Leadspace – ZoomInfo Partnership

Leadspace and ZoomInfo inked a strategic partnership to distribute ZoomInfo data through the Leadspace Customer Data Platform.  The platform-level integration lets customers activate ZoomInfo data and intelligence from within Leadspace.  The Leadspace CDP is a data-agnostic platform that supports predictive scoring, ICP analytics, look-a-like modeling, intent signaling, and custom buyer personas and scores.

The partnership is Generally Available to joint customers.

Leadspace also offers robust data hygiene and enrichment based upon the Reachforce platform it acquired several years ago.  Other tools include web forms, marketing automation and SFDC enrichment, and custom audiences for programmatic marketing.

“We talk to many B2B companies that work with ZoomInfo and see tremendous value in their intelligence solutions,” said Leadspace CTO Amnon Mishor. “We’ve partnered with ZoomInfo on some strategic clients and proven the added benefits of the Leadspace platform in being able to unify other data and intelligence with the ZoomInfo data, then activate it across channels. It’s really the best of all worlds for our customers.”

While both companies have strong matching capabilities, Leadspace is performing real-time matching between the two platforms.  Initially, the partnership supports company and contact enrichment, but additional datasets such as technographics and intent are planned.

“Every B2B enterprise can benefit from the new Leadspace and ZoomInfo integration,” said ZoomInfo CRO Chris Hays. “We believe making our data available through a leading customer data platform (CDP) for unification and activation is the new frontier for B2B sales and marketing, and it’s a great way for customers to see even greater return on their investment in data.”

Both companies have performed well during the pandemic.  ZoomInfo IPO’d in June and has had several strong quarters since going public, growing revenue 62% last year.

Leadspace closed on a $46 million Series D earlier this month.  It doubled its customer base over the past two years and grew revenue 151% between 2016 and 2019, placing the firm at 2,681 on the 2020 Inc. 5000 list.

Leadspace Closes on Series D

Customer Data Platform vendor Leadspace closed on a $46 million Series D led by Jerusalem Venture Partners (JVP).  It has now raised $107 million since being founded in 2011.  The firm also announced Alex Yoder as its new CEO as the firm ended a dispute with their former CEO Doug Bewsher.

Leadspace features include company and professional profiles, data hygiene and enrichment, web forms, reports and analytics, TAM and ICP analysis, and account engagement.  Leadspace also performs lead prioritization and identifies similar companies.  Unlike many CDPs, Leadspace is a pure B2B platform.

The funds will be used for meeting growing demand, expanding its headcount, and resolving litigation.  The firm currently has 100 employees in the US and Israel.  The 40 employees in Israel are technology-focused, and the US contingent manages business leadership.

“A major part of our post-investment vision is to grow our team in Israel,” said CTO Amnon Mishor.

Leadspace also announced that Doug Bewsher was stepping down as CEO and being replaced by Alex Yoder.  According to VentureBeat, there was a falling out between Bewsher, JVP, and the Leadspace board about the company’s direction.  Bewsher was looking to sell the firm, while the Board and JVP wanted to continue growing it, resulting in a lawsuit between two JVP partners and Bewsher.

“I’m glad to say that the lawsuit is behind us.  The former CEO agreed to leave.  A situation arose in which the CEO and some of the investors, particularly Arrowroot Capital were interested in selling the company, while JVP, other board members, and I saw potential in our figures to build up a large company.  We had made a technological leap and didn’t want to sell. There was a conflict among the board members and negotiations between the various investors over whether to sell or not, with the lawsuit being part of that.  Eventually, everyone reached an understanding,” said Mishor.

Despite the leadership issues and a failed 2018 merger with Radius, Leadspace has grown its market presence.  It doubled its customer base over the past two years and grew revenue 151% between 2016 and 2019, placing the firm at 2,681 on the 2020 Inc. 5000 list.

