Dun & Bradstreet rebranded D&B Workbench Data Optimizer as D&B Optimizer for Marketing and announced a set of enhancements to the platform. The Workbench name, now dropped, went back to the product’s origins as NetProspex Workbench, one of the first DaaS Hygiene / Enrichment / Prospecting platforms. The rebranded product includes a series of new features including an Analyze module, Salesforce Contact Optimization, custom email deliverability targets, and NAICS industry code support.
“This new name reflects Dun & Bradstreet’s commitment to deliver the very best in data optimization services,” the firm wrote its clients. The new name is also consistent with its other Optimizer solutions: D&B Optimizer for Salesforce and D&B Optimizer for Microsoft.
The new Analyze module delivers profiling and market opportunity analysis “utilizing D&B Master Data and proprietary machine-made analytics.” Features include dynamic dashboards which help marketers visualize their primary profile by revenue, employee size, and industry. The service also provides look-a-like opportunities to assist with ABM expansion and pipeline growth.
The new Salesforce Integration for Contact optimization supports contact cleansing and enrichment at a frequency determined by the customer. Dun & Bradstreet claims that the Salesforce integration may be setup in fewer than twenty minutes.
Custom Email Deliverability Levels allow marketers to dip deeper into Dun & Bradstreet’s pool of emails and select contacts with lower reliability scores. The default level is 90% deliverability, but highly targeted selects may require using contacts that are below the 90% deliverability threshold. Dun & Bradstreet called the 90% threshold “our recommended level for most email campaigns.”
Finally, D&B Optimizer for Marketing added NAICS industry code selects. The product already supports the older US SIC industry taxonomy.
Other D&B Optimizer for Marketing features include data validation and standardization (email, phone, address), duplicate flagging, data hygiene reports, lead prospecting, segmentation analysis, and data enrichment (firmographics, D-U-N-S Numbers, corporate linkages, technographics, biographics).
Technology media and intent purchasing firm TechTarget announced a set of enhancements to its Priority Engine service “that vastly improve ABM performance, increase sales productivity and maximize demand generation success for enterprise B2B technology organizations.” Amongst the enhancements are improvements to the user experience, a new Salesforce widget, persistent URLs, list assignments, user roles, and improved topic filtering.
Priority Engine combines executive intelligence with purchaser specific demand signals spanning 10,000 IT Topics across its technology research sites. The service marries HG Data technology intent intelligence with DiscoverOrg contacts, Owler firmographics, and TechTarget intent data and prospects. Priority Engine assists sales and marketing professionals by “expanding access to total buying teams at active accounts and showcasing rich purchase details such as installed technologies, vendor shortlists and specific, relevant topical interests.”
Priority Engine is GDPR compliant across its 18 million professional profiles who have opted into TechTarget partner marketing programs. Furthermore, because TechTarget has opted-in user profiles, it is able to provide intent data at the individual level. This contrasts with other intent networks which gather anonymous intent information at the company level.
User Experience enhancements include a left-side navigation menu and search bar. The navigation bar provides account list management, export functionality, and export monitoring. The search bar provides a type-ahead company list to expedite account searching.
Account profiles contain Owler headquarters information along with a business description, logo, sizing data, and social media links. Also displayed in the business summary are an account interest gauge, Buying Team counts, Vendor Interests based upon downloaded vendor content, and Top Interests. The account Interest gauge evaluates site readership (number of readers, type of content, scope of vendor interest) to determine whether the prospect is Evaluating Vendors, Ramping Up, or Not Active in the segment.
TechTarget also offers a set of intent signals based upon readership patterns: Widespread, Sustained, Late Stage, Stakeholder, and Cross-Vendor. According to the firm, “the more blue dots that are lit up, the more focus sales should commit to the account.”
At the top of each Account Profile are the licensed segments. Sales reps can click on any of the segments and the profile is filtered for the segment across TechTarget Buying Teams, DiscoverOrg Contacts, HG Data products, and the business summary. TechTarget offers 300 technology market segments with over 200 available for North America.
Priority Engine users are now assigned to one of three roles: Administrators, List Builders, and Read-Only. Administrators have full system functionality along with account management responsibilities. Both Administrators and List Builders can build and assign account lists to other users. Only Administrators can export records. Priority Engine suggests that Administrators are usually marketers and that List Builders are typically Sales Managers. View only users would be inside sales reps that would be working account lists but not building them.
