HG Insights Market Intelligence

HG Insights continues its evolution from a technographics licensor to a full-service direct source of technology market intelligence.  Two weeks ago, they launched Market Intelligence, a market analytics service for marketing, product management, and strategy groups.  Market Intelligence delivers “actionable insights [that] business leaders need to understand their markets in-depth, make better business decisions, and go-to-market (GTM) with confidence.”

Market Intelligence insights are derived from their global verified technology installation data, including which products have been installed, tech stack spend by category, and contract terms. “This trio of data sets powers detailed, customizable views of the entire installed technology ecosystem,” wrote the firm.

The IT Spend and tech install data are broken into different categories, helping sales teams determine which verticals are likely to have both budgets and an intention to purchase.  Revenue teams can drill into market segments to understand the “size, shape, and structure” of target markets.

Likewise, marketing can use install and spend intelligence to better segment and target their outreach.  Information can be analyzed by IT category, industry, region, and other relevant attributes.  Better targeting allows firms to focus their marketing spend and attention on the right prospects and feed marketing qualified leads to sales.

Revenue teams can deploy Market Insights for territory optimization, account targeting based on propensity to purchase, and account-based messaging.

HG Insights contrasted Market Intelligence with traditional technology research vendors that provide “static, top-down analyst reports that are not customizable at the account level.”  According to HG Insights, technology analyst reports lack the account intelligence that revenue teams require to engage with customers and prospects effectively.

“HG Insights Market Intelligence platform addresses these challenges by providing you with the bottom-up account intelligence you need to understand your markets in-depth and make better business decisions,” contrasted HG Insights Marketing Communications Manager David Guerra.  Using our Market Intelligence platform, you can now instantly analyze the true size of your markets globally by technology installation, IT spend and budget, and a number of other factors.”

Users can also compare the market size of various markets such as countries by vertical to determine growth opportunities.  Other features include vendor penetration rates by industry, purchasing and spend data for target accounts, and segmentation based upon ICP criteria.

“The HG Insights Market Intelligence platform gives you all the information you need to understand your markets, remove subjectivity from planning, and go to market with confidence,” stated Guerra.

A few weeks ago, HG Insights closed on an equity round with Riverwood Capital.  HG Insights completed a successful 2020, reaching its highest annual recurring revenue (ARR) and profitability.  Employment rose 30% last year, and revenue grew over 35%.

“Customers continue to reaffirm that HG Insights’ data’s breadth, depth, and coverage accuracy has become an indispensable asset for critical decision making at every level of a technology company,” commented Riverwood Principal Ramesh Venugopal who joined HG Insights’ Board.  “HG Insights provides unique, data-driven knowledge giving decision-makers confidence that they are making the right choices.”


Part II covers how Product and Strategy teams can employ Market Intelligence for determining the Service Obtainable Market (SOM) for technology offerings.

RelSci Launches Radar for Business Development (Part II)

Relationship Science (RelSci) recently announced Relationship Radar, their new relationship capital management service that marries sales intelligence with an enterprise’s network of employees, alumni, and professional relationships. I covered the feature functionality in yesterday’s blog.

The RelSci Radar release should be viewed as a V1, with a deep set of planned enhancements on the product roadmap:

  • Signature block scraping with automated contact updates
  • Contact de-duplication
  • Integration of Radar into their iOS and Android apps
  • GSuite and Salesforce integrations
  • Broader incorporation of Radar into the RelSci platform and API

Radar is included as part of the RelSci enterprise subscription.  There is no additional licensing fee beyond a $750 implementation charge that can vary slightly depending on the implementation scope.

“As part of our product roadmap, we plan to make Radar available with greater flexibility (including the option to opt-out of the front-end platform at a reduced rate), but for now Radar is only available as part of our enterprise offering,” wrote RelSci Data Product Manager Brian Hyman.

RelSci products are sold on a seat basis with volume discounts.

Pricing is based on the number of seats and configuration.  RelSci did not disclose additional details.

