DocSend Partners with SalesLoft & Outreach

DocSend Analytics are now available to Outreach and SalesLoft users.
DocSend Analytics are now available to Outreach and SalesLoft users.

Both Outreach and SalesLoft rolled out integrations with sales asset manager DocSend in the past few weeks.  DocSend provides sales reps with a managed content library from which reps send trackable collateral links instead of e-mailing large files to customers and prospects.  DocSend then tracks the links and provides read alerts and viewing analytics.  Conceptually, it is similar to the PointDrive service integrated into LinkedIn Sales Navigator.

“By partnering with two leaders in the space, we’re enabling sales reps to see how accounts and individual contacts engage with the content in their email outreach throughout the sales cycle,” blogged DocSend Senior Product Marketing Manager Sonja Jacob.  “Using DocSend Campaign Links, sellers can create a unique link to share content in their email cadences, without ever leaving workflows in either tool.”

The combined services allow reps to directly insert links into Outreach templates and snippets while providing sales managers with sales rep analytics.  The Outreach partnership helps sales reps “find, share, track, and present the documents that close deals,” said Jordan Greene, Director of Product Marketing at Outreach.  “Even better, you’ll have deeper insights into what content works throughout your sales cycle.”

Inserting a custom DocSend campaign link within an Outreach email template.
Inserting a custom DocSend campaign link within an Outreach email template.

DocSend helps reps find the right sales content and create a “fully trackable campaign link without ever having leaving your workflow,” said Greene.  Campaign links are customized for each sales rep and can be added “in just a few seconds.”

DocSend analytics track where, when, and how prospects and customers engage with sales collateral.  DocSend supports document forward tracking, password setting, and flagging collateral as non-downloadable.  Campaign links are available both within templates and as standard email links.

Both Outreach and SalesLoft users must have DocSend licenses and the DocSend Chrome extension installed.  DocSend Team is priced at $30 per user per month and supports a white label document viewer, instant notifications, team reporting, and mail merge links.

SalesLoft has a freemium DocSend integration in the works.

SalesLoft offers campaign links that dynamically update within templates allowing admins to build Team Templates with a dynamic campaign link tracked to individual reps.  “This means admins can create a SalesLoft Team Template with a dynamic Campaign Link and the content will be tracked separately for each SalesLoft user specific to the recipient, said SalesLoft VP of Product Strategy Sean Kester.

As a former Product Manager, I can understand how frustrating it is when you have a great new capability and a top competitor launches it at the same time.  You think you have a differentiator and all of a sudden you find out it is a checkbox item.  This scenario is more likely to happen with non-exclusive, API-based partnerships as implementation costs and windows are reduced.

One of the vendors was emphasizing that they were first to market, but whether this was by days or weeks is moot if there is little differentiating the new feature between the competitors.  In the end, customers and prospects are interested in value provided with the current offering, not who beat who to the market by a few days.  When vendors are competing to identify and integrate new partner content and features into their offerings, it is the end users that win.  Over the past 18 months, both SalesLoft and Outreach have rapidly expanded their ecosystems providing significant value to their sales acceleration (ABSD) offerings.

Hoover’s Concierge Services for SMBs

The Data Health Scan Report is one of the Optimized Customer Data Services.
The Data Health Scan Report is one of the Optimized Customer Data Services.

Hoover’s began rolling out a set of concierge services for small businesses after being merged into the Emerging Business unit last summer.  Dun & Bradstreet CEO Bob Carrigan has positioned the new services as important to turning around the Hoover’s product line which has been struggling of late.  In December, Carrigan noted that the new services have had “good success.”

The Concierge services target SMBs with revenue up to $250 million.  Concierge services target the standard Hoover’s B2B verticals including technology companies, business services, financial services, and manufacturing.

Dun & Bradstreet Product Leader (S&MS Solutions) Michael Umbach noted that the company has long received requests for assistance with customer marketing.  Dun & Bradstreet is meeting this need by combining their expertise with their data and solutions to help customers implement targeted list building, marketing file enrichment, and marketing campaigns.  Furthermore, Dun & Bradstreet Credibility Corp, which was acquired last May, has had success offering concierge services to SMBs for credit products.

The services enable customers to perform targeted marketing without requiring them to add marketing headcount.  According to their website, “Our experts can serve as an extension of your marketing team, helping you find—and reach—your best customers.”  The underlying services utilize the Hoover’s, Optimizer, and NetProspex WorkBench (aka Optimizer for Contacts) platforms for fulfilling customer needs.  Dun & Bradstreet has also partnered with an undisclosed email platform to support email services.

Hoover’s is providing three related services for SMBs:

  • Targeted List Building – Identifies prospects similar to a client’s best customers.
  • Effective Email Marketing – Delivers email services including messaging, design, email coding, blasting, and testing.  Dun & Bradstreet also supports email verification, analytics, and unsubscribe / bounce management.  Landing site hosting is provided via an undisclosed partner.
  • Optimized Customer Data – Supports data cleansing, standardization, and data enrichment for customer company and contact files.

As a promotional tool, Hoover’s is offering a free data quality check which assesses email deliverability, phone connectivity, and duplicate records.  This service would be provided by their NetProspex Workbench platform.

Many of the Concierge clients are signing up for a full year of service allowing them to run multiple campaigns, target different audiences, and maintain and enrich their marketing data files.

The acquisition of NetProspex has also directly benefited Hoover’s users.  Following the acquisition, the NetProspex contact file was merged into the Hoover’s contact set.  Furthermore, the professional contacts file was processed through NetProspex CleneProspex validation process.  Umbach noted that the improved contact data quality has raised customer satisfaction around contacts.