Dun & Bradstreet, which acquired Lattice Engines at the beginning of Q3, launched a Lattice Campaigns App for LinkedIn. The new app “improves campaign performance by creating and activating always-on AI-based audiences for LinkedIn Ads.”
“When Dun & Bradstreet acquired Lattice Engines, we were building on an existing partnership of the world’s most comprehensive B2B data and the world’s leading B2B Customer Data Platform,” said Dun & Bradstreet’s President of Sales & Marketing Solutions Michael Bird. “This is the first in a series of innovations we’re quickly bringing to market to power more effective and efficient digital marketing, demand generation and sales acceleration programs for our customers through the intelligent use of data.”
The Lattice Customer Data Platform supports “hyper-targeted”
LinkedIn advertising as part of a broader omnichannel engagement strategy. Lattice
combines first and third-party customer data, displays account and contact
insights, and uses “AI to segment their buyers and deliver hyper-targeted
engagement in an automated fashion across display, web, email, CRM and now
“Let’s say a buyer at a cold account starts visiting certain product pages on your website anonymously. Rather than just showing this buyer a generic ad about your brand, you could show them an ad with more specific copy and CTA [call to action] related to the product pages that they visited on your website.”
Dun & Bradstreet President of Sales & Marketing Solutions Michael Bird
The app creates matched audiences for LinkedIn ads and
then lets marketers adjust media spend to target high-performing audiences. The
app then updates LinkedIn audiences based on “changes in buyer engagement,
interest and company data. As a result, marketers can ensure that buyers
are engaged with the most relevant campaigns based on not only persona but on
profile, propensity, interest and buyer stage.”
Dun & Bradstreet is claiming a 42% increase in
click-through rates and triple the post-click conversion rates resulting in a
54% reduction in qualified lead expenditures.
According to Gartner, CMOs are spending 23% of their
marketing budget on paid media.
“In an environment where B2B marketers are
overwhelmed with data and technology options, our goal is to make their jobs
easier by connecting interactions across customer journeys,” says Bird. “This
allows marketers to target the right audiences with the right message and make
the best use of their ad dollars.”
Connectors for Facebook, Twitter, and other social
media platforms are in the works.
is beginning to evolve a set of hybrid engagement vendors that deliver a broad
set of sales and marketing services. The boundary between sales and
marketing is quickly crumbling. Hybrid engagement services manage both
data and workflows. Features include
Intent data vendor Bombora has enlarged its direct sales team and is looking to shift from data resellers to OEM partnerships. The OEM partnerships will deliver a “limited but powerful amount of data (or limited supported use case)” to customers and partners that want full, direct access. Terminus is their first OEM partnership, but Bombora is looking to roll out three or four OEM relationships in Q4.
Shifting to OEM workflow solutions for intent data makes sense. Unlike firmographics, technographics, or contacts, first and third-party intent data is more difficult to present to end users as it is both ephemeral (i.e. changing weekly) and statistically based (i.e. firms with a score above 70 are in the top 6% of signaled intent). Thus, filtering the data by topic, company, and surge score provides confidence to end users that the data is meaningful. OEM deals also place the intent data in the proper workflows for sales and marketing end users.
“Say a 200 person software business has Boeing as an account record in their Salesforce. We will append the topics surging at Boeing that that customer has licensed from Bombora onto the account object in Salesforce. Once it’s there, it becomes searchable, so they can create tasks for salespeople, or they can use Salesforce as a hub and pipe that data to sales platforms, or marketing automation platforms. Once the data’s in the system, it can be piped out to a bunch of different workflows.”
Bombora SVP Data Sales Michael Burton
also recently began providing intent-based audience feeds to LinkedIn Marketing
Solutions for sponsored content, sponsored InMails, text ads, video ads,
and dynamic ads. Each week, Bombora provides an updated list of domains
to LinkedIn based upon ABM lists or firmographic selects. The domain list
is updated dynamically based upon surge data with the first set of matched
audiences available within 48 hours. On the LinkedIn side, LinkedIn
member targeting is available (e.g. job function, level, interests) through the
recommends that users perform A/B testing against the standard B2B audience
list and the company surge list.
