Yesterday, I posted about Vainu’s new Global Database. The firm also announced its Vainu for HubSpot connector for matching and enriching company data against its global reference database.
“Most sales and marketing teams want to be data-driven. They want to run ABM campaigns, apply modern lead scoring models, and automate many parts of the sales process. SalesOps and Marketing Ops professionals are there to facilitate all that, but there’s one common challenge they’re facing: CRM data is messy and outdated,” observed Vainu co-founder Mikko Honkanen. “With that struggle in mind, we thought it would be a good time to launch a new HubSpot connector at the same time that we’re launching Vainu Global…so that it’s easy for companies using HubSpot to get their CRM data cleaned, updated, and enriched.”
As companies are being matched against Vainu’s new global database, not registered Nordic filings, the match field is URLs, not business IDs or VATs. With forms, contacts are matched against email domains. If a company is not already in HubSpot, new Accounts are created, and the Contacts are associated with the new record.
“This means it works very well with HubSpot CRM, because domain is often the company property that a business will have for almost all of the company records they have in their CRM, which means that it’ll be easier to match the companies in HubSpot to our database,” contended Honkanen.
During beta testing, match rates were as high as 99%. For non-matched records, the firm offers on-demand matching against missing domains. If they are valid domains, Vainu adds profiles to its company directory.
Along with standard firmographics, account enrichment includes Vainu’s Custom Industry segments, global web traffic ranking, and Vainu segments (e.g., website keywords or phrases). Profiles generally have four to eight industry labels, helping with targeting.
Other fields include technographics and domain redirect information. Redirects are often implemented after acquisitions or rebrands and are useful for assigning contacts.
Vainu offers a field mapper for assigning Vainu data to HubSpot and setting update rules. For example, admins can set field update logic to always update, update if null, or never update. Vainu custom fields that are not in HubSpot are automatically created. Along with companies, admins can map contacts, tasks, notes, and deals.
Thus, admins can build a campaign and upload it to HubSpot with task assignments. The inclusion of tasks and notes helps specify campaign details, such as recommended collateral and case studies, with the Vainu Custom Industry and Technology Intelligence assisting with messaging.
If companies do not exist in HubSpot, Account records are created. If they exist, then the existing records are enriched.
By default, HubSpot does not overwrite current account owners.
Updates can be performed on a scheduled basis or executed as a one-time batch operation.
ABX PlatformRollWorks launched Journey Events for HubSpot, a consolidated account-level view of the customer buying journey. The service helps B2B teams understand which activities are helping move customers through the decision process and which activities are sub-optimal and should be adjusted.
“Due to its ability to surface every marketing and sales activity driving an account’s progression, Journey Events for HubSpot also provides sales teams a comprehensive look (both immediately and over time) at how an account is moving—what is working and what is helping to drive the account progression, including seeing every action alongside an account spike,” stated the firm. “This helps sellers plan and personalize outreach by identifying the optimal time to contact an account and tailor messaging based on the last action that may have had an effect.”
RollWorks Journey Events was announced last fall and is now available inside HubSpot.
RollWorks gathers time-stamped events such as meetings booked, opportunities generated, and SDR emails. It then matches activity history against intent, engagement, and journey stage data. As a result, sales and marketing professionals can visualize account progression against activity history to determine the efficacy of various activities.
“At a critical time when marketers across the board are being asked to do more with far less, RollWorks Journey Events for HubSpot stands out for its ability to help all go-to-market teams be more efficient with their ABM strategies. Being able to see each and every marketing and sales activity that’s driving account progression is huge. With that, for example, you won’t send irrelevant messages in an email or waste money sending a gift to an account if it isn’t ready. Instead, your organization can focus on what’s working and foster a common language between sales and marketing.”
Jodi Cerretani, RollWorks’ Head of Demand Generation
RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors. In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.”
It also has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150% above its nearest platform competitor. The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”
“RollWorks is laser-focused on engagement quality innovation, and we are incredibly proud of our acceleration and momentum within the HubSpot ecosystem,” stated Justin Cooperman, VP of Product Management. “With Journey Events for HubSpot, we’ve raised the bar on relevance and personalization between seller and prospect.”
Sales Insights identifies accounts with spiking engagement based on visitor intelligence and advertising views. RollWorks flags accounts with Account Spikes compared to baseline activity and visualizes engagement within HubSpot. As a result, revenue teams can prioritize marketing programs and sales outreach based on spiking engagement.
