Oracle Acquires DataFox

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.

DataFox Data Engine Overview (Oracle Presentation, October 23, 2018)
DataFox Data Engine Overview (Oracle Presentation, October 23, 2018)

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.

Customer Data Challenges (Oracle Presentation, October 23, 2018)
Customer Data Challenges (Oracle Presentation, October 23, 2018)

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.

Sales Lead Best Practices

In their recent Information Industry Outlook 2019, Outsell provided the following “last mile to the sale” recommendations for sales lead best practices:

  1. Be at the top of organic search results
  2. 1-2 sentence company description on Home page
  3. Home page links to Services page
  4. Zero dead links on Home, About, or services pages
  5. 2 clicks max to get to contact pages
  6. Person answers phone in 1-3 rings
  7. Zero routing to right person
  8. 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-Leadspace Merger Aborted

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.”

Both firms no longer talk about predictive analytics and emphasize Customer Data Platforms.  The Predictive Analytics space has been squeezed by both DaaS vendors with light scoring tools and integrated AI solutions such as Einstein.

Global5000 Database Adds Contacts

Back before the development of ICP / TAM tools and predictive analytics platforms, B2B marketers would simply describe their target market as the Global 2000 or Global 5000.  The description was overly broad, but it generally meant global enterprises with revenue in excess of $1 billion.

Of course, you could easily refine the list with broad segmentation.  For the sales intelligence vendors of 2005, it was the intersection of G5000 and (Professional Services, Financial Services, Tech firms).

So while there are now tools to refine your target universe, there remain companies that continue to focus on the G5000 concept.  This includes startups and companies with expensive B2B solutions.  It also includes Enterprise Sales groups.

Harry Henry has built a business around the G5000 concept.  For a long time, the Global5000 database consisted of a hand-researched list of billion dollar revenue companies; but, a few weeks ago he released a companion dataset of top US execs for G5000 with plans to sell international contacts in the future.  Henry has partnered with Salutary Data to build his new offering.

Marketers can license the G5000 company set for $2,300.  The accompanying US dataset of 25,000 executives spanning 2,100 firms is available for $3900.  Fields include

  • First & Last name
  • Job Title
  • Address (street, city, state & zip)
  • Email address — 100% fill rates
  • Phone number – Two possible phone numbers with a 35-50% direct dial fill rate.

The contact dataset focuses on Executive Management, Finance, HR/Personnel, Technology/IT, and Marketing.

“To provide you a sense of our vetting process, the contact records are aggregated from some 8 supplier sources and then tested using separate vendors who verify and score the accuracy of emails, phones, and name/title/company.   The results of these tests are used to identify the most accurate data, which enables us to create a data stack.  In addition, external and internal corroboration sources and techniques are also applied to further help identify the most current and accurate records.”

  • Global5000 Website

The contacts file is available with quarterly refreshes.  Segmented versions by industry or job function are not available.

The G5000 database consists of over 5,000 active companies generating $60 trillion in annual revenue and employing 130 million employees.  Revenue per employee of the G5000 firms is $397,000.  The file includes five-year employee and revenue data along with recent events, business descriptions, year founded, industry, segment, market and ticker, and business contact details (e.g. address, phone, URL).

 

Zoominfo Acquires Datanyze and Y Labs

Zoominfo announced that it acquired both San Mateo-based Datanyze and Israeli firm Y Labs last month. Datanyze provides Zoominfo with a deep set of technographics and segmentation visualization tools to complement Zoominfo’s company and contact database. Y Labs, which is moving into Zoominfo’s recently opened office in Ra’anana, Israel, will operate under the name ZoomInfo Israel Limited (Ltd.). Y Labs will supplement Zoominfo’s product development and security operations.

“I am thrilled to be joining ZoomInfo at this time of tremendous growth in the organization,” said Datanyze CEO Ilya Semin. “Bringing together our two organizations is a perfect union, combining Datanyze’s real-time technographic data with ZoomInfo’s unparalleled – and the industry’s most current – company and contact data.”

Semin is joining Zoominfo as the Vice President of Data.

Both vendors heavily employ natural-language processing for building their respective datasets. Zoominfo also mines signature blocks of its voluntary community members. Zoominfo has some technographic intelligence available to its customers, but Datanyze provides a significantly more mature dataset and technographic capabilities. Datanyze has captured technographic intelligence for 35 million companies.

