InsideView announced a set of enhancements to its recently launched Apex Go to Market ABM platform. Apex provides ICP, TAM, and segmentation analysis along with similar company prospecting. New features include Lead Analytics and Enhanced Text Editing.
“Lead Analytics helps executives analyze leads coming into your CRM and Marketing Automation systems that are within your desired market segment(s). Gain insights into how market segments are performing in relation to each other so you know where to focus your energy.”
Lead Analytics provides a dashboard for tracking the performance of published market segments and leads over time or across market segments. “With the Lead Analytics Dashboard, a CMO, VP of Sales or C-Level executives can analyse leads coming into your CRM or MA system based on the market segment and visualize performance against their target segments in real time to optimize for success and focus resources on the targets with highest potential.”
Customers must license both InsideView Enrich and InsideView Apex services to access the Leads Analytics dashboard.
Enhanced Text editing allows sales or marketing managers to publish rich text notes about customer segments which appear in other modules. The notes both identify the account as belonging to a key segment and provide advice on messaging to the account.
InsideView boasted about “great traction in the market” for Apex.
Sales and marketing intelligence vendor InsideView launched their Apex “go-to-market decision engine.” The new product combines InsideView and CRM data to assist with analyzing new market entry, identifying a firm’s Ideal Customer Profile (ICP), and assessing its Total Addressable Market (TAM).
“Smart B2B companies today are asking these questions: ‘Who are my best customers?’, ‘What are the new geographies and industries where I can expand?’, and ‘Are we going after the right customers and the right revenue?’,” said InsideView CEO Umberto Milletti. “We realized we had the technology, expertise, and data to help companies answer these questions quickly and with confidence so they never miss an opportunity. Business strategy shouldn’t be based on gut and guessing. And it shouldn’t require cumbersome data analysis. InsideView Apex uses cutting-edge technology and the best possible data so you can make the right decisions for your business.”
Go to market planning features include an ICP wizard, new/adjacent visualization tools with “what if” targeting analysis, TAM and market penetration analysis, new account and lead identification, and exporting of new ABM prospects to CRMs and MAPs.
“Revenue teams can use InsideView Apex to visualize performance against target segments in real time to optimize for success and focus resources on the targets with highest potential,” said Joe Andrews, VP of Product and Solution Marketing. “Marketing can see performance indicators at each stage of the funnel as leads convert to opportunities and won deals. Sales ops can identify where leads or opportunities may be getting stuck to course correct in real time.”
The Apex account score is based on an AI algorithm which correlates attributes from deep company profiles that are proprietary to the InsideView Platform. The account score is maintained and updated dynamically within Apex as customer ICP lists change. However, the account score is not currently pushed to CRM or InsideView for Sales.
If customers have also licensed InsideView Sales and Enrich products, ABM accounts are tagged.
Other visualization tools include a five-quarter historical view; market segmentation of leads, opportunities, and wins; and account whitespace (market penetration) analytics.
Apex integrates with Salesforce, MS Dynamics, Eloqua (Oracle Marketing), and Marketo.
Apex is licensed as an annual subscription and is priced in tiers based on company size which serves as a proxy for the number of market segments being targeted.
Apex is not the first tool in this category (e.g. D&B DataVision and DiscoverOrg AccountView), but it is emblematic of the expansion of sales intelligence vendors into market intelligence and strategic planning. When I started GZ Consulting six years ago, the sales intelligence firms were wary of entering the marketing realm, but the top sales intelligence firms are now offering ICP/TAM tools, marketing automation connectors, segmentation analysis, look-a-like prospecting, and data enrichment tools. This shift goes hand-in-hand with the blurring of the lines between sales and marketing. For example, sales engagement platforms provide cadence, analytics, and email marketing tools for sales reps alongside dialers and sales coaching. We are also seeing visitor intelligence and intent data being displayed within CRMs.
“Most B2B companies perform go-to-market planning and analysis in product silos and often fail to involve sales and marketing teams early in the process – those who must execute the strategy. Planning is a slow, manual process, based on limited information. Most firms have few ways to measure market performance reliably against strategy, making it nearly impossible to course correct in real time. It’s time to change this.”
