Terminus Enhancements

ABM Platform Terminus rolled out a set of platform enhancements for “optimizing ABM strategies.”  New features include global targeting, chat playbooks, and Live View.  Global targeting expands Terminus’ coverage beyond the US, letting marketers create and manage international campaigns.  The functionality is generally available as of February 24.

International Targeting is country-based, with campaign-based budgets and timelines.  Users can also target ABM accounts or focus on an enterprise account in specific countries.

Terminus Chat now supports playbooks that “intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time,” blogged Terminus Product Marketing Senior Director Audra Felten.  The new functionality simplifies chat set-up with a “powerful new chatbot builder and logic builder.”

The new Live View feature lets reps proactively engage website visitors.  Users can view live information about accounts visiting the company website, along with page views, before reaching out on the chat channel.

In March, a new Advertising Insights report will be available in the Measurements Studio.  The report tracks brand awareness, lead and opportunity creation, pipeline acceleration, and closed-won deals.  Advertising Insights measures advertising effectiveness and ties its impact to account-based execution.  Digital Marketers can assess site visits and leads driven through Terminus advertising.  Likewise, Demand Gen Marketers can evaluate visits, conversions, and pipeline directly associated with Terminus Campaigns and adjust the marketing mix accordingly.

“With our February release, we’re going all in on building the ABM platform of the future, which means bringing ABM and sales engagement together even more seamlessly,” said Terminus Chief Product Officer Bryan Wade. “At the end of the day, it’s all about revenue. Customer-facing teams have to be focused on the best-fit accounts and engage at exactly the right time to drive results, but that can only happen when efforts are coordinated. These new capabilities make it easier than ever for sales and marketing to operate as one team.


Terminus just announced a $90 million Series C that valued the firm at $400K. I will cover the round on Monday.

Insent Seed Round

Chatbot vendor Insent.AI closed on a $2 million seed round “to help mid-market B2B companies improve how they identify and communicate with potential buyers.” The firm, which competes against Intercom, Terminus Chat, and Drift, calls itself a “human-first chatbot.”

Insent said that it isn’t “just building a chatbot that generates leads, but a collaborative platform that is going to help marketers create, nurture qualified opportunities, and shorten sales cycles.”

The goal is to remove “digital walls” between buyers and sellers by replacing web forms and follow-ups “with instant live conversations on websites” that schedule meetings and deliver “personalized content recommendations based on engagement history.”

Insent describes itself as an “integration first platform,” with MAPs, CRMs, and ABM Platforms “to help sales teams talk to engaged prospects while they’re on the website.”

According to Insent Digital Marketer Aatharsha Jey, “integrations should be planned and carried out in a way that does not ask people to change their behaviors in order to adopt a new tool.”

“By guiding their buyers at the right time and proactively alerting your salespeople, Insent generates new revenue opportunities and accelerates existing ones,” said CEO Arjun Pillai.

Emergent Ventures led the round with participation from BAM Ventures, TechStars, Arka Venture Labs, Arali Ventures, and Bizable founder Aaron Bird.  Funds will be deployed to expand its chatbot integrations and add engineering, sales, and marketing headcount.  Another area of development is improving its visitor data intelligence to improve personalization.

“We believe the B2B sales process currently has unnecessary friction for both buyers and sellers,” said Anupam Rastogi, Partner at Emergent Ventures.  “As an increasing proportion of sales is digitally intermediated and more leads are generated online, we believe Insent has a tremendous opportunity to help both buyers and sellers do their work more effectively and connect seamlessly.”

Initially, the pandemic slowed Instent’s growth as marketing teams reduced budgets and delayed decisions, but chatbots are high on the list of MarTech digital acquisition solutions.  Since May, revenue has quadrupled.

Aaron Bird, former VP at Adobe and CEO of Bizable, remarked that marketing had undergone two major paradigm shifts over the past few years, the rise of ABM and a focus on the buyer experience at the heart of the sales process; however, “companies are yet to start adapting to this paradigm. Insent is a key piece of the puzzle to help them do so.”

Insent stress-tested various platforms before settling on MongoDB and AWS.  Pillai contends that the platform gives them a five-year or six-year window before rearchitecting.  The platform was designed with an account-based, versus lead-based, architecture that ties leads to accounts for account-based orchestration.

