Your ideal customer profile (ICP) defines who are your best customers and prospects. It is defined by firmographics, intent data, technographics, business signals, etc. ICPs are focused on Accounts.
Your question implies that the firm has a single decision maker. But that is generally only the case at small firms. Generally, B2B mid-sized and larger procurement decisions are made by a buying team which can consist of multiple individuals at different levels and functions / departments. For these, you should define a set of personas that cover economic decision makers, users, influencers, reviewers (e.g. technology gatekeepers).
Many of the ICP vendors support contact searching for ABM accounts. Once the ABM list is defined, they allow users to prospect for contacts by persona (job function/level/title) at ABM accounts.
These vendors include emails and direct dials for contacts along with company profiles, sales triggers, financials, technographics, family trees, filings, etc.
While LinkedIn Sales Navigator does not offer an ICP tool, it includes a Buyer’s Circle which allow sales reps to quickly identify potential contacts at accounts and drag and drop them into their role. They can then review all open opportunities, including buying committees, via a single-pane Deal report which combines LinkedIn intelligence with Salesforce or MS Dynamics.
LinkedIn does not permit lead/contact downloading. This is part of the privacy agreement they have with their members.
That being said, there are some workarounds. The first is to license Salesforce Navigator which maintains a set of Accounts (companies) and Leads (contacts) within the product. While not downloadable, you receive alerts on those contacts along with messaging tools (InMail, messaging, and PointDrive).
You can also download accounts and contacts (called Leads within Sales Navigator) from Salesforce or MS Dynamics to LinkedIn Sales Navigator. While company and contact data is view only within CRMs, any data entered into LinkedIn (e.g. Notes, InMails) is uploaded to your CRM.
Sales Navigator includes a set of SNAP connectors for CRM, Sales Engagement, and other platforms. This tool provides a subset of Sales Navigator and Functionality within enterprise software. Features include profile viewing, InMail, connections, and icebreakers (talking points).
Option 2 is to license a chrome extension which recognizes domain names and LinkedIn profiles and matches them against their reference database. They then provide contact details and company firmographics within a right-handed side window. These databases usually include email and phone information not available in LinkedIn. Some include other details such as company technographics, news, and Alexa scores. Vendors with Chrome extensions include Zoominfo ReachOut, DiscoverOrg, HG Insights, DataFox, RingLead, Sigstr, PersistIQ, and Pitchbook.
Chrome extensions support send to Salesforce, MS Dynamics, Outreach, and SalesLoft features. Thus, you can be researching a company or contact, click on the extension icon, and kick off a sales engagement cadence within a few seconds (longer if you pause to review the enhanced profiles). A few even include contact prospecting for companies so you can search for specific company roles and
Add them to your CRM as contacts or leads individually or in bulk
Be notified of contacts already in your CRM (to avoid duplicates)
LinkedIn Sales Navigator began rolling out its Q1 release two weeks ago. New features include custom list sharing, Sales Navigator Coach, list building exclusion filters, new Sales Navigator Application Platform (SNAP) integrations, and an expanded set of technologies selects.
Sales Solutions VP of Product Management Doug Camplejohn was most excited about
custom list sharing, noting that that “selling is a team sport.”
can share lists with other users on their contracts, share comments, and sort
by “Last Updated” date so sales reps can stay apprised of updated leads and
accounts. Sales Navigator notifies users when lists are being shared with
them. However, lists reside only in LinkedIn and are not downloadable.
“Now we’re taking lists up a notch by adding the ability for you to share these custom lists between your team members and have comments shared as well. Sales Development Reps can collaborate with Account Executives on their team and share progress on breaking into new accounts. Relationship Managers and Customer Success Representatives can collaborate around the health of their named accounts throughout the customer lifecycle. And Marketing can easily share lists from events with the teams following up on new leads. The possibilities are endless.”
Doug Camplejohn, VP of Product Management, LinkedIn Sales Solutions
long described Sales Navigator as a system of engagement that worked with
systems of record (CRM) and communication (email, social). Much of the
initial focus was on lead messaging and SNAP connectors, but the firm is now
placing a greater focus on teamwork. Shared lead lists are “the first
step in a broader strategy to enable collaboration across your selling teams,”
wrote the firm.
