Leadspace Closes on Reachforce Acquisition

Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.
Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.

Leadspace formally closed its ReachForce acquisition on July 1st.  Coincidentally, that was the same day that Dun & Bradstreet closed on its Lattice Engines acquisition.  Thus, Forester’s top two B2B CDPs (Q2 2019 Forrester Wave), were strengthened on the same day.

According to Forrester, “Leadspace offers comprehensive data that includes a proprietary second-party data asset with numerous sources of intent data and access to third-party data sources.  It also has strong segmentation capabilities (e.g., ideal customer profile and total addressable market modeling for ABM) and can help sellers decide who to call next and what to offer.”

ReachForce adds two core products to Leadspace: The well-regarded Smartforms web form service and the SmartSuite data hygiene platform.

SmartSuite provides “a one-stop-shop for data management, cleansing, and enriching, with an easy-to-use interface which shows quickly the ‘state of the union on data within CRM and MAP systems,” blogged Leadspace CEO Doug Bewsher.

Reachforce and Leadspace share over 200 joint customers, so integrating the services and standardizing their content sets will provide direct benefits to those clients.  The firms share seven of the top ten enterprise software companies as clients.

Leadspace provides an additional set of data partners which can be combined with Reachforce data sources.  Leadspace data partners include DiscoverOrg, Dun & Bradstreet, Bombora, KickFire, and others.

“Customers will now be able to leverage all of these data sources seamlessly in real-time, through a single API and interface, offering a genuine single source of truth,” wrote Bewsher.

The Leadspace CDP supports a broad set of CRM, MAP, and digital advertising platforms including Salesforce, Marketo, Eloqua, Pardot, Microsoft Dynamics, HubSpot, and LiveRamp.  Smartforms will be an additional “activation product,” which “seamlessly and simply onboards new customers and customer intelligence into Sales and Marketing engagement platforms.”

Smartforms performs real-time data enrichment to lead records, allowing them to be properly scored and routed.  One of the long-standing benefits of Smartforms is the opportunity to shorten forms and perform real-time firmographic enrichment.  Not only is the enriched data more accurate, but form abandonment rates are significantly lower, resulting in a higher return on digital marketing campaigns.

“What’s more, combining Smartforms with existing Leadspace capabilities like reverse IP information, detailed account- and person-level data, and AI modeling, means we can offer highly-accurate site and ad personalization on both the account (ABM) and persona level.  For our customers, this means even more precise and personalized engagement and targeting, particularly those currently using our ABM solutions.  (We will be announcing more on this offering in Q3 as we integrate the Reachforce and Leadspace platforms.)”

Leadspace CEO Doug Bewsher

The merger also allows Leadspace to incorporate its proprietary AI-driven intelligence, automated scoring, and models within Reachforce products.  Leadspace is beginning to move partner platforms from systems of record or systems of engagement to systems of intelligence.  “CDPs combine vast data and data management capabilities with advanced AI to create a system of intelligence that guides Marketing and Sales to their best customers, and delivers razor-sharp insights and recommendations on how and when to effectively engage them,” said Bewsher.  “The CDP is being rapidly adopted by B2B businesses now — including many enterprise companies at the forefront of marketing and sales strategy and innovation — and it’s proving equally as effective for them.”

Sparklane Predictive Account Scoring

French Sales and Marketing Intelligence vendor Sparklane released its Predictive Account Scoring Solution for B2B sales.  Sparklane Predict now supports dynamic account scoring based upon Ideal Customer Profiles (ICP), sales feedback, and CRM win/loss data.  The service is currently available in the UK and France with additional European markets in development.

According to the firm, Predict supports a “human-in-the-loop” lead review process which “feeds lead decisions back into the ICP model, providing additional intelligence towards distinguishing between good and bad prospects.”  Predict also collects CRM intelligence on opportunity outcomes, providing an additional basis for model refinement.  

Predict supports bi-directional syncing with Salesforce, Microsoft Dynamics, Marketo, and Eloqua.  Sparklane uploads suggested accounts and leads to CRMs and gathers historical outcomes for ICP modeling and dynamic scoring.

Sales Reps are shown list segmentation while reviewing individual leads.  Along with business descriptions and firmographics, reps see fit and need scores.  When reps flag a lead as interesting or not interesting, the decision is fed back into the ICP model.

Sparklane claims that it shortens sales cycles by 28%, increases contract volume by 25%, and improves the business conversion rate by 70%.

Sparklane Predict leverages Artificial Intelligence (AI) tools such as machine learning and natural language processing to dramatically improve sales productivity and customer insights.  Sales rep attention is directed towards accounts and leads most likely to close based on both fit (company attributes) and need (sales triggers such as international expansion, employee growth, or product launches).  Furthermore, automated data enrichment ensures that reps are working with accurate, complete, and current data.

