Human-verified contacts vendor DealSignal released an Enrichment module for maintaining data quality. Along with company and contact enrichment, DealSignal appends Bombora third-party intent data, helping identify which prospects are actively researching key topics. The service supports inbound lead enrichment and scheduled data maintenance.
Because inbound leads are enriched, they can be quickly segmented, scored, routed, and prioritized. ABM companies can immediately determine whether a lead matches a target persona and ideal customer profile, ensuring such leads are immediately sent to sales for action.
Contacts are matched against DealSignal’s universe of
human-verified contacts and enriched with direct dials, firmographics, and
A wizard helps map DealSignal fields to Salesforce or
HubSpot. Admins set sync and refresh schedules.
“We’re always excited when our partners develop innovative new ways of using intent data to help marketing and sales teams drive revenue. By extending lead enrichment automation to include Bombora’s Company Surge data, DealSignal will provide revenue teams valuable insight into whether a buying committee is forming or one curious person just happened to download some content. That added insight will help marketing and sales teams work together more effectively to drive the most value from their inbound leads.”
Charles Crnoevich, Head of Partnerships at Bombora
Inbound Lead Enrichment service is the first B2B DaaS platform to combine human-verified contacts and firmographics with third-party Bombora intent. The platform takes skinny inbound leads and enriches them with accurate, actionable insights and contact details, helping determine which leads should be immediately routed to sales and which should be retained. Reps can then prioritize prospects that are currently in-market for products or services like theirs and craft highly personalized messaging, thereby improving their odds of exceeding quota.
TechTarget Priority Engine has begun integrating first-party intent data with its proprietary third-party intent intelligence. First-party intent data enhances account rankings and insights. According to TechTarget, “Marketing and sales teams will now be able to leverage this new intelligence to get to the right accounts and prospects faster, increasing conversions and accelerating pipeline.”
Priority Engine launched three years ago with TechTarget’s firmographics and third-party intent derived from its 140 enterprise technology media sites. The new data includes Ideal Customer Profile (ICP) matching, vendor website engagement, and customer content and advertising across the TechTarget network.
First-party website intent is available through a partnership with KickFire.
account intelligence and tools include
Personalized account rankings based on first and third-party intent data
ICP definition and filtering
Enhanced qualification intelligence including buying stage, ICP match, and confirmed projects
Improved engagement signals such as account website visits, content downloads, and banner clicks
Recent activity indicators.
has always focused on delivering ROI,” said Michael Cotoia, CEO, TechTarget.
“These new updates now make it even easier for our customers to close
deals faster by helping them find the prospects that are directly in their
recent product enhancements include opted-in “Project Insiders” and “Confirmed
Project Details” that have been validated by project insiders.
Priority Engine has been deployed at over 400 customers including Oracle, Citrix, IBM, HPE, and AWS.
Human-verified contact vendor DealSignal added Bombora intent to its B2B marketing data service. The combined solution offers intent-based leads with verified emails and direct dials “so that marketing and sales teams can reach out to ideal buyers directly and drive more conversions.” DealSignal applies Bombora intent data to an Ideal Buyers Profile. Users will be able to identify net-new, surging accounts with accompanying contacts and buying teams.
excited to partner with Bombora to help marketing and sales teams finally
answer the most elusive question: Who is out there actively looking for what we
sell and how can we reach them before our competitors,” said DealSignal CEO,
Rob Weedn. ”The integration of Bombora intent data and DealSignal’s
verified contact and account data means that revenue-driving teams can now see
which companies are actively in-market, plus get complete, accurate contact
data for ideal buyers at those companies, so they can reach out and convert
that intent into a purchase.”
begin by defining their target buyer personas on the DealSignal platform and
then select up to 50 Bombora intent topics. DealSignal identifies
accounts that match buyer profiles along with surging intent and delivers a set
of accounts with contacts and firmographics. By tying together intent,
firmographics, and human-verified contacts, DealSignal delivers a set of leads
that are more likely to close than with traditional firmographic prospecting.
