Priority Engine Email Alerts

TechTarget, which gathers second-party, opted-in intent data, released IT Deal Alert Priority Engine Email Alerts.  The overly wordy offering helps “enterprise technology sales teams quickly identify and take action on the best opportunities in their territory.”

TechTarget research found that firms that “target active prospects with timely, relevant outreach generate twice as many opportunities.”  Active prospects are more likely to respond to sales rep outreach, accept meetings, attend meetings, and convert to opportunities (see TechTarget graphic on the bottom).

Priority Engine Email Alerts are delivered weekly and customized for each recipient.  Alerts may be set up by sales rep territory or ABM account lists to monitor “relevant buyer activity” at target accounts.  Sales reps can then click on the alerts to view account reports, contacts, and purchase intent insights (e.g. buying stage, competitors under consideration, relevant topics).  

TechTarget offers both first and second-party intent, so reps know about both technology research conducted on TechTarget’s 140 B2B Technology media sites and on their company’s website (first-party intent is supported via a KickFire OEM deal).

As TechTarget Account profiles include detailed intent data, reps are better able to qualify opportunities, tailor their message, and avoid landmines set by potential competitors.  Ideal Customer Profile Accounts are labeled, helping reps prioritize key Accounts.

“Sales reps are busier than ever and can easily miss opportunities, especially if they don’t have the right data in front of them,” said TechTarget SVP of Products Andrew Briney.  “Priority Engine Email Alerts deliver the best opportunities in their territory directly to their inbox with all the intelligence they need to close more deals faster.”

In their investor presentation in November, TechTarget laid out a series of future enhancements including timeline views of territory activity, contact-centered call lists, SFDC single sign-on, opportunity timelines, leveraging data on customer website visitors, and individual-level qualification and ranking.  Several items, including alerts, territories, and Salesforce syncing, have already been released.

TechTarget will also be launching a Priority Engine Express service for SMBs and resellers this quarter.

6Sense Round C

Account Based Orchestration platform 6Sense closed a $40 million Series C round with growth equity firm Insight Partners, raising its total funding to $105 million.  Previous investors include Salesforce Ventures, Venrock, Battery Ventures, and Bain Capital Ventures.  The market cap was not disclosed.

6Sense doubled its revenue in both 2018 and 2019.  Last year, it added Box, Cisco, Dell, Zendesk, Sumo Logic, NetApp, Domo, Motorola, Cumulus, Symantec, and Tableau to its list of named customers.

“As a startup, a company can sell via personal relationships and word of mouth.  In the scaleup growth phase, the equivalent is Account-Based Marketing and Sales,” said Jeff Lieberman, Managing Director at Insight Partners.  “After an exhaustive review process, we were blown away by the data-focused sophistication of 6sense’s technology and firmly believe it is the best solution for B2B companies who need to scale their go-to-market efficiency and grow revenue.  The company’s account-based solution should be a core part of every scaleup company’s growth strategy.  We’re excited to invest in 6sense as the market-leading solution.”

“An investment is a sign that we’ve done something over the past 2 ½ years,” said 6Sense CEO Jason Zintak.  “Investing is confidence, and it’s just so incredibly humbling that we as a team, as a company, have gotten to the point where people want to trust us and hand over money.”

Zintak attributed the firm’s success to the belief that AI and Big Data are at the core of the MarTech stack:

Our strategy has always been to lead in those areas, specifically 6sense’s ability to

    – Process large amounts of data and deliver actionable insights
   – Segment micro-audiences based on these data insights
   – Uncover anonymous buyer intent and identify accounts
   – Predict which accounts are an Ideal Customer fit, and when they are “in market,” allowing organizations to focus engagement on accounts most likely to buy

6sense has evolved from delivering predictive scores to providing customers with a robust Account-Based platform for the entire revenue operations team.

6Sense CEO Jason Zintak

The investment will be dedicated to accelerating its product roadmap, “both organically and inorganically.”  Zintak listed three roadmap objectives:

  1. Improved orchestration, which moves from rules-based engagement to “true AI-based orchestration of tactics.”
  2. Expanding intent and predictive data use cases beyond email to include website personalization, content experiences, advertising, conversational marketing, etc.
  3. Delivering insights to all revenue operations functions, including marketing and customer success.