Datanyze provides a free market share analysis tool which segments by market and Alexa Rank or country. Share is based on installations, not revenue.
Datanyze provides a free market share analysis tool which segments by market and Alexa Rank or country. Share is based on installations, not revenue.

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

Schoettle, who joined the company in July, just completed 50 customer discussions over five weeks providing him with insights to both Zoominfo’s strengths and gaps.

“The (customer) advocacy for the company and the product is phenomenal,” Schoettle said. “The second part of our effort now is to round out the data factory we have, looking at all the right data sources, the data quality, and present it to the right end users.”

The acquisition follows a blowout August with billings 53% above July’s numbers. August billing were up 71% year-over-year.

“The growth we experienced in August will continue as we build the industry’s most robust and frequently updated platform for sales and marketing teams thirsting for real-time, on-demand customer data,” said Schoettle. “As we look ahead, we see significant potential to create a world-class development capability in Israel that will allow us to harness leading artificial intelligence and security capabilities which translates into smarter services for our 7,500-plus customers. The rate and pace of change in the data space requires a commitment to innovation and we are thrilled to have this team become part of ZoomInfo.”

Zoominfo also announced the hiring of Brad Noble as VP of Product Design. Noble previously led product design and advocacy teams at IBM Watson, Cloudant, Boathouse Group and MullenLowe.

Datanyze customers will continue to receive support for the Datanyze product offering. Terms of the two deals were not disclosed. Nathan Latka’s database of SaaS vendors listed Datanyze’s 2016 revenue at $6 million, up 50% year-over-year.

Zoominfo has more than doubled its staff over the past year. They are stratified over six locations: Waltham (MA), San Mateo (CA), Grand Rapid (MI), St Petersburg (Russia), Kazan (Russia), and Ra’anana. The Waltham headquarters office is relocating at the end of the year to Constant Contact’s old site along I-128.

The Datanyze acquisition is part of a broader consolidation trend in the technographics and sales intelligence spaces.

Mmojo Data Marketplace Launched (Part III)

Mmojo Data Manager Portfolio View
Mmojo Data Manager Portfolio View

This is part III of my Mmojo coverage.  Part 1 covered data enrichment and part II covered prospecting.  My final blog covers Mmojo’s data partners and pricing model.

Both prospecting and uploaded lists may be appended via the Mmojo data marketplace.  While basic company firmographics are included with the subscription, additional data sets may be appended, some for a fee:

  • Contacts: Contact Function, Level, Title, Email, Direct Dial, Social Links.  Licensed from multiple partners.  Only Stirista has been disclosed so far.
  • Technographics: Aberdeen high-level budget figures, hardware counts (e.g. servers, laptops, printers), IT headcounts, installed technology
  • Extended Firmographics: Geolocation, Alternate Names, Parent Company, Phone
  • Extended Address Data: Secondary Addresses, Carrier Routes, Census Data, Congressional Seat
  • M&A Activity: X8 M&A Activity Index Score
  • Company Classification and Growth Indicators
  • Legal Entity Identifier (free)
  • Public Company Financials: US SEC (free)
  • Taxpayer Data: IRS by City or State (free)
  • National [Medical] Provider ID: CMS (free)
  • Social Security Data by ZIP: US SSA (free)

Premium data set descriptions are provided which include the list coverage rate, update frequency, refresh period (how long licensed without paying for the record again), price per record, fields, and column definitions.

Unlike other firms which treat their company identifiers as proprietary, Mmojo will be open sourcing their ExC company identifiers.  Currently, Dun & Bradstreet D-U-N-S Numbers serve as the de facto global company identifier, but Mmojo will be challenging that status next year when they roll out international company profiles with open sourced ids.

The ExC numbers also support list appends and merging.

“Once appended, users can view their contacts and associated contact analytics.  The analytics enable Mmojo users to detect gaps by showing total number of contacts, percentage of companies with contacts, and the distribution of contacts by function and title, providing key data intelligence to B2B and SMB sales and marketing organizations.”

  • CEO Hank Weghorst

Members of the Austin-based Mmojo team include several former members of the Avention product team including CEO Hank Weghorst, Chief Data Officer Brad Palmer, and CTO Ray Renteria.  While there are some broad stroke similarities between the platforms, Avention never offered a data mart service.

Mmojo does not yet provide marketing automation or CRM connectors, so marketers must upload and download CSV files between Mmojo and these other platforms.

