Data Orchestration vendor Openprise expanded its Data Marketplace with the addition of seven new vendors: Dun & Bradstreet, Oceanos, DiscoverOrg, KickFire, Acxiom, Cognism and People Data Labs. The Openprise Data Marketplace is a third-party data mart which assists with “onboarding, ingesting and normalizing data” into major platforms such as Salesforce, Marketo, Eloqua, Microsoft Dynamics 365.
“Our customers benefit from having access to accurate and complete B2B marketing data – from verified account and contact data to organization charts to intent signals and buying scoops,” said Katie Bullard, DiscoverOrg Chief Growth Officer. “The depth of our data gives sales and marketers a 360-degree view of target accounts and contacts, and our integrations ensure that data is always fresh, complete and up-to-date.”
“Openprise users can now incorporate Oceanos‘ contact hygiene and provisioning solutions directly within their automated processes to improve their demand generation and Account-Based Marketing initiatives,” said Oceanos’ CEO Brian P. Hession. “Our API wraps five leading hygiene vendors into a single solution, further amplifying the benefits marketers realize.”
Openprise assists with cleaning and normalizing customer data, assesses match rates, recommends new data providers, coordinates data processing, and unifies data across systems.
John Donlon, Senior Director of Marketing Operations Strategies at SiriusDecisions, called acquiring and standardizing high quality prospect data as “one of the biggest challenges marketers face” and “critical” to implementing the SiriusDecisions Demand Unit Waterfall. “Any technology that can facilitate that will give organizations a huge leg up not just in understanding their target audience, but in driving meaningful interactions throughout the buyer’s journey.”
Openprise claims that no single data vendor can provide superior data than their platform. They also warned that a multiple vendor strategy is often ineffective due to industry content white labeling, resulting in little incremental value. “With our Multi-Vendor Enrichment Strategy Service, our customers know quantitatively how each incremental vendor’s data will improve their database and they have the processes in place to easily integrate new data in a way that conforms with their existing data policies.”
The Openprise platform supports data onboarding, data cleansing and enrichment, data unification across systems, and data delivery.
Manoj Ramnani, CEO of CircleBack, launched his next venture, SalesIntel, as a beta service this month. After spending a decade in the sales and marketing space, Ramnani realized that “high quality and affordable B2B contact data for sales professionals was missing, and that enterprises were looking for a better deal.”
Traditional contact files are around 80% accuracy, but SalesIntel claims 95%+ accuracy through human verification of their contact records. Once added to the database, SalesIntel contacts are subject to a 90-day reverification cycle to maintain accuracy. 95% pushes the limits of accuracy due to the 2 to 2 ½% natural decay rate of contacts based on ongoing executive changes.
SalesIntel currently covers one million U.S. contacts, but it is growing at 100,000 names per week. Ramnani projects that the SalesIntel database will double in size to two million contacts by September.
Every contact record contains an email address and 90% contain direct dial phone number and LinkedIn hyperlinks. SalesIntel also provides headquarter and branch location switchboard numbers.
This data acquisition model is similar to the editorial process implemented at DiscoverOrg which has built a high quality database of three million contacts subject to 90-day human reverification cycles.
Ramnani emphasized that contact quality is even more important in the era of ABM targeting and committee buying:
When they do start a conversation, sales reps lack the contact information to easily include and reach out to everyone involved at an account. Each business decision involves seven buyers on average, but at least info for two of those contacts is expected to be wrong on average. Inaccurate data doesn’t only cost the cost of acquiring the data. It costs your sales team time, profit, and can slow down deals.
SalesIntel CEO Manoj Ramnani
SalesIntel also supports ABM lookup of contacts at companies and broader list building. Screening covers basic location, employee, revenue, title, and name filters along with six job levels, nine departments, and industry codes (SIC and NAICS). Location screening is limited to State and ZIP codes. Up to 500 records may be downloaded at a time.
The basic service offers 50 view-only contacts per month for $50. The standard service provides 100 downloadable contacts per month for $100 and the Advanced service provides 250 contacts per month for $250. A Salesforce integration and technographic selects are coming later this month.
