Zoominfo Files for IPO

Revenue Growth Data from Inc. 5000 (2011 - 2017) and Debtwire (2018)
Revenue Growth Data from Inc. 5000 (2011 – 2017) and Debtwire (2018).

The day before Thanksgiving, Zoominfo began the process of filing an IPO in accordance with Rule 135 of the Securities Act.  According to the firm, “The initial public offering is expected to commence after the SEC completes its review process, subject to market and other conditions.”

Zoominfo is profitable and has a valuation in excess of $1 billion.  The number of shares and offering price have yet to be determined. 2019 revenue is estimated to be around $350 million up approximately $100 million thisyear.

“The paperwork is a draft registration for a common stock offering.  The confidential draft filing is a mechanism built into the 2012 Jump-Start Our Business Start-Ups, or JOBS, Act, and was designed to make the IPO process for companies with less than $1 billion in revenue easier.  Companies must file information publicly 15 days prior to starting an investor roadshow or the effective date of the registration.”

Malia Spencer, Portland Business Journal

Zoominfo, formerly named DiscoverOrg, has a long history of organic and inorganic growth.  It is now the number two sales intelligence service, behind only LinkedIn Sales Navigator, with around a 25% market share.  Acquisitions include Zoominfo, RainKing, NeverBounce, Komiko, and iProfile.

Zoominfo released the Zoominfo Powered by DiscoverOrg platform in September. The new platform combines the DiscoverOrg technographics, Inside Scoops (sales triggers), editorially verified bios, and top global company profiles with the Zoominfo deep contact data with emails and direct dials. New features include WebSights visitor intelligence and FormComplete web forms.

Last week, Zoominfo released Workflows, their “first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.” I will be covering Workflows tomorrow.

Zoominfo offers pricing and packaging similar to its legacy offerings, helping ensure a smooth transition to their new platform.

Zoominfo Acquires Komiko

Zoominfo (FKA DiscoverOrg), Acquisition History

Sales and Marketing Intelligence vendor Zoominfo acquired Redmond, WA startup Komiko.  The deal extends Zoominfo’s sales AI capabilities with CRM automation, playbooks, lead scores, and predictive analytics.  

Komiko’s analytical and recommendation tools support sales, account executives, and customer success teams.

Komiko’s AI tools are being rebranded as ZoomInfo InboxAI.

“Organizations are realizing that how they manage and leverage data is a strategic function that can accelerate or inhibit lead, pipeline, and revenue generation. While our offering is a SaaS platform for GTM, we feel ZoomInfo is in the business of helping marketing and salespeople hit their numbers. So, when we see an opportunity to build or buy additional capabilities essential to strengthen that edge — as we did with Komiko — it’s an easy decision.”

Zoominfo CEO Henry Schuck

Komiko employs machine learning and data science “to better automate CRM processes.”  InboxAI gathers contact and activity data from email inboxes and calendars and populates the CRM.  The mined intelligence also triggers alerts and generates “analytics essential to supporting renewals, managing new business pipelines, and more.”

Komiko offers a “data-driven platform” which helps reps understand the likelihood of each opportunity closing.  The platform also captures all customer-facing interactions and contacts.  Komiko claims to “make it easy to see who is interacting with the customer and what activities are taking place.”

Komiko data includes the strength of connection with each account (k-score), the relationship of contacts at accounts, the last communication with the account (outbound or inbound), and key contacts at existing accounts.

Komiko integrates sales playbooks into the CRM and recommends when to deploy them.

Current customers will continue to receive the Komiko service with no changes in support or service.

InboxAI is already deployed at Zoominfo.  The firm discovered 60,000 records that had not been logged into Salesforce.  “We found a number of accounts where we were only talking to one buyer – when we know that we need four buyers engaged to get across the finish line. InboxAI not only completes our CRM, [but] it gives us the visibility we need to push the right opportunities at the right time,” said Zoominfo CRO Chris Hays.

Komiko functionality will be integrated into the recently launched Zoominfo powered by DiscoverOrg platform.

Komiko is GDPR compliant and qualifies as a data processor.  It supports the right to be forgotten through a blacklist of blocked emails.  The system also deletes any historical emails related to blacklisted emails.

