Statzon Market Research Database

Statzon, a market research database that provides tables and charts, is available for licensing.  The service aggregates government and private industry research from over sixty sources, with plans to support over 100 sources by the end of this year.  Charts are available for over one million topics across 4,500 business topics.

Searching is performed via a simple search box with type-ahead suggestions.  Once the topic is selected, users may filter by location, trades (e.g. Output, Export, Import, Consumption, Companies), scales (units), and providers.  For example, Statzon offers global and country-specific beer industry data from five vendors.

Users may switch between line, bar, and pie charts.  A slider bar, underneath the charts, allows users to limit the scope of the data display, either to focus on sections of the graph serially or to restrict the period of a time-series chart.  Values and titles are displayed while mousing over the chart.  Licensed data may be downloaded as an image or an Excel table.  Each licensed table includes the scope, definition, methodology, data provider, publication date, and expiration date.

Statzon is priced at €5,600 per annum for five seats.  Government data is available at no additional charge, but private research tables may be subject to an additional €50 fee, which is charged via Stripe to a credit card.  Users may include chargeback codes for project assignments or client billing.

This hybrid model works fine for consultative industries with chargebacks such as management consulting, investment banks, and consulting firms, but is problematic for industries or job functions where the charge either has to be approved or paid by the end-user.  A secondary issue is one of the data structure.  If the user is looking to analyze data by region, but it is only available by time for countries, users would have to license and download multiple reports to build the desired table.  This could be both expensive and time-consuming.  Statzon should look at licensing all research from a vendor (either as a contract passthrough or directly from Statzon).  Licensing all research on a topic (e.g. Petroleum industry data for an additional fee) would also be a valuable premium pricing option.

Free content is focused on commodities, which are tracked by government agencies.  Thus, there are nearly 1,000 government tables available for rice, but the 26 IoT reports all require additional fees.  For those unwilling or unable to pay for premium tables, there is a filter that restricts the display to licensed content.  However, there is significant value in the free datasets which are gathered from national and international agencies, including the United Nations, World Bank, OECD, International Monetary Fund, US Energy Information Agency, and Eurostat.

Statzon is a pre-revenue company with funding from angel investors and a Finnish VC.  It shows a great deal of promise as a research portal for government and market research data but is still in the early stages of its development.  CEO Kimmo Kuokkanen described Statzon as “the fastest way for consultants, analysts, investors, financial industry professionals, media personnel and academic people to access the needed data and gain insights about market size, trends, future outlook, market drivers, major players, etc.”

2017 North American Market Size

 

 

North American Sales Intelligence Market Sizing Model (Excel)

The 2017 Market Size of North American Sales Intelligence Vendors. Includes vendor product features, market share, and notes. GZ Consulting Copyright 2018.

$750.00

For the past few years, I have been sizing the North American Sales Intelligence Market.  This is the largest of the markets as Europe and AsiaPac are more fragmented (the UK is the only other mature market).

In 2017, I estimated the market at $950 million with LinkedIn Sales Navigator as the top vendor.  While new firms continue to enter, the top four vendors earn two of every three dollars in the industry.  The top four  concentration increased 7% last year, mostly due to the acquisitions of Avention and RainKing.

LI SN Market Share
The LinkedIn Market Share Section of the 2017 North American Sales Intelligence Market Sizing

The industry grew 17% over the past year with the majority of this growth being captured by LinkedIn Sales Navigator, DiscoverOrg, and ZoominfoTechTarget, which was off my radar in 2016, has also seen rapid growth in 2017 and 2018.

DiscoverOrg acquired RainKing at the end of August 2017 so two-thirds of its revenue was recognized as RainKing and one-third as part of DiscoverOrg.  Combined, the two firms earned around $118 million least year with DiscoverOrg ending the year with a $130 million plus ARR.  DiscoverOrg raked in two of every three dollars within the technology sales intelligence sub-segment.

LinkedIn holds a nearly 30% market share.  It has grown rapidly while remaining under the radar of its peers as it is often used as a complementary service to other sales and marketing intelligence services.

Data.com’s 2017 revenue was stable but Dun & Bradstreet forecasted a 30% drop in 2018 (D&B is a revenue share partner on the service).  I anticipate that much of this revenue will shift to other vendors in 2018 and 2019.  Dun & Bradstreet is in a strong position to take much of this share, but other vendors are pushing hard to acquire Data.com clients.

