TechTarget Priority Engine Adds KickFire Visitor Intelligence

TechTarget Benefits
TechTarget Benefits

TechTarget Priority Engine has begun integrating first-party intent data with its proprietary third-party intent intelligence.  First-party intent data enhances account rankings and insights.  According to TechTarget, “Marketing and sales teams will now be able to leverage this new intelligence to get to the right accounts and prospects faster, increasing conversions and accelerating pipeline.”

Priority Engine launched three years ago with TechTarget’s firmographics and third-party intent derived from its 140 enterprise technology media sites.  The new data includes Ideal Customer Profile (ICP) matching, vendor website engagement, and customer content and advertising across the TechTarget network.

First-party website intent is available through a partnership with KickFire.

New account intelligence and tools include

  • Personalized account rankings based on first and third-party intent data
  • ICP definition and filtering
  • Enhanced qualification intelligence including buying stage, ICP match, and confirmed projects
  • Improved engagement signals such as account website visits, content downloads, and banner clicks
  • Recent activity indicators.

“TechTarget has always focused on delivering ROI,” said Michael Cotoia, CEO, TechTarget.  “These new updates now make it even easier for our customers to close deals faster by helping them find the prospects that are directly in their sweet spot.”

Other recent product enhancements include opted-in “Project Insiders” and “Confirmed Project Details” that have been validated by project insiders.

Priority Engine has been deployed at over 400 customers including Oracle, Citrix, IBM, HPE, and AWS.

Ringlead B2B DaaS

Ringlead was a pioneer in the B2B DaaS space and continues to support batch and on-demand company and contact intelligence.  They began building matching algorithms for duplicate cleansing and prevention in 2004 and joined Salesforce’s AppExchange as an early partner.  RingLead’s algorithms are used to connect third-party databases for data appends.  The firm now provides a broad set of B2B DaaS hygiene and enrichment services including data cleansing, standardization, normalization, de-duping, segmentation, routing, and appending services.  Users can upload lists to their cloud service or perform ongoing updates to enterprise software platforms.

Prior to enriching records, RingLead performs a set of validation and standardization steps which both enhance the data and improve match rates.  Names and addresses are standardized, emails are validated, and customer-specific mapping logic such as revenue bands and industry sectors are applied.

Sales Ops and Marketing also have control over duplicate matching logic and data consolidation rules.  Field-level rules help determine which fields are retained when records are merged or whether fields should be concatenated.  When records are enriched, admins can set fields to always be overlaid or enriched only when null.  Over 100 company and contact fields are supported.

RingLead provides enterprise software connectors for Salesforce, Eloqua, and Marketo.  Several others are in development.  For marketing automation platforms, they provide JavaScript which is dropped into lead forms and which provides company suggest logic for immediate matching.  Records are validated upon submission and immediately enriched.  Duplicate checking is also performed.

In Salesforce, duplicate logic is employed during record creation and as a batch process.  RingLead supports Account, Contact, Lead, and Custom record data enrichment and I-frame display.

When routing leads, sales operations can distribute by name, industry, geographic territory, size, or other field-based logic.  Leads are assigned to current account owners.  If a lead is new and does not match any pre-defined assignment rules, round-robin assignment is employed.

Ringlead Capture
Ringlead Capture

RingLead offers both its own master database of companies and contacts and API access to data from other B2B and B2C vendors with admin-defined waterfall rules.  Cascade selection provides a broader set of fields as well as secondary and tertiary vendors which can be called if the primary is unable to enrich a record.  Third-party records are standardized so that data is normalized and displayed consistently across all record sources.  Custom segmentation rules are also employed and duplicate prevention logic is applied across all of the vendors.  Marketing can even prospect against multiple vendors in RingLead with records de-duped and standardized.

RingLead is shifting its focus from being a data vendor to facilitating a data ecosystem.  “There is no company that should use a single data provider,” said RingLead Chief Product Officer John Kosturos.  “We are giving customers the ability to get the best data all the time.”

