As we are one month away from the new year, it is a good time to think about budgeting for data quality in 2018.
I know it isn’t glamorous, but that doesn’t mean it is unnecessary.
Data Quality software is markedly improved over the past few years. No longer is it necessary to download and forward a file to a vendor and wait for them to process your marketing file. Sales and Marketing Operations can now setup automated cloud cleansing that works within Marketo, Eloqua, Salesforce, Microsoft Dynamics, and other enterprise applications. B2B vendors to consider include Dun & Bradstreet, InsideView, Zoominfo, and ReachForce.
These platforms perform both initial batch match & append and ongoing enrichment, ensuring that your sales and marketing files have both accurate and complete data. These services also support company and contact prospecting, data health reports, suppression lists, and segmentation reporting. A few even offer free data quality reports, deduplication, technographic enrichment, nixie files (defunct companies and departed exec files), web form support, sales intelligence services, and contact verification and standardization (e.g. address, phone, and email) for non-matched records.
As these services reside in the cloud and offer cloud connectors for the major MAPs and CRMs, the operational overhead is minimal allowing operations to focus on ABM look-a-likes, segmentation, and improved targeting instead of file management.
What’s more, data quality improvements benefit sales, marketing, and downstream systems. A record cleansed and verified as it is created costs much less than a bad record passed down to other enterprise platforms. Beyond direct cost reduction (storing bad data, marketing to departed execs, sales calls to abandoned voicemails, reduced time keying and updating records manually), there are improvements to segmentation, targeting, lead scoring, lead routing, and messaging.
So budget for data quality in 2018. It isn’t glamorous, but it is effective.
LinkedIn Sales Navigator is now delivering company and contact intelligence within Hubspot CRM. Along with firmographic and biographic information, Sales Navigator for Hubspot CRM displays related leads, mutual connections, and common interests.
LinkedIn intelligence is displayed within left-hand sidebar squares. By clicking on the contact square, users have access to a richer profile along with three tabs (see image above):
Icebreakers: shared connections, experiences, and interests, plus a link to the lead’s recent activity stream.
Get Introduced: quickly ask a mutual connection for an introduction.
Related Leads: find other leads at the same company, and quickly save them to your Sales Navigator leads list.
Company profile tabs also support three functions:
Recommended Leads: Identifies those in the organization that share connections or interests
Connections: Current and potential connections
News: Recent news and posts
Hubspot customers must separately license Sales Navigator to receive LinkedIn intelligence. LinkedIn content is view only within Hubspot. Users cannot upload content to Hubspot CRM.
Microsoft announced Relationship Sales, a bundled version of MS Dynamics for Sales Enterprise Edition and LinkedIn Sales Navigator Team. The new bundle will be available for sale on July 1st. The service is priced at $135, which is “about one-half the cost of competitive solutions in the market,” according to Microsoft EVP, cloud and enterprise group Scott Guthrie.
LinkedIn also announced a set of insight enhancements for its MS Dynamics connector. Insights help sales reps by
Leveraging signals across email, CRM and LinkedIn to get contextual recommendations for the next best action within Dynamics 365 for Sales, facilitating introductions directly through the company’s network and sending InMail, messages and customized connection requests.
Engaging buyers with tailored content throughout the account lifecycle and getting account and lead updates, including news mentions and job changes.
Building strong relationships with existing contacts through access to LinkedIn profile details including photos, current roles and work history.
The new service displays company and contact intelligence across Account, Contact, Lead, and Opportunity records. Insight features include icebreakers, TeamLink introductions, Lead Recommendations, and LinkedIn intelligence. Daily synchronization ensures that active accounts and contacts are shared between the services and that Sales Navigator activities (e.g. InMails, messages, notes, tags, and call logs) are uploaded to Dynamics 365.
“Sales Navigator with Dynamics 365 will dramatically increase the effectiveness of salespeople by tapping into their professional networks and relationships, giving them the ability to improve their pipeline,” said Guthrie.
