Contact data management vendor Oceanos is working with Datarista to bring an SFDC-based contact service to the market. The Oceanos ListOptimizer service, currently in in beta, will be generally available in Q1. Sales Operations can run counts, perform company and contact searches, and ensure ongoing data integrity.
The service supports standard company and contact list building with running counts as variables are selected. New execs may be added as lead records or accounts and contacts. Duplicate checking is performed.
Batch Salesforce updates are performed quarterly. In 2018, the updates will run every other month with contact changes updated weekly.
Oceanos offers best-in-class contact records from over a dozen vendors. When records are deployed to customers, they are subject to real-time reverification against FreshAddress, FullContact, and Pipl.
Contact management services are purchased on a credit basis with custom pricing plans based upon volume and intended usage.
In other news, Oceanos recently inked a deal to deliver its ContactAPI to The Big Willow intent data platform. “Targeting prospects before the market even knows they exist provides our customers a first mover advantage,” said Big Willow CEO Charlie Tarzian. “With the Oceanos ContactAPI, we provide our users targeted contacts for intent-qualified opportunities that accelerates engagement. With 15 years in the space, they’ve earned a stellar reputation and we’re thrilled to take this next step in our partnership.”
Information is a key asset on the battlefield which provides a competitive advantage to the side with better information and communication systems. While the “Fog of War” continues to be an issue, real-time information sharing helps improve military decision making and reduces the risk of both collateral damage and friendly fire accidents. Nevertheless, information remains imperfect and mistakes continue to happen.
In the corporate world, there is also a fog of corporate battle, but much of it is self-induced. We build systems that don’t talk to each other or which use different conventions for standardizing information and identifying customers and contacts. Furthermore, information is not validated and enriched as it is obtained, resulting in weak information sets.
While this lack of data synchronization creates headaches across the company, I will be focusing on sales and marketing platforms for purposes of brevity. Inaccurate and incomplete marketing information causes problems within marketing platforms such as weak segmentation, poor scoring, bad targeting, and misallocated marketing resources. Bad and missing fields are then propagated to downstream systems. If information is bad when received and there are no mechanisms for validating, standardizing, and enriching the information in its system of origin, misinformation flows to other platforms resulting in an increasingly expensive set of problems and remediation costs. It is much easier and less expensive to resolve a problem at its source.
Furthermore, once leads are enriched with firmographic and biographical details, the intelligence is available to downstream platforms; and if the enrichment includes a company identifier (e.g. European Registration Number, Ticker, D-U-N-S Number), then maintaining data accuracy in downstream systems and linking the platforms is much easier.
The cost of islands of information is high for B2B firms. A few examples:
Marketing departments generate a broad set of leads through multiple channels and systems. Some of this information is anonymous and some is tied directly to contacts. How confident are you that you aren’t generating duplicate (or triplicate or quadruplicate…) information? Are you matching and enriching information as it is gathered from web forms, uploaded tradeshow spreadsheets, and purchased lists, or are you loading data “as is” with little verification or enhancement? By focusing on data quality at the outset, you are ensuring that richer and more accurate information is shared across your platforms.
Marketing invests large sums in generating marketing qualified leads (MQL) which are then frequently ignored or cherry picked by sales. Some of this disconnect is a lack of agreement on what constitutes a good lead but some is also a lack of front-end intelligence being applied by marketing. A lead may be considered as marketing qualified but lack key information to pass muster with sales (e.g. how big is the company? What industry are they in? What is the job function and level of the contact? What technologies do they use? Will they be approved by credit after I’ve invested months in landing the deal?) Knowing that a lead downloaded a whitepaper earlier in the day signifies interest in a topic, but not the ability or authority to make purchasing decisions. Furthermore, it provides a thin reed upon which to base a sales conversation.
Channel conflicts are introduced when bad or missing information results in a lead being directed to the wrong sales rep. Leads which lack accurate firmographics and linkage information are likely to be routed to the wrong team or rep. Thus, a lead generated at a subsidiary or branch location of a major firm may be routed to a territory rep instead of a named account rep, resulting in both channel conflict and a greater likelihood that the lead will be ignored. Of course, if the lead was poorly routed, it also is likely that the lead was improperly scored and assigned to the wrong segments for targeting and analytics.