Forrester Principal Analyst Laura Ramos
A 2018 InsideView survey of 500 American sales and marketing professionals found that TAM measurement was non-existent (25%) or ad hoc (28%) at surveyed organizations. Only 23% of respondents work at firms that regularly evaluate Target Demand. The remaining 24% of firms perform Target Demand analysis annually.
“All of the efficient and creative demand generation in the world will be wasted if the targeting is off,” wrote the firm in their 2018 Sales and Marketing Alignment report. “The shotgun approach to sales and marketing no longer works. There’s too much noise in the market and in prospects’ inboxes. The only way to stand out is to know who you’re targeting, and why and when they buy, and it can’t be done effectively unless both sales and marketing buy in it. Developing an ideal customer profile (ICP) and using it to determine your total addressable market (TAM) will help sales and marketing know exactly who to target, why they need your products, and when they need them.”
Poor data quality is a disease which slowly destroys the value of your marketing database. Quality is damaged through incomplete information, poor data entry, and data decay. A traditional response is to purchase new records, but this only provides a temporary (and expensive) respite from your data quality issues.
The data I’ve seen indicates that contacts decay at a 25 to 30 percent annual rate. This means that a prospect list that is 90 percent accurate today will be little more than 50% accurate two years later. Thus, a prospect list purchase strategy is like steroids, it makes your marketing database look healthier on the day the list is purchased, but it simply masks the growing disease within your database. Treating one or two symptoms does not address the underlying problem — a lack of a broad, continuous data strategy.
However, if you take a holistic view around data quality which includes continuous DaaS validation, ABM look-a-likes, web form enrichment, lead-to-account mapping, duplicate management, data standardization, and reference database appends, you will have a healthy database that ensures your MAP and CRM platforms contain the richest, most accurate data.
Vendors that support holistic data quality include ReachForce, D&B Optimizer (FKA Workbench), Zoominfo, InsideView, Oceanos, and Openprise. So if you are concerned about your ability to target, segment, pass quality leads to sales, score leads, or build predictive models, then begin with a holistic data strategy. Symptoms of poor data quality include high email bounce rates, declining email sender scores, returned direct mail, duplicate records, incomplete records, accelerating unsubscribe rates, and sales reps that ignore your marketing qualified leads.
Any firm that is adopting ABM, advanced lead scoring, a single view of the customer, or predictive analytics, should begin with a holistic data quality strategy. Otherwise, these advanced marketing strategies are bound to fail.
InsideView recently rolled out a beta user interface which follows a mobile first navigation structure and includes a redesigned News Feed view for followed companies. InsideView describes the new UI as “fresh. Modern. And easier to navigate, with more engaging graphics and a common user experience across platforms – within CRM, mobile, and web.”
The color scheme utilizes a monochrome palate with splashes of red, blue and green for accents (e.g. hyperlinks, highlighted tabs, buttons). Unfortunately, much of the text is gray against a white background which may cause readability issues in brightly lit locations.
Navigation is via a left-handed navigation bar. For companies, the primary tabs are Overview, Company Information, People, and Insights. Sub-headings under Company Information are Firmographics, Industry Profile, Financials, Family Tree, and Competitors. Industry Profile has a third level of horizontal tabs, and really should be presented as a top-level navigation item.
A Search bar provides a type-ahead feature to assist with company and contact searching. The type-ahead feature begins as a Recently Viewed list of companies and contacts.
The Insights Tab is an updated version of the InsideView buzz tab. Users can view company news, blogs, Twitter, and Facebook in a single feed. News can be filtered to a subset of their 17 agents and be shared via email, social media, or Yammer. All four sources are keyword searchable. Twitter is fully integrated with a Twitter handle summary along with reply, retweet, and favorite. Facebook supports an integrated stream of posts with commenting support.
One of the nice features that was carried forward from the old Buzz tab is the ability to switch between company posts and posts from others for Twitter and Facebook.
In place of a static Home Page, the user is taken to the News Page which presents the user with news stories for followed companies in a grid pattern. Users may filter the topics by one or multiple Agents (sales triggers) and Watchlists. Individual articles may be shared with social media, email, or Yammer.
