Your ideal customer profile (ICP) defines who are your best customers and prospects. It is defined by firmographics, intent data, technographics, business signals, etc. ICPs are focused on Accounts.
Your question implies that the firm has a single decision maker. But that is generally only the case at small firms. Generally, B2B mid-sized and larger procurement decisions are made by a buying team which can consist of multiple individuals at different levels and functions / departments. For these, you should define a set of personas that cover economic decision makers, users, influencers, reviewers (e.g. technology gatekeepers).
Many of the ICP vendors support contact searching for ABM accounts. Once the ABM list is defined, they allow users to prospect for contacts by persona (job function/level/title) at ABM accounts.
These vendors include emails and direct dials for contacts along with company profiles, sales triggers, financials, technographics, family trees, filings, etc.
While LinkedIn Sales Navigator does not offer an ICP tool, it includes a Buyer’s Circle which allow sales reps to quickly identify potential contacts at accounts and drag and drop them into their role. They can then review all open opportunities, including buying committees, via a single-pane Deal report which combines LinkedIn intelligence with Salesforce or MS Dynamics.
When conducting account based (ABM) research, it is necessary to develop a broad view of your customers and prospects which includes company, contact, and industry research. Unfortunately, open web research is quite time-consuming and your sales reps are unlikely to consistently engage in general research, so consider Sales Intelligence vendors with editorial research teams.
Executive research should go beyond the Leadership page and LinkedIn profiles. One option is Boardroom Insiders which gathers rich executive profiles on CxOs written by business journalists.
For industry research, look at Vertical IQ, IBISWorld, or First Research. Vertical IQ and First Research are strong offerings for sales teams that sell broadly across many segments but are not verticalized. They are written in plain English and include Q&A sections. The content in IBISWorld is more formal but better suited for verticalized teams.
At the company level, consider Dun & Bradstreet Hoovers, InsideView, or DiscoverOrg. All three provide company and contact profiles, list building, and sales triggers. D&B Hoovers goes deeper on global coverage, family trees, and industry profiles, DiscoverOrg offers the deepest set of technographics and rich bios, and InsideView provides excellent sales triggers and social media intelligence.
LinkedIn does not permit lead/contact downloading. This is part of the privacy agreement they have with their members.
That being said, there are some workarounds. The first is to license Salesforce Navigator which maintains a set of Accounts (companies) and Leads (contacts) within the product. While not downloadable, you receive alerts on those contacts along with messaging tools (InMail, messaging, and PointDrive).
You can also download accounts and contacts (called Leads within Sales Navigator) from Salesforce or MS Dynamics to LinkedIn Sales Navigator. While company and contact data is view only within CRMs, any data entered into LinkedIn (e.g. Notes, InMails) is uploaded to your CRM.
Sales Navigator includes a set of SNAP connectors for CRM, Sales Engagement, and other platforms. This tool provides a subset of Sales Navigator and Functionality within enterprise software. Features include profile viewing, InMail, connections, and icebreakers (talking points).
Option 2 is to license a chrome extension which recognizes domain names and LinkedIn profiles and matches them against their reference database. They then provide contact details and company firmographics within a right-handed side window. These databases usually include email and phone information not available in LinkedIn. Some include other details such as company technographics, news, and Alexa scores. Vendors with Chrome extensions include Zoominfo ReachOut, DiscoverOrg, HG Insights, DataFox, RingLead, Sigstr, PersistIQ, and Pitchbook.
Chrome extensions support send to Salesforce, MS Dynamics, Outreach, and SalesLoft features. Thus, you can be researching a company or contact, click on the extension icon, and kick off a sales engagement cadence within a few seconds (longer if you pause to review the enhanced profiles). A few even include contact prospecting for companies so you can search for specific company roles and
Add them to your CRM as contacts or leads individually or in bulk
Be notified of contacts already in your CRM (to avoid duplicates)
ReferenceUSA, the library and government sales division of Infogroup, is partnering with Plunkett Research to sell their industry almanacs. Plunkett offers three dozen almanacs including fast-growing sectors such as Green Technology; Artificial Intelligence and Machine Learning; Internet of Things and Machine-to-Machine; and Nanotechnology. Plunkett reports are written for the “general reader to readily access and understand the most vital trends, technologies and companies creating change within given industries—even if the reader has no current expertise in that industry.”
