TechTarget Acquires ESG

TechTarget continues to build out its technology content set with the acquisition of Enterprise Strategy Group (ESG), “a leading provider of decision-support content based on user research and market analysis for global enterprise technology companies.”  ESG has twenty-seven researchers and analysts who cover Cloud Services & Orchestration; Converged Infrastructure; Cybersecurity; Data Platforms, Analytics & A.I.; Data Protection; Digital Workspace; Networking; and Storage.

TechTarget called ESG a “natural complement and extension” of its value prop.  It expands TechTarget’s “decision support content” and provides it with “new fact-based, research-driven content” for sales and marketing outreach “identified by purchase intent insights.”  ESG’s segment expertise and analysis support technology purchase decisioning that extends TechTarget’s value beyond its 140+ technology research websites.

ESG works with its customers to develop custom content, including technical validation, economic analyses, and bespoke end-user research that “enables the creation of highly actionable, extremely useful, interactive content deliverables and tools.” Content types include white papers, videos, infographics, dynamic content (HTML 5), online event support, and social media support.

Clients commonly use ESG content to support product launches, competitive positioning, channel enablement, and ABM-focused outreach.  Thus, TechTarget’s websites identify who is currently in-market for specific solution types, and ESG’s custom content delivers mid-funnel tools to assist with messaging across the demand unit.

“ESG delivers highly relevant, purchase cycle-focused content specifically built to support buying and selling. As such it helps fill critical gaps that have long increased costs and cycle times on both sides of the process.  Adding depth to and building on TechTarget’s existing strengths in content, process support, and data creates clear, easily accessed value for both clients and end-users.”

ESG Founder Steve Duplessie

The ESG acquisition is TechTarget’s third over the past year.  In December, TechTarget closed on its $150 million BrightTALK purchase that provided it with event marketing and event-related intent signals.  In March, TechTarget tucked in Data Science Central, a digital publisher that focuses on data science and business analytics.

“We’re super excited about the value ESG provides to our clients and our members,” said Michael Cotoia, Chief Executive Officer, TechTarget. “Together, we can provide enterprise technology buyers much richer information support across their buyer’s journeys.  For our clients, adding ESG to the unmatched intent data and services we’ve long-provided means we can further increase their productivity gains and business yields end-to-end across go-to-markets.”

The acquisition price was not disclosed.  Both firms operate in the Boston suburbs. The BrightTALK acquisition closed on December 23rd.

2020 Sales & Marketing Trends

With the pandemic and recession, the sales intelligence and B2B data space held up well.  Most of the vendors I speak with indicate an increasing demand for sales and marketing intelligence and B2B DaaS offerings.  In January and February, I’ll be reporting on those numbers.

As part of my annual trends analysis, I put together a list of the top events and trends in our space this year:

  1. COVID: Sales & Marketing Intelligence continued to grow during the pandemic as sales and marketing needed to pivot to new verticals, reach the buying team working from home, and double down on segments that benefited from or had limited impact from the pandemic.
  2. Zoominfo: $ZI had a very successful June IPO and acquired Clickagy (intent) and Everstring (firmographics).
  3. Dun & Bradstreet: $DNB was taken public 18 months after being taken private.  The firm has regained some swagger through acquisitions.  They began the year with Orb Intelligence (firmographics) and closed it with Bisnode (Central European partner).  Dun & Bradstreet also launched several new B2B S&M offerings (D&B Intent, D&B Connect, D&B ABM, D&B Analytics) and expanded its contact acquisition process with the Outlook-based D&B Email IQ.
  4. Intent Data: Intent data has become the hottest content set in the B2B space as firms move to integrate multiple categories of intent within sales and marketing workflows.  Zoominfo, Dun & Bradstreet, and TechTarget all enhanced or announced integrated intent data offerings with custom models.  TechTarget’s acquisition of BrightTALK and Spiceworks Ziff Davis of Aberdeen are also partially motivated by intent datasets.
  5. European Vendors: The European market is growing rapidly, with UK vendors extending their services across the EU (e.g., Global Database, Rhetorik) and Continental vendors entering the UK (e.g., Echobot, Vainu).
  6. Consolidation: Market consolidation stalled in H1, but by Q4, there were weekly M&A announcements with several other deals rumored to be in the works in Q1.
  7. Data Privacy: CCPA was implemented in California, and the EU Court of Justice struck down the EU-US Safe Harbor (Privacy Shield) agreement, forcing companies to restrict EU data flows into the US.
  8. Spiceworks Ziff Davis: SWZD acquired Aberdeen, positioning it as a competitor in both intent data and technographics.  Spiceworks Ziff Davis has the potential to copy TechTarget’s model.

