InsideView enhanced its corporate family tree UX. Along with an improved display, users may search and filter the tree, allowing them to home in on key subsidiaries for sales targeting.
and filtering help reps identify best prospect locations for establishing a
beachhead, expand to similar locations, extend into new markets, or leverage an
MSA to identify locations within a sales territory.
tree is now keyword searchable and filterable by location, size (both employees
and revenue), industry, site status (e.g. operating, inactive/closed), and site
type (e.g. Retail, Manufacturing, Distribution Center, etc.). Filtering
allows reps to focus on locations in their territory or locations in targeted verticals.
If a parent node is de-selected by a filter, but a subsidiary is
selected, the parent location is grayed out but still displayed, providing
operational context to the sales rep.
may also expand or collapse tree nodes and individually select locations of
interest. Branch locations may be added to the tree via a “site locations
data available” slider.
number of locations is displayed in the company overview.
and marketing professionals can also download the tree for campaigns and
analysis. Filtered trees may be downloaded in Excel or CSV formats. A
map feature displays location density for the United States by state, for
Canada by province, or globally by country.
new family tree view is available in both the CRM and web views. 1.2
million locations are flagged as subsidiaries or acquired firms.
also recently released a set of small enhancements to InsideView Sales. Admins
can now sync a broader set of Account, Contact, and Lead fields with
Salesforce. New Account fields include Twitter handle, Facebook page, and
blog page. New Contact and Lead fields include city, state, country, job
level, and job function.
InsideView released a number of additional enhancements to its product lines.
for Sales users can unlink and rematch improperly linked Account and Contact
InsideView Refresh for Salesforce now offers real-time email verification for unmatched records. Admins can also manage Salesforce contacts, enrich fields, and flag duplicates.
New InsideView Data Integrity dashboards display how many Account, Contact, or Lead records are updated over time. The dashboards indicate the number of records processed, new records processed, duplicate records, match data, field fill rates, and segments.
Target added a filter for contacts with direct dial phones.
also added cross-product navigation.
InsideView universe has grown to 15 million companies and 44 million contacts.
I had four tradeshows canceled this month and next. They were opportunities for me to meet with customers and prospects (and conduct research for my industry newsletters). At this point, I’m assuming that at least two more will fall by the wayside in H1. I’m sure many of you are in a similar boat. Your marketing calendar is in a shambles, your field and inside sales reps are cloistered at home, and you are uncertain about how to manage remote workers.
Here are some ideas about how to retain momentum and deploy technology to mitigate pipeline and operational risks:
If you haven’t deployed video widely across your workforce, due so ASAP. Vendors such as Zoom, WebEx, BlueJeans, Join.Me, and GoToMeeting provide reliable video conferencing solutions for multi-party meetings, demos, and document sharing. Video Meetings are a do not pass Go, donot collect $200 requirement. Every customer-facing, development, management, and planning employee should be able to join meetings from home or the office.
Setup scheduled video meetings for the next three months so they are blocked out on team calendars. This could be a 15-minute corporate call every few weeks, weekly team calls, and one-on-ones. Standing meetings should all be web-based. Office-based employees are going to feel disconnected socially, so build in some social fun at the team level (e.g. recognizing birthdays and work anniversaries, celebrating wins and releases, etc.)
I would also build training time into video meetings. It shouldn’t be all top-down. Give your staff the opportunity to cross-train peers. A sales rep could discuss her latest victory with lessons learned or provide insights into a target vertical. Marketing can review the latest product positioning and new collateral. Product Management can train on new products, review the product roadmap, and discuss the competitive landscape. The goal is to provide training, communications, coordination, and social interaction.
Record meetings and make them available to those who miss meetings with Slack or Team links. Expect that meetings will be missed due to illness, parenting requirements, and meeting conflicts.
As event marketing is off the table, marketers will need to be flexible in how they deploy their budgets. For those that planned on hosting events, they should at least proceed with their Keynote as a webinar. For H2, a roadshow in September or October can be planned, but mitigate risk in your contracting and through joint shows (shared cost and risk).