“Intent-based leads help B2B marketers uncover accounts that are actively in-market — even if they’re not already on their target account/ABM lists. We then deliver complete, enriched and verified contact and account data that helps marketing & sales teams reach out to prospective target buyers with highly personalized messages, to help them convert more intent into a purchase,” said Weedn.
Third-party Intent data from Bombora and The Big Willow has suffered from poor actionability as intent scores lack context and clear next steps. Several vendors have begun to address this issue by combining intent with company and contact intelligence, turning an intent number into an ABM lead. DealSignal ties together Ideal Buyers, Personas, Bombora Intent Data, and Human-verified contacts to indicate which ABM targets are in market and who should be contacted.
DiscoverOrg redesigned its OppAlerts service to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.
By converting intent signals into leads or opportunities, firms are beginning to translate billions of weekly datapoints (thousands of intent topics across millions of companies) into actionable intelligence for sales and marketing teams.
In December, Aberdeen acquired The Big Willow to deliver Intent Qualified Opportunities which combined third-party intent with technographics, firmographics, content, and research.
“Intent data has been trapped in marketing tools as just another score,” said Aberdeen CEO Marc Osofsky, Aberdeen’s CEO. “Aberdeen Intent for Salesforce delivers what sales wants – accounts looking to buy that are fed directly into Salesforce for sales to engage and increase pipeline.”
LeadSpace is now including Bombora intent data in its Customer Data Platform. Bombora’s company surge data helps identify which companies are in market for products and solutions based upon surges in topical interest above historical baselines in the topic. “Customers can combine the resultant intent insights with Leadspace Predictive and Persona scores to accurately predict prospects’ readiness to buy in real time.”
LeadSpace customers can target
outreach based upon topical interest, prioritize sales and marketing activities
using intent data within predictive models, and personalize ad campaigns with
messaging and content around surging topics.
LeadSpace customers employing an ABM strategy enjoy improved account list building and engagement due to the partnership. They can also identify net-new prospects using look-a-like modelling and surge data.
“ABM succeeds when sales and marketing work closely toward the same goals. The easiest way to find that success is for both departments to start with insights from a single data source. Intent data that shows which target accounts are actively in-market helps sales and marketing tailor their efforts to the best prospects, and avoid those that are not engaged in the buying cycle. Working with Leadspace ensures the easy orchestration of Bombora’s insights across these departments.”
Erik Matlick, CEO and co-founder of Bombora
Intent data also assists with
sales-marketing alignment via harmonized messaging. According to David
Tam, Director of Marketing at OneLogin, “I’ve never worked anywhere before
where we could run a fully-integrated and aligned marketing campaign and sales
play, where the messaging matches. Our marketing emails are talking about the
same things that our sales reps are talking about. That alone is enough to get
brownie points with Sales!”
Technology marketing services vendor Aberdeen acquired intent vendor The Big Willow, creating anew marketing category of intent qualified leads for sales reps. No financial details were provided.
The Big Willow describes itself as the “the leader in buyer intent data science and intent-targeted digital advertising.” The firm monitors billions of daily web interactions to determine the interest intensity level across product categories. The goal of intent data is to identify prospects early in the buying cycle so that vendors can begin marketing to them before they reach out to competitors, “thereby providing sellers a first-mover advantage and resulting in vastly more effective marketing and sales investment.”
Aberdeen CEO Marc Osofsky explained why a market research firm bought a source of intent data, “B2B marketing is undergoing a fundamental change as buyer journeys are now primarily online, and massive new data streams become available to improvethe performance of marketing and sales. Our role is to capture and analyze this new buyer behavior data to help our clients improve marketing and sales performance.”
The Big Willow captures keywords and IP addresses and links them to D-U-N-S locations. The firm also performs natural-language indexing of web sites for keyword assignment.
“We are focused on helping clients convert intent data into new wins,” said Osofsky. “The addition of The Big Willow makes us the only company with all ofthe necessary capabilities to deliver results from the power of intent data.”
