This is part II of my discussion of Data Axle. On Monday I covered the launch of its Audience360 cloud-based data management platform.
B2B data vendor Data Axle announced expanded US content coverage, including additional depth for federal contractors, startups, nonprofits, and medical professionals. Organizational counts grew five percent, with Data Axle “adding hundreds of thousands of sought-after businesses and millions of new or updated contacts,” with “new attributes [that] are incredibly accurate and reliable,” explained Senior PR Manager Courtney Black to GZ Consulting. “Businesses can use this data to effectively identify prospects, which is particularly important in the current economic climate.”
New coverage includes 20 thousand more startups, 100 thousand federal contracting businesses, 100 thousand medical professionals, 35 thousand restaurants and bars, 500 thousand nonprofit organizations, and two million other US-based companies.
The medical professionals dataset spans 44 medical occupation titles and 124 specialties.
The federal contracting coverage has long offered ownership flags for veteran, minority, and women-owned businesses. Data Axle added Unique Entity Identifiers (UEI) alongside the expanded coverage.
Startup profiles include names, address fields, phone numbers, industry codes, corporate email addresses, websites, Twitter, and other social media handles. The firm recently added a source of technology startups but did not disclose the name.
Nonprofit profiles include EINs (federal tax ids). As most nonprofits do not earn revenue, the data set focuses on modeled machine-learning employee counts. Board members are included in the coverage.
Data Axle publishes data on 16.8 million US and 1.1 million Canadian businesses.
Data Axle content spans nearly 18 million US and Canadian verified businesses and 150 million business contacts. Data Axle also added or updated 10.3 million contact records, with “superior coverages of firmographics, such as industry type, professional specialty, cuisine, and geocoding.”
“All our products benefit from the extended datasets,” explained Data Axle Marketing SVP Kara Alvarez to GZ Consulting. “Business data is added to Data Axle’s platform in real time as we identify updates, and each of our products and services leverages this central fulfillment platform as do many clients.”
Among the benefits listed by Alvarez were:
B2C Link connections offer more contact-to-consumer connections, tying together business and consumer profiles.
Data Axle products, including Genie (formerly Sales Genie), USA, Exact Data, and Reference, etc., enjoy expanded business data. For example, Genie contains “attributes specific to the use cases Genie clients focus on as opposed to the more extensive set available in our data platform.”
Data Axle’s standard and custom programmatic audiences “are always current” in any channel. Partner ecosystem audiences “also benefit as they ingest those updates.”
“At Data Axle, we are constantly seeking to expand the number of records available to our clients while simultaneously ensuring that the quality of our premium verified data remains at the highest level possible,” said Data Axle CEO Michael Iaccarino. “Our clients count on us for data at scale but also accuracy. We focus on carefully integrating machine learning into our processes. However, we will never cease leveraging human verification. We make over 20 million calls yearly to ensure details and key information are correct.”
Data Axle also gathers consumer data, so its B2C Link dataset benefits from the increased breadth of businesses and medical professionals.
“As a leading provider of consumer data in addition to business datasets, Data Axle plays a vital role in establishing a crucial connection between businesses and consumer profiles,” stated the firm. “The recent addition of business contacts in Q2 further strengthens this connection. Data is available separately for organizations looking to build insights between the two datasets or as a prebuilt set of audiences.”
Karlsruhe-based Sales Intelligence vendor Echobot rebranded as Dealfront this week. Dealfront is the combination of Echobot and visitor intelligence vendor Leedfeeder which merged last year. The rebrand coincides with the merger of the two companies on a common platform.
Dealfront content includes 30 million European companies, nearly 90 million contacts, 33 event triggers, and visitor intelligence. Dealfront sources company intelligence from national registries, company news, and corporate websites. Company content includes news, business events, corporate linkages, and registered financials.
Dealfront offers five products:
Target: ICP-based targeting spanning 30 million European companies and nearly 90 million contacts.
Connect: Sales Intelligence platform with company and contact profiles, build-a-list functionality, and Send to CRM.
Datacare: DaaS data cleansing and enrichment services. Datacare supports Bi-directional integrations with Salesforce, MS Dynamics, HubSpot, Pipedrive, and Zoho. Dealfront also supports Zapier integrations and Slack notifications.
Web Visitors: GDPR-compliant website visitor tracking that maps page-visit activity to customers and prospects.
Promote: New Programmatic display functionality that supports targeted campaigns and IP-based retargeting of website visitors.
CEO Bastian Karweg argued that Dealfront, a European-based company, offers multiple advantages over North American-based sales intelligence and B2B Data companies. Dealfront differentiators include local market knowledge, European data hosting, and GDPR-compliant data gathered from company websites and local registries. Furthermore, Dealfront is transparent in its data sourcing and does not engage in community data mining or email scraping.
