ABM Platform Terminus rolled out a set of platform enhancements for “optimizing ABM strategies.” New features include global targeting, chat playbooks, and Live View. Global targeting expands Terminus’ coverage beyond the US, letting marketers create and manage international campaigns. The functionality is generally available as of February 24.
International Targeting is country-based, with campaign-based budgets and timelines. Users can also target ABM accounts or focus on an enterprise account in specific countries.
Terminus Chat now supports playbooks that “intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time,” blogged Terminus Product Marketing Senior Director Audra Felten. The new functionality simplifies chat set-up with a “powerful new chatbot builder and logic builder.”
The new Live View feature lets reps proactively engage website visitors. Users can view live information about accounts visiting the company website, along with page views, before reaching out on the chat channel.
In March, a new Advertising Insights report will be available in the Measurements Studio. The report tracks brand awareness, lead and opportunity creation, pipeline acceleration, and closed-won deals. Advertising Insights measures advertising effectiveness and ties its impact to account-based execution. Digital Marketers can assess site visits and leads driven through Terminus advertising. Likewise, Demand Gen Marketers can evaluate visits, conversions, and pipeline directly associated with Terminus Campaigns and adjust the marketing mix accordingly.
“With our February release, we’re going all in on building the ABM platform of the future, which means bringing ABM and sales engagement together even more seamlessly,” said Terminus Chief Product Officer Bryan Wade. “At the end of the day, it’s all about revenue. Customer-facing teams have to be focused on the best-fit accounts and engage at exactly the right time to drive results, but that can only happen when efforts are coordinated. These new capabilities make it easier than ever for sales and marketing to operate as one team.
Terminus just announced a $90 million Series C that valued the firm at $400K. I will cover the round on Monday.
Zoominfo launched their new Targeted Audiences service to support programmatic advertising against their universe of B2B account and contact data. [Part I]
ZoomInfo employs signature-block mining, natural language processing, machine learning, and email verification to build and maintain their Data Cloud. They also recently acquired EverString to augment their firmographic depth and field fill rates for 95 million companies. Targeting against the Zoominfo Data Cloud offers “campaigns with unmatched precision and enhanced performance.”
“Digital agencies and marketers typically face challenges in collecting high-quality, complete B2B audience data,” contrasted ZoomInfo. “Most widely available contact information for companies and their employees is either inaccurate, incomplete, or outdated, which means many digital agencies and marketers deliver their messages to the wrong people altogether.”
“What’s common knowledge to those in the industry — but not to a bright-eyed data guy like me — is that advertising audiences aren’t engineered to be precise. Quite the opposite, actually: This space is all about volume and audience expansion through inferences, and modeled data has taken over.”
ZoomInfo SVP of Innovation and Data R&D Derek Smith
Marketers can also build custom audiences from over three hundred demographic and firmographic selects, including funding data, benefits data (licensed from GlassDoor), event participation, banking variables, technographics, and Fortune 500/1000 flags. Biographic variables include function, level, and title/keyword.
Targeting is most effective for the North American market because ZoomInfo is limited in the number of legally gathered and stored identifiers for EU citizens due to GDPR.
“Our product is unlike any other for two reasons. First, we’ve amassed a treasure trove of emails, phone numbers, and titles. Second, we’ve architected our company data to let you identify companies with a level of granularity that significantly eclipses the competition,” said Derek Smith, SVP of Innovation and Data R&D. “Was this always intentional? Of course not. But unbeknownst to me, our data became tailor-made for advertising activation as a result of other projects at ZoomInfo.”
As a new offering, Targeted Audiences should be viewed as a solution for building precise B2B audiences and activating them via LiveRamp. With nearly 100 million targetable professionals, 500 million identifiers, and 300+ selects, ZoomInfo can build very focused audiences. However, there are some gaps. Targeted Audiences does not offer any campaign analytics, creative management, social marketing, retargeting functionality, or intent-based targeting.
“Targeted Audiences allows marketers to build strategic campaigns based on contact and company information and creates new levels of granularity in B2B audience data that have never before existed on the market,” said ZoomInfo CEO Henry Schuck.