Marketers will need to deploy or expand their use of other channels including webinars, press releases, analyst outreach, blogging, social, and video. Direct mail is problematic as prospects are likely to be working from home, but e-gifting is a viable option. Look at e-gifting vendors that are supported by your Sales Engagement platform (e.g. Sendoso, PFL, Alyce)
Here is an opportunity to test additional channels and provide your event marketing team with some cross-channel development.
Canceled shows are also a reason for re-engagement campaigns. You can restart the marketing nurture process with a message around “not being able to talk to you this season.” Keep the message short and serious. You don’t know if your prospect is worried about his or her job, family members, or personal health. Also, don’t appear to be taking advantage of the situation. Be empathetic, not opportunistic.
Also, make sure to reschedule meetings from those cancelled conferences. These are likely to be phone or video calls, but reps and executives should reconfirm calls now.
Once you have standardized meetings, make sure they are recorded and transcribed. This is particularly true for sales meetings. Conversation Intelligence vendors such as Gong, ExecVision, and Chorus record calls, transcribe them, and perform NLP/AI processing on the conversations. Conversation Intelligence allows sales reps to be more present during calls as they no longer need to focus on note-taking.
Transcriptions and analytics have multiple benefits:
Sales Reps can quickly review calls and return to key topics and issues (e.g. pricing, next steps).
Sales Managers can review calls related to accounts and opportunities at risk to provide coaching tips to reps.
Analytics identify both the strengths and weaknesses of reps versus their peers. They also flag missed actions (e.g. discussing next steps), customer concerns, and competitors. To assist with training and opportunity scoring, Conversation Intelligence vendors identify filler word frequency, monologue length, and conversational engagement.
Reps can forward snippets to peers for questions and help. If there is a question about a bug or support issue, the snippet can be forwarded to support personnel for an update. If a sales rep feels that they handled a question or issue poorly, a snippet can be forwarded to sales management or training for advice on how to better handle the issue next time. Snippets allow peers to hear the voice of the customer.
Snippets can be stored in a library for training purposes. These would include exemplars for objection handling, competitor parrying, value discussions, etc.
Product Managers can perform bulk analysis of sales calls to identify requested features, competitor discussions, and product issues. Vendors allow for keyword customization and analytics.
Sales Cadences, also called sequences, are at the core of Sales Engagement. Cadences set up a structured set of multi-channel outbound communications supported by email templates, dialers, social, and SMS text. Cadences improve sales efficiency by eliminating follow up tasks, recording activities to CRMs, and deploying A/B tested content (emails, attachments, cadences, call scripts). While most commonly used for SDR outreach, cadences can also be used for meeting reminders, setting up quarterly account reviews, and training follow up.
SEP vendors understand that authenticity is the key to sales success. Simply blasting mindless emails at prospects is futile. Cadences can be customized by target role, industry, company size, technographics, and stage in the buyer journey. Furthermore, reps are expected to personalize emails before sending them out (SalesLoft says 20% is the optimal level). Most of the vendors now support 1-1 embedded videos from Vidyard, Hippo Video, or Videolicious.
SEP Vendors also provide a deep set of analytics. Initially, these focused on communication efficacy (e.g. open and click-through rates, best time of day to call), but now analytics assess conversations, call out deal risks, prioritize accounts, and suggest next best actions.
SEPs are now commonly deployed amongst SDRs and Inside Sales, but may still be foreign to field sales reps; however, field sales reps will be operating more like inside sales reps for the next quarter, so deploying SEPs to field sales makes sense.
Beyond outbound communications, SEP vendors are beginning to support meeting management (setting up calls), conversational intelligence, and opportunity management. SalesLoft and Outreach are the farthest along in supporting these emerging feature sets. SalesLoft acquired and integrated NoteNinja (meeting management) and Costello (opportunity management) into its platform.
