Rhetorik UK Expansion Pack

Rhetorik announced a UK expansion pack to its NetFinder+ technology sales intelligence service.   The expansion pack adds 90,000 companies and 200,000 contacts and emails to Rhetorik’s UK coverage.  NetFinder+ data includes firmographics, contacts, and technographics.  

The Rhetorik Technology Classification (RTC), a proprietary taxonomy, spans 7,000 vendors across ten million installs. Rhetorik’s technographics cover

  • Installed IT assets such as telecoms equipment, networking devices, and server and desktop hardware
  • Software products from traditional enterprise applications and operating systems to new cloud platforms and vertical industry applications
  • Services and consumables suppliers

“We have invested heavily in our international coverage, now offering sales and marketing intelligence across 30+ countries, but the UK remains the largest and fastest-growing IT market in Europe for a range of enterprise software and cloud services. This fully GDPR-compliant SMB expansion enables marketers to reach deeper into that market than ever before.”

Rhetorik CEO Meredith Amdur

The expanded coverage profiles UK companies with five to 100 employees.  Rhetorik expects to “significantly” grow their coverage this year.  They have a “stand-by database” of companies and contacts “awaiting final cleaning and compliance.  “Existing clients will gain free access for three months to all the new accounts and contacts that meet their existing data criteria,” wrote CRO Kevin Savage.

Rhetorik covers Western European along with

  • Former Soviet Union: The Ukraine, Estonia, and Latvia
  • Balkans: Slovenia, Croatia, and Greece
  • Eastern Europe: Poland, Czech Republic, Hungary, Bulgaria, and Romania

Additional EMEA countries include the UAE, Saudi Arabia, Israel, and South Africa, with ten more countries in development.

In January, Rhetorik released its DataCliniq DaaS enrichment service for maintaining data hygiene.  DataCliniq diagnoses, cleanses, and enriches account, contact, and lead records.  It supports both batch file uploads and channel partner integrations with data marketplaces.  The service also directly integrates with Salesforce, MS Dynamics, HubSpot, and Marketo.

Rhetorik’s year-to-date revenue is up 50%.

HG Insights Market Intelligence

HG Insights continues its evolution from a technographics licensor to a full-service direct source of technology market intelligence.  Two weeks ago, they launched Market Intelligence, a market analytics service for marketing, product management, and strategy groups.  Market Intelligence delivers “actionable insights [that] business leaders need to understand their markets in-depth, make better business decisions, and go-to-market (GTM) with confidence.”

Market Intelligence insights are derived from their global verified technology installation data, including which products have been installed, tech stack spend by category, and contract terms. “This trio of data sets powers detailed, customizable views of the entire installed technology ecosystem,” wrote the firm.

The IT Spend and tech install data are broken into different categories, helping sales teams determine which verticals are likely to have both budgets and an intention to purchase.  Revenue teams can drill into market segments to understand the “size, shape, and structure” of target markets.

Likewise, marketing can use install and spend intelligence to better segment and target their outreach.  Information can be analyzed by IT category, industry, region, and other relevant attributes.  Better targeting allows firms to focus their marketing spend and attention on the right prospects and feed marketing qualified leads to sales.

Revenue teams can deploy Market Insights for territory optimization, account targeting based on propensity to purchase, and account-based messaging.

HG Insights contrasted Market Intelligence with traditional technology research vendors that provide “static, top-down analyst reports that are not customizable at the account level.”  According to HG Insights, technology analyst reports lack the account intelligence that revenue teams require to engage with customers and prospects effectively.

“HG Insights Market Intelligence platform addresses these challenges by providing you with the bottom-up account intelligence you need to understand your markets in-depth and make better business decisions,” contrasted HG Insights Marketing Communications Manager David Guerra.  Using our Market Intelligence platform, you can now instantly analyze the true size of your markets globally by technology installation, IT spend and budget, and a number of other factors.”

Users can also compare the market size of various markets such as countries by vertical to determine growth opportunities.  Other features include vendor penetration rates by industry, purchasing and spend data for target accounts, and segmentation based upon ICP criteria.

“The HG Insights Market Intelligence platform gives you all the information you need to understand your markets, remove subjectivity from planning, and go to market with confidence,” stated Guerra.

A few weeks ago, HG Insights closed on an equity round with Riverwood Capital.  HG Insights completed a successful 2020, reaching its highest annual recurring revenue (ARR) and profitability.  Employment rose 30% last year, and revenue grew over 35%.