This is Bombora week in my blog. Yesterday I covered their Bombora for Growth offering and today I’m discussing their August LiveRamp partnership. It is one of many partnerships they’ve formed over the past few years
Bombora’s latest partnership is with LiveRamp, an identity resolution firm that also supports data onboarding. Bombora identifies audiences based on intent data to develop in-market audiences for both large and small companies. Large company attribution is fairly straightforward as IP addresses can be employed. For smaller companies, attribution is performed behaviorally based on thirty attributes with an 86% confidence level.
layers in their topical surge data to determine which companies are showing
high levels of intent by topic.
typically we’d receive from Bombora is a list of IP addresses which map a
specific business profile,” said LiveRamp B2B COO Pieter De Temmerman. “For
example, we might be asked, ‘Can you find small businesses that are currently
in-market to buy a CRM system, or accounting software, or you name it’.”
“What Bombora has done, and patented, is we’ve looked at IP addresses from a behavioral perspective, and because we see 30 to 40 billion business transactions a month, we’re looking at them through the lens of the behavioral attributes of a business (versus a home, Starbucks, or hotel) IP address.”
Bombora CSO Mark Dye
we realized is that a lot of these B2B marketers are wanting to target large
companies, which are easy to identify, but are also wanting to have a
conversation with the longer tail of customers,” said de Temmerman. “When
you’re dealing with these smaller companies, you might be dealing with a large
number of prospects, but you don’t necessarily know who they are,”
offering pulls together a set of third-party cookies and associated devices for
anonymous users, expanding the universe of targetable in-market SMBs. According
to Bombora, “This solution, being the first of its kind in the B2B market,
produces a high likelihood of the SMB audience to be susceptible to the ads
they are seeing. Thus, producing a higher return on ad spend and a lower
customer acquisition cost.”
targets 7.5 million global SMBs with up to 100 employees based on IP addresses.
Bombora audience targeting is initially available for North America and
the UK with plans to expand to additional markets “in the coming months.”
LiveRamp charges $2 per CPM for SMB targeting and $4 per CPM for Bombora surge-based SMB targeting.
Bombora announced the availability of a Growth package which provides a “concentrated” set of intent data for SMBs. Both first and third-party intent data are delivered through CRM, MAP, and CDPs including Salesforce, Marketo, HubSpot, LiveRamp, Oracle, Lattice Engines, Leadspace, and Everstring.
First-party intent data is derived from a firm’s own website. Bombora quietly acquired NetFactor for visitor intelligence and packages it alongside its third-party intent data from dozens of B2B media websites. Combined, first and third-party intelligence help identify which companies are actively in-market for solutions. Firms can opt to run campaigns which target high-intent companies (e.g. programmatic, email), or deem the leads marketing qualified and pass them to sales.
Growth provides an unlimited feed of high-intent companies spanning up to eighteen topics. Bombora identifies companies with a surge score of at least 70, which approximately represents the top 6% of companies with interest in a topic. As multiple topics are being measured, the feed covers approximately the top 25% of companies. Because Bombora compares surge scores against topical baselines, surge scores are normalized such that companies in industries related to a topic and very large companies do not dominate. Surge scores are updated weekly and available for 2.8 million company domains across 6,100 B2B topics.
package also includes dedicated support, visitor intelligence, browser access,
and integrations. Pricing begins at $17,500 plus integration fees.
“What’s happened over the last five or ten years is that the way companies buy products and services has changed pretty significantly” as buyers conduct a significant percentage of their research prior to raising their hand. “In the past, if you were going into a buying cycle, you’d just engage with the companies that you think you might ultimately work with; and those companies would be part of that process from the beginning. The promise of intent data is to tap into that part of the process which is no longer visible to a vendor during the prospect’s buying cycle.”
Bombora SVP of Data Sales Mike Burton
last 12 to 18 months, the market has figured out that this data is really
important, in terms of getting into sales cycles and driving pipeline,” continued
tracks first and third-party intent to the location level. Thus, there
are no issues with GDPR compliance or the collection of personally identifiable
Bombora identifies surging topics by location with topics often acting as proxies for personas. “If Boeing, in Texas, is in a big research surge on accounting software and budgeting software, there’s a really good chance that’s coming out of a finance department, or a finance persona, rather than H.R. or a sales department,” said Burton.
Zylotech added Bombora surge data to its Customer Data Platform (CDP). Bombora’s third-party intent file is gathered from over 4,000 B2B media sites and helps identify accounts with surging interest in B2B topics. The partnership helps “find and drive active demand into the funnel, empowering sales teams to prioritize accounts and win more business.”
describes itself as a “self-learning B2B customer data platform that ensures
customer profile enrichment, predicts purchases, and brings relevancy-based
recommendations towards unprecedented lift.” Features include data health
reports, next best actions, lead scoring, propensity predictions, prescriptive
micro-segments, dynamic segmentation, GDPR support, ID resolutions, anonymous
visitor data resolution, look-a-like audience prospecting, and 360 Customer
Views that incorporate hierarchies.
means that the CDP automatically and continuously detects and creates customer
matches across different data sources.
