ZoomInfo Acquires Conversational Marketing Service Insent

ZoomInfo announced that it acquired Conversational Marketing firm Insent.AI this morning.  The new offering was immediately rebranded as ZoomInfo Chat.  Insent, ZoomInfo’s latest post-IPO tuck-in, follows acquisitions of Everstring (firmographics) and Clickagy (intent data) in late 2020.  In total, ZoomInfo (FKA DiscoverOrg) has acquired eight companies over the past four years.

CEO Henry Schuck focuses on acquiring complementary data assets that become significantly more valuable when combined with ZoomInfo’s data assets and are then cross-sold by its sales teams.

Last month Schuck told Yahoo! Finance:

“It [the size of the company] doesn’t really matter because the way that we evaluate M&A is, we look for opportunities where, number one, our data makes a big impact from a competitive differentiation perspective. And number two, which goes to the valuation piece, because we are seeing incredibly high valuations on M&A targets today.

But on that piece, we’re always looking to see, hey, if we buy this company and we integrate it into ZoomInfo, and we have all of our sellers selling that product or service and it’s integrated and it’s gotten better with the data asset that we have, how fast can we grow the business? It’s always much faster than that business is going to grow on its own.

And so, when we’re doing the analysis on what to buy and what to build, the buy equation has a lot to do with how much faster we can grow the business. And so while a valuation today might feel like a lot, when we look at what we’re going to be able to do with that asset over the next year and two years, we look for those assets to be accretive in the short term. And it really becomes a go-to-market exercise for us.”

ZoomInfo CEO Henry Schuck, Yahoo! Finance interview, May 4, 2021

Conversational Marketing is a rapidly emerging segment that provides value across the revenue team.  Insent, which will be powered by ZoomInfo’s WebSights visitor identification and its global database, performs real-time routing of conversations to sales reps.  Low-scoring prospects are managed by the chatbot, with high-scoring visitors routed to the appropriate sales reps.  Insent, which competes against Intercom, Terminus, and Drift, calls itself a “human-first chatbot.”

“Marketers spend enormous amounts of time, money, and effort to drive traffic to their websites, but only convert less than two percent of visitors into leads – an incredible inefficiency for teams,” said Schuck.  “The acquisition of Insent will combine chat with ZoomInfo’s dynamic IP-to-company graph and insights.  Marketers will be able to instantly identify previously anonymous companies that are on their websites, route prospects to the right account owners, and arm them with ZoomInfo’s key intelligence about their buyers. As a result, they’ll initiate real-time conversations that can yield significant conversions.”

Insent also looks for website triggers such as page visits and scroll locations when launching the chatbot.

“As visitors engage in personalized conversations with a chatbot, the nature of the interaction can further inform and qualify visitors for a seamless transition to a live chat with a sales representative,” blogged Schuck.  This interactive intelligence will be combined with firmographics and other account and contact intelligence related to the prospect.  These insights then “trigger automated sales and marketing workflows, plays, and alerts to create informed, serendipitous, personalized engagement.”

The Insent chatbot supports inline meeting scheduling and additional information gathering for the rep.  ZoomInfo will also support automated follow-up workflows and conversations.

Chatbots have an advantage over traditional web forms.  Not only do they capture and enrich information, but they can engage with prospects when “your brand is top of mind” and selectively pass high-scoring visitors immediately to sales reps.  If the sales rep is not available, the chatbot can schedule a call and collect additional intelligence for the meeting.

“And that opportunity extends beyond the lifetime of that visit,” added Schuck.  “Leveraging the visit as a trigger event, ZoomInfo can expand the audience at an account by identifying other likely members of the buying committee and activating outreach to those professionals following a website visit by one or a number of their peers.”

Insent supports integrations with Salesforce, Marketo, HubSpot, Slack, MS Teams, and Zendesk (customer support).

