LeadSpace is now including Bombora intent data in its Customer Data Platform. Bombora’s company surge data helps identify which companies are in market for products and solutions based upon surges in topical interest above historical baselines in the topic. “Customers can combine the resultant intent insights with Leadspace Predictive and Persona scores to accurately predict prospects’ readiness to buy in real time.”
LeadSpace customers can target
outreach based upon topical interest, prioritize sales and marketing activities
using intent data within predictive models, and personalize ad campaigns with
messaging and content around surging topics.
LeadSpace customers employing an ABM strategy enjoy improved account list building and engagement due to the partnership. They can also identify net-new prospects using look-a-like modelling and surge data.
“ABM succeeds when sales and marketing work closely toward the same goals. The easiest way to find that success is for both departments to start with insights from a single data source. Intent data that shows which target accounts are actively in-market helps sales and marketing tailor their efforts to the best prospects, and avoid those that are not engaged in the buying cycle. Working with Leadspace ensures the easy orchestration of Bombora’s insights across these departments.”
Erik Matlick, CEO and co-founder of Bombora
Intent data also assists with
sales-marketing alignment via harmonized messaging. According to David
Tam, Director of Marketing at OneLogin, “I’ve never worked anywhere before
where we could run a fully-integrated and aligned marketing campaign and sales
play, where the messaging matches. Our marketing emails are talking about the
same things that our sales reps are talking about. That alone is enough to get
brownie points with Sales!”
European Sales Acceleration vendor Cognism continues to demonstrate strong
momentum out of the gate with a second funding round. The firm closed on
a £2.8 million round from investors including Oliver Wyman, South Central
Ventures, LCIF, Newable, and existing investors.
The expansion capital will be
“used to enhance the solution for Enterprises and also expand the offering into
the Financial Services sector.”
“Cognism is moving beyond
sales intelligence and applying its patented machine intelligence technology to
understand the revenue challenges at the Enterprise level,” said CEO James
Isilay. “There is a natural fit between the data and analytics the
Cognism platform provides and the strategy that can then be derived to enhance
revenue at the Enterprise level. We are keen to showcase this value to this
sector and hope our collaboration with Oliver Wyman will propel us forward and
continue our strong growth.”
Cognism, which was founded in 2016, already has over 200 customers and has posted 617% revenue growth year-to-date. The firm offers a data set of 400 million global companies and contacts. Their Prospector service supports persona based prospecting, sales intelligence, and CRM connectors. Other products include Refresh CRM enrichment and Engage sales acceleration (sales engagement).
“Our clients are continuously looking for new ways to accelerate growth. Cognism technology will provide our clients with dynamic insights into their existing client base, enabling them to develop more targeted solutions and improving sales success. At the same time, Cognism technology will allow our clients to make a step change in their prospecting efforts. Cognism’s data asset will allow our clients to identify prospects matching detailed personas, leveraging data on over 400M companies and individuals.”
Kai Upadek, Partner at Oliver Wyman
Cognism also announced the addition of Vidyard GoVideo to outbound emails. Vidyard’s video “selfies” help sales reps personalize communications and “build stronger relationships with their prospects” with “one-to-one videos on-demand in a matter of moments.”
Technology marketing services vendor Aberdeen acquired intent vendor The Big Willow, creating anew marketing category of intent qualified leads for sales reps. No financial details were provided.
The Big Willow describes itself as the “the leader in buyer intent data science and intent-targeted digital advertising.” The firm monitors billions of daily web interactions to determine the interest intensity level across product categories. The goal of intent data is to identify prospects early in the buying cycle so that vendors can begin marketing to them before they reach out to competitors, “thereby providing sellers a first-mover advantage and resulting in vastly more effective marketing and sales investment.”
Aberdeen CEO Marc Osofsky explained why a market research firm bought a source of intent data, “B2B marketing is undergoing a fundamental change as buyer journeys are now primarily online, and massive new data streams become available to improvethe performance of marketing and sales. Our role is to capture and analyze this new buyer behavior data to help our clients improve marketing and sales performance.”
The Big Willow captures keywords and IP addresses and links them to D-U-N-S locations. The firm also performs natural-language indexing of web sites for keyword assignment.
“We are focused on helping clients convert intent data into new wins,” said Osofsky. “The addition of The Big Willow makes us the only company with all ofthe necessary capabilities to deliver results from the power of intent data.”
Buyer intent data captures the online research of actual buyer journeys and determines a purchase intent signal from the noise of normal activity. Doing this at internet scale with keyword precision creates the most accurate way to predict who’s in market for your products or services. Companies use these predictions to improve the performance of account-based marketing, targeted advertising, demand generation programs, content marketing and more.