Komiko does not monitor internal emails and includes an external blacklist for blocked processing.  Thus, HR, Payroll, Board, and Legal department communications will not be ingested.  Komiko does not add Salesforce accounts but employs Salesforce accounts as a whitelist.

Komiko also positions itself as a “dynamic coaching” service which goes beyond informal or “formal, random” processes:

Dynamic coaching is not just a buzz word. It has been proven that taking this approach makes a big impact on win rates. Since taking the dynamic path means defining a formal process combined with your CRM to monitor, evaluate and support your coaching processes…Komiko builds playbooks based on your definition of success, the accounts segments you identify and the input from email capture and CRM. Your playbooks will outline actions that drove success in the past. Each recommended action will include recommended target and its weight (significance) to the overall success. Komiko will enhance your team’s efficiency by triggering call-to-actions based on the customer profile and playbook in real-time.

Komiko website

Komiko claims that clients can “get up and running” within 24 hours after only 30 minutes of work.  They support “customers of all sizes” across software, healthcare, distribution, professional services, and insurance.  Clients include Adecco, Tata Communications, Pemco Insurance, and Chorus.ai.

Terms of the deal were not released.  

How Komiko works

Komiko was founded in 2015 by former Microsoft engineers Hal Howard and Ami Heitner.  Owler lists Komiko’s revenue at $3 million.  However, marketing activity (blogs, LinkedIn) seems to have slowed around three months ago, indicating a firm that was reserving cash for a managed exit.

Komiko has 60 customers and expects to double the count by the end of the year.

According to Komiko CEO Howard, “We want our product to be seen by millions of people.  Our choices were we could take an additional round of venture funding and build our market, or partner with ZoomInfo and use an already-existing go-to-market.  This was the fastest path to that market and to millions of customers.”

“Combining Komiko’s machine learning chops with ZoomInfo’s data pipeline creates a much stronger value proposition than either company could have offered independently, so the combination makes a ton of sense for both,” said Chris DeVore, managing partner at Founders’ Co-op, Komiko’s Seed Round lead investor.

“Everybody dreams of the unicorn exit. And those are all well and good, but the goal of every technology innovator is to get your technology in the hands of as many people as possible,” Howard told GeekWire.

Zoominfo has over 1,100 employees and more than $300 million in revenues.

SalesLoft Acquires Costello

Costello Dashboard within SalesLoft

Sales engagement vendor SalesLoft acquired Costello earlier this week.  Costello, which describes itself as an opportunity management software company, supports quick deal updates, guided selling playbooks, pipeline collaboration, and real-time CRM sync.  Other features include deal management, dashboards, and dynamic note-taking.

SalesLoft said that the acquisition “furthers SalesLoft’s mission to help account executives not only prospect and build pipeline, but manage their day and their deals, from creation through close.”

“Combining Costello and SalesLoft gives all sellers, whether they’re pipeline builders, closers, or responsible for upsells and renewals, a platform to deliver the ultimate buyer experience and close more revenue.  Sales engagement is now the place all reps can start and end their days,” said SalesLoft CEO Kyle Porter.

“Sales Engagement isn’t just about generating pipeline.  It is about all the people who engage with customers and prospects throughout their journey.  We are working with our customers to constantly evolve what sales engagement can do for them.  It now represents the complete workflow application for sellers.  It’s a giant leap towards solving the sales challenges I hear from revenue leaders all the time.”

SalesLoft CEO Kyle Porter

Costello has been available as a SalesLoft application partner since last year.  “The companies will continue to support existing Costello customers, invest and enhance product capabilities, and natively integrate Costello capabilities into the SalesLoft platform,” stated the firm.

Solution matrix posted by SalesLoft CEO Kyle Porter

SalesLoft listed four sales challenges that are addressed by the merged company: updating opportunities, app switching, new hire account messaging, and simplified pipeline review.  

During calls, Costello acts as a “real-time co-pilot” that ensures sales reps ask key questions, handle objections, and tell relevant customer stories.

Costello displays a Deal Dashboard and Deal View from within SalesLoft for pipeline management.  Deal Status elements include deal stage, days in stage, days active, and deal amount.  Costello also calls out Deal Gaps (missing deal fields, days past due), Stakeholders (buyers’ circle with roles and concerns), Call Summary with notes, and a deal timeline.

