HG Data Rebrands as HG Insights

HG Insights Product Line
HG Insights Product Line

Technographics vendor HG Data officially rebranded as HG Insights, rolling out a new name, logo, and website.  The rebrand coincides with the launch of their new HG Insights platform. They have retained HG (Holy Grail, not mercury) and shifted from being a data company to an insights company, moving up the knowledge pyramid.

Customers are asking them to “help us isolate on tech insights farther down the funnel,” said VP of Product and Marketing Kineon Walker.

Outsell places information value along a five-level pyramid with raw data in the base and smart data (“normalized and standardized, categorized, linked, and indexed”) at level two.  HG Data resided at level two with a highly regarded dataset of product / vendor data that was broadly licensed to sales intelligence vendors, customer data platforms, and predictive analytics companies.  While a pure data licensing strategy can provide initial funds for a startup, it quickly caps the growth of the organization as much of the potential value add resides in licensor tools and insights, not the smart data.  Thus, to continue growing, HG Data began developing customer-facing workflow tools (Outsell’s level three) a few years ago and expanded its content value with the September acquisition of London-based Pivotal IQ, a curator of IT contract and spend intelligence.

The Pivotal IQ acquisition provided HG Data with an “opportunity to redefine what technographics means and what technographics is” said Walker at the time.

HG Insights is emphasizing ABM targeting and strategic account intelligence:

“HG Insights helps you ignite opportunity.  Opportunity that helps your business accelerate growth by providing you with an unprecedented view of the global markets, industries, and companies you sell to.  Intelligence that empowers your business to generate more revenue from your Account Based Marketing programs by scoring your accounts and leads to pinpoint the best prospects.  Insights that enable you to increase deal sizes by identifying the company profiles with the highest revenue potential.  Insights that help you build better account strategy plans so that your sales team can increase win rates and shorten sales cycles.  HG Insights delivers strategic account intelligence that allows your business to remove subjectivity from sales territory management and ensure that your team is focused on the best prospects in every market.  Insights you can use to gain market share and outperform your competition.  Insights you can trust.”


Laura Firey, HG Insights Product Manager  

HG Insights workflow tools support TAM Analysis, ICP development, whitespace analysis, data enrichment, and programmatic marketing.  Connectors or extensions are available for Salesforce, Lightning Data, Marketo, and Chrome.

“We wanted to elevate the look and feel of what has become an extremely sophisticated company,” said Walker.  “No one has the quality technographics that we have, which include the most accurate technology spend data available in the market.  The new on-demand capabilities of our HG Insights Platform are unmatched by any competitor.  Our unique ability to work proactively with customers to deliver the Holy Grail of business insights is reflected in our new name, and we’re excited to see our new HG Insights Platform drive growth for businesses around the world.”

The HG Insights platform covers two million global company locations with technographics and spending models.  Technographic intelligence spans 10,000 products across 4,500 vendors.

“We’ve always been an inventive company that finds new ways to help customers stay a step ahead.  After seeing so many customers use our technology intelligence to make important strategic decisions, we knew it was time to define our company around the unique insights we deliver.  Our new HG Insights Platform gives us an incredible opportunity to showcase our depth and expertise to new audiences with a fresh new image.”


Elizabeth Cholawsky, HG Insights CEO

HG Insights enterprise clients include Dell, Hewlett Packard Enterprise, AWS, Cisco, Tata, Workday and Red Hat.  Data partners include DataFox (Oracle), TechTarget, Lattice Engines, and Dun & Bradstreet.

InsideView Adds Direct Dials

InsideView users will be able to validate Direct Dial Phones for contacts.
InsideView users will be able to validate Direct Dial Phones for contacts.

InsideView is adding Direct Dials to its Sales product.  The lack of direct dials is a long-standing gap in its service as competitors have provided these numbers for several years.  InsideView for CRM supports uploading and syncing of direct dials.

The new field is currently in beta.  InsideView expects to have around two million direct dials in its service by the end of this quarter and is targeting ten million by the end of the year. The majority of the direct dials will be for US execs and mid-level managers.

