Keeping on the gifting theme, Boston-based Alyce announced a partnership with Salesloft to support “smart gifting” on the Salesloft Sales Engagement Platform. The partnership lets sales and marketing teams natively send gifts through Salesloft.
Alyce appears within the Salesloft People page side panel, where reps can select a gift and personalize the message. Gifting options include physical gifts, gift cards, subscriptions, branded swag, on-demand services (e.g., in-home massage, portrait session), experiences (e.g., walking tours, helicopter rides), and donations. Alyce’s AI suggests three gift choices, but reps can select other choices from the marketplace.
“Actionable insights, seamlessly integrated together can help your sales team say the right thing, to the right person, at the right time with the right gift to drive action that’ll ensure your team hits your targets month after month,” wrote Alyce.
A gifting history provides details on which gifts have been received and how the prospect engaged with the gift, helping revenue teams “optimize follow-up to drive greater impact.”
Alyce employs AI to assist with gift selection from its curated global marketplace. Alyce recipients are sent a physical or digital notification of a gift, which they can choose to accept, exchange, donate, or decline.
“Our partnership with Salesloft is such a natural match. We are both committed to enabling revenue teams to build strong relationships and improve business results with the help of smart technology. At Alyce, we are thrilled that our integration with Salesloft is giving marketing and sales teams new gifting superpowers right in their workflow that will allow them to deliver meaningful moments, increase revenue, and create greater impact.”
Alyce CEO Greg Segall
In a case study, Salesloft enjoyed a 50% increase in alignment between BDRs and strategic marketing with Alyce and drove a 9% increase in meeting attendance. Furthermore, twenty percent of gifts sent resulted in new opportunities.
“Through the platform, we have uncovered an increase in the sales team’s ability to sell to our target personas,” stated Nabiha Balala, Senior Manager of Enterprise Marketing at Salesloft. “Alyce has been such a game-changer. It’s organically become part of our everyday sales process.”
Alyce’s physical gifting is currently limited to the US and Canada. However, gift cards may be sent to the US, Canada, Britain, and Ireland.
Alyce raised a $30 million Series B in April.
I’ve been running a series on Offline Marketing Automation (E-Gifting and Event Marketing) this week: My other posts:
The Postal market supports 600 vendors, providing them with a corporate sales channel without spending on corporate channel marketing. Their vendor network is growing organically through word of mouth. Last month they added 149 vendors.
“Vendors can add their products to the Postal Marketplace and get direct access to B2B buyers as their preferred corporate sending partner,“ Product Marketing Director Allyssa Eclarin explained to GZ Consulting. Items can be purchased off-the-shelf or customized. For example, companies can send cookies with corporate logos or baby gifts with the child’s name or curated boxes for special occasions.
“People don’t necessarily want another Starbucks gift card. They want to hear that you heard them, that you value them, and that you understand their interests. Maybe you send them a mug of their favorite sports team or where they went to college, or a new baby bundle. Personalization matters. And that’s what we’re finding is people are getting more personalized than ever. People are automating this channel, and it’s working.”
Postal Director Product Marketing Director Allyssa Eclarin
Furthermore, now that we are entering people’s homes via Zoom, there is a greater level of intimacy for personalizing gifts.
Postal also supports automated direct mail, incentive marketing, brand advocacy, internal and external events, and branded company swag. CRM and MAP partner platforms include Salesforce, Marketo, HubSpot, and Eloqua.
For Salesloft and Outreach, Postal may be added as a sequence/cadence step, streamlining the gifting process. Gifts may be sent via email, social, direct message, or direct mail, with Postal tracking gifts and supporting analytics such as the cost per touch. Postal also offers a “Magic Link,” a unique URL that can be inserted into an email or social channel. For example, reps can send gifts through a DM and avoid the “what’s your email?” discussion with a magic link. The link is then tracked for shipping, attribution, budgeting, and analytics. Magic links can also be used for “send on behalf of” situations (e.g., an SDR building a relationship for the AE).
With face-to-face meetings stopped during the pandemic, e-gifting and personalized gifts are among the few methods for building goodwill and generating positive memories. Offline marketing platforms such as Postal, Sendoso, PFL, and Alyce have seen robust growth over the past eighteen months as sales reps struggle to build relationships.