“Customers continue to reaffirm that HG Insights’ data’s breadth, depth, and coverage accuracy has become an indispensable asset for critical decision making at every level of a technology company,” commented Riverwood Principal Ramesh Venugopal who joined HG Insights’ Board.  “HG Insights provides unique, data-driven knowledge giving decision-makers confidence that they are making the right choices.”


Part II covers how Product and Strategy teams can employ Market Intelligence for determining the Service Obtainable Market (SOM) for technology offerings.

TechTarget Acquires ESG

TechTarget continues to build out its technology content set with the acquisition of Enterprise Strategy Group (ESG), “a leading provider of decision-support content based on user research and market analysis for global enterprise technology companies.”  ESG has twenty-seven researchers and analysts who cover Cloud Services & Orchestration; Converged Infrastructure; Cybersecurity; Data Platforms, Analytics & A.I.; Data Protection; Digital Workspace; Networking; and Storage.

TechTarget called ESG a “natural complement and extension” of its value prop.  It expands TechTarget’s “decision support content” and provides it with “new fact-based, research-driven content” for sales and marketing outreach “identified by purchase intent insights.”  ESG’s segment expertise and analysis support technology purchase decisioning that extends TechTarget’s value beyond its 140+ technology research websites.

ESG works with its customers to develop custom content, including technical validation, economic analyses, and bespoke end-user research that “enables the creation of highly actionable, extremely useful, interactive content deliverables and tools.” Content types include white papers, videos, infographics, dynamic content (HTML 5), online event support, and social media support.

Clients commonly use ESG content to support product launches, competitive positioning, channel enablement, and ABM-focused outreach.  Thus, TechTarget’s websites identify who is currently in-market for specific solution types, and ESG’s custom content delivers mid-funnel tools to assist with messaging across the demand unit.

“ESG delivers highly relevant, purchase cycle-focused content specifically built to support buying and selling. As such it helps fill critical gaps that have long increased costs and cycle times on both sides of the process.  Adding depth to and building on TechTarget’s existing strengths in content, process support, and data creates clear, easily accessed value for both clients and end-users.”

ESG Founder Steve Duplessie

The ESG acquisition is TechTarget’s third over the past year.  In December, TechTarget closed on its $150 million BrightTALK purchase that provided it with event marketing and event-related intent signals.  In March, TechTarget tucked in Data Science Central, a digital publisher that focuses on data science and business analytics.

“We’re super excited about the value ESG provides to our clients and our members,” said Michael Cotoia, Chief Executive Officer, TechTarget. “Together, we can provide enterprise technology buyers much richer information support across their buyer’s journeys.  For our clients, adding ESG to the unmatched intent data and services we’ve long-provided means we can further increase their productivity gains and business yields end-to-end across go-to-markets.”

The acquisition price was not disclosed.  Both firms operate in the Boston suburbs. The BrightTALK acquisition closed on December 23rd.

HG Insights Equity Round

Technology Intelligence vendor HG Insights closed on an equity round with Riverwood Capital.  Neither the size nor the valuation was disclosed.  

HG Insights employs natural language processing and machine learning to develop account intelligence concerning technology installations, IT budgets, and contract information for eleven million global companies across 14,000 products.

“Our customers have come to rely on HG Insights as an indispensable input into their most strategic decisions such as market sizing, whitespace analysis, and territory planning as well as for fundamental activities including opportunity prioritization and account-based marketing intelligence.  Our rapid growth over the last two years is fueled by the depth and breadth of benefits we provide to B2B technology companies, globally. Riverwood’s investment is a vote of confidence in our future.  It gives us flexibility and access to resources to help accelerate our growth and capitalize on the exciting opportunity before us.”

HG Insights CEO Elizabeth Cholawsky

Riverwood is a Technology-focused growth-equity firm with $3.5 billion in assets under management.  Riverwood says that it offers “a unique combination of operational, strategic, technological, and financial insight to portfolio companies that need both growth capital and expertise in order to scale.”

Riverwood Capital Managing Partner Jeff Parks said, “HG Insights represents a golden opportunity for Riverwood to continue to use our capital and expertise to accelerate the growth of innovative technology companies addressing demonstrated but unmet market needs.  Elizabeth and her team have built an organization poised to disrupt the traditional go-to-market process for companies of virtually any size, and we’re very excited about the potential of this partnership.”

HG Insights just closed on a successful year, reaching its highest annual recurring revenue and profitability.  Employment rose 30% last year, and revenue grew over 35%.  While HG Insights continues to license its firmographics to other vendors, its growth has been focused on direct sales of technographics and analytics to customers.