By combining The Big Willow’s online interactions (topic, keywords, PageURL, andOpt-in), Aberdeen’s targeting data (company, location, contacts), and first-party visitor intelligence and win/loss history, Aberdeen builds models to identify sales ready leads. Aberdeen further helps identify opted-in, qualified contacts via its research library and call center. Models are based on 18 months of buyers’ journeys indexed down to the device id.
“Marketing often struggles to deliver sales ready leads – content syndication leads can stall out in nurture, ABM activity does not lead to sales meetings,” says Aberdeen. “Our Intent Qualified Demand programs deliver because we do what the other approaches lack. We reach out as Aberdeen to target titles at in-market companies with research-based self-assessments to qualify
Aberdeen’s approach differs from predictive analytics in that they identify specific contacts showing current interest whereas predictive analytics models focus more on identifying companies which are similar to current customers. Based on their buyer journey data and client closed/loss history, Aberdeen claims that their models achieve 91% accuracy in predicting purchase intent based on blind tests run by clients.
The Big Willow tracks buyer journeys across 3.7 billion device ids and 12 billion webpages. The firm captures 480,000 keywords. Aberdeen claims to offer “the largest, most accurate and highly targeted [intent data] in the market today.”
To further its goal of identifying Intent Qualified Opportunities, Aberdeen has grown its contacts file to 60 million names tied to geolocations and companies.
“Combined, Aberdeen and the Big Willow now deliver intent-qualified opportunities that include the specific company location of the intent and the target titles’ contact info,” said the firm. “Clients have the option of a full-service, cost per lead program, a data lake delivery, or the opportunities and contacts sent directly into their CRM.”
The Big Willow CEO Charlie Tarzian has been named President and Chief Innovation Officer of Aberdeen while Keith Blackwell has assumed the position of Aberdeen Chief Operating Officer.
The Aberdeen Group was spun off of Harte-Hanks several years ago and contains Aberdeen market research and the old AccessCI (aka Harte-Hanks Market Intelligence) technographics database.
InsideView rolled out a pair of enhancements to its CRM Refresh product. Along with Accounts, Refresh now cleanses and enriches Contact records, matching both record types against its reference database of 13 million companies and 33 million contacts.
Refresh also supports email validation, an important function for maintaining data quality. Both matched and unmatched records are processed on a semi-annual basis. Email validation is performed by StrikeIron, an Informatica company.
The Refresh dashboard (on right) provides match and field-level fill rates for both account and contact records.
“Valid email addresses lower bounce rates and increase deliverability of marketing campaigns, resulting in greater response rates and higher ABM program success,” wrote the Customer Success Team to its customers. “Successful sales outreach also depends on accurate contact information, including whether anexisting contact has moved on to another job.”
“Employees just don’t stay in one job at one company any more, and keeping up with all that job shifting is a nightmare of CRM management. Today we’re giving sales and marketing ops one more weapon in the battle against stale CRM data. Other cleansing solutions only clean the contacts that exist in their systems, but email validation allows InsideView Refresh to add value to any contact with an email address.”
Adam Perry, InsideView director of product management
Pricing is available both on an à la carte volume basis and a seat-basedmodel similar to Data.com. The idea is to provide an “easy switch” fromData.com Clean and Prospector to InsideView. “We match allcapabilities and price to make it very easy for customers to switch,” said VPof Product and Solution Marketing Joe Andrews. “We’ve seen a significant growth in demand for this since it’s become more generally known that Data.comis being sunset.”
Few firms have integrated email validation into their cloud or CRM hygiene offerings, leaving firms with bad contact records which cannot be matched against reference datasets. Products such as D&B Optimizer, InsideView Refresh, and ReachForce SmartSuite are the exception, helping improve delivery rates and email sender scores by verifying emails, even for unmatched records.
Refresh is available for both Salesforce and Microsoft Dynamics.
Oracle recently acquired DataFox, providing them with access to 2.8 million company profiles, including funding and M&A data. DataFox “gives customers real-time insight to know when a business exhibits noteworthy behaviors.”
“The combination of Oracle and DataFox will enhance Oracle Cloud Applications with an extensive set of trusted company-level data and signals, enabling customers to reach even better decisions and business outcomes,” wrote Oracle’s EVP of Applications Development Steve Miranda to customers and partners.
Oracle provides the following deal shorthand:
Oracle Cloud Applications + DataFox = Even Smarter Decisions
DataFox is growing its database at 1.2 million companies annually. The database will deliver real-time insights into its cloud-based ERP, CX, HCM and SCM platforms.
In a bit of extreme puffery, Oracle described DataFox as the “the most current, precise and expansive set of company-level information and insightful data.” Bureau van Dijk and Dun & Bradstreet have 50X the active company coverage including detailed global linkage, risk models, and multi-year financial data. Bureau van Dijk also offers the Zephyr database, an M&A and funding dataset with over twenty years of closed, pending, and rumored deals. Where DataFox may have an advantage is in their focus on mid-size and emerging companies which have been recently funded, but this is a small subset of the company universe.