Sales Insights de-anonymizes existing HubSpot CRM contacts and automates sales alerts when engagement activity spikes. It also identifies unassigned spiking accounts and notifies sales reps via email when there is spiking engagement. Additionally, within the HubSpot Company Record, an account timeline displays activity across the website, ads, intent, CRM, marketing automation platform, etc.
Likewise, marketing can analyze which campaigns lead to engagement surges and tailor ABM campaigns accordingly. They can also build nurture workflows for spiking accounts. “There’s a difference between ‘pipeline’ and ‘pipedream.’ I prefer the former,” said RollWorks VP of Sales Shawn Cook. “When my sales teams know who and what content a prospect is engaging with, they can take on the role of trusted advisor and advance the conversations with the accounts that are likely to buy from us. Sales needs to not only know what the content is but also why that piece of content was created. This is where the alignment is magnified.”
Sales Insights for HubSpot is included as part of the $995 per month RollWorks Account Based Platform license.
Offline Marketing Engagement Platform Postal.io announced an ABX platform partnership with RollWorks. The integration, which leverages RollWorks’ Sales Insights for HubSpot connector, adds direct mail, e-gifting, and branded swag delivery options to RollWorks omnichannel engagement.
“Postal’s offline engagement platform optimizes omnichannel campaigns at scale,” said Mike Stocker, VP of Partnerships at RollWorks. “Together, and through a HubSpot connection, RollWorks and Postal help marketers ensure that these sending and gifting campaigns are data-driven and result in better conversions.”
RollWorks customers can now send a Postal gift when an account is spiking or send a direct mail based on intent or journey stage progression. Marketing can also automate gift sending to key stakeholders when demand unit engagement thresholds are reached (e.g., impressions, ad clicks, page views, etc.)
“The increased demand of Offline Marketing Engagement is a testament to a change in the way companies are engaging with prospects, customers, and employees,” said Postal CEO Erik Kostelnik. “Through the power of Postal and RollWorks, when you can orchestrate digital ABM programs with offline, your programs no longer have to be siloed and episodic. They are systematic, which ultimately drives efficiency and better outcomes.”
RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors. In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.” Last month, RollWorks announced Journey Events for HubSpot.
RollWorks has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150%. The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”
Funding intelligence vendor Crunchbase closed on a $50 million Series D led by Alignment Growth, with OMERS Ventures, Mayfield, and Emergence Capital also participating. The oversubscribed round raised total funding to $106.5 million.
“Investors we spoke with echoed the trends we’re seeing in Crunchbase data: We are in the middle of one of the most challenging times for startups to raise,” blogged Crunchbase CEO Jager McConnell. “So, the fact that we had more firms trying to invest in us than we were even looking for is a huge vote of confidence in our company, brand, and the products we’ve built.”
Jager noted that the firm has moved beyond funding data for PE and VC firms to a broader information platform that supports sales, recruiting, finance, and business development professionals. I would add Competitive and Market Intelligence professionals to their user list as I regularly use Crunchbase and Owler for deal intelligence.
Crunchbase began as a funding database at TechCrunch but was spun out as an independent organization in 2015 and has evolved into a sales intelligence service. The Crunchbase Pro offering supports company discovery, qualification, tracking, Salesforce syncing, and engagement (via contact data and email templates) at a low price ($49 per month billed annually).
“As difficult economic conditions impact more companies, knowing whether a target account is on the upswing or not gives prospectors the power to focus outreach on decision-makers with buying power,” McConnell said. “Our tools encourage account-based selling, which encourages deal-makers to prioritize their prospecting efforts based on the companies they should be contacting rather than the individuals. This is the opposite approach to ‘spray and pray,’ which relies on massive contact lists and leads to the kind of spammy outreach that no one likes.”
Recent enhancements include territory filters, diversity flags, machine-learning company recommendations, a Chrome extension, and email alerts for priority accounts, lists, and saved searches. They also added a contacts database and email templates.
Crunchbase has retained its focus on emerging (funded) companies. This focus is both an advantage and disadvantage. Emerging companies are often the fastest growing businesses with expanding needs and fewer incumbent vendors that need to be displaced. They are also more open to cutting-edge technology, encourage quick decision-making, and are less risk averse. Conversely, they represent a relatively small percentage of the overall economy, deals are smaller (but with significant upside at renewal), and they are more subject to economic volatility.
