Openprise launched a Data Marketplace to assist with ingesting and normalizing third-party B2B and B2C data. Amongst the platforms supported are Salesforce, Marketo, Eloqua, and Pardot. The Data Marketplace, part of the Openprise Data Orchestration platform, includes built-in rules to ensure data is properly onboarded. Users can set primary, secondary, and tertiary providers with multi-vendor data normalization rules.
“We’re excited to make ZoomInfo’s 210 million businesspeople and 11 million businesses available on the Openprise Data Marketplace,” said Phil Garlick, VP Corporate Development at ZoomInfo. “Openprise’s data cleansing and unification capabilities, combined with ZoomInfo’s data accuracy, provides marketing and sales teams with an unparalleled solution to run more effective campaigns.”
Other B2B Partners include InsideView, Orb Intelligence, Synthio (FKA Social123), and Dun & Bradstreet. Additional vendors are in the final certification stages. Openprise claims that new data providers can be setup in minutes.
Customers can extend pre-existing vendor contracts or take advantage of pre-negotiated discounts.
“Earlier this year, we surveyed 175 marketing professionals to identify data marketplace trends and published our findings in the B2B Data Market Industry Report,” said CEO Ed King. “We found that companies that worked with multiple data providers were much more likely to be satisfied with their third-party data, but those same companies expressed how much they struggled with pulling multiple providers’ data into their marketing and sales system of record while maintaining a consistent set of standards. Openprise Data Marketplaces solves this problem.”
Openprise polled marketers on which B2B data providers they have deployed. Source: “B2B Data Market Industry Report: 2017”
The B2B Data Market Industry Report also asked which vendors were being deployed. The survey of 175 B2B marketers at firms with at least 200 employees found the top three vendors were Zoominfo (40%), InfoUSA (36%), and Data.com (35%). Surprisingly Sales Genie matched D&B/Hoovers amongst all of the surveyed marketers and exceeded it amongst enterprises. InfoUSA rates were likely higher than the other firms as it offers both business and consumer data while Dun & Bradstreet/Hoovers and many of the other vendors offer strictly B2B data.
The most common use case for B2B data vendors is identifying additional contacts at target companies (62%). Marketers also looked to B2B companies to identify additional target accounts (52%) and append missing fields (50%). Only 37% were looking to B2B data vendors to cleanse their database.
The survey participants were well distributed across B2B industries with an over weighting to advertising / marketing.
I went on vacation figuring there would be few mid-August product announcements (I was right), but didn’t anticipate M&A activity beyond the Bureau van Dijk acquisition closing (it did on August 10th). But while I was moving my daughter to North Carolina for graduate school, sales and marketing intelligence database Unomy was acquired by co-working firm WeWork and Zoominfo was acquired by private equity firm Great Hill Partners. Coincidentally, both deals involve technology relationships between the US and Israel.
“We are enthusiastic about our new investment in ZoomInfo,” said Christopher Gaffney, managing partner at Great Hill Partners. “The company is growing very fast while maintaining a high level of profitability, a rare combination that attests to the quality of its products, data, and employees. In the evolving market of data driven solutions for sales and marketing, we see a significant growth opportunity for ZoomInfo, and trust that with its current track record, strong product innovation and efficient operations they will continue to dominate the market.”
Gaffney will be joining Zoominfo’s Board of Directors.
Like Zoominfo, Great Hill Partners is also Boston-based (technically, they are in the same MSA, if not the same town). VentureBeat listed the acquisition price at $240 million or roughly 6X trailing revenue.
Zoominfo President Yonatan Stern indicated “it’s time for me to move on . . . . I’m not going to retire, but I want to move the center of my life to Israel.”
“We’re doing really well, and we wanted to pay out some of those early investors,” said a company representative. “They had been in the game for a long time.”
Stern built and sold three successful companies in the Boston area including Bizo and CardScan. He will continue as the CEO for at least a year before ceding responsibility to his executive team. Stern will remain on as the Chairman and retains a stake in the firm.
Zoominfo is headquartered in Waltham, Massachusetts and most of its 200 employees are located there.
