TechTarget Prospect-Level Intent

TechTarget announced Prospect-Level Intent within its Priority Engine technology sales and marketing intelligence platform.  Prospect-Level Intent builds on the inherent strength of its second-party intent dataset.  The intent data is collected from over 140 enterprise technology media sites owned by TechTarget.  Because its readers have opted into the platform, intent data is associated with buyers and influencers at target accounts and derived from content carefully tagged by topic, buying stage, competitors, etc.

Unlike third-party intent, which is both anonymous and limited to account-level buying patterns, second-party intent identifies account-level activity and surfaces active members of buying teams, including technology decision-makers, economic decision-makers, administrators, or influencers.  Selected via TechTarget algorithms, Priority Engine prospects – individuals intensely engaged in specific research – are likely members of an active purchase decision.

TechTarget’s Prospect-Level Intent informs sales and marketing professionals when prospects are active in their market category or have downloaded content related to the company or its competitors, regardless of whether they are current or net-new contacts.

“Account-level surges do tell you what’s popular with a set of personas right now, but tell you relatively little about who might actually be making a purchase,” blogged Rebecca Kitchens, SVP of Market Development.  “News-based surges tell us something about the mood of the market, but explain very little about impending purchases except in the macro sense.  They may give you something to talk about with accounts, but they don’t tell you enough about actual buying motions to warrant aggressive prioritization.”

Kitchens warned against weak intent signals.  “Most content is designed to be broadly appealing to maximize eyeballs but provides only weak purchase intent at best.   Real-purchase intent is generated by high-quality content that applies to the research task at hand.”

Adds Andy Briney, TechTarget SVP of Products, “Many in the intent market have been wrongly focused only on accounts, when it is the people and teams at those accounts who actually buy…while TechTarget has always provided named, active prospects within accounts, these new enhancements empower revenue organizations with unmatched visibility into opted-in buyers in active buyers’ journeys to accelerate engagements.”

TechTarget has over 20 million opted-in technology decision-makers and influencers.  Depending on the category, around 70% hold technology titles, with the remainder being buying committee members from other departments also engaged in technology decision-related research.   With rapidly evolving changes in tech decision making, TechTarget data capture prospect functions and roles reflecting a wide range of players often not predicted by historically focused models.

TechTarget is so confident in the value of its intent data that it now labels Priority Engine as “The industry’s only opt-in, Prospect-Level Intent™ data.”

“At the end of the ABM process, it is all about having stronger relationships with the customer.  And delivering improved customer experience is achieved in two ways: By caring to do so and then having the insights necessary to cut away noise and speak directly to customer’s needs.  Prospect-Level Intent is the best way to do this.  In study after study we’ve done, we find that when the properly trained salesperson or whoever’s doing the outreach uses the insights successfully, they will get better response and conversions — ultimately leading to more pipeline.”

John Steinert, TechTarget CMO

A redesigned Priority Engine user interface “provides faster access to buying team contacts within the context of their buyer journey, making it easier for sellers, marketers, and ABM teams to act on Prospect-Level Intent.”  The UI also offers a customized view of top prospects based upon a firm’s ICP and research activity, helping define account rating and list ranking.

“You have to make it easy for [sales] to be able to quickly assess what they need to do in order to take the next best action with the accounts and prospects that they’re going after in their territory – it’s all about enablement,” said TechTarget CMO John Steinert.  “Having that [data-based] connection with marketing allows sales to easily do this and take the easiest, fastest path to revenue easily leveraging precise data and intelligence.”


Continue to Part II

BuzzBoard Graph of 100M Global SMBs (Part II)

Yesterday, I began my profile of SMB Sales Intelligence vendor BuzzBoard which supports a global company graph of 100 million SMBs. Part II discusses several BuzzBoard reports titled Competition, Category Insights, and Recommendations.

