Human-verified contacts vendor DealSignal released an Enrichment module for maintaining data quality. Along with company and contact enrichment, DealSignal appends Bombora third-party intent data, helping identify which prospects are actively researching key topics. The service supports inbound lead enrichment and scheduled data maintenance.
Because inbound leads are enriched, they can be quickly segmented, scored, routed, and prioritized. ABM companies can immediately determine whether a lead matches a target persona and ideal customer profile, ensuring such leads are immediately sent to sales for action.
Contacts are matched against DealSignal’s universe of
human-verified contacts and enriched with direct dials, firmographics, and
A wizard helps map DealSignal fields to Salesforce or
HubSpot. Admins set sync and refresh schedules.
“We’re always excited when our partners develop innovative new ways of using intent data to help marketing and sales teams drive revenue. By extending lead enrichment automation to include Bombora’s Company Surge data, DealSignal will provide revenue teams valuable insight into whether a buying committee is forming or one curious person just happened to download some content. That added insight will help marketing and sales teams work together more effectively to drive the most value from their inbound leads.”
Charles Crnoevich, Head of Partnerships at Bombora
Inbound Lead Enrichment service is the first B2B DaaS platform to combine human-verified contacts and firmographics with third-party Bombora intent. The platform takes skinny inbound leads and enriches them with accurate, actionable insights and contact details, helping determine which leads should be immediately routed to sales and which should be retained. Reps can then prioritize prospects that are currently in-market for products or services like theirs and craft highly personalized messaging, thereby improving their odds of exceeding quota.
TechTarget Priority Engine has begun integrating first-party intent data with its proprietary third-party intent intelligence. First-party intent data enhances account rankings and insights. According to TechTarget, “Marketing and sales teams will now be able to leverage this new intelligence to get to the right accounts and prospects faster, increasing conversions and accelerating pipeline.”
Priority Engine launched three years ago with TechTarget’s firmographics and third-party intent derived from its 140 enterprise technology media sites. The new data includes Ideal Customer Profile (ICP) matching, vendor website engagement, and customer content and advertising across the TechTarget network.
First-party website intent is available through a partnership with KickFire.
account intelligence and tools include
Personalized account rankings based on first and third-party intent data
ICP definition and filtering
Enhanced qualification intelligence including buying stage, ICP match, and confirmed projects
Improved engagement signals such as account website visits, content downloads, and banner clicks
Recent activity indicators.
has always focused on delivering ROI,” said Michael Cotoia, CEO, TechTarget.
“These new updates now make it even easier for our customers to close
deals faster by helping them find the prospects that are directly in their
recent product enhancements include opted-in “Project Insiders” and “Confirmed
Project Details” that have been validated by project insiders.
Priority Engine has been deployed at over 400 customers including Oracle, Citrix, IBM, HPE, and AWS.
HG Insights released its HG for Marketo integration which provides improved targeting, scoring, and messaging within the Marketo marketing automation platform. The new service helps marketers segment their audience, identify competitive opportunities, and “craft messaging that resonates with the specific pain points and challenges they are facing or determine if a company is using a complementary solution.”
intelligence can be used for both competitive targeting and building scoring
models based upon the existence of competitive or complementary technologies.
New leads are automatically enriched with technographic intelligence,
providing insights for lead nurturing and scoring. Marketo Engage contact
records are updated with the latest new technology installation insights,
providing ongoing, dynamic intelligence.
Insights Technographics integrated within Marketo Engage, marketing teams can
now understand what [sic] technologies their prospects are using and build
nurture campaigns that generate higher response rates,” blogged Marketing
Manager David Guerra. “Marketers can also use HG Insights to identify and
score contacts that are using competitive technologies, and quickly send those
leads to sales for faster conversion.”
Marketo is the easiest way to enrich contact records with accurate technology
intelligence,” said Kineon Walker, Vice President of Product and Marketing, HG
Insights. “The powerful combination of technographics from HG Insights
and Marketo Engage creates more informed communications that help businesses
beat their competition and accelerate growth.”
As GDPR hit its first anniversary on Saturday, Microsoft once again called for a US privacy law which shifts the onus of data privacy from the individual to corporations. Today, Americans operate in an opt-out regime which requires them to find and manage their privacy settings.
places an unreasonable — and unworkable — burden on individuals,” wrote
Microsoft’s Deputy General Counsel Julie Brill. “Strong federal
privacy should not only empower consumers to control their data, it also should
place accountability obligations on the companies that collect and use
sensitive personal information.”
Microsoft prefers a single federal standard to piecemeal state-level laws such as California’s CCPA. Brill said the legislation should be interoperable with the GDPR to help reduce the “cost and complexity of compliance.” This framework should reflect ”the changing understanding of the right to privacy in the United States and around the world.” The proposed legislation should “uphold the fundamental right to privacy through rules that give people control over their data and require greater accountability and transparency in how companies use the personal information they collect.”
