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.

DataFox Oracle Integration

DataFox Logo

Since being acquired by Oracle last fall, DataFox has grown its company coverage by nearly 30% and is now being integrated into Oracle platforms including Oracle ERP, Oracle CX Cloud, and Oracle Marketing Cloud (Eloqua).  

The CX Cloud provides Ideal Customer Profile (ICP) and Total Addressable Market (TAM) modeling based on DataFox firmographics and signals spanning 3.5 million companies.  DataFox is adding 7,000 companies each day.

“We see B2B sales shifting from a field-first model to what we call a digital selling model.  By that we mean that increasingly organizations are moving to inside sales teams that are aided by digital selling tools like Eloqua or like Slack,” says Des Cahill, head CX evangelist at Oracle.  “We believe that a combination of data enrichment from DataFox and then AI and ML systems to guide employees is the future of sales.”

Eloqua integration with the Oracle Data Cloud and DataFox provides marketing with improved intent and account behavior insights.

The ERP integration supports supplier risk assessment with supplier scoring, risk signals, and categorization.

“As more organizations apply machine learning to core business processes, the quality of data being fed to algorithms is the single-most important factor that determines the value of AI results,” said VP of Product Management for Adaptive Intelligence Bastiaan Janmaat.  “We built our smart data platform for the AI era and will continue to extend the capabilities beyond sales and marketing to include company-level data for use cases in finance, HR and supply chain.”

DataFox Account Scoring
DataFox Account Scoring

DataFox began as a dataset for investment banking, but “we just found a huge gaping hole, in terms of the quality of B2B datasets that were available in the market,” said Janmaat.  

Whereas 15 years ago it was difficult to find company information, there are now filings, press releases, corporate websites, tweets, blogs, and other content which make it difficult to collect and assess company intelligence.

“There’s gold to be mined, but it’s a small percentage of what’s out there in the public domain.  And that is a perfect problem to apply artificial intelligence to.”


Former DataFox CEO Bastiaan Janmaat (Oracle VP of Product for Adaptive Intelligence)

“Stagnant data sitting unchanged in sales and marketing systems and low-quality public data sources threaten ROI and reduce the effectiveness of AI deployments,” said Clive Swan, SVP of Applications Development.  “DataFox is a key element in Oracle’s AI strategy and will help customers gain more value from the AI embedded in Oracle Cloud Applications.  We plan to include more integrations across the entire suite of cloud applications to further enhance AI capabilities across finance, human resources and supply chain.”

DataFox is now available as an Oracle data cleansing and enrichment service, but will support three additional functions by mid-year:

  • Similar company identification based on the ICP
  • Account prioritization
  • Providing “embedded dynamic signals” (talking points) to sales reps

Additional Eloqua enhancements are planned.

DataFox is also touting its dynamic territory planning service which was launched prior to the acquisition.  Territory planning combines DataFox intelligence with internal company data such as win rates to dynamically assign and maintain balanced territories.

“What’s most interesting though, is that when Oracle DataFox detects a new account, that for whatever reason newly satisfies certain criteria and to make it a great target, it will dynamically enter that territory,” said Janmaat.  “Either sales ops or the account executive gets pinged for that opportunity.  So instead of a once a year exercise, it dynamically updates territories.  They’ve seen tremendous results in terms of conversion rates and in deal size.

DiscoverOrg’s NeverBounce Acquisition

The DiscoverOrg acquisition of NeverBounce was in the works for six months and began with DiscoverOrg’s search for a verification vendor that could better handle large scale processing.  “It’s a core competency we wanted to own,” said DiscoverOrg CEO Henry Schuck.

DiscoverOrg is retaining the NeverBounce team of fifteen, but shuttering its smaller Salt Lake City office with employees being relocated to Cleveland. The acquisition was announced on March 5th.

NeverBounce 2018 revenue was $4 million and included both B2B and B2C marketing file enhancement revenues.  Terms of the deal were not disclosed.

NeverBounce will continue as both a standalone offering and be integrated into the merged DiscoverOrg / Zoominfo platform.  The combined platform is planned for launch in five months.