The Competition tab compares a company against three local peers, allowing reps to take a value-added discussion approach to customer and prospect meetings.  This benchmarking can be performed as early as the first call, helping to differentiate the sales rep.  Should the prospect wish to see other competitors, the representative can quickly remove one of the competitors and add a requested company to the analysis.  The competitive benchmark supports three tabs: Digital Marketing, HR & Organization, and Communications.

BuzzBoard recommends that reps not go through the competitive report line-by-line, but focus on two or three categories where the vendor “has solutions.” Going line-by-line is “the digital equivalent to the PowerPoint presentation,” warns BuzzBoard Director of Community & Training Phillip Cortez.

Category Insights include local advertising intelligence from Borrell Associates.  Borrell data includes industry-specific ad budgets for local markets.  Local data is available for both digital advertising, non-digital advertising, and their sub-categories (e.g. General Paid Search, Targeted Display, Listings Paid Search, Newspapers, Local Broadcast TV, Radio).  There is also a section on Audience Targeting Opportunities for the industry, providing fodder for sales conversations.  This intelligence would also be valuable for the marketing communications team in developing blog and social content that targets top segments.  Other sections include technology trends, threats and opportunities, top products and services, and “know their customers.”

The Recommendations tab provides a set of recommendations and talking points based on gaps in a firm’s digital marketing presence.

BuzzBoard is well-positioned for firms that target SMBs, particularly if they provide digital services of some form.  This focus, however, makes them ill-suited for enterprise sales.  The database does not offer company linkages, long business descriptions, tickers (for quickly looking up the HQ of a firm), filings, financials, etc.  However, they are clear in their positioning as a B2SMB database.

BuzzBoard is headquartered in San Francisco with offices in Lyndhurst, New Jersey and Hyderabad (engineering).  The firm has 85 employees with open positions in sales, customer success, engineering, and product management.

COVID-19 has “not really impacted us substantially,” said CEO Umesh Tibrewal.

BuzzBoard Graph of 100M Global SMBs

Sales and Marketing Intelligence vendor BuzzBoard has built a graph of global SMB organizations spanning 100 million companies, 20 million in the US.  The seven-year-old firm supports advanced segmentation and prospecting based upon a deep set of technographic and digital marketing variables.  During the pandemic, they added COVID prospecting and recommendation tools to help customers target segments and personas that are doing well during the recession.

It is their focus on SMBs and their digital signals that they describe as their competitive advantage. “Anyone who sells to SMBs should have deep knowledge of the prospect’s digital footprint, their needs, attitudes, triggers, and ability to pay.  These are reflected in the SMB’s operations stack and in their external presence.”

BuzzBoard assigns a Buzz Score to each of the companies in its database.  The Buzz Score is a digital marketing score that grades a company’s digital presence based on a 0 to 100 scale.  Users may drill into the score to see the underlying components.  Thus, a web design company can determine whether a prospect has multi-screen compatibility.  Initially, an estimated score is provided, which is +/- 10 points of the probable score.  When adding a profile, BuzzBoard automatically regenerates the Buzz Score and digital profile, though the process takes 60 to 90 seconds.

Prospecting variables include firmographics, technographics, website, SEO, advertising, social, estimated spend, etc.  A new set of COVID-19 risk filters let users select companies based on location, industry, operational status, ongoing Google Ad spend, and recent technology investments.  For example, restaurants may be filtered operationally by Temporarily Closed, Dine-in, Delivery, and Take-out.

On the user home page, they added two recommendation cards.  The “COVID-19 – Categories to work on now!” card highlights verticals that are growing and “need marketing support during the COVID-19 pandemic.”

The “COVID-19 – Recommendations” card contains personas and segments defined by BuzzBoard’s data scientists “based on target locations that need marketing support during the COVID-19 pandemic.”

The homepage consists of a customizable set of cards for training videos, COVID recommendations, Knowledge Base, Favorite Signals, etc.

The fixed search bar at the top of each screen lets users search by location combined with business name, URL, category, or keywords.  A left-handed filter bar lets users revise the prospecting list.  For example, a user can quickly search for roofers within 40 miles of Los Angeles with websites and Google ad spend, but a poor mobile experience (e.g. slow loading, not responsive).  Lists are displayed via a card-view or plotted map.  List parameters may be saved for future re-use.