“Customers continue to reaffirm that HG Insights’ data’s breadth, depth, and coverage accuracy has become an indispensable asset for critical decision making at every level of a technology company,” commented Riverwood Principal Ramesh Venugopal. “HG Insights provides unique, data-driven knowledge giving decision-makers confidence that they are making the right choices.” Jeff Parks and Ramesh Venugopal have joined HG Insight’s Board of Directors

HG Insights Product Line — Missing is the just announced HG Market Intelligence service that provides “actionable market intelligence for every phase of your go-to-market.”

Spiceworks Ziff Davis Acquires Aberdeen

Spiceworks Ziff Davis (SWZD) acquired intent and technology intelligence vendor Aberdeen.  The acquisition brings together intent data from Spiceworks and The Big Willow, Aberdeen and SWZD market research, Aberdeen’s technology profiles (the old HHMI / Access CI datasets), and Ziff Davis B2B media sites.  

SWZD describes itself as “the trusted global marketplace for connecting technology buyers and sellers across all marketing channels and the leader in demand generation and integrated intelligence-driven marketing, connecting technology buyers and sellers across IT, marketing, HR, and finance.  SWZD has a massive reach into the entire buyer’s collective with a monthly audience of 71.5M across powerhouse IT brands.”

Aberdeen will be managed as a wholly-owned subsidiary of SWZD, but initially operate independently.  Along with third-party intent, Aberdeen adds a library of industry intelligence, technographic and firmographic data, and a demand generation call center.  

The union positions SWZD as a credible competitor to Zoominfo and TechTarget in the B2B technology intent space, helping customers identify “businesses that are truly in-market for their product.”  Unlike the two larger technology sales intelligence vendors, SWZD does not offer a sales intelligence platform.

“We give our clients actionable visibility into the businesses that are truly in-market for their products and unparalleled access to quality, scale, and diversity of B2B tech intent data to make meaningful connections with those buyers.  With the union of businesses, we immediately married our data and boosted our intelligence, resulting in a 15% increase in businesses, 70% increase in segment scale, 30% richer intent data, and expansion into fifteen new verticals.”

Richard Jalichandra, EVP and Global GM of SWZD

Continued Jalichandra, “We’re just starting to explore opportunities to further enhance our business-level data and invest in our combined product roadmap.”  

Jalichandra also identified “synergies around research,” a core function at both firms.  Aberdeen offers a “rich library of data-backed reports,” while SWZD offers custom market research.

The combined resources deliver account-level insights across 14 million companies and 24 million contacts.  Over 11 billion intent signals are collected monthly from over 10,000 B2B websites.  Intent data is available for over fifty technology segments.

The merger improves the depth of B2B intent data, expands the scope of account and contact intelligence, and grows their market research capabilities.

“We’re excited about the opportunity to expand the reach and identity of Aberdeen as a subsidiary of SWZD to put customers in even closer contact with the very buyers and influencers they’re targeting,” said Aberdeen CTO Mark DePalma.  “Through the power of our combined data sets, vertically integrated demand generation capabilities, and continued innovation in our technology and services, we help customers with unparalleled targeting and marketing outcomes.”

SWZD’s Intelligent ABM delivers “actionable intent signals,” target account list prioritization, data appends, look-a-like expansion, built-in campaign activation, purchase intent scores, campaign analytics, and “seamless integration with marketing automation platforms.”

“With the combination of SWZD’s first-party intent data and Aberdeen’s third-party intent data, you get greater visibility into the entire buying collective. Not just that, our intent signals captured on the basis of the actions our audience takes; whether it is troubleshooting tech issues, comparing product reviews, connecting with an expert or accessing strategic content, provides an incredible quality and diversity of data right from the boardroom to the server room.”

Spiceworks Ziff Davis Website

SWZD offers a set of technology marketing services, including

  • Direct and programmatic advertising
  • Email marketing and newsletter sponsorships
  • Content marketing (e.g., whitepapers, e-books, infographics, case studies, interactive content, custom video, and market research)
  • Lead generation (e.g., content syndication, BANT qualified leads, intent-based leads)
  • Market research (e.g., online surveys, focus groups, in-depth interviews)
  • Virtual events (e.g., webinars, video meetups, panel discussions)

Financial details were not disclosed.

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 Acquires EverString (Part III)

Company counts will hit 100M once the Everstring Business Graph is incorporated into their coverage.

Last week, ZoomInfo announced that it was acquiring Business Graph vendor EverString to grow its company coverage five-fold.


