“We’re very excited to provide our customers with a whole new level of targeting information based on the combination of our proprietary analytics, and our new technology installation information,” said Aberdeen CEO Gary Skidmore. “Originating and curating this data, along with our already vast data set, gives us the kind of precision to be able to provide our customers insights that nobody else can.”
Aberdeen offers over one hundred analytic models which benefit from the improved data. The content is available through its Lead Essentials service which combines account data and content in a single platform. Thus, sales and marketing professionals can target active buyers and “engage them with relevant content trending within their category.”
The enhanced data is also available via a free Google Chrome browser extension Lead Essentials Lite. The extension provides technology and footprint intelligence for the current website. Other content includes contacts, buying centers, and purchasing plans.
“Our enhanced data set creates a whole ecosystem of data and content,” said Chief Data Officer Charlie Allieri. “For example, if our data analysts see a surge in installations of a particular type of technology at a certain company or category, they can create content about the best practices surrounding that technology. This represents a strategic change that lets us leverage all data points and business knowledge to provide more powerful marketing.”
Continuing on my discussion of Sales Intelligence enhancements in 2016, my next area of coverage is connectors which extend functionality into CRMs, MAPs, Google Chrome, etc.
Almost all Sales Intelligence vendors offer Salesforce.com connectivity as a baseline offering. Some have limited functionality while others provide a fully integrated offering encompassing virtually all of their website features along with update features (e.g. Batch, continuous, “stare and compare”).
The following vendors launched or enhanced their CRM connectors:
Zoominfo released a new version of Zoominfo for Salesforce in February 2016. Features include on-demand updating, new contact matching, segmentation analysis, and new targeted contacts. Zoominfo stresses that all enrichment, analysis, and targeting are done via “one easy-to-use interface” without the need to export files to Excel. Zoominfo for Salesforce also added integrated prospecting. Data may be shared bi-directionally between the services so users can check for duplicates before uploading prospects to SFDC. Zoominfo also added custom mappings for all fields into its Salesforce connector and improved the company and contact lookup workflows.
Avention released OneSource for MS Dynamics and OneSource for Oracle Sales Cloud connectors which integrate Avention functionality into the Microsoft and Oracle CRMs. Features include I-frame display, “stare and compare” updates, custom variables, prospecting, and the Avention Journal. Avention also rolled a series of enhancements into its CRM connectors. These include:
The automatic population of matched records, bypassing the “stare and compare” step for new accounts
Avention Journal filtering
Avention Journal list views (the default view is calendared)
Modify the Avention Journal viewing period
Contact filtering by job function, level, title, keyword, etc.
DataVision tab (if licensed)
Salesforce Lightning support providing improved tablet usability and dynamic resizing.
Batch duplicate management on bulk uploads (ignore, create, update)
Data.com added a Prospect Insights view which can be accessed from Opportunity and Account Detail pages. A “See More Insights” button takes the user to additional business and financial details from Dun & Bradstreet. Company intelligence includes D&B WorldBase firmographics and linkage, Hoover’s top company descriptions and competitors, and First Research industry overviews including call prep questions and industry summaries. Data.com also upgraded the Dun & Bradstreet company family view to the Lightning platform.
DiscoverOrg released CRM connectors for Talent Rover, Zoho, and Bullhorn. They also enhanced their Salesforce connector.
To improve the Salesforce experience, LinkedIn Sales Navigator is no longer requiring sales reps to manually identify which contacts should be downloaded from SFDC to Sales Navigator. Synchronization can be managed at the administrator level. While SFDC describes this as improved synchronization, it basically downloads leads and accounts to Sales Navigator. No LinkedIn member account or lead intelligence is uploaded or available for updating SFDC records. However, the system does flag which records are in SFDC so that reps can manually key information from LinkedIn to SFDC. For example, sales reps may add tags (e.g. Qualified) and notes to leads and accounts with this information then synched with Salesforce.