Lead lists were released in Q4 and quickly employed by users. 250,000 custom lists were created within the first six weeks of availability. A quarter of active users created custom lists post-launch.
also save Leads and Accounts to custom Lists from partner applications via
their broad set of SNAP partners.
stated that “sharing increases visibility of and fosters collaboration for your
pipeline.” Custom lists help teams organize and plan for key leads and
accounts within lists: “Sharing allows them to collaborate with others as they
research, contact, and advance relationships with those Leads and Accounts.”
track team outreach to prospects, share leads with managers to discuss
strategy, segment by source, and customize follow-on activities.
Other screening enhancements include the expansion of technology selects to 30,000 technologies and the addition of seven categories of exclusion criteria for leads: company, geography, seniority level, title, function, industry and school. Account exclusions are provided for geography and industry. Camplejohn noted that exclusion filters were one of the top user requests.
Part II covers SNAP partners, SFDC Lightning Setup Console integration, and the new Sales Navigator Coach
LinkedIn rolled out its Q4 Sales Navigator release in November, but I failed to blog about it. (Q1 will be covered next week in this blog.) The release contains several nascent initiatives including custom lists and the collection of “Reports To” data to assist with organizational mapping. Other feature sets include three new alerts, an improved accounts center, PointDrive activity logging, and additional SNAP connectors.
beginning to collect data around who reports to whom. As sales reps or
others learn about reporting relationships, they can add them to executive
profiles. The data is then shared across the LinkedIn contract with
co-workers but not more broadly. Following after last quarter’s support
of buying committees, it is evident that LinkedIn is looking to infuse
additional project and reporting relationships within Sales Navigator.
laying the foundation for full-blown org charts by adding a new “Reports To” field
on the Lead Page,” blogged Head of Products for LinkedIn Sales Solutions Doug
Camplejohn. “Once you learn who someone’s manager is, you can add that
info to their page by searching for a name or browsing our recommendations. Any
additions you or your colleagues make will only appear to those in your
company’s Sales Navigator contract. So, the next time you or a team member
looks that lead up, you’ll see who they report to, who added that connection,
and a reporting history.”
number of custom lists of accounts or leads may be built within the LinkedIn
desktop or mobile app. Users may post notes on saved leads or accounts and
filter the lists by people who have changed jobs in the last 90 days, people
who have posted on LinkedIn in the past 30 days, companies who have had senior
leadership changes in the past 3 months, etc.
LinkedIn does not yet support custom list uploading. Custom Sharing is part of the Q1 release.
LinkedIn added three new alerts:
Someone at a saved account viewed your profile
A saved account has just raised funding
A saved lead has engaged with LinkedIn posts from your company
accompany six current alerts:
A saved lead started a position at a new company
A saved lead has a new position within the same company
A saved lead viewed your profile
A potential lead recently joined a saved account
A saved lead has accepted your connection request
A saved lead was mentioned in the news
now included in the main menu bar of both the desktop and mobile editions. Camplejohn
noted that LinkedIn has improved the “signal-to-noise ratio” of its alerts.
our Alerts as a trusted sales advisor tapping you on the shoulder with
information about your saved leads and accounts when it’s most important and
relevant to you,” said Camplejohn.
simplified its admin experience and “made it much easier to do tasks from
assigning users to managing groups.” LinkedIn also unified its
administration module across Sales Navigator, LinkedIn Learning, and LinkedIn
Searching was added to the Sales Navigator mobile app, bringing it to list
building parity with the desktop application. Earlier this year, LinkedIn
enhanced its company and lead profiles, also bringing them to parity with the
“LinkedIn’s recent updates to its Sales Navigator management tool makes it a more robust platform for sales teams. More importantly, the moves to bring more of its desktop features to the mobile app are evidence that LinkedIn finally understands how crucial a mobile experience is when designing a sales tool focused on lead management.”
Amy Gesenhues, MarTech Today
Sales Navigator’s multi-media sharing application, will begin writing activity
history back to Microsoft Dynamics. Salesforce PointDrive sync will come
in 2019. PointDrive presents documents and video to end users as a
landing page and tracks views and shares.
you send that pricing proposal to a prospect in PointDrive and members of the
buying committee engage with it, you’ll be able to see that activity in both
Sales Navigator and your CRM,” blogged Camplejohn.
to expand its SNAP
partnerships, adding Zoom as their first
web conferencing partner. Users can now hover over an attendee name and
view Sales Navigator intelligence including their profile photo, title, and
launched v2 SNAP integrations which provide broader access to Sales Navigator
Salesforce Winter Lightning release, admins will be able to configure Sales
Navigator and add support for Person accounts without having to go to the
This year, Sales Navigator focused on improved functionality and display for accounts, leads, and list building in their mobile and desktop applications; SNAP integrations; GDPR compliance and security; CRM opportunity management and buyers circles; alerting; employment analytics; and PointDrive CRM integration. Details on earlier releases are available in my blog: Q1, Q2, Q3.
