Ringlead B2B DaaS

Ringlead was a pioneer in the B2B DaaS space and continues to support batch and on-demand company and contact intelligence.  They began building matching algorithms for duplicate cleansing and prevention in 2004 and joined Salesforce’s AppExchange as an early partner.  RingLead’s algorithms are used to connect third-party databases for data appends.  The firm now provides a broad set of B2B DaaS hygiene and enrichment services including data cleansing, standardization, normalization, de-duping, segmentation, routing, and appending services.  Users can upload lists to their cloud service or perform ongoing updates to enterprise software platforms.

Prior to enriching records, RingLead performs a set of validation and standardization steps which both enhance the data and improve match rates.  Names and addresses are standardized, emails are validated, and customer-specific mapping logic such as revenue bands and industry sectors are applied.

Sales Ops and Marketing also have control over duplicate matching logic and data consolidation rules.  Field-level rules help determine which fields are retained when records are merged or whether fields should be concatenated.  When records are enriched, admins can set fields to always be overlaid or enriched only when null.  Over 100 company and contact fields are supported.

RingLead provides enterprise software connectors for Salesforce, Eloqua, and Marketo.  Several others are in development.  For marketing automation platforms, they provide JavaScript which is dropped into lead forms and which provides company suggest logic for immediate matching.  Records are validated upon submission and immediately enriched.  Duplicate checking is also performed.

In Salesforce, duplicate logic is employed during record creation and as a batch process.  RingLead supports Account, Contact, Lead, and Custom record data enrichment and I-frame display.

When routing leads, sales operations can distribute by name, industry, geographic territory, size, or other field-based logic.  Leads are assigned to current account owners.  If a lead is new and does not match any pre-defined assignment rules, round-robin assignment is employed.

Ringlead Capture
Ringlead Capture

RingLead offers both its own master database of companies and contacts and API access to data from other B2B and B2C vendors with admin-defined waterfall rules.  Cascade selection provides a broader set of fields as well as secondary and tertiary vendors which can be called if the primary is unable to enrich a record.  Third-party records are standardized so that data is normalized and displayed consistently across all record sources.  Custom segmentation rules are also employed and duplicate prevention logic is applied across all of the vendors.  Marketing can even prospect against multiple vendors in RingLead with records de-duped and standardized.

RingLead is shifting its focus from being a data vendor to facilitating a data ecosystem.  “There is no company that should use a single data provider,” said RingLead Chief Product Officer John Kosturos.  “We are giving customers the ability to get the best data all the time.”

Data partners include

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

A customer may have a license with a data vendor, but choose to pull the data through RingLead enrichment or prospecting.  Customers pay the data vendor for the data license and are charged only for API calls by RingLead.  Cleanse and Enrich have volume-based pricing based on the number of supported records.

Pricing begins at $2,000 per month, “far less than it would cost to hire a person to try to manage these processes manually,” said Kosturos.

While the core functionality is designed for marketing and sales operations, the DMS Capture Chrome extension (see image on right) allows sales reps to conduct real-time company and contact research from LinkedIn, LinkedIn Sales Navigator, Google, or company pages.  Capture sends records to over twenty platforms including CRM and Sales Engagement vendors.  Standardized records can be sent to Salesforce as Accounts, Contacts, or Leads.  Duplicate records are flagged.  Over 75 standardized fields are available including emails, direct dials, LinkedIn hyperlinks, Twitter handles, firmographics, and technographics.  When performed against Google search results, LinkedIn lists, or Executive Pages, a list of matched contact profiles is displayed and may be uploaded selectively or in bulk.

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

Gartner Forecasts Robust Growth in Global Public Cloud Services

Gartner forecasted continued growth of global public cloud services.  The analyst firm projected 17.5% growth in 2019 to $214.3 billion.  The fastest growth rate will be in Infrastructure as a Service which will jump 27.5% to $38.9 billion.  Platform as a Service is expected to rise by 21.8% this year.

“Cloud services are definitely shaking up the industry,” said Gartner Research VP Sid Nag.  “At Gartner, we know of no vendor or service provider today whose business model offerings and revenue growth are not influenced by the increasing adoption of cloud-first strategies in organizations.  What we see now is only the beginning, though.  Through 2022, Gartner projects the market size and growth of the cloud services industry at nearly three time the growth of overall IT services.”

Gartner research found that a third of organizations listed cloud investments as a top three investment priority.  Thirty percent of technology providers new software investments are shifting from cloud-first to cloud only.  Thus, SaaS and subscription cloud models will continue to replace license-based software sales.

