AI-powered sales engagement service ScaleX.AI announced the availability of SocialFlow, which leverages employee networks for warm introductions at target buyer personas. According to ScaleX, most firms use only 3% of their employees’ professional networks. Social Flow unlocks the remaining 97% of connections for generating warm introductions.
“Successful outbound requires a perfect mix of quality and quantity. With the launch of SocialFlow, we’re further enhancing the quality that our clients have come to expect. This is truly the first-ever AI for Social Selling engine on the market today!”
ScaleX CEO Chad Burmeister
virtual BDR automates social outreach in parallel to phone and email. Once
one of these channels makes a connection, the other channels are halted.
ScaleX features include
Social & Email Automated Cadences
Agent-assisted power dialing
Social & Email templates with proven conversions
Leads from Zoominfo, DiscoverOrg, Lead411, and SalesIntel at a monthly rate vs. an annual commitment
Digital paid ads optimized for impressions
positions itself as an automated BDR at a lower cost than direct sales
staff. The firm describes its ideal customer as “companies who
either can’t afford to hire a full-time SDR or BDR (Sales or Business
Development Representative) or companies who want to augment their in-house
sales team with outsourced Virtual BDRs that are 7-10X more productive.”
ScaleX Virtual BDR (BDR as a Service) starts at $3,000 per month for data and
digital outreach, and $7,000/month for data + digital (email, social, paid-ads)
+ data. Monthly outbound communications include around 3,000 emails per
month, 3,000 social sales activities, thousands of impressions, and 3,000
cited research by one of their Board members that the SDR function grew 500
percent from 2012 to 2017 and another 80-90 percent in 2017-2019. Burmeister
questions how long SDR employment growth will last before automation improves
the efficiency and effectiveness of SDRs, causing the role to plateau, and
was originally called Sales Hack, but they changed their name when Outreach
acquired Sales Hacker.
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.
Hippo Video is now offering personalized video to Outreach customers. The integration helps sales reps include video into their sales process, which in turn increases conversion rates and accelerates the sales cycle. Sales reps can create, share, and track personalized video content embedded in Outreach sequences, templates, snippets, and one-to-one emails. Heatmap analytics track user interaction. Hippo Video also supports a video library.
can be created for each objective across the full sales cycle, allowing sales
and marketing to send targeted videos for each stage. For example, reps
can send introductory videos to establish rapport with the prospect and later
send a product demo once the prospect has shown interest.
will go a long way in establishing a personal connection and trust with the
recipient as against insipid text-heavy emails,” said Hippo Video CEO Karthi
Hippo Video claims a 300% lift in response rates from embedded videos. Other firms, such as Vidyard, have found similar lift rates from personalized videos.
can also add actionable calls to action (CTAs) within videos, which are then
embedded within sequenced emails in Outreach. CTAs include meeting links,
custom polls, annotations, and lead gen forms. CTAs can be inserted in
the middle or at the end of the video.
is described as straightforward:
Sign up for Hippo Video;
Install the Hippo Video Chrome extension;
Turn on Hippo Video in Outreach.
can then record personalized videos via their webcam and embed them within
email templates, snippets, and direct emails.
By seamlessly integrating videos in your sales outreach, your prospects are sure to experience highly personalized, engaging content that will humanize the entire sales process, which would have otherwise been possible only within a face-to-face meeting.
[The] Sales process is spontaneous. Therefore, integrating sales with video to build a relationship of trust with the prospect should not leave you flustered. Tracking their interaction [and] qualifying them should be reasonably straightforward as well.
Santhoshi Natarajan, Hippo Video Content Strategist
behavior is also tracked, allowing reps to prioritize their follow-ups based on
views and watch interaction percentage, providing additional intent metrics
beyond email open and response rates.
may be analyzed by viewing and drop off points. “When a prospect drops
off the video at a certain point, it’s perhaps time [to] rework your message or
focus on a different pain point,” said Natarajan. “This feature is an
added layer on top of your existing metrics and will help you prioritize the
prospect who is at the bottom of the sales funnel.”
Hippo Video is a freemium offering. The free edition provides unlimited hosting but limits bandwidth to 100 GB per month and does not support video emails. The Pro version ($29 / user / month) provides integrations with Outreach, Gmail, Outlook, and HubSpot. Other features include professional video editing, custom branding, video cloning, in-video CTAs, contact imports from CRM, and SEO.
Relationship strength analytics company Nudge.ai folded this week. Nudge identified the corporate relationship strength with contacts and filtered the open web and social media to provide contact insights. Relationship strength analytics has long been an area of unfulfilled promise going back to early Relationship Capital Management vendors such as VisiblePath. LinkedIn is the only major firm that has successfully built such tools. They provide lead recommendations, referrals, and TeamLink networking with colleagues, but relationship strength is not a focus of their offerings, but more of a side feature in Sales Navigator.
available on the SalesLoft and Outreach partner ecosystems and the AppExchange.
