Global Database Build a List supports expanded growth, ownership, and industry variables.
UK-based Sales Intelligence vendor Global Database continues to expand its content and functionality. Recent platform enhancements include expanded prospecting variables, industry coding, and list enrichment.
New screening variables include
Annual Growth: Turnover, Headcount, EBITDA, Net Profit, Liabilities, and Exports
Ownership: Parents, Number of subsidiaries, Foreign parent, Number of shareholders
Industry: European and North American industry codes, Industry Keywords
International SIC and NACE codes are available across the full company universe. Global Database also implemented an NLP tool that crawls company websites and identifies keywords and business descriptions. This descriptive content is then mapped to over 100,000 industry keywords.
“The SIC code is outdated when it comes to new industry verticals, such as Big Data or E-commerce, and if you are looking for such companies by SIC Code, they will be classified as: 63990 – Other information service activities n.e.c., explained CEO Nicolae Buldumac to GZ Consulting.
Global Database now supports company and contact list enrichment for Salesforce and MS Dynamics. Users upload a list that is matched against its reference database and enriched with over 80 variables and match score confidence. Matching employs registration numbers, corporate names, domains, phone, postal codes, etc.
Global Database also provides an interactive report with match rates and segmentation. Enrichment analytics include match rates, list averages, company status distribution, turnover distribution, top five companies, and pie charts for employment, years in business, and industry. A location map is also displayed.
Other data tools include CRM maintenance, APIs, and web forms with auto-population.
The Global Database universe now spans 130 million companies and 118 million contacts:
Global Database Counts as of October 2021.
Most of its data is from trade registries, publicly available sources, an in-house data research team, and a few data vendor partnerships. Direct emails are available for 17 million contacts and mobile numbers for 1.6 million. If a contact does not have an email or phone number, Global Database integrates with two data vendors, where this information is requested via API in real-time.
Global Database continues to expand its universe of credit reports, with instant Business Credit Reports now available for 350 million companies. If a country does not support instant reports, customers may request a new investigation from on-the-ground resources. These reports are delivered within five to seven business days.
Credit reports are priced between £19 and £80, with the UK and Irish reports at the low end. Most continental European credit reports are priced between £35 and £40. North American reports are also priced at £40.
Terminus acquired Boston-based B2B Customer Data Platform (CDP) Zylotech and immediately launched the rebranded Terminus CDP as part of its ABM Platform.
Terminus CDP will be led by Matt Belkin, who has “25 years of experience in building and scaling data and technology companies.” Belkin joined Terminus last year when it acquired Sales Intelligence vendor GrowFlare.
Zylotech CTO Abhi Yadav will be Terminus’ Head of Platform Development. Yadav is also a Guest Lecturer at MIT Sloan School of Management.
The deal is Terminus’ fifth acquisition, backing up Gartner’s SalesTech Mayhem thesis that a handful of companies are quickly grabbing market share through strategic acquisitions and high levels of internal investment that fill missing capabilities.
Terminus’ acquisitions have focused on expanding the core capabilities of the company, not taking out competitors. The other acquisitions were
Terminus Acquisition History
While CDPs are generally deployed to create a single view of the customer, David Raab, Founder of CDP Institute, commented that the Terminus CDP “will tie together the data silos that would otherwise result” from the acquisitions.
“CDP is becoming more widely adopted in B2B, as companies recognize their marketing automation and CRM systems are not enough to provide true data unification and sharing,” said Raab. “By acquiring Zylotech, Terminus positions itself – and its clients – to take full advantage of the capabilities that a CDP provides.”
While data usage and spending are rapidly increasing, few marketers trust their data. A 2017 Forrester survey found that only 12% of B2B marketers have high confidence in their data accuracy, and 84% identified data management as a top-five weakness.
“The key to a successful CDP is trust,” blogged Zylotech Director of Revenue Marketing Alex Bistran in August. “Sales, marketing, and customer experience teams need to trust the data stored in their CDP to drive decisions, whether it’s deciding which accounts require immediate attention or which campaign messaging is most likely to resonate with a particular customer. By constantly refreshing data from your own customer interactions and combining it with validated, third-party B2B data to accurately reflect your contacts and accounts, a CDP provides a clean stream of actionable data that can be operationalized to flow through your marketing, sales, and customer service channels. And, importantly, that can lead to a healthier revenue stream too.”
