Dun & Bradstreet Acquires Orb Intelligence

Dun & Bradstreet is opening up the year with a bang.  First, they announced a partnership with Amazon Web Services (AWS), and then they acquired Orb Intelligence, business identity and firmographics data provider.  The acquisition follows acquisitions of Customer Data Platform Lattice Engines in July, Sales Intelligence vendor Avention (now D&B Hoovers) in 2017, and B2B DaaS vendor NetProspex (now D&B Optimizer) in 2015.  The acquisitions have helped transition Dun & Bradstreet from an old-line sales and marketing information vendor to a digital analytics and activation provider.

“The acquisition of Orb Intelligence cements our strategy to link the digital and physical worlds in the largest global repository of B2B data and to provide enriched firmographic data to customer profiles to help our clients more effectively execute campaigns to improve customer interactions and revenue returns,” said Michael Bird, President of Dun & Bradstreet’s Sales & Marketing Solutions division.  “Clients can rely on Dun & Bradstreet as the one-stop-shop for all of their data-driven, decision-making and customer engagement needs.”

Orb Intelligence employs machine language and natural language processing tools for deriving firmographic and technographic intelligence from the open web and government documents.  Their global database spans 57 million companies.  Content includes web domains, URLs, IP addresses, social networks, government ids, corporate linkage, funding, trademarks, and technographics.  Orb Intelligence has served as the “data backbone to many of today’s most well-known B2B sales, marketing and analytics organizations focused on digital marketing or sales initiatives.”

“This will be something of a shockwave for many in the ABM tech industry as Orb is an unknown ingredient in so many (in fact I would guess most) ABM MarTech platforms,” wrote B2B IQ President Liam Blackwell (Note: Blackwell is also an Orb Intelligence advisor).  “It is often used as the backbone, with the Orb number as the key for connection.  It is going to be interesting to see how D&B controls / monetizes future usage of the Orb data – this will be a major worry for some of those platforms and obviously an opportunity for other data providers.”

Orb is an original data provider and does not compile or resell data from other vendors.  Along with company profiles, the firm maintains databases on US educational facilities, government agencies and offices, and healthcare providers.

If you already use other data providers such as Dun & Bradstreet, you can increase your match rate by 10-25% by matching unmatched records onto the Orb Database.  We collect data from different sources than Dun & Bradstreet, which is why the Orb Database is often used to complement D&B data.

Orb Intelligence website (pre-acquisition marketing text)

Dun & Bradstreet listed several benefits for their customers, beginning with the ability to cross-validate data across online and offline sources.  Upgraded customer profiles will improve the depth and accuracy of business attributes for digital ABM programs and audience targeting.  Enhanced content will flow through to D&B Audience Targeting, D&B Visitor Intelligence, D&B Hoovers, and D&B Lattice for anonymous visitor match, programmatic targeting and sales outreach.

Dun & Bradstreet also sees a “measurable impact” for the combined data cloud which will simplify the connection and segmentation of audiences, the creation of artificial intelligence (AI) models, and activation of channels through the D&B Lattice Customer Data Platform (CDP), to deliver the best sales and marketing campaigns.”

The transaction closed on January 8th.  The parties did not disclose deal terms.

LinkedIn lists 17 Orb Intelligence employees, including CEO Maria Grineva, who is joining Dun & Bradstreet as a Vice President.

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.

Openprise Data Market

Openprise launched a Data Marketplace to assist with ingesting and normalizing third-party B2B and B2C data. Amongst the platforms supported are Salesforce, Marketo, Eloqua, and Pardot. The Data Marketplace, part of the Openprise Data Orchestration platform, includes built-in rules to ensure data is properly onboarded. Users can set primary, secondary, and tertiary providers with multi-vendor data normalization rules.

“We’re excited to make ZoomInfo’s 210 million businesspeople and 11 million businesses available on the Openprise Data Marketplace,” said Phil Garlick, VP Corporate Development at ZoomInfo. “Openprise’s data cleansing and unification capabilities, combined with ZoomInfo’s data accuracy, provides marketing and sales teams with an unparalleled solution to run more effective campaigns.”

Other B2B Partners include InsideView, Orb Intelligence, Synthio (FKA Social123), and Dun & Bradstreet. Additional vendors are in the final certification stages. Openprise claims that new data providers can be setup in minutes.

Customers can extend pre-existing vendor contracts or take advantage of pre-negotiated discounts.

“Earlier this year, we surveyed 175 marketing professionals to identify data marketplace trends and published our findings in the B2B Data Market Industry Report,” said CEO Ed King. “We found that companies that worked with multiple data providers were much more likely to be satisfied with their third-party data, but those same companies expressed how much they struggled with pulling multiple providers’ data into their marketing and sales system of record while maintaining a consistent set of standards. Openprise Data Marketplaces solves this problem.”

Openprise polled marketers on which B2B data providers they have deployed. Source: "B2B Data Market Industry Report: 2017"
Openprise polled marketers on which B2B data providers they have deployed. Source: “B2B Data Market Industry Report: 2017”

The B2B Data Market Industry Report also asked which vendors were being deployed. The survey of 175 B2B marketers at firms with at least 200 employees found the top three vendors were Zoominfo (40%), InfoUSA (36%), and Data.com (35%). Surprisingly Sales Genie matched D&B/Hoovers amongst all of the surveyed marketers and exceeded it amongst enterprises.  InfoUSA rates were likely higher than the other firms as it offers both business and consumer data while Dun & Bradstreet/Hoovers and many of the other vendors offer strictly B2B data.

The most common use case for B2B data vendors is identifying additional contacts at target companies (62%). Marketers also looked to B2B companies to identify additional target accounts (52%) and append missing fields (50%). Only 37% were looking to B2B data vendors to cleanse their database.

The survey participants were well distributed across B2B industries with an over weighting to advertising / marketing.