“Microsoft has been focused on integrating its acquisitions and the LinkedIn to Dynamics 365 [to] Office 365 is the latest [iteration],” said Constellation Research Principal Analyst Ray Wang. “Customers already use these three products in disparate fashion spending time doing arm chair integration. What they’ve been looking for is the ability to take the data and insights in these three products and put them to work.”
Wang believes that cross-platform functionality can be quite useful. For example, “How do you find out who knows whom inside a company? Traverse your Office 365 data, your [Dynamics 365] CRM database and your LinkedIn Sales Navigator, and you realize Joe and Abdul have known each other since university days. Let’s put Abdul on the sales call.”
As LinkedIn member content is view only, Relationship Sales does not provide any member content enrichment or data maintenance. Thus, Relationship Sales would need to be used in conjunction with other services such as Insights Enterprise (InsideView OEM with MS Dynamics) or D&B Hoovers for CRM to obtain a full sales intelligence and data maintenance solution.
InsideView is now offering an Insights Enterprise edition for Microsoft Dynamics which adds prospecting and several other enhanced features to Insights, their Dynamics OEM partnership. Insights Enterprise is available for Dynamics CRM and 365 for $49 per user per month in the US and Canada.
Company and contact prospecting is an InsideView strength. Along with standard firmographic and biographic variables, InsideView’s list building feature includes selects for agents (sales triggers), connections (who knows who), and the presence of emails as well as social handles. Users can save searches; upload lists as Accounts, Contacts, and Leads; add companies or contacts to Watchlists, or download lists of up to 500 records to Excel (users are allocated 500 record downloads per month). Up to twenty records may be uploaded directly to Dynamics at a time with the system preventing duplicate record uploads.
Other new or expanded features include up to five Watchlists for following prospects and obtaining custom news alerts, custom field mapping, social media stream personalization, and family tree display. Enterprise customers receive direct InsideView training and support. Finally, Insights Enterprise includes InsideView’s iOS mobile app which previews relevant contact and firmographics in context of calendar appointments.
“For the end user it is not about [a sales tool’s] flashy bells and whistles. They want the right information about companies and contacts they care about,” said Heidi Tucker, VP of Global Alliances. “They want to make it real time and relevant. That’s what’s valuable for the prospects I’m calling on today.”
Insights is also available through Microsoft partners.
“I’m pleased about the expanded functionality and availability of Insights Enterprise,” said Chris Huntingford, Pre-Sales Consultant, Hitachi Solutions Europe. “In addition to helping us sell more Dynamics CRM Online and 365 installations, our on-prem clients who have not yet converted to an online environment can now take advantage of Insights Enterprise, a comparable — in fact enhanced — alternative to Insights, which is only for online environments.”
InsideView has offered an OEM edition of their service within Microsoft Dynamics for around five years. Tucker described the shift in sales and marketing since the beginning of the partnership as one of moving from a shotgun approach to precision sales and marketing via ABM:
The biggest change we’ve seen over last 5 years is the focus from more of a one to many approach in sales and marketing – thinking the more data or prospects the better – to now much more of a targeted approach. We’re all so over-messaged in every aspect of our lives…we now see a return to a much deeper level of engagement, especially in B2B. [A sales professional] wants to see who [his or her] buyer is, who that team is, and bring real business value to them. The only way to do that is if you have the news and intelligence in a more meaningful way than competitors.
Dynamics clients outside of the US and Canada are now eligible for discounted pricing. A landing page is listing up to 50 seats of Insights Enterprise for $10,000 / €9,500 / £8,000 per annum. Additional seats are priced at $10 / €9.5 / £8 per month. The limited time offer runs through June 30th and includes onboarding, training, a dedicated customer success manager, and technical support.
When Insights was launched five years ago, the InsideView offering was more US-centric in its content coverage, but the firm has expanded its coverage significantly, particularly in Europe, with 5 million companies and 16 million executives outside of North America.
