DiscoverOrg Outreach Connector

Sales reps can upload individual records, selected records in batch, or all records to Outreach. A similar process supports uploads to CRM or Marketing Automation Platforms. Leads may be uploaded as new accounts or matched to current accounts within Outreach.
Sales reps can upload individual records, selected records in batch, or all records to Outreach. A similar process supports uploads to CRM or Marketing Automation Platforms. Leads may be uploaded as new accounts or matched to current accounts within Outreach.

Sales and marketing intelligence vendor DiscoverOrg announced a “refreshed” connector with sales engagement platform Outreach.  The update provides improved “synchronicity” between the two services, making it “faster and easier for reps to sequence DiscoverOrg contacts,” said Russell Van Leuven, DiscoverOrg Senior Director of Sales.

According to Van Leuven, the updated “solution will remove barriers and help people sell more by addressing three mission critical sales problems: (1) a disjointed sales tech stack, (2) inconsistent or untrustworthy data, and (3) maintaining governance practices to preserve data quality.”

“The value of great data lies in what our customers DO with it.  The integration of Outreach with DiscoverOrg means sales teams can get the best data and insights on their target accounts, engage them with the right message at the right time, and never worry about that data going stale again.”

  • DiscoverOrg CEO Henry Schuck

The solution addresses both the dearth of quality data for small teams that perform open-web Google research and “tech overload” at enterprises that are balancing email, CRM, and “a huge stack of tech tools to find, cross-reference, and confirm the information they need,” said Van Leuven.

Van Leuven highlighted the difficulties of maintaining data quality in CRMs:

It’s hard to trust the murky origins of the data in your CRM. It’s usually old (Did you know: data decays at a rate of 30% per year). A lot of distrust comes from the fact that most people have had a traumatizing experience with bad data or bad data providers that’s landed them in spam filters, blacklists, or worse. And when your sales team doesn’t feel like they can trust the data, they stop trying to keep records updated. Bad data perpetuates a burdensome cycle of bad data.

The connector feeds editorially researched prospect data into Outreach and Salesforce.  Both individual records and bulk prospects are pushed to Outreach and assigned to Outreach sequences.  There is “no downloading, uploading, copying or pasting required,” said Van Leuven.

Prospect lists can be assembled in DiscoverOrg and assigned to specific Outreach sequences and tagged by the owner.  Company and contact information can also be passed to Outreach via DiscoverOrg’s Chrome extension.  Thus, a sales rep can identify a prospect on LinkedIn or a company website, match and enrich the record against the DiscoverOrg reference file spanning 130,000 companies and three million companies, and then upload the enriched record to Outreach.

“Great sales results require an in-depth understanding of who you are targeting, and then reaching those individuals with a message that moves them to take action,” said Outreach CEO Manny Medina.  “The partnership between Outreach and DiscoverOrg makes that simple.”

The joint service also offers automated DiscoverOrg enrichment of new leads within Outreach.  The nightly scan appends DiscoverOrg contact information, firmographics, and technographics to Outreach for both new records and records updated within the DiscoverOrg reference library.  The nightly scan also identifies bounced emails and departed employees.

The connector supports field-level configuration allowing admins to set custom field mappings.  Admins are also provided with a weekly summary report which lists all account and contact updates.

DiscoverOrg has a 95% data quality SLA based upon their 90-day editorial review cycle and monthly bounce testing.

Along with Outreach, DiscoverOrg supports sales engagement vendors SalesLoft and Tellwise.  DiscoverOrg plans on enhancing those connectors along with adding additional sales engagement vendors.

RelPro: Enhanced Firmographics

A new RelPro company concordance provides firmographic variables for screening and account planning.
A new RelPro company concordance provides firmographic variables for screening and account planning.

Sales Intelligence vendor RelPro added a firmographics layer to its contact intelligence screening. Users can now filter against SIC/NAICS codes, Industry Keywords, Public/Private Status, and Web Ranking. According to CEO Martin Wise, the new feature has been “very well received by clients.”

RelPro continues to build out its Chrome extension for on-demand company and people intelligence based upon the current website. Decision maker intelligence includes emails, direct dials, and corporate phones. Chrome extension features include contact send to CRM, follow, open the full profile within RelPro, and follow for weekly email alerts.

