WorkBench: Profile Builder, TAM, & Look-a-Like Prospecting

Dun & Bradstreet, which has had a series of major product announcements over the past few weeks (the Avention acquisition, rebranding of its OneSource platform as D&B Hoovers, a Beneficial Ownership product), has quietly added powerful new functionality to their Workbench Data Optimizer platform.  The new Profile capability features an automated profile builder, Total Addressable Market (TAM) analysis, and look-a-like prospecting based upon the Workbench profiles.

The new functionality helps marketers evaluate the size of targetable sub-markets, identify audiences with a high propensity to purchase, discover overlooked whitespace opportunities, and target new accounts and contacts.  According to Alex Schwarm, Sr. Director of Marketing Analytics Products, “Profile enables our Workbench customers to begin to use data-driven, ABM-oriented Profiles based on their successful sales.  These automated analytics allow you to quickly and easily identify the best whitespace opportunities and characteristics of your target audiences including those with the highest propensity to buy – no data scientist needed.”

NetProspex WorkBench Value Proposition
NetProspex WorkBench Value Proposition

Profile is a black-box analytics engine which clusters customer files without biases.  Marketers upload a file of their customers’ data for a specific product or product family.  Workbench standardizes, de-duplicates, and verifies the input file; matches and enriches it with Dun & Bradstreet’s WorldBase firmographics; and then provides segmentation and file health analysis.  The Profile module identifies between two and eight distinct segments containing similar companies across multiple dimensions.  The user can define the number of profiles or the system can automatically identify the optimal number of profiles based on the variation of the customer file.  The marketer is not required to define the key segmentation variables.  Instead, the system automatically performs affinity clustering (my term) to build the segments.  Execution time is typically 5 to 10 minutes.

The results are displayed on a downloadable dashboard that provides a side-by-side firmographic analysis of the clusters.  Results include company size, ownership (e.g. parent, branch), primary industries, cluster size, and average deal size (if revenue figures are also shared with Dun & Bradstreet).  Thus, the system may identify segments with a lower average deal size but a larger number of prospects alongside clusters containing top customers with high average deal size but a small number of targetable opportunities.

Portion of Workbench Profile summary report
Portion of Workbench Profile summary report

While Dun & Bradstreet does not use the term “Ideal Customer Profile” (ICP) the system is basically identifying the attributes of a customer’s ICP, determining the average deal size, and sizing the overall market opportunity.

Dun & Bradstreet has two major assets in performing TAM analysis: The WorldBase file of global companies and trust built up over 170 years of credit research.  WorldBase provides them with a consistent, global file of 260 million active and inactive companies for credit and supplier risk research, sales intelligence, and B2B marketing.  The file includes broad global company linkages, corporate and location sizing, industry coding, Tradestyles, and D-U-N-S Numbers (the de facto global company numbering system).  This intelligence provides the core reference file against which market sizing can be performed.  But TAM analysis requires customer level revenue information against which company counts can be converted to market sizes.  And here is where a strong credit analysis brand helps build confidence amongst marketers to share company revenue data.  While they will be reluctant to share revenue details with most vendors, firms have been sharing private financial details with Dun & Bradstreet over the better part of two centuries.

Marketers can then take any of the profiles and immediately identify net-new similar companies as well as net-new contacts.  The system also sizes potential target market audiences that can be reached programmatically through their Audience Solutions group.

While prospect scoring based upon these definitions is not yet supported, that is a likely future offering for the platform.  Profile, along with a set of predictive scores and paired with D&B Hoovers’ business signals, represents a toe in the water of the predictive analytics space.

Sales Navigator: Enhanced Search Tools

LinkedIn Sales Navigator included a set of new screening filters including headcount growth and headcount growth by department. Revenue data is limited to publics.
Sales Navigator added new screening filters including headcount growth by company and department.

LinkedIn announced additional search tools for Sales Navigator. New filters helps sales reps target accounts and leads.  Amongst the new screening options are searching for new execs, searching for specific departments by size, headcount growth at the company or department level, public company revenue, and headquarters postal codes.