Traditional gifting has been cumbersome and difficult to track, but offline marketing platforms streamline gift selection, logistics, and tracking, letting reps know when a gift has been received. Gifting serves multiple purposes: establishing a relationship, rewarding webinar attendance, keeping in touch with a champion during an absence (e.g., health, maternity / paternity leave), or maintaining goodwill (e.g., holiday gifts, birthday gifts).
“As marketing becomes increasingly technical and formulaic, businesses are struggling to create moments that break through the noise. The adoption of digital marketing has ironically made it harder than ever to truly connect with consumers. Postal is among the first to personalize marketing automation by creating a bridge between a boutique front-end marketplace and the established systems already embedded in most marketing technology stacks. The friction between offline and online marketing disappears, making it simple for brands to build more meaningful connections with consumers in any industry.”
Eugene Lee, OMERS Ventures (Postal.io investor)
Along with the funding round, Postal announced a set of product enhancements:
Domestic and international warehousing for branded products.
International gifting across seventy countries with wallets and pricing in local currencies.
Postal Events, launched in February, supports hybrid teams. Postal Event enhancements include custom event images on event pages, customized event email templates and messaging, custom form fields on registration pages, and integration of Postal Events with Salesforce Campaigns.
Calendar booking on gift landing pages
Postal.io posted 10X ARR growth year-over-year and added over 250 new customers and 4,000 users. The firm is based in San Luis Obispo.
Postal and its competitors disagree on their category name, with terms such as Tactile Marketing, Sending Platform, and Personal Experience Platform. Postal uses the category name Offline Marketing Automation. The G2 review site has the firms categorized as Account-Based Direct Mail Software.
Postal customers “get it.” They say, “you’re going to automate this channel that I know works. I’m already spending the money, but I have no way to attribute it, track it, push it back, check the ROI, or anything like that without a platform. Now, with Postal, they can, and customers are resonating with the term ‘offline marketing automation’,” explained Eclarin. “We’re seeing the same thing happening to our category as we saw with email marketing automation boom, with the rise of MailChimp and the like. We have given teams an automated, scalable, and repeatable way to manage their offline channels. “
A Postal license runs across the company with no per-seat pricing. Instead, admins set up individual and departmental budgets. Thus, the HR department can leverage Postal to build camaraderie (e.g., events), welcome new employees with swag packages, and express congratulations (e.g., baby, company anniversary). Likewise, managers can send gifts to reward performance.
Building camaraderie during WFH has become increasingly important for Postal. When events launched, roughly 70% were for marketing and 30% for team building. However, as Zoom fatigue settled in and the pandemic slowed the return to offices, companies began looking for fun team-building exercises that avoid Zoom burnout. Thus, corporate event volume has moved closer to parity with marketing events.
This is the third in a series of articles on Offline Marketing Automation (i.e. e-gifting and digital event marketing).
Offline Marketing Automation Platform Postal.io closed on a $22 million Series B led by OMERS Ventures, with current investor Mayfield Fund also joining the round. The series raised total funding to $31 million.
The funds will be directed toward growing the Postal.io team, ongoing product development, and international expansion. The firm is looking to address the lack of tracking, attribution, automation, and scale in the $120 billion market for direct mail, personalized incentives, branded swag, and corporate gifting.
Postal offers an “expansive marketplace featuring high-end, locally curated items from specialized vendors” that foster “meaningful experiences to drive better engagement with prospects, increase conversion rates, and boost employee engagement.”
“Teams that were once manually sending offline touchpoints are now able to efficiently automate and track direct mail, branded company swag, personalized gifts, and virtual events at scale. We help companies leverage this proven channel with a frictionless, team-agnostic platform. Companies are using Postal.io across their organization to deliver more meaningful, impactful, and delightful experiences.”
Postal.io CEO Erik Kostelnik
Events began as mostly marketing activities, but with so many employees working from home, roughly half of their events are employee team-building activities or celebrations. Postal claims an average attendance rate of 90% for its events.
Postal offers a concierge team that operates as an “extension of your marketing team.” Postal Concierge assists with managing “curated, branded, specialty items, and experiences that are guaranteed to surprise and delight your prospects and clients.” The Concierge team also assists with event customization and talent booking.
