Clari Revenue Insights

Revenue Operations vendor Clari announced Relationship Insights, its new Revenue Intelligence service.  Relationship Insights adds “visibility into all the buyers and sellers actively involved in sales pursuits.”  The new service helps revenue professionals assess the “true health of account relationships, more effectively manage their territories, and lead their teams in the new remote selling era.”

Relationship Insights ends the manual auditing of accounts by sales managers and interrogations of sales reps about customer and prospect relationships.  Relationship Insights lets them understand

  • Who are we talking to?
  • Are we single or multi-threaded at the account?
  • When was the last time we interacted with the executive buyer?
  • Have we engaged with the CFO?
  • Do we have the right internal SMEs working on this account?

“Our data shows that deals over $250k require an average of 19 external stakeholders to close successfully,” said Clari CEO Andy Byrne.  “With Relationship Insights, we’re providing total visibility to revenue teams so they can drive exceptional execution in their deals, accounts, and territories across their entire revenue process.”

Buying Groups: The New Norm for B2B Sales,” Clari, December 3, 2020.  Based on Closed-Won Deals.

Smaller deals require significant relationship building as well.  A Clari analysis of closed-won deals found that opportunities up to $50,000 required relationships with an average of seven external stakeholders.  Successful deals between $50,000 and $250,000 averaged ten relationships between the company and demand unit members at the closed opportunity.

“Buying groups are not only getting larger, [but] they’re also diverging in personal and organizational priorities. Sellers need to navigate this big group of influencers and decision-makers, including business line managers, IT practitioners, executives, and finance leaders.”

Hila Segal, Clari VP Product Marketing

Relationship Insights provides sales reps and sales management with a deeper understanding of the demand unit, letting them see all sales activities, including emails, meetings, and file exchanges.  This monitoring helps ensure that “all selling motions are multi-threaded.”

“An in-depth understanding of your customer relationship landscape is critical for building full buying consensus, reducing cycle time by uncovering potential blockers earlier, and increasing win-rate by getting multi-threaded (building relationships with multiple stakeholders) when your competition may have only relied on one or two contacts.”

Clari VP of Product Marketing Hila Segal

Clari Activity risk tracking identifies the risk of disengagement, providing reps the opportunity to re-engage before the deal goes south.  

“It’s not enough to see who is engaged. You need to understand the strength of the relationship over time—how many meetings did you have with a key individual, when was the last time you met with them, when is the next time you’re scheduled to connect, have they been responding to emails,” argued Segal.

Account auditing ensures that the primary personas and team members are engaged so that reps can run plays to broaden support.

Relationship intelligence also leverages the company’s varied skills and knowledge, so tracking who has been engaged on the selling side is critical.  Segal noted that successful enterprise sales “takes a village,” with many team members, including technical SMEs, product specialists, implementation consultants, and executive sponsors, helping close the biggest deals. “A clear understanding of key players in every account drives stronger account relationships resulting in more qualified pipeline, better win rates, faster cycles and more predictable revenue,” said Craig Rosenberg, Chief Analyst at TOPO.

Zoominfo Beats Back the Summertime Sales Blues

Zoominfo analyzed their Out of Office (OOO) emails and phone call connection rates over the past year to determine whether there was a dog days of summer impact on their business or whether it was a convenient excuse used by sales reps for taking their foot off the pedal in July and August.  It turns out that there is a sustained drop off in phone connectivity and an increase in OOO messaging in July and August.  For Zoominfo, the potential income loss was equal to $400,000 in monthly new Annual Contract Value (ACV).

Brian Setzer as Eddie Cochrane playing “Summertime Blues” in La Bamba

If we extend that loss over the last week of June and the first week of September, the summer lull would result in a million dollars in lost ACV (half a million dollars in 2020 revenue, but that is only because subscription revenue is recognized over the length of the contract, not when booked).