Dealfront offers native language sales and support, with offices in Germany, Finland, the Netherlands, Denmark, Sweden, Italy, and Spain. Dealfront has grown to 330 employees that speak a dozen native languages, providing its clients with a “distributed, diverse salesforce across Europe.”
To emphasize its European bona fides, it adopted the blue and yellow colors of the EU flag and the tagline, “The way to win deals in Europe.”
“You just can’t do business in Europe the way you do business in the US. You don’t do business in France the way you do business in Germany,” remarked Dealfront CEO Bastian Karweg. “You don’t even do business in Berlin the way you do business in Bavaria. Dealfront delivers localized data, applications, and familiarity with European standards, culture, languages, and practices to give your sales and marketing team the advantage of feeling and acting at home in any European country or region – no matter where your business is based.”
The Dealfront platform supports four stages – Discover, Qualify, Convert, and Optimize – in a flywheel feedback loop that gains momentum as the platform refines each client’s ICP. “This flywheel effect turns static ICPs into dynamic, self-optimizing, and real-time customer profiles that always improve in accuracy and reflect reality. The result is more leads that end in sales, transforming businesses into a self-propelled revenue engine,” explained the firm.
“Our platform of data and applications shows you the best way to engage your ICPs in a localized way that’s effective in whatever country you’re in, in whatever region you’re targeting,” says Dealfront CPO Pekka Koskinen. “Because we’re on the inside and speak the language, we’re working with higher-quality live intelligence on your ideal buyers. Nothing gets lost in translation, nothing gets misunderstood, and nothing is outdated. Our platform, along with our teams on the ground in each location, empowers you to convert leads to deals.”
Last year, Great Hill Partners invested €180 million to merge Echobot and Leadfeeder and set aside €50 million to fund future strategic acquisitions for Dealfront. Clients include Hertz, Siemens, Eventbrite, and Pipedrive.
Postal ABM supports both programmatic and strategic ABM campaigns with triggered events and gifting.
Offline Engagement Platform Postal announced the general availability of Postal ABM, its offline engagement feature for one-to-many programmatic ABM campaigns. The new capability helps marketers programmatically target and engage valued accounts and audiences in a one-to-many approach based on intent and CRM data to “personalize content at scale.” Marketers can also execute Strategic ABM campaigns that target high-priority ABM accounts.
Postal ABM is “designed to make it easy to programmatically target and engage key accounts and audiences with offline campaigns,” Postal VP of Marketing Lauren Alt-Kishpaugh explained to GZ Consulting. “It’s designed for marketers running enterprise playbooks who need to scale offline engagement across their go-to-market strategy.”
Postal ABM supports built-in engagement and ROI dashboards that help sales and marketing teams “make informed decisions during the campaign and throughout the lifecycle of target accounts,” blogged Postal Product Marketing Manager Amy Schwartz.
The new Postal Engage feature triggers items and experiences to a group of contacts based on ABM signals in Salesforce. Marketers can set budgets and timelines for campaigns and track campaign success (e.g., accounts engaged, revenue generated) in Postal and Salesforce. Postal syncs its Account Engagement data with Salesforce for “better target discovery and ROI tracking.”
Postal also supports integrating physical touchpoints for virtual events. Postal claims an 80% attendance rate by automating offline marketing activities after events. For example, gifts can be sent to virtual event attendees, tradeshow badge swipers, or free trial participants. Postal also proposed sending a congratulations gift when champions change jobs.
In other news, Postal also announced that it partnered with ZoomInfo to support GTM Plays. Use cases include turning an abandoned chat follow-up into a booked meeting, welcoming a prospect back from OOO, congratulating a champion or decision maker on a promotion, and strategic prospecting campaigns.
“In today’s digital economy, it can be easy to forget the importance of offline and physical sales strategies…think back to in-person experiences such as steak dinners and golf outings with prospects,” blogged Postal Content Marketing Manager Rich Pusateri. “That was the standard practice. Now, in the world of remote selling, using custom branded kits or personalized gifts with handwritten notes in tandem with digital engagement is a proven way to make a positive impact on your bottom line.”
The new 6Sense Conversational Email Campaign Builder
At the 6sense Breakthrough Conference, 6sense unveiled its new Conversational Email module. Conversational Email employs AI models, psychographics, technographics, intent data, and predictive analytics to deliver “hyper-personalized, hyper-relevant emails to qualify and convert leads to sales meetings.”
