2016 North American Sales Intelligence Market Sizing Model (Excel)
The Market Size of North American Sales Intelligence Vendors. Includes vendor product features, market share, and notes. GZ Consulting Copyright 2017.
For the past few years, I have been sizing the North American Sales Intelligence Market. This is the largest of the markets as Europe and AsiaPac are more fragmented (the UK is the only other mature market with Bureau van Dijk, Avention UK, Artesian Solutions, and DueDil offering full solutions).
In 2016, I estimated the market at $770 million with LinkedIn Sales Navigator as the top vendor. While new firms continue to enter, the top ten firms (now eight following the 2017 acquisitions of Avention and RainKing) earn seven of every eight dollars in the industry.
I am making my market model available for license (See PayPal button at top) as an Excel spreadsheet. It includes revenue numbers by company along with market share, key features, and notes.
I have also broken out two sub-categories: Predictive Analytics and Tech Sales Intelligence. Predictive Analytics vendors continue to scuffle in the marketplace. Last September, Gartner sized the global market at between $100 and $150 million. I have gone back and forth on whether to include them in the larger sales intelligence space, but several of the sales intelligence vendors have added light predictive tools (e.g. Avention, DiscoverOrg, RainKing) while the predictive analytics companies have moved to add enrichment and provide more insights to sales reps. As such, I see the two product categories moving towards each other so chose to include Lattice Engines, Leadspace, and similar firms.
The Tech Sales Intelligence category (e.g. DiscoverOrg, RainKing, Aberdeen, Corporate360) continues to show strong growth and makes up just over 15% of the market. Both DiscoverOrg and RainKing have posted remarkable growth over the past few years and merged their efforts last month. Post acquisition, they are the number three vendor in the space and may hit $120 million in 2017 revenue. The new powerhouse has 4,000 customers and is looking to expand beyond technology sales to become a general purpose sales intelligence solution.
Acquiring RainKing should move DiscoverOrg well past Data.com (Salesforce) which will likely see declining 2017 revenue. Salesforce has dropped the ball on Data.com. They overpromised and under-delivered for years, relying on their ability to bundle the offering with other SFDC products. As of last month, they are no longer able to deliver Dun & Bradstreet content (D&B WorldBase, Hoovers, and First Research) to new customers (legacy customers retain access). Unless Data.com has a major content partner announcement at Dreamforce, it is likely to see significant revenue declines in 2017 and 2018 as customers switch to D&B Hoovers for Salesforce and other offerings.
Dun & Bradstreet re-established itself as the #2 vendor in the space with the January 2017 acquisition of Avention and the rebranding of Avention OneSource as D&B Hoovers. Both companies have struggled to grow revenue with Avention growing slowly over the past few years and Hoovers declining. However, infusing Avention products with Dun & Bradstreet content both reduces the underlying cost structure of Avention offerings and improves the depth and quality of the content. Furthermore, Dun & Bradstreet has a much larger sales force which previously has lacked a credible global sales intelligence offering. Hoovers classic generated nearly all of its revenue in the United States. Over the next two years, expect to see significant revenue shift from Hoovers Classic to D&B Hoovers.
Finally, LinkedIn Sales Navigator has established itself as the clear number one vendor in market revenue. The product didn’t exist five years ago and its competitors still tend to dismiss this gorilla in their midst. How can they be missing the #1 vendor in the space? Easy — the gorilla is well camouflaged and appears to be more of a three-toed sloth sleeping in the forest canopy. Sales reps all use the freemium version of LinkedIn so give little thought to delve further when they ask “how are you obtaining your account intelligence today?” and the response is LinkedIn. Thus, they enter LinkedIn as the competitor into their CRM, not Sales Navigator. A few months later when they lose the opportunity, the rep then enters “no decision” into the CRM instead of recognizing a competitive loss. I have been warning vendors in the space for years about this phenomenon, but they have failed to understand the threat of a gorilla that looks like a three-toed sloth.
N.B. Three-toed sloths inhabit Central and South America and gorillas Central Africa. This is a metaphor.
