Demandbase unveiled a pair of CRM connectors for HubSpot and MSD 365. The bi-directional, native integrations allow Demandbase One to push data into the CRMs for automated workflows, Lead-to-Account mapping, tracking, and responding to engagement activity. Syncing is performed nightly.
“This release creates a unified interface that empowers revenue operations, sales, and marketing teams to grow predictable pipeline and close larger deals,” blogged Demandbase Senior Product Marketing Manager Travis Breier. “The integrations enable a variety of rich workflows for customers to enhance their analytics, derive valuable insights, target more efficiently, and build reporting that aligns with their own CRM data set and their GTM needs.”
Demandbase launched the unified first and third-party view in its Salesforce connector this summer and has now expanded it to two other leading CRMs.
Demandbase feeds intent and engagement data, firmographics, technographics, and Demandbase Calculated Fields into CRMs. With this data, operations can create CRM custom sales views, reports, and dashboards that display website activity, intent, and heatmaps. Sales reps can view both sales intelligence and engagement data from a unified view.
Furthermore, CRM data is available for list building and filtering in Demandbase One. Users can define selectors, set up orchestration, create Demandbase campaigns, visualize and apply Demandbase intent and predictive scores, analyze journeys, and build reports. Furthermore, “accurate account identification, combined with their CRM data, also means better predictive models, marketing and sales alerts, personalization opportunities, and more.”
For example, past opportunity data from the CRMs are now available to Demandbase pipeline predict and qualification scoring models to assist with account prioritization. Demandbase also helps, “align messaging to each stage” of the buyer’s journey and assists with list building and campaign execution.
Conversely, Demandbase is syncing its insights (e.g., intent data, web traffic, most engaged contacts) with the CRM, helping reps prioritize accounts and prepare for account interactions. Insights include Demandbase’s configurable data, such as its scores and engagement minutes that populate custom fields.
Demandbase brought firmographic, contact, and technographics databases in-house following the May 2021 acquisitions of InsideView (firmographics, contacts, and event triggers) and DemandMatrix (technographics). Intent data includes first and third-party intelligence such as Surging Intent, Demandbase Keyword Intent, Campaign Responses, and Web Page Visits.
Revenue Operations can also select intent data from Bombora and G2, which are processed through the ABX platform’s predictive models.
“Both of these integrations improve orchestration, delivering greater sales and marketing alignment and a friction-free experience,” stated Demandbase.
“These integrations ensure our customers who use Dynamics 365 and HubSpot CRM realize the full value of the Demandbase platform. Pairing Demandbase natively with the CRM allows our customers to orchestrate a seamless go-to-market motion with full alignment between marketing and sales. We’re providing the full power of our Account Intelligence in these connected systems and saving sales and marketing teams time by providing them actionable insights wherever they want to consume them. The result is better performance with less manual effort at every stage of the customer journey.”
Demandbase CPO Brewster Stanislaw
Demandbase is not done with the connectors. It plans to add additional functionality to the CRMs, including “new sales-focused experiences, additional capabilities in the Demandbase app in Dynamics, enhanced Lead-To-Account functionality, and the ability to automate and scale account-based / people-based plays directly from your activities.”
Demandbase supports both HubSpot CRM and Marketing Automation platforms.
ZoomInfo announced the immediate availability of its new MarketingOS ABM Platform. The service is part of a broader RevOS offering that supports marketing, sales, operations, and recruitment. MarketingOS consolidates ZoomInfo’s legacy marketing capabilities, bringing together two recent acquisitions, Insent and RingLead, with new programmatic and audience management functionality.
ZoomInfo also refined its positioning statement from Revenue Acceleration to Revenue Operating System. It stated that RevOS is “the World’s only revenue operating system of its kind.”
“Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo CEO Henry Schuck. “ZoomInfo’s unique data science algorithms allow marketers to connect with the right prospects at precisely the right time. No other solution on the market combines the power of data-driven insights and marketing-optimized workflows like ZoomInfo’s MarketingOS.”