Buyer intent data captures the online research of actual buyer journeys and determines a purchase intent signal from the noise of normal activity. Doing this at internet scale with keyword precision creates the most accurate way to predict who’s in market for your products or services. Companies use these predictions to improve the performance of account-based marketing, targeted advertising, demand generation programs, content marketing and more.
By combining The Big Willow’s online interactions (topic, keywords, PageURL, andOpt-in), Aberdeen’s targeting data (company, location, contacts), and first-party visitor intelligence and win/loss history, Aberdeen builds models to identify sales ready leads. Aberdeen further helps identify opted-in, qualified contacts via its research library and call center. Models are based on 18 months of buyers’ journeys indexed down to the device id.
“Marketing often struggles to deliver sales ready leads – content syndication leads can stall out in nurture, ABM activity does not lead to sales meetings,” says Aberdeen. “Our Intent Qualified Demand programs deliver because we do what the other approaches lack. We reach out as Aberdeen to target titles at in-market companies with research-based self-assessments to qualify
Aberdeen’s approach differs from predictive analytics in that they identify specific contacts showing current interest whereas predictive analytics models focus more on identifying companies which are similar to current customers. Based on their buyer journey data and client closed/loss history, Aberdeen claims that their models achieve 91% accuracy in predicting purchase intent based on blind tests run by clients.
The Big Willow tracks buyer journeys across 3.7 billion device ids and 12 billion webpages. The firm captures 480,000 keywords. Aberdeen claims to offer “the largest, most accurate and highly targeted [intent data] in the market today.”
To further its goal of identifying Intent Qualified Opportunities, Aberdeen has grown its contacts file to 60 million names tied to geolocations and companies.
“Combined, Aberdeen and the Big Willow now deliver intent-qualified opportunities that include the specific company location of the intent and the target titles’ contact info,” said the firm. “Clients have the option of a full-service, cost per lead program, a data lake delivery, or the opportunities and contacts sent directly into their CRM.”
The Big Willow CEO Charlie Tarzian has been named President and Chief Innovation Officer of Aberdeen while Keith Blackwell has assumed the position of Aberdeen Chief Operating Officer.
The Aberdeen Group was spun off of Harte-Hanks several years ago and contains Aberdeen market research and the old AccessCI (aka Harte-Hanks Market Intelligence) technographics database.
6Sense rolled out enhanced Sales Intelligence features to its ABM Orchestration platform. New features help track account engagement over time, visualize anonymous intent at key accounts, and display engagement status by personas. 6Sense also added ABM Alerts and updates to its reference company dataset.
According to 6Sense, “the Sales Intelligence enhancements change the way revenue generating teams create and drive pipeline with easy-to-consume insights designed to drive sales action in coordination with marketing.”
“ABM is not a marketing-only initiative – it is crucial that account managers, sales development reps and other members of the sales team are collaborating and aligned. Sharing critical target account insights such as recent topical interest and engagement history in a sales platform that the sales team is familiar with makes it easier for revenue teams to take action.”
Matt Senatore, Service Director of Account-Based Marketing, SiriusDecisions
6Sense Sales Intelligence is based upon CRM and marketing automation data, web engagement data, and 6sense’s anonymous intent data. Intelligence is displayed across three tabs:
Buying Stage, Top Branded and Generic Keywords, and Engagement Scores over
Map: Engagement levels by job and function with associated engagement
Insights: Firmographics, Technographics, Website Visitors by location, Top
pages viewed by account
ABM Alerts deliver weekly activity profiles on key accounts to sales reps. The email alerts include a spotlighted account “that has shown a significant volumeof relevant activity, making it especially interesting or urgent to act upon.” 6Sense spotlights firms that have not been recently contacted but are showing high-levels of engagement or intent.
The alert also provides up to five accounts which are newly engaged or reengaged, five accounts with multiple people engaging, and five accounts with declining engagement. ABM alerts provide direct links to account profiles in 6Sense and Salesforce.
ABM Alert account details include a summary of the top activities associated with that account over the past week, including keyword research, and web visits.