Dun & Bradstreet continues to quickly enhance the D&B Hoovers service (FKA Avention OneSource) as it integrates the WorldBase and Hoovers files into its newly acquired sales intelligence service. In June, Dun & Bradstreet added the D&B Prescreen score, Parent and D-U-N-S Number, the Ultimate Parent D-U-N-S Numbers, Franchise Status, Owns/Rents, and eight-digit SICs. D&B Hoovers also added the Hoover’s editorial profiles of 41,000 global companies. Finally, Dun & Bradstreet added on demand enrichment of files with up to 10,000 D-U-N-S Numbers.
With the D&B Prescreen Score, users can screen US and Canadian companies for delinquency risk. Companies are rated on a High / Medium / Low risk score allowing sales and marketing to quickly filter out prospects with a high likelihood of late payment. According to Director of Product Management Phil McWade, “D&B Prescreen Scores predict the likelihood of a firm paying in a severely delinquent manner (90+ days past terms) over the next 12 months.”
The Prescreen score is available when prospecting for companies and contacts. Users will find it alongside other Dun & Bradstreet variables including Owns/Rents, Franchise Status, and Minority Ownership flags in the Corporate Overview report.
The Parent and Ultimate Parent D-U-N-S Numbers provide family tree linkage via Dun & Bradstreet’s proprietary company identifiers. These values are displayed in custom grids, exports, and as data points on the Corporate Overview report.
Eight-digit SICs expand the standard 4-digit SIC to provide 18,000 distinct industries. The expanded codes are displayed within company profiles, contact records, industry summary reports, custom grids, and prospecting selects. 8-digit SICs provide “the most specific and granular industry classification available in D&B Hoovers,” said McWade.
The Hoovers company profiles provide additional company insights including multi-paragraph business descriptions, company histories, and products and operations. The additional content is displayed across three new reports. Roughly three-quarters of the profiles are for American firms with the remainder spanning major multi-nationals. Both public and private companies are profiled.
D&B Hoovers now supports file uploads of up to ten thousand D-U-N-S Numbers with immediate enrichment. D&B Hoover’s allows users to maintain and monitor multiple lists including suppression lists. D-U-N-S Numbered lists support multiple use cases:
Lists can be downloaded to Excel, winnowed, and re-uploaded for ABM targeting.
D-U-N-S numbered lists can be cross-referenced with other platforms (e.g. MAP, ERP, CRM)
Following a territory split, Sales Operations can provide reps with an updated list of ABM candidates
Sales Operations can provide a list of named accounts which are excluded from sales territories.
Dun & Bradstreet continues to add companies and contacts to D&B Hoovers, iSell, and Business Browser. The company and contact counts are both approaching 100 million.
Last month, Dun & Bradstreet rolled out a set of migration courses and materials to assist with migration from Hoovers Classic. I previously blogged about D&B Hoover’s enhancements in March when Avention was rebranded D&B Hoovers.
I answered the above question on Quora, but I thought it was worth posting the answer on my blog as well.
B2B is a broad category, so I will be providing a high-level process:
Start with the open web — the company website, corporate blog, Facebook, Instagram, Twitter, LinkedIn, YouTube, Vimeo, and SlideShare.
Jump to the LinkedIn and Twitter pages of key executives.
Continue with third-party review sites such as TrustRadius, G2 Crowd, Glass Door, and Quora. Also compare web (Alexa, SimilarWeb) and social media activity (Owler) of the company vs. its top competitors.
If a US public company, obtain their 10-K, 10-Q, Annual Report, Proxy, and 8-Ks. Also, review all material on their investor page and look for Fair Disclosure Earnings Transcripts (Seeking Alpha, NASDAQ), investor presentations, financial models, etc.
If a US or global public, analyst reports are often available subject to a one week embargo. Vendors with analyst reports include D&B Hoovers, Factiva, Zacks, FactSet, Capital IQ, and Investext. Reports with fewer than five pages tend to only look at the stock, and provide little in the way of detail. Particularly good are the Initiating Coverage reports as they often entail an overview of the business.