“Marketers typically fail because the data in most ABM platforms is both inaccurate and incomplete. Current ABM solutions are designed to leverage companies’ own first-party data, which exists in their customer relationship management or marketing automation systems. Without quality data, marketers pour advertising dollars at the wrong prospects and companies, and, as a result, deliver fruitless leads to sales and waste time and resources. With ZoomInfo’s best-in-class data and intelligence at its foundation, MarketingOS enables marketers to effectively reach target accounts and drive qualified leads for sales.”
New functionality includes social and display advertising, abandoned from tracking, and audience targeting. Marketing can build audiences and track campaigns on Facebook, Instagram, and Twitter. Marketing can also build campaigns and manage them programmatically through Clickagy DSP (ZoomInfo) or TradeDesk.
Marketing OS looks to address the “Funnel Famine” suffered by traditional marketing teams. Several issues cause Funnel Famine: crowded B2B advertising channels, dirty data, leaky black-box marketing campaigns, siloed data, and sales’ longtime distrust of Marketing Qualified Leads (MQLs).
“Most marketing programs begin with data, whether it’s for tailoring your communications, whether it’s for sending an email, whether it’s for sending a direct mail. It’s all about those accounts that you’re targeting and the professionals at those accounts,” explained ZoomInfo SVP of Product Strategy and Product Marketing Justin Withers to GZ Consulting. “And the reality is that a lot of data, especially if it’s pulled from the CRM or other systems, is outdated. It’s inaccurate. It’s incomplete, and that can actually pollute or even inhibit the lead flow at the top of the funnel, and [it] ultimately leads to poor conversion. It leads to leaks in the funnel, and all this hard work that marketers put in at every stage of the funnel ultimately spills out before it can even reach sales.”
The reality is that the sales and marketing funnels operate in parallel, not sequentially, as represented in traditional funnel diagrams. MarketingOS lets marketers run account-based programs in parallel with sales running account-based sales programs “so that everyone’s aligned at every step of the funnel.”
Under current processes, sales and marketing operate in parallel to each other with little coordination and a single point of handoff for MQLs, a situation that “really doesn’t set marketing up for success…and it leaves sales in a bind,” continued Withers. Thus, marketing complains that sales teams ignore its leads, and sales reps complain about the quality and quantity of marketing-sourced leads. As a result, there is an “acute misalignment between sales and marketing.”
With MarketingOS, handoffs can occur at different points along the marketing funnel, based on the channel and prospect response.
Sales and Marketing are aligned around a set of target accounts both within and beyond the ICP. Thus, an ICP account with spiking intent will be passed to sales, even if marketing has had limited conversations. Furthermore, the rep will know that multiple individuals from the firm have visited the website or that individuals have clicked through on ads or email campaigns.
Likewise, chatbot conversations with target companies can immediately route a chat to the sales rep or schedule a call.
New functionality for managing abandoned forms can revive a prospect. ZoomInfo claims a 60% increase in lead flow with its abandoned form tracking.
MarketingOS functionality includes
Expanded targeting that leverages the full set of ZoomInfo’s first and third-party intelligence for building and activating audiences. ZoomInfo selects include firmographics, technographics, biographics (e.g., Title, 192 Job Functions, Job Levels), web forms, and uploaded lists (e.g., tradeshow lists). Other selects include business events (e.g., funding data, executive changes, projects) and over 300 company attributes (advanced data-mined firmographics such as fleet size and company benefits). Targeting also ingests account, contact, and lead attributes from Salesforce, HubSpot, and Marketo.
First and third-party intent data time outreach while buyers are in-market, helping to improve marketing and sales efficacy. Marketers can track up to 500 intent topics, with up to 50 available at a time. In addition, chat-based targeting is coming soon.
An “in-market predictive score” that identifies each prospect’s buying stage, “informing how and when marketers should engage with prospects based on their ranking and helping them to prioritize their outbound efforts on prospects who are most likely to convert.”
Campaign Management and Analytics. Marketers upload their creative, build an audience, set the budget, and select their channels.