My Trends Analysis runs over 100 slides. It includes a 90-minute phone consult and is available for purchase.

Cognism Acquires Ricochet

UK-based Sales Intelligence vendor Cognism acquired Ricochet, an outbound sales Chrome extension that displays company profiles from company pages, Twitter profiles, LinkedIn pages, Gmail, and Google search.  Ricochet brings with it 1,200 global customers.  Ricochet employs data aggregation to profile and qualify businesses in real-time.

“We’ve admired Cognism’s approach and success since the early days of Ricochet, with both teams dedicated to empowering sales teams with actionable and accurate B2B data,” said Ricochet CEO Paul Smith. “We’re thrilled to be working with [Cognism CEO] James [Isilay] and the team, and look forward to Ricochet’s technology helping Cognism’s customers improve efficiency and streamline their sales development activity.”

Ricochet claims to reduce research and qualification time by 60%, showing employee size, investment information, similar companies, industries, markets, locations, and Companies House data.  A second tab surfaces company blogs.  

HubSpot and Pipedrive integrations indicate which accounts have been added and when they were last updated.  Users have one-click access to the CRM records.

“I am delighted to welcome Ricochet to the Cognism family,” said Isilay. “Paul [Smith] and his team have built a very impressive tool that is trusted by thousands of sales professionals in the B2B space. They solve a very difficult problem. Their focus on data quality makes them an easy fit for us at Cognism, being a world-leader in providing compliant business data. I am looking forward to working with everyone at Ricochet and helping our customers find and deliver new revenue opportunities in 2021 and beyond.”

The acquisition is IP-only, with no employees joining Cognism.

The free Ricochet Chrome extension launched this summer and has quickly been iterating, adding new functionality through the summer and fall.

Ricochet is Cognism’s second acquisition this year.  In May, Cognism picked up signature marketing firm Mailtastic.  

TechTarget Acquires BrightTALK

Technology purchase intent data vendor TechTarget added another arrow to its intent quiver with the acquisition of BrightTALK, a leader in the marketing and virtual events space.  BrightTALK said virtual event attendance has “high predictive value because IT buyers are making a material investment of their time to engage with vendor-produced content.”

The acquisition increases TechTarget’s universe of opted-in professionals.  TechTarget already has over twenty million opted-in business contact records (mostly in technology positions from its 140 enterprise technology sites), and BrightTALK has eight million registered attendees on its media platform.  There is likely to be some overlap in names, but having a second source of opted-in professionals increases the scope of measured intent across TechTarget, BrightTALK, and corporate websites (a KickFire OEM deal).

The acquisition offers substantial cross-selling opportunities in 2021 as vendors continue to focus on virtual events in lieu of face-to-face trade shows and conferences.  Furthermore, “BrightTALK generates a large volume of valuable content in webinar and video format that is incremental to TechTarget’s current offerings.  This content improves TechTarget’s potential ability to attract new users and diversifies the content available via TechTarget’s portfolio of web sites.”

And because both platforms are opted-in, the intent data does not need to be anonymized.  TechTarget can deliver person-level intent data that includes contact information, articles read, webinar sessions viewed, potential competitors, and their stage in the buyer’s journey.  What’s more, these rich intent datasets are GDPR-compliant across both platforms.

“TechTarget’s leadership position in the market is further strengthened by the acquisition of BrightTALK. This acquisition checks all the boxes. It allows us to increase our original content, grow our opt-in audience of registered members, and add a material amount of proprietary first-party purchase intent data. It’s a very powerful combination that will enhance our customers’ abilities to use our purchase intent data to grow their revenues and increase their market share.”

TechTarget CEO Michael Cotoia

“We are excited to join forces with TechTarget. They are the leading provider of original expert content and distributor of vendor decision-support content in the B2B tech market, which has allowed them to develop the preeminent first-party purchase intent offering,” said BrightTALK CEO Paul Heald. “Combining our leading platform for online IT events is a winning combination.”

BrightTALK has over 1,000 customers who created 25,000 webinars and videos over the past year.  The platform generates over 200,000 unique monthly viewers and six million annual content engagements.

