Email deliverability vendor Validity announced the global availability of Everest, a new platform for email optimization, analytics, and delivery. The platform combines the capabilities of 250ok, Return Path, and BriteVerify, businesses that they acquired over the past two years.
“Validity built Everest to give marketers everything they need to ensure email success,” promised the firm. “Everest is a complete email analytics platform powered by Validity’s exclusive data feeds, the largest data network in the industry, and widespread integration and support within the email ecosystem. It offers marketers a complete set of tools to prepare, test, optimize, and measure their email campaigns. With fully configurable dashboards, a highly intuitive user interface, and seamless integration with many of the leading email service providers, Everest makes it fast and easy to optimize campaigns.
Other features include performance tracking reports, customizable alerts, list hygiene, and campaign benchmarking versus competitors and global senders. Unique features include email certification for avoiding spam filters, View Time Optimization (VTO) for Verizon Media mailboxes, and enterprise-grade managed services.
Everest pre-send optimization features include form validation, bulk upload verification, and design and content tools. Emails are checked against over seventy device-mail clients. Email links and images are tested, and A/B testing is supported.
Competitive intelligence features include message samples, subject lines, sending volume, message patterns, and performance metrics. Everest also flags competitor list hygiene issues, authentication gaps, and blocklist history. “Beyond that, you’ll be able to compare brands side-by-side to identify low-hanging fruit and quick wins around sending volumes, accessibility, mobile compatibility, image animation, localization, and sending best practices.”
Verizon VTO delivers emails at the top of the inbox when the addressee is in her email client, quadrupling open rates and doubling click through rates for Yahoo, AOL, Verizon.net, and ATT.net mailboxes.
Everest “is, by a wide margin, the most comprehensive, insightful, value-add email platform ever offered in our industry,” said Validity CEO Mark Briggs. “Any business that relies on digital marketing should consider Everest as the key to delivering email success.”
B2B DaaS vendor SalesIntel added visitor intelligence (first-party intent data) to its marketing capabilities. VisitorIntel matches website traffic to companies and enriches the subsequent event records with firmographics, technographics, and contacts. Visitor intelligence provides an early warning system that a company is being researched before anybody registers for a white paper or requests a callback.
SalesIntel also has a partnership with Bombora for their B2B intent data derived from a co-op of media sites. Thus, SalesIntel users have access to both first and third-party intent intelligence. The firm licenses IP and cookie to domain data, but most of the VisitorIntel intellectual property was developed internally.
Marketers may filter the visitor window (e.g. today, yesterday, this week, this month) to view recent site activity. Site activity may be downloaded as a CSV or uploaded to Salesforce, HubSpot, Marketo, Outreach, or SalesLoft. When sent to SalesLoft or Outreach, a cadence / sequence can be initiated.
VisitorIntel should be viewed as a V1 release. Activity is processed daily, with plans for real-time updates. Its reporting is also fairly simple.
“It always helps our sales and marketing teams shorten sales cycles when we are able to target companies that have expressed interest in our products and services, and website visits are a terrific indicator of that interest. If we can find the people who are checking us out on the web, and easily find the other people in that organization who we might want to reach out to, we are ahead of the game. We believe our clients can similarly benefit, so we conceived and launched VisitorIntel within our SaaS product.”
SalesIntel CEO Manoj Ramnani
VisitorIntel is available as part of SalesIntel’s Pro premium package that also includes data enrichment and Bombora intent. Pro pricing begins in the $5,000 to $10,000 range.
SalesIntel also added keyword searching to its list building. SalesIntel filtered two million terms down to 70,000 searchable keywords. Keywords let marketers identify prospects based on ideal buyer persona or targeted messaging.
“Good, clean, and insightful data is the true enabler for sales and marketing teams, and it is core to our mission to provide our clients with as much detail as we can so that they can truly know their target buyer,” said CEO Manoj Ramnani. “Keywords will greatly benefit our user base by providing that extra level of detail.”
SalesIntel has trebled its customer base over the past year, benefiting from market consolidation and its high-quality data positioning. Sales slowed during the first two months of the pandemic, but have picked up with a strong pipeline.
SalesIntel continues to build out its database of quarterly re-verified contacts, reaching 6.2 million this month. They have begun to internationalize this dataset.