Webforms, infused with automated enrichment, support shorter forms with reduced abandonment rates
Abandoned form tracking, with Workflows passing the lead to sales or additional nurture steps
ZoomInfo Chat (FKA Insent), a conversational marketing chatbot that leverages ZoomInfo data to score and route leads. Chat immediately passes high-scoring, live leads to sales reps. The chatbot also automates meeting scheduling.
Visitor Intelligence, with pages scored differently (e.g., Product Pages are scored higher than Career or Investor Pages)
Automated workflows triggered by intent, custom intent, WebSights visitor intelligence, Scoops (e.g., business events, projects), Funding, Technologies, and FormComplete. Workflows can also be built to expand reach across the potential buying committee by persona.
RingLead data orchestration to dedupe, cleanse, enrich, and route leads
ZoomInfo Enrich, a set of DaaS enterprise platform integrations for data enrichment and hygiene.
MarketingOS is powered by ZoomInfo’s database spanning 100 million companies, 150 million executives, technographics, intent and engagement data, and event data.
“Marketing and sales funnels work in parallel, so everyone is aligned at every step of the funnel,” explained Justin Withers, SVP of Product Strategy and Product Marketing. With MarketingOS, “sales and marketing are working in lockstep at every stage of the journey.”
Tying together intent and engagement data and processing them through ZoomInfo Workflows is the future of ABM. Intent data is employed at the top of the funnel when buyers are in the initial research phase. Once prospects have begun interacting with a vendor, most buyer behavior research falls under the engagement category (e.g., web forms, email responses, chatbots, conversational intelligence, etc.). Finally, intent data helps identify upsell and cross-sell opportunities at the tail end of the customer lifecycle.
Engagement and intent data are also valuable churn risk indicators, helping customer success and account managers detect potential cancelations or defections well before decisions have been made. In addition, intent data can show a spike in research related to product-associated topics and competitors. Engagement monitoring widens to include customer success interactions, training participation, platform usage, and general account health indicators.
“We can support your new customer acquisition with these signals,” stated Withers. “We can support your opportunity acceleration with these signals. We can also support your renewal, upsell, cross-sell motions based on different types of signals that are happening at those accounts. So, it really is a full customer lifecycle marketing solution.”
MarketingOS will be available as a pair of SKUs:
ABM Elite+: The full ABM Platform package, including RingLead Cleanse, Enrich, and Route
ABM Advanced+: Package includes everything except RingLead
“The purpose behind the two distinct offerings is to simplify our primary offering for those focused on ABM engagement and marketing programs, as opposed to the more operationally focused data orchestration capabilities,” explained ZoomInfo Analyst Relations Director Michael Basilio to GZ Consulting.
MarketingOS includes ten marketing seats and three administrative seats for RingLead routing and ZoomInfo Chat.
The broader RevOS branding consists of MarketingOS, SalesOS, OperationsOS, and RecruitingOS. ZoomInfo calls RevOS the “world’s first integrated go-to-market platform.” All four RevOS services are generally available.
ZoomInfo’s data cloud, orchestration tools (e.g., RingLead, B2B DaaS, Workflows), and engagement tools (advertising, sales engagement, web forms, chat, and conversational intelligence) are at the heart of RevOS.
“There’s nothing more important in business than successfully executing your go-to-market strategy,” states ZoomInfo in its product collateral. “Get it right, and your business flourishes. Get it wrong, and you’re toast. That’s why having one integrated go-to-market platform is so crucial. You can think of it as your revenue operating system.”
SalesOS bundles together a set of new and legacy sales tools:
Chorus, the conversational sales platform the firm acquired in July
Sales and Marketing Alignment has been a stated goal of the two functions for at least a decade, but they have operated with different datasets, metrics, objectives, and platforms. Thus, alignment was more vision than reality. By aligning ABM on a common platform and reference database, alignment is no longer impaired by an organization’s tech stack and data foundation.
“Crucially, MarketingOS lets marketing teams work from a common data foundation. Only 39% of sales and marketing teams share buyer signals, and half say it’s because their sales and marketing systems don’t integrate. The shared data foundation of SalesOS and MarketingOS tightens key handoffs and unlocks true marketing and sales alignment, eliminating conflicting records, wasted effort, and missed opportunities.”