“When we made the ZoomInfo acquisitions, the promise was that this would strengthen differentiators around the quality of data we deliver.  The NeverBounce acquisition is a very clear incremental addition to that value.  It helps us enhance the quality of information we deliver immediately.”


DiscoverOrg President Katie Bullard

If you count Zoominfo’s September acquisition of Datanyze, DiscoverOrg has acquired three companies in the past six months.  The transaction doubled the company headcount to around 1,000 employees.  But Schuck isn’t closing the door on acquisitions saying that he will be opportunistic in his approach.

“There are a lot of companies in our space that we follow,” he said.  “If the opportunity is right, we have been quick to do acquisitions.  There’s a big opportunity for consolidation in our industry so that customers don’t have to go to 19 different vendors for data and data cleansing needs.”


Previous Blog: News Alert: DiscoverOrg Acquires NeverBounce

News Alert: DiscoverOrg Acquires NeverBounce

DiscoverOrg announced another acquisition this morning, its third in the past eighteen months.  NeverBounce, an email verification and list cleansing service, is being folded into DiscoverOrg.  NeverBounce offers real-time email verification, a verification API, a JavaScript widget for webforms, and free email list analytics.  Connectors are available for a broad set of MAPs and Email Services including Marketo, Eloqua, HubSpot, Pardot, MailChimp, and Constant Contact.

NeverBounce claims a 99.9% email delivery rate and a 97% SLA.  Emails are classified into five categories: Valid, Invalid, Accept All, Unknown and Disposable.  The service confirms that domains are live, flags duplicates, and repairs syntax prior to processing.

“A big part of our value proposition to customers is we provide the highest quality data in the marketplace. A big part of that is ensuring the email addresses are deliverable and high accuracy.”

DiscoverOrg CEO Henry Schuck

Integration will be a significant operational issue for DiscoverOrg.  While they previously acquired iProfile and RainKing, those were similar companies, so the integration was focused on quickly reprocessing their datasets through DiscoverOrg editorial validation and migrating customers to the DiscoverOrg platform.  The recent acquisitions – NeverBounce, Zoominfo, and Datanyze, which was acquired by Zoominfo in September – are complementary assets so merging applications present a greater level of technical risk than their previous acquisitions.  However, email validation is already part of ongoing data quality processes at Zoominfo and DiscoverOrg, so the execution risk associated with NeverBounce is lower than Zoominfo and Datanyze.

NeverBounce is a logical acquisition following Zoominfo as it allows them to build email hygiene services into Zoominfo and DiscoverOrg while reducing the cost of email validation across Zoominfo and DiscoverOrg’s set of contact profiles with emails.  Over the past few years, the sales intelligence vendors have been building out B2B marketing services including email verification, data enrichment, and ICP / TAM analysis.  As DiscoverOrg has long positioned itself as the highest quality source of executive contacts, NeverBounce helps burnish that positioning as they expand their contact coverage twenty-fold.

“While finding net new buyers is always going to be vital to sales and marketing efforts, it has become equally as important to manage, update and cleanse existing data that is going stale sitting in CRM and marketing automation systems.  Our partnership with NeverBounce makes solving both of these challenges easier for our customers.”

DiscoverOrg President Katie Bullard

“When we announced the combination of DiscoverOrg and ZoomInfo, we promised to deliver on the B2B data trifecta: the best, bar-none, quality, quantity, and depth, and this announcement only reinforces our quality differentiator in the market,” said DiscoverOrg CEO Henry Schuck.  “We are now embedding NeverBounce’s email verification tools directly into our data and research team’s processes to lower the email bounce rates in both platforms AND over the next few months, we will integrate it into several of our customer-facing tools, including our data enrichment platform, Enrich.”

NeverBounce Volume Pricing

NeverBounce will continue as a standalone data hygiene offering.  DiscoverOrg and Zoominfo may purchase NeverBounce services at a discounted rate.  NeverBounce list pricing begins at 0.8 cents on 10,000 processed emails and drops to 0.3 cents on one million records.  Marketers can pay for each list or purchase credits in bulk.  There is no charge for de-duplication services.  There is also no charge for manual list reviews kicked out by the platform to their deliverability team.

