Nektar.AI Exits Stealth Mode

Nektar.AI supports automated activity capture and CRM sync across the full customer lifecycle.

After two years in stealth mode, Revenue Operations solution provider Nektar.AI was unveiled earlier this month.  Nektar looks to solve the “CRM data leakage” problem whereby critical lead, contact, and opportunity data is omitted or decays.  For example, Nektar recognizes meeting attendees missing from the CRM and automatically creates contact records that include email, direct dial phone, title, and buying committee role.  Out-of-date or missing data negatively impacts both the sales process and operational functions such as analytics, automated recommendations, and pipeline forecasting.

Nektar offers a no-code platform that applies natural-language processing against email, calendar, chat, and social touchpoints, capturing revenue activity data across the full customer lifecycle and syncing it with the CRM.  Automated activity capture improves rep productivity, allowing sales professionals to focus on selling instead of data entry and updating.

“Sales teams depend on their CRM data to gain insights into team productivity, pipeline insights, and revenue forecasting.  Despite a CRM being an important system of record for modern go-to-market teams, it still grapples with the problem of poor user adoption and missing data.  As per estimates, 40-50% of sales activity data remains missing from a CRM, while 27% of the data that’s available in a CRM decays every month.  This leads to major data and productivity leakage,” stated the firm.

Furthermore, deals are becoming increasingly complex, with larger buying committees and sales teams communicating across an expanding array of sales channels.  While most of these conversations are now digital, they take place across disparate platforms and channels, resulting in data fragmentation.  Nektar’s mission is to collect this fragmented intelligence and feed it into the CRM, making it available to the revenue team without requiring sales resources to key this intelligence.

“There are a lot of reporting and analytics solutions out there.  Other solutions have been investing primarily in the downstream problem with respect to visibility and analytics, an important problem to solve.  But the core problem actually starts upstream, which is where activities are taking place and where data is being generated.  A lot of that data doesn’t make its way into CRM, which actually results in downstream problems.  If there’s poor data in, you will have poor insights available,” explained CEO Abhijeet Vijayvergiya to GZ Consulting.

“We found our product-market fit when we found that more than 50% of critical revenue activity data is not going into CRM,” continued Vijayvergiya.  “This data leak results in productivity leaks, and that results in revenue leaks.”

Furthermore, as firms make staffing cuts, “they’re trying to do more with less” and losing implicit knowledge that never made its way into the CRM.  Nektar allows companies to recover much of this lost activity and contact intelligence, boosting a firm’s ability to manage revenue operations during a recession.

“There are tools like Gong and Clari and some other forecasting solutions which provide good insights,” expanded Vijayvergiya on Nektar’s value proposition.  But these systems are not resolving the data leakage problem. 

Nektar claims 95% accuracy in its data capture and syncing processes.  The service can go live in ninety minutes and begins providing time to value in three days as it gathers both historical data missing from the CRM and populates it with ongoing activity capture. 

Nektar operates in the background, collecting and syncing data.  Thus, there are no training sessions or additional UIs to learn.  Sales reps do not need to toggle to other platforms, and their data entry work is significantly reduced.

“Nektar plugs the CRM data leakage without a user lifting their finger.  We basically eliminate the need for user adoption and give all the time back to salespeople to go and sell while relieving their administrative burden,” said Vijayvergiya.

While there have been third-party solutions to populate and enrich account and contact data records for over a decade (e.g., Dun & Bradstreet, ZoomInfo), these vendors were blind to the demand unit unless a sales rep entered all members.  Nektar is complementary to third-party DaaS providers, Revenue Intelligence vendors (e.g., Clari, Revenue Grid), Conversational Sales (e.g., Gong, Chorus), and business intelligence vendors (e.g., Tableau).

“We are aware that some of these solutions have their own activity capture system, but most of their activity capture solutions work in silos for certain sets of users who adopt their solution,” continued Vijayvergiya.  “Users are not adopting the solution, or data loss happens anyway.   A solution which we replace, more often than not, is Salesforce Einstein Activity Capture.”