ZoomInfo CEO Henry Schuck, “Introducing RevOS: The future of modern go-to-market software,” (Feb 8, 2022)
OperationsOS contains RingLead data orchestration (i.e., match, unify, dedupe, normalize, cleanse, enrich, score, and route data) and B2B DaaS services (e.g., APIs, webhooks, cloud data warehouse integrations).
Finally, RecruitingOS contains ZoomInfo Recruit, its recently launched prospecting and engagement service for HR departments and recruiters. RecruitingOS also includes a set of Applicant Tracking Service connectors.
“Recruiters can filter and reach more good-fit candidates, use pipeline management tools to collaborate and organize the hiring process, and automate the candidate outreach process,” explains Zoominfo. “This helps you source and connect with candidates faster, reducing the time to find and hire talent.”
Along with new product positioning, RevOS sports new logos, color palettes, styles, and a “unified in-app experience to create a singular, cohesive go-to-market solution that spans the entire suite of ZoomInfo products.” There are also redesigned data dashboards and reports that “offer a faster, more responsive experience that allows your sales, marketing, and recruitment teams to visually demonstrate ROI and how their work aligns with broader organizational objectives.”
In short, RevOS unifies sales, marketing, revenue operations, and recruitment on the same set of data, providing “the same source of truth” and “one integrated platform for every stage of the marketing and sales funnel.” “If data is the lifeblood of the modern sales organization, then go-to-market teams must have the technology to act upon that data. RevOS’ unified data tech stack gives sales, marketing, operations, and recruiting teams a single source of truth from which to launch their campaigns and go-to-market motions, simplifying internal workflows, reducing costs, and maximizing interoperability between teams,” blogged Schuck. “RevOS is the next chapter in ZoomInfo’s journey as the world’s leading go-to-market platform.”
The Outreach platform manages and monitors deal health beginning with Sales Development Reps warming up accounts via sequenced outreach. Once a prospect is ready to speak with an account executive, the meeting is calendared, and relevant stakeholders are notified. During meetings, Outreach Kaia records, analyzes, and summarizes calls while providing real-time transcription, bookmarking, and insights.
Outreach Kaia also triggers the creation of an opportunity and “recommends a pre-built blueprint for a mutual action plan, known as Success Plans, between buyer and seller.”
Outreach Success Plans align buyers and sellers to improve action and predictability. They act as a buying hub that allows buyers and sellers to agree on shared success criteria, objectives, and timelines. Success Plans also support shared access to project resources, allowing new demand unit members to quickly access project documents. Only invited individuals can participate in the Success Plans.
Outreach claims that two-thirds of buyers have “stopped working with a company mid-deal, simply because the competitor provided a better buying experience.” Thus, streamlining the document sharing process, framing the timeline, and agreeing on success criteria facilitates the process and improves deal visibility and the likelihood of winning each deal.
“The Success Plan in Outreach is the only integrated mutual action plan that already has all the activity data to date associated with the deal, including the meeting notes and email exchanges. Combined with the power of AI-captured job titles and sentiment, Success Plans include all the people engaged in the deal on the buying team, along with the milestones, purchasing steps, and resources needed to collaborate on the deal going forward. Every new meeting booked, stakeholder introduced, and resource shared is automatically synced into the Success Plan. This takes the administrative tax off the seller and gives them more time to actively sell while ensuring accurate and timely data capture of granular buyer engagement. Each phase in the Success Plan is pre-configured and linked to a stage in the sales process under the hood. Gone are the days of sales leaders hounding reps for status updates – they are now updated and monitored automatically.”
Outreach CMO Melton Littlepage
As the deal progresses, Outreach captures engagement and sentiment across meetings, emails, and the Success Plan, feeding AI-based deal health insights and recommendations to sales reps and management. In addition, deal health is aggregated at the team level in Outreach Commit, with projections around which deals are likely to close during the quarter.
Outreach is positioning the new functionality as a “single source of truth for deals, pipeline, and forecasting” that drives “faster deal cycles and more predictable revenue.” Its platform offers a single solution for sales engagement, conversation intelligence, digital salesrooms, and revenue intelligence.
