This was one of the two weeks a year that I take off from writing my Market Insights Newsletter, but I wanted to let you know that I’m splitting the newsletter into two newsletters. When I started writing the Market Insights Newsletter back in 2012, it focused on Sales Intelligence, Social Selling, and B2B DaaS. Since then, B2B DaaS has increased greatly in importance, and I’ve added adjacent topics including Sales Engagement Platforms, data privacy / compliance, ABM, and Customer Data Platforms. The result was a doubling in the length of the newsletter and an increase in the frequency that articles were bumped. Some features are often bumped for a month or longer due to length.
In August, I
took my summer vacation, but there was no August news break. It took me a
few months to catch up on announcements from that week. This led me to
the realization that I needed to split my newsletter in half to improve both
topical focus and story currency. The split will also allow me to profile
Most of my readers will continue to receive a Sales Intelligence (SI) newsletter which covers
B2B Data (Companies, Contacts, Intent, Technographics, and Triggers)
Customer Data Platforms
Compliance (GDPR, CCPD, KYC, AML, PEP)
edition of Market Insights will continue to publish on Sundays.
LeadSpace rolled out its Customer Data Platform (CPD) fall release with improved processing of first-party data, enhancements to their Salesforce app, and refinements to their Ideal Customer Profile (ICP) modeling. Automated ingestion of first-party data and custom data sources deliver unified customer profiles “for use across systems.” Automated data onboarding assists with AI modeling, scoring and analytics, and enterprise software activation.
can use data on engagement, product use, relationship, and other information
unique to their business to power real-time orchestration of activities and
processes,” stated the firm. “Decisions about how to route leads, assign
nurture programs, segment for campaigns, and personalize interactions can now
be made with all the intelligence of the CDP and a complete customer view.”
The fall release also supports data hygiene with the sunsetting of Data.com Clean in mid-2020. Both real-time and on-demand matching and enrichment are supported. Triggers automatically identify new or updated records and automatically look to match them against the LeadSpace CDP. At the end of the year, a sync button will be displayed within individual records.
“Getting a complete view of the customer is critical to improving the customer experience for B2B. Buyers no longer tolerate generic and impersonal content and interactions. Our Customer Data Platform gives B2B marketers a real path to being able to orchestrate the ideal customer experience at scale. Improving the ability to ingest 1st party data makes that even more powerful because it is unique to each of our client’s journey with their customers.”
LeadSpace CEO Doug Bewsher
ICP Analytics help select the right accounts and personas for ABM targeting.
Interactive, filterable reports display account, contact, and intent data
matched against conversion and revenue data to “uncover which categories and
segments have performed well historically.”
LeadSpace On-Demand look-a-like segment building now supports company suppression.
LeadSpace customers include Microsoft, HPE, SAP, Iron Mountain, IBM, and Symantec.
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.”
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.
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
supports HubSpot, Eloqua, Marketo, Salesforce, Tableau, MailChimp, and LiveRamp.
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 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.
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.
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.
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
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.
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,”
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.”
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.”
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.
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.”
will maintain its Austin office and staff while LeadSpace will continue to
operate in Hod Hasharon, Israel, and San Francisco.
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:
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 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.”
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.