InsideView currently provides 32 million global contacts with 15 million emails. The contacts span 14 million companies.

InsideView also announced Salesforce encryption support for adding and updating Account, Contact, and Lead records.  The firm provided the following caveat, “If you are using deterministic encryption, InsideView will attempt to find existing duplicates as part of the ‘Update CRM” data sync/export. If you are using probabilistic encryption, InsideView won’t be able to query Salesforce for potential duplicates in Salesforce, but your users can still use the “Update CRM” feature.

LinkedIn Sales Navigator Q1 Release (Part II: SNAP)

The Drift SNAP partnership provides LinkedIn intelligence to sales reps as they chat with prospects on the Drift platform.
The Drift SNAP partnership provides LinkedIn intelligence to sales reps as they chat with prospects on the Drift platform.

As part of their Q1 2019 release, LinkedIn rolled out a set of new SNAP (Sales Navigator Application Platform) partners including Altify, Drift, G2 Crowd, and Mixmax.  

The Drift partnership allows sales reps to “continue website conversations” after a prospect drops off of a Drift chat: “sometimes people leave your conversation abruptly – it happens. But as an SDR, that’s a potential meeting walking out the door. So what do you do? Well now you can send a connection request or follow up message with InMail right from within Drift.”

The Drift integration also displays contact and company intelligence including shared connections while a sales rep is chatting with a prospect visiting her website (see image on right).

“Gone are the days of toggling back and forth between LinkedIn and your ongoing sales conversation,” said Drift Product Marketer Daniel Murphy.  “Say goodbye to awkward lags in conversations. Prospects will never again have to wait for a response while SDRs search LinkedIn Sales Navigator or Salesforce to determine if they’re a good fit.  Now they can research a prospect’s company, see mutual connections, and grab other insights and conversation starters – all in real-time.”

G2 Crowd gathers intent data from 24 million technology searchers.  Intent data is collected from G2 profile and category views along with competitor comparisons.  Sales reps are notified when followed accounts are researching on G2 based on contact connections, sales preferences, search histories, and profile interactions.

“People don’t buy today as a result of cold calls and emails. The power is in the hands of the buyers doing more research than ever before. As sales teams, we need to focus on accepting the modern buyer journey and connecting to the right buyers at the right time. We’ve always been aligned with LinkedIn on this vision, and this integration helps us make it a reality.”


G2 Chief Revenue Officer Matt Gorniak

The Mixmax SNAP integration supports InMail and Connection requests and profile views from Gmail.

Altify’s org-chart software now displays insights and helps users identify key buyers across an organization.

Sales Navigator insights and functionality are displayed alongside Altify’s Relationship Maps.
Sales Navigator insights and functionality are displayed alongside Altify’s Relationship Maps.

LinkedIn also noted that it will be available within the Salesforce Winter 2019 release.  Salesforce admins can install the application from the Lightning Setup Console instead of the AppExchange.

One problem that has long dogged sales intelligence vendors is ongoing training and product exploration.  To encourage exploration, Sales Navigator added a coaching feature to extend product knowledge.  Sales Navigator Coach is a new dashboard that “suggests actions for customers to take and links to short learning videos.”  Actions are associated with core workflows.  The videos run thirty to forty seconds.

The new Sales Navigator Coach provides short videos and tips on key features.
The new Sales Navigator Coach provides short videos and tips on key features.

Finally, GDPR opt-outs are being added to PointDrive presentations.  PointDrive recipients will be able to revoke viewer tracking permission, effectively anonymizing their viewing data from sales reps.


Part 1 (Shared Custom Lists) posted yesterday.

LinkedIn Sales Navigator Q1 Release

LinkedIn Sales Navigator added Custom Account and Lead lists.
LinkedIn Sales Navigator rolled out Custom Account and Lead Lists in Q4 and added List Sharing in Q1 2019.

LinkedIn Sales Navigator began rolling out its Q1 release two weeks ago.  New features include custom list sharing, Sales Navigator Coach, list building exclusion filters, new Sales Navigator Application Platform (SNAP) integrations, and an expanded set of technologies selects.

