Hawaii Ducks and Covers

The US 1950's Civil Defense training film taught school children to
The US 1950’s Civil Defense training film “Duck and Cover” taught school children to “duck and cover” if there were a nuclear flash. (Public Domain)

Thinking back on the Hawaii emergency management snafu (a WWII acronym meaning “Situation Normal: All F****d up), it was clear that they lacked proper controls and situational planning.  Apparently, there were no controls to prevent routine tests from sending out real messages.  Furthermore, there was no redundancy in the system (e.g. confirmation messages, secondary approvals) and no plan for immediately recalling the message. Supposedly, the governor couldn’t Tweet because he forgot his password.

So, Hawaii was sent into a panic.

This just points out that emergency plans need to be periodically reviewed (what better time than Q1?).  Do we have proper backups and system redundancy, state of the art firewalls and virus detection, and plans for managing and communicating hacks?  Can we manage operations if a key partner API crashes or content partner shutters? Have we run through PR nightmare scenarios such as the one that H&M recently suffered (and which resulted in their South African stores being vandalized)?

There is no lack of risks (data security, physical security, financial, brand, supply chain, key executive health).  Most are highly unlikely.  But we’ve seen information services firms suffer problems over the past few years including the theft of the D&B NetProspex contact file from a data licensor and the Equifax hack.  So, while many seem remote, the lack of scenario planning makes them more likely and costlier.

Of course, risk planning and mitigation need to be realistic.  If it is simply a “Duck and Cover” campaign for PR purposes, then it will do little to prevent the risk or manage the situation should the emergency happen.  Emergency planning needs to be robust.

Emergency planning suffers from some of the same issues as data quality.  Both are boring investments based upon reduction of hypothetical risks and costs.  But part of a C-level executive’s mandate is to plan for business continuity and mitigate risk.

Oceanos for Salesforce (Beta)

Oceanos ListOptimizer supports quarterly batch updates to account, contact, and lead records.
Oceanos ListOptimizer supports quarterly batch updates to account, contact, and lead records.

Contact data management vendor Oceanos is working with Datarista to bring an SFDC-based contact service to the market.  The Oceanos ListOptimizer service, currently in in beta, will be generally available in Q1.  Sales Operations can run counts, perform company and contact searches, and ensure ongoing data integrity.

The service supports standard company and contact list building with running counts as variables are selected.  New execs may be added as lead records or accounts and contacts.  Duplicate checking is performed.

Batch Salesforce updates are performed quarterly.  In 2018, the updates will run every other month with contact changes updated weekly.

Oceanos offers best-in-class contact records from over a dozen vendors.  When records are deployed to customers, they are subject to real-time reverification against FreshAddress, FullContact, and Pipl.

Contact management services are purchased on a credit basis with custom pricing plans based upon volume and intended usage.

In other news, Oceanos recently inked a deal to deliver its ContactAPI to The Big Willow intent data platform. “Targeting prospects before the market even knows they exist provides our customers a first mover advantage,” said Big Willow CEO Charlie Tarzian.  “With the Oceanos ContactAPI, we provide our users targeted contacts for intent-qualified opportunities that accelerates engagement.  With 15 years in the space, they’ve earned a stellar reputation and we’re thrilled to take this next step in our partnership.”

Along with connectors and APIs, Oceanos offers free data health checks and a team of data consultants to assist with data hygiene and analytics initiatives.

The Fog of Corporate Battle

Churchill's WWII Map Room (Source: Creative Commons)
Churchill’s WWII Map Room (Source: Kaihsu Tai / Creative Commons)

Information is a key asset on the battlefield which provides a competitive advantage to the side with better information and communication systems.  While the “Fog of War” continues to be an issue, real-time information sharing helps improve military decision making and reduces the risk of both collateral damage and friendly fire accidents.  Nevertheless, information remains imperfect and mistakes continue to happen.

In the corporate world, there is also a fog of corporate battle, but much of it is self-induced.  We build systems that don’t talk to each other or which use different conventions for standardizing information and identifying customers and contacts.  Furthermore, information is not validated and enriched as it is obtained, resulting in weak information sets.