Relationship Capital Management software was a hot category fifteen years ago but never gained much traction due to security concerns and the rise of LinkedIn as a public network.  With security teams now more comfortable with cloud solutions, the category may be open to rediscovery.  Introhive has been successful in the space, placing 128th on Deloitte’s 2020 Fast 500 technology list, with revenue growth of 938% between 2016 and 2019.  Many of the top professional services firms have deployed Introhive, including PriceWaterhouseCoopers, with a 100,000 seat implementation across 90 countries.

“We founded Introhive with a mission to help organizations realize the full value of their relationships and better leverage the underutilized data across their business to increase revenues,” said CEO Jody Glidden. “We have evolved into a suite of artificial intelligence-based solutions that expedite growth for sales and marketing teams.”

LinkedIn Sales Navigator supports corporate TeamLink networking across LinkedIn connections of opted-in colleagues. Relationship networking is also a central feature of InsideView and Warmly, which recently received seed round funding.

RelSci Launches Radar for Business Development

Sales Intelligence vendor Relationship Science (RelSci) unveiled Radar, its latest business development solution.  Radar analyzes emails and calendars to deliver insights about interactions between colleagues and target companies.  Radar currently supports Microsoft mail platforms (e.g., Exchange, Office 365), with GSuite on the roadmap.

Each morning, business development and sales reps receive an email briefing with the latest intelligence on their scheduled appointments, even if RelSci lacks company and contact profiles for the individuals.  Briefings include the date, time, location, meeting attendee lists, and information about the attendees.  Daily email briefings can also be accessed from mobile devices.

RelSci intelligence includes the number of colleagues in touch with the individual, total interactions, last interaction date, and latest news.  Radar also displays a list of colleagues in touch with execs, sorted by connection strength.  For meetings, profiles and network connections are provided for each of the attendees.

“During these unprecedented times, it is more important than ever to help take the guesswork out of targeting prospects by utilizing RelSci with Radar to identify your strongest relationship path, coupled with full insights into your firm’s communication interactions.”

RelSci CEO Domenic Graziosi

Radar provides greater visibility into the relationship capital of a firm, delivering insights about networks across the enterprise.  Along with company and contact news, RelSci offers the best path for reaching out to prospects.         

“Radar generated insights are derived from Exchange scanning for specified users,” explained RelSci Data Product Manager Brian Hyman. “You need to opt-in for Radar to scan your interactions, meaning that the insights derived from this scanning will only be available for participants.  However, RelSci users that do not participate in Radar scanning, but are part of an organization that has Radar participants, will be able to leverage insights generated by those Radar participants.”

Security is controllable at the account level, with each user deciding whether to participate in network sharing.  

“You can opt-out of Radar entirely to prevent confidential information from being shared,” wrote Hyman. “You can also set specific sharing rules within every client account to prevent Radar data from certain users from being shared with other specified users.  You can also prevent certain content from being scanned by Radar (emails marked as personal, private, confidential, etc.).”

To expedite account setup, admins can assign accounts to Exchange distribution lists maintained by their clients.

RelSci has constructed profiles for over ten million executives and estimated the connection strength between customers and each individual.


Continue to Part II with coverage of pricing, roadmap, and a discussion of Relationship Capital Management.

Echobot British Data (Part II)

German Sales and Marketing Intelligence firm Echobot is entering the British market with a UK Data Pack for its CONNECT company research and TARGET prospecting services. I covered the CONNECT service yesterday. Today I’ll be delving into the TARGET offering.

Echobot TARGET supports prospect list building for companies and contacts against a broad set of British and firmographic variables, including UK SICs, postal codes, counties, web technologies, and company signals.  Radius searching around postal codes lets reps target prospects near their home, office, or a client they plan to visit.  

TARGET also provides a set of event signals for prospecting and alerting.  German screening supports over 30 event categories, but the UK edition is limited to eight triggers, including M&A, exec changes, and partnerships.  The English-language signals are still being built out and will be released as Echobot individually tunes them.

Contact list building supports eighteen departments, five job levels, job title, and field availability (e.g. email, direct dial, XING link, LinkedIn link).

TARGET Lists are displayed as a set of company tiles with a business description, contact information, and the most recent signal.  Tiles may be expanded for additional attribute display of web technologies, social links, and firmographics.  Users may also link to the CONNECT profile and click through older signals.