“Bombora’s intent data coupled with Zylotech’s unified view of all customer data means marketing and sales now have a single, seamless way to identify ideal B2B buyers and drive more conversions. Marketers can personalize their campaigns specifically to the buyer’s intent, allowing sales to focus on buyers with expressed interest, and proactively engage in the decision-making process armed with customer insights.”
Zylotech Chief Revenue Officer Patrick O’Brien
supports HubSpot, Eloqua, Marketo, Salesforce, Tableau, MailChimp, and LiveRamp.
based in Cambridge, MA and has 40 employees. It received a $5.5 million
Series A last October and $6 million in total funding.
Data vendor Clearbit officially launched Clearbit X, their new marketing and sales “growth engine.” The new service provides digital marketing and demand generation functionality with first and third-party intent data enrichment. The Clearbit X platform consolidates data from CRM systems, activity data such as web events, visitor intelligence enriched with IP and domain information, and Clearbit’s third-party business data on companies and employees (e.g., company size, industry, contact information, etc.).
“Never before has a company created a growth suite built from the ground up to be data-first and focused on B2B buyers. And what’s more, X is the only platform to natively combine both data the customer owns with our popular Clearbit data. I’m looking forward to a future where marketing data is democratized, data-enabled, and smart. Clearbit X is a big step towards this future.”
Clearbit CEO Alex MacCaw.
include Facebook and Google targeting, Slack and email alerts highlighting
active opportunities based on intent, and Clearbit’s visitor intelligence which
matches visitor activity to account intelligence via IP addresses. Visitor
intelligence assists with dynamic chat and website personalization.
is positioning X as the “center of your data universe.“ According to the
firm, “The power supply of any great growth engine is real-time access to what
we call your entire dataverse – all your user data, activity data, and
enrichment data. Clearbit X brings all of that together in one place.”
able to layer Clearbit firmographic data onto our existing data in Salesforce
is really powerful,” said Yuri Daniels, director of performance marketing at
Zenefits. “X has helped ensure that we are targeting customers in our
ideal customer profile as well as being able to exclude people already inside
of our funnel to make new leads. We can target very specific lists on
Facebook with much more efficiency and LinkedIn-level specificity.”
is focused on onboarding their first twenty-five customers and will release
more product details towards the end of the year.
Sales engagement vendor SalesLoft rebranded its Meeting Intelligence functionality as Conversation Intelligence. SalesLoft describes four sets of features which help reps schedule meetings and then listen to, understand, and engage with customers and prospects. SalesLoft supports a broad set of conversation tools including appointment setting; automated recording, transcription, and indexing of calls; time-stamped notes, and call analytics. This functionality is available for prospect, customer, and internal calls. Managers, mentors, and trainers can join calls or whisper into a sales rep’s ear.
the evolution of SalesLoft’s platform and user experience, one feature has
changed so much that its prior name no longer did it justice,” wrote SalesLoft
Head of Community Aly Merritt. “Meeting Intelligence is now Conversation
Intelligence, because sales isn’t just meetings – it’s every conversation and
recordings can be stored in a training library or shared for coaching or
questions. For example, if a sales rep does not know the answer to a
question, it can be forwarded directly to customer support or engineering for a
Intelligence supports both SalesLoft’s native dialer and leading web meeting
applications: Zoom, GoToMeeting, join.me, UberConference, Cisco WebEx, and
Cisco WebEx Enterprise.
Sales calls come in many forms: prospecting, discovery, demos, stakeholder alignment, and so on. All of these interactions make up the foundation for the long-term customer relationship. High-value customer relationships are made possible when prospects feel that the relationship they are entering into is mutually beneficial.
How can you build such a relationship? By working to ensure your prospects feel heard and confident that you understand their needs. Work to engage them throughout their journey. After all, sales doesn’t stop when the deal closes, nor does engagement cease when a seller hangs up the phone.
▪ SalesLoft Product News
SalesLoft said that it is “designed to flex around the needs of the user based not only on their role but also on their preferred workflow. This empowers SalesLoft customers to offer consistent value at every stage.”