Costello is SalesLoft’s second acquisition.  They previously acquired NoteNinja which served as the basis for their meeting scheduling and intelligence functionality.  SalesLoft plans to natively integrate Costello functionality into the SalesLoft platform while investing and enhancing product capabilities.

SalesLoft supports over 2,300 companies and has grown revenue 1,000 percent over the past three years.  The firm has 450 employees.

“Sales Engagement platforms have started to make significant progress with sales organizations.  When we look across our dataset of high-growth early-adopters, 69% are leveraging a Sales Engagement platform today. As the sales engagement platform market looks to expand to the more widespread market of sales reps, we expect the platform’s feature set will also expand beyond traditional prospecting channels to serve all the day-to-day needs of the sales rep including enablement, planning and forecasting and productivity.”

Craig Rosenberg, Co-founder and Chief Analyst of TOPO

Financial details were not disclosed.

News Alert: DiscoverOrg Acquires NeverBounce

DiscoverOrg announced another acquisition this morning, its third in the past eighteen months.  NeverBounce, an email verification and list cleansing service, is being folded into DiscoverOrg.  NeverBounce offers real-time email verification, a verification API, a JavaScript widget for webforms, and free email list analytics.  Connectors are available for a broad set of MAPs and Email Services including Marketo, Eloqua, HubSpot, Pardot, MailChimp, and Constant Contact.

NeverBounce claims a 99.9% email delivery rate and a 97% SLA.  Emails are classified into five categories: Valid, Invalid, Accept All, Unknown and Disposable.  The service confirms that domains are live, flags duplicates, and repairs syntax prior to processing.

“A big part of our value proposition to customers is we provide the highest quality data in the marketplace. A big part of that is ensuring the email addresses are deliverable and high accuracy.”

DiscoverOrg CEO Henry Schuck

Integration will be a significant operational issue for DiscoverOrg.  While they previously acquired iProfile and RainKing, those were similar companies, so the integration was focused on quickly reprocessing their datasets through DiscoverOrg editorial validation and migrating customers to the DiscoverOrg platform.  The recent acquisitions – NeverBounce, Zoominfo, and Datanyze, which was acquired by Zoominfo in September – are complementary assets so merging applications present a greater level of technical risk than their previous acquisitions.  However, email validation is already part of ongoing data quality processes at Zoominfo and DiscoverOrg, so the execution risk associated with NeverBounce is lower than Zoominfo and Datanyze.

NeverBounce is a logical acquisition following Zoominfo as it allows them to build email hygiene services into Zoominfo and DiscoverOrg while reducing the cost of email validation across Zoominfo and DiscoverOrg’s set of contact profiles with emails.  Over the past few years, the sales intelligence vendors have been building out B2B marketing services including email verification, data enrichment, and ICP / TAM analysis.  As DiscoverOrg has long positioned itself as the highest quality source of executive contacts, NeverBounce helps burnish that positioning as they expand their contact coverage twenty-fold.

“While finding net new buyers is always going to be vital to sales and marketing efforts, it has become equally as important to manage, update and cleanse existing data that is going stale sitting in CRM and marketing automation systems.  Our partnership with NeverBounce makes solving both of these challenges easier for our customers.”

DiscoverOrg President Katie Bullard

“When we announced the combination of DiscoverOrg and ZoomInfo, we promised to deliver on the B2B data trifecta: the best, bar-none, quality, quantity, and depth, and this announcement only reinforces our quality differentiator in the market,” said DiscoverOrg CEO Henry Schuck.  “We are now embedding NeverBounce’s email verification tools directly into our data and research team’s processes to lower the email bounce rates in both platforms AND over the next few months, we will integrate it into several of our customer-facing tools, including our data enrichment platform, Enrich.”

NeverBounce Volume Pricing

NeverBounce will continue as a standalone data hygiene offering.  DiscoverOrg and Zoominfo may purchase NeverBounce services at a discounted rate.  NeverBounce list pricing begins at 0.8 cents on 10,000 processed emails and drops to 0.3 cents on one million records.  Marketers can pay for each list or purchase credits in bulk.  There is no charge for de-duplication services.  There is also no charge for manual list reviews kicked out by the platform to their deliverability team.

A 10,000-record file is processed in two to ten minutes with 100,000 records processed in 45.  NeverBounce claims bank-level security and European privacy support (GDPR and the EU-U.S. and Swiss-U.S Privacy Shield Frameworks).

