ZoomInfo continues to build out its company database, tripling its coverage over the past year. Its most recent content additions are small firms not found on the Internet. The firm was able to treble its company coverage after acquiring Everstring in late 2020. The expanded coverage improves a core data asset the firm deploys across its four cloud services.
“Now ZoomInfo customers have broader visibility into their total addressable market. Teams using SalesOS can build more targeted company lists based on characteristics of their ideal customers, driving more accurate segmentation,” stated the firm. “Users of ZoomInfo’s OperationsOS product will experience increased match rates and can build out more robust and accurate company hierarchies. MarketingOS users will be able to reach wider audiences through their campaigns and identify more traffic visiting their websites. And customers of TalentOS will be able to find more qualified candidates in a challenging hiring environment.”
Data was sourced from state registries, business registry filings, and licensed data. ZoomInfo also addressed a long-standing gap in its coverage with 35 million “non-headquarter company locations” (e.g., branches). Branches are crucial for accurately sizing markets, routing leads, and performing lead-to-account mapping. For example, if an inbound branch lead, particularly one with a different name than its parent, is not mapped to the parent HQ, it is likely to be misrouted or ignored.
Every ZoomInfo company record contains revenue, headcount, and industry mappings (NAICS and US SIC87).
ZoomInfo also continues to build out its contact database, reaching 220 million active contacts, with 150 million emails, 65 million direct dials, and 50 million mobile numbers.
“Our enhanced data pipeline brings together the best of both worlds: access to more companies and the assurance that this new information is accurate,” said Kirti Patel, Senior Director of Data Engineering at ZoomInfo. “This key expansion of our data allows our customers to access a vast market opportunity, especially among small businesses that are often harder to reach.”
In other news, ZoomInfo has grown its Shoreditch (London) sales team to over 100 reps. Two years ago, all European sales were managed by a six-person team out of the US eastern time zone that began placing calls to Europe at 3 AM.
ZoomInfo also announced expanded technographics for targeting prospects that deploy competitive or complementary offerings.
D&B Hoovers, a global sales intelligence solution that has long been English-only, began a multi-phase process towards becoming a truly global, multi-lingual solution. Most sales intelligence vendors support only a single language, but European vendors Vainu and Echobot support multiple languages for their regional coverage. Last year, when Dun & Bradstreet bought Bisnode, a firm that serves Central Europe and the Nordics, it declared that it would be sunsetting Bisnode solutions. Internationalizing D&B Hoover’s then became a priority.
The D&B Hoovers’ UX already supports 17 languages:
Asian: Chinese (Simplified), Chinese (Traditional), Japanese
Adding international languages transforms D&B Hoovers from an Anglo-centric solution for multinationals and companies based in Anglophone countries to a localized version.
“In terms of personalization, we’re trying to switch this from being a US product that is sold globally to a fully local version of a global product,” explained International Product Development & Strategy VP Adam Leslie to GZ Consulting. D&B Hoovers needs to be a “local product” that supports sales reps selling to local customers, regardless of language. “Historically, it’s been a US product sold in the local market only where the local market user sells to the US and internationally. If the local market user only sells domestically, they haven’t bought Hoovers.”
D&B Hoovers greatly expanded its industry code standards, allowing users to filter companies by global taxonomies (e.g., ISIC), regional (e.g., NAICS, NACE 2.0, ANZ SIC), or national standards:
D&B Hoover’s also supports two proprietary taxonomies: Hoover’s industry codes and eight-digit SICs.
Country-specific industry code descriptions will be displayed in either English or the local language.
Along with expanded taxonomies, D&B Hoovers recently added website searching to identify companies based on their self-descriptions across one hundred languages. Website search has gathered 247 million rows of structured data across 30 million websites and 300 million web pages.
This feature helps identify companies with emerging technologies or positioning (i.e., the evolving three-letter acronyms that firms use for classifying themselves). The feature echoes its Conceptual Search, but instead of identifying companies based on topical references in news articles, it searches global corporate websites.
D&B Hoovers and its predecessor service, OneSource Global Business Browser (GBB), have supported English-speaking multinational teams for two decades. Their content and functionality have always been the deepest for the US, UK, and Canada. Yet, they also provided a robust set of international content:
Global Public (Quoted) Company Financials, Segment Reports, Executive Bios, and Long Business Descriptions.