A 10,000-record file is processed in two to ten minutes with 100,000 records processed in 45.  NeverBounce claims bank-level security and European privacy support (GDPR and the EU-U.S. and Swiss-U.S Privacy Shield Frameworks).

“I’m thrilled to partner with DiscoverOrg to extend our mission to improve the success of go-to-market efforts,” says Brad Owen, NeverBounce CEO.  “Every bad email address can cost an organization up to $11 per record, which equates to millions of wasted dollars for many companies.  Together, DiscoverOrg and NeverBounce are committed to ending the curse of bad sales and marketing data.”

NeverBounce has 100,000 clients and was established in 2014.  The acquisition price was not disclosed.  NeverBounce has fifteen employees and will retain its office in Cleveland with Salt Lake City employees being relocated.


Update (3/5/19 5:30 PM EST) Amended the last sentence about employees.

DiscoverOrg Expands Coverage

DiscoverOrg now offers two classes of segregated companies and contacts.
DiscoverOrg now offers two classes of segregated companies and contacts.

DiscoverOrg, which has historically focused on decisionmakers at top companies, greatly increased its company and contact coverage last week.  The firm now collects data on 500,000 global companies, trebling its coverage.  With respect to contacts, coverage grew five-fold to 20 million decision makers.  All of the new companies are headquartered in the United States, but roughly 27% of the new contacts work outside of the United States.

The expanded company and contact data has long been captured by DiscoverOrg but not presented within their service.  Thus, adding a lower tier of records presented a problem which was solved by segregating the records into two categories: Research Verified and Technology Generated.  Research verified profiles are collected and audited editorially.  They are subject to DiscoverOrg’s 95% data quality SLA with 96% direct dial fill rates and 98% email fill rates.  The research verified dataset spans 4.35 million contacts across 163,000 global companies.  This dataset remains their primary universe.

The technology generated dataset is collected, validated, deduped, and categorized by DiscoverOrg’s platform.  The dataset spans 15.5 million contacts across 319,000 additional US companies.  As the dataset also includes technology generated contacts at research-verified companies, sales and marketing can utilize the technology-verified contacts when there are few eligible contacts with the desired titles within the human-verified dataset.  They can also drill down into a universe of smaller companies not subject to human verification.

“The dramatic growth of our database is due to rapid advancements in technology-enabled processes built on a decade of expertise with human-verified research. This human+technology approach has allowed us to develop unique assets for cleansing, verifying, and maintaining data that gives our customers the best advantage available: deep, accurate and complete data that fuels their growth.”

Derek Smith, DiscoverOrg Senior Vice President of Data

When prospecting, human-verified and technology-verified contacts are displayed as separate lists.  When viewing contacts in a company profile, the human-verified contacts are displayed by default, but the technology-verified contacts are accessible if needed.

DiscoverOrg built its reputation with a human-researched and verified database of top companies which includes org charts, real-time buying signals, sales triggers, and technographics.  The firm is now deploying “proprietary technology and human-in-the-loop automation” to deliver “a significantly broader universe with levels of accuracy not typically seen at these volumes.”

DiscoverOrg President Katie Bullard did not provide details on their technological verification processes, but stated, “We have a variety of proprietary tools and technologies that ensure the highest level of depth and quality available in the market.  Some of these include tools for retrieving and validating direct dial phone numbers, email verification tools, and tools that parse job descriptions to identify technologies used.”

The expansion provides deeper coverage of SMBs.  94% of covered companies have fewer than 1,000 employees and 75% have fewer than 100.

The new contacts have a minimum of a corporate phone, email, title, department, and company.  Approximately 27% of the new contacts include direct dial phones.  DiscoverOrg is confident that email accuracy is above the industry standard.

“With this launch, no other company in the industry offers the data quality and depth that smart go-to-market motions demand, AND the data quantity to reach entire addressable markets,” claimed DiscoverOrg.

