Tag: LeadGnome

LeadGnome: EU-US Privacy Shield Certification

LeadGnome -- Mining Email for LeadsAccount Based Intelligence vendor LeadGnome completed the EU-U.S. Privacy Shield certification process with the U.S. Department of Commerce.  The new process ensures that privacy is protected when personal data is transferred from the EU to the US.  The Privacy Shield process was implemented last summer after the previous Safe Harbour regime was invalidated by the European Court of Justice.

LeadGnome’s email reply service mines emails for intelligence such as left the company, out of office, change of position, change of name/email, and unsubscribe requests.  “LeadGnome is unique in its ability to mine the unstructured body of reply emails for account based intelligence.  It was, therefore, important to acquire EU-U.S. Privacy Shield certification to assure our customers of our commitment to the privacy of their data,” said Matt Benati, CEO of LeadGnome.

Because the firm collects emails, titles, and business phones, they did not have to go through the more stringent approval level for firms that store credit, payment, or personal data.  This helped expedite the approval process with the Department of Commerce.  As LeadGnome was already Safe Harbour compliant, the approval process was focused on conforming to changes between the Safe Harbour and Privacy Shield.  LeadGnome worked with the Better Business Bureau as a compliance partner and completed the process in about two months.  Benati believes the process will speed up as the certification backlog clears, but noted that his firm benefited from having Safe Harbour certification.

The LeadGnome platform is integrated with major CRMs and MAPs including Salesforce, HubSpot, Marketo and Oracle Cloud.

“LeadGnome is committed to data privacy and business transparency. We had already employed many of the required best practices, so the certification process was completed significantly ahead of schedule,” said Benati.

Other vendors that are Privacy Shield compliant include Dun & Bradstreet, Avention, Zoominfo, Infogroup, Salesforce, Microsoft, Oracle, SalesLoft, ReachForce, and Outreach.  The US International Trade Administration publishes a list of Privacy Shield compliant firms.

LeadGnome: Extracting Email Intelligence

LeadGnome Email Information Mining
LeadGnome Email Information Mining

LeadGnome, which extracts account based intelligence from reply emails, announced availability of a HubSpot connectors for the Marketing, Sales, and CRM platforms.  “We consider this a strategic partnership with HubSpot, helping users increase productivity within their sales and marketing departments. The fact that LeadGnome integrates across all three HubSpot platforms changes the game, providing a new level of account intelligence from the moment an email campaign is executed. This integration delivers new opportunities and increases sales velocity by identifying trigger events, decision makers and influencers,” said LeadGnome CEO Matt Benati.

LeadGnome also provides sales alerts based upon important account changes uncovered by LeadGnome.  For example, “new contacts can be emailed an introductory message and sales trigger events can be leveraged to ensure opportunities are captured and closed.”

LeadGnome calls its service “an untapped source of lead gold.”  By mining reply emails, Lead Gnome is able to add new account-specific leads, schedule follow-up messages to target contacts based upon out of office information, mine additional company and contact details from signature blocks, derive corporate email address formats, and link out of office emails to specific marketing campaigns.

The service also helps redirect sales activity after a lead has left the organization:

A bounced email happens when somebody leaves the company and what’s really popular right now are “left the company” reply emails; hey, Matt’s no longer with the company but don’t worry, Sally is here to help out. And so what you know is that there has been a significant event within that organization. Matt who you have engaged with or maybe Matt is even your customer has left, you find that out immediately and now you have an opportunity to go find out where Matt went and start talking to him again because as salespeople we all know if you’ve got a great relationship with Matt in his current location, he’s probably going to a parallel or better job that has buying power again so you better go and knock on his door.

And we also give you Sally who has taken over for Matt. Sally is now your go to person at that existing account you have. And then we fill in the size of who did Sally… Jobs get replaced and where did the person that Matt replaced go to? So that adds up to four. And we no longer have to wait for a hard bounce right? We are giving you all the time and advantage you absolutely will beat the competition if you have that information.

Matt Heinz of Heinz Marketing doesn’t see LeadGnome as a “silver bullet” but as an incremental process improvement based upon captured intelligence.  “In sales and marketing part of the game is adjustments, it’s finding those incremental opportunities to get better, it’s finding marginal improvement at various phases of the sales process that when stitched together creates a fairly compelling competitive advantage. And those little increases in productivity, those little increases in response rate and conversion rate across an entire marketing effort, across an entire sales organization can lead to massive change and massive impact on result,” said Heinz.  “we are looking for thunderbolts when we really need to be listening for whispers. We are looking for these big definitive answers on how precisely to sell to everybody and I am not seeing that. I continue to believe that there is no silver bullet like that and yet I feel like our customers are whispering to us all the time and they are giving us these subtle clues that are not always directed to us but they are definitely… It’s an opportunity that they were passing by on too significant a basis.”

LeadGnome pricing is based upon the number of reply emails received each month.  The service begins at $19 and is subject to volume discounts.  A twenty percent discount applies to firms on annual billing plans.  The firm also offers a thirty-day free trial.