Tech Profiler, InsideView’s set of technographics for 525,000 companies spanning 2,100 hardware and software products, is available as an Insights Enterprise premium beginning at $5,000. Tech Profiler is presented as an additional Insights tab. Users can filter by product category or perform keyword searches.
However, tech variables are not available in Insights Enterprise Build a List.
Continuing on my discussion of Sales Intelligence enhancements in 2016, my next area of coverage is connectors which extend functionality into CRMs, MAPs, Google Chrome, etc.
Almost all Sales Intelligence vendors offer Salesforce.com connectivity as a baseline offering. Some have limited functionality while others provide a fully integrated offering encompassing virtually all of their website features along with update features (e.g. Batch, continuous, “stare and compare”).
The following vendors launched or enhanced their CRM connectors:
Zoominfo released a new version of Zoominfo for Salesforce in February 2016. Features include on-demand updating, new contact matching, segmentation analysis, and new targeted contacts. Zoominfo stresses that all enrichment, analysis, and targeting are done via “one easy-to-use interface” without the need to export files to Excel. Zoominfo for Salesforce also added integrated prospecting. Data may be shared bi-directionally between the services so users can check for duplicates before uploading prospects to SFDC. Zoominfo also added custom mappings for all fields into its Salesforce connector and improved the company and contact lookup workflows.
Avention released OneSource for MS Dynamics and OneSource for Oracle Sales Cloud connectors which integrate Avention functionality into the Microsoft and Oracle CRMs. Features include I-frame display, “stare and compare” updates, custom variables, prospecting, and the Avention Journal. Avention also rolled a series of enhancements into its CRM connectors. These include:
The automatic population of matched records, bypassing the “stare and compare” step for new accounts
Avention Journal filtering
Avention Journal list views (the default view is calendared)
Modify the Avention Journal viewing period
Contact filtering by job function, level, title, keyword, etc.
DataVision tab (if licensed)
Salesforce Lightning support providing improved tablet usability and dynamic resizing.
Batch duplicate management on bulk uploads (ignore, create, update)
Data.com added a Prospect Insights view which can be accessed from Opportunity and Account Detail pages. A “See More Insights” button takes the user to additional business and financial details from Dun & Bradstreet. Company intelligence includes D&B WorldBase firmographics and linkage, Hoover’s top company descriptions and competitors, and First Research industry overviews including call prep questions and industry summaries. Data.com also upgraded the Dun & Bradstreet company family view to the Lightning platform.
DiscoverOrg released CRM connectors for Talent Rover, Zoho, and Bullhorn. They also enhanced their Salesforce connector.
To improve the Salesforce experience, LinkedIn Sales Navigator is no longer requiring sales reps to manually identify which contacts should be downloaded from SFDC to Sales Navigator. Synchronization can be managed at the administrator level. While SFDC describes this as improved synchronization, it basically downloads leads and accounts to Sales Navigator. No LinkedIn member account or lead intelligence is uploaded or available for updating SFDC records. However, the system does flag which records are in SFDC so that reps can manually key information from LinkedIn to SFDC. For example, sales reps may add tags (e.g. Qualified) and notes to leads and accounts with this information then synched with Salesforce.
One of the major trends in 2016 was the continued expansion of sales intelligence vendors into the marketing department. Most commonly, this involved Marketing Automation Platform (MAP) connectors with Marketo and Eloqua (Oracle Marketing Cloud), though some vendors support other MAPs as well.
InsideView released an ABM solution in partnership with Marketo. The ABM solution is a bundle that includes products and data services to enable targeted account and contact selection, campaign execution, and measurement.
RainKing released connectors for Pardot and NetSuite
Avention released connectors for Oracle Marketing (Eloqua) and Marketo which support data enrichment, account insights, and predictive analytics. The new MAP connectors support three marketing use cases: web form enrichment, uploaded list matching via the OneSource platform, and prospect list building within OneSource. Lists built and enriched within OneSource are then fed to Eloqua or Marketo.