Yoder is bullish on Leadspace, forecasting 70% growth this year, double that of the market.  Growth is being driven by the need to find and engage contacts at companies as the pandemic precludes face-to-face meetings.

Yoder has led several B2B and SaaS companies over the past two decades, including WebTrends, Ebiquity, and Trueffect.  According to the press release, Yoder has “built strong teams and implemented transformational strategies, running businesses that spanned $20 million to $150 million in revenue.”

JVP Executive Chairman Erel Margalit was named the Board Chairman.

“We typically invest in early-stage companies, but we only double down in category leaders and companies that can reach $100 million in ARR,” said Margalit.

“We believe that Alex Yoder can take the business to the next level as Leadspace becomes the single source of truth for B2B data,” said Margalit. “Leadspace – through its revolutionary AI platform – is changing the way enterprises manage their internal and external customer data.  In the coming years, enterprise CDP will be established as a new category, using AI to obtain the true identity, title, and roles of companies and individuals, creating true added value for clients.”

Competitors include D&B Lattice, 6Sense, Zylotech, and ABM Platforms.  Yoder contends that Leadspace’s strength in in analyzing unstructured social and behavioral data.

“Creating a source of truth for B2B is a very complex problem.  Companies are complex — sales cycles and engagement can be sporadic, involve multiple stakeholders, and can last months or even years,” said Mishor. “There are multiple data and intelligence point solutions that address small parts of the fundamental data issue.  No other solution is taking the holistic approach of being the connective layer between raw data and engagement channels for B2B like Leadspace.”

Leadspace clients include Microsoft, Salesforce, American Express, Intel, HPE, and Zoom.

MSD 365 Customer Insights Partnerships

Microsoft rolled out a set of enhancements to its Customer Insights CDP earlier this month, including a set of technology and data partnerships. I covered the functional enhancements yesterday.

“Organizations can automatically augment profiles with survey responses to truly uncover sentiment and drive detailed segmentation of customers, empowering agile actions that build brand loyalty and driving detailed understanding of customers,” said James Phillips, President of Microsoft Business Applications.  “Furthermore, organizations can enrich customer profiles with proprietary audience intelligence on brand affinity and user interests or by using third-party enrichments such as Experian and Leadspace.”

Leadspace supports B2B firmographic enrichment use cases, including industry codes, discrete and ranged sizing variables, geocodes, social media links, URLs, and standardized addresses.  Leadspace plans to include more advanced account-level insights such as company hierarchy and site-level details, as well as lead and intent scores, in future releases.  Firmographic updates may be processed daily or weekly with company matching performed by Leadspace.

The Leadspace data license is written on Leadspace paper and based upon the number of records under management.  Volume discounts apply.  When additional content sets are available, tiered pricing will be employed.

“We’ve been really honored to collaborate closely with the Microsoft Dynamics 365 Customer Insights team as their first B2B data enrichment partner and excited about the value it’ll bring our joint customers who want a single source of truth to fuel their sales and marketing efforts.  This offering goes a long way to helping them improve their ability to segment, prioritize, and personalize engagement across the customer lifecycle.”

Leadspace CTO Amnon Mishor

Experian supports consumer data enrichment spanning lifestyle segmentation, demographics, purchasing habits, brand preferences, life-event triggers, and mobile location data.  

Microsoft also rolled out a set of new Customer Insights integrations that “drive meaningful actions across the customer journey.”  Customer Insights is vendor-agnostic, “from ingesting data from any source to activating insights on multiple destinations.”  New partners include AutopilotHQ, Bing ads, dotdigital, Facebook, Google Ads, HubSpot, LiveRamp, Marketo, Mailchimp, and SendGrid (Twilio).

Phillips emphasized Microsoft’s commitment to data privacy and security “by enabling organizations to better control and secure sensitive data with data classification and permissions from Microsoft Information Protection.”  Organization can “configure policies to classify, label, and protect data based on its sensitivity.”