Sales and marketing intelligence vendor InsideView partnered with ClickDimensions to improve customer pipelines and content delivery within Microsoft Dynamics. The partnership will support enhanced Dynamics data cleansing and enrichment tools for Account, Contact, and Lead records.
ClickDimensions is creating a Data Management services offering and will resell InsideView products and DaaS solutions for Dynamics. ClickDimensions plans to exclusively sell these services as an add-on to their current product line and as part of a premium offering. ClickDimensions will also provide data advisory services.
ClickDimensions will be rolling out a product suite of native MS Dynamics hygiene and prospecting tools in the coming months. The new suite will be built upon InsideView data management capabilities, including lead enrichment, data cleansing, email validation, lead-to-account mapping, family tree, and account assignment. The suite will also support analytics and visualization tools for monitoring data health.
Admins can set the timing, frequency, and scope (i.e. fields and records) of updates. Both batch and real-time hygiene will be supported. There will also be a one-time enrichment as part of the ClickDimensions offering.
The new service will deliver “the insights they need to find and engage prospects more effectively, the tools they need for targeting intelligently, and the ability to automatically clean, enrich, and manage Microsoft Dynamics 365 company and contact data.”
ClickDimensions will be deploying a private preview in August for the InsideView’s Diagnose, Data Integrity, and Target offerings. A September GA is scheduled for these services.
“Given the state of the world today, finding new customers is now more than just a growth driver, it is a matter of survival as businesses seek to replace revenue from customers that have pulled back or gone out of business,” explained ClickDimensions CEO Mike Dickerson. “In addition to finding new prospects, businesses need to be even more relevant. Buyers expect the same level of personalization and relevance from B2B interactions as B2C, and that requires complete and accurate data. Our partnership with InsideView will enable our customers to ensure their data is always fresh and always current.”
“The velocity of change in customer data is unprecedented in today’s business environment, and many companies can’t keep up. InsideView helps companies keep data accurate, refreshed, and actionable so they can focus on customers and revenue. Combined with their marketing automation solutions, ClickDimensions customers will have the tools and intelligence they need to manage their customer data and target and engage the right buyers. The partnership is a great match for B2B companies using Microsoft Dynamics.”
InsideView CEO Umberto Milletti
ClickDimensions describes itself as “The Marketing Cloud for Microsoft Dynamics.” ClickDimensions embeds multi-channel marketing automation and analytics natively within MS Dynamics, supporting full customer journey engagement. Marketing automation services include web forms, landing pages, visitor intelligence, lead scoring, social marketing, event management, surveys, SMS messaging, email marketing, and campaign automation. The firm also provides marketing consulting services, including campaign execution, marketing advisory, and user training.
Because ClickDimensions is native to Dynamics, there are no integration costs or data synchronization issues.
ClickDimensions is based in Atlanta and has 3,700 customers. Regional offices are located in the Netherlands, Ireland, Israel, and Australia.
Sales Intelligence vendors RelPro and Introhive announced a partnership to deliver extended relationship insights and workflow integrations to joint customers in the Professional and Financial Services sectors. The combined solution is immediately available to joint customers.
RelPro integrates content from seventeen data sources to deliver sales insights and contacts across 7 million companies. Introhive adds relationship insights, data automation, and data cleansing tools. The partnership helps “clients achieve greater sales efficiency and productivity” during the pandemic and recession.
“Our clients use RelPro to identify new prospects and ensure the contact information they have for those prospects is accurate and reliable. Being able to map relationships that may already exist within their organization boosts the productivity of their business development professionals and increases referral traffic and collaboration. With Introhive’s advanced relationship intelligence automation technology and data automation capabilities combined with our rich data coverage and quality, our clients can marry two best-in-class solutions to support and enrich their business development activities with little to no disruption of their day-to-day.”
RelPro CEO Martin Wise
Introhive boosts CRM adoption through automated contact data enrichment and uploads. Introhive claims that it uncovers 350 additional contacts per user. “The AI engine then maps these contacts to identify relationships across prospects and customer accounts.” By reducing research and data maintenance overhead, sales and business professionals can focus their activities on prospects and clients, therefore driving customer satisfaction and the bottom line.