Real-time integrations between platforms and the chat engine, combined with real-time reference data are key to this deal.  “Without tightly integrated, highly accurate data and timely insights, these systems are merely empty repositories that lack the intelligence to surface, prioritize, and trigger effective, personalized engagement at scale,” blogged Shuck.  “At ZoomInfo, we are actively executing against our vision to build a go-to-market platform that combines our best-in-class data and insights with a tightly integrated engagement layer that activates those insights as they surface. Our system facilitates real-time connection with buyers in their time of need, alerts sales teams to meaningful activity, and feeds engagement activity data back into the system for better future profiling and targeting.”

ZoomInfo Chat will be displayed alongside ZoomInfo WebSights Visitor Intelligence, company overviews, ZoomInfo Scoops, intent topics, technographics, buying committees, and insights.

“ZoomInfo is a trusted leader in go-to-market intelligence and orchestration that enterprises rely on to help them identify and close their ideal customers,” said Insent CEO Arjun Pillai.  “ZoomInfo and Insent will help shape the future of chat by allowing teams to have data-centric, intelligent conversations that can expedite sales cycles.”

Insent isn’t “just building a chatbot that generates leads, but a collaborative platform that is going to help marketers create, nurture qualified opportunities, and shorten sales cycles,” said the firm earlier this year.

The goal is to remove “digital walls” between buyers and sellers by replacing web forms and follow-ups “with instant live conversations on websites” that schedule meetings and deliver “personalized content recommendations based on engagement history.”

Insent describes itself as an “integration first platform,” with MAPs, CRMs, and ABM Platforms “to help sales teams talk to engaged prospects while they’re on the website.”

According to Insent Digital Marketer Aatharsha Jey, “integrations should be planned and carried out in a way that does not ask people to change their behaviors in order to adopt a new tool.”

“By guiding their buyers at the right time and proactively alerting your salespeople, Insent generates new revenue opportunities and accelerates existing ones,” said Pillai.

Initially, the pandemic slowed Instent’s growth as marketing teams reduced budgets and delayed decisions, but chatbots are high on the list of MarTech digital acquisition solutions.  Between May 2020 and January 2021, Insent revenue quadrupled.

Earlier this year, Insent was using 6Sense for visitor identification. “We go and task 6Sense through an API,” said Pillai in February. “We take that data, and we do further processing of that data.  All of this happens in microseconds.  Basically, the moment somebody lands on the website, boom, the API call comes back with the data based on that website, company visitor.”

Insent stress-tested various platforms before settling on MongoDB and AWS.  Pillai contends that the platform gives them a five-year or six-year window before rearchitecting.  The platform was designed with an account-based, versus lead-based, architecture that ties leads to accounts for account-based orchestration.

The new ZoomInfo Chat offering will be available to new and existing customers in Q3.  Deal terms were not disclosed. The acquisition was deemed not to have a material impact on the firm’s 2021 financials.

Pillai will be joining ZoomInfo as the SVP of Strategic Growth.


GZ Consulting offers a detailed analysis of ZoomInfo which includes a one-hour Q&A session. Contact Michael Levy for licensing.

Flash: Demandbase Acquires InsideView and DemandMatrix

ABX Platform vendor Demandbase acquired InsideView and DemandMatrix, providing it with an established and well-regarded Sales Intelligence platform, company and contact data, technographics, and data hygiene capabilities.  The acquisitions follow on last year’s acquisition of ABM Platform Engagio, which was unified with Demandbase as part of the Q4 Demandbase One platform release.

“It’s a feeling of expansion, born of learning so much from our customers, and born of the digital transformation that has happened in the last year,” said Demandbase CEO Gabe Rogol.  “This is an intentional step for us beyond being solely an ABM leader and into broader B2B go-to-market. That’s important because ABM is just a part of the go-to-market challenges that B2B companies face.”

The new services are packaged as an ABM Suite consisting of four clouds: ABX, Advertising, Sales Intelligence, and Data.  Customers will have the flexibility to order various elements of the suite, selecting the clouds and services that fit their needs.

