Demandbase Smarter Sales Intelligence brings together first and third-party intelligence.
ABX PlatformDemandbase announced a Smarter Sales Intelligence solution that combines Demandbase Sales Intelligence with additional tools, data, and prescriptive insights. UX enhancements include prescriptive dashboards with personalized account and contact recommendations.
The firm had a little fun with its press release, publishing a semi-tongue twister headline, “Demandbase Saves Stressed Sellers by Simplifying Sales with Smarter Sales Intelligence.” But wait! There’s More! Demandbase also released a 90-second infomercial touting their Sales Intelligence solution that “consolidates sales intelligence tools in both first and third-party data, and all in one place. It’s like having a superpower for smarter selling! Get easy access to insights, best-in-class predictive models, and contact recommendations integrated within your existing tools.”
Many of the UX changes were based on customer feedback, with the critical account information at the top. Content includes the journey stage, top intent keywords, people, predictive scores, and firmographics.
“The idea is that we’re bringing all the information that sellers care about and then presenting it on one screen so that they don’t have to go places to find it,” explained Demandbase Senior Product Marketing Manager Travis Breier to GZ Consulting. “It’s a unification of the data.”
Sellers “don’t enjoy the research aspect” of account-based selling, continued Breier. “They just want to be doing outreach.” Therefore, Demandbase is “meeting the sales reps “wherever there’s spending time, whether that is their browser, CRM, or SEP.”
The Prescriptive Sales Dashboard provides a “unified and prioritized view of a seller’s territory/account list.”
Prescriptive Sales Dashboards proactively inform sellers where they should direct their attention, when they should reach out, and what they should say. Both accounts and contacts are recommended, with suggestions specific to each rep’s territory. The Dashboard calls out the top accounts and contacts for outreach based on activity and intent; that is, which leads have the highest probability of converting into opportunities.
The Sales Dashboard offers multiple filters, identifying accounts that:
“I should reach out this week.”
“have been in the news recently.”
“are most engaged.”
“have the highest intent.”
“have a high likelihood to become an opportunity.”
And contacts that
“I should reach out this week.”
“Are not in my CRM.”
“Are part of the buying group and from Top Accounts.”
“Are former buyers.”
“Are trending on my website.”
High engagement lists are likely to be compelling for reps. In many cases, they will be aware of the engagement as they are directly involved. Still, there will also be situations where they are unaware of the engagement (e.g., Customer Success set up a trial at the account or individuals attended a webinar or responded to a marketing campaign) and missing an opportunity for outreach.
Recommendations are not black-boxed but include engagement data and known contacts in the buying group. If a rep disagrees with a recommendation, a feedback button helps train the model.
“One of the biggest risks when you’re trying to get adoption from the sales persona on something like this, is losing their trust,” explained Breier. “We want to give some context and qualify the recommendation that we’re making.”
Demandbase also identifies and recommends contacts for outreach, even if they aren’t currently in the CRM. Along with names and titles, Demandbase feeds emails, mobile phones, technographics, intent signals, and persona-based messaging. New fields include Demandbase’s predictive scores:
Pipeline Predict Score: How likely an account will become a pipeline opportunity.
Qualification Score: Likelihood an account will ever become a customer, regardless of where it is in the buyer journey.
Demandbase continues to build out its data coverage, with 83 million companies, 147 million contacts, 87 million emails, and 40 million direct dials. Much of its third-party content was integrated after they acquired InsideView and DemandMatrix two years ago.
Account Insights displayed within the Outreach Demandbase tab (new UX).People Insights displayed within the Outreach Demandbase tab (new UX).
Furthermore, Demandbase simplified its user interface to display the most important information about prospects and customers.
Demandbase announced a native Outreach integration with other SEPs in development. Streamlining Sales Intelligence and Sales Engagement allows reps to “focus on engaging with prospects and closing deals, rather than wasting time on manual tasks.” The I-frame integration supports core Demandbase Sales Intelligence functionality within Outreach workflows. For example, sales reps can research companies and contacts, build lists, and launch Outreach sequences inside of Outreach.
