Volaris Acquires ClickDimensions

ClickDimensions new SEP supports sequences and templates.

Private Equity company Volaris Group acquired SMB RevTech vendor ClickDimensions from PE firm Accel-KKR.  The acquisition comes two months after the firm launched a Sales Engagement Platform.

“We view this acquisition as a great opportunity for both Volaris and ClickDimensions to provide innovative solutions for the ever-evolving MarTech and sales enablement industries,” said Jay Hoffman, Group Leader at Volaris. “I’m eager to work alongside ClickDimensions’ leadership team to propel their strategy forward and continue to serve their global footprint of customers and partners.  We’re pleased to welcome ClickDimensions to the Volaris Group.”

ClickDimensions Marketing Automation supports email marketing, campaign automation, surveys, events, landing pages, forms, SMS, and Social.  While the company now offers marketing automation and sales engagement, its long-term plans are to provide a “full RevTech solution” built on the Dynamics platform.  This future platform and services organization will be built both organically and via acquisitions.  It will support embedded AI for sentiment analysis, next-best actions, opportunity scoring, and activity capture.

ClickDimensions is a Microsoft VAR and consultancy with a global footprint across 76 countries and 3,500 customers.  Its solutions integrate with Microsoft Dynamics CRM and Sales.  Half of its revenue is derived in the EMEA region, with most of the rest in North America.  It serves a broad set of industries, with no segment representing over 25% of its customer base.

ClickDimensions also offers consultancy services that provide “fractional access to skilled resources that are in short supply.”  Services include onboarding, training, and execution; demand generation; customer data services; and marketing operations.

“With the strength and global scale of Volaris behind us, we envision a bright future for ClickDimensions and the customers and partners we serve,” stated Mike Dickerson, CEO at ClickDimensions. “We look forward to continuing development of our product suite and further solidifying our long-term commitment to the Microsoft ecosystem, innovation, and SMB market.”

ClickDimensions will continue as an independent organization. 

“Small to medium businesses are just as keen as large enterprises to acquire and build deep, loyal customer relationships, and ClickDimensions has put the capability to do so into the hands of thousands of companies worldwide,” said Rob Palumbo, Managing Partner at Accel-KKR, which invested in ClickDimensions in 2016.  “It has been gratifying to help ClickDimensions grow just as the company itself has helped thousands of small to medium businesses grow and expand.  We look forward to cheering ClickDimensions and Volaris from the sidelines.”

ClickDimensions Launches Sales Engagement

RevTech Vendor and Consultancy ClickDimensions rolled out its Sales Engagement service that works alongside its other Dynamics 365 sales and marketing services.  ClickDimensions is looking to unify sales and marketing motions, particularly among SMBs.

“ClickDimensions Sales Engagement makes this unification possible, giving teams control over leads and better visibility into revenue-driving activities.  Once these teams are better aligned, companies see an average revenue increase of 34%,” stated the firm.

ClickDimensions aims to “democratize best-in-class tools for all companies” and unify sales and marketing strategies.  According to ClickDimensions, Sales Engagement “offers a unified approach for sales and marketing teams and eradicates the potential for customer drop-offs and miscommunication between each team as leads progress through the funnel.  The result is greater sales team efficiency, higher-quality buyer journeys, and increased customer loyalty and revenue.”

ClickDimensions Chief Growth Officer Margaret Wise explained to GZ Consulting that many of their Microsoft Dynamics customers “aren’t the digital leaders.  They are often digital laggards.  They are often in manufacturing, associations, and nonprofits.  They’re not bleeding edge typically from a marketing perspective.”

So, the question for Wise becomes, “How do we provide solutions that are accessible, integrated, easy to use, and affordable for that specific kind of customer that doesn’t want to be bleeding edge on the latest and greatest?  They want something dependable, easy, [and] that they can find resources for.”

At SMBs, CEOs often take an active role in the technology purchasing decision “because it is tied directly to revenue and growth,” continued Wise.  “A lot of the change urgency is being driven out of the C-suite.”  Thus, their messaging needs to address C-level issues around lead generation and revenue management.

ClickDimensions argues that these laggards often lack a digital strategy, have uncoordinated social media marketing, and mostly transmit one-off email messages.

ClickDimensions Sales Engagement, which runs natively in Dynamics, offers templated emails sent through Outlook, sales sequences, lead scoring, and next-best-action recommendations.  When combined with ClickDimensions Marketing Automation, revenue teams have a “complete view of every step of the customer journey.”