Account List Building was redesigned with reorganized and expanded filters displayed on a single page. Filters have been separated into common and advanced screens with common filters spanning firmographic, technographic, and intent variables. Advanced filters include Last Touch, Purchase Signals, and HQ location. Within any filter, users may select Includes Any (OR), Include All (AND), and Exclude (NOT) Boolean logic.
Users can also rank results by market segment. Most Priority Engine subscribers have between one and five licensed segments. Except for the largest technology firms that operate in many segments, the firm contends that focusing on key segments provides better results than including adjacent technology segments.
Previously defined lists are available for both suppression or sub-list targeting.
TechTarget Priority Engine List Building
Lists are ranked according to intent signal strength for a market segment. Clicking on a different segment results in a different set of priorities.
The new Ranked Accounts list view includes the navigation bar along with company logos, the top areas of interest, and the company most influencing the account over the past 90 days (based upon TechTarget content viewing patterns). Clicking on any account takes the user to the account profile.
The persistent URL provides a direct link between sales and marketing platforms to the Priority Engine Dashboard. “The sales-to-marketing handoff can be one of the most challenging aspects of implementing modern marketing strategies, especially ABM. To properly inform and empower salespeople, you must be able to pass along valuable account-level insights with each lead — and few systems or workflows support this,” said Michael Cotoia, CEO, TechTarget. “Priority Engine addresses this challenge by providing a persistent and portable account link that can be embedded within any existing sales or marketing systems.”
Please continue to Part II which discusses the Priority Engine Salesforce connector, product repackaging, and market momentum.
Lattice Enginesannounced commencement of a private beta for its Atlas Customer Data Platform (CDP). Lattice Atlas matches internal and Lattice Engines data sources, provides a single view of the customer, and supports a centralized audience platform for cross-channel creation and measurement. The formal launch is planned for the end of the year.
According to Lattice Engines, “Marketing organizations struggle to scale their Account-Based Marketing (ABM) programs because each application they deploy has its own data, segmentation, activation and measurement modules. This has led to a fractured buyer journey because banner ads, social ads, emails and sales calls communicate different messages, which creates confusion. Lattice Atlas solves this problem directly by integrating all the application data into a single place and providing the ability to manage this data, segment on it, and activate it through open APIs.”
“A CDP connects existing systems to create a unified customer view that makes ABM possible. In a world that never stops changing, the power and flexibility of a CDP will help marketers deliver on the promise of ABM. The features you need in a Customer Data Platform (CDP) will depend on your business, existing systems, and intended use. There are a few key considerations when evaluating CDP solutions for executing ABM programs, including a unification of all data sources, segment creation, campaign execution and predictions.”
David Raab, founder of the CDP Institute
Lattice contends that ABM at scale requires a CDP supporting four key attributes:
Unified Customer Data: After aggregating and consolidating customer data, a CDP must link identity, behavior, purchase history, and firmographics.
AI-driven Audiences: The CDP must not only score accounts and contacts, but identify buying committees, assess buying stage, and recommend the next-best offer.
Omnichannel Activation and Personalization: The CDP suggests highly personalized campaigns across relevant channels. The messaging must remain consistent across all of the channels.
Enterprise Grade Governance: The CDP maintains data security and privacy while complying with relevant laws such as GDPR.
Lattice Atlas aggregates client data across platforms and appends it with data from the Lattice Data Cloud. First-party content is gathered from CRM, marketing automation, web visitor logs, transaction histories, product usage details, etc. The Lattice Data Cloud enriches the customer view with firmographics, intent data, and technographics. Lattice also maintains an ABM Identity Graph which organizes customer data by account, buying center, and contact.
“Lattice Atlas was a natural evolution of our platform,” blogged VP of Products Chitrang Shah. “Since day 1, our approach has focused on being deeply integrated with each execution application and managing all data under one platform. Because of this we not only capture the largest amount of data, but also all that relevant metadata that describes it. Lattice Atlas is built on our understanding of these applications and their data to create the first CDP for enabling ABM at scale.”
Audience creation tools predict conversion likelihood, purchase window, and likely spend. Atlas also supports next-best targets and next-best actions.
Lattice Atlas connectors support Marketo, Eloqua, Salesforce, and a set of REST APIs.