The Demandbase Sales Intelligence Watchlist displayed as an I-frame tab in Outreach.
Users will see common information, tools, and workflows presented in the same format as their CRM but in Outreach’s Account, Prospect, and Opportunity records. There is also a standalone tab in Outreach similar to the Demandbase standalone tab found in CRMs. This Custom Tab supports company and contact searching, prospect list building, connection management for warm introductions, customer and prospect news tracking, and custom buying trigger configuration.
“We’ve noticed that the order of preference as far as where sellers spend time actually starts with their SEP – So, Outreach. And if they have to, they’ll go to CRM,” observed Demandbase Product Marketing Manager Travis Breier. “When you look at Outreach users who have Demandbase and Outreach, they can spend all of their time within Outreach and never have to go to the Demandbase platform. They’re not missing out on any information… It’s just one less thing that they have to learn and one less barrier to access the Demandbase information.”
“Being a seller has never been easy, but the proliferation of data and tools has led to stressed-out sellers with lost productivity, lower quota attainment, and less revenue,” says Gabe Rogol, chief executive officer at Demandbase. “With our simplified and smarter Sales Intelligence solution, reps no longer need to waste precious time figuring out their next steps and executing them. Instead, they can close more deals and make more money. Think of our intelligence as a sales superpower, all within the tools sellers use every day.”
Demandbase Sales Intelligence is integrated with Salesforce, Microsoft Dynamics 365, Outreach, Slack, and browsers. The Sales Engagement integration enables reps to add contacts to Outreach sequences and personalize the messaging.
“Integrating Demandbase’s Sales Intelligence directly within our platform will unlock new levels of value for sales teams looking to efficiently create and predictably close more pipeline,” said Outreach CEO Manny Medina. “With this next-generation integration, sellers can more easily and quickly find and contact accounts, get data-focused insights, and unlock new levels of productivity — all while never leaving the Outreach Sales Execution Platform.”
Demandbase recently dropped the Cloud Designations for its products, emphasizing its unified functionality within the Demandbase One platform.
“We found that it kind of creates this illusion of complexity that we don’t feel serves it justice as far as the actual products you’re spending time in,” said Palmer. “They’re even more interconnected. Most of our customers are now buying three or more products. We’ve got bundles and packages of everything, so we’ve just moved away from that whole cloud nomenclature to just Demandbase One.”
A Hot Leads feature that provides SDRs with key engagement insights and the ability to take action on unknown leads will soon be available. Hot Leads will be displayed in the Prescriptive dashboards and identified by engagement activity, intent, recency, news/company/job changes, technographics, etc. Hot Leads will be GDPR and PII compliant.
In other news, Demandbase was named a Notable Provider in Forrester’s Account-Based Selling Technologies Landscape, Q2, 2023 report. Seventeen vendors were included in the report. Account-Based Sales vendors “improve visibility into the potential of each account; increase sales rep efficiency; and increase pipeline value (deal size), win rates, and forecast accuracy.”
“The landscape for B2B GTM teams continues to change at [a] breakneck pace. At Demandbase, we’re committed to shaping that market evolution to empower our customers to achieve their most audacious goals,” said Demandbase CPO Brewster Stanislaw. “This year, we’ve placed a deep focus on making sellers’ jobs easier and more effective with AI-powered insights and seamless workflows, and we believe our inclusion in this report further validates that direction.”
ABX PlatformDemandbase announced that it is the first sales intelligence and account engagement platform to integrate both services jointly into CRM. Demandbase offers a single view that combines first-party and behavioral data from the Demandbase ABX cloud and third-party datasets (firmographics, technographics, contact data, and news & social insights) from the Demandbase Sales Intelligence Cloud.
“Doing so gives B2B sellers access to all the information they need to spot and close larger deals faster,” stated the firm. “This first of its kind application guides sales teams to know where and when to engage with the right accounts and decision-makers, leading to higher win rates, shorter sales cycles, and bigger deals — boosting CRM adoption in the process.”