Sparklane Press Release

When building Sparklane models, both win and loss scenarios are employed, providing a more robust model than current customer lists. Along with win/loss scenarios, Sparklane supports other binary outcome scenarios:

  • Account Renew vs. Account Drop
  • Account Upgrade vs. Account Downgrade
  • High Margin Profitable Accounts vs. Low Margin Unprofitable Accounts

Sparklane also supports multi-product line upsell and cross-sell models.

“Unfortunately, many of the vendors now marketing ideal customer profile solutions (ICP) are offering little more than basic prospecting or look-a-like lists under the ICP banner,” said Sparklane CEO Frédéric Pichard.  “A true ICP service begins with both positive and negative accounts so the platform can distinguish between accounts that closed and those that failed to close.  A true model also contains feedback loops from sales reps and the CRM.  It is the addition of feedback that refines the model over time, improving the predictive precision of account scores.”

Sparklane supports nearly 250 customers out of offices in Paris, Nantes, and London.  Last year, Sparklane grew its recurring revenue by 60%.

DealSignal Adds Bombora Intent

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.

“We’re 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.”

Selecting Bombora Intent Topics
Selecting Bombora Intent Topics

Marketers 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.  

InsideView added the Bombora intent file into their Apex ICP / TAM service to help identify ABM accounts which are currently searching on 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.”


Resources:

LeadSpace Partners with Bombora

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!”

LeadSpace has offices in San Francisco, Denver, and Israel.  It called off a merger with Radius in August.

"How to Get Real Value from Intent with Leadspace," Leadspace Graphic
“How to Get Real Value from Intent with Leadspace”

Aberdeen Acquires The Big Willow

Aberdeen combines online interactions (1st and 3rd-party) with targeting data to help identify intent qualified leads.  Aberdeen market research content and outbound calling teams help with opt-in steps and intent qualification (Source: Aberdeen)
Aberdeen combines online interactions (1st and 3rd-party) with targeting data to help identify intent qualified leads. Aberdeen market research content and outbound calling teams help with opt-in steps and intent qualification (Source: Aberdeen)

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.

Aberdeen

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.

6Sense Sales Intelligence and Alerts

6Sense Account Spotlight
6Sense Account Spotlight

6Sense rolled out enhanced Sales Intelligence features to its ABM Orchestration platform.  New features help track account engagement over time, visualize anonymous intent at key accounts, and display engagement status by personas.  6Sense also added ABM Alerts and updates to its reference company dataset.  

According to 6Sense, “the Sales Intelligence enhancements change the way revenue generating teams create and drive pipeline with easy-to-consume insights designed to drive sales action in coordination with marketing.”

 “ABM is not a marketing-only initiative – it is crucial that account managers, sales development reps and other members of the sales team are collaborating and aligned.  Sharing critical target account insights such as recent topical interest and engagement history in a sales platform that the sales team is familiar with makes it easier for revenue teams to take action.”


Matt Senatore, Service Director of Account-Based Marketing, SiriusDecisions

6Sense Sales Intelligence is based upon CRM and marketing automation data, web engagement data, and 6sense’s anonymous intent data.  Intelligence is displayed across three tabs:

  1. Activities: Buying Stage, Top Branded and Generic Keywords, and Engagement Scores over time
  2. Persona Map: Engagement levels by job and function with associated engagement level
  3. Additional Insights: Firmographics, Technographics, Website Visitors by location, Top pages viewed by account

ABM Alerts deliver weekly activity profiles on key accounts to sales reps.  The email alerts include a spotlighted account “that has shown a significant volumeof relevant activity, making it especially interesting or urgent to act upon.”  6Sense spotlights firms that have not been recently contacted but are showing high-levels of engagement or intent.

The alert also provides up to five accounts which are newly engaged or reengaged, five accounts with multiple people engaging, and five accounts with declining engagement.  ABM alerts provide direct links to account profiles in 6Sense and Salesforce.

ABM Alert account details include a summary of the top activities associated with that account over the past week, including keyword research, and web visits.

“This update was designed as a response to sales teams’ requests to be empowered with insight to prioritize their time better, make their outreach more relevant, and shed light on what their prospects really care about at any given time,” said VP of Product Amar Doshi. “For those who subscribe to the BANT qualification approach, getting an early advantage on learning about need and timing can make all the difference in deal outcomes.”

Bombora Intent Data Added to InsideView Apex

InsideView Apex now supports intent segmentation across 3000+ B2B Bombora topics.
InsideView Apex now supports intent segmentation across 3000+ B2B Bombora topics.

InsideView added Bombora intent intelligence to its Apex “go-to-market” ICP/TAM service.  InsideView highlighted two use cases: Refining a list of ideal prospects to focus on those showing intent and expanding a list of buyers to find additional prospects with similar intent and other characteristics.