One of the major trends in 2016 was the continued expansion of sales intelligence vendors into the marketing department. Most commonly, this involved Marketing Automation Platform (MAP) connectors with Marketo and Eloqua (Oracle Marketing Cloud), though some vendors support other MAPs as well.
InsideView released an ABM solution in partnership with Marketo. The ABM solution is a bundle that includes products and data services to enable targeted account and contact selection, campaign execution, and measurement.
RainKing released connectors for Pardot and NetSuite
Avention released connectors for Oracle Marketing (Eloqua) and Marketo which support data enrichment, account insights, and predictive analytics. The new MAP connectors support three marketing use cases: web form enrichment, uploaded list matching via the OneSource platform, and prospect list building within OneSource. Lists built and enriched within OneSource are then fed to Eloqua or Marketo.
Several vendors built Chrome connectors in late 2015 or early 2016. Chrome connectors build additional feature functionality into the Chrome browser, usually centering around the contextual display of company and contact information related to corporate websites and LinkedIn profiles. Firms with Chrome Connectors include DataFox, Mattermark, Zoominfo, DiscoverOrg, and HG Data.
To assist with messaging, LinkedIn now offers a Chrome extension for Gmail. The extension provides integrated access to public LinkedIn profiles and social contact information as a right-handed information bar. If a contact is not in Sales Navigator, users can quickly add him or her as a lead without exiting the Inbox. Icebreakers such as shared connections, experiences, and interests help shape account or prospect messaging. TeamLink colleague connections are also displayed.
Finally, several Sales Intelligence vendors began supporting Account Based Sales Development (ABSD) vendors (there are also non-SI vendors participating in ABSD ecosystems providing coaching, transcription, analytics, and other services):
Technology sales intelligence vendor Datanyze has informed users of its Insider Chrome plug-in that they are phasing out their LinkedIn functionality. Free users were turned off on April 14th and subscription users will lose access when their contract comes up for renewal. The Chrome extension places a small Datanyze icon on LinkedIn executive profiles which allows users to import contact data to Insider. They also offer a list feature which allowed users to select groups of individuals for import.
In lieu of LinkedIn prospect loading, Datanyze suggests two other methods for obtaining contact information:
Right clicking on any name in a Google search, Crunchbase profile, or executive page bio and select Datanyze Insider “to run our manual email finder.” The finder provides email combinations tied to confidence scores.
Uploading lists of names for matching. The “People to List” CSV file import contains five fields: First Name, Last Name, Title, Company, and Domain. First Name, Last Name and either the Company or Domain are required for matching.
Interestingly, both SalesLoft and Datanyze switched from prospect discovery on LinkedIn to Account Based Sales Development (ABSD) after phasing out access to LinkedIn. So long as LinkedIn was an easy method for acquiring names, the firms focused on LinkedIn mining. Once they lost that valuable feature, they began to search for less parasitic, more value-oriented positioning and features.
Datanyze also offers web-mined company profiles alongside their tech platform intelligence. Company information includes sizing data, CrunchBase and AngelList categories, Alexa rank, a business description, social media links, Google News, Google Map, and an integrated Twitter feed.
“The average sales pitch is no longer good enough. With the amount of messages buyers receive every day, sales has become less about volume and persistence, and more about context and timing,” said CEO Ilya Semin. “For technology companies, that means understanding your prospects’ tech stack and knowing who’s in the midst of evaluating providers in your space. This kind of intelligence — or what we call ‘technology data’ flows through every solution we provide and is at the core of what we do.”
Datanyze is backed by Google Ventures and Mark Cuban. They currenly have 600 customers including Marketo and Hubspot.
DiscoverOrg closed out 2015 with the release of version 3.0 of their Chrome Extension. The expanded service provides context based intelligence from all of their datasets including IT, marketing, and finance.
The Chrome extension will support additional databases in 2016.
The Chrome extension automatically displays company intelligence, including contacts and company overviews, based upon the current website. From the browser, a user can quickly select a contact or company name and look it up within the Chrome extension. Thus, the service is bi-directional with users switching between the extension and browser without additional logins and without having to reenter information to conduct company searches.