“Outreach has already demonstrated that by creating operational excellence with a system of action for prospecting, you can optimize your sales processes and qualify more deals, faster,” said Outreach CEO Manny Medina. “Outreach’s new AI-Guided Deal Intelligence demonstrates this again with the closing process – by centralizing the activity around a deal behind a single pane of glass, capturing accurate data and transforming it into deal health insights that drive actions, account executives are more equipped than ever to close more deals, faster, and sales managers, leaders and CROs can sleep soundly knowing they finally have a source of truth for deal health.”
Deal Intelligence will be available for an open beta in early 2022.
Sales Engagement Platform vendor Outreach will be rolling out AI-Guided Deal Intelligence in 2022. The new Deal Insights functionality provides a consolidated opportunity view that includes a deal overview, deal health, risks, and next best action recommendations from a single pane of glass.
“Deal Intelligence doesn’t just warn you a deal is off track but will actually guide you to help understand what you can do now, in the moment, to change the outcome,” explained Senior Communications Manager Amanda Woolley to GZ Consulting. “Deal Intelligence is going to reach across the Outreach platform and gather signals from all facets of the platform and throughout the customer journey and move from risk identification into action.”
Many of the components of Deal Intelligence such as Sentiment Analysis, Success Plans, Kaia, Commit, and engagement monitoring already exist in the Outreach platform, with the new Deal Intelligence tying together data and insights from the various modules and summarizing them with deal health and next best action recommendations.
“Built on the foundation of our deep machine learning tools like Kaia, Intent, title classification, and more, Deal Intelligence will help remove some of the “best guesses” we revenue leaders have been doing,” explained Outreach CRO Anna Baird. “Deal Intelligence will be gathering signals and let us know – not only when we have a risk – but what we can do to change the outcome! It’s not just a warning light, but a full explanation of how to correct the issue. Deal Intelligence will bring true transparency to opportunity management and help us get to that predictable revenue goal we all want.”
Deal intelligence is gathered across the deal lifecycle and ongoing customer interactions, including sequences, email sentiment, calendaring, Outreach Kaia (conversational intelligence and real-time recommendations), Success Plans (digital salesrooms), and Outreach Commit (pipeline health and forecasting).
“The current ML model looks at the multiple factors and compares them across benchmarks we have collected to derive the [Health Insights] score,” explained Woolley. “Some of the key top-level factors included Decision-maker engagement, activity across email and calls, meeting analysis as well as interaction within Success Plan. For every deal, the ML model determines which factors are positive (‘green flag’) or negative polarity (‘red flag’).”
Both red and green flags are displayed in Deal Intelligence. The Deal Intelligence service summarizes relevant signals, but “given the number of signals captured, it is very hard for a sales rep to drill through every deal.” Outreach’s goal is to “surface all the relevant information for the sales rep in a unified view with the ability to drill deeper as well as take action from within Outreach.”
“Sales reps only succeed when they take the right actions to close deals, yet for far too long they have lacked true visibility into the health of their deals and are forced to turn to intuition and guesswork to select the next best actions to take. Sales leaders and reps have to contend with disparate, dated sales technologies as they strive for an accurate understanding of their deals, pipeline, and forecast. CRM solutions provide a way to store data but rely on extensive tedious manual data entry from sales reps, often resulting in a “garbage-in garbage-out” situation that does not help reps or managers make confident decisions. Point solutions like conversation intelligence offer a way to record conversations and glean insights hours or days later, but at best, they can tell what the reps’ next actions in other systems should be. All are failing to deliver deal observability. And none of them give real-time deal intelligence to sales reps and seamlessly automate the next actions all in one continuous experience. Until now, that is.”
Outreach CMO Melton Littlepage
Part II continues tomorrow with a discussion of Outreach deal health analytics across the deal lifecycle.
Conversational Sales and Marketing vendor Qualified announced select availability for its new Signals intent product. Qualified Signals delivers sales intelligence gleaned from company websites, helping them identify in-market accounts and prioritize their outreach.
