Outreach Sales Intelligence Tiles

Outreach Sales Tiles Account Overviews
Outreach Sales Tiles Account Overviews

Account Based Sales Development (ABSD) vendor Outreach, rolled out its latest capability, Sales Intelligence Tiles, which displays account intelligence from Owler, Twitter, and MapBox alongside account information from Salesforce and Outreach.

Three tile formats are supported

  • Engagement insights: a combination of insightful information including company news, local time and historical interactions with prospect/account to ensure the communication is effective
  • Prospect overview: everything from historical Outreach & Salesforce activity to custom fields
  • Account overview: displays account firmographics and prospect information

Users can customize the layouts to better meet their informational needs.  Tiles may be moved and resized.  Additional enhancements will roll out in the next few months including “partner integrations, new tiles, design updates, and new suggested layouts.”  Layouts may be shared with co-workers.  Other partners include DiscoverOrg, Datanyze, DocSend, and Sendgrid.

Outreach’s internal research found that reps saved five hours a week by leveraging tile insights.

Outreach recently began a beta program for their Chrome Extension which they call Window Mode. “This new experience is unlike any other chrome extension,” said Product Marketing Manager Rachel Siegel.  “It removes the extension from on top of your window and creates a separate window that snaps perfectly to the side of your browser. The experience is lightning fast and immediately responsive to what you’re doing in the moment.  Many of you likely switch through a number of different browser tabs as your job. Window Mode keeps up with your pace. You’ll find that it’s faster and immediately responsive to what you’re doing in the moment.”

Selling is hard – we know it’s more difficult than ever to connect with prospects and keep them engaged throughout the sales cycle.  Sales technology has failed to deliver for reps, largely because it focuses on logging data and reporting on pipeline rather than helping reps to execute more of the right selling activities. Ultimately sales reps spend hours laboring on menial tasks. This has to stop. We’re on a mission to empower sales teams to more efficiently and effectively engage with prospects so they can predictability achieve revenue goals.

  • Outreach CEO Manny Medina

Outreach received a $30 million Round C a few weeks ago and continues to invest in tools for sales reps that assist them across the customer lifecycle.  This vision goes beyond outbound communication unification and includes sales intelligence, recommendations, and workflow simplification.

“Outreach continues to tirelessly deliver the capabilities that solve business challenges,” blogged Siegel yesterday.  “No longer are we solely investing in making SDRs and hunters efficient, we’re turning our eyes deeper into the customer lifecycle.  At Outreach we see a future where every sales organization has a platform that helps their reps build a pipeline and closes that pipeline faster and more efficiently than ever before. The future is a platform that acts like a sales assistant, suggesting meeting times, entering data, creating action items, suggesting which personas to engage at what points in the deal cycle, and more.”

Outreach is unveiling its roadmap at their Unleash conference in Sonoma, CA this week.

Outreach: $30 Million for Empowering Sales Reps

Outreach Workflow Intelligence combines Outreach prospect and process analytics with third-party company and contact information.
Outreach workflow intelligence combines Outreach prospect and process analytics with third-party company and contact information.

Account Based Sales Development (ABSD) vendor Outreach announced a $30 million Series C round led by DJF.  With the capital injection, Outreach raised its total funding to $60 million.  The valuation was not disclosed.  Other round participants included Four Rivers Group and existing investors Mayfield, MHS Capital, Microsoft Ventures and Trinity Ventures.  Funds will be deployed towards additional product development, staffing, and marketing.

“The future of selling will be machines helping sales reps by removing the barriers of what bogs them down and empowering them to do their best work,” blogged Outreach CEO Manny Medina.  “This round gives us the ability to make the required investments in machine learning and natural language processing. We’re doubling down in an area many in the market are talking about, but have yet to make a reality. With this investment, Outreach will continue to innovate to improve the day-to-day life of sales reps and their impact on the companies and communities they serve.”

Outreach helps automate, track, and analyze sales rep tasks across multiple communication channels including email, phone, and LinkedIn.  Activities are tracked and synchronized with Salesforce, Gmail, and Exchange.  Outreach supports over 1,200 sales teams including sales organizations at Adobe, Pandora, eBay, Marketo, and Zillow.  The firm supports the efforts of over 15,000 sales reps.

Like many industries, technology is transforming sales from an art to a science.  Sales is no longer about following up on inbound leads and hunting for a few big deals. It is about sales excellence – predictably executing the right selling activities at the right time.

