HG Data: CEO Interviews (Part III)

 

HG Data Technographics may be used for building AppExchange Workflows. For example, separate workflows can be employed for prospects using competitor or complementary platforms.
HG Data Technographics may be used for building AppExchange Workflows. For example, separate workflows can be employed for prospects using competitor or complementary platforms.

I sat down with Craig Harris and Elizabeth Cholawsky of HG Data last month. Elizabeth had joined HG Data as their new CEO eight days earlier with Craig shifting from CEO to R&D Leader and Chairman. We discussed the transition, partner management, product planning, and the entry into other information verticals. The interview has been edited for length and will be published over the next few days.  [Part 1; Part II]


Michael: As you continue to build out the IT vertical, do you see yourself beginning to compete against your partners, and how do you anticipate that playing out in the coming years?

Craig: I don’t see that being an issue. If you actually map out our partner ecosystem, what you’re going to find is there are about 12 to 15 different applications of data that these partners deliver. There are some companies that try to be a Swiss Army knife – shallow amongst lots of different applications. Most of our partners are really domain experts in a focus area.

Look at where we are anchored currently, HG Data for Salesforce.  Many of our partners are also inside the Salesforce ecosystem. We don’t compete with our partners that have managed applications, even our partners that have Lightning Data apps.  We are still solving different types of problems with our Salesforce applications.

Our focus right now is really on the systems of record. There are a few other CRM systems that we have our eyes on as well as marketing automation. We are looking for a way where we can be embedded in the systems of record and be synergistic with partners as opposed to competing with them.

Michael: When you look at some of your key partners like DiscoverOrg or TechTarget, they built out other content functionality that you don’t have. It seems like you will not be looking to build those in the next two to five years. When you have those shallower applications, they are just licensing technographics and putting it in with your basic prospecting. I could see those less inventive platforms becoming more competitive with you as you build out some of your functionality there.

Elizabeth: There is a complementary strategy consisting of a really strong partnership and channel strategy, combined with still going the route of allowing our data to be productized through leading systems that people use. There will be conflict with some. That’s just the competitive situation that’s been endemic to the technology industry broadly, forever.

The issues are solvable when you have a good strategy laid down. You go into the partner relationships explaining that strategy and where you want to play and why you want to do that. To me, that comes back to the customers, their use case and how they want to consume the data that we’ve got.

It’s a big expanding market out there. I think there is a lot of room for really high growth, with both vital channel partners, as well as doing what we’ve embarked on with the systems of record.

Michael: What size and growth metrics are you comfortable disclosing?

Craig: Not much. We’re 57 employees. As I alluded to earlier, we have an eight-figure run rate, so that leads to a pretty big range. We’re not disclosing [revenue] publicly. I will say, anecdotally, we had a great year of revenue growth.

Michael: What is your split today between content licensing and direct sales? Do you see that shifting much going forward?

Craig: Probably close to the 50-50 mark.

Michael: Probably wasn’t 50-50 two years ago.  That’s a significant gain on the direct sales side then?

Craig: Yes. HG Data for Salesforce has been a very nice contribution to that as has our display advertising and HG Data Audience product line. The end user, they don’t necessarily want to go log in to ten more systems when they’re trying to solve a very specific problem. Who are my best prospects? Who should I talk to? What types of conversations should I have and what types of key strategic insights can I use and when? For us, this is all about having our data at the right place at the right time for the right person – to help them solve the thing that they care about which is: Who’s my next customer?

We are not going to do this alone. We are going to need partners for that journey.

HG Data: CEO Interviews (Part II)

HG DAta Harris

I sat down with Craig Harris and Elizabeth Cholawsky of HG Data last month. Elizabeth had joined HG Data as their new CEO eight days earlier with Craig shifting from CEO to R&D Leader and Chairman. We discussed the transition, partner management, product planning, and the entry into other information verticals. The interview has been edited for length and will be published over the next few days.  [Part 1]


Michael: Craig, let’s talk about your new role and the future of HG Data.