Because DiscoverOrg also supports CRM platforms, users can begin with a company, contact name, or URL for research then upload the company or contact information to their CRM.
Other features include filterable executive lists; executives with responsibilities; contact information and social media links; technology details; similar companies; and sales triggers.
The Chrome Extension is free to current subscribers.
Today I am continuing my coverage of Google Chrome integrations with Mattermark, a funding database. The Mattermark Chrome extension provides company and funding details on 1.3 million companies. The connector identifies companies based upon the current URL in the active browser tab. If the company is not found in their database, then users can request that the firm be added to Mattermark.
Content includes business descriptions, social media links, industry keywords, top executives with titles, and funding rounds.
The Chrome viewer also provides employee history, funding history, and Mattermark growth score graphs. Users can even trace along the graphs to find the employee counts, funding amounts, or growth scores over time.
A View Connections button opens up a LinkedIn tab and displays the top connections to the company. To improve connection accuracy, Mattermark passes the LinkedIn company code. Other social media links include Facebook, Twitter, Angellist, and CrunchBase.
The extension provides quick access to company searches, saved searches, and lists via the Mattermark browser. If the user clicks on the company name, the full Mattermark company profile is displayed in a new tab. Additional content includes funding and acquisition histories, similar companies, news headlines with open web links, and user notes.
Multiple graphs are displayed including Growth and Mindshare, web traffic, social media (Twitter, Facebook, and LinkedIn), and app ranks (Apple App Store and Google Play). Unfortunately, none of the graphs provide context. Thus, if there is a spike in social media activity, there is no direct method for discerning what events or promotions drove the spike. Likewise, a declining growth score lacks context.
Users can also click on one of the company investors listed in the Chrome window to view a list of other investments made by the PE/VC. Along with a list of the investments with recent funding data and growth scores, Mattermark provides investor analytics including top industries, growth momentum, business model (B2B vs. B2C investments), stage distribution, and company location. Thus, a startup could use Mattermark for both building prospect lists targeting fast growth companies and research on potential investors. Knowing what stage, industry, and location a firm invests in helps narrow a CFO’s funding targets.
Mattermark collects and edits its company dataset. After cancelling the last of its data licenses last year, Mattermark now mines all of its data. They also have a small team of analysts for verifying the extracted content.
Executive information is limited to top names and titles. They do not provide contact information. However, users can click on the LinkedIn icon to be taken directly to the LinkedIn company page for research.
I should warn you that the service is expensive. Users must have a paid subscription or free trial for access to Mattermark Chrome extension content. Pricing begins at $6,000 per annum.
Given its price and limited coverage, Mattermark is best suited for PE/VC firms and startups looking for their next funding round.
Over the next few days, I will be covering various Google Chrome integration tools for sales intelligence. Yesterday, I discussed the Zoominfo extension and today I’m covering DataFox’s implementation.
DataFox just launched a sales intelligence service after previously focusing on the PE/VC space. Thus, their underlying dataset covers fast growth companies. The Chrome integration, along with their SFDC implementation, is part of their value proposition.
The DataFox Chrome integration recognizes URLs and provides company profiles to subscribers. Content includes the DataFox Score, sizing data, URL, year founded, a business description, and ten similar companies. The tool is specific to company URLs and does not recognize companies in other contexts such as LinkedIn. If a company is unknown, the app allows the user to quickly request the company be added to the database.
The DataFox score is a composite score which assesses the firm’s financing, human resources, and momentum. According to DataFox, their score “uses machine learning to quantify hard-to-define traits like financial stability and management quality, and most importantly, how those traits can predict a company’s growth.”
Clicking on the company name takes the user to the DataFox company profile. From there, the user can send the company information to SFDC.
Similar companies are displayed with a similarity confidence score, logo, and DataFox Score. Users can click on similar company names to view the similar companies.