  • Outreach CEO Manny Medina

The firm, founded in 2014, doubled its employment over the past year to 170.  Outreach is looking to grow its product and engineering group from thirty to fifty staff before the end of 2017.  Outreach is based in Seattle with offices in San Francisco and State College, PA.  They recently opened an office in Tampa, Florida which has hired some of the talent from recently shuttered competitor KiteDesk.

While I have not heard the specific rationale behind the KiteDesk shutdown, a former CxO at the firm suggested that they lacked the capital to compete against well-funded competitors such as Outreach and SalesLoft.

Along with the funding round, Outreach announced that DFJ Growth Partner Sam Fort has been added to Outreach’s Board. “The opportunity for a platform that simplifies and automates the sales process is massive and we are thrilled to have Outreach join our portfolio,” said Fort.

Quora: How do I obtain the necessary information for a B2B competitive analysis?

I answered the above question on Quora, but I thought it was worth posting the answer on my blog as well.

B2B is a broad category, so I will be providing a high-level process:

  • Start with the open web — the company website, corporate blog, Facebook, Instagram, Twitter, LinkedIn, YouTube, Vimeo, and SlideShare.
  • Jump to the LinkedIn and Twitter pages of key executives.
  • Continue with third-party review sites such as TrustRadius, G2 Crowd, Glass Door, and Quora. Also compare web (Alexa, SimilarWeb) and social media activity (Owler) of the company vs. its top competitors.
  • If a US public company, obtain their 10-K, 10-Q, Annual Report, Proxy, and 8-Ks. Also, review all material on their investor page and look for Fair Disclosure Earnings Transcripts (Seeking Alpha, NASDAQ), investor presentations, financial models, etc.
  • If a US or global public, analyst reports are often available subject to a one week embargo. Vendors with analyst reports include D&B Hoovers, Factiva, Zacks, FactSet, Capital IQ, and Investext. Reports with fewer than five pages tend to only look at the stock, and provide little in the way of detail. Particularly good are the Initiating Coverage reports as they often entail an overview of the business.
  • If a US or global public, review the synopsis of material events going back over a decade. Significant Developments are available from Reuters, Factiva (Reuters), D&B Hoovers (Reuters), Capital IQ, and FactSet.
  • If a European private, they are likely to have filed financials, directors, and shareholdings with a local registry. You can obtain these through D&B Hoovers, Bureau van Dijk Orbis, or local registries.
  • Major companies are profiled by MarketLine and Global Data. Check to see if they or key competitors are profiled. Industry vendors also profile companies and products within their target segments.  These profiles include SWOTs, company histories, market shares, and overviews of key products and segments.
  • Determine the firm’s list of competitors. If it is a public company they will list this in a proxy. If it is a private company, refer to Hoovers, Global Data, or Marketline.
  • If you are looking for technology employed, refer to Datanyze, HG Data, BuiltWith, DiscoverOrg, or RainKing.
  • Review all news for the company. The open web thins out quickly, so you are best off using an archival service such as Factiva or LexisNexis
  • For Intellectual Property and Legal, use LexisNexis or Westlaw. You can also search the USPTO site for trademarks and patents.
  • Check research from industry vendors. Most focus on only one or a few sectors (e.g. Gartner, Forrester, and IDC for Hardware and Software). A few provide higher level market overviews at the country or global level which include national or regional market shares, forecasts, and mini-profiles of the top 3-4 competitors in the market:
    • MarketLine (country and global)
    • Euromonitor (country or global)
    • BMI (Emerging Markets)
    • Freedonia (US)
    • IBISWorld (US, China, Australia, Global)
  • A few US industries are required to file with state or federal agencies. These include banks (FDIC), insurance (states), and nonprofits (990 forms with the IRS).
  • Larger companies file ERISA forms (5500s) annually with the Department of Labor. This filing covers benefit plans so is useful for direct research on a company and plan advisors. Judy Diamond offers a freemium service (FreeErisa) for ERISA filings.
  • If the firm has PE or VC funding, refer to Crunchbase, DataFox, Mattermark, PrivCo, or other vendors that collect this detail. Crunchbase and Owler provide this information for free.
  • Setup news alerts on the company and competitor you are evaluating. This can be done via Owler, Contify, InsideView, D&B Hoovers, Factiva, and LexisNexis.
  • Obtain a credit report (D&B, Experian, or local credit company if overseas)
  • Research the company family tree and review major subsidiaries and recent acquisitions. Global Family Trees are available from D&B Hoovers, Bureau van Dijk, and InsideView (parents and subs only). Public companies also list their subsidiaries in their 10-K (Note 21).
  • M&A research can be performed with Zephyr (Bureau van Dijk), Mattermark, FactSet, Capital IQ, and other vendors.