While DiscoverOrg covers international companies in its human-verified dataset, they do not have an international office, “but we’re always considering our international strategy,” said Bullard.

InsideView Refresh Enhancements

InsideView Refresh Dashboard
InsideView Refresh Dashboard

InsideView rolled out a pair of enhancements to its CRM Refresh product.  Along with Accounts, Refresh now cleanses and enriches Contact records, matching both record types against its reference database of 13 million companies and 33 million contacts.  

Refresh also supports email validation, an important function for maintaining data quality. Both matched and unmatched records are processed on a semi-annual basis. Email validation is performed by StrikeIron, an Informatica company.

The Refresh dashboard (on right) provides match and field-level fill rates for both account and contact records.

“Valid email addresses lower bounce rates and increase deliverability of marketing campaigns, resulting in greater response rates and higher ABM program success,” wrote the Customer Success Team to its customers.  “Successful sales outreach also depends on accurate contact information, including whether anexisting contact has moved on to another job.”

“Employees just don’t stay in one job at one company any more, and keeping up with all that job shifting is a nightmare of CRM management.  Today we’re giving sales and marketing ops one more weapon in the battle against stale CRM data.  Other cleansing solutions only clean the contacts that exist in their systems, but email validation allows InsideView Refresh to add value to any contact with an email address.”

Adam Perry, InsideView director of product management

Pricing is available both on an à la carte volume basis and a seat-basedmodel similar to Data.com.  The idea is to provide an “easy switch” fromData.com Clean and Prospector to InsideView.  “We match allcapabilities and price to make it very easy for customers to switch,” said VPof Product and Solution Marketing Joe Andrews.  “We’ve seen a significant growth in demand for this since it’s become more generally known that Data.comis being sunset.”

Few firms have integrated email validation into their cloud or CRM hygiene offerings, leaving firms with bad contact records which cannot be matched against reference datasets.  Products such as D&B Optimizer, InsideView Refresh, and ReachForce SmartSuite are the exception, helping improve delivery rates and email sender scores by verifying emails, even for unmatched records.

Refresh is available for both Salesforce and Microsoft Dynamics.

Oracle Acquires DataFox

Oracle recently acquired DataFox, providing them with access to 2.8 million company profiles, including funding and M&A data.  DataFox “gives customers real-time insight to know when a business exhibits noteworthy behaviors.”

“The combination of Oracle and DataFox will enhance Oracle Cloud Applications with an extensive set of trusted company-level data and signals, enabling customers to reach even better decisions and business outcomes,” wrote Oracle’s EVP of Applications Development Steve Miranda to customers and partners.

Oracle provides the following deal shorthand:

Oracle Cloud Applications + DataFox = Even Smarter Decisions

DataFox is growing its database at 1.2 million companies annually.  The database will deliver real-time insights into its cloud-based ERP, CX, HCM and SCM platforms.

DataFox Data Engine Overview (Oracle Presentation, October 23, 2018)
DataFox Data Engine Overview (Oracle Presentation, October 23, 2018)

In a bit of extreme puffery, Oracle described DataFox as the “the most current, precise and expansive set of company-level information and insightful data.”  Bureau van Dijk and Dun & Bradstreet have 50X the active company coverage including detailed global linkage, risk models, and multi-year financial data.  Bureau van Dijk also offers the Zephyr database, an M&A and funding dataset with over twenty years of closed, pending, and rumored deals.  Where DataFox may have an advantage is in their focus on mid-size and emerging companies which have been recently funded, but this is a small subset of the company universe.

DataFox will continue to sell and support its products.  However, the DataFox roadmap and product line are fluid:

“Oracle is currently reviewing the existing DataFox product roadmap and will be providing guidance to customers in accordance with Oracle’s standard product communication policies. Any resulting features and timing of release of such features as determined by Oracle’s review of DataFox’s product roadmap are at the sole discretion of Oracle. All product roadmap information, whether communicated by DataFox or by Oracle, does not represent a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. It is intended for information purposes only, and may not be incorporated into any contract.”

Along with AI insights, Oracle called out the needs for quality data to back data maintenance, artificial intelligence, and business signals.