“This update was designed as a response to sales teams’ requests to be empowered with insight to prioritize their time better, make their outreach more relevant, and shed light on what their prospects really care about at any given time,” said VP of Product Amar Doshi. “For those who subscribe to the BANT qualification approach, getting an early advantage on learning about need and timing can make all the difference in deal outcomes.”
InsideView added Bombora intent intelligence to its Apex “go-to-market” ICP/TAM service. InsideView highlighted two use cases: Refining a list of ideal prospects to focus on those showing intent and expanding a list of buyers to find additional prospects with similar intent and other characteristics.
Refining an ICP list helps marketers target their best prospects based upon open web research currently being performed at their ICP accounts. Thus, custom campaigns can be targeted to accounts likely in market for specific solutions. Instead of blanketing ICP accounts with general messages, a more refined approach can be taken with a higher likelihood of the message resonating.
Conversely, Intent data can be used to expand an ABM list.
“InsideView’s Targeting Intelligence platform provides a single point of access for all B2B data and targeting signals, from firmographics, contact details, news events, personal connections, technographics, and now intent data. Adding Bombora intent data makes go-to-market planning in Apex that much more powerful. Now you can discover even more ideal prospects, and home in on the specific accounts in your target market that are not only an ideal fit for what you sell but are also currently in-market.”
InsideView VP of Products Marc Perramond
I find the first use case, refining a list for targeted messaging, to be more compelling. Intent data is ephemeral. A firm that is researching a topic this month will have moved onto other topics a month or two later. Using intent data to message to these companies on intent-based topics today is powerful. It allows vendors to reach out to prospects before they have begun talking to prospective vendors. It is a powerful method to answer the questions whom to call (account-wise), when to call, and what to say.
However, vendors should be careful about using intent to expand their targets. Identifying the key intent topics is crucial, but building an ABM list based upon ephemeral intent signals risks adding firms that had surging interest over the past few weeks, but have already made purchasing decisions, chosen not to pursue a technology, or were simply performing due diligence. Surge scores simply mean that there was a recent peak in topical interest above the mean.
Defining who are your best candidates amongst your pool of ABM accounts for specific messages is a clear winner. Adding accounts to an ABM list based upon a short-term surge in interest is likely to result in wasted marketing dollars.
Until recently, Bombora has had more success selling their intent file to predictive analytics companies than sales intelligence firms. However, sales intelligence companies are now figuring out how to present intent data to sales reps and marketing professionals without having to provide sales training sessions on the nuances of intent data. For example, DiscoverOrg recently redesigned its OppAlerts to focus on the few key topics relevant to the client and then limited the intent signals to the top few percent of surging accounts. This level of refinement gives sales reps confidence that when they see a surging topic at an account, it is truly surging and not simply an anomaly. And because numeric surge scores have been removed, the rep merely needs to know that there is a high certainty that individuals at the account are actively researching the topic in question.
B2B tech media company TechTarget delivers intent data to sales reps from its Priority Engine service. While other intent services are at the company level, TechTarget has opted-in readers performing current research on a topic. Thus, TechTarget can identify company, executive, topic, and buying stage for its intent file.
DiscoverOrg announced the next generation of its OppAlerts intent-driven technology intelligence service. The premium service now delivers ten-times as many OppAlerts as before and integrates the alerts into its Build-a List-prospecting. Only surging companies with Bombora Surge scores of at least 75 are flagged.
Surge scores are early indicators of intent to purchase based upon B2B media site activity. A 75 signifies companies in the top five to ten percent of interest in a topic as compared to their baseline level of interest in that topic. As much of the buyers’ journey takes place before purchasers contact a firm, reaching out to prospects during the early stages of the journey provides sales reps with an early movers’ advantage.
“The holy grail of the B2B marketing and sales world is to know when customers are actively researching your product or service,” said DiscoverOrg CEO Henry Schuck. “The DiscoverOrg – Bombora partnership allows our customers to know specifically what their prospects are researching and then which decision-makers to connect with, all in one place.”
DiscoverOrg switched from the Bombora firehose API, which delivered bulk raw data, to Bombora’s processed surge feed. The upgraded service allows DiscoverOrg users to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.