This is a quick overview for secondary research.  For primary research, reach out to customers, partners, and former employees.  They can be identified via Case Studies (generally fans so don’t be overly reliant on them), customer references on site, TrustRadius, G2 Crowd.  Former employees can be determined via LinkedIn.  Partners are generally listed on the company website.

One area that is particularly difficult to obtain is pricing data.  Some B2Bs are transparent while others publish virtually no details, particularly if they have complex product lines and pricing.  Don’t be surprised if you find little in this area beyond “Pricing begins in the five digits” for many vendors.  Pricing details may require primary research and this will provide data points, but not full price lists.

If you are performing regular competitive analysis work, consider joining SCIP (Strategic & Competitive Intelligence Professionals).

Feel free to add additional tips in the comments.

 

DiscoverOrg Startup & SMB Dataset

"Building a Winning Dataset" from DiscoverOrg Collateral.
“Building a Winning Dataset” from DiscoverOrg Collateral.

Sales and Marketing intelligence vendor DiscoverOrg announced their latest database earlier today.  The new Startup and SMB dataset covers more than 60,000 small and mid-size businesses and 400,000 executives.  The initial North American coverage profiles companies with between 50 and 1,000 employees.

All of the contacts are editorially verified and will be maintained via the same sixty-day review cycles as their other contacts.  Executives cover “all key departments, including IT, Engineering, Marketing, Sales, Finance, HR, and Operations.”

“DiscoverOrg’s data difference is its team of 250+ researchers who constantly augment and verify the data in our platform,” notes Henry Schuck, DiscoverOrg CEO. “Unlike other vendors that provide SMB lists with thousands of irrelevant contacts, companies, and incomplete and duplicate records, the DiscoverOrg Startup & SMB dataset is as rich and accurate as our enterprise data.”

CMO Katie Bullard said that DiscoverOrg has “aggressive plans” to invest in SMB dataset development due to customer benefits.

With more companies, our researchers won’t have to skip over Triggers that they find through their research. We’re able to return a greater number of companies that use a certain technology, and our predictive tools like AccountView and DealPredict have larger reach with more matched accounts.

  • DiscoverOrg CMO Katie Bullard

The initial dataset is limited to North America as that is where they have the greatest current demand, but DiscoverOrg plans to internationalize the Startup and SMB dataset in the future.  While the goal is to cover all firms with at least 50 employees, the initial dataset consists of firms requested by their customers.

The press release noted how difficult it is to find reliable, actionable intelligence for SMB sales teams.  Along with company and executive profiles, the database provides 6,000 “research verified buying triggers” per month.

In smaller businesses without media coverage or press releases, almost none of the buying intent triggers that DiscoverOrg gathers – including planned investments, key projects, personnel moves, and internal spending budgets – is made available to the public. This is where DiscoverOrg’s team of researchers provides a clear advantage: While there are millions of registered companies in the US, the difficulty is identifying and gathering intelligence on the small percentage of these companies who are 1) legitimate entities and 2) have true spend / budget. By continuously verifying contact info, conducting interviews, and engaging in research activities, DiscoverOrg overcomes the shortcomings of web-scraping for hard-to-find data on the SMB space, ensuring the intelligence customers receive is highly relevant and immediately useful.

  • DiscoverOrg Press Release

“Sales and marketing teams that want to reach the SMB market have had a very difficult go of it,” said Nancy Nardin, President of advisory firm Smart Selling Tools. “There’s been a real dearth of verified, accurate data on SMBs, quite simply because it’s harder for data companies to get. DiscoverOrg is solving for this very real pain point by bringing their best-in-class research verification model to the SMB space. You can expect the same high-quality data you get from DiscoverOrg’s broad datasets. ”

Across all databases, DiscoverOrg now covers 1.5 million executives and 90,000 companies.  Customers may purchase access to the full database or various databases by job function, company size, or region.