American businesses, interoperability between U.S. law and GDPR will reduce the
cost and complexity of compliance by ensuring that companies don’t have to
build separate systems to meet differing—and even conflicting requirements—for
privacy protection in the countries where they do business,” said Brill.
eMarketer analyst Ross Benes, the US ad industry has shifted from a call for
self-regulation to supporting national privacy regulations, fearing ”a
patchwork of different rules” as “legislation looks increasingly inevitable.”
A TrustArc/Ipsos survey of UK adults (16 – 75) found a 36% improvement in trust concerning personal data since GDPR went into effect.
A Snow study found that 39% of global business professionals believe their data is better protected since GDPR passed, with the biggest increase in the APAC region (48%). 40% of Europeans also believed their personally identifiable information is more secure, but only 30% in the US held the same belief.
74% of surveyed professionals believe that the technology industry needs more regulation with 83% of APAC and 72% of US respondents wanting additional tech regulation.
The EU has yet to strictly enforce the law with only one large fine ($56M) versus Google in France. However, Google and the social media and advertising companies are all subject to ongoing suits:
The latest investigation — the first by the Irish watchdog into Google — brings to 19 the number of open cases by the regulator targeting big U.S. tech companies. They include probes into Apple Inc., Twitter Inc., eight probes into Facebook Inc., plus one into Instagram and two into WhatsApp.
Los Angeles Times, “Google could face hefty EU fine over possible privacy violations,” May 22, 2019
important to recognize is that the EU is taking GDPR very seriously, with fines
being established for any breach,” said Ben Feldman, SVP of strategy and
innovation at NYIAX. “I would expect that the first six-to-nine months of
any new regulation action would be spent working out the kinks and processes of
implementation. It is quite likely that we will see more fines in the
Conversational Marketing vendor Drift is moving away from volume-based pricing and offering unlimited contacts for its chat platform. Volume pricing places pressure on marketing departments to trim the number of contacts in their databases to stay below volume thresholds. By moving to unlimited leads, marketers can better forecast their budgets and avoid panic as they approach volume limits.
companies punish you for growing?” blogged Senior Director of Demand Generation
Kate Adams. “After all, that’s the promise most software products these
days make. Use our service and you’ll grow your business faster. Install
our product and your conversion rates will skyrocket.”
“Because you’ve spent YEARS building up your database. And now you need to decide if contacts that are 1 year old or 6 months old or 3 months old make the cut. You’re literally washing money down the drain. What if the leads you’re throwing in the trash to keep your marketing budget below your benchmark are actually just higher up in your funnel? And require more nurturing and education about how you can help them solve their problems?”
Drift Senior Director of Demand Generation Kate Adams
announced a Drift Meetings feature which allows prospects to schedule meetings
directly from the company website via a “book a meeting” call to action. Meetings
can also be booked by chatbots, and sales development reps can qualify a lead
during a live chat and book meetings on behalf of account executives.
Meetings, you can target your best visitors and ABM accounts, welcome them with
a personalized message from the right rep, and let them instantly schedule a
meeting right from your website,” says the firm.
Ringlead was a pioneer in the B2B DaaS space and continues to support batch and on-demand company and contact intelligence. They began building matching algorithms for duplicate cleansing and prevention in 2004 and joined Salesforce’s AppExchange as an early partner. RingLead’s algorithms are used to connect third-party databases for data appends. The firm now provides a broad set of B2B DaaS hygiene and enrichment services including data cleansing, standardization, normalization, de-duping, segmentation, routing, and appending services. Users can upload lists to their cloud service or perform ongoing updates to enterprise software platforms.
Prior to enriching records, RingLead performs a set of validation
and standardization steps which both enhance the data and improve match
rates. Names and addresses are standardized, emails are validated, and
customer-specific mapping logic such as revenue bands and industry sectors are
Sales Ops and Marketing also have control over duplicate matching
logic and data consolidation rules. Field-level rules help determine
which fields are retained when records are merged or whether fields should be
concatenated. When records are enriched, admins can set fields to always
be overlaid or enriched only when null. Over 100 company and contact
fields are supported.
RingLead provides enterprise software connectors for Salesforce,
Eloqua, and Marketo. Several others are in development. For
lead forms and which provides company suggest logic for immediate
matching. Records are validated upon submission and immediately
enriched. Duplicate checking is also performed.
In Salesforce, duplicate logic is employed during record creation
and as a batch process. RingLead supports Account, Contact, Lead, and
Custom record data enrichment and I-frame display.