LinkedIn Sales Solutions VP of Product Management Doug Camplejohn was most excited about custom list sharing, noting that that “selling is a team sport.”

Team members can share lists with other users on their contracts, share comments, and sort by “Last Updated” date so sales reps can stay apprised of updated leads and accounts.  Sales Navigator notifies users when lists are being shared with them.  However, lists reside only in LinkedIn and are not downloadable.

“Now we’re taking lists up a notch by adding the ability for you to share these custom lists between your team members and have comments shared as well. Sales Development Reps can collaborate with Account Executives on their team and share progress on breaking into new accounts. Relationship Managers and Customer Success Representatives can collaborate around the health of their named accounts throughout the customer lifecycle. And Marketing can easily share lists from events with the teams following up on new leads. The possibilities are endless.”


Doug Camplejohn, VP of Product Management, LinkedIn Sales Solutions

LinkedIn has long described Sales Navigator as a system of engagement that worked with systems of record (CRM) and communication (email, social).  Much of the initial focus was on lead messaging and SNAP connectors, but the firm is now placing a greater focus on teamwork.  Shared lead lists are “the first step in a broader strategy to enable collaboration across your selling teams,” wrote the firm.

Lead lists were released in Q4 and quickly employed by users.  250,000 custom lists were created within the first six weeks of availability.  A quarter of active users created custom lists post-launch.

Users can also save Leads and Accounts to custom Lists from partner applications via their broad set of SNAP partners.

LinkedIn stated that “sharing increases visibility of and fosters collaboration for your pipeline.”  Custom lists help teams organize and plan for key leads and accounts within lists: “Sharing allows them to collaborate with others as they research, contact, and advance relationships with those Leads and Accounts.”

Users can track team outreach to prospects, share leads with managers to discuss strategy, segment by source, and customize follow-on activities.

Other screening enhancements include the expansion of technology selects to 30,000 technologies and the addition of seven categories of exclusion criteria for leads: company, geography, seniority level, title, function, industry and school.  Account exclusions are provided for geography and industry.  Camplejohn noted that exclusion filters were one of the top user requests.


Part II covers SNAP partners, SFDC Lightning Setup Console integration, and the new Sales Navigator Coach

Mattermark Returns

The Mattermark Account I-Frame in the Salesforce AppExchange supports both company news and an account overview with over 80 fields. The service is reasonably priced at $49 / user / month.
The Mattermark Account I-Frame in the Salesforce AppExchange supports both company news and an account overview with over 80 fields. The service is reasonably priced at $49 / user / month.

Mattermark is back as an independent company after being acquired by FullContact in late 2017.  Unfortunately, the acquisition announcement was mishandled with FullContact first saying the product was going away and later saying that it was still available.

The relaunched Mattermark attracted back much of its early staff including its founders Danielle and Kevin Morrill and Product Lead Paul Denya.  The firm has a “renewed focus on private deal intelligence.”  

“This transition has been in the works for the past few months without disruption to services. You have our assurance that will continue to be the case.”


Eric Milliken

To support the relaunch, Mattermark is adding headcount to their customer service, engineering, and data teams “to redouble our commitment to customer satisfaction and data excellence.”

Mattermark data coverage spans 4 million companies, company news, and funding data.  Users can leverage public lists or build shared lists.  Mattermark also supports an API, Salesforce integration, Chrome extension, Google Sheets, and lead and account enrichment.

TechTarget Confirmed Projects

TechTarget's new Confirmed Project details are collected by their research assistants.
TechTarget’s new Confirmed Project details are collected by their research assistants.

TechTarget added a set of Confirmed Projects to their Priority Engine service.  Projects include company information, project location, project contact name, purchase criteria, and purchase details.  Purchase criteria include top purchase drivers, product feature criteria, and vendors under consideration.  

Purchase details include capabilities being considered, key factors in choice of vendor(s), deployment method, departments where the purchase will be used, and anticipated benefits.