But a firm like Zoominfo has a very high retention rate, so stratifying the million dollars over the lifetime value (LTV) of the lost opportunities means that the cumulative LTV is likely in excess of $5 million (their 2019 dollar based net retention rate was 109%)

For a company that went IPO in June after touting strong new ACV growth in their May S-1, new revenue growth is key in maintaining confidence in your revenue teams.

“How did we respond to this data?  By stepping on the gas – we sent out an additional ~14k+ emails (~10% of normal volume) over the past two months and making an additional ~23k dials (~35% of normal volume) per month. 

Sales is — and always will be — a contact sport. 

This is just one of the reasons why it’s so important to have a vast array of contacts at prospects. Without being able to tap into our own data this wouldn’t have been possible.  That’s not cheap promotion, it’s a fact.”

Zoominfo CEO Henry Schuck

Around 90% of Zoominfo’s revenue is domestic, so they aren’t dealing with the long August vacations taken in Europe. The strategy of working harder over the summer allowed them to maintain new ACV growth during a soft period, but it might not be effective in Europe when business activity is reduced much more significantly.

OOO messages often provide alternate contacts that may be part of the buying committee. Acting on this intelligence and extending relationships to additional decision makers and influencers may improve both current and future close rates.

Zoominfo has a reputation for effective revenue operations management. They assumed the summer doldrum lore to be true and double downed on their outbound communications. But they also measured their sales and marketing efficiency to better understand the nature of the summer slowdown, allowing them to model and refine their summer sales strategy in the coming years.

Source: Zoominfo Blog, “Leveraging Sales Intelligence in the Dog Days of Summer

Drift Prospector

One of the new elements of Drift’s Revenue Acceleration Platform (discussed yesterday) is the just-launched Drift Prospector, which “helps your sales team accelerate revenue by knowing which accounts to focus on and what to say. ” Sales reps can home in on engaged accounts, determine members of the buying committee at those accounts, and reach out to prospects.

“Gathering all the touchpoints a prospect has with a company, Drift Prospector helps sellers see which of their accounts have the highest intent so they can connect with more of their buyers faster, helping to accelerate revenue for the business,” wrote the firm.

Drift Prospector analyzes customer touchpoints from Drift, 6Sense, Demandbase, Marketo, Pardot, Outreach, and Salesforce.  The service prioritizes target accounts, unifies behavioral insights across the buying committee, and supports outbound communications.  Buying signals are converted into engagement scores, which help prioritize accounts for outbound messaging.

Buyer intelligence includes contact name, title, number of activities, and when the contact was last active.   Deeper insights include “what the person was doing – including what pages they were on and which emails they opened, so [that] the seller can respond to each person on the buying committee in a personalized way.”

Prospector identifies additional contacts within the buying committee and tracks their engagement.  When buyers land on a customer’s website, the revenue organization can “capitalize” on buyer’s intent and notify the team that somebody is ready to “engage them in a real-time conversation.”  If there is nobody available to chat, the revenue organization can “easily send them an email, enroll them in an Outreach sequence, record them a Drift Video, or connect with them on LinkedIn.”

“There are a lot of tools out there that are focused on solving a single problem.  For example, there’s Salesforce to manage accounts and log activities, Outreach to orchestrate outbound prospecting, and LinkedIn Sales Navigator to research key contacts at target accounts, and so on. Don’t get me wrong, I think these tools are a step in the right direction.  But the reality is that your sellers still have to jump between them.  And none of these tools tell your team where they should be spending their time in order to deliver the best result – whether they’re goaled on meetings or bookings.”

Drift CRO Todd Barnett

Drift is offering a broad vision of digital marketing which includes intent monitoring, buying committee identification, chatbots, live chat, video, and meeting scheduling.  While they do not support all of the top of the funnel channels, partners 6Sense, Demandbase, and Marketo LaunchPoint can fill that gap; they are staking out a full customer lifecycle approach to marketing that moves beyond lead generation.  The vision includes tools for unifying sales and marketing activities, analyzing engagement, prioritizing accounts, and buying committee discovery.

