DiscoverOrg’s NeverBounce Acquisition

The DiscoverOrg acquisition of NeverBounce was in the works for six months and began with DiscoverOrg’s search for a verification vendor that could better handle large scale processing.  “It’s a core competency we wanted to own,” said DiscoverOrg CEO Henry Schuck.

DiscoverOrg is retaining the NeverBounce team of fifteen, but shuttering its smaller Salt Lake City office with employees being relocated to Cleveland. The acquisition was announced on March 5th.

NeverBounce 2018 revenue was $4 million and included both B2B and B2C marketing file enhancement revenues.  Terms of the deal were not disclosed.

NeverBounce will continue as both a standalone offering and be integrated into the merged DiscoverOrg / Zoominfo platform.  The combined platform is planned for launch in five months.

“When we made the ZoomInfo acquisitions, the promise was that this would strengthen differentiators around the quality of data we deliver.  The NeverBounce acquisition is a very clear incremental addition to that value.  It helps us enhance the quality of information we deliver immediately.”


DiscoverOrg President Katie Bullard

If you count Zoominfo’s September acquisition of Datanyze, DiscoverOrg has acquired three companies in the past six months.  The transaction doubled the company headcount to around 1,000 employees.  But Schuck isn’t closing the door on acquisitions saying that he will be opportunistic in his approach.

“There are a lot of companies in our space that we follow,” he said.  “If the opportunity is right, we have been quick to do acquisitions.  There’s a big opportunity for consolidation in our industry so that customers don’t have to go to 19 different vendors for data and data cleansing needs.”


Previous Blog: News Alert: DiscoverOrg Acquires NeverBounce

HG Data Rebrands as HG Insights

HG Insights Product Line
HG Insights Product Line

Technographics vendor HG Data officially rebranded as HG Insights, rolling out a new name, logo, and website.  The rebrand coincides with the launch of their new HG Insights platform. They have retained HG (Holy Grail, not mercury) and shifted from being a data company to an insights company, moving up the knowledge pyramid.

Customers are asking them to “help us isolate on tech insights farther down the funnel,” said VP of Product and Marketing Kineon Walker.

Outsell places information value along a five-level pyramid with raw data in the base and smart data (“normalized and standardized, categorized, linked, and indexed”) at level two.  HG Data resided at level two with a highly regarded dataset of product / vendor data that was broadly licensed to sales intelligence vendors, customer data platforms, and predictive analytics companies.  While a pure data licensing strategy can provide initial funds for a startup, it quickly caps the growth of the organization as much of the potential value add resides in licensor tools and insights, not the smart data.  Thus, to continue growing, HG Data began developing customer-facing workflow tools (Outsell’s level three) a few years ago and expanded its content value with the September acquisition of London-based Pivotal IQ, a curator of IT contract and spend intelligence.

The Pivotal IQ acquisition provided HG Data with an “opportunity to redefine what technographics means and what technographics is” said Walker at the time.

HG Insights is emphasizing ABM targeting and strategic account intelligence:

“HG Insights helps you ignite opportunity.  Opportunity that helps your business accelerate growth by providing you with an unprecedented view of the global markets, industries, and companies you sell to.  Intelligence that empowers your business to generate more revenue from your Account Based Marketing programs by scoring your accounts and leads to pinpoint the best prospects.  Insights that enable you to increase deal sizes by identifying the company profiles with the highest revenue potential.  Insights that help you build better account strategy plans so that your sales team can increase win rates and shorten sales cycles.  HG Insights delivers strategic account intelligence that allows your business to remove subjectivity from sales territory management and ensure that your team is focused on the best prospects in every market.  Insights you can use to gain market share and outperform your competition.  Insights you can trust.”


Laura Firey, HG Insights Product Manager  

HG Insights workflow tools support TAM Analysis, ICP development, whitespace analysis, data enrichment, and programmatic marketing.  Connectors or extensions are available for Salesforce, Lightning Data, Marketo, and Chrome.

“We wanted to elevate the look and feel of what has become an extremely sophisticated company,” said Walker.  “No one has the quality technographics that we have, which include the most accurate technology spend data available in the market.  The new on-demand capabilities of our HG Insights Platform are unmatched by any competitor.  Our unique ability to work proactively with customers to deliver the Holy Grail of business insights is reflected in our new name, and we’re excited to see our new HG Insights Platform drive growth for businesses around the world.”

