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.

Synthio Series B

Synthio Use Cases
Synthio Use Cases

Synthio, formerly known as Social123, closed on a $10.5 million equity round to expand its Customer Data Platform.  The Series B round was led by Fulcrum Equity partners, bringing its total funding to $18.5 million.  Other participants included current investors Vocap Investment Partners, Spinnaker VC Direct, LLC,  Bahns Stanley, Stanley Partners, Ellis Capital, Buckhead Investments, the AIM Group, and Silicon Valley Bank.  The round valued the firm at $33.5 million.

Synthio will be dedicating the funds towards platform and product enhancements along with “significantly” expanding their sales, marketing, and customer success teams.

Synthio is perfectly positioned to become the must-have solution for business-to-business enterprise marketers tasked with managing complex and rapidly changing customer data.  The new funding allows us to continue investing in our unique ability to synthesize 1st and 3rd party data into the highest quality contact, firmographic, and technographic profiles.  Our contact-centric approach to customer data is unique in the market and is an indispensable solution designed to address the major pain points hampering marketers’ productivity and performance.

  •  Synthio CEO Aaron Biddar

Synthio emphasized the need for high quality data to fuel Marketing Automation Platforms and ABM campaigns.

“High quality leads and prospects are the mined gold on which companies spend fortunes and today’s marketers and sales professionals require that this data be in pristine condition,” said Jim Douglas, Partner at Fulcrum.

Synthio has over 200 active subscription customers and made the last two Inc. 5000 lists.  According to Inc., the firm posted $2.8 million in revenue in 2015 with a 123% three-year Compound Average Growth Rate.  The firm claims to have doubled their revenue in both 2015 and 2016.

Social123 Rebrands as Synthio

Synthio Logo

Social123 has rebranded as Synthio to emphasize the “synthesis and maintenance of data sources.”  The rename denotes a shift from data provision to “empowering users with a Data as a Service platform that automates synthesizing non-standard and free-form data into clean, standardized, and impactful solutions.”

The firm also discussed its SynthCenter platform which supports  the following legacy functionality:

  • SynthSearch: Company and contact searching
  • SynthEnrich: Database enrichment spanning 45 fields

And new capabilities:

  •  SynthClean: Merge datasets; remove duplicates; normalize titles, company names, and phone numbers; and validate email addresses and URLs.
  • SynchConnect: Connect freemail email addresses to B2B email addresses and personas
  • SynchTech: Enriches company records with installed technology including back-end platforms.
  • SynthForce: A Salesforce connector for I-frame display of contact information and news.
  • SynthCard: A digital business card following SynthSearch
  • SynthBridge: Integrations with Oracle Marketing Cloud (Eloqua), Marketo, and HubSpot.  The Eloqua and Marketo connectors support SynthSearch and SynthAppend.  The HubSpot connector enriches leads with contact and firmographic intelligence.

The firm did not discuss whether they license their technology data or gather it directly.

“Our goal is to put the new SynthCenter platform squarely in the middle of a modern marketer’s stack,” said Synthio CEO Aaron Biddar. “As marketing and technology management converge, marketers find themselves with the new responsibility of managing increasingly large and complex datasets. Unfortunately, they are still using tools designed for a simpler, email centric, world. The new SynthCenter platform is designed to address and ease many of these pain points, and comprehensively make contact data more accurate, more standardized, and more ingestible directly into major Marketing Automation Platforms and CRM systems. With SynthCenter, users now have actionable intelligence, not just spreadsheets of contact data.”

Synthio’s database spans 320 million contacts gathered from social and other sources.  Emails are validated in real-time.  The firm claims a 40% append rate, but that is dependent upon the quality of the customer’s match file.

Services are available on both a subscription and pay as you go model.

Synthio has been growing rapidly.  Last year, Social123 ranked #377 on the “Inc. 5000” list with a 123% three-year Compound Average Growth Rate (CAGR) on $2.8 million in 2015 revenue.

Synthio (FKA Social123) Use Cases
Synthio (FKA Social123) Use Cases