Leadspace and ZoomInfo inked a strategic partnership to distribute ZoomInfo data through the Leadspace Customer Data Platform. The platform-level integration lets customers activate ZoomInfo data and intelligence from within Leadspace. The Leadspace CDP is a data-agnostic platform that supports predictive scoring, ICP analytics, look-a-like modeling, intent signaling, and custom buyer personas and scores.
The partnership is Generally Available to joint customers.
Leadspace also offers robust data hygiene and enrichment based upon the Reachforce platform it acquired several years ago. Other tools include web forms, marketing automation and SFDC enrichment, and custom audiences for programmatic marketing.
“We talk to many B2B companies that work with ZoomInfo and see tremendous value in their intelligence solutions,” said Leadspace CTO Amnon Mishor. “We’ve partnered with ZoomInfo on some strategic clients and proven the added benefits of the Leadspace platform in being able to unify other data and intelligence with the ZoomInfo data, then activate it across channels. It’s really the best of all worlds for our customers.”
While both companies have strong matching capabilities, Leadspace is performing real-time matching between the two platforms. Initially, the partnership supports company and contact enrichment, but additional datasets such as technographics and intent are planned.
“Every B2B enterprise can benefit from the new Leadspace and ZoomInfo integration,” said ZoomInfo CRO Chris Hays. “We believe making our data available through a leading customer data platform (CDP) for unification and activation is the new frontier for B2B sales and marketing, and it’s a great way for customers to see even greater return on their investment in data.”
Both companies have performed well during the pandemic. ZoomInfo IPO’d in June and has had several strong quarters since going public, growing revenue 62% last year.
Leadspace closed on a $46 million Series D earlier this month. It doubled its customer base over the past two years and grew revenue 151% between 2016 and 2019, placing the firm at 2,681 on the 2020 Inc. 5000 list.
Dun & Bradstreet launched D&B Connect, a self-service data management platform that “intuitively connects, manages and visualizes critical data across an organization using the Dun & Bradstreet Data Cloud.” D&B Connect helps users benchmark, access, clean, enrich, and monitor their customer and contact data.
D&B Connect provides an “easy-to-use portal for managing sales and marketing data.” The service enriches and unifies data for a “complete view of the customer.” Along with Dun & Bradstreet firmographics, linkages, and contacts, D&B Connect enriches customer files with over 2,500 insights and supports custom data layouts.
D&B Connect builds on Dun & Bradstreet’s data management solutions for sales and marketing platforms and leverages Dun & Bradstreet’s global WorldBase file, D-U-N-S Numbers, and DUNSMatch capabilities. These assets support identity resolution, including corporate linkages, to tie together account hierarchies, providing a unified customer view that spans regions, product lines, multiple company names, and enterprise software platforms.
D&B Connect acts as a centralized hub to manage and report on data quality in enterprise platforms, including CRMs, MAPs, ERPs, data lakes, and CDPs. A machine learning engine normalizes input records, removing manual file preparation steps.
Users can set match quality rules and thresholds based on D&B Confidence Code, Match Grade String, and the number of match candidates to be returned.
Other features include embedded intelligence, “simplified workflows,” and “team-based controls and dashboards to improve collaboration across departments.”
D&B Connect can process millions of records “in a SOC 2 certified, CCPA, and GDPR-ready environment.”
“With D&B Connect, we put the power to manage data quality in the user’s hands, enabling our clients to reduce time spent on data management from weeks to hours,” said Michael Bird, President of Sales and Marketing Solutions at Dun & Bradstreet. “We will continue to innovate across our sales and marketing portfolio to reduce MarTech complexity by integrating directly into the workflows of our clients so they can focus on growing their businesses.”
D&B Connect is supported by a team of 28 data advisors, each with at least ten years of experience.
In 2021, D&B Connect will be extended into finance and risk use cases.
Scott Brinker and ChiefMartec published their annual eye chart of MarTech companies. The list grew another 13.6% to 8,000 companies. However, the attrition rate was 8.7% as one in twelve companies on last year’s list were either acquired or folded.
