Leadspace Closes on Reachforce Acquisition

Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.
Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.

Leadspace formally closed its ReachForce acquisition on July 1st.  Coincidentally, that was the same day that Dun & Bradstreet closed on its Lattice Engines acquisition.  Thus, Forester’s top two B2B CDPs (Q2 2019 Forrester Wave), were strengthened on the same day.

According to Forrester, “Leadspace offers comprehensive data that includes a proprietary second-party data asset with numerous sources of intent data and access to third-party data sources.  It also has strong segmentation capabilities (e.g., ideal customer profile and total addressable market modeling for ABM) and can help sellers decide who to call next and what to offer.”

ReachForce adds two core products to Leadspace: The well-regarded Smartforms web form service and the SmartSuite data hygiene platform.

SmartSuite provides “a one-stop-shop for data management, cleansing, and enriching, with an easy-to-use interface which shows quickly the ‘state of the union on data within CRM and MAP systems,” blogged Leadspace CEO Doug Bewsher.

Reachforce and Leadspace share over 200 joint customers, so integrating the services and standardizing their content sets will provide direct benefits to those clients.  The firms share seven of the top ten enterprise software companies as clients.

Leadspace provides an additional set of data partners which can be combined with Reachforce data sources.  Leadspace data partners include DiscoverOrg, Dun & Bradstreet, Bombora, KickFire, and others.

“Customers will now be able to leverage all of these data sources seamlessly in real-time, through a single API and interface, offering a genuine single source of truth,” wrote Bewsher.

The Leadspace CDP supports a broad set of CRM, MAP, and digital advertising platforms including Salesforce, Marketo, Eloqua, Pardot, Microsoft Dynamics, HubSpot, and LiveRamp.  Smartforms will be an additional “activation product,” which “seamlessly and simply onboards new customers and customer intelligence into Sales and Marketing engagement platforms.”

Smartforms performs real-time data enrichment to lead records, allowing them to be properly scored and routed.  One of the long-standing benefits of Smartforms is the opportunity to shorten forms and perform real-time firmographic enrichment.  Not only is the enriched data more accurate, but form abandonment rates are significantly lower, resulting in a higher return on digital marketing campaigns.

“What’s more, combining Smartforms with existing Leadspace capabilities like reverse IP information, detailed account- and person-level data, and AI modeling, means we can offer highly-accurate site and ad personalization on both the account (ABM) and persona level.  For our customers, this means even more precise and personalized engagement and targeting, particularly those currently using our ABM solutions.  (We will be announcing more on this offering in Q3 as we integrate the Reachforce and Leadspace platforms.)”

Leadspace CEO Doug Bewsher

The merger also allows Leadspace to incorporate its proprietary AI-driven intelligence, automated scoring, and models within Reachforce products.  Leadspace is beginning to move partner platforms from systems of record or systems of engagement to systems of intelligence.  “CDPs combine vast data and data management capabilities with advanced AI to create a system of intelligence that guides Marketing and Sales to their best customers, and delivers razor-sharp insights and recommendations on how and when to effectively engage them,” said Bewsher.  “The CDP is being rapidly adopted by B2B businesses now — including many enterprise companies at the forefront of marketing and sales strategy and innovation — and it’s proving equally as effective for them.”

InsideView Looking to Grab Data.com Licenses

InsideView Append for Salesforce is a Lightning Data Solution for ongoing data enrichment and maintenance.
InsideView Append for Salesforce is a Lightning Data Solution for ongoing data enrichment and maintenance.

InsideView went on the offensive to capture Data.com customers as Prospector and Clean are phased out over the next year.  InsideView is offering their free Data Health report “as many Data.com customers have seen a degradation of data quality since the announcement was first made over a year ago.”

Data.com Prospector and Clean contracts are no longer renewing beginning this month.

“Customers tell us that the switch from Data.com to InsideView was not only easy but gave them more confidence and made their data more useful than ever,” said Umberto Milletti, CEO of InsideView.  “Now we’re adding more data, more technology, and more analytics to make InsideView even better, because it’s not just about the data.  It’s about how it helps drive marketing, sales, and the bottom line.”