Marketers can load a ListMatch file and have it immediately enriched with OppAlerts Surge scores by selected topics. They can then filter by topic, review trends, and assess week-over-week changes in scores. As the list is loaded into their prospecting engine, marketers can further refine the list by firmographics, technographics, biographics, and recent Scoops (sales triggers). DiscoverOrg has mapped all 4,100 topics to related job functions, allowing sales and marketing reps to quickly build targeted contact lists most likely to be interested in surging topics at key accounts.
The OppAlerts Build a List view displays current and historical intent data by company. Users see the week-by-week score changes along with other surging topics at companies. Lists may be saved for ongoing monitoring within the platform or via a weekly alert. Thus, sales reps can monitor their ABM accounts and place calls when intent spikes at them.
The email alert highlights New OppAlerts, Biggest Gains, and OppAlerts by Topic.
“Bombora is the only provider of Company Surge data. Combining our insights about which businesses are more actively researching specific products and services with DiscoverOrg’s best-in-class firmographic and contact data brings the most actionable form of Intent data to B2B sales teams,” said Erik Matlick, Bombora Founder and CEO.
Pricing was not released, but the service is sold in both light and unlimited tiers. Light tiers provide up to 100 surging companies per topic per month for 12, 25, or 50 topics. Joint subscribers only pay a small fee for delivery of Bombora data from within DiscoverOrg.
DiscoverOrg has been working to build out its datasets. They now cover 3.7 million contacts across 150,000 companies.
True Influence rolled out version 2.0 of its InsightBase ABM platform with enhanced intent data, improved contact data, and an Advanced Relevance Engine which ranks accounts according to ABM demand level.
InsightBase provides intent analytics across 4,000 business topics and fifteen countries. Intent is then matched to contacts, firmographics, and location-level technographics.
According to the firm, InsightBase 2.0 “combines the most advanced data and analytic technologies to create a comprehensive monitoring solution that specifically identifies Intent Signals, which are proven pieces of data that indicate buying interest and purchase acceleration. These signals are collected in real-time as the result of web-based activities – such as web impressions, searches, email opens and more — to create a profile showing which companies and locations are actively in the market for a specific solution.”
True Influence offers connectors for Marketo, Eloqua, and Salesforce.
“Today, companies tend to rely on first-party lists or behavioral data to plan their B2B marketing approach, but that is just a small piece of the puzzle,” said True Influence CEO Brian Giese. “The fact is, B2B decision makers take a complex journey before making buying choices by conducting research for their next big purchase. To be truly competitive, it’s critical to have a complete, worldwide picture of your prospects’ overall online purchase journey.”
Bombora partnered with Marketo to natively integrate its intent file into the Marketo Engagement Platform. Bombora collects anonymous company-level activity from B2B media sites and determines intent as a company surge score across 4,100 B2B topics and 2.8 million companies. The surge score indicates an uptick in baseline interest in customer-specific B2B topics.
The intent scores help identify and prioritize sales and marketing activities around prospects with active purchasing research programs. Firms with high surge scores can then be targeted for programmatic marketing, digital messaging, and sales outreach. Surge data also flag dormant accounts which are re-entering the purchasing cycle, assist with messaging around key topics, and inform lead scoring and routing decisions.
According to Bombora, only fifteen to twenty percent of companies in a target list are engaged in an active purchase cycle. Thus, understanding which companies are in market is critical to marketing effectiveness. “It arms you with insight into which of your target companies are more actively researching your products or services compared to historic baselines – indicating intent to take action,” said Bombora.
“With the Marketo Engagement Platform acting as the hub to make this understanding more actionable, there is exponential value to how Bombora’s intent data can be leveraged across an organization,” stated Bombora CEO Erik Matlick.
“As a marketer, the best buyers to engage with are the ones that are already actively researching,” said Marketo SVP of Strategy and Alliances TK Kader. “Providing intent data from Bombora to our customers creates an opportunity for them to engage with buyers who have a high propensity to buy, ultimately delivering better pipeline to sales and increasing the velocity of the sales process.”
Marketo is also offering best practices and campaign setup advice.