Craig: Over time we’ve ingested and continue to ingest billions of company documents. These documents don’t just cover IT or technographics. They span every geography, every vertical, every category.  Technographics is really just scratching at the surface. There are so many more insights within our corpus, and we’ve already built the tools and have the machinery to extract them. That’s where I want to spend my time. That’s where I want to focus.

That means a couple of things. It means going much deeper in this phase that we’re already in. Going beyond just company X is using product Y. There’s so much more context and insight and actionability that we can mine around the technographics that we are already selling to the market. There are other opportunities beyond technographics and we’re already monetizing that in the digital display part of our business, which is growing really fast.

I think this is just a perfect partnership between Elizabeth and myself. I get to go back to what I love the most which is the R&D. We’ve got a real pro here at home that can help us scale to the next revenue milestones and beyond.

Michael: The other industry that you’ve entered is healthcare. You partnered with `.

Craig: Yes, that was a couple of years ago. Our thesis is, we’ve got this massive corpus of information, can we extract information beyond technographics? Doing our deep dive into healthcare, of course, we started with the specialized software and hardware products that are used within healthcare organizations.

Quickly from there it became looking at equipment that you used in the operating room or how many beds are at certain healthcare facilities. That was very much a successful test of our ability to move into other verticals. That quickly became a very meaningful business for us. We’ve already proven that we can replicate what we’ve done in the technographic space.

More importantly, beyond technographics, there’s so much opportunity in the space that we’re currently in. We launched our HG Data for Salesforce product in November, so this is really one of our first forays into going and putting more of an experience around the data. This is an area where having someone with Elizabeth’s experience just puts us in a great position to explore those avenues.

Michael: Lightning Data is just an application – Account data maintenance within the AppExchange. It’s a small subset of the broader scope of applications in the AppExchange.

Elizabeth: Right. Yes. We’re working closely with them and talking about co-marketing opportunities to get a little more visibility around the Lightning Data app.

Michael: You have some other products you also launched around marketing analytics last year?

Craig: Well, so we’ve got the HG Data Platform. I wouldn’t really call it a product but an introductory way to discover the different data sets that we have available. It also has light analytics in terms of growth of those products by geography and other types of firmographics.

But really the main product launched is HG Data for Salesforce. That’s our premium offering inside Salesforce. We also have a demo version called HG Data for Salesforce Lite.  We just launched that.

HG Data Focus [Chrome extension] is a tool used by thousands of sales reps and BDRs and marketing folks. That’s been a wonderful way to experience our data.

The other product launch was HG Data Audience. It’s our digital display advertising offering where we’ve worked with third-parties to get our data put into the systems or the workflows for building both syndicated audiences as well as custom audiences.

That product is growing really fast.  It’s branded and available inside of Oracle Data Cloud, LiveRamp Data Store, DoubleClick Bid Manager and many others

Michael: Craig, going out five years, where do you see the company on the product side?

Craig: With technographics, if you look at some of the partners that we have within the HG ecosystem, we’ve identified at least a couple dozen different use cases and applications for our data. That’s just looking at the sales and marketing ecosystem. The enormity of what could be powered by HG, if we choose to build that ourselves for end users inside of their workflows, is exciting. Or, we may decide in certain scenarios that there are other companies that are just so good at that particular delivery of service to customers that we are more impactful powering that application It just makes a lot more sense to leverage partners in certain circumstances.

What I see happening over the next two to five years starts with technographics. We are going to choose some of those areas of application and we are going to build and power really wonderful experiences with our data directly for end users. And with many other applications for sales and marketing, if not the majority of other applications, we are going to continue working very closely with the wonderful partners that we have been working with for so many years. Over the two to five-year time-frame, I believe that we have the opportunity to go and replicate that same experience in a multitude of other vertical markets.

That’s where I’ll be spending a lot of my time just exploring which other verticals and markets we can go into and build unique data sets. Currently, I believe that we deliver the holy grail of data within the software and hardware space. Part of the holy grail of data is technographics.  As we evaluate moves beyond healthcare and we move into manufacturing or transportation or any number of verticals, the definition of the holy grail of data becomes very different. That’s where I’m going to be spending the better part of the next several years working as Elizabeth helps provide some guidance. We are going to be very deliberate with the next markets that we choose to move into.