Customer Data Challenges (Oracle Presentation, October 23, 2018)
Customer Data Challenges (Oracle Presentation, October 23, 2018)

DataFox has over 275 customers including Goldman Sachs, Bain & Company, Outreach, Live Ramp, and Twilio.

DataFox raised $19 million in funding.  Terms of the deal were not disclosed.  In January 2017, DataFox was valued at $33 million by Pitchbook.

Oracle should study Salesforce’s acquisition of Jigsaw (later renamed Data.com) as a cautionary tale.  Software companies struggle in selling data files as company and contact data decays rapidly and it is difficult to push data quality above 90% absent large editorial investments.  Furthermore, Jigsaw never represented more than 1% of Salesforce revenue so quickly fell off of the company’s internal radar.  The firm is now looking to decommission Data.com and asking its AppExchange partners to fill the sales intelligence and data hygiene gap left in its absence.  Coincidentally, DataFox is one of Salesforce’s Lightning Data partners.

On the positive side, LinkedIn hit $1.3 billion last quarter and has thrived under Microsoft’s ownership.  However, LinkedIn was a much more mature company at acquisition than DataFox with multiple revenue streams and a unique user generated content model.  Microsoft has provided LinkedIn with development capital and allowed it to maintain its independence.  It has also looked to leverage LinkedIn and Microsoft strengths when building sales and marketing products, instead of simply copying other vendors.  For example, Sales Navigator continues to respect the privacy of its members while using aggregated data to provide hiring and employment insights that other companies cannot deliver.  Navigator has also added strong messaging tools (chat, InMail, and PointDrive) which work around its lack of company emails.  Other innovations include SNAP workflow connectors, its new Pipeline CRM updating tool, and Buyer’s Circle for identifying the buying committee at large firms.

What is Fit Data?

A Subset of the D&B Hoovers location selects with regional filters for the US and UK.
A subset of the D&B Hoovers location selects with regional filters for the US and UK.

Last month, I discussed intent data, one of a trio of datasets that assist with lead scoring.  This month I’m touching upon Fit data and next month I’ll be discussing Opportunity data.

Fitness data consists of firmographics, technographics, and verticalized datasets that help define whether a company is a good prospect.  Biographic values such as Job Function, Level, Skills, and Responsibilities should also be employed when evaluating contacts or leads.

Firmographics are the basic variables that have long been used to define a good prospect.  Firmographics include location, size (e.g. revenue, employees, assets, PE/VC funding, and market cap), industry, and year founded.  Other commonly used dimensions include Ownership Flags (Minority Owned, Woman Owned, Veterans Owned, SOHO, Franchise), Ownership Type (Public, Private, Nonprofit, Government), and Parent/Sub/Branch.

Ownership flags are used for both inclusion and exclusion with SOHO and Franchise flags generally used to exclude small businesses and those with limited purchasing authority.  Subsidiaries and Branches are often excluded as they also have more limited purchasing authority, but are included when looking for locations to sell into after an MSA is signed or when evaluating entry into overseas markets.  In these cases, knowing all of the locations of current accounts and top prospects is quite valuable.  Likewise, logistics companies look for companies with many locations.

Several vendors support radius searching around a ZIP code.  This select is valuable for both event planning (e.g. 50 miles from a tradeshow) or for sales reps when traveling and looking to include additional accounts and prospects on a trip.

A recent study by Dun & Bradstreet found that three of the top five dimensions used when targeting B2B accounts are firmographic (Location, Industry, and Company Size).

Firmographic variables such as geography, industry, and company size are commonly used for specifying target accounts (Source:
Firmographic variables such as geography, industry, and company size are commonly used for specifying target accounts (Source: “The 6th Annual B2B Marketing Data Report,” Dun & Bradstreet, Sept 2018).

Furthermore, Account specific lists for ABM generally employ firmographic criteria when building or extending ABM lists.  (Online activity is an intent variable which was discussed in my last What Is.)