“My team and I started this journey six months ago with the mission to make sales professionals’ lives easier,” Ramnani said. “We realize that salespeople shoulder the most important responsibility for the existence and growth of their organizations, namely, revenue growth. Our goal is to use the power of machine gathering and human verification to make their lives easier by providing them with the highest quality data on the market.”
Zoominfo held its third annual Growth Acceleration Summit in Boston last month. The event projected increasing marketing confidence by the firm, with Earvin “Magic” Johnson keynoting and lectures by many of the top sales and marketing thought leaders including Jay Baer, Convince & Convert; Tiffani Bova, Salesforce; and Keenan, A Sales Guy, Inc. Analyst sessions included Sirius Decisions, Heinz Marketing, and Forrester.
The event also provided a forum for announcing ZoomInfo’s latest Growth Acceleration Platform features. New capabilities include a revamped ReachOut 2.0 Chrome Connector and a HubSpot Connector.
Magic, who has a long history of success in business and team ownership, provided personal anecdotes about his basketball and business career. Key pointers includied hiring self-motivated staff that are smarter than you so as to continuously renew the organization; make sure you over deliver on customer expectations; and reward your staff, not just executives, as it is the staff that will ensure your ability to continuously over deliver; Finally, he said that there are too many competitors out there to ever relax – both businesses and athletes need to continuously improve.
The new Hubspot connector allows users to upload Accounts and Contacts to Hubspot with a click of a button from either a browser or the ReachOut Chrome connector. The HubSpot integration also supports ZoomInfo Complete which provides on demand enrichment at record creation. ZoomInfo Complete for HubSpot is currently in beta.
ReachOut 2.0 streamlines account and contact research from within Chrome, providing instant access to ZoomInfo intelligence while browsing. The service is context sensitive, providing company and contact profiles based upon the current LinkedIn record, URL, or CRM record being viewed. The service also supports quick export to Salesforce, Hubspot, Microsoft Dynamics, Outreach, and SalesLoft. When expanded into an 80% screen view, full company and contact intelligence is displayed. Company insights include location, firmographics, people at company by job function, company locations with contacts and location counts per geography, technologies used (licensed from HG Data), and competitors (licensed from Owler). Contact data includes company intelligence along with an expanded set of social links and contact details.
The 80% ReachOut expanded view supports full prospecting both across companies and within a single firm. Users can quickly select records and share them to CRM (Salesforce, MS Dynamics, HubSpot) or Sales Engagement platforms (Outreach, SalesLoft). Being able to enlarge to the 80% view allows Zoominfo to pack a full-featured offering into ReachOut, helping it expand from a tool to a full-service product.
ReachOut now supports user tagging allowing users to store campaigns, lead source, etc.
“If you combine your own intelligence with Big Data, you create for yourself a crystal ball that gives you the ability to focus your attention on the most important things that need to get done,” said CEO and Chief Scientist Yonatan Stern. “When you focus, it doesn’t cost you more money, but you can increase productivity and profitability.”
“Over the last year, we have doubled down on our strategy of making ZoomInfo’s contact and company data available on the platforms where our customers live,” said Phil Garlick, VP of corporate development. “In keeping with that strategy, we have released two new products that integrate seamlessly with a host of platforms and systems our customers use.”
Also unveiled at the Summit was ZoomInfo’s new ZoomInfo University certification program, “a comprehensive, hands-on certification program that enables B2B professionals to fully leverage its B2B contact and account database for business results.”
The new training program teaches best practices around persona development, lead scoring and routing, market segmentation and territory management, campaign strategies, and data management.
“ZoomInfo University is designed to strengthen your knowledge of the industry and usage of the entire ZoomInfo Product Suite,” said Garlick. “It’s both a deep dive of capabilities and the beginning of a lasting growth acceleration journey.”