The Data category grew by 25.5% to 1,258 companies. Within the data grouping, Governance, Compliance, and Privacy rose 68%. Other sub-segments with rapid growth include Conversational Marketing and Chat (up 70%), Projects and Workflow (up 41%), Print Advertising and Promotion (up 35%), and Video Marketing (up 26%).
While MarTech continues to expand, Brinker contends that the industry has a long-tail with one to two dozen platforms that “dominate global market share.” These are followed by a few hundred category leaders, each with tens or hundreds of millions of dollars in revenue.
Brinker argues that MarTech has evolved from suites to platform ecosystems that look to leverage the capabilities of long-tail builders and entrepreneurs, providing niche solutions integrated into their platforms. “The stability of a major platform as the backbone of a marketing stack augmented with a set of specialized apps designed to plug deeply into that platform is a powerful combination. A “point solution” — which used to be a negative label — isn’t a point solution any more when it seamlessly integrates into your primary platform. It becomes part of the fabric of your stack. Literally: it’s a feature, not a bug.”
“At the same time, these characteristics give long-tail Martech businesses a certain degree of robustness,” continued Brinker. “By integrating deeply with a major platform, they overcome buyer objections to unintegrated software. They tap network effects with other integrated apps that can benefit from each other’s data and services. And they can focus their marketing and sales energies toward a well-defined target audience — customers of that platform — often through online marketplaces run expressly for that purpose.”
This logic is being replicated in newer categories such as Sales Engagement. Outreach and SalesLoft have offered partner ecosystems for several years that augment their capabilities and provide flexibility to their offerings. Just as Salesforce has acquired companies to extend its capabilities, SalesLoft has acquired partners (NoteNinja and Costello) to extend core capabilities. Smaller vendors may not offer formal app directories, but usually partner with a few best-of-breed vendors in various categories (e.g. LinkedIn SNAP, Vidyard, Drift, Zoominfo).
Now, this year’s data was collected before the coronavirus pandemic exploded globally in March 2020. The elephant-in-the-room question, of course, is what impact will this crisis have on the Martech industry? What will the Martech landscape look like in 2021?
Scott Brinker, ChiefMartec
Brinker sees the pandemic as “more of a short-term hit than a long-term death” as “it’s going to be a tough time for their customers,” resulting in a culling of weaker vendors. Certainly, business spending will be reduced due to economic uncertainty. Brinker also cautions that marketing operations will be stretched thin, dealing with crisis operations, and a reduction in VC funding will increase the perceived vendor risk for startups.
But the pandemic is not entirely negative for MarTech companies. On the positive side, businesses will “lean in to digital engagement / transformation,” focus on performance marketing, and benefit lower-priced products tied to platform ecosystems.
“The world is going to continue to become more digital. If anything, this crisis will accelerate the motivation for firms to embrace digital operations and digital customer experience. And that’s where MarTech thrives.”
Finally, Brinker noted market analysis conducted by Luma Partners. While the S&P 500 was down 25% in Q1, MarTech public companies were down only 8%. This mild decline is an indicator that MarTech is viewed more favorably by the market than other categories (and far better than AdTech, which declined 32%).
B2B DaaS and contacts vendor DealSignal announced the availability of CRM Data Health, a Salesforce module that continuously refreshes, enriches, and reverifies lead, contact, and account records. DealSignal data is GDPR-compliant and based upon AI validation and human verification.
than comparing dirty CRM data against other static data sources that may
themselves be outdated, DealSignal CRM Data Health takes a dynamic, on-demand
enrichment and verification approach that uses both AI and human intelligence
to ensure near-perfect accuracy,” stated the firm. “DealSignal CRM Data
Health delivers a reliable alternative for companies looking to replace
Like other CRM hygiene apps, CRM Data Health includes a free data health audit. The CRM data enrichment includes detailed contact profiles, Bombora buyer intent, and firmographics. Along with CRM hygiene, customers can enrich inbound leads, events lists, and third-party lists.