“With Introhive, users gain back roughly an average of 12 hours per week that would otherwise be spent on data entry or preparing for meetings. Our Pre-Meeting Digest removes the burden of gathering information to ensure prospect or customer-facing professionals are equipped with everything they need before meetings, while Post-Meeting Reports allow for notes, tasks, and activities to be added to CRM directly from the user’s email inbox. When we add RelPro’s database with our relationship mapping and productivity tools, customers can begin uncovering contacts and opportunities that were previously hidden.”
Introhive CEO Jody Glidden
Several months ago, RelPro released an integration with Vertical IQ to deliver industry intelligence to joint customers. This partnership is bearing fruit as the companies have been providing referrals to each other in the financial services space. Of course, integration partnerships also improve the stickiness of both solutions.
RelPro’s revenue is up a bit during the first half of 2020, and Wise is confident about H2. Their business slowed less due to the pandemic than due to banks focusing on PPP processing for about eight weeks. The banking business has since recovered as they look to provide “on the couch business development” to relationship managers and business development professionals across all segments of the banking industry.
Showing agility, the firm loaded the SBA PPP loan data into their platform and made it screenable. Bankers and advisors can search the 660k companies who received loans in excess of $150,000. The new dataset provides additional banking relationship data that complements UCC (liens) loan data already available through their service.
Introhive has over 240 employees with offices in the US, Canada, the UK, and India. The firm supports over 100,000 global users. Introhive was founded in 2012 with an initial focus on the accounting market. It has taken an industry-by-industry approach and now supports global systems integrators, law firms, finance, commercial real estate, and, most recently, technology firms.
Introhive placed tenth on Deloitte’s Fast 50 with revenue growth of 1,700 percent over four years.
InsideView enhanced its corporate family tree UX. Along with an improved display, users may search and filter the tree, allowing them to home in on key subsidiaries for sales targeting.
and filtering help reps identify best prospect locations for establishing a
beachhead, expand to similar locations, extend into new markets, or leverage an
MSA to identify locations within a sales territory.
tree is now keyword searchable and filterable by location, size (both employees
and revenue), industry, site status (e.g. operating, inactive/closed), and site
type (e.g. Retail, Manufacturing, Distribution Center, etc.). Filtering
allows reps to focus on locations in their territory or locations in targeted verticals.
If a parent node is de-selected by a filter, but a subsidiary is
selected, the parent location is grayed out but still displayed, providing
operational context to the sales rep.
may also expand or collapse tree nodes and individually select locations of
interest. Branch locations may be added to the tree via a “site locations
data available” slider.
number of locations is displayed in the company overview.
and marketing professionals can also download the tree for campaigns and
analysis. Filtered trees may be downloaded in Excel or CSV formats. A
map feature displays location density for the United States by state, for
Canada by province, or globally by country.
new family tree view is available in both the CRM and web views. 1.2
million locations are flagged as subsidiaries or acquired firms.
also recently released a set of small enhancements to InsideView Sales. Admins
can now sync a broader set of Account, Contact, and Lead fields with
Salesforce. New Account fields include Twitter handle, Facebook page, and
blog page. New Contact and Lead fields include city, state, country, job
level, and job function.
InsideView released a number of additional enhancements to its product lines.
for Sales users can unlink and rematch improperly linked Account and Contact
InsideView Refresh for Salesforce now offers real-time email verification for unmatched records. Admins can also manage Salesforce contacts, enrich fields, and flag duplicates.
New InsideView Data Integrity dashboards display how many Account, Contact, or Lead records are updated over time. The dashboards indicate the number of records processed, new records processed, duplicate records, match data, field fill rates, and segments.
Target added a filter for contacts with direct dial phones.
also added cross-product navigation.
InsideView universe has grown to 15 million companies and 44 million contacts.
I had four tradeshows canceled this month and next. They were opportunities for me to meet with customers and prospects (and conduct research for my industry newsletters). At this point, I’m assuming that at least two more will fall by the wayside in H1. I’m sure many of you are in a similar boat. Your marketing calendar is in a shambles, your field and inside sales reps are cloistered at home, and you are uncertain about how to manage remote workers.
