SalesIntel Acquires TUDLA; Adds Marketo Enrichment

Sales Intelligence Platform vendor SalesIntel acquired Latin American technology contacts vendor TUDLA.  The acquisition provides SalesIntel with Latin American data and the TUDLA research team. The TUDLA research team, based in Tijuana, supports a research on-demand call center in English, Spanish, and Portuguese.

All TUDLA employees, including CEO Gary Gorton and contract research staff, are joining SalesIntel.

TUDLA has over sixty Fortune 500 customers that license human-verified contacts for the Latin American region.  TUDLA CEO, Gary Gorton will be assuming a strategic business development role, helping cross-sell the complementary contact databases and SalesIntel’s B2B DaaS offerings.

“This acquisition gives SalesIntel a fantastic opportunity to offer our customers high-quality B2B data and intelligence, which now includes the LATAM marketplace. We are especially pleased that Gary Gorton (CEO of TUDLA) and many members of the TUDLA team with decades of experience will join SalesIntel as we integrate TUDLA’s LATAM B2B data, customers, and research processes into the SalesIntel platform.”

SalesIntel CEO Manoj Ramnani

TUDLA covers 34 countries across Central and South America, the Caribbean, Mexico, and Puerto Rico.  The firm has one million verified Latin American contacts and another six million mined regional contacts.

SalesIntel also expanded its EMEA coverage with contacts for fourteen new countries, including France, Germany, Benelux, Italy, Ireland, Spain, New Zealand, Israel, and the UAE.  The TUDLA dataset will be available later this month in SalesIntel platforms.  The SalesIntel database has grown to over 6.5 million human-verified and over 80 million machine-processed contacts.

SalesIntel also announced that it supports Marketo data enrichment on both a batch and real-time basis.  Marketers may auto-enrich web forms and maintain contact and account records with current firmographic, biographic, and technographic intelligence.

Data enrichment may be performed as

  • Triggered webhooks that execute when new records are added to Marketo
  • Scheduled webhooks that regularly execute to prevent database decay
  • Filtered webhooks that run against a subset of records such as MQLs, event lists, and webinar registrations

SalesIntel supports dynamic forms that hide fields available from their reference database.  The auto-fill feature reduces the time spent entering data, lowering the likelihood of form abandonment, and improving the ROI of marketing campaigns.  Dynamic forms also enhance the user experience as prospects have fewer fields to enter and improve data accuracy and form completeness.

With dynamic forms, you can significantly reduce the number of fields by skipping those that could be automatically filled using third-party data,” blogged Creative Director and Marketing Coordinator, Ariana Shannon. “This smarter type of web form will allow you to capture more leads without having to sacrifice the data your sales and marketing teams require to convert them.  Leads who fill out a form will easily navigate through the form, be prompted with suggestions, and avoid the frustrations and reservations associated with filling out multiple fields.”

SalesIntel already supports lead prospecting for Marketo.

SalesIntel is on track to more than double its revenue in 2020.  Ramnani sees many opportunities for his firm as market consolidation has reduced the number of vendors.  Ramnani positions SalesIntel as a high-quality data competitor to Zoominfo.

Zoominfo Workflows

Workflows deliver triggered audiences to CRMs, MAPs, and SEPs.

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.”

Workflows 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 outreach.”

Workflows 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 Amounts.

“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.”

Zoominfo

“Modern B2B 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.”

Zoominfo has migrated 1,000 customers to its new platform.

HG for Marketo

HG Insights released its HG for Marketo integration which provides improved targeting, scoring, and messaging within the Marketo marketing automation platform.  The new service helps marketers segment their audience, identify competitive opportunities, and “craft messaging that resonates with the specific pain points and challenges they are facing or determine if a company is using a complementary solution.”

Technographic intelligence can be used for both competitive targeting and building scoring models based upon the existence of competitive or complementary technologies.  New leads are automatically enriched with technographic intelligence, providing insights for lead nurturing and scoring.  Marketo Engage contact records are updated with the latest new technology installation insights, providing ongoing, dynamic intelligence.

“With HG Insights Technographics integrated within Marketo Engage, marketing teams can now understand what [sic] technologies their prospects are using and build nurture campaigns that generate higher response rates,” blogged Marketing Manager David Guerra.  “Marketers can also use HG Insights to identify and score contacts that are using competitive technologies, and quickly send those leads to sales for faster conversion.”

