The DiscoverOrg acquisition of NeverBounce was in the works for six months and began with DiscoverOrg’s search for a verification vendor that could better handle large scale processing. “It’s a core competency we wanted to own,” said DiscoverOrg CEO Henry Schuck.
DiscoverOrg is retaining the NeverBounce team of fifteen, but shuttering its smaller Salt Lake City office with employees being relocated to Cleveland. The acquisition was announced on March 5th.
NeverBounce 2018 revenue was $4 million and included both B2B and B2C marketing file enhancement revenues. Terms of the deal were not disclosed.
will continue as both a standalone offering and be integrated into the merged
DiscoverOrg / Zoominfo platform.
The combined platform is planned for launch in five months.
“When we made the ZoomInfo acquisitions, the promise was that this would strengthen differentiators around the quality of data we deliver. The NeverBounce acquisition is a very clear incremental addition to that value. It helps us enhance the quality of information we deliver immediately.”
DiscoverOrg President Katie Bullard
you count Zoominfo’s September acquisition of Datanyze,
DiscoverOrg has acquired three companies in the past six months. The
transaction doubled the company headcount to around 1,000 employees. But
Schuck isn’t closing the door on acquisitions saying that he will be
opportunistic in his approach.
“There are a lot of companies in our space that we follow,” he said. “If the opportunity is right, we have been quick to do acquisitions. There’s a big opportunity for consolidation in our industry so that customers don’t have to go to 19 different vendors for data and data cleansing needs.”
The acquisition moves DiscoverOrg into the number two position in the Sales and Marketing Intelligence space with $230 million in joint revenues. Only LinkedIn Sales Navigator has a larger market share.
leaked the deal on January 25th indicating that “Zebra” was a direct
competitor. According to Debtwire, DiscoverOrg was “pitching its unrated
buyout loan package on strong recent growth and a story that the whole will be
greater than the sum of its parts, said five buysiders familiar with the
deal. Meanwhile, levering up the capital structure draws attention to the
borrower’s ability to meet synergy projections – which could crimp its free
cash flow, especially amid an ambitious technology integration plan, they
indicated that the acquisition was priced at $800 million, a three-fold
increase from Great Hill’s summer 2017 acquisition price of $240 million for
Zoominfo. Debtwire also indicated an FY18 management adjusted EBITDA of
$62.7 million for DiscoverOrg and $17.7 for Zoominfo.
Revenue growth for both companies is strong. DiscoverOrg has made the Inc. 5000 list for eight straight years and Zoominfo for the past four years. Debtwire indicated revenue growth figures of 26% and 30% over the past two years for DiscoverOrg with revenue hitting $152 million in 2018. Zoominfo has grown at an even faster pace over the past two years with growth rates of 63% and 44%. Thus, Zoominfo revenue grew from $39 million in 2016 to $91 million last year.
Based on the
Debtwire revenue numbers for 2018 and historical revenue figures from the Inc.
5000 list, DiscoverOrg had a seven-year CAGR of 61% and Zoominfo of 34%. Zoominfo’s
growth rate is mostly organic while DiscoverOrg’s organic seven-year CAGR,
after adjusting for RainKing revenue, is around 53%.
firms are strongly complementary. Zoominfo provides the deepest set of
B2B emails and direct dials with content mined from email signature
blocks. DiscoverOrg offers deep technology profiles (technographics and
project plans) alongside human verified bios (skills, responsibilities,
education, work histories, emails, direct dials, and social links), org charts,
and company profiles. DiscoverOrg’s human verification supports a 95%
data quality SLA for its contacts. Zoominfo’s Datanyze acquisition
provides DiscoverOrg with additional NLP tools for determining products and
vendors alongside market share analytics tools for marketing and competitive
data is rapidly changing and your data platforms must be built to adapt,” said
Zoominfo CEO Derek Schoettle in September. “ZoomInfo has the largest,
most complete data set of companies and contacts and a goal to enable our
customers to automate, process, curate, and present the data on-demand and in
real-time. Delivering industry-leading technographics, the Datanyze technology
will be a significant addition to help us deliver the right data, at the right
time, to the right person.”
deep, research-verified, actionable insights coming together with ZoomInfo’s
comprehensive coverage of 100M business professionals is an unrivaled combo,”
said the firm. “We each employ different, but highly advanced
technologies and tools to gather, cleanse, and maintain at an unparalleled
“To effectively capitalize on growth opportunities, companies of all sizes need accurate firmographic, technographic, contact, and intent data. Combined, DiscoverOrg and ZoomInfo deliver the trifecta: B2B data of the highest quality, quantity, and depth.”