SEP Vendors have taken two approaches to partnering. SalesLoft, Outreach, and Xant have partner App Directories while the other vendors integrate key vendors (e.g. Vidyard, LinkedIn Sales Navigator, Zoominfo) into their offerings without a formal partner ecosystem directory.
For B2B sales, there is no social platform more trusted than LinkedIn. Sales reps can leverage their networks by sharing marketing content (they should include some comments of their own) as well as writing their own content.
LinkedIn also offers an excellent Sales Intelligence product called Sales Navigator. It is available as both a desktop and mobile solution and provides additional communications channels:
InMail: An outbound email alternative, InMail allows you to message prospects for whom you lack emails and direct dial numbers.
Chat: A quick short-message way to keep in contact with members of the buying committee. It is also useful for quick reach out after establishing a LinkedIn connection with a prospect or to send a quick, congratulatory note. Chat messages are retained archivally, providing a conversational log. I have had success providing my Calendly link with initial chats, providing a mechanism for new connections to easily schedule a call (my Calendly includes my video meeting details so there is little friction).
Smart Links: Forward one or multiple attachments to a prospect via social, InMail, or email. Viewing and forwarding are tracked by LinkedIn, helping reps know which content was viewed and when. Forward tracking helps expand their understanding of the buying committee. Smart Links maintain corporate branding.
Sales Navigator provides several other high-value features:
SNAP connectors display LinkedIn content and Navigator functionality (e.g. icebreakers, mini-profiles, InMail) within Sales Engagement Platforms, CRMs, and other enterprise software.
TeamLinks allow you to leverage co-worker relationships for reaching out to prospects.
Build a List lets reps assemble Lead (contact) and Account lists within Sales Navigator. Lead and Account lists may also be synced from the CRM, allowing reps to track news and updates about key companies and contacts. While LinkedIn does not permit upload of account and contact data, they make exceptions for notes, tags, and messages entered by the rep in Sales Navigator. They also just added a thin record upload of contacts to CRM and the ability to flag execs that have left a company.
List Sharing — After building a list, users may share them with co-workers who have Sales Navigator licenses.
Sales Navigator can be a bit pricey, so running a test amongst your inside sales and field sales reps makes sense, particularly if you are concerned about H1 pipeline delays. Given the difficulty of reaching anybody by phone (made worse by prospects working at home) or email, adding additional sales communications channels is well worth testing out.
There are other LinkedIn services worth investigating or trialing. LinkedIn Marketing supports highly targeted B2B campaigns. Unlike other platforms, LinkedIn can target by company, job function, level, industry, geography, and education. LinkedIn provides campaign metrics and allows marketers to set daily budgets. Both CPM and CPC pricing are available. Pricing is based upon second-best auctions (you pay 1 cent above the second best bid price).
For larger companies, LinkedIn Elevate should also be considered, particularly with remote workers. Elevate provides a curated feed of content to company employees for social media distribution (e.g. LinkedIn, Twitter, and Facebook). Elevate amplifies corporate messaging and reduces the level of effort for sales reps and other employees to share content through social networks.
LinkedIn Learning is offering sixteen courses at no charge covering topics related to working from home, remote management, tools, and mindset.
“In the coming days, we will make 16 LinkedIn Learning courses available for free including tips on how to: stay productive, build relationships when you’re not face-to-face, use virtual meeting tools (Microsoft Teams, Skype, BlueJeans, Cisco Webex and Zoom), and balance family and work dynamics in a healthy way.”
Ryan Roslansky, LinkedIn SVP of Product
Sales Intelligence services help sales reps build prospecting lists, quality leads, refine account messaging, expand into new departments and locations, track accounts, and target additional buying committee members.
Many sales intelligence services also offer B2B DaaS services for updating CRMs and MAPs. Salesforce data hygiene is maintained through Lightning Data connectors, a sub-category on the AppExchange. Because data is synced with CRMs and MAPs, it is continuously updated, ensuring that firmographic data is accurate and that departed contacts are removed from sales and marketing activity (BTW — contacts decay at 30% per annum, so maintaining your enterprise software contact data is a valuable investment)
Sales Intelligence vendors also provide full workflow integrations into CRMs which allow reps to build lists; view and update accounts, contacts, and leads; and perform account qualification and account planning within CRM I-frames.
