Mmojo Data Marketplace Launched (Part III)

Mmojo Data Manager Portfolio View
Mmojo Data Manager Portfolio View

This is part III of my Mmojo coverage.  Part 1 covered data enrichment and part II covered prospecting.  My final blog covers Mmojo’s data partners and pricing model.

Both prospecting and uploaded lists may be appended via the Mmojo data marketplace.  While basic company firmographics are included with the subscription, additional data sets may be appended, some for a fee:

  • Contacts: Contact Function, Level, Title, Email, Direct Dial, Social Links.  Licensed from multiple partners.  Only Stirista has been disclosed so far.
  • Technographics: Aberdeen high-level budget figures, hardware counts (e.g. servers, laptops, printers), IT headcounts, installed technology
  • Extended Firmographics: Geolocation, Alternate Names, Parent Company, Phone
  • Extended Address Data: Secondary Addresses, Carrier Routes, Census Data, Congressional Seat
  • M&A Activity: X8 M&A Activity Index Score
  • Company Classification and Growth Indicators
  • Legal Entity Identifier (free)
  • Public Company Financials: US SEC (free)
  • Taxpayer Data: IRS by City or State (free)
  • National [Medical] Provider ID: CMS (free)
  • Social Security Data by ZIP: US SSA (free)

Premium data set descriptions are provided which include the list coverage rate, update frequency, refresh period (how long licensed without paying for the record again), price per record, fields, and column definitions.

Unlike other firms which treat their company identifiers as proprietary, Mmojo will be open sourcing their ExC company identifiers.  Currently, Dun & Bradstreet D-U-N-S Numbers serve as the de facto global company identifier, but Mmojo will be challenging that status next year when they roll out international company profiles with open sourced ids.

The ExC numbers also support list appends and merging.

“Once appended, users can view their contacts and associated contact analytics.  The analytics enable Mmojo users to detect gaps by showing total number of contacts, percentage of companies with contacts, and the distribution of contacts by function and title, providing key data intelligence to B2B and SMB sales and marketing organizations.”

  • CEO Hank Weghorst

Members of the Austin-based Mmojo team include several former members of the Avention product team including CEO Hank Weghorst, Chief Data Officer Brad Palmer, and CTO Ray Renteria.  While there are some broad stroke similarities between the platforms, Avention never offered a data mart service.

Mmojo does not yet provide marketing automation or CRM connectors, so marketers must upload and download CSV files between Mmojo and these other platforms.

Mmojo is priced at $95 per month with additional charges for premium datasets.  The base service includes support for up to 250,000 unique companies under management, basic company and contact enrichment, and list prospecting.  Credit card and ACH billing are supported.  Premium data may be purchased in blocks of credits as follows:

Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.
Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.

Pricing varies by record type.  For example, Mmojo contacts are priced at 10 credits per record, but Aberdeen technographics are priced at 16 credits per record.  Thus, Aberdeen appends are priced between $0.112 and $0.16 per record.

Contracts may be canceled at any point.

Mmojo tracks which records have been previously downloaded and does not charge again for a record if it is being downloaded within a refresh window (six months for most vendors).  Users are only charged for premium data downloads.

An Enterprise service option is available for firms requiring multiple seats, more than 250,000 managed records, or custom configurations.

Mmojo is offering free ten-day trials.  Trialers have view-only access to the tool and do not need to provide payment details during the trial.  When lists are shared with non-users, they are also eligible for ten day trials.

The service includes a set of context sensitive help tools and videos.  A customer forum is also available for asking questions.

This is one of the most mature product launches I have seen.  The service includes a broad set of functionality, clean user interface, deep content partnerships, complete help and training tools, and a full press page.  When discussing the product pre-launch with Weghorst, there was a clear product positioning and defined target market segment.  The service also offers unique product pricing (hybrid subscription with premium data sets) and business models.

Mmojo Data Marketplace Launched (Part II)

 

 

Mmojo offers segmentation analysis and look-a-like prospecting.
Mmojo offers segmentation analysis and look-a-like prospecting.

(Part II of my coverage of the Mmojo launch.  Yesterday I covered Mmojo’s enrichment capabilities and tomorrow I will cover pricing and data vendors)

Mmojo’s prospecting module supports both traditional prospecting and ABM list cloning.  The Build a List User Interface is straightforward with filtering by

  • Location: State, City, ZIP
  • Company Name
  • Company Attribute: Public/Private/Government, HQ/Sub/Branch
  • Size: Revenue, Employees
  • Technology
  • Industry: Industry Keyword, SIC
  • Contacts: Function, Level, Keyword
  • Indicators: Home Office, Woman Led, Minority Led, Franchise

Type-ahead suggestions help with quickly entering cities. technologies, industry, and job functions/levels.