Another advantage of focusing on emerging companies is that the leading sales intelligence databases have weak coverage of these firms. When companies collect or ingest data on global companies of all sizes, they lack the editorial bandwidth to deliver detailed information on emerging companies. Specialist databases such as Crunchbase offer funding details, acquisition histories, editorially-written business descriptions, and more accurate sizing data.
“The Crunchbase SaaS platform combines rich and proprietary company data with direct access to decision-makers within a single intuitive interface—at compelling price points—making it a powerful tool for driving ROI across a variety of use cases, from sales to recruiting and more,” stated new Crunchbase Board member Alex Iosilevich from Alignment Growth. “We expect that Crunchbase will continue to gain accelerated industry adoption and are excited to support the company’s growth momentum alongside strong participation from the existing investor group.”
Crunchbase continues to grow its product and data. It supports 75 million unique annual users and over 60,000 customers. Furthermore, SaaS products drove a 5x year-over-year increase in new recurring revenue in Q1 2022.
“We took a step back from rapid growth in favor of a more measured, balanced approach,” stated McConnell, who noted that the firm has focused on capital-efficient growth. The firm dialed back its Burn Multiple from 3 ($3 spent to acquire $1 in new ARR) in 2019 to 0.22 in H1.
“The recent onslaught of down rounds and mass layoffs from companies who very recently hit unicorn status shows how outsized burn rates can be hidden behind oversized funding rounds, covering up the reality of weak business fundamentals,” McConnell said. “I’m especially proud of the fact that we have been able to generate growth while keeping our burn rate in check. In the first half of this year, we drove $9 million net new ARR at only $2 million burn — that’s best in class according to Bessemer’s efficiency benchmarks and puts us on the path to profitability…We plan to double our business-to-business software ARR this year, ending around $38 million in ARR just for this customer segment.”
Iosilevech argued that Crunchbase is well-positioned for ongoing growth and does not expect follow-on rounds. “They’re managing the business in a capital-efficient way so that the capital that they raise will really be the last round they need before a major milestone in the company’s history, whether it’s an IPO or something else.”
Funds will be deployed towards additional headcount and expanding platform functionality, beginning with a HubSpot connector. The firm is also looking to expand its machine-learning recommendations for sales, expand its data insights, and add usage tracking dashboards “to help customers track efficacy of activities on Crunchbase, along with the number of opportunities and ARR available to them.”
Crunchbase has grown to 220 employees with a remote-first operational model. It added seventy staff during the first half of the year and is aiming to add another fifty-five employees before year’s end. It was cash flow positive in Q1.
Crunchbase did not disclose its new valuation figures.
Sales Engagement Platform Salesloft formally opened an AsiaPac headquarters based in Singapore. The firm began internationalizing a few years ago when it opened its London EMEA office. Salesloft is looking to replicate its EMEA success across the APAC region. It trebled its EMEA revenue over the past two years, with European revenue growing 140% last year.
The new office provides sales and support for its “thousands of users” in Singapore, Australia, New Zealand, and the broader Asian market.
Salesloft “recognizes that making a human connection is important to building relationships in the Asia Pacific market,” wrote the firm. “Core to Salesloft’s mission is a hyper-focus on customer success and helping customers become more efficient and productive to achieve better sales outcomes.”
Newly appointed Asia-Pacific Vice President Vincent Ooi will manage the regional HQ. Ooi previously managed Southeast Asian and Korean Sales for Tableau Software and was the Asia-Pacific VP for DataRobot. Ooi will be responsible for “building and scaling” the Salesloft team in the APAC market and “lead the company’s revenue and customer growth strategy in the region,” announced Salesloft.
“I’m thrilled to be joining the Salesloft team at such a pivotal moment in the company’s growth,” said Ooi. “The company and the category are growing exceptionally fast. I look forward to building a team that consistently delivers significant business results quarter over quarter. More importantly, I’m excited to help bring the power of sales engagement to more customers around the world to help them exceed their sales goals.”
Salesloft’s top regional verticals include software, professional services, and education.
“We are committed to making the lives of sellers easier, not just in the U.S. but around the globe,” said Nate Remmes, Executive Vice President, Commercial Business Unit at Salesloft. “At Salesloft, we put our customers at the center of our business. Our continued growth has allowed us to expand into the Asia-Pacific market and offer in-region support to our customers.”
Salesloft also announced that it would soon be offering native integrations with HubSpot CRM and Microsoft Dynamics. Both vendors have large installed bases in the APAC and European markets. Like its long-standing integration with Salesforce, the partnerships will support the syncing of Account, Contact, Lead, and Activity records. The CRMs will act as systems of record, while Salesloft will be the system of engagement.
