is beginning to evolve a set of hybrid engagement vendors that deliver a broad
set of sales and marketing services. The boundary between sales and
marketing is quickly crumbling. Hybrid engagement services manage both
data and workflows. Features include
B2B DaaS and contacts vendor DealSignal announced the availability of CRM Data Health, a Salesforce module that continuously refreshes, enriches, and reverifies lead, contact, and account records. DealSignal data is GDPR-compliant and based upon AI validation and human verification.
than comparing dirty CRM data against other static data sources that may
themselves be outdated, DealSignal CRM Data Health takes a dynamic, on-demand
enrichment and verification approach that uses both AI and human intelligence
to ensure near-perfect accuracy,” stated the firm. “DealSignal CRM Data
Health delivers a reliable alternative for companies looking to replace
Like other CRM hygiene apps, CRM Data Health includes a free data health audit. The CRM data enrichment includes detailed contact profiles, Bombora buyer intent, and firmographics. Along with CRM hygiene, customers can enrich inbound leads, events lists, and third-party lists.
“Bad CRM data is a pervasive issue that has a negative ripple effect on B2B marketing and sales performance: from inaccurate ABM targeting, to bounced emails that can damage sender reputation, to outdated or irrelevant contacts that clog marketing automation systems at a great cost,” said DealSignal founder & CEO, Rob Weedn. “Industry studies find that up to 50 percent of CRM data is incomplete, out-of-date, or inaccurate. Compounding the issue, data decays at a rate of over two percent per month, so maintaining data health is a constant challenge that requires an on-going solution—much like you can’t get in shape by going to the gym once. We’ve introduced DealSignal CRM Data Health to help Salesforce customers continuously maintain rich, accurate and verified target audience data, and keep it fresh on a regular schedule.”
With the decommissioning of Data.com, vendors like Dun & Bradstreet, InsideView, Zoominfo, and DealSignal are jumping into the fray. If you are looking to make your sales reps more effective, your segmentation more accurate, or your Einstein predictions more precise, then you should be evaluating a Lightning Data or general data quality solution for your CRM.
After DiscoverOrg acquired Zoominfo in February, the firm maintained both brands and announced that a new platform which supported both services would be available this summer. At the time, the assumption was that the Zoominfo brand would be retired and the firm would move forward as DiscoverOrg. After all, DiscoverOrg was the larger of the two firms and the brand was highly associated with data quality, technographics, and rich executive profiles while Zoominfo was known for having the largest set of B2B emails and direct dials spanning companies of all sizes and positions.
commissioned research into both brands and found that Zoominfo had broader
brand awareness. The research also indicated that it would be less
expensive to increase brand equity than brand awareness. Both brands had
their strengths, but, according to Chief Growth Officer Katie Bullard, it was
easier to buy brand perception than brand awareness. Furthermore, research
indicated that the Zoominfo brand perception had improved since acquisition.
was significantly more — three times — the market awareness around the ZoomInfo
brand than the DiscoverOrg brand,” said CEO Henry Schuck. “I’ve tried to
pride myself on making the decision that is right for the business and not
necessarily easy for me or convenient for me. This was obvious.
This was the right decision for the business, and I wasn’t going to let
the nostalgia for the DiscoverOrg brand overshadow that.”
on this research, the firm decided to retain the Zoominfo brand and deploy the
DiscoverOrg brand as a “powered by” brand booster. Thus, the new platform
will be labeled Zoominfo Powered by DiscoverOrg for the next year or two.