Michael: What sort of time-frame do you see yourself entering these additional verticals?

Craig: Right now, I think the focus and the priority is optimizing the areas that we are already in, so there’s a lot more work to do in technographics and healthcare before we start jumping in those multiple other verticals.

My vision for HG Data five years from now is that HG Data has become the de facto leader in the technographic space – not just building the data and surfacing the data, but in putting it to work for our customers.  At the end of the day our customers don’t care about technographics. They care about knowing who their next customer is going to be or how they are going to retain and grow their existing customers. Five years from now I hope that HG Data will be informing this in the IT vertical as well as four or five other vertical markets.


Part III covers partnership strategy and company performance metrics.

HG Data: CEO Interviews

HG Data Cholawsky

I sat down with Craig Harris and Elizabeth Cholawsky of HG Data last month. Elizabeth had joined HG Data as their new CEO eight days earlier with Craig shifting from CEO to R&D Leader and Chairman. We discussed the transition, partner management, product planning, and the entry into other information verticals. The interview has been edited for length and will be published over the next few days.


Michael: Elizabeth, can you provide a quick overview of your history and experience and why you are the best person to be running HG Data?

Elizabeth: I’ve been working with subscription-based products, SaaS products, and products in the cloud since they were first invented almost 20 years ago.

Over the last 20 years, I’ve worked as VP of marketing at a couple of companies which you may not remember. Commission Junction was acquired by ValueClick, and I was VP of marketing there.

In 2007, I moved on to Citrix and the GoTo products, as GM.  It was a great experience because we were at the early stages of getting GoToMeeting out to market. When we got Citrix big enough, we divided into lines of business to streamline the decision making.

That was about a $200 million business when I left it in 2014.

I took those executive learnings and was recruited to lead Support.com. I went there in mid-2014 and by the beginning of the following year, we had a product to market. By the end of that year, we were at about $1.2 million ARR. Pretty quick ramp for that product in the SaaS market.

Michael: What else will help HG Data grow rapidly in the coming years?

Elizabeth: I have always been attuned to the discipline of product and product development. The core of all good technology companies is its product. My affinity is for that as well as the details, and I have been immersed in both – really having a sharp eye for the product / market fit.

Michael: Craig, you made a decision to step back from running the company day-to-day, but it sounds like you’re taking a more technical role with the organization as well as continuing as the Chairman.

Craig: We closed our Series B round about two years ago and, after we closed, I had a great chat with our new investors.  I dropped a bomb on them and said, “Hey, when would be a great time for me to go and really have my dream job?” The same thing from which HG Data was founded which is R&D. That’s always been my love, that’s always been my passion. That was what got me to start my first company NOZA and, when NOZA was acquired, it was the R&D and the pursuit of solving very challenging data problems that led me and my co-founders to start HG [in 2010]. It just what I love and that’s what I find myself doing on the weekends.

I asked our new investors, “Hey, thanks so much for wiring us $12 million. At what point do you think will be a good time to talk about hiring a CEO to get it to really scale?” Jon Seeber of Updata Partners said, “Hey, once you get to an eight-figure run rate, we’ll talk about it.” Well, it didn’t take that long until we were at an eight-figure run rate so this has been in the works for some time now. We just wanted to find the perfect fit. Product management has never been the thing that HG Data has led with. We’ve always led with the Holy Grail [HG] of data.

We put together a group of advisory product people a year and a half ago. We were brainstorming, trying to take that data and put it to work inside of our customers’ workflows. That was the next step for us and that’s not something that I have a lot of experience with. For me, it also wasn’t something where I’d just go hire a VP of Product and then, voila, we’re going to be able to become that type of organization. For us, it was something that the board and I wanted to have just in the DNA of our leadership and so that’s why literally after seeing a couple of hundred candidates, Elizabeth was the perfect choice for us and really a no-brainer

Elizabeth: I feel like I’m in the most fortunate situation. I just feel like that’s a hugely fortunate thing for a new CEO to have [the founder] as a partner.  [When] the founder walks away, you lose a true guiding light of the company. That’s not going to be us.