Technographic audience targeting by HG for Marketo
Technographic audience targeting by HG for Marketo

“HG for Marketo is the easiest way to enrich contact records with accurate technology intelligence,” said Kineon Walker, Vice President of Product and Marketing, HG Insights.  “The powerful combination of technographics from HG Insights and Marketo Engage creates more informed communications that help businesses beat their competition and accelerate growth.”

Bombora Natively Integrates with Marketo

Bombora's intent file, which spans 4,100 B2B topics, is available in Marketo.
Bombora’s intent file, which spans 4,100 B2B topics, is available in Marketo.

Bombora partnered with Marketo to natively integrate its intent file into the Marketo Engagement Platform.  Bombora collects anonymous company-level activity from B2B media sites and determines intent as a company surge score across 4,100 B2B topics and 2.8 million companies.  The surge score indicates an uptick in baseline interest in customer-specific B2B topics.

The intent scores help identify and prioritize sales and marketing activities around prospects with active purchasing research programs. Firms with high surge scores can then be targeted for programmatic marketing, digital messaging, and sales outreach.  Surge data also flag dormant accounts which are re-entering the purchasing cycle, assist with messaging around key topics, and inform lead scoring and routing decisions.

According to Bombora, only fifteen to twenty percent of companies in a target list are engaged in an active purchase cycle.  Thus, understanding which companies are in market is critical to marketing effectiveness.  “It arms you with insight into which of your target companies are more actively researching your products or services compared to historic baselines – indicating intent to take action,” said Bombora.

“With the Marketo Engagement Platform acting as the hub to make this understanding more actionable, there is exponential value to how Bombora’s intent data can be leveraged across an organization,” stated Bombora CEO Erik Matlick.

“As a marketer, the best buyers to engage with are the ones that are already actively researching,” said Marketo SVP of Strategy and Alliances TK Kader.  “Providing intent data from Bombora to our customers creates an opportunity for them to engage with buyers who have a high propensity to buy, ultimately delivering better pipeline to sales and increasing the velocity of the sales process.”

Marketo is also offering best practices and campaign setup advice.

D&B Hoovers Q1 Enhancements

Users can now filter by corporate employee counts or location employee counts. Both numbers appear in the results list.
Users can now filter by corporate employee counts or location employee counts. Both numbers appear in the results list.

Dun & Bradstreet continues to invest in their D&B Hoovers platform with a set of content and functionality enhancements. Since the beginning of the year, Dun & Bradstreet expanded its prospecting selects, added deeper technology and company coverage, tightened its Microsoft Dynamics integration, and increased the number of fields available for export to connectors.

Dun & Bradstreet added a series of new display and screening variables including Employees 1-Year Growth, Area Code Exclusions, and Employee Counts at the company or site level. D&B Hoovers now supports over 175 prospecting variables.

Three additional domestic location filters were also added. The Domestic Ultimate D-U-N-S Number identifies the top location within a country, helping with territory expansion and cross-selling. Related variables include Is Domestic Ultimate (Select for the top national offices) and Domestic Ultimate Company (all children of the Domestic Ultimate Company).

The new selects are generally not available in competitor products.

Avention (now D&B Hoovers) platforms have long supported variables for screening by ultimate parent country and ultimate parent. The new Domestic Ultimate D-U-N-S Number selects expand the options for sales and marketing to target accounts at the country level. Thus, if a company is looking to enter a new market, they can evaluate their ABM account presence within that market and focus sales and marketing campaigns around those prospects.

The Technologies premium offering was also enhanced with coverage expanded to 195 countries, 2.7 million companies, and over 20 million tracked technologies. Technologies are screenable at the vendor and product level and viewable as part of the Technologies in Use report. Dun & Bradstreet did not indicate whether they gathered the data or licensed it from a third-party.

Microsoft Dynamics admins can now set D&B Hoovers to automatically use D-U-N-S Numbers populated by the D&B Optimizer for Microsoft enrichment service.

“This feature eliminates the need for the manual match and selection step that is used to populate records in D&B Hoovers.  Once D-U-N-S Numbers are attached, the records become automatically eligible for de-duplication when sending to CRM.”

  • Phil McWade, Dun & Bradstreet Director of Product Management

D&B Hoovers added 15 additional CRM and MAP export fields including D&B Prescreen score, Franchise Status, Import/Export Status, Manufacturing Status, Owns/Rents, 8 Digit SIC and Description, Latitude and Longitude, Tradestyle, and Square Footage. Most of these variables were added to D&B Hoovers over the past year and are also available for display, screening, and download.