DiscoverOrg CEO Henry Schuck
past few years, sales intelligence has moved from a standalone browser research
service for sales reps to an integrated workflow solution tied into CRMs,
Marketing Automation Platforms, Sales Engagement Platforms, Chrome Browsers,
and email. DiscoverOrg has been at the forefront of these integrations
with a broad set of platform connectors. CEO Henry Schuck emphasized
these workflow tools during the announcement. “High-quality data is the
fundamental go-to-market requirement for growth. In the near future, CRM and
marketing automation systems will be defined not by their empty-box
capabilities – but by the data that is housed inside them.”
complementary, the combined companies remain weak with respect to deep company
profiles. DiscoverOrg recently added family trees, but they are to the
subsidiary level, not branches. They also lack public company financials,
US and UK filings, SWOTs, and industry research.
DiscoverOrg acquired rival RainKing in August 2017, CEO Henry Schuck stated the
following goal, “The path to rapid revenue growth is paved with highly
accurate, actionable, and predictive sales and marketing data, and the
combination of RainKing and DiscoverOrg means that our joint customer base has
access to an extraordinary portfolio of data, contextual buying insights, and
predictive intelligence. We are building a company that is to sales and
marketing intelligence what Salesforce is to CRM.”
vision was updated today:
“Every sales and marketing team will have a go-to-market operating system that identifies the prospects that should be engaged every day, week, and month based on buying signals and intent data collected in a multitude of different ways. Even better, they have deep insights on the buyers who are making the purchase decisions with accurate contact, org chart, technographic, and firmographic data. It’s all at their fingertips and it’s all served to them dynamically – wherever they are working.”
stated that support, service, and sales for all products will continue.
Both platforms will be sold for the next six to twelve months “with highly
coordinated sales and marketing efforts to ensure customers realize the most
value from the platform(s) that best serve their needs.” In March, joint
customers will have a light integration between the two platforms followed
quickly by DiscoverOrg customer access to Zoominfo company and contact data.
combine the best of both platforms over the next year, customers will have the
best, bar-none, B2B intelligence platform -the highest quality data with the
broadest coverage and deepest actionable insights,” said the firm.
company has 15,000 active customers and 120,000 active users, with the Zoominfo
acquisition trebling the customer count.
stated that there are no plans to shutter any of Zoominfo’s locations and that
hiring will continue for all Zoominfo offices. Zoominfo has more than
doubled its staff over the past year with headcount spread over six locations:
Waltham (MA), San Mateo (CA), Grand Rapid (MI), St Petersburg (Russia), Kazan
(Russia), and Ra’anana (Israel). Zoominfo moved into a new headquarters
location in Waltham, MA just last month. The lease provides space for up
to 450 employees. Globally, DiscoverOrg has over 1,000 employees.
DiscoverOrg’s investors include TA Associates, The Carlyle Group, and 22C Capital.
InsideView rolled out a pair of enhancements to its CRM Refresh product. Along with Accounts, Refresh now cleanses and enriches Contact records, matching both record types against its reference database of 13 million companies and 33 million contacts.
Refresh also supports email validation, an important function for maintaining data quality. Both matched and unmatched records are processed on a semi-annual basis. Email validation is performed by StrikeIron, an Informatica company.
The Refresh dashboard (on right) provides match and field-level fill rates for both account and contact records.