Continue to Part II

Lightning Data Partners

HG Data Opportunity Record in SFDC provides technographic intelligence.
HG Data Opportunity record in SFDC provides technographic intelligence.

Salesforce has yet to provide a roadmap for Data.com, so we will likely have to wait until Dreamforce for details.  While legacy customers continue to receive Dun & Bradstreet content, new customers are limited to the Salesforce / Jigsaw company and contact file.  However, the firm announced a set of Lightning Data partners that will support ongoing account enrichment as native Salesforce Apps.

InsideView was an original partner on the AppExchange but was disinvited after Data.com rolled out. While hidden from AppExchange searches, the InsideView for Sales solution continued to be available to joint customers as a private solution. Furthermore, the firm built additional AppExchange marketing products to supplement InsideView for Sales. These services included Target, a company and contact prospecting platform, and Refresh, a data hygiene service that matched and enriched account records with InsideView intelligence. The two companies share over one thousand joint clients.

As an initial partner in Lightning Data, InsideView is offering two services: Append account record maintenance toward the end of Q4 and Discovery account prospecting in Q1 2018. Both are native Salesforce applications. Unfortunately, Lightning Data only supports Account record enrichment and prospecting. Thus, InsideView clients looking for prospecting against InsideView’s 13 million global companies and 33 million contacts may wish to evaluate InsideView Target instead of InsideView Discovery.

InsideView positions itself as a leader in Targeting Intelligence due to their capabilities across three dimensions: company and people intelligence (Who), business triggers sourced from the news and social feeds (Why), and network connections which support warm introductions (How).

With the launch of their new Lightning Data solutions, InsideView will have strategic relationships with the two most important CRMs: Saleforce.com and Microsoft Dynamics.

InsideView CMO Tracy Eiler will be speaking at one of the Lightning Data sessions at this year’s Dreamforce as will other Lightning Data partners.

OTHER PARTNERS

DataFox is offering twenty-two curated data points and five proprietary fields for DaaS enrichment. Amongst the curated fields are standard firmographics, tech stack, and funding data including investors, total funding raise, and last funding round details. Proprietary data includes signal count over the past year, industry keywords, and similar companies. Datafox’s “AI-sourced, human-audited company data” covers over two million companies. Pricing starts at $3,500 per year.

MCH enriches accounts with medical facility details.  Institutions include hospitals; medical practices; dental practices; nursing homes; home health and hospice; ambulatory surgery; diagnostic imaging; community health; urgent care; and public health departments.  Data is updated via a team of researchers annually who populate over seventy attributes across 636,000 facilities.  Pricing starts at $500 per year.

MCH has a broader sales intelligence solution in development which will support prospecting and access to two million medical practitioners and support staff.

Clearbit enriches accounts with over forty fields including firmographics, Alexa Rank, Social Accounts, and Technology. The service also includes company news. Pricing starts at $499 per month.

HG Data populates technology product, vendor, and product category information across account, contact, and opportunity records. Also included is an account ranking score based upon deployed technology and workflows based upon complementary or competitive products. Pricing starts at $5,000 per year.

Bombora enriches account records with intent data gathered from 3,500 B2B media sites.

Additional partner announcements are expected.

Enrichment Benefits

There are multiple reasons to enrich records with third-party reference data sets.  These include shorter web forms with lower abandonment rates, improving segmentation via standardized data with fewer data gaps, ongoing data maintenance, and enhanced targeting.

Sales rep benefits from enrichment include reduced data entry, improved lead scoring and routing, and improved intelligence for account qualification, planning, and messaging.  By enriching company information within the CRM workflow, sales reps have accurate, on demand account intelligence.

