Zylotech Incorporates Bombora Intent

Zylotech Account 360

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.

Leadspace Closes on Reachforce Acquisition

Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.
Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.

Leadspace formally closed its ReachForce acquisition on July 1st.  Coincidentally, that was the same day that Dun & Bradstreet closed on its Lattice Engines acquisition.  Thus, Forester’s top two B2B CDPs (Q2 2019 Forrester Wave), were strengthened on the same day.

According to Forrester, “Leadspace offers comprehensive data that includes a proprietary second-party data asset with numerous sources of intent data and access to third-party data sources.  It also has strong segmentation capabilities (e.g., ideal customer profile and total addressable market modeling for ABM) and can help sellers decide who to call next and what to offer.”

ReachForce adds two core products to Leadspace: The well-regarded Smartforms web form service and the SmartSuite data hygiene platform.

SmartSuite provides “a one-stop-shop for data management, cleansing, and enriching, with an easy-to-use interface which shows quickly the ‘state of the union on data within CRM and MAP systems,” blogged Leadspace CEO Doug Bewsher.

Reachforce and Leadspace share over 200 joint customers, so integrating the services and standardizing their content sets will provide direct benefits to those clients.  The firms share seven of the top ten enterprise software companies as clients.

Leadspace provides an additional set of data partners which can be combined with Reachforce data sources.  Leadspace data partners include DiscoverOrg, Dun & Bradstreet, Bombora, KickFire, and others.

“Customers will now be able to leverage all of these data sources seamlessly in real-time, through a single API and interface, offering a genuine single source of truth,” wrote Bewsher.

The Leadspace CDP supports a broad set of CRM, MAP, and digital advertising platforms including Salesforce, Marketo, Eloqua, Pardot, Microsoft Dynamics, HubSpot, and LiveRamp.  Smartforms will be an additional “activation product,” which “seamlessly and simply onboards new customers and customer intelligence into Sales and Marketing engagement platforms.”

Smartforms performs real-time data enrichment to lead records, allowing them to be properly scored and routed.  One of the long-standing benefits of Smartforms is the opportunity to shorten forms and perform real-time firmographic enrichment.  Not only is the enriched data more accurate, but form abandonment rates are significantly lower, resulting in a higher return on digital marketing campaigns.

“What’s more, combining Smartforms with existing Leadspace capabilities like reverse IP information, detailed account- and person-level data, and AI modeling, means we can offer highly-accurate site and ad personalization on both the account (ABM) and persona level.  For our customers, this means even more precise and personalized engagement and targeting, particularly those currently using our ABM solutions.  (We will be announcing more on this offering in Q3 as we integrate the Reachforce and Leadspace platforms.)”

Leadspace CEO Doug Bewsher

The merger also allows Leadspace to incorporate its proprietary AI-driven intelligence, automated scoring, and models within Reachforce products.  Leadspace is beginning to move partner platforms from systems of record or systems of engagement to systems of intelligence.  “CDPs combine vast data and data management capabilities with advanced AI to create a system of intelligence that guides Marketing and Sales to their best customers, and delivers razor-sharp insights and recommendations on how and when to effectively engage them,” said Bewsher.  “The CDP is being rapidly adopted by B2B businesses now — including many enterprise companies at the forefront of marketing and sales strategy and innovation — and it’s proving equally as effective for them.”

Breaking News: Leadspace Acquires ReachForce

Customer Data Platform vendor Leadspace acquired B2B Hygiene vendor ReachForce.  The two firms offer complementary functionality with ReachForce adding webforms (SmartForms) and a continuous data quality platform (SmartSuite) to Leadspace’s CDP.

Leadspace plans to merge SmartSuite into their CDP over the next six months. SmartForms will become an “activation product” for Leadspace.

“ReachForce is a well-respected brand with an experienced team in the B2B marketing tech space,” stated Leadspace CEO Doug Bewsher.  “We’ve known them, and competed against them, over the years, so we’re excited to be joining forces now to move the B2B CDP space even further.”