Another feature is collections. Instead of picking a single item, the rep sends a link to an array of themed items, allowing the user to choose from the collection. Thus, a drink collection would include coffee, tea, and cocoa options. Likewise, a cocktail-making event would offer a mocktail option.
Part II continues with a discussion of the Postal Marketplace and integrations.
With travel restricted and many executives continuing to work from home part-time or full time, face-to-face meetings and tradeshows will remain difficult for the foreseeable future. One of the successful workarounds has been offline marketing and e-gifting. Firms such as Sendoso, Alyce, PFL, and Postal have had significant success in rising above the din of digital marketing. I will be posting a set of articles on these firms over the coming days, beginning with Sendoso’s recent funding round.
San Francisco-based e-gifting platform Sendoso closed on a $100 million Series C round and announced plans to open a European headquarters in Dublin. The Irish office will include a dedicated logistics and supply center to support the firm’s 20,000 global customers. The new facility supports its multinational customers and expands its opportunities within the EU. Beyond logistics and warehousing, the Dublin office will host an engineering team, marketers, customer success, and an inside sales team focused on European sales.
The funding round was led by SoftBank Vision Fund 2 and raised Sendoso’s total funding to $152.7 million. Existing investors Oak HC/FT, Struck Capital, Stage 2 Capital, Craft Ventures, Signia Venture Partners, and Felicis Ventures also participated.
“We believe Sendoso offers the most comprehensive end-to-end gifting platform in the market,” said Priya Saiprasad, partner at SoftBank Investment Advisers. “Their platform includes a global marketplace of curated vendors, seamless integration with existing tools, global logistics, and deep analytics. As a result, Sendoso serves as the backbone to enterprises’ engagement programs with prospective customers, existing customers, employees, and other key stakeholders.”
CEO Kris Rudeegraap termed the round a “major milestone” for the firm. The funds will be deployed to expand its products, services, and global footprint, including the Dublin facilities.
Sendoso sends corporate swag, regular physical gifts, and gift cards on behalf of its sales and marketing clients. In addition, the platform supports gift ordering, logistics, packing, custom packaging, and shipping. Sendoso is integrated with CRMs, MAPs, and SEPs, including Salesforce, MS Dynamics, HubSpot, Marketo, Outreach, Salesloft, and Groove. The firm has also partnered with ABM Platforms Terminus, Demandbase, and RollWorks.
According to Sendoso, customers enjoy a 55% net increase in new opportunities by “creating authentic connections that show prospects you care.” The firm suggests that marketers “send a coffee eGift before an event to encourage prospects to stop by your booth.” Reps can then “show them you’re listening by sending personalized gifts based on their interests and hobbies. If they’re a sports fan, send them a blanket with their favorite team or give them tickets to a game.”
In the absence of face-to-face meetings, e-gifting has helped build relationships and break through the digital noise. According to HubSpot platform data, virtual selling became significantly more difficult due to a flood of messages during the pandemic. For example, sales emails spiked 59% in Q2 2020 compared to pre-Covid levels, causing a thirty percent drop in buyer response rates compared to before the pandemic.
“Everyone was stuck at home by themselves, saturated with emails,” said Rudeegraap. “Having a personal connection to sales prospects, employees, and others just meant more.” Sendoso claims that it has the “marketplace selection and logistics precision of Amazon.com,” but with greater personalization. For example, Sendoso supports handwritten notes, special boxing, and an Amazon partnership that routes Amazon orders to Sendoso for repackaging.
“There are a lot of things we do uniquely in terms of what we have built throughout our software, gifting options, and logistics centre. We really personalize our gifts at scale with handwritten notes, special boxing, and more,” something that Amazon cannot do. We have built a lot of unique technology and logistics software that would make it hard for Amazon to compete.” He said that one of Sendoso’s integrations is actually with Amazon, so Sendoso users can order through there, but then the gift is first routed to Sendoso to be repackaged in a nicer way before being sent out.”
Sendoso CEO Kris Rudeegraap
Rudeegraap is a former sales executive who found gift-sending valuable but cumbersome. This experience led him to found Sendoso in 2016 with Chief Alliances Officer Braydan Young. The firm has fulfilled three million gifts over the past half-decade.
“I was manually packing boxes, grabbing swag, coming up with handwritten notes,” he recalled. “It was inefficient, but it worked so well. So I dreamed up an idea: why not be able to click a button in Salesforce to do this automatically? Sometimes the best company is one that solves a pain point of your own.”