Jack Plunkett, CEO of Plunkett Research, said, “We’re excited to team up with the terrific people at ReferenceUSA. Their deep relationships with librarians and understanding of libraries’ unique needs make them the ideal group to spread the word about the Plunkett Research Online industry reference platform. At the same time, ReferenceUSA and Plunkett Research products are perfectly complementary–libraries that subscribe to both will be able to harness the full power of our deep data analyses.”
Plunkett almanacs cover both US companies and industries. They are available as online subscriptions, eBooks, and printed subscriptions. Plunkett helps close a gap in the ReferenceUSA product line. Infogroup provides a deep set of US and Canadian company and consumer files along with new companies, new households, family trees, and prospect list building. The partnership helps ReferenceUSA compete against Mergent Online which provides a company and industry research service in partnership with Dun & Bradstreet.
Subscription users can download custom industry reports as PDFs. Tables, company lists, and association lists may be downloaded to Excel.
View only subscription pricing begins at $1,295 for a single seat with downloading available for $1,995. Printed almanacs and ebooks are priced at $380.
Human-verified contact vendor DealSignal added Bombora intent to its B2B marketing data service. The combined solution offers intent-based leads with verified emails and direct dials “so that marketing and sales teams can reach out to ideal buyers directly and drive more conversions.” DealSignal applies Bombora intent data to an Ideal Buyers Profile. Users will be able to identify net-new, surging accounts with accompanying contacts and buying teams.
excited to partner with Bombora to help marketing and sales teams finally
answer the most elusive question: Who is out there actively looking for what we
sell and how can we reach them before our competitors,” said DealSignal CEO,
Rob Weedn. ”The integration of Bombora intent data and DealSignal’s
verified contact and account data means that revenue-driving teams can now see
which companies are actively in-market, plus get complete, accurate contact
data for ideal buyers at those companies, so they can reach out and convert
that intent into a purchase.”
begin by defining their target buyer personas on the DealSignal platform and
then select up to 50 Bombora intent topics. DealSignal identifies
accounts that match buyer profiles along with surging intent and delivers a set
of accounts with contacts and firmographics. By tying together intent,
firmographics, and human-verified contacts, DealSignal delivers a set of leads
that are more likely to close than with traditional firmographic prospecting.
“Intent-based leads help B2B marketers uncover accounts that are actively in-market — even if they’re not already on their target account/ABM lists. We then deliver complete, enriched and verified contact and account data that helps marketing & sales teams reach out to prospective target buyers with highly personalized messages, to help them convert more intent into a purchase,” said Weedn.
Third-party Intent data from Bombora and The Big Willow has suffered from poor actionability as intent scores lack context and clear next steps. Several vendors have begun to address this issue by combining intent with company and contact intelligence, turning an intent number into an ABM lead. DealSignal ties together Ideal Buyers, Personas, Bombora Intent Data, and Human-verified contacts to indicate which ABM targets are in market and who should be contacted.
DiscoverOrg redesigned its OppAlerts service to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.
By converting intent signals into leads or opportunities, firms are beginning to translate billions of weekly datapoints (thousands of intent topics across millions of companies) into actionable intelligence for sales and marketing teams.
In December, Aberdeen acquired The Big Willow to deliver Intent Qualified Opportunities which combined third-party intent with technographics, firmographics, content, and research.
“Intent data has been trapped in marketing tools as just another score,” said Aberdeen CEO Marc Osofsky, Aberdeen’s CEO. “Aberdeen Intent for Salesforce delivers what sales wants – accounts looking to buy that are fed directly into Salesforce for sales to engage and increase pipeline.”
I profiled SalesIntel and its human-verified contacts last summer but failed to cover a series of announcements from them over the past nine months (they were covered in my newsletter, but didn’t make it into my blog).
SalesIntel continues its database build out with company intelligence alongside their database of nearly three million high-quality US contacts. Each of these contacts is reverified each quarter, providing a smaller, but significantly higher quality email and direct dial dataset than other vendors. The exception is DealSignal which is performing overnight data validation so also delivering recently verified contacts.
Along with high-quality contacts, SalesIntel added company profiles which provide contact context. Company profiles are accessed by performing a company name search and clicking on the company name in the resulting contact list. The new profiles contain the following sections:
Company logo and name
Executive Intel — the names and titles of the top-level executives at the firm. Users can click on the executives to view their details.