Other features include GDPR opt out for campaigns and all marketing communications, engagement thresholds to prevent marketing fatigue, and lead-to-account mapping.
The initial Atlas application will be Playmaker which offers prescriptive recommendations to sales teams. “Playmaker lets them quickly identify top products to sell across all audiences and programmatically deliver those recommendations to the sales teams,” said Shah. “It also has built-in interactive dashboard to track the engagements (or lack of it) and its impact on the pipeline, enabling out-of-the-box visibility into play ROI measurements and the ways to improve it.”
“The holy grail of B2B marketing is creating 1-to-1 experiences across the entire buyer’s journey. This is why the B2B world is so interested in ABM these days. In order to craft personalized experiences at scale, our customers need a data foundation to better understand their target audiences, and an execution platform to engage those audiences in meaningful ways. With Lattice Atlas, we now enable companies to engage their buyers with 1-to-1 omnichannel experiences, making B2B marketing as personalized as B2C marketing,” said Lattice Engines CEO Shashi Upadhyay.
Lattice has over 200 customers including PayPal, Adobe, Dell, and SunTrust Bank.
Sales and marketing intelligence vendor InsideView launched their Apex “go-to-market decision engine.” The new product combines InsideView and CRM data to assist with analyzing new market entry, identifying a firm’s Ideal Customer Profile (ICP), and assessing its Total Addressable Market (TAM).
“Smart B2B companies today are asking these questions: ‘Who are my best customers?’, ‘What are the new geographies and industries where I can expand?’, and ‘Are we going after the right customers and the right revenue?’,” said InsideView CEO Umberto Milletti. “We realized we had the technology, expertise, and data to help companies answer these questions quickly and with confidence so they never miss an opportunity. Business strategy shouldn’t be based on gut and guessing. And it shouldn’t require cumbersome data analysis. InsideView Apex uses cutting-edge technology and the best possible data so you can make the right decisions for your business.”
Go to market planning features include an ICP wizard, new/adjacent visualization tools with “what if” targeting analysis, TAM and market penetration analysis, new account and lead identification, and exporting of new ABM prospects to CRMs and MAPs.
“Revenue teams can use InsideView Apex to visualize performance against target segments in real time to optimize for success and focus resources on the targets with highest potential,” said Joe Andrews, VP of Product and Solution Marketing. “Marketing can see performance indicators at each stage of the funnel as leads convert to opportunities and won deals. Sales ops can identify where leads or opportunities may be getting stuck to course correct in real time.”
The Apex account score is based on an AI algorithm which correlates attributes from deep company profiles that are proprietary to the InsideView Platform. The account score is maintained and updated dynamically within Apex as customer ICP lists change. However, the account score is not currently pushed to CRM or InsideView for Sales.
If customers have also licensed InsideView Sales and Enrich products, ABM accounts are tagged.
Other visualization tools include a five-quarter historical view; market segmentation of leads, opportunities, and wins; and account whitespace (market penetration) analytics.
Apex integrates with Salesforce, MS Dynamics, Eloqua (Oracle Marketing), and Marketo.
Apex is licensed as an annual subscription and is priced in tiers based on company size which serves as a proxy for the number of market segments being targeted.
Apex is not the first tool in this category (e.g. D&B DataVision and DiscoverOrg AccountView), but it is emblematic of the expansion of sales intelligence vendors into market intelligence and strategic planning. When I started GZ Consulting six years ago, the sales intelligence firms were wary of entering the marketing realm, but the top sales intelligence firms are now offering ICP/TAM tools, marketing automation connectors, segmentation analysis, look-a-like prospecting, and data enrichment tools. This shift goes hand-in-hand with the blurring of the lines between sales and marketing. For example, sales engagement platforms provide cadence, analytics, and email marketing tools for sales reps alongside dialers and sales coaching. We are also seeing visitor intelligence and intent data being displayed within CRMs.
“Most B2B companies perform go-to-market planning and analysis in product silos and often fail to involve sales and marketing teams early in the process – those who must execute the strategy. Planning is a slow, manual process, based on limited information. Most firms have few ways to measure market performance reliably against strategy, making it nearly impossible to course correct in real time. It’s time to change this.”