ReachForce will maintain its Austin office and staff while LeadSpace will continue to operate in Hod Hasharon, Israel, and San Francisco.

Reachforce SmartSuite Customer Data Management processes.

The Reachforce SmartSuite provides real-time and continuous data quality management.  Features include B2B data match and enrich; data standardization; de-duplication; email, phone, and address verification; data health reports; CRM and MAP connectors; and contact prospecting at target accounts.

ReachForce has its best-in-class SmartForms product, which is a key way that customers build an understanding of their customers, as well as SmartSuite, which provides a real-time data cleansing and management service. Combined with Leadspace’s best-in-class B2B customer data platform, there is a definite complementary and additive effect. SmartForms will become one of the activation products for Leadspace, and we will work over the next [several] months to combine the best of both data management platforms to provide a single end-to-end solution for B2B CDP. 

Leadspace CEO Doug Bewsher

The Reachforce acquisition follows shortly after Dun & Bradstreet acquired Lattice Engines.  Both Dun & Bradstreet and Leadspace now offer a CDP alongside a data quality hub, digital advertising, visitor intelligence, and CRM/MAP connectors:

Dun & Bradstreet / Leadspace Product Line Comparison (© GZ Consulting 2019)

Forrester’s Q2 2019 Wave report on B2B Customer Data Platforms placed Lattice Engines and Leadspace in the leader category with both holding the highest scores in strategy and Lattice Engines being ranked slightly higher for their current offering.

Prior to the acquisition, the Dun & Bradstreet CDP (D&B DataVision) was ranked a strong performer. The dual acquisitions help the vendors extend their leadership in the CDP space and increase the likelihood of additional consolidation within the B2B Customer Data Platform segment.

Leadspace did not disclose the acquisition price. Acquisition discussions began earlier this year.

Radius-Leadspace Merger Aborted

Radius and Leadspace quietly called off their merger back in August, agreeing not to point fingers at each other and continue supporting joint customers.

“At the end of the day, private to private mergers are incredibly hard to pull off. In this case, despite all of the best intentions in the world, we could not get to something that would work for all sides,” Leadspace CEO Doug Bewsher told Demand Gen Report. “We are excited to see the evolution and clarity around the whole customer data platform really starting to define itself in B2B.”

Bewsher remains bullish about Leadspace and the Audience Management space:

Leadspace pioneered this space when we launched our Audience Management Platform two years ago. We continue to see great success with customers as they both simplify their data management processes and bring additional data driven insights and recommendations into their activities. Whether driving an ABM strategy, a content marketing / inbound lead driven strategy, or outbound prospecting, the right data and insights deployed into systems of engagement is typically the first step in any company’s success…

We look forward to working with you to develop, build and lead this category as we continue our mission to help B2B sales and marketing teams drive a new level of engagement, targeting and resulting revenue for their organizations.

Leadspace had a strong Q2 with its “best ever revenue growth.”  New customers include SAP and Splunk.  Growth was driven by the increasing recognition that B2B firms require a data-agnostic Customer Data Platform “which brings together many different data sources at the company- and individual-level, drives recommendations, insights and a single source of truth through AI, and then has a single point of integration into multiple executions systems (CRM, MAP, Ads etc),” said Bewsher.

“Radius and Leadspace agreed to continue operating independently and are now partnering to support joint customers,” said Radius.  “Radius’ customer data platform is the first for B2B, and we will focus on offering enterprise companies integrated, unified and trusted data across all go-to-market systems, while Leadspace’s audience management platform will continue to equip companies with audience enrichment and analytics.”

Both firms no longer talk about predictive analytics and emphasize Customer Data Platforms.  The Predictive Analytics space has been squeezed by both DaaS vendors with light scoring tools and integrated AI solutions such as Einstein.

Lattice Atlas Customer Data Platform

Lattice Atlas provides a unified customer view for omnichannel audience activation and personalization.
Lattice Atlas provides a unified customer view for omnichannel audience activation and personalization.

Lattice Engines announced 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.