 

Boardroom Insiders CxO Bios

Boardroom Insiders AppExchange Profiles
Boardroom Insiders AppExchange Profiles

While most sales intelligence vendors focus on broad coverage, there are several that continue to generate value the old-fashioned way through editorial research focused on high value content sets.  Firms in this category include technology vendors DiscoverOrg and RainKing and industry overview provider First Research.  Another editorially-focused vendor is Boardroom Insiders, founded by Sharon Gillenwater and Lee Demby.  Gillenwater, who was a marketing consultant, realized that several of her key accounts were struggling with CIO-level discussions.  In 2010, she partnered with Demby, the co-founder of First Research (acquired by Dun & Bradstreet / Hoover’s in 2007), to create a C-level executive information service.

“Most companies spend too much time worrying about getting customer contact info and not enough time thinking about what they are going to say to these customers once they get in touch with them,” said Gillenwater.  “While having the right contact info is important, it is useless if you don’t have a strategy for making yourself relevant to the person on the other end of the phone.”

Boardroom Insiders provides deep biographical profiles of C-level executives.  They cover the CEO, CIO, CFO, CMO, and COO of the Fortune 500 along with additional top executives requested by their customer base.  In total, Boardroom Insiders publishes 13,000 rich biographies for 3,000 US and international companies.  A team of fifteen editors (ten full-time) research and update their bios.  All of the editors have at least ten years of business journalism or management consulting experience.  While all of the material is editorially researched, executive changes and key events are monitored with just-in-time editorial updates performed.  Furthermore, if a profile has not been touched in six months, a user can request that it be immediately refreshed.  They also retain a pool of in-flux biographies for executives that may be in transition, allowing Boardroom Insiders to quickly revive and update profiles when a high-level executive resurfaces.

Included with subscriptions are credits towards the creation of additional biographies, providing users with on demand professional research.  For requests of up to ten executives, the firm turns around new bios in two business days.

Content is derived from the open web with a focus on earnings calls, executive interviews, and industry articles.  LinkedIn is also employed as a resource, but depth of content varies greatly and executives are often slow to update profiles after departing firms.  What’s more, LinkedIn lacks insights into executive biases, interests, and passions.  Finally, LinkedIn does not contain a broader view of the executive’s division and corporate environment.

“LinkedIn is an essential tool, but the profiles are unpredictable, limited in strategic insight, and biased,” said Gillenwater.  “Boardroom Insiders is rich with strategic insight, unbiased, and provides the full professional story of the key decision maker you are calling on.”

Executive biographies run two to seven pages and contain

  • Headshot
  • Last Updated Date
  • Current Company, Title, Location, Phone, and Email.  The phone may be either a switchboard or direct dial.
  • Social Media Links (LinkedIn, Twitter, Facebook)
  • An Executive Summary
  • Personal Attributes and Interests – Family status, interests and hobbies, business philosophy, awards, etc.
  • Current Focus – Job responsibilities, corporate strategy
  • Key Challenges
  • Biographical Highlights
  • Other Boards and Organizations

Executives can be looked up directly, by company name, or via prospecting.  Prospecting is not as robust as large database competitors, but includes F500, Keyword, Title, CxO Function, Industry (NAICS major and minor categories), Alma Mater, etc.  Keyword searching should be particularly effective due to the depth of their profiles.

Search results are downloadable as PDFs.

The Boardroom Insiders service offers email alerts for individuals and companies.  Users are notified when an executive profile for a tracked company or executive is updated.  Company alerts are also sent when new executive profiles are available at tracked companies.

Users may access the service via browsers or a single-sign-on integration with Salesforce.com.  Within SFDC, there is a find button on Accounts, Contacts, Leads, and Opportunities.  Boardroom Insiders displays biographies or biography lists within the Salesforce frame.

Boardroom Insiders offers an API based upon the JSON protocol.  Clients can use the API to feed information into their corporate data lakes or create custom solutions.

Users span four job functions targeting the C-Suite:

  • Marketers (e.g. field marketers, ABM programs, engagement teams, executive sponsorship programs)
  • Executive recruiters
  • Management consultants
  • Strategic sales (enterprise sales reps and account teams).

The firm has many clients in the technology sector.

Pricing is subscription based with annual contracts beginning around $10,000 and enterprise contracts reaching $250,000.  An SMB account would include three seats and 25 to 50 profile requests.

DocSend Partners with SalesLoft & Outreach

DocSend Analytics are now available to Outreach and SalesLoft users.
DocSend Analytics are now available to Outreach and SalesLoft users.