Nektar supports email and domain exclusion lists to prevent mining confidential information (e.g., legal, investor relations, partner development).

Nektar is generally available as a native Salesforce solution, with HubSpot and Microsoft Dynamics on the roadmap.  In addition, all of its system integrations are native, providing higher quality and performance.

Nektar.AI closed a $6 million seed round last summer, raising its total funding to $8.1 million.  The round was led by B Capital Group, with Nexus Venture Partners, 3One4 Capital, and angel investors also joining.

Nektar has not disclosed pricing, but it is per user per month with SaaS-based pricing billed quarterly or annually.

Nektar is a fully remote company with 32 employees across seven countries with plans to hit fifty employees by the end of this year.  Although emerging from stealth, it already supports over 1,500 users. 

Nektar’s goal through year-end is to focus on its go-to-market strategy and North American hiring.

Nektar activity tracking at the account level

Data capture as an AI tool is becoming increasingly important. It probably isn’t a standalone offering but an underlying capability for populating the CRM with harvested digital intelligence, monitoring buyer engagement, and building out the buying committee. As such, it is core to both CRM data enrichment and revenue intelligence.

I have seen a series of data capture announcements from vendors of all sizes: big (Microsoft Viva Sales), medium (People.AI, Introhive), and small (e.g., Nektar, Winn.AI). I will be covering People.AI and Winn.AI later this week.

Vainu for HubSpot

Vainu for HubSpot Data Mapping rules.

Yesterday, I posted about Vainu’s new Global Database. The firm also announced its Vainu for HubSpot connector for matching and enriching company data against its global reference database.

“Most sales and marketing teams want to be data-driven.  They want to run ABM campaigns, apply modern lead scoring models, and automate many parts of the sales process.  SalesOps and Marketing Ops professionals are there to facilitate all that, but there’s one common challenge they’re facing: CRM data is messy and outdated,” observed Vainu co-founder Mikko Honkanen.  “With that struggle in mind, we thought it would be a good time to launch a new HubSpot connector at the same time that we’re launching Vainu Global…so that it’s easy for companies using HubSpot to get their CRM data cleaned, updated, and enriched.”

As companies are being matched against Vainu’s new global database, not registered Nordic filings, the match field is URLs, not business IDs or VATs.  With forms, contacts are matched against email domains.  If a company is not already in HubSpot, new Accounts are created, and the Contacts are associated with the new record.

“This means it works very well with HubSpot CRM, because domain is often the company property that a business will have for almost all of the company records they have in their CRM, which means that it’ll be easier to match the companies in HubSpot to our database,” contended Honkanen.

During beta testing, match rates were as high as 99%.  For non-matched records, the firm offers on-demand matching against missing domains.  If they are valid domains, Vainu adds profiles to its company directory.

Along with standard firmographics, account enrichment includes Vainu’s Custom Industry segments, global web traffic ranking, and Vainu segments (e.g., website keywords or phrases).  Profiles generally have four to eight industry labels, helping with targeting.

Other fields include technographics and domain redirect information.  Redirects are often implemented after acquisitions or rebrands and are useful for assigning contacts.

Vainu for HubSpot Send to CRM

Vainu offers a field mapper for assigning Vainu data to HubSpot and setting update rules.  For example, admins can set field update logic to always update, update if null, or never update.  Vainu custom fields that are not in HubSpot are automatically created.  Along with companies, admins can map contacts, tasks, notes, and deals. 

Thus, admins can build a campaign and upload it to HubSpot with task assignments.  The inclusion of tasks and notes helps specify campaign details, such as recommended collateral and case studies, with the Vainu Custom Industry and Technology Intelligence assisting with messaging.

If companies do not exist in HubSpot, Account records are created.  If they exist, then the existing records are enriched. 

