EMM LeadPorte Global Contact Prospecting

Email address compiler Every Market Media (EMM) announced the “early access launch” of its B2B list tool LeadPorte. The Build a List service provides access to 55 million US and 7 million international contacts. All of the records have emails and a subset have direct dials. The service, which is nearing the end of its beta period, has already delivered 7,500 counts and over 2,000 CSV file downloads to over a dozen beta customers.

Users have access to global company and contact screening via standard filter variables such as job function, job level, SICs, size, location, domain, and title keyword search. Advanced features include deployed technologies; email, domain, and past download suppression lists; SOHO business suppression; and maximum downloads per company, domain, or website.

Leads are ranked by quality with the option to filter leads by quality strata:

Leadporte quality strata allow users to select high-quality data specific to their primary outreach channel.
Leadporte quality strata allow users to select high-quality data specific to their primary outreach channel.

When the max records per company field is selected, LeadPorte selects records based upon job level and data quality.

Max downloads combined with suppression list functionality allow outbound call centers to pull records on an as needed basis instead of pulling bulk files which quickly begin to decay.

A data rebate is in place to encourage a positive quality feedback loop. “We were having trouble getting feedback on our data outside of our OEM channel partners.” said EMM CEO Rick Holmes. “LeadPorte connects us to the feedback of the final user of our product. With hundreds of thousands of records a week being fed back to us from top telemarketing and email firms we’re improving and adding new data in a tremendous way.”

Domain and company name downloads support ABM campaigns focused on best-fit companies. According to Holmes, “Strong ABM campaign case studies often use referral outreach to other stakeholders in the business at companies that have a good fit for your product. That’s why we want to get ‘supporting cast’ contacts we can ask for referrals to the right person in the organization who makes decisions about our product. Successful organizations lever this strategy using different messaging than to a direct prospect, generally asking for a referral to the person who handles the decision.”

Company data is sourced from several companies and combined with EMM’s own data. Content is blended at the field level subject to a vendor hierarchy. A company-level data module will be available shortly.

Administrative features include a search-only restriction, the ability to pull team saved searches, and visibility into monthly data consumption.

LeadPorte is priced on a volume basis with significant discounts for large call centers. At 2,000 records per month, contacts cost $0.15 each, but fall to $0.01 at 250,000 records per month. Additional discounts are available for annual purchases. Unused records are rolled forward on annual accounts but not monthly subscriptions.

LeadPorte volume-based pricing provides significant savings for large call centers.
LeadPorte volume-based pricing provides significant savings for large call centers.

Roadmap features include their first sales enablement connector, machine learning, and social login.

While a number of tier one SalesTech vendors have been acquired this year, it is refreshing to see some of the data vendors such as EMM, HG Data, and Oceanos step into the void with cloud-based data services for sales and marketing.

Oceanos for Salesforce (Beta)

Oceanos ListOptimizer supports quarterly batch updates to account, contact, and lead records.
Oceanos ListOptimizer supports quarterly batch updates to account, contact, and lead records.

Contact data management vendor Oceanos is working with Datarista to bring an SFDC-based contact service to the market.  The Oceanos ListOptimizer service, currently in in beta, will be generally available in Q1.  Sales Operations can run counts, perform company and contact searches, and ensure ongoing data integrity.

The service supports standard company and contact list building with running counts as variables are selected.  New execs may be added as lead records or accounts and contacts.  Duplicate checking is performed.

Batch Salesforce updates are performed quarterly.  In 2018, the updates will run every other month with contact changes updated weekly.

Oceanos offers best-in-class contact records from over a dozen vendors.  When records are deployed to customers, they are subject to real-time reverification against FreshAddress, FullContact, and Pipl.

Contact management services are purchased on a credit basis with custom pricing plans based upon volume and intended usage.

In other news, Oceanos recently inked a deal to deliver its ContactAPI to The Big Willow intent data platform. “Targeting prospects before the market even knows they exist provides our customers a first mover advantage,” said Big Willow CEO Charlie Tarzian.  “With the Oceanos ContactAPI, we provide our users targeted contacts for intent-qualified opportunities that accelerates engagement.  With 15 years in the space, they’ve earned a stellar reputation and we’re thrilled to take this next step in our partnership.”

Along with connectors and APIs, Oceanos offers free data health checks and a team of data consultants to assist with data hygiene and analytics initiatives.