If a US or global public, review the synopsis of material events going back over a decade. Significant Developments are available from Reuters, Factiva (Reuters), D&B Hoovers (Reuters), Capital IQ, and FactSet.
If a European private, they are likely to have filed financials, directors, and shareholdings with a local registry. You can obtain these through D&B Hoovers, Bureau van Dijk Orbis, or local registries.
Major companies are profiled by MarketLine and Global Data. Check to see if they or key competitors are profiled. Industry vendors also profile companies and products within their target segments. These profiles include SWOTs, company histories, market shares, and overviews of key products and segments.
Determine the firm’s list of competitors. If it is a public company they will list this in a proxy. If it is a private company, refer to Hoovers, Global Data, or Marketline.
If you are looking for technology employed, refer to Datanyze, HG Data, BuiltWith, DiscoverOrg, or RainKing.
Review all news for the company. The open web thins out quickly, so you are best off using an archival service such as Factiva or LexisNexis
For Intellectual Property and Legal, use LexisNexis or Westlaw. You can also search the USPTO site for trademarks and patents.
Check research from industry vendors. Most focus on only one or a few sectors (e.g. Gartner, Forrester, and IDC for Hardware and Software). A few provide higher level market overviews at the country or global level which include national or regional market shares, forecasts, and mini-profiles of the top 3-4 competitors in the market:
MarketLine (country and global)
Euromonitor (country or global)
BMI (Emerging Markets)
IBISWorld (US, China, Australia, Global)
A few US industries are required to file with state or federal agencies. These include banks (FDIC), insurance (states), and nonprofits (990 forms with the IRS).
Larger companies file ERISA forms (5500s) annually with the Department of Labor. This filing covers benefit plans so is useful for direct research on a company and plan advisors. Judy Diamond offers a freemium service (FreeErisa) for ERISA filings.
If the firm has PE or VC funding, refer to Crunchbase, DataFox, Mattermark, PrivCo, or other vendors that collect this detail. Crunchbase and Owler provide this information for free.
Setup news alerts on the company and competitor you are evaluating. This can be done via Owler, Contify, InsideView, D&B Hoovers, Factiva, and LexisNexis.
Obtain a credit report (D&B, Experian, or local credit company if overseas)
Research the company family tree and review major subsidiaries and recent acquisitions. Global Family Trees are available from D&B Hoovers, Bureau van Dijk, and InsideView (parents and subs only). Public companies also list their subsidiaries in their 10-K (Note 21).
M&A research can be performed with Zephyr (Bureau van Dijk), Mattermark, FactSet, Capital IQ, and other vendors.
This is a quick overview for secondary research. For primary research, reach out to customers, partners, and former employees. They can be identified via Case Studies (generally fans so don’t be overly reliant on them), customer references on site, TrustRadius, G2 Crowd. Former employees can be determined via LinkedIn. Partners are generally listed on the company website.
One area that is particularly difficult to obtain is pricing data. Some B2Bs are transparent while others publish virtually no details, particularly if they have complex product lines and pricing. Don’t be surprised if you find little in this area beyond “Pricing begins in the five digits” for many vendors. Pricing details may require primary research and this will provide data points, but not full price lists.
If you are performing regular competitive analysis work, consider joining SCIP (Strategic & Competitive Intelligence Professionals).
Dun & Bradstreet has begun the process of monetizing its new Avention acquisition by rebranding it as D&B Hoovers. The OneSource platform had an identity crisis — first launched as Avention and then rebranded Avention OneSource. Bringing the service under the Dun & Bradstreet and Hoovers branding umbrella should stabilize the brand as both are better known than Avention and OneSource. Dun & Bradstreet has been associated with company information and credit research since the 1840s while the Hoovers brand has a thirty-seven year lineage that goes back to reference books. Hoover’s was an early company research portal via the web and America Online and still offers a freemium site.
That Avention and Dun & Bradstreet could quickly match their large databases and begin the integration of the WorldBase file into the new Hoovers platform does not surprise me. Both companies have strong data matching capabilities for companies and contacts. Furthermore, the new Hoovers platform is designed to manage the integration of additional datasets into its global coverage.