Missing geographic selects included counties, MSAs, ZIP Ranges, Email and Direct Dial Availability.  The inability to easily refine by location may be a hindrance to SMB sales.

The Industry selects are by keyword and SIC code, but the keyword search which supports typeahead suggest is sluggish. NAICS codes are coming next month.

Mmojo offers a matrix for quickly selecting job functions and levels.
Mmojo offers a matrix for quickly selecting job functions and levels.

A nice feature is the ability to quickly select contacts by function (Sales, Marketing, Engineering, IT/IS, HR, Finance, Operations, Planning) and Level by clicking or dragging the clicked mouse across a grid (see image on right).  Users can also enter keywords, but the list was mostly high-level titles and general functions.  Missing were key roles such as purchasing, sales operations, accounts receivable, accounts payable, security (except CISO), and compliance (except CCO).

Another welcome feature is the ability to save multi-variable filters allowing marketers to store territories or industry segments for quick recall.

Previously uploaded or built lists may be used for list suppression (e.g. exclude current customers and prospects) or as a constraint list (e.g. subsetting of a current list for targeting).  The system also maintains a Master List for this purpose.

When prospecting, marketers can grab a random subset of the list for a campaign or for forwarding directly to sales reps.

Lists can also be used to find mMore-like-these cloned companies.  The peer feature allows users to define the relevant variables and weights to be assigned to them.  Thus, a regional tradeshow list can be used as a seed file for additional prospects, but with the location variables relaxed; additional variables (e.g. deployed technology, growth indicators, corporate attributes) can then be assigned corresponding weights.  This feature is easily managed via a drag-and-drop tool and visual indicators.  As a segmentation analysis is also displayed, marketers can analyze the seed file as they adjust the selection criteria and weights.

I had one significant concern: the workflow from building a list to viewing it is not clear and is likely to frustrate trialers and new users.  Nevertheless, the user interface is otherwise straightforward and the dynamic segmentation (see left side of top image) is beautifully rendered and informative.


Part III discusses Mmojo content and pricing.

Mmojo Data Marketplace Launched

Mmojo Match List results display match scores with a drill down option on match criteria.
Mmojo Match List results display match scores with a drill down option on match criteria.

A new data marketplace, called Mmojo, was launched late last month.  The service provides cloud based prospecting, hygiene, segmentation analysis, look-a-likes, and data enrichment for B2B marketers.  CEO Hank Weghorst sees the SMB market as Mmojo’s sweet spot.  Mmojo describes itself as “the B2B data marketing data everything application.”

“Excellence in B2B Marketing depends on data, particularly in today’s world where data is everywhere,” explains the firm on its website.  “The problem is you have to do all the work: find the data, license the data, cross-reference the data, analyze the data, and maintain the data. Your Marketing Automation and CRM systems are not designed to do this. In fact, they REQUIRE data to feed them and make them effective. What if you had an easy-to-use system that did all that work for you? Mmojo does all of this for your existing data and for new data to drive your marketing programs.”

The Mmojo database spans 20 million US companies and 80 million contacts with plans to add international data in 2019.  Contacts include titles, job functions, emails, direct dial phones, and social handles.  Company intelligence includes firmographics, Aberdeen technographics (premium dataset), M&A heat scores, and public company financials and ratios.

“It’s been proven that the use of high-quality data will drive better marketing results. We built Mmojo with the sole purpose of providing simple and affordable access to this valuable data commodity,” commented Weghorst. “This approach, executed using our partner relationships and most importantly our state of the art technology, has enabled us to change the game.”

Data matching is performed against company, domain, phone, IP address, email, and additional variables as selected by the Mmojo AI match logic.  Matching is done automatically so users do not need to create a field mapping table between Mmojo and their source file; however, users can remap fields if Mmojo selected the wrong field or there are multiple similar columns (e.g. shipping and billing addresses). The match results list includes the match score and Mmojo ExC company identifier.  Users can click on a match score to see additional details about the match.  They can also quickly modify the match threshold and see how many records meet the adjusted threshold level.

Once a list is matched, the user can click on the List Analytics tab and view segmentation (state, revenue, employees, top industries) along with match analytics.  The “Sky Profile,” a trademarked feature, represents the “absolute centroid” of the list by revenue, employees, and industry.  The Sky Profile should be viewed as a typical record.

A List Details tab shows the field fill rates of the original file and the matched Mmojo field.


My review continues with Part II on prospecting.