Sales Intelligence vendors include
Zoominfo: Deep contacts, emails, org charts, and technographic content. They are the leader in technology sales intelligence and recently added visitor intelligence, trigger-based workflows, and webforms. Zoominfo (FKA DiscoverOrg) also supports Ideal Customer Profiling (ICP), email verification, and B2B DaaS.
D&B Hoovers: The deepest set of global company intelligence for strategic sales reps. Includes full family trees, public company financials and filings, analyst reports, industry market research, SWOTs, European private company financials, and sales triggers. Dun & Bradstreet also supports ICP, B2B DaaS, Visitor Intelligence, Programmatic Marketing, and Customer Data Platforms.
InsideView: A global database with greater depth in North America and Europe, InsideView offers strong sales triggers and integrated social media viewing. InsideView also supports B2B DaaS and ICP.
Sales Genie: The best solution for reps that sell to both companies and individuals (e.g. insurance agencies, mobile, office supplies, landscaping). Features include light sales force automation for firms that have yet to implement a CRM, new businesses, new homeowners, email templates, integrated dialer, and marketing services (SEO, site design, direct mail).
RelPro: A specialist vendor targeting financial services companies.
Artesian Solutions: A UK-based social selling vendor with deep sales triggers and mobile-based meeting prep. They also offer a US solution.
Cognism: A UK-based sales intelligence vendor with sales engagement functionality, B2B DaaS services, and ICP tools.
Vainu: A Nordic-based sales intelligence vendor that also covers the Netherlands (France, US, and the UK are in beta). They also support B2B DaaS and trigger-based workflows.
Research has shown that firms that continue to invest during recessions come out of the downturns much better prepared to grow market share and revenue than those that stop investing. Marketing is an investment in your pipeline and brand. B2B Data-as-a-Service is an investment in your data quality and ability to target prospects effectively. It also reduces sales and marketing waste in efforts directed at weak prospects and departed contacts. SalesTech and MarTech purchases are investments in your revenue generation capabilities.
This is also an opportunity for your sales and marketing teams to cross-train, develop new skills, and test out new tools and processes.
When we come out of the backside of what, hopefully, is a short-term recession, you want to be better prepared to meet latent demand for your products and services. While cutting back on investment and cash burn may be necessary for survival at some companies, don’t cut back on your ability to serve the market in 2021 unless you have to do so. Let others sacrifice the future of their revenue generation operations out of short-term concerns. Bank your savings in travel expenses and event marketing, but don’t cut back in other areas unless necessary.
We are entering a terra incognita for the next three to six months, so steady, empathetic leadership should be your objective. On 9/11, our CEO pulled us into the room and talked to us. I don’t remember his words, but I remember that he was calm and understood that we were all upset and anxious. Business was the least of his concerns that day. He wanted to show a steady hand at the tiller and sent us home to be with family.
Our raison d’être is not to work, and sometimes we are jolted back into that reality. Family, friends, and health are a higher priority. COVID 19 is not the new normal, but simply a bad storm that will pass.
LinkedIn Sales Navigator has been rolling out its Q1 release to users over the past few weeks. I already covered Contact Creation and Smart Links. Part III of this blog covers Saved Lead and Account Searches, Accounts Preparing to Grow alerts, UI and mobile enhancements, and an InsightSquared SNAP Connector.
now share a Saved Lead Search, allowing them to put together dynamic prospect
lists and share them across the account team. Reps simply select who
receives the shared search and include a note. The recipients can then view
the saved search with values pre-populated.
feature is Saved Account Searches, which allow reps to set up a search with
scheduled update alerts. Users control the update notification period.
“Search is a newer area for us in Sales Navigator. We’re finding more than ever that sales teams are looking at things collaboratively, so we introduced the idea that we need Sales Navigator to work across teams in order to allow that collaboration to happen.”