“I’m thrilled to partner with DiscoverOrg to extend our mission to improve the success of go-to-market efforts,” says Brad Owen, NeverBounce CEO.  “Every bad email address can cost an organization up to $11 per record, which equates to millions of wasted dollars for many companies.  Together, DiscoverOrg and NeverBounce are committed to ending the curse of bad sales and marketing data.”

NeverBounce has 100,000 clients and was established in 2014.  The acquisition price was not disclosed.  NeverBounce has fifteen employees and will retain its office in Cleveland with Salt Lake City employees being relocated.


Update (3/5/19 5:30 PM EST) Amended the last sentence about employees.

Dun & Bradstreet Privatization

Dun & Bradstreet Logo

Dun & Bradstreet completed its privatization Friday morning.  The firm is now controlled by CC Capital, Cannae Holdings, Bilcar, LLC, Black Knight, Inc. and funds affiliated with Thomas H. Lee Partners, L.P.  The original offer was tendered on August 8, 2018.

As previously announced, the firm will be led by new CEO Anthony Jabbour and new President Stephen C. Daffron.  William P. Foley II has been named the Executive Chairman of Dun & Bradstreet’s Board of Directors.

The new leadership team indicated that the mission of the firm, “to help our customers improve their business performance through data and insights,” is unchanged.  Likewise, there are no significant changes in direction. “We plan to invest in several key areas to strengthen our core data assets, create high-value analytics, enhance our technological capabilities, and deliver a top-notch customer experience.”

The firm is positioning privatization as a strategic advantage.  “We now have greater flexibility to build a competitive advantage in the vibrant market for data and insights; an edge that we are confident will benefit our customers. Now more than ever, we will have the opportunity to offer solutions to accelerate revenue, reduce cost, manage risk and transform businesses. We plan to invest in several key areas to strengthen our core data assets, create high-value analytics, enhance our technological capabilities, and deliver a top-notch customer experience.”

“For 177 years, our mission has been to help customers leverage data and insights to improve business performance. The next evolution of Dun & Bradstreet’s history will expand the value we bring to our customers around the globe. The journey ahead is a big one for all of us, and the potential, vast. Our executive team and employees around the globe are excited to work with our customers and partners on this next chapter in our iconic brand’s history.”


Dun & Bradstreet Announcement

Dun & Bradstreet was purchased by the investor group for $145 per share ($6.9 billion when including acquired debt of $1.5 billion)

Dun & Bradstreet posted $1.7 billion in 2017 revenue.  The firm employs 4,900 globally and provides risk management (supplier and credit risk) and sales & marketing services. Key product include RMI, D&B Hoovers, D&B Optimizer, and Audience Solutions. Its D-U-N-S Numbering system is the de facto global company numbering system and often required by banks and federal contracting. Other key assets include their global company linkages and the WorldBase file of 300 million active and inactive companies.

DiscoverOrg Acquires Zoominfo

DiscoverOrg and Zoominfo Acquisition History
DiscoverOrg and Zoominfo Acquisition History

Industry consolidation continues apace in the sales and marketing intelligence industry.  This afternoon, DiscoverOrg announced the acquisition of Zoominfo, just eighteen months after acquiring RainKing.  Zoominfo acquired technographics vendor Datanyze in September, so DiscoverOrg will be integrating both a contacts vendor and a technographics vendor.

The acquisition moves DiscoverOrg into the number two position in the Sales and Marketing Intelligence space with $230 million in joint revenues.  Only LinkedIn Sales Navigator has a larger market share.

Debtwire leaked the deal on January 25th indicating that “Zebra” was a direct competitor.  According to Debtwire, DiscoverOrg was “pitching its unrated buyout loan package on strong recent growth and a story that the whole will be greater than the sum of its parts, said five buysiders familiar with the deal.  Meanwhile, levering up the capital structure draws attention to the borrower’s ability to meet synergy projections – which could crimp its free cash flow, especially amid an ambitious technology integration plan, they said.”

Debtwire indicated that the acquisition was priced at $800 million, a three-fold increase from Great Hill’s summer 2017 acquisition price of $240 million for Zoominfo.  Debtwire also indicated an FY18 management adjusted EBITDA of $62.7 million for DiscoverOrg and $17.7 for Zoominfo.