Financial statements for 15 European countries and global publics. The reports may be viewed in USD, EUR, GBP, and the As Reported currency, with currency conversion rates based upon the period or statement date. Thus, revenue from a 2020 income statement (a flow statement) would be based upon the average conversion rate for the year, while assets from the balance sheet would be based upon the applicable rate for the statement date.
Global family trees
Industry Codes, including US SIC, NAICS, EU NACE, UK SIC, ANZ SIC, and UN ISIC.
Regional screening, including city, postal code, and sub-regions (e.g., state, province, county)
Regional customization for distances (KM vs. miles) and numeric formats
D&B Hoovers expanded its company coverage to 180 million active firms and 216 million active contacts as part of its internationalization. Most of the new firms have between one and five employees. It also increased the number of countries with sub-divisional regions (e.g., counties, provinces), having recently added sub-divisional filtering for the Nordic countries, Denmark, Hungary, etc. Additional countries are planned.
Several enhancements came from local customer research. In many European countries, departmental emails are employed in sales and marketing outreach. These emails lack any personally identifiable information, so they are GDPR compliant. Dun & Bradstreet is adding over seven million “entity-level emails” for European countries, including over three million entity-level emails for the D-A-CH region, 1½ million for the Nordics, and 2½ million for Eastern Europe.
Text searching was enhanced to recognize accents and diacritical marks (e.g., when performing location searches). Leslie called synonymous search with or without special characters a “major ticket to the game.” While it “sounds like a simple fix,” it was “extremely complex.”
As Dun & Bradstreet began its localization research, it realized the importance of small companies and informational depth in the context of national sales vs. international sales.
“We speak to local markets and say, ‘Well, what is it that will help you sell your products and use our products?’” explained Leslie. Dun & Bradstreet’s research found that many customers and prospects sell locally to organizations with five or fewer employees. “That becomes really important now that you can reach them.”
Leslie listed other findings and subsequent upgrades: “We capped the number of contacts at eleven. That’s been changed. We were missing the middle name. That has been changed.”
When I was a product marketing manager at OneSource (2001 – 2010), I explained that we delivered the top N companies in each European country because “you aren’t selling to Polish abattoirs.” That logic made sense when selling to multinationals and exporters based in English-speaking countries. After all, they weren’t selling to Polish slaughterhouses. But this approach fails to meet the needs of sales reps based in Poland, EU industrial manufacturers, or logistics companies.
Localization requires local language support, content depth, national standards support (e.g., industry codes, geographic districts, GDPR), in-language news and triggers (coming in phase II), market knowledge, and in-market sales and support. Dun & Bradstreet also simplified the UI and improved its dynamic display for various screen sizes and devices. The new UI was implemented in September, and 96% of browser users and 98% of CRM users have switched to the updated format.
In-product tutorials also enhance the user experience. For example, if a user utilizes a feature inefficiently or has not used core functionality, the tutorial will provide on-demand coaching. This feedback is also provided to account representatives to provide guidance. The in-product tutorials were launched last summer, and Dun & Bradstreet continues to collect data for honing its training recommendations.
There is also a new onboarding virtual assistant for providing on-demand training. Tutorial translations should be available to users in Q2. Expanded in-product training and virtual onboarding are consistent with the emerging Work from Anywhere expectation of business professionals.
Dun & Bradstreet provided its internationalization roadmap through the end of the year. The firm intends to extend local content, expand time-dependent sales triggers, and support multi-lingual news. New content includes more digitally sourced data, detailed financials, and country-specific datasets such as country export data for Chinese companies, product codes, and expanded tech data for India.
Ostensibly, Phase I, which completed at the end of March, serves as a minimal viable product for localized products (or what Leslie called a “ticket to the game”), and Phase II continues internationalizing the content and expanding localized content.
“We are working with each local market to collect these [data requirements], source the data, transfer to D&B, and load into the product,” said Leslie. Finally, D&B Hoovers will continue to expand its email and direct dial coverage.
Artesian Solutions released Engagement Signals, a set of bespoke rules for its Connect platform. Engagement Signals deliver “a constant supply of highly relevant intelligence and insight on their clients to facilitate advanced prospecting, customer monitoring, efficient onboarding, ongoing assessment of portfolio risks, and automated underwriting.”