In March, D&B Hoovers added over seven million companies including 6.8 million from Brazil, 360,000 from Argentina, 210,000 from India, and 78,000 from Australia. The Russian Federation and Vietnam also added over 50,000 company profiles. D&B Hoovers now covers 21 million active companies in South America and nearly 129 million global entities.

Data Quality in 2018

NetProspex WorkBench Value Proposition
D&B Optimizer (FKA Workbench) Value Proposition

 

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.

The ReachForce Contact Enrichment Summary Report.
The ReachForce Contact Enrichment Summary Report.

DiscoverOrg LaunchPoint Connector

Sales and marketing intelligence vendor DiscoverOrg released an enhanced version of their Marketo LaunchPoint connector which cleanses, appends, and enriches Marketo leads with DiscoverOrg lead intelligence.  A one-click synch feature matches and enriches leads with account and contact data.  DiscoverOrg has very high quality global company and contact intelligence gathered by their team of 250 multi-lingual editors.

“What makes this service truly unique is the power of our live researchers who are continually adding to and maintaining our database.  It is also found in the flexibility of how and which data points are managed. Users can choose from up to 70 unique data points, decide which fields should be overwritten, and how often this sync occurs. Marketers are also alerted when duplicate entries are found, and given the option to keep the original or overwrite it.”

  • DiscoverOrg VP of Product Management & Product Marketing Justin Withers

Lead enrichment can be executed on day-one of deployment and then scheduled on a weekly, bi-weekly, monthly, or quarterly basis.  The connector helps marketers “more quickly and effectively score leads and pass a more accurate and comprehensive view of the prospect over to the sales team.”

“Clean data is fundamental to engaging in relevant and personalized conversations with buyers. The new enhancements to DiscoverOrg’s connector will enable marketers to enrich their marketing programs so that they’re engaging customers when, where, and how they want to build lasting relationships,” said Shai Alfandary, business development VP at Marketo.

DiscoverOrg Supports field level update rules within Marketo LaunchPoint.
DiscoverOrg Supports field level update rules within Marketo LaunchPoint.

The service now supports field-level update rules, providing greater control to Marketo administrators over which fields are to be updated and when.  Thus, fields can be enriched upon creation, update, or only if the field is empty. 

DiscoverOrg also compares emails against its “database of known bounces” and replaces bad emails with verified email addresses.

“Dirty data leads to incredible challenges for the entire organization,” said DiscoverOrg CEO Henry Schuck.  “When bad data ruins a company’s reputation and lands a domain on blacklists, marketers put growth for the entire company in jeopardy. With these new features, customers are able to immediately improve the health of their marketing database – so that they can spend time creating revenue-generating programs, not worrying about whether bad data will sabotage their efforts,” says Henry Schuck, CEO of DiscoverOrg.

2016 in Review: Sales Intelligence Connectors

Avention offers OneSource for CRM connectors for SFDC, MS Dynamics, and Oracle for Sales Cloud (Oracle connector shown)
Avention offers OneSource for CRM connectors for SFDC, MS Dynamics, and Oracle for Sales Cloud (Oracle connector shown)

Continuing on my discussion of Sales Intelligence enhancements in 2016, my next area of coverage is connectors which extend functionality into CRMs, MAPs, Google Chrome, etc.

Almost all Sales Intelligence vendors offer Salesforce.com connectivity as a baseline offering.  Some have limited functionality while others provide a fully integrated offering encompassing virtually all of their website features along with update features (e.g. Batch, continuous, “stare and compare”).

The following vendors launched or enhanced their CRM connectors:

