Zylotech Incorporates Bombora Intent

Unified Customer 360 View
Zylotech Unified Customer 360 View

Zylotech added Bombora surge data to its Customer Data Platform (CDP).  Bombora’s third-party intent file is gathered from over 4,000 B2B media sites and helps identify accounts with surging interest in B2B topics.  The partnership helps “find and drive active demand into the funnel, empowering sales teams to prioritize accounts and win more business.”

Zylotech describes itself as a “self-learning B2B customer data platform that ensures customer profile enrichment, predicts purchases, and brings relevancy-based recommendations towards unprecedented lift.”  Features include data health reports, next best actions, lead scoring, propensity predictions, prescriptive micro-segments, dynamic segmentation, GDPR support, ID resolutions, anonymous visitor data resolution, look-a-like audience prospecting, and 360 Customer Views that incorporate hierarchies.

“Self-learning” means that the CDP automatically and continuously detects and creates customer matches across different data sources.

“Bombora’s intent data coupled with Zylotech’s unified view of all customer data means marketing and sales now have a single, seamless way to identify ideal B2B buyers and drive more conversions.  Marketers can personalize their campaigns specifically to the buyer’s intent, allowing sales to focus on buyers with expressed interest, and proactively engage in the decision-making process armed with customer insights.”

Zylotech Chief Revenue Officer Patrick O’Brien

Zylotech supports HubSpot, Eloqua, Marketo, Salesforce, Tableau, MailChimp, and LiveRamp.

Zylotech is based in Cambridge, MA and has 40 employees.  It received a $5.5 million Series A last October and $6 million in total funding.

RambleChat – SalesLoft Partnership

Real-time chats with account owners may be initiated from emails or any other outbound or marketing content which supports URLs.
Real-time Ramble chats with account owners may be initiated from SalesLoft emails or any other outbound or marketing content which supports URLs.

Conversational marketing vendor RambleChat is the latest partner available through the SalesLoft app directory.  Along with real-time website chat, joint customers can embed chat into SalesLoft email cadences. RambleChat then routes sales conversations to account owners “providing a more personalized interaction via chat.”  Joint customers can also employ dynamic fields in SalesLoft to customize greetings with personal and company names.

“The SalesLoft/RambleChat integration gives a whole new capability for marketing and sales teams.  RambleChat is the only chat platform that can instantly open chat from any online source.  Ramble then routes sales conversations to the right account owner — enhancing both demand generation and ABM campaigns.  And now, for the first time, chat can be an integral part of sales plays and interactions in the SalesLoft platform.”

Sean Kester, VP of Platform Strategy at SalesLoft.

Single Click Chat (SCC), RambleChat’s patent-pending technology, extends chat capabilities from the website to outbound communications.  So long as a URL can be embedded, chat conversations can be initiated via a click.  Along with corporate websites, SCC enables chat initiation from LinkedIn, Twitter, Facebook, digital ads, landing pages, blogs, QR codes, and product collateral.  SCC allows sales reps to “meet buyers at the moment of interest.”

Ramble automatically logs chat conversation histories and details at the SalesLoft Account level.  When a user navigates to an account, chat history is displayed under the “Notes” section.  If a SalesLoft user desires more in-depth information about the chat conversation, a URL is automatically provided for the user to click.

RambleChat has been in partnership discussions with SalesLoft since at least March when Ramble CEO Justin McDonald attended SalesLoft’s Rainmaker conference.  Instead of simply building a website chat solution, the firms chose to “build better pipelines by extending chat beyond corporate websites and into SalesLoft Cadences and social channels via RambleChat’s Single Click Chat.”

“As we met with joint customers in mid 2018, a constant theme surfaced; the market was struggling to find practical and tangible means of Account-Based Selling and Marketing.  There’s no shortage of ABM technology, but many lacked quick deployment and immediate results for sales organizations. This became the MO for the RambleChat + SalesLoft partnership, and we landed with a more powerful integration that fills the ABM gap for both sales and marketing.”

Ramble CEO Justin McDonald

“I’m immensely excited about our joint efforts.  This integration delivers new opportunities for sales engagement and improves functionality for sales reps to execute account-based selling.  Account-based marketing (ABM) requires an equal effort from Sales, and RambleChat delivers immediate functionality to bridge the gap for SalesLoft customers,” said RambleChat CEO Justin McDonald.

