Terminus claims that its cookie-free, first-party data provides a 16% lift in traffic from its targeted audience activation.
“Marketers can continuously optimize ABM strategies with Terminus Identify, the visitor identification system recently added to the Terminus Platform which features the company’s own first-party data sets,” stated the firm. “Unlike other platforms, this owned data is never static and gets stronger with every interaction and with every channel.”
Terminus leverages both first-party visitor intelligence and partner intent data sets from Bombora and G2, helping marketers identify in-market accounts. Other Terminus intent datasets include psychographics (the wants and interests of a company based upon public messaging), technographics, and hiring insights derived from job postings.
Other account intelligence includes firmographics, event data, relationships, and engagement data captured through interactions between prospects and company employees and automated platforms.
New engagement channels span CTV and audio, including Spotify, Hulu, DirectTV, and other streaming services.
“CTV is considered one of the fastest-growing channels in video advertising,” advised Terminus. “Leveraging CTV from Terminus means customers can diversify their arsenals of creative assets and advertising channels, reach customers while they’re watching Hulu or other ad-supported streaming platforms, and boost brand awareness and revenue.”
Connected Account Experiences supports partner integrations through Salesloft, Outreach, and Slack.
Intent data vendor Intentsify announced that it received a strategic investment from BV Investment Partners, a middle-market private equity firm that focuses on the tech sector. The new funds will help the firm accelerate growth and product development.
Intentsify, founded in 2018, continued its pace of strong growth in 2021. The firm quadrupled revenue in 2019 and 2020 and expected to treble income in 2021 (as of mid-December). In addition, it has grown its customer base to over 150 customers.
“B2B organizations are increasingly leveraging multiple sources of intent data to focus time, efforts, and resources where and how they’ll have the most impact,” said Intentsify CEO Marc Laplante. “The problem is most B2B companies struggle to quickly gather, analyze, and act on buyer intent signals, which change on a weekly basis. Intentsify is streamlining all of this so our customers can more effectively scale account-based demand and revenue. We are excited to partner with BV who understands our business and has the expertise to help us take Intentsify to the next level.”
Intentsify’s Intent Activation software ingests multiple categories of intent data from several proprietary data sources “to deliver a broader, more accurate view into which targeted accounts are in-market to purchase and the issues they care about.”
Intent data is gathered from over 50 billion intent signals per month from over 5,000 B2B media sites. Intentsify also includes Visitor tracking as part of its offering.
Intentsify offers a pair of Intent Activation Solutions for Demand Generation and Programmatic Marketing. Intent-Activated Demand Generation helps marketers engage target personas at accounts displaying relevant research activity while Intent-Activated Programmatic targets key personas “at the right locations among in-market target accounts.”
“Intentsify uses its proprietary technology backed by a global data science team to power numerous marketing, sales, and customer success use cases,” stated Justin Harrison, Managing Partner of BV Investment Partners. “Intentsify’s co-founders have long experience in this field and are acknowledged thought leaders in the intent data space who have built a strong company with an impressive leadership team, and we look forward to working with them to scale their business.”
Intentsify did not disclose the size of the investment.
Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I). Today, I’m covering the Eyeota acquisition.
Eyeota supports a global methodology for onboarding offline and online data in a privacy-compliant and globally consistent way without the use of personally identifiable information (PII).
“In today’s market, brands need the ability to bridge real-world insights into the digital space in order to communicate more effectively with their customers and prospective customers,” states the firm’s About Us. “Yet the market has never been so difficult for brands to navigate. The challenge is finding the best ways to capture and activate audience data and to do so in a way that they can be confident is authentic, trustworthy and reliable.”
Eyeota builds audiences “based on what people are buying, watching, listening, reading, and interacting with in both the digital and offline world” that takes into account consumer demographics, behavior, and psychographics.”
Eyeota supports a broad set of global ad buying platforms, trading desks, DMPs, DSPs, and ad networks, including Adobe, Google Marketing Platform, Lotame, MediaMath, Neustar, Oracle Marketing Cloud, and Salesforce DMP. Eyeota also supports social targeting on Facebook, Instagram, and Twitter.
Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I)
NetWise offers Dun & Bradstreet a B2B-to-consumer ID Graph that helps Audience Solutions compete in this broader digital context. The Graph includes 30 million U.S. businesses, 100 million business professionals, 250 million opted-in consumer profiles, and 70 million consumer-to-business linkages. At the audience level, NetWise supports over 500 standard B2B segments and 150 consumer segments.
NetWise extends D&B Audience Solutions’ identity graph “across every major online channel, individual device, or a marketing platform,” said Dun & Bradstreet CEO Anthony Jabbour. “Just as our clients rely on the D-U-N-S Number for precision in their offline data, we’re looking to provide the same level of confidence and consistency online as well.”
