Intentsify Equity Round

Intent data vendor Intentsify announced that it received a strategic investment from BV Investment Partners, a middle-market private equity firm that focuses on the tech sector.  The new funds will help the firm accelerate growth and product development.

Intentsify, founded in 2018, continued its pace of strong growth in 2021.  The firm quadrupled revenue in 2019 and 2020 and expected to treble income in 2021 (as of mid-December). In addition, it has grown its customer base to over 150 customers.

Venn-diagram-intent-data-sources
Intentsify layers multiple, complementary intent feeds into its proprietary intent dataset.

“B2B organizations are increasingly leveraging multiple sources of intent data to focus time, efforts, and resources where and how they’ll have the most impact,” said Intentsify CEO Marc Laplante.  “The problem is most B2B companies struggle to quickly gather, analyze, and act on buyer intent signals, which change on a weekly basis. Intentsify is streamlining all of this so our customers can more effectively scale account-based demand and revenue. We are excited to partner with BV who understands our business and has the expertise to help us take Intentsify to the next level.”

Intentsify’s Intent Activation software ingests multiple categories of intent data from several proprietary data sources “to deliver a broader, more accurate view into which targeted accounts are in-market to purchase and the issues they care about.”

Intent data is gathered from over 50 billion intent signals per month from over 5,000 B2B media sites. Intentsify also includes Visitor tracking as part of its offering.

Intentsify offers a pair of Intent Activation Solutions for Demand Generation and Programmatic Marketing. Intent-Activated Demand Generation helps marketers engage target personas at accounts displaying relevant research activity while Intent-Activated Programmatic targets key personas “at the right locations among in-market target accounts.”

“Intentsify uses its proprietary technology backed by a global data science team to power numerous marketing, sales, and customer success use cases,” stated Justin Harrison, Managing Partner of BV Investment Partners.  “Intentsify’s co-founders have long experience in this field and are acknowledged thought leaders in the intent data space who have built a strong company with an impressive leadership team, and we look forward to working with them to scale their business.”

Intentsify did not disclose the size of the investment.

Demandbase Audience Management Destinations

ABX Platform Demandbase released one of its “largest product launches of the year”: Audience Management Destinations.  While the firm has long supported B2B Campaigns via display advertising and LinkedIn channels, Audience Management Destinations extends its reach into consumer platforms and social advertising.

“B2B buyers are people, too, and B2B marketers can and should be advertising on those channels,” said Demandbase CMO Jon Miller.

New advertising channels include Facebook, Instagram, Twitter, Google, YouTube, Bing, and Adobe Audience Manager.  Additional services will be rolled out next year.

Demandbase does not store Personally Identifiable Information (PII), so its social outreach is GDPR and CCPA compliant.  Instead, Demandbase leverages LiveRamp’s identity resolution, an opted-in identifier system that matches individual identifiers across platforms.

Demandbase also expanded its integration with LinkedIn.  Previously, it only supported account-level targeting on LinkedIn, but now marketers can target at either the account or person level.

Demandbase Targeting

Marketers will build audiences using a set of selectors that include first-party data, third-party data, intent, technographics, and activities. (See the image on the right).  They can then activate campaigns to their targeted buyers across the business and social web.

“This will allow a highly consistent customer experience across social networks and other platforms,” explained Miller on LinkedIn.  In addition, the new release expands marketing’s outreach and orchestration across a broader set of channels “using the account intelligence and the Demandbase One platform.”

“We’re constantly learning about how the B2B buyer thinks and acts, and this new account-based social targeting functionality plays a role in reaching buyers more holistically,” said Miller. “By viewing the buyer not just as someone within a target account or in a buying committee, we recognize that buyers are individuals, too.  This mindset shift — and the corresponding ability to engage with them as such across business and social platforms — gives our customers yet another advantage in today’s B2B go-to-market landscape.”

Demandbase claims that it is the only system that runs both “people and account-based plays from one system.”  Marketers can target specific audiences and “then automatically apply the most effective sales and marketing tactics to advance the account in its journey, across every touchpoint, and with the most relevant messages.”

Demandbase augmented its company and contact intelligence in April with the acquisitions of InsideView and DemandMatrix.  The two firms supplemented Demandbase’s firmographics, contacts, and technographics and provided Demandbase with a set of sales intelligence, B2B DaaS, and ICP/TAM tools. 