“I am very excited about this new chapter in ZoomInfo’s growth story. The company will continue to focus on delivering value to our rapidly expanding base of thousands of satisfied and loyal customers. We invest heavily in growing and improving our data assets, and in product innovation to deliver a wealth of information where and when our customers need it. We look forward to working with Great Hill Partners to accelerate our growth and maintain competitive advantage.”
Yonatan Stern, CEO and Chief Scientist, ZoomInfo.
Zoominfo made the last three Inc. 5000 lists with revenue of $39.8 million in 2016 and a three-year Compound Average Growth Rate of 39%. The ZoomInfo dataset spans 222 million active and inactive global contacts and 9.3 million companies with firmographics, emails, direct dials, and web mined bios. Roughly 80 million contacts are for US executives and employees.
Zoominfo began as Eliyon, an online search engine for people in 2000. The firm struggled for several years as it found itself in competition with better-heeled well known competitors such as Google and LinkedIn. About five years ago, it pivoted from SalesTech (which it continues to serve along with Executive Recruitment) into MarTech and began building out its Growth Acceleration Platform marketing capabilities (cloud-based enrichment, web forms, segmentation analysis, cluster analysis, and list building). It also shifted its contact acquisition model from web-based biographic scraping to a community model. Thus, the firm has had strong growth in both its contact database and revenues.
ZoomInfo Personas provide a multi-dimensional cluster analysis for identifying persona categories and prospecting against them.
MarTech analyst David Raab noted that the acquisition “continues a trend of marketing technology vendors being purchased by private equity firms, although Great Hill hasn’t been particularly active in the martech space.”
Oceanos began as a list broker back in 2002, but has since evolved into a B2B contact aggregator and data refinery. The firm aggregates 97 million active US contact records and retains millions of inactive names and emails to assist with hygiene. Data is aggregated from eleven vendors and includes social data from FullContact and Pipl. Oceanos provides data enrichment, TAM analysis, net-new contacts, and a set of data specialists to assist with projects.
Oceanos is self-funded and based in Marshfield, MA. Annual revenue is around $5 million and is derived from data hygiene services, contact matching, and API-based data licensing.
Each record is assigned a data quality score based upon eleven signals including dead email addresses, drops between files, email naming conventions, and social data verification. Thus, customers and partners can employ data quality score cutoffs when licensing data. Data quality scores are also employed as part of a free Data Health Check for customers.
Contacts are mapped to 12 Job Functions, 109 Sub-functions, and 7 Job Levels. Granularity to the sub-function level assists with strategic targeting. For example, marketing is mapped to 18 job functions including brand, corporate communications, events, public relations, search engine, and social media.
The Data Health Check report does not directly validate emails and other fields, but employs the Data Quality Scores to provide an overall Data Quality Score and a data accuracy histogram. The service also provides proposed before and after fill rates across twenty biographic and firmographic variables including address fields, direct and corporate phone, employees, revenue, industry, and major social handles. The final element of the Data Health Check report is a set of segmentation charts by job level, function, specialty, domain extension, industry, sizing variables, and country.
At the end of the report, there is a data health recommendation where they contrast their Account Based Marketing approach to traditional database augmentation services:
With 0ther health checks, this is the section where they tell you that they have a plethora of contacts for you to purchase, all matching your data profile. First, the point of this analysis is not to assume that the accounts and contacts currently in your database represent the optimal mix. In many cases the results demonstrate that there is a percent of bad and misaligned data. Second, it’s important to note that this is not a quantity game. In fact the more-the-merrier mindset is the root of many database problems.
We recommend a three step process to effectively cleanse, complete, and grow your database. This is the ideal approach, but we understand that timing and budget do not always permit the perfect solution. That being the case, we suggest a conversation to review the health check results and to determine the best prescription based on your needs and goals.
The Cleanse and Complete stages purge bad data, standardize and validate data, and enrich the client’s database. Cleansing processes the file against FreshAddress, Clickback, internal tables, Whitepages, Pipl and FullContact. Only once the current data quality issues are addressed does the firm recommend a Contact Gap Analysis for populating accounts with missing strategic contacts. The analysis also identifies the percentage of contacts that match the target audience criteria (Ideal Customer Profile). Oceanos contends that best-in-class firms have at least 70% of contacts within their target audience.