Drift is based in Boston, with offices in San Francisco, Seattle, and Tampa.  They were founded in 2015 and claim over 50,000 customers.  The firm continues to grow with 35 open positions across sales, marketing, product, engineering, customer support, and customer success.

Clearbit for Clari

B2B Marketing Data vendor Clearbit partnered with Revenue Operations Platform Clari to deliver enriched contacts into CRMs.  Clari identifies external contacts from emails and meeting activity, helping fill out the buying committee.  According to Clari, only 30% of sales-engaged contacts are entered into the CRM.  By automating the contact identification process, sales reps have a clearer view of the full demand unit, allowing them to target messaging by function and recognize potential gaps in their knowledge of the buying committee.

By expanding knowledge of the demand unit, Clari can identify the broader set of decision-makers and reduce deal risk through multi-threaded relationship building.  Relying on one or two contacts has multiple risks:

  • The sales rep may not be messaging to the full demand unit
  • Their point of contact may be sidelined or leave the firm
  • Multiple points of contact may be set up dealing with different vendors, each providing a siloed perspective on the deal.
  • Post-sale, if users and administrators weren’t involved in the decision, adoption rates might be low, leading to higher churn rates.
  • The project champion may depart before renewal, forcing the rep to scramble to re-establish relationships at renewal time.

The expanded knowledge also helps marketing teams identify the key personas involved in deals and customize content and messaging.

“Now all the contacts that showed up for a sales meeting, even the ones that were added to the invite by the prospect, are automatically associated with the opportunity without your rep needing to lift a finger.”

Clari Marketing Programs Manager Maggie Kullman

Clearbit enriches the contacts with title, job function, and level. Firmographic and technographic details are also appended.

“As budgets get tighter and operating plans are reworked, having your prospects’ finance team involved early on is critical to accelerating the deal toward close,” wrote Clari Marketing Programs Manager Maggie Kullman.  “With the combination of Clari, Clearbit, and a little bit of automation, you can trigger an update to an opportunity field any time a CFO gets added to a meeting with the sales rep.  Now you can easily track which of your deals are missing a critical decision-maker and take actions to drive that relationship.”

Demand Units are a term coined by SiriusDecisions a few years ago when they updated their Demand Waterfall model for B2B sales and marketing. Each opportunity is associated with a set of decision-makers (e.g. technical, financial, functional directors) and influencers (e.g. users, admins). Demand Unit discovery is still in the early stages of development, but looking at email headers, out of office messages, and meeting attendees is a promising approach for organically identifying buying committee members.

LeanData Engagement

Operations vendor LeanData released LeanData Engagement, an analytics solution that works alongside its lead-to-account matching and automation tools.  LeanData Engagement is available on the Salesforce AppExchange and associates sales and marketing engagement activity with relevant accounts.  Engagement is tracked along the full account journey and identifies which individuals are engaged in each account along with the sales and marketing activities that drove engagement.

Lead engagement visualization tools identify which accounts have open opportunities and with which teams they are engaged.  Sales Follow-Up Lists help reps understand which buying committee members are actively engaged.

A campaign engagement dashboard within the Salesforce Campaign object displays engagement activity, allowing marketers to evaluate campaign performance and decide if any adjustments are required.

LeanData Engagement “allows marketers to forge greater alignment with their sales organizations to improve campaign-conversion rates, accelerate pipeline growth, and maximize return from sales and marketing investments,” said the firm.

“Especially during times of economic uncertainly, it’s critically important to understand how your customers and prospects are engaging with your company,” said LeanData SVP of Product Hendrick Lee.  “With LeanData Engagement, the interactions of every buyer are automatically connected to the right accounts in CRM, thus unlocking truly holistic account-based marketing analytics.  Engagement is an important addition to LeanData’s revenue operations product family which exists to help companies unlock greater revenue growth, increase performance, and improve customer experience across the buyer journey.”