Conversational Email supports campaigns across functions and the buyers’ journey. Marketing can send “personalized peer-to-peer nurture emails from multiple AI personas, and Operations can systematize meeting conversion and scheduling for qualified accounts. Sales teams can operationalize best practices and “scale across segments much easier.”
Marketing can also deploy Conversational Email to revive dormant accounts, qualify and convert inbound leads, and boost webinar and event registrations, participation, and follow-up.
6sense claims that beta customers enjoyed a 50% reduction in deal cycle times for marketing-sourced opportunities and a 1.5X increase in average deal size.
“A look at the basic process Conversational AI uses to nurture leads and turn them into sales opportunities.”
AI tools include a Visual Conversation Flow Builder, Email Assistant, and Qualification and Sales Handover. The Email Assistant employs AI to “effortlessly engage the correct buying team members, schedule follow-up based on out-of-office replies, book meetings with the right owners, and send targeted content.”
Dynamic content consists of multivariate blocks tailored to specific keywords, segments, personas, or products for personalizing messages.
Additionally, Conversational Email supports automated workflow triggers based on account buying behavior and contact activity.
“This launch is one of our most significant product updates yet,” said 6sense CTO Viral Bajaria. “Every company has overlooked and underworked, yet high-quality, leads. Critical outreach happens too late or simply never at all, which leads to missed revenue opportunities. The early results from customers in our beta program using 6sense Conversational Email demonstrates the impact: reduction in deal cycles, increase in average deal size, and new pipeline generated. While others in the market focus on sending emails, we are the first to focus on writing relevant emails and responding in ways that lead to more quality pipeline, more efficiently.”
6sense Contextual Targeting improves engagement and recall.
6sense also rolled out Contextual Targeting, which places ads alongside similar digital content. A study by Spark Neuro found that contextually relevant ads generate 43% greater engagement and double the ad recall.
In addition, 6sense offers over 100 new custom contextual topics for B2B marketers. “Advertisers won’t need to settle to use contextual segments that are largely designed for consumer marketers,” stated 6sense.
6sense claimed three benefits to Contextual Targeting. It:
Respects user privacy by targeting audiences without using behavioral or data profiles
Provides ready-to-use contextual topics built specifically for B2B
Eliminates wasted ad spend on buyers that aren’t likely to engage
Another new feature is Campaign Forecasting which estimates a campaign’s daily audience, daily impressions, and daily spend. Campaign Forecasting helps marketers assess campaign budget and reach before launching the campaign.
6sense also announced at Breakthrough that a sales intelligence data application would be released in Q1. 6sense, which bought data company Slintel last October, will offer global contact data, intent data (3rd-party data, anonymous web visitor insights), firmographics, psychographics, and technographics. In addition, the “intuitive” UX will provide “actionable insights and [an] orchestration layer necessary to identify, prioritize and engage with accounts in-market.”
“With B2B buying committee members increasingly choosing to remain anonymous through most of their journey, sellers need insight to earlier signals for their sales outreach to be effective. With our latest advancement in 6sense Sales Intelligence, we bring industry-leading intent data, contact data, and AI insights to help sellers efficiently identify priority prospects, personalize their interactions, and take timely action with ease to drive meetings and conversion of pipeline to revenue.”
Amar Doshi, SVP of Product & UX at 6sense
The Breakthrough Conference was billed as “an inside look at best practices to leverage AI and big data to accelerate revenue generation efficiently.”
“The Proceed with Confidence focus of our 2022 Breakthrough event couldn’t be more timely. We heard from more than 50 sales and marketing speakers at this year’s event that 6sense Revenue AI is the must-have competitive edge they can’t grow without,” said 6sense CEO Jason Zintak. “B2B companies are losing revenue opportunities and leaving money on the table. To deliver a better buying experience in today’s selling environment, it’s imperative to leverage AI along with pre-intent data, intent data, and predictive analytics to know which accounts are in market to buy your product or service, when and how to target them, and what messages to deliver to best engage.”
Clearbit announced the general availability of its Data Activation Platform. The new service helps B2B marketing teams “focus on creating demand, capturing intent, and optimizing their pipeline.”
The Data Activation Platform addresses the “business imperative for companies to have real-time intelligence about their target market, ideal customers, and engaged prospects.” It then applies this intelligence across all stages of the customer’s journey.
The Data Activation Platform offers Clearbit customers a user interface for many of the features that were previously only supported as APIs.
“Data activation is specifically around the next step of how we’re helping companies put data to work,” explained CRO Kevin Tate to GZ Consulting. “We started with the data. How do you collect data and make it available so that companies can be smart as they engage your customers in the market? And then, over the last three years, four years, what we’ve gotten to see is how these very fast-growing companies and their growth engineering teams and go-to-market teams have put our data to work in all these different customer touchpoints. Until this Data Activation Platform, the way they put that data to work was through APIs and integrations that they stitch together.”