“Sales meetings are the moments in the sales cycle where you have the opportunity to provide the most value for your customers. As such, they are some of the single biggest opportunities for your team to influence revenue. It’s where your deals are won and lost,” wrote the firm. “Despite this, sellers often don’t get the opportunity to improve on this critical component of the sales process. Combine this with the challenges that face sales leaders around how much time it takes to digest sales meetings, gain visibility into what’s really happening, and be proactive in the deal cycle.”
Yesterday, DiscoverOrg announced that it is rebranding with the Zoominfo name. The firm determined that it was easier to build brand perception than brand presence. They also rolled out a new combined platform and packaging.
While the firm officially launched their new platform yesterday, the two legacy platforms will continue to be available to clients under current contracts and pricing structures. The 100 customers who have licensed both products since acquisition will be moved to the joint platform.
second issue the firm confronted was their pricing structure. Zoominfo
pricing was based on the number of records purchased or maintained under a
subscription license with a significantly lower initial price point.
DiscoverOrg provided broad access to their database with an average
contract value of around $30,000. The new product line offers pricing and
functionality similar to legacy Zoominfo offerings at the lower end and pricing
and packaging similar to DiscoverOrg at the upper end. Thus, as contracts
expire and customers migrate to the new platform, there should not be
significant sticker shock.
The Starter package for a single user supports basic company and contact information, direct dials and verified emails, quick search, and prospect list building. The service is designed to help users “find their next customer.”
package is akin to the broader Zoominfo service. Professional helps
three users “prospect with ease.” Additional features include a Contact
Accuracy Score, recent and saved searches, list management, customizable tags,
and list matching. Professional also supports CRM, MAP, and Sales
The Advanced package supports unlimited page-level exports and provides “deep insights” for five users. The package is similar to DiscoverOrg with technographics, org charts, Scoops (sales triggers), web references, similar companies, personal contact details, investors, funding data, and rich bios with education and work histories. Other features include data enhancements and alerts.
WebSights: a newly launched visitor id service. The service is still in beta and based upon their extensive IP addresses tied to company intelligence.
Enrich: CRM and MAP data maintenance
DiscoverOrg emphasizes that it has “solutions for businesses of every size” on its pricing page. While this is generally true and they have done an excellent job of combining two companies with much different pricing models, they do not have a single-seat sales intelligence solution priced to compete against LinkedIn Sales Navigator, InsideView, or D&B Hoovers. However, DiscoverOrg has never offered such a product and it has had high growth rates from the beginning. With the Zoominfo acquisition, they are much more competitive at the lower end of the market save the single-seat sales intelligence scenario.
has historically focused on the sales and marketing function, but Schuck sees a
broader user base. “The thing that ends up happening is they invest in
CRM, marketing automation and open the door to any information to go into those
systems,” he said.
New use cases include website visitors, trade show and webinar attendees, and ongoing data hygiene.
“There’s no mechanism to update that data. Meanwhile, companies are growing, they’re shrinking, they’re doing a merger or acquisition, an IPO. They’re hiring a new CEO, a new CMO, a new CIO.”
Zoominfo CEO Henry Schuck
Zoominfo plans on sending their executives to communicate the new brand and capabilities at conferences and tradeshows this fall. The firm also plans digital advertising and offline advertising (e.g. billboards) in key markets.
After DiscoverOrg acquired Zoominfo in February, the firm maintained both brands and announced that a new platform which supported both services would be available this summer. At the time, the assumption was that the Zoominfo brand would be retired and the firm would move forward as DiscoverOrg. After all, DiscoverOrg was the larger of the two firms and the brand was highly associated with data quality, technographics, and rich executive profiles while Zoominfo was known for having the largest set of B2B emails and direct dials spanning companies of all sizes and positions.
commissioned research into both brands and found that Zoominfo had broader
brand awareness. The research also indicated that it would be less
expensive to increase brand equity than brand awareness. Both brands had
their strengths, but, according to Chief Growth Officer Katie Bullard, it was
easier to buy brand perception than brand awareness. Furthermore, research
indicated that the Zoominfo brand perception had improved since acquisition.
was significantly more — three times — the market awareness around the ZoomInfo
brand than the DiscoverOrg brand,” said CEO Henry Schuck. “I’ve tried to
pride myself on making the decision that is right for the business and not
necessarily easy for me or convenient for me. This was obvious.
This was the right decision for the business, and I wasn’t going to let
the nostalgia for the DiscoverOrg brand overshadow that.”
on this research, the firm decided to retain the Zoominfo brand and deploy the
DiscoverOrg brand as a “powered by” brand booster. Thus, the new platform
will be labeled Zoominfo Powered by DiscoverOrg for the next year or two.