“Valid email addresses lower bounce rates and increase deliverability of marketing campaigns, resulting in greater response rates and higher ABM program success,” wrote the Customer Success Team to its customers. “Successful sales outreach also depends on accurate contact information, including whether anexisting contact has moved on to another job.”
“Employees just don’t stay in one job at one company any more, and keeping up with all that job shifting is a nightmare of CRM management. Today we’re giving sales and marketing ops one more weapon in the battle against stale CRM data. Other cleansing solutions only clean the contacts that exist in their systems, but email validation allows InsideView Refresh to add value to any contact with an email address.”
Adam Perry, InsideView director of product management
Pricing is available both on an à la carte volume basis and a seat-basedmodel similar to Data.com. The idea is to provide an “easy switch” fromData.com Clean and Prospector to InsideView. “We match allcapabilities and price to make it very easy for customers to switch,” said VPof Product and Solution Marketing Joe Andrews. “We’ve seen a significant growth in demand for this since it’s become more generally known that Data.comis being sunset.”
Few firms have integrated email validation into their cloud or CRM hygiene offerings, leaving firms with bad contact records which cannot be matched against reference datasets. Products such as D&B Optimizer, InsideView Refresh, and ReachForce SmartSuite are the exception, helping improve delivery rates and email sender scores by verifying emails, even for unmatched records.
Refresh is available for both Salesforce and Microsoft Dynamics.
Oracle recently acquired DataFox, providing them with access to 2.8 million company profiles, including funding and M&A data. DataFox “gives customers real-time insight to know when a business exhibits noteworthy behaviors.”
“The combination of Oracle and DataFox will enhance Oracle Cloud Applications with an extensive set of trusted company-level data and signals, enabling customers to reach even better decisions and business outcomes,” wrote Oracle’s EVP of Applications Development Steve Miranda to customers and partners.
Oracle provides the following deal shorthand:
Oracle Cloud Applications + DataFox = Even Smarter Decisions
DataFox is growing its database at 1.2 million companies annually. The database will deliver real-time insights into its cloud-based ERP, CX, HCM and SCM platforms.
In a bit of extreme puffery, Oracle described DataFox as the “the most current, precise and expansive set of company-level information and insightful data.” Bureau van Dijk and Dun & Bradstreet have 50X the active company coverage including detailed global linkage, risk models, and multi-year financial data. Bureau van Dijk also offers the Zephyr database, an M&A and funding dataset with over twenty years of closed, pending, and rumored deals. Where DataFox may have an advantage is in their focus on mid-size and emerging companies which have been recently funded, but this is a small subset of the company universe.
DataFox will continue to sell and support its products. However, the DataFox roadmap and product line are fluid:
“Oracle is currently reviewing the existing DataFox product roadmap and will be providing guidance to customers in accordance with Oracle’s standard product communication policies. Any resulting features and timing of release of such features as determined by Oracle’s review of DataFox’s product roadmap are at the sole discretion of Oracle. All product roadmap information, whether communicated by DataFox or by Oracle, does not represent a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. It is intended for information purposes only, and may not be incorporated into any contract.”
Along with AI insights, Oracle called out the needs for quality data to back data maintenance, artificial intelligence, and business signals.
DataFox has over 275 customers including Goldman Sachs, Bain & Company, Outreach, Live Ramp, and Twilio.
DataFox raised $19 million in funding. Terms of the deal were not disclosed. In January 2017, DataFox was valued at $33 million by Pitchbook.
Oracle should study Salesforce’s acquisition of Jigsaw (later renamed Data.com) as a cautionary tale. Software companies struggle in selling data files as company and contact data decays rapidly and it is difficult to push data quality above 90% absent large editorial investments. Furthermore, Jigsaw never represented more than 1% of Salesforce revenue so quickly fell off of the company’s internal radar. The firm is now looking to decommission Data.com and asking its AppExchange partners to fill the sales intelligence and data hygiene gap left in its absence. Coincidentally, DataFox is one of Salesforce’s Lightning Data partners.
