Mmojo Data Marketplace Launched (Part III)

Mmojo Data Manager Portfolio View
Mmojo Data Manager Portfolio View

This is part III of my Mmojo coverage.  Part 1 covered data enrichment and part II covered prospecting.  My final blog covers Mmojo’s data partners and pricing model.

Both prospecting and uploaded lists may be appended via the Mmojo data marketplace.  While basic company firmographics are included with the subscription, additional data sets may be appended, some for a fee:

  • Contacts: Contact Function, Level, Title, Email, Direct Dial, Social Links.  Licensed from multiple partners.  Only Stirista has been disclosed so far.
  • Technographics: Aberdeen high-level budget figures, hardware counts (e.g. servers, laptops, printers), IT headcounts, installed technology
  • Extended Firmographics: Geolocation, Alternate Names, Parent Company, Phone
  • Extended Address Data: Secondary Addresses, Carrier Routes, Census Data, Congressional Seat
  • M&A Activity: X8 M&A Activity Index Score
  • Company Classification and Growth Indicators
  • Legal Entity Identifier (free)
  • Public Company Financials: US SEC (free)
  • Taxpayer Data: IRS by City or State (free)
  • National [Medical] Provider ID: CMS (free)
  • Social Security Data by ZIP: US SSA (free)

Premium data set descriptions are provided which include the list coverage rate, update frequency, refresh period (how long licensed without paying for the record again), price per record, fields, and column definitions.

Unlike other firms which treat their company identifiers as proprietary, Mmojo will be open sourcing their ExC company identifiers.  Currently, Dun & Bradstreet D-U-N-S Numbers serve as the de facto global company identifier, but Mmojo will be challenging that status next year when they roll out international company profiles with open sourced ids.

The ExC numbers also support list appends and merging.

“Once appended, users can view their contacts and associated contact analytics.  The analytics enable Mmojo users to detect gaps by showing total number of contacts, percentage of companies with contacts, and the distribution of contacts by function and title, providing key data intelligence to B2B and SMB sales and marketing organizations.”

  • CEO Hank Weghorst

Members of the Austin-based Mmojo team include several former members of the Avention product team including CEO Hank Weghorst, Chief Data Officer Brad Palmer, and CTO Ray Renteria.  While there are some broad stroke similarities between the platforms, Avention never offered a data mart service.

Mmojo does not yet provide marketing automation or CRM connectors, so marketers must upload and download CSV files between Mmojo and these other platforms.

Mmojo is priced at $95 per month with additional charges for premium datasets.  The base service includes support for up to 250,000 unique companies under management, basic company and contact enrichment, and list prospecting.  Credit card and ACH billing are supported.  Premium data may be purchased in blocks of credits as follows:

Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.
Premium datasets are priced differently with contacts being 10 credits per record and technographics 16 credits per record.

Pricing varies by record type.  For example, Mmojo contacts are priced at 10 credits per record, but Aberdeen technographics are priced at 16 credits per record.  Thus, Aberdeen appends are priced between $0.112 and $0.16 per record.

Contracts may be canceled at any point.

Mmojo tracks which records have been previously downloaded and does not charge again for a record if it is being downloaded within a refresh window (six months for most vendors).  Users are only charged for premium data downloads.

An Enterprise service option is available for firms requiring multiple seats, more than 250,000 managed records, or custom configurations.

Mmojo is offering free ten-day trials.  Trialers have view-only access to the tool and do not need to provide payment details during the trial.  When lists are shared with non-users, they are also eligible for ten day trials.

The service includes a set of context sensitive help tools and videos.  A customer forum is also available for asking questions.

This is one of the most mature product launches I have seen.  The service includes a broad set of functionality, clean user interface, deep content partnerships, complete help and training tools, and a full press page.  When discussing the product pre-launch with Weghorst, there was a clear product positioning and defined target market segment.  The service also offers unique product pricing (hybrid subscription with premium data sets) and business models.

Mmojo Data Marketplace Launched (Part II)

 

 

Mmojo offers segmentation analysis and look-a-like prospecting.
Mmojo offers segmentation analysis and look-a-like prospecting.

