Sales and Marketing Intelligence vendor BuzzBoard has built a graph of global SMB organizations spanning 100 million companies, 20 million in the US. The seven-year-old firm supports advanced segmentation and prospecting based upon a deep set of technographic and digital marketing variables. During the pandemic, they added COVID prospecting and recommendation tools to help customers target segments and personas that are doing well during the recession.
It is their focus on SMBs and their digital signals that they describe as their competitive advantage. “Anyone who sells to SMBs should have deep knowledge of the prospect’s digital footprint, their needs, attitudes, triggers, and ability to pay. These are reflected in the SMB’s operations stack and in their external presence.”
BuzzBoard assigns a Buzz Score to each of the companies in its database. The Buzz Score is a digital marketing score that grades a company’s digital presence based on a 0 to 100 scale. Users may drill into the score to see the underlying components. Thus, a web design company can determine whether a prospect has multi-screen compatibility. Initially, an estimated score is provided, which is +/- 10 points of the probable score. When adding a profile, BuzzBoard automatically regenerates the Buzz Score and digital profile, though the process takes 60 to 90 seconds.
Prospecting variables include firmographics, technographics, website, SEO, advertising, social, estimated spend, etc. A new set of COVID-19 risk filters let users select companies based on location, industry, operational status, ongoing Google Ad spend, and recent technology investments. For example, restaurants may be filtered operationally by Temporarily Closed, Dine-in, Delivery, and Take-out.
On the user home page, they added two recommendation cards. The “COVID-19 – Categories to work on now!” card highlights verticals that are growing and “need marketing support during the COVID-19 pandemic.”
The “COVID-19 – Recommendations” card contains personas and segments defined by BuzzBoard’s data scientists “based on target locations that need marketing support during the COVID-19 pandemic.”
The homepage consists of a customizable set of cards for training videos, COVID recommendations, Knowledge Base, Favorite Signals, etc.
The fixed search bar at the top of each screen lets users search by location combined with business name, URL, category, or keywords. A left-handed filter bar lets users revise the prospecting list. For example, a user can quickly search for roofers within 40 miles of Los Angeles with websites and Google ad spend, but a poor mobile experience (e.g. slow loading, not responsive). Lists are displayed via a card-view or plotted map. List parameters may be saved for future re-use.
Prospects may be added as profiles. When added, BuzzBoard goes out and re-evaluates the Buzz Score based upon its current digital footprint. Profiles contain a summary view along with tabs for Detailed view, Competition, Category Insights, and Recommendations.
Beyond prospecting lists, users may also quickly research a company from a BuzzBoard Connect Chrome extension or via a file upload. When visiting a web page in Chrome, users click on the BuzzBoard icon in the right corner of the Chrome bar, and BuzzBoard opens a window with company details including firmographics, Buzz Score, Website and SEO details, technographics, social media, competition, communications, and recommendations.
Up to 300 records may be uploaded at a time. The file must contain either name and URL or name and address for matching.
Part II continues tomorrow with a discussion of their Competition, Category, and Recommendation tabs.