Demandbase brought firmographic, contact, and technographics databases in-house following the May 2021 acquisitions of InsideView and DemandMatrix. Intent data includes first and third-party intelligence, including Surging Intent, Demandbase Keyword Intent, Campaign Response, and Web Page Visits.
Revenue Operations can also select intent data from Bombora and G2, which are processed through the ABX platform’s predictive models.
The Demandbase Timeline provides current and historical intent data.
The Demandbase platform also supports activity timelines, product and competitor intent datasets, and persona-based engagement heatmaps, helping revenue teams assess account potential and determine where accounts stand in the buyer’s journey.
Heatmaps may be viewed by engagement, people, or journeys. Both preset and custom options are available. In addition, users can drill down to details by clicking on a row or column header.
The SFDC Heatmap is presented at the Account level with Engagement Minutes (Demandbase’s contact engagement model) displayed within the heatmap matrix.
Sales users can utilize this heatmap to find champions at an org via the highest engagement and understand with which roles they need to communicate.
The Demandbase Heatmap is available with both preset and customizable views.
The platform also supports long-running InsideView for Salesforce functionality, including
Company and contact profiles
Prospect list building for companies and contacts
Contact searching at accounts
A news viewer that combines company news, social posts, and blogs
Corporate family trees
Add to CRM with duplicate checking
CRM “stare and compare” updates
According to Demandbase, the unified UI lets customers “consolidate their tech stack, replacing ABM, sales intelligence, advertising, and other vendors with Demandbase One, the Smarter Go-To-Market solution.”
“The beauty of this unified sales UI is that all the data a salesperson needs is readily accessible, right in the CRM where they’re already working. It’s revolutionary for sales teams,” said Demandbase CRO Allison Metcalfe. “No more toggling between systems or wasting time in generic outreach that doesn’t drive sales. Instead, they’ll have deeper insights and greater visibility into prospective deals, gaining knowledge about what buyers are doing around the web, what they engage with, who to contact (and how), and what the most relevant messaging is. The actionability, productivity, and efficacy of such functionality is practically limitless.”
In other news, Demandbase was named to the Fast Company “100 Best Workplaces for Innovators.” The magazine noted that Demandbase reinvests 20% of its revenue in R&D.
ABX Platform Demandbase released one of its “largest product launches of the year”: Audience Management Destinations. While the firm has long supported B2B Campaigns via display advertising and LinkedIn channels, Audience Management Destinations extends its reach into consumer platforms and social advertising.
“B2B buyers are people, too, and B2B marketers can and should be advertising on those channels,” said Demandbase CMO Jon Miller.
New advertising channels include Facebook, Instagram, Twitter, Google, YouTube, Bing, and Adobe Audience Manager. Additional services will be rolled out next year.
Demandbase does not store Personally Identifiable Information (PII), so its social outreach is GDPR and CCPA compliant. Instead, Demandbase leverages LiveRamp’s identity resolution, an opted-in identifier system that matches individual identifiers across platforms.
Demandbase also expanded its integration with LinkedIn. Previously, it only supported account-level targeting on LinkedIn, but now marketers can target at either the account or person level.
Demandbase Targeting
Marketers will build audiences using a set of selectors that include first-party data, third-party data, intent, technographics, and activities. (See the image on the right). They can then activate campaigns to their targeted buyers across the business and social web.
“This will allow a highly consistent customer experience across social networks and other platforms,” explained Miller on LinkedIn. In addition, the new release expands marketing’s outreach and orchestration across a broader set of channels “using the account intelligence and the Demandbase One platform.”
“We’re constantly learning about how the B2B buyer thinks and acts, and this new account-based social targeting functionality plays a role in reaching buyers more holistically,” said Miller. “By viewing the buyer not just as someone within a target account or in a buying committee, we recognize that buyers are individuals, too. This mindset shift — and the corresponding ability to engage with them as such across business and social platforms — gives our customers yet another advantage in today’s B2B go-to-market landscape.”
Demandbase claims that it is the only system that runs both “people and account-based plays from one system.” Marketers can target specific audiences and “then automatically apply the most effective sales and marketing tactics to advance the account in its journey, across every touchpoint, and with the most relevant messages.”