(Part II of my coverage of the Mmojo launch.  Yesterday I covered Mmojo’s enrichment capabilities and tomorrow I will cover pricing and data vendors)

Mmojo’s prospecting module supports both traditional prospecting and ABM list cloning.  The Build a List User Interface is straightforward with filtering by

  • Location: State, City, ZIP
  • Company Name
  • Company Attribute: Public/Private/Government, HQ/Sub/Branch
  • Size: Revenue, Employees
  • Technology
  • Industry: Industry Keyword, SIC
  • Contacts: Function, Level, Keyword
  • Indicators: Home Office, Woman Led, Minority Led, Franchise

Type-ahead suggestions help with quickly entering cities. technologies, industry, and job functions/levels.

Missing geographic selects included counties, MSAs, ZIP Ranges, Email and Direct Dial Availability.  The inability to easily refine by location may be a hindrance to SMB sales.

The Industry selects are by keyword and SIC code, but the keyword search which supports typeahead suggest is sluggish. NAICS codes are coming next month.

Mmojo offers a matrix for quickly selecting job functions and levels.
Mmojo offers a matrix for quickly selecting job functions and levels.

A nice feature is the ability to quickly select contacts by function (Sales, Marketing, Engineering, IT/IS, HR, Finance, Operations, Planning) and Level by clicking or dragging the clicked mouse across a grid (see image on right).  Users can also enter keywords, but the list was mostly high-level titles and general functions.  Missing were key roles such as purchasing, sales operations, accounts receivable, accounts payable, security (except CISO), and compliance (except CCO).

Another welcome feature is the ability to save multi-variable filters allowing marketers to store territories or industry segments for quick recall.

Previously uploaded or built lists may be used for list suppression (e.g. exclude current customers and prospects) or as a constraint list (e.g. subsetting of a current list for targeting).  The system also maintains a Master List for this purpose.

When prospecting, marketers can grab a random subset of the list for a campaign or for forwarding directly to sales reps.

Lists can also be used to find mMore-like-these cloned companies.  The peer feature allows users to define the relevant variables and weights to be assigned to them.  Thus, a regional tradeshow list can be used as a seed file for additional prospects, but with the location variables relaxed; additional variables (e.g. deployed technology, growth indicators, corporate attributes) can then be assigned corresponding weights.  This feature is easily managed via a drag-and-drop tool and visual indicators.  As a segmentation analysis is also displayed, marketers can analyze the seed file as they adjust the selection criteria and weights.

I had one significant concern: the workflow from building a list to viewing it is not clear and is likely to frustrate trialers and new users.  Nevertheless, the user interface is otherwise straightforward and the dynamic segmentation (see left side of top image) is beautifully rendered and informative.


Part III discusses Mmojo content and pricing.

Mmojo Data Marketplace Launched

Mmojo Match List results display match scores with a drill down option on match criteria.
Mmojo Match List results display match scores with a drill down option on match criteria.

A new data marketplace, called Mmojo, was launched late last month.  The service provides cloud based prospecting, hygiene, segmentation analysis, look-a-likes, and data enrichment for B2B marketers.  CEO Hank Weghorst sees the SMB market as Mmojo’s sweet spot.  Mmojo describes itself as “the B2B data marketing data everything application.”

“Excellence in B2B Marketing depends on data, particularly in today’s world where data is everywhere,” explains the firm on its website.  “The problem is you have to do all the work: find the data, license the data, cross-reference the data, analyze the data, and maintain the data. Your Marketing Automation and CRM systems are not designed to do this. In fact, they REQUIRE data to feed them and make them effective. What if you had an easy-to-use system that did all that work for you? Mmojo does all of this for your existing data and for new data to drive your marketing programs.”

The Mmojo database spans 20 million US companies and 80 million contacts with plans to add international data in 2019.  Contacts include titles, job functions, emails, direct dial phones, and social handles.  Company intelligence includes firmographics, Aberdeen technographics (premium dataset), M&A heat scores, and public company financials and ratios.