TARGET Lists include a segmentation report with an industry pie chart at the two-digit SIC level, company size pyramid, and company heat map.  When rolling over the segmentation reports, ALT-text provides additional details about each industry slice or company employment wedge.  Users may click on the industry pie chart to drill down into a segment.  Clicking on the heat map takes the user to a full-screen view for zooming and recentering.

TARGET lists may be downloaded in four formats (Excel, CSV, JSON, and Salesforce), so records may be analyzed by sales or marketing, uploaded into Salesforce, or delivered to developers.  Users may download up to 20,000 records at a time.

TARGET users may also save lists, share lists, or use lists for suppression (exclusion lists).  Search criteria may be saved for re-use and alerting when new companies or contacts meet the search criteria.

A single region starts at €499 / month for both TARGET and CONNECT.  Licensing both the UK and D-A-CH regions raises the price by €299 / month.  Echobot is offering a €100 / month discount to customers that license their solution before the end of the year.  A seven-day free trial of CONNECT is available to prospects.  TARGET users receive a demo and a single-day, capped-download trial.

Echobot, like many sales and marketing intelligence vendors, has continued to grow during the pandemic.  The firm added over twenty staffers this year and posted record revenue this summer.

“The expansion of the market into the English-speaking area is an important step into the future for us.  It has never been more important for companies to digitally set up their sales and marketing processes.  We are very pleased about the strong growth and the fact that we are able to support our customers beyond our borders.”

Echobot CEO Bastian Karweg

We are beginning to see continental sales and marketing intelligence companies build UK or pan-European services.  Along with Echobot, French vendor SparkLane offers a UK service, and Scandinavian vendor Vainu has beta offerings for the UK, France, and the US.  Of course, we are also seeing UK firms build European services with Rhetorik, Cognism, and DueDil offering European datasets.

Echobot British Data

German Sales Intelligence vendor Echobot announced that it is expanding beyond the D-A-CH (Germany / Austria / Switzerland) region and building a European solution.  The first step in this expansion is an English-language UI with five million British companies and 23 million decision-makers.

“The market expansion into the English-speaking area is an important step into the future for us.  It has never been more important for companies to set up their sales and marketing processes digitally.  We are very pleased about the strong growth and the fact that from now on, we can support our customers beyond national borders,” said Echobot Media Technologies CEO Bastian Karweg.

Echobot users can add the “UK Data Pack” to their D-A-CH coverage with the data available for their TARGET (prospecting) and CONNECT (sales intelligence) services.  They may also license the UK offering as a standalone service.

Company profiles include firmographics, contact information, registration numbers, web technologies, social media links, current and former directors, executives, company news, Registration and LEI Numbers, and UK SIC or German WZ (NACE variant) industry codes.

An interlinks graph ties together company and director relationships.  

Company news and signals are collected from online publications, Facebook, Twitter, Instagram, and YouTube.  Signals (event triggers) may be filtered by signal type or keyword, and news may be filtered by keyword, source, and whether the article is by or about the company.

There is still some tuning around company news tagging, but the product is just being launched.  Echobot has a long history of German-language signal monitoring and tagging, so it will likely address this problem fairly swiftly.

Contact data is GDPR compliant, with 68% of contacts having emails and 5% displaying direct dials.  “We strictly comply with GDPR, only using dials that have been made public on the web,” said Karweg.  “We do not use privacy-infringing tactics like signature block scanning.”  Contact data sourcing is provided so that if a rep is asked about the origination of a prospect’s personal data, the sales rep can provide the source.  As part of their compliance, the firm has a data privacy officer (a GDPR requirement) and a privacy page that allows individuals to remove themselves from the database.

Echobot provides LinkedIn and XING (a popular LinkedIn rival in the D-A-CH region) contact hyperlinks, but chose not to provide Twitter or Facebook contact links “since those networks usually are used for private networking.” Directors are cross-referenced with LinkedIn and company websites to enrich their profiles further.

Contact news is gathered, though it is usually only available for top execs.

Up to twenty contacts may be viewed or downloaded from the company profile.  Contact data includes email, direct dial phone, title, and source (e.g. LinkedIn, XING, Companies House, company website).  Information sources are displayed as icons with hyperlinks.

Users may filter the contacts by department and level.  They may also search the list by name or title.