“The new platform will be known as ZoomInfo powered by DiscoverOrg and combines the strengths and benefits of the DiscoverOrg platform with those of the ZoomInfo platform, which it acquired in February 2019. Designed to be the single source of B2B data truth for sales and marketing professionals, the new platform offers a suite of software tools coupled with unrivaled data coverage, accuracy and depth. As a result, customers gain a highly actionable 360-degree view of contacts, companies, and opportunities to target and convert. Deeply integrated into both workflows and technology stacks, ZoomInfo powered by DiscoverOrg works seamlessly with all the leading sales, marketing and CRM platforms…”
With this launch, ZoomInfo Powered by DiscoverOrg features an unparalleled combination of proprietary AI and machine learning tools, a vast contributory network, deep two-way business application integrations, and human verification from over 300 researchers. The result is the most unique [sic] and effective SaaS platform designed to empower companies to deliver more predictable and sustainable growth.”
Zoominfo Press Release (September 10, 2019)
firm’s mission is “To create a world where every company has a clear view of
their ideal customers and how to connect with them.”
new Zoominfo logo is black with a standalone Z and a rising arrow.
site is simplified from DiscoverOrg’s last design with white, gray, lavender,
and black as the primary background colors. Red and lavender are employed
for buttons and hyperlinks. Most text is black with white employed for
text in buttons and black backgrounds. The site is much less frenetic
than the last DiscoverOrg design. A splash of lavender and light use of
pastels, which are not often used in B2B websites, provide a calming effect.
new website tagline is “Your business deserves more.” The firm continues,
“ZoomInfo gives you more. We combine the leading business contact
database with best-in-class technology to pinpoint, process, and deliver the
marketing and sales intelligence you need— exactly when and how you need it, to
always hit your number.”
Annual Recurring Revenue (ARR) reached $350 million across 13,500 customers. ARR has grown significantly since the Zoominfo acquisition. According to Inc., combined 2018 revenue was $222 million. As ARR is higher than revenue when a subscription service is growing, the likely 2019 revenue is around $300 million+.
Zoominfo also has to reposition its data acquisition model. DiscoverOrg began employing web data acquisition tools last year, so that methodology was already understood by their clients. The firm also has licensed data sets in the past, however sparingly. The new website discusses four methods for data gathering: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.
block intelligence comes from Zoominfo’s community members that permit access
to signature blocks in exchange for Zoominfo access. It is the most
controversial of their methods as data is being harvested on third-parties
without their consent. While both companies are GDPR compliant,
Zoominfo’s approach was simply to add an EU contact filter. This is an
area that they will likely need to address further, particularly as US states
adopt GDPR-like regulations and Zoominfo expands its “personal contact
learning gathers technographic and firmographic intelligence from job boards,
web sites, news, and SEC filings. It is a standard data gathering method
and broadly employed across the industry.
“We use cutting edge AI/ML technologies to help GTM [go-to-market] teams stay laser-focused on the right markets and best opportunities to hit their number.”
research for gathering and verifying company and contact data has long been at
the core of DiscoverOrg’s brand and value proposition. Zoominfo continues
to maintain the DiscoverOrg editorial team of over 300 researchers. The
editorial process is the basis of their high data quality and rich biographic
and technographic intelligence. As such, it is the justification for
their premium pricing. Hopefully, the firm doesn’t make the mistake that
D&B did after acquiring Hoovers and allowing its editorial capabilities to
atrophy when a high-quality dataset (Hoover’s editorial coverage of 42,000 companies)
was mixed with a much larger universe of companies and contacts (D&B
WorldBase). Given DiscoverOrg’s long-term focus on data quality and
editorial research, it is unlikely that they would make this mistake.
Conversations I’ve had with Schuck and Bullard over the years support
third-party datasets are licensed. Content includes public company data
(long a gap of both services), M&A details (added last year), government
data sources, and social media feeds.
database has grown to 20 million company profiles with 5 million C-level
contacts, 16 million decision maker direct dials, and 20 million decision maker
emails. Globally, Zoominfo provides 66 million emails and 42 million
direct dials. They also maintain departed contact details to assist with
According to the Portland Business Journal, private equity firms TA Associates, The Carlyle Group and 22C Capital have invested at least $790 million in Zoominfo. The PBJ also noted that Zoominfo is profitable.