BrightTALK also fits with TechTarget’s financial objectives.  It is on track for $50 million in 2020 revenue, with approximately half this revenue under long-term contracts.  TechTarget hit 35% in subscription revenue last quarter but has stated a 50% subscription revenue goal.  With Priority Engine on track for approximately $50 million in 2020 subscription revenue and BrightTALK posting roughly $25 million, the combined pro forma company would generate $75 million in subscription revenues on $195 million in 2020 revenue (Q3 YTD + mid-point Q4 guidance + $50M BrightTALK estimate), or approximately 38 – 39% in contract-based revenue.

BrightTALK has also done well during the pandemic, with revenue on track to grow 30% this year.  It added one million additional opted-in professionals over the past year.

The deal is priced at $150 million, a 3X multiple over projected 2020 earnings.  The cash transaction will close before the end of the year.

BrightTALK has four offices in the US, two in the UK, and two in APAC (Sydney and Singapore).  LinkedIn lists them with 275 employees, a headcount growth of 15% over the past year.

Intent data is the hottest category in B2B data. There have been a series of acquisitions in the space over the past month as vendors look to acquire and integrate data sources. Recent transactions include Zoominfo’s acquisition of Clickagy and Spiceworks Ziff Davis’ purchase of Aberdeen. We have also seen the launch of next generation intent solutions such as D&B Intent and Zoominfo Streaming Intent. Bombora has been working with its partners to launch integrated workflow solutions.

Seismic Acquires Grapevine6 (Part II)

Last week, Seismic announced the acquisition of social selling platform Grapevine6 and immediately launched LiveSocial. Grapevine6 targets professional and financial services companies, including wealth management, insurance, and banking.  It supports four of the top five North American wealth management firms.  Financial services customers include TIAA, Merrill, and Wells Fargo. 

Professional Services firms use Grapevine6 to amplify their thought leadership and share “authoritative content.”

Seismic and Grapevine have a background in “meeting the needs of the financial services market with industry-leading compliance technology,” said Grapevine6 CEO Mike Orr.

LiveSocial employs Proofpoint and SafeGuard Cyber integrations “to meet the varying security, compliance, and archiving needs of each of our clients.” Every share is checked for regulatory and company policy compliance.  LiveSocial also archives “contextual information, including remediation workflow and content classification, which saves you time and money during an audit.”

Grapevine6 also sells into the technology sector and “is the largest social selling program at SAP.”  

“Social media has transformed the buyer’s journey.  Savvy buyers now use social media to not only gather information and connect with peers but also to research the sales professionals and advisors they’re partnering with.  The current sea change to digital communication is an opportunity to better serve customers by enabling salespeople to humanize relationships with personal stories — the true promise of digital selling. Partnering with Seismic over the past few years in creating a content ecosystem, we realized how aligned we are in our vision for digital selling and that an acquisition created a win-win for all Grapevine6 and Seismic customers.”

Grapevine6 CEO Mike Orr

LiveSocial is a mobile-first platform available on iOS and Android devices as well as desktops.  Employees may share content on social channels, SMS, and email.  Other features include “one-touch” sharing and scheduling, automatic scheduling optimization, and AI-suggested comment starters that “receive 32% more engagement.”

Grapevine6 supports leading email platforms as well as client email platforms. It integrates natively with SFDC Marketing Cloud and MS Outlook.  

LiveSocial pricing details were not disclosed.

The full Grapevine6 team is joining Seismic, with Orr heading up the LiveSocial team.  LinkedIn lists 97 Grapevine6 employees, with 67% headcount growth over the past year and 169% over the past two.  The firm maintained steady hiring throughout the pandemic.

No financial terms were disclosed.

Seismic Acquires Grapevine6

Sales enablement and marketing orchestration platform Seismic acquired long-standing partner Grapevine6, a Toronto-based digital and social engagement platform.  Grapevine6 helps customer-facing professionals deliver “relevant content” from over 11,000 third-party publishers in six languages.  The Grapevine6 service, which is being re-launched as Seismic LiveSocial, improves sales engagement with customers and prospects through “meaningful, authentic online conversations” on social media platforms.  LiveSocial shifts social media communications from companies to trusted advisors, fostering social selling.

Grapevine6 will be integrated into Seismic and underpin the new Seismic LiveSocial service for sales and client-facing teams.  It will continue to be available as a freemium offering.