Targeted Audiences is a standalone offering. Marketers and agencies can test out the service on a few audiences before signing a volume contract. The fifty off-the-shelf audiences are priced at $1 CPM ($1 for 1,000 advertising exposures). Custom Audiences begin at $2.75 CPM, but the price falls with volume commitments.
ZoomInfo moved deeper into the marketing and advertising space with the launch of Targeted Audiences. The newly unveiled B2B data service “gives digital agencies and marketers the ability to target their ideal customers with unprecedented accuracy.” Targeted Audiences are built from the ZoomInfo Data Cloud, which includes 500 million emails and phone numbers for nearly 100 million professional contacts.
ZoomInfo was in the advertising space in its early years but spun off its Bizo platform in 2008. At the time, CEO Yonatan Stern said, “We realized our business information index allowed marketers to deliver targeted online ads at a level never before seen.”
Since then, ZoomInfo has acquired a deeper set of contacts and richer firmographics, technographics, funding data, benefits plans, and event data, supporting superior targeting precision.
Unfortunately, Bizo was acquired by LinkedIn in 2014 for $175 million but folded 18 months later when LinkedIn balked at the integration cost.
Targeted Audiences should be viewed as a new market entry for the firm, but one that supported a $175 million opportunity back in 2014. The October acquisition of Clickagy fueled this market entry as Clickagy intent data is deployed programmatically via data marketplaces.
“With the team at Clickagy now on the ZoomInfo team, our familiarity with the advertising space accelerated from 0 to 60 mph almost overnight. The combination of our massive Data Cloud with a select few experts in advertising data allowed us to quickly discover the path to making our data actionable,” blogged Derek Smith, SVP of Innovation and Data R&D.
ZoomInfo launched the programmatic service with over fifty pre-packaged audiences “built on advanced demographic and firmographic data.” ZoomInfo offered several examples outside of their core technology and business services customer base:
Educational institutions can target individual contributors and managers employed by firms with tuition reimbursement.
Optometrists can market to employees of companies with vision plans.
Luxury brands can reach out to C-level execs at firms with more than one hundred employees.
Financial advisory firms can target director-level employees of firms that recently went public.
ZoomInfo is passing audience identifiers to the LiveRamp data connectivity platform. LiveRamp maps identifiers to channels, screens, and devices for media activation. Additional partner platforms will be brought online in the coming weeks.
Infogroup launched InfoUSA Results, an SMB solution for website building. The package includes a custom website and landing page tied to online campaigns and a dedicated toll-free or local phone number. InfoUSA Results also supports site analytics, SEO optimization, Google Ads, local listings, and display ad remarketing. Customers can manage the site once it is built or let InfoUSA manage it.
“We designed InfoUSA Results so businesses can easily reach more customers online. We developed this product with the time-strapped business owner in mind. Imagine, as a business owner, you have a team working on your behalf, and new customer leads come right to you. In fact, it can be as simple as InfoUSA Results sending a text to a business owner alerting them that they have a new customer prospect who is interested in doing business with them. That is pretty slick.”
Mark Cullinane, President of Local Marketing Solutions at Infogroup.
InfoUSA Results designs websites that are mobile-ready and search engine optimized with metadata and structured markup. They are optimized for fast load times. Sitemaps are submitted to Google for speedier indexation via the Google Search Console. InfoUSA also distributes company data to hundreds of online directory listing platforms.
The service includes multi-channel lead tracking for calls, web forms, texts, and emails with analytics delivered via a dashboard. Voice, SMS text, and email responses are reported and logged. Calls are displayed on a geo map with length and quality.
Call management features include call recording, call whispering, and voicemail.
InfoUSA did not publish pricing but is offering a 30% discount for the next three months.
The first product announcement was around Site Analytics and improved web engagement metrics. The functionality is not a replacement for Google or Adobe Analytics but enables an understanding of account-level interactions across the company website. It also provides page-level intelligence concerning which pages matter the most, allowing marketers to promote and optimize high performing pages.
Site Analytics also helps uncover new audiences for sales and marketing outreach, such as verticals outside your current ICP. It can also be used for understanding which accounts are demonstrating interest in a new product launch for SDR outreach, optimizing content based upon key account viewing activity, and monitoring trends to determine campaign performance and the impact of various marketing activities.