On the positive side, LinkedIn hit $1.3 billion last quarter and has thrived under Microsoft’s ownership. However, LinkedIn was a much more mature company at acquisition than DataFox with multiple revenue streams and a unique user generated content model. Microsoft has provided LinkedIn with development capital and allowed it to maintain its independence. It has also looked to leverage LinkedIn and Microsoft strengths when building sales and marketing products, instead of simply copying other vendors. For example, Sales Navigator continues to respect the privacy of its members while using aggregated data to provide hiring and employment insights that other companies cannot deliver. Navigator has also added strong messaging tools (chat, InMail, and PointDrive) which work around its lack of company emails. Other innovations include SNAP workflow connectors, its new Pipeline CRM updating tool, and Buyer’s Circle for identifying the buying committee at large firms.
This is part III of my Mmojo coverage. Part 1 covered data enrichment and part II covered prospecting. My final blog covers Mmojo’s data partners and pricing model.
Both prospecting and uploaded lists may be appended via the Mmojo data marketplace. While basic company firmographics are included with the subscription, additional data sets may be appended, some for a fee:
Contacts: Contact Function, Level, Title, Email, Direct Dial, Social Links. Licensed from multiple partners. Only Stirista has been disclosed so far.
Premium data set descriptions are provided which include the list coverage rate, update frequency, refresh period (how long licensed without paying for the record again), price per record, fields, and column definitions.
Unlike other firms which treat their company identifiers as proprietary, Mmojo will be open sourcing their ExC company identifiers. Currently, Dun & Bradstreet D-U-N-S Numbers serve as the de facto global company identifier, but Mmojo will be challenging that status next year when they roll out international company profiles with open sourced ids.
The ExC numbers also support list appends and merging.
“Once appended, users can view their contacts and associated contact analytics. The analytics enable Mmojo users to detect gaps by showing total number of contacts, percentage of companies with contacts, and the distribution of contacts by function and title, providing key data intelligence to B2B and SMB sales and marketing organizations.”
CEO Hank Weghorst
Members of the Austin-based Mmojo team include several former members of the Avention product team including CEO Hank Weghorst, Chief Data Officer Brad Palmer, and CTO Ray Renteria. While there are some broad stroke similarities between the platforms, Avention never offered a data mart service.
Mmojo does not yet provide marketing automation or CRM connectors, so marketers must upload and download CSV files between Mmojo and these other platforms.
Mmojo is priced at $95 per month with additional charges for premium datasets. The base service includes support for up to 250,000 unique companies under management, basic company and contact enrichment, and list prospecting. Credit card and ACH billing are supported. Premium data may be purchased in blocks of credits as follows:
Pricing varies by record type. For example, Mmojo contacts are priced at 10 credits per record, but Aberdeen technographics are priced at 16 credits per record. Thus, Aberdeen appends are priced between $0.112 and $0.16 per record.
Contracts may be canceled at any point.
Mmojo tracks which records have been previously downloaded and does not charge again for a record if it is being downloaded within a refresh window (six months for most vendors). Users are only charged for premium data downloads.
An Enterprise service option is available for firms requiring multiple seats, more than 250,000 managed records, or custom configurations.
Mmojo is offering free ten-day trials. Trialers have view-only access to the tool and do not need to provide payment details during the trial. When lists are shared with non-users, they are also eligible for ten day trials.
The service includes a set of context sensitive help tools and videos. A customer forum is also available for asking questions.
This is one of the most mature product launches I have seen. The service includes a broad set of functionality, clean user interface, deep content partnerships, complete help and training tools, and a full press page. When discussing the product pre-launch with Weghorst, there was a clear product positioning and defined target market segment. The service also offers unique product pricing (hybrid subscription with premium data sets) and business models.
A new data marketplace, called Mmojo, was launched late last month. The service provides cloud based prospecting, hygiene, segmentation analysis, look-a-likes, and data enrichment for B2B marketers. CEO Hank Weghorst sees the SMB market as Mmojo’s sweet spot. Mmojo describes itself as “the B2B data marketing data everything application.”