While this lack of data synchronization creates headaches across the company, I will be focusing on sales and marketing platforms for purposes of brevity.  Inaccurate and incomplete marketing information causes problems within marketing platforms such as weak segmentation, poor scoring, bad targeting, and misallocated marketing resources.  Bad and missing fields are then propagated to downstream systems.  If information is bad when received and there are no mechanisms for validating, standardizing, and enriching the information in its system of origin, misinformation flows to other platforms resulting in an increasingly expensive set of problems and remediation costs.  It is much easier and less expensive to resolve a problem at its source.

Furthermore, once leads are enriched with firmographic and biographical details, the intelligence is available to downstream platforms; and if the enrichment includes a company identifier (e.g. European Registration Number, Ticker, D-U-N-S Number), then maintaining data accuracy in downstream systems and linking the platforms is much easier.

The cost of islands of information is high for B2B firms.  A few examples:

  • Marketing departments generate a broad set of leads through multiple channels and systems.  Some of this information is anonymous and some is tied directly to contacts.  How confident are you that you aren’t generating duplicate (or triplicate or quadruplicate…) information?  Are you matching and enriching information as it is gathered from web forms, uploaded tradeshow spreadsheets, and purchased lists, or are you loading data “as is” with little verification or enhancement?  By focusing on data quality at the outset, you are ensuring that richer and more accurate information is shared across your platforms.
  • Marketing invests large sums in generating marketing qualified leads (MQL) which are then frequently ignored or cherry picked by sales.  Some of this disconnect is a lack of agreement on what constitutes a good lead but some is also a lack of front-end intelligence being applied by marketing.  A lead may be considered as marketing qualified but lack key information to pass muster with sales (e.g. how big is the company? What industry are they in? What is the job function and level of the contact? What technologies do they use? Will they be approved by credit after I’ve invested months in landing the deal?)  Knowing that a lead downloaded a whitepaper earlier in the day signifies interest in a topic, but not the ability or authority to make purchasing decisions.  Furthermore, it provides a thin reed upon which to base a sales conversation.
  • Channel conflicts are introduced when bad or missing information results in a lead being directed to the wrong sales rep.  Leads which lack accurate firmographics and linkage information are likely to be routed to the wrong team or rep.  Thus, a lead generated at a subsidiary or branch location of a major firm may be routed to a territory rep instead of a named account rep, resulting in both channel conflict and a greater likelihood that the lead will be ignored.  Of course, if the lead was poorly routed, it also is likely that the lead was improperly scored and assigned to the wrong segments for targeting and analytics.

Finally, the lack of standards and cross-platform communication make it difficult to obtain a unified view of the customer.  An October 2015 survey of global executives by Forbes Insights found that 63% believed that a more complete/unified view of the customer would result in more accurate predictions of customer needs and desires.  Other benefits included improved customer experience/service (60%), greater feedback for product/service innovation (55%), and a greater ability to target and optimize for specific customers (50%).

For decades, technology strategists have warned about the problems of creating data islands across one’s IT platforms.  If systems are unable to speak with each other or data lacks consistency across systems, then it is impossible to develop a holistic view of one’s business and customers.  And while the problem seems large today, it will only grow in scope with the advent of the Internet of Things.  So if you think the fog of corporate battle is difficult in 2017, failing to address it will only make the problem many-fold more difficult to tackle in the years to come.

FullContact Enrich API

Sample of FullContact People Intelligence for Their CEO Bart Lorang.
Sample of FullContact People Intelligence for their CEO Bart Lorang.  API intelligence uses emails and domains for company and contact enrichment.  Multi-field queries are also supported.

Contact vendor FullContact is releasing their next generation platform and Enrich API.  Full Contact’s identity graph offers a 95% confidence rating.  The upgraded API supports advanced querying capabilities and improves security.