Demandbase supports its own intent data along with partner datasets from Bombora and G2. TrustRadius is coming soon.
“Demandbase’s solutions are stronger in certain areas and helps drive top of the funnel engagement or audience targeting, while InsideView has been more focused on bottom of the funnel data. We realized the two companies are quite complimentary and we could combine our customers to offer a much more complete solution to all of them. Today we have an integrated top of the funnel to bottom of the funnel marketing and sales data provision to allow customers to look at the full funnel and identify a more appropriate addressable market, including what kind of technologies those companies use.”
InsideView CEO Umberto Milletti to MarTech Series this week
The three companies combined to create a four-cloud solution that supports Advertising, ABX Marketing, Sales Intelligence, and Data.
“What’s exciting about this is the ability to provide all of this to customers as one solution,” continued Milletti. “We have done a lot of work since the merger was completed to combine all of our technologies and go to our customers with information on how much more we can do for them.”
Demandbase combined its Demandbase One platform with InsideView and DemandMatrix to support four clouds.
“It’s a feeling of expansion, born of learning so much from our customers, and born of the digital transformation that has happened in the last year,” said Demandbase CEO Gabe Rogol. “This is an intentional step for us beyond being solely an ABM leader and into broader B2B go-to-market. That’s important because ABM is just a part of the go-to-market challenges that B2B companies face.”
The new services are packaged as an ABM Suite consisting of four clouds: ABX, Advertising, Sales Intelligence, and Data. Customers will have the flexibility to order various elements of the suite, selecting the clouds and services that fit their needs.
“Our focus has been on building the most complete ABM solution (we call it ABX, because it’s not just marketing),” said Rogol, “and that was the impetus behind acquiring Engagio, putting a lot of the top of funnel and lower funnel stuff together. That will still be important.”
While some may view this as Demandbase growing beyond ABX, it is an opportunity for them to complete the ABX vision. I have long been critical of Demandbase’s limited framing of ABM within the marketing department. While they acquired Spiderbook, a small sales intelligence vendor, a few years ago, it withered on the vine and is no longer mentioned by the firm. InsideView provides them with an opportunity to realize ABX as a complete customer lifecycle solution. There are still missing elements such as sales engagement tools and chatbots, but they are now working on a much wider canvas.
Demandbase is in a sprint to establish the ABX platform space against vendors such as Terminus, 6Sense, and Dun & Bradstreet. It has been using the ABM three-letter acronym for a dozen years and was a lonely voice extolling ABM for half of that time, arguing for a shift from demand generation marketing to account-based strategies. Earlier this year, it shifted from ABM to ABX (Account Based Experience), which places a greater emphasis on long-term relationships with customers and the broader revenue team (sales, marketing, customer success).
“We’re proud to join forces with these two great companies. Our vision is bold. We are transforming how B2B companies go to market, helping them deliver great experiences at every stage of the account journey. This requires great data — and we now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects. With this move, Demandbase moves from being ‘just’ a leader in account-based programs to being the definitive leader in B2B go-to-market…
These new offerings let us work even more flexibly with our customers. Customers can mix and match to focus on the areas most important for them, whether that’s data embedded to their existing systems, or advertising, or sales intelligence, or a full account-based transformation. We are moving aggressively to deliver on this mission, and no company will move faster than us to achieve it.”
Demandbase CEO Gabe Rogol
Acquiring InsideView and DemandMatrix strengthens its position in both marketing and sales. Furthermore, InsideView’s sales triggers provide Demandbase customers with a rich set of talking points for account managers and customer success teams, letting them know if there are executive changes, M&A events, new partnerships, etc.
Demandbase One added the Sales Intelligence and Data Clouds with this week’s acquisitions.
Demandbase, which offers an ABX Cloud and an Advertising Cloud, now supports a Data Cloud and Sales Intelligence Cloud. The Sales Intelligence Cloud is based upon InsideView and supports:
Prospect Finder – A traditional list-building feature for company and contact data. Along with firmographic and biographic data, the InsideView prospect finder includes connection variables (Who Know Who “six degrees”), sales triggers (17 + custom variables), data availability (e.g., LinkedIn Connections, Email), and suppression lists.