Prospects may be added as profiles.  When added, BuzzBoard goes out and re-evaluates the Buzz Score based upon its current digital footprint.  Profiles contain a summary view along with tabs for Detailed view, Competition, Category Insights, and Recommendations.

Beyond prospecting lists, users may also quickly research a company from a BuzzBoard Connect Chrome extension or via a file upload.  When visiting a web page in Chrome, users click on the BuzzBoard icon in the right corner of the Chrome bar, and BuzzBoard opens a window with company details including firmographics, Buzz Score, Website and SEO details, technographics, social media, competition, communications, and recommendations.

Up to 300 records may be uploaded at a time.  The file must contain either name and URL or name and address for matching.


Part II continues tomorrow with a discussion of their Competition, Category, and Recommendation tabs.

Sales Navigator Q3 2020: Listening to the Buyer

LinkedIn is rolling out its third-quarter Sales Navigator release.  The enhancements focus on “features that help you put your buyers first through intelligent action, simplified day-to-day activities, and consistent insight into keeping relationships warm.”  The release theme is “listening to the buyer.”

LinkedIn is dipping its toes into intent data with Buyer Interest Alerts that signal when employees or corporate leaders from a saved account have visited the company’s LinkedIn Page or company website.  Buyer Interest Alerts are available in conjunction with LinkedIn Marketing Solutions and delivered through the Sales Navigator Enterprise edition.  

Marketers install a snippet of code to their website that drive the notifications.  They can then track conversion rates, retarget visitors, and analyze visitor demographics.  The code also powers Buyer Interest Alerts within Sales Navigator.

“With Buyer Interest Alerts, you have buying intent insights that help you to decide when to engage, allowing you to provide a timelier and more customized buyer experience,” blogged Lindsey Edwards, the Senior Director of Product Management at LinkedIn Sales Solutions.  “As we strengthen our buyer intent models with the rich buyer insight that the LinkedIn network contains, we’ll continue to enhance our Interest Alerts to include more signals that will allow you to target the right buyer at the right time.”

Buyer Interest Alerts are anonymous.  LinkedIn notifies the user if there is a visitor from the company but does not disclose details beyond account name, seniority level (i.e. Leadership or Employee), and geography.  Users can then search for Linkedin Members that match these criteria.  Anonymity ensures GDPR compliance.

While many vendors are now offering visitor intelligence, Sales Navigator is the only service that combines LinkedIn company profile views with visitor intelligence.

Account-Level Buyer Interest is not yet supported but is on the product roadmap.

LinkedIn, which has often suffered from spam alerts that overwhelm users, is employing predictive AI to surface the critical notifications for “building and maintaining the relationship with your buyer.”  Users may filter alerts by Lead, Account, shared activity, and alert type with the “most urgent and timely” alerts displayed at the top of the list.

Sales Navigator is also improving its synchronization with Salesforce and MS Dynamics.  Users can now bring their book of business into Sales Navigator through the automated syncing of Leads, Contacts, Accounts, and Opportunities.  The syncing improves the delivery of people and company alerts and insights within Navigator.  CRM synchronization is available as a feature of the Team and Enterprise Editions.

To improve relationships, LinkedIn is now reporting on LinkedIn outreach activity across all Sales Navigator editions.  Lead Lists (followed members) now track LinkedIn engagement with additional columns for actions by the Sales Navigator user and subsequent responses:

  • InMail and Messages sent, responses received, and attachments clicked
  • Connection requests sent from Sales Navigator and LinkedIn and accepted requests
  • Smart Links sent and opened

Lead and Account List sizes were increased from 250 to 1,000, expanding the scope of contacts and companies tracked.  Users may also take bulk actions on up to 25 Lead or Account records at a time, making it easier to remove them from lists or move them from one list to another.