By default, HubSpot does not overwrite current account owners.

Updates can be performed on a scheduled basis or executed as a one-time batch operation. 

Vainu intelligence with tasks and notes displayed in HubSpot.

Vainu Launches Global Database

Vainu Global Database Attributes

European Sales Intelligence vendor Vainu unveiled its new Global Database this week, a domain-based company dataset spanning over 65 million companies.  The database was built through web-crawling and includes standard firmographics, technographics, Vainu Custom Industry Codes, social links (Facebook and LinkedIn), and web-based insights (keywords and phrases that describe the company). 

Domains are mapped to headquarters locations, with additional locations captured during the site crawl and displayed as part of the profile.  A countries of operation field helps with market entry planning (e.g., which companies in our ICP have operations in specific countries?).  Vainu also captures website languages, helping determine which markets companies are targeting.

“If you’re selling a product or service where the buying decision is made on a business unit/regional level, having this type of data in your CRM is crucial,” argued co-founder Mikko Honkanen.  “It helps your sales reps to pick upsell and cross-sell opportunities and in general, makes it easier to maximize the revenue potential of your customer portfolio.”

“Unfortunately, finding good data for regional offices has been challenging in the past,” continued Honkanen.  “Most companies will only list their main office on their social media accounts, and it’s been difficult for salespeople to manually add office data from company websites to their business systems due to the limitations in the availability of data properties.”

Filtering with Vainu’s proprietary industry codes and associated Confidence Scores.

Vainu offers over 900 proprietary industry codes, including emerging industries such as SaaS and Artificial Intelligence not available in other taxonomies.  When screening, the system defaults to high-level confidence, but users can more broadly search by accepting companies with lower industry tagging confidence.  In addition, users may select one or multiple categories, employ Boolean logic (e.g., SaaS AND Executive Recruitment), and modify their selects with web-based insights.

The crawler and platform UX are English only.

Discrete sizing data is not provided, with companies mapped to five employee ranges.  Vainu employs an “ordinal regression and classification approach” to its model that factors in web traffic, the number of office locations, detected web technologies, mentions of specific key phrases, etc.

Honkanen argues that its methodology may be off by one size band but is unlikely to make large errors.  “Our own internal testing indicates that our model generally outperforms other employee count models, but it truly shines when it comes to minimizing the large, important mistakes.  What that means is that it might be difficult for the model to choose between 51-200 and 201-1,000 if the company has roughly 200 employees, but it has an easy time avoiding big and important mistakes, such as enterprise companies being classified as micro companies.  In other words, our model still makes mistakes, but those mistakes are often small in magnitude, i.e., the model might predict the nearest neighbor.”

Vainu has been building and tuning the database for over a year, helping it distinguish between product sites (e.g., Tide) and company sites (e.g., Proctor & Gamble).  It is growing at 100,000 companies per day and recrawls sites every sixty days.  Users can set up saved searches that identify new companies, upload them to HubSpot, and alert the sales rep.

Company data is available through a web-based platform, API, CSV downloads, and connectors (HubSpot today, with Salesforce and Microsoft Dynamics 365 on the Global Database roadmap). 

Users can also upload lists of domains for matching and enrichment.  When downloading data, they specify file formats, controlling which fields to download and their order.

As they offer a LinkedIn field, users can quickly create and upload LinkedIn Matched Audiences to the LinkedIn Campaign Manager with high match rates.

The database does not contain contacts, but Honkanen argues that Vainu’s company data is superior to firmographics from other services.

Honkanen provided several reasons for not offering contacts, “We don’t want to be a vendor that provides bulk contact data…We don’t want to promote salespeople to do spam.  Also, it is very challenging to do that in a GDPR-compliant way.”

Instead, the company wants to promote “smart, Account Based Marketing” that supports very specific industry and keyword screening and LinkedIn audience campaigns.  From the LinkedIn Campaign Manager, users can target by persona.  Users can also match against existing HubSpot contacts with pre-existing consent tied to Vainu-enriched firmographics.