Revenue Growth Data from Inc. 5000 (2011 - 2017) and Debtwire (2018)
Revenue Growth Data from Inc. 5000 (2011 – 2017) and Debtwire (2018)

Revenue growth for both companies is strong.  DiscoverOrg has made the Inc. 5000 list for eight straight years and Zoominfo for the past four years.  Debtwire indicated revenue growth figures of 26% and 30% over the past two years for DiscoverOrg with revenue hitting $152 million in 2018.  Zoominfo has grown at an even faster pace over the past two years with growth rates of 63% and 44%.  Thus, Zoominfo revenue grew from $39 million in 2016 to $91 million last year.

Based on the Debtwire revenue numbers for 2018 and historical revenue figures from the Inc. 5000 list, DiscoverOrg had a seven-year CAGR of 61% and Zoominfo of 34%.  Zoominfo’s growth rate is mostly organic while DiscoverOrg’s organic seven-year CAGR, after adjusting for RainKing revenue, is around 53%.

The two firms are strongly complementary.  Zoominfo provides the deepest set of B2B emails and direct dials with content mined from email signature blocks.  DiscoverOrg offers deep technology profiles (technographics and project plans) alongside human verified bios (skills, responsibilities, education, work histories, emails, direct dials, and social links), org charts, and company profiles.  DiscoverOrg’s human verification supports a 95% data quality SLA for its contacts.  Zoominfo’s Datanyze acquisition provides DiscoverOrg with additional NLP tools for determining products and vendors alongside market share analytics tools for marketing and competitive intelligence teams.

“Business data is rapidly changing and your data platforms must be built to adapt,” said Zoominfo CEO Derek Schoettle in September.  “ZoomInfo has the largest, most complete data set of companies and contacts and a goal to enable our customers to automate, process, curate, and present the data on-demand and in real-time. Delivering industry-leading technographics, the Datanyze technology will be a significant addition to help us deliver the right data, at the right time, to the right person.”

“DiscoverOrg’s deep, research-verified, actionable insights coming together with ZoomInfo’s comprehensive coverage of 100M business professionals is an unrivaled combo,” said the firm.  “We each employ different, but highly advanced technologies and tools to gather, cleanse, and maintain at an unparalleled scale.”

“To effectively capitalize on growth opportunities, companies of all sizes need accurate firmographic, technographic, contact, and intent data. Combined, DiscoverOrg and ZoomInfo deliver the trifecta: B2B data of the highest quality, quantity, and depth.”


DiscoverOrg CEO Henry Schuck

Over the past few years, sales intelligence has moved from a standalone browser research service for sales reps to an integrated workflow solution tied into CRMs, Marketing Automation Platforms, Sales Engagement Platforms, Chrome Browsers, and email.  DiscoverOrg has been at the forefront of these integrations with a broad set of platform connectors.  CEO Henry Schuck emphasized these workflow tools during the announcement.  “High-quality data is the fundamental go-to-market requirement for growth. In the near future, CRM and marketing automation systems will be defined not by their empty-box capabilities – but by the data that is housed inside them.”

While highly complementary, the combined companies remain weak with respect to deep company profiles.  DiscoverOrg recently added family trees, but they are to the subsidiary level, not branches.  They also lack public company financials, US and UK filings, SWOTs, and industry research.

When DiscoverOrg acquired rival RainKing in August 2017, CEO Henry Schuck stated the following goal, “The path to rapid revenue growth is paved with highly accurate, actionable, and predictive sales and marketing data, and the combination of RainKing and DiscoverOrg means that our joint customer base has access to an extraordinary portfolio of data, contextual buying insights, and predictive intelligence.  We are building a company that is to sales and marketing intelligence what Salesforce is to CRM.”

Schuck’s vision was updated today:

“Every sales and marketing team will have a go-to-market operating system that identifies the prospects that should be engaged every day, week, and month based on buying signals and intent data collected in a multitude of different ways. Even better, they have deep insights on the buyers who are making the purchase decisions with accurate contact, org chart, technographic, and firmographic data. It’s all at their fingertips and it’s all served to them dynamically – wherever they are working.”