TechTarget Posts Strong Q2

Priority Engine provides rich company data including intent data (buying stage, competitors under evaluation, top trends), contacts, social links, and firmographics.

TechTarget posted a strong second quarter with revenues up 9% to $34.3 million.  Growth was led by their Priority Engine technology sales intelligence service which added 38 new customers in Q2 and grew revenue by 44%.  

Long-term contracts now comprise 33% of revenue.

TechTarget expanded its Total Addressable Market (TAM) from 1,500 Enterprise IT vendors to an additional 5,000 IT vendors consisting of small software companies and regional VARs.  The firm has been executing a soft rollout of Priority Engine Express to this expanded universe.

“We are still in the learning stage but the early feedback is that this customer segment is embracing the value proposition,” the firm told shareholders.  “We are increasing the number of salespeople dedicated to this product in the near-term and remain on track for the full product roll-out in 2020.”

“We added several enhancements to Priority Engine in May including Personalized Account Rankings that reflect organic research with TechTarget and direct engagement with the customer to improve marketing and sales effectiveness. Ideal Customer Profile (ICP) creation and filtering directly within Priority Engine to efficiently find, track and convert identified best-fit customers. Enhanced Qualification Intelligence showcases the key attributes that make accounts high priority targets, including buying stage, ICP match and if there is a confirmed project. Improved Engagement Signals show you precisely when accounts visit your website, click on your banners and/or download your content. Indicators of New and Recent Activities give sales users new reasons to call and help them engage the buying team with highly tailored outreach.”

TechTarget Q2 2019 Shareholder Letter

TechTarget provided Q3 revenue guidance between $33 and $34 million and annual guidance of $133 and $134 million.

The firm is celebrating its 20th anniversary this month and used the opportunity to credit its employees.  “We are incredibly grateful to our dedicated team of employees who are smart, innovative, motivated, passionate and hard-working. This team makes us look good and creates a win-win scenario for customers, investors, partners and the communities where we operate. We are especially proud of the transition that the Company has been able to make over the past 5 years from an online media company delivering quarterly marketing campaigns to a purchase intent data company selling annual subscriptions. We think most people would agree that is not an easy transition to make. We are very confident that our best days are ahead of us as we are now a leader in the fast growing data intelligence market.”

TechTarget added Christina Van Houten to its Board.  She currently serves as the Chief Strategy Officer for Mimecast Limited, a public email management company, where she is responsible for driving corporate development, product management, and market strategy.  She previously held senior positions at Infor, IBM Netezza, and Oracle.  Van Houten has “more than two decades of extensive, focused experience in marketing strategy with some of the world’s largest firms as well as significant corporate and business experience.”  She has an MBA from the Booth School (University of Chicago) and a BA from Georgetown.


Continue to Part II on Priority Engine Express and the expansion of their target market to include small software vendors and value-added resellers.

Cognism Series B

Cognism logo

Sales Acceleration Platform Cognism closed on a $10 million Series B from PeakSpan, bringing total funding to $16.5 million.  Previous investors included Oliver Wyman, South Central Ventures, LCIF, and Newable Ventures Limited.  The firm, founded in 2016, grew ARR over 4x last year.  

The funds will be deployed for opening local offices in Singapore and New York City as well as growing its machine learning team.  According to CEO James Isilay, the firm has already “won significant business remotely” in both regions.

Isilay called Asian expansion “particularly interesting” due to SaaS being relatively young in the market.  Cognism has already leveraged its partnership with investor Oliver Wyman to acquire two “blue-chip financial clients” in Asia.  “Investment here looks to be a promising tonic to the barriers to trade growth that are disrupting business in Europe and America.”

“Having been granted our first machine learning patent in December 2018, Cognism is now building a portfolio of IP which will drive the next evolution of sales and marketing technology,” said Isilay.

“Sales and marketing technology has been a core focus of ours for many years, arming us with a long-term perspective on the segment and a nuanced understanding of market trends and buyer dynamics that drive strategic value.  With such a proliferation of tools and technologies emerging across the marketing and sales landscape over the last decade, it’s no secret that go-to-market leaders today aren’t asking for more software tools – they’re demanding better outcomes.  Cognism’s pragmatic application of AI, which underpins the whole solution suite, is paving the way for a new category focused on turning disparate data points into coordinated insights to drive predictive and prescriptive lead generation and improve conversion across all engagements.”

