Flash: DiscoverOrg Rebrands as Zoominfo

Zoominfo Executive Details include Employment by Job Function
Zoominfo executive details include employment by job function

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.

DiscoverOrg 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.

“There 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.”

Based 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)

The 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.”

The new Zoominfo logo is black with a standalone Z and a rising arrow.  

The 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.

The 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.”

Zoominfo employs four methods for acquiring company and contact intelligence: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.

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.

Signature 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 details.”

Machine 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.”

Zoominfo website

Human 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 this thesis.

Zoominfo coverage counts as of September 10, 2019.

Finally, 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.

The 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 data hygiene.

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.


Tomorrow, I will provide additional details around Zoominfo’s product packaging.

Leadspace Closes on Reachforce Acquisition

Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.
Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.

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.

According 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.

SmartSuite 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.

Reachforce 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 clients.

Leadspace 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.

“Customers 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,” wrote Bewsher.

The 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.”

Smartforms 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 Looking to Grab Data.com Licenses

InsideView Append for Salesforce is a Lightning Data Solution for ongoing data enrichment and maintenance.
InsideView Append for Salesforce is a Lightning Data Solution for ongoing data enrichment and maintenance.

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.

“Customers 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.”

InsideView 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.”

Dun & Bradstreet has an inside track on acquiring Data.com licenses. D&B Optimizer is the most popular Lightning Data solution followed by InsideView, Bombora (intent data), Zoominfo, and HG Insights (Technographics). As a long-standing Data.com partner (account records are sourced from the D&B WorldBase file), Salesforce is working with Dun & Bradstreet to migrate Data.com customers to D&B Optimizer and D&B Hoovers.

The Top Five Lightning Data vendors (August 8, 2019)

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 Contact Data Management for Salesforce

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.

“Historically, 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.

DealSignal Enrich

DealSignal CRM Lead Enrichment
DealSignal CRM Lead Enrichment

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 intent scores.

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.

People.ai Round C

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.

People.ai has received $97 million in funding to date.  Its valuation was not provided, but TechCrunch placed the valuation at “mid-nine-figures.”

“Today’s 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, every day.”

People.ai 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 Website

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.

People.ai also supports contact updates derived from email signatures and pulls “critical information” such as product or competitor mentions, sentiment, and buyer intent.

People.ai’s 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.

“We’re 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 for Marketo

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.”

Technographic 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.

“With HG 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.”

Technographic audience targeting by HG for Marketo
Technographic audience targeting by HG for Marketo

“HG for 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 B2B DaaS

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 applied.

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 marketing automation platforms, they provide JavaScript which is dropped into 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.

Ringlead Capture
Ringlead Capture

RingLead 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 and standardized.

RingLead 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.”

Data partners include

  • Company – Owler, DatabaseUSA, LexisNexis, NetWise, KickFire, and Dun & Bradstreet resellers
  • Contact – Google, Bing, FullContact, NetWise, PIPL, StatSocial, Informatica, Oceanos (TechTarget), and Clearbit
  • Technographics – HG Insights and Clearbit

A 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.

Pricing 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.

While 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.

Customers include CA Technologies, HP, Uber, Capital One, BNY Mellon, and the New York Stock Exchange.

SalesIntel: Company Profiles, Technographic Searching, & New Connectors

SalesIntel Company Profile
SalesIntel Company Profile

I profiled SalesIntel and its human-verified contacts last summer but failed to cover a series of announcements from them over the past nine months (they were covered in my newsletter, but didn’t make it into my blog).

SalesIntel continues its database build out with company intelligence alongside their database of nearly three million high-quality US contacts. Each of these contacts is reverified each quarter, providing a smaller, but significantly higher quality email and direct dial dataset than other vendors. The exception is DealSignal which is performing overnight data validation so also delivering recently verified contacts.

Along with high-quality contacts, SalesIntel added company profiles which provide contact context.  Company profiles are accessed by performing a company name search and clicking on the company name in the resulting contact list. The new profiles contain the following sections:

  • Company logo and name
  • Executive Intel — the names and titles of the top-level executives at the firm.  Users can click on the executives to view their details.
  • Firmographic data from Owler
  • HQ info
  • Industry & Sector info
  • Tech Intel — vendors and product deployed at the company
  • Contact Intel — a grid containing the number of executives available within SalesIntel by job function and level.  Clicking on a number takes the user to a list of contacts for the company at that function and level.  Users can also obtain filtered lists by clicking on the totals by job function or level.