“So, the architecture is obviously manually decided.  But as far as the scaling is concerned, it is all automated,” said Pillai. “There are enough database services that will enable us to run automated services of scaling up and scaling down … to make sure that when you are sleeping if a customer connects a 10 million [record] database, the system scales up.”

Insent is using 6Sense for visitor identification. “We go and task 6Sense through an API,” said Pillai. “We take that data, and we do further processing of that data.  All of this happens in microseconds.  Basically, the moment somebody lands on the website, boom, the API call comes back with the data based on that website, company visitor.”

Insent was founded in 2018 and has forty employees in the US, Canada, and India.

Zoominfo Targeted Audiences (Part II)

Zoominfo launched their new Targeted Audiences service to support programmatic advertising against their universe of B2B account and contact data. [Part I]


ZoomInfo employs signature-block mining, natural language processing, machine learning, and email verification to build and maintain their Data Cloud.  They also recently acquired EverString to augment their firmographic depth and field fill rates for 95 million companies.  Targeting against the Zoominfo Data Cloud offers “campaigns with unmatched precision and enhanced performance.”

“Digital agencies and marketers typically face challenges in collecting high-quality, complete B2B audience data,” contrasted ZoomInfo. “Most widely available contact information for companies and their employees is either inaccurate, incomplete, or outdated, which means many digital agencies and marketers deliver their messages to the wrong people altogether.”

“What’s common knowledge to those in the industry — but not to a bright-eyed data guy like me — is that advertising audiences aren’t engineered to be precise.  Quite the opposite, actually: This space is all about volume and audience expansion through inferences, and modeled data has taken over.”

ZoomInfo SVP of Innovation and Data R&D Derek Smith

Marketers can also build custom audiences from over three hundred demographic and firmographic selects, including funding data, benefits data (licensed from GlassDoor), event participation, banking variables, technographics, and Fortune 500/1000 flags.  Biographic variables include function, level, and title/keyword.

Targeting is most effective for the North American market because ZoomInfo is limited in the number of legally gathered and stored identifiers for EU citizens due to GDPR.

“Our product is unlike any other for two reasons. First, we’ve amassed a treasure trove of emails, phone numbers, and titles. Second, we’ve architected our company data to let you identify companies with a level of granularity that significantly eclipses the competition,” said Derek Smith, SVP of Innovation and Data R&D. “Was this always intentional? Of course not.  But unbeknownst to me, our data became tailor-made for advertising activation as a result of other projects at ZoomInfo.”

As a new offering, Targeted Audiences should be viewed as a solution for building precise B2B audiences and activating them via LiveRamp.  With nearly 100 million targetable professionals, 500 million identifiers, and 300+ selects, ZoomInfo can build very focused audiences.  However, there are some gaps.  Targeted Audiences does not offer any campaign analytics, creative management, social marketing, retargeting functionality, or intent-based targeting.

“Targeted Audiences allows marketers to build strategic campaigns based on contact and company information and creates new levels of granularity in B2B audience data that have never before existed on the market,” said ZoomInfo CEO Henry Schuck.

Targeted Audiences is a standalone offering.  Marketers and agencies can test out the service on a few audiences before signing a volume contract.  The fifty off-the-shelf audiences are priced at $1 CPM ($1 for 1,000 advertising exposures).  Custom Audiences begin at $2.75 CPM, but the price falls with volume commitments.

Zoominfo Targeted Audiences

ZoomInfo moved deeper into the marketing and advertising space with the launch of Targeted Audiences.  The newly unveiled B2B data service “gives digital agencies and marketers the ability to target their ideal customers with unprecedented accuracy.”  Targeted Audiences are built from the ZoomInfo Data Cloud, which includes 500 million emails and phone numbers for nearly 100 million professional contacts.

ZoomInfo was in the advertising space in its early years but spun off its Bizo platform in 2008.  At the time, CEO Yonatan Stern said, “We realized our business information index allowed marketers to deliver targeted online ads at a level never before seen.”  

Since then, ZoomInfo has acquired a deeper set of contacts and richer firmographics, technographics, funding data, benefits plans, and event data, supporting superior targeting precision.

Unfortunately, Bizo was acquired by LinkedIn in 2014 for $175 million but folded 18 months later when LinkedIn balked at the integration cost.  

Targeted Audiences should be viewed as a new market entry for the firm, but one that supported a $175 million opportunity back in 2014.  The October acquisition of Clickagy fueled this market entry as Clickagy intent data is deployed programmatically via data marketplaces.