Mmojo is priced at $95 per month with additional charges for premium datasets.  The base service includes support for up to 250,000 unique companies under management, basic company and contact enrichment, and list prospecting.  Credit card and ACH billing are supported.  Premium data may be purchased in blocks of credits as follows:

Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.
Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.

Pricing varies by record type.  For example, Mmojo contacts are priced at 10 credits per record, but Aberdeen technographics are priced at 16 credits per record.  Thus, Aberdeen appends are priced between $0.112 and $0.16 per record.

Contracts may be canceled at any point.

Mmojo tracks which records have been previously downloaded and does not charge again for a record if it is being downloaded within a refresh window (six months for most vendors).  Users are only charged for premium data downloads.

An Enterprise service option is available for firms requiring multiple seats, more than 250,000 managed records, or custom configurations.

Mmojo is offering free ten-day trials.  Trialers have view-only access to the tool and do not need to provide payment details during the trial.  When lists are shared with non-users, they are also eligible for ten day trials.

The service includes a set of context sensitive help tools and videos.  A customer forum is also available for asking questions.

This is one of the most mature product launches I have seen.  The service includes a broad set of functionality, clean user interface, deep content partnerships, complete help and training tools, and a full press page.  When discussing the product pre-launch with Weghorst, there was a clear product positioning and defined target market segment.  The service also offers unique product pricing (hybrid subscription with premium data sets) and business models.

Mmojo Data Marketplace Launched (Part II)

 

 

Mmojo offers segmentation analysis and look-a-like prospecting.
Mmojo offers segmentation analysis and look-a-like prospecting.

(Part II of my coverage of the Mmojo launch.  Yesterday I covered Mmojo’s enrichment capabilities and tomorrow I will cover pricing and data vendors)

Mmojo’s prospecting module supports both traditional prospecting and ABM list cloning.  The Build a List User Interface is straightforward with filtering by

  • Location: State, City, ZIP
  • Company Name
  • Company Attribute: Public/Private/Government, HQ/Sub/Branch
  • Size: Revenue, Employees
  • Technology
  • Industry: Industry Keyword, SIC
  • Contacts: Function, Level, Keyword
  • Indicators: Home Office, Woman Led, Minority Led, Franchise

Type-ahead suggestions help with quickly entering cities. technologies, industry, and job functions/levels.

Missing geographic selects included counties, MSAs, ZIP Ranges, Email and Direct Dial Availability.  The inability to easily refine by location may be a hindrance to SMB sales.

The Industry selects are by keyword and SIC code, but the keyword search which supports typeahead suggest is sluggish. NAICS codes are coming next month.

Mmojo offers a matrix for quickly selecting job functions and levels.
Mmojo offers a matrix for quickly selecting job functions and levels.

A nice feature is the ability to quickly select contacts by function (Sales, Marketing, Engineering, IT/IS, HR, Finance, Operations, Planning) and Level by clicking or dragging the clicked mouse across a grid (see image on right).  Users can also enter keywords, but the list was mostly high-level titles and general functions.  Missing were key roles such as purchasing, sales operations, accounts receivable, accounts payable, security (except CISO), and compliance (except CCO).

Another welcome feature is the ability to save multi-variable filters allowing marketers to store territories or industry segments for quick recall.

Previously uploaded or built lists may be used for list suppression (e.g. exclude current customers and prospects) or as a constraint list (e.g. subsetting of a current list for targeting).  The system also maintains a Master List for this purpose.

When prospecting, marketers can grab a random subset of the list for a campaign or for forwarding directly to sales reps.

Lists can also be used to find mMore-like-these cloned companies.  The peer feature allows users to define the relevant variables and weights to be assigned to them.  Thus, a regional tradeshow list can be used as a seed file for additional prospects, but with the location variables relaxed; additional variables (e.g. deployed technology, growth indicators, corporate attributes) can then be assigned corresponding weights.  This feature is easily managed via a drag-and-drop tool and visual indicators.  As a segmentation analysis is also displayed, marketers can analyze the seed file as they adjust the selection criteria and weights.

I had one significant concern: the workflow from building a list to viewing it is not clear and is likely to frustrate trialers and new users.  Nevertheless, the user interface is otherwise straightforward and the dynamic segmentation (see left side of top image) is beautifully rendered and informative.


Part III discusses Mmojo content and pricing.