“LiveSocial will leverage the AI engine built by Grapevine6 to help sellers become trusted advisors by authentically engaging with their clients across the social media landscape,” said Seismic.  The combined service will help customer-facing professionals share “timely, reputable, and compliant content in their own voice” across LinkedIn, Twitter, and Facebook.

Users are fed a daily stream of tailored content “that best fits their interests and the needs of the markets they sell or serve.” Marketing content is included in the feed, and users can search their corporate content library.

“Each organization, and every individual seller, has a different perspective on the right balance of content,” Seismic stated in an email to GZ Consulting.  “Authenticity demands that there be no single correct approach.  Once the seller has connected their social profiles, Grapevine6’s AI platform intelligently serves up content that sellers can share on their social profiles based on an interest graph developed from previous activity and earned engagement.  Sellers can also calibrate their interest graph from within the platform.  Additionally, with the risk and compliance controls in place, sellers do not have to worry about vetting each and every post.  Content is already evaluated and approved based on hundreds of risk factors.”

Grapevine6 said that most employee advocacy programs fail because social content is focused on the individual and the company but lacks a broader perspective and “fresh, relevant content” that speaks to broader topics and industry issues.  Furthermore, the adoption rates are low because reps don’t know what’s in it for them.  By offering a steady stream of personalized content that can be quickly shared and monitored for compliance, LiveSocial mixes in a broad set of compliant content consistent with the brand while avoiding the problem of narcissistic messaging about the individual and the company.

“People engage with and do business with, people that they know, respect, and trust.  Leading firms now recognize that their brand lives at the edge of the organization.  It lives in the personal brand, the reputation, and the conversations of every client-facing employee.  It’s no longer enough to rely on centralized communication and advertising channels to get the word out about the great work your firm does.  Modern marketing success comes from empowering every employee to show up, speak up, nurture new and existing relationships, and spark conversations on social media.”

Grapevine6 FAQ

LiveSocial metrics include the ROI of a company’s social engagement strategy.  Other user and administrator metrics include activity, engagement, impact, top-performing assets, and top-performing topic areas.

“In today’s dynamic sales landscape, buyers increasingly want to hear from and connect with trusted individuals, not companies, on social media,” said Seismic CEO Doug Winter.  “Grapevine6 will be instrumental to providing additional customer value by combining Seismic’s industry-leading sales enablement platform and Grapevine6’s digital engagement platform, further empowering sales teams to educate and engage with buyers online — while simultaneously helping to build their personal brands in an authentic way.”

“Social media has cemented itself as a critical front line between organisations and their customers with IDC reporting that 75% of B2B buyers and 84% of C-level executives use social media to make purchasing decisions,” said Seismic Asia Pacific and Japan VP Richard Kulkarni.  “With the global pandemic as a catalyst, social selling skills, and digital eminence have become vital competencies for workforces.  Seismic LiveSocial not only empowers sales teams to engage clients more effectively on social media channels but also helps turn every employee into a brand ambassador, delivering a strong advantage in this new business reality.”


Continue to Part II.

Spiceworks Ziff Davis Acquires Aberdeen

Spiceworks Ziff Davis (SWZD) acquired intent and technology intelligence vendor Aberdeen.  The acquisition brings together intent data from Spiceworks and The Big Willow, Aberdeen and SWZD market research, Aberdeen’s technology profiles (the old HHMI / Access CI datasets), and Ziff Davis B2B media sites.  

SWZD describes itself as “the trusted global marketplace for connecting technology buyers and sellers across all marketing channels and the leader in demand generation and integrated intelligence-driven marketing, connecting technology buyers and sellers across IT, marketing, HR, and finance.  SWZD has a massive reach into the entire buyer’s collective with a monthly audience of 71.5M across powerhouse IT brands.”

Aberdeen will be managed as a wholly-owned subsidiary of SWZD, but initially operate independently.  Along with third-party intent, Aberdeen adds a library of industry intelligence, technographic and firmographic data, and a demand generation call center.  

The union positions SWZD as a credible competitor to Zoominfo and TechTarget in the B2B technology intent space, helping customers identify “businesses that are truly in-market for their product.”  Unlike the two larger technology sales intelligence vendors, SWZD does not offer a sales intelligence platform.

“We give our clients actionable visibility into the businesses that are truly in-market for their products and unparalleled access to quality, scale, and diversity of B2B tech intent data to make meaningful connections with those buyers.  With the union of businesses, we immediately married our data and boosted our intelligence, resulting in a 15% increase in businesses, 70% increase in segment scale, 30% richer intent data, and expansion into fifteen new verticals.”