“Our focus has been on building the most complete ABM solution (we call it ABX, because it’s not just marketing),” said Rogol, “and that was the impetus behind acquiring Engagio, putting a lot of the top of funnel and lower funnel stuff together.  That will still be important.”

While some may view this as Demandbase growing beyond ABX, it is an opportunity for them to complete the ABX vision.  I have long been critical of Demandbase’s limited framing of ABM within the marketing department.  While they acquired Spiderbook, a small sales intelligence vendor, a few years ago, it withered on the vine and is no longer mentioned by the firm.  InsideView provides them with an opportunity to realize ABX as a complete customer lifecycle solution.  There are still missing elements such as sales engagement tools and chatbots, but they are now working on a much wider canvas.

Demandbase is in a sprint to establish the ABX platform space against vendors such as Terminus, 6Sense, and Dun & Bradstreet.  It has been using the ABM three-letter acronym for a dozen years and was a lonely voice extolling ABM for half of that time, arguing for a shift from demand generation marketing to account-based strategies.  Earlier this year, it shifted from ABM to ABX (Account Based Experience), which places a greater emphasis on long-term relationships with customers and the broader revenue team (sales, marketing, customer success).

“We’re proud to join forces with these two great companies. Our vision is bold. We are transforming how B2B companies go to market, helping them deliver great experiences at every stage of the account journey. This requires great data — and we now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects. With this move, Demandbase moves from being ‘just’ a leader in account-based programs to being the definitive leader in B2B go-to-market…

These new offerings let us work even more flexibly with our customers. Customers can mix and match to focus on the areas most important for them, whether that’s data embedded to their existing systems, or advertising, or sales intelligence, or a full account-based transformation. We are moving aggressively to deliver on this mission, and no company will move faster than us to achieve it.”

Demandbase CEO Gabe Rogol

Acquiring InsideView and DemandMatrix strengthens its position in both marketing and sales.  Furthermore, InsideView’s sales triggers provide Demandbase customers with a rich set of talking points for account managers and customer success teams, letting them know if there are executive changes, M&A events, new partnerships, etc.

Demandbase One added the Sales Intelligence and Data Clouds with this week’s acquisitions.

Demandbase, which offers an ABX Cloud and an Advertising Cloud, now supports a Data Cloud and Sales Intelligence Cloud.  The Sales Intelligence Cloud is based upon InsideView and supports:

  • Prospect Finder – A traditional list-building feature for company and contact data.  Along with firmographic and biographic data, the InsideView prospect finder includes connection variables (Who Know Who “six degrees”), sales triggers (17 + custom variables), data availability (e.g., LinkedIn Connections, Email), and suppression lists.
  • Browser Extension – A Chrome extension for quick lookup and prospecting.  The extension displays InsideView company and contact profiles from LinkedIn, company websites, and CRMs.  Records may be sent to the CRM or Sales Engagement Platforms.
  • News and Social Insights – InsideView publishes daily email alerts based upon their sales triggers.  As these are event-based, most company noise (e.g., stock price fluctuations, scores for teams playing at branded stadia) is removed and duplicates suppressed.  They also support inline social media viewing for Facebook, Twitter, and Company Blogs.  Inline viewing helps account managers and customer success teams stay abreast of key accounts.  It also assists marketing and CI professionals in monitoring key partners and competitors.
  • Corporate Hierarchies – Family trees assist with lead-to-account mapping, selling deeper into an organization, and ensuring that leads are accurately scored and routed.

The Data Cloud consists of Demandbase, InsideView, and DemandMatrix assets.  InsideView contributes close to 100 million global contacts and 17 million companies.  DemandMatrix supports technographics (current tech stack, future technology needs, technology-based skill set trends, cloud consumption revenue, and IT Spend). 