InsideView covers twice as many contacts (35 million) as Data.com including global contacts and emails.  InsideView also emphasized its improved match logic:

  • Comprehensive analysis of customers’ data quality (i.e. malformed company names, transposed data fields, incomplete addresses, etc.)
  • Flexibility in match logic based on business needs and data availability (i.e. company name, website/email domains, street address, city, state, country, etc.)
  • Higher match rates and accuracy using probabilistic intent (e.g. inferring a match result based on geographic or industry clustering, etc.,) within the input file.
  • Clear explanations of why records match and suggestions for those that don’t match. 

Other enhancements include expanded location data with site counts and “fine-grain control for selecting CRM records under management and field level update rules.”

Dun & Bradstreet has an inside track on acquiring Data.com licenses. D&B Optimizer is the most popular Lightning Data solution followed by InsideView, Bombora (intent data), Zoominfo, and HG Insights (Technographics). As a long-standing Data.com partner (account records are sourced from the D&B WorldBase file), Salesforce is working with Dun & Bradstreet to migrate Data.com customers to D&B Optimizer and D&B Hoovers.

The Top Five Lightning Data vendors (August 8, 2019)

In the Sales Intelligence category, the top four B2B sales intelligence AppExchange offerings come from Zoominfo, DiscoverOrg, D&B Hoovers, and InsideView.


InsideView also announced that its Microsoft Dynamics Insights service will be available at no charge through the end of current MS Dynamics 365 contracts.  Current Insights customers simply need to opt-in.  Companies that do not qualify can license Insights directly from InsideView.

“Microsoft is committed to delivering stellar customer experiences and it became clear to them, after announcing changes to their data augmentation strategy in January, that many customers love and value InsideView Insights,” said InsideView Senior Product Marketing Manager Janice Bowen.  “In response to their needs, Microsoft decided to continue providing InsideView’s data and intelligence solution for an extended period of time.”

Synthio Contact Data Management for Salesforce

Synthio announced general availability of their Contact Data Management for Salesforce (CDM-SF) service which provides automated contact record updates from their 160 million record reference data set.  Synthio manages over two million monthly contact record updates to its reference database. These updates flow through the CDM to Salesforce and marketing automation platforms. Synthio both maintains contact records and enriches missing fields.

“Historically, data maintenance has been expensive and burdensome, costing American companies upwards of 3 trillion dollars per year, according to a survey by IBM,” said Synthio CEO Bill Curran.  “And bad contact data affects more than the bottom line.  Synthio’s CDM-SF platform will give B2B companies the satisfaction of knowing that they have complete and correct data as the foundation for their mission-critical programs.”

Synthio notes several benefits to Contact Data Management platforms:

  • CDMs provide a just-in-time view of companies and contacts which counters the 30% per year decay rate of contacts.
  • CDMs offer a deep set of contacts by function, level, and title, providing sales and marketing teams with a rich set of additional targets.
  • CDMs support a broad array of buyer attributes, allowing for precision targeting and messaging.
  • CDMs improve customer segmentation and analytics.

Synthio also offers automated contact maintenance for Marketo (Adobe), Oracle (Eloqua), and HubSpot.

Cognism Series B

Cognism logo

Sales Acceleration Platform Cognism closed on a $10 million Series B from PeakSpan, bringing total funding to $16.5 million.  Previous investors included Oliver Wyman, South Central Ventures, LCIF, and Newable Ventures Limited.  The firm, founded in 2016, grew ARR over 4x last year.  

The funds will be deployed for opening local offices in Singapore and New York City as well as growing its machine learning team.  According to CEO James Isilay, the firm has already “won significant business remotely” in both regions.

Isilay called Asian expansion “particularly interesting” due to SaaS being relatively young in the market.  Cognism has already leveraged its partnership with investor Oliver Wyman to acquire two “blue-chip financial clients” in Asia.  “Investment here looks to be a promising tonic to the barriers to trade growth that are disrupting business in Europe and America.”

“Having been granted our first machine learning patent in December 2018, Cognism is now building a portfolio of IP which will drive the next evolution of sales and marketing technology,” said Isilay.