ZoomInfo continues to be confident in their data quality due to their Community product which provides them with access to email signature blocks. According to a sales rep, records updated within the past year have a 90% deliverability rate. He noted, however, that deliverability will vary by industry and function due to the underlying contact decay rates of various segments. For high decay functions (e.g. sales) and industries (e.g. high tech), he suggested using the six-month update select to ensure receiving the highest quality leads.
I’ve been looking for a good description of what GDPR (General Data Protection Regulation) means to B2B marketers and finally came across a session given by UK technology profiler Rhetorik. There have been a number of issues that have muddied the waters, making it difficult to provide much more than general rules. Amongst the issues are a focus on the implications to consumer marketers, the lack of a general law that spans the EU, and an emphasis on rumors and fears about what will happen to firms that fail to comply with the regulation.
Rhetorik Data Protection Officer Samantha Magee noted that GDPR covers how and why companies hold and protect data. It is focused on internal processes rather than external communications, and is channel agnostic.
In around 18 months, the EU will pass uniform ePrivacy legislation which covers external communications in member countries. Until then, rules will remain fragmentary. For example, Opt-in or Opt-out protocols differ by country with the UK amongst the more liberal countries:
For the moment, GDPR has given teeth to local regulations. In the UK, the PECR (The Privacy and Electronic Communications Regulations of 2003), overseen by the Information Commissioners Office (ICO), remains the applicable regulation for consumer, single trader, and small partnership communications. It was drafted after the European Directive 2002/58/EC, otherwise known as the or ‘e-privacy Directive’, was implemented in 2002.
There are six bases for communicating with clients and prospects, all of which have equal weight: Consent, Contract, Legal Obligation, Vital Interest, Public Task, and Legitimate Interest. Of these, Consent (e.g. opt-in) and Legitimate Interest are the most common for B2B marketers. Support and service departments would most likely be covered under contractual relationships.
“Legitimate Interest aims to provide a solid and lawful basis upon which commercial communication can occur, allowing marketers to promote their products and services to a targeted and well defined audience,” said Magee. “At its heart, is the desire to ensure that commercial practices and communications are relevant to the individual, offering the assurance that high standards of care are applied and that their essential privacy” rights are considered of the utmost importance.”
Part II continues with a discussion of the UK PECR law and additional details on Legitimate Interest.
DealSignal, which offers an on-demand platform for Total Audience and Contact Data Management for B2B marketing and sales, recently rolled out its Total Audience Metrics (TAM) module. The new platform helps sales and marketing professionals improve Go-to-Market and Demand Planning processes by allowing them to measure and visualize their total audience and determine coverage gaps in their CRM and MAP. The new platform analyzes TAM by persona, account segment, and buying committees (what SiriusDecisions calls Demand Units).
“We’ve run hundreds of TAM analyses for B2B marketing teams in various industries and customers are consistently surprised to find that they’re missing more than 80 percent of their target audience—the contacts that fit their target personas and ideal customer profile. TAM coverage is currently averaging 18 percent in existing CRM and MAP systems. It’s a big ‘aha moment’ to learn that you’re missing out on marketing or selling to a large majority of your potential buyers. Often, the best potential buyers – those most likely to convert – are among the missing contacts found in the gap analysis,”
DealSignal CEO Rob Weedn
The firm is seeing rapid uptake on its TAM service which is available as either a freemium (TAM Estimates) or paid option (TAM Actuals). “Early feedback is that this is a great way to verify the counts and size up the Outbound and/or ABM marketing programs over the upcoming year,” said Weedn.
According to DealSignal, TAM Estimates are accurate to ± 20% of Accounts and Contacts. “We’ve been offering this for a few months and it is very popular” with customers and prospects “leveraging this analysis for initial demand planning and budgeting,” said Weedn. “TAM Actuals is a Paid Offering, charged based on credits on our platform, which provides perfectly accurate Total Audience metrics based on Accounts and Contacts.”
The DealSignal platform dynamically discovers, refreshes, and verifies records based on the TAM criteria.