Leadspace formally closed its ReachForce acquisition on July 1st. Coincidentally, that was the same day that Dun & Bradstreet closed on its Lattice Engines acquisition. Thus, Forester’s top two B2B CDPs (Q2 2019 Forrester Wave), were strengthened on the same day.
to Forrester, “Leadspace offers comprehensive data that includes a proprietary
second-party data asset with numerous sources of intent data and access to
third-party data sources. It also has strong segmentation capabilities
(e.g., ideal customer profile and total addressable market modeling for ABM)
and can help sellers decide who to call next and what to offer.”
ReachForce adds two core products to Leadspace: The well-regarded Smartforms web form service and the SmartSuite data hygiene platform.
provides “a one-stop-shop for data management, cleansing, and enriching, with
an easy-to-use interface which shows quickly the ‘state of the union on data
within CRM and MAP systems,” blogged Leadspace CEO Doug Bewsher.
and Leadspace share over 200 joint customers, so integrating the services and
standardizing their content sets will provide direct benefits to those clients.
The firms share seven of the top ten enterprise software companies as
provides an additional set of data partners which can be combined with
Reachforce data sources. Leadspace data partners include DiscoverOrg, Dun
& Bradstreet, Bombora, KickFire, and others.
will now be able to leverage all of these data sources seamlessly in real-time,
through a single API and interface, offering a genuine single source of truth,”
Leadspace CDP supports a broad set of CRM, MAP, and digital advertising
platforms including Salesforce, Marketo, Eloqua, Pardot, Microsoft Dynamics,
HubSpot, and LiveRamp. Smartforms will be an additional “activation
product,” which “seamlessly and simply onboards new customers and customer
intelligence into Sales and Marketing engagement platforms.”
performs real-time data enrichment to lead records, allowing them to be
properly scored and routed. One of the long-standing benefits of
Smartforms is the opportunity to shorten forms and perform real-time
firmographic enrichment. Not only is the enriched data more accurate, but
form abandonment rates are significantly lower, resulting in a higher return on
digital marketing campaigns.
“What’s more, combining Smartforms with existing Leadspace capabilities like reverse IP information, detailed account- and person-level data, and AI modeling, means we can offer highly-accurate site and ad personalization on both the account (ABM) and persona level. For our customers, this means even more precise and personalized engagement and targeting, particularly those currently using our ABM solutions. (We will be announcing more on this offering in Q3 as we integrate the Reachforce and Leadspace platforms.)”
Leadspace CEO Doug Bewsher
The merger also allows Leadspace to incorporate its proprietary AI-driven intelligence, automated scoring, and models within Reachforce products. Leadspace is beginning to move partner platforms from systems of record or systems of engagement to systems of intelligence. “CDPs combine vast data and data management capabilities with advanced AI to create a system of intelligence that guides Marketing and Sales to their best customers, and delivers razor-sharp insights and recommendations on how and when to effectively engage them,” said Bewsher. “The CDP is being rapidly adopted by B2B businesses now — including many enterprise companies at the forefront of marketing and sales strategy and innovation — and it’s proving equally as effective for them.”
InsideView went on the offensive to capture Data.com customers as Prospector and Clean are phased out over the next year. InsideView is offering their free Data Health report “as many Data.com customers have seen a degradation of data quality since the announcement was first made over a year ago.”
Data.com Prospector and Clean contracts are no longer renewing beginning this month.
tell us that the switch from Data.com to InsideView was not only easy but gave
them more confidence and made their data more useful than ever,” said Umberto
Milletti, CEO of InsideView. “Now we’re adding more data, more
technology, and more analytics to make InsideView even better, because it’s not
just about the data. It’s about how it helps drive marketing, sales, and
the bottom line.”
covers twice as many contacts (35 million) as Data.com including global
contacts and emails. InsideView also emphasized its improved match logic:
Comprehensive analysis of customers’ data quality (i.e. malformed company names, transposed data fields, incomplete addresses, etc.)