Vidyard GoVideo Expands SalesTech Partnerships

Vidyard GoVideo
Vidyard GoVideo supports on demand video creation, screen recording, and previously uploaded videos from within ConnectLeader templates.

Vidyard announced six additional sales platforms for its GoVideo platform: Outreach, EveryoneSocial, Reply.io, 366 Degrees, ConnectLeader, and FunnelAmplified.  Previously announced partners include SalesLoft, InsideSales, HubSpot, Marketo, Eloqua, Drift, and Salesforce.  Vidyard supports over 40 sales and marketing solutions.

Integrated video helps personalize a message and increases open and clickthrough rates.

Outreach and ConnectLeader offer Sales Engagement platforms with personalized videos being integrated into email steps.  Outreach sales reps can include personal video within their sequences and monitor video engagement.

Link Encoding provides website or content viewing intelligence related to Outreach sequences.  For example, the new plug-ins help Vidyard “record and send videos within your Outreach email.  And when your prospect views the video, that activity triggers your next task so you can immediately take action to convert at the highest level.”

“Sales is becoming more personal every day.  You must use the right channel for the right engagement for the right prospect and customer, and we’re finding video to be a key channel in engaging buyers,” said Outreach CEO Manny Medina.

“Vidyard has been tightly integrated with ConnectLeader, which transforms your videos into lead generation machines,” wrote ConnectLeader. Features include camera recording, screen recording, and video uploading of previously saved content in Vidyard.

Reply.io is an email-centric platform with contact management, drip campaigns, reply recommendations, email validation, and reply prioritization.  The joint solution “lets users personalize sales drip campaigns, create personal intro videos or product demos, add them to email sequences in Reply.io, and automate one-to-one email engagement at scale.”

EveryoneSocial provides social selling tools for sales, marketing, communications, and recruitment teams.  Users can select pre-recorded videos from a library or record custom videos and share with prospects and connections.

366 Degrees and Vidyard support SMB marketing with dynamic content, multi-channel marketing campaigns, and campaign metrics.  Video can be integrated into newsletters, promotions, social media, and landing pages.

“With the changing behaviours of today’s buyers and the availability of new technologies, sales development is becoming a sophisticated business function that takes a strategic approach to identifying and developing new sales opportunities based a wide range of buying signals and sales engagement techniques,” blogged Vidyard VP of Marketing Tyler Lessard.  “On average, SDRs use six different tools.  And the days of SDR teams inheriting tech from the broader sales and marketing teams—such as customer relationship management (CRM), email automation, and social listening—and adapting them to meet their unique requirements for scalable sales prospecting are quickly coming to an end.”

MarTech Industry Grows to 7,040

MarTech Growth Rate chart courtesy of Scott Brinker and Chief Martech
MarTech growth rate chart courtesy of Scott Brinker and Chief Martech

Scott Brinker published his 2019 Chief Martech eye chart and it now spans 7,040 companies, up 211 since last year.  While the industry continues to grow, the rate of growth appears to have moderated.  Between 2014 and 2018, the industry was adding over 1,000 companies each year with the biggest jump for the 2018 chart (1,800).  

The super-graphic is available to the public and may be reprinted at up to 1600 x 900.  Brinker has also made a spreadsheet available.

“That’s not so much a slowing down as a flattening out, a plateau,” said Brinker.  “At face value, it would seem that, indeed, we have achieved ‘peak martech.’ (pause for dramatic effect)”

While industry growth may have plateaued, Brinker admitted that 7,040 significantly underestimates the total number of Martech firms and joked that he may have hit “peak martech landscape.”  Brinker noted five areas where his chart is underweighted:

  • Regionally – When comparing to national MarTech landscapes, Brinker spotted hundreds of companies on the UK, Canadian, Chinese, German, Swedish, and Finnish country charts that were absent on the 2019 Chief Martech chart.
  • Vertical – Likewise, verticalized solutions are also underrepresented.
  • Apps built for specific MarTech platform ecosystems
  • Apps built by services companies (but packaged as products)
  • Apps built with low-code/no-code citizen developer platforms

“Each of these trends — the growth of platform ecosystems, the blending of software and services businesses, and the rise of citizen developer platforms — are birthing whole new galaxies of martech apps.

The major marketing suites have all embraced becoming true marketing platforms, with ever more open APIs and official marketplaces for third-party apps.”