Sequences can be built for initial meeting requests, prospecting, follow-up, inbound, events (both invitation and follow-up), periodic check-ins, account review, and upcoming renewal.  This breadth supports sales and customer success teams across the customer lifecycle.

Sequence analytics are also provided with step-level results (e.g., calls, bounces, opens, replies) and post-activity disposition capture (e.g., interested, not interested, interested – not now).

Sequenced tasks include manual and automated emails, phone calls, LinkedIn, and generic tasks; however, they do not yet support dialer or LinkedIn integrations. 

Admins also set up sequence-based rules for scenarios such as reply action for sequenced emails and bounce handling.  Admins can also set sequences to automatically trigger or wait for sales review before triggering.

ClickDimensions Sales Engagement sequence status at the contact level across leads.

“The modern buying journey has completely transformed from what it was a mere three years ago, which means companies need to adapt how they sell – and fast,” stated ClickDimensions CEO Mike Dickerson.  “Launching ClickDimensions Sales Engagement is our way of responding to these industry challenges, equipping our customers with critical tools to boost revenue, and unifying sales and marketing teams around a digital-first customer experience.”

ClickDimensions Sales Engagement is a “natural progression and the perfect complement to its flagship solution, ClickDimensions Marketing Automation,” continued the firm.  “The platform helps marketers optimize campaigns, automate follow-ups, create lead nurturing processes, and target leads to sales.  From there, ClickDimensions Sales Engagement will help salespeople with the next best action, automating outreach to leads and redirecting leads to marketing for further nurture if they’re not ready to purchase.”

ClickDimensions Marketing offers one-to-many outreach during the nurture phase (e.g., newsletters, marketing campaigns, event invitations).  Later, ClickDimensions Sales Engagement supports one-to-one or one-to-few communications with prospects and customers.  Marketing Automation can send leads to sales reps based on triggers or lead scores, and Sales Engagement offers a button to return prospects to nurture for leads that are not in active buying cycles.  Thus, the problem of MQLs being ignored and dropped by sales as not qualified has a logical resolution – return the lead to marketing nurture and support a “non-linear customer journey.”

The passing back and forth of leads between sales and marketing enables a “continual process until the actual opportunity progresses,” said Wise.

ClickDimensions Marketing Automation supports email marketing, campaign automation, surveys, events, landing pages, forms, SMS, and Social.  While the company now offers marketing automation and sales engagement, its long-term plans are to provide a “full RevTech solution” built on the Dynamics platform.  This future platform and services organization will be built both organically and via acquisitions and support embedded AI for sentiment analysis, next-best actions, opportunity scoring, and activity capture.

ClickDimensions is a Microsoft VAR and consultancy with a global footprint across 76 countries and 3,500 customers.  Half of its revenue is derived in the EMEA region, with most of the rest in North America.  It serves a broad set of industries, with no segment representing over 25% of its customer base.

ClickDimensions also offers consultancy services that provide “fractional access to skilled resources that are in short supply.”  Services include onboarding, training, and execution; demand generation; customer data services; and marketing operations.

ClickDimensions Sales Engagement sequence options include pausing the sequence and managing responses to engagement activity.

Leadinfo Acquires WebProspector.de

Dutch lead generation vendor Leadinfo is acquiring WebProspector.de, a German visitor tracking company, with the deal closing on November 1.  Deal terms were not disclosed.

The acquisition expands Leadinfo’s presence in Germany.  It acquired Leading Reports in April and opened an office in Düsseldorf in July to improve its sales and support in German-speaking markets.

Leadinfo claims to be the market leader in Benelux and the most prominent international provider in the D-A-CH region.  It consolidated its position in the Netherlands over the past year with the acquisitions of Leadexpress (December 2021) and LeadElephant (January 2022). 

Leadinfo supports over 3,000 customers in Benelux, D-A-CH, Great Britain, and Scandinavia.  Customers include Lavazza, Quis Machinery, Channable, and Creditsafe.

Both Leadinfo and WebProspector.de have focused on their partner networks, with Leadinfo supporting over 1,100 partners.

WebProspector.de clients will migrate to the Leadinfo platform and benefit from a broader set of integrations.  Leadinfo supports over fifty platforms, including Slack, Salesforce, Microsoft Dynamics 365, HubSpot, and Salesloft.

CRM integrations are bi-directional, with Leadinfo performing duplicate checking against lead and account records.  When sending to CRM, companies may be added as Lead or Account record types.  Additionally, company profiles include deal and task information gathered from CRMs, and users can create new deals and tasks from Leadinfo.

team.blue visitor information displayed in the Leadinfo service.