“Sales and marketing technology has been a core focus of ours for many years, arming us with a long-term perspective on the segment and a nuanced understanding of market trends and buyer dynamics that drive strategic value.  With such a proliferation of tools and technologies emerging across the marketing and sales landscape over the last decade, it’s no secret that go-to-market leaders today aren’t asking for more software tools – they’re demanding better outcomes.  Cognism’s pragmatic application of AI, which underpins the whole solution suite, is paving the way for a new category focused on turning disparate data points into coordinated insights to drive predictive and prescriptive lead generation and improve conversion across all engagements.”

▪ Matt Melymuka, Co-Founder and Partner at PeakSpan

The Cognism database spans 400 million contacts and 10 million businesses.  Cognism’s products support Prospecting, Sales Triggers, and CRM Enrichments.   CRM Connectors are available for Salesforce, Microsoft Dynamics, HubSpot, and PipeDrive.  A cadence tool sends templated emails through Gmail and Outlook.  

Marketing Features include A/B testing, Personas, ICP and TAM Analyses, and webform enrichment.

Cognism for Salesforce supports lead prospecting, contact enrichment, and ongoing data maintenance.

DealSignal Enrich

DealSignal CRM Lead Enrichment
DealSignal CRM Lead Enrichment

Human-verified contacts vendor DealSignal released an Enrichment module for maintaining data quality.  Along with company and contact enrichment, DealSignal appends Bombora third-party intent data, helping identify which prospects are actively researching key topics.  The service supports inbound lead enrichment and scheduled data maintenance.

Because inbound leads are enriched, they can be quickly segmented, scored, routed, and prioritized.  ABM companies can immediately determine whether a lead matches a target persona and ideal customer profile, ensuring such leads are immediately sent to sales for action.

Contacts are matched against DealSignal’s universe of human-verified contacts and enriched with direct dials, firmographics, and intent scores.

A wizard helps map DealSignal fields to Salesforce or HubSpot.  Admins set sync and refresh schedules.

“We’re always excited when our partners develop innovative new ways of using intent data to help marketing and sales teams drive revenue.  By extending lead enrichment automation to include Bombora’s Company Surge data, DealSignal will provide revenue teams valuable insight into whether a buying committee is forming or one curious person just happened to download some content.  That added insight will help marketing and sales teams work together more effectively to drive the most value from their inbound leads.”

Charles Crnoevich, Head of Partnerships at Bombora

Inbound Lead Enrichment service is the first B2B DaaS platform to combine human-verified contacts and firmographics with third-party Bombora intent.  The platform takes skinny inbound leads and enriches them with accurate, actionable insights and contact details, helping determine which leads should be immediately routed to sales and which should be retained.  Reps can then prioritize prospects that are currently in-market for products or services like theirs and craft highly personalized messaging, thereby improving their odds of exceeding quota.

Breaking News: Leadspace Acquires ReachForce

Customer Data Platform vendor Leadspace acquired B2B Hygiene vendor ReachForce.  The two firms offer complementary functionality with ReachForce adding webforms (SmartForms) and a continuous data quality platform (SmartSuite) to Leadspace’s CDP.

Leadspace plans to merge SmartSuite into their CDP over the next six months. SmartForms will become an “activation product” for Leadspace.

“ReachForce is a well-respected brand with an experienced team in the B2B marketing tech space,” stated Leadspace CEO Doug Bewsher.  “We’ve known them, and competed against them, over the years, so we’re excited to be joining forces now to move the B2B CDP space even further.”

ReachForce will maintain its Austin office and staff while LeadSpace will continue to operate in Hod Hasharon, Israel, and San Francisco.

Reachforce SmartSuite Customer Data Management processes.

The Reachforce SmartSuite provides real-time and continuous data quality management.  Features include B2B data match and enrich; data standardization; de-duplication; email, phone, and address verification; data health reports; CRM and MAP connectors; and contact prospecting at target accounts.

