HG Data for Salesforce Upgrade

HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.
HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.

HG Data recently unveiled a set of enhancements to its HG Data for Salesforce app.  The Lightning Data app now supports integrated account prospecting and lead enrichment, features heavily requested by their customer base.  HG Data’s firmographic and technographic content is also available for lead routing, scoring, and segmentation.

Lead Enrichment supports both real-time and scheduled batch enrichment with firmographic and technographic intelligence.  Lead records are updated every fourteen days. Webform leads passed through Marketo and Pardot are processed in real-time, enabling immediate lead scoring and routing.

HG Data technographic intelligence is also available for Salesforce reports, dashboards, workflows, and triggers.  For example, Salesforce admins can build reports based upon technology usage scores or trigger Chatter messages informed by which platforms are deployed at leads.

According to CEO Elizabeth Cholawsky, “Our lead enrichment capabilities allow marketing groups to engage with prospects earlier and more meaningfully in the sales cycle for things like contextual outreach programming, more personalized lead nurturing, targeted content marketing, and other top of funnel activities.”

HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.
HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.

The new Discover Companies functionality supports both direct account lookup and list building.  Selection facets are displayed in a right-handed window and include firmographics (e.g. HQ country, state, and city; revenue and employee ranges; industry) and technographics (product, product category, and vendor).  The results list flags current accounts to help prevent duplicates but does not contain a suppress current accounts feature. Users may select up to 25 accounts at a time for immediate import to Salesforce.

Technographic prospecting helps expand the scope of target accounts as it helps identify firms using both complementary and competitive platforms.  Users can then refine the list via firmographics.

“One of the biggest discoveries B2B sales and marketing teams make when they start using our technographic data is that their known available market might be 3 to 5 times bigger than they had thought,” said Cholawsky. “The latest version of our app enables users to take fast and precise action by allowing them to import net new accounts directly into their Salesforce CRM instance based on our leading comprehensive tech installation data and supplemental firmographics.”

The new Discover Companies tab supports both account prospecting and account lookup via the search bar.
The new Discover Companies tab supports both account prospecting and account lookup via the search bar.

“Everyone and everything is getting smarter and more connected than ever before, and companies are looking to transform the way they connect with customers, partners and employees,” said Kori O’Brien, SVP, ISV Sales, Salesforce. “By leveraging the power of the Salesforce Platform, HG Data provides customers with an easy way to use and access technographic data to better inform their marketing and sales programs.”

Pricing begins at $5,000 per annum for HG Data for Salesforce.  If the Discover Companies module is included, the minimum price begins at $6,000.  Volume pricing is available with tiers at 50 and 500 employees.

HG Data offers sales and marketing intelligence services to tech titans (e.g. Microsoft, HPE, IBM, Dell, Salesforce), predictive analytics companies (e.g. LeadSpace, Everstring, Lattice Engines), and sales intelligence vendors (e.g. TechTarget, Dun & Bradstreet, Zoominfo).

HG Data employs 65 and has raised $24 million in funding to date.  Investors include Updata Partners, Rincon Ventures, Epic Ventures and Stepstone Capital.

Data coverage now spans 12.4 million global locations across 8,000 technology products and 4,000 vendors.  HG Data uses advanced data science to parse billions of structured and unstructured documents each month. Technographic insights are derived from over twenty different document types including case studies, white papers, press releases, blogs, job postings, and government documents.

Zoominfo Growth Acceleration Summit

Zoominfo held its third annual Growth Acceleration Summit in Boston last month.  The event projected increasing marketing confidence by the firm, with Earvin “Magic” Johnson keynoting and lectures by many of the top sales and marketing thought leaders including Jay Baer, Convince & Convert; Tiffani Bova, Salesforce; and Keenan, A Sales Guy, Inc.  Analyst sessions included Sirius Decisions, Heinz Marketing, and Forrester.