The Leadinfo platform supports a visitor inbox, real-time lead alerts, web forms, visitor browsing recordings, and triggered workflows.  In addition, its programmatic functionality supports Google Ads and LinkedIn retargeting.

Liquid Content, its site personalization functionality, adjusts websites based on firmographics.  As a result, marketers can customize the text, video, content, and images presented to the visitor, allowing them to segment their website presentation.

Leads are enriched by IP address matching against a reference database of 220 million global businesses.  Firmographics are gathered from global registry filings and web crawling.   Firmographics include address, phone, year founded, industry codes (US SIC 87 and local codes), sizing data, company logos, social media links, business descriptions, etc.  Legal information includes the registration number, entity type, ultimate parent, group size, and employees in the group.  Business descriptions are generally available in the local language.  Other information includes a pinned Google map, page view information, Leadinfo’s lead score, and Leadinfo tags.

Leadinfo company profiles include a proprietary lead score based on visitor behavior.  However, lead scores do not yet adjust for firmographic fit; thus, a company may score high based on behavior but may not be a qualified lead.

Leadinfo displays HubSpot Deal and Task information. Sales reps can also create new tasks and deals from Leadinfo.

In July, Leadinfo was acquired by team.blue, a European cloud services provider with an office in fifteen European countries and Turkey.  CEO Han Kleppe and the rest of the management team continue to run Leadinfo as an independent subsidiary.

Leadinfo is growing rapidly and was recently named to Deloitte’s Fast 50 technology list for the Netherlands.

RollWorks Journey Events and Sales Inights for HubSpot

ABX Platform RollWorks launched Journey Events for HubSpot, a consolidated account-level view of the customer buying journey.  The service helps B2B teams understand which activities are helping move customers through the decision process and which activities are sub-optimal and should be adjusted.

“Due to its ability to surface every marketing and sales activity driving an account’s progression, Journey Events for HubSpot also provides sales teams a comprehensive look (both immediately and over time) at how an account is moving—what is working and what is helping to drive the account progression, including seeing every action alongside an account spike,” stated the firm.  “This helps sellers plan and personalize outreach by identifying the optimal time to contact an account and tailor messaging based on the last action that may have had an effect.”

Journey Events pulls engagement, intent, and stage data from HubSpot, Salesforce, Marketo, RollWorks, and G2.

RollWorks Journey Events was announced last fall and is now available inside HubSpot.

RollWorks gathers time-stamped events such as meetings booked, opportunities generated, and SDR emails.  It then matches activity history against intent, engagement, and journey stage data.  As a result, sales and marketing professionals can visualize account progression against activity history to determine the efficacy of various activities. 

“At a critical time when marketers across the board are being asked to do more with far less, RollWorks Journey Events for HubSpot stands out for its ability to help all go-to-market teams be more efficient with their ABM strategies.  Being able to see each and every marketing and sales activity that’s driving account progression is huge.  With that, for example, you won’t send irrelevant messages in an email or waste money sending a gift to an account if it isn’t ready.  Instead, your organization can focus on what’s working and foster a common language between sales and marketing.”

Jodi Cerretani, RollWorks’ Head of Demand Generation

RollWorks has established HubSpot as a key partner and invested significantly in HubSpot connectors.  In June, it launched Sales Insights for HubSpot, which employs data science to provide a “360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create more timely and efficient sales outreach.”

It also has enjoyed significant success with its RollWorks ABM HubSpot App, which passed 500 installs in April, 150% above its nearest platform competitor.  The integration enables teams “to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact.”

“RollWorks is laser-focused on engagement quality innovation, and we are incredibly proud of our acceleration and momentum within the HubSpot ecosystem,” stated Justin Cooperman, VP of Product Management.  “With Journey Events for HubSpot, we’ve raised the bar on relevance and personalization between seller and prospect.”

RollWorks Sales Insights for HubSpot identifies spiking ad engagement and website visits.

Sales Insights identifies accounts with spiking engagement based on visitor intelligence and advertising views.  RollWorks flags accounts with Account Spikes compared to baseline activity and visualizes engagement within HubSpot.  As a result, revenue teams can prioritize marketing programs and sales outreach based on spiking engagement.

Sales Insights de-anonymizes existing HubSpot CRM contacts and automates sales alerts when engagement activity spikes.  It also identifies unassigned spiking accounts and notifies sales reps via email when there is spiking engagement.  Additionally, within the HubSpot Company Record, an account timeline displays activity across the website, ads, intent, CRM, marketing automation platform, etc.