The HubSpot and Dynamics integrations are currently in beta, with GA later this year. “General availability of these integrations will ensure customers around the world will have maximum flexibility and benefit using Salesloft regardless of their CRM,” wrote Salesloft.
Last week I wrote about Chili Events, the new event calendaring service from Chili Piper. Today, I am profiling their new Distro service which acts as a “one-stop-shop for lead qualification, routing, distribution, and booking.” Distro routes and assigns multiple Salesforce objects in real-time, including leads, contacts, opportunities, cases, and accounts.
Distro expedites the inbound lead process by immediately routing prospects and customers to the correct sales rep. In addition, Distro supports lead-to-account matching so that inbound prospects are assigned to the proper account owner when applicable.
“Whether a lead comes through your organization’s web form or from an offline source, routing can get quite tedious,” explained Chili Piper in the product announcement. “With the launch of Distro, teams can create intelligent rules to decide which lead gets routed to which rep (or group of reps) on the team. With this intuitive technology, hand-raisers will have the ability to book a meeting instantly, while buyers who need more nurturing are automatically assigned to the appropriate sales rep for follow-up.”
If rules do not assign a lead, round-robin assignments ensure that reps receive an equal number of leads.
Chili Piper has been busy with new product releases. A few weeks ago, Chili Piper announced Chili Events, an Event Meetings Management solution for in-person conferences and trade shows. The product lets Chili gather engagement data from events and manage pre-conference meetings on the floor as well as post-event meetings with reps.
The firm also announced a HubSpot integration earlier this month.
“Today, capturing existing demand for a product or service, in real-time, is vital; yet, ensuring each lead is routed and assigned correctly is way harder than it needs to be. With Distro, we can help B2B sales and marketing teams automate the first step in a meaningful engagement and prevent leads from falling out of the marketing funnel. This is a crucial step for increasing inbound conversion rates and boosting revenue generation.”
Chili Piper CEO Nicolas Vandenberghe
Inbound and event lead management address the issue of speed-to-lead with which many B2B organizations struggle. The average time for lead follow-up is 42 hours. Automating the process greatly increases the likelihood of scheduling a meeting and converting leads to subsequent stages.
“Chili Piper allows you to connect inbound leads with a rep at the moment they’re interested,” blogged Senior Marketing Manager Maggie Aland. “This increases your inbound conversion rates and prevents leads from falling out of the marketing funnel.”
GrowFlare rolled out version 2.0 of its sales and marketing intelligence solution. Enhancements include a revised Prospector tool for similar company searching, a Chrome connector for quick profiling and prospecting against a company website, HubSpot CRM imports, keyword searching, and customer fit scoring for HubSpot.
The enhanced Prospector tool identifies 100 companies similar to a target company based on psychographics, which are the common phrases and interests companies share. This approach differs from most vendors that employ firmographics and technographics in their Ideal Customer Profile (ICP) modeling. For the target company, the trending topics are displayed as a spider chart with new topics called out. Reps can drill on trending topics to see an example from the firm. Topical analysis is derived from websites, social media, government filings, and job listings.
When users click on a trending psychographic, they are presented with in-context examples of the phrasing with the term highlighted. The trending topics and psychographics are “invaluable for marketing and sales personalization,” said Founder & CEO Matt Belkin.
The similar companies New Prospects list includes a Fit Score, which gauges the level of similarity to the target company along with the shared psychographics. So if a rep just closed a deal at the target, he or she can be confident that the high fit scores are similar in their market positioning. Fit Scores are exportable to lead scoring models. A quick view magnifying glass icon displays the trending topics for any of the prospects.
Below the Prospects list are additional graphics and analytics, including a shared psychographics word cloud, top 10 shared psychographics, locations of the prospects, and sizing ranges (employee and revenue). As these analytics are based on the prospecting list, they assist with campaign messaging.
Searches are auto-saved to Active Lists, which identify new prospects. Company profiles are scanned and rebuilt each week with companies compared and ranked within the list.
“NEW means they are new to the list and is usually a great signal to reach out [to] now because something strategic has changed with that prospect, bringing them closer to your ICP. Your window of opportunity is now,” said Belkin. “For example, they launched a new campaign, rebranding, business model shift, product launch, leadership change, etc. – all of these can cause this change.”