The event also provided a forum for announcing ZoomInfo’s latest Growth Acceleration Platform features.  New capabilities include a revamped ReachOut 2.0 Chrome Connector and a HubSpot Connector.

Magic, who has a long history of success in business and team ownership, provided personal anecdotes about his basketball and business career.  Key pointers includied hiring self-motivated staff that are smarter than you so as to continuously renew the organization; make sure you over deliver on customer expectations; and reward your staff, not just executives, as it is the staff that will ensure your ability to continuously over deliver;  Finally, he said that there are too many competitors out there to ever relax – both businesses and athletes need to continuously improve.

The new Hubspot connector allows users to upload Accounts and Contacts to Hubspot with a click of a button from either a browser or the ReachOut Chrome connector.  The HubSpot integration also supports ZoomInfo Complete which provides on demand enrichment at record creation.  ZoomInfo Complete for HubSpot is currently in beta.

ReachOut 2.0 identifies LinkedIn pages and URLs and maps them to ZoomInfo Intelligence. Profiles, which include firmographics, emails, and direct dials, may then be quickly uploaded to CRMs or sales engagement platforms..
ReachOut 2.0 identifies LinkedIn pages and URLs and maps them to ZoomInfo Intelligence. Profiles, which include firmographics, emails, and direct dials, may then be quickly uploaded to CRMs or sales engagement platforms.

 

ReachOut 2.0 streamlines account and contact research from within Chrome, providing instant access to ZoomInfo intelligence while browsing.  The service is context sensitive, providing company and contact profiles based upon the current LinkedIn record, URL, or CRM record being viewed.  The service also supports quick export to Salesforce, Hubspot, Microsoft Dynamics, Outreach, and SalesLoft.  When expanded into an 80% screen view, full company and contact intelligence is displayed.  Company insights include location, firmographics, people at company by job function, company locations with contacts and location counts per geography, technologies used (licensed from HG Data), and competitors (licensed from Owler).  Contact data includes company intelligence along with an expanded set of social links and contact details.

The 80% ReachOut expanded view supports full prospecting both across companies and within a single firm.  Users can quickly select records and share them to CRM (Salesforce, MS Dynamics, HubSpot) or Sales Engagement platforms (Outreach, SalesLoft).  Being able to enlarge to the 80% view allows Zoominfo to pack a full-featured offering into ReachOut, helping it expand from a tool to a full-service product.

ReachOut 2.0 supports full profiles and prospecting when expanded to 80% of the screen.
ReachOut 2.0 supports full profiles and prospecting when expanded to 80% of the screen.

ReachOut now supports user tagging allowing users to store campaigns, lead source, etc.

“If you combine your own intelligence with Big Data, you create for yourself a crystal ball that gives you the ability to focus your attention on the most important things that need to get done,” said CEO and Chief Scientist Yonatan Stern. “When you focus, it doesn’t cost you more money, but you can increase productivity and profitability.”

“Over the last year, we have doubled down on our strategy of making ZoomInfo’s contact and company data available on the platforms where our customers live,” said Phil Garlick, VP of corporate development.  “In keeping with that strategy, we have released two new products that integrate seamlessly with a host of platforms and systems our customers use.”

Also unveiled at the Summit was ZoomInfo’s new ZoomInfo University certification program, “a comprehensive, hands-on certification program that enables B2B professionals to fully leverage its B2B contact and account database for business results.”

The new training program teaches best practices around persona development, lead scoring and routing, market segmentation and territory management, campaign strategies, and data management.

“ZoomInfo University is designed to strengthen your knowledge of the industry and usage of the entire ZoomInfo Product Suite,” said Garlick.  “It’s both a deep dive of capabilities and the beginning of a lasting growth acceleration journey.”