Echobot collects most of its information from Companies House and online crawling.  They have a third-party vendor relationship for email verification and social media cross-referencing but do not disclose the partner’s name.­­­

Company data are updated daily and consolidated as soon as there have been relevant changes.  Contact data are updated every 30 days or so; however, “due to GDPR, we update all contacts at least once every six months,” said Karweg.  “If they aren’t publicly available anymore, they will be deleted from our database.”

Financial data is only available for the D-A-CH region, but it is on the 2021 UK roadmap.

The CONNECT sales intelligence service has a responsive design for mobile and tablet display.  The TARGET prospecting tool is currently optimized for desktop use, but a mobile-ready version is on the 2021 roadmap.

CONNECT supports browser extensions for Firefox, Chrome, and Explorer.  The extensions take the user from a company URL to the CONNECT company profile.

Echobot CONNECT for Salesforce supports I-Frame viewing within Company, Contact, and Lead records.  When new records are created, they are matched against the Echobot reference database for enrichment.  Stare-and-compare record updates are also supported.


Part II tomorrow covers the TARGET service and product pricing.

Drift Prospector

One of the new elements of Drift’s Revenue Acceleration Platform (discussed yesterday) is the just-launched Drift Prospector, which “helps your sales team accelerate revenue by knowing which accounts to focus on and what to say. ” Sales reps can home in on engaged accounts, determine members of the buying committee at those accounts, and reach out to prospects.

“Gathering all the touchpoints a prospect has with a company, Drift Prospector helps sellers see which of their accounts have the highest intent so they can connect with more of their buyers faster, helping to accelerate revenue for the business,” wrote the firm.

Drift Prospector analyzes customer touchpoints from Drift, 6Sense, Demandbase, Marketo, Pardot, Outreach, and Salesforce.  The service prioritizes target accounts, unifies behavioral insights across the buying committee, and supports outbound communications.  Buying signals are converted into engagement scores, which help prioritize accounts for outbound messaging.

Buyer intelligence includes contact name, title, number of activities, and when the contact was last active.   Deeper insights include “what the person was doing – including what pages they were on and which emails they opened, so [that] the seller can respond to each person on the buying committee in a personalized way.”

Prospector identifies additional contacts within the buying committee and tracks their engagement.  When buyers land on a customer’s website, the revenue organization can “capitalize” on buyer’s intent and notify the team that somebody is ready to “engage them in a real-time conversation.”  If there is nobody available to chat, the revenue organization can “easily send them an email, enroll them in an Outreach sequence, record them a Drift Video, or connect with them on LinkedIn.”

“There are a lot of tools out there that are focused on solving a single problem.  For example, there’s Salesforce to manage accounts and log activities, Outreach to orchestrate outbound prospecting, and LinkedIn Sales Navigator to research key contacts at target accounts, and so on. Don’t get me wrong, I think these tools are a step in the right direction.  But the reality is that your sellers still have to jump between them.  And none of these tools tell your team where they should be spending their time in order to deliver the best result – whether they’re goaled on meetings or bookings.”

Drift CRO Todd Barnett

Drift is offering a broad vision of digital marketing which includes intent monitoring, buying committee identification, chatbots, live chat, video, and meeting scheduling.  While they do not support all of the top of the funnel channels, partners 6Sense, Demandbase, and Marketo LaunchPoint can fill that gap; they are staking out a full customer lifecycle approach to marketing that moves beyond lead generation.  The vision includes tools for unifying sales and marketing activities, analyzing engagement, prioritizing accounts, and buying committee discovery.

Drift is based in Boston, with offices in San Francisco, Seattle, and Tampa.  They were founded in 2015 and claim over 50,000 customers.  The firm continues to grow with 35 open positions across sales, marketing, product, engineering, customer support, and customer success.

Zoominfo: New Branding & Packaging

Zoominfo offers pricing and packaging similar to its legacy offerings, helping ensure a smooth transition to their new platform.

Yesterday, DiscoverOrg announced that it is rebranding with the Zoominfo name. The firm determined that it was easier to build brand perception than brand presence. They also rolled out a new combined platform and packaging.