Richard Jalichandra, EVP and Global GM of SWZD

Continued Jalichandra, “We’re just starting to explore opportunities to further enhance our business-level data and invest in our combined product roadmap.”  

Jalichandra also identified “synergies around research,” a core function at both firms.  Aberdeen offers a “rich library of data-backed reports,” while SWZD offers custom market research.

The combined resources deliver account-level insights across 14 million companies and 24 million contacts.  Over 11 billion intent signals are collected monthly from over 10,000 B2B websites.  Intent data is available for over fifty technology segments.

The merger improves the depth of B2B intent data, expands the scope of account and contact intelligence, and grows their market research capabilities.

“We’re excited about the opportunity to expand the reach and identity of Aberdeen as a subsidiary of SWZD to put customers in even closer contact with the very buyers and influencers they’re targeting,” said Aberdeen CTO Mark DePalma.  “Through the power of our combined data sets, vertically integrated demand generation capabilities, and continued innovation in our technology and services, we help customers with unparalleled targeting and marketing outcomes.”

SWZD’s Intelligent ABM delivers “actionable intent signals,” target account list prioritization, data appends, look-a-like expansion, built-in campaign activation, purchase intent scores, campaign analytics, and “seamless integration with marketing automation platforms.”

“With the combination of SWZD’s first-party intent data and Aberdeen’s third-party intent data, you get greater visibility into the entire buying collective. Not just that, our intent signals captured on the basis of the actions our audience takes; whether it is troubleshooting tech issues, comparing product reviews, connecting with an expert or accessing strategic content, provides an incredible quality and diversity of data right from the boardroom to the server room.”

Spiceworks Ziff Davis Website

SWZD offers a set of technology marketing services, including

  • Direct and programmatic advertising
  • Email marketing and newsletter sponsorships
  • Content marketing (e.g., whitepapers, e-books, infographics, case studies, interactive content, custom video, and market research)
  • Lead generation (e.g., content syndication, BANT qualified leads, intent-based leads)
  • Market research (e.g., online surveys, focus groups, in-depth interviews)
  • Virtual events (e.g., webinars, video meetups, panel discussions)

Financial details were not disclosed.

Terminus Acquires GrowFlare

ABM Platform Terminus, which has been on an acquisition binge the past year, added another complementary asset to its platform with the acquisition of sales intelligence vendor GrowFlare.  GrowFlare offers Ideal Customer Profiling (ICP) based on psychographics, which are the common phrases and interests companies share.  Other features include account profiling, prospecting, alerting, and a Chrome extension.  GrowFlare recently doubled its US company dataset to 500,000+ firms.  GrowFlare coverage spans over 90% of “US businesses with Purchasing Power.”

“GrowFlare adds a highly-differentiated level of account intelligence to the Terminus platform,” said Terminus CEO Tim Kopp. “Now teams can identify best-fit target accounts instantly, leverage unmatched AI and psychographic data to know exactly what to say and when, all while being more budget efficient.  This kind of psychographic data has long been used by B2C marketers to profile their future customers and now B2B marketers can as well. This is the modern approach to uncovering target accounts, and accelerates our position as the most intelligent B2B sales and marketing and platform available.”

Terminus likens psychographics to Netflix and Spotify, which can recommend similar content based upon user behavior.  Psychographics extend this logic to account selection. GrowFlare’s unique value proposition is its psychographics.  Most vendors only employ firmographics and technographics in their ICP modeling.

Psychographics are based upon AI and natural language processing of company websites, social media, government filings, job listings, etc.  GrowFlare identifies the “key characteristics that are common across your favorite customers (or any set of companies you want to identify).  From there you can find brand new accounts that match up to your customers, the new product you’re launching, the vertical-specific case study you’re about to drop, and so on.  Enter your favorite customer into GrowFlare and it will spit out hundreds of companies that think and act just like they do, instantly,” blogged Terminus.

When users click on a trending psychographic, they are presented with in-context examples of the phrasing with the term highlighted.  The trending topics and psychographics are “invaluable for marketing and sales personalization,” said GrowFlare Founder and CEO Matt Belkin.

Terminus is also positioning GrowFlare as a new form of “observed intent” versus third-party intent that is simply inferred. “If you’re a data-driven marketer, this should make the hairs on the back of your neck stand up because you know this primary data is a powerful signal coming directly from the accounts you want to target,” crowed Eisenberg.