“It’s been proven that the use of high-quality data will drive better marketing results. We built Mmojo with the sole purpose of providing simple and affordable access to this valuable data commodity,” commented Weghorst. “This approach, executed using our partner relationships and most importantly our state of the art technology, has enabled us to change the game.”

Data matching is performed against company, domain, phone, IP address, email, and additional variables as selected by the Mmojo AI match logic.  Matching is done automatically so users do not need to create a field mapping table between Mmojo and their source file; however, users can remap fields if Mmojo selected the wrong field or there are multiple similar columns (e.g. shipping and billing addresses). The match results list includes the match score and Mmojo ExC company identifier.  Users can click on a match score to see additional details about the match.  They can also quickly modify the match threshold and see how many records meet the adjusted threshold level.

Once a list is matched, the user can click on the List Analytics tab and view segmentation (state, revenue, employees, top industries) along with match analytics.  The “Sky Profile,” a trademarked feature, represents the “absolute centroid” of the list by revenue, employees, and industry.  The Sky Profile should be viewed as a typical record.

A List Details tab shows the field fill rates of the original file and the matched Mmojo field.


My review continues with Part II on prospecting.

Form Follows Function

InsideView users can quickly target additional executives by function and level.
InsideView users can quickly target additional executives by function and level.

One of the key aphorisms in architecture is that form follows function.  The quote, attributed to Louis Sullivan, holds that a building’s design should be based upon the underlying purpose of the building, not driven by ornamentation.  Twentieth century design took this maxim to heart with similar thinking spreading through industrial and software design.

In the case of information services, a focus on flashy design or “bells and whistles” can be a distraction if the underlying service fails to meet the basic informational and workflow needs of its users.  One of the great things about Google is that it returns high precision results from a few words entered into a search box.  It was this simplicity that allowed them to grab and hold two-thirds of the search engine market share, leaving Bing and Yahoo! to pick up the scraps.

A well-designed sales intelligence solution supports multiple sales and support workflows.  These users span multiple functions and departments (e.g. sales, sales directors, sales operations, sales support, service departments, business development, and marketing).  Furthermore, there are multiple types of sales reps within larger organizations so your sales intelligence platform needs to be flexible enough to meet differing information requirements and workflows.

Thus, tactical sales reps need to quickly locate contact information and a few prospect qualification variables.  They want to make sure that the contact they are about to call is in their territory and doesn’t work at a subsidiary of a named account.

Conversely, a strategic rep has broad information requirements around companies, company structures, executives, and key events.  Strategic reps are focused on who to call, when to call, and what to say.  Sales triggers are not only a flashing green light that a prospect is more likely to buy, but conversational material for catching the prospect’s attention and signaling that the rep has prepared for the call.  Likewise, SWOT reports, biographies, industry market research reports provide insights into client interests and needs.

Named account reps sell only to a few firms so need a deep understanding of their target accounts.  They need to be apprised of key events at an organization that could positively or negatively impact their pipeline.  Furthermore, named account reps are looking for additional contacts and locations for extending their corporate footprint.   Thus, searching across a company for specific job functions and then reviewing subsidiary profiles and bios is an important task in growing the account.  Named account reps also benefit from PDF exportability so they can review the latest information about their client or prospect while traveling.  These reports can also be shared with other members of the sales and support team.

Territory reps and financial services relationship managers need to be apprised of sales triggers within their territory, quickly research and qualify companies, and dig deeper on larger opportunities.  Furthermore, as they generally sell cross-industry, they  also benefit from industry overviews from vendors such as First Research.  These primers are written in plain English and provide a set of Q&A sections by topic and job function.

First Research reports, found in Dun & Bradstreet products, provide a series of Q&A topics by C-level functions, opportunities, and challenges.
First Research reports, found in Dun & Bradstreet products, provide a series of Q&A topics by C-level functions, opportunities, and challenges.