House vs. Greenfield Analysis compares target audience coverage for company files vs. Oceanos.
The Contact Gap Analysis also provides a greenfield (net-new contact analysis) by job function and sub-function and an analysis of Total Addressable Market (TAM) coverage between House and Greenfield contacts.
Integration services include a partner API, used by ReachForce, Engagio, and Integrate, and MAP connectors for Marketo and Eloqua Cleanse and Append
Oceanos President Brian P. Hession identified their differentiators as their unique blend of technology, professional services, and data quality. With data quality being critical to ABM sales and marketing initiatives, the inclusion of real world project fulfillment through their program specialists provides Oceanos with data quality insights that are used to continuously inform and enhance the data quality processes. “We apply both technology and real-world insights to ensure the highest quality of data before we are releasing it. We are incorporating a continuous stream of data quality insights into our code to address the many nuances that a program specialist encounters manually on a dataset,” said Hession. “The way that Oceanos is going to be successful in the future is if we can assemble an internal contact database that is of the highest quality in the industry. So there’s been a lot of focus on putting models on top of our contact data.”
InsideView announced the launch of a professional services group to offer Expert Services to its customers. The new Data Concierge service “helps customers navigate the data complexities involved in strategic go-to-market initiatives.”
The Expert Services group is staffed by a team of consultants and engagement managers. “B2B sales and marketing leaders have asked for our help with operationalizing ABM and other targeted go-to-market initiatives. To meet this need, our services team has evolved from delivering data projects (like clean, email validation, contact append) to more consultative services like Target Market Analytics. In the future, we anticipate growth in this part of the business to fulfill market demand,” said VP of Product & Solutions Marketing, Joe Andrews.
The first formal service assists ABM customers with analytics around their target market and helps customers define their Total Addressable Market (TAM). The concierge service includes a data visualization console which “enables customers to more effectively select the right accounts for their account-based marketing (ABM) initiatives.”
“A picture drives a business conversation in real-time as executives can run “what-if” scenarios and make decisions in real-time,” said Andrews.
The visualization tool provides both existing and whitespace segmentation by state, country, industry, and sizing variables. Data is displayed as both raw counts and TAM penetration percentages. The product even loads in current account customer data to detail the distribution of current accounts within and outside of the ideal customer profile (ICP). Users can also drill down on segments providing a more granular view by state, size, industry, etc.
The dashboard may be downloaded as a PDF for sharing with team members or executives. Users may also download records from the Dashboard.
“We’ve always strived to be a strategic partner for our customers, and many companies underestimate the data complexities involved in go-to-market planning and execution. Now we have an expert services team dedicated to help guide customers step-by-step through the process of defining their ideal customer profile, identifying their TAM, and making sure the right targets are in their database. Our goal is for InsideView Expert Services to be a trusted partner for customers looking for help with any big, thorny data-driven initiative for marketing or sales.”
InsideView CRO John Kelly
InsideView noted that many of their customers had captured less than ten percent of their TAM in their database.
“When it’s time to pick accounts, marketing and sales can have different ideas about which should make the list,” wrote Forrester Principal Analyst Laura Ramos. “Successful marketers always lead with data to identify the characteristics that distinguish “good” opportunities from those selected through feel, anecdote, or intuition.”
While InsideView continues to offer and enhance its sales intelligence products, its emphasis over the past several years has been in launching marketing products such as InsideView Refresh (automated CRM cleansing), InsideView Enrich (real-time lead enrichment), InsideView Target (Marketing Prospecting), and a broad set of MAP and CRM connectors.