Any Keyword Search or Prospector Active List is automatically setup for alerts, whereby GrowFlare notifies the customer each week of meaningful changes and new prospect opportunities. When viewed, the table of new prospects includes a Trend score, which is the change in rank position from the prior week. An Active List focused on competitors will notify sales and marketing when competitor positioning shifts. This tool would also be valuable for competitive intelligence analysts and business development reps looking to track a narrow universe of competitors or partners.
GrowFlare recommends that firms run Prospector against themselves to see “where your messaging shines” as well as competitors to understand their current positioning.
”Everywhere you look sales and marketing teams are wasting millions of dollars trying to acquire the wrong customers and saying the wrong things. It’s crazy and the whole approach is broken. We started GrowFlare to fix it. You already know your best customers, GrowFlare helps you find 100 more just like them based on their shared interests. It’s easy to see how focusing on what buyers care about – their psychographics – is far more effective when marketing and selling to them. It sounds fancy, but it’s the same magic that powers recommendations for Amazon, Netflix, and Spotify in the consumer world. We just built it for B2B.”
GrowFlare CEO Matt Belkin
The Prospector Bulk feature is similar to Prospector but executes against a full customer list. According to Belkin, “The resulting output averages between 25x-100x more high-fit prospects that sales and marketing teams can target with account-based outbound campaigns.”
GoldMiner CRM compares a customer list against open CRM leads and opportunities. CRM accounts may be uploaded from HubSpot or entered as a domain list.
The results are similar to Prospector, with GoldMiner listing the best prospects based upon Fit Score and the best reference customer. GoldMiner also displays
The most valuable reference customers – Which accounts are the top referenced customers for the prospect list
CRM Growth Multiplier – The CRM Growth Multiplier compares the number of high priority prospects in the prospect list to the number of customers in the CRM.
CRM Efficiency – The number of CRM high-priority prospects versus the total leads in your CRM. CRM efficiency indicates the percentage of high value accounts in the CRM vs. weak fit accounts as determined by GrowFlare.
Belkin suggests that the new leads list should be run through GoldMiner “every day or week” as “this can be very valuable in quickly prioritizing third-party list buys, webinar lists, partner lists, technographic lists, and much more.”
Finnish sales intelligence vendor Vainu announced the immediate availability of their new Vainu for CRM connectors. The new service supports data viewing, synchronization, prospecting, and triggered alerting in Salesforce, MS Dynamics 365, HubSpot, and Pipedrive. Additional CRM integrations are planned.
Vainu launched its original prospecting service in 2014 but is looking to make its data more consumable by embedding it into user workflows. According to Vainu Head of Marketing Mikko Luhtava, Vainu’s retention rate is much higher when there is a clear user workflow. Thus, the goal was to make the sales rep’s experience as “frictionless as possible.”
“Since we founded Vainu, we’ve known that in addition to the who, when, what, and why of sales, the other challenge is to get people to actually use that information. We realized that the key to success there is removing friction; making data as easy as possible to consume. With Vainu for CRM, we’ve done exactly that—embedded into everything you do in the CRM, real-time company data will be hard to avoid.”
CEO Mikko Honkanen
initially updates account and opportunity records, but additional record types
will be supported in the future. Custom field mapping and update /
overlay rules are also planned.
is asynchronous and bi-directional. “Any time you add a record to the
CRM, it will search Vainu to fill in data, and any time Vainu receives an
update on a company, it will push the update to CRMs with that entity in the
database in a matter of minutes,” said Luhtava.
fuzzy matching logic is employed with match confidence scores. Vainu also
supports auto-match functionality for new records and Send to CRM from the
Vainu browser service. Additional features include duplicate record
checking and “stare and compare” updates by sales reps.
with a CRM requires an excellent matching tool, and ours is world-class,” said
CTO Tuomas Rasila. “Instead of merely matching based on global unique
identifiers, it compares the full extent of a company record to our database to
increase our confidence rating in the match. Once connected, our platform
learns from everything salespeople are doing in the CRM to deliver information
that’s as relevant as possible. And since everything is automated, the
data-driven experience won’t require endless effort on our customers’ end.”
Vainu for CRM includes two advanced features: CRM-Vainu joint-variable prospecting and triggered workflows. Joint-variable prospecting allows sales or marketing to build lists using both CRM and Vainu variables. For example, a targeted prospecting list can be built for a territory which excludes current accounts or for which there was no recent activity. Over 100 joint selects are available. The only other vendor that provides such a feature is D&B Hoovers.