▪ Matt Melymuka, Co-Founder and Partner at PeakSpan

The Cognism database spans 400 million contacts and 10 million businesses.  Cognism’s products support Prospecting, Sales Triggers, and CRM Enrichments.   CRM Connectors are available for Salesforce, Microsoft Dynamics, HubSpot, and PipeDrive.  A cadence tool sends templated emails through Gmail and Outlook.  

Marketing Features include A/B testing, Personas, ICP and TAM Analyses, and webform enrichment.

Cognism for Salesforce supports lead prospecting, contact enrichment, and ongoing data maintenance.

TechTarget Priority Engine Adds KickFire Visitor Intelligence

TechTarget Benefits
TechTarget Benefits

TechTarget Priority Engine has begun integrating first-party intent data with its proprietary third-party intent intelligence.  First-party intent data enhances account rankings and insights.  According to TechTarget, “Marketing and sales teams will now be able to leverage this new intelligence to get to the right accounts and prospects faster, increasing conversions and accelerating pipeline.”

Priority Engine launched three years ago with TechTarget’s firmographics and third-party intent derived from its 140 enterprise technology media sites.  The new data includes Ideal Customer Profile (ICP) matching, vendor website engagement, and customer content and advertising across the TechTarget network.

First-party website intent is available through a partnership with KickFire.

New account intelligence and tools include

  • Personalized account rankings based on first and third-party intent data
  • ICP definition and filtering
  • Enhanced qualification intelligence including buying stage, ICP match, and confirmed projects
  • Improved engagement signals such as account website visits, content downloads, and banner clicks
  • Recent activity indicators.

“TechTarget has always focused on delivering ROI,” said Michael Cotoia, CEO, TechTarget.  “These new updates now make it even easier for our customers to close deals faster by helping them find the prospects that are directly in their sweet spot.”

Other recent product enhancements include opted-in “Project Insiders” and “Confirmed Project Details” that have been validated by project insiders.

Priority Engine has been deployed at over 400 customers including Oracle, Citrix, IBM, HPE, and AWS.

People.AI Launches The Wire

People.AI announced availability of The Wire, their new artificial intelligence service for sales reps which suggests next best actions. According to the firm, “Like a brilliant personal assistant who’s always on top of his game, The Wire uses AI intelligence to remind you when to follow up on key accounts, suggest next-best-actions, warn you when a rep or account is falling behind, let you know when customer champions switch jobs, and ensure you’re always prepped for every meeting.”

The Wire suggests emerging opportunities, opportunities requiring attention, and champions that have departed to other companies.

The Wire flags opportunities that are in jeopardy of slipping due to inaction.
The Wire flags opportunities that are in jeopardy of slipping due to inaction.

Managers are alerted when sales reps are falling behind targets.  A Rep Ramp Alert “helps you move from data-aware to data-driven, proactively leveraging industry data to guide and coach your teams.”

Ramp Alerts identify reps that are lagging behind best-in-class recent hires and suggest when a one-on-one meeting may be required.
Ramp Alerts identify reps that are lagging behind best-in-class recent hires and suggest when a one-on-one meeting may be required.

The Wire also supports meeting intelligence with meeting prep reminders and post-meeting note capture and CRM sync.


Last Friday, I covered People.AI’s Round C and the company more broadly.

Quora: Once your ideal client profile is established, how do you find the company’s decision maker and how to reach out to that person?

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.

I discussed this process broadly on DealSignal’s blog and on my blog.

Products which support both ICP definition and persona searching against ABM lists include (alphabetical list):

  1. Cognism
  2. D&B Datavision
  3. DealSignal Total Audience Platform
  4. DiscoverOrg AccountView
  5. InsideView Apex
  6. SparkLane Predict (UK and France)
  7. Zoominfo Growth Acceleration Platform

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.

Sales Navigator Buyer's Circle supports dragging executives to their function within the buying committee.
Sales Navigator Buyer’s Circle supports dragging executives to their function within the buying committee.

Sparklane Predictive Account Scoring

French Sales and Marketing Intelligence vendor Sparklane released its Predictive Account Scoring Solution for B2B sales.  Sparklane Predict now supports dynamic account scoring based upon Ideal Customer Profiles (ICP), sales feedback, and CRM win/loss data.  The service is currently available in the UK and France with additional European markets in development.