One of the new search filters is senior leadership changes at companies which help identify new contacts with a higher likelihood of considering new products and solutions.  “Multithreading is critical to ensuring your deals don’t go dark. Start by identifying companies where senior leaders have changed roles or joined the organization in the past three months,” said LinkedIn Product Manager Alex Lee. “These could be great indicators that it’s time to reach out.”

Revenue screening will be underwhelming as it is limited to public companies listed on global exchanges.  While the data is screenable in multiple currencies, the revenue data is limited to US, British, Indian, and Australian companies; the vast majority of companies would not be screenable via this filter.  Furthermore, because the data is limited to four countries, it is likely to cover fewer than 20,000 of the 50,000 active global publics.  Unless a company is specifically targeting public companies, users should screen based upon LinkedIn employee sizes.  Employee values are based upon the underlying membership data and screenable to the department level.  As such, they provide much better filters for targeting by size, growth rates, and departmental size.

These new options offer a range of new opportunities in account targeting, utilizing LinkedIn’s vast professional data banks to help optimize and improve your outreach efforts. And as data usage and personalization becomes increasingly commonplace in marketing circles, the need to customize and focus your outreach will becoming ever more important – LinkedIn’s well-placed to capitalize on this trend and help give forward-thinking businesses an advantage.

  • Andrew Hutchinson, SocialMediaToday

LinkedIn has published the full list of company and people search filters.  Sales Navigator filters operate against LinkedIn’s universe of eleven million companies and nearly half billion members.

KiteDesk FIND: Technology Prospecting

KiteDesk added a set of 2,200 searchable technologies across 525,000 companies to its FIND prospecting service.  Screenable technologies may be used for competitive, complementary, and adjacent / enabling technology targeting.  Along with technographics, users may screen by firmographics, department, keyword, and job title across multiple vendors.  The technographics are accompanied by contact information including email, direct dial, and social links.

KiteDesk marries their FIND Account Based Sales Prospecting engine with their FLOW Account Based Sales Engagement platform.  Thus,  both list building and lead engagement (e.g. workflow, dialer, email, calendaring, analytics) are managed from the same platform.

KiteDesk FIND technology screening supports filtering by technology categories.
KiteDesk FIND technology screening supports filtering by technology categories.

“We’ve taken what is already widely considered the pre-eminent lead generation software tool and made it even better,” said Eric Quanstrom, CMO at KiteDesk.  “Discovering who you should be targeting is the most time-consuming, yet important part of outbound lead generation. Pinpoint data is the very heart of prospecting effectively.”

Other recent additions to the FIND service include auto-preview which displays dynamic data provider counts as a search is built and identification of multi-site vs. single location companies.

DiscoverOrg AccountView ICP Tool

Intelligence vendor DiscoverOrg announced a new Account Based Marketing (ABM) tool called AccountView which helps marketers identify the attributes of their Ideal Customer Profile (ICP).  The new feature analyzes an account file which it calls a portfolio, enriches it with firmographics and technographics, and then provides a portfolio visualization dashboard of the accounts.  The service also identifies similar companies to the top accounts, prioritizes them, and identifies best fit decision-makers at the net-new accounts.

The AccountView Dashboard provides firmographic and technographic segmentation analysis.
The AccountView Dashboard provides firmographic and technographic segmentation analysis.

The portfolio segmentation dashboard tiles include

  • Size: Revenue and Employee Bar Charts
  • Industry: Primary Industry Pie Chart; SIC and NAICS top frequency lists
  • Technology: Technology lists
  • Ownership: Ownership Structure Pie Chart
  • Companies: Portfolio companies with employee and revenue data.  Company names are hyperlinked to their DiscoverOrg profiles.

Although geographic segmentation is not yet available, it is on the product roadmap.

Within the list tiles, users can search for specific elements (i.e. SIC, NAICS, technology, or company name).