NetWise excels at joining the offline and online worlds together to connect business personas to their online personas,” said NetWise CEO Dwight Gorall. “We look forward to joining the Dun & Bradstreet family with Eyeota. Once together, we can work to create a complete solution for clients, enabling a full spectrum of capabilities – from audience creation to activation – at scale across many demand-side platforms, customer relationship management systems, connected T.V. or social media platforms. We are committed to helping global enterprises future proof their marketing strategies so they can thrive in a multichannel world.”
NetWise notes that it is the “original producer” of its B2B data products built from first-party data sources, including state and federal business filings, company websites, job descriptions, job postings, social websites, and business directories. Moreover, the firm has unrestricted rights to use and sell its data. Thus, it offers supplementary intelligence for enriching Dun & Bradstreet’s company and contact files.
According to its FAQ, “NetWise generates comprehensive and deterministic B2B segments using current job titles, company firmographics, and other self-declared business-related attributes like skills, education, certifications, etc. This is accomplished by analyzing publicly available information and data created directly by persons in our dataset. These data features are often multi-source validated across our compiled data. Segments are deterministic, based on foundational information and never modeled unless explicitly indicated.”
NetWise is fully compliant with CCPA. In addition, its Data Protection Officer is a California-licensed attorney.
Outside of the US, NetWise maintains 100 million global profiles that can be folded into WorldBase and 300 million non-EU global profiles. NetWise does not build profiles on GDPR (EU) subjects.
Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in NetWise Data for an estimated purchase price of $69 million upon closing, subject to net working capital adjustment. The deal is expected to close during the fourth quarter.
NetWise is based in Boca Raton, Florida and has 47 headcount (as per LinkedIn).
As part of its Q3 2021 earnings discussion, Dun & Bradstreet announced that it acquired two digital marketing companies: NetWise and Eyeota. The acquisitions “extend the company’s position in the B2B online marketing value chain and will build upon its rapidly growing Audience Solutions business by adding global scale and the online data to power omnichannel marketing around the world.”
“Dun & Bradstreet’s acquisitions of Eyeota and NetWise will cap-off several years of investment in the Sales and Marketing space, including the acquisition of our Customer Data Platform, Lattice Engines, which is at the core of our D&B Rev.Up platform, and the acquisition of Orb Intelligence to link digital and physical businesses in our Data Cloud,” said CMO Stacy Greiner. “We are executing on our vision to help revenue-generating teams get out of the business of wrangling data and technology and back to engaging with their customers and prospects to drive growth for their companies.”
Dun & Bradstreet noted that marketers have a broad set of digital channels but are unsure whether their advertising dollars reach their targeted audiences online across multiple digital touchpoints. The three companies “will be able to provide data and technology that empowers businesses to confidently identify, reach, and engage high propensity B2B audiences for multichannel marketing campaigns.”
“Our online Audience Solutions business continues to see robust growth rates, and we see a significant untapped opportunity in the online business-to-business marketing landscape. This led us to strengthen our position through the signing of definitive agreements to acquire Eyeota and NetWise,” said Jabbour. “These two complementary companies will extend our position further in the B2B online marketing value chain and build upon a business that has grown over 40% year to date.
The acquisitions extend Dun & Bradstreet audience channels from B2B to B2B2C, helping businesses target business decision-makers at home and improving match rates. The deals also provide Dun & Bradstreet with an international ecosystem of digital activation platforms. Other vendors with B2B2C datasets include AnalyticsIQ BusinessCore and Data Axle B2CLink (FKA Execureach).
“This will enable clients to build on the investments they have made into Data Management mastered on the D-U-N-S Number, and more readily activate that data in social, search and display advertising campaigns,” stated the firm.
“We are solving for the current audience shrinkage these marketers face today with the low match rates that plague this industry. This will enable clients to build upon the investments they’ve made into data management mastered on the D-U-N-S Number and more readily activate that data in social, search and display advertising campaigns. Said simply, Dun & Bradstreet has the offline B2B targeting data, NetWise enables marketers to translate that data into online audiences, and Eyeota syndicates it across the digital ecosystem.”
Dun & Bradstreet CEO Anthony Jabbour
As Work from Home and Work from Anywhere are likely to remain the dominant approaches to professional work in the coming years, marketers need to engage business professionals across multiple devices, channels, and locations with a consistent message. The acquisitions assist with both multichannel audience targeting and activation, tying together offline and digital.
Continue to Part II, which discusses Netwise, or Part III which discusses Eyeota.