Marketers may filter by page, URL keyword, account filters (industry, revenue, and employment), page performance, and audience. Marketers may also save filters and create new audiences based upon site traffic.
The second launch was Data Stream, which lets analysts push data from Demandbase into BI platforms for expanded account-level reporting. Data Stream is designed for firms that have already invested in data modeling and reporting and that have a data team or data analyst working with a BI or reporting platform. Demandbase data includes audience and account intelligence, campaign metrics, site analytics, and intent.
Daily, data is pushed into a data warehouse (e.g. Google Big Query, Amazon Redshift, Azure Synapse Analytics) or Cloud Storage (e.g. Google Cloud, Amazon S3, Azure Blog Storage). From there, customers can load the data into reporting tools such as Tableau, Domo, or Google Data Studio and combine account-level data with other data sources. This process provides an account-based lens to digital marketing alongside intent data and other corporate datasets.
Data Stream “helps you form a complete picture across your prospects and customers,” said VP of Marketing Phil Hollrah. “Being able to deliver this data in an automated fashion with no manual intervention needed is a huge benefit to our customers. You can set up your reports, you can auto-refresh this data daily, and then those reports are going to be up-to-date with the latest information.
The third release was Self-Serve Targeting for account-based advertising. Previously, this was only available as a managed service, but now marketers can set up campaigns and creative, then modify and optimize the campaigns. Self-Serve Targeting is supported by a five-step wizard that allows marketers to upload and change creative. Marketers set up campaigns with budget, geolocation, duration, and audience. And because it is self-serve, marketers can quickly adjust campaign budgets, scheduling, frequency, or creative, allowing them to make real-time changes.
The wizard provides a campaign forecast that estimates the max spend versus projected budget, estimated impressions against qualified accounts, and the likely reach across the targeted accounts.
Self-Serve Targeting supports multiple campaigns for different segments, whether performing 1-to-1 or 1-to-many advertising.
Site Analytics and Data Stream are generally available. Self-Serve Targeting is available as part of an early adopter program.
AI-powered sales engagement service ScaleX.AI announced the availability of SocialFlow, which leverages employee networks for warm introductions at target buyer personas. According to ScaleX, most firms use only 3% of their employees’ professional networks. Social Flow unlocks the remaining 97% of connections for generating warm introductions.
“Successful outbound requires a perfect mix of quality and quantity. With the launch of SocialFlow, we’re further enhancing the quality that our clients have come to expect. This is truly the first-ever AI for Social Selling engine on the market today!”
ScaleX CEO Chad Burmeister
virtual BDR automates social outreach in parallel to phone and email. Once
one of these channels makes a connection, the other channels are halted.
ScaleX features include
Social & Email Automated Cadences
Agent-assisted power dialing
Social & Email templates with proven conversions
Leads from Zoominfo, DiscoverOrg, Lead411, and SalesIntel at a monthly rate vs. an annual commitment
Digital paid ads optimized for impressions
positions itself as an automated BDR at a lower cost than direct sales
staff. The firm describes its ideal customer as “companies who
either can’t afford to hire a full-time SDR or BDR (Sales or Business
Development Representative) or companies who want to augment their in-house
sales team with outsourced Virtual BDRs that are 7-10X more productive.”
ScaleX Virtual BDR (BDR as a Service) starts at $3,000 per month for data and
digital outreach, and $7,000/month for data + digital (email, social, paid-ads)
+ data. Monthly outbound communications include around 3,000 emails per
month, 3,000 social sales activities, thousands of impressions, and 3,000
cited research by one of their Board members that the SDR function grew 500
percent from 2012 to 2017 and another 80-90 percent in 2017-2019. Burmeister
questions how long SDR employment growth will last before automation improves
the efficiency and effectiveness of SDRs, causing the role to plateau, and
was originally called Sales Hack, but they changed their name when Outreach
acquired Sales Hacker.
Dun & Bradstreet, which acquired Lattice Engines at the beginning of Q3, launched a Lattice Campaigns App for LinkedIn. The new app “improves campaign performance by creating and activating always-on AI-based audiences for LinkedIn Ads.”