Other Data Cloud services include Demandbase Account Identification, InsideView Apex (ICP Discovery and Expansion), InsideView Data Integrity hygiene tools, and the InsideView API.

“For the last 15 years, we’ve been focused on empowering our customers to experience rapid revenue growth through the power of data.  InsideView’s leadership in sales intelligence made it clear to us years ago that stronger ties between sales and marketing lead to more revenue—and data is the key. By joining forces with Demandbase, we’re combining our legacy and leadership in sales, and the industry’s freshest, most reliable data, with leading marketing technology. Our customers will be able to do more with data across more B2B revenue channels from sales, to advertising, to account-based campaigns. We’re taking the convergence of data and workflow to the next level.”

InsideView CEO Umberto Milletti

InsideView was highly rated in The Forrester Wave B2B Marketing Data Providers Q2 2021 report, scoring a five (highest score) across 14 of Forrester’s 24 evaluation criteria.  Among the categories in which they excelled were data management, data coverage, and customer support.

Rogol emphasized the value of technographics for enterprise technology companies, saying that “for technology companies, the number one feature in a data science model is what technologies your prospect owns.”

“B2B data is complex, and customers consistently ask us for help with their data stack,” said DemandMatrix CEO Meetul Shah. “We started with further innovating technographic data to give customers valuable insights into their prospects and what other technologies they might buy. By now being part of the Demandbase Data Cloud, we’ll be able to provide customers access throughout the B2B data stack to help them realize their revenue goals.”

Both Milletti and Shah will continue running their respective businesses and join the Demandbase executive team as general managers.  The two subsidiaries will operate separately, but the firm will consolidate the data across the offerings.

Acquisition prices for the two firms were not disclosed.  The InsideView service lists its revenue at $30.5 million and 275 employees, which has remained stable over the past few years.  DemandMatrix is listed at $3.0 million in revenue with 90 employees.

InsideView’s self-profile (May 4, 2021)

“At Demandbase, our vision is bold. We are transforming how B2B companies go to market, helping them deliver great experiences at every stage of the account journey.  This requires great data,” said Demandbase.  “We now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects. With this move, Demandbase goes from being ‘just’ a leader in account-based programs to being the definitive leader in B2B go-to-market.”

InsideView and DemandMatrix customers benefit from the more extensive go-to-market capabilities of their parent.  The DemandMatrix suite helps customers:

  • Design and orchestrate their entire buyer’s journey across marketing and sales
  • Personalize their website experience, track account-level engagement, and attribute revenue
  • Deliver account-based display, native, and social media advertising that is brand safe for B2B
  • Target and segment their market

Rogol admitted that the integration work would not be easy.  “Obviously, we still have a lot of the execution work ahead. One thing to point out is that these are different types of acquisitions than Engagio. With Engagio, the goal was to get to the most comprehensive ABM platform. These are adjacent expansions, so they’re going to operate as standalone businesses pretty much.”

Barb Mosher Zinck of Diginomica was bullish on the transactions, calling it a “smart move” to consolidate the data from three companies under a single platform.  “It’s essentially a Customer Data Platform (CDP) without the CDP name (and some CDP capabilities), providing all the critical information sales and marketing need to find the right accounts and contacts within those accounts. The intelligence DemandMatrix brings on technology is key, as is the ability from InsideView to see when things are changing in a company.”

“I also like that Demandbase has broadened its offering from only account-based marketing to sales intelligence because the two groups are tightly aligned,” continued Mosher Zinck.  “These two solutions can operate separately but bringing them together under the same umbrella with access to the same data is key to ensuring a company-wide focus on customer experience.”


The following Market Flash published on May 4th to my newsletter subscribers. I also offer a detailed InsideView product review for purchase ($349).

Vainu Workflow Triggers

Sales Intelligence vendor Vainu has added a set of Workflow Triggers that take automated actions based upon CRM data updates.  As Vainu enriches CRMs with financial data mined from European registered data filings, it has raw, current data for triggering activities.  Admins set up the trigger rules, and Vainu creates “smart actions” such as creating CRM Tasks, adding a row in Google Sheets, or sending a Slack notice.