Demandbase supports its own intent data along with partner datasets from Bombora and G2.  TrustRadius is coming soon.

“Demandbase’s solutions are stronger in certain areas and helps drive top of the funnel engagement or audience targeting, while InsideView has been more focused on bottom of the funnel data.  We realized the two companies are quite complimentary and we could combine our customers to offer a much more complete solution to all of them.  Today we have an integrated top of the funnel to bottom of the funnel marketing and sales data provision to allow customers to look at the full funnel and identify a more appropriate addressable market, including what kind of technologies those companies use.”

InsideView CEO Umberto Milletti to MarTech Series this week

The three companies combined to create a four-cloud solution that supports Advertising, ABX Marketing, Sales Intelligence, and Data.

“What’s exciting about this is the ability to provide all of this to customers as one solution,” continued Milletti.  “We have done a lot of work since the merger was completed to combine all of our technologies and go to our customers with information on how much more we can do for them.”

Demandbase combined its Demandbase One platform with InsideView and DemandMatrix to support four clouds.

HG Insights Contextual Intent

Technology Market Intelligence vendor HG Insights announced the global availability of Contextual Intent, a “solution designed for companies seeking to leverage the power of customer buying patterns.”   Contextual Intent is available through HG Universe data subscriptions and the Snowflake Data Marketplace.  It is currently in “late-stage” beta on the HG Insights Platform, with a scheduled December launch.

Contextual Intent combines firmographics, technographics, contract intelligence (via their 2018 Pivotal IQ acquisition), and bidstream data to deliver “buyer intent data, without all the noise.”  It employs web users’ behavior and content consumption to determine which firms are researching, evaluating, or buying technology products or services.  In addition, Contextual Intent identifies in-market companies for new technology and potential churn candidates, helping prioritize outreach.

HG Insights ingests two billion intent records each week and matches them against 120 million verified technology installations for 14,000 products, solutions, and services.  The HG Insights scoring model measures the frequency of defined topics mined from locations, with observed activity tracked for nine million companies.

“Contextual Intent is the first intent solution to contextualize data with a company’s technographic profile. Our proven, data-driven methodologies now include the use of intent data—providing our customers with what they need to accelerate growth and gain a competitive edge through contextualized buying signals. Our new solution is designed specifically for Go-To-Market teams to remove the noise from intent data and make it actionable. Context matters, and we are able to provide insights that support hyper-targeting for growth and competitive advantage.”

HG Insights CTO Rob Fox

HG Insights cited January 2021 research from Ascend2 that asked sales and marketing professionals about intent data obstacles.  Half said that data quality was an issue, and 40% stated that it was challenging to make intent data actionable.

Revenue teams can select twenty to over 100 intent topics from HG Insights’ taxonomy which spans over 4,000 technology-based topics.

Contextual Intent identifies both buyers in the market and churn risk candidates.

HG Insights employs a scoring model based on the frequency of defined topics being researched across the web for each company.  It factors in the number of locations demonstrating the activity and baselines intent over time to determine the “increases and trajectories” of research.

Like intent models from other vendors, the Intent Score is measured as the deviation from a company’s baseline and normalized from 1-100.  It is updated weekly and incorporates past and present activity.  However, interpretation of the scores differs between vendors.  Concerning HG Insights, the signal strength is deemed high when the topical intent score exceeds 84 and medium when it falls between 60 and 84.

HG Insights provides intent location, a feature that is available from only a few vendors.  Knowing the research location helps identify the potential nexus of the demand unit (or at least the individuals performing initial research).

Contextual Intent supports multiple use cases, including whitespace scenarios (researching a new category of technology for the firm), expansion (current customer is researching additional products), displacement (potential customer take away), and churn.  Contextual Insights is tagging Whitespace, Expansion, and Displacement scenarios in its data feed, with Vendor Threat, Upgrade, and Migration tags in development.

“We provide insights surrounding the buyer’s journey about when the buyer is more likely to make a purchase decision. We can provide the context of when a customer indicates moving to an evaluating phase, further into a late stage buying cycle. We provide this context as researching or evaluating. We use NLP to determine when enough activity is detected that indicates a potential buying motion, where specific vendors or products are being considered.