Sales Acceleration Positioning
In a press release, Dun & Bradstreet described their new offering as “an innovative new Sales Acceleration solution” which helps “sales and marketing teams shorten sales cycles, increase win rates, and accelerate revenue growth.” The new offering combines “Dun & Bradstreet’s largest commercial database with best-in-class prospect intelligence and an intuitive user experience” which goes ”beyond traditional prospecting to more quickly and efficiently engage with customers.”
Since acquiring Avention in early January, Dun & Bradstreet Sales and Marketing Solutions has focused its messaging around Sales Acceleration. Barry Parr, Lead Analyst at information advisory service Outsell, described Sales Acceleration as follows:
B2B sales and marketing’s job is to turn information into relationships. Sales Acceleration refines information to increase the yield and improve productivity, by making the information more current, connecting it with buying signals, and providing relevant context. This market is evolving quickly from static company and contact data into information enhanced by software and technology.
On his Q4 earnings call last month, Dun & Bradstreet CEO Bob Carrigan picked up on the theme of Sales Acceleration which had not been used on the previous earnings call.
“Now, when we talk about sales acceleration, we mean helping companies advance relationships from prospects to paying customers by using data to give them insights into who to talk to, when to talk to them, and what to talk to them about,” said Carrigan in February. “The market for sales acceleration is substantial. Outsell, the preeminent research firm covering the information industry, pegs the market size at about $10 billion worldwide, and it is fragmented and underserved. Given our data advantage, we are the best positioned to capture market share and grow faster than the overall market. So our aspiration is much bigger than creating a better prospecting tool by rebuilding Hoover’s. We are the market leader in sales acceleration now, and we have all the capabilities to substantially expand that lead.”
D&B Hoover’s Capabilities
Along with rich company profiles, the new Hoovers provides access to more than seventy million global contacts. The press release highlighted the following key capabilities:
Target intelligently: SmartLists® dynamically update sellers on top opportunities, business intelligence and analytics, and enable account scoring; and more than 175 search filters create precise targeting while supporting natural-language and conceptual search.
Enhance sales productivity: CRM QuickView provides seamless access to account intelligence; desktop dashboards and automated workflow features include triggers, alerts, Ideal Profiles®, and Conceptual Search®; and mobile-ready features support sales and marketing teams on the go.
Enable informed conversations: Business Signals® deliver predictive insights based on the deepest and broadest global data coverage; intelligent data is integrated into strategic technology platforms like CRM and marketing automation systems; and real-time triggers keep sellers posted on key business events.
Legacy Avention OneSource customers will continue to receive their currently licensed content and feature bundles. However, they will immediately benefit from the company and contact data quality and coverage improvements.
“Businesses of all sizes have the opportunity to grow by better leveraging today’s enhanced software and technology to more quickly drive pipeline, and garner marketing ROI,” said Dun & Bradstreet CMO Rishi Dave. “D&B Hoovers is the best solution for enabling sales and marketing teams to align around the same connected, dynamic data and analytics to make their efforts more impactful, and help them go to market and close deals at a faster rate.”
Pricing & Packaging
The packaging model appears to be a hybrid of previous Hoovers and Avention packaging. The service is being split into three product tiers with all having access to the global database:
D&B Hoovers offers companies and contacts along with sophisticated prospecting against 175 variables, Conceptual Search, SmartLists, competitors, peers, news, and trigger events.
D&B Hoovers – Advantage adds additional features to the base edition by including global family trees, CRM/MAP integrations, SWOT reports, quoted and European private company financials, SEC filings, and administrative dashboards. The Technology Crush reports (FKA SalesQuest Crush) are available as a premium.
D&B Hoovers – Premium adds additional features to Advantage edition including Ideal Profiles and Business Signals.
All users will have access to the full Global Contact Authority file of executive names, titles, and bios. However, there is a premium “Business Contacts” dataset containing emails and direct dial phones.