Refining an ICP list helps marketers target their best prospects based upon open web research currently being performed at their ICP accounts.  Thus, custom campaigns can be targeted to accounts likely in market for specific solutions.  Instead of blanketing ICP accounts with general messages, a more refined approach can be taken with a higher likelihood of the message resonating.

Conversely, Intent data can be used to expand an ABM list.

“InsideView’s Targeting Intelligence platform provides a single point of access for all B2B data and targeting signals, from firmographics, contact details, news events, personal connections, technographics, and now intent data. Adding Bombora intent data makes go-to-market planning in Apex that much more powerful. Now you can discover even more ideal prospects, and home in on the specific accounts in your target market that are not only an ideal fit for what you sell but are also currently in-market.”

  • InsideView VP of Products Marc Perramond

I find the first use case, refining a list for targeted messaging, to be more compelling.  Intent data is ephemeral.  A firm that is researching a topic this month will have moved onto other topics a month or two later.  Using intent data to message to these companies on intent-based topics today is powerful.  It allows vendors to reach out to prospects before they have begun talking to prospective vendors.  It is a powerful method to answer the questions whom to call (account-wise), when to call, and what to say.

InsideView Apex intent filtering allows marketers to target their ABM list with messages that are likely to resonate.
InsideView Apex intent filtering allows marketers to target their ABM list with messages that are likely to resonate.

However, vendors should be careful about using intent to expand their targets.  Identifying the key intent topics is crucial, but building an ABM list based upon ephemeral intent signals risks adding firms that had surging interest over the past few weeks, but have already made purchasing decisions, chosen not to pursue a technology, or were simply performing due diligence.  Surge scores simply mean that there was a recent peak in topical interest above the mean.

Defining who are your best candidates amongst your pool of ABM accounts for specific messages is a clear winner.  Adding accounts to an ABM list based upon a short-term surge in interest is likely to result in wasted marketing dollars.

Until recently, Bombora has had more success selling their intent file to predictive analytics companies than sales intelligence firms.  However, sales intelligence companies are now figuring out how to present intent data to sales reps and marketing professionals without having to provide sales training sessions on the nuances of intent data.  For example, DiscoverOrg recently redesigned its OppAlerts to focus on the few key topics relevant to the client and then limited the intent signals to the top few percent of surging accounts.  This level of refinement gives sales reps confidence that when they see a surging topic at an account, it is truly surging and not simply an anomaly.  And because numeric surge scores have been removed, the rep merely needs to know that there is a high certainty that individuals at the account are actively researching the topic in question.

B2B tech media company TechTarget delivers intent data to sales reps from its Priority Engine service.  While other intent services are at the company level, TechTarget has opted-in readers performing current research on a topic.  Thus, TechTarget can identify company, executive, topic, and buying stage for its intent file.

Apple CEO Tim Cook on Data Privacy

Speaking at the 40th International Conference of Data Protection and Privacy Commissioners (ICDPPC), Apple CEO Tim Cook forcefully called for expanded global privacy protections akin to GDPR:

Our own information — from the everyday to the deeply personal — is being weaponized against us with military efficiency. These scraps of data, each one harmless enough on its own, are carefully assembled, synthesized, traded and sold. Taken to the extreme this process creates an enduring digital profile and lets companies know you better than you may know yourself. Your profile is a bunch of algorithms that serve up increasingly extreme content, pounding our harmless preferences into harm…

We shouldn’t sugarcoat the consequences. This is surveillance…

We should celebrate the transformative work of the European institutions tasked with the successful implementation of the GDPR. We also celebrate the new steps taken, not only here in Europe but around the world — in Singapore, Japan, Brazil, New Zealand. In many more nations regulators are asking tough questions — and crafting effective reform.

It is time for the rest of the world, including my home country, to follow your lead.

We see vividly, painfully how technology can harm, rather than help. [Some platforms] magnify our worst human tendencies… deepen divisions, incite violence and even undermine our shared sense or what is true or false.

This crisis is real. Those of us who believe in technology’s potential for good must not shrink from this moment…

They may say to you our companies can never achieve technology’s true potential if there were strengthened privacy regulations. But this notion isn’t just wrong it is destructive — technology’s potential is and always must be rooted in the faith people have in it. In the optimism and the creativity that stirs the hearts of individuals. In its promise and capacity to make the world a better place.

It’s time to face facts. We will never achieve technology’s true potential without the full faith and confidence of the people who use it.

He also warned about the dangers of AI which fails to protect privacy:

Artificial intelligence is one area I think a lot about. At its core this technology promises to learn from people individually to benefit us all. But advancing AI by collecting huge personal profiles is laziness, not efficiency.