LeadSpace is now including Bombora intent data in its Customer Data Platform. Bombora’s company surge data helps identify which companies are in market for products and solutions based upon surges in topical interest above historical baselines in the topic. “Customers can combine the resultant intent insights with Leadspace Predictive and Persona scores to accurately predict prospects’ readiness to buy in real time.”
LeadSpace customers can target
outreach based upon topical interest, prioritize sales and marketing activities
using intent data within predictive models, and personalize ad campaigns with
messaging and content around surging topics.
LeadSpace customers employing an ABM strategy enjoy improved account list building and engagement due to the partnership. They can also identify net-new prospects using look-a-like modelling and surge data.
“ABM succeeds when sales and marketing work closely toward the same goals. The easiest way to find that success is for both departments to start with insights from a single data source. Intent data that shows which target accounts are actively in-market helps sales and marketing tailor their efforts to the best prospects, and avoid those that are not engaged in the buying cycle. Working with Leadspace ensures the easy orchestration of Bombora’s insights across these departments.”
Erik Matlick, CEO and co-founder of Bombora
Intent data also assists with
sales-marketing alignment via harmonized messaging. According to David
Tam, Director of Marketing at OneLogin, “I’ve never worked anywhere before
where we could run a fully-integrated and aligned marketing campaign and sales
play, where the messaging matches. Our marketing emails are talking about the
same things that our sales reps are talking about. That alone is enough to get
brownie points with Sales!”
European Sales Acceleration vendor Cognism continues to demonstrate strong
momentum out of the gate with a second funding round. The firm closed on
a £2.8 million round from investors including Oliver Wyman, South Central
Ventures, LCIF, Newable, and existing investors.
The expansion capital will be
“used to enhance the solution for Enterprises and also expand the offering into
the Financial Services sector.”
“Cognism is moving beyond
sales intelligence and applying its patented machine intelligence technology to
understand the revenue challenges at the Enterprise level,” said CEO James
Isilay. “There is a natural fit between the data and analytics the
Cognism platform provides and the strategy that can then be derived to enhance
revenue at the Enterprise level. We are keen to showcase this value to this
sector and hope our collaboration with Oliver Wyman will propel us forward and
continue our strong growth.”
Cognism, which was founded in 2016, already has over 200 customers and has posted 617% revenue growth year-to-date. The firm offers a data set of 400 million global companies and contacts. Their Prospector service supports persona based prospecting, sales intelligence, and CRM connectors. Other products include Refresh CRM enrichment and Engage sales acceleration (sales engagement).
“Our clients are continuously looking for new ways to accelerate growth. Cognism technology will provide our clients with dynamic insights into their existing client base, enabling them to develop more targeted solutions and improving sales success. At the same time, Cognism technology will allow our clients to make a step change in their prospecting efforts. Cognism’s data asset will allow our clients to identify prospects matching detailed personas, leveraging data on over 400M companies and individuals.”
Kai Upadek, Partner at Oliver Wyman
Cognism also announced the addition of Vidyard GoVideo to outbound emails. Vidyard’s video “selfies” help sales reps personalize communications and “build stronger relationships with their prospects” with “one-to-one videos on-demand in a matter of moments.”
DiscoverOrg, which has historically focused on decisionmakers at top companies, greatly increased its company and contact coverage last week. The firm now collects data on 500,000 global companies, trebling its coverage. With respect to contacts, coverage grew five-fold to 20 million decision makers. All of the new companies are headquartered in the United States, but roughly 27% of the new contacts work outside of the United States.
expanded company and contact data has long been captured by DiscoverOrg but not
presented within their service. Thus, adding a lower tier of records
presented a problem which was solved by segregating the records into two
categories: Research Verified and Technology Generated. Research verified
profiles are collected and audited editorially. They are subject to
DiscoverOrg’s 95% data quality SLA with 96% direct dial fill rates and 98%
email fill rates. The research verified dataset spans 4.35 million
contacts across 163,000 global companies. This dataset remains their
technology generated dataset is collected, validated, deduped, and categorized
by DiscoverOrg’s platform. The dataset spans 15.5 million contacts across
319,000 additional US companies. As the dataset also includes technology
generated contacts at research-verified companies, sales and marketing can
utilize the technology-verified contacts when there are few eligible contacts
with the desired titles within the human-verified dataset. They can also
drill down into a universe of smaller companies not subject to human
“The dramatic growth of our database is due to rapid advancements in technology-enabled processes built on a decade of expertise with human-verified research. This human+technology approach has allowed us to develop unique assets for cleansing, verifying, and maintaining data that gives our customers the best advantage available: deep, accurate and complete data that fuels their growth.”