When routing leads, sales operations can distribute by name,
industry, geographic territory, size, or other field-based logic. Leads
are assigned to current account owners. If a lead is new and does not
match any pre-defined assignment rules, round-robin assignment is employed.
offers both its own master database of companies and contacts and API access to
data from other B2B and B2C vendors with admin-defined waterfall rules. Cascade
selection provides a broader set of fields as well as secondary and tertiary
vendors which can be called if the primary is unable to enrich a record. Third-party
records are standardized so that data is normalized and displayed consistently
across all record sources. Custom segmentation rules are also employed
and duplicate prevention logic is applied across all of the vendors. Marketing
can even prospect against multiple vendors in RingLead with records de-duped
is shifting its focus from being a data vendor to facilitating a data ecosystem.
“There is no company that should use a single data provider,” said
RingLead Chief Product Officer John Kosturos. “We are giving customers
the ability to get the best data all the time.”
Company – Owler, DatabaseUSA, LexisNexis, NetWise, KickFire, and Dun & Bradstreet resellers
customer may have a license with a data vendor, but choose to pull the data
through RingLead enrichment or prospecting. Customers pay the data vendor
for the data license and are charged only for API calls by RingLead. Cleanse
and Enrich have volume-based pricing based on the number of supported records.
begins at $2,000 per month, “far less than it would cost to hire a person to
try to manage these processes manually,” said Kosturos.
the core functionality is designed for marketing and sales operations, the DMS
Capture Chrome extension (see image on right) allows sales reps to conduct
real-time company and contact research from LinkedIn, LinkedIn Sales Navigator,
Google, or company pages. Capture sends records to over twenty platforms
including CRM and Sales Engagement vendors. Standardized records can be
sent to Salesforce as Accounts, Contacts, or Leads. Duplicate records are
flagged. Over 75 standardized fields are available including emails,
direct dials, LinkedIn hyperlinks, Twitter handles, firmographics, and
technographics. When performed against Google search results, LinkedIn
lists, or Executive Pages, a list of matched contact profiles is displayed and
may be uploaded selectively or in bulk.
include CA Technologies, HP, Uber, Capital One, BNY Mellon, and the New York
Gartner forecasted continued growth of global public cloud services. The analyst firm projected 17.5% growth in 2019 to $214.3 billion. The fastest growth rate will be in Infrastructure as a Service which will jump 27.5% to $38.9 billion. Platform as a Service is expected to rise by 21.8% this year.
services are definitely shaking up the industry,” said Gartner Research VP Sid
Nag. “At Gartner, we know of no vendor or service provider today whose
business model offerings and revenue growth are not influenced by the
increasing adoption of cloud-first strategies in organizations. What we
see now is only the beginning, though. Through 2022, Gartner projects the
market size and growth of the cloud services industry at nearly three time the
growth of overall IT services.”
research found that a third of organizations listed cloud investments as a top
three investment priority. Thirty percent of technology providers new
software investments are shifting from cloud-first to cloud only. Thus,
SaaS and subscription cloud models will continue to replace license-based
Vidyard announced six additional sales platforms for its GoVideo platform: Outreach, EveryoneSocial, Reply.io, 366 Degrees, ConnectLeader, and FunnelAmplified. Previously announced partners include SalesLoft, InsideSales, HubSpot, Marketo, Eloqua, Drift, and Salesforce. Vidyard supports over 40 sales and marketing solutions.
Integrated video helps personalize a message and increases open and clickthrough rates.
Outreach and ConnectLeader offer Sales Engagement platforms with personalized videos being integrated into email steps. Outreach sales reps can include personal video within their sequences and monitor video engagement.
provides website or content viewing intelligence related to Outreach sequences.
For example, the new plug-ins help Vidyard “record and send videos within
your Outreach email. And when your prospect views the video, that
activity triggers your next task so you can immediately take action to convert
at the highest level.”
becoming more personal every day. You must use the right channel for the
right engagement for the right prospect and customer, and we’re finding video
to be a key channel in engaging buyers,” said Outreach CEO Manny Medina.
“Vidyard has been tightly integrated with ConnectLeader, which transforms your videos into lead generation machines,” wrote ConnectLeader. Features include camera recording, screen recording, and video uploading of previously saved content in Vidyard.
Reply.io is an email-centric platform with contact management, drip campaigns, reply recommendations, email validation, and reply prioritization. The joint solution “lets users personalize sales drip campaigns, create personal intro videos or product demos, add them to email sequences in Reply.io, and automate one-to-one email engagement at scale.”
EveryoneSocial provides social selling tools for sales, marketing, communications, and recruitment teams. Users can select pre-recorded videos from a library or record custom videos and share with prospects and connections.