Workflows can be triggered by any of Vainu’s event triggers, which are derived from news, filings, and data changes. Vainu supports 55 triggers which can be combined with keywords. Both general company-level events (e.g. mergers, acquisitions, expansions, funding) and “very detailed, database-specific” triggers such as new vehicles, new website registrations, and new technology deployments are available.
“With the trigger-based approach, the likelihood of bringing in a new customer is more than two-times higher if there is an event within a prospect that triggers you to reach out to them.”
events are displayed within the CRM and Slack. They can also be sent as
email alerts and through Zapier connectors. Workflows are currently
available for Nordic companies and the Netherlands.
includes connectors as part of their standard subscription. Pricing
begins at €6,600 per year for one country and five seats.
Vainu has grown revenue to €15 million in five years. The firm supports
over 2,000 customers, including EY, Santander, Bridgestone, SAP, and Telia.
database covers Norway, Sweden, Finland, Denmark, and the Netherlands with
registry data matched against web mined intelligence and 55 business signals.
France, Britain, and the United States are currently in beta.
US data is
gathered from state Attorneys General filings supplemented with crawled
intelligence. At the moment, the US database is mostly being sold for
Vainu sells databases by country with both local language and English user interfaces.
Zoominfo which launched its combined Zoominfo powered by DiscoverOrg platform in September, released Workflows, their “first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.”
identify new and existing prospects based on real-time B2B intelligence.
The prospects are then deployed to automated sales and marketing
campaigns. Audience segmentation can be applied according to intent,
event, and news-based triggers including new technology installations, funding
rounds, product launches, first- and third-party web activity, spending
priorities, and other buying signals with additional company attributes.
One of the
triggers is visitor intelligence gathered from their recently launched
WebSights service. “Now, you can engage prospects from organizations
researching your site with direct-dial phone numbers and accurate email
addresses. What’s more, you can view your data and segment it according
to firmographic filters, for instance, enabling better, more personalized
support a set of sales engagement, CRM, and MAP platforms including Outreach,
SalesLoft, Salesforce, HubSpot, Eloqua, and Marketo. Sequences can drop
audiences into campaigns or kick off sales cadences. For example, a
trigger can be set up for specific events and filtered by firmographics,
technographics, biographics, or event-specific parameters such as Funding
“Integrations with popular sales and marketing applications give customers the opportunity to marry ongoing custom triggers with essential prospecting information from ZoomInfo and connect with potential buyers in a personalized, more efficient way.”
buyers demand a personalized experience,” said Zoominfo CEO Henry Schuck.
“Solely relying on standard and static company criteria to identify key
prospects restricts sales and marketing’s ability to meet those expectations,
especially when timing is so often the difference between a deal that is won or
lost. ZoomInfo Workflows solves this problem with features that capture
dynamic buying behavior across first- and third-party channels, as its
collected, along with hundreds of rules to automate as little or as much of the
go-to-market motion as they’d like.”
migrated 1,000 customers to its new platform.
At its INBOUND conference earlier this month, HubSpot released a new app Marketplace. “One of the things we’ve really tried to do with the next iteration of the marketplace is just to help SMBs (small to medium businesses) get deeper information on these integrations,” said HubSpot VP of platform ecosystem Scott Brinker. “So you’re not just like, ‘Oh, here’s another company, go off and figure it out.’ It’s like, ‘OK, here’s exactly how this interfaces into HubSpot. Here’s a video of how it works.”
HubSpot partners are obligated to post pricing information, data flow structure, and demo videos. The new market supports improved filtering and searching. Over 300 apps are available with 93% of HubSpot’s 64,000 customers having installed at least one app. The average customer has installed five apps.
Amongst the top apps are Gmail, Outlook Calendar, Zapier (connectors), Facebook Ads, Google Calendar, Twitter, MailChimp, WordPress, LinkedIn, Facebook, Slack, Vidyard, Google Ads, and SurveyMonkey. “We’re really excited about trying to make this whole platform ecosystem world accessible to the SMB markets,” said Brinker.
“It’s not enough to have the wondrous capabilities all these different apps offer, especially if each is locked in their own silo. To run your business effectively and to give customers a coherent and compelling experience across all the different touchpoints they have with you, all these different apps need to work together. This is why HubSpot is committed to building an open platform that can serve as a “hub” for the myriad apps across your business that all contribute to improving the customer experience. We want to make it easy for you to orchestrate these apps, to better serve your customers, and to help you grow better.”