Brinker lists Salesforce, Oracle, Adobe, Microsoft, and G Suite amongst the platform ecosystems, but one would also include browser extensions, mobile apps, and sales engagement platforms (technically, SalesTech, but there is a fair amount of overlap between MarTech and SalesTech these days) to the list.  Brinker noted that WordPress has 54,480 plugins.

Audience / Marketing Data & Data Enhancement (2018 MarTech Landscape)
Audience / Marketing Data & Data Enhancement (2018 MarTech Landscape)

Many of the DaaS and Sales Intelligence vendors covered in this newsletter are amongst the 204 vendors listed in the Audience / Marketing Data & Data Enrichment category and the 457 vendors listed in the Sales Automation Enablement & Intelligence grouping.

DealSignal Adds Bombora Intent

Human-verified contact vendor DealSignal added Bombora intent to its B2B marketing data service.  The combined solution offers intent-based leads with verified emails and direct dials “so that marketing and sales teams can reach out to ideal buyers directly and drive more conversions.”  DealSignal applies Bombora intent data to an Ideal Buyers Profile.  Users will be able to identify net-new, surging accounts with accompanying contacts and buying teams.

“We’re excited to partner with Bombora to help marketing and sales teams finally answer the most elusive question: Who is out there actively looking for what we sell and how can we reach them before our competitors,” said DealSignal CEO, Rob Weedn.  ”The integration of Bombora intent data and DealSignal’s verified contact and account data means that revenue-driving teams can now see which companies are actively in-market, plus get complete, accurate contact data for ideal buyers at those companies, so they can reach out and convert that intent into a purchase.”

Selecting Bombora Intent Topics
Selecting Bombora Intent Topics

Marketers begin by defining their target buyer personas on the DealSignal platform and then select up to 50 Bombora intent topics.  DealSignal identifies accounts that match buyer profiles along with surging intent and delivers a set of accounts with contacts and firmographics.  By tying together intent, firmographics, and human-verified contacts, DealSignal delivers a set of leads that are more likely to close than with traditional firmographic prospecting.

“Intent-based leads help B2B marketers uncover accounts that are actively in-market — even if they’re not already on their target account/ABM lists.  We then deliver complete, enriched and verified contact and account data that helps marketing & sales teams reach out to prospective target buyers with highly personalized messages, to help them convert more intent into a purchase,” said Weedn.

Third-party Intent data from Bombora and The Big Willow has suffered from poor actionability as intent scores lack context and clear next steps.  Several vendors have begun to address this issue by combining intent with company and contact intelligence, turning an intent number into an ABM lead.  DealSignal ties together Ideal Buyers, Personas, Bombora Intent Data, and Human-verified contacts to indicate which ABM targets are in market and who should be contacted.  

DiscoverOrg redesigned its OppAlerts service to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.  

InsideView added the Bombora intent file into their Apex ICP / TAM service to help identify ABM accounts which are currently searching on key topics.

By converting intent signals into leads or opportunities, firms are beginning to translate billions of weekly datapoints (thousands of intent topics across millions of companies) into actionable intelligence for sales and marketing teams.

In December, Aberdeen acquired The Big Willow to deliver Intent Qualified Opportunities which combined third-party intent with technographics, firmographics, content, and research.

“Intent data has been trapped in marketing tools as just another score,” said Aberdeen CEO Marc Osofsky, Aberdeen’s CEO.  “Aberdeen Intent for Salesforce delivers what sales wants – accounts looking to buy that are fed directly into Salesforce for sales to engage and increase pipeline.”


Resources:

DataFox Oracle Integration

DataFox Logo

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

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

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

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

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

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

DataFox Account Scoring
DataFox Account Scoring

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

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

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


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

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

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

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

Additional Eloqua enhancements are planned.

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

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

InsideView Purchaser Profile

InsideView Buyers Guide

I am pleased to announce that the first in a series of sales and marketing intelligence profiles is available through this website and my partners at Tenbound. These reports are written to assist with the purchasing decision.  InsideView is the first purchasing profile to be completed, but additional reports for D&B Hoovers, LinkedIn Sales Navigator, and DiscoverOrg are planned for release.

InsideView Buyer’s Guide

Buyer's Profile of InsideView Sales and Marketing Intelligence (Single License)

$349.00

InsideView, based in San Francisco, provides a set of sales and marketing tools for browsers, CRMs, Marketing Automation Platforms (MAPs), and mobile devices.  Key tools support sales research and account monitoring, list building, sales connections (“six degrees”), CRM viewing and hygiene, company and contact enrichment, web form enrichment, Ideal Customer Profiling (ICP), Total Addressable Market (TAM) sizing, and marketing automation hygiene.