Account Preparing to Grow alert notifies sales reps when the number of postings
at a saved account has grown.
Navigator mobile app (Android and iOS) now supports all seven European
languages available in the desktop application. Another new app feature
lets the rep set custom alert filters for accounts, leads, and relationships.
always been an area of focus and growth for us,” said Edwards. “We are
seeing more use on mobile than ever before, and we want desktop and mobile
users to have an equal experience. People want the full breadth of
functionality on mobile.”
UI now supports a slide-in panel for viewing Account Funding News without
leaving Sales Navigator. The slide-in panel also supports CTAs, such as
include a usage reporting refresh and an opt-out for usage report tracking.
LinkedIn released a SNAP integration with BI vendor InsightSquared. The integration analyzes Sales Navigator usage and supports seven out-of-the-box workbook templates.
Edwards emphasized that the goal of Sales Navigator product updates is to promote simplicity by “simplifying the seller’s life and workflow. We focus on sellers as end-users, but we want buyers to have a great experience, as well.”
Sales Navigator is rolling out its Q1 release to clients. Contact Creation (discussed yesterday) is the lead feature, but Smart Links is equally important as it delivers another communications channel for the sales intelligence service.
Smart Links, their second-generation file-sharing service, replaces PointDrive. Smart Links is available in the Team and Enterprise applications for sharing one or multiple attachments via Sales Navigator, social media, InMail, or email. Smart Links maintain company branding and rep contact information while tracking attachment opens, views, and shares. It is displayed as a top-level Sales Navigator feature.
“Users will be provided with real-time insights on how recipients are engaging with content. These insights can be used to ascertain interest, personalize follow-ups, and identify other stakeholders in the buyer’s circle.”
LinkedIn Sales Navigator Product Director Lyndsey Edwards
recipient views the document, an alert is sent to the sales rep. Smart
Links also capture when attachments are forwarded, helping the rep expand her
knowledge of the Buyer’s Circle.
“It’s getting more and more complicated in business-to-business marketing to understand the buying circle,” said product chief Lyndsey Edwards.
Smart Links will be integrated directly into users’ inboxes.
had a limited number of monthly PointDrives they could share, sales reps now
have unlimited Smart Link access.
Smart Links have fewer steps, making it significantly easier to share attachments. PointDrive usage was lower than anticipated, probably due to the number of steps required to set up and personalize a PointDrive.
LinkedIn rolled out its Q1 2020 Sales Navigator release, the first quarterly release under their new product chief Lyndsey Edwards. Expanded features include contact creation, a redesigned PointDrive service (now called Smart Links), search enhancements, job posting growth alerts, and enhancements to the home page and mobile app.
Contact Creation is the biggest enhancement in the release. Like the Data Validation flag last quarter, Contact Creation is a limited data sync solution that is bounded by their member data privacy agreements. Contact Creation allows reps to create CRM contact records from within Sales Navigator. While other Sales Intelligence vendors provide full contact records including email, direct dial, job function, job level, and social links, Sales Navigator only supports the following fields (of which only four are pre-populated):
First Name (Pre-populated from Sales Navigator)
Last Name (Pre-populated from Sales Navigator)
Job Title (Pre-populated from Sales Navigator)
Country (Pre-populated from Sales Navigator)
noted that the average CRM instance has roughly half of its records out of
date. Reducing record creation and update workflows help address this
problem. LinkedIn can be particularly helpful in identifying executive
departures and title changes, hence last quarter’s data validation flag.
However, Contact Creation only pre-populates four fields. Thus,
sales reps either need to have the other details available when creating the
contact record or upload a stump record, which is later populated by a
different vendor (e.g. Lightning Data partners on the AppExchange). While
other vendors allows lists of Account, Contact, or Lead records to be uploaded,
only a single contact record may be created at a time from Sales Navigator.
really leaning into our relationships with CRM vendors over the past couple of
quarters,” said Edwards. “It’s an age-old problem that isn’t getting
better. We think we can help in a pretty meaningful way. When
people change jobs, they update their LinkedIn profiles first.”
matching and duplicate checking are performed.
