Yesterday, I began my profile of SMB Sales Intelligence vendor BuzzBoard which supports a global company graph of 100 million SMBs. Part II discusses several BuzzBoard reports titled Competition, Category Insights, and Recommendations.
The Competition tab compares a company against three local peers, allowing reps to take a value-added discussion approach to customer and prospect meetings. This benchmarking can be performed as early as the first call, helping to differentiate the sales rep. Should the prospect wish to see other competitors, the representative can quickly remove one of the competitors and add a requested company to the analysis. The competitive benchmark supports three tabs: Digital Marketing, HR & Organization, and Communications.
BuzzBoard recommends that reps not go through the competitive report line-by-line, but focus on two or three categories where the vendor “has solutions.” Going line-by-line is “the digital equivalent to the PowerPoint presentation,” warns BuzzBoard Director of Community & Training Phillip Cortez.
Category Insights include local advertising intelligence from Borrell Associates. Borrell data includes industry-specific ad budgets for local markets. Local data is available for both digital advertising, non-digital advertising, and their sub-categories (e.g. General Paid Search, Targeted Display, Listings Paid Search, Newspapers, Local Broadcast TV, Radio). There is also a section on Audience Targeting Opportunities for the industry, providing fodder for sales conversations. This intelligence would also be valuable for the marketing communications team in developing blog and social content that targets top segments. Other sections include technology trends, threats and opportunities, top products and services, and “know their customers.”
The Recommendations tab provides a set of recommendations and talking points based on gaps in a firm’s digital marketing presence.
BuzzBoard is well-positioned for firms that target SMBs, particularly if they provide digital services of some form. This focus, however, makes them ill-suited for enterprise sales. The database does not offer company linkages, long business descriptions, tickers (for quickly looking up the HQ of a firm), filings, financials, etc. However, they are clear in their positioning as a B2SMB database.
BuzzBoard is headquartered in San Francisco with offices in Lyndhurst, New Jersey and Hyderabad (engineering). The firm has 85 employees with open positions in sales, customer success, engineering, and product management.
COVID-19 has “not really impacted us substantially,” said CEO Umesh Tibrewal.