Sendoso has 500 global employees with plans to grow its headcount by thirty percent by the end of the year. Sendoso did not disclose its valuation, but TechCrunch estimated it at $640 million.
Drift became the latest RevTech unicorn following a strategic equity investment by Vista Equity Partners. The firm did not disclose the size of the investment nor its valuation, only that the valuation exceeded $1 billion. Vista will hold a majority stake in Drift when the transaction closes in Q4.
“In partnership with Vista, Drift will continue to invest in its customers’ success while expanding its product leadership, scaling globally and bringing Conversational Commerce to more B2B businesses,” announced the firm.
Vista exclusively invests in enterprise software, data, and technology-enabled businesses.
Cancel told TechCrunch that Drift’s goal wasn’t to create a unicorn but that he and founder Elias Torres are proud to be examples for other Latino entrepreneurs:
“Drift is now part of the less than 1% of #latinx founded companies to ever achieve that milestone [$1B+ valuation].
Elias Torres ⚡️ and I believe we have a responsibility to pay it forward, to inspire other people, who are often marginalized and don’t believe they can break the glass ceiling to know that they too can do it. So today we want our #latinx community to know that together we have taken another step forward in our fight for an equitable future.”
Drift CEO David Cancel
Drift, which offers “conversational commerce for B2B,” has over 50,000 sales and marketing customer teams on its Conversational Sales platform. Drift integrates chat, email, video, and artificial intelligence to power conversations on the website and with sales reps.
75% of its customers were described as mid-market enterprise clients by Cancel. Customers include ServiceNow, Okta, Grubhub, Mindbody, Adobe, Ellie May, and Snowflake.
“Over the next decade messaging will continue to eat the world and that in order to survive and compete, enterprise businesses will need to flip the traditional model, remove friction, and put customers first. The businesses that win will be the ones that make it simpler for customers to buy from them…
Our bet is that conversations will transform the entire B2B revenue function, and with a partner like Vista, who has helped to transform and grow companies like Marketo and Wrike in recent years, we are excited for what’s next.”
Drift CEO David Cancel
Drift continues on its hypergrowth path, growing ARR 70% in 2020 with a similar growth trajectory this year. However, the company is not yet profitable as it is focused on growth.
“Our purpose as a company remains simple and consistent: Build a platform that makes it simpler for customers to buy from you. We have an opportunity to bring learnings from the B2C buyer experience to the enterprise and introduce Conversational Commerce as a new B2B category,” said Drift CEO David Cancel. “Given its extensive experience investing in next-generation SaaS companies, we believe Vista is the best partner to help Drift – and our customers – further these efforts. I am excited to work with Vista’s team of investors, operators, and technologists who will help us fulfill our ambitious vision and lead the Conversational Commerce category for decades to come.”
Cancel has his eye on taking the company public, with Vista providing a “clear path” to an IPO.
“As a next-generation SaaS company with a strong leadership team, differentiated platform, and passionate customer base, Drift is uniquely qualified and well-positioned to define and lead this new market of Conversational Commerce,” said Monti Saroya, co-head of the Flagship Fund and senior managing director at Vista. “It is a privilege to partner with talented founders like David and Elias, and we look forward to supporting them and the entire Drift team to help advance their vision to remove the friction from business buying, and in turn, create tremendous value for customers as Drift’s hypergrowth continues to accelerate.”
Boston-based Drift slowed its employment growth rate with the advent of the pandemic but accelerated its hiring in 2021, with an increase of 151 employees since December. In addition, the sales team has grown 33% over the past six months to 136.
The company appears to have started a consulting organization, growing from 2 to 18 consultants over the past year. In August, the firm hired Ryan Slinkard as their VP of Professional Services.
RevTech is a field with several minority immigrant founders of unicorns. I have recently also covered Manny Medina (Outreach CEO; Ecuador; $4.4 billion Valuation) and Tope Awotona (Calendly; Nigeria; $3B+ Valuation). Awotona was recently named a board member of SalesLoft, another RevTech unicorn.
European Sales and Marketing Intelligence vendor Vainu released Workflow Triggers for target account monitoring. Workflows leverage recent enhancements to the company’s firmographics, user interface, and CRM integrations.