For example, a Workflow Trigger may be set up to look for SaaS companies that meet the “Rule of 40” condition (revenue growth plus profitability margin).

Vainu CEO Mikko Honkanen notes that trigger rules and ratios will vary by industry and may include custom rules specific to each of Vainu’s customers.  Thus, the Rule of 40 “is typical of the software industry but isn’t that critical for other businesses.  For being truly data-driven, each company has its own magic numbers based on the data points of their interest.”

Vainu claims that it supports thousands of data points for triggered workflows, kicking off both sales notifications and custom marketing messages associated with each trigger.

“Some people might want to know when a company starts using lead capture forms on its website.  Someone else might want to be alerted as soon as a company adds a new environmental standard to their corporate social responsibility web page.  Or when a company appoints a new CEO. Or when it adds an auxiliary name that includes the word ‘restaurant’ in it.  The most valuable trigger event is often a change in that specific event.”

Vainu CEO Mikko Honkanen

Along with data changes, actions may be based upon any of seventy event triggers or new accounts meeting ICP criteria.

Vainu, headquartered in Helsinki, emphasizes the value of dynamic data fed into enterprise platforms.  Dynamic data ensures that decision-making is based upon timely and accurate data.  It also allows salespeople to be customer-centric.

“By having access to data that informs them of the current situation of an organization, as well as what recent changes the organization has undergone, salespeople are able to tailor their messaging and offer a personalized experience,” blogged Vainu marketer Nikolai Bang. Vainu covers nearly thirty million companies across Scandinavia, the Netherlands, France, and the United Kingdom.  Triggers are based upon the licensed countries.

Vainu Sales Triggers support automated Workflows.

Echobot Company Profile Now Available

Echobot Company Profile Report Cover Page

I am pleased to announce that my latest Sales Intelligence company profile is available for those looking to purchase a solution for the UK or D-A-CH region. I used the same methodology for Echobot that I employed when I wrote my book “2017 Field Guide to Sales Intelligence Vendors.”  The idea was to write an objective analysis (hence sections on weaknesses and competitors), not simply a puff piece.  I work closely with the vendor to describe content, functionality, connectors, roadmap, strengths, and weaknesses.

As Echobot is based in Germany, I also wrote about their GDPR compliance steps.

While vendors have input, I retain editorial control. I believe that retaining objectivity makes these reports more valuable for vendors as it both provides a roadmap for their future product evolution and provides prospects with a realistic view of a product’s strengths and weaknesses.

Echobot is making the profile available from their website.


Here is my summary from the report:

UK vendors have been launching sales intelligence and B2B DaaS solutions for the European market over the past several years. It is a welcome sign that European vendors now have the confidence to compete in the UK market. One of these vendors is Germany-based Echobot. Echobot is a promising new sales intelligence and B2B DaaS entrant to the UK market. It is the leading sales and marketing intelligence service in the D-A-CH region and enters the UK with a broad set of sales and marketing services. Echobot offers deep coverage of UK and D-A-CH companies, GDPR-compliant contacts, and signals (event triggers), delivered via web browser applications and extensions, mobile apps, Salesforce, and Zapier webhooks.

Along with company profiles, Echobot offers contacts, emails, news, social media mentions, and signals.

CONNECT (sales intelligence) and TARGET (list building) were recently launched in the UK market, but have been available as German-language solutions for the D-A-CH market for several years. As such, the company should move quickly to address any V1.0 bugs and fill content gaps. Since launching in September 2020, Echobot has integrated Google Translate into its platform for free-form text translation and refined its sales trigger precision.

DATACARE provides B2B DaaS hygiene services that verify, enrich, and append company and contact data. DATACARE flags duplicates, verifies emails, updates company names and addresses, and appends missing fields. DATACARE was launched in December.