Forrester Principal Analyst Laura Ramos
A 2018 InsideView survey of 500 American sales and marketing professionals found that TAM measurement was non-existent (25%) or ad hoc (28%) at surveyed organizations. Only 23% of respondents work at firms that regularly evaluate Target Demand. The remaining 24% of firms perform Target Demand analysis annually.
“All of the efficient and creative demand generation in the world will be wasted if the targeting is off,” wrote the firm in their 2018 Sales and Marketing Alignment report. “The shotgun approach to sales and marketing no longer works. There’s too much noise in the market and in prospects’ inboxes. The only way to stand out is to know who you’re targeting, and why and when they buy, and it can’t be done effectively unless both sales and marketing buy in it. Developing an ideal customer profile (ICP) and using it to determine your total addressable market (TAM) will help sales and marketing know exactly who to target, why they need your products, and when they need them.”
On Monday, Radius Intelligence and Leadspace announced their merger and plans to become the “leader in B2B data intelligence.” The firm, which will continue under the Radius brand, is no longer emphasizing predictive analytics.
The predictive analytics market has failed to develop as a standalone segment. According to Radius Chairman Darian Shirazi, the total investment in the space was over $600 million. However, Gartner sized the market at $100 million to $150 million in 2016 revenue, suggesting that the promise of predictive analytics was developing slowly.
In his just released 2018 MarTech Landscape, Scott Brinker removed Predictive Analytics as a segment as machine learning is being integrated broadly across marketing products.
For B2B predictive tools to work, they require high quality reference data sets for initial and ongoing enrichment, but the predictive analytics companies black-boxed their data sourcing. Radius was one of the few exception to this opacity as they were transparent about their data acquisition model (web crawling combined with a customer contributed data model), but most of the other firms have been vague about their data models.
The predictive analytics companies were also slow to offer ABM tools and similar company and contact recommendations. These features are now commonly offered by both predictive analytics companies and sales and marketing intelligence firms such as D&B Hoovers, InsideView, DiscoverOrg, and Zoominfo. What’s more, the sales and marketing intelligence firms have all developed light predictive scoring or ranking tools. While none of these firms approaches Radius or Leadspace in predictive capabilities, they all provide company and contact insights for sales reps, ABM tools for sales and marketing, and integrated data enrichment processes.
The predictive analytics firms also initially black boxed their models, preferring to hide complexity. They have since become more transparent and begun displaying the top reasons for recommendations. However, Salesforce Einstein has provided similar functionality with predictive scores and insights.
Todd Berkowitz of Gartner summed up the situation well.
I’ve been covering the market for B2B predictive marketing analytics for almost four years. A few years ago, predictive lead scoring was all the rage. Then it became about fit and intent models for demand generation and prospecting. Then these tools were used for selecting accounts for large-scale ABM programs. But in the end, the standalone market for these applications never fully reached its potential. Many of the original vendors got acquired for their technology (Fliptop, SalesPredict, Infer and others) and predictive scoring became a standard feature of marketing automation and SFA systems.
Just because the standalone market went away, doesn’t mean there isn’t a lot of value here. In fact, the solutions have essentially moved into two other markets (and you’ll see this reflected in our upcoming Hype Cycle reports). On one end, you have the Data Intelligence for Sales market where predictive and AI-driven solutions are competing with traditional data vendors for demand gen, prospecting, and segmentation use cases. On the other end, you have the broader ABM solutions market where these applications not only help with account selection and planning, but are moving towards engagement and orchestration.
Berkowitz predicted that one or two of the remaining predictive analytics vendors will be acquired in the next six months.
With over 6,000 MarTech companies, the market is quite fragmented. Although the MarTech sector continues to expand, there is already momentum towards consolidation as clients look for broad, integrated functionality instead of many point solutions. For example, marketing and sales departments adopting ABM need a broad set of functionality which includes
AI scoring and recommendations
Real-time, batch, and continuous company and contact enrichment
Data hygiene (e.g. de-duplication, data standardization, and verification services)
Third-party verticalized data enrichment
Website visitor id
Look-a-like company and contact prospecting
Segmentation, TAM, and pipeline analysis
CRM, MAP, and sales engagement connectors
Account social media monitoring
Company and contact intelligence
At this point, nobody offers a full suite of these ABM capabilities for sales and marketing departments.