Data partners include

  • Company – Owler, DatabaseUSA, LexisNexis, NetWise, KickFire, and Dun & Bradstreet resellers
  • Contact – Google, Bing, FullContact, NetWise, PIPL, StatSocial, Informatica, Oceanos (TechTarget), and Clearbit
  • Technographics – HG Insights and Clearbit

A customer may have a license with a data vendor, but choose to pull the data through RingLead enrichment or prospecting.  Customers pay the data vendor for the data license and are charged only for API calls by RingLead.  Cleanse and Enrich have volume-based pricing based on the number of supported records.

Pricing begins at $2,000 per month, “far less than it would cost to hire a person to try to manage these processes manually,” said Kosturos.

While the core functionality is designed for marketing and sales operations, the DMS Capture Chrome extension (see image on right) allows sales reps to conduct real-time company and contact research from LinkedIn, LinkedIn Sales Navigator, Google, or company pages.  Capture sends records to over twenty platforms including CRM and Sales Engagement vendors.  Standardized records can be sent to Salesforce as Accounts, Contacts, or Leads.  Duplicate records are flagged.  Over 75 standardized fields are available including emails, direct dials, LinkedIn hyperlinks, Twitter handles, firmographics, and technographics.  When performed against Google search results, LinkedIn lists, or Executive Pages, a list of matched contact profiles is displayed and may be uploaded selectively or in bulk.

Customers include CA Technologies, HP, Uber, Capital One, BNY Mellon, and the New York Stock Exchange.

Openprise Expanded Data Marketplace

Data Orchestration vendor Openprise expanded its Data Marketplace with the addition of seven new vendors: Dun & Bradstreet, Oceanos, DiscoverOrg, KickFire, Acxiom, Cognism and People Data Labs.  The Openprise Data Marketplace is a third-party data mart which assists with “onboarding, ingesting and normalizing data” into major platforms such as Salesforce, Marketo, Eloqua, Microsoft Dynamics 365.

“Our customers benefit from having access to accurate and complete B2B marketing data – from verified account and contact data to organization charts to intent signals and buying scoops,” said Katie Bullard, DiscoverOrg Chief Growth Officer.  “The depth of our data gives sales and marketers a 360-degree view of target accounts and contacts, and our integrations ensure that data is always fresh, complete and up-to-date.”

“Openprise users can now incorporate Oceanos‘ contact hygiene and provisioning solutions directly within their automated processes to improve their demand generation and Account-Based Marketing initiatives,” said Oceanos’ CEO Brian P. Hession.  “Our API wraps five leading hygiene vendors into a single solution, further amplifying the benefits marketers realize.”

Openprise Content Partner Network
Openprise Content Partner Network

Openprise assists with cleaning and normalizing customer data, assesses match rates, recommends new data providers, coordinates data processing, and unifies data across systems.

John Donlon, Senior Director of Marketing Operations Strategies at SiriusDecisions, called acquiring and standardizing high quality prospect data as “one of the biggest challenges marketers face” and “critical” to implementing the SiriusDecisions Demand Unit Waterfall.  “Any technology that can facilitate that will give organizations a huge leg up not just in understanding their target audience, but in driving meaningful interactions throughout the buyer’s journey.”

Openprise claims that no single data vendor can provide superior data than their platform.  They also warned that a multiple vendor strategy is often ineffective due to industry content white labeling, resulting in little incremental value.  “With our Multi-Vendor Enrichment Strategy Service, our customers know quantitatively how each incremental vendor’s data will improve their database and they have the processes in place to easily integrate new data in a way that conforms with their existing data policies.”

The Openprise platform supports data onboarding, data cleansing and enrichment, data unification across systems, and data delivery.

Other members of the marketplace include ZoomInfo, InsideView, Salesgenie (Infogroup), Orb Intelligence and Synthio.