Kerry Washington, the Principal Analyst at SiriusDecisions, observed that one of the best opportunities for ABM improvement is identifying when multiple individuals at an account are demonstrating interest in a product or service.  SiriusDecisions emphasizes the importance of understanding and penetrating buying committees, not merely individual decision-makers.

“Because more than 75 percent of B2B purchases are made by groups of people working together – not individuals – the best indicator of a true buying cycle is the engagement of multiple buying committee members,” said Cunningham.  “In the past, identifying that engagement was difficult.  However, modern solutions have emerged that allow B2B organizations selling to committees to more effectively take action on this vital intelligence and thus gain a strong competitive advantage.”

LeanData Engagement starts at $25,000 per year.

Sales Navigator Q1 Release: Smart Links

Smart Links Display multiple attachments in a branded landing page.

Sales Navigator is rolling out its Q1 release to clients. Contact Creation (discussed yesterday) is the lead feature, but Smart Links is equally important as it delivers another communications channel for the sales intelligence service.

Smart Links, their second-generation file-sharing service, replaces PointDrive.  Smart Links is available in the Team and Enterprise applications for sharing one or multiple attachments via Sales Navigator, social media, InMail, or email.  Smart Links maintain company branding and rep contact information while tracking attachment opens, views, and shares.  It is displayed as a top-level Sales Navigator feature.

“Users will be provided with real-time insights on how recipients are engaging with content.  These insights can be used to ascertain interest, personalize follow-ups, and identify other stakeholders in the buyer’s circle.”

LinkedIn Sales Navigator Product Director Lyndsey Edwards

When a recipient views the document, an alert is sent to the sales rep.  Smart Links also capture when attachments are forwarded, helping the rep expand her knowledge of the Buyer’s Circle.

“It’s getting more and more complicated in business-to-business marketing to understand the buying circle,” said product chief Lyndsey Edwards.

Next quarter Smart Links will be integrated directly into users’ inboxes.

While reps had a limited number of monthly PointDrives they could share, sales reps now have unlimited Smart Link access.

Smart Links have fewer steps, making it significantly easier to share attachments.  PointDrive usage was lower than anticipated, probably due to the number of steps required to set up and personalize a PointDrive.

Tomorrow, I will discuss the other Q1 release enhancements.

Smart Links Analytics track who has viewed and downloaded which content. It also tracks Smart Link forwards, providing deeper insights into the Buying Team.

Terminus Acquires Sigstr

Sigstr Location Intelligence analyzes the strength of connections at the metro level.
Sigstr location intelligence analyzes the strength of connections at the metro level.

ABM platform vendor Terminus acquired email analytics vendor Sigstr earlier this week.  The full 60-person Sigstr team will be joining Terminus, including CEO Bryan Wade.  Sigstr has received $11 million in funding across multiple rounds.  Sigstr’s flagship product inserts customized banner advertising in signature blocks.  In 2018, the firm launched Pulse, which tracks relationship strength based upon email opens, response times, messaging velocity, and generated calendar invitations.

“Combining our solution with the Terminus platform activates an untapped channel that changes how businesses engage with target accounts,” wrote Wade.  “We’re long-standing partners from both a technology and go-to-market perspective, making this combination a no-brainer and massive opportunity for our combined customers, and account-centric businesses everywhere looking to sharpen how they engage across the entire customer lifecycle.”

The merged company will be able to “determine their best-fit segments, prioritize accounts, and identify the next-best-action for execution.” Terminus can now align account-based messaging across the full lifecycle, prioritize accounts and assess buying team interactions, and integrate ABM messaging with employee email marketing.

“[Pulse] Relationship data adds a rich 1st-party piece of intelligence to your account-based efforts.  To deliver this information, Sigstr uses its proprietary Relationship Score, which analyzes the email and calendar interactions between employees at your company and those at your customer and prospective customer accounts.  It provides detailed insights into the sentiment and strength of relationships at an account, buying team, and individual level.  Utilizing this data set alongside engagement and intent intelligence already native to the Terminus platform supercharges how your revenue teams prioritize efforts and take action.”