Technographics are an example of a verticalized dataset.  Generally they consist of vendors, products, and product categories.  Originally, such data was only available from technology sales intelligence vendors such as DiscoverOrg and HHMI (now Aberdeen Services), but HG Data built and licensed a technographics dataset which is now widely available in data marketplaces, predictive analytics, and sales intelligence platforms.  Aberdeen followed suite in licensing their dataset as well.

LinkedIn Sales Navigator offers a set of unique selects for targeting departments, department headcount growth, and employment growth.  Unfortunately, this data is not downloadable or available for lead scoring.

LinkedIn Sales Navigator offers a set of unique variables for building lists. Unfortunately, the variables are not exportable.
LinkedIn Sales Navigator offers a set of unique variables for building lists.

Biographic variables are also important when determining fit.  Job function and level help determine whether a lead is likely to be a decision maker, influencer, or noise.  Most vendors map job titles to taxonomies of between 8 and 60 job functions and 4 to 8 levels.  Other biographic variables include education, years at company, former companies, and interests.

Data availability and currency may also play into Fit both directly and indirectly.  If a select is weakly populated (e.g. Education, Skills), then many potential targets will be omitted from lists or given low scores.  In some cases, lowering the lead score due to a missing field makes sense.  Lead scores should incorporate the availability of emails, direct dials, and LinkedIn handles because this information increases the likelihood of successfully communicating with a prospect.

TIP: When evaluating vendors, ask about the fill rates on key fields you anticipate using in your lead scoring or prospecting.

In a similar vein, last update dates should also be used as a filter.  Data from SHRM indicates a 2016 average contact decay rate of 27% when accounting for job departures, lateral moves, and title changes.  And this is only at the contact level.  The rate is even higher when including company name changes, relocations, and bankruptcies / facility closures.  Thus, the last update field is a relevant fitness variable for prospecting but not inbound lead scoring.

In short, lead fitness can be defined by a broad set of who, what, and where variables related to companies and contacts.

Mmojo Data Marketplace Launched (Part III)

Mmojo Data Manager Portfolio View
Mmojo Data Manager Portfolio View

This is part III of my Mmojo coverage.  Part 1 covered data enrichment and part II covered prospecting.  My final blog covers Mmojo’s data partners and pricing model.

Both prospecting and uploaded lists may be appended via the Mmojo data marketplace.  While basic company firmographics are included with the subscription, additional data sets may be appended, some for a fee:

  • Contacts: Contact Function, Level, Title, Email, Direct Dial, Social Links.  Licensed from multiple partners.  Only Stirista has been disclosed so far.
  • Technographics: Aberdeen high-level budget figures, hardware counts (e.g. servers, laptops, printers), IT headcounts, installed technology
  • Extended Firmographics: Geolocation, Alternate Names, Parent Company, Phone
  • Extended Address Data: Secondary Addresses, Carrier Routes, Census Data, Congressional Seat
  • M&A Activity: X8 M&A Activity Index Score
  • Company Classification and Growth Indicators
  • Legal Entity Identifier (free)
  • Public Company Financials: US SEC (free)
  • Taxpayer Data: IRS by City or State (free)
  • National [Medical] Provider ID: CMS (free)
  • Social Security Data by ZIP: US SSA (free)

Premium data set descriptions are provided which include the list coverage rate, update frequency, refresh period (how long licensed without paying for the record again), price per record, fields, and column definitions.

Unlike other firms which treat their company identifiers as proprietary, Mmojo will be open sourcing their ExC company identifiers.  Currently, Dun & Bradstreet D-U-N-S Numbers serve as the de facto global company identifier, but Mmojo will be challenging that status next year when they roll out international company profiles with open sourced ids.

The ExC numbers also support list appends and merging.

“Once appended, users can view their contacts and associated contact analytics.  The analytics enable Mmojo users to detect gaps by showing total number of contacts, percentage of companies with contacts, and the distribution of contacts by function and title, providing key data intelligence to B2B and SMB sales and marketing organizations.”

  • CEO Hank Weghorst

Members of the Austin-based Mmojo team include several former members of the Avention product team including CEO Hank Weghorst, Chief Data Officer Brad Palmer, and CTO Ray Renteria.  While there are some broad stroke similarities between the platforms, Avention never offered a data mart service.