ZoomInfo continues to be confident in their data quality due to their Community product which provides them with access to email signature blocks.  According to a sales rep, records updated within the past year have a 90% deliverability rate.  He noted, however, that deliverability will vary by industry and function due to the underlying contact decay rates of various segments.  For high decay functions (e.g. sales) and industries (e.g. high tech), he suggested using the six-month update select to ensure receiving the highest quality leads.

2018 SalesTech Landscape

The SalesTech Landscape covers over 500 solutions.
The SalesTech Landscape covers over 500 solutions.

Nancy Nardin of Smart Selling Tools published her 2018 SalesTech Landscape with more than 500 companies, a 25% increase over 2017.  While the scope of the industry is impressive, it is one-tenth of the MarTech Landscape list put together by Scott Brinker and Chief MarTech.  Many of the SalesTech companies appear in both lists.

“The SalesTech space is certainly a crowded market. It’s complex and confusing and it will become more, not less, confusing for the foreseeable future. I don’t see a major consolidation happening any time soon despite recent acquisitions,” said Nardin.  “At this point, there is unquestionable pressure due to sales tool fatigue, for solution providers to broaden their offerings either by acquisition or added functionality. Fewer companies are willing to manage the implementation and adoption of 10 or more individual sales tools – many of which have over-lapping capabilities.”

Nardin recently launched a second company called Vendor Neutral which assists sales departments with identifying “the right mix of solutions based on your organizations capability gaps.”

TechTarget Priority Engine Q2 Release (Part II)

Priority Engine i-frame widget for Salesforce
Priority Engine i-frame widget for Salesforce

As I discussed in Part I of this article, technology media and intent purchasing firm TechTarget recently launched a set of enhancements to its Priority Engine service that improved the user experience, added persistent URLs, list assignments, and added user roles.

The release also supported a new Salesforce widget and a repackaged offering.  The Salesforce widget identifies which technology topics are actively being researched by the prospect and whether the prospect is actively evaluating vendors.  Other features include a persistent URL link to the full dashboard and available prospect counts.

TechTarget repackaged its offering with the Q2 release.  While it has premium pricing compared to other technology sales intelligence service, TechTarget’s ability to identify firms which are actively looking for solutions by product segment, recommend the key stakeholders around the buying decision, and flag which competitive or complementary vendors are of interest to each prospect differentiate it from other vendors.  This “Active TAM” approach helps sales reps focus their attention and messaging to the best opportunities currently in the market for solutions.

Priority Engine has market momentum.  TechTarget added 50 new Priority Engine accounts in Q1 after adding 40 new accounts in Q4.  Revenue more than doubled in Q1 versus a year earlier.  The firm is also shifting its sales and marketing focus from media and lead generation to data solutions and insights.  On his recent earnings call, CEO Michael Cotoia remarked that the firm has “the leadership position” in B2B IT purchase insights and that the TechTarget salesforce is now leading with data solutions.

Cotoia described the Priority Engine value proposition as “purchase intent insights happening in our world across our universe of sites and topics” which are integrated into the customer’s workflow.  Furthermore, Priority Engine informs sales and marketing about “what accounts are active and what accounts are active with your competitors, oh, and what accounts are not active with you.”

TechTarget is successfully rolling out the service to firms which target technology companies, nearly doubling its user base over the past six months.

TechTarget Priority Engine Q2 Release

 

 

Priority Engine account profiles combine TechTarget intent signals with HG Data platform insights and DiscoverOrg executives
Priority Engine account profiles combine TechTarget intent signals with HG Data platform insights and DiscoverOrg executives

Technology media and intent purchasing firm TechTarget announced a set of enhancements to its Priority Engine service “that vastly improve ABM performance, increase sales productivity and maximize demand generation success for enterprise B2B technology organizations.” Amongst the enhancements are improvements to the user experience, a new Salesforce widget, persistent URLs, list assignments, user roles, and improved topic filtering.