“With the team at Clickagy now on the ZoomInfo team, our familiarity with the advertising space accelerated from 0 to 60 mph almost overnight.  The combination of our massive Data Cloud with a select few experts in advertising data allowed us to quickly discover the path to making our data actionable,” blogged Derek Smith, SVP of Innovation and Data R&D.

ZoomInfo launched the programmatic service with over fifty pre-packaged audiences “built on advanced demographic and firmographic data.”  ZoomInfo offered several examples outside of their core technology and business services customer base:

  • Educational institutions can target individual contributors and managers employed by firms with tuition reimbursement.
  • Optometrists can market to employees of companies with vision plans.
  • Luxury brands can reach out to C-level execs at firms with more than one hundred employees.
  • Financial advisory firms can target director-level employees of firms that recently went public.

ZoomInfo is passing audience identifiers to the LiveRamp data connectivity platform.  LiveRamp maps identifiers to channels, screens, and devices for media activation.  Additional partner platforms will be brought online in the coming weeks.


Continue to Part II.

Deepfake Sales Videos: The Worst Idea I’ve Seen in a Long Time

Katie Martell, a marketing thought leader and former CMO, reported that she was pitched a deepfake video service that clones faces and voices so that sales reps can “create 1000s of personalized videos in the time it takes to make one.”  Of course, the whole idea of these being personalized is ridiculous.  Here is how they describe themselves (I have chosen not to publicize the vendor’s name):

“So basically it creates a clone of your face and voice (also known as a deepfake). Allowing you to create 1000s of personalized videos in the time it takes to make one. Which is amazing to see how far technology has come.

The idea is that video is the by far the most personal way of communicating digitally. Putting a face to the 100s of faceless emails we receive each day can be really powerful for improving engagement. As you can imagine this is huge for sales and marketing teams (and newsletters 😄).”

Deepfakes discussed on NOVA (April 2, 2019)

I don’t normally editorialize in my newsletter, but this is a terrible idea.  For B2B companies and sales reps, authenticity and honesty are necessary for long-term success.  We already know that sales engagement works best when there is a level of personalization matched with authenticity.  Spamming the market with fake videos will quickly undermine your credibility.  Reps have had success posting short videos with whiteboards that say “hello, <insert first name here>.” They are intended to have low production values but indicate that the rep has invested some time into a quick, personalized message.  The point is that they are authentic.  SalesLoft data has shown that emails with short videos receive significantly higher clickthrough rates.

One of the variables that investors look at is LTV/CAC.  Deception will quickly reduce a firm’s Customer Acquisition Cost (CAC), but once it is discovered, their Lifetime Value (LTV) will plummet, and their CAC will explode.  It is the sales engagement equivalent of junk food. It will give your company a short-burst of energy but destroy your brand health.

The asynchronous video companies (e.g., Vidyard, Hippo Video, Videolicious) have had great success supporting sales.  Their business models would be put at risk by such technology.  Instead of videos being a harbinger of authenticity and indicators that the rep has invested time creating a short video, they would become emblems of deception.  Likewise, Sales Engagement, MAP, and ABM Platform vendors should refuse to partner with any firms employing deepfakes as they have the potential to undermine ABM communications.

In the end, deepfake marketing will be recognized as SPAM and result in a rapidly dropping email deliverability score.  It would be a pyrrhic victory.

Trust is critical for sales reps.  Reps that deploy trickery will undermine their ability to sell long-term.  They should avoid such deceptions like the plague.  None of the deepfake vendor’s customers agreed to be named, an early indicator that trialers of deepfake technology are concerned about brand damage.

And more broadly, we are already having trouble agreeing on objective truth as social media provide custom feeds and recommendations that conform to our existing biases.  There have always been problems with how photos and videos were cut or manipulated (e.g., slowing down the video to give a drunken appearance, darkening images of black public figures).  Still, deepfakes create false narratives backed by realistic-looking videos that put words in people’s mouths.  It is a new form of slander and factual distortion that will continue to undermine trust in the media, government, and social institutions.

Exceed.AI Seed Round for AI Lead Conversions

AI Lead Conversion start-up Exceed.AI closed on a $4 million seed round led by Glilot Capital and West Fountain Global Fund.  Also participating were Alex Pinchev, former President of Red Hat, and Gur Shomron, the chairman of Israel’s WalkMe.  Funds will be deployed to expand into new markets and onboard additional marketing clients.