Most reps work within a CRM, so review the capabilities of sales intelligence CRM connectors.  The tighter the integration the better.  If your CRM is your system of record, you want the sales reps working within the CRM on desktops and mobile devices.  Services that bounce the user between a web browser and the CRM are less effective than those that provide most or all of their content and functionality within Salesforce.com, MS Dynamics, or other CRMs.  Also, look for “stare and compare” updating of records, batch and real-time synchronization of data, custom fields, and duplicate checking.

Many sales intelligence services also support the marketing department.  Standardizing the two functions on a common vendor helps reduce cost and channel conflict.  It also provides a basis for successful ABM programs which cross the two departments.  Several years ago, sales intelligence vendors only offered prospecting to marketing, but now they also support web forms, real-time and batch enrichment of leads, lead-to-account mapping, marketing automation connectors, lead scoring, segmentation analysis, Ideal Customer Profiling, TAM analysis, and net-new leads and contacts.  A few also offer standalone services for the marketing department such as programmatic advertising, visitor id, multi-channel marketing, and SEO.

When evaluating sales intelligence solutions, you should understand the workflows and information requirements of each of your sales groups along with other potential beneficiaries of the service.  Don’t evaluate simply on counts and features, but on the information needs and workflows of your various sales and marketing teams.

Quora: What features do you look for in lead generation software?

I woke up this morning to the following Quora query in my inbox:

What features do you look for in lead genration software?

so I attacked it immediately…

First off, I would call these companies sales intelligence solutions, not lead generation.  While they are used for lead gen, their primary value is for sales reps in prospecting, lead qualification, account planning, and selling deeper into the organization.

As you provided no details on your organization beyond B2B, I will put aside sales methodologies, sales structures, industry, and whether you are looking to align your sales and marketing departments.  Instead I assembled a checklist of features and coverage questions to ask.

Here are the key features I would consider.  Not all questions may be applicable to your situation.