“We’ve been fortunate to work with many of the most innovative B2B growth teams in the world, and they’ve taught us that it’s not just about having good data. It’s about activating that data to improve your funnel from top to bottom,” said Ross Moser, CEO of Clearbit. “The ability to apply real-time intelligence to each step of the customer journey – and optimize experiences in real-time – is what’s driving success for Clearbit’s customers.”
Clearbit company and visitor intelligence
The Data Activation Platform leverages Clearbit’s heritage as a data company. Its database spans 44 million companies with over 100 firmographic and demographic attributes. Clearbit also maintains data on 350 million contacts. Marketers can target audiences, enrich their CRMs and MAPs, and personalize their website and customer experience apps. Capabilities include
Clearbit Reveal visitor intelligence for tying anonymous users to firms and detecting website visitor intent
Audience management and segmentation based on data ingested from a company’s CRM, MAP, or CDP. Alerts may be triggered to activate audiences across systems.
Real-time enrichment for short webforms.
Real-time integrations and APIs
Audiences can be targeted in multiple ways. For example, marketers can deploy audiences on Facebook and Google:
Prospect Audiences target employees across the complete ICP, including account expansion to new prospects outside the CRM. Targeting may be filtered by role and seniority, providing persona-level targeting across the ICP.
Contact Audiences that sync all matches to a contacts audience for retargeting on Facebook and Google
Site Visitor Audiences that retarget web visitors when they match on Facebook and Google.
Data syncing includes “Audience inclusion attributes” or “smart attributes” that are calculated, such as a Boolean ICP or current customer flags that can be pushed downstream to Salesforce and other platforms. The refreshed value is automatically pushed to downstream systems if the calculation is modified. Smart attributes are updated every fifteen minutes.
Clearbit partners include Salesforce, HubSpot, Marketo, Pardot, Segment, Drift, Intercom, Chili Piper, Slack, Zapier, Qualified, and Clari. Personalization partners that leverage Clearbit Reveal include Uberflip, Optimizely, and Mutiny.
Clearbit is coming off a “big, big growth year” but does not disclose any sizing or growth details. LinkedIn lists it with 177 employees, up 90% over the past year. Business Development and Sales grew at a 150% pace. While Clearbit originally targeted B2B Internet service companies, it is gaining traction in financial services, retail services, and investments, businesses that are “looking for data, to power their intelligence, their go-to-market motions,” said Tate.
ZoomInfo provides a set of data-enabled services for sales, marketing, recruitment, and revenue operations under the RevenueOS brand.
ZoomInfo announced the immediate availability of its new MarketingOS ABM Platform. The service is part of a broader RevOS offering that supports marketing, sales, operations, and recruitment. MarketingOS consolidates ZoomInfo’s legacy marketing capabilities, bringing together two recent acquisitions, Insent and RingLead, with new programmatic and audience management functionality.
ZoomInfo also refined its positioning statement from Revenue Acceleration to Revenue Operating System. It stated that RevOS is “the World’s only revenue operating system of its kind.”
“Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo CEO Henry Schuck. “ZoomInfo’s unique data science algorithms allow marketers to connect with the right prospects at precisely the right time. No other solution on the market combines the power of data-driven insights and marketing-optimized workflows like ZoomInfo’s MarketingOS.”
“Marketers typically fail because the data in most ABM platforms is both inaccurate and incomplete. Current ABM solutions are designed to leverage companies’ own first-party data, which exists in their customer relationship management or marketing automation systems. Without quality data, marketers pour advertising dollars at the wrong prospects and companies, and, as a result, deliver fruitless leads to sales and waste time and resources. With ZoomInfo’s best-in-class data and intelligence at its foundation, MarketingOS enables marketers to effectively reach target accounts and drive qualified leads for sales.”
New functionality includes social and display advertising, abandoned from tracking, and audience targeting. Marketing can build audiences and track campaigns on Facebook, Instagram, and Twitter. Marketing can also build campaigns and manage them programmatically through Clickagy DSP (ZoomInfo) or TradeDesk.
Marketing OS looks to address the “Funnel Famine” suffered by traditional marketing teams. Several issues cause Funnel Famine: crowded B2B advertising channels, dirty data, leaky black-box marketing campaigns, siloed data, and sales’ longtime distrust of Marketing Qualified Leads (MQLs).
MarketingOS addresses the issue of leads created by “The Funnel Famine.”