Several vendors built Chrome connectors in late 2015 or early 2016. Chrome connectors build additional feature functionality into the Chrome browser, usually centering around the contextual display of company and contact information related to corporate websites and LinkedIn profiles. Firms with Chrome Connectors include DataFox, Mattermark, Zoominfo, DiscoverOrg, and HG Data.
To assist with messaging, LinkedIn now offers a Chrome extension for Gmail. The extension provides integrated access to public LinkedIn profiles and social contact information as a right-handed information bar. If a contact is not in Sales Navigator, users can quickly add him or her as a lead without exiting the Inbox. Icebreakers such as shared connections, experiences, and interests help shape account or prospect messaging. TeamLink colleague connections are also displayed.
Finally, several Sales Intelligence vendors began supporting Account Based Sales Development (ABSD) vendors (there are also non-SI vendors participating in ABSD ecosystems providing coaching, transcription, analytics, and other services):
Sales Intelligence vendor InsideView released a pair of enhanced connectors for Salesforce.com and MS Dynamics 365. The Microsoft connector is the next generation of their Dynamics partnership. The Salesforce Target connector provides company and contact prospecting within the AppExchange.
Insights version 4.0 is being released as part of MS Dynamics 365. Said InsideView, “Insights 4.0 is more deeply embedded in the sales workflow than ever, so sellers can quickly find data, insights, and connections wherever they are within their Microsoft Dynamics 365 environment and use that intelligence to close deals faster.”
InsideView lists the following new capabilities:
Global contact filtering to assist with contact discovery
A new Discovery Center for searching InsideView’s universe of global companies. Discovery Center supports company searching against companies not yet added as accounts. Users can view firmographic data, key contacts, and company news. Users can add companies as accounts or to a Watchlist.
Custom field mapping
Social feed suppression to enable/disable social media integration and social media stream customization
“Microsoft is the only major CRM provider to embed external customer data, millions of key contacts, and timely, actionable insights within CRM at no additional cost. That’s leadership,” said Heidi Tucker, VP of Global Alliances at InsideView. “Buyers expect salespeople to be relevant, understand their business issues, and come prepared with meaningful solutions. Microsoft Dynamics 365 subscribers get that advantage included with their CRM Online license. All they have to do is turn it on. And now, it’s even easier with Insights 4.0.”
Insights is bundled into the following MS Dynamics products: Dynamics CRM Online Professional and Enterprise, Dynamics 365 Plan 1 and Plan 2, Dynamics 365 for Sales, Dynamics 365 for Customer Service, Dynamics 365 for Field Service, and Dynamics 365 for Project Service Automation.
InsideView also announced immediate availability of InsideView Target for Salesforce which provides company and contact prospecting from within SFDC. Target provides dynamic list building using firmographic, biographic, and technographic variables. Screening variables include eighteen high-precision trigger events, news keywords, the presence of emails or phones, and technologies employed (2,200 categories across 525,000 companies). Trigger events (“InsideView Agents”) and news go out as far as thirty days and may be combined with keywords (e.g. Partnership triggers mentioning Apple).
Although the InsideView database contains global companies, screening variables are not internationalized beyond country and international region. Revenue sizing is in US dollars and there are no international industry codes, indexes, or sub-regions.
Other features include deduplication, custom field mapping, saved searches, and one-click pushing of records to Eloqua and Marketo.
InsideView provides a screenable dataset of 12 million global companies and 30 million “director-and-above decision-makers.” InsideView positions their smaller dataset as a valuable feature. “No noise, no mom-and-pop companies, and none of the clutter from lower-level contacts and tiny businesses.”
InsideView Target is sold on a pre-purchased credit basis. Both company and contact records are counted towards the contract allotment. If a record has been previously purchased during the contract period, the marketer is not charged a second time.
InsideView has invested heavily in CRM and MAP connectors over the past five years. They support a broad set of partner platforms with rich content and functionality.