“RelPro’s latest firmographic and workflow enhancements represent another step forward in our mission to help clients grow their business and make the most of their precious time by delivering Integrated Relationship Intelligence to accelerate all stages of the B2B business development process (Marketing, Sales, Account Management and Research).  RelPro grew more than 3x last year and we aim to continue the momentum in 2018 with our growing enterprise client base and reputation for being ‘easy to do business with’.”

  • CEO Martin Wise

Wise noted that 2018 development plans are “on track.” This year, the firm is looking to add company and linkage analytics, corporate family trees, and ABM look-a-likes.

Artesian CEO Andrew Yates: Technological Disruption, AI, and Data Insights

Arti responds to

Artesian CEO Andrew Yates recently discussed Artesian Solutions with Sudipto Ghosh as part of the MarTech Interview Series. Artesian was founded to help resolve the disparity between B2B buyer and seller tools. “We saw that businesses had transformed the way they buy, but that sellers had not adapted. This mismatch led us to create a vision of better B2B sales engagement that is customer-centric at its heart, and to develop the world’s most powerful customer intelligence application to support it.”

Yates described technology as “the biggest disruptive force in the world” and his entrepreneurship as “a desire to disrupt the status quo, solve problems, remove complexity and make a difference.” He sees Artesian Solutions as a “disruptive force for good in our sector, providing engagement smarts for companies and markets in the same way that LinkedIn has done for people insights.”

Artesian is incorporating new AI technologies into its platform including the Arti chatbot based upon IBM Watson. As they are doing so, they are repositioning from Social Selling to “A.I.-powered sales intelligence.”

Yates warns that businesses look for CRM platforms to help customer facing departments build customer-centric businesses and a full customer view. Often, though, they become frustrated when CRMs do not provide the desired customer experience and engagement. But CRMs are only as good as the data entered into them and are subject to ongoing data decay. Further compounding this issue is

“the sheer volume of data businesses need to grapple with. Often unstructured, this data is increasingly hard to find, rationalize and interpret. Inaccurate or out-of-date data has several inevitable consequences. Take-up and enthusiasm for CRM input wanes as the volume of data increases, and time spent just keeping up-to-date with existing customer data impacts negatively on time spent researching and acquiring new ones. Opportunities to respond to real-time customer news and market insight are missed, and customers looking for instant action and results are left disappointed. Likewise, deals are lost through mistakes, and errors in messaging and targeting become more frequent. Forecasting accuracy diminishes as emerging trends go unnoticed.”

Yates recommends working with a data partner that provides a full view of customers and contacts, including contextualized customer insight; news, market trends and social media monitoring; real-time intelligence; and single sourced company and contact profiles with “social profiles, opinions, and expectations.”

Full Interview

RelPro People Concordance, Connectors, and Relationship Intelligence

New features include DotAlign integration, favorite role filtering, and saved articles.
New features include DotAlign integration, favorite role filtering, and saved articles.

Sales intelligence vendor RelPro continues to gain market traction in its second year with 2017 revenues projected at $1.5 million. The firm has grown to fifteen headcount. Growth has been assisted by a mid-90% renewal rate.

According to CEO Martin Wise, the firm launched RelPro in early 2016 but needed some time to round out rough edges and determine positioning and vertical fit. They are on track, however, to grow revenue 3-4X in 2017 and now support 75 corporate clients distributed across financial services (30%), Technology (30%), B2B and Professional Services (30%), and nonprofit (10%). RelPro focuses on “helping people across the business development value chain” including sales, marketing, and account management. They are one of the few to include the analyst function amongst their user personas.

“Time is the scarcest resource for anyone involved in Business Development, whether you’re in Marketing, Sales, Account Management or Research.  RelPro has always been about helping you to quickly find business decision-makers (at companies of any shape or size around the world), learn more about them and keep in touch with them. With our latest enhancements, we have taken another step forward in our mission to save clients’ time through Integrated Relationship Intelligence solutions that leverage the highest quality data available.”

  • RelPro CEO Martin Wise

Over the past year, the firm focused on their people concordance (150 million global business professionals), “integrated relationship intelligence,” alerts, and workflow. 2018 will shift to improved firmographics and company concordance (7M). New features include a people concordance engine, relationship mapping with BoardEx supporting top tier relationships, mobile web support, and a series of integrations.