InsideView is not the first sales intelligence vendor to provide such services. Avention has long provided data and professional services and launched the DataVision platform last year for TAM analysis and white space company and contact identification. Likewise, Zoominfo shifted its emphasis from sales to marketing and launched their Growth Acceleration Platform to assist with ICP identification and net-new prospecting. While not the first entry in the space, the Expert Services represents a maturing of vendor capabilities in support of marketing departments and ABM projects. Over the past several years, the sales intelligence vendors have retrained their focus from sales insights via browsers to sales and marketing intelligence services which deliver consultative and automated data services via enterprise platforms, mobile devices, and broad connectors. This support goes beyond simply offering sales product Build a List functionality to marketing departments. It includes a set of tools and services for identifying the ideal customer profile, sizing the total addressable market, identifying white space target accounts and contacts (i.e. net-new leads), supporting web forms, automating batch and ongoing enrichment of MAPs and CRMs, prioritizing leads, and assisting with lead-to-account mapping, segmentation analysis, and campaign targeting. Other ABM features which sales intelligence vendors have begun rolling out include visitor site identification, programmatic marketing, social enrichment, Chrome connectors, ABSD (account based sales development) vendor integrations, and light predictive analytics.
We’ve helped several customers along their ABM journey, and we’ve realized their needs extend beyond company and contact data,” blogged InsideView Product Marketing Manager Jyothsna Durgadoss. “In order to be successful, they also require data visualization, technical talent, and expert guidance — all of which are critical for effectively identifying ideal targets, uncovering total addressable market, and selecting the right accounts for ABM.”
InsideView noted that many sales and marketing departments retain an ad-hoc approach to defining their ABM targets and TAM. According to InsideView, “At a recent Sirius Decisions Summit, a poll of the keynote audience revealed that more than 50 percent had an ad hoc or nonexistent approach to measuring total addressable market.” (See bar chart on left)
Sales and marketing intelligence vendor DiscoverOrg released an enhanced version of their Marketo LaunchPoint connector which cleanses, appends, and enriches Marketo leads with DiscoverOrg lead intelligence. A one-click synch feature matches and enriches leads with account and contact data. DiscoverOrg has very high quality global company and contact intelligence gathered by their team of 250 multi-lingual editors.
“What makes this service truly unique is the power of our live researchers who are continually adding to and maintaining our database. It is also found in the flexibility of how and which data points are managed. Users can choose from up to 70 unique data points, decide which fields should be overwritten, and how often this sync occurs. Marketers are also alerted when duplicate entries are found, and given the option to keep the original or overwrite it.”
DiscoverOrg VP of Product Management & Product Marketing Justin Withers
Lead enrichment can be executed on day-one of deployment and then scheduled on a weekly, bi-weekly, monthly, or quarterly basis. The connector helps marketers “more quickly and effectively score leads and pass a more accurate and comprehensive view of the prospect over to the sales team.”
“Clean data is fundamental to engaging in relevant and personalized conversations with buyers. The new enhancements to DiscoverOrg’s connector will enable marketers to enrich their marketing programs so that they’re engaging customers when, where, and how they want to build lasting relationships,” said Shai Alfandary, business development VP at Marketo.
DiscoverOrg Supports field level update rules within Marketo LaunchPoint.
The service now supports field-level update rules, providing greater control to Marketo administrators over which fields are to be updated and when. Thus, fields can be enriched upon creation, update, or only if the field is empty.
DiscoverOrg also compares emails against its “database of known bounces” and replaces bad emails with verified email addresses.
“Dirty data leads to incredible challenges for the entire organization,” said DiscoverOrg CEO Henry Schuck. “When bad data ruins a company’s reputation and lands a domain on blacklists, marketers put growth for the entire company in jeopardy. With these new features, customers are able to immediately improve the health of their marketing database – so that they can spend time creating revenue-generating programs, not worrying about whether bad data will sabotage their efforts,” says Henry Schuck, CEO of DiscoverOrg.
Data Quality Automation vendor ReachForce recently added Oceanos contacts to its Continuous DataManager (CDM) and SmartForms services. The SmartForms service provides real-time validation for B2B web forms, enriching leads with up to twenty biographic variables including role, function, location, education, and expertise. The CDM service then maintains data quality across multiple platforms, providing real-time demographic and biographic enrichment. CDM also validates records (e.g. phone, email, address), standardizes fields, and de-duplicates records.