DiscoverOrg Statement

DiscoverOrg stated that support, service, and sales for all products will continue.  Both platforms will be sold for the next six to twelve months “with highly coordinated sales and marketing efforts to ensure customers realize the most value from the platform(s) that best serve their needs.”  In March, joint customers will have a light integration between the two platforms followed quickly by DiscoverOrg customer access to Zoominfo company and contact data.

“As we combine the best of both platforms over the next year, customers will have the best, bar-none, B2B intelligence platform -the highest quality data with the broadest coverage and deepest actionable insights,” said the firm.

The combined company has 15,000 active customers and 120,000 active users, with the Zoominfo acquisition trebling the customer count.

DiscoverOrg stated that there are no plans to shutter any of Zoominfo’s locations and that hiring will continue for all Zoominfo offices.  Zoominfo has more than doubled its staff over the past year with headcount spread over six locations: Waltham (MA), San Mateo (CA), Grand Rapid (MI), St Petersburg (Russia), Kazan (Russia), and Ra’anana (Israel).  Zoominfo moved into a new headquarters location in Waltham, MA just last month.  The lease provides space for up to 450 employees.  Globally, DiscoverOrg has over 1,000 employees.

DiscoverOrg’s investors include TA Associates, The Carlyle Group, and 22C Capital.

Dun & Bradstreet Privatization Receives Final Approval

Update: The transaction officially closed on February 8th.

“ As a private company, Dun & Bradstreet is well positioned to reinvigorate growth and I look forward to partnering with [new CEO] Anthony [Jabbour], [new President] Stephen [C. Daffron] and the Board in my new role. Building on Dun & Bradstreet’s strong platform as a global leader in business insights, I look forward to improving growth and customers’ experience, while increasing operating efficiencies to deliver enhanced business solutions across the world.”


William P. Foley II, Executive Chairman of Dun & Bradstreet’s Board of Directors

Dun & Bradstreet Logo
Dun & Bradstreet Logo

It looks like the Dun & Bradstreet privatization is going better than Theresa May’s Brexit plans.  The UK Financial Conduct Authority approved the sale of Dun & Bradstreet to an investor group led by CC Capital, Cannae Holdings, Bilcar, LLC, Black Knight, Inc. and funds affiliated with Thomas H. Lee Partners, L.P.  At this point, all governmental approvals have been granted.

The deal entered a fifteen day debt financing window which ends on February 7th.  The deal is expected to close no later than February 11th.

Aberdeen Acquires The Big Willow

Aberdeen combines online interactions (1st and 3rd-party) with targeting data to help identify intent qualified leads.  Aberdeen market research content and outbound calling teams help with opt-in steps and intent qualification (Source: Aberdeen)
Aberdeen combines online interactions (1st and 3rd-party) with targeting data to help identify intent qualified leads. Aberdeen market research content and outbound calling teams help with opt-in steps and intent qualification (Source: Aberdeen)

Technology marketing services vendor Aberdeen acquired intent vendor The Big Willow, creating anew marketing category of intent qualified leads for sales reps.  No financial details were provided.

The Big Willow describes itself as the “the leader in buyer intent data science and intent-targeted digital advertising.”  The firm monitors billions of daily web interactions to determine the interest intensity level across product categories.  The goal of intent data is to identify prospects early in the buying cycle so that vendors can begin marketing to them before they reach out to competitors, “thereby providing sellers a first-mover advantage and resulting in vastly more effective marketing and sales investment.”

Aberdeen CEO Marc Osofsky explained why a market research firm bought a source of intent data, “B2B marketing is undergoing a fundamental change as buyer journeys are now primarily online, and massive new data streams become available to improvethe performance of marketing and sales.  Our role is to capture and analyze this new buyer behavior data to help our clients improve marketing and sales performance.”

The Big Willow captures keywords and IP addresses and links them to D-U-N-S locations.  The firm also performs natural-language indexing of web sites for keyword assignment.

“We are focused on helping clients convert intent data into new wins,” said Osofsky. “The addition of The Big Willow makes us the only company with all ofthe necessary capabilities to deliver results from the power of intent data.”

Buyer intent data captures the online research of actual buyer journeys and determines a purchase intent signal from the noise of normal activity. Doing this at internet scale with keyword precision creates the most accurate way to predict who’s in market for your products or services.  Companies use these predictions to improve the performance of account-based marketing, targeted advertising, demand generation programs, content marketing and more.