ReachForce has its best-in-class SmartForms product, which is a key way that customers build an understanding of their customers, as well as SmartSuite, which provides a real-time data cleansing and management service. Combined with Leadspace’s best-in-class B2B customer data platform, there is a definite complementary and additive effect. SmartForms will become one of the activation products for Leadspace, and we will work over the next [several] months to combine the best of both data management platforms to provide a single end-to-end solution for B2B CDP. 

Leadspace CEO Doug Bewsher

The Reachforce acquisition follows shortly after Dun & Bradstreet acquired Lattice Engines.  Both Dun & Bradstreet and Leadspace now offer a CDP alongside a data quality hub, digital advertising, visitor intelligence, and CRM/MAP connectors:

Dun & Bradstreet / Leadspace Product Line Comparison (© GZ Consulting 2019)

Forrester’s Q2 2019 Wave report on B2B Customer Data Platforms placed Lattice Engines and Leadspace in the leader category with both holding the highest scores in strategy and Lattice Engines being ranked slightly higher for their current offering.

Prior to the acquisition, the Dun & Bradstreet CDP (D&B DataVision) was ranked a strong performer. The dual acquisitions help the vendors extend their leadership in the CDP space and increase the likelihood of additional consolidation within the B2B Customer Data Platform segment.

Leadspace did not disclose the acquisition price. Acquisition discussions began earlier this year.

People.ai Round C

San Francisco-based Revenue Intelligence vendor People.ai announced Round C funding of $60 million along with the launch of its new The Wire next-best-action (NBA) service.  The round was led by ICONIQ Capital with participation by Andreessen Horowitz, Lightspeed Venture Partners, GGV Capital, and Y Combinator.  Will Griffith, Partner at ICONIQ Capital, has joined the People.ai Board of Directors.

People.ai has received $97 million in funding to date.  Its valuation was not provided, but TechCrunch placed the valuation at “mid-nine-figures.”

“Today’s announcement of our Series C funding represents a critical milestone in achieving our vision for the Future of Work,” said People.ai CEO Oleg Rogynskyy.  “We’ve already enabled customers to, for the first time, capture all of an organization’s critical business data, such as contacts and customer activity data, and deliver it directly to the CRM.  This has significantly improved sales productivity and CRM data accuracy and liberated the enterprise from time-consuming manual data entry.  Today, we’re taking People.ai to the next level with AI-driven intelligence that provides customer-facing teams with a simple, personalized set of actions based on current, historical and industry data that will help accelerate revenue.  When you use The Wire, you’ll have your most productive day at work, every day.”

People.ai was founded in 2016 and already supports Red Hat, Lyft, Zoom, New Relic, and Splunk.  The firm describes itself as a Revenue Intelligence System:

“People.ai offers the industry’s only Revenue Intelligence System (RIS) that automates the capture of all contact and customer activity data, dynamically updates CRM and provides actionable intelligence across CRM, collaboration, business intelligence, and other management tools for sales, marketing, customer success and services teams – exponentially accelerating growth and delivering actionable insights for strategic business decision making.”

People.ai Website

People.ai fills out buying committees for active opportunities, maps contacts and interactions to accounts and opportunities, and suggests next best actions.  Applying natural language processing and machine learning to buying committee discovery and NBA are the latest advancement in sales and marketing intelligence.

People.ai also supports contact updates derived from email signatures and pulls “critical information” such as product or competitor mentions, sentiment, and buyer intent.

People.ai’s recently launched Campaign360 service supports marketing attribution by tracking opportunities influenced or generated by marketing activities.  Campaign360 is the “industry’s only AI-based solution that equips Marketers with the real-time, full funnel campaign visibility they need at their fingertips,” said the firm.

“We’re thrilled to partner with People.ai as they execute their vision to unleash the potential of AI to drive enterprise revenue,” said Griffith.  “People.ai is well positioned in a highly strategic enterprise market, leveraging automation and AI to fundamentally change the way people work.  People.ai’s product, powered by strong network effects, is delivering insights and productivity at the scale and quality we have not seen previously.  We see an incredible opportunity to accelerate People.ai’s game-changing technology as they redefine the meaning of the Predictive Enterprise.  People.ai is the Future of Work.”