Nudge did something classy when it folded. It thanked its customers, employees, and investors in its coda. They also turned their website into a thank you page which highlighted the strengths of each employee and provided a link to his or her LinkedIn profile. Because they were a startup, the bios are based upon knowledge of each employee and serve as a reference from management.
“While we can’t say we are “celebrating” failure today, we are thankful that the journey was possible. Although the failure itself is sad, it’s only because it is the end of a journey that was so challenging and rewarding. Every product innovation, customer win, market recognition, or challenge overcome was a step towards a goal we all were working towards. We didn’t reach that goal, but because of everyone around us, we did have a chance to try. And that – that chance to try – is worth celebrating.”
Before Christmas, video platform Vidyard closed on a $15 million financing facility with the BMO Technology & Innovation Banking Group. Vidyard has raised $75.7 million in debt and equity financing to date (see Crunchbase Pro chart on the bottom) and was recently ranked number 39 on Deloitte’s Canada Fast 50.
funds will “help Vidyard remain focused on innovation and product development
while financing strategic M&A & Global Expansion activities so that the
company can continue growing, scaling, and providing customers with the most
robust user experience possible.”
Vidyard has partnered with a wide set of sales engagement platforms, including Outreach, SalesLoft, ConnectLeader, Groove, XANT, and VanillaSoft. Other partners include Salesforce, HubSpot, Marketo, Eloqua, Drift, Outlook, and MailChimp. Partners have cited a 2 to 3X improvement in open and click-through rates due to personalized videos embedded in emails. Reps can quickly record a one-to-one video or embed a marketing video.
continues to make a global impact and is currently serving more than 50 million
videos per day. With the accelerating trend of the world’s most
innovative businesses turning to video to power their marketing, sales, and
internal communications strategies–tomorrow, that number is on a trajectory to
exceed 1 billion,” said CEO Michael Litt. “We’re excited to be working
with BMO’s Technology & Innovation Banking Group to help finance strategies
intended to support our journey in becoming the dominant video platform
provider that the world’s most successful businesses rely on.”
Vidyard customers include Honeywell, LinkedIn, Citibank, and Sharp. A recent study of 218 B2B sales and marketing professionals found the top five uses of video within an organization are brand awareness (67%), lead generation (63%), customer education (63%), buyer education (58%), and sales enablement (54%). Website distribution was the most common channel (79%), followed by email (67%), LinkedIn (63%), YouTube (60%), and landing pages (59%). 40% of respondents indicated that sales reps were deploying one-to-one videos. Heinz Marketing and Vidyard conducted the survey.
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).
ABM platform vendor Terminus acquired email analytics vendor Sigstr earlier this week. The full 60-person Sigstr team will be joining Terminus, including CEO Bryan Wade. Sigstr has received $11 million in funding across multiple rounds. Sigstr’s flagship product inserts customized banner advertising in signature blocks. In 2018, the firm launched Pulse, which tracks relationship strength based upon email opens, response times, messaging velocity, and generated calendar invitations.
our solution with the Terminus platform activates an untapped channel that
changes how businesses engage with target accounts,” wrote Wade. “We’re
long-standing partners from both a technology and go-to-market perspective,
making this combination a no-brainer and massive opportunity for our combined
customers, and account-centric businesses everywhere looking to sharpen how
they engage across the entire customer lifecycle.”
company will be able to “determine their best-fit segments,
prioritize accounts, and identify the next-best-action for execution.” Terminus
can now align account-based messaging across the full lifecycle, prioritize
accounts and assess buying team interactions, and integrate ABM messaging with
employee email marketing.
“[Pulse] Relationship data adds a rich 1st-party piece of intelligence to your account-based efforts. To deliver this information, Sigstr uses its proprietary Relationship Score, which analyzes the email and calendar interactions between employees at your company and those at your customer and prospective customer accounts. It provides detailed insights into the sentiment and strength of relationships at an account, buying team, and individual level. Utilizing this data set alongside engagement and intent intelligence already native to the Terminus platform supercharges how your revenue teams prioritize efforts and take action.”
Bryan Brown, Terminus Chief Product Officer
be more excited about bringing two powerhouse teams together to shape the future
of B2B marketing,” said High Alpha managing partner Scott Dorsey.
“Category leaders are built around great teams and innovative products.
This team has exactly what it takes.”
customers include AT&T, Amazon, and United Way. Terminus was also a
long-time customer. The firm blogged that the deal was “a reflection of
both our confidence in and reliance upon Sigstr as a staple of our marketing
Terms of the
deal were not disclosed.
month, Terminus named Tim Kopp their new CEO and Chairman. Kopp is the
former CMO of ExactTarget and is a Partner of Hyde Park Ventures. Former
Terminus CEO Eric Spett continues as a member of the Board.
and business are at a crossroads. We’re shifting to a new frontier of
automation that prioritizes more effective account targeting, engagement, and
acquisition,” said Kopp. “The emerging generation of CMOs is
transitioning toward hyper-targeted campaigns and intelligent, data-driven
digital marketing. ABM has moved past marketing, and Terminus is the
definitive leader powering account-based transformation and helping businesses
achieve rapid, long-term growth.”