Finally, the lack of standards and cross-platform communication make it difficult to obtain a unified view of the customer. An October 2015 survey of global executives by Forbes Insights found that 63% believed that a more complete/unified view of the customer would result in more accurate predictions of customer needs and desires. Other benefits included improved customer experience/service (60%), greater feedback for product/service innovation (55%), and a greater ability to target and optimize for specific customers (50%).
For decades, technology strategists have warned about the problems of creating data islands across one’s IT platforms. If systems are unable to speak with each other or data lacks consistency across systems, then it is impossible to develop a holistic view of one’s business and customers. And while the problem seems large today, it will only grow in scope with the advent of the Internet of Things. So if you think the fog of corporate battle is difficult in 2017, failing to address it will only make the problem many-fold more difficult to tackle in the years to come.
Contact vendor FullContact is releasing their next generation platform and Enrich API. Full Contact’s identity graph offers a 95% confidence rating. The upgraded API supports advanced querying capabilities and improves security.
“Many organizations have incomplete, inaccurate records for their contacts that prevent them from making smart business decisions with actionable customer insights. Enabling businesses to create meaningful relationships with their customers means providing them with the most accurate data in a way that’s easy to integrate,” said CEO Bart Lorang. “Our Next Generation platform was created for users that rely on up-to-date customer intelligence to impact their business.”
Customer data enrichment begins at $1,000 per month. API data packs begin at $99/month for 2,500 company and contact matches with additional contacts priced at $0.04 per matched record. For $499/month, developers receive 50,000 company and contact matches per month with a $0.01 charge for additional matches.
Other API calls include email verification, business card image transcription, and consumer enrichment (e.g. demographics, social, employment history).
The Full Contact API supports Eloqua, Hubspot, Slack, Google, Sheets, and other platforms.
In a 2016 survey of predictive analytics companies, Gartner sized the global market at between $100 and $150 million. Although Gartner remains bullish on the sector, the size must be disappointing to both the firms in the space and their investors. One of the early companies in the space, Lattice Engines, continues as a market leader with over 200 global deployments.
Lattice Engines supports both enterprise clients and high-growth companies with deployments beginning around $75,000. Pricing is based upon the number of managed leads or contacts in the instance along with the number of users. With revenue between $25 and $50 million (GZ Consulting estimate), the firm has a strong position in the nascent market.
Lattice Engines combines first and third-party data to build predictive models. External content includes firmographics, intent data, technographics, social data, and web crawled business signals. Content is licensed from leading vendors such as Dun & Bradstreet (WorldBase global company file), Bombora (intent captured from over 3,000 B2B media sites), and HG Data (technographics). The Lattice Data Cloud covers over 200 million global companies, 21,000 buying signals, 100 million tracked domains, and over one billion daily interactions. Internal content spans transactions, CRM, marketing behavioral data, usage data, and support services.
“Predictive analytics is one of the few types of marketing technology that has the ability to solve issues at every step of the funnel, because it aligns sales and marketing against the right targets, and provides them with the right data to create targeted campaigns. By infusing fit and intent data into our models we enable teams to have a complete understanding of their ideal customer profile, which enhances the programs teams orchestrate against their targets.”
Director of Corporate Marketing Caitlin Ridge.
Firms can build multiple models to support various geographies, product lines, and scenarios (e.g. win/loss, upsell/cross-sell, renew/churn). Lattice scores and modeled data are integrated with many of the key SalesTech and MarTech platforms:
Ads/Web: DemandBase, Oracle Data Cloud, doubleclick (Google), AdRoll, Facebook
CRM: Salesforce, MS Dynamics, Oracle Sales Cloud, SAP
This platform coverage enables Omni-channel ABM campaigns across programmatic platforms, email, direct mail, and field marketing. Scores, insights, and recommendations are provided to sales reps within CRM i-frames.