Michael Levy, GZ Consulting Principal, “Echobot Company Profile,” 2021.

ZoomInfo Acquires EverString (Part III)

Company counts will hit 100M once the Everstring Business Graph is incorporated into their coverage.

Last week, ZoomInfo announced that it was acquiring Business Graph vendor EverString to grow its company coverage five-fold.


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.

ZoomInfo Acquires EverString (Part II)

On Friday, I began coverage of ZoomInfo’s acquisition of EverString. Continuing with part II…


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)
  • Technographics (e.g. vendors, products, projects, IT professionals)
  • Intent data (1st Party IP-matching and the recently acquired Clickagy real-time intent signals)
  • Sales Triggers (e.g. M&A, Exec Changes, Partnerships)
  • Org Charts (human-verified and modeled)

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.


Continue to Part III.

ZoomInfo Acquires EverString

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. 

EverString’s DaaS platform delivers firmographics, technographics, contacts, machine learning insights, and intent signals.  

EverString also offers predictive analytics which will be incorporated into the ZoomInfo platform.  Other functionality includes similar companies, ICP modeling, and TAM modeling.


Continue to Part II.

D&B Connect Data Management Platform

Dun & Bradstreet launched D&B Connect, a self-service data management platform that “intuitively connects, manages and visualizes critical data across an organization using the Dun & Bradstreet Data Cloud.”  D&B Connect helps users benchmark, access, clean, enrich, and monitor their customer and contact data.

D&B Connect provides an “easy-to-use portal for managing sales and marketing data.”  The service enriches and unifies data for a “complete view of the customer.”  Along with Dun & Bradstreet firmographics, linkages, and contacts, D&B Connect enriches customer files with over 2,500 insights and supports custom data layouts.

D&B Connect builds on Dun & Bradstreet’s data management solutions for sales and marketing platforms and leverages Dun & Bradstreet’s global WorldBase file, D-U-N-S Numbers, and DUNSMatch capabilities.  These assets support identity resolution, including corporate linkages, to tie together account hierarchies, providing a unified customer view that spans regions, product lines, multiple company names, and enterprise software platforms.

D&B Connect acts as a centralized hub to manage and report on data quality in enterprise platforms, including CRMs, MAPs, ERPs, data lakes, and CDPs.  A machine learning engine normalizes input records, removing manual file preparation steps.

Users can set match quality rules and thresholds based on D&B Confidence Code, Match Grade String, and the number of match candidates to be returned.

Other features include embedded intelligence, “simplified workflows,” and “team-based controls and dashboards to improve collaboration across departments.”

D&B Connect can process millions of records “in a SOC 2 certified, CCPA, and GDPR-ready environment.”

“With D&B Connect, we put the power to manage data quality in the user’s hands, enabling our clients to reduce time spent on data management from weeks to hours,” said Michael Bird, President of Sales and Marketing Solutions at Dun & Bradstreet.  “We will continue to innovate across our sales and marketing portfolio to reduce MarTech complexity by integrating directly into the workflows of our clients so they can focus on growing their businesses.”

D&B Connect is supported by a team of 28 data advisors, each with at least ten years of experience.

In 2021, D&B Connect will be extended into finance and risk use cases.

Dun & Bradstreet has had a strong 2020 that included an IPO, the acquisitions of European partner Bisnode and firmographics vendor Orb Intelligence, and the launch of several products and services (COVID-19 Risk Data, Pipeline Risk Analysis, D&B ABM Platform, and D&B Analytics Studio).

TechTarget Prospect-Level Intent (Part II)

Continuing my coverage on TechTarget’s Prospect-Level Intent from yesterday

Prospects are scored and ranked within accounts and across all accounts based on “their recent research activity across the TechTarget network as well as their direct engagement with the customer’s content, website, and advertising.”

