As with many other technologies and business processes, sales is subject to its set of TLAs (three letter acronyms) such as ICP, TAM, and ABM.  As I regularly reference these terms in my blog, I obtained permission from InsideView to republish their slide on these acronyms.

The Ideal Customer Profile (ICP) is your best customer definition.  It is a hybrid of both company and contact variables.  While it can be as simple as “the Fortune 500,” a true ICP looks at firmographic, biographic, technical, and signal variables.  By technical, I mean industry specific variables such as which platforms are used, how many beds are in the hospital, or whether the company is a direct seller or employs channel sales.  By behavioral, I’m talking about business signals such as funding events, partnerships, and M&A activity (what InsideView calls agents and other vendors call triggers).

Defining your ICP is key to strategic targeting.  Without an agreed upon ICP, sales and marketing will take an ad hoc approach to customer targeting and prioritization.  At best, the lack of an ICP is sub-optimal.  At worst, it results in sales ignoring marketing leads and taking a “we’ll do it ourselves” approach.

The Total Addressable Market (TAM) is the full set of customers, prospects, and net-new accounts that match your ICP.  Of course, some of your customers and prospects will fall outside of your ICP, but it is the net-new accounts that are the most interesting.  Some call these the white-space accounts, but they are basically the companies you should begin nurturing as they represent your best hope of growing revenue.  Likewise, prospects within your TAM should be a high priority while those outside should be triaged.  Finally, the accounts that fall within your TAM should have high retention rates.  They also represent an easy path for cross-selling, upselling, and expanding to other departments, functions, and locations.  You want to go from beachheads (land and expand) to strategic partnerships with these firms so deep company intelligence is required (family trees, org charts, additional contacts, sales triggers, SWOTs, industry research, etc.)

InsideView just announced the launch of their Expert Services group and its TAM service.  I’ll be covering the announcement in a future blog.

Of course, Account Based Marketing (ABM) is the broader strategy that is supported by a focus on your TAM and ICP.  ABM is the set of programs, campaigns, and activities by which B2B companies target their best prospects.  ABM encompasses sales, marketing, customer support, operations, etc.  Once the firm agrees on which accounts are strategic, it can direct its energy towards landing these accounts and ensuring they receive the white glove treatment.  While traditional demand generation and content marketing have focused on lead volume, ABM directs sales and marketing resources towards targeting and expanding business within your TAM.

Implementing ABM encompasses a set of tools and services for identifying the ideal customer profile, sizing the total addressable market, identifying white space target accounts and contacts (i.e. net-new leads), supporting web forms, automating batch and ongoing enrichment of MAPs and CRMs, prioritizing leads, embedding sales intelligence within workflows, event alerting, prioritizing leads, and assisting with lead-to-account mapping, segmentation analysis, and campaign targeting.  Other ABM technologies include programmatic marketing, dynamic website display based upon real-time firmographics (visitor id), predictive analytics, and proactive sales recommendations.  No vendor provides all of these tools today, much less has them integrated into an ABM suite.