“Lattice remains the most visible “face” of the market,” said Gartner analyst Todd Berkowitz in September 2016. “With its focus on security, level of integrations and ETL tools, the company is a fit for enterprise clients (both in high-tech and other industries) and/or companies planning to deploy in multiple regions. Gartner clients report that the company’s go-to-market approach is unique in the way it addresses complex problems and help customers operationalize the insights from the models. Lattice is one of the few vendors that can recommend key plays at both the lead and account level across the entire funnel.”
According to Lattice, customers enjoy a broad set of improved metrics:
2X Higher Conversion
3X Greater Pipeline
35% Higher Deal Sizes
6% Increase in Quota Attainment
85% Rise in Revenue per Customer
20% Reduction in Customer Churn
The firm sells broadly across B2B sectors. Customers include Amazon, Dell, PayPal, Staples, and SunTrust Bank.
Salesforce has yet to provide a roadmap for Data.com, so we will likely have to wait until Dreamforce for details. While legacy customers continue to receive Dun & Bradstreet content, new customers are limited to the Salesforce / Jigsaw company and contact file. However, the firm announced a set of Lightning Data partners that will support ongoing account enrichment as native Salesforce Apps.
InsideView was an original partner on the AppExchange but was disinvited after Data.com rolled out. While hidden from AppExchange searches, the InsideView for Sales solution continued to be available to joint customers as a private solution. Furthermore, the firm built additional AppExchange marketing products to supplement InsideView for Sales. These services included Target, a company and contact prospecting platform, and Refresh, a data hygiene service that matched and enriched account records with InsideView intelligence. The two companies share over one thousand joint clients.
As an initial partner in Lightning Data, InsideView is offering two services: Append account record maintenance toward the end of Q4 and Discovery account prospecting in Q1 2018. Both are native Salesforce applications. Unfortunately, Lightning Data only supports Account record enrichment and prospecting. Thus, InsideView clients looking for prospecting against InsideView’s 13 million global companies and 33 million contacts may wish to evaluate InsideView Target instead of InsideView Discovery.
InsideView positions itself as a leader in Targeting Intelligence due to their capabilities across three dimensions: company and people intelligence (Who), business triggers sourced from the news and social feeds (Why), and network connections which support warm introductions (How).
With the launch of their new Lightning Data solutions, InsideView will have strategic relationships with the two most important CRMs: Saleforce.com and Microsoft Dynamics.
InsideView CMO Tracy Eiler will be speaking at one of the Lightning Data sessions at this year’s Dreamforce as will other Lightning Data partners.
DataFox is offering twenty-two curated data points and five proprietary fields for DaaS enrichment. Amongst the curated fields are standard firmographics, tech stack, and funding data including investors, total funding raise, and last funding round details. Proprietary data includes signal count over the past year, industry keywords, and similar companies. Datafox’s “AI-sourced, human-audited company data” covers over two million companies. Pricing starts at $3,500 per year.
MCH enriches accounts with medical facility details. Institutions include hospitals; medical practices; dental practices; nursing homes; home health and hospice; ambulatory surgery; diagnostic imaging; community health; urgent care; and public health departments. Data is updated via a team of researchers annually who populate over seventy attributes across 636,000 facilities. Pricing starts at $500 per year.
MCH has a broader sales intelligence solution in development which will support prospecting and access to two million medical practitioners and support staff.
Clearbit enriches accounts with over forty fields including firmographics, Alexa Rank, Social Accounts, and Technology. The service also includes company news. Pricing starts at $499 per month.
HG Data populates technology product, vendor, and product category information across account, contact, and opportunity records. Also included is an account ranking score based upon deployed technology and workflows based upon complementary or competitive products. Pricing starts at $5,000 per year.
There are multiple reasons to enrich records with third-party reference data sets. These include shorter web forms with lower abandonment rates, improving segmentation via standardized data with fewer data gaps, ongoing data maintenance, and enhanced targeting.
Sales rep benefits from enrichment include reduced data entry, improved lead scoring and routing, and improved intelligence for account qualification, planning, and messaging. By enriching company information within the CRM workflow, sales reps have accurate, on demand account intelligence.