Here are some ideas about how to retain momentum and deploy technology to mitigate pipeline and operational risks:
If you haven’t deployed video widely across your workforce, due so ASAP. Vendors such as Zoom, WebEx, BlueJeans, Join.Me, and GoToMeeting provide reliable video conferencing solutions for multi-party meetings, demos, and document sharing. Video Meetings are a do not pass Go, donot collect $200 requirement. Every customer-facing, development, management, and planning employee should be able to join meetings from home or the office.
Setup scheduled video meetings for the next three months so they are blocked out on team calendars. This could be a 15-minute corporate call every few weeks, weekly team calls, and one-on-ones. Standing meetings should all be web-based. Office-based employees are going to feel disconnected socially, so build in some social fun at the team level (e.g. recognizing birthdays and work anniversaries, celebrating wins and releases, etc.)
I would also build training time into video meetings. It shouldn’t be all top-down. Give your staff the opportunity to cross-train peers. A sales rep could discuss her latest victory with lessons learned or provide insights into a target vertical. Marketing can review the latest product positioning and new collateral. Product Management can train on new products, review the product roadmap, and discuss the competitive landscape. The goal is to provide training, communications, coordination, and social interaction.
Record meetings and make them available to those who miss meetings with Slack or Team links. Expect that meetings will be missed due to illness, parenting requirements, and meeting conflicts.
As event marketing is off the table, marketers will need to be flexible in how they deploy their budgets. For those that planned on hosting events, they should at least proceed with their Keynote as a webinar. For H2, a roadshow in September or October can be planned, but mitigate risk in your contracting and through joint shows (shared cost and risk).
Marketers will need to deploy or expand their use of other channels including webinars, press releases, analyst outreach, blogging, social, and video. Direct mail is problematic as prospects are likely to be working from home, but e-gifting is a viable option. Look at e-gifting vendors that are supported by your Sales Engagement platform (e.g. Sendoso, PFL, Alyce)
Here is an opportunity to test additional channels and provide your event marketing team with some cross-channel development.
Canceled shows are also a reason for re-engagement campaigns. You can restart the marketing nurture process with a message around “not being able to talk to you this season.” Keep the message short and serious. You don’t know if your prospect is worried about his or her job, family members, or personal health. Also, don’t appear to be taking advantage of the situation. Be empathetic, not opportunistic.
Also, make sure to reschedule meetings from those cancelled conferences. These are likely to be phone or video calls, but reps and executives should reconfirm calls now.
Once you have standardized meetings, make sure they are recorded and transcribed. This is particularly true for sales meetings. Conversation Intelligence vendors such as Gong, ExecVision, and Chorus record calls, transcribe them, and perform NLP/AI processing on the conversations. Conversation Intelligence allows sales reps to be more present during calls as they no longer need to focus on note-taking.
Transcriptions and analytics have multiple benefits:
Sales Reps can quickly review calls and return to key topics and issues (e.g. pricing, next steps).
Sales Managers can review calls related to accounts and opportunities at risk to provide coaching tips to reps.
Analytics identify both the strengths and weaknesses of reps versus their peers. They also flag missed actions (e.g. discussing next steps), customer concerns, and competitors. To assist with training and opportunity scoring, Conversation Intelligence vendors identify filler word frequency, monologue length, and conversational engagement.
Reps can forward snippets to peers for questions and help. If there is a question about a bug or support issue, the snippet can be forwarded to support personnel for an update. If a sales rep feels that they handled a question or issue poorly, a snippet can be forwarded to sales management or training for advice on how to better handle the issue next time. Snippets allow peers to hear the voice of the customer.
Snippets can be stored in a library for training purposes. These would include exemplars for objection handling, competitor parrying, value discussions, etc.
Product Managers can perform bulk analysis of sales calls to identify requested features, competitor discussions, and product issues. Vendors allow for keyword customization and analytics.
Sales Cadences, also called sequences, are at the core of Sales Engagement. Cadences set up a structured set of multi-channel outbound communications supported by email templates, dialers, social, and SMS text. Cadences improve sales efficiency by eliminating follow up tasks, recording activities to CRMs, and deploying A/B tested content (emails, attachments, cadences, call scripts). While most commonly used for SDR outreach, cadences can also be used for meeting reminders, setting up quarterly account reviews, and training follow up.