Darcy Moss, HG Insights Product Marketing Director

The current offering employs bidstream data, which is potentially problematic as a long-term source of data gathering.  Congress has raised questions about the practice and tying online activity to individuals without consent is a violation of GDPR (Contextual Intent is tied to locations and accounts, not individuals).

“We are always evaluating additive intent supply to diversify our signals,” explained HG Insights Product Marketing Director Darcy Moss to GZ Consulting.  “We are sourcing from bid-stream as we develop and refine other techniques and methods.  Should any regulatory matters influence existing processes for us and the industry overall, we are confident that we will have a compliant and high-quality source and methodology to continue to provide Contextual Intent to our customers.”

For the direct data subscription product, customers have access to all topics regardless of their signal strength score.  Pricing for the data subscription is additive for the Contextual Intent offering.

SalesIntel Launches Two Products

Sales Intelligence and B2B DaaS vendor SalesIntel announced two products at its inaugural SAS2021 user conference last month.  CEO Manoj Ramnani founded SalesIntel a decade ago as Circleback, a contact enrichment and syncing service for inboxes, but pivoted the firm to focus on high-quality B2B data three years ago and rebranded the company SalesIntel. 

SalesIntel was born “with a mission to provide quality data, timely intelligence, and streamlined workflow to help businesses achieve their growth objectives.”  Its guiding principle, and unique value proposition, is keeping humans in the loop.  Human-verified data is re-verified every 90 days, providing them with a 95% contact accuracy claim.

At launch, the company had 50,000 human-verified companies and one million contacts.  Three years later, the company has

  • 87 million machine-verified contacts
  • 10 million human-verified contacts, 90% of which are North American.
  • 14 million machine-verified company profiles
  • 3 million human-verified company profiles

They have also partnered with Bombora for intent data and an undisclosed vendor for technographics.

The first new service, Data Enrichment, provides company, contact, and technographic data enrichment for Marketo, Salesforce, and uploaded CSV files.  Data matching is performed against email, phone, domain, company name, and contact name.  Fuzzy logic is employed for company and contact name matching.

SalesIntel Enrichment Report in Salesforce.

The service includes a PDF downloadable enrichment report that details data quality and fill rates.  If the admin is concerned about the enrichment, she may roll back the process.

SalesIntel also supports webform enrichment.

InboxIntel supports contact data syncing and enrichment from Gmail, Office 365, Exchange, and IMAP.  New contacts are ingested from signature blocks, matched against the SalesIntel database, and uploaded to Salesforce.   It is important to note that SalesIntel is not uploading and storing the data in their servers to build out its dataset but simply using it to populate and enrich its customers’ CRM.

InboxIntel also checks to see whether other new contacts at the company match a pre-defined buyer persona.  The service then asks whether these additional contacts should be added to the service.

InboxIntel identifies additional contacts in target personas.

If both the company and contact are new to the CRM, records may be added to Salesforce as leads or accounts and contacts.

Both products are available as beta services through the end of the year. After that, they will be packaged as separate offerings.  Ramnani described them as “new modules of our Modern Go-to-Market platform that will help with the firm’s continued growth.”

SalesIntel has grown to 400 employees and 2,000 global researchers.  The company supports over 1,000 companies and nearly 10,000 users.

SalesIntel posted 200% revenue growth over the past year.

Dun & Bradstreet Acquires NetWise Data and Eyeota

As part of its Q3 2021 earnings discussion, Dun & Bradstreet announced that it acquired two digital marketing companies: NetWise and Eyeota.  The acquisitions “extend the company’s position in the B2B online marketing value chain and will build upon its rapidly growing Audience Solutions business by adding global scale and the online data to power omnichannel marketing around the world.”

“Dun & Bradstreet’s acquisitions of Eyeota and NetWise will cap-off several years of investment in the Sales and Marketing space, including the acquisition of our Customer Data Platform, Lattice Engines, which is at the core of our D&B Rev.Up platform, and the acquisition of Orb Intelligence to link digital and physical businesses in our Data Cloud,” said CMO Stacy Greiner.  “We are executing on our vision to help revenue-generating teams get out of the business of wrangling data and technology and back to engaging with their customers and prospects to drive growth for their companies.”

Dun & Bradstreet noted that marketers have a broad set of digital channels but are unsure whether their advertising dollars reach their targeted audiences online across multiple digital touchpoints.  The three companies “will be able to provide data and technology that empowers businesses to confidently identify, reach, and engage high propensity B2B audiences for multichannel marketing campaigns.”