“B2B CRM data is painfully inaccurate and incomplete, and manual efforts to clean, deduplicate, and activate are slow and expensive. This leads to poor conversion rates, an incomplete view of buying committees, and misleading ROI,” stated the firm.
“Bad data in equals bad data out. Period. We’re entering a marketing revolution – data really is the new oil, and Terminus is sitting on a gold mine. Under Matt’s leadership, Terminus CDP is poised to change the game for our customers. This level of data accuracy is critical for B2B GTM teams looking for a unified view into their customers. I’ve never been more excited about the future of marketing.”
Terminus CEO Tim Kopp
The Terminus CDP addresses the issues of bad data with auditing, cleansing, enrichment, and data management capabilities “backed by the industry’s largest global network of decision-makers and Buying Committees.” Furthermore, Terminus CDP “dramatically” improves data accuracy, campaign effectiveness, and “wasted sales cycles.”
Buying Committee discovery is a novel UVP for a CDP but fits well within a broader ABM Platform umbrella.
“We are in the golden age of marketing. The breadth of technologies helping us create great experiences has never been so impressive. But, what are all those customer experiences predicated on? Data,” blogged Kopp. “With Terminus CDP, our customers will have their most important account and contact data continuously cleansed and enriched. The result: our customers will be able to put their trust in their data, unleashing their go-to-market teams to accurately engage buying committees every time.”
Continued Kopp, “We’re entering a marketing revolution. A time when sales and marketing teams don’t have to worry about data and can dedicate their energy to create phenomenal experiences that turn into pipeline. I have never been more excited about the future of marketing.”
“Since our early days as an MIT spinout, Zylotech has been focused on delivering the data and intelligence go-to-market teams can trust and take action on,” said Yadav. “Upon meeting Terminus, it was obvious that we shared a common vision. We are proud to join Terminus and this incredible team to jointly improve the accuracy of B2B data.”
Terms of the deal were not disclosed, but Kopp described it as a “big deal” that is a “really, really important acquisition.” The Indianapolis Business Journal said that Zylotech was its largest deal to date. The transaction was financed with funds from a $90 February venture round.
Enterprise clients include Google, Palo Alto Networks, Cisco, Dell, and Rimini Street.
“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).
A sample RevenueBase ICP built during the initial discovery workshop (additional sections include personas and technology).
Instead of building the ICP on commonly available firmographic variables, the ICP is customer service based and defined through the discovery process. A bespoke taxonomy is created that applies custom tags by persona, industry, size, etc.
“We want to align your database with your go-to-market strategy,” Feldman told GZ Consulting.
RevenueBase promises to “replace all of your data vendors with one solution” that “reaches every company and decision-maker across the globe that will benefit from your unique offering.” By delivering high-quality, targeted data, revenue teams can shift from managing databases and researching prospects to creating campaigns and focusing on selling.
RevenueBase employs AI for aggregating and integrating its multi-sourced data with the AI building a quality hierarchy for selecting which field to accept when vendors disagree on a value. The research team assists the AI modeling by collecting training data.
Data quality steps include custom research, quarterly email re-verification, and annual phone checks. Data is delivered via a quarterly secure CSV file transfer with a 90% accuracy SLA.
Content includes standard firmographics, mined and licensed business descriptions, sizing ranges, industry codes (SIC, NAICS, and custom), contact information, and technographics. Funding data includes total funding, most recent round amount, and most recent round date. While full family trees are not available, locations are tied to parent companies.
Contact data includes mobile numbers, direct numbers, LinkedIn URLs, tenure at current job, work addresses, and mapped persona.
RevenueBase has already aggregated 700 million business contacts and 100 million companies, providing it with one of the most extensive sets of contacts in the industry.
RevenueBase combines firmographics, technographics, and custom data insights collected by its research team.
Intent data and sales triggers are not currently available.
RevenueBase provides opt-out notifications to its customers, letting them know when an individual has opted out of their database or the database of one of their contributing vendors. It also suppresses California mobile numbers in support of CCPA.
RevenueBase is off to a strong start. Since soft launching the service in October, they have generated $800,000 in revenue and have a $500,000 ARR. Early success has allowed it to launch the service without accepting outside funding.
The firm is still in the early stages of development. It has focused on building its content aggregation model, custom research, and customer service/discovery model based upon Feldman’s experience as both a B2B marketer and data industry executive. As such, RevenueBase has an advanced DaaS vision but does not yet have APIs and connectors for data delivery. However, it has a unique approach that is gaining early market traction. Initial customers include Siemens, PTC, Localytics, SolidWorks, and CB Insights.