Contact Creation is available for Enterprise clients only. Admins must turn on CRM Sync for Salesforce. Microsoft Dynamics 365 for Sales contact creation is in beta.
Part II of my release coverage discusses Smart Links, their next-generation PointDrive service.
When Zoominfo launched its new platform in September, they focused on functionality, packaging, and new capabilities, but did not discuss how their databases were combined. As the data collection methodologies of the two firms differed significantly, it was unclear how they unified the datasets. Prior to the acquisition, DiscoverOrg created a second tranche of company and contact data that was labeled “technology-generated” This data was not subject to their traditional human-verification methods and was segregated from human-verified data during prospecting under a secondary results tab.
the databases were combined for the new platform, Zoominfo added data quality
scores for each contact record. Contacts are scored based on their
predicted accuracy. Thus, a contact record with a score of 95 has a 95%
likelihood that the contact was at the company, and the email was valid.
Records were also assigned an alphabetical score: A+ records have a score
of 95 or above, A records have scores between 85 and 94, and B records are
scored between 75 and 84. Contact records now display the numeric and
alphabetical scores. Quality scores are also included in file downloads
and synced with enterprise software applications.
the scores do not factor in direct dial accuracy, Derek Smith, SVP of Data and
Research, indicated that direct dial accuracy generally lags the contact
quality score by five points.
quality score thresholds can be adjusted based upon the user’s objectives.
When pulling contacts for an email campaign or starting a cadence through
a sales engagement partner (Outreach or SalesLoft), setting a high-quality
score ensures that the bounce rates are low. This helps protect the
firm’s sender score and prevents emails from being delayed or caught in a SPAM
filter. When setting up a dialing campaign, the quality score can be
lower as there are fewer risks associated with bad phone calls (you might even
get the contact’s replacement). One can also selectively upload
lower-quality contacts when there are only lower quality contacts that match a
target persona at an ABM account.
data spans 100 million active global contacts across 20 million companies.
Of these, 73 million have emails, and 43 million have direct dials.
Zoominfo offers over a million contacts for seven countries:
The United States (64M)
The United Kingdom (2.0M)
South Africa (1.3M)
employs several methods for contact verification. NeverBounce, which they
acquired last March, performs regular email verification tests. They also
send a set of email campaign tests to partners for monthly third-party testing.
Likewise, they send a test phone file to the Philippines for middle of
the night phone testing. These tests, along with regular data
verification conducted by their human editors, help refine their data quality
updates are driven by client feedback, editorial research, natural language
processing of the open web, NeverBounce testing, and signature block analysis
of emails from community members.
now provides mobile numbers alongside company and direct-dial phones. Mobile
numbers have been available from DiscoverOrg for several years, but Zoominfo
did not collect them. Zoominfo is now collecting them for all contacts.
Mobile numbers are not downloadable for most clients, but exceptions are
made if there is a valid use case for mobile dialing. For example,
recruiters prefer to call mobile numbers versus direct dials, as mobile calling
helps protect the privacy of the individuals being contacted.
Emissary is expanding its set of consultative information services to deliver holistic solutions that accelerate enterprise deals across all stages of the sales cycle. Their new solutions include propensityto buy surveys, custom industry and account planning reports, and qualified introductions. These services leverage their private network of Emissaries to help enterprise sales and marketing teams align on their target accounts and create actionable strategies to accelerate deals.
hosts a private sales and marketing intelligence network that leverages the
insights of former Fortune 1000 executives to drive deals forward. What
differentiates Emissary from traditional sales intelligence firms is their
ability to deliver tacit knowledge that is locked up in people’s heads but not
available in traditional company profiles or via web searches. Tacit
knowledge is only available through direct conversations and interviews. Tacit
knowledge includes topics such as biases of key decision-makers, roadblocks in
the purchasing process, messaging that is likely to resonate, planned
initiatives, internal concerns, and hidden influencers. Emissary sales
and marketing services tap this tacit knowledge and deliver it via direct
interviews, researched profiles, and recommendations.
primary customer base is comprised of technology firms that are looking to
sharpen their ABM strategies, increase their deal size, and improve their close
rates. Their services are sold in annual packages with bespoke pricing.