Workflows are available for Salesforce, Dynamics 365 Online, HubSpot, and PipeDrive and support Account, Contact, Lead, Opportunity, and Task records.
Workflows setup requires four steps:
Select the target group for tracking
Define the filter options such as signal events (e.g., funding, new hires, M&A), data changes (e.g., revenue, employees, address), or new companies in the target group. Over 70 triggers events are available. Data changes may be triggered by any licensed data field.
Choose the destination (CRM, Slack, email, or webhook).
Set context including the number and frequency of triggers, additional information, and notes. “For example, if you’re monitoring accounts to launch account-based marketing campaigns, you can update a data field in your CRM object with custom text saying ‘ABM campaign Q3/2021’,” wrote Head of Marketing Aamer Hasu.
Sales Operations can map data fields with custom text, providing context to data updates and workflows.
Workflow Triggers identify “any significant changes in real-time and use them to trigger workflows across your business systems,” said Hasu. “They’re perfect for nudging prospects over the line and discovering sales opportunities you never knew existed.”
Vainu data covers Norway, Sweden, Finland, Denmark, Netherlands, France (beta), and the United Kingdom (beta). Users may license one or multiple countries.
One gap in the offering is the lack of support for Sales Engagement Platforms (SEP) such as SalesLoft and Outreach. SEP functionality is a logical extension to Workflow Triggers. While SEPs are less established in Europe than in North America, both companies have opened EMEA sales and support offices in London.
Vainu is offering fourteen-day free trials to the service. Email as a trigger destination is available for all users, but CRM integrations are sold separately.
Terminus announced the immediate availability of its next-generation chat offering, Terminus Chat Experiences, which is native to its ABX platform. Terminus claims that Terminus Chat Experiences drives a 700% increase in target account engagement and has already powered more than four million conversations.
Chat Experiences builds upon its 2020 acquisition of Ramble. Built within the Terminus platform, Chat Experiences routes conversations to the appropriate rep “in seconds.” Along the way, Terminus playbooks collect visitor data, trigger sales automation steps, and qualify inbound traffic in real-time.
Terminus Chat enhancements include new Chat views and dashboards, a new Chat engagement window, and a HubSpot for Chat integration. Reps can monitor the website and reach out to visitors pro-actively, based upon their viewed content.
The chat builder supports both linear workflows and visual workflows. Connectors support Salesforce, HubSpot, Marketo, Outreach, SalesLoft, Calendly, and Google Analytics.
Other features include Chat from Anywhere one-click chat links from emails, display ads, social, and other channels; chat routing to the most appropriate available rep based upon Terminus reference data; meeting booking; and a mobile app for booking meetings and chatting when away from the desk.
“Terminus Chat Experiences has identified more than 3.7M target accounts for customers; that’s incredibly powerful,” said Justin McDonald, GM of Channel Applications for Terminus. “Combined with other channels like Ad Experiences and Email Experiences, Chat Experiences is truly a game-changer for modern marketers looking to engage target audiences at any stage of the funnel. Being native to our platform creates a flywheel of first-party data and account matching that plays a massive role in conversion and revenue for customers. Native chat is unmatched, and we’re proud to be the first and only ABM platform to make this possible.”
Buyer-level intent data vendor NetLine rolled out its Lead Management Platform, a SaaS solution for capturing B2B leads and amplifying marketing content. The Lead Management Platform, which was initially developed for tier 1 B2B media companies, supports centralized lead capture, qualification, routing, and analytics tied to amplification campaign capabilities.
“The platform is entirely focused on helping marketers more efficiently translate their gated content experiences into more efficient outcomes,” explained NetLine’s Chief Strategy Officer David Fortino to GZ Consulting. “If and/or when the Marketer has the need to increase lead volume beyond what their own channels can support, they can simply convert their inbound oriented campaign already built within the interface, add a budget, and tap into NetLine’s audience for on-demand scale. No IOs, no negotiations, no phone calls. Simple on-demand access to [the] largest B2B lead generation platform on the web.”
NetLine immediately matches visitors against its 52 million global B2B contact database (60% US) via cookies or email addresses. In addition, lead forms are both customizable and dynamic, allowing companies to specify which information is to be captured and dynamically removing fields in its form display.