“If you’re looking for a combination of high-quality firmographic and website-based insights, we’ve got you covered,” blogged Vainu Marketer Nikolai Bang.  “Our global data offering includes numerous important data points, such as location, industry, company size, technologies, website keywords, and website traffic, that, according to our customers who have tested several offerings, other vendors cannot provide at a similar quality.”

While other databases, including Vainu’s Nordics database, are built around business ids, the global database is built around domains, with the firm capturing multiple locations related to domains.  Business ids are preferred for KYC and credit scenarios as the data is tied to legal ids, but domain data matches well against CRMs and emails.

Vainu contends that domain-keyed databases are better for ICP/TAM analysis as subsidiaries and branches aren’t double counted, providing a more accurate view of market opportunity.  Vainu claims that ICPs built using Vainu Custom Industry codes and website-based insights during beta testing consistently achieved 90% accuracy.

The Global Database resides on a new platform and is available as a distinct product with separate licensing and administration from its Nordic registered-data services.

Pricing starts at €12,000 per annum, with a one-time setup fee starting at €1,000.  Instead of seat-based pricing, Vainu is pricing based on the number of records uploaded or maintained.

Vainu Company Profile

Vainu Resources

ZoomInfo Expands its Technographics

ZoomInfo, which began as a technology sales intelligence service, has expanded its technographic intelligence to more than 30 million global companies.  The technographic dataset now spans 300 million company/tech pairings, whether that is a technology, platform, or programming language.

The firm, which has recently focused on sales and marketing enablement technology (e.g., Conversational Sales, Chatbots, Sales Engagement, Recruitment/HR) and Operations, has been quietly expanding its content coverage with announcements concerning company coverage and technographics in the past few weeks.

“Knowing which technologies your prospects use before you even pick up the phone gives sellers a tremendous head start,” said Kirti Patel, Senior Director of Engineering at ZoomInfo.  “With today’s economic headwinds, sales teams are looking for every opportunity to increase efficiency, and having access to a prospect’s tech stack can transform your go-to-market engine.”

ZoomInfo’s technographics intelligence is derived from over twenty data sources, including company websites, job postings, and customer testimonials.  Its taxonomy covers over 30,000 technologies.

ZoomInfo claims that nearly 90% of its active tech-to-company pairings have been updated within the past three months.

Technographics assists with prospecting, lead and account scoring, look-a-like modeling, and market analysis (e.g., Technology Market Share, ICP, and TAM).  It is also common for firms to target customers of partners for complementary pitches and competitors for takeaways. ZoomInfo supports alerting when technologies are added or dropped from prospects’ tech stacks.  In addition, its Workflow module automates sales and marketing outreach.

ZoomInfo provided a pair of ZoomInfo SalesOS screenshots to GZ Consulting with functional descriptions concerning their technographics capabilities:

Technographic Alerts: “Customers can subscribe to individual technologies to get alerts on what companies are Adding/Dropping/Discovering that technology. For Adds, we know the company recently began using that technology, whereas, for Discoveries, we believe the company has been using the technology for a while, but our systems are just discovering it for the first time.”

Company Specific Profile: “This image is just one technology that ZoomInfo uses. It shows the date of the last time we have seen evidence that ZoomInfo uses machine learning technology. We can only view one technology category at a time on a company’s profile. You’ll see to the left of the image all of the technology categories that we have ZoomInfo technologies for.  You can hover over each to get the date of the last evidence.”

ZoomInfo Hits 100M Company Profiles

ZoomInfo continues to build out its company database, tripling its coverage over the past year.  Its most recent content additions are small firms not found on the Internet.  The firm was able to treble its company coverage after acquiring Everstring in late 2020. The expanded coverage improves a core data asset the firm deploys across its four cloud services.