The firm lists 37 open positions across customer success, engineering, data science, administrative, marketing, sales, and product.  6Sense has shown steady employment growth over the past two years.  Roughly half of the employees are in revenue generation roles (Sales, Support, Marketing, and Business Development).

“Our mission is to tackle the biggest challenges facing B2B sellers and marketers by helping brands reach the right accounts for their business at the right time, through the right channels, and with truly engaging experiences,” said Zintak.  “Our company growth has been fueled by the success of our customers, and our Series C funding will enable 6sense to further invest in AI-driven orchestration capabilities to help companies of all sizes build and scale account-based programs, uncover new opportunities, and efficiently create pipeline and revenue.”

6Sense competitors include Everstring, Demandbase, LeadSpace, and Lattice Engines (Dun & Bradstreet).

Drift: Chat Qualified Leads

Josh Allen, CRO of conversational marketing vendor Drift, doesn’t believe in Marketing Qualified Leads (MQLs).  Chat Qualified Leads (CQLs) are more valuable, argues Allen.  CQLs are “the best leads that we have in the business.” CQLs show immediate intent as they capture prospects as they come to the website and interact with either a chatbot or sales rep. This moment is when they are “at their point of highest intent” and ready to engage with the company.

Allen said that CQLs are the highest converting lead source at Drift.  They are often driven by outbound marketing campaigns and events.  Chat conversations can also be driven by B2B social sites such as executive articles on LinkedIn.

“Because we’re able to engage when they are really trying to learn and are most interested in what Drift has to offer, there is a high conversion rate.”

Drift is a leader in conversational intelligence, a quickly developing market for chatbots, which support sales, marketing, and customer support. Drift also offers chat enabled video.

Episerver Acquires Idio

Idio's AI Powered 1:1 Marketing Platform

Web content management vendor Episerver acquired web content personalization and analytics firm Idio.  Episerver will now be able to predict the interests and intent of buyers and deliver “hyper-relevant” content.  The combined company is able to deliver personalized content, product recommendations, product search, triggered emails and messages, and visitor intelligence.  B2B solutions span manufacturing, wholesale and distribution, technology, information services, and financial services.

“At the end of the day, people realize every digital interaction is fueled by a business selling something to them whether the sale is via a shopping cart, a service or a subscription,” said Justin Anovick, chief product officer at Episerver.  “Persuading people to act is not problematic if the business is providing something of value to them but most digital interactions are created for the masses and end up catering to no one.”

“Idio powers 1:1 digital experiences at global scale. This acquisition is the next part of our mission to help our enterprise clients serve their end customers with timely, relevant and cross-channel experiences.  The combined organization, with Episerver’s deep content and commerce expertise and Idio’s predictive and analytical capabilities, make for an exciting future for customer-centric marketers.”

Idio CEO Edward Barrow.  

Idio will continue as a standalone product but will be “merged functionally” with Episerver.

“The combined company, with the financial backing from Insight Partners, intends to aggressively grow our deployment and success teams, as well as a significant acceleration in product innovation to help marketers achieve greater value from customer-centric marketing,” blogged Idio.

No financial terms were disclosed as both companies are private.

Note: Idio slide courtesy of Idio.

Bombora Workflows & Partnerships

A/B Testing analysis of Company Surge variables in LinkedIn Campaign Manager
A/B Testing analysis of Bombora Company Surge variables in LinkedIn Campaign Manager

Intent data vendor Bombora has enlarged its direct sales team and is looking to shift from data resellers to OEM partnerships.  The OEM partnerships will deliver a “limited but powerful amount of data (or limited supported use case)” to customers and partners that want full, direct access.  Terminus is their first OEM partnership, but Bombora is looking to roll out three or four OEM relationships in Q4.

Shifting to OEM workflow solutions for intent data makes sense.  Unlike firmographics, technographics, or contacts, first and third-party intent data is more difficult to present to end users as it is both ephemeral (i.e. changing weekly) and statistically based (i.e. firms with a score above 70 are in the top 6% of signaled intent).  Thus, filtering the data by topic, company, and surge score provides confidence to end users that the data is meaningful.  OEM deals also place the intent data in the proper workflows for sales and marketing end users.