SEP vendors understand that authenticity is the key to sales success. Simply blasting mindless emails at prospects is futile. Cadences can be customized by target role, industry, company size, technographics, and stage in the buyer journey. Furthermore, reps are expected to personalize emails before sending them out (SalesLoft says 20% is the optimal level). Most of the vendors now support 1-1 embedded videos from Vidyard, Hippo Video, or Videolicious.
SEP Vendors also provide a deep set of analytics. Initially, these focused on communication efficacy (e.g. open and click-through rates, best time of day to call), but now analytics assess conversations, call out deal risks, prioritize accounts, and suggest next best actions.
SEPs are now commonly deployed amongst SDRs and Inside Sales, but may still be foreign to field sales reps; however, field sales reps will be operating more like inside sales reps for the next quarter, so deploying SEPs to field sales makes sense.
Beyond outbound communications, SEP vendors are beginning to support meeting management (setting up calls), conversational intelligence, and opportunity management. SalesLoft and Outreach are the farthest along in supporting these emerging feature sets. SalesLoft acquired and integrated NoteNinja (meeting management) and Costello (opportunity management) into its platform.
SEP Vendors have taken two approaches to partnering. SalesLoft, Outreach, and Xant have partner App Directories while the other vendors integrate key vendors (e.g. Vidyard, LinkedIn Sales Navigator, Zoominfo) into their offerings without a formal partner ecosystem directory.
For B2B sales, there is no social platform more trusted than LinkedIn. Sales reps can leverage their networks by sharing marketing content (they should include some comments of their own) as well as writing their own content.
LinkedIn also offers an excellent Sales Intelligence product called Sales Navigator. It is available as both a desktop and mobile solution and provides additional communications channels:
InMail: An outbound email alternative, InMail allows you to message prospects for whom you lack emails and direct dial numbers.
Chat: A quick short-message way to keep in contact with members of the buying committee. It is also useful for quick reach out after establishing a LinkedIn connection with a prospect or to send a quick, congratulatory note. Chat messages are retained archivally, providing a conversational log. I have had success providing my Calendly link with initial chats, providing a mechanism for new connections to easily schedule a call (my Calendly includes my video meeting details so there is little friction).
Smart Links: Forward one or multiple attachments to a prospect via social, InMail, or email. Viewing and forwarding are tracked by LinkedIn, helping reps know which content was viewed and when. Forward tracking helps expand their understanding of the buying committee. Smart Links maintain corporate branding.
Sales Navigator provides several other high-value features:
SNAP connectors display LinkedIn content and Navigator functionality (e.g. icebreakers, mini-profiles, InMail) within Sales Engagement Platforms, CRMs, and other enterprise software.
TeamLinks allow you to leverage co-worker relationships for reaching out to prospects.
Build a List lets reps assemble Lead (contact) and Account lists within Sales Navigator. Lead and Account lists may also be synced from the CRM, allowing reps to track news and updates about key companies and contacts. While LinkedIn does not permit upload of account and contact data, they make exceptions for notes, tags, and messages entered by the rep in Sales Navigator. They also just added a thin record upload of contacts to CRM and the ability to flag execs that have left a company.
List Sharing — After building a list, users may share them with co-workers who have Sales Navigator licenses.
Sales Navigator can be a bit pricey, so running a test amongst your inside sales and field sales reps makes sense, particularly if you are concerned about H1 pipeline delays. Given the difficulty of reaching anybody by phone (made worse by prospects working at home) or email, adding additional sales communications channels is well worth testing out.
There are other LinkedIn services worth investigating or trialing. LinkedIn Marketing supports highly targeted B2B campaigns. Unlike other platforms, LinkedIn can target by company, job function, level, industry, geography, and education. LinkedIn provides campaign metrics and allows marketers to set daily budgets. Both CPM and CPC pricing are available. Pricing is based upon second-best auctions (you pay 1 cent above the second best bid price).
For larger companies, LinkedIn Elevate should also be considered, particularly with remote workers. Elevate provides a curated feed of content to company employees for social media distribution (e.g. LinkedIn, Twitter, and Facebook). Elevate amplifies corporate messaging and reduces the level of effort for sales reps and other employees to share content through social networks.
LinkedIn Learning is offering sixteen courses at no charge covering topics related to working from home, remote management, tools, and mindset.