“Now ZoomInfo customers have broader visibility into their total addressable market.  Teams using SalesOS can build more targeted company lists based on characteristics of their ideal customers, driving more accurate segmentation,” stated the firm.  “Users of ZoomInfo’s OperationsOS product will experience increased match rates and can build out more robust and accurate company hierarchies.  MarketingOS users will be able to reach wider audiences through their campaigns and identify more traffic visiting their websites.  And customers of TalentOS will be able to find more qualified candidates in a challenging hiring environment.”

ZoomInfo offers a corporate family tree display that allows users to expand/collapse nodes and drill down to subsidiaries.

Data was sourced from state registries, business registry filings, and licensed data.  ZoomInfo also addressed a long-standing gap in its coverage with 35 million “non-headquarter company locations” (e.g., branches).  Branches are crucial for accurately sizing markets, routing leads, and performing lead-to-account mapping.  For example, if an inbound branch lead, particularly one with a different name than its parent, is not mapped to the parent HQ, it is likely to be misrouted or ignored.

Every ZoomInfo company record contains revenue, headcount, and industry mappings (NAICS and US SIC87).

ZoomInfo also continues to build out its contact database, reaching 220 million active contacts, with 150 million emails, 65 million direct dials, and 50 million mobile numbers.

“Our enhanced data pipeline brings together the best of both worlds: access to more companies and the assurance that this new information is accurate,” said Kirti Patel, Senior Director of Data Engineering at ZoomInfo.  “This key expansion of our data allows our customers to access a vast market opportunity, especially among small businesses that are often harder to reach.”

In other news, ZoomInfo has grown its Shoreditch (London) sales team to over 100 reps.  Two years ago, all European sales were managed by a six-person team out of the US eastern time zone that began placing calls to Europe at 3 AM.


ZoomInfo also announced expanded technographics for targeting prospects that deploy competitive or complementary offerings.

RollWorks Journey Events and Sales Inights for HubSpot

ABX Platform RollWorks launched Journey Events for HubSpot, a consolidated account-level view of the customer buying journey.  The service helps B2B teams understand which activities are helping move customers through the decision process and which activities are sub-optimal and should be adjusted.

“Due to its ability to surface every marketing and sales activity driving an account’s progression, Journey Events for HubSpot also provides sales teams a comprehensive look (both immediately and over time) at how an account is moving—what is working and what is helping to drive the account progression, including seeing every action alongside an account spike,” stated the firm.  “This helps sellers plan and personalize outreach by identifying the optimal time to contact an account and tailor messaging based on the last action that may have had an effect.”

Journey Events pulls engagement, intent, and stage data from HubSpot, Salesforce, Marketo, RollWorks, and G2.

RollWorks Journey Events was announced last fall and is now available inside HubSpot.

RollWorks gathers time-stamped events such as meetings booked, opportunities generated, and SDR emails.  It then matches activity history against intent, engagement, and journey stage data.  As a result, sales and marketing professionals can visualize account progression against activity history to determine the efficacy of various activities. 

“At a critical time when marketers across the board are being asked to do more with far less, RollWorks Journey Events for HubSpot stands out for its ability to help all go-to-market teams be more efficient with their ABM strategies.  Being able to see each and every marketing and sales activity that’s driving account progression is huge.  With that, for example, you won’t send irrelevant messages in an email or waste money sending a gift to an account if it isn’t ready.  Instead, your organization can focus on what’s working and foster a common language between sales and marketing.”

Jodi Cerretani, RollWorks’ Head of Demand Generation

RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors.  In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.”

It also has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150% above its nearest platform competitor.  The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”

“RollWorks is laser-focused on engagement quality innovation, and we are incredibly proud of our acceleration and momentum within the HubSpot ecosystem,” stated Justin Cooperman, VP of Product Management.  “With Journey Events for HubSpot, we’ve raised the bar on relevance and personalization between seller and prospect.”

