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!”
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.”
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:
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
Risks – Industry Risks, Company Risks
Numbers – BizMiner industry ratios
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 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.
6Sense rolled out enhanced Sales Intelligence features to its ABM Orchestration platform. New features help track account engagement over time, visualize anonymous intent at key accounts, and display engagement status by personas. 6Sense also added ABM Alerts and updates to its reference company dataset.
According to 6Sense, “the Sales Intelligence enhancements change the way revenue generating teams create and drive pipeline with easy-to-consume insights designed to drive sales action in coordination with marketing.”
“ABM is not a marketing-only initiative – it is crucial that account managers, sales development reps and other members of the sales team are collaborating and aligned. Sharing critical target account insights such as recent topical interest and engagement history in a sales platform that the sales team is familiar with makes it easier for revenue teams to take action.”
Matt Senatore, Service Director of Account-Based Marketing, SiriusDecisions
6Sense Sales Intelligence is based upon CRM and marketing automation data, web engagement data, and 6sense’s anonymous intent data. Intelligence is displayed across three tabs:
Buying Stage, Top Branded and Generic Keywords, and Engagement Scores over
Map: Engagement levels by job and function with associated engagement
Insights: Firmographics, Technographics, Website Visitors by location, Top
pages viewed by account
ABM Alerts deliver weekly activity profiles on key accounts to sales reps. The email alerts include a spotlighted account “that has shown a significant volumeof relevant activity, making it especially interesting or urgent to act upon.” 6Sense spotlights firms that have not been recently contacted but are showing high-levels of engagement or intent.
The alert also provides up to five accounts which are newly engaged or reengaged, five accounts with multiple people engaging, and five accounts with declining engagement. ABM alerts provide direct links to account profiles in 6Sense and Salesforce.
ABM Alert account details include a summary of the top activities associated with that account over the past week, including keyword research, and web visits.
“This update was designed as a response to sales teams’ requests to be empowered with insight to prioritize their time better, make their outreach more relevant, and shed light on what their prospects really care about at any given time,” said VP of Product Amar Doshi. “For those who subscribe to the BANT qualification approach, getting an early advantage on learning about need and timing can make all the difference in deal outcomes.”
Oracle recently acquired DataFox, providing them with access to 2.8 million company profiles, including funding and M&A data. DataFox “gives customers real-time insight to know when a business exhibits noteworthy behaviors.”
“The combination of Oracle and DataFox will enhance Oracle Cloud Applications with an extensive set of trusted company-level data and signals, enabling customers to reach even better decisions and business outcomes,” wrote Oracle’s EVP of Applications Development Steve Miranda to customers and partners.
Oracle provides the following deal shorthand:
Oracle Cloud Applications + DataFox = Even Smarter Decisions
DataFox is growing its database at 1.2 million companies annually. The database will deliver real-time insights into its cloud-based ERP, CX, HCM and SCM platforms.
In a bit of extreme puffery, Oracle described DataFox as the “the most current, precise and expansive set of company-level information and insightful data.” Bureau van Dijk and Dun & Bradstreet have 50X the active company coverage including detailed global linkage, risk models, and multi-year financial data. Bureau van Dijk also offers the Zephyr database, an M&A and funding dataset with over twenty years of closed, pending, and rumored deals. Where DataFox may have an advantage is in their focus on mid-size and emerging companies which have been recently funded, but this is a small subset of the company universe.
DataFox will continue to sell and support its products. However, the DataFox roadmap and product line are fluid:
“Oracle is currently reviewing the existing DataFox product roadmap and will be providing guidance to customers in accordance with Oracle’s standard product communication policies. Any resulting features and timing of release of such features as determined by Oracle’s review of DataFox’s product roadmap are at the sole discretion of Oracle. All product roadmap information, whether communicated by DataFox or by Oracle, does not represent a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. It is intended for information purposes only, and may not be incorporated into any contract.”
Along with AI insights, Oracle called out the needs for quality data to back data maintenance, artificial intelligence, and business signals.
DataFox has over 275 customers including Goldman Sachs, Bain & Company, Outreach, Live Ramp, and Twilio.
DataFox raised $19 million in funding. Terms of the deal were not disclosed. In January 2017, DataFox was valued at $33 million by Pitchbook.
Oracle should study Salesforce’s acquisition of Jigsaw (later renamed Data.com) as a cautionary tale. Software companies struggle in selling data files as company and contact data decays rapidly and it is difficult to push data quality above 90% absent large editorial investments. Furthermore, Jigsaw never represented more than 1% of Salesforce revenue so quickly fell off of the company’s internal radar. The firm is now looking to decommission Data.com and asking its AppExchange partners to fill the sales intelligence and data hygiene gap left in its absence. Coincidentally, DataFox is one of Salesforce’s Lightning Data partners.
On the positive side, LinkedIn hit $1.3 billion last quarter and has thrived under Microsoft’s ownership. However, LinkedIn was a much more mature company at acquisition than DataFox with multiple revenue streams and a unique user generated content model. Microsoft has provided LinkedIn with development capital and allowed it to maintain its independence. It has also looked to leverage LinkedIn and Microsoft strengths when building sales and marketing products, instead of simply copying other vendors. For example, Sales Navigator continues to respect the privacy of its members while using aggregated data to provide hiring and employment insights that other companies cannot deliver. Navigator has also added strong messaging tools (chat, InMail, and PointDrive) which work around its lack of company emails. Other innovations include SNAP workflow connectors, its new Pipeline CRM updating tool, and Buyer’s Circle for identifying the buying committee at large firms.