According to the firm, Predict supports a “human-in-the-loop” lead review process which “feeds lead decisions back into the ICP model, providing additional intelligence towards distinguishing between good and bad prospects.”  Predict also collects CRM intelligence on opportunity outcomes, providing an additional basis for model refinement.  

Predict supports bi-directional syncing with Salesforce, Microsoft Dynamics, Marketo, and Eloqua.  Sparklane uploads suggested accounts and leads to CRMs and gathers historical outcomes for ICP modeling and dynamic scoring.

Sales Reps are shown list segmentation while reviewing individual leads.  Along with business descriptions and firmographics, reps see fit and need scores.  When reps flag a lead as interesting or not interesting, the decision is fed back into the ICP model.

Sparklane claims that it shortens sales cycles by 28%, increases contract volume by 25%, and improves the business conversion rate by 70%.

Sparklane Predict leverages Artificial Intelligence (AI) tools such as machine learning and natural language processing to dramatically improve sales productivity and customer insights.  Sales rep attention is directed towards accounts and leads most likely to close based on both fit (company attributes) and need (sales triggers such as international expansion, employee growth, or product launches).  Furthermore, automated data enrichment ensures that reps are working with accurate, complete, and current data.

Sparklane Press Release

When building Sparklane models, both win and loss scenarios are employed, providing a more robust model than current customer lists. Along with win/loss scenarios, Sparklane supports other binary outcome scenarios:

  • Account Renew vs. Account Drop
  • Account Upgrade vs. Account Downgrade
  • High Margin Profitable Accounts vs. Low Margin Unprofitable Accounts

Sparklane also supports multi-product line upsell and cross-sell models.

“Unfortunately, many of the vendors now marketing ideal customer profile solutions (ICP) are offering little more than basic prospecting or look-a-like lists under the ICP banner,” said Sparklane CEO Frédéric Pichard.  “A true ICP service begins with both positive and negative accounts so the platform can distinguish between accounts that closed and those that failed to close.  A true model also contains feedback loops from sales reps and the CRM.  It is the addition of feedback that refines the model over time, improving the predictive precision of account scores.”

Sparklane supports nearly 250 customers out of offices in Paris, Nantes, and London.  Last year, Sparklane grew its recurring revenue by 60%.

HG Data Rebrands as HG Insights

HG Insights Product Line
HG Insights Product Line

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

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

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

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

HG Insights is emphasizing ABM targeting and strategic account intelligence:

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


Laura Firey, HG Insights Product Manager  

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

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

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

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


Elizabeth Cholawsky, HG Insights CEO

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

LeadSpace Partners with Bombora

LeadSpace is now including Bombora intent data in its Customer Data Platform.  Bombora’s company surge data helps identify which companies are in market for products and solutions based upon surges in topical interest above historical baselines in the topic.  “Customers can combine the resultant intent insights with Leadspace Predictive and Persona scores to accurately predict prospects’ readiness to buy in real time.”

LeadSpace customers can target outreach based upon topical interest, prioritize sales and marketing activities using intent data within predictive models, and personalize ad campaigns with messaging and content around surging topics.

LeadSpace customers employing an ABM strategy enjoy improved account list building and engagement due to the partnership.  They can also identify net-new prospects using look-a-like modelling and surge data.

“ABM succeeds when sales and marketing work closely toward the same goals.  The easiest way to find that success is for both departments to start with insights from a single data source. Intent data that shows which target accounts are actively in-market helps sales and marketing tailor their efforts to the best prospects, and avoid those that are not engaged in the buying cycle. Working with Leadspace ensures the easy orchestration of Bombora’s insights across these departments.”

Erik Matlick, CEO and co-founder of Bombora

Intent data also assists with sales-marketing alignment via harmonized messaging.  According to David Tam, Director of Marketing at OneLogin, “I’ve never worked anywhere before where we could run a fully-integrated and aligned marketing campaign and sales play, where the messaging matches. Our marketing emails are talking about the same things that our sales reps are talking about. That alone is enough to get brownie points with Sales!”

LeadSpace has offices in San Francisco, Denver, and Israel.  It called off a merger with Radius in August.

"How to Get Real Value from Intent with Leadspace," Leadspace Graphic
“How to Get Real Value from Intent with Leadspace”