“Your friends in sales will receive alerts about accounts that are starting to become interested in different things, almost as if it was trending on Twitter. They’ll be able to understand the most important focuses for those businesses, the psychographic topics that are trending, and just how serious they are about those focuses. They’ll know who to reach out to, when to do it, and what to say to deliver a beautifully personalized experience.”

Terminus Blog

Belkin noted that the two firms complement each other, with GrowFlare helping sales and marketing teams efficiently find accounts and Terminus focusing on account engagement.  With the acquisition, revenue teams can target segments based on firmographic, relationship, intent, and now psychographic data.

In GrowFlare, a similar companies New Prospects list includes a Fit Score, which gauges the level of similarity to the target company along with the shared psychographics.  So if a rep just closed a deal at the target, he or she can be confident that the high fit scores are similar in their market positioning.  Fit Scores are exportable to lead scoring models.  A quick view magnifying glass icon displays the trending topics for any of the prospects.

Any Keyword Search or Prospector Active List is automatically setup for alerts, whereby GrowFlare notifies the customer each week of meaningful changes and new prospect opportunities.  When viewed, the table of new prospects includes a Trend score, which is the change in rank position from the prior week.  An Active List focused on competitors will notify sales and marketing when competitor positioning shifts.  This tool would also be valuable for competitive intelligence analysts and business development reps looking to track a narrow universe of competitors or partners.

” Everywhere you look sales and marketing teams are wasting millions of dollars trying to acquire the wrong customers and saying the wrong things.  It’s crazy and the whole approach is broken.  We started GrowFlare to fix it.  You already know your best customers, GrowFlare helps you find 100 more just like them based on their shared interests.  It’s easy to see how focusing on what buyers care about – their psychographics – is far more effective when marketing and selling to them.  It sounds fancy, but it’s the same magic that powers recommendations for Amazon, Netflix, and Spotify in the consumer world.  We just built it for B2B.”

GrowFlare CEO Matt Belkin

Along with Prospector, GrowFlare offers a Prospector Bulk feature that executes against a full customer list.  According to Belkin, “The resulting output averages between 25x-100x more high-fit prospects that sales and that sales and marketing teams can target with account-based outbound campaigns.”

GrowFlare also offers Keyword Search for identifying companies that are using specific terms in their marketing along with shared psychographics, locations, and company sizes.  Boolean operators such as AND, OR, and NOT are supported (e.g. “food delivery” NOT pet).   Keyword search “is valuable if you want to know what companies dominate specific messaging terms or if you are launching a new campaign and want to see who else may be positioned there,” said Belkin.

While many companies offer keyword searching, it is usually against a mined business description.  Only a few products, such as D&B Hoover’s Conceptual Searching, provide broader topical searching to build company lists.

GrowFlare is Terminus’ third acquisition over the past year.  They also acquired Ramble and its Chat Anywhere service and Sigstr for its email signature banner ads and relationship intelligence.

Belkin and the rest of the GrowFlare team are joining Terminus.  Belkin has twenty-five years of SaaS-industry experience at Adobe and Omniture.  At Domo Belkin was the Chief Operating Officer.  Belkin is Terminus’ new EVP of Data, Strategy, and Partnerships.

ABM platforms have emphasized top of the funnel audience engagement and given sales prioritization and messaging short shrift.  GrowFlare will help Terminus pass the ABM baton from marketing to sales.


I profiled the GrowFlare service back in June.

SalesIntel Acquires TUDLA; Adds Marketo Enrichment

Sales Intelligence Platform vendor SalesIntel acquired Latin American technology contacts vendor TUDLA.  The acquisition provides SalesIntel with Latin American data and the TUDLA research team. The TUDLA research team, based in Tijuana, supports a research on-demand call center in English, Spanish, and Portuguese.

All TUDLA employees, including CEO Gary Gorton and contract research staff, are joining SalesIntel.

TUDLA has over sixty Fortune 500 customers that license human-verified contacts for the Latin American region.  TUDLA CEO, Gary Gorton will be assuming a strategic business development role, helping cross-sell the complementary contact databases and SalesIntel’s B2B DaaS offerings.

“This acquisition gives SalesIntel a fantastic opportunity to offer our customers high-quality B2B data and intelligence, which now includes the LATAM marketplace. We are especially pleased that Gary Gorton (CEO of TUDLA) and many members of the TUDLA team with decades of experience will join SalesIntel as we integrate TUDLA’s LATAM B2B data, customers, and research processes into the SalesIntel platform.”