“Stronger engagement is critical. To drive better engagement for companies committing to an ABM approach, it is essential to have a full prospect or customer picture. This can be completed by enriching the data set to include accurate contact data and combining it with account or company information,” said ReachForce CEO Bob Riazzi. “Too often Demand Gen marketers are burdened with the ambiguity of generic titles leaving them to question the quality of the lead when they, as a company, are targeting a very specific role. Our Contact Enrichment solution addresses this problem by associating the job role/responsibility to the title allowing marketers to quickly hone in on leads and prospects that are the best fit. Using this added insight, the marketer can increase the lead score, lead quality, and ultimately supply the sales team with more context.”
Oceanos has built a dataset of 150 million B2B contacts. They also recently inked a deal with Engagio to provide contacts. In January, Oceanos released a Contact API for integration partners.
Earlier this year, ReachForce unveiled its “3×360” lead updating. The new release provides improved visibility & control, full-spectrum intelligence, and implementation & integration flexibility. The improved technology enhances both their SmartForms web form enrichment and Continuous Data Management services.
Contact data vendor FullContact offers a cloud-based contact enrichment service via a single user app, team app, and API. Contact data includes publicly available contact intelligence such as social networks, headshots, and affinities. FullContact suppresses personal identifiers such as mobile phones, personal email, and home addresses. For individuals, FullContact supports a unified contact view across Gmail, Outlook, mobile, and LinkedIn contact networks. For teams, FullContact offers a shared master address database.
FullContact employs a FullContact ID to tie together global business and consumer identifiers. Individual profiles include 4,500 affinity/lifestyle tags along with social medial links spanning 120 sites including LinkedIn, Twitter, and Facebook.
FullContact Enrichment may be performed via batch processing or API.
The team service, priced at $9.99 per user per month (when billed annually), provides team members with a master address book. Team features include business card scanning, contact unification, public information contact updates, and the sharing of tags and notes across the team.
Individual users have access to a free single user Basic edition limited to 1,000 contacts. A middle tier Premium Edition synchs contacts for up to five users and 25,000 contacts. Premium is priced at $8.33 per user per month.
“When it comes to managing contacts, businesses, even more than individuals, face huge challenges today. When contact and relationship data is fragmented across many employees and tools, a business isn’t able to harness the power of their extended relationship network,” said VP of Product Matt Holden. “FullContact for Teams alleviates this headache by getting all team contacts in one place, so people can focus on getting their job done, not fighting their address books.”
FullContact offers both People and Company APIs. The Person API returns social profiles, profile photos, basic demographics, and social influence. The Company API call takes company names or domains and returns the Key People (CxO and VP) along with firmographics. While titles are available, the firm does not support a job function and job level taxonomy.
Developers have access to 250 matches per month during the API testing window. A Starter package provides 2,500 people and 2,500 company matches for $99 per month with a four cent charge per overage. The Plus edition supports 15,000 people and 15,000 company matches for $299 per month with a two cent charge for overages. Pricing is based upon successful matches, not total queries. Both plans are throttled (300 per minute for Starter and 400 per minute for Plus). Beyond that, the firm offers custom match quotas and rates along with a batch processing option.
FullContact maintains a Human Research team to assist with projects such as B2B Prospecting, large database match and enrich, influencer marketing, and B2C luxury marketing.
Associating company records with a common identifier is critical for Account Based Marketing as well as other sales and marketing methodologies. Lacking a common identifier makes it difficult to
De-duplicate company records
Associate subsidiaries and branches with headquarters
Perform both real-time and batch data enrichment of firmographic, technographic, and social links.
Associate company news and sales triggers to key accounts.
Tie together company records across multiple platforms.
Assess the risk (e.g. credit, supplier, reputational) associated with a business.