“The integration of Confirmed Project intelligence within the platform provides an expanded view of the Total Buying Team as well as new deal insights and angles – all in one place – to help Sales teams win more meetings, opportunities and deals.  The addition of Confirmed Project data provides a much deeper layer of intelligence on project criteria, specific vendor shortlists and key purchase drivers which enriches and expands insights available within Priority Engine to give sales teams more points of entry into live deals.”


TechTarget Press Release

Confirmed Projects are displayed alongside TechTarget intelligence including Owler company overviews, TechTarget buying teams, DiscoverOrg contacts, and HG Data installed technologies.

TechTarget Confirmed Projects are displayed within Salesforce Account i-frames.
TechTarget Confirmed Projects are displayed within Salesforce Account i-frames.

Confirmed Projects are collected by TechTarget’s “team of skilled in-house research assistants who are responsible for calling active prospects from high-ranking Priority Engine accounts.”  Prospects exchange project intelligence in exchange for TechTarget research.

TechTarget intelligence is accessible from “any browser and imported directly into Salesforce.”


“We saw rapid growth in the use of Priority Engine to fuel inside sales efforts in 2018 as more and more of our customers’ sales teams are using the insights we provide into prospect interests, research focus, vendor considerations, and tech installs. Using this data, leading sales teams have seen up to a 4x increase in opportunity conversion. The addition of Confirmed Projects within Priority Engine will fuel this growth even more.”


TechTarget SVP of Products Andrew Briney

Priority Engine raised revenues 29% in Q4 year-over-year and “bookings remain strong.”  The firm signed an additional 32 customers in Q4 and the firm raised Priority Engine prices by 10% in January 2019 after raising them 20% in January 2018.  The price increase was across all Priority Engine solutions.  As price increases are recognized over the life of contracts and renewals are overweighted to Q4, much of the 2018 price increase will show up in 2019 revenues.

“People that signed up prior to the beginning of the year were protected in their previous year’s pricing, but then we added other add-on bundles and solutions, because…we are integrating a lot of our branding lead generation offers into Priority Engine,” said CEO Mike Cotoia.  “So there is an up-sell capability and opportunity for our customers to…create a greater share of voice percentage within the markets they care about.”

“Our customers continue to increase their commitment to becoming data-driven sales and marketing organizations. This is creating opportunities to strengthen our partnerships with our customers by further embedding our purchase intent data into their systems to make their sales and marketing efforts more intelligent, competitive and efficient.”


TechTarget Shareholders Letter, February 6, 2019

TechTarget admitted that the data subscription business differs significantly from their traditional quarterly marketing campaigns.  Over the past two years, they have learned that service requirements vary greatly by size.  Larger firms “who have sophisticated systems and ample resources” can immediately leverage intent data for awareness campaigns and fueling sales outreach.  Enterprise accounts have revenue renewal rates “well over 100%.”  However, smaller firms require more handholding and renew at less than 100% of revenue.  To assist SMBs, TechTarget has assembled a unified customer success team to offer post-sales service and support.  “We believe over time that this will increase our revenue renewal rates with this customer segment. “

TechTarget described a strong IT spending environment with multiple catalysts for growth: AI, security, data analytics, and cloud migrations.  In the US, accelerated depreciation of capital expenses through 2022 gives “companies a short window to invest in technology with favorable tax treatment.”

LinkedIn Q4 Sales Navigator

Sales Navigator now supports custom Account and Lead lists.
Sales Navigator now supports custom Account and Lead lists.

LinkedIn rolled out its Q4 Sales Navigator release in November, but I failed to blog about it.  (Q1 will be covered next week in this blog.) The release contains several nascent initiatives including custom lists and the collection of “Reports To” data to assist with organizational mapping.  Other feature sets include three new alerts, an improved accounts center, PointDrive activity logging, and additional SNAP connectors.

LinkedIn is beginning to collect data around who reports to whom.  As sales reps or others learn about reporting relationships, they can add them to executive profiles.  The data is then shared across the LinkedIn contract with co-workers but not more broadly.  Following after last quarter’s support of buying committees, it is evident that LinkedIn is looking to infuse additional project and reporting relationships within Sales Navigator.

