HG Data Rebrands as HG Insights

HG Insights Product Line
HG Insights Product Line

Technographics vendor HG Data officially rebranded as HG Insights, rolling out a new name, logo, and website.  The rebrand coincides with the launch of their new HG Insights platform. They have retained HG (Holy Grail, not mercury) and shifted from being a data company to an insights company, moving up the knowledge pyramid.

Customers are asking them to “help us isolate on tech insights farther down the funnel,” said VP of Product and Marketing Kineon Walker.

Outsell places information value along a five-level pyramid with raw data in the base and smart data (“normalized and standardized, categorized, linked, and indexed”) at level two.  HG Data resided at level two with a highly regarded dataset of product / vendor data that was broadly licensed to sales intelligence vendors, customer data platforms, and predictive analytics companies.  While a pure data licensing strategy can provide initial funds for a startup, it quickly caps the growth of the organization as much of the potential value add resides in licensor tools and insights, not the smart data.  Thus, to continue growing, HG Data began developing customer-facing workflow tools (Outsell’s level three) a few years ago and expanded its content value with the September acquisition of London-based Pivotal IQ, a curator of IT contract and spend intelligence.

The Pivotal IQ acquisition provided HG Data with an “opportunity to redefine what technographics means and what technographics is” said Walker at the time.

HG Insights is emphasizing ABM targeting and strategic account intelligence:

“HG Insights helps you ignite opportunity.  Opportunity that helps your business accelerate growth by providing you with an unprecedented view of the global markets, industries, and companies you sell to.  Intelligence that empowers your business to generate more revenue from your Account Based Marketing programs by scoring your accounts and leads to pinpoint the best prospects.  Insights that enable you to increase deal sizes by identifying the company profiles with the highest revenue potential.  Insights that help you build better account strategy plans so that your sales team can increase win rates and shorten sales cycles.  HG Insights delivers strategic account intelligence that allows your business to remove subjectivity from sales territory management and ensure that your team is focused on the best prospects in every market.  Insights you can use to gain market share and outperform your competition.  Insights you can trust.”


Laura Firey, HG Insights Product Manager  

HG Insights workflow tools support TAM Analysis, ICP development, whitespace analysis, data enrichment, and programmatic marketing.  Connectors or extensions are available for Salesforce, Lightning Data, Marketo, and Chrome.

“We wanted to elevate the look and feel of what has become an extremely sophisticated company,” said Walker.  “No one has the quality technographics that we have, which include the most accurate technology spend data available in the market.  The new on-demand capabilities of our HG Insights Platform are unmatched by any competitor.  Our unique ability to work proactively with customers to deliver the Holy Grail of business insights is reflected in our new name, and we’re excited to see our new HG Insights Platform drive growth for businesses around the world.”

The HG Insights platform covers two million global company locations with technographics and spending models.  Technographic intelligence spans 10,000 products across 4,500 vendors.

“We’ve always been an inventive company that finds new ways to help customers stay a step ahead.  After seeing so many customers use our technology intelligence to make important strategic decisions, we knew it was time to define our company around the unique insights we deliver.  Our new HG Insights Platform gives us an incredible opportunity to showcase our depth and expertise to new audiences with a fresh new image.”


Elizabeth Cholawsky, HG Insights CEO

HG Insights enterprise clients include Dell, Hewlett Packard Enterprise, AWS, Cisco, Tata, Workday and Red Hat.  Data partners include DataFox (Oracle), TechTarget, Lattice Engines, and Dun & Bradstreet.

HG Data Acquires Pivotal iQ

HG PIHG Data announced the acquisition of London-based Pivotal iQ. The acquisition brings together two complementary tech vendor datasets: HG Data’s Vendor / Platform database and Pivotal iQ’s IT contract data and spend intelligence. The combined content set will help clients target accounts, evaluate purchase likelihood, and identify when best to reach out to prospects.

“For years companies large and small have relied on HG Data to identify the software, hardware and cloud services being used by millions of companies worldwide. With the addition of Pivotal iQ, we are the first in the market to deliver a unique blend of IT spend, IT install and contract renewal intelligence,” said HG Data CEO Elizabeth Cholawsky. “This information can be accessed through the Pivotal iQ platform, allowing our customers to act more quickly on the best technology datasets with the deepest insights.”

Like HG Data, Pivotal iQ employs web crawling and natural language processing to build its dataset. Coverage spans 186 countries representing over 90% of the global ICT spend. The database is matched to D&B WorldBase, providing account and location level views across corporate hierarchies. The firm claims to cover installed technology for all global firms with $50M in revenue and global publics with $25M.

Pivotal iQ intelligence covers 600,000 companies, 8,500 vendors, 10 million supply-side announcements, and 40,000 contracts. Data is updated daily.

The Pivotal iQ InstalledView service details hardware and software installations at the account level. SpendView provides market and country-level analytics and competitor take-out campaigns across 21 spending categories and 22 sectors. SpendView includes a visualization engine for competitive and account analyses. The BuyerView service provides enterprise IT and purchasing departments with intelligence around which vendors are being deployed and which companies are managing outsourced projects within their peer group.

“Our vision for Pivotal iQ has been to deliver the best intelligence on the ICT sourcing activities of Organizations to empower businesses to make better supply and purchase decisions,” said Pivotal iQ CEO Tim Royston-Webb. “By joining with HG Data, our joint customer base now has access to an unparalleled portfolio of firmographic and technographic data along with intuitive decision tools that will help their businesses grow and succeed.”

Deal terms were not disclosed.