For artificial intelligence to be truly smart it must respect human values — including privacy. If we get this wrong, the dangers are profound. We can achieve both great artificial intelligence and great privacy standards. It is not only a possibility — it is a responsibility…

Yesterday, Cook tweeted that privacy is a human right

Tim Cook on GDPR

based upon four principals:

  • Data Minimization – Personal data collection should be minimized or de-identified.
  • Transparency – Individuals have the right to know what is being collected and for what purpose.
  • Right to Access – “data belongs to users” with personal data available to individuals for copying, correcting, and deleting.
  • Right to security – “security is foundational to trust and all other privacy rights”

Cook isn’t the first CEO to call for a global GDPR. Microsoft has built GDPR into its products and CEO Satya Nadella has expressed similar thoughts. Salesforce CEO Mark Benioff discussed data privacy and cybersecurity on a May earnings call and SugarCRM CEO Larry Augustin has also voiced concerns.

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.

What is Fit Data?

A Subset of the D&B Hoovers location selects with regional filters for the US and UK.
A subset of the D&B Hoovers location selects with regional filters for the US and UK.

Last month, I discussed intent data, one of a trio of datasets that assist with lead scoring.  This month I’m touching upon Fit data and next month I’ll be discussing Opportunity data.

Fitness data consists of firmographics, technographics, and verticalized datasets that help define whether a company is a good prospect.  Biographic values such as Job Function, Level, Skills, and Responsibilities should also be employed when evaluating contacts or leads.

Firmographics are the basic variables that have long been used to define a good prospect.  Firmographics include location, size (e.g. revenue, employees, assets, PE/VC funding, and market cap), industry, and year founded.  Other commonly used dimensions include Ownership Flags (Minority Owned, Woman Owned, Veterans Owned, SOHO, Franchise), Ownership Type (Public, Private, Nonprofit, Government), and Parent/Sub/Branch.

Ownership flags are used for both inclusion and exclusion with SOHO and Franchise flags generally used to exclude small businesses and those with limited purchasing authority.  Subsidiaries and Branches are often excluded as they also have more limited purchasing authority, but are included when looking for locations to sell into after an MSA is signed or when evaluating entry into overseas markets.  In these cases, knowing all of the locations of current accounts and top prospects is quite valuable.  Likewise, logistics companies look for companies with many locations.

Several vendors support radius searching around a ZIP code.  This select is valuable for both event planning (e.g. 50 miles from a tradeshow) or for sales reps when traveling and looking to include additional accounts and prospects on a trip.

A recent study by Dun & Bradstreet found that three of the top five dimensions used when targeting B2B accounts are firmographic (Location, Industry, and Company Size).

Firmographic variables such as geography, industry, and company size are commonly used for specifying target accounts (Source:
Firmographic variables such as geography, industry, and company size are commonly used for specifying target accounts (Source: “The 6th Annual B2B Marketing Data Report,” Dun & Bradstreet, Sept 2018).

Furthermore, Account specific lists for ABM generally employ firmographic criteria when building or extending ABM lists.  (Online activity is an intent variable which was discussed in my last What Is.)

Technographics are an example of a verticalized dataset.  Generally they consist of vendors, products, and product categories.  Originally, such data was only available from technology sales intelligence vendors such as DiscoverOrg and HHMI (now Aberdeen Services), but HG Data built and licensed a technographics dataset which is now widely available in data marketplaces, predictive analytics, and sales intelligence platforms.  Aberdeen followed suite in licensing their dataset as well.

LinkedIn Sales Navigator offers a set of unique selects for targeting departments, department headcount growth, and employment growth.  Unfortunately, this data is not downloadable or available for lead scoring.

LinkedIn Sales Navigator offers a set of unique variables for building lists. Unfortunately, the variables are not exportable.
LinkedIn Sales Navigator offers a set of unique variables for building lists.

Biographic variables are also important when determining fit.  Job function and level help determine whether a lead is likely to be a decision maker, influencer, or noise.  Most vendors map job titles to taxonomies of between 8 and 60 job functions and 4 to 8 levels.  Other biographic variables include education, years at company, former companies, and interests.

Data availability and currency may also play into Fit both directly and indirectly.  If a select is weakly populated (e.g. Education, Skills), then many potential targets will be omitted from lists or given low scores.  In some cases, lowering the lead score due to a missing field makes sense.  Lead scores should incorporate the availability of emails, direct dials, and LinkedIn handles because this information increases the likelihood of successfully communicating with a prospect.

TIP: When evaluating vendors, ask about the fill rates on key fields you anticipate using in your lead scoring or prospecting.

In a similar vein, last update dates should also be used as a filter.  Data from SHRM indicates a 2016 average contact decay rate of 27% when accounting for job departures, lateral moves, and title changes.  And this is only at the contact level.  The rate is even higher when including company name changes, relocations, and bankruptcies / facility closures.  Thus, the last update field is a relevant fitness variable for prospecting but not inbound lead scoring.

In short, lead fitness can be defined by a broad set of who, what, and where variables related to companies and contacts.