Flexibility in match logic based on business needs and data availability (i.e. company name, website/email domains, street address, city, state, country, etc.)
Higher match rates and accuracy using probabilistic intent (e.g. inferring a match result based on geographic or industry clustering, etc.,) within the input file.
Clear explanations of why records match and suggestions for those that don’t match.
Other enhancements include expanded location data with site counts and “fine-grain control for selecting CRM records under management and field level update rules.”
In the Sales Intelligence category, the top four B2B sales intelligence AppExchange offerings come from Zoominfo, DiscoverOrg, D&B Hoovers, and InsideView.
InsideView also announced that its Microsoft Dynamics Insights service will be available at no charge through the end of current MS Dynamics 365 contracts. Current Insights customers simply need to opt-in. Companies that do not qualify can license Insights directly from InsideView.
“Microsoft is committed to delivering stellar customer experiences and it became clear to them, after announcing changes to their data augmentation strategy in January, that many customers love and value InsideView Insights,” said InsideView Senior Product Marketing Manager Janice Bowen. “In response to their needs, Microsoft decided to continue providing InsideView’s data and intelligence solution for an extended period of time.”
Synthio announced general availability of their Contact Data Management for Salesforce (CDM-SF) service which provides automated contact record updates from their 160 million record reference data set. Synthio manages over two million monthly contact record updates to its reference database. These updates flow through the CDM to Salesforce and marketing automation platforms. Synthio both maintains contact records and enriches missing fields.
data maintenance has been expensive and burdensome, costing American companies
upwards of 3 trillion dollars per year, according to a survey by IBM,” said
Synthio CEO Bill Curran. “And bad contact data affects more than the
bottom line. Synthio’s CDM-SF platform will give B2B companies the
satisfaction of knowing that they have complete and correct data as the
foundation for their mission-critical programs.”
Synthio notes several benefits to Contact Data Management platforms:
CDMs provide a just-in-time view of companies and contacts which counters the 30% per year decay rate of contacts.
CDMs offer a deep set of contacts by function, level, and title, providing sales and marketing teams with a rich set of additional targets.
CDMs support a broad array of buyer attributes, allowing for precision targeting and messaging.
CDMs improve customer segmentation and analytics.
Synthio also offers automated contact maintenance for Marketo (Adobe), Oracle (Eloqua), and HubSpot.
Human-verified contacts vendor DealSignal released an Enrichment module for maintaining data quality. Along with company and contact enrichment, DealSignal appends Bombora third-party intent data, helping identify which prospects are actively researching key topics. The service supports inbound lead enrichment and scheduled data maintenance.
Because inbound leads are enriched, they can be quickly segmented, scored, routed, and prioritized. ABM companies can immediately determine whether a lead matches a target persona and ideal customer profile, ensuring such leads are immediately sent to sales for action.
Contacts are matched against DealSignal’s universe of
human-verified contacts and enriched with direct dials, firmographics, and
A wizard helps map DealSignal fields to Salesforce or
HubSpot. Admins set sync and refresh schedules.
“We’re always excited when our partners develop innovative new ways of using intent data to help marketing and sales teams drive revenue. By extending lead enrichment automation to include Bombora’s Company Surge data, DealSignal will provide revenue teams valuable insight into whether a buying committee is forming or one curious person just happened to download some content. That added insight will help marketing and sales teams work together more effectively to drive the most value from their inbound leads.”
Charles Crnoevich, Head of Partnerships at Bombora
Inbound Lead Enrichment service is the first B2B DaaS platform to combine human-verified contacts and firmographics with third-party Bombora intent. The platform takes skinny inbound leads and enriches them with accurate, actionable insights and contact details, helping determine which leads should be immediately routed to sales and which should be retained. Reps can then prioritize prospects that are currently in-market for products or services like theirs and craft highly personalized messaging, thereby improving their odds of exceeding quota.