While the firm officially launched their new platform yesterday, the two legacy platforms will continue to be available to clients under current contracts and pricing structures.  The 100 customers who have licensed both products since acquisition will be moved to the joint platform.

The second issue the firm confronted was their pricing structure.  Zoominfo pricing was based on the number of records purchased or maintained under a subscription license with a significantly lower initial price point.  DiscoverOrg provided broad access to their database with an average contract value of around $30,000.  The new product line offers pricing and functionality similar to legacy Zoominfo offerings at the lower end and pricing and packaging similar to DiscoverOrg at the upper end.  Thus, as contracts expire and customers migrate to the new platform, there should not be significant sticker shock.

The Starter package for a single user supports basic company and contact information, direct dials and verified emails, quick search, and prospect list building.  The service is designed to help users “find their next customer.”

The Professional package is akin to the broader Zoominfo service.  Professional helps three users “prospect with ease.”  Additional features include a Contact Accuracy Score, recent and saved searches, list management, customizable tags, and list matching.  Professional also supports CRM, MAP, and Sales Automation solutions.

The Advanced package supports unlimited page-level exports and provides “deep insights” for five users.  The package is similar to DiscoverOrg with technographics, org charts, Scoops (sales triggers), web references, similar companies, personal contact details, investors, funding data, and rich bios with education and work histories.  Other features include data enhancements and alerts.

Finally, the Elite package provides “actionable intelligence” including intent data and alerts (OppAlerts), ideal customer profiling and scoring (AccountView), Company Attributes, NeverBounce email verification, and department-level employee counts.  Elite also begins with five users and supports unlimited page-level exports.

Additional products include

  • FormComplete: a web form enrichment service
  • WebSights: a newly launched visitor id service.  The service is still in beta and based upon their extensive IP addresses tied to company intelligence.
  • Enrich: CRM and MAP data maintenance

DiscoverOrg emphasizes that it has “solutions for businesses of every size” on its pricing page.  While this is generally true and they have done an excellent job of combining two companies with much different pricing models, they do not have a single-seat sales intelligence solution priced to compete against LinkedIn Sales Navigator, InsideView, or D&B Hoovers. However, DiscoverOrg has never offered such a product and it has had high growth rates from the beginning. With the Zoominfo acquisition, they are much more competitive at the lower end of the market save the single-seat sales intelligence scenario.

Zoominfo has historically focused on the sales and marketing function, but Schuck sees a broader user base.  “The thing that ends up happening is they invest in CRM, marketing automation and open the door to any information to go into those systems,” he said.  

New use cases include website visitors, trade show and webinar attendees, and ongoing data hygiene.  

“There’s no mechanism to update that data.  Meanwhile, companies are growing, they’re shrinking, they’re doing a merger or acquisition, an IPO.  They’re hiring a new CEO, a new CMO, a new CIO.”

Zoominfo CEO Henry Schuck

Zoominfo plans on sending their executives to communicate the new brand and capabilities at conferences and tradeshows this fall.  The firm also plans digital advertising and offline advertising (e.g. billboards) in key markets.

Flash: DiscoverOrg Rebrands as Zoominfo

Zoominfo Executive Details include Employment by Job Function
Zoominfo executive details include employment by job function

After DiscoverOrg acquired Zoominfo in February, the firm maintained both brands and announced that a new platform which supported both services would be available this summer.  At the time, the assumption was that the Zoominfo brand would be retired and the firm would move forward as DiscoverOrg.  After all, DiscoverOrg was the larger of the two firms and the brand was highly associated with data quality, technographics, and rich executive profiles while Zoominfo was known for having the largest set of B2B emails and direct dials spanning companies of all sizes and positions.

DiscoverOrg commissioned research into both brands and found that Zoominfo had broader brand awareness.  The research also indicated that it would be less expensive to increase brand equity than brand awareness.  Both brands had their strengths, but, according to Chief Growth Officer Katie Bullard, it was easier to buy brand perception than brand awareness.  Furthermore, research indicated that the Zoominfo brand perception had improved since acquisition.

“There was significantly more — three times — the market awareness around the ZoomInfo brand than the DiscoverOrg brand,” said CEO Henry Schuck.  “I’ve tried to pride myself on making the decision that is right for the business and not necessarily easy for me or convenient for me.  This was obvious.  This was the right decision for the business, and I wasn’t going to let the nostalgia for the DiscoverOrg brand overshadow that.”