DealSignal has adopted the term TAM, but calls it Total Audience Metrics instead of Total Addressable Market. Weedn explained the difference between the DealSignal and Classic TAM approach:
Total Addressable market is classic and static top down analysis, based on sample/partial market data, typically performed by market research and analyst firms like IDC, Gartner, etc. “Classic TAM” is not necessarily an accurate sizing of the market, it is not frequently updated, and, most importantly, there is no real way for marketing and sales teams to plan marketing and sales programs with a classic and static top-down TAM, and definitely no way to execute against the Accounts and Contacts in that TAM.
DealSignal, is here to help marketers market and sellers sell, so we perform an accurate, bottoms-up, dynamic analysis, based on complete market data, of the actual counts of the Total Audience – which we define as the Accounts that meet Target Market criteria (Industry, Employee, Revenue, Technologies Used, etc.) and Contacts that meet Ideal Buyer Persona criteria. Further, our Total Audience Metrics/Measurements include a process to dynamically discover and verify the underlying Accounts and Contacts, so TAM Analysis is dynamic, based on actuals, and can be updated on demand. The Accounts and Contacts can then be converted, with one click, to fully enriched and verified with full Account/Contact Profiles and Contact Information to be used in marketing and selling initiatives.
Using the DealSignal platform, users can define target personas and Ideal Customer Profiles (ICPs) to build out their TAMs, using micro-targeting criteria such as Titles, Profile Keywords, and Locations that yield results as ranked lists of relevant accounts and contacts. The module compares the TAM against the CRM and identifies gaps by account, industry, geography, etc. DealSignal provides the TAM based not only on CRM data and large third-party sources, but through dynamic sourcing and verification, so the TAM results are “comprehensive and accurate” with net-new accounts and contacts.
DealSignal combines APIs, algorithms, and human intelligence to achieve a much higher level of contact accuracy (95 – 100% according to the firm) than most vendors. The company provides a 100% guarantee on all Account and Contact data. The system enriches and verifies existing leads, contacts and accounts. As it conducts dynamic data sourcing, DealSignal claims account enrichment match rates between 95 and 100% and lead enrichment match rates between 85 and 100%.
DealSignal TAM Analysis Module
DealSignal dynamically discovers, enriches and verifies account and contact lists through a combination of AI robots and researchers combined with CRM and MAP feedback loops. The firm claims a deliverability rate between 94 and 97% and reverifies data on demand for every customer request, with a two week window for contact aging. Records that fall outside of the two-week window are reverified overnight.
“Since static data-at-rest quickly becomes dated, we do not trust it, you should not trust it, and you should certainly not rely on it to define or optimize your vital marketing or sales programs. It must be renewed and refined at runtime,” said Weedn. “We believe in dynamically refreshing and re-verifying data on-demand, when it needs to become active and put into a marketing or sales process—and we’ve uniquely designed the DealSignal platform to do just that.”
DealSignal has automated and editorial processes that place its data quality at a level claimed only by DiscoverOrg. Both firms utilize editorial teams for staying ahead of the 25 to 30% contact decay rate suffered by static databases. DiscoverOrg performs a full data verification every 90 days while DealSignal performs a just-in-time data quality review overnight.
“Marketers and sales teams currently rely on solutions that provide 50 to 80% quality. That is a B- or F on a test, and we need to change the expectation to impeccable quality, at 95-100% (A or A+) to greatly improve marketing and sales performance,” said Weedn.
Last month, DealSignal released a GDPR risk assessment module which enriches CRM data with contact locations and flags EU-based leads. Users can also choose to exclude EU-based leads.
“B2B marketers are faced with many challenges today: identify and engage their total audience, try to keep their audience data fresh and accurate, and comply with new regulations like GDPR. Given the negative consequences associated with GDPR, most marketers are scrambling to review and re-verify the location and status of their contacts,” said Weedn.
Leads are pre-purchased on a volume basis with 1,000 credits running $895. Volume discounts kick in at 5, 10, 25, 50 and 100 thousand credits.