“When Dun & Bradstreet acquired Lattice Engines, we were building on an existing partnership of the world’s most comprehensive B2B data and the world’s leading B2B Customer Data Platform,” said Dun & Bradstreet’s President of Sales & Marketing Solutions Michael Bird. “This is the first in a series of innovations we’re quickly bringing to market to power more effective and efficient digital marketing, demand generation and sales acceleration programs for our customers through the intelligent use of data.”
The Lattice Customer Data Platform supports “hyper-targeted”
LinkedIn advertising as part of a broader omnichannel engagement strategy. Lattice
combines first and third-party customer data, displays account and contact
insights, and uses “AI to segment their buyers and deliver hyper-targeted
engagement in an automated fashion across display, web, email, CRM and now
“Let’s say a buyer at a cold account starts visiting certain product pages on your website anonymously. Rather than just showing this buyer a generic ad about your brand, you could show them an ad with more specific copy and CTA [call to action] related to the product pages that they visited on your website.”
Dun & Bradstreet President of Sales & Marketing Solutions Michael Bird
The app creates matched audiences for LinkedIn ads and
then lets marketers adjust media spend to target high-performing audiences. The
app then updates LinkedIn audiences based on “changes in buyer engagement,
interest and company data. As a result, marketers can ensure that buyers
are engaged with the most relevant campaigns based on not only persona but on
profile, propensity, interest and buyer stage.”
Dun & Bradstreet is claiming a 42% increase in
click-through rates and triple the post-click conversion rates resulting in a
54% reduction in qualified lead expenditures.
According to Gartner, CMOs are spending 23% of their
marketing budget on paid media.
“In an environment where B2B marketers are
overwhelmed with data and technology options, our goal is to make their jobs
easier by connecting interactions across customer journeys,” says Bird. “This
allows marketers to target the right audiences with the right message and make
the best use of their ad dollars.”
Connectors for Facebook, Twitter, and other social
media platforms are in the works.
This is Bombora week in my blog. Yesterday I covered their Bombora for Growth offering and today I’m discussing their August LiveRamp partnership. It is one of many partnerships they’ve formed over the past few years
Bombora’s latest partnership is with LiveRamp, an identity resolution firm that also supports data onboarding. Bombora identifies audiences based on intent data to develop in-market audiences for both large and small companies. Large company attribution is fairly straightforward as IP addresses can be employed. For smaller companies, attribution is performed behaviorally based on thirty attributes with an 86% confidence level.
layers in their topical surge data to determine which companies are showing
high levels of intent by topic.
typically we’d receive from Bombora is a list of IP addresses which map a
specific business profile,” said LiveRamp B2B COO Pieter De Temmerman. “For
example, we might be asked, ‘Can you find small businesses that are currently
in-market to buy a CRM system, or accounting software, or you name it’.”
“What Bombora has done, and patented, is we’ve looked at IP addresses from a behavioral perspective, and because we see 30 to 40 billion business transactions a month, we’re looking at them through the lens of the behavioral attributes of a business (versus a home, Starbucks, or hotel) IP address.”
Bombora CSO Mark Dye
we realized is that a lot of these B2B marketers are wanting to target large
companies, which are easy to identify, but are also wanting to have a
conversation with the longer tail of customers,” said de Temmerman. “When
you’re dealing with these smaller companies, you might be dealing with a large
number of prospects, but you don’t necessarily know who they are,”
offering pulls together a set of third-party cookies and associated devices for
anonymous users, expanding the universe of targetable in-market SMBs. According
to Bombora, “This solution, being the first of its kind in the B2B market,
produces a high likelihood of the SMB audience to be susceptible to the ads
they are seeing. Thus, producing a higher return on ad spend and a lower
customer acquisition cost.”
targets 7.5 million global SMBs with up to 100 employees based on IP addresses.
Bombora audience targeting is initially available for North America and
the UK with plans to expand to additional markets “in the coming months.”
LiveRamp charges $2 per CPM for SMB targeting and $4 per CPM for Bombora surge-based SMB targeting.