“In the coming days, we will make 16 LinkedIn Learning courses available for free including tips on how to: stay productive, build relationships when you’re not face-to-face, use virtual meeting tools (Microsoft Teams, Skype, BlueJeans, Cisco Webex and Zoom), and balance family and work dynamics in a healthy way.”
Ryan Roslansky, LinkedIn SVP of Product
Sales Intelligence services help sales reps build prospecting lists, quality leads, refine account messaging, expand into new departments and locations, track accounts, and target additional buying committee members.
Many sales intelligence services also offer B2B DaaS services for updating CRMs and MAPs. Salesforce data hygiene is maintained through Lightning Data connectors, a sub-category on the AppExchange. Because data is synced with CRMs and MAPs, it is continuously updated, ensuring that firmographic data is accurate and that departed contacts are removed from sales and marketing activity (BTW — contacts decay at 30% per annum, so maintaining your enterprise software contact data is a valuable investment)
Sales Intelligence vendors also provide full workflow integrations into CRMs which allow reps to build lists; view and update accounts, contacts, and leads; and perform account qualification and account planning within CRM I-frames.
Sales Intelligence vendors include
Zoominfo: Deep contacts, emails, org charts, and technographic content. They are the leader in technology sales intelligence and recently added visitor intelligence, trigger-based workflows, and webforms. Zoominfo (FKA DiscoverOrg) also supports Ideal Customer Profiling (ICP), email verification, and B2B DaaS.
D&B Hoovers: The deepest set of global company intelligence for strategic sales reps. Includes full family trees, public company financials and filings, analyst reports, industry market research, SWOTs, European private company financials, and sales triggers. Dun & Bradstreet also supports ICP, B2B DaaS, Visitor Intelligence, Programmatic Marketing, and Customer Data Platforms.
InsideView: A global database with greater depth in North America and Europe, InsideView offers strong sales triggers and integrated social media viewing. InsideView also supports B2B DaaS and ICP.
Sales Genie: The best solution for reps that sell to both companies and individuals (e.g. insurance agencies, mobile, office supplies, landscaping). Features include light sales force automation for firms that have yet to implement a CRM, new businesses, new homeowners, email templates, integrated dialer, and marketing services (SEO, site design, direct mail).
RelPro: A specialist vendor targeting financial services companies.
Artesian Solutions: A UK-based social selling vendor with deep sales triggers and mobile-based meeting prep. They also offer a US solution.
Cognism: A UK-based sales intelligence vendor with sales engagement functionality, B2B DaaS services, and ICP tools.
Vainu: A Nordic-based sales intelligence vendor that also covers the Netherlands (France, US, and the UK are in beta). They also support B2B DaaS and trigger-based workflows.
Research has shown that firms that continue to invest during recessions come out of the downturns much better prepared to grow market share and revenue than those that stop investing. Marketing is an investment in your pipeline and brand. B2B Data-as-a-Service is an investment in your data quality and ability to target prospects effectively. It also reduces sales and marketing waste in efforts directed at weak prospects and departed contacts. SalesTech and MarTech purchases are investments in your revenue generation capabilities.
This is also an opportunity for your sales and marketing teams to cross-train, develop new skills, and test out new tools and processes.
When we come out of the backside of what, hopefully, is a short-term recession, you want to be better prepared to meet latent demand for your products and services. While cutting back on investment and cash burn may be necessary for survival at some companies, don’t cut back on your ability to serve the market in 2021 unless you have to do so. Let others sacrifice the future of their revenue generation operations out of short-term concerns. Bank your savings in travel expenses and event marketing, but don’t cut back in other areas unless necessary.
We are entering a terra incognita for the next three to six months, so steady, empathetic leadership should be your objective. On 9/11, our CEO pulled us into the room and talked to us. I don’t remember his words, but I remember that he was calm and understood that we were all upset and anxious. Business was the least of his concerns that day. He wanted to show a steady hand at the tiller and sent us home to be with family.
Our raison d’être is not to work, and sometimes we are jolted back into that reality. Family, friends, and health are a higher priority. COVID 19 is not the new normal, but simply a bad storm that will pass.
LinkedIn rolled out its Q1 2020 Sales Navigator release, the first quarterly release under their new product chief Lyndsey Edwards. Expanded features include contact creation, a redesigned PointDrive service (now called Smart Links), search enhancements, job posting growth alerts, and enhancements to the home page and mobile app.