Dun & Bradstreet rebranded D&B Workbench Data Optimizer as D&B Optimizer for Marketing and announced a set of enhancements to the platform. The Workbench name, now dropped, went back to the product’s origins as NetProspex Workbench, one of the first DaaS Hygiene / Enrichment / Prospecting platforms. The rebranded product includes a series of new features including an Analyze module, Salesforce Contact Optimization, custom email deliverability targets, and NAICS industry code support.
“This new name reflects Dun & Bradstreet’s commitment to deliver the very best in data optimization services,” the firm wrote its clients. The new name is also consistent with its other Optimizer solutions: D&B Optimizer for Salesforce and D&B Optimizer for Microsoft.
The new Analyze module delivers profiling and market opportunity analysis “utilizing D&B Master Data and proprietary machine-made analytics.” Features include dynamic dashboards which help marketers visualize their primary profile by revenue, employee size, and industry. The service also provides look-a-like opportunities to assist with ABM expansion and pipeline growth.
The new Salesforce Integration for Contact optimization supports contact cleansing and enrichment at a frequency determined by the customer. Dun & Bradstreet claims that the Salesforce integration may be setup in fewer than twenty minutes.
Custom Email Deliverability Levels allow marketers to dip deeper into Dun & Bradstreet’s pool of emails and select contacts with lower reliability scores. The default level is 90% deliverability, but highly targeted selects may require using contacts that are below the 90% deliverability threshold. Dun & Bradstreet called the 90% threshold “our recommended level for most email campaigns.”
Finally, D&B Optimizer for Marketing added NAICS industry code selects. The product already supports the older US SIC industry taxonomy.
Other D&B Optimizer for Marketing features include data validation and standardization (email, phone, address), duplicate flagging, data hygiene reports, lead prospecting, segmentation analysis, and data enrichment (firmographics, D-U-N-S Numbers, corporate linkages, technographics, biographics).
I’ve long suspected that email guessing strategies based upon corporate email templates are risky. If the hit rate is low, you can quickly undermine your sender score and hurt your firm’s ability to communicate with customers and prospects.
Almost every sales rep does it as a quick workaround. Hell, I’ve done it. But, as a strategy for building marketing datasets, it is a dead end. When sales reps do it, there is a high probability that their well drafted email will bounce. When marketing does it, they will kill their email deliverability.
SalesLoft began as a LinkedIn scraping service that employed Google to build lists and then utilized email guessing to enrich the lists with dubious quality emails. SalesLoft Prospector grew into a multi-million dollar business, but CEO Kyle Porter saw the business as unsustainable. Instead, Porter used revenues from Prospector as a financial bridge for building out a sales engagement Cadence service which has grown rapidly. Porter describes their service as “sincerity at scale.”
Yesterday, they announced the acquisition of partner SalesNinja which provides integrated meeting analytics for their sales engagement platform. The tool transcribes and tags meetings for sales coaching, new hire training, and meeting note searching. The goal is to improve sales efficiency and efficacy while identifying best practices. Instead of dubious lists, the firm is looking to build quality conversations between sales and prospects.
SalesLoft’s mission is to “enable salespeople to sell with true intent and sincerity,” said Porter several years ago. “The concept of getting a good prospect list and pounding it to death is old, trite and has become a terrible strategy and drag on our customer’s brands. We have never intended to participate in that process. SalesLoft Cadence is a different process, creates a different relationship, much different results and is executed by professionals with professional solutions.”
DiscoverOrg was never tempted by such strategies and employs a large editorial team to research and maintain executive profiles. In a recent test of 2,700 editorially gathered emails that were also SMTP verified, DiscoverOrg found that basic template guessing was only 62.4% accurate. When nickname substitution was employed, the rate only rose to 66%. When they analyzed the incorrect guesses, they came up with multiple reasons for failure:
Large companies have multiple email formulas
Brands and subsidiaries create complications
Subdomains are becoming more popular in email addresses
Some companies use multiple email domains for different roles
Nicknames are very common
Middle initials and middle names
Secretive email formulas
“A lot of data providers offer ‘confidence levels’ or likelihoods that a specific email is good,” blogged DiscoverOrg SVP of Data and Research Derek Smith. “They’re just peddling their own guesses. Anybody can pass along their best guess at an email. Real sales intelligence gives you accurate, actionable data that won’t result in a bounce of your carefully crafted prospecting message.”