Artesian Connect applies customer “Know-How” to structured and unstructured data, identifying “highly targeted calls to action.” Engagement Signals combine triggers with Next-Best-Actions related to accounts.
We make it a priority to listen to our users and evolve our platform to solve their highest value challenges and ability to deliver transformational results. Financial Service organisations are now in a position where they must urgently transform their digital business strategies. With Artesian Connect, modern frontline banking and insurance teams can rapidly merge disparate data sources, create bespoke rules for risk selection utilising rich firmographic data and, most importantly, deliver insight from unstructured data that paints a much deeper picture for next-generation client experiences. Engagement Signals represent a simple way for our users to leverage the power of the Connect Platform through a pre-built set of features and rules.
Rich Clark, Artesian VP of Product Development
Artesian also launched a new Briefing Page that provides a snapshot of a company’s health, financials, and signals. At the top of the Briefing Page are financials and ownership flags, followed by Engagement Signals. A set of tabs below Engagement Signals lets finance and sales professionals review the latest news, data, blogs, tweets, and pinned stories.
UK-based Sales and Risk Intelligence vendor Global Database is launching company credit checks for nineteen countries. Credit data is gathered via APIs from leading regional European providers of company and credit data.
The new reports include credit scores and limits; payments and inquiries; mortgages, charges, and county court judgments; directors and shareholders; group structures; trading addresses; five-year financials; key performance indicators and ratios; credit score and limit histories; company identifiers (e.g. registration numbers, tax ids, tradestyles), year incorporated; auditor; and document filings.
US data includes UCC (liens), bankruptcies, and payment histories.
Coverage currently spans
Americas: The United States, Canada, Mexico, Brazil
Europe: The United Kingdom, Germany, France, Italy, Benelux, Ireland, and the Nordics
Asia: Japan, Thailand, Vietnam
Credit reports are available for all registered companies in the supported countries. What’s more, coverage will grow rapidly with plans to support 120 countries by the end of the year with “instantly available credit reports.”
“By the end of Q1, we will have a credit report for every single country, including offline reports in areas where company information is much more difficult to get. Essentially, a client will make a fresh investigation request, and our partners will collect this information from on the ground sources.”
Global Database Managing Director Nicolae Buldumac
“We now offer a unified solution to our customers where they can identify their customers, get contact information for key executives, and run due diligence checks on new suppliers,” wrote Buldumac.
Buldumac emphasized that the Global Database platform supports multiple global departments. “All this information is available in one single license, and this will save cost for many companies, as very often you need to pay a license for sales and marketing solution and another license for compliance. Also, not many companies offer such information globally, and this is where we have a USP.”
During Q3, Global Database onboarded Amazon, Vodafone, WeWork, Dyson, and the Italian Trade Agency. Global Database’s business has increased during the pandemic as firms look for more clients, require tools for assessing business risk, and source digital sales and marketing solutions in the absence of event marketing.
The credit risk solution will be offered both as a bundle with the existing sales and marketing platform and as a standalone product. Pricing will depend on volume and countries, with discounts available for bundled subscriptions.
Global Database has sales and support offices in the UK and Moldova.
Dun & Bradstreet recently launched D&B Email IQ, which “allows clients to get some free data from us — a number of free data contacts per month,” said CEO Anthony Jabbour. The service is an automated data exchange with email signature blocks mined in exchange for access to Dun & Bradstreet’s company and contact intelligence.
D&B Email IQ is an Outlook plug-in that displays company and contact intelligence, contact and prospect recommendations, and related companies. Firmographics include address, phone, social links, sizing data, ultimate parent, and D-U-N-S Numbers.
D&B Email IQ users that share signature blocks receive 50 free leads (e.g. additional contacts at a company) per month. Users that only share emails receive ten emails per month. There is also a ten lead bonus for referrals.
D&B Email IQ appears to be a tool for collecting email signature blocks similar to Zoominfo’s Community edition. According to their FAQ, “Business contact data collected via D&B Email IQ may be incorporated into the Dun & Bradstreet Data Cloud and be used to enhance and improve our products by enabling businesses to manage their financial risks, protect against fraud and dishonesty, know who they are doing business with, meet their compliance and regulatory obligations and better understand organizations, industries and markets. Where permitted under applicable law, this information may also be used for sales and marketing purposes.”