“Our online Audience Solutions business continues to see robust growth rates, and we see a significant untapped opportunity in the online business-to-business marketing landscape. This led us to strengthen our position through the signing of definitive agreements to acquire Eyeota and NetWise,” said Jabbour.  “These two complementary companies will extend our position further in the B2B online marketing value chain and build upon a business that has grown over 40% year to date.

The acquisitions extend Dun & Bradstreet audience channels from B2B to B2B2C, helping businesses target business decision-makers at home and improving match rates.  The deals also provide Dun & Bradstreet with an international ecosystem of digital activation platforms.  Other vendors with B2B2C datasets include AnalyticsIQ BusinessCore and Data Axle B2CLink (FKA Execureach).

“This will enable clients to build on the investments they have made into Data Management mastered on the D-U-N-S Number, and more readily activate that data in social, search and display advertising campaigns,” stated the firm.

“We are solving for the current audience shrinkage these marketers face today with the low match rates that plague this industry.  This will enable clients to build upon the investments they’ve made into data management mastered on the D-U-N-S Number and more readily activate that data in social, search and display advertising campaigns.  Said simply, Dun & Bradstreet has the offline B2B targeting data, NetWise enables marketers to translate that data into online audiences, and Eyeota syndicates it across the digital ecosystem.”

Dun & Bradstreet CEO Anthony Jabbour

As Work from Home and Work from Anywhere are likely to remain the dominant approaches to professional work in the coming years, marketers need to engage business professionals across multiple devices, channels, and locations with a consistent message.  The acquisitions assist with both multichannel audience targeting and activation, tying together offline and digital.


Continue to Part II, which discusses Netwise, or Part III which discusses Eyeota.

Openprise $16M Series A

RevOps Automation Platform Openprise closed on an oversubscribed Series A last month.  The $16 million round was led by SIG Asia Investment, an affiliate of the Susquehanna International Group, with new investments from Banyan Pacific and Citta Capital.  Existing investors Alumni Venture Group and AI List also participated.

Funding will accelerate development on the Openprise RevOps Automation Platform and scale up the sales and marketing teams.

Openprise supports data management, enrichment, and hygiene across sales, marketing, customer success, BI, and analytics platforms.  Features include data deduplication, data onboarding, lead-to-account matching, lead routing, attribution, and account scoring.

Openprise RevOps automation capabilities.

Openprise cited a recent Gartner forecast that 75% of high-growth companies will deploy a RevOps model by 2025.  “A move from sales enablement to revenue enablement is needed in today’s rapidly shifting buying and selling dynamic to support this RevOps imperative.”

“Openprise is uniquely positioned to capitalize on the momentum in companies moving to a RevOps model,” stated Anne Marie McCallion, its PR rep.

“When companies move to a RevOps model in order to better align marketing and sales, they soon identify huge gaps in their joint processes and data that aren’t addressed by traditional marketing and sales automation solutions like Marketo, Salesforce, and Salesloft,” said Openprise CEO Ed King.  “Openprise is fueling the RevOps revolution by providing a single, no-code platform that can automate hundreds of RevOps processes and deliver go-to-market-ready data for the entire RevTech stack.”

Openprise customers include UI Path, Vimeo, Zendesk, Okta, Nutanix, Freshworks, Splunk, and Zscaler.

Openprise will face stiffer competition from RingLead, which was acquired by ZoomInfo in September.

Mediafly Revenue360

Mediafly recently released Revenue360, a revenue intelligence service that combines “content engagement, buyer intent, and sales activity data for a 360-degree view of opportunity and account health in one visual dashboard.”  The solution helps revenue teams assess opportunity health, improve forecasting, and accelerate revenue.

The dashboard brings together Mediafly’s content analytics with sales activity captured from Salesforce, SAP, or Microsoft Dynamics and 6sense intent data.  Mediafly argues that a broader view of engagement is required for analyzing deal health.

“Many companies claim to have revenue intelligence capabilities, but their solutions provide users with only partial intelligence.  In a digital selling environment, sales organizations can no longer rely solely on what happened in the meeting to accurately gauge opportunity health. They also need to understand how buyers engage with content outside of live sales interactions. With the most robust content engagement analytics in the market, Mediafly is uniquely positioned to bridge the gap, offering revenue teams full visibility into insights derived from engagement – or lack thereof – with the content that is presented, shared, and available online.”