Priority Engine combines executive intelligence with purchaser specific demand signals spanning 10,000 IT Topics across its technology research sites.  The service marries HG Data technology intent intelligence with DiscoverOrg contacts, Owler firmographics, and TechTarget intent data and prospects.  Priority Engine assists sales and marketing professionals by “expanding access to total buying teams at active accounts and showcasing rich purchase details such as installed technologies, vendor shortlists and specific, relevant topical interests.”

Priority Engine is GDPR compliant across its 18 million professional profiles who have opted into TechTarget partner marketing programs.  Furthermore, because TechTarget has opted-in user profiles, it is able to provide intent data at the individual level.  This contrasts with other intent networks which gather anonymous intent information at the company level.

User Experience enhancements include a left-side navigation menu and search bar.  The navigation bar provides account list management, export functionality, and export monitoring.  The search bar provides a type-ahead company list to expedite account searching.

Account profiles contain Owler headquarters information along with a business description, logo, sizing data, and social media links.  Also displayed in the business summary are an account interest gauge, Buying Team counts, Vendor Interests based upon downloaded vendor content, and Top Interests.  The account Interest gauge evaluates site readership (number of readers, type of content, scope of vendor interest) to determine whether the prospect is Evaluating Vendors, Ramping Up, or Not Active in the segment.

TechTarget also offers a set of intent signals based upon readership patterns: Widespread, Sustained, Late Stage, Stakeholder, and Cross-Vendor.  According to the firm, “the more blue dots that are lit up, the more focus sales should commit to the account.”

TechTarget Priority Engine Intent Signals
TechTarget Priority Engine Intent Signals

At the top of each Account Profile are the licensed segments.  Sales reps can click on any of the segments and the profile is filtered for the segment across TechTarget Buying Teams, DiscoverOrg Contacts, HG Data products, and the business summary.  TechTarget offers 300 technology market segments with over 200 available for North America.

Priority Engine users are now assigned to one of three roles: Administrators, List Builders, and Read-Only.  Administrators have full system functionality along with account management responsibilities.  Both Administrators and List Builders can build and assign account lists to other users.  Only Administrators can export records.  Priority Engine suggests that Administrators are usually marketers and that List Builders are typically Sales Managers.  View only users would be inside sales reps that would be working account lists but not building them.

Account List Building was redesigned with reorganized and expanded filters displayed on a single page.  Filters have been separated into common and advanced screens with common filters spanning firmographic, technographic, and intent variables.  Advanced filters include Last Touch, Purchase Signals, and HQ location.  Within any filter, users may select Includes Any (OR), Include All (AND), and Exclude (NOT) Boolean logic.

Users can also rank results by market segment.  Most Priority Engine subscribers have between one and five licensed segments.  Except for the largest technology firms that operate in many segments, the firm contends that focusing on key segments provides better results than including adjacent technology segments.

Previously defined lists are available for both suppression or sub-list targeting.

TechTarget Priority Engine List Building
TechTarget Priority Engine List Building

Lists are ranked according to intent signal strength for a market segment.  Clicking on a different segment results in a different set of priorities.

The new Ranked Accounts list view includes the navigation bar along with company logos, the top areas of interest, and the company most influencing the account over the past 90 days (based upon TechTarget content viewing patterns).  Clicking on any account takes the user to the account profile.

The persistent URL provides a direct link between sales and marketing platforms to the Priority Engine Dashboard.  “The sales-to-marketing handoff can be one of the most challenging aspects of implementing modern marketing strategies, especially ABM. To properly inform and empower salespeople, you must be able to pass along valuable account-level insights with each lead — and few systems or workflows support this,” said Michael Cotoia, CEO, TechTarget. “Priority Engine addresses this challenge by providing a persistent and portable account link that can be embedded within any existing sales or marketing systems.”


Please continue to Part II which discusses the Priority Engine Salesforce connector, product repackaging, and market momentum.

D&B WorldBase Reaches 300M Companies

 

Promotional image posted on LinkedIn.
Promotional image posted on LinkedIn.