Likewise, marketing can analyze which campaigns lead to engagement surges and tailor ABM campaigns accordingly.  They can also build nurture workflows for spiking accounts. “There’s a difference between ‘pipeline’ and ‘pipedream.’ I prefer the former,” said RollWorks VP of Sales Shawn Cook.  “When my sales teams know who and what content a prospect is engaging with, they can take on the role of trusted advisor and advance the conversations with the accounts that are likely to buy from us.  Sales needs to not only know what the content is but also why that piece of content was created.  This is where the alignment is magnified.”

Sales Insights for HubSpot is included as part of the $995 per month RollWorks Account Based Platform license.

Demandbase Unified CRM View

ABX Platform Demandbase announced that it is the first sales intelligence and account engagement platform to integrate both services jointly into CRM.  Demandbase offers a single view that combines first-party and behavioral data from the Demandbase ABX cloud and third-party datasets (firmographics, technographics, contact data, and news & social insights) from the Demandbase Sales Intelligence Cloud.

“Doing so gives B2B sellers access to all the information they need to spot and close larger deals faster,” stated the firm.  “This first of its kind application guides sales teams to know where and when to engage with the right accounts and decision-makers, leading to higher win rates, shorter sales cycles, and bigger deals — boosting CRM adoption in the process.”

Demandbase brought firmographic, contact, and technographics databases in-house following the May 2021 acquisitions of InsideView and DemandMatrixIntent data includes first and third-party intelligence, including Surging Intent, Demandbase Keyword Intent, Campaign Response, and Web Page Visits.

Revenue Operations can also select intent data from Bombora and G2, which are processed through the ABX platform’s predictive models.

The Demandbase Timeline provides current and historical intent data.

The Demandbase platform also supports activity timelines, product and competitor intent datasets, and persona-based engagement heatmaps, helping revenue teams assess account potential and determine where accounts stand in the buyer’s journey.

Heatmaps may be viewed by engagement, people, or journeys.  Both preset and custom options are available.  In addition, users can drill down to details by clicking on a row or column header.

The SFDC Heatmap is presented at the Account level with Engagement Minutes (Demandbase’s contact engagement model) displayed within the heatmap matrix.

Sales users can utilize this heatmap to find champions at an org via the highest engagement and understand with which roles they need to communicate.

The Demandbase Heatmap is available with both preset and customizable views.

The platform also supports long-running InsideView for Salesforce functionality, including

  • Company and contact profiles
  • Prospect list building for companies and contacts
  • Contact searching at accounts
  • A news viewer that combines company news, social posts, and blogs
  • Corporate family trees
  • Add to CRM with duplicate checking
  • CRM “stare and compare” updates

According to Demandbase, the unified UI lets customers “consolidate their tech stack, replacing ABM, sales intelligence, advertising, and other vendors with Demandbase One, the Smarter Go-To-Market solution.”

“The beauty of this unified sales UI is that all the data a salesperson needs is readily accessible, right in the CRM where they’re already working.  It’s revolutionary for sales teams,” said Demandbase CRO Allison Metcalfe.  “No more toggling between systems or wasting time in generic outreach that doesn’t drive sales.  Instead, they’ll have deeper insights and greater visibility into prospective deals, gaining knowledge about what buyers are doing around the web, what they engage with, who to contact (and how), and what the most relevant messaging is.  The actionability, productivity, and efficacy of such functionality is practically limitless.”

In other news, Demandbase was named to the Fast Company “100 Best Workplaces for Innovators.” The magazine noted that Demandbase reinvests 20% of its revenue in R&D.

HG Insights Platform 2.0

The Opportunity Generator assembles targeted lists based on fitness and intent.

Market Intelligence vendor HG Insights released version 2.0 of its platform to deliver the “actionable insights” technology vendors need to better “understand their markets in-depth, make decisions, and Go-To-Market (GTM) with precision and confidence.”  Platform 2.0 supports technographics, install data, spend data, twelve million company profiles, contract intelligence, and intent signals for nine million global companies.

“The HG Insights Platform goes beyond simple high-level market reports to provide business leaders with actionable insights to make successful Go-To-Market decisions,” said Robert Fox, CTO of HG Insights.  “Customers are already using HG Insights to allocate resources more effectively, prioritize the right product initiatives, and give their sales and marketing teams the account details they need to pursue the best opportunities—and now we are building on these capabilities with Platform 2.0.  I am excited at the speed of innovation the new platform launch unlocks as HG Insights maintains itself as the market leader of technology intelligence.”

HG Platform 2.0 supports modules for company profiling, marketing intelligence, contextual intent, and opportunity generation.