Qualified Signals is an “AI product that combines website engagement with Salesforce data to surface the buying intent of a B2B company’s target accounts; helping sales reps focus on exactly the right accounts to generate more pipeline and revenue,” blogged Qualified CRO Robert Zimmerman.
When ABM was proposed as the successor to lead-generation marketing, it focused on defining the ICP and targeting accordingly. While the ICP concept is still important, it fails to recognize that at any one moment, most ICP accounts are not in-market. Thus, a further refinement was in order, deploying intent (e.g., visitor intelligence, chatbots, third-party B2B website activity) and engagement data (e.g., email responses, meeting attendance, sentiment) to prioritize accounts so that sales reps focus on the accounts that are in market and marketing continues to nurture ICP accounts with low-level intent signals.
“Sales reps need a simple way to identify the accounts with high purchase intent so they can maximize pipeline more efficiently,” argued Zimmerman. “Meanwhile, target accounts are poking around the website and signaling buying intent, but sales reps have no idea. This is a missed opportunity because website engagement is a critical predictor of purchase intent. It demonstrates patterns of website activity that indicate whether an account is sales-ready.”
Unfortunately, website activity is a “blind spot for salespeople” that leaves them “in the dark as to where to focus their attention, how to engage target accounts, and how deals are progressing.”
Qualified Signals employs an AI-predictive model that collects “hundreds of thousands of website data points to determine which accounts are in-market to buy and sales-ready.” Models include website activity such as mouse movement, clicks, scroll depth, page views, active time on site, chatbot engagement, live chat, voice calls, meetings booked, recency and frequency of visits, and visitor count.
“In a booming sales tech market, there are countless sales intelligence tools out there, but they often overlook the most important sales and marketing asset—the corporate website,” said Qualified CEO Kraig Swensrud. “Signals arms sellers with an entirely new type of buying intent data, so revenue teams know exactly which accounts to pursue to crush their quota.”
Signals are displayed to sales reps in the Salesforce Account record and convert complex buyer behavior into straightforward trends such as cooling, neutral, heating, and surging. Trend data “can also be customized using unique Salesforce Account data to home in on the accounts that matter most, like ABM tier, account owner, region, or industry.”
Signals optionally pushes custom Account intent fields to Salesforce, which can then be built into custom reports and dashboards.
Qualified also displays Signals Account 360, a dynamic graph that visualizes purchase intent fluctuations over time for individual accounts. Signals are expressed as a current Heat Index temperature, dynamic trend, and detailed account activity view that replays account engagement at the contact level. The account timeline “offers a detailed, highly visual, timestamped overview of notable website events that occurred throughout the buying process,” blogged Zimmerman.
Additionally, Signals supports mobile, email, and Slack alerts when an account hits client specified thresholds on the Qualified Heat Index. Alerts may be sent in real-time or included in a daily or weekly email digest.
“Qualified Signals amplifies Qualified X, bringing purchase intent data to the visitor level within your conversational sales and marketing application,” stated the firm. “When a sales rep prospects into a target account, they’re instantly notified when that account arrives on the site. Plus, they have all intent data at the ready. They can instantly meet with the prospect using a full stack of meeting tools, including chat, voice, and screen-sharing.”
Due to the complexity of visitor intelligence and similar data, intent signals have mostly been fed into marketing platforms and not converted into actionable semaphores; however, sales intelligence vendors have begun enabling these signals.
“The website is no longer just for marketers; it’s now a window into your biggest sales opportunities. Sellers have their standard indicators that an account is interested, and a deal is moving forward; but in between the standard touchpoints, prospects are poking around your website, reading a customer story, or engaging via live chat. Sellers have had limited insight into how target accounts are exploring this property, but the website is an amazing predictor of intent. Now, Qualified Signals will surface this invaluable insight for revenue teams.”
Qualified CEO Kraig Swensrud
Qualified Signals will GA in early 2022.
Qualified closed on a $51 million Series B round in May that Salesforce Ventures led. The firm describes itself as “the only conversational sales and marketing platform purpose-built for Salesforce Sales Cloud.”