Based on this research, the firm decided to retain the Zoominfo brand and deploy the DiscoverOrg brand as a “powered by” brand booster.  Thus, the new platform will be labeled Zoominfo Powered by DiscoverOrg for the next year or two.

“The new platform will be known as ZoomInfo powered by DiscoverOrg and combines the strengths and benefits of the DiscoverOrg platform with those of the ZoomInfo platform, which it acquired in February 2019.  Designed to be the single source of B2B data truth for sales and marketing professionals, the new platform offers a suite of software tools coupled with unrivaled data coverage, accuracy and depth.  As a result, customers gain a highly actionable 360-degree view of contacts, companies, and opportunities to target and convert.  Deeply integrated into both workflows and technology stacks, ZoomInfo powered by DiscoverOrg works seamlessly with all the leading sales, marketing and CRM platforms…”

With this launch, ZoomInfo Powered by DiscoverOrg features an unparalleled combination of proprietary AI and machine learning tools, a vast contributory network, deep two-way business application integrations, and human verification from over 300 researchers.  The result is the most unique [sic] and effective SaaS platform designed to empower companies to deliver more predictable and sustainable growth.”

Zoominfo Press Release (September 10, 2019)

The firm’s mission is “To create a world where every company has a clear view of their ideal customers and how to connect with them.”

The new Zoominfo logo is black with a standalone Z and a rising arrow.  

The site is simplified from DiscoverOrg’s last design with white, gray, lavender, and black as the primary background colors.  Red and lavender are employed for buttons and hyperlinks.  Most text is black with white employed for text in buttons and black backgrounds.  The site is much less frenetic than the last DiscoverOrg design.  A splash of lavender and light use of pastels, which are not often used in B2B websites, provide a calming effect.

The new website tagline is “Your business deserves more.”  The firm continues, “ZoomInfo gives you more.  We combine the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.”

Zoominfo employs four methods for acquiring company and contact intelligence: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.

Annual Recurring Revenue (ARR) reached $350 million across 13,500 customers.  ARR has grown significantly since the Zoominfo acquisition.  According to Inc., combined 2018 revenue was $222 million.  As ARR is higher than revenue when a subscription service is growing, the likely 2019 revenue is around $300 million+.

Zoominfo also has to reposition its data acquisition model.  DiscoverOrg began employing web data acquisition tools last year, so that methodology was already understood by their clients.  The firm also has licensed data sets in the past, however sparingly.  The new website discusses four methods for data gathering: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.

Signature block intelligence comes from Zoominfo’s community members that permit access to signature blocks in exchange for Zoominfo access.  It is the most controversial of their methods as data is being harvested on third-parties without their consent.  While both companies are GDPR compliant, Zoominfo’s approach was simply to add an EU contact filter.  This is an area that they will likely need to address further, particularly as US states adopt GDPR-like regulations and Zoominfo expands its “personal contact details.”

Machine learning gathers technographic and firmographic intelligence from job boards, web sites, news, and SEC filings.  It is a standard data gathering method and broadly employed across the industry.

“We use cutting edge AI/ML technologies to help GTM [go-to-market] teams stay laser-focused on the right markets and best opportunities to hit their number.”

Zoominfo website

Human research for gathering and verifying company and contact data has long been at the core of DiscoverOrg’s brand and value proposition.  Zoominfo continues to maintain the DiscoverOrg editorial team of over 300 researchers.  The editorial process is the basis of their high data quality and rich biographic and technographic intelligence.  As such, it is the justification for their premium pricing.  Hopefully, the firm doesn’t make the mistake that D&B did after acquiring Hoovers and allowing its editorial capabilities to atrophy when a high-quality dataset (Hoover’s editorial coverage of 42,000 companies) was mixed with a much larger universe of companies and contacts (D&B WorldBase).  Given DiscoverOrg’s long-term focus on data quality and editorial research, it is unlikely that they would make this mistake.  Conversations I’ve had with Schuck and Bullard over the years support this thesis.

Zoominfo coverage counts as of September 10, 2019.