Proposed contacts are shown within org charts with direct dial phones and emails to assist with organizational context and reach out.  DiscoverOrg also provides detailed platform information and a set of sales triggers.

Marketing and sales teams can drill into specific bars or wedges to further research segments.  To quickly refine models, customers can remove outliers to focus the ICP around high frequency variables.

Company Lists include DealPredict Scores and Lightning Bolt Alert Flags.
Company Lists include DealPredict Scores and Lightning Bolt Alert Flags.

Portfolios may be uploaded as CSV files, bulk matched within DiscoverOrg, or generated via DiscoverOrg prospecting.  Result lists may be saved as lists, viewed as searches, or exported to CSV files.  Models may also be loaded into DealPredict where company lists are displayed with Deal Predict scores of zero to five stars.  Next to DealPredict scores, DiscoverOrg displays a lightning bolt icon if the company has a Sales Trigger or OppAlerts in the past sixty days.  OppAlerts are intent based triggers which have been researched by DiscoverOrg editors or gathered through B2B publishers’ online content consumption data.  By clicking on the lightning bolt, reps are shown the related events.

Within DealPredict, company lists are dynamically maintained to reflect the current firmographic and technographic lists of companies.  If there is a change in company size or implemented technology, the DealPredict scores are automatically updated every time a search is conducted.  Likewise, companies which are added to the DiscoverOrg database are automatically scored.

The very foundation of successful sales and marketing is figuring out who your best customers are, understanding why they are the best, and finding more prospects just like them.  What could be a painful analytical exercise is made simple and straightforward with DiscoverOrg’s account-based marketing features, and the result is faster growth for customers who can more effectively identify, understand, and engage with their ideal buyer.

  • DiscoverOrg CEO Henry Schuck

DiscoverOrg suggests a number of account list categories that can be analyzed including the full customer list, high or low spend customers, renewing or non-renewing customers, high or low profitability customers, competitor customer lists, and prospect accounts.  For example, running a competitor’s customer profile through AccountView helps you “determine ways to improve your product, messaging, or positioning.  Likewise, running the non-renewed customer list through AccountView will help identify high-churn candidates for special programs.

Although DiscoverOrg recommends sets of strong and weak account lists, AccountView does not have the ability to discriminate between the two categories.  Thus, marketers would need to separately run the paired lists, compare the portfolio results, and adjust the models for overlapping variables.  For example, knowing that Microsoft Office is heavily used by both strong and weak accounts would indicate that MS Office is a frequently occurring, but non-predictive variable.

Future features include support for multiple models, grouping tech functions by category, sharing models across all users, geographic segmentation reports, and uploading contact information to assist with defining job functions and levels.

AccountView is the latest capability within DiscoverOrg’s ABM Toolkit.  Other features include DiscoverOrg’s DealPredict predictive rankings for companies and contacts, OppAlerts intent-based opportunities, and sales triggers.

DealPredict provides predictive scores similar to those provided by predictive analytics companies.  DiscoverOrg CMO Katie Bullard noted that unlike some black-box predictive platforms, AccountView analysis and DealPredict models are fully visible to sales and marketing users.

The AccountView analytics and net-new account service is included as part of the DiscoverOrg service.  Firms license access to specific DiscoverOrg datasets and a set number of seats.  Licensed users then have unlimited access to the licensed content for viewing, uploading, or downloading.

Other sales intelligence companies that have developed AccountView-like functionality include Dun & Bradstreet (Workbench), Avention (DataVision), and Zoominfo (Growth Acceleration Platform).

DiscoverOrg, which hit $71 million in Annual Recurring Revenue (ARR) at the end of 2016, has expanded its customer base beyond technology companies.  Over 15% of revenues now come from marketing agencies, staffing firms, and consultancies.

DiscoverOrg is one of fourteen vendors covered in my “2017 Field Guide to Sales Intelligence Vendors“.