The Company view still lacks an export to PDF feature similar to that found in D&B Hoovers and Hoovers classic.
Users will be able to switch between the classic and beta versions through April 27th.
As we are one month away from the new year, it is a good time to think about budgeting for data quality in 2018.
I know it isn’t glamorous, but that doesn’t mean it is unnecessary.
Data Quality software is markedly improved over the past few years. No longer is it necessary to download and forward a file to a vendor and wait for them to process your marketing file. Sales and Marketing Operations can now setup automated cloud cleansing that works within Marketo, Eloqua, Salesforce, Microsoft Dynamics, and other enterprise applications. B2B vendors to consider include Dun & Bradstreet, InsideView, Zoominfo, and ReachForce.
These platforms perform both initial batch match & append and ongoing enrichment, ensuring that your sales and marketing files have both accurate and complete data. These services also support company and contact prospecting, data health reports, suppression lists, and segmentation reporting. A few even offer free data quality reports, deduplication, technographic enrichment, nixie files (defunct companies and departed exec files), web form support, sales intelligence services, and contact verification and standardization (e.g. address, phone, and email) for non-matched records.
As these services reside in the cloud and offer cloud connectors for the major MAPs and CRMs, the operational overhead is minimal allowing operations to focus on ABM look-a-likes, segmentation, and improved targeting instead of file management.
What’s more, data quality improvements benefit sales, marketing, and downstream systems. A record cleansed and verified as it is created costs much less than a bad record passed down to other enterprise platforms. Beyond direct cost reduction (storing bad data, marketing to departed execs, sales calls to abandoned voicemails, reduced time keying and updating records manually), there are improvements to segmentation, targeting, lead scoring, lead routing, and messaging.
So budget for data quality in 2018. It isn’t glamorous, but it is effective.
Salesforce has yet to provide a roadmap for Data.com, so we will likely have to wait until Dreamforce for details. While legacy customers continue to receive Dun & Bradstreet content, new customers are limited to the Salesforce / Jigsaw company and contact file. However, the firm announced a set of Lightning Data partners that will support ongoing account enrichment as native Salesforce Apps.
InsideView was an original partner on the AppExchange but was disinvited after Data.com rolled out. While hidden from AppExchange searches, the InsideView for Sales solution continued to be available to joint customers as a private solution. Furthermore, the firm built additional AppExchange marketing products to supplement InsideView for Sales. These services included Target, a company and contact prospecting platform, and Refresh, a data hygiene service that matched and enriched account records with InsideView intelligence. The two companies share over one thousand joint clients.
As an initial partner in Lightning Data, InsideView is offering two services: Append account record maintenance toward the end of Q4 and Discovery account prospecting in Q1 2018. Both are native Salesforce applications. Unfortunately, Lightning Data only supports Account record enrichment and prospecting. Thus, InsideView clients looking for prospecting against InsideView’s 13 million global companies and 33 million contacts may wish to evaluate InsideView Target instead of InsideView Discovery.
InsideView positions itself as a leader in Targeting Intelligence due to their capabilities across three dimensions: company and people intelligence (Who), business triggers sourced from the news and social feeds (Why), and network connections which support warm introductions (How).
With the launch of their new Lightning Data solutions, InsideView will have strategic relationships with the two most important CRMs: Saleforce.com and Microsoft Dynamics.
InsideView CMO Tracy Eiler will be speaking at one of the Lightning Data sessions at this year’s Dreamforce as will other Lightning Data partners.
DataFox is offering twenty-two curated data points and five proprietary fields for DaaS enrichment. Amongst the curated fields are standard firmographics, tech stack, and funding data including investors, total funding raise, and last funding round details. Proprietary data includes signal count over the past year, industry keywords, and similar companies. Datafox’s “AI-sourced, human-audited company data” covers over two million companies. Pricing starts at $3,500 per year.
MCH enriches accounts with medical facility details. Institutions include hospitals; medical practices; dental practices; nursing homes; home health and hospice; ambulatory surgery; diagnostic imaging; community health; urgent care; and public health departments. Data is updated via a team of researchers annually who populate over seventy attributes across 636,000 facilities. Pricing starts at $500 per year.