“Most marketing programs begin with data, whether it’s for tailoring your communications, whether it’s for sending an email, whether it’s for sending a direct mail. It’s all about those accounts that you’re targeting and the professionals at those accounts,” explained ZoomInfo SVP of Product Strategy and Product Marketing Justin Withers to GZ Consulting. “And the reality is that a lot of data, especially if it’s pulled from the CRM or other systems, is outdated. It’s inaccurate. It’s incomplete, and that can actually pollute or even inhibit the lead flow at the top of the funnel, and [it] ultimately leads to poor conversion. It leads to leaks in the funnel, and all this hard work that marketers put in at every stage of the funnel ultimately spills out before it can even reach sales.”
The reality is that the sales and marketing funnels operate in parallel, not sequentially, as represented in traditional funnel diagrams. MarketingOS lets marketers run account-based programs in parallel with sales running account-based sales programs “so that everyone’s aligned at every step of the funnel.”
Under current processes, sales and marketing operate in parallel to each other with little coordination and a single point of handoff for MQLs, a situation that “really doesn’t set marketing up for success…and it leaves sales in a bind,” continued Withers. Thus, marketing complains that sales teams ignore its leads, and sales reps complain about the quality and quantity of marketing-sourced leads. As a result, there is an “acute misalignment between sales and marketing.”
With MarketingOS, handoffs can occur at different points along the marketing funnel, based on the channel and prospect response.
Sales and Marketing are aligned around a set of target accounts both within and beyond the ICP. Thus, an ICP account with spiking intent will be passed to sales, even if marketing has had limited conversations. Furthermore, the rep will know that multiple individuals from the firm have visited the website or that individuals have clicked through on ads or email campaigns.
Likewise, chatbot conversations with target companies can immediately route a chat to the sales rep or schedule a call.
New functionality for managing abandoned forms can revive a prospect. ZoomInfo claims a 60% increase in lead flow with its abandoned form tracking.
MarketingOS Audience Builder with Audience Segmentation
MarketingOS functionality includes
Expanded targeting that leverages the full set of ZoomInfo’s first and third-party intelligence for building and activating audiences. ZoomInfo selects include firmographics, technographics, biographics (e.g., Title, 192 Job Functions, Job Levels), web forms, and uploaded lists (e.g., tradeshow lists). Other selects include business events (e.g., funding data, executive changes, projects) and over 300 company attributes (advanced data-mined firmographics such as fleet size and company benefits). Targeting also ingests account, contact, and lead attributes from Salesforce, HubSpot, and Marketo.
First and third-party intent data time outreach while buyers are in-market, helping to improve marketing and sales efficacy. Marketers can track up to 500 intent topics, with up to 50 available at a time. In addition, chat-based targeting is coming soon.
An “in-market predictive score” that identifies each prospect’s buying stage, “informing how and when marketers should engage with prospects based on their ranking and helping them to prioritize their outbound efforts on prospects who are most likely to convert.”
Campaign Management and Analytics. Marketers upload their creative, build an audience, set the budget, and select their channels.
Webforms, infused with automated enrichment, support shorter forms with reduced abandonment rates
Abandoned form tracking, with Workflows passing the lead to sales or additional nurture steps
ZoomInfo Chat (FKA Insent), a conversational marketing chatbot that leverages ZoomInfo data to score and route leads. Chat immediately passes high-scoring, live leads to sales reps. The chatbot also automates meeting scheduling.
Visitor Intelligence, with pages scored differently (e.g., Product Pages are scored higher than Career or Investor Pages)
Automated workflows triggered by intent, custom intent, WebSights visitor intelligence, Scoops (e.g., business events, projects), Funding, Technologies, and FormComplete. Workflows can also be built to expand reach across the potential buying committee by persona.
RingLead data orchestration to dedupe, cleanse, enrich, and route leads
ZoomInfo Enrich, a set of DaaS enterprise platform integrations for data enrichment and hygiene.
MarketingOS is powered by ZoomInfo’s database spanning 100 million companies, 150 million executives, technographics, intent and engagement data, and event data.
“Marketing and sales funnels work in parallel, so everyone is aligned at every step of the funnel,” explained Justin Withers, SVP of Product Strategy and Product Marketing. With MarketingOS, “sales and marketing are working in lockstep at every stage of the journey.”
MarketingOS is one of four products branded under the RevOS banner.
Tying together intent and engagement data and processing them through ZoomInfo Workflows is the future of ABM. Intent data is employed at the top of the funnel when buyers are in the initial research phase. Once prospects have begun interacting with a vendor, most buyer behavior research falls under the engagement category (e.g., web forms, email responses, chatbots, conversational intelligence, etc.). Finally, intent data helps identify upsell and cross-sell opportunities at the tail end of the customer lifecycle.