DataFox will continue to sell and support its products. However, the DataFox roadmap and product line are fluid:
“Oracle is currently reviewing the existing DataFox product roadmap and will be providing guidance to customers in accordance with Oracle’s standard product communication policies. Any resulting features and timing of release of such features as determined by Oracle’s review of DataFox’s product roadmap are at the sole discretion of Oracle. All product roadmap information, whether communicated by DataFox or by Oracle, does not represent a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. It is intended for information purposes only, and may not be incorporated into any contract.”
Along with AI insights, Oracle called out the needs for quality data to back data maintenance, artificial intelligence, and business signals.
DataFox has over 275 customers including Goldman Sachs, Bain & Company, Outreach, Live Ramp, and Twilio.
DataFox raised $19 million in funding. Terms of the deal were not disclosed. In January 2017, DataFox was valued at $33 million by Pitchbook.
Oracle should study Salesforce’s acquisition of Jigsaw (later renamed Data.com) as a cautionary tale. Software companies struggle in selling data files as company and contact data decays rapidly and it is difficult to push data quality above 90% absent large editorial investments. Furthermore, Jigsaw never represented more than 1% of Salesforce revenue so quickly fell off of the company’s internal radar. The firm is now looking to decommission Data.com and asking its AppExchange partners to fill the sales intelligence and data hygiene gap left in its absence. Coincidentally, DataFox is one of Salesforce’s Lightning Data partners.
On the positive side, LinkedIn hit $1.3 billion last quarter and has thrived under Microsoft’s ownership. However, LinkedIn was a much more mature company at acquisition than DataFox with multiple revenue streams and a unique user generated content model. Microsoft has provided LinkedIn with development capital and allowed it to maintain its independence. It has also looked to leverage LinkedIn and Microsoft strengths when building sales and marketing products, instead of simply copying other vendors. For example, Sales Navigator continues to respect the privacy of its members while using aggregated data to provide hiring and employment insights that other companies cannot deliver. Navigator has also added strong messaging tools (chat, InMail, and PointDrive) which work around its lack of company emails. Other innovations include SNAP workflow connectors, its new Pipeline CRM updating tool, and Buyer’s Circle for identifying the buying committee at large firms.
In their recent Information Industry Outlook 2019,Outsell provided the following “last mile to the sale” recommendations for sales lead best practices:
Be at the top of organic search results
1-2 sentence company description on Home page
Home page links to Services page
Zero dead links on Home, About, or services pages
2 clicks max to get to contact pages
Person answers phone in 1-3 rings
Zero routing to right person
5 seconds or less to reach the right person
“If you are doing all the marketing in the world and you’re not picking up your phone or there’s no phone number on your website, you’re not going to have the results that you want,” said Outsell CEO Anthea Stratigos.
While the above recommendations were made for the information industry, they are broadly applicable to businesses regardless of size or industry.
Stratigos did not discuss conversational marketing bots such as Drift, but rapid response times and appropriate routing should be goals when implementing those tools as well.
Radius and Leadspace quietly called off their merger back in August, agreeing not to point fingers at each other and continue supporting joint customers.
“At the end of the day, private to private mergers are incredibly hard to pull off. In this case, despite all of the best intentions in the world, we could not get to something that would work for all sides,” Leadspace CEO Doug Bewsher told Demand Gen Report. “We are excited to see the evolution and clarity around the whole customer data platform really starting to define itself in B2B.”
Bewsher remains bullish about Leadspace and the Audience Management space:
Leadspace pioneered this space when we launched our Audience Management Platform two years ago. We continue to see great success with customers as they both simplify their data management processes and bring additional data driven insights and recommendations into their activities. Whether driving an ABM strategy, a content marketing / inbound lead driven strategy, or outbound prospecting, the right data and insights deployed into systems of engagement is typically the first step in any company’s success…
We look forward to working with you to develop, build and lead this category as we continue our mission to help B2B sales and marketing teams drive a new level of engagement, targeting and resulting revenue for their organizations.
Leadspace had a strong Q2 with its “best ever revenue growth.” New customers include SAP and Splunk. Growth was driven by the increasing recognition that B2B firms require a data-agnostic Customer Data Platform “which brings together many different data sources at the company- and individual-level, drives recommendations, insights and a single source of truth through AI, and then has a single point of integration into multiple executions systems (CRM, MAP, Ads etc),” said Bewsher.
“Radius and Leadspace agreed to continue operating independently and are now partnering to support joint customers,” said Radius. “Radius’ customer data platform is the first for B2B, and we will focus on offering enterprise companies integrated, unified and trusted data across all go-to-market systems, while Leadspace’s audience management platform will continue to equip companies with audience enrichment and analytics.”