Mmojo does not yet provide marketing automation or CRM connectors, so marketers must upload and download CSV files between Mmojo and these other platforms.

Mmojo is priced at $95 per month with additional charges for premium datasets.  The base service includes support for up to 250,000 unique companies under management, basic company and contact enrichment, and list prospecting.  Credit card and ACH billing are supported.  Premium data may be purchased in blocks of credits as follows:

Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.
Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.

Pricing varies by record type.  For example, Mmojo contacts are priced at 10 credits per record, but Aberdeen technographics are priced at 16 credits per record.  Thus, Aberdeen appends are priced between $0.112 and $0.16 per record.

Contracts may be canceled at any point.

Mmojo tracks which records have been previously downloaded and does not charge again for a record if it is being downloaded within a refresh window (six months for most vendors).  Users are only charged for premium data downloads.

An Enterprise service option is available for firms requiring multiple seats, more than 250,000 managed records, or custom configurations.

Mmojo is offering free ten-day trials.  Trialers have view-only access to the tool and do not need to provide payment details during the trial.  When lists are shared with non-users, they are also eligible for ten day trials.

The service includes a set of context sensitive help tools and videos.  A customer forum is also available for asking questions.

This is one of the most mature product launches I have seen.  The service includes a broad set of functionality, clean user interface, deep content partnerships, complete help and training tools, and a full press page.  When discussing the product pre-launch with Weghorst, there was a clear product positioning and defined target market segment.  The service also offers unique product pricing (hybrid subscription with premium data sets) and business models.

Mmojo Data Marketplace Launched

Mmojo Match List results display match scores with a drill down option on match criteria.
Mmojo Match List results display match scores with a drill down option on match criteria.

A new data marketplace, called Mmojo, was launched late last month.  The service provides cloud based prospecting, hygiene, segmentation analysis, look-a-likes, and data enrichment for B2B marketers.  CEO Hank Weghorst sees the SMB market as Mmojo’s sweet spot.  Mmojo describes itself as “the B2B data marketing data everything application.”

“Excellence in B2B Marketing depends on data, particularly in today’s world where data is everywhere,” explains the firm on its website.  “The problem is you have to do all the work: find the data, license the data, cross-reference the data, analyze the data, and maintain the data. Your Marketing Automation and CRM systems are not designed to do this. In fact, they REQUIRE data to feed them and make them effective. What if you had an easy-to-use system that did all that work for you? Mmojo does all of this for your existing data and for new data to drive your marketing programs.”

The Mmojo database spans 20 million US companies and 80 million contacts with plans to add international data in 2019.  Contacts include titles, job functions, emails, direct dial phones, and social handles.  Company intelligence includes firmographics, Aberdeen technographics (premium dataset), M&A heat scores, and public company financials and ratios.

“It’s been proven that the use of high-quality data will drive better marketing results. We built Mmojo with the sole purpose of providing simple and affordable access to this valuable data commodity,” commented Weghorst. “This approach, executed using our partner relationships and most importantly our state of the art technology, has enabled us to change the game.”

Data matching is performed against company, domain, phone, IP address, email, and additional variables as selected by the Mmojo AI match logic.  Matching is done automatically so users do not need to create a field mapping table between Mmojo and their source file; however, users can remap fields if Mmojo selected the wrong field or there are multiple similar columns (e.g. shipping and billing addresses). The match results list includes the match score and Mmojo ExC company identifier.  Users can click on a match score to see additional details about the match.  They can also quickly modify the match threshold and see how many records meet the adjusted threshold level.

Once a list is matched, the user can click on the List Analytics tab and view segmentation (state, revenue, employees, top industries) along with match analytics.  The “Sky Profile,” a trademarked feature, represents the “absolute centroid” of the list by revenue, employees, and industry.  The Sky Profile should be viewed as a typical record.

A List Details tab shows the field fill rates of the original file and the matched Mmojo field.


My review continues with Part II on prospecting.