“Bad CRM data is a pervasive issue that has a negative ripple effect on B2B marketing and sales performance: from inaccurate ABM targeting, to bounced emails that can damage sender reputation, to outdated or irrelevant contacts that clog marketing automation systems at a great cost,” said DealSignal founder & CEO, Rob Weedn. “Industry studies find that up to 50 percent of CRM data is incomplete, out-of-date, or inaccurate. Compounding the issue, data decays at a rate of over two percent per month, so maintaining data health is a constant challenge that requires an on-going solution—much like you can’t get in shape by going to the gym once. We’ve introduced DealSignal CRM Data Health to help Salesforce customers continuously maintain rich, accurate and verified target audience data, and keep it fresh on a regular schedule.”
With the decommissioning of Data.com, vendors like Dun & Bradstreet, InsideView, Zoominfo, and DealSignal are jumping into the fray. If you are looking to make your sales reps more effective, your segmentation more accurate, or your Einstein predictions more precise, then you should be evaluating a Lightning Data or general data quality solution for your CRM.
Leadspace formally closed its ReachForce acquisition on July 1st. Coincidentally, that was the same day that Dun & Bradstreet closed on its Lattice Engines acquisition. Thus, Forester’s top two B2B CDPs (Q2 2019 Forrester Wave), were strengthened on the same day.
to Forrester, “Leadspace offers comprehensive data that includes a proprietary
second-party data asset with numerous sources of intent data and access to
third-party data sources. It also has strong segmentation capabilities
(e.g., ideal customer profile and total addressable market modeling for ABM)
and can help sellers decide who to call next and what to offer.”
ReachForce adds two core products to Leadspace: The well-regarded Smartforms web form service and the SmartSuite data hygiene platform.
provides “a one-stop-shop for data management, cleansing, and enriching, with
an easy-to-use interface which shows quickly the ‘state of the union on data
within CRM and MAP systems,” blogged Leadspace CEO Doug Bewsher.
and Leadspace share over 200 joint customers, so integrating the services and
standardizing their content sets will provide direct benefits to those clients.
The firms share seven of the top ten enterprise software companies as
provides an additional set of data partners which can be combined with
Reachforce data sources. Leadspace data partners include DiscoverOrg, Dun
& Bradstreet, Bombora, KickFire, and others.
will now be able to leverage all of these data sources seamlessly in real-time,
through a single API and interface, offering a genuine single source of truth,”
Leadspace CDP supports a broad set of CRM, MAP, and digital advertising
platforms including Salesforce, Marketo, Eloqua, Pardot, Microsoft Dynamics,
HubSpot, and LiveRamp. Smartforms will be an additional “activation
product,” which “seamlessly and simply onboards new customers and customer
intelligence into Sales and Marketing engagement platforms.”
performs real-time data enrichment to lead records, allowing them to be
properly scored and routed. One of the long-standing benefits of
Smartforms is the opportunity to shorten forms and perform real-time
firmographic enrichment. Not only is the enriched data more accurate, but
form abandonment rates are significantly lower, resulting in a higher return on
digital marketing campaigns.
“What’s more, combining Smartforms with existing Leadspace capabilities like reverse IP information, detailed account- and person-level data, and AI modeling, means we can offer highly-accurate site and ad personalization on both the account (ABM) and persona level. For our customers, this means even more precise and personalized engagement and targeting, particularly those currently using our ABM solutions. (We will be announcing more on this offering in Q3 as we integrate the Reachforce and Leadspace platforms.)”
Leadspace CEO Doug Bewsher
The merger also allows Leadspace to incorporate its proprietary AI-driven intelligence, automated scoring, and models within Reachforce products. Leadspace is beginning to move partner platforms from systems of record or systems of engagement to systems of intelligence. “CDPs combine vast data and data management capabilities with advanced AI to create a system of intelligence that guides Marketing and Sales to their best customers, and delivers razor-sharp insights and recommendations on how and when to effectively engage them,” said Bewsher. “The CDP is being rapidly adopted by B2B businesses now — including many enterprise companies at the forefront of marketing and sales strategy and innovation — and it’s proving equally as effective for them.”
