Campaign Stars Content as a Service + InsideView Targeting

The InsideView - Campaign Stars joint value proposition in three easy steps.
The InsideView – Campaign Stars joint value proposition in three easy steps.

Content as a Service vendor Campaign Stars has partnered with sales and marketing intelligence firm InsideView to deliver InsideView Target within the Campaign Stars platform.  According to Campaign Stars, “Marketers enjoy jumps in conversion rates of 45% or more when combining audience segmentation with content optimization.”

“Campaign Stars’ clients simply share their brand’s vision and insight via their collaboration platform, purchase credits that are redeemable for any number of services, and select what assets they need. Campaign Stars then targets their audience, creates the content, delivers it via the client’s marketing automation software, and then tracks campaign performance across dozens of key performance indicators (KPIs). Marketers can buy more credits whenever they need, and they never have to exhaust their own bandwidth to create engaging content,” said Campaign Stars CEO Henry Bruckstein.

Campaign Stars provides both the digital content platform and editorial staff for creating, targeting, and distributing content.  InsideView Target provides a segmented list of potential prospects for outbound marketing.  Campaign Stars features include analytics, A/B testing, and project management tools.

Campaign Stars assigns two creative teams to projects, allowing them to separately develop and test content against a sample of targeted prospects.  The two campaigns are then compared across a set of key performance indicators.  This process, called Campaign Optimization, results in the more effective campaign being rolled out broadly.

“Our commitment is always to help our customers get the best results possible from their content campaigns,” said Bruckstein. “Our partnership with InsideView gives CampaignStars marketers integrated access to over 25 million B2B contacts across 800 industries. It’s like a turbo charge for your campaign.”

To entice InsideView customers to test out Campaign Stars, the firms are offering Campaign Stars credits to InsideView customers.

“Campaign Stars gives you something to say; InsideView gives you the right contacts to say it to,” said Heidi Tucker, VP Alliances at InsideView. “By partnering, customers now get both the fuel and the engine. Together, we are a total one-stop shop for market intelligence, content creation, and delivery automation – the entire journey, as easy as saying ‘Go.'”

Since launching its API a few years ago, InsideView has been very aggressive in identifying emerging opportunities for partnership.  In March, they announced licensing deals with ABSD vendors QuotaFactory and SalesLoft.

Campaign Stars is also a partner of Quota Factory.  “You can harness the power of the ultimate marketing one-two punch. Create engaging content faster than ever before to drive more qualified leads, and convert more of those leads than you ever thought possible with QuotaFactory’s dynamic PRM system,” said Bruckstein about their joint value proposition.  “Identify more prospects, qualify more leads, and convert more sales. Guide your customers along the buying journey every step of the way with an uninterrupted stream of high-octane content, and get them across the finish line with a multi-faceted cascade of targeted, effective follow-up communication.”

Campaign Stars lists partnerships with the major B2B marketing automation platforms.  They also list DiscoverOrg as a partner, but the partnership has yet to be formally announced.

Evolution of Sales Intelligence

Darwin's_finchesThe Sales Intelligence (SI) space has been undergoing some rapid change over the past year.  This evolution in functional scope and content sets has resulted in an expansion in the number of companies I cover as well as the categories (ABSD services, PE/VC funding databases).  There is also a movement of sales intelligence vendors into marketing intelligence as the traditional SIs look for additional revenue opportunities and a broader value proposition.

A year ago, Account Based Marketing (ABM) was discussed mostly by DemandBase, a top of the funnel programmatic marketing vendor, but the predictive analytics vendors and Zoominfo began discussing the methodology.  Thus, a year ago, ABM meant anti-ballistic missile or activity based management to all but the most well-versed marketers.  Now the term is commonly found in corporate blogs and collateral and has spawned ABSD (Account Based Software Development) which follows ABM down to the middle of the funnel in the sales development function.  There are now several ABSD vendors which I have begun to include in my newsletter including SalesLoft and QuotaFactory.  ABSD shifts the sales development focus away from “smile and dial” calling towards targeted messaging into a set of top prospects.  Since the prospecting activities are targeting higher value opportunities, there is a benefit to personalizing calls and emails.  SalesLoft refers to this activity as “sincerity at scale.”

What is even more impressive about SalesLoft and QuotaFactory is that they are both less than two years old and yet they have already grown in commercial stature to the point where they are building out partner ecosystems with traditional SIs and other vendors.  SalesLoft rolled out their Sales Development Cloud at their customer conference last month with nine partners including DiscoverOrg, InsideView, Datanyze, and Owler.  At the same time, QuotaFactory announced partnerships with Bedrock Data, Ambition, HG Data, and InsideView.

A second area of rapid growth is the technology sales intelligence vendors.  DiscoverOrg and RainKing have grown revenue and capabilities, transforming what was historically a sleepy niche into a significant sub-category.  Both vendors have posted high multi-year growth rates, internationalized their datasets, expanded their technology trigger events, and developed CRM and marketing automation connectors.  While they continue to gather rich profiles of IT execs, they are broadening their functional coverage to include non-IT functions that are significantly investing in IT cloud solutions such as marketing and finance.  DiscoverOrg is continuing this functional expansion with product management (the recently released TEDD dataset), HR, and Sales.  Furthermore, their databases, which once focused on the Fortune 1000, now cover nearly 50,000 top global companies and 700,000 executives.  Both firms announced significant funding events in the past six months.

Aberdeen Group, which was spun off of Harte-Hanks last year, has begun to invest in the AccessCI database.  Once the leading source of technology profiles and leads, the AccessCI (aka CiTDB and CITDS) dataset had received little investment from Harte-Hanks over the prior decade.  Under new ownership, the product is once again receiving management attention.