The HG Insights platform covers two million global company locations with technographics and spending models.  Technographic intelligence spans 10,000 products across 4,500 vendors.

“We’ve always been an inventive company that finds new ways to help customers stay a step ahead.  After seeing so many customers use our technology intelligence to make important strategic decisions, we knew it was time to define our company around the unique insights we deliver.  Our new HG Insights Platform gives us an incredible opportunity to showcase our depth and expertise to new audiences with a fresh new image.”


Elizabeth Cholawsky, HG Insights CEO

HG Insights enterprise clients include Dell, Hewlett Packard Enterprise, AWS, Cisco, Tata, Workday and Red Hat.  Data partners include DataFox (Oracle), TechTarget, Lattice Engines, and Dun & Bradstreet.

LinkedIn Sales Navigator Q1 Release

LinkedIn Sales Navigator added Custom Account and Lead lists.
LinkedIn Sales Navigator rolled out Custom Account and Lead Lists in Q4 and added List Sharing in Q1 2019.

LinkedIn Sales Navigator began rolling out its Q1 release two weeks ago.  New features include custom list sharing, Sales Navigator Coach, list building exclusion filters, new Sales Navigator Application Platform (SNAP) integrations, and an expanded set of technologies selects.

LinkedIn Sales Solutions VP of Product Management Doug Camplejohn was most excited about custom list sharing, noting that that “selling is a team sport.”

Team members can share lists with other users on their contracts, share comments, and sort by “Last Updated” date so sales reps can stay apprised of updated leads and accounts.  Sales Navigator notifies users when lists are being shared with them.  However, lists reside only in LinkedIn and are not downloadable.

“Now we’re taking lists up a notch by adding the ability for you to share these custom lists between your team members and have comments shared as well. Sales Development Reps can collaborate with Account Executives on their team and share progress on breaking into new accounts. Relationship Managers and Customer Success Representatives can collaborate around the health of their named accounts throughout the customer lifecycle. And Marketing can easily share lists from events with the teams following up on new leads. The possibilities are endless.”


Doug Camplejohn, VP of Product Management, LinkedIn Sales Solutions

LinkedIn has long described Sales Navigator as a system of engagement that worked with systems of record (CRM) and communication (email, social).  Much of the initial focus was on lead messaging and SNAP connectors, but the firm is now placing a greater focus on teamwork.  Shared lead lists are “the first step in a broader strategy to enable collaboration across your selling teams,” wrote the firm.

Lead lists were released in Q4 and quickly employed by users.  250,000 custom lists were created within the first six weeks of availability.  A quarter of active users created custom lists post-launch.

Users can also save Leads and Accounts to custom Lists from partner applications via their broad set of SNAP partners.

LinkedIn stated that “sharing increases visibility of and fosters collaboration for your pipeline.”  Custom lists help teams organize and plan for key leads and accounts within lists: “Sharing allows them to collaborate with others as they research, contact, and advance relationships with those Leads and Accounts.”

Users can track team outreach to prospects, share leads with managers to discuss strategy, segment by source, and customize follow-on activities.

Other screening enhancements include the expansion of technology selects to 30,000 technologies and the addition of seven categories of exclusion criteria for leads: company, geography, seniority level, title, function, industry and school.  Account exclusions are provided for geography and industry.  Camplejohn noted that exclusion filters were one of the top user requests.


Part II covers SNAP partners, SFDC Lightning Setup Console integration, and the new Sales Navigator Coach

TechTarget Confirmed Projects

TechTarget's new Confirmed Project details are collected by their research assistants.
TechTarget’s new Confirmed Project details are collected by their research assistants.

TechTarget added a set of Confirmed Projects to their Priority Engine service.  Projects include company information, project location, project contact name, purchase criteria, and purchase details.  Purchase criteria include top purchase drivers, product feature criteria, and vendors under consideration.  

Purchase details include capabilities being considered, key factors in choice of vendor(s), deployment method, departments where the purchase will be used, and anticipated benefits.

“The integration of Confirmed Project intelligence within the platform provides an expanded view of the Total Buying Team as well as new deal insights and angles – all in one place – to help Sales teams win more meetings, opportunities and deals.  The addition of Confirmed Project data provides a much deeper layer of intelligence on project criteria, specific vendor shortlists and key purchase drivers which enriches and expands insights available within Priority Engine to give sales teams more points of entry into live deals.”