“Many organizations have incomplete, inaccurate records for their contacts that prevent them from making smart business decisions with actionable customer insights. Enabling businesses to create meaningful relationships with their customers means providing them with the most accurate data in a way that’s easy to integrate,” said CEO Bart Lorang. “Our Next Generation platform was created for users that rely on up-to-date customer intelligence to impact their business.”

Customer data enrichment begins at $1,000 per month.  API data packs begin at $99/month for 2,500 company and contact matches with additional contacts priced at $0.04 per matched record.  For $499/month, developers receive 50,000 company and contact matches per month with a $0.01 charge for additional matches.

Other API calls include email verification, business card image transcription, and consumer enrichment (e.g. demographics, social, employment history).

The Full Contact API supports Eloqua, Hubspot, Slack, Google, Sheets, and other platforms.

Data Quality in 2018

NetProspex WorkBench Value Proposition
D&B Optimizer (FKA Workbench) Value Proposition


As we are one month away from the new year, it is a good time to think about budgeting for data quality in 2018.

I know it isn’t glamorous, but that doesn’t mean it is unnecessary.

Data Quality software is markedly improved over the past few years.  No longer is it necessary to download and forward a file to a vendor and wait for them to process your marketing file.  Sales and Marketing Operations can now setup automated cloud cleansing that works within Marketo, Eloqua, Salesforce, Microsoft Dynamics, and other enterprise applications.  B2B vendors to consider include Dun & Bradstreet, InsideView, Zoominfo, and ReachForce.

These platforms perform both initial batch match & append and ongoing enrichment, ensuring that your sales and marketing files have both accurate and complete data.  These services also support company and contact prospecting, data health reports, suppression lists, and segmentation reporting.  A few even offer free data quality reports, deduplication, technographic enrichment, nixie files (defunct companies and departed exec files), web form support, sales intelligence services, and contact verification and standardization (e.g. address, phone, and email) for non-matched records.

As these services reside in the cloud and offer cloud connectors for the major MAPs and CRMs, the operational overhead is minimal allowing operations to focus on ABM look-a-likes, segmentation, and improved targeting instead of file management.

What’s more, data quality improvements benefit sales, marketing, and downstream systems.  A record cleansed and verified as it is created costs much less than a bad record passed down to other enterprise platforms.  Beyond direct cost reduction (storing bad data, marketing to departed execs, sales calls to abandoned voicemails, reduced time keying and updating records manually), there are improvements to segmentation, targeting, lead scoring, lead routing, and messaging.

So budget for data quality in 2018.  It isn’t glamorous, but it is effective.

The ReachForce Contact Enrichment Summary Report.
The ReachForce Contact Enrichment Summary Report.

Openprise GDPR Compliance

Openprise provides fine-grained data filters and permission roles
Openprise provides fine-grained data filters and permission roles

Data automation vendor Openprise announced support for the EU General Data Protection Regulation (GDPR) which goes into effect on May 25th.  The new Openprise Data Orchestration Platform capabilities provide “visibility, control, and access management inside and outside of a company, without the added complexity of traditional compliance solutions.”

The GDPR specific functionality “controls the flow of EU data out of your company” via “fine-grained data filters and permission roles,” and flags leads and contacts which are subject to the GDPR even if the records lack country flags.  The firm performs checks based upon emails, IP addresses, phone numbers, and non-standardized country fields.  Both standard and custom fields in sales and marketing automation platforms are GDPR validated.  Openprise maintains an audit trail and logs records which have been processed by partners.

The firm noted a Catch-22 in GDPR regulations.  Enriching records that lack country designators may require enrichment from non-compliant datasets, violating the law.  By utilizing data from within the record (e.g. domain, phone numbers), Openprise avoids violating the law in order to support the law.

“The vast majority of US-based companies are woefully unprepared for GDPR, and this new set of regulations has teeth.  We’ve heard from our customers that they want a central control point to help maintain compliance with GDPR.  Openprise’s position in the MarTech stack as the conductor that manages the movement and processing of data across systems puts it in a unique position to serve as this control point.”

  • Openprise CEO Ed King

The GDPR is broadly written to cover data held by non-EU companies, even those without operations or sales staff within the EU.  Penalties can be quite high, reaching up to 4% of revenue or €20 million, whichever is greater.