The Fog of Corporate Battle

Churchill's WWII Map Room (Source: Creative Commons)
Churchill’s WWII Map Room (Source: Kaihsu Tai / Creative Commons)

Information is a key asset on the battlefield which provides a competitive advantage to the side with better information and communication systems.  While the “Fog of War” continues to be an issue, real-time information sharing helps improve military decision making and reduces the risk of both collateral damage and friendly fire accidents.  Nevertheless, information remains imperfect and mistakes continue to happen.

In the corporate world, there is also a fog of corporate battle, but much of it is self-induced.  We build systems that don’t talk to each other or which use different conventions for standardizing information and identifying customers and contacts.  Furthermore, information is not validated and enriched as it is obtained, resulting in weak information sets.

While this lack of data synchronization creates headaches across the company, I will be focusing on sales and marketing platforms for purposes of brevity.  Inaccurate and incomplete marketing information causes problems within marketing platforms such as weak segmentation, poor scoring, bad targeting, and misallocated marketing resources.  Bad and missing fields are then propagated to downstream systems.  If information is bad when received and there are no mechanisms for validating, standardizing, and enriching the information in its system of origin, misinformation flows to other platforms resulting in an increasingly expensive set of problems and remediation costs.  It is much easier and less expensive to resolve a problem at its source.

Furthermore, once leads are enriched with firmographic and biographical details, the intelligence is available to downstream platforms; and if the enrichment includes a company identifier (e.g. European Registration Number, Ticker, D-U-N-S Number), then maintaining data accuracy in downstream systems and linking the platforms is much easier.

The cost of islands of information is high for B2B firms.  A few examples:

  • Marketing departments generate a broad set of leads through multiple channels and systems.  Some of this information is anonymous and some is tied directly to contacts.  How confident are you that you aren’t generating duplicate (or triplicate or quadruplicate…) information?  Are you matching and enriching information as it is gathered from web forms, uploaded tradeshow spreadsheets, and purchased lists, or are you loading data “as is” with little verification or enhancement?  By focusing on data quality at the outset, you are ensuring that richer and more accurate information is shared across your platforms.
  • Marketing invests large sums in generating marketing qualified leads (MQL) which are then frequently ignored or cherry picked by sales.  Some of this disconnect is a lack of agreement on what constitutes a good lead but some is also a lack of front-end intelligence being applied by marketing.  A lead may be considered as marketing qualified but lack key information to pass muster with sales (e.g. how big is the company? What industry are they in? What is the job function and level of the contact? What technologies do they use? Will they be approved by credit after I’ve invested months in landing the deal?)  Knowing that a lead downloaded a whitepaper earlier in the day signifies interest in a topic, but not the ability or authority to make purchasing decisions.  Furthermore, it provides a thin reed upon which to base a sales conversation.
  • Channel conflicts are introduced when bad or missing information results in a lead being directed to the wrong sales rep.  Leads which lack accurate firmographics and linkage information are likely to be routed to the wrong team or rep.  Thus, a lead generated at a subsidiary or branch location of a major firm may be routed to a territory rep instead of a named account rep, resulting in both channel conflict and a greater likelihood that the lead will be ignored.  Of course, if the lead was poorly routed, it also is likely that the lead was improperly scored and assigned to the wrong segments for targeting and analytics.

Finally, the lack of standards and cross-platform communication make it difficult to obtain a unified view of the customer.  An October 2015 survey of global executives by Forbes Insights found that 63% believed that a more complete/unified view of the customer would result in more accurate predictions of customer needs and desires.  Other benefits included improved customer experience/service (60%), greater feedback for product/service innovation (55%), and a greater ability to target and optimize for specific customers (50%).

For decades, technology strategists have warned about the problems of creating data islands across one’s IT platforms.  If systems are unable to speak with each other or data lacks consistency across systems, then it is impossible to develop a holistic view of one’s business and customers.  And while the problem seems large today, it will only grow in scope with the advent of the Internet of Things.  So if you think the fog of corporate battle is difficult in 2017, failing to address it will only make the problem many-fold more difficult to tackle in the years to come.

FullContact Enrich API

Sample of FullContact People Intelligence for Their CEO Bart Lorang.
Sample of FullContact People Intelligence for their CEO Bart Lorang.  API intelligence uses emails and domains for company and contact enrichment.  Multi-field queries are also supported.