San Francisco-based Revenue Intelligence vendor People.ai announced Round C funding of $60 million along with the launch of its new The Wire next-best-action (NBA) service. The round was led by ICONIQ Capital with participation by Andreessen Horowitz, Lightspeed Venture Partners, GGV Capital, and Y Combinator. Will Griffith, Partner at ICONIQ Capital, has joined the People.ai Board of Directors.
has received $97 million in funding to date. Its valuation was not provided,
but TechCrunch placed the valuation at “mid-nine-figures.”
announcement of our Series C funding represents a critical milestone in
achieving our vision for the Future of Work,” said People.ai CEO Oleg
Rogynskyy. “We’ve already enabled customers to, for the first time,
capture all of an organization’s critical business data, such as contacts and
customer activity data, and deliver it directly to the CRM. This has
significantly improved sales productivity and CRM data accuracy and liberated
the enterprise from time-consuming manual data entry. Today, we’re taking
People.ai to the next level with AI-driven intelligence that provides
customer-facing teams with a simple, personalized set of actions based on
current, historical and industry data that will help accelerate revenue.
When you use The Wire, you’ll have your most productive day at work,
was founded in 2016 and already supports Red Hat, Lyft, Zoom, New Relic, and
Splunk. The firm describes itself as a Revenue Intelligence System:
“People.ai offers the industry’s only Revenue Intelligence System (RIS) that automates the capture of all contact and customer activity data, dynamically updates CRM and provides actionable intelligence across CRM, collaboration, business intelligence, and other management tools for sales, marketing, customer success and services teams – exponentially accelerating growth and delivering actionable insights for strategic business decision making.”
People.ai fills out buying committees for active opportunities, maps contacts and interactions to accounts and opportunities, and suggests next best actions. Applying natural language processing and machine learning to buying committee discovery and NBA are the latest advancement in sales and marketing intelligence.
also supports contact updates derived from email signatures and pulls “critical
information” such as product or competitor mentions, sentiment, and buyer
recently launched Campaign360 service supports marketing attribution by
tracking opportunities influenced or generated by marketing activities.
Campaign360 is the “industry’s only AI-based solution that equips
Marketers with the real-time, full funnel campaign visibility they need at
their fingertips,” said the firm.
thrilled to partner with People.ai as they execute their vision to unleash the
potential of AI to drive enterprise revenue,” said Griffith. “People.ai
is well positioned in a highly strategic enterprise market, leveraging
automation and AI to fundamentally change the way people work.
People.ai’s product, powered by strong network effects, is delivering
insights and productivity at the scale and quality we have not seen previously.
We see an incredible opportunity to accelerate People.ai’s game-changing
technology as they redefine the meaning of the Predictive Enterprise.
People.ai is the Future of Work.”
Partners include Salesforce, Slack, Outreach, SalesLoft, Exchange, and G Suite.
On Monday, I will be covering The Wire, People.AI’s new Next Best Action service.
HG Insights released its HG for Marketo integration which provides improved targeting, scoring, and messaging within the Marketo marketing automation platform. The new service helps marketers segment their audience, identify competitive opportunities, and “craft messaging that resonates with the specific pain points and challenges they are facing or determine if a company is using a complementary solution.”
intelligence can be used for both competitive targeting and building scoring
models based upon the existence of competitive or complementary technologies.
New leads are automatically enriched with technographic intelligence,
providing insights for lead nurturing and scoring. Marketo Engage contact
records are updated with the latest new technology installation insights,
providing ongoing, dynamic intelligence.
Insights Technographics integrated within Marketo Engage, marketing teams can
now understand what [sic] technologies their prospects are using and build
nurture campaigns that generate higher response rates,” blogged Marketing
Manager David Guerra. “Marketers can also use HG Insights to identify and
score contacts that are using competitive technologies, and quickly send those
leads to sales for faster conversion.”