Mediafly CEO Carson Conant

Mediafly argues that content engagement is a missing element in deal health analysis, with the average B2B Buyers consuming thirteen pieces of content across their journey.  Mediafly captures content consumption regardless of channel (e.g., in a content hub on the website, presented in a sales meeting, sent as a follow-up). In addition, Mediafly captures the assets viewed, time and duration viewed, and whether it was shared.

“A wealth of data often goes unnoticed in sales pipelines,” said Tom Pisello, chief evangelist at Mediafly. “Unfortunately, many companies rely on partial insights from CRM or qualitative feedback from sales reps following their meetings. While these insights are helpful, revenue teams have an opportunity to secure a holistic view of the entire deal pipeline, breaking down silos and gaining perspective into the overall health of an account. The addition of Revenue360 allows us to consolidate data and provide prescriptive recommendations unlike any platform on the market.”

The service is in limited release, with full availability planned for later this quarter.

Chili Distro

Last week I wrote about Chili Events, the new event calendaring service from Chili Piper. Today, I am profiling their new Distro service which acts as a “one-stop-shop for lead qualification, routing, distribution, and booking.”  Distro routes and assigns multiple Salesforce objects in real-time, including leads, contacts, opportunities, cases, and accounts.

Distro expedites the inbound lead process by immediately routing prospects and customers to the correct sales rep. In addition, Distro supports lead-to-account matching so that inbound prospects are assigned to the proper account owner when applicable.

“Whether a lead comes through your organization’s web form or from an offline source, routing can get quite tedious,” explained Chili Piper in the product announcement.  “With the launch of Distro, teams can create intelligent rules to decide which lead gets routed to which rep (or group of reps) on the team. With this intuitive technology, hand-raisers will have the ability to book a meeting instantly, while buyers who need more nurturing are automatically assigned to the appropriate sales rep for follow-up.”

Chili Piper Distro qualifies, routes, and schedules meetings.

If rules do not assign a lead, round-robin assignments ensure that reps receive an equal number of leads.

Chili Piper has been busy with new product releases.  A few weeks ago, Chili Piper announced Chili Events, an Event Meetings Management solution for in-person conferences and trade shows.  The product lets Chili gather engagement data from events and manage pre-conference meetings on the floor as well as post-event meetings with reps. 

The firm also announced a HubSpot integration earlier this month.

“Today, capturing existing demand for a product or service, in real-time, is vital; yet, ensuring each lead is routed and assigned correctly is way harder than it needs to be. With Distro, we can help B2B sales and marketing teams automate the first step in a meaningful engagement and prevent leads from falling out of the marketing funnel. This is a crucial step for increasing inbound conversion rates and boosting revenue generation.”

Chili Piper CEO Nicolas Vandenberghe

Inbound and event lead management address the issue of speed-to-lead with which many B2B organizations struggle.  The average time for lead follow-up is 42 hours.  Automating the process greatly increases the likelihood of scheduling a meeting and converting leads to subsequent stages.

“Chili Piper allows you to connect inbound leads with a rep at the moment they’re interested,” blogged Senior Marketing Manager Maggie Aland.  “This increases your inbound conversion rates and prevents leads from falling out of the marketing funnel.”

Chili Distro is only available for Salesforce.

IT Central Station $30M Series A

Tech review site IT Central Station closed on a $30 million Series A led by Invictus Growth Partners.  The site grew ARR 124%, surpassed 500,000 registered members, and was visited by 3.5 million enterprise software buyers over the past year.  The firm was bootstrapped in 2012 and has been self-funded until now.  It is both profitable and cash-flow positive.

The funds will be employed to rebrand the site as PeerSpot, expand its coverage of new enterprise tech categories, and accelerate sales and marketing.  Hiring will be concentrated in the R&D, Sales, Marketing, and Customer Success departments.

IT Central Station has focused on core IT sectors such as Cybersecurity, DevOps, and IT management; however, it does not have the profile breadth of some of the major review sites.

“Now we are expanding to categories where IT is not the primary buyer but is still on the buying committee,” explained CEO Russell Rothstein to GZ Consulting.  “Following that we will expand our coverage for all enterprise technology categories, including mid-market.”