“We’re laying the foundation for full-blown org charts by adding a new “Reports To” field on the Lead Page,” blogged Head of Products for LinkedIn Sales Solutions Doug Camplejohn.  “Once you learn who someone’s manager is, you can add that info to their page by searching for a name or browsing our recommendations.  Any additions you or your colleagues make will only appear to those in your company’s Sales Navigator contract. So, the next time you or a team member looks that lead up, you’ll see who they report to, who added that connection, and a reporting history.”

An unlimited number of custom lists of accounts or leads may be built within the LinkedIn desktop or mobile app. Users may post notes on saved leads or accounts and filter the lists by people who have changed jobs in the last 90 days, people who have posted on LinkedIn in the past 30 days, companies who have had senior leadership changes in the past 3 months, etc.

LinkedIn does not yet support custom list uploading. Custom Sharing is part of the Q1 release.

LinkedIn Sales Navigator added three new alerts
LinkedIn Sales Navigator added three new alerts

LinkedIn added three new alerts:

  1. Someone at a saved account viewed your profile
  2. A saved account has just raised funding
  3. A saved lead has engaged with LinkedIn posts from your company

which accompany six current alerts:

  1. A saved lead started a position at a new company
  2. A saved lead has a new position within the same company
  3. A saved lead viewed your profile
  4. A potential lead recently joined a saved account
  5. A saved lead has accepted your connection request
  6. A saved lead was mentioned in the news

Alerts are now included in the main menu bar of both the desktop and mobile editions.  Camplejohn noted that LinkedIn has improved the “signal-to-noise ratio” of its alerts.

“Think of our Alerts as a trusted sales advisor tapping you on the shoulder with information about your saved leads and accounts when it’s most important and relevant to you,” said Camplejohn.

LinkedIn has simplified its admin experience and “made it much easier to do tasks from assigning users to managing groups.”  LinkedIn also unified its administration module across Sales Navigator, LinkedIn Learning, and LinkedIn Recruiter.

Advanced Searching was added to the Sales Navigator mobile app, bringing it to list building parity with the desktop application.  Earlier this year, LinkedIn enhanced its company and lead profiles, also bringing them to parity with the desktop application.

“LinkedIn’s recent updates to its Sales Navigator management tool makes it a more robust platform for sales teams.  More importantly, the moves to bring more of its desktop features to the mobile app are evidence that LinkedIn finally understands how crucial a mobile experience is when designing a sales tool focused on lead management.”


Amy Gesenhues, MarTech Today

PointDrive, Sales Navigator’s multi-media sharing application, will begin writing activity history back to Microsoft Dynamics.  Salesforce PointDrive sync will come in 2019.  PointDrive presents documents and video to end users as a landing page and tracks views and shares.

“Now when you send that pricing proposal to a prospect in PointDrive and members of the buying committee engage with it, you’ll be able to see that activity in both Sales Navigator and your CRM,” blogged Camplejohn.

LinkedIn continues to expand its SNAP partnerships, adding Zoom as their first web conferencing partner.  Users can now hover over an attendee name and view Sales Navigator intelligence including their profile photo, title, and common connections.  

The Zoom LinkedIn SNAP integration provides meeting attendee insights and connections from within Zoom.
The Zoom LinkedIn SNAP integration provides meeting attendee insights and connections from within Zoom.

Four vendors launched v2 SNAP integrations which provide broader access to Sales Navigator actions:

  1. Yesware (Email Engagement)
  2. Leadfeeder (Visitor ID Analytics)
  3. Groove (Sales Engagement)
  4. Outreach (Sales Engagement)

SalesLoft, Salesforce, and Microsoft Dynamics previously released V2 SNAP integrations.

In the Salesforce Winter Lightning release, admins will be able to configure Sales Navigator and add support for Person accounts without having to go to the AppExchange.

This year, Sales Navigator focused on improved functionality and display for accounts, leads, and list building in their mobile and desktop applications; SNAP integrations; GDPR compliance and security; CRM opportunity management and buyers circles; alerting; employment analytics; and PointDrive CRM integration.  Details on earlier releases are available in my blog: Q1, Q2, Q3.