Finally, third-party datasets are licensed.  Content includes public company data (long a gap of both services), M&A details (added last year), government data sources, and social media feeds.

The database has grown to 20 million company profiles with 5 million C-level contacts, 16 million decision maker direct dials, and 20 million decision maker emails.  Globally, Zoominfo provides 66 million emails and 42 million direct dials.  They also maintain departed contact details to assist with data hygiene.

According to the Portland Business Journal, private equity firms TA Associates, The Carlyle Group and 22C Capital have invested at least $790 million in Zoominfo.  The PBJ also noted that Zoominfo is profitable.


Tomorrow, I will provide additional details around Zoominfo’s product packaging.

TechTarget Priority Engine Express

TechTarget Confirmed Projects

TechTarget is taking a soft launch approach to their new Priority Engine Express service for small software vendors and VARs with an early 2020 launch date.  CEO Michael Cotoia said the firm is building a platform which is “simple, streamlined, and scalable.”  Cotoia noted how smaller firms differ in sales and marketing requirements and capabilities from TechTarget’s enterprise clients:

Our smaller customers lack a lot of resources.  They don’t have a marketing automation [platform] many times.  They don’t have an integrated nurture campaign.  They need to understand and have a very friendly user interface, and they’re also very focused on identifying and using this solution as a sales use case with their inside sales reps and even their outside sales reps.  So what we’re really focused on is doing a very simple user interface, focus very much on a sales use case, and understand that we can help them build different types of lists and customized lists; for example, an ideal customer profile list, which is really going to focus on exactly their sweet spot so we can get them the right updates at the right time. They don’t have the resources; they don’t have the complexity.  If they need it simple, they want it towards sales use cases, and we’re learning a lot from that.

TechTarget CEO Michael Cotoia

Cotoia said that TechTarget is taking a market feedback approach to Express development.  As they engage with small customers, they are pausing during the sale to gather feedback to better understand what smaller firms are looking to do.  As they bring on early Express users, they are “tweaking, modifying, adjusting and getting ready to go into 2020.”  Cotoia called the initial feedback in this new market “very positive.”

TechTarget began building an SDR team two years ago to provide a team of appointment setters for their outside sales reps.  “We built that with a vision that we’re going to be looking at additional products that we are going to roll out,” said Cotoia.  “We want to make sure we have the resources on the bench” who are trained in the TechTarget methodology and ready to support new opportunities such as Express “so they are ready to make and take action when we see fit.”

TechTarget has raised the price for Priority Engine since it was launched a few years ago.  “We believe we have pricing power,” said Cotoia.  “We’ve had a couple of pricing increases year-over-year, and we believe we are in the best position to deliver real and observed purchase intent, make it very clear who’s in-market, by which technology segment, by which region and help our customers rank, prioritize and mobilize their sales and marketing efforts again, and we hope that creates some pricing leverage.”


Yesterday, I discussed TechTarget’s strong Q2. The above discussion was held in their Q2 2019 earnings announcement.

People.AI Launches The Wire

People.AI announced availability of The Wire, their new artificial intelligence service for sales reps which suggests next best actions. According to the firm, “Like a brilliant personal assistant who’s always on top of his game, The Wire uses AI intelligence to remind you when to follow up on key accounts, suggest next-best-actions, warn you when a rep or account is falling behind, let you know when customer champions switch jobs, and ensure you’re always prepped for every meeting.”

The Wire suggests emerging opportunities, opportunities requiring attention, and champions that have departed to other companies.

The Wire flags opportunities that are in jeopardy of slipping due to inaction.
The Wire flags opportunities that are in jeopardy of slipping due to inaction.

Managers are alerted when sales reps are falling behind targets.  A Rep Ramp Alert “helps you move from data-aware to data-driven, proactively leveraging industry data to guide and coach your teams.”

Ramp Alerts identify reps that are lagging behind best-in-class recent hires and suggest when a one-on-one meeting may be required.
Ramp Alerts identify reps that are lagging behind best-in-class recent hires and suggest when a one-on-one meeting may be required.

The Wire also supports meeting intelligence with meeting prep reminders and post-meeting note capture and CRM sync.


Last Friday, I covered People.AI’s Round C and the company more broadly.