Browser Extension – A Chrome extension for quick lookup and prospecting. The extension displays InsideView company and contact profiles from LinkedIn, company websites, and CRMs. Records may be sent to the CRM or Sales Engagement Platforms.
News and Social Insights – InsideView publishes daily email alerts based upon their sales triggers. As these are event-based, most company noise (e.g., stock price fluctuations, scores for teams playing at branded stadia) is removed and duplicates suppressed. They also support inline social media viewing for Facebook, Twitter, and Company Blogs. Inline viewing helps account managers and customer success teams stay abreast of key accounts. It also assists marketing and CI professionals in monitoring key partners and competitors.
Corporate Hierarchies – Family trees assist with lead-to-account mapping, selling deeper into an organization, and ensuring that leads are accurately scored and routed.
The Data Cloud consists of Demandbase, InsideView, and DemandMatrix assets. InsideView contributes close to 100 million global contacts and 17 million companies. DemandMatrix supports technographics (current tech stack, future technology needs, technology-based skill set trends, cloud consumption revenue, and IT Spend).
Other Data Cloud services include Demandbase Account Identification, InsideView Apex (ICP Discovery and Expansion), InsideView Data Integrity hygiene tools, and the InsideView API.
“For the last 15 years, we’ve been focused on empowering our customers to experience rapid revenue growth through the power of data. InsideView’s leadership in sales intelligence made it clear to us years ago that stronger ties between sales and marketing lead to more revenue—and data is the key. By joining forces with Demandbase, we’re combining our legacy and leadership in sales, and the industry’s freshest, most reliable data, with leading marketing technology. Our customers will be able to do more with data across more B2B revenue channels from sales, to advertising, to account-based campaigns. We’re taking the convergence of data and workflow to the next level.”
InsideView CEO Umberto Milletti
InsideView was highly rated in The Forrester Wave B2B Marketing Data Providers Q2 2021 report, scoring a five (highest score) across 14 of Forrester’s 24 evaluation criteria. Among the categories in which they excelled were data management, data coverage, and customer support.
Rogol emphasized the value of technographics for enterprise technology companies, saying that “for technology companies, the number one feature in a data science model is what technologies your prospect owns.”
“B2B data is complex, and customers consistently ask us for help with their data stack,” said DemandMatrix CEO Meetul Shah. “We started with further innovating technographic data to give customers valuable insights into their prospects and what other technologies they might buy. By now being part of the Demandbase Data Cloud, we’ll be able to provide customers access throughout the B2B data stack to help them realize their revenue goals.”
Both Milletti and Shah will continue running their respective businesses and join the Demandbase executive team as general managers. The two subsidiaries will operate separately, but the firm will consolidate the data across the offerings.
Acquisition prices for the two firms were not disclosed. The InsideView service lists its revenue at $30.5 million and 275 employees, which has remained stable over the past few years. DemandMatrix is listed at $3.0 million in revenue with 90 employees.
InsideView’s self-profile (May 4, 2021)
“At Demandbase, our vision is bold. We are transforming how B2B companies go to market, helping them deliver great experiences at every stage of the account journey. This requires great data,” said Demandbase. “We now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects. With this move, Demandbase goes from being ‘just’ a leader in account-based programs to being the definitive leader in B2B go-to-market.”
InsideView and DemandMatrix customers benefit from the more extensive go-to-market capabilities of their parent. The DemandMatrix suite helps customers:
Design and orchestrate their entire buyer’s journey across marketing and sales
Personalize their website experience, track account-level engagement, and attribute revenue
Deliver account-based display, native, and social media advertising that is brand safe for B2B
Target and segment their market
Rogol admitted that the integration work would not be easy. “Obviously, we still have a lot of the execution work ahead. One thing to point out is that these are different types of acquisitions than Engagio. With Engagio, the goal was to get to the most comprehensive ABM platform. These are adjacent expansions, so they’re going to operate as standalone businesses pretty much.”