The SIs have also increased their coverage of technographicsAvention acquired SalesQuest two years ago and integrated their Crush profiles into their products while other vendors have licensed vendor/product data from HG Data or mined technographic intelligence.  HG Data has become so adept at collecting vendor/product data that DiscoverOrg and Aberdeen Group have begun licensing content from them.

Several firms that began as fundings databases found that Business Development was a logical extension of their value proposition and have since repositioned themselves as sales intelligence solutions.  Firms such as DataFox and Mattermark are focusing more on sales intelligence functionality while CB Insights has launched a sales intelligence solution (with technographics) while retaining its focus on the PE/VC space.

For the most part, the SIs have avoided the predictive analytics space.  The exceptions are Avention, which supports business signals and ideal profiles, and Radius which morphed  from an SMB SI into a predictive analytics company.  Meanwhile, the predictive analytics companies are beginning to offer a subset of SI features such as net-new leads.

Instead, the SIs have focused more on marketing analytics, data enrichment, and data hygiene which allows them to leverage their databases without investing in data scientists.  Dun & Bradstreet acquired NetProspex last year for its contact database and the Workbench cloud data hygiene platform.  They have also begun to offer Hoover’s concierge services including enrichment, segmentation reporting, and email delivery.  Avention launched its DataVision customer data platform earlier this year while Zoominfo, Data.com, and InsideView have placed equal weight upon marketing services and sales intelligence services.

Social Selling continues to be a core element of positioning for InsideView and LinkedIn Sales NavigatorArtesian Solutions, a UK vendor that is launching a US product later this year, also focuses on social selling.  A significant product gap across the SIs is the lack of social tools built into their offering.  I can understand why SIs have shied away from Who Knows Who tools (the exceptions are InsideView and DueDil), but it is perplexing why most SI vendors have only limited sets of social media links and little social media content displayed in their services.  Only InsideView, Artesian, and Owler have put much emphasis upon social media content.

Europe is also becoming a home of new services.  DueDil has evolved into a UK challenger to Avention and BvD Mint while IKO System and Sparklane (formerly Zebaz) have an established presence in France.

When I started my newsletter four years ago, many of the companies and products either had not been launched or weren’t on my radar.  I mostly focused on Avention, Hoover’s, InsideView, DiscoverOrg, BvD, Sales Genie, Data.com, and RainKing.  While these companies continue to innovate, much of the energy is coming from new entrants.  The rapid growth and diversity of sales intelligence functionality has been exciting to observe.

Credit: Darwin’s Finches are in the public domain.  Charles Darwin, 1845.

QuotaFactory: Prospect Relationship Management for SDRs

Quota Factory displays daily objectives and progress towards goals.
Quota Factory displays daily objectives and progress towards goals.

QuotaFactory recently announced general availability of its Prospect Relationship Management (PRM) platform for sales development relationship (SDR) professionals.  Two service levels are available: Outsourced PRM which is managed by QuotaFactory’s SDRs and Team PRM for in-house sales teams.

QuotaFactory claims that the typical SDR uses eight different prospecting tools.  With QuotaFactory, prospecting is managed through a single platform.

“After years of successful sales development operations, we productized our internal know-how into the most user-friendly and impactful B2B prospecting platform available today,” said QuotaFactory CEO Peter Gracey. “With one platform for data, outbound messaging, call planning, reporting and automation, SDRs can now ditch the eight different logins for all the solutions they’re currently using and free up their time to do what they were hired to do – speak live with prospects.”

QuotaFactory helps firms define an ideal customer profile and develops a phone and email database of targeted prospects.  Tools include automated dialing, messaging templates, pre-built call planning, and daily objectives.  The service also supports “rigorous rules around qualification criteria, ensuring that each rep fully qualifies and passes as many targeted prospects as possible through meaningful conversations.”

“As an experienced sales leader, I have seen as much as 60 percent of sales teams’ time wasted on non-selling tasks.  Understanding that problem fueled our passion to create QuotaFactory. We are offering a complete platform to maximize prospecting and selling time for sales development reps everywhere. Our mission is simple: provide the necessary tools for every sales representative to exceed quota.” — QuotaFactory CRO Paul Alves

QuotaFactory’s PRM was developed in conjunction with sister company AG SalesWorks.  In essence, they have productized fourteen years of AG Salesworks SDR processes.

QuotaFactory licensed InsideView’s OpenAPI for prospecting and lead enrichment.  QuotaFactory contracts include up to 1,500 contacts per SDR per month.  They also include cleaning and enrichment for 10,000 records at the start of the engagement, unlimited sales development dialing, unlimited email and voicemail drops, and call recording.  Reporting includes a Prospecting Insights Dashboard and competitive intelligence.

“We are thrilled to formalize our partnership with InsideView, as it represents a great marriage of data, process and automation greatly benefiting our clients,” said Gracey. “Adding its full suite of market intelligence tools to the already robust QuotaFactory PRM platform means that we are truly the only place an SDR needs to go in order to prospect and crush their goals.”

Gracey welcomes competition from HubSpot and Salesforce which are developing similar tools.  Their entry helps validate the space and educate the market.  However, “as a company we don’t really worry about competition too much.  Our focus is on customer value and success.  We know our user because we are our user.  We built this thing for ourselves first.  What we are finding is that there are a whole lot of sales development teams out there that were experiencing the same issues as us.  We are building a pretty tight-knit sales dev community due to the design of our products.”

Gracey continued by noting that their focus is exclusively on sales development, “We do one thing extremely well for one set of people.  That specialization combined with our borderline unhealthy attention to client success are our greatest differentiators.”

QuotaFactory claims that their database is 95% phone and email accurate.

Outsourced PRM pricing was not disclosed.  Team PRM begins at $650 per user per month.