Unlike the Zoominfo Community Edition, the Dun & Bradstreet contacts are integrated into the Outlook workflow.
Dun & Bradstreet states that collected data includes emails, meeting invitations, and signature blocks, including “name, job title and department, company name, email address, telephone number, fax number, company address, corporate URL, and social networking URL.”
Dun & Bradstreet is being careful to comply with data privacy rules including GDPR, CCPA, and CASL. The plug-in is blocked in Europe and they are careful not to collect data about EU citizens. To ensure GDPR compliance, records with European emails, phones, or addresses are filtered out of the database so not available for sharing. As GDPR is extra-territorial, it is critical that private data concerning EU citizens not be collected and shared without opted-in permission, even if all of the parties sharing, collecting, and using the data are outside of the EU.
To comply with CCPA, no California mobile numbers are collected. To comply with the Canadian CASL regulations, no Canadian emails are collected.
D&B Email IQ users are likely to be small businesses and job seekers. Larger firms are less likely to permit sharing of emails and signature blocks. Small firms with fewer resources would be more willing to trade signature block intelligence for fifty leads per month. Assuming a value of $1 per record for detailed contact profiles at small firms, the potential market value of the leads is over $500 per user.
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.
Over the past few years, ZoomInfo has been rapidly building its go-to-market intelligence through acquisitions and capital investment. Initially, ZoomInfo (then called DiscoverOrg) rolled up competitors iProfile and RainKing, but in February 2019, they acquired ZoomInfo, a leading global contact information source. The firm also managed two tuck-ins last year: NeverBounce email validation and Komiko Inbox AI.
After going public in June, ZoomInfo acquired intent data service Clickagy in October before acquiring Everstring.
ZoomInfo is exceptionally strong across many of the core B2B data categories, including
Global contacts (e.g. emails, direct dials, phone numbers, bios, social links, job function, and job level)
However, ZoomInfo has lagged behind other vendors in firmographics and linkage. The Everstring acquisition plugs this gap across core firmographics, SMBs, and company linkages, putting the firm in a stronger sales intelligence, digital marketing, and B2B DaaS position. The expanded company universe will significantly improve ZoomInfo’s match rates for batch, real-time, and continuous data enrichment.
In a multinational telecom provider test, the match rate doubled to 98% due to three factors: M/L-powered matching, historical matching against outdated records, and record completeness.
“EverString’s machine learning powered entity resolution (aka matching) algorithms are designed to accept and process multiple identifying inputs from a customer’s file, such as phone number and address, alongside the company name and website, improving the likelihood of returning a matching record.”
ZoomInfo CEO Henry Schuck
Maintaining a historical file of inactive and out of date records provides significant value when batch processing enterprise records sitting in CRMs and MAPs. Much of this legacy data is bad, but without a reference file with historical data (e.g. inactive and closed companies, former addresses, FKAs), operations teams don’t know which records are defunct businesses.
Everstring has nearly 100% fill rates on core firmographic fields such as employee count, revenue, and industry codes. The expanded firmographics improve field fill rates, lead scoring, lead routing, and analytics (e.g. ICP, TAM, segmentation).
Nevertheless, ZoomInfo has a few remaining gaps around public company financials and filings (e.g. SEC, Companies House, UCC) that would hold them back at financial services companies and European firms. Everstring does ingest filing data (e.g. Secretary of State incorporations, UCC liens, 5500 ERISA filings with the Department of Labor, federal contract bids, OSHA, fleet data, UK Companies House) when building its business graph, but source data viewing is often required.
ZoomInfo continues building up its data assets with the acquisition of EverString, expanding Zoominfo’s coverage of companies and contacts. EverString employs machine learning, deep learning, artificial intelligence, and natural language processing to build profiles on 100 million companies, 120 million locations, and 70 million business professionals. Data are ingested from both online and offline content. The expanded company universe is five-times larger than ZoomInfo’s current company universe, with roughly 30 million international profiles.
EverString also provides ZoomInfo with over one million linkages. “This additional data gives sellers and marketers across all verticals better access and visibility to their total addressable markets, more complete enrichment results, and additional points of contact at their target accounts.”
ZoomInfo CEO Henry Schuck described the combined EverString and ZoomInfo data cloud as the “first-ever business identity graph of its size with a level of accuracy and completeness purpose-built to help go-to-market teams identify actual buying centers rather than legal entities with no purchasing power.”