“Say a 200 person software business has Boeing as an account record in their Salesforce. We will append the topics surging at Boeing that that customer has licensed from Bombora onto the account object in Salesforce.  Once it’s there, it becomes searchable, so they can create tasks for salespeople, or they can use Salesforce as a hub and pipe that data to sales platforms, or marketing automation platforms.  Once the data’s in the system, it can be piped out to a bunch of different workflows.”

Bombora SVP Data Sales Michael Burton

Bombora also recently began providing intent-based audience feeds to LinkedIn Marketing Solutions for sponsored content, sponsored InMails, text ads, video ads, and dynamic ads.  Each week, Bombora provides an updated list of domains to LinkedIn based upon ABM lists or firmographic selects.  The domain list is updated dynamically based upon surge data with the first set of matched audiences available within 48 hours.  On the LinkedIn side, LinkedIn member targeting is available (e.g. job function, level, interests) through the Campaign Manager.

Bombora recommends that users perform A/B testing against the standard B2B audience list and the company surge list.

Bombora was spun out of Madison Logic in 2014 and made the Inc 5000 list for the first time in 2019 placing #997.  2018 revenue hit $26.4 million, up 425% over three years.

Bombora – LiveRamp Partnership

LiveRamp - Bombora data flows for audience targeting.
LiveRamp – Bombora data flows for audience targeting.

This is Bombora week in my blog. Yesterday I covered their Bombora for Growth offering and today I’m discussing their August LiveRamp partnership. It is one of many partnerships they’ve formed over the past few years

Bombora’s latest partnership is with LiveRamp, an identity resolution firm that also supports data onboarding.  Bombora identifies audiences based on intent data to develop in-market audiences for both large and small companies.  Large company attribution is fairly straightforward as IP addresses can be employed.  For smaller companies, attribution is performed behaviorally based on thirty attributes with an 86% confidence level.

Bombora then layers in their topical surge data to determine which companies are showing high levels of intent by topic.

“What typically we’d receive from Bombora is a list of IP addresses which map a specific business profile,” said LiveRamp B2B COO Pieter De Temmerman.  “For example, we might be asked, ‘Can you find small businesses that are currently in-market to buy a CRM system, or accounting software, or you name it’.”

“What Bombora has done, and patented, is we’ve looked at IP addresses from a behavioral perspective, and because we see 30 to 40 billion business transactions a month, we’re looking at them through the lens of the behavioral attributes of a business (versus a home, Starbucks, or hotel) IP address.”

Bombora CSO Mark Dye

“What we realized is that a lot of these B2B marketers are wanting to target large companies, which are easy to identify, but are also wanting to have a conversation with the longer tail of customers,” said de Temmerman.  “When you’re dealing with these smaller companies, you might be dealing with a large number of prospects, but you don’t necessarily know who they are,”

The combined offering pulls together a set of third-party cookies and associated devices for anonymous users, expanding the universe of targetable in-market SMBs.  According to Bombora, “This solution, being the first of its kind in the B2B market, produces a high likelihood of the SMB audience to be susceptible to the ads they are seeing.  Thus, producing a higher return on ad spend and a lower customer acquisition cost.”

Bombora targets 7.5 million global SMBs with up to 100 employees based on IP addresses.  Bombora audience targeting is initially available for North America and the UK with plans to expand to additional markets “in the coming months.”

LiveRamp charges $2 per CPM for SMB targeting and $4 per CPM for Bombora surge-based SMB targeting.


Other articles on Bombora Partnerships:

Bombora for Growth

Bombora gathers company website intelligence (1st-party intelligence) through its NetFactor Visitortrack service and combines it with 3rd-party intent data from B2B Media Companies.

Bombora announced the availability of a Growth package which provides a “concentrated” set of intent data for SMBs.  Both first and third-party intent data are delivered through CRM, MAP, and CDPs including Salesforce, Marketo, HubSpot, LiveRamp, Oracle, Lattice Engines, Leadspace, and Everstring.

First-party intent data is derived from a firm’s own website. Bombora quietly acquired NetFactor for visitor intelligence and packages it alongside its third-party intent data from dozens of B2B media websites. Combined, first and third-party intelligence help identify which companies are actively in-market for solutions. Firms can opt to run campaigns which target high-intent companies (e.g. programmatic, email), or deem the leads marketing qualified and pass them to sales.