“The goal of Emissary is to give sellers and marketers the information they need to have inspiring and thought-provoking conversations at the executive level. This helps elevate the relationship instead of just pitching a value proposition.”
Emissary CRO Eric Rosenthal
sales teams leverage Emissary knowledge across all stages of their sales cycle.
Emissary’s sales packages give sellers the insights they need to prioritize
their accounts, pitch to the c-level, close deals faster, and hit their annual
bookings numbers. These solutions include propensity to buy surveys and
industry reports gathered through analyst interviews with their Emissaries.
These bespoke reports generally run six to ten pages and are customized
for each client. As multiple Emissaries are interviewed for each report,
the report is informed by diverse functional perspectives.
account prioritization service helps sales and marketing teams align on their
ABM targets. ABM accounts are distributed amongst their Emissaries to
score propensity to buy. This prioritization helps sales and marketing
teams focus on accounts with the greatest near-term potential.
services also include recommending the best contacts to reach out to at an
account. Once the Emissary has provided one-to-one deal coaching with the
sales rep, they may also provide qualified introductions to their contacts
inside the target account.
Other marketing services include consultations around product marketing, industry positioning, messaging, case studies, and campaigns. Emissaries in a targeted segment can evaluate and help create specific industry and account messaging that speaks to C-level buyers and breaks through the noise of traditional product and solution-based selling.
Emissary is offering members of Market Insights free access to their sales podcast, Emissary Live. New company, industry, and persona-based (e.g. Procurement, CISO) content is added weekly.
Finnish sales intelligence vendor Vainu announced the immediate availability of their new Vainu for CRM connectors. The new service supports data viewing, synchronization, prospecting, and triggered alerting in Salesforce, MS Dynamics 365, HubSpot, and Pipedrive. Additional CRM integrations are planned.
Vainu launched its original prospecting service in 2014 but is looking to make its data more consumable by embedding it into user workflows. According to Vainu Head of Marketing Mikko Luhtava, Vainu’s retention rate is much higher when there is a clear user workflow. Thus, the goal was to make the sales rep’s experience as “frictionless as possible.”
“Since we founded Vainu, we’ve known that in addition to the who, when, what, and why of sales, the other challenge is to get people to actually use that information. We realized that the key to success there is removing friction; making data as easy as possible to consume. With Vainu for CRM, we’ve done exactly that—embedded into everything you do in the CRM, real-time company data will be hard to avoid.”
CEO Mikko Honkanen
initially updates account and opportunity records, but additional record types
will be supported in the future. Custom field mapping and update /
overlay rules are also planned.
is asynchronous and bi-directional. “Any time you add a record to the
CRM, it will search Vainu to fill in data, and any time Vainu receives an
update on a company, it will push the update to CRMs with that entity in the
database in a matter of minutes,” said Luhtava.
fuzzy matching logic is employed with match confidence scores. Vainu also
supports auto-match functionality for new records and Send to CRM from the
Vainu browser service. Additional features include duplicate record
checking and “stare and compare” updates by sales reps.
with a CRM requires an excellent matching tool, and ours is world-class,” said
CTO Tuomas Rasila. “Instead of merely matching based on global unique
identifiers, it compares the full extent of a company record to our database to
increase our confidence rating in the match. Once connected, our platform
learns from everything salespeople are doing in the CRM to deliver information
that’s as relevant as possible. And since everything is automated, the
data-driven experience won’t require endless effort on our customers’ end.”
Vainu for CRM includes two advanced features: CRM-Vainu joint-variable prospecting and triggered workflows. Joint-variable prospecting allows sales or marketing to build lists using both CRM and Vainu variables. For example, a targeted prospecting list can be built for a territory which excludes current accounts or for which there was no recent activity. Over 100 joint selects are available. The only other vendor that provides such a feature is D&B Hoovers.