The best way to keep data clean is to use a globally known, unique identifier, or a “data backbone.” My company prefers to use URLs as identifiers. They’re free, globally recognizable, high-quality data points that enable you to efficiently gather information on a business’s industry, online activities, and functionality. For example, Cisco is a company that also goes by Cisco Systems, Inc. and Cisco Precision Tools. If sales containers required users to type in one unique URL, http://www.cisco.com/ for all those different branches, it’d be much more difficult to create duplicate accounts, which helps keep data clean. Perhaps more important, URLs facilitate communication between people, systems, and even departments. Whether it’s the customer relationship management platforms used by sales teams, enterprise resource planning software used by purchasing teams, or the account-based marketing technology employed by marketing teams, the business intelligence platform can recognize a unique URL and attach it to clean, usable data. Unique identifiers let you know you’re pulling from the sources and contacts you’ve intended to track.
I agree with 90% of what Fowler states, but disagree with his recommendation that URLs are the best unique identifier for his “data backbone”. There are a number of reasons that URLs fall short:
URLs are not persistent. If a company is acquired or renames itself, the old identifier (URL) is not retained. This creates a potential disconnect between the old and new name.
URLs have a many-to-one mapping which treats most subsidiary and branch locations the same as the headquarters. For some companies, mashing together all locations into a single record may be sufficient, but it is a highly flawed approach as it loses much of the nuance concerning companies that operate across multiple sectors and countries (e.g. General Electric). It also makes it very difficult for sales reps to sell deeper into an organization which lacks linkage data.
Conversely, companies with multiple URLs are not tied together. This could happen due to differing country identifiers (e.g. .UK, .FR), division names, brand names, and subsidiaries. Each of these scenarios treats companies as a separate business. Amazon has many distinct businesses including Amazon Web Services (aws.amazon.com), Zappos (www.zappos.com), Alexa Internet (www.alexa.com) Audible (www.audible.com), Internet Movie Database (www.imdb.com), and soon Whole Foods (www.wholefoods.com). URLs do not provide a consistent data backbone when subsidiaries, acquisitions, and branches have different domains.
When a division or facility is divested, there is no way to determine which locations have been spun off.
Franchises are treated as part of the parent company when they are separate legal entities.
Not all companies have websites.
URLs can be sold. They can also be reused if a company goes out of business or abandons a URL.
Finally, business decisions related to logistics, credit, supplier risk, and financing need to understand the underlying structure of companies. It is not just marketing and sales that are impacted by standardizing on a non-persistent, quasi-unique identifier.
I would therefore recommend looking at credit data companies as a better source of unique identifiers. Companies such as Dun & Bradstreet, Experian, Equifax, and Infogroup all offer location level detail and linkage associated with unique identifiers that have been developed over multiple decades. They offer sophisticated entity matching and enrichment tools such as Dun & Bradstreet’s Optimizer service. Furthermore, these firms support multiple functions across the organization helping assist with cross-platform entity linking and on-demand decisioning.
Dun & BradstreetCustom Optimizer settings include match confidence, bad and dangerous email flagging, and technology enrichment.
This month, Dun & Bradstreet rolled out a pair of enhancements to their Workbench Data Optimizer product line. The first release, which is already available, adds global contact cleanse and enrich functionality to the Optimizer module. Additional features include URL matching, expanded attributes, and custom match settings. The second release, with a planned release date of June 16th, provides global company targeting and an enhanced interface.
Our customers were asking for us to manage more of their data and for access to more of our data. So, we really went for it with this release. For one, we can now append up to 190 different data attributes. We can also process contact records outside of the US. We included 8x as many web domains to match to. We added data stewardship rules to pass control to the customer. Finally, we modernized the user experience. If you combine all of this with the work we did to enhance our email verification process in March, it adds up to a complete solution for optimizing marketing data.
Director of Product Management John Zilch
Dun & Bradstreet acquired NetProspex and its Contact Optimizer product in January 2015 and has continued to invest in the offering. The original product was already quite useful as it supported contact validation (email, phone, address), technographic enrichment (HG Data product vendor data), a freemium Data Health report, and segmentation analysis. Post-acquisition, Dun & Bradstreet integrated WorldBase firmographics, linkage, and D-U-N-S Numbers into the product and implemented DUNSMatch logic for match and enrich. More recently, they enhanced their Marketo and Eloqua connectors and added a Profiler module which supports advanced segmentation analysis and net-new account and contact prospecting based upon current accounts. The most recent release continues the product evolution.