I sat down with Craig Harris and Elizabeth Cholawsky of HG Data last month. Elizabeth had joined HG Data as their new CEO eight days earlier with Craig shifting from CEO to R&D Leader and Chairman. We discussed the transition, partner management, product planning, and the entry into other information verticals. The interview has been edited for length and will be published over the next few days. [Part 1]
Michael: Craig, let’s talk about your new role and the future of HG Data.
Craig: Over time we’ve ingested and continue to ingest billions of company documents. These documents don’t just cover IT or technographics. They span every geography, every vertical, every category. Technographics is really just scratching at the surface. There are so many more insights within our corpus, and we’ve already built the tools and have the machinery to extract them. That’s where I want to spend my time. That’s where I want to focus.
That means a couple of things. It means going much deeper in this phase that we’re already in. Going beyond just company X is using product Y. There’s so much more context and insight and actionability that we can mine around the technographics that we are already selling to the market. There are other opportunities beyond technographics and we’re already monetizing that in the digital display part of our business, which is growing really fast.
I think this is just a perfect partnership between Elizabeth and myself. I get to go back to what I love the most which is the R&D. We’ve got a real pro here at home that can help us scale to the next revenue milestones and beyond.
Michael: The other industry that you’ve entered is healthcare. You partnered with `.
Craig: Yes, that was a couple of years ago. Our thesis is, we’ve got this massive corpus of information, can we extract information beyond technographics? Doing our deep dive into healthcare, of course, we started with the specialized software and hardware products that are used within healthcare organizations.
Quickly from there it became looking at equipment that you used in the operating room or how many beds are at certain healthcare facilities. That was very much a successful test of our ability to move into other verticals. That quickly became a very meaningful business for us. We’ve already proven that we can replicate what we’ve done in the technographic space.
More importantly, beyond technographics, there’s so much opportunity in the space that we’re currently in. We launched our HG Data for Salesforce product in November, so this is really one of our first forays into going and putting more of an experience around the data. This is an area where having someone with Elizabeth’s experience just puts us in a great position to explore those avenues.
Michael: Lightning Data is just an application – Account data maintenance within the AppExchange. It’s a small subset of the broader scope of applications in the AppExchange.
Elizabeth: Right. Yes. We’re working closely with them and talking about co-marketing opportunities to get a little more visibility around the Lightning Data app.
Michael: You have some other products you also launched around marketing analytics last year?
Craig: Well, so we’ve got the HG Data Platform. I wouldn’t really call it a product but an introductory way to discover the different data sets that we have available. It also has light analytics in terms of growth of those products by geography and other types of firmographics.
But really the main product launched is HG Data for Salesforce. That’s our premium offering inside Salesforce. We also have a demo version called HG Data for Salesforce Lite. We just launched that.
HG Data Focus [Chrome extension] is a tool used by thousands of sales reps and BDRs and marketing folks. That’s been a wonderful way to experience our data.
The other product launch was HG Data Audience. It’s our digital display advertising offering where we’ve worked with third-parties to get our data put into the systems or the workflows for building both syndicated audiences as well as custom audiences.
That product is growing really fast. It’s branded and available inside of Oracle Data Cloud, LiveRamp Data Store, DoubleClick Bid Manager and many others
Michael: Craig, going out five years, where do you see the company on the product side?
Craig: With technographics, if you look at some of the partners that we have within the HG ecosystem, we’ve identified at least a couple dozen different use cases and applications for our data. That’s just looking at the sales and marketing ecosystem. The enormity of what could be powered by HG, if we choose to build that ourselves for end users inside of their workflows, is exciting. Or, we may decide in certain scenarios that there are other companies that are just so good at that particular delivery of service to customers that we are more impactful powering that application It just makes a lot more sense to leverage partners in certain circumstances.
What I see happening over the next two to five years starts with technographics. We are going to choose some of those areas of application and we are going to build and power really wonderful experiences with our data directly for end users. And with many other applications for sales and marketing, if not the majority of other applications, we are going to continue working very closely with the wonderful partners that we have been working with for so many years. Over the two to five-year time-frame, I believe that we have the opportunity to go and replicate that same experience in a multitude of other vertical markets.