Zoominfo was ahead of the other sales intelligence vendors in recognizing the value of adding marketing functionality alongside their sales tools.  This has put them in a strong position for data services.  They also built the deepest set of global contacts with emails and direct dials and were early to build out connectors (CRM, MAP, Sales Engagement, and Chrome).

I am making my market model available for license (See PayPal button at top) as an Excel spreadsheet.  It includes revenue numbers by company along with market share, key features, and notes.

Lattice Engines: Leader in B2B Predictive Analytics

Lattice Scores and Enriched Data are available within the Eloqua Canvas campaign builder.
Lattice Scores and Enriched Data are available within the Eloqua Canvas campaign builder.

In a 2016 survey of predictive analytics companies, Gartner sized the global market at between $100 and $150 million. Although Gartner remains bullish on the sector, the size must be disappointing to both the firms in the space and their investors. One of the early companies in the space, Lattice Engines, continues as a market leader with over 200 global deployments.

Lattice Engines supports both enterprise clients and high-growth companies with deployments beginning around $75,000. Pricing is based upon the number of managed leads or contacts in the instance along with the number of users. With revenue between $25 and $50 million (GZ Consulting estimate), the firm has a strong position in the nascent market.

Lattice Engines combines first and third-party data to build predictive models. External content includes firmographics, intent data, technographics, social data, and web crawled business signals. Content is licensed from leading vendors such as Dun & Bradstreet (WorldBase global company file), Bombora (intent captured from over 3,000 B2B media sites), and HG Data (technographics). The Lattice Data Cloud covers over 200 million global companies, 21,000 buying signals, 100 million tracked domains, and over one billion daily interactions. Internal content spans transactions, CRM, marketing behavioral data, usage data, and support services.

“Predictive analytics is one of the few types of marketing technology that has the ability to solve issues at every step of the funnel, because it aligns sales and marketing against the right targets, and provides them with the right data to create targeted campaigns.  By infusing fit and intent data into our models we enable teams to have a complete understanding of their ideal customer profile, which enhances the programs teams orchestrate against their targets.”

  • Director of Corporate Marketing Caitlin Ridge.

Firms can build multiple models to support various geographies, product lines, and scenarios (e.g. win/loss, upsell/cross-sell, renew/churn). Lattice scores and modeled data are integrated with many of the key SalesTech and MarTech platforms:

  • Ads/Web: DemandBase, Oracle Data Cloud, doubleclick (Google), AdRoll, Facebook
  • MAP: Marketo, Oracle Marketing Cloud (Eloqua), Pardot (Salesforce)
  • CRM: Salesforce, MS Dynamics, Oracle Sales Cloud, SAP

This platform coverage enables Omni-channel ABM campaigns across programmatic platforms, email, direct mail, and field marketing.  Scores, insights, and recommendations are provided to sales reps within CRM i-frames.

“Lattice remains the most visible “face” of the market,” said Gartner analyst Todd Berkowitz in September 2016. “With its focus on security, level of integrations and ETL tools, the company is a fit for enterprise clients (both in high-tech and other industries) and/or companies planning to deploy in multiple regions. Gartner clients report that the company’s go-to-market approach is unique in the way it addresses complex problems and help customers operationalize the insights from the models. Lattice is one of the few vendors that can recommend key plays at both the lead and account level across the entire funnel.”

According to Lattice, customers enjoy a broad set of improved metrics:

  • 2X Higher Conversion
  • 3X Greater Pipeline
  • 35% Higher Deal Sizes
  • 6% Increase in Quota Attainment
  • 85% Rise in Revenue per Customer
  • 20% Reduction in Customer Churn

The firm sells broadly across B2B sectors.  Customers include Amazon, Dell, PayPal, Staples, and SunTrust Bank.


Tomorrow’s blog will cover core Lattice Engines model building and recommendations.

2016 North American Market Size

North American Sales Intelligence Market Sizing Model (Excel)

The 2017 Market Size of North American Sales Intelligence Vendors. Includes vendor product features, market share, and notes. GZ Consulting Copyright 2018.