Engagement and intent data are also valuable churn risk indicators, helping customer success and account managers detect potential cancelations or defections well before decisions have been made. In addition, intent data can show a spike in research related to product-associated topics and competitors. Engagement monitoring widens to include customer success interactions, training participation, platform usage, and general account health indicators.
“We can support your new customer acquisition with these signals,” stated Withers. “We can support your opportunity acceleration with these signals. We can also support your renewal, upsell, cross-sell motions based on different types of signals that are happening at those accounts. So, it really is a full customer lifecycle marketing solution.”
MarketingOS will be available as a pair of SKUs:
ABM Elite+: The full ABM Platform package, including RingLead Cleanse, Enrich, and Route
ABM Advanced+: Package includes everything except RingLead
“The purpose behind the two distinct offerings is to simplify our primary offering for those focused on ABM engagement and marketing programs, as opposed to the more operationally focused data orchestration capabilities,” explained ZoomInfo Analyst Relations Director Michael Basilio to GZ Consulting.
MarketingOS includes ten marketing seats and three administrative seats for RingLead routing and ZoomInfo Chat.
The broader RevOS branding consists of MarketingOS, SalesOS, OperationsOS, and RecruitingOS. ZoomInfo calls RevOS the “world’s first integrated go-to-market platform.” All four RevOS services are generally available.
ZoomInfo’s data cloud, orchestration tools (e.g., RingLead, B2B DaaS, Workflows), and engagement tools (advertising, sales engagement, web forms, chat, and conversational intelligence) are at the heart of RevOS.
“There’s nothing more important in business than successfully executing your go-to-market strategy,” states ZoomInfo in its product collateral. “Get it right, and your business flourishes. Get it wrong, and you’re toast. That’s why having one integrated go-to-market platform is so crucial. You can think of it as your revenue operating system.”
SalesOS bundles together a set of new and legacy sales tools:
Sales prospecting
Chorus, the conversational sales platform the firm acquired in July
Sales and Marketing Alignment has been a stated goal of the two functions for at least a decade, but they have operated with different datasets, metrics, objectives, and platforms. Thus, alignment was more vision than reality. By aligning ABM on a common platform and reference database, alignment is no longer impaired by an organization’s tech stack and data foundation.
“Crucially, MarketingOS lets marketing teams work from a common data foundation. Only 39% of sales and marketing teams share buyer signals, and half say it’s because their sales and marketing systems don’t integrate. The shared data foundation of SalesOS and MarketingOS tightens key handoffs and unlocks true marketing and sales alignment, eliminating conflicting records, wasted effort, and missed opportunities.”
ZoomInfo CEO Henry Schuck, “Introducing RevOS: The future of modern go-to-market software,” (Feb 8, 2022)
OperationsOS contains RingLead data orchestration (i.e., match, unify, dedupe, normalize, cleanse, enrich, score, and route data) and B2B DaaS services (e.g., APIs, webhooks, cloud data warehouse integrations).
Finally, RecruitingOS contains ZoomInfo Recruit, its recently launched prospecting and engagement service for HR departments and recruiters. RecruitingOS also includes a set of Applicant Tracking Service connectors.
“Recruiters can filter and reach more good-fit candidates, use pipeline management tools to collaborate and organize the hiring process, and automate the candidate outreach process,” explains Zoominfo. “This helps you source and connect with candidates faster, reducing the time to find and hire talent.”
Along with new product positioning, RevOS sports new logos, color palettes, styles, and a “unified in-app experience to create a singular, cohesive go-to-market solution that spans the entire suite of ZoomInfo products.” There are also redesigned data dashboards and reports that “offer a faster, more responsive experience that allows your sales, marketing, and recruitment teams to visually demonstrate ROI and how their work aligns with broader organizational objectives.”
In short, RevOS unifies sales, marketing, revenue operations, and recruitment on the same set of data, providing “the same source of truth” and “one integrated platform for every stage of the marketing and sales funnel.” “If data is the lifeblood of the modern sales organization, then go-to-market teams must have the technology to act upon that data. RevOS’ unified data tech stack gives sales, marketing, operations, and recruiting teams a single source of truth from which to launch their campaigns and go-to-market motions, simplifying internal workflows, reducing costs, and maximizing interoperability between teams,” blogged Schuck. “RevOS is the next chapter in ZoomInfo’s journey as the world’s leading go-to-market platform.”
MarketingOS supports a Campaign Manager for building, sizing, and tracking campaigns.
Intent data vendor Intentsify announced that it received a strategic investment from BV Investment Partners, a middle-market private equity firm that focuses on the tech sector. The new funds will help the firm accelerate growth and product development.