366 Degrees and Vidyard support SMB marketing with dynamic content, multi-channel marketing campaigns, and campaign metrics. Video can be integrated into newsletters, promotions, social media, and landing pages.
changing behaviours of today’s buyers and the availability of new technologies,
sales development is becoming a sophisticated business function that takes a
strategic approach to identifying and developing new sales opportunities based
a wide range of buying signals and sales engagement techniques,” blogged
Vidyard VP of Marketing Tyler Lessard. “On average, SDRs use six
different tools. And the days of SDR teams inheriting tech from the
broader sales and marketing teams—such as customer relationship management
(CRM), email automation, and social listening—and adapting them to meet their
unique requirements for scalable sales prospecting are quickly coming to an
Scott Brinker published his 2019 Chief Martech eye chart and it now spans 7,040 companies, up 211 since last year. While the industry continues to grow, the rate of growth appears to have moderated. Between 2014 and 2018, the industry was adding over 1,000 companies each year with the biggest jump for the 2018 chart (1,800).
so much a slowing down as a flattening out, a plateau,” said Brinker. “At
face value, it would seem that, indeed, we have achieved ‘peak martech.’ (pause
for dramatic effect)”
industry growth may have plateaued, Brinker admitted that 7,040 significantly
underestimates the total number of Martech firms and joked that he may have hit
“peak martech landscape.” Brinker noted five areas where his chart is
Regionally – When comparing to national MarTech landscapes, Brinker spotted hundreds of companies on the UK, Canadian, Chinese, German, Swedish, and Finnish country charts that were absent on the 2019 Chief Martech chart.
Vertical – Likewise, verticalized solutions are also underrepresented.
Apps built for specific MarTech platform ecosystems
Apps built by services companies (but packaged as products)
Apps built with low-code/no-code citizen developer platforms
these trends — the growth of platform ecosystems, the blending of software and
services businesses, and the rise of citizen developer platforms — are birthing
whole new galaxies of martech apps.
marketing suites have all embraced becoming true marketing platforms, with ever
more open APIs and official marketplaces for third-party apps.”
lists Salesforce, Oracle, Adobe, Microsoft, and G Suite amongst the platform
ecosystems, but one would also include browser extensions, mobile apps, and
sales engagement platforms (technically, SalesTech, but there is a fair amount
of overlap between MarTech and SalesTech these days) to the list. Brinker
noted that WordPress has 54,480 plugins.
Many of the
DaaS and Sales Intelligence vendors covered in this newsletter are amongst the
204 vendors listed in the Audience / Marketing Data & Data Enrichment
category and the 457 vendors listed in the Sales Automation Enablement & Intelligence
Human-verified contact vendor DealSignal added Bombora intent to its B2B marketing data service. The combined solution offers intent-based leads with verified emails and direct dials “so that marketing and sales teams can reach out to ideal buyers directly and drive more conversions.” DealSignal applies Bombora intent data to an Ideal Buyers Profile. Users will be able to identify net-new, surging accounts with accompanying contacts and buying teams.
excited to partner with Bombora to help marketing and sales teams finally
answer the most elusive question: Who is out there actively looking for what we
sell and how can we reach them before our competitors,” said DealSignal CEO,
Rob Weedn. ”The integration of Bombora intent data and DealSignal’s
verified contact and account data means that revenue-driving teams can now see
which companies are actively in-market, plus get complete, accurate contact
data for ideal buyers at those companies, so they can reach out and convert
that intent into a purchase.”
begin by defining their target buyer personas on the DealSignal platform and
then select up to 50 Bombora intent topics. DealSignal identifies
accounts that match buyer profiles along with surging intent and delivers a set
of accounts with contacts and firmographics. By tying together intent,
firmographics, and human-verified contacts, DealSignal delivers a set of leads
that are more likely to close than with traditional firmographic prospecting.
“Intent-based leads help B2B marketers uncover accounts that are actively in-market — even if they’re not already on their target account/ABM lists. We then deliver complete, enriched and verified contact and account data that helps marketing & sales teams reach out to prospective target buyers with highly personalized messages, to help them convert more intent into a purchase,” said Weedn.
Third-party Intent data from Bombora and The Big Willow has suffered from poor actionability as intent scores lack context and clear next steps. Several vendors have begun to address this issue by combining intent with company and contact intelligence, turning an intent number into an ABM lead. DealSignal ties together Ideal Buyers, Personas, Bombora Intent Data, and Human-verified contacts to indicate which ABM targets are in market and who should be contacted.
DiscoverOrg redesigned its OppAlerts service to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.
By converting intent signals into leads or opportunities, firms are beginning to translate billions of weekly datapoints (thousands of intent topics across millions of companies) into actionable intelligence for sales and marketing teams.
In December, Aberdeen acquired The Big Willow to deliver Intent Qualified Opportunities which combined third-party intent with technographics, firmographics, content, and research.
“Intent data has been trapped in marketing tools as just another score,” said Aberdeen CEO Marc Osofsky, Aberdeen’s CEO. “Aberdeen Intent for Salesforce delivers what sales wants – accounts looking to buy that are fed directly into Salesforce for sales to engage and increase pipeline.”