Mmojo Data Marketplace Launched (Part III)

Mmojo Data Manager Portfolio View
Mmojo Data Manager Portfolio View

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

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

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

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

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

The ExC numbers also support list appends and merging.

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

  • CEO Hank Weghorst

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

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

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

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

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

Contracts may be canceled at any point.

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

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

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

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

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

Mmojo Data Marketplace Launched (Part II)

 

 

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

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

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

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

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

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

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

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

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

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

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

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

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

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


Part III discusses Mmojo content and pricing.

TechTarget Scoops up Oceanos Marketing

TechTarget LogoTucked into the tail end of TechTarget’s earnings release last week was notice that they had acquired Oceanos Marketing, a contact data management company.  Both firms are based in the Boston suburbs.  Oceanos brings “data quality and data management expertise that will help us improve our offerings and deliver better results to our customers.”

Oceanos began as a list broker in 2002, but has since evolved into a B2B contact aggregator and data refinery.  The firm aggregates 97 million active US contact records (as of August 2017) and retains millions of inactive names and emails to assist with hygiene.  Data is aggregated from over a dozen vendors and includes social data from FullContact and Pipl.  Oceanos provides data enrichment, TAM analysis, net-new contacts, and a set of data specialists to assist with projects.

TechTarget manages a smaller set of 18 million subscriber profiles, 16 million of which are technology professionals.  The Oceanos acquisition should allow TechTarget to improve both the quality of their subscriber dataset and expand coverage into non-technology positions.  As technology purchase decision making has expanded beyond tech titles, Oceanos provides significant lift into other job functions.  Oceanos contacts are mapped to 12 Job Functions, 109 Sub-functions, and 7 Job Levels.

Oceanos President Brian P. Hession identified their differentiators as their unique blend of technology, professional services, and data quality. With data quality being critical to ABM sales and marketing initiatives, the inclusion of real world project fulfillment through their program specialists provides Oceanos with data quality insights that are used to continuously inform and enhance the data quality processes. “We apply both technology and real-world insights to ensure the highest quality of data before we are releasing it. We are incorporating a continuous stream of data quality insights into our code to address the many nuances that a program specialist encounters manually on a dataset,” said Hession last summer.  “The way that Oceanos is going to be successful in the future is if we can assemble an internal contact database that is of the highest quality in the industry.  So there’s been a lot of focus on putting models on top of our contact data.”

“Social data plays a role in our data hygiene process and serves as a ‘signal’ within both our Data Quality Score (DQS) and ABM Usability Score. The social information is sourced from reputable partners,” said Hession.  “Oceanos does not scrape contacts across LinkedIn or, in that vein, any social media site. All of our contact records originate from carefully selected third party data providers.”

The acquisition cost was not announced but was deemed “non-material.”  Oceanos 2017 revenue was around $5 million.

DiscoverOrg Releases Operations Dataset

The Operations Dataset includes headshots, bios, responsibilities, org charts, emails, direct dials, and social links.
The Operations Dataset includes headshots, bios, responsibilities, org charts, emails, direct dials, exec changes, and social links.

DiscoverOrg continues to build out its functional datasets to assist firms in targeting specific departments.  The newest dataset, Operations, joins functional coverage of IT, Product Management (TEDD), Sales, Marketing, HR, and Legal/Compliance.  The Legal/Compliance dataset was released in January.

The new dataset covers 250,000 operations professionals and is divided into twelve sub-functions: Operations (including COOs), Customer Service, Supply Chain, Facilities Management, Logistics, Corporate Strategy, Office/Store Management, Safety, Real Estate, Physical Security, Quality Management, and Construction.

“Operations teams are rapidly transforming; in response, there has been an explosion in technology and service providers serving their needs,” said DiscoverOrg CEO Henry Schuck. “Our new operations dataset makes it easy for these companies to find and connect to the right decision-maker, nail their pitch, and save hours of grind.”