RevenueBase is sold as a flat-rate subscription service between $50,000 and $100,000 per annum. Additional fees are applied for custom research. RevenueBase is headquartered in Boston.
RevenueBase, which describes itself as a Revenue Database as a Service (RDaaS), formally launched on Tuesday as a “one-stop data solution” that recognizes data as a “strategic asset for a business.”
According to 2016 research by SiriusDecisions, marketing databases are riddled with critical errors with bad data ranging from ten to twenty-five percent of records. SiriusDecisions noted that the firms with higher data quality have shifted from periodic data cleansing projects with discrete completion dates to data maintenance processes with “ongoing policies and procedures to maintain data quality.”
RevenueBase was founded by industry veteran Mark Feldman, the VP of Marketing at NetProspex prior to its acquisition by Dun & Bradstreet. As a marketing head at Backupify, Motion Recruitment, and Localytics, Feldman became frustrated with B2B data issues, including misalignment with the sales and marketing team’s go-to-market strategy, data decay, difficulty acquiring data, and managing disparate vendors and formats. His stint as a B2B data customer led him to return to the B2B data space and create an RDaaS company that broadly aggregates company, contact, and technographic data that aligns 1:1 with customers’ go-to-market strategies. It then builds a custom database for clients that it calls a Revenue Database, which is updated on an ongoing basis.
“When I was hired to run growth operations at Localytics, a web and mobile app analytics company, my first directive from the CEO was to put together a list of target accounts to assign to our new enterprise account executives. It was my first week and my reputation was on the line. I started by going to our data vendor and asking them to help me build a list of all of the companies in the world that were focused on mobile monetization strategies across millions of monthly active users. Seems like a slam dunk, right? Nope.
My list for Localytics was full of bad data. There was no way to confirm the companies listed had the mobile monetization opportunities that our software could solve, or that mobile monetization opportunities would be high up on their list of priorities. I quickly realized that, in the B2B world, not all data is created equal. Right then and there, I saw an opportunity to change the B2B data game by solving the major growth impediment challenges facing revenue leaders—acquiring, integrating and maintaining the quality of their data—by building the world’s first Revenue Database as a Service.”
RevenueBase CEO Mark Feldman
“Like so many B2B marketers, I was frustrated with the inadequacies of traditional list providers,” wrote Feldman. “I saw an opportunity to revolutionize the B2B data game and solve the greatest challenges facing revenue leaders today. Our all-in-one Revenue Database as a Service solution provides next-level data quality, expediency, and accuracy. We transform your data stack from a constant struggle into your greatest asset.”
RevenueBase takes a white-glove approach to serve its customers. Revenue Archetypes are defined during customer workshops and consist of an ICP, market segmentation, pains addressed, buyer personas, sales showstoppers, and “jobs to be done.” The Jobs-to-be-Done descriptor is a bit misleading as it is account, not persona-based. Jobs-to-be-Done describes the core functional “job” that an organization is trying to accomplish.
Personas cover function, level, titles, buying unit members, demographics, behavior patterns, motivations, and goals.
RevenueBase then builds a revenue database for its clients and supplements it with custom data collected by its overseas team of fifty editorial researchers.
“A revenue archetype is a model of what your ideal customer looks like, i.e., one you can derive revenue from,” said Feldman. “It’s where there is a mutual benefit. They need your product/service and will pay a fair price for it. They also will favor you over the competition because your solution will result in the best cost-benefit tradeoff for the customer.“
Conversely, the Revenue Archetype also defines companies that are not good fits (e.g., industries or geographies that require a standard not met by a firm’s offerings, such as HIPAA or GDPR). It also identifies roles not involved in purchasing a company’s products or services. These individuals may be too junior in the organization or not work in functions that use a company’s products or services.
Coverage continues with a discussion of RevenueBase’s ICP modeling and database.
Sales Intelligence Platform vendor SalesIntel acquired Latin American technology contacts vendor TUDLA. The acquisition provides SalesIntel with Latin American data and the TUDLA research team. The TUDLA research team, based in Tijuana, supports a research on-demand call center in English, Spanish, and Portuguese.
All TUDLA employees, including CEO Gary Gorton and contract research staff, are joining SalesIntel.
TUDLA has over sixty Fortune 500 customers that license human-verified contacts for the Latin American region. TUDLA CEO, Gary Gorton will be assuming a strategic business development role, helping cross-sell the complementary contact databases and SalesIntel’s B2B DaaS offerings.