To assist with account planning and messaging, Priority Engine added Entry Points, a set of user-defined talking points based upon “a prospect’s recent technology and vendor interests mapped to the particular company’s strengths.”  Entry Points are also delivered at the account-level. They are defined by client teams to call out the topics most salient to company positioning and capabilities.  Client-defined Entry Points are visible within Priority Engine, Salesforce, and export files and are reflected in both the account and prospect rankings.

Prospect-Level Intent is also available within Priority Engine’s Connected App for Salesforce.  Sales reps can quickly fill sales cadences and call lists with high-priority prospects and focused prescriptive insights.  With a single click, Sales reps can add new prospect names to Salesforce, providing a direct path from buyer intent to active leads and contacts.  Prospect and account-level insights, including Entry Points and behavioral intelligence, are displayed within Salesforce Account, Contact, and Lead records.

When uploading Accounts, domains are used for account matching and duplicate prevention.  If a Prospect cannot be associated with an account record, it is uploaded as a Lead.

Account-level fields include account rank, domain, employees, industry, revenue, account address, and up to ten account entry points.  Other account insights include five account signals (e.g. Widespread, Sustained, Late Stage, Stakeholder, Cross-Vendor), an account active this week flag, and behavioral flags for marketing (e.g. visited website, engaged with content, clicked banner), ICP match flag, and their Account Star Ranking.

Contact-level fields include name, title, email, content downloaded, a prospect active this week flag, up to ten Prospect Entry Points, contact address, contact phone, LinkedIn URL, and Priority Engine Contact URL.

Ongoing Salesforce enrichment is not yet available but is on the Priority Engine roadmap.

Priority Engine also supports Marketo, Eloqua, Pardot, and HubSpot out-of-the-box, with custom support for other platforms.

Prospect-Level Intent is available in both Priority Engine and the SMB Priority Engine Express subscriptions.  The Salesforce connector is included as part of a standard Priority Engine license.

Openprise Agile CDP

B2B data hygiene vendor Openprise announced the availability of Openprise Agile CDP, the “first and only B2B Customer Data Platform (CDP) built on a data orchestration platform.”  As a data orchestration platform, Openprise offers a single customer view combined with no-code business rules, third-party data, and business process automation.

Openprise emphasizes the advantage of being a data orchestration platform with a B2B CDP.  “Because it’s built on the Openprise Data Orchestration Platform, Openprise Agile CDP includes all the capabilities Openprise has developed over the years to improve data quality in tools like Salesforce and Marketo—including lead routing, account scoring, and attribution—advanced features not typically found in traditional CDPs.”

Openprise supports data unification, data enrichment, normalization, deduplication, lead-to-account matching, and lead-to-contact conversion.  Analytical tools include advanced segmentation, lead and account scoring, ABM activity analysis, campaign attribution, lead routing, and account assignment.

“One of the biggest challenges marketers face is making sure their systems of record deliver accurate, high-quality data to drive marketing initiatives.   A CDP solution that automates all the critical business processes required to make the data work gives marketers high confidence in the accuracy and quality of the data they manage.”

Julian Archer, VP, Principal Analyst in the Marketing Operations Research Service at SiriusDecisions

Openprise claims it can be up and running within ninety-days, much faster than its competitors.  Firms can build custom apps with automated business processes, package them as an API, and create web-based UIs and Chrome extensions for end-users.  Openprise no-code app use cases include advanced segmentation, attribution, upsell, and cross-sell.

The Openprise data marketplace supports data enrichment from leading B2B and B2C vendors, including Zoominfo, Dun & Bradstreet, InsideView, Sales Genie (Infogroup), Cognism, Bombora, KickFire, Synthio, Oceanos (TechTarget), Acxiom, Bing, and Google Places.  Once enriched, data is normalized based upon customer-defined and Openprise taxonomic rules.  Normalization ensures that key values such as addresses, industry codes, job functions, and job levels follow a standard set of rules and taxonomic codes.