B2B data hygiene vendor Openprise announced the availability of Openprise Agile CDP, the “first and only B2B Customer Data Platform (CDP) built on a data orchestration platform.” As a data orchestration platform, Openprise offers a single customer view combined with no-code business rules, third-party data, and business process automation.
Openprise emphasizes the advantage of being a data orchestration platform with a B2B CDP. “Because it’s built on the Openprise Data Orchestration Platform, Openprise Agile CDP includes all the capabilities Openprise has developed over the years to improve data quality in tools like Salesforce and Marketo—including lead routing, account scoring, and attribution—advanced features not typically found in traditional CDPs.”
Openprise supports data unification, data enrichment, normalization, deduplication, lead-to-account matching, and lead-to-contact conversion. Analytical tools include advanced segmentation, lead and account scoring, ABM activity analysis, campaign attribution, lead routing, and account assignment.
“One of the biggest challenges marketers face is making sure their systems of record deliver accurate, high-quality data to drive marketing initiatives. A CDP solution that automates all the critical business processes required to make the data work gives marketers high confidence in the accuracy and quality of the data they manage.”
Julian Archer, VP, Principal Analyst in the Marketing Operations Research Service at SiriusDecisions
Openprise claims it can be up and running within ninety-days, much faster than its competitors. Firms can build custom apps with automated business processes, package them as an API, and create web-based UIs and Chrome extensions for end-users. Openprise no-code app use cases include advanced segmentation, attribution, upsell, and cross-sell.
The Openprise data marketplace supports data enrichment from leading B2B and B2C vendors, including Zoominfo, Dun & Bradstreet, InsideView, Sales Genie (Infogroup), Cognism, Bombora, KickFire, Synthio, Oceanos (TechTarget), Acxiom, Bing, and Google Places. Once enriched, data is normalized based upon customer-defined and Openprise taxonomic rules. Normalization ensures that key values such as addresses, industry codes, job functions, and job levels follow a standard set of rules and taxonomic codes.
is beginning to evolve a set of hybrid engagement vendors that deliver a broad
set of sales and marketing services. The boundary between sales and
marketing is quickly crumbling. Hybrid engagement services manage both
data and workflows. Features include
Ringlead was a pioneer in the B2B DaaS space and continues to support batch and on-demand company and contact intelligence. They began building matching algorithms for duplicate cleansing and prevention in 2004 and joined Salesforce’s AppExchange as an early partner. RingLead’s algorithms are used to connect third-party databases for data appends. The firm now provides a broad set of B2B DaaS hygiene and enrichment services including data cleansing, standardization, normalization, de-duping, segmentation, routing, and appending services. Users can upload lists to their cloud service or perform ongoing updates to enterprise software platforms.
Prior to enriching records, RingLead performs a set of validation
and standardization steps which both enhance the data and improve match
rates. Names and addresses are standardized, emails are validated, and
customer-specific mapping logic such as revenue bands and industry sectors are
Sales Ops and Marketing also have control over duplicate matching
logic and data consolidation rules. Field-level rules help determine
which fields are retained when records are merged or whether fields should be
concatenated. When records are enriched, admins can set fields to always
be overlaid or enriched only when null. Over 100 company and contact
fields are supported.
RingLead provides enterprise software connectors for Salesforce,
Eloqua, and Marketo. Several others are in development. For
lead forms and which provides company suggest logic for immediate
matching. Records are validated upon submission and immediately
enriched. Duplicate checking is also performed.
In Salesforce, duplicate logic is employed during record creation
and as a batch process. RingLead supports Account, Contact, Lead, and
Custom record data enrichment and I-frame display.
When routing leads, sales operations can distribute by name,
industry, geographic territory, size, or other field-based logic. Leads
are assigned to current account owners. If a lead is new and does not
match any pre-defined assignment rules, round-robin assignment is employed.
offers both its own master database of companies and contacts and API access to
data from other B2B and B2C vendors with admin-defined waterfall rules. Cascade
selection provides a broader set of fields as well as secondary and tertiary
vendors which can be called if the primary is unable to enrich a record. Third-party
records are standardized so that data is normalized and displayed consistently
across all record sources. Custom segmentation rules are also employed
and duplicate prevention logic is applied across all of the vendors. Marketing
can even prospect against multiple vendors in RingLead with records de-duped
is shifting its focus from being a data vendor to facilitating a data ecosystem.
“There is no company that should use a single data provider,” said
RingLead Chief Product Officer John Kosturos. “We are giving customers
the ability to get the best data all the time.”
Company – Owler, DatabaseUSA, LexisNexis, NetWise, KickFire, and Dun & Bradstreet resellers
customer may have a license with a data vendor, but choose to pull the data
through RingLead enrichment or prospecting. Customers pay the data vendor
for the data license and are charged only for API calls by RingLead. Cleanse
and Enrich have volume-based pricing based on the number of supported records.
begins at $2,000 per month, “far less than it would cost to hire a person to
try to manage these processes manually,” said Kosturos.
the core functionality is designed for marketing and sales operations, the DMS
Capture Chrome extension (see image on right) allows sales reps to conduct
real-time company and contact research from LinkedIn, LinkedIn Sales Navigator,
Google, or company pages. Capture sends records to over twenty platforms
including CRM and Sales Engagement vendors. Standardized records can be
sent to Salesforce as Accounts, Contacts, or Leads. Duplicate records are
flagged. Over 75 standardized fields are available including emails,
direct dials, LinkedIn hyperlinks, Twitter handles, firmographics, and
technographics. When performed against Google search results, LinkedIn
lists, or Executive Pages, a list of matched contact profiles is displayed and
may be uploaded selectively or in bulk.
include CA Technologies, HP, Uber, Capital One, BNY Mellon, and the New York
SalesWings is a Swiss lead website tracking and predictive lead scoring DaaS startup with a twist – it not only includes real-time website traffic details helping to define which leads are actively reviewing company content and which pages are of interest, but it also enriches lead and company profiles. SalesWings intelligence helps frame conversations by indicating which pages were visited, the recency of the views, and the frequency of views. For example, if a sales rep knows that the Salesforce AppExchange page was viewed, she can infer that the company either has SFDC or is considering it, then share related sales materials or case studies. SalesWings can be deployed within a day by upgrading existing email marketing tools.