“This acquisition gives SalesIntel a fantastic opportunity to offer our customers high-quality B2B data and intelligence, which now includes the LATAM marketplace. We are especially pleased that Gary Gorton (CEO of TUDLA) and many members of the TUDLA team with decades of experience will join SalesIntel as we integrate TUDLA’s LATAM B2B data, customers, and research processes into the SalesIntel platform.”
SalesIntel CEO Manoj Ramnani
TUDLA covers 34 countries across Central and South America, the Caribbean, Mexico, and Puerto Rico. The firm has one million verified Latin American contacts and another six million mined regional contacts.
SalesIntel also expanded its EMEA coverage with contacts for fourteen new countries, including France, Germany, Benelux, Italy, Ireland, Spain, New Zealand, Israel, and the UAE. The TUDLA dataset will be available later this month in SalesIntel platforms. The SalesIntel database has grown to over 6.5 million human-verified and over 80 million machine-processed contacts.
SalesIntel also announced that it supports Marketo data enrichment on both a batch and real-time basis. Marketers may auto-enrich web forms and maintain contact and account records with current firmographic, biographic, and technographic intelligence.
Data enrichment may be performed as
Triggered webhooks that execute when new records are added to Marketo
Scheduled webhooks that regularly execute to prevent database decay
Filtered webhooks that run against a subset of records such as MQLs, event lists, and webinar registrations
SalesIntel supports dynamic forms that hide fields available from their reference database. The auto-fill feature reduces the time spent entering data, lowering the likelihood of form abandonment, and improving the ROI of marketing campaigns. Dynamic forms also enhance the user experience as prospects have fewer fields to enter and improve data accuracy and form completeness.
With dynamic forms, you can significantly reduce the number of fields by skipping those that could be automatically filled using third-party data,” blogged Creative Director and Marketing Coordinator, Ariana Shannon. “This smarter type of web form will allow you to capture more leads without having to sacrifice the data your sales and marketing teams require to convert them. Leads who fill out a form will easily navigate through the form, be prompted with suggestions, and avoid the frustrations and reservations associated with filling out multiple fields.”
SalesIntel already supports lead prospecting for Marketo.
SalesIntel is on track to more than double its revenue in 2020. Ramnani sees many opportunities for his firm as market consolidation has reduced the number of vendors. Ramnani positions SalesIntel as a high-quality data competitor to Zoominfo.
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 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 also offers predictive analytics which will be incorporated into the ZoomInfo platform. Other functionality includes similar companies, ICP modeling, and TAM modeling.
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).
Email deliverability vendor Validity announced the global availability of Everest, a new platform for email optimization, analytics, and delivery. The platform combines the capabilities of 250ok, Return Path, and BriteVerify, businesses that they acquired over the past two years.
“Validity built Everest to give marketers everything they need to ensure email success,” promised the firm. “Everest is a complete email analytics platform powered by Validity’s exclusive data feeds, the largest data network in the industry, and widespread integration and support within the email ecosystem. It offers marketers a complete set of tools to prepare, test, optimize, and measure their email campaigns. With fully configurable dashboards, a highly intuitive user interface, and seamless integration with many of the leading email service providers, Everest makes it fast and easy to optimize campaigns.
Other features include performance tracking reports, customizable alerts, list hygiene, and campaign benchmarking versus competitors and global senders. Unique features include email certification for avoiding spam filters, View Time Optimization (VTO) for Verizon Media mailboxes, and enterprise-grade managed services.
Everest pre-send optimization features include form validation, bulk upload verification, and design and content tools. Emails are checked against over seventy device-mail clients. Email links and images are tested, and A/B testing is supported.
Competitive intelligence features include message samples, subject lines, sending volume, message patterns, and performance metrics. Everest also flags competitor list hygiene issues, authentication gaps, and blocklist history. “Beyond that, you’ll be able to compare brands side-by-side to identify low-hanging fruit and quick wins around sending volumes, accessibility, mobile compatibility, image animation, localization, and sending best practices.”
Verizon VTO delivers emails at the top of the inbox when the addressee is in her email client, quadrupling open rates and doubling click through rates for Yahoo, AOL, Verizon.net, and ATT.net mailboxes.
Everest “is, by a wide margin, the most comprehensive, insightful, value-add email platform ever offered in our industry,” said Validity CEO Mark Briggs. “Any business that relies on digital marketing should consider Everest as the key to delivering email success.”