The new brand and site will be launched in January 2022.

“IT Central Station has succeeded in building a platform that tech buyers trust and enables vendor marketers to achieve strong ROI,” said Rothstein.  “We are in the top of the first inning in our plan to build the world’s largest B2B marketplace for enterprise technology, built upon a foundation of verified user-generated content and peer reviews.  The Invictus team adds deep operating expertise, including a uniquely valuable approach to data science, and I am thrilled to have Invictus as our partner for the next stage of our growth.”

Rothstein explained that as a bootstrapped company, the firm didn’t have the marketing resources of other sites, so he focused on the depth and value of reviews, high-quality intent data, and building its customer success team.  Along with rapid revenue growth, the firm posted a net retention rate of 142% last year.

“People trust their peers more than any industry analysts or so-called experts,” said Rothstein. As a result, younger tech buyers expect to “go online to tap into the knowledge of their peers as part of the buying process.  It’s just natural for them.”

Rothstein argues that IT Central Station’s reviews are “the most in-depth,” with an average length of 620 words.  In addition, it offers a “Zero Fake Reviews” commitment, with a triple authentication process (LinkedIn profiles, community policing, and human oversight) for validating reviews.  First, reviews are checked to ensure the individual does not work for the reviewed company or one of its competitors.  The job function is also verified to ensure that a qualified individual wrote it.

“Every review has to have pros and cons. We don’t accept any five-star ‘everything’s perfect’ reviews without any room for improvement,” explained Rothstein.  “Reviews have to have both room for improvement as well as value that you get from the product.”

Conversely, IT Central Station also filters out reviews that are purely negative rants.

“If someone’s having such an extreme opinion, then they’re not really presenting a realistic picture,” continued Rothstein.  “It’s just losing credibility.  People aren’t going to believe the review and it just reflects poorly on the review site itself.  So we really aim to get that balance in every review.”

Rothstein explained that IT Central Station has a strong community that both polices the site for biased reviews and supports active Q&A discussions.

Profiles include an overview, filterable reviews, pros and cons, pricing, alternatives, “Many of our customers generate millions of dollars in pipeline and closed business from IT Central Station leads and intent data,” blogged Rothstein.  “They’ve given us high marks with an average 70 Net Promoter Score (NPS) over the past four quarters. That’s world-class NPS, putting us at the level of Apple and Starbucks.”

IT Central Station profile of MS Azure.

IT Central Station argues that review sites mostly attract “high intent buyers” in the decision phase of the buyer’s journey.  Furthermore, Demand Gen’s 2021 Buyers Survey found that most purchasers reached out to peers and existing users before contacting any vendors.

“People don’t read complex product reviews just for kicks – they are looking for help in choosing what product to buy,” added IT Central Station Content Manager Rony Sklar.  “B2B buyers who are about to spend a lot of money on an enterprise solution want to know what their peers’ experiences have been with the solutions they’re considering before making a purchase.  Because review sites have this highly targeted, homogenous audience whose main logical use case for a review site is researching a purchase, all the site visitors exhibit a degree of intent. Unlike other types of data, this intent data is low funnel and has a high degree of accuracy because there is no guesswork involved. The intent data generated by a review platform shows you exactly which companies are researching you and your competitors.”

Along with CSV files and webhooks, IT Central Station delivers integrated intent data to Salesforce, Demandbase, and LinkedIn.  In addition, the firm will be announcing support for 6sense, Marketo, HubSpot, Outreach, and Metadata in the coming months. 

“We can provide [intent data] at the contact level, but also aggregate it at the account level, as we can associate multiple people at the same company,” stated Rothstein.  “We provide a proprietary Buyer Intent Score for each account that incorporates activity done both at the contact and overall account level for each account.  For contact level, we provide email, phone, title, function, job level, and BANT information.  We also provide product interests per contact, so you can see which products the contact is researching and comparing, with the level of depth of their research.”

Intent data is updated daily. “Making the right enterprise software purchasing decisions has never been more mission critical for the success of growing businesses and the careers of enterprise software buyers,” said Invictus Managing Partner William Nettles.  “IT Central Station’s reviews have proven to be a must have for enterprises to validate the performance of their products, while providing buyers the most trusted and reliable data for their buying decisions. We are thrilled to partner with Russell and his team to help them scale the business to the benefit of enterprise software buyers globally.”