Social123 Rebrands as Synthio

Synthio Logo

Social123 has rebranded as Synthio to emphasize the “synthesis and maintenance of data sources.”  The rename denotes a shift from data provision to “empowering users with a Data as a Service platform that automates synthesizing non-standard and free-form data into clean, standardized, and impactful solutions.”

The firm also discussed its SynthCenter platform which supports  the following legacy functionality:

  • SynthSearch: Company and contact searching
  • SynthEnrich: Database enrichment spanning 45 fields

And new capabilities:

  •  SynthClean: Merge datasets; remove duplicates; normalize titles, company names, and phone numbers; and validate email addresses and URLs.
  • SynchConnect: Connect freemail email addresses to B2B email addresses and personas
  • SynchTech: Enriches company records with installed technology including back-end platforms.
  • SynthForce: A Salesforce connector for I-frame display of contact information and news.
  • SynthCard: A digital business card following SynthSearch
  • SynthBridge: Integrations with Oracle Marketing Cloud (Eloqua), Marketo, and HubSpot.  The Eloqua and Marketo connectors support SynthSearch and SynthAppend.  The HubSpot connector enriches leads with contact and firmographic intelligence.

The firm did not discuss whether they license their technology data or gather it directly.

“Our goal is to put the new SynthCenter platform squarely in the middle of a modern marketer’s stack,” said Synthio CEO Aaron Biddar. “As marketing and technology management converge, marketers find themselves with the new responsibility of managing increasingly large and complex datasets. Unfortunately, they are still using tools designed for a simpler, email centric, world. The new SynthCenter platform is designed to address and ease many of these pain points, and comprehensively make contact data more accurate, more standardized, and more ingestible directly into major Marketing Automation Platforms and CRM systems. With SynthCenter, users now have actionable intelligence, not just spreadsheets of contact data.”

Synthio’s database spans 320 million contacts gathered from social and other sources.  Emails are validated in real-time.  The firm claims a 40% append rate, but that is dependent upon the quality of the customer’s match file.

Services are available on both a subscription and pay as you go model.

Synthio has been growing rapidly.  Last year, Social123 ranked #377 on the “Inc. 5000” list with a 123% three-year Compound Average Growth Rate (CAGR) on $2.8 million in 2015 revenue.

Synthio (FKA Social123) Use Cases
Synthio (FKA Social123) Use Cases

Zoominfo: Expanded Enrichment Attributes

New Zoominfo attributes include employment counts by function, marketing and e-commerce product flags, ranking variables, country presence flags, etc.
New Zoominfo attributes include employment counts by function, marketing and e-commerce product flags, ranking variables, country presence flags, etc.

Sales and Marketing Intelligence vendor Zoominfo expanded their prospecting selects with the launch of a new attributes feature spanning two hundred filter variables including sales and marketing technologies used, department sizes and structures, locations, founding date, Alexa website ranking, presence of a warehouse, international locations, and existence of a mobile application.

With Company Attributes, customers have a simpler, more efficient way to determine which accounts will offer the greatest ROI and to pinpoint key decision-makers and influencers.  Using this new feature on top of our existing Growth Acceleration Platform gives marketing and sales professionals one unified source for actionable marketing insight.  Our customers have been able to find information on decision-makers and influencers at key accounts through our powerful prospecting functionalities.  Now, with the launch of Company Attributes, they can go deeper into each of their target accounts using additional insights, allowing them to predict and repeat business success.”

  • Hila Nir, Vice President of Marketing and Product at ZoomInfo.

The two hundred variable count is overstated by 40% due to splitting many variables into ranges.  Thus, 75 variables consists of five employee counts across fifteen job functions.  Nevertheless, the growth in high-value selects (e.g. Uses Marketo, Has Locations in Brazil) is impressive.

75 of the 200 new attributes consist of five employee count ranges across fifteen categories or other multi-ranged variable sets.
75 of the 200 new attributes consist of five employee count ranges across fifteen categories or other multi-ranged variable sets.

Similar bands are also applied for location counts, years since founding, Alexa rank, bank branch counts, bank assets, and credit union branches.