Sales Navigator is well-positioned to assist sales reps during the pandemic as its messaging tools are not location or time-specific.  Sales professionals can reach out with InMails and Connection Requests, and prospective buyers can respond asynchronously.  SDRs and AEs don’t need to obtain (or guess at emails) or place direct dials that go unanswered at empty offices.  Furthermore, Smart Links, launched earlier this year, provides a tool for sharing documents and multi-media with view tracking.

“In what continues to be a unique and challenging moment in history, buyers and sellers, alike, are adjusting to a new normal.  Just like you, they’re juggling the pressures of succeeding in their day-jobs, while also managing their personal lives — homeschooling, daycare, elder care, multiple people working from home, and/or reduced income.  The hurdles might look different from buyer to buyer, but one thing is consistent — they need to feel confident that you understand their challenges and goals.  In the end, you aren’t necessarily selling a product or service, you’re selling a trusted relationship, and the person at the center of that relationship is the buyer.”

Lindsey Edwards, Senior Director of Product Management at LinkedIn Sales Solutions

By the end of the year, the Deals functionality will be integrated directly into the Sales Navigator workflow.  This enhancement will improve relationship status and pipeline visibility.

Rhetorik Opens US Sales Hub

European technology sales intelligence vendor Rhetorik opened a US sales hub in California.  The office will be led by John South, who was named the VP North America.

“Our goal is to meet the needs of US companies seeking European data expertise,” said Rhetorik CEO Meredith Amdur.  “It’s a very exciting prospect to be combining John’s experience and knowledge of the global data market with Rhetorik’s IT databases and data management services in order to achieve this.”

California is a logical location for US market entry (the firm already has a Canadian development office).  Not only is a high percentage of US enterprise software and cloud companies headquartered in California, but the CCPA data privacy regulations are akin to EU GDPR requirements, making marketing departments more sensitive to data privacy and regulatory compliance.

Rhetorik recently expanded its technographics intelligence NetFinder+ service across the EMEA region with support of 17 European countries and Israel.  The service provides “accuracy, completeness, and compliance across Europe,” said Amdur.  Rhetorik emphasizes that contact data is collected subject to the location-level data privacy rules of each jurisdiction and subject to the “Robinson lists” of various jurisdictions (e.g. The CTPS phone opt-out list in the U.K., DNC in Ireland).

NetFinder+ includes a market analytics module that helps product management and competitive intelligence groups evaluate their market position by category and country.  It can also be used to assess complementary partner market share (by installation).

Rhetorik separately offers a DataClinik hygiene and enrichment service.

South has a long history of new business development in the technographics space, having served as the VP of Sales at Datanyze (now owned by Zoominfo) and the head of Client Success and Sales at Aberdeen.  He most recently was the Director of Business Development for Imperium.

South will be “responsible for driving sales, new business development, and planning strategies for the sales teams.”

D&B Hoover’s Enhancements

D&B Hoovers released a set of enhancements to its sales intelligence service.  New content and features include expanded company identifiers, company identifier searching, additional URLs, and a COVID-19 Impact Index.

D&B Hoovers has improved the scope and display of global registration numbers (AKA Regnos) within their service, with identifiers available for more than 129 million companies spanning more than 500 different National Identification Numbering Schema.  Regnos are now more prominent in Company Profiles and searchable in the “Company Identifiers” section of “Search & Build a List.”

Identifiers include US Federal Tax IDs (EINs), VATs, and French Siret Numbers.  Up to four identifiers are displayed in company profiles.  While the service has long supported Dun & Bradstreet’s D-U-N-S Numbers, stock tickers, and registration numbers, the expanded scope assists with company lookup and research.

Dun & Bradstreet cautioned that not all registration numbers are unique, and multiple family members may share a Regno.

Users may search for a single identifier or upload a list of up to 1,000 ids.

“This new presentation of global registration numbers with Company Profiles and the Search & Build a List Form better aligns with the display of this information across Dun & Bradstreet products, providing a more consistent data experience for users who have multiple offerings.”