NetLine claims that over 70% of its audiences are immediately recognized so that there is zero or limited typing required. Most users will be required to enter only five to seven fields, a significant reduction in data entry versus traditional and non-predictive forms. And because data entry is reduced, abandonment rates are lower, generating a higher return on marketing spend.
The lead forms are content-form agnostic. A common format can be deployed against all content, including webinars and virtual experiences, resulting in a standard data capture format for all content categories. Forms are also customizable, supporting both basic themes and white-labeled user experiences that match corporate templates.
Fortino emphasized that no coding is required, allowing marketers to test and roll out their solutions quickly. “Unlike other data enrichment technologies, all of which are restricted to API deployment, we designed the product to support the needs of a nimble marketer ready, willing, and able to move without reliance of developers and/or the need to schedule a project. Our goal was to offer B2B Marketers with the ability to launch a content-centric, white-labeled, gated content experience with system-level enrichment and on-demand scale in minutes.”
When a form is submitted, NetLine auto-generates confirmation emails and shares data with enterprise software platforms, including Salesforce, HubSpot, Eloqua, Marketo, and ON24. In addition, dynamic filtering removes leads that are poor candidates from being distributed to downstream systems. As a result, the content is fulfilled, but low-quality leads are not passed downstream.
The Lead Management Platform lets marketers amplify content to targeted audiences with an open auction CPL pricing. Marketers “simply convert native campaign, add budget, and gain immediate access to the largest volume of content-generated B2B buyer-level data on the web, where more than 700,000 first-party leads are generated across more than 300 industries each month.”
Amplification is targeted, with ads displayed based upon geography, company size, function, and level. Marketers may also upload company names or domains for targeted ABM campaigns.
CPL pricing begins around $4 per lead, subject to a monthly budget.
“Before today, B2B Marketers needed at least a handful of technologies to run their lead gen programs: software to capture, enrich, scrub, filter, fulfill, report within their own sites and an entirely different suite of vendors to amplify their content beyond the reach of their inbound forms,” said Fortino. “Now, B2B Marketers can do it all with one simple self-service interface. Whether they want to centralize lead capture or create a hub for qualification, routing, analytics, and companion content amplification campaigns, the platform does it all, allowing B2B Marketers to reduce their costs while simultaneously becoming more efficient in the process.”
A free version supports up to five campaigns and 100 leads per month with dynamic forms, integrations, and reporting. The Standard version, priced at $49 per month, supports 50 campaigns, 500 leads per month, and custom colors and styles. For enterprise marketers, the Pro edition, priced at $199 per month, supports unlimited campaigns and leads, fully customizable branding, and one custom domain with unlimited sub-domains. Both monthly and annual pricing are available, with annual pricing discounted by 20%.
European IT Sales and Marketing Agency BNZSA announced that it is enjoying “hypergrowth” with 274% year-on-year revenue growth in Q2. Bookings are up 176% year-to-date. It is forecasting 300% annual growth in 2021.
During Q2, BNZSA added 25 new clients and doubled its multi-national team. It hired 163 employees, evenly distributed between their offices in Madrid and Tangiers. BNZSA employs more than 300 employees from 34 nations, allowing it to broadly deliver tele-based lead generation services in sixteen languages across EMEA. BNZSA has also been expanding its lead generation services in the Americas.
Q2 net revenue retention rose to 190%.
BNZSA doubled its campaign delivery load in H1, completing 433 lead generation campaigns.
“Coming off the back of a record-breaking 2020, we planned for 2021 to be a year of hypergrowth. By January, a lot of meticulous planning had been done – in business development, client services, data, IT, and HR – to ensure that we are able to effortlessly scale up throughout the year and meet unprecedented client demand.
“The phenomenal performance in the first half of the year demonstrates the unique value BNZSA brings to the B2B IT lead generation marketplace. It also indicates that demand for enterprise hardware and software solutions is very strong globally. We are seeing businesses aggressively investing in their infrastructures to enable their teams to operate effectively from wherever, and to ramp-up their agility in responding to customer needs.”
BNZSA CEO Brahim Samhoud
BNZSA’s agents place more than 1.5 million calls a year, delivering a 96% lead acceptance rate.