Exceed.AI pulls lead information from Marketo, Eloqua, HubSpot, Pardot, Salesforce, and SugarCRM to assist with conversations.  Features include an AI chatbot, SMS chatbot, email response bot, CRM synchronization, and an automated meeting scheduler.  Exceed also offers rules-based lead qualification and the ability to respond to questions.  Exception handling features include out-of-office follow up and no-show follow up.

“Some of our clients have seen up to a 39.5% increase in qualified leads for the same marketing efforts they already undertake without additional headcount,” said CEO Ilan Kasan. “Our strength lies in our multi-channel approach.  We reach audiences where crucial conversations occur when marketing teams are qualifying their leads.”

Exceed research found that out of office follow up results in a fifty percent lift in lead qualification.  They recommend a “short, cheery” welcome back email two days after the lead returns to the office before resuming the previous drip campaign.

“In a perfect world, every lead gets engaged by a human, but human follow-up isn’t scalable, and sales reps give up on leads too quickly,” said the firm. “So the majority of your leads are left untouched and sales opportunities are missed.”

Exceed noted that 44% of reps give up after one or two touches, leaving many leads to go fallow.  Bots will continue the touches, waiting for engagement.

“Robots are very good at speed, working at scale, they never get tired, they never complain, they’re persistent and they can process huge amounts of information,” Kasan explained to Entrepreneur. “Humans are good at relationships, feeling empathy. They’re very good at understanding nuance in complex situations.  Everything the robots are good at, humans hate doing and actually are not that good at doing.  And everything that humans know to do, robots don’t know to do.  This in essence is a partnership whereby the robot will automate all the manual repetitive tasks so the humans can focus on doing what they know to do best, which is closing deals, having conversations and having relationships.”

Sales reps should focus on tasks that require “critical thinking and evaluation,” blogged Head of Marketing, Billy Attar.  Conversely, “all tasks that can be handled by automation should be automated.”

“As a Sales Manager, you need to maximize the time your reps spend on tasks that require real human insight – the insight only they are qualified to give, ultimately representing the value they bring to the company.  Those human insights include researching prospects and evaluating each leads’ needs, interests and objections, answering their asked and unstated questions… all the things that Sales Reps and SDRs are supposed to do.”

Exceed.AI Head of Marketing Billy Attar

Exceed.AI lists Demandbase, SugarCRM, Hearst, The YMCA, and Universal Robots as clients.  Exceed.AI is located in Israel and Sunnyvale, CA.

Monthly pricing starts at $1,500 for 20,000 leads and unlimited use cases (campaigns).

HG Insights Market Intelligence for SOM Analysis

Last month, HG Insights launched its Market Intelligence service that supports technographic market research. The analytics service supports sales, marketing, and strategy teams at B2B vendors, letting them develop account plans, segment markets, evaluate market entry, and size opportunities.

Product and strategy teams can analyze market trends, size market opportunities, and assess competitors’ strengths and weaknesses.  They can also use it to identify the Service Obtainable Market (SOM), which is the market segment size a firm can capture with its solution. As HG Insights notes in the following graphic, the SOM is a narrower definition of market potential than TAM (Total Addressable Market) and SAM (Serviceable Addressable Market).

For example, many entrenched vendors in the North American Sales Intelligence space have robust solutions and established market share.  Looking to displace LinkedIn Sales Navigator, Zoominfo, D&B Hoovers, and InsideView in the most mature Sales Intelligence segment would be difficult.  However, a SOM analysis would indicate that the UK is the second most mature market and that continental Europe is beginning to take off.  Thus, a product manager might focus on European content and multi-lingual capabilities (e.g., UX, event tagging, free form text translation).  Likewise, they might select niche markets such as financial services with strong compliance requirements or choose to develop functionally differentiated services (e.g., GrowFlare focused on psychographics and ICPs before being acquired by Terminus late last year).

“Without a SOM containing detailed information about competitor product installations, you’d have no way of knowing this and might decide to go to market in a region saturated by competition you have very little likelihood of displacing. Alternatively, what if you were looking at different regions or countries and wanted to identify which situations represented the best growth opportunities for your business. Again, knowing the estimated market size in revenue isn’t going to help you much. But what if you knew what companies had budgeted to spend on your category of product by region, entity, or industry?”