Similar companies are identified using a proprietary algorithm which finds peers based upon sector, size, news co-mentions, participation in conferences, and company keywords. According to DataFox, “out of the thousands of keywords in our database, any given company will list only about a dozen. To deal with this, we want to be able to harness a measure of similarity between keywords. After all, if company A lists ‘cloud storage’ as a keyword, then we should have more confidence they are related to a company listing ‘file sharing’ as a keyword than a company listing ‘mobile payments’ as a keyword.” Similar companies can be executed against both individual companies and lists. Thus, a sales rep can take their top client list and clone a set of comparables.
Over the past few months, a number of vendors have added Google Chrome extensions to their service. Initially, this trend was focused on the technology vendors (e.g. HG Data, DiscoverOrg, Datanyze), but extensions are now available from a broader set of sales intelligence vendors (e.g. Zoominfo, Unomy) and funding databases (CB Insights, DataFox, and Mattermark). Typical features include mini-company and executive profiles, contact prospecting, contact enrichment, send to CRM (usually SFDC), and technology profiles.
I have selected four connectors for mini profiles beginning with Zoominfo’s new ReachOut service. In the coming days I will also profile DataFox, Mattermark, and DiscoverOrg.
Officially launched last week, Zoominfo ReachOut provides quick access to contact information from Zoominfo and LinkedIn contact profiles. When the Chrome browser displays one of these profiles, the Zoominfo logo begins pulsing in the Chrome browser bar indicating that contact information (email, direct dial, and company phone) may be purchased for one credit.
Users can then send the contact to SFDC or email it to themselves.
A separate browser view provides access to purchased credits as well as contact searching by a combination of company name, contact name, and title. This feature does not require the Chrome browser.
The service has several big gaps in its initial release:
It fails to recognize company websites or LinkedIn company profiles (unlike other vendors, their focus is on the contact, not the company)
While it supports LinkedIn, it does not recognize LinkedIn Sales Navigator
ReachOut provides no company firmographics within the Chrome contact profile. Users must go to the ReachOut browser view and then mouse over the company name or click on the hyperlink to view company information.
As such, it operates as an enrichment and purchased contact tracking platform.
Trialers receive an initial five free credits while community members (freemium users that share their mail contact file with Zoominfo) receive ten free credits per month. ReachOut subscribers receive ten, twenty, or thirty credits per month with credits costing two dollars each. Zoominfo does not indicate whether bulk credit purchases are available or whether credits may be shared across a team.
Technology Sales Intelligence vendor DiscoverOrg closed out another year of significant growth in customers, product, content, and revenue. “DiscoverOrg saw significant advancements in its workforce, physical locations, data insight, product development, and market share,” blogged the company. “In the process, we are creating jobs, establishing a stronger presence, and delivering more product value to customers. As DiscoverOrg succeeds, we are primed to level the playing field in business-to-business sales and marketing … to help small companies grow into big companies … to create a global revolution in B2B sales.”
Amongst the growth metrics they published on their blog:
Customer accounts increased 36 percent.
Platform users increased by 17 percent.
Search queries increased from 721,862 in 2014 to 733,277 in 2015.
The firm discussed three of their 2015 objectives: strategic hires, physical presence, and greater data insight.
In 2015, the firm added 93 employees, nearly doubling their staff to 203. Hiring centered around their research team as “data accuracy is a top focus”. Some of this growth was from the mid-summer acquisition of iProfile, but the majority was organic hiring.
2015 hires included a new SVP of Customer Success and CFO. The firm also added three new Board Members including the former COO of Forrester Research and the former CEO of Capital IQ.
Along with moving into larger facilities in Vancouver, Washington (20 miles from Portland), they opened satellite facilities in Gaithersburg, Maryland and Philadelphia.
2015 also saw significant database growth and new product offerings. The iProfile acquisition helped accelerate their global build out. The database grew by more than 50% with the marketing dataset growing by 85%. During 2015 they added datasets for finance and Europe along with the OppAlerts intent data service.
”More platform perks, datasets, and integrations are in development for release in 2016, including: a new, responsive platform design; a new product development dataset; an updated Google Chrome Extension; and an updated, ‘Lightening Ready’ Salesforce Native App.”