SalesIntel CEO Manoj Ramnani

TUDLA covers 34 countries across Central and South America, the Caribbean, Mexico, and Puerto Rico.  The firm has one million verified Latin American contacts and another six million mined regional contacts.

SalesIntel also expanded its EMEA coverage with contacts for fourteen new countries, including France, Germany, Benelux, Italy, Ireland, Spain, New Zealand, Israel, and the UAE.  The TUDLA dataset will be available later this month in SalesIntel platforms.  The SalesIntel database has grown to over 6.5 million human-verified and over 80 million machine-processed contacts.

SalesIntel also announced that it supports Marketo data enrichment on both a batch and real-time basis.  Marketers may auto-enrich web forms and maintain contact and account records with current firmographic, biographic, and technographic intelligence.

Data enrichment may be performed as

  • Triggered webhooks that execute when new records are added to Marketo
  • Scheduled webhooks that regularly execute to prevent database decay
  • Filtered webhooks that run against a subset of records such as MQLs, event lists, and webinar registrations

SalesIntel supports dynamic forms that hide fields available from their reference database.  The auto-fill feature reduces the time spent entering data, lowering the likelihood of form abandonment, and improving the ROI of marketing campaigns.  Dynamic forms also enhance the user experience as prospects have fewer fields to enter and improve data accuracy and form completeness.

With dynamic forms, you can significantly reduce the number of fields by skipping those that could be automatically filled using third-party data,” blogged Creative Director and Marketing Coordinator, Ariana Shannon. “This smarter type of web form will allow you to capture more leads without having to sacrifice the data your sales and marketing teams require to convert them.  Leads who fill out a form will easily navigate through the form, be prompted with suggestions, and avoid the frustrations and reservations associated with filling out multiple fields.”

SalesIntel already supports lead prospecting for Marketo.

SalesIntel is on track to more than double its revenue in 2020.  Ramnani sees many opportunities for his firm as market consolidation has reduced the number of vendors.  Ramnani positions SalesIntel as a high-quality data competitor to Zoominfo.

ZoomInfo Acquires EverString (Part III)

Company counts will hit 100M once the Everstring Business Graph is incorporated into their coverage.

Last week, ZoomInfo announced that it was acquiring Business Graph vendor EverString to grow its company coverage five-fold.


ZoomInfo CEO Henry Schuck noted that large enterprises license and integrate a broad set of content from many vendors.  They struggle to “stitch” all these disparate content sets together via “a complicated system relying on data analysts, engineers, and product managers.”  Furthermore, different analysts manage datasets for other countries, further complicating the situation.  “Each one restarts a process of understanding the nuances and integrating, normalizing, matching, managing, and maintaining that unique data source.”

This data sourcing and loading process is “inefficient, costly, and introduces a complex web of operational challenges and compliance vulnerabilities.”  Data ends up being siloed and fragmented, reducing its value to the organization.  “It has to be integrated, unified, validated, cleansed, enriched, deduplicated, and delivered to the right people and systems, at the right time, in the right form for it to unlock the value it was intended to create.”

Shuck argues that other vendors overly complicate data projects and offer expensive consultations and complex solutions.  ZoomInfo’s vision is to be the “first unified, single source of truth for sales, marketing, and all other go-to-market functions.”

“With the data from EverString, ZoomInfo will provide data on virtually every high-level parent company, local parent company, franchise, and satellite office in America.  This broader data set enables better search, scoring, and account assignment, and provides greater access to buyers and buying centers.”

CEO Henry Schuck

“The combined ZoomInfo and EverString data asset will be unparalleled in the marketplace,” said EverString CEO J.J. Kardwell.  “We’re excited to join ZoomInfo and work together to bring sellers and marketers the most extensive company and professional data that will help make their go-to-market motions even more effective and efficient.”

Kardwell will serve as an advisor to ZoomInfo and will remain with ZoomInfo through the transition.

ZoomInfo is moving to combine the two databases quickly.  As it has a track record of acquiring and rapidly integrating datasets, the merged database should be available soon (ZoomInfo declined to provide a target date).  In the meantime, customers can already enrich data via a superset of the EverString and ZoomInfo databases. Financial terms were not disclosed, but ZoomInfo indicated the deal was not expected to have a material effect on the fourth quarter.