Barb Mosher Zinck of Diginomica was bullish on the transactions, calling it a “smart move” to consolidate the data from three companies under a single platform. “It’s essentially a Customer Data Platform (CDP) without the CDP name (and some CDP capabilities), providing all the critical information sales and marketing need to find the right accounts and contacts within those accounts. The intelligence DemandMatrix brings on technology is key, as is the ability from InsideView to see when things are changing in a company.”
“I also like that Demandbase has broadened its offering from only account-based marketing to sales intelligence because the two groups are tightly aligned,” continued Mosher Zinck. “These two solutions can operate separately but bringing them together under the same umbrella with access to the same data is key to ensuring a company-wide focus on customer experience.”
The following Market Flash published on May 4th to my newsletter subscribers. I also offer a detailed InsideView product review for purchase ($349).
Sales and marketing intelligence vendor InsideView partnered with ClickDimensions to improve customer pipelines and content delivery within Microsoft Dynamics. The partnership will support enhanced Dynamics data cleansing and enrichment tools for Account, Contact, and Lead records.
ClickDimensions is creating a Data Management services offering and will resell InsideView products and DaaS solutions for Dynamics. ClickDimensions plans to exclusively sell these services as an add-on to their current product line and as part of a premium offering. ClickDimensions will also provide data advisory services.
ClickDimensions will be rolling out a product suite of native MS Dynamics hygiene and prospecting tools in the coming months. The new suite will be built upon InsideView data management capabilities, including lead enrichment, data cleansing, email validation, lead-to-account mapping, family tree, and account assignment. The suite will also support analytics and visualization tools for monitoring data health.
Admins can set the timing, frequency, and scope (i.e. fields and records) of updates. Both batch and real-time hygiene will be supported. There will also be a one-time enrichment as part of the ClickDimensions offering.
The new service will deliver “the insights they need to find and engage prospects more effectively, the tools they need for targeting intelligently, and the ability to automatically clean, enrich, and manage Microsoft Dynamics 365 company and contact data.”
ClickDimensions will be deploying a private preview in August for the InsideView’s Diagnose, Data Integrity, and Target offerings. A September GA is scheduled for these services.
“Given the state of the world today, finding new customers is now more than just a growth driver, it is a matter of survival as businesses seek to replace revenue from customers that have pulled back or gone out of business,” explained ClickDimensions CEO Mike Dickerson. “In addition to finding new prospects, businesses need to be even more relevant. Buyers expect the same level of personalization and relevance from B2B interactions as B2C, and that requires complete and accurate data. Our partnership with InsideView will enable our customers to ensure their data is always fresh and always current.”
“The velocity of change in customer data is unprecedented in today’s business environment, and many companies can’t keep up. InsideView helps companies keep data accurate, refreshed, and actionable so they can focus on customers and revenue. Combined with their marketing automation solutions, ClickDimensions customers will have the tools and intelligence they need to manage their customer data and target and engage the right buyers. The partnership is a great match for B2B companies using Microsoft Dynamics.”
InsideView CEO Umberto Milletti
ClickDimensions describes itself as “The Marketing Cloud for Microsoft Dynamics.” ClickDimensions embeds multi-channel marketing automation and analytics natively within MS Dynamics, supporting full customer journey engagement. Marketing automation services include web forms, landing pages, visitor intelligence, lead scoring, social marketing, event management, surveys, SMS messaging, email marketing, and campaign automation. The firm also provides marketing consulting services, including campaign execution, marketing advisory, and user training.
Because ClickDimensions is native to Dynamics, there are no integration costs or data synchronization issues.
ClickDimensions is based in Atlanta and has 3,700 customers. Regional offices are located in the Netherlands, Ireland, Israel, and Australia.
InsideView enhanced its corporate family tree UX. Along with an improved display, users may search and filter the tree, allowing them to home in on key subsidiaries for sales targeting.