Marketo is the easiest way to enrich contact records with accurate technology
intelligence,” said Kineon Walker, Vice President of Product and Marketing, HG
Insights. “The powerful combination of technographics from HG Insights
and Marketo Engage creates more informed communications that help businesses
beat their competition and accelerate growth.”
Ringlead was a pioneer in the B2B DaaS space and continues to support batch and on-demand company and contact intelligence. They began building matching algorithms for duplicate cleansing and prevention in 2004 and joined Salesforce’s AppExchange as an early partner. RingLead’s algorithms are used to connect third-party databases for data appends. The firm now provides a broad set of B2B DaaS hygiene and enrichment services including data cleansing, standardization, normalization, de-duping, segmentation, routing, and appending services. Users can upload lists to their cloud service or perform ongoing updates to enterprise software platforms.
Prior to enriching records, RingLead performs a set of validation
and standardization steps which both enhance the data and improve match
rates. Names and addresses are standardized, emails are validated, and
customer-specific mapping logic such as revenue bands and industry sectors are
Sales Ops and Marketing also have control over duplicate matching
logic and data consolidation rules. Field-level rules help determine
which fields are retained when records are merged or whether fields should be
concatenated. When records are enriched, admins can set fields to always
be overlaid or enriched only when null. Over 100 company and contact
fields are supported.
RingLead provides enterprise software connectors for Salesforce,
Eloqua, and Marketo. Several others are in development. For
lead forms and which provides company suggest logic for immediate
matching. Records are validated upon submission and immediately
enriched. Duplicate checking is also performed.
In Salesforce, duplicate logic is employed during record creation
and as a batch process. RingLead supports Account, Contact, Lead, and
Custom record data enrichment and I-frame display.
When routing leads, sales operations can distribute by name,
industry, geographic territory, size, or other field-based logic. Leads
are assigned to current account owners. If a lead is new and does not
match any pre-defined assignment rules, round-robin assignment is employed.
offers both its own master database of companies and contacts and API access to
data from other B2B and B2C vendors with admin-defined waterfall rules. Cascade
selection provides a broader set of fields as well as secondary and tertiary
vendors which can be called if the primary is unable to enrich a record. Third-party
records are standardized so that data is normalized and displayed consistently
across all record sources. Custom segmentation rules are also employed
and duplicate prevention logic is applied across all of the vendors. Marketing
can even prospect against multiple vendors in RingLead with records de-duped
is shifting its focus from being a data vendor to facilitating a data ecosystem.
“There is no company that should use a single data provider,” said
RingLead Chief Product Officer John Kosturos. “We are giving customers
the ability to get the best data all the time.”
Company – Owler, DatabaseUSA, LexisNexis, NetWise, KickFire, and Dun & Bradstreet resellers
customer may have a license with a data vendor, but choose to pull the data
through RingLead enrichment or prospecting. Customers pay the data vendor
for the data license and are charged only for API calls by RingLead. Cleanse
and Enrich have volume-based pricing based on the number of supported records.
begins at $2,000 per month, “far less than it would cost to hire a person to
try to manage these processes manually,” said Kosturos.
the core functionality is designed for marketing and sales operations, the DMS
Capture Chrome extension (see image on right) allows sales reps to conduct
real-time company and contact research from LinkedIn, LinkedIn Sales Navigator,
Google, or company pages. Capture sends records to over twenty platforms
including CRM and Sales Engagement vendors. Standardized records can be
sent to Salesforce as Accounts, Contacts, or Leads. Duplicate records are
flagged. Over 75 standardized fields are available including emails,
direct dials, LinkedIn hyperlinks, Twitter handles, firmographics, and
technographics. When performed against Google search results, LinkedIn
lists, or Executive Pages, a list of matched contact profiles is displayed and
may be uploaded selectively or in bulk.
include CA Technologies, HP, Uber, Capital One, BNY Mellon, and the New York