Market Intelligence vendor HG Insights released version 2.0 of its platform to deliver the “actionable insights” technology vendors need to better “understand their markets in-depth, make decisions, and Go-To-Market (GTM) with precision and confidence.” Platform 2.0 supports technographics, install data, spend data, twelve million company profiles, contract intelligence, and intent signals for nine million global companies.
“The HG Insights Platform goes beyond simple high-level market reports to provide business leaders with actionable insights to make successful Go-To-Market decisions,” said Robert Fox, CTO of HG Insights. “Customers are already using HG Insights to allocate resources more effectively, prioritize the right product initiatives, and give their sales and marketing teams the account details they need to pursue the best opportunities—and now we are building on these capabilities with Platform 2.0. I am excited at the speed of innovation the new platform launch unlocks as HG Insights maintains itself as the market leader of technology intelligence.”
Platform 2.0 offers self-serviceable intent insights where marketers identify accounts with the highest current propensity to buy based on market signals. Intent Insights begins by matching each vendor’s Ideal Customer Profile and intent topics to define a set of target accounts. Account scoring then ranks the target accounts based on a combination of intent signals and market fit (firmographics and technographics).
Marketers can then employ IT spend intelligence to prioritize accounts by budgets, construct equitable sales territories, and analyze market spending trends.
The platform is supported by a “ground up” architectural refresh that improves HG Insights’ ability to scale up its data and insights delivery. In Q4, the firm plans to release a new API and native Salesforce integration served by the new platform.
Other platform features include improved account scoring, saved search lists, account match logic enhancements, self-serve customer reporting, and UX enhancements.
Install data enhancements include company hierarchy mapping and “new trending features that capture intensity trending over time.”
“These improvements give a more dynamic experience to our technology install data and can answer a broader variety of questions about product usage,” said Darcy Moss, Director of Product Marketing. “Data coverage and precision have improved—you are now able to profile installs at a global, country, and city/state level. Intensity Trending and Momentum deliver an improved understanding of technology usage.”
HG Insights, which began as a technographics vendor, now supports modules for opportunity generation, market intelligence, account profiling, and contextual intent. The Market Intelligence module, released in early 2021, helps marketing and strategy analysts size markets by IT spend, tech installs, firmographics, geography, company size, etc. It also lets them:
- Analyze vendor penetration and identify threats, trends, and opportunities
- Allocate resources and territories more efficiently
- Identify untapped market potential with whitespace analysis
Contextual Intent, an add-on service, combines technology install data and buyer intent signals “to create a new scoring and filtering experience for laser-focused company targeting.” HG Insights processes two billion weekly intent signals spanning over 120 million verified tech installs. Its technology taxonomy support over 14,000 products, solutions, and services.
Contextual intent helps identify prospects researching or evaluating a product that is
- Not detected in a current install
- In a category where HG Insights has detected the installation of another product from the same vendor
- A potential displacement of a competitor’s offering
HG Insights expanded its IT spend and intelligence insights when it acquired Intricately back in March. Intricately’s proprietary sensor network gathers cloud product adoption, usage, and spend data for seven million global businesses across 21,000 cloud offerings. Data are collected from over 150 global Internet points of presence, helping Intricately map digital infrastructure. Its insights are delivered via an API, integrations, data snapshots, and web applications.