Amongst the other variables are 29 technology selects with a focus on marketing automation and e-commerce and 27 location flags spanning countries and regions.  The full set of new attributes is available in their knowledgebase.

Zoominfo’s Growth Acceleration Platform has expanded to 175 million executives (active and inactive) and 13 million companies.

InsideView: CRM Connector Enhancements

The new Discovery Center provides company insights, firmographics, and contacts for 12 million global companies.
The new Discovery Center provides company insights, firmographics, and contacts for 12 million global companies.

Sales Intelligence vendor InsideView released a pair of enhanced connectors for Salesforce.com and MS Dynamics 365.  The Microsoft connector is the next generation of their Dynamics partnership.  The Salesforce Target connector provides company and contact prospecting within the AppExchange.

Insights version 4.0 is being released as part of MS Dynamics 365.  Said InsideView, “Insights 4.0 is more deeply embedded in the sales workflow than ever, so sellers can quickly find data, insights, and connections wherever they are within their Microsoft Dynamics 365 environment and use that intelligence to close deals faster.”

InsideView lists the following new capabilities:

  • Global contact filtering to assist with contact discovery
  • A new Discovery Center for searching InsideView’s universe of global companies.  Discovery Center supports company searching against companies not yet added as accounts. Users can view firmographic data, key contacts, and company news. Users can add companies as accounts or to a Watchlist.
  • Custom field mapping
  • Social feed suppression to enable/disable social media integration and social media stream customization

“Microsoft is the only major CRM provider to embed external customer data, millions of key contacts, and timely, actionable insights within CRM at no additional cost. That’s leadership,” said Heidi Tucker, VP of Global Alliances at InsideView. “Buyers expect salespeople to be relevant, understand their business issues, and come prepared with meaningful solutions. Microsoft Dynamics 365 subscribers get that advantage included with their CRM Online license. All they have to do is turn it on. And now, it’s even easier with Insights 4.0.”

Contact Insights include news. co-workers, connections, buzz (twitter, Facebook, blogs), and conversation starters.
Contact Insights include news. co-workers, connections, buzz (twitter, Facebook, blogs), and conversation starters.

Insights is bundled into the following MS Dynamics products: Dynamics CRM Online Professional and Enterprise, Dynamics 365 Plan 1 and Plan 2, Dynamics 365 for Sales, Dynamics 365 for Customer Service, Dynamics 365 for Field Service, and Dynamics 365 for Project Service Automation.

InsideView also announced immediate availability of InsideView Target for Salesforce which provides company and contact prospecting from within SFDC.  Target provides dynamic list building using firmographic, biographic, and technographic variables.  Screening variables include eighteen high-precision trigger events, news keywords, the presence of emails or phones, and technologies employed (2,200 categories across 525,000 companies).  Trigger events (“InsideView Agents”) and news go out as far as thirty days and may be combined with keywords (e.g. Partnership triggers mentioning Apple).

Although the InsideView database contains global companies, screening variables are not internationalized beyond country and international region.  Revenue sizing is in US dollars and there are no international industry codes, indexes, or sub-regions.

InsideView Target Technology Screening
InsideView Target Technology Screening

Other features include deduplication, custom field mapping, saved searches, and one-click pushing of records to Eloqua and Marketo.

InsideView provides a screenable dataset of 12 million global companies and 30 million “director-and-above decision-makers.”  InsideView positions their smaller dataset as a valuable feature.  “No noise, no mom-and-pop companies, and none of the clutter from lower-level contacts and tiny businesses.”

Earlier this year, InsideView released a refreshed user interface for their sales product on the AppExchange along with the automated Refresh hygiene service.

InsideView Target is sold on a pre-purchased credit basis.  Both company and contact records are counted towards the contract allotment.  If a record has been previously purchased during the contract period, the marketer is not charged a second time.

InsideView has invested heavily in CRM and MAP connectors over the past five years.  They support a broad set of partner platforms with rich content and functionality.