Technology sales intelligence vendor B2BSignals offers data enrichment and prospecting across a database of 50,000 global companies, 700,000 locations, and 27 million executives. Emails are available for over 20 million executives with emails suppressed in countries with opt-in email regimes (e.g. Canada, Europe).
B2BSignals maintains a proprietary taxonomy for product categories, roles, departments, seniority, skills, and industries. Over 20,000 technology products are tracked across 8 million product users. Products and executives are identified at the location level.
B2BSignals does not license any data but acquires it through an open web crawl combined with social listening and editorial review by 900 staff in the Philippines and India. The web crawl completes every 45 days.
Company prospecting filters include company name, industry and sub-industry, product category and sub-category, employee range, revenue range, domain, international region, country, state/province, city, and “HQ only”. Contact filters add name, title, email availability, email id, department, and seniority level. Users may upload suppression files as well as suppress previously downloaded records.
Executive profiles display location address, emails, corporate phones, work histories, roles held, title, department, level, tags and firmographics. Users may add tags and download the profile as a PDF.
While the prospecting module has clear strengths concerning product and functional responsibilities, sizing data is limited to ranges and location prospecting lacks postal codes, counties, metro areas, and ZIP radius filters.
Company profiles include contact information, Google map, revenue and employment ranges, products installed, contacts by department, and tags. However, the profile lacks social links, news, sales triggers, and business descriptions, all content which could be gathered via its web crawl.
The User Experience is modern and straightforward. Separate home pages are provided for sales and marketing. The Sales Home focuses on prospecting with filter variables, saved searches, recently viewed companies and contacts, and company and contact counts.
Pricing begins at $500 / month with unlimited search, read, and discover, but restrictions on the number of exported contacts and users. If multiple users download the same record, the user is not charged for subsequent downloads.
In Q4, they will roll out an enterprise edition with APIs and connectors. A recently introduced Salesforce connector supports batch and on-demand enrichment; custom field mapping; “stare and compare” updates; company and contact prospecting; and i-frame display within account, contact, and lead records.
The company has an analytics product in beta called Market Insights which provides installed technology segmentation analysis by geographical region, industry vertical, company size, and department. The product is similar to analytics offerings from BuiltWith, Datanyze, and HG Data.
The data cleanse and enrich function pre-processes the records before attempting to match them (many vendors skip this step). The cleanse steps validate company and contact data, flag obsolete records, remove special characters, dedupe the file, and normalize company data. Cleansing helps improve match rates while flagging out of business companies and contacts no longer at a firm. Data enrichment then appends firmographics, installed products at both the company and contact level, title, role, department, email, and products used at the contact level.
Nimble partnered with CircleBack to add two contact maintenance features into its social sales and marketing CRM for individuals and teams. Users can capture email signatures or take a photo of business cards to populate Nimble. Email signatures are gathered from Gmail, Google Apps, Outlook / Exchange, and Office 365. Furthermore, CircleBack appends missing fields such as social links, corporate addresses, and URLs which may not always be available. It then updates the records to ensure they remain accurate.
“CircleBack’s collaboration with Nimble brings tremendous opportunity to leverage and enhance our open API ecosystem, and to enable Nimble to enrich contact information from social data in new and increasingly effective ways.” said Manoj Ramnani, CEO, CircleBack. “What makes Nimble such an incredible Social CRM is its ability to provide instant context to its users, and now through the power of our APIs, we want to empower Nimble to do it with greater precision.”
Nimble browser extensions for Chrome, Firefox, Safari, and Edge allow sales reps to capture and enrich contacts while browsing the web. Thus, a sales rep could be on LinkedIn, Twitter, Facebook, or a corporate website and add the contact record with a single click. CircleBack then enriches the record with missing details. What’s more, the sales rep doesn’t need to key information into Nimble or guess at email structures.
Nimble plans include 25 free lookups per user per month. Additional contacts are priced in bundles between 20 cents (50 credits per month) and 10 cents (1,000 credits per month). While credits are shared across the team and reasonably priced, they do not rollover. Thus, the true per record cost is higher.