Bryan Brown, Terminus Chief Product Officer

“I couldn’t’ be more excited about bringing two powerhouse teams together to shape the future of B2B marketing,” said High Alpha managing partner Scott Dorsey.  “Category leaders are built around great teams and innovative products.  This team has exactly what it takes.”

Sigstr customers include AT&T, Amazon, and United Way.  Terminus was also a long-time customer.  The firm blogged that the deal was “a reflection of both our confidence in and reliance upon Sigstr as a staple of our marketing strategy.”

Terms of the deal were not disclosed.

Earlier this month, Terminus named Tim Kopp their new CEO and Chairman.  Kopp is the former CMO of ExactTarget and is a Partner of Hyde Park Ventures.  Former Terminus CEO Eric Spett continues as a member of the Board.

“Marketing and business are at a crossroads.  We’re shifting to a new frontier of automation that prioritizes more effective account targeting, engagement, and acquisition,” said Kopp.  “The emerging generation of CMOs is transitioning toward hyper-targeted campaigns and intelligent, data-driven digital marketing.  ABM has moved past marketing, and Terminus is the definitive leader powering account-based transformation and helping businesses achieve rapid, long-term growth.”

Priority Engine Enhancements

Priority Engine improved its Buying Team contacts and added contact card display.

TechTarget announced a set of enhancements to its Priority Engine sales intelligence service.  New features include improved Salesforce sync, refined Buying Team display, contact hygiene, and LinkedIn profile hyperlinks.  Improved Salesforce synchronization gives “sales reps easier access and dynamic visibility into active accounts in their territory, with even more accurate and actionable data on the buying teams within them,” said the firm.

Priority Engine now supports sales territories based on Salesforce account assignments, uploaded account lists, or firmographic rules (e.g. Industry, Geography, Size).  As accounts are added or reassigned within Salesforce, territories are automatically maintained, allowing Priority Engine to dynamically showcase activities within the territory.

Managers and directors can view individual rep account lists or multiple territories at once.

Priority Engine territories may be defined by SFDC, list uploads, or firmographic variables.

TechTarget acquired contact hygiene vendor Oceanos in 2018 and has begun to leverage it in Priority Engine for contact data enrichment and update to its 20 million opted-in contacts.

“Priority Engine helps sales and aligned marketing teams reach and engage more of the right prospects at in-market accounts to improve response and conversation rates,” stated TechTarget

TechTarget also adjusted its contact selection algorithm to improve its buying committee display, “vastly improving the fit of 3rd-party supplemental contacts in Priority Engine.”  A new contact card provides a detailed contact profile within the Buying Team list view.  Previous and Next buttons allow the sales rep to quickly view individual profiles.

Priority Engine also deployed improved persona logic to determine which DiscoverOrg contacts to display for accounts.

Within account views, Buying Teams now list emails, direct dials, and LinkedIn hyperlinks.

“Priority Engine has long provided essential intelligence to help sales teams fuel pipeline and close more deals.  These new enhancements are the first in a series of releases specifically designed to make it even easier for sales pros to access better data and powerful insights to maximize opportunities with active accounts in their territory.”

TechTarget VP of Products Andrew Briney

TechTarget collects second-party intent and opted-in contacts from readers of its 140 technology research sites.  TechTarget sites are available in English, French, German, Spanish, Chinese, Portuguese, Italian, and Japanese.  Priority Engine supports English, French, and German UIs.

Of the 20 million contacts, 18 million are technology decision-makers or influencers and 2 million work in other functions but are researching technology.  9 million of the contacts are North American, 5 million are located in EMEA, 5 million in APAC, and 600,000 in Latin America.

Priority Engine pricing is customized based on market access and customer feature/function requirements.  Typical individual subscriptions begin around $100K. Designed specifically for the needs of small companies, the Priority Engine Express (PEX) offering – currently in beta release – starts at $36K.

There are over 600 customers for TechTarget intent data products, with 51 added last quarter.  Priority Engine Express will be generally available in 2020.