Workflows can be triggered by any of Vainu’s event triggers, which are derived from news, filings, and data changes. Vainu supports 55 triggers which can be combined with keywords. Both general company-level events (e.g. mergers, acquisitions, expansions, funding) and “very detailed, database-specific” triggers such as new vehicles, new website registrations, and new technology deployments are available.
“With the trigger-based approach, the likelihood of bringing in a new customer is more than two-times higher if there is an event within a prospect that triggers you to reach out to them.”
events are displayed within the CRM and Slack. They can also be sent as
email alerts and through Zapier connectors. Workflows are currently
available for Nordic companies and the Netherlands.
includes connectors as part of their standard subscription. Pricing
begins at €6,600 per year for one country and five seats.
Vainu has grown revenue to €15 million in five years. The firm supports
over 2,000 customers, including EY, Santander, Bridgestone, SAP, and Telia.
database covers Norway, Sweden, Finland, Denmark, and the Netherlands with
registry data matched against web mined intelligence and 55 business signals.
France, Britain, and the United States are currently in beta.
US data is
gathered from state Attorneys General filings supplemented with crawled
intelligence. At the moment, the US database is mostly being sold for
Vainu sells databases by country with both local language and English user interfaces.
I have not conducted a recent study of Tier 2 data vs. other contact data sources, so cannot speak to its quality.
Two other vendors directly collect and verify contact direct phones and emails. If direct-dial accuracy is a key concern, also evaluate DealSignal and SalesIntel.io. DealSignal performs overnight reverification so is better for marketing than sales. SalesIntel performs 90-day reverification cycles and claims to be significantly less expensive than Zoominfo. Both companies offer contact enrichment, contact prospecting, and enterprise software connectors (CRM, MAP, Sales Engagement, Chrome).
Sales Intelligence vendor SalesIntel closed out a successful second year on the market with growth in content, staff, and functionality. In Q1, SalesIntel will be formally rolling out a new data enrichment service along with Salesforce and Marketo connectors. The firm added over 150 new clients in 2019.
In 2019, SalesIntel increased its verified contact data by 80% to 4.5 million contacts. Data is hand-verified by a team of over 200 full-time and 1,200 on-demand SalesIntel-trained researchers. Due to human verification, the company claims a 95% accuracy level for its contacts and is now able to identify the exact locations of executives.
“For a company just 18 months old, 2019 was in many ways, a test of our grit, competence, and above all, the value we create for our clients. I can say with 100% confidence that we have passed with flying colors. We plan to continue making significant investments across the board, the fruition of which you’ll see in the next year.”
SalesIntel CEO Manoj Ramnani
In 2020, SalesIntel intends to grow its coverage by millions of contacts and expand coverage internationally. The firm also plans to extend its technographic coverage by “tens of millions” of values. The roadmap includes integrations with Marketo and Bullhorn.
“As we continue to expand our data coverage, strengthen our platform and sign more clients, we’ll also continue to scale our team with more client success, data engineers, and researchers to maintain the highest standard of concierge data services that our clients appreciate and love,” said CEO Manoj Ramnani.
SalesIntel also began offering Account, Contact, and
Lead record enrichment. Technographic data, which is available in the
prospecting service from HG Insights, is not included in the match and append
service; however, SalesIntel noted that joint clients can obtain technographic
data enrichment directly from HG Insights.
The enrichment report details match rates, updated and
enriched record counts, and the number of records that were appended (see
SalesIntel is selling enrichment processing as an
add-on to the existing prospecting service. Pricing starts at $5,000 per
annum and is volume-based.
Enrichment is currently available via the SalesIntel
portal and will be available as a Salesforce integration later this month. A
Marketo integration is scheduled for later in the quarter.
SalesIntel recently rebranded its Chrome plug-in as RevDriver. Subscribers can export to CRM, MAP, SalesLoft, or Outreach. A RevDriver Marketo connector will be available later this month.