Partners include Salesforce, Slack, Outreach, SalesLoft, Exchange, and G Suite.


On Monday, I will be covering The Wire, People.AI’s new Next Best Action service.

HG for Marketo

HG Insights released its HG for Marketo integration which provides improved targeting, scoring, and messaging within the Marketo marketing automation platform.  The new service helps marketers segment their audience, identify competitive opportunities, and “craft messaging that resonates with the specific pain points and challenges they are facing or determine if a company is using a complementary solution.”

Technographic intelligence can be used for both competitive targeting and building scoring models based upon the existence of competitive or complementary technologies.  New leads are automatically enriched with technographic intelligence, providing insights for lead nurturing and scoring.  Marketo Engage contact records are updated with the latest new technology installation insights, providing ongoing, dynamic intelligence.

“With HG Insights Technographics integrated within Marketo Engage, marketing teams can now understand what [sic] technologies their prospects are using and build nurture campaigns that generate higher response rates,” blogged Marketing Manager David Guerra.  “Marketers can also use HG Insights to identify and score contacts that are using competitive technologies, and quickly send those leads to sales for faster conversion.”

Technographic audience targeting by HG for Marketo
Technographic audience targeting by HG for Marketo

“HG for Marketo is the easiest way to enrich contact records with accurate technology intelligence,” said Kineon Walker, Vice President of Product and Marketing, HG Insights.  “The powerful combination of technographics from HG Insights and Marketo Engage creates more informed communications that help businesses beat their competition and accelerate growth.”

Sparklane Predictive Account Scoring

French Sales and Marketing Intelligence vendor Sparklane released its Predictive Account Scoring Solution for B2B sales.  Sparklane Predict now supports dynamic account scoring based upon Ideal Customer Profiles (ICP), sales feedback, and CRM win/loss data.  The service is currently available in the UK and France with additional European markets in development.

According to the firm, Predict supports a “human-in-the-loop” lead review process which “feeds lead decisions back into the ICP model, providing additional intelligence towards distinguishing between good and bad prospects.”  Predict also collects CRM intelligence on opportunity outcomes, providing an additional basis for model refinement.  

Predict supports bi-directional syncing with Salesforce, Microsoft Dynamics, Marketo, and Eloqua.  Sparklane uploads suggested accounts and leads to CRMs and gathers historical outcomes for ICP modeling and dynamic scoring.

Sales Reps are shown list segmentation while reviewing individual leads.  Along with business descriptions and firmographics, reps see fit and need scores.  When reps flag a lead as interesting or not interesting, the decision is fed back into the ICP model.

Sparklane claims that it shortens sales cycles by 28%, increases contract volume by 25%, and improves the business conversion rate by 70%.

Sparklane Predict leverages Artificial Intelligence (AI) tools such as machine learning and natural language processing to dramatically improve sales productivity and customer insights.  Sales rep attention is directed towards accounts and leads most likely to close based on both fit (company attributes) and need (sales triggers such as international expansion, employee growth, or product launches).  Furthermore, automated data enrichment ensures that reps are working with accurate, complete, and current data.

Sparklane Press Release

When building Sparklane models, both win and loss scenarios are employed, providing a more robust model than current customer lists. Along with win/loss scenarios, Sparklane supports other binary outcome scenarios:

  • Account Renew vs. Account Drop
  • Account Upgrade vs. Account Downgrade
  • High Margin Profitable Accounts vs. Low Margin Unprofitable Accounts

Sparklane also supports multi-product line upsell and cross-sell models.

“Unfortunately, many of the vendors now marketing ideal customer profile solutions (ICP) are offering little more than basic prospecting or look-a-like lists under the ICP banner,” said Sparklane CEO Frédéric Pichard.  “A true ICP service begins with both positive and negative accounts so the platform can distinguish between accounts that closed and those that failed to close.  A true model also contains feedback loops from sales reps and the CRM.  It is the addition of feedback that refines the model over time, improving the predictive precision of account scores.”