In the end, prospecting shortcuts are problematic. The best sales and marketing professionals employ accurate data and insights for their messaging. Furthermore, in the era of GDPR (three days from now), you can’t have explicit consent to communicate with an EU citizen when you are guessing at how to contact her.
Data hygiene vendor ReachForce released its new end-to-end data quality solution called SmartSuite which unites their SmartForms and SmartManage services into a single offering. The SmartSuite service begins with an initial database cleanse bundled with ongoing data verification. Sales operations can also upload their customer database for match and cleanse processing before importing the data into a CRM. The firm notes that “providing data authenticity from the initial point of data acquisition has proven to be a priority for sales and marketing teams.”
Reachforce is positioning SmartSuite as a solution for lean marketing organizations that require “complete data to fuel their marketing programs.” Furthermore, they stated that the pricing model is a “cost-conscious platform” with a “pricing model that scales with the size of your database and low-effort implementations.” Beyond data hygiene, the platform offers “more robust data insights and an on-demand database builder.”
SmartSuite supports both web forms and list uploads which are immediately verified and enriched.
Other enhancements include SEC filing data for US publics and contact enrichment.
SmartSuite integrates with MS Dynamics, Marketo, HubSpot, Pardot, and Eloqua. The solution standardizes, verifies, and dedupes company and contact records prior to matching and enriching them with over 150 attributes. Sales and Marketing reps can also prospect for additional contacts at key accounts.
“Regardless if you’re one of the largest enterprises or a B2B startup, the burden that poor quality data places on growth remains the same,” said ReachForce CEO Dion Cornett. “We’re excited that our new innovative platform is able to address so many of the data challenges shared by our customers. Intuitive ease-of-use, extended functionality, and better data mean more successful campaigns and greater revenue.”
Sales and marketing intelligence vendor InsideView launched their Apex “go-to-market decision engine.” The new product combines InsideView and CRM data to assist with analyzing new market entry, identifying a firm’s Ideal Customer Profile (ICP), and assessing its Total Addressable Market (TAM).
“Smart B2B companies today are asking these questions: ‘Who are my best customers?’, ‘What are the new geographies and industries where I can expand?’, and ‘Are we going after the right customers and the right revenue?’,” said InsideView CEO Umberto Milletti. “We realized we had the technology, expertise, and data to help companies answer these questions quickly and with confidence so they never miss an opportunity. Business strategy shouldn’t be based on gut and guessing. And it shouldn’t require cumbersome data analysis. InsideView Apex uses cutting-edge technology and the best possible data so you can make the right decisions for your business.”
Go to market planning features include an ICP wizard, new/adjacent visualization tools with “what if” targeting analysis, TAM and market penetration analysis, new account and lead identification, and exporting of new ABM prospects to CRMs and MAPs.
“Revenue teams can use InsideView Apex to visualize performance against target segments in real time to optimize for success and focus resources on the targets with highest potential,” said Joe Andrews, VP of Product and Solution Marketing. “Marketing can see performance indicators at each stage of the funnel as leads convert to opportunities and won deals. Sales ops can identify where leads or opportunities may be getting stuck to course correct in real time.”
The Apex account score is based on an AI algorithm which correlates attributes from deep company profiles that are proprietary to the InsideView Platform. The account score is maintained and updated dynamically within Apex as customer ICP lists change. However, the account score is not currently pushed to CRM or InsideView for Sales.
If customers have also licensed InsideView Sales and Enrich products, ABM accounts are tagged.
Other visualization tools include a five-quarter historical view; market segmentation of leads, opportunities, and wins; and account whitespace (market penetration) analytics.
Apex integrates with Salesforce, MS Dynamics, Eloqua (Oracle Marketing), and Marketo.
Apex is licensed as an annual subscription and is priced in tiers based on company size which serves as a proxy for the number of market segments being targeted.