Search
and filtering help reps identify best prospect locations for establishing a
beachhead, expand to similar locations, extend into new markets, or leverage an
MSA to identify locations within a sales territory.
The
tree is now keyword searchable and filterable by location, size (both employees
and revenue), industry, site status (e.g. operating, inactive/closed), and site
type (e.g. Retail, Manufacturing, Distribution Center, etc.). Filtering
allows reps to focus on locations in their territory or locations in targeted verticals.
If a parent node is de-selected by a filter, but a subsidiary is
selected, the parent location is grayed out but still displayed, providing
operational context to the sales rep.
Users
may also expand or collapse tree nodes and individually select locations of
interest. Branch locations may be added to the tree via a “site locations
data available” slider.
The
number of locations is displayed in the company overview.
Sales
and marketing professionals can also download the tree for campaigns and
analysis. Filtered trees may be downloaded in Excel or CSV formats. A
map feature displays location density for the United States by state, for
Canada by province, or globally by country.
The
new family tree view is available in both the CRM and web views. 1.2
million locations are flagged as subsidiaries or acquired firms.
InsideView
also recently released a set of small enhancements to InsideView Sales. Admins
can now sync a broader set of Account, Contact, and Lead fields with
Salesforce. New Account fields include Twitter handle, Facebook page, and
blog page. New Contact and Lead fields include city, state, country, job
level, and job function.
Other Upgrades
InsideView released a number of additional enhancements to its product lines.
InsideView
for Sales users can unlink and rematch improperly linked Account and Contact
records.
InsideView Refresh for Salesforce now offers real-time email verification for unmatched records. Admins can also manage Salesforce contacts, enrich fields, and flag duplicates.
New InsideView Data Integrity dashboards display how many Account, Contact, or Lead records are updated over time. The dashboards indicate the number of records processed, new records processed, duplicate records, match data, field fill rates, and segments.
InsideView
Target added a filter for contacts with direct dial phones.
InsideView
also added cross-product navigation.
The
InsideView universe has grown to 15 million companies and 44 million contacts.
InsideView launched its new Data Integrity service for Salesforce. Data Integrity is a customer data management solution that provides data visualizations, ongoing data hygiene maintenance, and data health analysis for CRMs. According to the firm, the service is fully integrated with Salesforce and “offers an easy migration path for customers using Data.com.”
“Data is the world’s most valuable resource—it’s the new fuel. Maintaining the quality of that resource should be paramount for every company. InsideView Data Integrity was created to help companies get the most out of their data by maintaining an accurate and rich customer database, and check on the health of that data at a glance.”
InsideView CEO Umberto Milletti
Salesforce
admins control which records are managed, which fields updated, and the
frequency of updates. Along with historical match and update trend
graphs, they can review a data hygiene dashboard that displays the number of
family tree linkages, duplicates, past employments, lead-to-account mapping,
etc.
Data
Integrity features include
Account, Contact, and Lead “stare and compare” updates
Separate Match Score thresholds for accounts, contacts, and leads which allow for differing degrees of match accuracy based on the record type
An Update CRM button within the InsideView Sales product. Updates are subject to rules set by the Data Integrity account administrator.
Validation of business emails associated with leads and contacts
Dashboards for Accounts, Contacts, and Leads which provide segmentation analysis, duplicate and match rates, email counts, segment/team distribution, etc.
A Processes Dashboard which tracks Data Integrity processing and action items
B2B DaaS and
sales intelligence firms have been looking to take the lion’s share of
Salesforce’s Data.com business which is now being decommissioned. The
opportunity is likely around $250 million (legacy clients business plus
additional revenue from superior offerings). The Prospector and Clean
services are no longer sold, but final contracts are being fulfilled through
the middle of next year. InsideView offers both sales and data management
solutions as does Dun & Bradstreet, Zoominfo, and Infogroup.
Data Integrity Processes Dashboard
Clean data
is critical to a series of B2B data workflows including territory assignments,
account hierarchies (corporate linkage), lead-to-account management,
segmentation analysis, duplicate record prevention, and email validation. Accurate
and complete data is also critical for account planning and messaging, ICP /
TAM analysis (supported via InsideView’s sister product Apex), and reducing the
time spent by sales reps entering and maintaining company and contact data.