Human-verified contacts vendor DealSignal released an Enrichment module for maintaining data quality. Along with company and contact enrichment, DealSignal appends Bombora third-party intent data, helping identify which prospects are actively researching key topics. The service supports inbound lead enrichment and scheduled data maintenance.
Because inbound leads are enriched, they can be quickly segmented, scored, routed, and prioritized. ABM companies can immediately determine whether a lead matches a target persona and ideal customer profile, ensuring such leads are immediately sent to sales for action.
Contacts are matched against DealSignal’s universe of
human-verified contacts and enriched with direct dials, firmographics, and
A wizard helps map DealSignal fields to Salesforce or
HubSpot. Admins set sync and refresh schedules.
“We’re always excited when our partners develop innovative new ways of using intent data to help marketing and sales teams drive revenue. By extending lead enrichment automation to include Bombora’s Company Surge data, DealSignal will provide revenue teams valuable insight into whether a buying committee is forming or one curious person just happened to download some content. That added insight will help marketing and sales teams work together more effectively to drive the most value from their inbound leads.”
Charles Crnoevich, Head of Partnerships at Bombora
Inbound Lead Enrichment service is the first B2B DaaS platform to combine human-verified contacts and firmographics with third-party Bombora intent. The platform takes skinny inbound leads and enriches them with accurate, actionable insights and contact details, helping determine which leads should be immediately routed to sales and which should be retained. Reps can then prioritize prospects that are currently in-market for products or services like theirs and craft highly personalized messaging, thereby improving their odds of exceeding quota.
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
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
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.
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
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.”
Company – Owler, DatabaseUSA, LexisNexis, NetWise, KickFire, and Dun & Bradstreet resellers
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.
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.
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.
include CA Technologies, HP, Uber, Capital One, BNY Mellon, and the New York
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.
Yesterday, I presented a discussion of Legitimate Interest as the basis of GDPR communications. For B2B companies in the UK, the 2003 PECR (The Privacy and Electronic Communications Regulations of 2003) law is often applicable when assessing GDPR and Data Privacy:
GDPR and Data Privacy under UK PECR and Non-PECR scenarios (Source: Rhetorik)
The PECR discusses soft opt-ins for individuals, sole traders and some partnerships, but not B2B. The ICO states that “the term ‘soft opt-in’ is sometimes used to describe the rule about existing customers. The idea is that if an individual bought something from you recently, gave you their details, and did not opt out of marketing messages, they are probably happy to receive marketing from you about similar products or services even if they haven’t specifically consented. However, you must have given them a clear chance to opt out – both when you first collected their details, and in every message you send. The soft opt-in rule means you may be able to email or text your own customers, but it does not apply to prospective customers or new contacts.”
Legitimate Interest also applies to data licensing relationships and marketing partnerships. If personal data interest is maintained for a specific purpose (e.g. Technology Sales), data licensing and sharing needs to be kept within the original scope.
Legitimate Interest and Consent also apply within a company. Data maintained for one product line may not be usable for others, particularly if the firm spans multiple sectors.
The UK Direct Marketing Association published guidance on the subject of Legitimate Interest helping make sense of Article 6.1.f:
“Processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.”
And Recital 47:
“The legitimate interests of a controller, including those of a controller to which the Personal Data may be disclosed, or of a third party, may provide a legal basis for processing, provided that the interests or the fundamental rights and freedoms of the data subject are not overriding, taking into consideration the reasonable expectations of data subjects based on their relationship with the controller.”
Once the basis of holding personal data is met, companies have additional conditions to meet around transparency (notification and the right to object), data minimization (Is there a legitimate interest in collecting all of the fields? How long is data retained?), and reasonable expectation (limited impact to personal and private life; ensuring data accuracy).
For individuals who opt out, firms must retain suppression lists to prevent the re-collection of personal information. The suppression list should be the minimal information required to ensure the individual is not added back into the marketing database at a later date. With B2B, the list may simply be name and email.
The GDPR also sets out expectations which are relationship specific:
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.