Back before the development of ICP / TAM tools and predictive analytics platforms, B2B marketers would simply describe their target market as the Global 2000 or Global 5000. The description was overly broad, but it generally meant global enterprises with revenue in excess of $1 billion.
Of course, you could easily refine the list with broad segmentation. For the sales intelligence vendors of 2005, it was the intersection of G5000 and (Professional Services, Financial Services, Tech firms).
So while there are now tools to refine your target universe, there remain companies that continue to focus on the G5000 concept. This includes startups and companies with expensive B2B solutions. It also includes Enterprise Sales groups.
Harry Henry has built a business around the G5000 concept. For a long time, the Global5000 database consisted of a hand-researched list of billion dollar revenue companies; but, a few weeks ago he released a companion dataset of top US execs for G5000 with plans to sell international contacts in the future. Henry has partnered with Salutary Data to build his new offering.
Marketers can license the G5000 company set for $2,300. The accompanying US dataset of 25,000 executives spanning 2,100 firms is available for $3900. Fields include
First & Last name
Address (street, city, state & zip)
Email address — 100% fill rates
Phone number – Two possible phone numbers with a 35-50% direct dial fill rate.
The contact dataset focuses on Executive Management, Finance, HR/Personnel, Technology/IT, and Marketing.
“To provide you a sense of our vetting process, the contact records are aggregated from some 8 supplier sources and then tested using separate vendors who verify and score the accuracy of emails, phones, and name/title/company. The results of these tests are used to identify the most accurate data, which enables us to create a data stack. In addition, external and internal corroboration sources and techniques are also applied to further help identify the most current and accurate records.”
The contacts file is available with quarterly refreshes. Segmented versions by industry or job function are not available.
The G5000 database consists of over 5,000 active companies generating $60 trillion in annual revenue and employing 130 million employees. Revenue per employee of the G5000 firms is $397,000. The file includes five-year employee and revenue data along with recent events, business descriptions, year founded, industry, segment, market and ticker, and business contact details (e.g. address, phone, URL).
Last month, I discussed intent data, one of a trio of datasets that assist with lead scoring. This month I’m touching upon Fit data and next month I’ll be discussing Opportunity data.
Fitness data consists of firmographics, technographics, and verticalized datasets that help define whether a company is a good prospect. Biographic values such as Job Function, Level, Skills, and Responsibilities should also be employed when evaluating contacts or leads.
Firmographics are the basic variables that have long been used to define a good prospect. Firmographics include location, size (e.g. revenue, employees, assets, PE/VC funding, and market cap), industry, and year founded. Other commonly used dimensions include Ownership Flags (Minority Owned, Woman Owned, Veterans Owned, SOHO, Franchise), Ownership Type (Public, Private, Nonprofit, Government), and Parent/Sub/Branch.
Ownership flags are used for both inclusion and exclusion with SOHO and Franchise flags generally used to exclude small businesses and those with limited purchasing authority. Subsidiaries and Branches are often excluded as they also have more limited purchasing authority, but are included when looking for locations to sell into after an MSA is signed or when evaluating entry into overseas markets. In these cases, knowing all of the locations of current accounts and top prospects is quite valuable. Likewise, logistics companies look for companies with many locations.
Several vendors support radius searching around a ZIP code. This select is valuable for both event planning (e.g. 50 miles from a tradeshow) or for sales reps when traveling and looking to include additional accounts and prospects on a trip.
A recent study by Dun & Bradstreet found that three of the top five dimensions used when targeting B2B accounts are firmographic (Location, Industry, and Company Size).
Furthermore, Account specific lists for ABM generally employ firmographic criteria when building or extending ABM lists. (Online activity is an intent variable which was discussed in my last What Is.)
Technographics are an example of a verticalized dataset. Generally they consist of vendors, products, and product categories. Originally, such data was only available from technology sales intelligence vendors such as DiscoverOrg and HHMI (now Aberdeen Services), but HG Data built and licensed a technographics dataset which is now widely available in data marketplaces, predictive analytics, and sales intelligence platforms. Aberdeen followed suite in licensing their dataset as well.
LinkedIn Sales Navigator offers a set of unique selects for targeting departments, department headcount growth, and employment growth. Unfortunately, this data is not downloadable or available for lead scoring.
Biographic variables are also important when determining fit. Job function and level help determine whether a lead is likely to be a decision maker, influencer, or noise. Most vendors map job titles to taxonomies of between 8 and 60 job functions and 4 to 8 levels. Other biographic variables include education, years at company, former companies, and interests.
Data availability and currency may also play into Fit both directly and indirectly. If a select is weakly populated (e.g. Education, Skills), then many potential targets will be omitted from lists or given low scores. In some cases, lowering the lead score due to a missing field makes sense. Lead scores should incorporate the availability of emails, direct dials, and LinkedIn handles because this information increases the likelihood of successfully communicating with a prospect.
TIP: When evaluating vendors, ask about the fill rates on key fields you anticipate using in your lead scoring or prospecting.
In a similar vein, last update dates should also be used as a filter. Data from SHRM indicates a 2016 average contact decay rate of 27% when accounting for job departures, lateral moves, and title changes. And this is only at the contact level. The rate is even higher when including company name changes, relocations, and bankruptcies / facility closures. Thus, the last update field is a relevant fitness variable for prospecting but not inbound lead scoring.
In short, lead fitness can be defined by a broad set of who, what, and where variables related to companies and contacts.