Platform 2.0 offers self-serviceable intent insights where marketers identify accounts with the highest current propensity to buy based on market signals.  Intent Insights begins by matching each vendor’s Ideal Customer Profile and intent topics to define a set of target accounts.  Account scoring then ranks the target accounts based on a combination of intent signals and market fit (firmographics and technographics).

Marketers can then employ IT spend intelligence to prioritize accounts by budgets, construct equitable sales territories, and analyze market spending trends.

The platform is supported by a “ground up” architectural refresh that improves HG Insights’ ability to scale up its data and insights delivery.  In Q4, the firm plans to release a new API and native Salesforce integration served by the new platform.

Other platform features include improved account scoring, saved search lists, account match logic enhancements, self-serve customer reporting, and UX enhancements.

Install data enhancements include company hierarchy mapping and “new trending features that capture intensity trending over time.”

“These improvements give a more dynamic experience to our technology install data and can answer a broader variety of questions about product usage,” said Darcy Moss, Director of Product Marketing.  “Data coverage and precision have improved—you are now able to profile installs at a global, country, and city/state level.  Intensity Trending and Momentum deliver an improved understanding of technology usage.”

HG Insights, which began as a technographics vendor, now supports modules for opportunity generation, market intelligence, account profiling, and contextual intent.  The Market Intelligence module, released in early 2021, helps marketing and strategy analysts size markets by IT spend, tech installs, firmographics, geography, company size, etc.  It also lets them:

  • Analyze vendor penetration and identify threats, trends, and opportunities
  • Allocate resources and territories more efficiently
  • Identify untapped market potential with whitespace analysis

Contextual Intent, an add-on service, combines technology install data and buyer intent signals “to create a new scoring and filtering experience for laser-focused company targeting.”  HG Insights processes two billion weekly intent signals spanning over 120 million verified tech installs.  Its technology taxonomy support over 14,000 products, solutions, and services.

Contextual intent helps identify prospects researching or evaluating a product that is

  • Not detected in a current install
  • In a category where HG Insights has detected the installation of another product from the same vendor
  • A potential displacement of a competitor’s offering

HG Insights expanded its IT spend and intelligence insights when it acquired Intricately back in March.  Intricately’s proprietary sensor network gathers cloud product adoption, usage, and spend data for seven million global businesses across 21,000 cloud offerings.  Data are collected from over 150 global Internet points of presence, helping Intricately map digital infrastructure.  Its insights are delivered via an API, integrations, data snapshots, and web applications.

Intent Activity identifies the signal strength, signal location, and buyer’s journey stage.

team.blue Acquires Leadinfo

team.blue, a European cloud services provider, announced that it acquired a majority stake in European visitor intelligence vendor Leadinfo.  team.blue was formed in 2019 when three hosting groups were merged into a European provider of web hosting and cloud computing services.  The firm supports 2.5 million customers across fifteen European offices, aiming to “supercharge the business performance of small and medium-sized businesses.  It describes itself as a “one-stop partner for web hosting, domains, e-commerce and application solutions, with more than 1,800 experts to support.” 

team.blue’s twenty-five offices provide local-language and market “expertise, knowledge, and insight, serving “a rich European landscape of businesses” in fifteen European countries and Turkey.

Team.blue CEO Jonas Dhaenens is looking to augment the firm’s hosting services with B2B cloud applications.  Along with Leadinfo, its value-added services include domain registries, website building (webnode), privacy and compliance tools (iubenda), and WordPress hosting (raidboxes).

Leadinfo supports over 3,000 European customers, claiming to be the market leader in Benelux and the largest international provider in the D-A-CH region.  CEO Han Kleppe and the rest of the management team will continue running Leadinfo as an independent subsidiary.

Leadinfo represents team.blue’s entry into the visitor intelligence and lead intelligence spaces.  It provides lead management services, including visitor intelligence and enrichment, personalization, lead generation forms, triggered workflows, screen recordings (mouse movements and clicks), and over fifty sales and marketing platform integrations.  Leadinfo also supports retargeting services for Google ads and LinkedIn.

team.blue visitor information displayed in the Leadinfo service.

Leads are enriched by IP address matching against a reference database of 220 million global businesses.  Firmographics are gathered from global registry filings and web crawling.  Firmographics include address, phone, year founded, industry codes (US SIC 87 and local codes), sizing data, company logos, social media links, business descriptions, etc.  Legal information includes the registration number, entity type, ultimate parent, group size, and employees in group.  Business descriptions are generally available in the local language.  Other information includes a pinned Google map, page view information, Leadinfo’s lead score, and Leadinfo tags.