$750.00

For the past few years, I have been sizing the North American Sales Intelligence Market.  This is the largest of the markets as Europe and AsiaPac are more fragmented (the UK is the only other mature market with Bureau van Dijk, Avention UK, Artesian Solutions, and DueDil offering full solutions).

In 2016, I estimated the market at $770 million with LinkedIn Sales Navigator as the top vendor.  While new firms continue to enter, the top ten firms (now eight following the 2017 acquisitions of Avention and RainKing) earn seven of every eight dollars in the industry.

I am making my market model available for license (See PayPal button at top) as an Excel spreadsheet.  It includes revenue numbers by company along with market share, key features, and notes.

The LinkedIn Market Share Section of the 2016 North American Sales Intelligence Market Sizing
The LinkedIn Market Share Section of the 2016 North American Sales Intelligence Market Sizing

I have also broken out two sub-categories: Predictive Analytics and Tech Sales Intelligence.  Predictive Analytics vendors continue to scuffle in the marketplace.  Last September, Gartner sized the global market at between $100 and $150 million.  I have gone back and forth on whether to include them in the larger sales intelligence space, but several of the sales intelligence vendors have added light predictive tools (e.g. Avention, DiscoverOrg, RainKing) while the predictive analytics companies have moved to add enrichment and provide more insights to sales reps.  As such, I see the two product categories moving towards each other so chose to include Lattice Engines, Leadspace, and similar firms.

The Tech Sales Intelligence category (e.g. DiscoverOrg, RainKing, Aberdeen, Corporate360) continues to show strong growth and makes up just over 15% of the market.  Both DiscoverOrg and RainKing have posted remarkable growth over the past few years and merged their efforts last month.  Post acquisition, they are the number three vendor in the space and may hit $120 million in 2017 revenue.  The new powerhouse has 4,000 customers and is looking to expand beyond technology sales to become a general purpose sales intelligence solution.

Acquiring RainKing should move DiscoverOrg well past Data.com (Salesforce) which will likely see declining 2017 revenue.  Salesforce has dropped the ball on Data.com.  They overpromised and under-delivered for years, relying on their ability to bundle the offering with other SFDC products.  As of last month, they are no longer able to deliver Dun & Bradstreet content (D&B WorldBase, Hoovers, and First Research) to new customers (legacy customers retain access).  Unless Data.com has a major content partner announcement at Dreamforce, it is likely to see significant revenue declines in 2017 and 2018 as customers switch to D&B Hoovers for Salesforce and other offerings.

Dun & Bradstreet re-established itself as the #2 vendor in the space with the January 2017 acquisition of Avention and the rebranding of Avention OneSource as D&B Hoovers.  Both companies have struggled to grow revenue with Avention growing slowly over the past few years and Hoovers declining.  However, infusing Avention products with Dun & Bradstreet content both reduces the underlying cost structure of Avention offerings and improves the depth and quality of the content.  Furthermore, Dun & Bradstreet has a much larger sales force which previously has lacked a credible global sales intelligence offering.  Hoovers classic generated nearly all of its revenue in the United States.  Over the next two years, expect to see significant revenue shift from Hoovers Classic to D&B Hoovers.

Three-Toed Sloth By Stefan Laube (Tauchgurke) - Public Domain.
Three-Toed Sloth By Stefan Laube (Tauchgurke) – Public Domain.

Finally, LinkedIn Sales Navigator has established itself as the clear number one vendor in market revenue.  The product didn’t exist five years ago and its competitors still tend to dismiss this gorilla in their midst.  How can they be missing the #1 vendor in the space?  Easy — the gorilla is well camouflaged and appears to be more of a three-toed sloth sleeping in the forest canopy.  Sales reps all use the freemium version of LinkedIn so give little thought to delve further when they ask “how are you obtaining your account intelligence today?” and the response is LinkedIn.  Thus, they enter LinkedIn as the competitor into their CRM, not Sales Navigator.  A few months later when they lose the opportunity, the rep then enters “no decision” into the CRM instead of recognizing a competitive loss.  I have been warning vendors in the space for years about this phenomenon, but they have failed to understand the threat of a gorilla that looks like a three-toed sloth.


N.B. Three-toed sloths inhabit Central and South America and gorillas Central Africa.  This is a metaphor.