Research has shown that short web forms have lower abandonment rates resulting in a higher return on demand gen marketing (Source: DataFox).
Research has shown that short web forms have lower abandonment rates resulting in a higher return on demand gen marketing (Graphic Source: DataFox).

Lightning Data from SFDC

The new Lightning Data services on the AppExchange.
The new Lightning Data services on the AppExchange.

Salesforce announced the launch of two new AppExchange partnership categories offering native Lighting functionality: Lightning Bolts and Lightning Data. Bolts are Lightning Components which offer customer data and business logic.

Lightning Data provides new Data as a Service (DaaS) partnerships in the wake of the non-renewal of the Dun & Bradstreet – Data.com licensing partnership. Three of the partners were announced as Data.com Exchange partners at last year’s Dreamforce:

  • Bombora intent data enrichment
  • HG Data technology product / vendor data enrichment
  • MCH Strategic Health Care data

Salesforce did not list the Lightning Data partners, but the following additional vendors are part of the new ecosystem:

  • InsideView Discovery account prospecting and InsideView Append account enrichment
  • DataFox account enrichment
  • Clearbit account enrichment

Initially, Lightning Data only supports ongoing match and enrichment services for Account records. As many AppExchange partners offer batch and continuous services for Account, Contact, and Lead records, Lightning Data will need to round out its enrichment capabilities for it to become a full hygiene and enrichment solution.

OPPORTUNITY LOST

Lightning Data is an indication that Salesforce never really bought into the idea of being a DaaS company. Since August 2011, they have promoted Data.com, but never fully committed to the data ecosystem they promised when they launched Data.com. The original idea was to take the Jigsaw file they purchased in April 2010 for $142 million and integrate it with the D&B WorldBase company file. They were then going to partner with other leading data companies to integrate third-party data matched to either Data.com contact intelligence or D&B Account intelligence. These data sets were to be delivered via Data.com Prospector sales intelligence and the Data.com Clean match and append service.

It was the right idea at the right time. They were playing catch up with OneSource for Salesforce, InsideView for Salesforce, and Access Hoovers, but had the technical and financial resources to quickly leapfrog these offerings (Access Hoovers was phased out as part of the D&B deal). Furthermore, they had a first mover advantage in cross-selling Data.com to their customer base. It could have been a home run, but they rarely hit the ball out of the infield. What’s worse:

  • The Jigsaw file was never truly internationalized. It remained a U.S. contact file with underwhelming executive coverage for nine other countries.
  • The Data.com contact counts increased, but only because they were adding contacts at the same rate as they were decaying. Meanwhile, their top two contacts competitors, NetProspex and Zoominfo, continued to expand both their active and inactive coverage in the U.S. and internationally.
  • They never added biographic details or social links to the contacts file
  • Prospector features remained underwhelming. They would add small features such as improved industry and geographic screening, but not anything significant until 2016.
  • They quickly dropped all discussion about an ecosystem.

Then at Dreamforce 2015 and 2016 they seemed to have found their mojo, addressing key weaknesses such as pricing, sales intelligence (Hoovers profiles, First Research industry overviews), and a data ecosystem.

Data.com hit a few doubles and outlined an aggressive 2017 and 2018 roadmap. It looked good. It sounded good. But then Salesforce severed their partnership with Dun & Bradstreet and now only legacy customers have access to Dun & Bradstreet content. For everybody else, there were nine months of deafening silence until yesterday’s announcement of Lightning Data.

The devolution of Data.com will not have a significant effect on Salesforce’s bottom line as it represents perhaps one percent of company revenue (hence, the lack of urgency in replacing Dun & Bradstreet content). Furthermore, the legacy offering will continue to be supported for several more years so the revenue decline will have little material impact. Perhaps we’ll hear about replacement content at Dreamforce, but Lightning Data suggests they are leaving B2B DaaS to partner companies.

Tomorrow I will be covering changes to the AppExchange along with additional details on the Lightning Data solution.