MCH has a broader sales intelligence solution in development which will support prospecting and access to two million medical practitioners and support staff.
Clearbit enriches accounts with over forty fields including firmographics, Alexa Rank, Social Accounts, and Technology. The service also includes company news. Pricing starts at $499 per month.
HG Data populates technology product, vendor, and product category information across account, contact, and opportunity records. Also included is an account ranking score based upon deployed technology and workflows based upon complementary or competitive products. Pricing starts at $5,000 per year.
There are multiple reasons to enrich records with third-party reference data sets. These include shorter web forms with lower abandonment rates, improving segmentation via standardized data with fewer data gaps, ongoing data maintenance, and enhanced targeting.
Sales rep benefits from enrichment include reduced data entry, improved lead scoring and routing, and improved intelligence for account qualification, planning, and messaging. By enriching company information within the CRM workflow, sales reps have accurate, on demand account intelligence.
Salesforce announced the launch of two new AppExchange partnership categories offering native Lighting functionality: Lightning Bolts and Lightning Data. Bolts are Lightning Components which offer customer data and business logic.
Lightning Data provides new Data as a Service (DaaS) partnerships in the wake of the non-renewal of the Dun & Bradstreet – Data.com licensing partnership. Three of the partners were announced as Data.com Exchange partners at last year’s Dreamforce:
Initially, Lightning Data only supports ongoing match and enrichment services for Account records. As many AppExchange partners offer batch and continuous services for Account, Contact, and Lead records, Lightning Data will need to round out its enrichment capabilities for it to become a full hygiene and enrichment solution.
Lightning Data is an indication that Salesforce never really bought into the idea of being a DaaS company. Since August 2011, they have promoted Data.com, but never fully committed to the data ecosystem they promised when they launched Data.com. The original idea was to take the Jigsaw file they purchased in April 2010 for $142 million and integrate it with the D&B WorldBase company file. They were then going to partner with other leading data companies to integrate third-party data matched to either Data.com contact intelligence or D&B Account intelligence. These data sets were to be delivered via Data.com Prospector sales intelligence and the Data.com Clean match and append service.
It was the right idea at the right time. They were playing catch up with OneSource for Salesforce, InsideView for Salesforce, and Access Hoovers, but had the technical and financial resources to quickly leapfrog these offerings (Access Hoovers was phased out as part of the D&B deal). Furthermore, they had a first mover advantage in cross-selling Data.com to their customer base. It could have been a home run, but they rarely hit the ball out of the infield. What’s worse:
The Jigsaw file was never truly internationalized. It remained a U.S. contact file with underwhelming executive coverage for nine other countries.
The Data.com contact counts increased, but only because they were adding contacts at the same rate as they were decaying. Meanwhile, their top two contacts competitors, NetProspex and Zoominfo, continued to expand both their active and inactive coverage in the U.S. and internationally.
They never added biographic details or social links to the contacts file
Prospector features remained underwhelming. They would add small features such as improved industry and geographic screening, but not anything significant until 2016.
They quickly dropped all discussion about an ecosystem.
Then at Dreamforce 2015 and 2016 they seemed to have found their mojo, addressing key weaknesses such as pricing, sales intelligence (Hoovers profiles, First Research industry overviews), and a data ecosystem.
Data.com hit a few doubles and outlined an aggressive 2017 and 2018 roadmap. It looked good. It sounded good. But then Salesforce severed their partnership with Dun & Bradstreet and now only legacy customers have access to Dun & Bradstreet content. For everybody else, there were nine months of deafening silence until yesterday’s announcement of Lightning Data.
The devolution of Data.com will not have a significant effect on Salesforce’s bottom line as it represents perhaps one percent of company revenue (hence, the lack of urgency in replacing Dun & Bradstreet content). Furthermore, the legacy offering will continue to be supported for several more years so the revenue decline will have little material impact. Perhaps we’ll hear about replacement content at Dreamforce, but Lightning Data suggests they are leaving B2B DaaS to partner companies.