Pricing is on a named-user basis dependent upon the purchased edition. Volume based discounts are provided as the number of seats increase. For example, a mid-sized company with forty sales reps can expect to pay approximately $62 per seat/month to $114 per seat/month depending on the package purchased (and before any annual or multi-year discounts are applied).
Whereas legacy Hoover’s strength was in meeting the sales intelligence and research needs of small and midsized companies, D&B Hoover’s pricing and packaging is intended to support companies of all sizes. “The flexibility of the new packaging model is designed to support both the growth needs of emerging businesses as well as the requirements desired by enterprise organizations while providing the pricing flexibility to meet their various budgets,” said Director of Product Marketing Sean Crowley.
The new Hoover’s benefits from access to the Dun & Bradstreet datasets, some of which has already been integrated into the new platform. The WorldBase file provides D-U-N-S Numbers, global company linkages, Tradestyles, and additional firmographics. The Global Contact Authority provides additional global contacts, emails, and direct dial phones.
With this first release, the new Hoovers platform contains an additional six million marketable company records, expanded global linkage, D-U-N-S Numbering, and Dun & Bradstreet firmographics (e.g. addresses, sizing data, contact information, industry coding, bank names, Tradestyles, and geocoding).
For the first time, D-U-N-S Numbers and D-U-N-S Number company lookups are available to the Avention customer base. D-U-N-S Numbers are the de facto global numbering system. They are often required by banks and US government agencies. Firms also employ D-U-N-S Numbers as part of their master data management strategies. Having D-U-N-S Numbers tied to the D&B Hoovers service allows developers to build custom calls to the D&B Direct API to obtain non-Hoover’s content such as credit and supplier risk reports.
Other Dun & Bradstreet content such as Hoovers top company profiles, competitors lists, and First Research industry overviews will be available in the future. The firm is also planning on expanded WorldBase coverage, additional WorldBase fields, and supplementary Dun & Bradstreet business signals.
Although D&B Hoovers is being initially pitched for the US, UK, and Ireland, the service is available globally. The emphasis on those three markets was simply one of sales enablement. The UK and Ireland are an important opportunity for Dun & Bradstreet as the legacy Hoovers service had little traction in those markets due to the lack of registered data from Companies House (UK) and Companies Registration Office (UK). The new D&B Hoovers provides full financials for companies across a dozen European countries including the UK and Ireland (available in Hoover’s Advantage and Premium editions). The platform also supports company details matched to UK registered data including trading addresses, additional contacts and emails, and corporate phone numbers.
D&B Hoovers is planning a financial add-on service which includes analyst reports (Investext brokerage house reports), the industry research module (MarketLine, Freedonia, RMA), and UK registered company intelligence including Directors and Shareholders reports; Mortgages, Charges, & County Court Judgments; and Companies House Images.
Five years ago, Sales Intelligence vendors avoided selling into the marketing department. While there were a few enrichment projects for CRMs, these were driven by Sales Ops, not marketing departments. Furthermore, SalesTech products are sold on a per seat basis for sales reps while marketing revenue is generally volume based (e.g. number of prospecting records sold or records enriched). This made pricing of services difficult.
But MarTech was receiving heavy investments and several firms shifted their focus from sales to marketing. Zoominfo began discussing Sales and Marketing Alignment and developed a set of marketing tools. The firm, which had been struggling to grow revenue for several years, is again on a growth trajectory and made the two most recent Inc. 5000 lists.
InsideView also began developing marketing functionality and now treats the two departments equally. Most of InsideView’s recent investment has been in building out marketing solutions or expanding their company and contact coverage (which benefits sales and marketing equally).
At the beginning of 2015, Dun & Bradstreet acquired NetProspex for its contact database and Workbench hygiene platform. The firm also used NetProspex as the basis for their Audience Solutions programmatic marketing service which was launched in 2015.
In 2016, the Sales Intelligence vendors continued to move upstream into marketing intelligence and hygiene. InsideView continues to enhance its Target, Enrich, and Refresh marketing tools while Avention launched OneSource DataVision for web form enrichment, continuous enrichment, segmentation, look-a-like prospecting, and TAM analysis. Avention also launched Marketo and Eloqua connectors for their OneSource service.