Leadinfo does not disclose the name of its registered data aggregator. 

Leadinfo company profiles include a proprietary lead score based on visitor behavior.  However, lead scores do not yet adjust for firmographic fit; thus, a company may score high based on behavior but may not be a qualified lead.

Contact data is limited to board members and publicly listed employees from LinkedIn and Xing (a D-A-CH competitor of LinkedIn).  Contacts are searchable by name and title, with users able to link to LinkedIn and Xing profiles.

Leadinfo’s visitor intelligence tracks visitors across the website, providing detailed viewing histories.  The company matches IP addresses against its global company database and enriches the leads with firmographics.  Visitors are viewable from a web application that supports filtering by firmographics, visitor activity, lead score, and Leadinfo tags.  Screened lists may be exported as CSV files or programmatic uploads (LinkedIn and Google Ads).

Leadinfo also offers a set of dashboard widgets for tracking and analyzing website activity:

  • Live Widget – Tracks current visitors and site activity over the past 24 hours.
  • Map View – Displays visitor locations on Google Map
  • Companies per Province – Displays a national heat map with activity by geographic region.
  • Most Active Companies – Top 10 or 25 visitors
  • Company Size – Bar Graph by employment band
  • Branches – The top industries visiting the website
  • Most Visited – The top pages

Liquid Content, its name for site personalization, adjusts the website based on firmographics.  As a result, marketers can customize the text, video, content, and images presented to the visitor, allowing them to segment their website presentation.

Leadinfo supports a set of triggers and can segment them based on how each visitor reached the website: Directly, Referral, Email Link, Paid Search (Facebook, Google, LinkedIn, Microsoft), Organic Search, or Social Link (Facebook, LinkedIn, Instagram, Twitter, Xing, YouTube).  Trigger rules support multiple custom selects; thus, lead scores may be coupled with firmographics to ensure actions are based on both visitor behaviors and firmographic fit.  Based on the trigger rules, users can add or delete tags, send emails, enroll companies, and send to CRM.

Triggers are also controlled by enrollment so that additional research from a recent visitor does not trigger additional activities or notifications.  Administrators set a period between activities to prevent notification spam.  Firmographic variables may be used for assigning leads.

Slack notifications may be sent to a channel or person, with the user selecting the notification language.  Thus, Slack triggers can be routed by firmographics for industry or territory reps and sent in the recipient’s language.

Lead forms are available and leverage Leadinfo’s visitor intelligence.  While lead forms do not support triggers, the inputted lead data can be routed via Zapier to various applications.

CRM integrations include Salesforce, HubSpot, MS Dynamics 365, Sugar, and Pipedrive.  Other partners include Salesloft, Zapier, and Slack.  Furthermore, Leadinfo has developed an extensive partner network that spans 1,200 agencies.

CRM integrations are bi-directional, with Leadinfo performing duplicate checking against lead and account records.  When sending to CRM, companies may be added as Lead or Account record types.  Additionally, company profiles include deal and task information gathered from CRMs, and users can create new deals and tasks from Leadinfo.

Leadinfo displays HubSpot Deal and Task information. Sales reps can also create new tasks and deals from Leadinfo.

“As a leading digital enabler for companies and entrepreneurs across Europe, we want to offer business value to our customers and partners,” said team.blue CEO Claudio Corbetta.  “Leadinfo is converting visitors into leads which makes the return on investment of the software extremely tangible.  Furthermore, their agency model is a perfect fit with team.blue since this customer segment is dear to us.  We were impressed with the track record of Han in scaling Leadinfo to where it stands today.  We’re eager to help to roll out Leadinfo into new territories.”

The 25-employee firm is based in Rotterdam and just opened its first international office in Dusseldorf.  It will remain an independent company but benefit from team.blue’s operational and financial management.

Pricing is volume-based, with no charge for the core functionality (e.g., triggers, connectors, lead forms).  Prices are based on the number of unique matched companies per month:

The only premium services are screen reporting and liquid content.

Leadinfo grew revenue between 2 and 3X last year.  However, it did not disclose its acquisition price or revenue specifics.

Flash: Echobot & Leadfeeder Acquired & Merged

Growth equity firm Great Hill Partners invested €180 million in Echobot and Leadfeeder, merging the firms into a Sales Intelligence and Go-to-market platform.  Both firms are based in Europe (Germany and Finland) and will benefit from the roadmap set out by North American RevTech firms.

The merged firm will be based in Karlsruhe, Germany, with Echobot CEO Bastian Karweg continuing as CEO.  Leadfeeder CEO Pekka Koskinen will become the CPO.  The combined company has a headcount of 250 across six offices in Europe and the US.  The new firm’s Annual Recurring Revenue (ARR) exceeds €20 million. 