Apex is not the first tool in this category (e.g. D&B DataVision and DiscoverOrg AccountView), but it is emblematic of the expansion of sales intelligence vendors into market intelligence and strategic planning. When I started GZ Consulting six years ago, the sales intelligence firms were wary of entering the marketing realm, but the top sales intelligence firms are now offering ICP/TAM tools, marketing automation connectors, segmentation analysis, look-a-like prospecting, and data enrichment tools. This shift goes hand-in-hand with the blurring of the lines between sales and marketing. For example, sales engagement platforms provide cadence, analytics, and email marketing tools for sales reps alongside dialers and sales coaching. We are also seeing visitor intelligence and intent data being displayed within CRMs.
“Most B2B companies perform go-to-market planning and analysis in product silos and often fail to involve sales and marketing teams early in the process – those who must execute the strategy. Planning is a slow, manual process, based on limited information. Most firms have few ways to measure market performance reliably against strategy, making it nearly impossible to course correct in real time. It’s time to change this.”
Forrester Principal Analyst Laura Ramos
A 2018 InsideView survey of 500 American sales and marketing professionals found that TAM measurement was non-existent (25%) or ad hoc (28%) at surveyed organizations. Only 23% of respondents work at firms that regularly evaluate Target Demand. The remaining 24% of firms perform Target Demand analysis annually.
“All of the efficient and creative demand generation in the world will be wasted if the targeting is off,” wrote the firm in their 2018 Sales and Marketing Alignment report. “The shotgun approach to sales and marketing no longer works. There’s too much noise in the market and in prospects’ inboxes. The only way to stand out is to know who you’re targeting, and why and when they buy, and it can’t be done effectively unless both sales and marketing buy in it. Developing an ideal customer profile (ICP) and using it to determine your total addressable market (TAM) will help sales and marketing know exactly who to target, why they need your products, and when they need them.”
Salesforce told its Data.com Connect customers that the product will no longer be available as of May 4, 2019. As such, the firm will not renew any customers after May 3rd of this year, and users will not be able to license any points, contacts, or plans after May 3rd. However, users will be able to earn points through community updates through the expiration of the product. While Salesforce has not announced shutdown dates for the native Salesforce Data.com Clean and Prospector offerings, their shutdown is “currently targeted for some time in 2020.”
Data.com Connect contacts data will continue to “used in the maintenance of the Data.com Clean and Prospector products,” said the firm. “After the Data.com end-of-life is complete, the contact database may be archived by Salesforce.”
Data.com Connect is the successor to Jigsaw, which the firm acquired in 2010 for $142 million. Connect Members either purchased plans or earned points through adding and maintaining records within Connect. After acquiring the database, Salesforce realized that Jigsaw company data was too weak to be sold and partnered with D&B (now Dun & Bradstreet) to deliver the WorldBase company file alongside Jigsaw contacts. This partnership was in place until early 2017 when SFDC announced the end of the licensing relationship. Legacy customers continue to receive Data.com WorldBase account data, but the firm is encouraging clients to evaluate Lightning Data partnership offerings from Dun & Bradstreet, Bombora (intent), HG Data (technographics), DataFox, Clearbit, MCH (healthcare), and InsideView.
Future Lightning Data partners include Thomson Reuters, Aberdeen (technographics), Datanyze (technographics), Compass, and Equifax.
“We’ve built a powerful, flexible set of capabilities into the Salesforce platform we call the Lightning Data Engine. It uses sophisticated matching algorithms and machine learning to make it easy to implement and deliver strategic data and insights from trusted, third-party sources. Lightning Data apps give customers next-level data quality, enabling them to create more intelligent processes built on better, more targeted data, which improves CRM user adoption and ROI. Best of all, seamless integration requires minimal ongoing maintenance, and makes data readily available on any device without IT involvement.”
Dun & Bradstreet said that it expects Data.com revenues to decline 30% in 2018. The announcement that the Data.com Prospector and Clean products will be shuttered in 2020 is likely to expedite the revenue wind down.