Their “new and improved platform” is currently in final stage beta rollout. The enhanced platform “offers a complete redesign of the user interface and numerous ‘under the hood’ speed and functionality enhancements.”
Chrome Extension Update
The Google Chrome extension enhancements, which were released just as the year closed, provide context based intelligence from all of their datasets including IT, marketing, and finance. The Chrome extension will support additional databases in 2016.
The Chrome extension works as a side panel that automatically displays company intelligence, including contacts and company overviews, based upon the current website. The system stores account credentials so that company overviews are immediately displayed. From the browser, a user can quickly select a contact or company name and look it up within the Chrome extension. Thus, the service is bi-directional with users switching between the extension and browser without additional logins and without having to reenter information to conduct company searches.
DiscoverOrg provided the following Chrome Connector data workflow scenario on their blog:
Assume you’re an information security vendor and you are researching Fannie Mae, the Chrome Extension will return the CISO’s full group and contacts to you right in the browser – no need to login to DiscoverOrg and run another search. From there you can easily add contacts to your CRM tool, research the company further in DiscoverOrg, or lookup a similar company or contact.
Because DiscoverOrg also supports CRM platforms including SFDC, MS Dynamics, NetSuite, Talent Rover, and SugarCRM, users can begin with a company, contact name, or URL for research then upload the company or contact information to their CRM from DiscoverOrg. Company and contact data is not mined from the web but collected by its team of researchers, ensuring higher quality information.
Other Chrome Extension features include executive lists with filtering; executive headshots with responsibilities, contact information and social media (Twitter and LinkedIn) links; technology details; similar companies; and sales triggers.
The Chrome extension is free to current subscribers.
While Google Chrome has only garnered limited support from sales intelligence vendors, it has seen significant development from vendors providing technology overviews. Along with DiscoverOrg, there are Google Chrome extensions from HG Data, Datanyze, BuiltWith, SimilarTech, W3Techs, and HIveMind. Most of these services are limited to an analysis of online technology associated with the corporate website, but DiscoverOrg utilizes researchers and HG Data employs semantic mining of news and websites to obtain behind the firewall platforms and vendors.
HG Data released a Chrome browser extension for their Technology Install dataset. The new HG Focus service provides tech sales reps with immediate visibility into key technologies used by prospects and customers. The freemium service assists with lead qualification, account based marketing, and technology related messaging.
While browsing the web, users are shown which technologies are employed by the website owner and how recently the data was verified. Technology stack information is available for both cloud-based and behind-the-firewall platforms. A release later this quarter will expand this intelligence to Salesforce.com, Gmail, LinkedIn, and Office 365.
Freemium users have access to one technology category. Users can also identify favorite technologies with the icon indicating the number of favorite technologies used by the company. Favorites can be setup for either complementary or competitive companies.
HG Data provides technology intelligence for over 5,000 products spanning 1,700 vendors. They began collecting North American intelligence in 2012 and currently provide insights into 1.2 million US and 85,000 Canadian locations. Last year they started international data collection and now deliver tech installation intelligence for 260,000 European and 120,000 AsiaPac locations.
“HG Focus is the first of some very exciting products that HG Data will be releasing to help companies of every size and shape that have not yet discovered the power of installed technology intelligence,” said Chief Revenue Officer Mark Godley. “Our clients have seen how targeting by installed technologies can transform their entire go-to-market strategy. From defining addressable market, to micro-messaging at scale, to better analytics and predictive modeling, to relevant targeting throughout the sales funnel, every step of the sales and marketing process is better with HG Data. Technology installs at scale comprise a whole new firmographic that is making traditional means of defining prospects obsolete. HG Focus is aimed at companies interested in starting down the path of targeting by installed technologies and can now do so in a risk free, yet powerful way.”
A number of firms have recently deployed Chrome extensions to provide a taste of their database. Other technology vendors with Chrome extensions include DiscoverOrg and Datanyze.