Sparklane supports nearly 250 customers out of offices in Paris, Nantes, and London.  Last year, Sparklane grew its recurring revenue by 60%.

Ringlead B2B DaaS

Ringlead was a pioneer in the B2B DaaS space and continues to support batch and on-demand company and contact intelligence.  They began building matching algorithms for duplicate cleansing and prevention in 2004 and joined Salesforce’s AppExchange as an early partner.  RingLead’s algorithms are used to connect third-party databases for data appends.  The firm now provides a broad set of B2B DaaS hygiene and enrichment services including data cleansing, standardization, normalization, de-duping, segmentation, routing, and appending services.  Users can upload lists to their cloud service or perform ongoing updates to enterprise software platforms.

Prior to enriching records, RingLead performs a set of validation and standardization steps which both enhance the data and improve match rates.  Names and addresses are standardized, emails are validated, and customer-specific mapping logic such as revenue bands and industry sectors are applied.

Sales Ops and Marketing also have control over duplicate matching logic and data consolidation rules.  Field-level rules help determine which fields are retained when records are merged or whether fields should be concatenated.  When records are enriched, admins can set fields to always be overlaid or enriched only when null.  Over 100 company and contact fields are supported.

RingLead provides enterprise software connectors for Salesforce, Eloqua, and Marketo.  Several others are in development.  For marketing automation platforms, they provide JavaScript which is dropped into lead forms and which provides company suggest logic for immediate matching.  Records are validated upon submission and immediately enriched.  Duplicate checking is also performed.

In Salesforce, duplicate logic is employed during record creation and as a batch process.  RingLead supports Account, Contact, Lead, and Custom record data enrichment and I-frame display.

When routing leads, sales operations can distribute by name, industry, geographic territory, size, or other field-based logic.  Leads are assigned to current account owners.  If a lead is new and does not match any pre-defined assignment rules, round-robin assignment is employed.

Ringlead Capture
Ringlead Capture

RingLead offers both its own master database of companies and contacts and API access to data from other B2B and B2C vendors with admin-defined waterfall rules.  Cascade selection provides a broader set of fields as well as secondary and tertiary vendors which can be called if the primary is unable to enrich a record.  Third-party records are standardized so that data is normalized and displayed consistently across all record sources.  Custom segmentation rules are also employed and duplicate prevention logic is applied across all of the vendors.  Marketing can even prospect against multiple vendors in RingLead with records de-duped and standardized.

RingLead is shifting its focus from being a data vendor to facilitating a data ecosystem.  “There is no company that should use a single data provider,” said RingLead Chief Product Officer John Kosturos.  “We are giving customers the ability to get the best data all the time.”

Data partners include

  • Company – Owler, DatabaseUSA, LexisNexis, NetWise, KickFire, and Dun & Bradstreet resellers
  • Contact – Google, Bing, FullContact, NetWise, PIPL, StatSocial, Informatica, Oceanos (TechTarget), and Clearbit
  • Technographics – HG Insights and Clearbit

A customer may have a license with a data vendor, but choose to pull the data through RingLead enrichment or prospecting.  Customers pay the data vendor for the data license and are charged only for API calls by RingLead.  Cleanse and Enrich have volume-based pricing based on the number of supported records.

Pricing begins at $2,000 per month, “far less than it would cost to hire a person to try to manage these processes manually,” said Kosturos.

While the core functionality is designed for marketing and sales operations, the DMS Capture Chrome extension (see image on right) allows sales reps to conduct real-time company and contact research from LinkedIn, LinkedIn Sales Navigator, Google, or company pages.  Capture sends records to over twenty platforms including CRM and Sales Engagement vendors.  Standardized records can be sent to Salesforce as Accounts, Contacts, or Leads.  Duplicate records are flagged.  Over 75 standardized fields are available including emails, direct dials, LinkedIn hyperlinks, Twitter handles, firmographics, and technographics.  When performed against Google search results, LinkedIn lists, or Executive Pages, a list of matched contact profiles is displayed and may be uploaded selectively or in bulk.

Customers include CA Technologies, HP, Uber, Capital One, BNY Mellon, and the New York Stock Exchange.