HG Insights VP of Global Sales Scott Smyth

“Business leaders need more than high-level market reports to make successful go-to-market decisions,” said HG Insights EVP of Product Rana Kanaan. “With our actionable market intelligence offering, we are giving our customers the ability to customize their market views by the attributes they care about most and operationalize intelligence for their revenue teams.  This allows them to allocate resources more effectively, prioritize the right product initiatives, and give their sales and marketing teams the account details they need to pursue the best opportunities.”


Scott Smyth is offering a master class on TAM/SAM/SOM on February 24th. Here is the information:

NetLine Buyer-Level Intent

NetLine unveiled its new buyer-level intent solution Intent Discovery.  Intent Discovery identifies both the individual buying committee member and the buyer journey status.  Intent data is gathered from interactions with NetLine’s 12,000 gated content assets from opted-in researchers who are fully permissioned.  NetLine describes Intent Discovery as an “always-on monitor” of business research.  Research activity is “mined on a real-time basis, and intercepted once a buyer has met or exceeded each element required to define intent.”  

Once prospect activity has been qualified for both active intent and firmographic fit, Intent Discovery asks a set of customer-specific questions that further qualify intent and deliver bespoke insights about the prospect and the individual researcher.  These insights are then available to sales reps, allowing them to target their messaging to an audience of one.

All content is vendor agnostic, increasing response quality. “Sans branding, the buyer is more likely to truthfully respond.  Minus the influence of a brand, and its market perception, B2B buyers are statistically more likely to find trust in the questions and their reason for being asked,” stated NetLine.

Preliminary data from their pilot indicates a 70% increase in participant’s “ability to accelerate account’s conversion to net-new opportunities.”

“Historically, if Marketers wanted to glean true intent insights from their prospects, they had to rely on a mix of their own content initiatives and faceless display advertising campaigns focused on targeting anonymous third-party cookies.  With Intent Discovery, Marketers now have access to dramatic first-party scale beyond their own content, enabling them to accelerate the sales process.”

NetLine CEO Robert Alvin

“With this product, we’ve effectively delivered the last mile of B2B Intent: Who is actually expressing intent.  First-party sourced buyer-level intent is the Holy Grail of sales acceleration,” said Chief Strategy Officer David Fortino. “Marketers are finally able to capture in-market and intent-rich dialogue directly from their prospects on a fully-permissioned basis at scale.  Far too many vendors are delivering account-level insights and guessing at the “who” behind the behavior.  We’re not in the business of guessing; it’s time for marketing and sales to understand the who — the person instead of the persona and that’s what we’re delivering on.”

TechTarget Acquires ESG

TechTarget continues to build out its technology content set with the acquisition of Enterprise Strategy Group (ESG), “a leading provider of decision-support content based on user research and market analysis for global enterprise technology companies.”  ESG has twenty-seven researchers and analysts who cover Cloud Services & Orchestration; Converged Infrastructure; Cybersecurity; Data Platforms, Analytics & A.I.; Data Protection; Digital Workspace; Networking; and Storage.

TechTarget called ESG a “natural complement and extension” of its value prop.  It expands TechTarget’s “decision support content” and provides it with “new fact-based, research-driven content” for sales and marketing outreach “identified by purchase intent insights.”  ESG’s segment expertise and analysis support technology purchase decisioning that extends TechTarget’s value beyond its 140+ technology research websites.

ESG works with its customers to develop custom content, including technical validation, economic analyses, and bespoke end-user research that “enables the creation of highly actionable, extremely useful, interactive content deliverables and tools.” Content types include white papers, videos, infographics, dynamic content (HTML 5), online event support, and social media support.

Clients commonly use ESG content to support product launches, competitive positioning, channel enablement, and ABM-focused outreach.  Thus, TechTarget’s websites identify who is currently in-market for specific solution types, and ESG’s custom content delivers mid-funnel tools to assist with messaging across the demand unit.

“ESG delivers highly relevant, purchase cycle-focused content specifically built to support buying and selling. As such it helps fill critical gaps that have long increased costs and cycle times on both sides of the process.  Adding depth to and building on TechTarget’s existing strengths in content, process support, and data creates clear, easily accessed value for both clients and end-users.”