Both Outreach and SalesLoft rolled out integrations with sales asset manager DocSend in the past few weeks.  DocSend provides sales reps with a managed content library from which reps send trackable collateral links instead of e-mailing large files to customers and prospects.  DocSend then tracks the links and provides read alerts and viewing analytics.  Conceptually, it is similar to the PointDrive service integrated into LinkedIn Sales Navigator.

“By partnering with two leaders in the space, we’re enabling sales reps to see how accounts and individual contacts engage with the content in their email outreach throughout the sales cycle,” blogged DocSend Senior Product Marketing Manager Sonja Jacob.  “Using DocSend Campaign Links, sellers can create a unique link to share content in their email cadences, without ever leaving workflows in either tool.”

The combined services allow reps to directly insert links into Outreach templates and snippets while providing sales managers with sales rep analytics.  The Outreach partnership helps sales reps “find, share, track, and present the documents that close deals,” said Jordan Greene, Director of Product Marketing at Outreach.  “Even better, you’ll have deeper insights into what content works throughout your sales cycle.”

Inserting a custom DocSend campaign link within an Outreach email template.
Inserting a custom DocSend campaign link within an Outreach email template.

DocSend helps reps find the right sales content and create a “fully trackable campaign link without ever having leaving your workflow,” said Greene.  Campaign links are customized for each sales rep and can be added “in just a few seconds.”

DocSend analytics track where, when, and how prospects and customers engage with sales collateral.  DocSend supports document forward tracking, password setting, and flagging collateral as non-downloadable.  Campaign links are available both within templates and as standard email links.

Both Outreach and SalesLoft users must have DocSend licenses and the DocSend Chrome extension installed.  DocSend Team is priced at $30 per user per month and supports a white label document viewer, instant notifications, team reporting, and mail merge links.

SalesLoft has a freemium DocSend integration in the works.

SalesLoft offers campaign links that dynamically update within templates allowing admins to build Team Templates with a dynamic campaign link tracked to individual reps.  “This means admins can create a SalesLoft Team Template with a dynamic Campaign Link and the content will be tracked separately for each SalesLoft user specific to the recipient, said SalesLoft VP of Product Strategy Sean Kester.

As a former Product Manager, I can understand how frustrating it is when you have a great new capability and a top competitor launches it at the same time.  You think you have a differentiator and all of a sudden you find out it is a checkbox item.  This scenario is more likely to happen with non-exclusive, API-based partnerships as implementation costs and windows are reduced.

One of the vendors was emphasizing that they were first to market, but whether this was by days or weeks is moot if there is little differentiating the new feature between the competitors.  In the end, customers and prospects are interested in value provided with the current offering, not who beat who to the market by a few days.  When vendors are competing to identify and integrate new partner content and features into their offerings, it is the end users that win.  Over the past 18 months, both SalesLoft and Outreach have rapidly expanded their ecosystems providing significant value to their sales acceleration (ABSD) offerings.

Mattermark Salesforce Connector

Mattermark rolled out its new Salesforce.com connector.  Mattermark, which released a sales edition for its PE/VC database in Q3 2015, supports lead enrichment spanning over eighty fields including Last Known Funding, Employee Count, Investors, Growth Score, Estimated Web Traffic, and Location.  Other features include custom object mapping, event triggers, and automated updates.  The Mattermark database now spans four million global companies and is growing at 100,000 companies per month.

Sales reps can also apply triggers and actions to any lead, opportunity, or other object.

“By launching Mattermark on the AppExchange, it allows sales professionals to spend more time doing what they do best, and what computers can’t do,” said Danielle Morrill, CEO of Mattermark. “Whether you’re an SDR, Sales Executive, or VP, your time is best spent on the phone or in person cultivating the relationships that earn you the right to do business.”

The Mattermark Account record displays firmographics, funding details, and recent news.
The Mattermark Account record displays firmographics, funding details, and recent news.

While they do not yet support prospecting, it is on their roadmap.  “The next thing we are building for Salesforce is simple but powerful: we’ll give users the ability to fill up the CRM with the accounts they want,” blogged Morrill. “Instead of starting out empty and filling it up, we want to give you the opposite experience. Every possible account is available to you with Mattermark, and through application of your ideal customer profile criteria you can chisel away at this massive block of possible customers to come up with the best possible targets to go after.”

The app is priced at $49 per user per month.