Customer Insights pricing begins at $1,500 per tenant per month for up to 100,000 profiles.

MSD 365 Customer Insights Enhancements

Microsoft has begun beta testing a set of enhancements to its Dynamics 365 Customer Insights CDP.  The upgrades focus on extending CDP capabilities into deeper insights and AI capabilities.  The new functionality will GA during the first half of 2021.

Engagement Insights, currently in preview, provides cross-channel analytics that assess customer behavior and intent across the web, mobile, connected devices, and other touchpoints.  Engagement Insights combines behavioral analytics with transactional, demographic, survey, and other data sets “to create interactive and rich insights that help drive the next best actions and personalized experiences.”

Engagement Insights begins with standard analytics around web site visitors, pages viewed, and visit duration.  A custom report builder lets marketers “curate the exact views to answer the business questions at hand.”  Funnel reports track customer journeys, identify gaps and opportunities, and inform next best actions.

“Engagement Insights is about directly funneling web, mobile and connected product data back into Customer Insights to help continue to enrich that understanding of the customer in order to better serve them.

James Phillips, President of Microsoft Business Applications.

Insights are deployed across the customer lifecycle and assist with personalizing offers, including presenting new product or services that better match customer needs.

“As everything’s gone digital, the need to deeply understand your customer and to increase the efficacy of those engagements has really been heightened through this pandemic,” said Phillips.

AI enhancements focus on better customer predictions.  The AI functionality employs Azure Synapse Analytics and includes a set of pre-built templates for predicting customer churn, automating product recommendations, and evaluating customer lifetime value.  The templates help marketers gather customer insights without requiring data science or IT professional support.

A new integration with Dynamics 365 Customer Voice captures customer sentiment and feedback.

According to Phillips, Customer Insights is the “fastest-growing application in the Dynamics 365 portfolio.”


Part II covers Customer Insights partnerships.

Openprise Agile CDP

B2B data hygiene vendor Openprise announced the availability of Openprise Agile CDP, the “first and only B2B Customer Data Platform (CDP) built on a data orchestration platform.”  As a data orchestration platform, Openprise offers a single customer view combined with no-code business rules, third-party data, and business process automation.

Openprise emphasizes the advantage of being a data orchestration platform with a B2B CDP.  “Because it’s built on the Openprise Data Orchestration Platform, Openprise Agile CDP includes all the capabilities Openprise has developed over the years to improve data quality in tools like Salesforce and Marketo—including lead routing, account scoring, and attribution—advanced features not typically found in traditional CDPs.”

Openprise supports data unification, data enrichment, normalization, deduplication, lead-to-account matching, and lead-to-contact conversion.  Analytical tools include advanced segmentation, lead and account scoring, ABM activity analysis, campaign attribution, lead routing, and account assignment.

“One of the biggest challenges marketers face is making sure their systems of record deliver accurate, high-quality data to drive marketing initiatives.   A CDP solution that automates all the critical business processes required to make the data work gives marketers high confidence in the accuracy and quality of the data they manage.”

Julian Archer, VP, Principal Analyst in the Marketing Operations Research Service at SiriusDecisions

Openprise claims it can be up and running within ninety-days, much faster than its competitors.  Firms can build custom apps with automated business processes, package them as an API, and create web-based UIs and Chrome extensions for end-users.  Openprise no-code app use cases include advanced segmentation, attribution, upsell, and cross-sell.

The Openprise data marketplace supports data enrichment from leading B2B and B2C vendors, including Zoominfo, Dun & Bradstreet, InsideView, Sales Genie (Infogroup), Cognism, Bombora, KickFire, Synthio, Oceanos (TechTarget), Acxiom, Bing, and Google Places.  Once enriched, data is normalized based upon customer-defined and Openprise taxonomic rules.  Normalization ensures that key values such as addresses, industry codes, job functions, and job levels follow a standard set of rules and taxonomic codes.