ZoomInfo CEO Henry Schuck noted that large enterprises license and integrate a broad set of content from many vendors.  They struggle to “stitch” all these disparate content sets together via “a complicated system relying on data analysts, engineers, and product managers.”  Furthermore, different analysts manage datasets for other countries, further complicating the situation.  “Each one restarts a process of understanding the nuances and integrating, normalizing, matching, managing, and maintaining that unique data source.”

This data sourcing and loading process is “inefficient, costly, and introduces a complex web of operational challenges and compliance vulnerabilities.”  Data ends up being siloed and fragmented, reducing its value to the organization.  “It has to be integrated, unified, validated, cleansed, enriched, deduplicated, and delivered to the right people and systems, at the right time, in the right form for it to unlock the value it was intended to create.”

Shuck argues that other vendors overly complicate data projects and offer expensive consultations and complex solutions.  ZoomInfo’s vision is to be the “first unified, single source of truth for sales, marketing, and all other go-to-market functions.”

“With the data from EverString, ZoomInfo will provide data on virtually every high-level parent company, local parent company, franchise, and satellite office in America.  This broader data set enables better search, scoring, and account assignment, and provides greater access to buyers and buying centers.”

CEO Henry Schuck

“The combined ZoomInfo and EverString data asset will be unparalleled in the marketplace,” said EverString CEO J.J. Kardwell.  “We’re excited to join ZoomInfo and work together to bring sellers and marketers the most extensive company and professional data that will help make their go-to-market motions even more effective and efficient.”

Kardwell will serve as an advisor to ZoomInfo and will remain with ZoomInfo through the transition.

ZoomInfo is moving to combine the two databases quickly.  As it has a track record of acquiring and rapidly integrating datasets, the merged database should be available soon (ZoomInfo declined to provide a target date).  In the meantime, customers can already enrich data via a superset of the EverString and ZoomInfo databases. Financial terms were not disclosed, but ZoomInfo indicated the deal was not expected to have a material effect on the fourth quarter.

Rhetorik Expands European Coverage

Rhetorik expanded its technology sales intelligence coverage of Europe with the addition of ten Eastern and Central European countries to its NetFinder+ service.  The CEE expansion pack provides company profiles, technographics, and contacts for Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Poland, Romania, Slovenia, and Ukraine.

NetFinder+ also supports enhanced install data on cloud, system software, middleware, enterprise, and vertical industry applications.

Earlier this year, Rhetorik rolled out the Rhetorik Technology Map, “a comprehensive new taxonomy for classifying key enterprise technologies” that “structures business technology assets, services, and products” from over 7,000 vendors.  The Rhetorik Technology map contains over 150 tech categories.

Rhetorik contacts are fully-GDPR compliant with name, title, email, and phone numbers that are “compliant with all relevant data privacy and data protection regulations.”

Back in August, Rhetorik opened a US sales hub in California.  The office will be led by John South, who was named the VP North America.

California is a logical location for US market entry (the firm already has a Canadian development office).  Not only is a high percentage of US enterprise software and cloud companies headquartered in California, but the CCPA data privacy regulations are akin to EU GDPR requirements, making marketing departments more sensitive to data privacy and regulatory compliance.


I profiled NetFinder+ when it launched in June.

TechTarget Prospect-Level Intent (Part II)

Continuing my coverage on TechTarget’s Prospect-Level Intent from yesterday

Prospects are scored and ranked within accounts and across all accounts based on “their recent research activity across the TechTarget network as well as their direct engagement with the customer’s content, website, and advertising.”

To assist with account planning and messaging, Priority Engine added Entry Points, a set of user-defined talking points based upon “a prospect’s recent technology and vendor interests mapped to the particular company’s strengths.”  Entry Points are also delivered at the account-level. They are defined by client teams to call out the topics most salient to company positioning and capabilities.  Client-defined Entry Points are visible within Priority Engine, Salesforce, and export files and are reflected in both the account and prospect rankings.

Prospect-Level Intent is also available within Priority Engine’s Connected App for Salesforce.  Sales reps can quickly fill sales cadences and call lists with high-priority prospects and focused prescriptive insights.  With a single click, Sales reps can add new prospect names to Salesforce, providing a direct path from buyer intent to active leads and contacts.  Prospect and account-level insights, including Entry Points and behavioral intelligence, are displayed within Salesforce Account, Contact, and Lead records.

When uploading Accounts, domains are used for account matching and duplicate prevention.  If a Prospect cannot be associated with an account record, it is uploaded as a Lead.