6sense Acquires Slintel

Account Engagement Platform 6sense, which acquired Fortella at the end of August, is also bringing Slintel into the fold.  Slintel augments 6sense’s data with technographics, buyer and market insights, and contacts.

“The acquisition of Slintel reaffirms 6sense’s commitment to leading the RevTech Revolution by providing the foundational data sales and marketing teams need to achieve predictable revenue growth,” stated the firm.

Slintel expands 6sense’s marketing data for audience segmentation, AI-driven predictions, account prioritization, campaign outreach, and personalization.  Slintel insights also highlight business and market trends for sales reps, assisting with activity prioritization, outreach, and personalization.

Slintel’s technographics and renewal predictions improve rep timing and targeting.

Slintel’s account insights are gathered from historical data, verified data sources, natural language processing, and human validation. 

Slintel Account Intelligence includes Intent, Technographics, Firmographics, Events, and Decision Makers.

“Data has always been an essential component of the 6sense platform, and we continually look for ways to bring more actionable and accurate data into the platform,” said 6sense CTO Viral Bajaria. “After evaluating many data providers over the past year, we selected Slintel because of the way they capture data as well as the uniqueness and accuracy of the data provided in their platform, all of which will help 6sense customers outperform their competitors.”

Slintel gathers data for 100 million contacts and 15 million companies.  Half the contacts have business emails, and 15% include direct-dial numbers.

“Slintel amplifies 6sense across four critical dimensions adding: modern business contact data from verified sources; enhanced technographics, including AI-powered confidence scores and predictions; robust buyer insights powered by account and contact-level psychographic data; and deep market insights on account events, expansions, and other noteworthy changes. Collectively, these data-driven features deliver a unique intelligence layer that helps fuel 6sense’s powerful ability to uncover buyers both before and during their purchase journey.”

Slintel Press Release (October 5, 2021)

Slintel was enjoying rapid growth at the time of acquisition, with revenue up 500% year-over-year.

Slintel CEO Deepak Anchala noted he had been approached in the past about acquisition but passed on the opportunities as they wanted to continue developing the Slintel vision.  However, he viewed 6sense differently due to the alignment of the firms’ world views.

“Both teams strongly believe that the market is becoming more buyer-driven and that to succeed, revenue teams need to be smarter, more data-driven, and empathetic to the buyer’s interests,” blogged Anchala.  “Our offerings perfectly complement each other.  One is a market-leading GTM Intelligence product, while the other is a best-in-class GTM Orchestration product.  One has an inbound-heavy, product-led motion while the other is great at closing enterprise deals.”

“When thinking about extending the capabilities of the 6sense Platform, our philosophy is to seek companies that add competitive differentiation, maintain high customer satisfaction, and deliver superior customer value,” blogged 6sense CEO Jason Zintak.  “Slintel checks all of these boxes. What makes Slintel’s approach unique is how it captures and delivers data to customers, resulting in superior levels of data coverage, accuracy, and diversity. The combination of Slintel’s data intelligence with 6sense’s industry-leading insights and orchestration capabilities will deliver better outcomes, faster time to value, and a greater return on investment.”

Due to this alignment of vision, product, and GTM expertise, Anchala felt that both companies would be stronger together and “can power better experiences for our customers.”

Anchala was also impressed with 6sense as a “clear market leader” that is outpacing its competition and has “a near-perfect Glassdoor employee rating.”

“Together, we will enable organizations to:

1.Plan, uncover, prioritize, engage, measure, and forecast progress against revenue opportunities

2. Get technographic, firmographic, and business insights at the account level as well as modern contact data to drive more relevant, personalized, and timely campaigns

3. Receive market alerts about relevant changes captured from hundreds of attributes across millions of companies every week

4. Capture more intent signals to uncover revenue opportunities more accurately”

Slintel CEO Deepak Anchala

Anchala advised Slintel’s customers that the sale “isn’t an exit,” but “the beginning of bigger, better things together, and an opportunity for two phenomenal companies to join hands to realize our vision faster.”

6sense is on a roll with 114% revenue growth year-over-year.  Along with acquiring Fortella, it opened offices in London and Australia, expanding its footprint.  In March, it closed on a $125 million Series D.