DiscoverOrg projects that operations will be the next function transformed by technology.  “Operations, which has historically have had to rely on trickle-down budget from IT or other departments, now has a budget of its own,” said Justin Stanley, VP of Data and Research at DiscoverOrg.  “Historically, sales to the operations function has been based on long-standing vendor relationships, making it difficult for startups, newcomers, and disruptors to get a piece of the pie. The democratization of data has made it much easier to contact buyers directly (if you can find them) – and beat out older incumbent vendors.”

Furthermore, the budget is “huge” and includes “smart” buildings, security, infrastructure, transportation, insurance, planning, and facilities management.

Stanley noted that operations buyers are focused on efficiency, digitization, automation, and efficiency. They also have a significant role in purchasing and implementing the Internet of Things (IoT) at their facilities.  Forbes sized process automation and digitization at $157 billion in 2016 growing to $457 billion by 2020.

But selling into this function is difficult.  “First, ‘operations’ is a pretty vague term. It doesn’t usually appear in an employee’s title, so it’s hard to identify exactly the role you’re looking for,” said Stanley.  “Second, Operations employees don’t often hold high-profile titles. These aren’t roles that are typically listed on a corporate website, and there aren’t a lot of operations ‘thought leaders’ on LinkedIn. So, they’re difficult to identify – and harder to find contact information for.”

A recent survey by BSG found that the two biggest problems for operations and facilities sales are prospecting and accessing the right decision makers.

“Customers and prospects repeatedly asked for it [an operations database],” said Senior VP of Data and Research Derek Smith.  “Over time, it became clear that plenty of people wanted to reach these types of contacts. But there was nowhere to get them.”

DiscoverOrg now covers over 3.6 million contacts across 140,000+ global companies.  Data is collected through direct research by their multi-lingual editorial team and refreshed every ninety days.  The dataset includes firmographics; contact details like direct dials and verified email addresses; org charts and reporting structures; installed technologies; and buying signals like planned projects, online research behavior, funding announcements and personnel moves.

“We are currently evaluating and prioritizing what our next dataset launch will be,” said Chief Growth Officer Katie Bullard.  The database will double in size again this year – some of that growth will be from new dataset launches and most from additional contacts in our existing datasets.”

SalesIntel Human-Verified Contacts

SalesIntel supports prospecting by Job Level, Department, Title, Company, Location, Size, Email, and Contact Name.
SalesIntel supports prospecting by Job Level, Department, Title, Company, Location, Size, Email, and Contact Name.

Manoj Ramnani, CEO of CircleBack, launched his next venture, SalesIntel, as a beta service this month. After spending a decade in the sales and marketing space, Ramnani realized that “high quality and affordable B2B contact data for sales professionals was missing, and that enterprises were looking for a better deal.”

Traditional contact files are around 80% accuracy, but SalesIntel claims 95%+ accuracy through human verification of their contact records. Once added to the database, SalesIntel contacts are subject to a 90-day reverification cycle to maintain accuracy. 95% pushes the limits of accuracy due to the 2 to 2 ½% natural decay rate of contacts based on ongoing executive changes.

SalesIntel currently covers one million U.S. contacts, but it is growing at 100,000 names per week. Ramnani projects that the SalesIntel database will double in size to two million contacts by September.

Every contact record contains an email address and 90% contain direct dial phone number and LinkedIn hyperlinks. SalesIntel also provides headquarter and branch location switchboard numbers.

This data acquisition model is similar to the editorial process implemented at DiscoverOrg which has built a high quality database of three million contacts subject to 90-day human reverification cycles.

Ramnani emphasized that contact quality is even more important in the era of ABM targeting and committee buying:

When they do start a conversation, sales reps lack the contact information to easily include and reach out to everyone involved at an account. Each business decision involves seven buyers on average, but at least info for two of those contacts is expected to be wrong on average. Inaccurate data doesn’t only cost the cost of acquiring the data. It costs your sales team time, profit, and can slow down deals.

  • SalesIntel CEO Manoj Ramnani

SalesIntel also supports ABM lookup of contacts at companies and broader list building. Screening covers basic location, employee, revenue, title, and name filters along with six job levels, nine departments, and industry codes (SIC and NAICS). Location screening is limited to State and ZIP codes. Up to 500 records may be downloaded at a time.