Senior Product Director Phil McWade

D&B Hoovers added 3.5 million additional URLs to their service, bringing the global count to 24 million.

D&B Hoovers continues to expand its company and executive coverage, with nearly 180 million active companies and 160 million active contacts.

Another new feature is a Coronavirus trigger for reps looking to monitor prospects and accounts along with a set of COVID-19 Impact Indices.  The new Impact Index is available as an optional add-on, priced per seat.

The new COVID-19 Impact Index will be covered in tomorrow’s blog.

GrowFlare V2.0 (Part II)

Continuing my profile of GrowFlare (Part I)…

While many companies offer keyword searching, it is usually against a mined business description.  Only a few products, such as D&B Hoover’s Conceptual Searching, provide broader topical searching to build company lists.

GrowFlare includes a free Chrome extension that “overlays the power of prospector right over the website,” HubSpot, or Salesforce.  “This is invaluable for anyone from an SDR to an executive that wants a quick ten-second snapshot of a company before engaging,” said Belkin.  The Chrome connector detects the account, displays firmographics, trending topics, psychographics, and Next Best Prospect.

Prospector Bulk and GoldMiner support HubSpot append and enrichment, including Fit Scores.  Salesforce support is a roadmap item.  Belkin said that HubSpot support was a “strategic decision because HubSpot is more readily accessible, cheaper to develop for, more startup-focused, and we can build adoption faster.”

The user interface is clean and well laid out, with the ability to quickly sort prospecting tables and view additional details.  The company universe is limited to 130,000 US companies with ten or more employees “that have meaningful purchasing power.” Thus, GrowFlare is best suited for US account based marketers and strategic teams.  However, the service is still in its early stages of development.  It does not offer any contacts, and the firmographic intelligence, beyond the psychographics and trends, is limited.  There are some novel ideas and tools in this service, many of which are not found in more mature ICP offerings from the established players (e.g. DiscoverOrg AccountView, InsideView Apex, D&B DataVision).  These ICP / TAM tools were built for the marketing department, while GrowFlare is looking to serve both the sales and marketing departments with some competitive intelligence functionality as well.

GrowFlare is a freemium offering, with three free prospects provided with each search.  The Basic offering is priced at $2,950 per annum and includes ten prospects per list.  Growth offers 25 prospects per list for $4,950, and Unlimited offers the maximum number of relevant prospects per list for $9,950.  The paid offerings all include all of the features discussed in this profile along with 24/7 support.

The 2.0 release has helped the firm gain traction in the marketplace with revenue up 600% monthly (on a small base).  The average deal size is greater than $10,000. Upcoming GrowFlare development is focused on expanded partnerships.  GrowFlare is looking to add contacts from vendors such as InsideView and deepen its integrations with HubSpot and Salesforce.

GrowFlare V2.0

GrowFlare rolled out version 2.0 of its sales and marketing intelligence solution.  Enhancements include a revised Prospector tool for similar company searching, a Chrome connector for quick profiling and prospecting against a company website, HubSpot CRM imports, keyword searching, and customer fit scoring for HubSpot.

The enhanced Prospector tool identifies 100 companies similar to a target company based on psychographics, which are the common phrases and interests companies share.  This approach differs from most vendors that employ firmographics and technographics in their Ideal Customer Profile (ICP) modeling.  For the target company, the trending topics are displayed as a spider chart with new topics called out.  Reps can drill on trending topics to see an example from the firm.  Topical analysis is derived from websites, social media, government filings, and job listings.

When users click on a trending psychographic, they are presented with in-context examples of the phrasing with the term highlighted.  The trending topics and psychographics are “invaluable for marketing and sales personalization,” said Founder & CEO Matt Belkin.

The similar companies New Prospects list includes a Fit Score, which gauges the level of similarity to the target company along with the shared psychographics.  So if a rep just closed a deal at the target, he or she can be confident that the high fit scores are similar in their market positioning.  Fit Scores are exportable to lead scoring models.  A quick view magnifying glass icon displays the trending topics for any of the prospects.