Contact Creation is the biggest enhancement in the release. Like the Data Validation flag last quarter, Contact Creation is a limited data sync solution that is bounded by their member data privacy agreements. Contact Creation allows reps to create CRM contact records from within Sales Navigator. While other Sales Intelligence vendors provide full contact records including email, direct dial, job function, job level, and social links, Sales Navigator only supports the following fields (of which only four are pre-populated):
First Name (Pre-populated from Sales Navigator)
Last Name (Pre-populated from Sales Navigator)
Job Title (Pre-populated from Sales Navigator)
Country (Pre-populated from Sales Navigator)
noted that the average CRM instance has roughly half of its records out of
date. Reducing record creation and update workflows help address this
problem. LinkedIn can be particularly helpful in identifying executive
departures and title changes, hence last quarter’s data validation flag.
However, Contact Creation only pre-populates four fields. Thus,
sales reps either need to have the other details available when creating the
contact record or upload a stump record, which is later populated by a
different vendor (e.g. Lightning Data partners on the AppExchange). While
other vendors allows lists of Account, Contact, or Lead records to be uploaded,
only a single contact record may be created at a time from Sales Navigator.
really leaning into our relationships with CRM vendors over the past couple of
quarters,” said Edwards. “It’s an age-old problem that isn’t getting
better. We think we can help in a pretty meaningful way. When
people change jobs, they update their LinkedIn profiles first.”
matching and duplicate checking are performed.
Contact Creation is available for Enterprise clients only. Admins must turn on CRM Sync for Salesforce. Microsoft Dynamics 365 for Sales contact creation is in beta.
Part II of my release coverage discusses Smart Links, their next-generation PointDrive service.
When Zoominfo launched its new platform in September, they focused on functionality, packaging, and new capabilities, but did not discuss how their databases were combined. As the data collection methodologies of the two firms differed significantly, it was unclear how they unified the datasets. Prior to the acquisition, DiscoverOrg created a second tranche of company and contact data that was labeled “technology-generated” This data was not subject to their traditional human-verification methods and was segregated from human-verified data during prospecting under a secondary results tab.
the databases were combined for the new platform, Zoominfo added data quality
scores for each contact record. Contacts are scored based on their
predicted accuracy. Thus, a contact record with a score of 95 has a 95%
likelihood that the contact was at the company, and the email was valid.
Records were also assigned an alphabetical score: A+ records have a score
of 95 or above, A records have scores between 85 and 94, and B records are
scored between 75 and 84. Contact records now display the numeric and
alphabetical scores. Quality scores are also included in file downloads
and synced with enterprise software applications.
the scores do not factor in direct dial accuracy, Derek Smith, SVP of Data and
Research, indicated that direct dial accuracy generally lags the contact
quality score by five points.
quality score thresholds can be adjusted based upon the user’s objectives.
When pulling contacts for an email campaign or starting a cadence through
a sales engagement partner (Outreach or SalesLoft), setting a high-quality
score ensures that the bounce rates are low. This helps protect the
firm’s sender score and prevents emails from being delayed or caught in a SPAM
filter. When setting up a dialing campaign, the quality score can be
lower as there are fewer risks associated with bad phone calls (you might even
get the contact’s replacement). One can also selectively upload
lower-quality contacts when there are only lower quality contacts that match a
target persona at an ABM account.
data spans 100 million active global contacts across 20 million companies.
Of these, 73 million have emails, and 43 million have direct dials.
Zoominfo offers over a million contacts for seven countries:
The United States (64M)
The United Kingdom (2.0M)
South Africa (1.3M)
employs several methods for contact verification. NeverBounce, which they
acquired last March, performs regular email verification tests. They also
send a set of email campaign tests to partners for monthly third-party testing.
Likewise, they send a test phone file to the Philippines for middle of
the night phone testing. These tests, along with regular data
verification conducted by their human editors, help refine their data quality
updates are driven by client feedback, editorial research, natural language
processing of the open web, NeverBounce testing, and signature block analysis
of emails from community members.
now provides mobile numbers alongside company and direct-dial phones. Mobile
numbers have been available from DiscoverOrg for several years, but Zoominfo
did not collect them. Zoominfo is now collecting them for all contacts.