The most recent enhancement is the incorporation of Owler firmographics into their database. SalesIntel users can also view Owler’s real-time news alerts for their prospects including IPOs, Funding, and Acquisition news.

“Owler helps sales teams work faster and smarter. We provide accurate and up-to-date information about companies and their top competitors, as well as deliver real-time actionable insights about the companies that matter to your pipeline.”



Tim Harsch, CEO of Owler

SalesLoft released sales engagement connectors for Outreach and SalesLoft late last year. Duplicate checking is performed.  Records are tagged and assigned to SalesLoft cadences and Outreach sequences.

A HubSpot connecter was also released. The integration allows users to select contact owners and assign exported contacts to a workflow. Duplicate record checking is supported.

New targeting features include US metro areas and technographic searching.  Users can screen by product, vendor, or category.  The technographics file was licensed from HG Insights (FKA HG Data).

Category searching may be performed by keyword or navigating a technology category tree.  Technographic searching is a component of the company module.

SalesIntel Technographic Screening
SalesIntel Technographic Screening

Contacts are sold in annual plans with contact records beginning at a dollar per record.

SalesIntel was launched last summer.  Ramnani said his firm is receiving “very positive feedback from the market.”

DataFox Oracle Integration

DataFox Logo

Since being acquired by Oracle last fall, DataFox has grown its company coverage by nearly 30% and is now being integrated into Oracle platforms including Oracle ERP, Oracle CX Cloud, and Oracle Marketing Cloud (Eloqua).  

The CX Cloud provides Ideal Customer Profile (ICP) and Total Addressable Market (TAM) modeling based on DataFox firmographics and signals spanning 3.5 million companies.  DataFox is adding 7,000 companies each day.

“We see B2B sales shifting from a field-first model to what we call a digital selling model.  By that we mean that increasingly organizations are moving to inside sales teams that are aided by digital selling tools like Eloqua or like Slack,” says Des Cahill, head CX evangelist at Oracle.  “We believe that a combination of data enrichment from DataFox and then AI and ML systems to guide employees is the future of sales.”

Eloqua integration with the Oracle Data Cloud and DataFox provides marketing with improved intent and account behavior insights.

The ERP integration supports supplier risk assessment with supplier scoring, risk signals, and categorization.

“As more organizations apply machine learning to core business processes, the quality of data being fed to algorithms is the single-most important factor that determines the value of AI results,” said VP of Product Management for Adaptive Intelligence Bastiaan Janmaat.  “We built our smart data platform for the AI era and will continue to extend the capabilities beyond sales and marketing to include company-level data for use cases in finance, HR and supply chain.”

DataFox Account Scoring
DataFox Account Scoring

DataFox began as a dataset for investment banking, but “we just found a huge gaping hole, in terms of the quality of B2B datasets that were available in the market,” said Janmaat.  

Whereas 15 years ago it was difficult to find company information, there are now filings, press releases, corporate websites, tweets, blogs, and other content which make it difficult to collect and assess company intelligence.

“There’s gold to be mined, but it’s a small percentage of what’s out there in the public domain.  And that is a perfect problem to apply artificial intelligence to.”


Former DataFox CEO Bastiaan Janmaat (Oracle VP of Product for Adaptive Intelligence)

“Stagnant data sitting unchanged in sales and marketing systems and low-quality public data sources threaten ROI and reduce the effectiveness of AI deployments,” said Clive Swan, SVP of Applications Development.  “DataFox is a key element in Oracle’s AI strategy and will help customers gain more value from the AI embedded in Oracle Cloud Applications.  We plan to include more integrations across the entire suite of cloud applications to further enhance AI capabilities across finance, human resources and supply chain.”

DataFox is now available as an Oracle data cleansing and enrichment service, but will support three additional functions by mid-year:

  • Similar company identification based on the ICP
  • Account prioritization
  • Providing “embedded dynamic signals” (talking points) to sales reps

Additional Eloqua enhancements are planned.

DataFox is also touting its dynamic territory planning service which was launched prior to the acquisition.  Territory planning combines DataFox intelligence with internal company data such as win rates to dynamically assign and maintain balanced territories.

“What’s most interesting though, is that when Oracle DataFox detects a new account, that for whatever reason newly satisfies certain criteria and to make it a great target, it will dynamically enter that territory,” said Janmaat.  “Either sales ops or the account executive gets pinged for that opportunity.  So instead of a once a year exercise, it dynamically updates territories.  They’ve seen tremendous results in terms of conversion rates and in deal size.