Below the Prospects list are additional graphics and analytics, including a shared psychographics word cloud, top 10 shared psychographics, locations of the prospects, and sizing ranges (employee and revenue).  As these analytics are based on the prospecting list, they assist with campaign messaging.

Searches are auto-saved to Active Lists, which identify new prospects.  Company profiles are scanned and rebuilt each week with companies compared and ranked within the list.

“NEW means they are new to the list and is usually a great signal to reach out [to] now because something strategic has changed with that prospect, bringing them closer to your ICP.  Your window of opportunity is now,” said Belkin.  “For example, they launched a new campaign, rebranding, business model shift, product launch, leadership change, etc. – all of these can cause this change.”

Any Keyword Search or Prospector Active List is automatically setup for alerts, whereby GrowFlare notifies the customer each week of meaningful changes and new prospect opportunities.  When viewed, the table of new prospects includes a Trend score, which is the change in rank position from the prior week.  An Active List focused on competitors will notify sales and marketing when competitor positioning shifts.  This tool would also be valuable for competitive intelligence analysts and business development reps looking to track a narrow universe of competitors or partners.

GrowFlare recommends that firms run Prospector against themselves to see “where your messaging shines” as well as competitors to understand their current positioning.

”Everywhere you look sales and marketing teams are wasting millions of dollars trying to acquire the wrong customers and saying the wrong things.  It’s crazy and the whole approach is broken.  We started GrowFlare to fix it.  You already know your best customers, GrowFlare helps you find 100 more just like them based on their shared interests.  It’s easy to see how focusing on what buyers care about – their psychographics – is far more effective when marketing and selling to them.  It sounds fancy, but it’s the same magic that powers recommendations for Amazon, Netflix, and Spotify in the consumer world.  We just built it for B2B.”

­GrowFlare CEO Matt Belkin

The Prospector Bulk feature is similar to Prospector but executes against a full customer list.  According to Belkin, “The resulting output averages between 25x-100x more high-fit prospects that sales and marketing teams can target with account-based outbound campaigns.”

GoldMiner CRM compares a customer list against open CRM leads and opportunities.  CRM accounts may be uploaded from HubSpot or entered as a domain list. 

The results are similar to Prospector, with GoldMiner listing the best prospects based upon Fit Score and the best reference customer.  GoldMiner also displays

  • The most valuable reference customers – Which accounts are the top referenced customers for the prospect list
  • Match rates
  • CRM Growth Multiplier – The CRM Growth Multiplier compares the number of high priority prospects in the prospect list to the number of customers in the CRM.
  • CRM Efficiency – The number of CRM high-priority prospects versus the total leads in your CRM.  CRM efficiency indicates the percentage of high value accounts in the CRM vs. weak fit accounts as determined by GrowFlare.

Belkin suggests that the new leads list should be run through GoldMiner “every day or week” as “this can be very valuable in quickly prioritizing third-party list buys, webinar lists, partner lists, technographic lists, and much more.”


Part II of my GrowFlare coverage continues tomorrow with a discussion of Keyword Searching, the Chrome Extension, and pricing.

Echobot Growing Quietly

Echobot, the German sales and marketing intelligence vendor, continues to do well during the pandemic.  It has over 1,000 clients and a growing ACV.  They added 15 employees this year, bringing their staff count to 65.  The firm was founded in 2011 and has posted a consistent 40% compound average growth rate.  It is internally funded.

Echobot offers multiple products: The Target prospect database of European B2B firms (UK, Germany, Switzerland, and Austria) and the Connect intelligence database with 11 million companies.  Content includes registered data, technographics, contacts, and news.  The firm also provides online and social print monitoring and DataCare DaaS Hygiene for CRMs and ERPs.

The Karlsruhe-headquartered firm is readying a new 18,000 square foot office, which it plans to move into in 2021.