Contact vendor FullContact is releasing their next generation platform and Enrich API.  Full Contact’s identity graph offers a 95% confidence rating.  The upgraded API supports advanced querying capabilities and improves security.

“Many organizations have incomplete, inaccurate records for their contacts that prevent them from making smart business decisions with actionable customer insights. Enabling businesses to create meaningful relationships with their customers means providing them with the most accurate data in a way that’s easy to integrate,” said CEO Bart Lorang. “Our Next Generation platform was created for users that rely on up-to-date customer intelligence to impact their business.”

Customer data enrichment begins at $1,000 per month.  API data packs begin at $99/month for 2,500 company and contact matches with additional contacts priced at $0.04 per matched record.  For $499/month, developers receive 50,000 company and contact matches per month with a $0.01 charge for additional matches.

Other API calls include email verification, business card image transcription, and consumer enrichment (e.g. demographics, social, employment history).

The Full Contact API supports Eloqua, Hubspot, Slack, Google, Sheets, and other platforms.

Data Quality in 2018

NetProspex WorkBench Value Proposition
D&B Optimizer (FKA Workbench) Value Proposition

 

As we are one month away from the new year, it is a good time to think about budgeting for data quality in 2018.

I know it isn’t glamorous, but that doesn’t mean it is unnecessary.

Data Quality software is markedly improved over the past few years.  No longer is it necessary to download and forward a file to a vendor and wait for them to process your marketing file.  Sales and Marketing Operations can now setup automated cloud cleansing that works within Marketo, Eloqua, Salesforce, Microsoft Dynamics, and other enterprise applications.  B2B vendors to consider include Dun & Bradstreet, InsideView, Zoominfo, and ReachForce.

These platforms perform both initial batch match & append and ongoing enrichment, ensuring that your sales and marketing files have both accurate and complete data.  These services also support company and contact prospecting, data health reports, suppression lists, and segmentation reporting.  A few even offer free data quality reports, deduplication, technographic enrichment, nixie files (defunct companies and departed exec files), web form support, sales intelligence services, and contact verification and standardization (e.g. address, phone, and email) for non-matched records.

As these services reside in the cloud and offer cloud connectors for the major MAPs and CRMs, the operational overhead is minimal allowing operations to focus on ABM look-a-likes, segmentation, and improved targeting instead of file management.

What’s more, data quality improvements benefit sales, marketing, and downstream systems.  A record cleansed and verified as it is created costs much less than a bad record passed down to other enterprise platforms.  Beyond direct cost reduction (storing bad data, marketing to departed execs, sales calls to abandoned voicemails, reduced time keying and updating records manually), there are improvements to segmentation, targeting, lead scoring, lead routing, and messaging.

So budget for data quality in 2018.  It isn’t glamorous, but it is effective.

The ReachForce Contact Enrichment Summary Report.
The ReachForce Contact Enrichment Summary Report.

B2BSignals

B2BSignals' departmental filters are more granular than most vendors and span functions across the organization.
B2BSignals departmental filters are more granular than most vendors and span functions across the organization.

Technology sales intelligence vendor B2BSignals offers data enrichment and prospecting across a database of 50,000 global companies, 700,000 locations, and 27 million executives.  Emails are available for over 20 million executives with emails suppressed in countries with opt-in email regimes (e.g. Canada, Europe).

B2BSignals maintains a proprietary taxonomy for product categories, roles, departments, seniority, skills, and industries.  Over 20,000 technology products are tracked across 8 million product users.  Products and executives are identified at the location level.

B2BSignals does not license any data but acquires it through an open web crawl combined with social listening and editorial review by 900 staff in the Philippines and India.  The web crawl completes every 45 days.

Company prospecting filters include company name, industry and sub-industry, product category and sub-category, employee range, revenue range, domain, international region, country, state/province, city, and “HQ only”.  Contact filters add name, title, email availability, email id, department, and seniority level.  Users may upload suppression files as well as suppress previously downloaded records.

Executive profiles display location address, emails, corporate phones, work histories, roles held, title, department, level, tags and firmographics.  Users may add tags and download the profile as a PDF.

B2B Signals Contact profiles are quite detailed and include emails, titles, roles, products used, work history, tags, and firmographics.
B2B Signals Contact profiles are quite detailed and include emails, titles, roles, products used, work history, tags, and firmographics.