Growth provides an unlimited feed of high-intent companies spanning up to eighteen topics.  Bombora identifies companies with a surge score of at least 70, which approximately represents the top 6% of companies with interest in a topic.  As multiple topics are being measured, the feed covers approximately the top 25% of companies.  Because Bombora compares surge scores against topical baselines, surge scores are normalized such that companies in industries related to a topic and very large companies do not dominate.  Surge scores are updated weekly and available for 2.8 million company domains across 6,100 B2B topics.

The Growth package also includes dedicated support, visitor intelligence, browser access, and integrations.  Pricing begins at $17,500 plus integration fees.

“What’s happened over the last five or ten years is that the way companies buy products and services has changed pretty significantly” as buyers conduct a significant percentage of their research prior to raising their hand.  “In the past, if you were going into a buying cycle, you’d just engage with the companies that you think you might ultimately work with; and those companies would be part of that process from the beginning.  The promise of intent data is to tap into that part of the process which is no longer visible to a vendor during the prospect’s buying cycle.”

Bombora SVP of Data Sales Mike Burton

“Over the last 12 to 18 months, the market has figured out that this data is really important, in terms of getting into sales cycles and driving pipeline,” continued Burton.

Bombora tracks first and third-party intent to the location level.  Thus, there are no issues with GDPR compliance or the collection of personally identifiable information.

Bombora identifies surging topics by location with topics often acting as proxies for personas.  “If Boeing, in Texas, is in a big research surge on accounting software and budgeting software, there’s a really good chance that’s coming out of a finance department, or a finance persona, rather than H.R. or a sales department,” said Burton.


Bombora has had several recent product and partnership announcements. Part two of this blog covers their new LiveRamp partnership and part three discusses intent-based workflows. They also recently licensed their data to Zylotech, a CDP.

Zylotech Incorporates Bombora Intent

Zylotech Account 360

Zylotech added Bombora surge data to its Customer Data Platform (CDP).  Bombora’s third-party intent file is gathered from over 4,000 B2B media sites and helps identify accounts with surging interest in B2B topics.  The partnership helps “find and drive active demand into the funnel, empowering sales teams to prioritize accounts and win more business.”

Zylotech describes itself as a “self-learning B2B customer data platform that ensures customer profile enrichment, predicts purchases, and brings relevancy-based recommendations towards unprecedented lift.”  Features include data health reports, next best actions, lead scoring, propensity predictions, prescriptive micro-segments, dynamic segmentation, GDPR support, ID resolutions, anonymous visitor data resolution, look-a-like audience prospecting, and 360 Customer Views that incorporate hierarchies.

“Self-learning” means that the CDP automatically and continuously detects and creates customer matches across different data sources.

“Bombora’s intent data coupled with Zylotech’s unified view of all customer data means marketing and sales now have a single, seamless way to identify ideal B2B buyers and drive more conversions.  Marketers can personalize their campaigns specifically to the buyer’s intent, allowing sales to focus on buyers with expressed interest, and proactively engage in the decision-making process armed with customer insights.”

Zylotech Chief Revenue Officer Patrick O’Brien

Zylotech supports HubSpot, Eloqua, Marketo, Salesforce, Tableau, MailChimp, and LiveRamp.

Zylotech is based in Cambridge, MA and has 40 employees.  It received a $5.5 million Series A last October and $6 million in total funding.

Clearbit X

Clearbit X Audience Builder
Clearbit X Audience Builder

Data vendor Clearbit officially launched Clearbit X, their new marketing and sales “growth engine.”  The new service provides digital marketing and demand generation functionality with first and third-party intent data enrichment.  The Clearbit X platform consolidates data from CRM systems, activity data such as web events, visitor intelligence enriched with IP and domain information, and Clearbit’s third-party business data on companies and employees (e.g., company size, industry, contact information, etc.).

“Never before has a company created a growth suite built from the ground up to be data-first and focused on B2B buyers.  And what’s more, X is the only platform to natively combine both data the customer owns with our popular Clearbit data.  I’m looking forward to a future where marketing data is democratized, data-enabled, and smart.  Clearbit X is a big step towards this future.”

Clearbit CEO Alex MacCaw.

Features include Facebook and Google targeting, Slack and email alerts highlighting active opportunities based on intent, and Clearbit’s visitor intelligence which matches visitor activity to account intelligence via IP addresses.  Visitor intelligence assists with dynamic chat and website personalization.