Technology Intelligence vendor Datanyze rolled out an Account Intelligence capability which provides a set of buying signals via a dashboard and daily email alerts. Amongst the sales triggers covered are Acquisition Events, Funding Events, Technology Adds/Drops, Job Postings Added, and Recent News Articles.
Datanyze CEO Ilya Semin said that the firm is looking to expand beyond lead generation into Account Based Marketing. “We could do a really good job identifying companies that our customers should go after, but when they already have a list of companies they want to talk to they use the ABM model, meaning there’s already a list of accounts. How can we help? With an ABM approach we didn’t really have a solution. This new feature, Account Intelligence Dashboard, is designed specifically for companies that use an ABM approach.”
ABM lists can be uploaded as CSV files of ABM domains, generated as a targeting report, gathered from Datanyze tags or matched against Salesforce Opportunities, Leads, or Accounts. Users can then select which technology adds and drops are relevant to their campaigns and account plans.
“Traditionally, the approach for salespeople is, ‘Hey, let me go find the accounts that I want to target and let me see if they’re interested in my solution or product.’ The account-based approach is when companies, usually marketing departments, identify a list of companies that will definitely be a good fit, the sales rep is responsible for a territory and will be given a list of 100 accounts that they need to talk to in the next year. Using our Account Intelligence Dashboard, they can upload this list of 100 accounts, and every time there is a good buying signal it will give them context to reach out to this company.”
Datanayze CEO Ilya Semin
Along with Account Based Sales, Datanyze positions the service for competitive intelligence (tracking technology and events at your competitors) and customer success monitoring (identifying growth and opportunity events as well as monitoring complementary and competitive technology).
The service is free to Datanyze Small Team ($500 per month for ten users) and Enterprise customers. A limited free version will be available in a few months.
At its annual conference, ABM vendor Demandbase rolled out a new ABM Analytics module for campaign assessment. ABM Analytics supports full pipeline analysis “to understand the progression of their most valuable accounts across the buying cycle” for account lists and audiences. The platform also displays vendor comparisons, performs segmentation analysis, and provides recommendations for “next best actions to drive higher conversion rates through the funnel.”
“The ability to measure and articulate the effectiveness and impact of ABM programs is important to long-term ABM success,” said Alisa Groocock, Research Director, SiriusDecisions. “ABM solutions that bring extended measurement visibility can better support critical decision-making, and as a result, enable ABM programs to grow more quickly.”
Demandbase lists the new capabilities:
Marketers can monitor the health of their ABM strategies by examining the progress of their most valued accounts through the buying cycle; create side-by-side comparisons of audiences with different revenue ranges, employee sizes or verticals to understand how their segments perform at every stage of the funnel; understand the performance of individual marketing tactics such as advertising or direct mail; diagnose problems and opportunities along the customer journey and take targeted actions to improve performance; and build credibility throughout the organization by sharing transparent ABM progress reports.
ABM Analytics also matches and assesses data across advertising platforms, MAPs, content management, web analytics, and CRM to provide a unified view into “which accounts are responding to ads, engaging with content, moving into sales cycles and contributing to revenue.”
“For years, B2B marketers have struggled to connect disparate data sitting at agencies, in their web log files and CRM to measure the true impact of their marketing programs,” said CEO Chris Golec. “Our new analytics functionality leverages the best practices from some of the world’s most sophisticated B2B marketers and brings them to life for every company, no matter where they are on their ABM journey.”
Demandbase also announced a Salesforce Pardot connector which will be available in June. The connector will complement Einstein ABM and deliver “a deeper understanding of every customer” to sales and marketing teams. According to Michael Kostow, SVP and GM of Pardot, “Einstein ABM arms teams with the insights necessary to deliver personalized campaigns and build relationships with their most valuable accounts.”
The Pardot solution evaluates activity at both the contact and company level. The new solution will flag target account visits to corporate websites, relevant keywords and topics for online search, contact page viewing details on the website, and news and blog mentions. These insights will be provided within SFDC, email alerts, and Slack.
“ABM has transformed how marketing teams drive new business and retain customers,” said Golec. “But many B2B companies still struggle to deliver the comprehensive account view that can help sales teams drive pipeline and close business.” The Salesforce partnership “gives marketers the ability to empower sales teams with a complete picture of their target accounts so they can increase their productivity and win rates.”