“COVID-19 did not slow us down,” said CEO Bastiaan Karweg.  “In some cases it actually helped to put our agenda of digital sales intelligence front and center – mostly to compensate for missed trade shows and grounded field sales operations.”

Echobot Target supports firmographic and sales trigger (event) prospecting

I’ve followed the sales and marketing intelligence space for nearly two decades. The market developed in the United States with few European vendors (Bureau van Dijk being the exception). Often, it was US vendors such as OneSource, Factiva, and InsideView covering Europe as part of their global coverage . But over the past half decade, there has been a blossoming of European based sales and marketing intelligence solutions from

Not only are these vendors based in Europe, but they have a better understanding of the local datasets, regulatory requirements, and market nuances. Several are multi-lingual and carry local filings to serve financial services and compliance use cases.

Seismic – Vertical IQ Partnership

Seismic announced a partnership with Vertical IQ to deliver industry-specific insights within its Sales Enablement Platform.  Vertical IQ industry overviews will be delivered through Seismic’s dynamic content automation tool, LiveDocs, allowing bankers to quickly assemble client-facing content tailored to the client.  Vertical IQ covers over 325 industries with coverage of industry risks, quarterly insights, key financial benchmarks, and industry growth data.  Coverage of niche industries and regional economic data are also available from within Seismic but are not part of the LiveDocs integration.

Insights can be presented in-person, in print, or via digital devices and are packaged into Seismic templates.

The integration “helps bankers develop hyper-personalized communications with clients and prospects,” stated Vertical IQ CMO David Buffaloe.  “Our industry content is available directly through their platform, allowing bankers to develop customized presentation slides based on the prospects specific industry.”

Vertical IQ content is available to customers outside of the banking space, but the initial implementation was developed with Fulton Bank.  “We started with the joint focus on banking/financial services organizations; however, anyone that uses Seismic and sells to multiple industries would see value,” said Buffaloe.

Buffaloe called the integration a “big win for users” as bank leaders are looking to reduce the number of logins for conducting account research and support.

A Gartner survey found that bankers that deliver insights to their customers generate 94% higher fees.

Relationship Managers (RMs) at banks and credit unions support a broad set of customers and industries, making it difficult to develop deep expertise in individual industries.  Deploying on-demand, industry-specific intelligence helps RMs quickly come up to speed on an industry, ask intelligent questions of owners and financial professionals, and assemble custom presentations for winning business.  Industry-specific content also assists customers in their decision making and supports more valuable meetings between RMs and customers.

“Conversations between a banker and client should go both ways.  Vertical IQ and Seismic’s solution ensures conversations are backed by real-time, tailored insights so bankers can engage in better discussions and act as a trusted advisor.  This helps them bring unique value and expertise to the table to win, grow and retain more business.”

Vertical IQ CEO Bobby Martin

A recent JD Power survey of small businesses found that most were dissatisfied with their bankers’ ability to meet their needs and expectations.  Only 37% of small business customers felt that banks appreciated their business, and only 32% felt that banks understood their business.

According to Bob Neuhaus, VP of Financial Services at JD Power, “Banks need to focus on better integrating high-touch resources with innovative digital tools to meet the demands of small business.”

“Business customers have come to expect hyper-personalized interactions that meet the standards that are now common-place in their personal lives,” said Bill Finnegan, Managing Director, Financial Services Marketing at Seismic.  “We’re thrilled about our partnership with Vertical IQ because of the competitive advantage it will offer our banking customers.  The ability to generate rich industry insights on-the-fly in a marketing-approved format will help bankers elevate client conversations from just product, to industry-specific trends, advice, and guidance.  It allows bankers to be a consultative partner that demonstrates their bank truly understands their business.”

Vertical IQ has launched several integrations over the past year to deliver its industry research within sales and banking workflows.  Recent partnerships include Salesforce, RelPro, and Seismic.  Vertical IQ profiles are written in plain English for non-experts in financial services industries.  Strategic sales reps also leverage Vertical IQ.

The Vertical IQ integration is being sold by Seismic as an add-on to their current sales enablement solution.