Intentsify, founded in 2018, continued its pace of strong growth in 2021. The firm quadrupled revenue in 2019 and 2020 and expected to treble income in 2021 (as of mid-December). In addition, it has grown its customer base to over 150 customers.
Intentsify layers multiple, complementary intent feeds into its proprietary intent dataset.
“B2B organizations are increasingly leveraging multiple sources of intent data to focus time, efforts, and resources where and how they’ll have the most impact,” said Intentsify CEO Marc Laplante. “The problem is most B2B companies struggle to quickly gather, analyze, and act on buyer intent signals, which change on a weekly basis. Intentsify is streamlining all of this so our customers can more effectively scale account-based demand and revenue. We are excited to partner with BV who understands our business and has the expertise to help us take Intentsify to the next level.”
Intentsify’s Intent Activation software ingests multiple categories of intent data from several proprietary data sources “to deliver a broader, more accurate view into which targeted accounts are in-market to purchase and the issues they care about.”
Intent data is gathered from over 50 billion intent signals per month from over 5,000 B2B media sites. Intentsify also includes Visitor tracking as part of its offering.
Intentsify offers a pair of Intent Activation Solutions for Demand Generation and Programmatic Marketing. Intent-Activated Demand Generation helps marketers engage target personas at accounts displaying relevant research activity while Intent-Activated Programmatic targets key personas “at the right locations among in-market target accounts.”
“Intentsify uses its proprietary technology backed by a global data science team to power numerous marketing, sales, and customer success use cases,” stated Justin Harrison, Managing Partner of BV Investment Partners. “Intentsify’s co-founders have long experience in this field and are acknowledged thought leaders in the intent data space who have built a strong company with an impressive leadership team, and we look forward to working with them to scale their business.”
Intentsify did not disclose the size of the investment.
ABX Platform Demandbase released one of its “largest product launches of the year”: Audience Management Destinations. While the firm has long supported B2B Campaigns via display advertising and LinkedIn channels, Audience Management Destinations extends its reach into consumer platforms and social advertising.
“B2B buyers are people, too, and B2B marketers can and should be advertising on those channels,” said Demandbase CMO Jon Miller.
New advertising channels include Facebook, Instagram, Twitter, Google, YouTube, Bing, and Adobe Audience Manager. Additional services will be rolled out next year.
Demandbase does not store Personally Identifiable Information (PII), so its social outreach is GDPR and CCPA compliant. Instead, Demandbase leverages LiveRamp’s identity resolution, an opted-in identifier system that matches individual identifiers across platforms.
Demandbase also expanded its integration with LinkedIn. Previously, it only supported account-level targeting on LinkedIn, but now marketers can target at either the account or person level.
Demandbase Targeting
Marketers will build audiences using a set of selectors that include first-party data, third-party data, intent, technographics, and activities. (See the image on the right). They can then activate campaigns to their targeted buyers across the business and social web.
“This will allow a highly consistent customer experience across social networks and other platforms,” explained Miller on LinkedIn. In addition, the new release expands marketing’s outreach and orchestration across a broader set of channels “using the account intelligence and the Demandbase One platform.”
“We’re constantly learning about how the B2B buyer thinks and acts, and this new account-based social targeting functionality plays a role in reaching buyers more holistically,” said Miller. “By viewing the buyer not just as someone within a target account or in a buying committee, we recognize that buyers are individuals, too. This mindset shift — and the corresponding ability to engage with them as such across business and social platforms — gives our customers yet another advantage in today’s B2B go-to-market landscape.”
Demandbase claims that it is the only system that runs both “people and account-based plays from one system.” Marketers can target specific audiences and “then automatically apply the most effective sales and marketing tactics to advance the account in its journey, across every touchpoint, and with the most relevant messages.”
Demandbase supports its own intent data along with partner datasets from Bombora and G2. TrustRadius is coming soon.
“Demandbase’s solutions are stronger in certain areas and helps drive top of the funnel engagement or audience targeting, while InsideView has been more focused on bottom of the funnel data. We realized the two companies are quite complimentary and we could combine our customers to offer a much more complete solution to all of them. Today we have an integrated top of the funnel to bottom of the funnel marketing and sales data provision to allow customers to look at the full funnel and identify a more appropriate addressable market, including what kind of technologies those companies use.”
InsideView CEO Umberto Milletti to MarTech Series this week
The three companies combined to create a four-cloud solution that supports Advertising, ABX Marketing, Sales Intelligence, and Data.
“What’s exciting about this is the ability to provide all of this to customers as one solution,” continued Milletti. “We have done a lot of work since the merger was completed to combine all of our technologies and go to our customers with information on how much more we can do for them.”