  • Zoominfo released a new version of Zoominfo for Salesforce in February 2016. Features include on-demand updating, new contact matching, segmentation analysis, and new targeted contacts. Zoominfo stresses that all enrichment, analysis, and targeting are done via “one easy-to-use interface” without the need to export files to Excel.  Zoominfo for Salesforce also added integrated prospecting. Data may be shared bi-directionally between the services so users can check for duplicates before uploading prospects to SFDC.  Zoominfo also added custom mappings for all fields into its Salesforce connector and improved the company and contact lookup workflows.
  • Avention released OneSource for MS Dynamics and OneSource for Oracle Sales Cloud connectors which integrate Avention functionality into the Microsoft and Oracle CRMs. Features include I-frame display, “stare and compare” updates, custom variables, prospecting, and the Avention Journal.  Avention also rolled a series of enhancements into its CRM connectors. These include:
    • The automatic population of matched records, bypassing the “stare and compare” step for new accounts
    • Avention Journal filtering
    • Avention Journal list views (the default view is calendared)
    • Modify the Avention Journal viewing period
    • Contact filtering by job function, level, title, keyword, etc.
    • News filtering
    • DataVision tab (if licensed)
    • Salesforce Lightning support providing improved tablet usability and dynamic resizing.
    • Batch duplicate management on bulk uploads (ignore, create, update)
  • Data.com added a Prospect Insights view which can be accessed from Opportunity and Account Detail pages. A “See More Insights” button takes the user to additional business and financial details from Dun & Bradstreet. Company intelligence includes D&B WorldBase firmographics and linkage, Hoover’s top company descriptions and competitors, and First Research industry overviews including call prep questions and industry summaries.  Data.com also upgraded the Dun & Bradstreet company family view to the Lightning platform.
  • DiscoverOrg released CRM connectors for Talent Rover, Zoho, and Bullhorn. They also enhanced their Salesforce connector.
  • InsideView redesigned its Salesforce.com AppExchange user interface and launched Refresh which provides automated account cleansing within Salesforce.com.
  • RainKing improved Salesforce.com synchronization.
  • To improve the Salesforce experience, LinkedIn Sales Navigator is no longer requiring sales reps to manually identify which contacts should be downloaded from SFDC to Sales Navigator. Synchronization can be managed at the administrator level. While SFDC describes this as improved synchronization, it basically downloads leads and accounts to Sales Navigator. No LinkedIn member account or lead intelligence is uploaded or available for updating SFDC records. However, the system does flag which records are in SFDC so that reps can manually key information from LinkedIn to SFDC.  For example, sales reps may add tags (e.g. Qualified) and notes to leads and accounts with this information then synched with Salesforce.
  • Artesian redesigned its Salesforce and MS Dynamics connectors.  Among the new features are sales trigger filtering by topic and trigger sharing by email, social media, and Chatter.

One of the major trends in 2016 was the continued expansion of sales intelligence vendors into the marketing department.  Most commonly, this involved Marketing Automation Platform (MAP) connectors with Marketo and Eloqua (Oracle Marketing Cloud), though some vendors support other MAPs as well.

  • InsideView released an ABM solution in partnership with Marketo. The ABM solution is a bundle that includes products and data services to enable targeted account and contact selection, campaign execution, and measurement.
  • RainKing released connectors for Pardot and NetSuite
  • Avention released connectors for Oracle Marketing (Eloqua) and Marketo which support data enrichment, account insights, and predictive analytics. The new MAP connectors support three marketing use cases: web form enrichment, uploaded list matching via the OneSource platform, and prospect list building within OneSource. Lists built and enriched within OneSource are then fed to Eloqua or Marketo.

Several vendors built Chrome connectors in late 2015 or early 2016.  Chrome connectors build additional feature functionality into the Chrome browser, usually centering around the contextual display of company and contact information related to corporate websites and LinkedIn profiles.  Firms with Chrome Connectors include DataFox, MattermarkZoominfo, DiscoverOrg, and HG Data.

To assist with messaging, LinkedIn now offers a Chrome extension for Gmail. The extension provides integrated access to public LinkedIn profiles and social contact information as a right-handed information bar. If a contact is not in Sales Navigator, users can quickly add him or her as a lead without exiting the Inbox. Icebreakers such as shared connections, experiences, and interests help shape account or prospect messaging. TeamLink colleague connections are also displayed.

Finally, several Sales Intelligence vendors began supporting Account Based Sales Development (ABSD) vendors (there are also non-SI vendors participating in ABSD ecosystems providing coaching, transcription, analytics, and other services):

  • DiscoverOrg: SalesLoft, Outreach, Tellwise
  • Owler: Outreach, SalesLoft
  • InsideView: KiteDesk, Quota Factory, SalesLoft
  • Zoominfo: KiteDesk
  • D&B NetProspex: KiteDesk

The Owler news feed is now displayed within SaleLoft allowing sales development reps to quickly customize their messaging.
The Owler news feed is now displayed within SaleLoft allowing sales development reps to quickly customize their messaging.