Leadfeeder serves around 7,000 customers and Echobot 1,500.

Echobot’s European data coverage

Echobot offers a Sales Intelligence and B2B DaaS platform for the D-A-CH region, UK, and France.  Late last year, it added a broader European data pack.  It supports a database of 20 million European companies and over 60 million GDPR-compliant contacts.  Company and contact data is derived from both registered filings and open web sources and includes directors, shareholders, and financials. 

Echobot takes a “True Compliance” approach which gathers data only from publicly accessible sources.  Furthermore, it provides verification links to the source URLs that allow reps to answer the question, “where did my data come from?”  All data is hosted in Germany.

Echobot’s products include TARGET (prospecting), CONNECT (Sales Intelligence), DATACARE (B2B DaaS), and an API.  In addition, Echobot offers CRM integrations with HubSpot, Salesforce, Microsoft Dynamics, and SugarCRM.

“It is our goal to be the leading sales intelligence and go-to-market platform to our core European and North American markets,” said Karweg.  “Thanks to Great Hill, we have now assembled the best data, AI / ML, talent, and operating experience to achieve just that.  We are increasingly seeing organizations looking to take advantage of their own data and third-party data, and then to augment this intelligence with better, more personalized outreach.  The combination of Echobot and Leadfeeder is uniquely positioned to capitalize on a massive market opportunity at the early stages of adoption.”

Leadfeeder IP-to-Account Visitor Intelligence

Leadfeeder offers website visitor intelligence that maps IP addresses to company intelligence.  During the pandemic, it worked to identify remote workers and map them to their employers, helping refine which companies are in-market.  It also supports connectors for Google Analytics, chatbots, audience retargeting, major CRMs, Zapier, and Slack.

“Integrating Leadfeeder’s web visitor identification system with Echobot’s data and prospecting solutions creates a unique platform upon which we can both enable organizations to identify and engage high-intent prospects as well as introduce incremental applications that enhance B2B sales and marketing operations,” said Koskinen.

Karweg envisions an ABM workflow that begins with an ICP analysis that identifies net-new accounts.  The ICP is then mapped against Leadfeeder’s visitor intelligence and Echobot’s firmographics and event triggers to identify high-value, in-market accounts for programmatic marketing.  While programmatic campaigns are not yet supported, they are in development.

Great Hill Partners has also committed an additional €50 million toward future acquisitions.  In an interview with GZ Consulting, Echobot CEO Bastian Karweg indicated that the €50M in dry powder would be used towards acquiring talent, RevTech functionality, or expanded content.

The equity acquisition is a combination of primary and secondary funding, with Great Hill Partners buying out many of the original investors.  It named Growth Partner Derek Schoettle Chairman of the Board and placed Great Hill Partners Managing Director Chris Gaffney and Vice President Greg Stewart on the board of the merged organization.

Schoettle is also on the board of ABX Platform Terminus, another Great Hill investment.  He was the CEO of ZoomInfo when DiscoverOrg acquired it in 2019 (DiscoverOrg subsequently assumed the name ZoomInfo), so he and the new board members offer deep Go-to-Market domain expertise.

“Go-to-market is one of the fastest-growing areas of B2B software.  Sales and marketing organizations need timely, accurate information and intelligent systems to identify and engage their prospects in an increasingly personalized, automated fashion.  By bringing together Echobot and Leadfeeder, we can create the next-generation sales intelligence and go-to-market platform,” stated Derek Schoettle.

The transaction is a merger of equals bringing together two firms of roughly the same revenue and employee base.  Both firms have over €10M in ARR and are growing rapidly.  Echobot grew 70% last year, while Leadfeeder had a 50% growth figure.  Echobot has long been profitable, and Leadfeeder is nearing profitability. 

The firms will initially run as independent brands as they merge their operations and platforms.  The deal closed a few weeks ago but was announced this morning.  Thus, they have already begun combining finance and HR.  The two brands will be maintained in the near term with rebranding under consideration for 2023 as Echobot is also the name of a Mirai malware variant.

Valuation figures were not disclosed, but the final price was determined before the recent valuation declines and did not change.  The firms were both being advised by GP Bullhound, which suggested that packaging the two firms together would result in a more effective growth equity round.  Furthermore, the two companies offered features on each other’s roadmap so were logical complements.

Europe has been tracking behind the US in the Sales Intelligence space, with several national champions now looking to offer European datasets and local UIs.  European sales intelligence and B2B DaaS solutions must meet higher data compliance and privacy standards, incorporate registered data from national registers, support multiple currencies, and many languages.