TechTarget Priority Engine with DiscoverOrg Contacts

 

TechTarget / DiscoverOrg joint offering (Source: TechTarget)
TechTarget / DiscoverOrg joint offering (Source: TechTarget)

DiscoverOrg is partnering with technology media and marketing company TechTarget to deliver its IT intelligence through TechTarget’s Priority Engine platform. The new offering, which will be available on November 2nd, provides a “unified data feed” of DiscoverOrg executive intelligence alongside TechTarget intent and Active Prospect insights. DiscoverOrg doubles or trebles the contacts available for Priority Engine prospects.

TechTarget provides real-time analysis of the “most active accounts and named prospects conducting purchase research” and ranks those accounts by “likelihood to engage.” Prospects are segmented by geography and hundreds of marketing segments. The joint solution “creates a world-class ABM solution that combines breadth of reach, purchase power insights and the ability to pinpoint and influence key prospects in one place.”

Joint customers will have full access to DiscoverOrg’s editorially verified decision makers alongside TechTarget contacts that are conducting active research. Priority Engine customers that have not licensed DiscoverOrg will be limited to ten names per account. The partnership displays the “Target Buying Team within a single dashboard.”

“Our goal is to help B2B tech providers discover and influence the Target Buying Team at accounts in their market segment,” said TechTarget CEO Michael Cotoia. “Our partnership with DiscoverOrg means that our sales and marketing customers have the ability to create, prioritize, influence and convert new pipeline opportunities faster and more cost-efficiently than ever before.”

TechTarget provides both TechTarget active researchers and DiscoverOrg decisionmakers and influencers.
TechTarget provides both TechTarget active researchers and DiscoverOrg decisionmakers and influencers.

TechTarget has embraced ABM and recently published a three-part blog on the topic. According to TechTarget, classic demand generation is based upon generic value-generation arguments:

Classic B2B targeting methods have relied too much on size and seniority. We assume that if a company is huge it must have a need. It’s logical. We assume that the CXO will ‘get’ our value proposition — makes sense, we think, because those people are really smart and our value prop seems super compelling to us. In the end, it’s the very obviousness of this kind of thinking that’s its downfall. Not only is everyone else targeting the same people, but they’re also raising up their message to a CXO level of abstraction to make it very clear. They’re talking “value delivery”, TCO, “next generation” and all those generalities that make everyone sound like everyone else. This can’t possibly work. And it doesn’t. We all know that.

To be effective, you’ve got to think long and hard about who you’re talking to and how what you do can make a substantive difference to them in their business lives. It starts with targeting the right people. Then it’s all about speaking to them at a level that will resonate…

For many of our clients, it’s simply the availability of these new data sources that starts to change everything for them. They now begin with a much better picture of what is actually happening within their target audience so all their campaign activities become more focused in nature. And as they become more adept at using the material, we see them start to refine their approaches to a very granular level. When they start adjusting their messages to address install changes within an account and the concerns of real people within these targets, they achieve another level of performance yet again.

TechTarget argues that firms should micro-target and micro-message to individuals in the enterprise that are dealing with the issues which a vendor’s solution addresses. Furthermore, campaigns should be based upon win research and persona development. ABM programs span renewal and upgrade campaigns, add-on/complementary solution campaigns, and competitive targeting.

TechTarget manages a set of 140 technology research sites. “By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.”

TechTarget publishes 275,000 technology articles and claims to have “more 1st page Google results than any other B2B publisher.” Traffic and site activity is then mapped against their taxonomy of over 5,000 technology topics across 300 segments.

Priority Engine offers marketing automation and Salesforce connectors which provide “weekly feeds from Priority Engine to your MarTech stack.” MAP partners include Marketo, Eloqua, Hubspot, Pardot, and Integrate.

Along with DiscoverOrg, TechTarget also partners with HG Data to provide product / vendor insights.

Priority Engine customers include Cisco, McAfee, and White Hat Security.

Zoominfo Growth Acceleration Platform 2.0 Unveiled

Zoominfo prospecting now includes technographic screening and dynamic counts which update as variables are selected.
Zoominfo prospecting now includes technographic screening and dynamic counts which update as variables are selected.