“The new platform will be known as ZoomInfo powered by DiscoverOrg and combines the strengths and benefits of the DiscoverOrg platform with those of the ZoomInfo platform, which it acquired in February 2019. Designed to be the single source of B2B data truth for sales and marketing professionals, the new platform offers a suite of software tools coupled with unrivaled data coverage, accuracy and depth. As a result, customers gain a highly actionable 360-degree view of contacts, companies, and opportunities to target and convert. Deeply integrated into both workflows and technology stacks, ZoomInfo powered by DiscoverOrg works seamlessly with all the leading sales, marketing and CRM platforms…”
With this launch, ZoomInfo Powered by DiscoverOrg features an unparalleled combination of proprietary AI and machine learning tools, a vast contributory network, deep two-way business application integrations, and human verification from over 300 researchers. The result is the most unique [sic] and effective SaaS platform designed to empower companies to deliver more predictable and sustainable growth.”
Zoominfo Press Release (September 10, 2019)
firm’s mission is “To create a world where every company has a clear view of
their ideal customers and how to connect with them.”
new Zoominfo logo is black with a standalone Z and a rising arrow.
site is simplified from DiscoverOrg’s last design with white, gray, lavender,
and black as the primary background colors. Red and lavender are employed
for buttons and hyperlinks. Most text is black with white employed for
text in buttons and black backgrounds. The site is much less frenetic
than the last DiscoverOrg design. A splash of lavender and light use of
pastels, which are not often used in B2B websites, provide a calming effect.
new website tagline is “Your business deserves more.” The firm continues,
“ZoomInfo gives you more. We combine the leading business contact
database with best-in-class technology to pinpoint, process, and deliver the
marketing and sales intelligence you need— exactly when and how you need it, to
always hit your number.”
Annual Recurring Revenue (ARR) reached $350 million across 13,500 customers. ARR has grown significantly since the Zoominfo acquisition. According to Inc., combined 2018 revenue was $222 million. As ARR is higher than revenue when a subscription service is growing, the likely 2019 revenue is around $300 million+.
Zoominfo also has to reposition its data acquisition model. DiscoverOrg began employing web data acquisition tools last year, so that methodology was already understood by their clients. The firm also has licensed data sets in the past, however sparingly. The new website discusses four methods for data gathering: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.
block intelligence comes from Zoominfo’s community members that permit access
to signature blocks in exchange for Zoominfo access. It is the most
controversial of their methods as data is being harvested on third-parties
without their consent. While both companies are GDPR compliant,
Zoominfo’s approach was simply to add an EU contact filter. This is an
area that they will likely need to address further, particularly as US states
adopt GDPR-like regulations and Zoominfo expands its “personal contact
learning gathers technographic and firmographic intelligence from job boards,
web sites, news, and SEC filings. It is a standard data gathering method
and broadly employed across the industry.
“We use cutting edge AI/ML technologies to help GTM [go-to-market] teams stay laser-focused on the right markets and best opportunities to hit their number.”
research for gathering and verifying company and contact data has long been at
the core of DiscoverOrg’s brand and value proposition. Zoominfo continues
to maintain the DiscoverOrg editorial team of over 300 researchers. The
editorial process is the basis of their high data quality and rich biographic
and technographic intelligence. As such, it is the justification for
their premium pricing. Hopefully, the firm doesn’t make the mistake that
D&B did after acquiring Hoovers and allowing its editorial capabilities to
atrophy when a high-quality dataset (Hoover’s editorial coverage of 42,000 companies)
was mixed with a much larger universe of companies and contacts (D&B
WorldBase). Given DiscoverOrg’s long-term focus on data quality and
editorial research, it is unlikely that they would make this mistake.
Conversations I’ve had with Schuck and Bullard over the years support
third-party datasets are licensed. Content includes public company data
(long a gap of both services), M&A details (added last year), government
data sources, and social media feeds.
database has grown to 20 million company profiles with 5 million C-level
contacts, 16 million decision maker direct dials, and 20 million decision maker
emails. Globally, Zoominfo provides 66 million emails and 42 million
direct dials. They also maintain departed contact details to assist with
According to the Portland Business Journal, private equity firms TA Associates, The Carlyle Group and 22C Capital have invested at least $790 million in Zoominfo. The PBJ also noted that Zoominfo is profitable.