“OneSource DataVision naturally extends the sales and marketing benefits our customers can gain from OneSource Solutions by being even more targeted with campaigns and programmes – including account-based,” said Avention SVP of Product Lauren Bakewell. “Better qualified leads and more targeted account-based approaches should bring better sales results, which should in turn strengthen sales and marketing alignment; we feel alignment happens best when sales forecasts are being met and exceeded!”
Zoominfo has repositioned itself as a MarTech company with a rebranding of their platform as the Zoominfo Growth Acceleration Platform. While sales reps are still supported, the emphasis is on data enrichment, segmentation analysis, cluster analysis, and look-a-like prospecting against clusters.
DiscoverOrg and RainKing also placed greater emphasis upon marketing and ABM capabilities. Both services support predictive rankings of accounts and contacts, MAP and CRM enrichment, and new opportunities (Inside Scoops from RainKing and OppAlerts and sales triggers from DiscoverOrg).
In 2017 and 2018, expect the walls between SalesTech and MarTech to crumble. The opportunity to offer a solution for both departments via a shared reference database will continue to drive strategy at these firms. As MarTech begins to consolidate, expect M&A activity within the sector and vertically with SalesTech vendors.
Sales Intelligence vendors have key assets that benefit marketing departments including large company and contact datasets for prospecting and enrichment; firmographic data for lead scoring, targeting, segmentation, and routing; and the growing ability to tie leads to accounts in real-time. They are also well positioned to support ABM functionality with profiling, analytics (segmentation, Total Addressable Market analysis), and look-a-like prospecting.
Of course, MarTech is also beginning to eye SalesTech. Last spring, Demandbase acquired Spiderbook and leveraged its capabilities to launch their DemandGraph relationship dataset. The expanded content set employs semantic mining and machine learning to assemble the “entire business network of a company” which helps “identify which companies and buying committees are in-market for particular solutions.” The DemandGraph helps users target in-market accounts, identify key buyers, uncover meaningful insights, and deliver personalized content. While they have not announced specific predictive tools or capabilities, they are hinting at such tools.
Meanwhile, the predictive analytics companies, which originally focused on lead scoring, are now building sales functionality including net-new contacts at accounts, account prioritization, flagging churn candidates, and providing recommendations for sales reps.
Functionality: How are the sales and marketing functions able to leverage the content within these offerings?
User Interface: What have the firms done to improve the presentation and workflow of their products?
Connectors: Which integrations were updated? Which ones were launched? These spanned CRMs, MAPs, Account Based Sales Development (ABSD) platforms, APIs, and Google Chrome.
So far, this framework has only looked at existing products and services. This blog addresses the final question: What new Sales Intelligence products and services were launched in 2016?
Sales Focused Products
Artesian launched the US edition of their sales intelligence offering in 2016. The firm also opened an office in Boston.
DiscoverOrg launched the TiLT certification program for sales development reps and marketers. The program is available at no charge to current clients and provides “microburst” learning with videos, curated content, and challenge tasks.
In early 2016 they announced their Technology, Engineering, Development, and Design (TEDD) offering which focuses on product management and engineering. In H2 2016, DiscoverOrg rolled out datasets for Sales (50,000 new contacts), Fortune 1000 CxOs (30,000 new contacts), and HR (80,000 new contacts) bringing the overall database coverage to one million executives at the end of Q3.
InsideView launched Tech Profiler in 2016. This add-on dataset provides technology profiles within InsideView Sales and can be used as a filter when building lists with Target. The technology information is also available via API and InsideView’s Professional Services. The API offers two new calls: retrieve technology implemented at a company and retrieve companies that have deployed specific technologies.
The dataset provides information about technologies used by InsideView’s top 525,000 global companies. It covers more than 2,600 front-end and back-end technologies in more than 100 categories. InsideView did not disclose whether they collected the technology file themselves or licensed it from another vendor.