Earlier this year, BNZSA launched its Intent Activation Engine. The service identifies, tracks, and activates buyer intent. BNZSA combines technographic, firmographic, intent, NLP, and B2B telemarketing data to deliver a set of intent-activated leads. Agents then initially join calls to foster “warm handovers” to their clients.
Along with tele-based demand generation, BNZSA supports buying committee identification; intent, firmographic and technographic insights; and prospect engagement.
“BNZSA is built on four core values – people, highest quality, extra mile, and changing the industry,” Brahim added. “Our business is all about people and the relationships we build with clients and their prospects. We’re obsessed with the quality of the information we hold, how we use it, and the insights it brings to client programmes – as well as the quality service we deliver daily. Going the extra mile is not a nice to have, it’s how we operate. Bring all of this together and we’re changing the industry by default.”
Headquartered in Madrid, BNZSA is well-positioned to conform to GDPR and country-specific data privacy regulations. It was founded seven years ago as a marketing agency focused on tele-based demand generation. It has steadily grown at 30% per annum since launch and grew revenue by 38% last year before entering its hypergrowth phase this year.
BNZSA has over 100 clients, including Acer, Dell, Fujitsu, HP, Intel, Juniper Networks, Oracle, Samsung, and SAP. Growth is combined with a 95% client retention rate.
ZoomInfo launched its Business Contact Preference Registry (BCPR), a centralized registry for recording B2B opt-out requests which will be shared across the industry. The BCPR is ZoomInfo’s latest step in burnishing its data privacy positioning.
“The collection of data is central to businesses in the B2B data industry, but the responsibility of ethical data stewardship falls onto the shoulders of each individual company,” wrote the firm. “As industry leaders in data privacy, ZoomInfo has made it easier for businesses in the B2B data marketplace to address the preferences of consumers by building, maintaining, and sharing access to the BCPR.”
“It’s critical for data-focused companies to prioritize privacy. The Business Contact Preference Registry offers businesses a convenient way to prioritize privacy by supplying the entire B2B data industry with a ready-made list of consumer opt-outs. We’re proactively sharing our opt-outs as an invitation to B2B companies to join us in putting privacy first.”
Bubba Nunnery, ZoomInfo’s Senior Director of Privacy and Public Policy
I had been flagging data privacy as a weakness in ZoomInfo’s model, which could slow their entry to the European market post-COVID, but they have been actively working to shore up their data privacy practices and demonstrate that they are respectful of the data they hold.
ZoomInfo developed a proactive data compliance program based upon “notice and choice” that notifies business professionals about ZoomInfo’s data. The program is global in scope, so not limited to countries that require notifications. ZoomInfo also expanded its data privacy team earlier this year, naming Hannah Zimmerman, ZoomInfo’s Privacy Counsel and Bubba Nunnery, Senior Director, Privacy and Public Policy.
“Our business is founded on the trust our customers have in our data,” said General Counsel Anthony Stark back in March. “Collecting data is central to all businesses, and it’s our job to be ethical stewards of the data we hold. ZoomInfo adheres to its core privacy tenets of transparency and control, showcasing that we are respectful of the rights of consumers while providing critical service to our customers.”
In May, ZoomInfo announced that it received GDPR and CCPA Practices Validation from TrustArc, saying that its policies “are in line with the strictest privacy regulations in the world.”
“Organizations of all sizes must become privacy-forward to earn the trust of their customers,” said Chris Babel, CEO, TrustArc. “ZoomInfo understands that building trust requires an ongoing, scalable approach to data privacy. The organization has consistently prioritized privacy as the enabler of a better experience for its customers and their subscribers, and the TrustArc GDPR and CCPA Validations reinforce that standing.”
“ZoomInfo is leading the way in data privacy. We are working to accept opt-outs from other vendors as part of our efforts to elevate privacy standards across the B2B data industry.”
CEO Henry Schuck
The BCPR is an excellent idea, but I’m not sure whether the registry should be hosted by one of the major vendors in the space. ZoomInfo plans on accepting opt outs from other vendors, but It is unclear whether other vendors would promote ZoomInfo in the lead data collection role. Preferably, it would be hosted by a government agency such as the FTC, which manages the US Do Not Call Registry, or a neutral body similar to the ICANN domain registry. DataGrail, a leader in data privacy compliance, could administer an independent database across businesses and consumers.