While the prospecting module has clear strengths concerning product and functional responsibilities, sizing data is limited to ranges and location prospecting lacks postal codes, counties, metro areas, and ZIP radius filters.

Company profiles include contact information, Google map, revenue and employment ranges, products installed, contacts by department, and tags.  However, the profile lacks social links, news, sales triggers, and business descriptions, all content which could be gathered via its web crawl.

The User Experience is modern and straightforward.  Separate home pages are provided for sales and marketing.  The Sales Home focuses on prospecting with filter variables, saved searches, recently viewed companies and contacts, and company and contact counts.

Pricing begins at $500 / month with unlimited search, read, and discover, but restrictions on the number of exported contacts and users.  If multiple users download the same record, the user is not charged for subsequent downloads.

In Q4, they will roll out an enterprise edition with APIs and connectors.  A recently introduced Salesforce connector supports batch and on-demand enrichment; custom field mapping; “stare and compare” updates; company and contact prospecting; and i-frame display within account, contact, and lead records.

The B2BSignals Find Contact Prospecting tab in Salesforce
The B2BSignals Find Contact Prospecting tab in Salesforce

The company has an analytics product in beta called Market Insights which provides installed technology segmentation analysis by geographical region, industry vertical, company size, and department. The product is similar to analytics offerings from BuiltWith, Datanyze, and HG Data.

The data cleanse and enrich function pre-processes the records before attempting to match them (many vendors skip this step).  The cleanse steps validate company and contact data, flag obsolete records, remove special characters, dedupe the file, and normalize company data. Cleansing helps improve match rates while flagging out of business companies and contacts no longer at a firm.  Data enrichment then appends firmographics, installed products at both the company and contact level, title, role, department, email, and products used at the contact level.

DiscoverOrg’s recent acquisition of number two technology sales intelligence vendor RainKing cemented their position as the leading vendor.  However, B2B Signals is positioning itself to take a run at the number two position in the technology sales intelligence space with data enrichment, market analytics, and prospecting.  Other contenders for the second position are Aberdeen Services, HG Data, and Corporate360.

Salesify had 2014 revenue of $16.9 million according to their Inc 5000 listing.  The firm was acquired in 2015 by Ziff Davis.  They launched B2BSignals last October.

Correction: B2BSignals was spun off as a separate business unit from Salesify after the Ziff Davis acquisition.   The article originally referenced Salesify, but that is a separate business unit.

Nimble Prospector

The Nimble Smart Contacts App captures the Name, Email, Mobile Phone, Work Phone, Job Title, Company, Website URL, Physical Address, Facebook URL, Twitter URL, and LinkedIn URL contained within an email signature.
The Nimble Smart Contacts App captures the Name, Email, Mobile Phone, Work Phone, Job Title, Company, Website URL, Physical Address, Facebook URL, Twitter URL, and LinkedIn URL contained within an email signature.

Nimble partnered with CircleBack to add two contact maintenance features into its social sales and marketing CRM for individuals and teams.  Users can capture email signatures or take a photo of business cards to populate Nimble.  Email signatures are gathered from Gmail, Google Apps, Outlook / Exchange, and Office 365.  Furthermore, CircleBack appends missing fields such as social links, corporate addresses, and URLs which may not always be available.  It then updates the records to ensure they remain accurate.

“CircleBack’s collaboration with Nimble brings tremendous opportunity to leverage and enhance our open API ecosystem, and to enable Nimble to enrich contact information from social data in new and increasingly effective ways.” said Manoj Ramnani, CEO, CircleBack. “What makes Nimble such an incredible Social CRM is its ability to provide instant context to its users, and now through the power of our APIs, we want to empower Nimble to do it with greater precision.”

Nimble browser extensions for Chrome, Firefox, Safari, and Edge allow sales reps to capture and enrich contacts while browsing the web.  Thus, a sales rep could be on LinkedIn, Twitter, Facebook, or a corporate website and add the contact record with a single click.  CircleBack then enriches the record with missing details.  What’s more, the sales rep doesn’t need to key information into Nimble or guess at email structures.

Nimble plans include 25 free lookups per user per month.  Additional contacts are priced in bundles between 20 cents (50 credits per month) and 10 cents (1,000 credits per month).  While credits are shared across the team and reasonably priced, they do not rollover.  Thus, the true per record cost is higher.

Nimble Prospector Pricing
Nimble Prospector Pricing