  1. Content
    1. Is your coverage US, North American, or Global?
    2. Do you cover the smallest companies and branch locations?
    3. Do you offer consumer data (important for sales reps that sell to both B2B and B2C)?
    4. Are you company centric or contact centric in your data collection? Company centric will have better location data and works well for ABM, contact centric works for less strategically oriented firms looking to make many calls)
    5. How do you collect your data (e.g. Direct research, aggregation from other vendors, semantic mining) and how do you ensure the quality of your data)?  Direct research delivers the highest quality but limits coverage to a top companies universe at a higher price point.  Aggregation can deliver a full company universe but has a higher incidence of defunct companies and duplicates.  Semantic mining is the lowest cost way to build a dataset but is weak on data not easily mined (e.g. revenue, industry codes, linkage) and misses smaller companies without a web presence.
    6. How do you validate contacts?  How do you know when somebody has left an organization? How do you validate emails (and how often)?
    7. How many job functions and job levels do you support?
    8. How many sales triggers do you support?
  2. Current Awareness
    1. News alerts for companies
    2. Do you support one-click following of companies?
    3. Sales triggers.  How many triggers do you offer?
    4. Custom triggers
    5. Searchable news archive
    6. Do you include an integrated social media feed?  Can it be filtered and searched? Which social media sites are included?  How about blogs?
    7. Do you filter out duplicate stories and non-business news stories?
  3. Account Planning
    1. Family Trees.  US or global?  Do they include branches or only subsidiaries?  Are they downloadable to assist with analysis?  What details are shown in the trees?
    2. Long Business Descriptions?  How many companies have long business descriptions?  How are these gathered?
    3. SWOT Reports
    4. Biographies
    5. Social Media Links for companies and contacts
    6. Competitors Reports
    7. Industry specific datasets (e.g. technology platform data)
    8. Industry Snapshots (Plain English primers which provide a high-level industry overview for sales reps selling broadly across many industries)
    9. Market Research (Formal reports on an industry including key trends, issues
    10. Can I quickly create a PDF download of company information?  Does it include all of the reports or a subset?  Does it include an option to include recent news stories?
  4. Public Company Account Planning
    1. Full public company financials and ratios.  How many quarters and years?  US or Global?
    2. Are key financials graphed?
    3. Significant Developments (multi-year synopses of key events at the company)
    4. Business & Geographic Segment reports
    5. SEC Filings
    6. Earnings Transcripts
    7. Brokerage House Analyst Reports
    8. Stock Charts
  5. Prospecting
    1. Radius search (e.g. 20 miles from a ZIP code)
    2. Metro Areas and Counties
    3. Industry Codes (at both a sector level and more granular SIC and NAICS level)
    4. Sales Triggers
    5. Industry Specific Variables (e.g. Technology Platform, Bank Affiliations)
    6. High-Level Credit Score (for filtering out low yield prospects unlikely to obtain credit department approval)
    7. Ultimate Parent (for expanding a contract)
    8. Job Function and Job Level
    9. Support for both company and contact prospecting
    10. Can we build Peer Lists (similar companies)?  Can we modify the peer variables?
    11. Neighbor Lists.  Useful for understanding the neighborhood in which the business is located as well as identifying additional companies worthy of a visit if planning on on-site.
    12. Can we build prospecting lists from competitor reports, family trees, or other list sources from within the service?
    13. How many companies or contacts may be downloaded in a list?
    14. Can I create custom report views and download formats?
    15. Are there any contractual limits on the total number of records which can be downloaded by a single person or over the full contract?
    16. Can prospect lists be uploaded to my CRM directly or do you only support CSV downloads?
    17. Can I save search criteria?  Lists?
  6. Collaboration
    1. Can we share news and triggers to email? Social Media? Chatter/Yammer?
    2. Can we create shared Watchlists and company lists?
    3. Is there a Who Knows Who Tool for discovering relationships across the organization?  How are these relationships gathered?  How much control do participants have in maintaining control over their contacts?
  7. CRM Integration (specify your CRM)
    1. Do you support Send to CRM from your browser service?
    2. Do you display integrated I-frames within my CRM?  Which record types?
    3. Do you support “stare and compare” updates for updating CRM records on a just-in-time basis?
    4. Do you provide a warning flag if a record is out of date so the rep knows to run a “stare and compare” update?
    5. Do you offer batch updates to Account records managed by our Sales Ops team?  How about Contacts and Leads?
    6. Is most of your functionality and content available from within the CRM or does the system window out to the browser application?
    7. Does the system check for duplicates before creating a record?
    8. Can I send a list of companies/contacts or am I restricted to a single record at a time?
    9. Do you support Send to CRM with a choice between creating a Lead record or an Account and Contact record?
    10. Do you support Custom variables?  If so, which ones?
    11. Does account record creation maintain family tree linkages?
    12. Do you offer an Opportunity View which rolls up all current and closed opportunities at an account into a single view?
  8. Lead Scoring
    1. Do you offer any lead scoring tools?
    2. Are lead scores based upon predictive models using a broad set of business signals or tied to a few firmographic variables?  How about sales triggers?  Availability of key contacts?
    3. Are lead scores easily visible on company records across all platforms?
    4. Can I view the key variables involved in determining lead scores?
  9. Mobile
    1. Is your browser application tested on mobile devices?  Does it have a responsive design?
    2. Do you offer mobile apps?  If so, which features above are included?  Does it support mobile specific features such as current location for prospecting and mapping, click to connect, etc.?
  10. API
    1. Is an API available?  What protocols does it support?
    2. Which report types does it support?
    3. Can I perform company and contact prospecting via the CRM?
    4. Can I pass company or contact parameters for match and enrich?
  11. Customer Support
    1. What are your hours?
    2. Do you support online chat or a phone helpline?
    3. Do you include training with your service?  Onsite? Custom? Webinars? Recorded?
    4. What SLAs do you provide for customer support? data quality?
  12. Pricing
    1. What do you charge for # seats of your service?
    2. Are there charges for additional company and contact downloads?
    3. Are there charges for additional datasets or features?
    4. Are there charges for downloads beyond a fixed number of records?
    5. Do you include CRM and mobile apps as part of your pricing?
    6. Are there additional charges for batch updating of records in my CRM or Marketing Automation Platform?