Along with corporate hierarchies, EverString expands ZoomInfo’s intelligence concerning website redirects, legal entities, and aliases. Firmographics include sizing data, URLs, social links, contact information, year founded, DBAs, FKAs, and long-tail industry keywords.
“The acquisition of EverString gives ZoomInfo a comprehensive business data graph, providing the foundation needed for enterprises to identify their total universe of customers and prospects, define their ideal profiles, leverage granular keywords and attributes to predict success, and focus their go-to-market motions.”
Director of Communications Steve Vittorioso.
Headquartered in San Mateo, EverString was founded in 2012 and has 50 employees. It made the 2020 Inc. 5000 list with three-year revenue growth of 112%. Customers include Snowflake, FedEx, Nokia, Seagate, and Staples.
The Competition tab compares a company against three local peers, allowing reps to take a value-added discussion approach to customer and prospect meetings. This benchmarking can be performed as early as the first call, helping to differentiate the sales rep. Should the prospect wish to see other competitors, the representative can quickly remove one of the competitors and add a requested company to the analysis. The competitive benchmark supports three tabs: Digital Marketing, HR & Organization, and Communications.
BuzzBoard recommends that reps not go through the competitive report line-by-line, but focus on two or three categories where the vendor “has solutions.” Going line-by-line is “the digital equivalent to the PowerPoint presentation,” warns BuzzBoard Director of Community & Training Phillip Cortez.
Category Insights include local advertising intelligence from Borrell Associates. Borrell data includes industry-specific ad budgets for local markets. Local data is available for both digital advertising, non-digital advertising, and their sub-categories (e.g. General Paid Search, Targeted Display, Listings Paid Search, Newspapers, Local Broadcast TV, Radio). There is also a section on Audience Targeting Opportunities for the industry, providing fodder for sales conversations. This intelligence would also be valuable for the marketing communications team in developing blog and social content that targets top segments. Other sections include technology trends, threats and opportunities, top products and services, and “know their customers.”
The Recommendations tab provides a set of recommendations and talking points based on gaps in a firm’s digital marketing presence.
BuzzBoard is well-positioned for firms that target SMBs, particularly if they provide digital services of some form. This focus, however, makes them ill-suited for enterprise sales. The database does not offer company linkages, long business descriptions, tickers (for quickly looking up the HQ of a firm), filings, financials, etc. However, they are clear in their positioning as a B2SMB database.
BuzzBoard is headquartered in San Francisco with offices in Lyndhurst, New Jersey and Hyderabad (engineering). The firm has 85 employees with open positions in sales, customer success, engineering, and product management.
COVID-19 has “not really impacted us substantially,” said CEO Umesh Tibrewal.
D&B Hoovers released a set of enhancements to its sales intelligence service. New content and features include expanded company identifiers, company identifier searching, additional URLs, and a COVID-19 Impact Index.
D&B Hoovers has improved the scope and display of global registration numbers (AKA Regnos) within their service, with identifiers available for more than 129 million companies spanning more than 500 different National Identification Numbering Schema. Regnos are now more prominent in Company Profiles and searchable in the “Company Identifiers” section of “Search & Build a List.”
Identifiers include US Federal Tax IDs (EINs), VATs, and French Siret Numbers. Up to four identifiers are displayed in company profiles. While the service has long supported Dun & Bradstreet’s D-U-N-S Numbers, stock tickers, and registration numbers, the expanded scope assists with company lookup and research.
Dun & Bradstreet cautioned that not all registration numbers are unique, and multiple family members may share a Regno.
Users may search for a single identifier or upload a list of up to 1,000 ids.
“This new presentation of global registration numbers with Company Profiles and the Search & Build a List Form better aligns with the display of this information across Dun & Bradstreet products, providing a more consistent data experience for users who have multiple offerings.”
Senior Product Director Phil McWade
D&B Hoovers added 3.5 million additional URLs to their service, bringing the global count to 24 million.
D&B Hoovers continues to expand its company and executive coverage, with nearly 180 million active companies and 160 million active contacts.
Another new feature is a Coronavirus trigger for reps looking to monitor prospects and accounts along with a set of COVID-19 Impact Indices. The new Impact Index is available as an optional add-on, priced per seat.