RollWorks Sales Insights for HubSpot identifies spiking ad engagement and website visits.

Sales Insights identifies accounts with spiking engagement based on visitor intelligence and advertising views.  RollWorks flags accounts with Account Spikes compared to baseline activity and visualizes engagement within HubSpot.  As a result, revenue teams can prioritize marketing programs and sales outreach based on spiking engagement.

Sales Insights de-anonymizes existing HubSpot CRM contacts and automates sales alerts when engagement activity spikes.  It also identifies unassigned spiking accounts and notifies sales reps via email when there is spiking engagement.  Additionally, within the HubSpot Company Record, an account timeline displays activity across the website, ads, intent, CRM, marketing automation platform, etc.

Likewise, marketing can analyze which campaigns lead to engagement surges and tailor ABM campaigns accordingly.  They can also build nurture workflows for spiking accounts. “There’s a difference between ‘pipeline’ and ‘pipedream.’ I prefer the former,” said RollWorks VP of Sales Shawn Cook.  “When my sales teams know who and what content a prospect is engaging with, they can take on the role of trusted advisor and advance the conversations with the accounts that are likely to buy from us.  Sales needs to not only know what the content is but also why that piece of content was created.  This is where the alignment is magnified.”

Sales Insights for HubSpot is included as part of the $995 per month RollWorks Account Based Platform license.

Postal via RollWorks’ Sales Insights for HubSpot Connector

Offline Marketing Engagement Platform Postal.io announced an ABX platform partnership with RollWorks. The integration, which leverages RollWorks’ Sales Insights for HubSpot connector, adds direct mail, e-gifting, and branded swag delivery options to RollWorks omnichannel engagement.

“Postal’s offline engagement platform optimizes omnichannel campaigns at scale,” said Mike Stocker, VP of Partnerships at RollWorks. “Together, and through a HubSpot connection, RollWorks and Postal help marketers ensure that these sending and gifting campaigns are data-driven and result in better conversions.”

RollWorks customers can now send a Postal gift when an account is spiking or send a direct mail based on intent or journey stage progression. Marketing can also automate gift sending to key stakeholders when demand unit engagement thresholds are reached (e.g., impressions, ad clicks, page views, etc.)

“The increased demand of Offline Marketing Engagement is a testament to a change in the way companies are engaging with prospects, customers, and employees,” said Postal CEO Erik Kostelnik. “Through the power of Postal and RollWorks, when you can orchestrate digital ABM programs with offline, your programs no longer have to be siloed and episodic. They are systematic, which ultimately drives efficiency and better outcomes.”

RollWorks → HubSpot → Postal.io Workflow.

RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors.  In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.”  Last month, RollWorks announced Journey Events for HubSpot.

RollWorks has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150%.  The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”


Continue to part II on RollWorks Journey Events and Sales Insights for HubSpot.

Leadspace – SalesIntel Partnership

CDP and DaaS Platform Leadspace deepened its partnership with company and contacts vendor SalesIntel to deliver richer profiles.  The expanded profiles will assist with territory planning, campaign building, and ABM programs, helping convert a “company’s total addressable market into new opportunities and customers.”

Leadspace is promising at least a fifty-percent cut in third-party data licensing expenses for human-verified contacts, firmographics, and technographics.  “This frees companies to reinvest their savings into advanced AI-assisted technologies to fully optimize funnel conversion,” stated Leadspace.

Leadspace aggregates third-party data from over thirty vendors, with data spanning 70 million companies, 240 million buying centers, and 280 million business professionals.

Leadspace delivers “fully-enriched, 360-degree buyer profiles of current and high-performance lookalike customers” that align the company’s territories with its TAM and ICP.  It then activates ABM-derived audiences across multiple channels, including Google Ads, Facebook, LinkedIn, Twitter, and LiveRamp. 

Leadspace offers connectors for major platforms, including Salesforce, MSD, Marketo, Pardot, and HubSpot.