Demandbase combined its Demandbase One platform with InsideView and DemandMatrix to support four clouds.
Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I). Today, I’m covering the Eyeota acquisition.
Eyeota supports a global methodology for onboarding offline and online data in a privacy-compliant and globally consistent way without the use of personally identifiable information (PII).
“In today’s market, brands need the ability to bridge real-world insights into the digital space in order to communicate more effectively with their customers and prospective customers,” states the firm’s About Us. “Yet the market has never been so difficult for brands to navigate. The challenge is finding the best ways to capture and activate audience data and to do so in a way that they can be confident is authentic, trustworthy and reliable.”
Eyeota builds audiences “based on what people are buying, watching, listening, reading, and interacting with in both the digital and offline world” that takes into account consumer demographics, behavior, and psychographics.”
Eyeota supports a broad set of global ad buying platforms, trading desks, DMPs, DSPs, and ad networks, including Adobe, Google Marketing Platform, Lotame, MediaMath, Neustar, Oracle Marketing Cloud, and Salesforce DMP. Eyeota also supports social targeting on Facebook, Instagram, and Twitter.
“Eyeota’s expansive global data onboarding and activation capabilities are underpinned by our commitment to delivering audience solutions at scale, and we are proud of the work we have accomplished to develop one of the most powerful, agile, and interoperable frameworks for delivering addressable data in a privacy-conscious era,” said Kristina Prokop, Chief Executive Officer of Eyeota. “By combining forces with Dun & Bradstreet and NetWise, we will be able to offer a more holistic B2B audience platform to our clients, leveraging a powerful combination of data, technology, and insights that help clients better target and engage audiences across global markets and digital channels.”
Eyeota’s products extend the Audience Solutions business into campaign execution and “being online and participating more fully in the B2B MarTech and AdTech supply chain.”
Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in Eyeota for an estimated purchase price of $165 million upon closing, subject to net working capital adjustment. The deal is expected to close by November 5.
Eyeota has 84 employees and grew its headcount 12% over the past year. Founded in 2010, it maintains four offices in the U.S. and outposts in Sydney, Tokyo, Singapore, Pune, Berlin, and London.
Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I)
NetWise offers Dun & Bradstreet a B2B-to-consumer ID Graph that helps Audience Solutions compete in this broader digital context. The Graph includes 30 million U.S. businesses, 100 million business professionals, 250 million opted-in consumer profiles, and 70 million consumer-to-business linkages. At the audience level, NetWise supports over 500 standard B2B segments and 150 consumer segments.
NetWise extends D&B Audience Solutions’ identity graph “across every major online channel, individual device, or a marketing platform,” said Dun & Bradstreet CEO Anthony Jabbour. “Just as our clients rely on the D-U-N-S Number for precision in their offline data, we’re looking to provide the same level of confidence and consistency online as well.”
NetWise adds a B2B-to-Consumer Graph for cross-channel, cross-device digital marketing.
NetWise excels at joining the offline and online worlds together to connect business personas to their online personas,” said NetWise CEO Dwight Gorall. “We look forward to joining the Dun & Bradstreet family with Eyeota. Once together, we can work to create a complete solution for clients, enabling a full spectrum of capabilities – from audience creation to activation – at scale across many demand-side platforms, customer relationship management systems, connected T.V. or social media platforms. We are committed to helping global enterprises future proof their marketing strategies so they can thrive in a multichannel world.”
NetWise notes that it is the “original producer” of its B2B data products built from first-party data sources, including state and federal business filings, company websites, job descriptions, job postings, social websites, and business directories. Moreover, the firm has unrestricted rights to use and sell its data. Thus, it offers supplementary intelligence for enriching Dun & Bradstreet’s company and contact files.
According to its FAQ, “NetWise generates comprehensive and deterministic B2B segments using current job titles, company firmographics, and other self-declared business-related attributes like skills, education, certifications, etc. This is accomplished by analyzing publicly available information and data created directly by persons in our dataset. These data features are often multi-source validated across our compiled data. Segments are deterministic, based on foundational information and never modeled unless explicitly indicated.”
NetWise is fully compliant with CCPA. In addition, its Data Protection Officer is a California-licensed attorney.
Outside of the US, NetWise maintains 100 million global profiles that can be folded into WorldBase and 300 million non-EU global profiles. NetWise does not build profiles on GDPR (EU) subjects.
Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in NetWise Data for an estimated purchase price of $69 million upon closing, subject to net working capital adjustment. The deal is expected to close during the fourth quarter.
NetWise is based in Boca Raton, Florida and has 47 headcount (as per LinkedIn).