TechTarget Press Release

Confirmed Projects are displayed alongside TechTarget intelligence including Owler company overviews, TechTarget buying teams, DiscoverOrg contacts, and HG Data installed technologies.

TechTarget Confirmed Projects are displayed within Salesforce Account i-frames.
TechTarget Confirmed Projects are displayed within Salesforce Account i-frames.

Confirmed Projects are collected by TechTarget’s “team of skilled in-house research assistants who are responsible for calling active prospects from high-ranking Priority Engine accounts.”  Prospects exchange project intelligence in exchange for TechTarget research.

TechTarget intelligence is accessible from “any browser and imported directly into Salesforce.”


“We saw rapid growth in the use of Priority Engine to fuel inside sales efforts in 2018 as more and more of our customers’ sales teams are using the insights we provide into prospect interests, research focus, vendor considerations, and tech installs. Using this data, leading sales teams have seen up to a 4x increase in opportunity conversion. The addition of Confirmed Projects within Priority Engine will fuel this growth even more.”


TechTarget SVP of Products Andrew Briney

Priority Engine raised revenues 29% in Q4 year-over-year and “bookings remain strong.”  The firm signed an additional 32 customers in Q4 and the firm raised Priority Engine prices by 10% in January 2019 after raising them 20% in January 2018.  The price increase was across all Priority Engine solutions.  As price increases are recognized over the life of contracts and renewals are overweighted to Q4, much of the 2018 price increase will show up in 2019 revenues.

“People that signed up prior to the beginning of the year were protected in their previous year’s pricing, but then we added other add-on bundles and solutions, because…we are integrating a lot of our branding lead generation offers into Priority Engine,” said CEO Mike Cotoia.  “So there is an up-sell capability and opportunity for our customers to…create a greater share of voice percentage within the markets they care about.”

“Our customers continue to increase their commitment to becoming data-driven sales and marketing organizations. This is creating opportunities to strengthen our partnerships with our customers by further embedding our purchase intent data into their systems to make their sales and marketing efforts more intelligent, competitive and efficient.”


TechTarget Shareholders Letter, February 6, 2019

TechTarget admitted that the data subscription business differs significantly from their traditional quarterly marketing campaigns.  Over the past two years, they have learned that service requirements vary greatly by size.  Larger firms “who have sophisticated systems and ample resources” can immediately leverage intent data for awareness campaigns and fueling sales outreach.  Enterprise accounts have revenue renewal rates “well over 100%.”  However, smaller firms require more handholding and renew at less than 100% of revenue.  To assist SMBs, TechTarget has assembled a unified customer success team to offer post-sales service and support.  “We believe over time that this will increase our revenue renewal rates with this customer segment. “

TechTarget described a strong IT spending environment with multiple catalysts for growth: AI, security, data analytics, and cloud migrations.  In the US, accelerated depreciation of capital expenses through 2022 gives “companies a short window to invest in technology with favorable tax treatment.”

LeadSpace Partners with Bombora

LeadSpace is now including Bombora intent data in its Customer Data Platform.  Bombora’s company surge data helps identify which companies are in market for products and solutions based upon surges in topical interest above historical baselines in the topic.  “Customers can combine the resultant intent insights with Leadspace Predictive and Persona scores to accurately predict prospects’ readiness to buy in real time.”

LeadSpace customers can target outreach based upon topical interest, prioritize sales and marketing activities using intent data within predictive models, and personalize ad campaigns with messaging and content around surging topics.

LeadSpace customers employing an ABM strategy enjoy improved account list building and engagement due to the partnership.  They can also identify net-new prospects using look-a-like modelling and surge data.

“ABM succeeds when sales and marketing work closely toward the same goals.  The easiest way to find that success is for both departments to start with insights from a single data source. Intent data that shows which target accounts are actively in-market helps sales and marketing tailor their efforts to the best prospects, and avoid those that are not engaged in the buying cycle. Working with Leadspace ensures the easy orchestration of Bombora’s insights across these departments.”

Erik Matlick, CEO and co-founder of Bombora

Intent data also assists with sales-marketing alignment via harmonized messaging.  According to David Tam, Director of Marketing at OneLogin, “I’ve never worked anywhere before where we could run a fully-integrated and aligned marketing campaign and sales play, where the messaging matches. Our marketing emails are talking about the same things that our sales reps are talking about. That alone is enough to get brownie points with Sales!”