Clearbit is positioning X as the “center of your data universe.“  According to the firm, “The power supply of any great growth engine is real-time access to what we call your entire dataverse – all your user data, activity data, and enrichment data.  Clearbit X brings all of that together in one place.”

“Being able to layer Clearbit firmographic data onto our existing data in Salesforce is really powerful,” said Yuri Daniels, director of performance marketing at Zenefits.  “X has helped ensure that we are targeting customers in our ideal customer profile as well as being able to exclude people already inside of our funnel to make new leads.  We can target very specific lists on Facebook with much more efficiency and LinkedIn-level specificity.”

Clearbit is focused on onboarding their first twenty-five customers and will release more product details towards the end of the year.

Aberdeen Behavioral Technographics

Behavioral Technographic Use Cases from Aberdeen.
Behavioral Technographic Use Cases from Aberdeen.

Intent and technographics vendor Aberdeen announced Aberdeen Behavioral Technographics, their next-generation installed technology dataset.  Aberdeen is the successor to the pioneering Ziff Davis and Harte-Hanks Access CI dataset that was developed over two decades ago.

Aberdeen notes that traditional technographics are binary, static flags at the corporate level whereas Behavioral Technographics “actively measure technology usage down to company location, number of users, and pains and priorities of the usage.”

“Technographic data has been overdue for innovation,” said Aberdeen CEO Marc Osofsky.  “The reaction to our data has been amazing, companies have signed up within days of seeing the data.”

Aberdeen claims that its technographics are “up to 55% more accurate than legacy install (technographic) data” resulting in improved account prioritization, pipeline, and win-rates.

“Historical technographic data is actually still pretty new for most firms.  And the way that it’s most commonly collected, at least in recent days, is focusing on job boards and individual websites to determine whether or not technology’s actually installed at a company.  And they do this by…focusing on the job boards to see if a technology is present within the actual job description.  There are a lot of fallbacks to this, and this new method gets around that way.”

Benjamin Cavicchi, Aberdeen Senior Data Analyst

Behavioral Technographics are based upon technology usage and topical queries, not simply installation.  Data is captured from over 1,100 websites that host educational content concerning technologies.  This takes them beyond traditional job board scans to include forums, tutorials, and educational sites.  365 days of behavioral data are captured which include deployed technology, pain points, and topics.

“We focus on the education of an individual about a technology because that is clear evidence that they use it,” said Aberdeen Senior Data Analyst Benjamin Cavicchi.  “So what we’re looking at is a handful or a couple of thousand websites that resolve to user tutorials or user forums where people ask questions and answer them about a technology, as well as a host of other, I would say, technology-specific blogs where experts write about it.”

Cavicchi’s idea was to focus on those pages ”that answer these very specific questions that you would have in your daily work working with the technology.”  This is the content that shows up when technology questions are typed into Google.

For example, if employees are researching topics about Excel, they are likely using it.  “The idea is that if you aggregate all of the individuals associated with a company and you look at this historical activity on Excel, you can get a better understanding of whether or not they use it.  So other users at his company may be googling other, more advanced things like how to write efficient VBA code, or creating dynamic Excel dashboards,” said Cavicchi.

And because they are looking at trends and technology questions, they can discern which companies are using precursors to more advanced solutions, usage levels, and current pain points.  Behavioral Technographics are available at the location level.

“Excel is the natural antecedent to a BI solution, a more advanced one.  So if you have a lot of people at a company that are writing VBA code, that are trying to create these dynamic dashboards, but they don’t have any activity on any other BI solution, it seems to me that they probably need one.  We’re finding the problems of the company, and helping companies to essentially find them, too.

“Behavioral Technographics is a perfect complement to Intent Data,” said Aberdeen.  “Both provide full visibility into your target market: Intent Data identifies companies in-market to buy and Behavioral Technographics provides technology in use insights to prioritize and target the remaining accounts not yet showing intent.”

Behavioral Technographics are patent-pending.  Aberdeen describes its new technographics as “dynamic and quantitative.”

The next step will be behavioral profiling which is common in B2C but has yet to be extended to B2B.  Behavioral Profiling will look at groups of individuals to determine buyers and influencers.  For example, high levels of research around python indicate the presence of a data science team.

Aberdeen entered the intent market when it acquired The Big Willow last December.