“Leadspace is redefining the performance of B2B sales and marketing teams.  We have over a decade of experience in delivering the most extensible B2B profiles in the industry.  And unlike other offerings, the Leadspace platform is data source agnostic, open, and extensible,” stated Alex Yoder, CEO of Leadspace.  “Companies large and small need and deserve complete and active profiles, but today many companies struggle to keep their profiles up to date and complete.  We’ve worked with SalesIntel for several years, and this expansion in our partnership to include human-verified B2B contacts and technographic data in the Leadspace B2B graph is a testament to their being the leading vendor for the most affordable direct dial and accurate contact data in the industry.”

SalesIntel employs a global research network of nearly 2,000 editors who double-verify its data each quarter, ensuring a 95% accuracy level of its contacts.  It also provides firmographics and technographics.

“At SalesIntel, we are committed to providing the best sales intelligence available for revenue teams of all sizes.  Leadspace requires the highest quality data to fuel its platform, so this partnership expansion comes naturally.  We are honored to be a trusted provider,” said SalesIntel CEO Manoj Ramnani. “With customers having access to accurate contact data and over 200 million technographic data points, they will be equipped with the most accurate insights so they can expand reach, grow pipeline, and increase close rates.”

Demandbase Unified CRM View

ABX Platform Demandbase announced that it is the first sales intelligence and account engagement platform to integrate both services jointly into CRM.  Demandbase offers a single view that combines first-party and behavioral data from the Demandbase ABX cloud and third-party datasets (firmographics, technographics, contact data, and news & social insights) from the Demandbase Sales Intelligence Cloud.

“Doing so gives B2B sellers access to all the information they need to spot and close larger deals faster,” stated the firm.  “This first of its kind application guides sales teams to know where and when to engage with the right accounts and decision-makers, leading to higher win rates, shorter sales cycles, and bigger deals — boosting CRM adoption in the process.”

Demandbase brought firmographic, contact, and technographics databases in-house following the May 2021 acquisitions of InsideView and DemandMatrixIntent data includes first and third-party intelligence, including Surging Intent, Demandbase Keyword Intent, Campaign Response, and Web Page Visits.

Revenue Operations can also select intent data from Bombora and G2, which are processed through the ABX platform’s predictive models.

The Demandbase Timeline provides current and historical intent data.

The Demandbase platform also supports activity timelines, product and competitor intent datasets, and persona-based engagement heatmaps, helping revenue teams assess account potential and determine where accounts stand in the buyer’s journey.

Heatmaps may be viewed by engagement, people, or journeys.  Both preset and custom options are available.  In addition, users can drill down to details by clicking on a row or column header.

The SFDC Heatmap is presented at the Account level with Engagement Minutes (Demandbase’s contact engagement model) displayed within the heatmap matrix.

Sales users can utilize this heatmap to find champions at an org via the highest engagement and understand with which roles they need to communicate.

The Demandbase Heatmap is available with both preset and customizable views.

The platform also supports long-running InsideView for Salesforce functionality, including

  • Company and contact profiles
  • Prospect list building for companies and contacts
  • Contact searching at accounts
  • A news viewer that combines company news, social posts, and blogs
  • Corporate family trees
  • Add to CRM with duplicate checking
  • CRM “stare and compare” updates

According to Demandbase, the unified UI lets customers “consolidate their tech stack, replacing ABM, sales intelligence, advertising, and other vendors with Demandbase One, the Smarter Go-To-Market solution.”

“The beauty of this unified sales UI is that all the data a salesperson needs is readily accessible, right in the CRM where they’re already working.  It’s revolutionary for sales teams,” said Demandbase CRO Allison Metcalfe.  “No more toggling between systems or wasting time in generic outreach that doesn’t drive sales.  Instead, they’ll have deeper insights and greater visibility into prospective deals, gaining knowledge about what buyers are doing around the web, what they engage with, who to contact (and how), and what the most relevant messaging is.  The actionability, productivity, and efficacy of such functionality is practically limitless.”