Derek Smith, DiscoverOrg Senior Vice President of Data
prospecting, human-verified and technology-verified contacts are displayed as
separate lists. When viewing contacts in a company profile, the
human-verified contacts are displayed by default, but the technology-verified
contacts are accessible if needed.
built its reputation with a human-researched and verified database of top
companies which includes org charts, real-time buying signals, sales triggers,
and technographics. The firm is now deploying “proprietary technology and
human-in-the-loop automation” to deliver “a significantly broader universe with
levels of accuracy not typically seen at these volumes.”
President Katie Bullard did not provide details on their technological
verification processes, but stated, “We have a variety of proprietary tools and
technologies that ensure the highest level of depth and quality available in
the market. Some of these include tools for retrieving and validating
direct dial phone numbers, email verification tools, and tools that parse job
descriptions to identify technologies used.”
expansion provides deeper coverage of SMBs. 94% of covered companies have
fewer than 1,000 employees and 75% have fewer than 100.
new contacts have a minimum of a corporate phone, email, title, department, and
company. Approximately 27% of the new contacts include direct dial
phones. DiscoverOrg is confident that email accuracy is above the
this launch, no other company in the industry offers the data quality and depth
that smart go-to-market motions demand, AND the data quantity to reach entire
addressable markets,” claimed DiscoverOrg.
While DiscoverOrg covers international companies in its human-verified dataset, they do not have an international office, “but we’re always considering our international strategy,” said Bullard.
Last month Sales Navigator began rolling out its Q3 release. Amongst the features are a Pipeline Review and Buyers Circle (discussed last Friday), improved Search, and additional SNAP integrations.
Sales Navigator Account and Lead Search have been redesigned for speed and ease. The Account and Lead Search functions and results (see 1 below) are more prominent, offer streamlined search filters (see 2), and deliver simplified save search and alerting processes. Other enhancements include hover cards (see 3) which display company intelligence when mousing over a company name. Hover cards include a Save as Account button.
LinkedIn originally designed their mobile app to complement the desktop service but is working to make mobile a “full-featured Sales Navigator experience.” Last quarter, they focused on Account enhancements and this quarter they brought the mobile Lead experience to parity with the desktop service.
“We will continue to narrow the gap between our mobile and desktop experiences in upcoming releases, and take advantage of the unique characteristics of mobile as well.”
Doug Camplejohn, VP of Product Management at LinkedIn Sales Solutions.
LinkedIn continues to invest in its SNAP partner program. This quarter, Adobe Sign was added as a partner and three partners (Salesforce, MS Dynamics, and SalesLoft) took advantage of their version two capabilities. SFDC and MSD now broadly embed LinkedIn intelligence in Lead, Account, and Opportunity pages. Users may also send InMails from within the CRM.
The next generation SNAP integrations are modular, providing greater flexibility around where content is displayed. New modular features include InMail support and the handling of Potential Profile Matches.
LinkedIn has taken a “Switzerland approach” to its partnerships, working with both Microsoft and its competitors.
The firm reiterated its commitment to data security and GDPR compliance. “LinkedIn maintains ISO 27001 & ISO 27018 certifications, as well as a SSAE-18 certification, SOC 2 Type I report,” noted the firm in its briefing to Admins.
Finally, LinkedIn added an Ideas site to its Sales Navigator Community portal where admins can “submit, vote on, comment on and track status of ideas for how to improve Sales Navigator.”
This is part III of my Mmojo coverage. Part 1 covered data enrichment and part II covered prospecting. My final blog covers Mmojo’s data partners and pricing model.
Both prospecting and uploaded lists may be appended via the Mmojo data marketplace. While basic company firmographics are included with the subscription, additional data sets may be appended, some for a fee:
Contacts: Contact Function, Level, Title, Email, Direct Dial, Social Links. Licensed from multiple partners. Only Stirista has been disclosed so far.
Premium data set descriptions are provided which include the list coverage rate, update frequency, refresh period (how long licensed without paying for the record again), price per record, fields, and column definitions.
Unlike other firms which treat their company identifiers as proprietary, Mmojo will be open sourcing their ExC company identifiers. Currently, Dun & Bradstreet D-U-N-S Numbers serve as the de facto global company identifier, but Mmojo will be challenging that status next year when they roll out international company profiles with open sourced ids.