“What’s so critical about GDPR is that it affects companies everywhere in the world, whether they have a presence in the EU or not, and unlike many other regulations, this one has teeth,” says Allen Pogorzelski, vice president of marketing at Openprise. “If you’ve got EU citizen data in your databases, you’re subject to GDPR regulations. U.S. companies that ignore these regulations do so at their own peril.”

This summer, Openprise launched a Data Marketplace to assist with ingesting and normalizing third-party B2B and B2C data.  Amongst the platforms supported are Salesforce, Marketo, Eloqua, and Pardot.  The Data Marketplace, part of the Openprise Data Orchestration platform, includes built-in rules to ensure data are properly onboarded.  B2B Partners include Zoominfo, InsideView, Orb Intelligence, Synthio, Salesgenie, and Dun & Bradstreet.

Dun & Bradstreet Announces Deal with SFDC for Data.com Transition


Optimizer for Salesforce supports Account Segmentation by Revenue, Employees, Industry, and Location.
Optimizer for Salesforce supports Account Segmentation by Revenue, Employees, Industry, and Location.

For the past nine months, there has been great ambiguity around the future of Data.com, a pair of AppExchange services which combine the old Jigsaw contact file with Dun & Bradstreet account and industry intelligence.  Salesforce has remained mum throughout with Dun & Bradstreet providing details on their earnings calls.

Dun & Bradstreet CEO Bob Carrigan announced that Dun & Bradstreet and Salesforce will be offering a path forward for Data.com clients. In August, Salesforce Data.com stopped offering D&B content for new clients, but legacy clients continued to receive D&B WorldBase, Hoovers, and First Research insights. However, the long-term direction of Data.com remained ambiguous as service revenues declined due to “natural attrition.” Carrigan announced that the two firms have agreed on a transition plan to migrate Data.com customers to D&B Hoovers and the new D&B Optimizer for Salesforce.

D&B Hoovers represents a significant upgrade for Data.com Prospector customers as they will receive deeper global company and contact coverage than before. Users will have access to a deeper set of global contacts, a broader set of screening variables, and company intelligence including financials, filings, SWOTs, news, sales triggers, and alerts.

Optimizer for Salesforce will launch next week at Dreamforce where Dun & Bradstreet will have a larger presence than in previous years. Product specifics were not provided on the call, but some details were posted on the AppExchange Lightning Data site. D&B Optimizer offers a data management dashboard, account record matching using DUNSMatch logic across eighty variables, segmentation analysis (revenue, employees, industry and location), family tree linkage opportunities, duplicate record management, and out of business flagging.  Updates are made every fifteen days.

D&B Optimizer creates “virtual corporate family trees”
D&B Optimizer creates “virtual corporate family trees”

Optimizer for Salesforce is listed at $22 per user per month, $3 less than Data.com Clean.  It is currently available in the US and UK.

“For organizations to grow, they need actionable and complete data across the entire business to ensure that timely and informed decisions are being made.  D&B Optimizer for Salesforce provides Salesforce customers the ability to get the data they want, when and where they need it, directly within their Salesforce instance. This leads to increased productivity and, ultimately, growth for their businesses.”

  • Derek Slayton, General Manager of Sales and Marketing LOB, Dun & Bradstreet

Not only will Salesforce assist with transitioning clients, but they will also be referring prospects to Dun & Bradstreet. Dun & Bradstreet will recognize the full revenue from these products and own the customer relationships going forward, providing them with greater control over the product, increased revenue, and an end to their disintermediated status on the AppExchange.

According to Dun & Bradstreet CFO Richard Veldran, Salesforce revenue is “in the neighborhood of $50 million, because they’re not selling new on their side.” In the short term, that revenue will decline due to “natural attrition.” However, as customers are converted to D&B solutions, the firm will no longer be on a revenue share basis with Salesforce, resulting in in a revenue upswing.  It should be noted, though, that subscription revenue is ratable over the term of the contract so there will be a delay in this revenue recognition.