ESG Founder Steve Duplessie

The ESG acquisition is TechTarget’s third over the past year.  In December, TechTarget closed on its $150 million BrightTALK purchase that provided it with event marketing and event-related intent signals.  In March, TechTarget tucked in Data Science Central, a digital publisher that focuses on data science and business analytics.

“We’re super excited about the value ESG provides to our clients and our members,” said Michael Cotoia, Chief Executive Officer, TechTarget. “Together, we can provide enterprise technology buyers much richer information support across their buyer’s journeys.  For our clients, adding ESG to the unmatched intent data and services we’ve long-provided means we can further increase their productivity gains and business yields end-to-end across go-to-markets.”

The acquisition price was not disclosed.  Both firms operate in the Boston suburbs. The BrightTALK acquisition closed on December 23rd.

TechTarget Acquires BrightTALK

Technology purchase intent data vendor TechTarget added another arrow to its intent quiver with the acquisition of BrightTALK, a leader in the marketing and virtual events space.  BrightTALK said virtual event attendance has “high predictive value because IT buyers are making a material investment of their time to engage with vendor-produced content.”

The acquisition increases TechTarget’s universe of opted-in professionals.  TechTarget already has over twenty million opted-in business contact records (mostly in technology positions from its 140 enterprise technology sites), and BrightTALK has eight million registered attendees on its media platform.  There is likely to be some overlap in names, but having a second source of opted-in professionals increases the scope of measured intent across TechTarget, BrightTALK, and corporate websites (a KickFire OEM deal).

The acquisition offers substantial cross-selling opportunities in 2021 as vendors continue to focus on virtual events in lieu of face-to-face trade shows and conferences.  Furthermore, “BrightTALK generates a large volume of valuable content in webinar and video format that is incremental to TechTarget’s current offerings.  This content improves TechTarget’s potential ability to attract new users and diversifies the content available via TechTarget’s portfolio of web sites.”

And because both platforms are opted-in, the intent data does not need to be anonymized.  TechTarget can deliver person-level intent data that includes contact information, articles read, webinar sessions viewed, potential competitors, and their stage in the buyer’s journey.  What’s more, these rich intent datasets are GDPR-compliant across both platforms.

“TechTarget’s leadership position in the market is further strengthened by the acquisition of BrightTALK. This acquisition checks all the boxes. It allows us to increase our original content, grow our opt-in audience of registered members, and add a material amount of proprietary first-party purchase intent data. It’s a very powerful combination that will enhance our customers’ abilities to use our purchase intent data to grow their revenues and increase their market share.”

TechTarget CEO Michael Cotoia

“We are excited to join forces with TechTarget. They are the leading provider of original expert content and distributor of vendor decision-support content in the B2B tech market, which has allowed them to develop the preeminent first-party purchase intent offering,” said BrightTALK CEO Paul Heald. “Combining our leading platform for online IT events is a winning combination.”

BrightTALK has over 1,000 customers who created 25,000 webinars and videos over the past year.  The platform generates over 200,000 unique monthly viewers and six million annual content engagements.

BrightTALK also fits with TechTarget’s financial objectives.  It is on track for $50 million in 2020 revenue, with approximately half this revenue under long-term contracts.  TechTarget hit 35% in subscription revenue last quarter but has stated a 50% subscription revenue goal.  With Priority Engine on track for approximately $50 million in 2020 subscription revenue and BrightTALK posting roughly $25 million, the combined pro forma company would generate $75 million in subscription revenues on $195 million in 2020 revenue (Q3 YTD + mid-point Q4 guidance + $50M BrightTALK estimate), or approximately 38 – 39% in contract-based revenue.

BrightTALK has also done well during the pandemic, with revenue on track to grow 30% this year.  It added one million additional opted-in professionals over the past year.

The deal is priced at $150 million, a 3X multiple over projected 2020 earnings.  The cash transaction will close before the end of the year.

BrightTALK has four offices in the US, two in the UK, and two in APAC (Sydney and Singapore).  LinkedIn lists them with 275 employees, a headcount growth of 15% over the past year.

Intent data is the hottest category in B2B data. There have been a series of acquisitions in the space over the past month as vendors look to acquire and integrate data sources. Recent transactions include Zoominfo’s acquisition of Clickagy and Spiceworks Ziff Davis’ purchase of Aberdeen. We have also seen the launch of next generation intent solutions such as D&B Intent and Zoominfo Streaming Intent. Bombora has been working with its partners to launch integrated workflow solutions.