InsideView targets technology, finance, corporate/consulting services, manufacturing, commercial real estate, etc.

Firms of all sizes license InsideView solutions.

Report Coverage

This 22-page report covers the following topics:

  • Company Overview
  • Content
  • Content Coverage Numbers
  • Product Screenshots
  • Functionality
  • Sales Products
    • InsideView for Sales
    • InsideView for CRM
    • InsideView Append (Lightning Data)
    • InsideView Mobile
  • Marketing Products
    • InsideView Enrich
    • InsideView Refresh
    • InsideView Target
  • Analytics Products
    • InsideView Apex
  • Other Products
    • InsideView Open API
    • Expert and Data Services
  • Recent Enhancements
  • Futures
  • Unique Features
  • Strengths
  • Weaknesses
  • Competitors by Category
  • Pricing
  • Resources

GZ Consulting / Tenbound reports are independently written and not sponsored by any of the profiled vendors.

DiscoverOrg’s NeverBounce Acquisition

The DiscoverOrg acquisition of NeverBounce was in the works for six months and began with DiscoverOrg’s search for a verification vendor that could better handle large scale processing.  “It’s a core competency we wanted to own,” said DiscoverOrg CEO Henry Schuck.

DiscoverOrg is retaining the NeverBounce team of fifteen, but shuttering its smaller Salt Lake City office with employees being relocated to Cleveland. The acquisition was announced on March 5th.

NeverBounce 2018 revenue was $4 million and included both B2B and B2C marketing file enhancement revenues.  Terms of the deal were not disclosed.

NeverBounce will continue as both a standalone offering and be integrated into the merged DiscoverOrg / Zoominfo platform.  The combined platform is planned for launch in five months.

“When we made the ZoomInfo acquisitions, the promise was that this would strengthen differentiators around the quality of data we deliver.  The NeverBounce acquisition is a very clear incremental addition to that value.  It helps us enhance the quality of information we deliver immediately.”


DiscoverOrg President Katie Bullard

If you count Zoominfo’s September acquisition of Datanyze, DiscoverOrg has acquired three companies in the past six months.  The transaction doubled the company headcount to around 1,000 employees.  But Schuck isn’t closing the door on acquisitions saying that he will be opportunistic in his approach.

“There are a lot of companies in our space that we follow,” he said.  “If the opportunity is right, we have been quick to do acquisitions.  There’s a big opportunity for consolidation in our industry so that customers don’t have to go to 19 different vendors for data and data cleansing needs.”


Previous Blog: News Alert: DiscoverOrg Acquires NeverBounce

Quora: Does LinkedIn Sell Your Info?

The following is a Quora post answering the question, “Does LinkedIn Sell Your Info?”


This is likely to fall into a semantics question. If data is employed in the aggregate and your personally identifiable information is not disclosed, then I would argue that your information is not sold. Likewise, if you are presented an ad because your LinkedIn profile conforms with a target audience definition, your data is also not being sold.

I can’t answer for LinkedIn Recruiter, but can answer in the Sales and Marketing context.

LinkedIn offers a sales product called Sales Navigator. Users can view company and contact information on Navigator just as they can on the free service. It even supports viewing this data within third-party SNAP products. However, Navigator and SNAP are view only. Sales reps cannot download your profile or sync it with any of their partner platforms. They also restrict display of your email and phone information to your direct connects as well as other content you flag as restricted.

LinkedIn Marketing sells advertising on LinkedIn and Bing based upon your profile attributes. Advertisers define their target audience across a broad set of firmographic, career, and location variables, but these segments are not provided directly to the marketer. Instead, they are used for advertising display. Thus, your data isn’t sold, just your eyeballs.

LinkedIn treats its member’s data with respect. Microsoft, its parent company, has called for a US version of GDPR, the European data privacy standard. CEO Satya Nadella stated that “privacy is a fundamental human right” on an April 2018 earnings call and said that the firm has implemented an “end-to-end privacy architecture” which is GDPR compliant.

The LinkedIn SNAP AppExchange connector displays LinkedIn content and functionality within Salesforce, but does not sync any company or contact data with SFDC.
The LinkedIn SNAP AppExchange connector displays LinkedIn content and functionality within Salesforce, but does not sync any company or contact data with SFDC.

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.