“Excellence in B2B Marketing depends on data, particularly in today’s world where data is everywhere,” explains the firm on its website. “The problem is you have to do all the work: find the data, license the data, cross-reference the data, analyze the data, and maintain the data. Your Marketing Automation and CRM systems are not designed to do this. In fact, they REQUIRE data to feed them and make them effective. What if you had an easy-to-use system that did all that work for you? Mmojo does all of this for your existing data and for new data to drive your marketing programs.”
The Mmojo database spans 20 million US companies and 80 million contacts with plans to add international data in 2019. Contacts include titles, job functions, emails, direct dial phones, and social handles. Company intelligence includes firmographics, Aberdeen technographics (premium dataset), M&A heat scores, and public company financials and ratios.
“It’s been proven that the use of high-quality data will drive better marketing results. We built Mmojo with the sole purpose of providing simple and affordable access to this valuable data commodity,” commented Weghorst. “This approach, executed using our partner relationships and most importantly our state of the art technology, has enabled us to change the game.”
Data matching is performed against company, domain, phone, IP address, email, and additional variables as selected by the Mmojo AI match logic. Matching is done automatically so users do not need to create a field mapping table between Mmojo and their source file; however, users can remap fields if Mmojo selected the wrong field or there are multiple similar columns (e.g. shipping and billing addresses). The match results list includes the match score and Mmojo ExC company identifier. Users can click on a match score to see additional details about the match. They can also quickly modify the match threshold and see how many records meet the adjusted threshold level.
Once a list is matched, the user can click on the List Analytics tab and view segmentation (state, revenue, employees, top industries) along with match analytics. The “Sky Profile,” a trademarked feature, represents the “absolute centroid” of the list by revenue, employees, and industry. The Sky Profile should be viewed as a typical record.
A List Details tab shows the field fill rates of the original file and the matched Mmojo field.
Conversational marketing vendor Drift released Drift Intel, a real-time enrichment service which maps anonymous leads to accounts using IP addresses. The firm calls their Clearbit-powered account intelligence “x-ray vision for qualified leads.” Clearbit firmographics drive the messaging flow, sales conversations, and lead routing; thus, prospect interactions are personalized to the account and directed to the proper sales rep or team.
Account matching is global, with a 40% to 60% IP-to-account match rate. If the bot acquires an email address, then contact intelligence is also provided from Clearbit.
“In the old days, forms were the only way to get the info you need to qualify visitors,” states the firm. “With Drift Intel, you’ll get a full company profile in Drift the moment they land on your site. That means you’ll know the visitor on your pricing page isn’t just a random person—it’s someone at a software company in NYC with 500 employees and $25-50m in annual revenue.”
Furthermore, because the intelligence is provided in real-time, leads can be properly routed to sales reps by account, region, size, etc. If the account owner is not available, the AI chatbot automatically sets up an appointment for the rep. The chatbot also personalizes the message based upon the account intelligence.
“The last decade in B2B sales and marketing was all about the business following up later. But today, B2B sales and marketing have to be about now. The internet has changed everything and put customers in control of the buying process, not the business. As a result, people won’t put up with waiting days and weeks to get a response — they want answers now.”
Drift CEO David Cancel
Drift Customer Marketing Team Lead Chris Handy blogged about the cost and foolishness of investing in inbound marketing and then making prospects wait for marketing tools or sales reps. “We asked them for information before we’d let them send us a simple question about our product. We lost what might have been our best accounts—sometimes by making them wait days or weeks for someone to follow up—even when they were ready to buy right then. This wasn’t the way we liked to buy. We had to change the way we sold to match the way we bought.”
Drift’s goal is to “remove friction,” shorten the sales cycle, and connect businesses with their customers at peak interest.
In a quick test of the bot on the Drift website, it accurately identified my company name and location, but lacked industry and sizing data. As I am a one-person company, the lack of richer firmographics is common. I was quickly chatting with a sales rep and she offered three days for a product demo within the chatbot (see image on top).
Drift Intel is available as part of their Company ($1,500 / month) and Enterprise (starting at $5,000 / month) plans. Unlimited company matches are supported.