That’s where I’ll be spending a lot of my time just exploring which other verticals and markets we can go into and build unique data sets. Currently, I believe that we deliver the holy grail of data within the software and hardware space. Part of the holy grail of data is technographics. As we evaluate moves beyond healthcare and we move into manufacturing or transportation or any number of verticals, the definition of the holy grail of data becomes very different. That’s where I’m going to be spending the better part of the next several years working as Elizabeth helps provide some guidance. We are going to be very deliberate with the next markets that we choose to move into.
Michael: What sort of time-frame do you see yourself entering these additional verticals?
Craig: Right now, I think the focus and the priority is optimizing the areas that we are already in, so there’s a lot more work to do in technographics and healthcare before we start jumping in those multiple other verticals.
My vision for HG Data five years from now is that HG Data has become the de facto leader in the technographic space – not just building the data and surfacing the data, but in putting it to work for our customers. At the end of the day our customers don’t care about technographics. They care about knowing who their next customer is going to be or how they are going to retain and grow their existing customers. Five years from now I hope that HG Data will be informing this in the IT vertical as well as four or five other vertical markets.
Part III covers partnership strategy and company performance metrics.
Technology media company TechTarget announced strong Q4 growth for their Sales Intelligence Priority Engine service. The firm added over 40 new Priority Engine and Deal Data customers in Q4 with revenues more than doubling year-over-year. Priority Engine benefited from the addition of DiscoverOrg technographic and contact intelligence during the quarter. The service combines intent, predictive, and contacts intelligence into a single solution. Intent data is sourced from their 140 B2B media tech web sites containing 550,000 indexed content pages, many of which make the first page of Google technology searches. Each day, the firm has one million buyer interactions tied to its 17 million members which it then tags to 10,000 technology topics. The majority of members have technology titles, but TechTarget also supports five million non-IT members.
Content is available in English, Spanish, French, German, Portuguese, Chinese, and Japanese.
TechTarget claims that its hand-indexed, technology-focused editorial content results in a better indication of technology intent than machine-indexed intent files built across a broader set of B2B media sites. Furthermore, because TechTarget has member ids associated with site activity, they know who at each company is researching specific topics, providing surge data tied to specific individuals. Other intent vendors provide anonymous intent.
“Real purchase intent insight is actually made, not scraped from general-purpose websites. It begins with relevant, useful content that provides critical value to professionals as they look to solve business challenges and make buying decisions. By observing and learning from their content consumption patterns as they happen, marketers can market and sellers can sell at the right time with greater relevance. Our ability to deliver real purchase intent starts with our extensive content footprint and the hyper-relevant audiences that we’ve built.”
TechTarget CMO John Steinert
Priority Engine identifies “vendors actively influencing this deal,” core and related topics, and products and vendors. Installed product and vendor data is licensed from HG Data and viewable by category. Users can also search installed technology at an account by product, vendor, and category.
Accounts are ranked on a weekly basis with the service providing “an early radar on who’s buying from your named account lists.” TechTarget provides real-time analysis of the “most active accounts and named prospects conducting purchase research” and ranks those accounts by “likelihood to engage.” Prospects are segmented by geography and hundreds of marketing segments. The solution “creates a world-class ABM solution that combines breadth of reach, purchase power insights, and the ability to pinpoint and influence key prospects in one place.”
By combining DiscoverOrg contacts with member search data, Priority Engine provides “direct access” to the demand units of named active researchers and key influencers. Joint customers will have full access to DiscoverOrg’s editorially verified decision makers alongside TechTarget contacts that are conducting active research. The partnership displays the “Target Buying Team within a single dashboard.” Priority Engine customers that have not licensed DiscoverOrg will be limited to ten names per account.
TechTarget announced a set of enhancements last month which includes weekly contact updates, Marketo integration, regional subscriptions (North America, EMEA, United Kingdom/Ireland, APAC, ASEAN and India), and integration with internal datasets such as sales territories and web site visitors.
“We’ve moved beyond company-level insights; Priority Engine gives you access to ranked accounts AND the actual buyers researching purchases at those accounts,” said TechTarget SVP of Products Andrew Briney. “The unique purchase intent insight available within Priority Engine helps marketers generate demand more efficiently, accelerate ABM effectiveness, and deliver a more substantive contribution to sales.”