The ExC numbers also support list appends and merging.
“Once appended, users can view their contacts and associated contact analytics. The analytics enable Mmojo users to detect gaps by showing total number of contacts, percentage of companies with contacts, and the distribution of contacts by function and title, providing key data intelligence to B2B and SMB sales and marketing organizations.”
CEO Hank Weghorst
Members of the Austin-based Mmojo team include several former members of the Avention product team including CEO Hank Weghorst, Chief Data Officer Brad Palmer, and CTO Ray Renteria. While there are some broad stroke similarities between the platforms, Avention never offered a data mart service.
Mmojo does not yet provide marketing automation or CRM connectors, so marketers must upload and download CSV files between Mmojo and these other platforms.
Mmojo is priced at $95 per month with additional charges for premium datasets. The base service includes support for up to 250,000 unique companies under management, basic company and contact enrichment, and list prospecting. Credit card and ACH billing are supported. Premium data may be purchased in blocks of credits as follows:
Pricing varies by record type. For example, Mmojo contacts are priced at 10 credits per record, but Aberdeen technographics are priced at 16 credits per record. Thus, Aberdeen appends are priced between $0.112 and $0.16 per record.
Contracts may be canceled at any point.
Mmojo tracks which records have been previously downloaded and does not charge again for a record if it is being downloaded within a refresh window (six months for most vendors). Users are only charged for premium data downloads.
An Enterprise service option is available for firms requiring multiple seats, more than 250,000 managed records, or custom configurations.
Mmojo is offering free ten-day trials. Trialers have view-only access to the tool and do not need to provide payment details during the trial. When lists are shared with non-users, they are also eligible for ten day trials.
The service includes a set of context sensitive help tools and videos. A customer forum is also available for asking questions.
This is one of the most mature product launches I have seen. The service includes a broad set of functionality, clean user interface, deep content partnerships, complete help and training tools, and a full press page. When discussing the product pre-launch with Weghorst, there was a clear product positioning and defined target market segment. The service also offers unique product pricing (hybrid subscription with premium data sets) and business models.
Mmojo’s prospecting module supports both traditional prospecting and ABM list cloning. The Build a List User Interface is straightforward with filtering by
Location: State, City, ZIP
Company Attribute: Public/Private/Government, HQ/Sub/Branch
Size: Revenue, Employees
Industry: Industry Keyword, SIC
Contacts: Function, Level, Keyword
Indicators: Home Office, Woman Led, Minority Led, Franchise
Type-ahead suggestions help with quickly entering cities. technologies, industry, and job functions/levels.
Missing geographic selects included counties, MSAs, ZIP Ranges, Email and Direct Dial Availability. The inability to easily refine by location may be a hindrance to SMB sales.
The Industry selects are by keyword and SIC code, but the keyword search which supports typeahead suggest is sluggish. NAICS codes are coming next month.
A nice feature is the ability to quickly select contacts by function (Sales, Marketing, Engineering, IT/IS, HR, Finance, Operations, Planning) and Level by clicking or dragging the clicked mouse across a grid (see image on right). Users can also enter keywords, but the list was mostly high-level titles and general functions. Missing were key roles such as purchasing, sales operations, accounts receivable, accounts payable, security (except CISO), and compliance (except CCO).
Another welcome feature is the ability to save multi-variable filters allowing marketers to store territories or industry segments for quick recall.
Previously uploaded or built lists may be used for list suppression (e.g. exclude current customers and prospects) or as a constraint list (e.g. subsetting of a current list for targeting). The system also maintains a Master List for this purpose.
When prospecting, marketers can grab a random subset of the list for a campaign or for forwarding directly to sales reps.
Lists can also be used to find mMore-like-these cloned companies. The peer feature allows users to define the relevant variables and weights to be assigned to them. Thus, a regional tradeshow list can be used as a seed file for additional prospects, but with the location variables relaxed; additional variables (e.g. deployed technology, growth indicators, corporate attributes) can then be assigned corresponding weights. This feature is easily managed via a drag-and-drop tool and visual indicators. As a segmentation analysis is also displayed, marketers can analyze the seed file as they adjust the selection criteria and weights.
I had one significant concern: the workflow from building a list to viewing it is not clear and is likely to frustrate trialers and new users. Nevertheless, the user interface is otherwise straightforward and the dynamic segmentation (see left side of top image) is beautifully rendered and informative.