The basic service offers 50 view-only contacts per month for $50. The standard service provides 100 downloadable contacts per month for $100 and the Advanced service provides 250 contacts per month for $250. A Salesforce integration and technographic selects are coming later this month.

“My team and I started this journey six months ago with the mission to make sales professionals’ lives easier,” Ramnani said. “We realize that salespeople shoulder the most important responsibility for the existence and growth of their organizations, namely, revenue growth. Our goal is to use the power of machine gathering and human verification to make their lives easier by providing them with the highest quality data on the market.”

InsideView Marketing Suite for Microsoft 365

Sales and Marketing Intelligence vendor InsideView rolled out a Marketing Suite for Microsoft 365 which packages add-on prospecting and enrichment capabilities for the Microsoft 365 InsideView service. The new suite helps “modern marketers grow and improve the quality of their pipeline, prioritize leads, find and engage ideal prospects and customers, and support account-based marketing (ABM) programs.”

The Marketing Suite bundles InsideView Enrich (lead and webform enrichment), InsideView Target (list building), and InsideView Refresh (Batch Account updates). InsideView is offering special “Suite Deal” pricing.

InsideView has long provided a natively embedded free Insights service for North American sales reps within Dynamics.

InsideView Refresh Match Analytics.
InsideView Refresh Match Analytics.

InsideView Apex, their recently launched go-to-market decision engine, is a further option for the Marketing Suite.

“Today, as more B2B marketers use targeted strategies like account-based marketing to expand customer relationships and win new ones, they need a marketing automation solution that helps them identify and engage with the best opportunities,” said Joe Andrews, InsideView VP of product and solution marketing. “The InsideView Marketing Suite builds on the foundation of Microsoft Dynamics 365 for Marketing so marketers can tap into our Targeting Intelligence to get higher quality data, make better marketing decisions, and execute more successful targeted marketing programs. As a Microsoft OEM partner, InsideView is always looking for ways to extend the value we can offer their customers.”

D&B Optimizer for Marketing

DNB Optimizer for Marketing -- Key Features
DNB Optimizer for Marketing — Key Features

Dun & Bradstreet rebranded D&B Workbench Data Optimizer as D&B Optimizer for Marketing and announced a set of enhancements to the platform.  The Workbench name, now dropped, went back to the product’s origins as NetProspex Workbench, one of the first DaaS Hygiene / Enrichment / Prospecting platforms.  The rebranded product includes a series of new features including an Analyze module, Salesforce Contact Optimization, custom email deliverability targets, and NAICS industry code support.

“This new name reflects Dun & Bradstreet’s commitment to deliver the very best in data optimization services,” the firm wrote its clients.  The new name is also consistent with its other Optimizer solutions: D&B Optimizer for Salesforce and D&B Optimizer for Microsoft.

The new Analyze module delivers profiling and market opportunity analysis “utilizing D&B Master Data and proprietary machine-made analytics.”  Features include dynamic dashboards which help marketers visualize their primary profile by revenue, employee size, and industry.  The service also provides look-a-like opportunities to assist with ABM expansion and pipeline growth.

The new Salesforce Integration for Contact optimization supports contact cleansing and enrichment at a frequency determined by the customer.  Dun & Bradstreet claims that the Salesforce integration may be setup in fewer than twenty minutes.

Custom Email Deliverability Levels allow marketers to dip deeper into Dun & Bradstreet’s pool of emails and select contacts with lower reliability scores.  The default level is 90% deliverability, but highly targeted selects may require using contacts that are below the 90% deliverability threshold.  Dun & Bradstreet called the 90% threshold “our recommended level for most email campaigns.”

Finally, D&B Optimizer for Marketing added NAICS industry code selects.  The product already supports the older US SIC industry taxonomy.

Other D&B Optimizer for Marketing features include data validation and standardization (email, phone, address), duplicate flagging, data hygiene reports, lead prospecting, segmentation analysis, and data enrichment (firmographics, D-U-N-S Numbers, corporate linkages, technographics, biographics).