In other news, Demandbase was named to the Fast Company “100 Best Workplaces for Innovators.” The magazine noted that Demandbase reinvests 20% of its revenue in R&D.

HG Insights Platform 2.0

The Opportunity Generator assembles targeted lists based on fitness and intent.

Market Intelligence vendor HG Insights released version 2.0 of its platform to deliver the “actionable insights” technology vendors need to better “understand their markets in-depth, make decisions, and Go-To-Market (GTM) with precision and confidence.”  Platform 2.0 supports technographics, install data, spend data, twelve million company profiles, contract intelligence, and intent signals for nine million global companies.

“The HG Insights Platform goes beyond simple high-level market reports to provide business leaders with actionable insights to make successful Go-To-Market decisions,” said Robert Fox, CTO of HG Insights.  “Customers are already using HG Insights to allocate resources more effectively, prioritize the right product initiatives, and give their sales and marketing teams the account details they need to pursue the best opportunities—and now we are building on these capabilities with Platform 2.0.  I am excited at the speed of innovation the new platform launch unlocks as HG Insights maintains itself as the market leader of technology intelligence.”

HG Platform 2.0 supports modules for company profiling, marketing intelligence, contextual intent, and opportunity generation.

Platform 2.0 offers self-serviceable intent insights where marketers identify accounts with the highest current propensity to buy based on market signals.  Intent Insights begins by matching each vendor’s Ideal Customer Profile and intent topics to define a set of target accounts.  Account scoring then ranks the target accounts based on a combination of intent signals and market fit (firmographics and technographics).

Marketers can then employ IT spend intelligence to prioritize accounts by budgets, construct equitable sales territories, and analyze market spending trends.

The platform is supported by a “ground up” architectural refresh that improves HG Insights’ ability to scale up its data and insights delivery.  In Q4, the firm plans to release a new API and native Salesforce integration served by the new platform.

Other platform features include improved account scoring, saved search lists, account match logic enhancements, self-serve customer reporting, and UX enhancements.

Install data enhancements include company hierarchy mapping and “new trending features that capture intensity trending over time.”

“These improvements give a more dynamic experience to our technology install data and can answer a broader variety of questions about product usage,” said Darcy Moss, Director of Product Marketing.  “Data coverage and precision have improved—you are now able to profile installs at a global, country, and city/state level.  Intensity Trending and Momentum deliver an improved understanding of technology usage.”

HG Insights, which began as a technographics vendor, now supports modules for opportunity generation, market intelligence, account profiling, and contextual intent.  The Market Intelligence module, released in early 2021, helps marketing and strategy analysts size markets by IT spend, tech installs, firmographics, geography, company size, etc.  It also lets them:

  • Analyze vendor penetration and identify threats, trends, and opportunities
  • Allocate resources and territories more efficiently
  • Identify untapped market potential with whitespace analysis

Contextual Intent, an add-on service, combines technology install data and buyer intent signals “to create a new scoring and filtering experience for laser-focused company targeting.”  HG Insights processes two billion weekly intent signals spanning over 120 million verified tech installs.  Its technology taxonomy support over 14,000 products, solutions, and services.

Contextual intent helps identify prospects researching or evaluating a product that is

  • Not detected in a current install
  • In a category where HG Insights has detected the installation of another product from the same vendor
  • A potential displacement of a competitor’s offering

HG Insights expanded its IT spend and intelligence insights when it acquired Intricately back in March.  Intricately’s proprietary sensor network gathers cloud product adoption, usage, and spend data for seven million global businesses across 21,000 cloud offerings.  Data are collected from over 150 global Internet points of presence, helping Intricately map digital infrastructure.  Its insights are delivered via an API, integrations, data snapshots, and web applications.

Intent Activity identifies the signal strength, signal location, and buyer’s journey stage.