Aberdeen

By combining The Big Willow’s online interactions (topic, keywords, PageURL, andOpt-in), Aberdeen’s targeting data (company, location, contacts), and first-party visitor intelligence and win/loss history, Aberdeen builds models to identify sales ready leads.  Aberdeen further helps identify opted-in, qualified contacts via its research library and call center.  Models are based on 18 months of buyers’ journeys indexed down to the device id.

“Marketing often struggles to deliver sales ready leads – content syndication leads can stall out in nurture, ABM activity does not lead to sales meetings,” says Aberdeen. “Our Intent Qualified Demand programs deliver because we do what the other approaches lack. We reach out as Aberdeen to target titles at in-market companies with research-based self-assessments to qualify

Aberdeen’s approach differs from predictive analytics in that they identify specific contacts showing current interest whereas predictive analytics models focus more on identifying companies which are similar to current customers.  Based on their buyer journey data and client closed/loss history, Aberdeen claims that their models achieve 91% accuracy in predicting purchase intent based on blind tests run by clients.

The Big Willow tracks buyer journeys across 3.7 billion device ids and 12 billion webpages.  The firm captures 480,000 keywords.  Aberdeen claims to offer “the largest, most accurate and highly targeted [intent data] in the market today.”

To further its goal of identifying Intent Qualified Opportunities, Aberdeen has grown its contacts file to 60 million names tied to geolocations and companies.

“Combined, Aberdeen and the Big Willow now deliver intent-qualified opportunities that include the specific company location of the intent and the target titles’ contact info,” said the firm.  “Clients have the option of a full-service, cost per lead program, a data lake delivery, or the opportunities and contacts sent directly into their CRM.”

The Big Willow CEO Charlie Tarzian has been named President and Chief Innovation Officer of Aberdeen while Keith Blackwell has assumed the position of Aberdeen Chief Operating Officer.

The Aberdeen Group was spun off of Harte-Hanks several years ago and contains Aberdeen market research and the old AccessCI (aka Harte-Hanks Market Intelligence) technographics database.

Dun & Bradstreet Privatization Update

Dun & Bradstreet Logo
Dun & Bradstreet Logo

Dun & Bradstreet continues to dribble out news about its privatization plan.  Last week the firm announced that Motive Partners has joined the acquisition group and that Stephen C. Daffron, Co-Founder and Industry Partner of Motive Partners, will assume the role of President upon transaction close.

Two weeks ago Black Knight announced that it is acquiring a $375 million stake in Dun & Bradstreet.  Once the transaction closes, Anthony Jabbour, Black Knight’s CEO, will assume the Dun & Bradstreet CEO position. Black Knight’s Executive Chairman William P. Foley II will serve in a similar position at Dun & Bradstreet.

Black Knight describes itself as “a leading provider of integrated software, data and analytics solutions that facilitate and automate many of the business processes across the homeownership life cycle.”

“With an impressive 177-year legacy and the support of a phenomenal group of investors, Dun & Bradstreet is entering an important next chapter in its evolution as a company.  I am excited by the opportunities in leading Dun & Bradstreet and look forward to working closely with management, Bill and the rest of the consortium and continuing the Company’s long history of excellence in helping customers and partners around the world.”

Anthony Jabbour, Incoming CEO of Dun & Bradstreet

Dun & Bradstreet shareholders have already approved the $6.5 billion transaction which is expected to close no later than Q1 2019.  Other investors include CC Capital, Cannae Holdings and Thomas H. Lee Partners, L.P. 

Last month, Dun & Bradstreet shareholders approved the deal.  Dun & Bradstreet still needs approval from the Russian Federal Antimonopoly Service and the UK Financial Conduct Authority.

Motive is a sector specialist investment firm focused on technology-enabled financial services companies.

Daffron served as the CEO of Interactive Data and held senior positions at Morgan Stanley, Renaissance Technologies, Goldman Sachs and Motive Partners.

“I am excited by this unique opportunity to work side-by-side with Anthony [Jabbour] in leading Dun & Bradstreet and look forward to working closely with management, Bill [Foley] and the rest of the investor consortium to help unlock the value within this renowned company,” said Daffron.  “Dun & Bradstreet is entering an important chapter in its evolution as a company and will be well positioned as a private company to increase operating efficiencies and effectively execute the company’s growth strategy.”