Data
Integrity pricing is tiered based on the number of CRM seats.
InsideView
covers 13.5 million global companies and 32 million contacts spanning eighty
fields. Account data includes standardized addresses, sizing variables,
and parent/subsidiary linkages.
The firm
recently expanded its AsiaPac company coverage in four countries: New Zealand
(25K total), Hong Kong (40K), India (150K), and Singapore (40K). Total
coverage for the region (Asia, Oceania, Middle East) is now at 840K companies.
The expanded coverage is derived from existing and new vendors along with
government registries.
Data
Integrity is currently available for the AppExchange with Microsoft Dynamics
365 queued up next. Other CRMs will follow.
InsideView Append for Salesforce is a Lightning Data Solution for ongoing data enrichment and maintenance.
InsideView went on the offensive to capture Data.com customers as Prospector and Clean are phased out over the next year. InsideView is offering their free Data Health report “as many Data.com customers have seen a degradation of data quality since the announcement was first made over a year ago.”
Data.com Prospector and Clean contracts are no longer renewing beginning this month.
“Customers
tell us that the switch from Data.com to InsideView was not only easy but gave
them more confidence and made their data more useful than ever,” said Umberto
Milletti, CEO of InsideView. “Now we’re adding more data, more
technology, and more analytics to make InsideView even better, because it’s not
just about the data. It’s about how it helps drive marketing, sales, and
the bottom line.”
InsideView
covers twice as many contacts (35 million) as Data.com including global
contacts and emails. InsideView also emphasized its improved match logic:
Comprehensive analysis of customers’ data quality (i.e. malformed company names, transposed data fields, incomplete addresses, etc.)
Flexibility in match logic based on business needs and data availability (i.e. company name, website/email domains, street address, city, state, country, etc.)
Higher match rates and accuracy using probabilistic intent (e.g. inferring a match result based on geographic or industry clustering, etc.,) within the input file.
Clear explanations of why records match and suggestions for those that don’t match.
Other enhancements include expanded location data with site counts and “fine-grain control for selecting CRM records under management and field level update rules.”
The Top Five Lightning Data vendors (August 8, 2019)
In the Sales Intelligence category, the top four B2B sales intelligence AppExchange offerings come from Zoominfo, DiscoverOrg, D&B Hoovers, and InsideView.
InsideView also announced that its Microsoft Dynamics Insights service will be available at no charge through the end of current MS Dynamics 365 contracts. Current Insights customers simply need to opt-in. Companies that do not qualify can license Insights directly from InsideView.
“Microsoft is committed to delivering stellar customer experiences and it became clear to them, after announcing changes to their data augmentation strategy in January, that many customers love and value InsideView Insights,” said InsideView Senior Product Marketing Manager Janice Bowen. “In response to their needs, Microsoft decided to continue providing InsideView’s data and intelligence solution for an extended period of time.”
When conducting account based (ABM) research, it is necessary to develop a broad view of your customers and prospects which includes company, contact, and industry research. Unfortunately, open web research is quite time-consuming and your sales reps are unlikely to consistently engage in general research, so consider Sales Intelligence vendors with editorial research teams.
Executive research should go beyond the Leadership page and LinkedIn profiles. One option is Boardroom Insiders which gathers rich executive profiles on CxOs written by business journalists.
For industry research, look at Vertical IQ, IBISWorld, or First Research. Vertical IQ and First Research are strong offerings for sales teams that sell broadly across many segments but are not verticalized. They are written in plain English and include Q&A sections. The content in IBISWorld is more formal but better suited for verticalized teams.
At the company level, consider Dun & Bradstreet Hoovers, InsideView, or DiscoverOrg. All three provide company and contact profiles, list building, and sales triggers. D&B Hoovers goes deeper on global coverage, family trees, and industry profiles, DiscoverOrg offers the deepest set of technographics and rich bios, and InsideView provides excellent sales triggers and social media intelligence.