ZoomInfo unveiled the 2.0 version of its Growth Acceleration Platform to customers at its Growth Acceleration Summit in Boston this month.  Amongst the new features are a refreshed user interface, email tools, and expanded prospecting variables including Product / Vendor technographic selects.  The upgraded platform is currently in beta with general availability in Q4.

According to the firm, “ZoomInfo’s Growth Acceleration platform combines the most comprehensive and actionable B2B market intelligence with tools that help optimize sales and marketing effectiveness, jumpstart growth, and maximize profitability.”

The new user interface is cleaner and supports dynamic display which adjusts by form factor.  All of the pages, including company and contact profiles, employ a common look and feel.  Prospecting was simplified with complex stacked queries being less prominent.  However, they are still available to ZoomInfo’s data services team and power users.

Prospecting added product / vendor selects licensed from HG Data.  Multiple products may be entered for screening with the system defaulting to a Boolean OR (AND is supported, but the user needs to enter a multi-product Boolean string with AND logic).

Prospect lists may be maintained as dynamic lists (saved searches) or as fixed saved lists.  The system displays updated counts as each variable is selected. Zoominfo also allows users to suppress contacts purchased in lists in the past six months from search results and when building other lists.

Records may be uploaded from Outlook, Office 365, and Salesforce for enhancement and targeting.  Enhanced list analytics include pre and post data quality scores along with segmentation analysis. The Enhance Preview provides an analysis of the input data quality file, as well as a detailed report on what information was added, corrected, or confirmed using ZoomInfo’s data. The Data Profile tool shows users a breakdown of information about the user’s list, including top industries, job titles, revenues, and employee count.

The Zoominfo Enhance module provides before and after data quality statistics along with segmentation analysis on the Data Profile tab.
The Zoominfo Enhance module provides before and after data quality statistics along with segmentation analysis on the Data Profile tab.

Users can also upload an ABM account list for key contact targeting.

Company profiles include an expanded set of social media links (e.g. LinkedIn, Facebook, Twitter, and YouTube), related companies (licensed from Owler), and technology data.  Tech data is displayed as summary product counts by category.  The rep clicks on the product category to expand it by product.  Unfortunately, the service does not support customized filtering of products or categories by key competitors or complementary platforms.  As HG Data supports thousands of products, it would be a nice enhancement to support pre-configured product categories and products.  Otherwise, valuable account planning insights may be obscured.

Contact profiles now display more information about the company associated with the profile without the need to navigate to a separate profile.

The ReachOut Chrome connector, which provides on-demand company and executive intelligence from websites and LinkedIn, exports to Salesforce, Microsoft Dynamics, Outreach, and SalesLoft.  Users can also send emails from within LinkedIn.

A new Outlook connector provides contact profiles from within Outlook along with one-click add to Salesforce, Microsoft Dynamics, Outreach, and SalesLoft.  Salesforce duplicate checking is employed if it is turned on.  Users can upload records from Zoominfo’s ReachOut Chrome connector or Outlook as either Leads or Contacts / Accounts (previously this was only available from the Growth Acceleration Platform).  ZoomInfo will create Account records for Contacts if one does not exist in SFDC.

The new Zoominfo Connector for Outlook displays inline company and contact intelligence for each of the parties on an email. This feature helps with researching buying committee members and influencers.
The new Zoominfo Connector for Outlook displays inline company and contact intelligence for each of the parties on an email. This feature helps with researching buying committee members and influencers.

This feature helps with researching buying committee members and influencers.

While ZoomInfo partners with Account Based Sales Development (ABSD) vendors Outreach and SalesLoft, ZoomInfo has added light ABSD email features such as email templates and live email tracking. Templates include dynamic tags for information such as contact name and company name which fill in automatically with ZoomInfo data.  Emails are sent from the user’s default email program.

The ZoomInfo global database has grown to 220 million professional profiles (both active and inactive) and 13 million companies.  The dataset is updated continuously based upon web crawlers and a 300,000 user community that shares email signature data.  Zoominfo offers one of the deepest sets of contacts with emails and direct dial numbers.