Mobile numbers are not downloadable for most clients, but exceptions are
made if there is a valid use case for mobile dialing. For example,
recruiters prefer to call mobile numbers versus direct dials, as mobile calling
helps protect the privacy of the individuals being contacted.
Finnish sales intelligence vendor Vainu announced the immediate availability of their new Vainu for CRM connectors. The new service supports data viewing, synchronization, prospecting, and triggered alerting in Salesforce, MS Dynamics 365, HubSpot, and Pipedrive. Additional CRM integrations are planned.
Vainu launched its original prospecting service in 2014 but is looking to make its data more consumable by embedding it into user workflows. According to Vainu Head of Marketing Mikko Luhtava, Vainu’s retention rate is much higher when there is a clear user workflow. Thus, the goal was to make the sales rep’s experience as “frictionless as possible.”
“Since we founded Vainu, we’ve known that in addition to the who, when, what, and why of sales, the other challenge is to get people to actually use that information. We realized that the key to success there is removing friction; making data as easy as possible to consume. With Vainu for CRM, we’ve done exactly that—embedded into everything you do in the CRM, real-time company data will be hard to avoid.”
CEO Mikko Honkanen
initially updates account and opportunity records, but additional record types
will be supported in the future. Custom field mapping and update /
overlay rules are also planned.
is asynchronous and bi-directional. “Any time you add a record to the
CRM, it will search Vainu to fill in data, and any time Vainu receives an
update on a company, it will push the update to CRMs with that entity in the
database in a matter of minutes,” said Luhtava.
fuzzy matching logic is employed with match confidence scores. Vainu also
supports auto-match functionality for new records and Send to CRM from the
Vainu browser service. Additional features include duplicate record
checking and “stare and compare” updates by sales reps.
with a CRM requires an excellent matching tool, and ours is world-class,” said
CTO Tuomas Rasila. “Instead of merely matching based on global unique
identifiers, it compares the full extent of a company record to our database to
increase our confidence rating in the match. Once connected, our platform
learns from everything salespeople are doing in the CRM to deliver information
that’s as relevant as possible. And since everything is automated, the
data-driven experience won’t require endless effort on our customers’ end.”
Vainu for CRM includes two advanced features: CRM-Vainu joint-variable prospecting and triggered workflows. Joint-variable prospecting allows sales or marketing to build lists using both CRM and Vainu variables. For example, a targeted prospecting list can be built for a territory which excludes current accounts or for which there was no recent activity. Over 100 joint selects are available. The only other vendor that provides such a feature is D&B Hoovers.
Workflows can be triggered by any of Vainu’s event triggers, which are derived from news, filings, and data changes. Vainu supports 55 triggers which can be combined with keywords. Both general company-level events (e.g. mergers, acquisitions, expansions, funding) and “very detailed, database-specific” triggers such as new vehicles, new website registrations, and new technology deployments are available.
“With the trigger-based approach, the likelihood of bringing in a new customer is more than two-times higher if there is an event within a prospect that triggers you to reach out to them.”
events are displayed within the CRM and Slack. They can also be sent as
email alerts and through Zapier connectors. Workflows are currently
available for Nordic companies and the Netherlands.
includes connectors as part of their standard subscription. Pricing
begins at €6,600 per year for one country and five seats.
Vainu has grown revenue to €15 million in five years. The firm supports
over 2,000 customers, including EY, Santander, Bridgestone, SAP, and Telia.
database covers Norway, Sweden, Finland, Denmark, and the Netherlands with
registry data matched against web mined intelligence and 55 business signals.
France, Britain, and the United States are currently in beta.
US data is
gathered from state Attorneys General filings supplemented with crawled
intelligence. At the moment, the US database is mostly being sold for
Vainu sells databases by country with both local language and English user interfaces.
I have not conducted a recent study of Tier 2 data vs. other contact data sources, so cannot speak to its quality.
Two other vendors directly collect and verify contact direct phones and emails. If direct-dial accuracy is a key concern, also evaluate DealSignal and SalesIntel.io. DealSignal performs overnight reverification so is better for marketing than sales. SalesIntel performs 90-day reverification cycles and claims to be significantly less expensive than Zoominfo. Both companies offer contact enrichment, contact prospecting, and enterprise software connectors (CRM, MAP, Sales Engagement, Chrome).