Echobot covers the D-A-CH region (Germany, Austria, and Switzerland), the UK, and France, with a general European data package added late last year.  A Nordic data package has been accelerated due to the merger, which would increase its competitiveness against Dun & Bradstreet and Vainu.

“One of the most requested developments for 2021 was to access data from the entire European market.  That was not only requested from German customers with a strong export to European countries, but also from new, international users that want to expand into Europe,” explained Karweg last November when Echobot added coverage of over twenty European countries.

“Europe is not one country but many, and there are differences between them, whether it’s to do with culture or data compliance,” remarked Schoettle.  “Having a platform that is unique and linguistic-specific, and serving its markets with high-quality data, is a differentiator.”

“It’s a dream match,” argued Koskinen.  While previously the firm purchased contact data from multiple sources, “it has been difficult to get sufficiently up-to-date and accurate data.”  With the merger, Leadfeeder will offer better data quality and “have all the expertise in-house” to expand its coverage.

Along with higher quality data, Leedfeeder will benefit from a broader set of firmographics, financials, and sales triggers for data enrichment and lead scoring.  Leadfeeder will also be able to cross-sell Echobot’s sales intelligence, prospecting, and data enrichment services to its 7,000 customers.

“We want to be the biggest in Europe,” stated Koskinen.  “It’s going to take a few years, but I think we’re succeeding…We have long had customers all over the world.  After the merger, we will be able to offer something that no one else can.”

Echobot offers German and English-language Sales Triggers.

Bombora RevTech Integrations

Bombora Insights in Terminus

Bombora is one of the leading sources of third-party intent data gathered from B2B Media sources, with over 5,000 media websites contributing to its Company Surge intelligence.  It has chosen to remain independent and broadly partner with RevTech Companies, including six of the seven vendors that were listed in Gartner’s 2022 Magic Quadrant for ABM Platforms: 6sense, Demandbase, Terminus, Madison Logic, RollWorks, and Triblio (Foundry).

“Gartner weighs Intent data as its single-most critical capability for new account acquisition and a driving force in both customer retention and expansion,” blogged Bombora Senior Product Marketing Manager Ryan Moline.  “This full-funnel visibility into what’s important to your prospects and customers empowers your go-to-market teams with the data needed to create hyper-personalized, omnichannel buying experiences that result in more meetings booked, accelerated deal cycles, and opportunities for long-term growth.  This is just one reason why many of the companies recognized in this year’s Gartner Magic Quadrant partner with Bombora for their Intent data needs.”

Both ABX platforms and direct customers rely on Bombora to identify in-market demand, allowing them to reach out to accounts in their ICP when they are actively researching solutions.  Company Surge data can also be deployed for identifying churn risk accounts and upsell and cross-sell opportunities.

“Bombora’s content consumption model has become the de facto standard in B2B marketing for third-party behavioral data to indicate intent,” stated Forrester.

This month, Bombora announced an integration with HubSpot and an enhanced integration with Salesforce.

“Bombora has prioritized direct integrations and partnerships in order to make it easier for sales and marketing teams to access our insights without changing their workflows,” said Bombora CEO Erik Matlick.  “HubSpot is one of the most well-known marketing, sales, and service software companies in the world, and we’re thrilled for our app to be in the spotlight as they look to help B2B brands with their business challenges.”

Company Surge for Salesforce

MarTech Supply & Demand Analysis

MarTech Supply and Demand Analysis from Frans Riemersma

After I wrote about the revised 2022 MarTech Landscape, Frans Riemersma, who helped Scott Brinker update the MarTech Landscape, shared an analysis of supply and demand among various MarTech categories.  The light shading represents the “demand” side of MarTech, as captured in the frequency by which apps appear in 718 tech stacks.  The dark shading represents the “supply” side of MarTech in a particular category, as represented in the MarTech Landscape.

According to their analysis, MarTech “Monopolies” exist where there is significantly more demand than supply (technically, they are oligopolies).  Segments marked by many buyers and few suppliers include Social & Search Advertising, ABM, and Mobile & Web analytics.

Conversely, MarTech competition exists in segments with more vendors than demand.  Competitive segments include Mobile Marketing, Live Chats & Chatbots, and eCommerce Platforms & Carts.

Riemersma identified niches as segments with a low number of suppliers and limited demand.  Niche segments include Native/Content advertising, Video Marketing, Marketing Analytics, and Performance & Attribution.


My original article about the MarTech Landscape.