LeadSpace has offices in San Francisco, Denver, and Israel.  It called off a merger with Radius in August.

"How to Get Real Value from Intent with Leadspace," Leadspace Graphic
“How to Get Real Value from Intent with Leadspace”

Cognism Funding Round

European Sales Acceleration vendor Cognism continues to demonstrate strong momentum out of the gate with a second funding round.  The firm closed on a £2.8 million round from investors including Oliver Wyman, South Central Ventures, LCIF, Newable, and existing investors.

The expansion capital will be “used to enhance the solution for Enterprises and also expand the offering into the Financial Services sector.”

“Cognism is moving beyond sales intelligence and applying its patented machine intelligence technology to understand the revenue challenges at the Enterprise level,” said CEO James Isilay.  “There is a natural fit between the data and analytics the Cognism platform provides and the strategy that can then be derived to enhance revenue at the Enterprise level. We are keen to showcase this value to this sector and hope our collaboration with Oliver Wyman will propel us forward and continue our strong growth.”

Cognism, which was founded in 2016, already has over 200 customers and has posted 617% revenue growth year-to-date.  The firm offers a data set of 400 million global companies and contacts.  Their Prospector service supports persona based prospecting, sales intelligence, and CRM connectors.  Other products include Refresh CRM enrichment and Engage sales acceleration (sales engagement).

“Our clients are continuously looking for new ways to accelerate growth. Cognism technology will provide our clients with dynamic insights into their existing client base, enabling them to develop more targeted solutions and improving sales success. At the same time, Cognism technology will allow our clients to make a step change in their prospecting efforts. Cognism’s data asset will allow our clients to identify prospects matching detailed personas, leveraging data on over 400M companies and individuals.”


Kai Upadek, Partner at Oliver Wyman

Cognism also announced the addition of Vidyard GoVideo to outbound emails.  Vidyard’s video “selfies” help sales reps personalize communications and “build stronger relationships with their prospects” with “one-to-one videos on-demand in a matter of moments.”

Vertical IQ Launches Mobile App

Vertical IQ Summary (Mobile App)
Vertical IQ Summary (Mobile App)

Industry research firm Vertical IQ launched a mobile app which delivers condensed profiles of 300 industries which can be quickly viewed before meetings or while commuting.  The app is available on iPhone and Android devices at no additional charge for current customers.

“Vertical IQ users are busy professionals, and the reality is that they often don’t have the time to research and read an entire industry-related paper to prepare for a client or prospect meeting,” blogged the firm.  “In order to best help our busy customers, we have to design the most efficient, practical way possible to prepare for meetings—writing and organizing industry-specific information that is digestible, quick, and to-the-point.”

Industries are listed alphabetically and searchable by Vertical IQ industry, NAICS / SIC, and Favorites.  Searching is by keyword, so “Pest” returns Pest Control, Agricultural Chemical Manufacturers, Landscape Services, and Pest Control Services.  The results list may be viewed alphabetically or by sector.  The app has a short “Time to Pie,” a term coined by Intuit which means how quickly do users get to useful information.

Content is broken into eleven chapters which are navigated by a three-bar icon across fromthe chapter title:

  • Summary
  • Big Picture Video –  an industry overview which helps reps “quickly visualize the business, gain insight, and be ready to talk about points of [my client’s] industry.”
  • Fast Facts – Average company size, geographic distribution, top firms, business structure, etc.
  • Call Prep Questions – Capital Financing, How Firms Operate, Industry Trends, Risks to Watch Out for, Working Capital
  • Working Capital – Sell and Invoice, Collect, Manage Cash, Pay, Report, Cash Management Challenges
  • Trends
  • Risks – Industry Risks, Company Risks
  • Numbers – BizMiner industry ratios
  • News
  • Quarterly Insights
  • Bank Product Usage – Industry adoption of standard bank products from Barlow Research

Vertical IQ was co-founded by Bobby Martin, who also started First Research.  Both services provide an extensive set of industry snapshots for relationship managers looking to quickly learn about key industries.

“Vertical IQ helps you save time, increase the likelihood and effectiveness of pre-call planning, deepen relationships with clients, improve banker confidence during calls, and bridge the gap between a banker’s financial knowledge and business knowledge.”

Vertical IQ

Vertical IQ supports nearly 35,000 bankers, accountants and advisors who serve small to medium-sized businesses and professionals.  Along with subscription services, users may purchase individual reports for $99.