Firmographic data from Owler
Industry & Sector info
Tech Intel — vendors and product deployed at the company
Contact Intel — a grid containing the number of executives available within SalesIntel by job function and level. Clicking on a number takes the user to a list of contacts for the company at that function and level. Users can also obtain filtered lists by clicking on the totals by job function or level.
The most recent enhancement is the incorporation of Owler firmographics into their database. SalesIntel users can also view Owler’s real-time news alerts for their prospects including IPOs, Funding, and Acquisition news.
“Owler helps sales teams work faster and smarter. We provide accurate and up-to-date information about companies and their top competitors, as well as deliver real-time actionable insights about the companies that matter to your pipeline.”
Tim Harsch, CEO of Owler
SalesLoft released sales engagement connectors for Outreach and SalesLoft late last year. Duplicate checking is performed. Records are tagged and assigned to SalesLoft cadences and Outreach sequences.
A HubSpot connecter was also released. The integration allows users to select contact owners and assign exported contacts to a workflow. Duplicate record checking is supported.
New targeting features include US metro areas and technographic searching. Users can screen by product, vendor, or category. The technographics file was licensed from HG Insights (FKA HG Data).
Category searching may be performed by keyword or navigating a technology category tree. Technographic searching is a component of the company module.
Contacts are sold in annual plans with contact records beginning at a dollar per record.
SalesIntel was launched last summer. Ramnani said his firm is receiving “very positive feedback from the market.”
I am pleased to announce that the first in a series of sales and marketing intelligence profiles is available through this website and my partners at Tenbound. These reports are written to assist with the purchasing decision. InsideView is the first purchasing profile to be completed, but additional reports for D&B Hoovers, LinkedIn Sales Navigator, and DiscoverOrg are planned for release.
InsideView Buyer’s Guide
Buyer's Profile of InsideView Sales and Marketing Intelligence (Single License)
InsideView, based in San Francisco, provides a set of sales and marketing tools for browsers, CRMs, Marketing Automation Platforms (MAPs), and mobile devices. Key tools support sales research and account monitoring, list building, sales connections (“six degrees”), CRM viewing and hygiene, company and contact enrichment, web form enrichment, Ideal Customer Profiling (ICP), Total Addressable Market (TAM) sizing, and marketing automation hygiene.
InsideView targets technology, finance, corporate/consulting services, manufacturing, commercial real estate, etc.
Firms of all sizes license InsideView solutions.
This 22-page report covers the following topics:
Content Coverage Numbers
InsideView for Sales
InsideView for CRM
InsideView Append (Lightning Data)
InsideView Open API
Expert and Data Services
Competitors by Category
GZ Consulting / Tenbound reports are independently written and not sponsored by any of the profiled vendors.
UK social selling vendor Artesian Solutions recognized significant growth in the technology sector in 2018, with tech sector revenue up 255% in 2018. Artesian attributed the growth to the “vast return on investment that can be achieved by leveraging millions of data points to create new relationships, establish credibility, address individual pain points and wider market challenges, and create new opportunities.”
social selling platform provides users with a rich set of sales triggers
combined with company intelligence.
companies are increasingly investing much of their valuable brain power into
crafting long-term, powerful relationships from the start of the customer
journey,” said CEO Andrew Yates. “By harnessing technologies such as
Artesian they’re uncovering opportunities to act in more contextually aware,
empathetic and personalised ways and in turn are seizing opportunities to
differentiate in an entirely different way, rather than focusing on features,
benefits and brand reputation alone.”
describing Artesian’s value proposition to technology sales reps:
“Harnessing the most valuable company information, market data and customer insights means Artesian’s technology customers can build innovative propositions for their products and services, prioritising ideas based on solving actual business challenges in each customer segment they serve. The sheer pace of change in the technology sector, including new entrant disruption, means enterprise providers can quickly fall behind if they’re not able establish deep, value-based relationships, especially when they may not be able to react as quickly within product development as their smaller competitors. Artesian’s growth in the sector highlights a shift in focus towards customer experience and value-based selling. Our technology customers are great examples of how to stay relevant and grow, even in a challenging political and economic environment.”
Artesian Solutions CEO Andrew Yates
Artesian’s technology customers include Oracle, Amazon Web Services, SAP, BT, Infinity Tracking, and Canon.
Artesian Solutions has also shown strength selling to British banks and insurance companies. Another 2019 object is the infusion of artificial intelligence into financial services onboarding and compliance tools. The firm has 30,000 users located in the United Kingdom and United States.
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
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.
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.”
“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.”
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.