Data Insights Analysis (New UX)
The Optimizer module first matches using company name, address, and phone. If it is unable to match to specific locations, URL matching is performed as a secondary match process. The firm has 8.3 million mapped domains. Domain matching associates contacts and companies with D-U-N-S Numbers and associated firmographics. However, domain matching is less accurate as it is likely to map to the ultimate parent or a major subsidiary (if the subsidiary has a separate domain). Thus, domain matching is more generalized. It should be noted, however, that several vendors only offer domain matching so using domains as a secondary match algorithm still provides stronger matching and enrichment than these vendors.
Domain matching is also useful when address information and phone information is not provided by leads.
Dun & Bradstreet extended the number of fields available for matching to over 170 from their SDMR “Strategic Layout.” As the firm offers custom layouts, admins can choose which fields to map between Optimizer and their company and contact data sets.
Custom Optimizer settings include match confidence, bad and dangerous email flagging, and technology enrichment.
Users can also employ confidence codes for matching (they recommend using match confidence levels of six or higher for the “best quality and output”) or select from turnkey file layouts. Thus, matches based on the name (but not address) or address (but not name) are excluded. Workbench supports native integrations with Eloqua (Oracle Cloud) and Marketo for lead matching. Contact matching adds phone; job title, phone, and level; social handles; and firmographics.
On June 16th, the firm will begin adding net-new accounts to its Target module. Target defaults to US companies but can also be run at the global or country level. Coverage has been expanded to 110 million companies including 9 million UK entities.
When prospecting in Target, users are provided with four counts:
Contact Records Company Type (emails)
Contact Records Campaign Type (emails and phones)
Company Records Firmographics
Cookies and Mobile ID’s for programmatic and mobile targeting
Emails have a 90% confidence rate for deliverability.
Data Quality Automation vendor ReachForce unveiled a new technology update it calls “3×360.” The new release provides improved visibility & control, full-spectrum intelligence, and implementation & integration flexibility. The MarTech hygiene platform provides real-time data enrichment, cleansing, and updating for Marketo, Eloqua (Oracle), Silverpop (IBM), Hubspot, and Salesforce. The improved technology enhances both their SmartForms web form enrichment and Continuous Data Management services.
“Marketing technology stack options continue to evolve and change, however, a single fundamental factor remains unchanged in determining the success of any marketing operation – the quality and depth of the marketing lead data that flows through it,” said ReachForce CEO Bob Riazzi. “With our 3X360 update we’ve worked hard to consider multiple aspects of the marketing technologist’s needs and are proud to introduce a full spectrum of new product capabilities that will support them and the way they leverage data through their tech stacks. And why 3X360?…well, we’re a bunch of geeks from Austin.”
A new 360° Console provides a central dashboard for tracking lead enrichment and data quality. Analytics include
The health of web forms that use SmartForms and the enriched leads submitted.
Rich drill-down reporting for Submits by form, Abandons by form, Match Rate by Geo and Marketable Submits.
[A] “Service Snapshot” provides summaries of enriched leads, match rate & usage enabling timely tracking and management of service contract.
ReachForce Service Snapshot for SmartForms
Future Console enhancements include “client-driven configuration management and on-demand file uploads for immediate data quality improvements and enrichment.”
While ReachForce has long provided firmographic enrichment combined with contact validation and verification, they are now supporting contact-level data enrichment. The new matching capability enriches leads with business card details, job role and function, and a social profile.
SmartForms before and after Contact Enrichment.
ReachForce simplified their SmartForms integration via a “simple, one-line implementation” for one or multiple forms. The new functionality helps marketers rollout SmartForms “via multiple unique configurations without additional implementation steps.” Their JavaScript API also “allows developers to integrate SmartForms into dynamic lead form workflows and enables decision-making based on individual SmartForms interactions.”
marketing departments retain an ad-hoc approach to defining their ABM targets and TAM. According to InsideView, “At a recent 