Salesgenie Team provides a set of team tools to Salesgenie. New features include lead assignment rules, add messages to leads, customer cloning, and tracking and reporting tools. A new My Leads list displays assigned leads while a Sales Pipeline report provides team member analytics.
Infofree introduced a lower priced version of its service called SalesFlower which removes several features including background checks, business credit reports, CustomerCloner, and the CRM101 SFA platform.
Owler introduced an enterprise API service for calling corporate firmographics, competitors, and news.
Marketing Focused Products
Hoover’s added a trio of Concierge Services to its Hoover’s product line which target SMBs with revenue up to $250 million. Hoover’s is providing three related services:
Targeted List Building – Identifies prospects similar to a client’s best customers.
Effective Email Marketing – Delivers email services including messaging, design, email coding, blasting, and testing. Dun & Bradstreet also supports email verification, analytics, and unsubscribe / bounce management. Landing site hosting is provided via an undisclosed partner.
Optimized Customer Data – Supports data cleansing, standardization, and data enrichment for customer company and contact files.
Avention’sOneSource DataVision is a hosted platform which consolidates and cleanses multiple customer data sources, integrating internal and external customer intelligence. By matching Avention company and contact data against customer and prospect files, Avention improves the accuracy and firmographic fill rates of marketing databases. The result is a unified view of customer data for accurate customer segmentation and targeting based upon enriched data from Avention’s Global Content Live database.
OneSource DataVision also provides analytics and visualization tools for marketers. “As a result, you will be able to identify and leverage key customer and prospect segments to make more informed decisions, identify cross-sell opportunities, key industries, verticals and much more,” states Avention.
OneSource DataVision includes a gap analysis tool which assesses the total addressable market in order to identify underserved markets and growth potential. After enriching and segmenting the data, OneSource DataVision users can prospect for similar companies.
OneSource DataVision, along with the flagship OneSource platform, form the OneSource ABM Solution, also launched in 2016. This solution ensures sales and marketing teams are aligned around the right accounts to target, then provides the deep insights needed to create account plans, and targeted sales messages and content.
Zoominfo repackaged its service as the Zoominfo Growth Acceleration Platform for sales and marketing effectiveness. The new platform helps sales and marketing teams “identify, connect, and engage with qualified prospects and replicate success.” The Growth Acceleration Platform is a cross-product branding that supports company and executive searching, list building, file enrichment, and data Insights (segmentation analysis and persona identification). Other tools include a Salesforce.com connector, web form enrichment (FormComplete), and a new Google Chrome Extension called ReachOut which provides quick access to contact information from Zoominfo and LinkedIn contact profiles.
InsideView Refresh was launched as a new product in 2016. Refresh provides automated account cleansing within CRM. It’s currently available for Salesforce CRM.
InsideView also launched an ABM solution in partnership with Marketo. It’s a bundle that includes products and data services to enable targeted account and contact selection, campaign execution, and measurement.
In H2 2016, DiscoverOrg launched an Enhanced ABM Toolkit which builds an ideal customer profile and then identifies similar companies. Users upload a file of their best customers which is matched against the DiscoverOrg database. The system then performs firmographic and technographic segmentation analysis and then suggests similar companies.
In 2016, the focus of the established sales intelligence companies was on extending their services into the marketing department and aligning their positioning around Account Based Marketing. On the sales side, their were fewer new products or major functional enhancements. Instead, they focused on expanded content and workflow improvements. This strategy was best exemplified by Avention and InsideView. Both firms doubled their company and contact universes, improved their user interfaces, and launched additional marketing products and connectors. However, they added little new functionality to their sales products.
Five years ago, the sales intelligence services were firmly planted in the sales department with some also providing services for analysts. Now, however, the marketing department is receiving equal or greater capital investment as firms look to support “sales and marketing alignment” with CRM and MAP connectors which leverage a common reference data set.
In 2017 I anticipate additional product announcements with ABM positioning across the revenue lifecycle. The Sales Intelligence companies realize that if they establish themselves in the marketing department with a broad set of services, then their position within the sales department will be less subject to churn.
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.
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.
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.
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, Mattermark, Zoominfo, 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):