It was only a few years ago that Dun & Bradstreet’s WorldBase file reached 200 million records, but this week the file hit 300 million active and inactive company profiles.  The dataset is used for sales, marketing, research, master data management, credit risk, and supplier risk products.  It is also licensed to many other vendors (the majority of which are not allowed to publish the provenance of their data). While sales reps do not use inactive companies, they are important for risk products, master data management, compliance, and database cleansing.

Two key features of the WorldBase data set are the D-U-N-S Number, their de facto global numbering system, and global linkages which tie together global company family trees.

The WorldBase file is a key asset for Dun & Bradstreet products such as DNBi, D&B Hoovers, D&B DataVision, and D&B Optimizer.

Congratulations on reaching this milestone, Dun & Bradstreet.

SalesLoft Acquires NoteNinja

NoteNinja transcribes calls, tags them, and supports quick topic searching for insight discovery.
NoteNinja transcribes calls, tags them, and supports quick topic searching for insight discovery.

Sales Engagement vendor SalesLoft acquired B2B SaaS Collaboration tool Noteninja. Durham-based NoteNinja provides meeting intelligence which transcribes, tags, and annotates meeting recordings. The service is managed by an AI bot which recognizes upcoming meetings on the rep’s calendar and attends the meeting.

“I realized our category of software was missing something important,” said SalesLoft CEO Kyle Porter. “Neither us nor other engagement solutions were solving an additional problem. Customers told me they need more insights on what’s actually happening during sales meetings. They realize (and Gartner reports) ‘three out of four customers report spending more with a company because of a positive buying experience’. Modern revenue organizations need meeting intelligence software to solve painful problems.”

SalesLoft listed a set of sales challenges that are addressed by meeting intelligence platforms:

Meeting Challenges. Source: SalesLoft Blog.
Meeting Challenges. Source: SalesLoft Blog.

Tagging assists with meeting review, helping users search for key moments such as pricing discussions or prospect objections. According to Noteninja, “No longer do you have to click around a meeting aimlessly looking for the right spot. Save time and quickly hone [sic] in on the moments that matter for you and your team.”

Comments can be shared with co-workers or management, providing “game-film for meetings.” These excerpts can also be used for new hire training, objection handling, and learning from top reps.

“I’m incredibly proud for what this means to our customers and the advanced opportunity they will now have to deliver a better selling experience to their customers.  With the acquisition of Noteninja, SalesLoft is providing our customers with the first full suite Sales Engagement Platform that combines sales cadences with sales intelligence, serving AEs, SDRs, CSMs, managers, and execs to generate the most revenue.”

  • SalesLoft CEO Kyle Porter

Noteninja supports major web conferencing services including GoToMeeting, Zoom, JoinMe, and WebEx. Google Calendar, Exchange, and Office 365 productivity applications are also supported. While a SalesLoft connector already exists, the firm is working on a native integration of NoteNinja capabilities which will be offered as a premium feature set within their product line.  SalesLoft is targeting August for native availability.

SalesLoft complies with state privacy laws.  “We deploy call recording governance for our current dialer and will be incorporating our technology across the platform as we integrate,” said VP of Product Strategy Sean Kester.  “We also work alongside the governance and compliance assets deployed by screen sharing technologies.”

NoteNinja does not automatically join meetings with generic (consumer) emails nor does it join meetings with only internal staff. However, this rule can be overridden by including the Noteninja assistant in the attendees list.

Acquisition terms were not disclosed.

SalesLoft has grown to 277 employees with offices in Atlanta, Durham, and San Francisco. SalesLoft supports over 2,000 companies including Square, MuleSoft, Alteryx and Dell.

SalesLoft is ahead of plan in 2018.  Q1 was above a “very aggressive” revenue plan to once again double revenue in 2018.  Q2 is tracking 120% of plan.

Approximately one-third of NoteNinja customers are joint licensors of the SalesLoft solution.