Account-level fields include account rank, domain, employees, industry, revenue, account address, and up to ten account entry points.  Other account insights include five account signals (e.g. Widespread, Sustained, Late Stage, Stakeholder, Cross-Vendor), an account active this week flag, and behavioral flags for marketing (e.g. visited website, engaged with content, clicked banner), ICP match flag, and their Account Star Ranking.

Contact-level fields include name, title, email, content downloaded, a prospect active this week flag, up to ten Prospect Entry Points, contact address, contact phone, LinkedIn URL, and Priority Engine Contact URL.

Ongoing Salesforce enrichment is not yet available but is on the Priority Engine roadmap.

Priority Engine also supports Marketo, Eloqua, Pardot, and HubSpot out-of-the-box, with custom support for other platforms.

Prospect-Level Intent is available in both Priority Engine and the SMB Priority Engine Express subscriptions.  The Salesforce connector is included as part of a standard Priority Engine license.

TechTarget Prospect-Level Intent

TechTarget announced Prospect-Level Intent within its Priority Engine technology sales and marketing intelligence platform.  Prospect-Level Intent builds on the inherent strength of its second-party intent dataset.  The intent data is collected from over 140 enterprise technology media sites owned by TechTarget.  Because its readers have opted into the platform, intent data is associated with buyers and influencers at target accounts and derived from content carefully tagged by topic, buying stage, competitors, etc.

Unlike third-party intent, which is both anonymous and limited to account-level buying patterns, second-party intent identifies account-level activity and surfaces active members of buying teams, including technology decision-makers, economic decision-makers, administrators, or influencers.  Selected via TechTarget algorithms, Priority Engine prospects – individuals intensely engaged in specific research – are likely members of an active purchase decision.

TechTarget’s Prospect-Level Intent informs sales and marketing professionals when prospects are active in their market category or have downloaded content related to the company or its competitors, regardless of whether they are current or net-new contacts.

“Account-level surges do tell you what’s popular with a set of personas right now, but tell you relatively little about who might actually be making a purchase,” blogged Rebecca Kitchens, SVP of Market Development.  “News-based surges tell us something about the mood of the market, but explain very little about impending purchases except in the macro sense.  They may give you something to talk about with accounts, but they don’t tell you enough about actual buying motions to warrant aggressive prioritization.”

Kitchens warned against weak intent signals.  “Most content is designed to be broadly appealing to maximize eyeballs but provides only weak purchase intent at best.   Real-purchase intent is generated by high-quality content that applies to the research task at hand.”

Adds Andy Briney, TechTarget SVP of Products, “Many in the intent market have been wrongly focused only on accounts, when it is the people and teams at those accounts who actually buy…while TechTarget has always provided named, active prospects within accounts, these new enhancements empower revenue organizations with unmatched visibility into opted-in buyers in active buyers’ journeys to accelerate engagements.”

TechTarget has over 20 million opted-in technology decision-makers and influencers.  Depending on the category, around 70% hold technology titles, with the remainder being buying committee members from other departments also engaged in technology decision-related research.   With rapidly evolving changes in tech decision making, TechTarget data capture prospect functions and roles reflecting a wide range of players often not predicted by historically focused models.

TechTarget is so confident in the value of its intent data that it now labels Priority Engine as “The industry’s only opt-in, Prospect-Level Intent™ data.”

“At the end of the ABM process, it is all about having stronger relationships with the customer.  And delivering improved customer experience is achieved in two ways: By caring to do so and then having the insights necessary to cut away noise and speak directly to customer’s needs.  Prospect-Level Intent is the best way to do this.  In study after study we’ve done, we find that when the properly trained salesperson or whoever’s doing the outreach uses the insights successfully, they will get better response and conversions — ultimately leading to more pipeline.”

John Steinert, TechTarget CMO

A redesigned Priority Engine user interface “provides faster access to buying team contacts within the context of their buyer journey, making it easier for sellers, marketers, and ABM teams to act on Prospect-Level Intent.”  The UI also offers a customized view of top prospects based upon a firm’s ICP and research activity, helping define account rating and list ranking.

“You have to make it easy for [sales] to be able to quickly assess what they need to do in order to take the next best action with the accounts and prospects that they’re going after in their territory – it’s all about enablement,” said TechTarget CMO John Steinert.  “Having that [data-based] connection with marketing allows sales to easily do this and take the easiest, fastest path to revenue easily leveraging precise data and intelligence.”


Continue to Part II