“Our solution helps sales reps reduce lead qualification time by providing them with social insights into the nature of the leads’ interest based on their website activity, as well as enriched information about the lead’s profile and company key data. This leads to better collaboration between marketing and sales, faster response rates, and an increase in deal closing rates.”
CEO Philip Schweizer
SalesWings users may filter lists by leads flagged as favorites, leads at risk (inactive), or hot leads (as determined by SalesWings). Users can also filter for leads with to do items. SalesWings includes a gamification element which assigns points for followed up leads.
Lead Heat is behaviorally scored and does not yet account for lead fitness based upon firmographics. However, SalesWings is planning on rolling out real-time segmentation and a custom scoring system in Q1 which includes firmographic variables.
Contact intelligence includes job title, age location, place of work, social links (e.g. LinkedIn, Facebook, XING, Quora, Twitter), email, and Skype ID (if available). Company intelligence covers URL, address, phone, employee count, year founded, LinkedIn hyperlink, and Twitter handle. Because leads are enriched by SalesWings, web forms can be kept short, helping reduce form abandonment rates. Company and contact data is licensed from a credible vendor, but the firm does not publicly disclose the name.
Currently, the full URL of page views is displayed, which slows the sales rep and makes it more difficult to determine which pages have been viewed. However, the firm is working on an improved display of page titles in place of full URLs. Demandbase, which rolled out similar reporting to its clients this week, also displays URLs instead of page titles.
To prevent users from being overwhelmed by notifications, only one alert is delivered per day for followed contacts. Interestingly, the firm suggests following leads only during the early stage of a deal. Once an opportunity is moving forward, email and site visit notifications are less valuable so can be turned off. However, if a lead is viewed as hot, notifications will be delivered even if the lead is no longer marked as a favorite.
“Think of SalesWings as a fully automated sales support assistant to get the sales timing right. We see many of our clients who don’t log in very often into SalesWings because they’re too busy doing other things,” said Schweizer. “That’s why we setup a notification engine which actually smartly distributes the notification to the right salesperson.”
SalesWings is gaining market traction with 1,000 clients at the end of 2017, a ten-fold increase over the year. 50% of their customer base is in Europe, 30% in North America, and 20% in other territories, with particular strength in Australia.
The Growth edition is priced at $99 per month and supports up to five users with web lead tracking, lead scoring, form tracking, and optional contact data enrichment. The Growth Edition also supports Gmail, Outlook, Zapier, PipeDrive, and Slack Connectors. Additional users are priced at $19 per seat per month.
The Accelerate edition adds API Access and the Salesforce connector for $149 per month for up to five users. Additional users are priced at $29 per seat.
The Enterprise edition is priced at $499 per month and includes Marketing Cloud and Eloqua integrations, premium training, and a dedicated server option. Enterprise is aimed at firms with at least 30,000 monthly site visits.
Contracts are for six or twelve months and include onboarding and support. The firm offers a 14-day free trial and 50 free credits for enriched contact data. Contact credits are purchased in bulk; Admins can purchase 50, 250, 500, 1000, 2500 or 5000 credits. The most popular bulk purchase is 1000 credits for $99 (9.9¢ per record). At 5,000 credits, the price drops to $219 (4.38¢ per record). An auto-renew option allows for automated purchasing of additional credits.
Update (December) As with all DaaS vendors, pricing evolves over time. While the described bundles are still available, the pricing has changed and SalesWings no longer posts its prices online.
“SalesWings offers flexible pricing plans based on the companies size, integration needs and feature requirements,” said Schweizer.
SalesWings targets SMBs with 10 to 100 employees in the SaaS and Technology industries, Digital Marketing Agencies, Finance, Insurance, Pharmaceutical, and Manufacturing sectors. While SalesWings can be used for high-value consumer products and services, they view their sweet spot as B2B. Typical buyers include the heads of sales and marketing, startup founders, Salesforce consultants and admins, and email marketers.
SalesWings automatically assigns leads to reps who send a tracked email. Reps can also claim them from a general pool of unassigned leads simply by clicking on the “not yet assigned” icon. For companies using the Salesforce or Pipedrive CRM integrations, lead or contact ownership is automatically synchronized. The manual assignment process seems dicey as it is based upon a first-claimed basis instead of territory definitions. A better method would be to support automated lead assignments based upon territory (industry, geographic, size) and named account definitions, a feature which is on SalesWings’ roadmap.
Leads are created when a sales rep sends a tracked email or traffic is driven to the site via marketing (for instance filling in a web form), but there are no tools for targeting prospects. Nevertheless, the tracking of web traffic and marketing messages combined with lead enrichment is a compelling combination for identifying and scoring the most sales-ready leads. These are features not generally available to SMBs.