The people concordance ties together contact profiles from multiple vendors to provide a unified informational view across web news, BoardEx, Dun & Bradstreet, Zoominfo, and DotAlign. Users can also link out to LinkedIn profiles and BoardEx organizational charts. DotAlign performs Outlook mining to identify internal connections to companies along with the number of connections to company contacts. BoardEx and DotAlign functionality require joint subscriptions.

The RelPro Chrome extension provides on demand company intelligence from websites and people intelligence from LinkedIn.
The RelPro Chrome extension provides on demand company intelligence from websites and people intelligence from LinkedIn.

The new Chrome extension displays company information based upon a URL and executive profiles tied to LinkedIn pages. Thus, users can research LinkedIn profiles and lookup emails and direct dial phones. They can also follow contacts in RelPro from the Chrome connector and link from a LinkedIn bio to their RelPro profile. Other features include the quick identification of contacts from a pre-saved list of companies, Favorite Role filters for quickly customizing searches and company executive lists, and saved articles.

The mobile site supports responsive design, providing a form-factor specific user interface. Features include company and people searching, company and people profiles, and executive lists at companies.

Favorite Roles are keyword-based and available for list building and executive list filtering in company profiles.
Favorite Roles are keyword-based and available for list building and executive list filtering in company profiles.

Amongst the new screening filters are searching against company lists and favorite roles. The favorite roles feature is a set of stored expressions that help define specific functional categories. For example, a user can focus on demand generation marketers or individuals in specific research roles and then deploy these roles for standard prospecting or executive filtering from within a company profile. Unfortunately, RelPro does not yet offer standard taxonomic job functions and levels.

RelPro’s most sophisticated integration is with NetSuite where users can synch companies and contacts, enrich records, and review duplicates. For Salesforce, users can export leads individually or as lists. Contact and Account exports are on their roadmap along with duplicate checking logic. RelPro is also working on a Microsoft Dynamics connector.

Contact Insights exported to PDF.
Contact Insights exported to PDF.

Other new features include web news for company and people, saved articles, and exporting profiles as vCards or PDFs.

The 2018 roadmap focuses on additional solutions for enterprise clients including company concordance improvements and company analytics. RelPro is also looking to add corporate family trees, linkage analytics, and ABM look-a-likes.

RelPro is priced at $1,200 per user for 10 users (includes 1,000 profile views and weekly alerts on up to 30 people / companies for each user). The price per user is volume based. It is higher for smaller teams and discounts apply to larger enterprise deployments. If companies are looking for additional email alerts, they are available in packages of 50 profiles for $125 per month. A Tech Search add-on, based on HG Data tech stack intelligence, is extra. The firm also offers Data Services.

Lightning Data Partners

HG Data Opportunity Record in SFDC provides technographic intelligence.
HG Data Opportunity record in SFDC provides technographic intelligence.

Salesforce has yet to provide a roadmap for Data.com, so we will likely have to wait until Dreamforce for details.  While legacy customers continue to receive Dun & Bradstreet content, new customers are limited to the Salesforce / Jigsaw company and contact file.  However, the firm announced a set of Lightning Data partners that will support ongoing account enrichment as native Salesforce Apps.

InsideView was an original partner on the AppExchange but was disinvited after Data.com rolled out. While hidden from AppExchange searches, the InsideView for Sales solution continued to be available to joint customers as a private solution. Furthermore, the firm built additional AppExchange marketing products to supplement InsideView for Sales. These services included Target, a company and contact prospecting platform, and Refresh, a data hygiene service that matched and enriched account records with InsideView intelligence. The two companies share over one thousand joint clients.

As an initial partner in Lightning Data, InsideView is offering two services: Append account record maintenance toward the end of Q4 and Discovery account prospecting in Q1 2018. Both are native Salesforce applications. Unfortunately, Lightning Data only supports Account record enrichment and prospecting. Thus, InsideView clients looking for prospecting against InsideView’s 13 million global companies and 33 million contacts may wish to evaluate InsideView Target instead of InsideView Discovery.

InsideView positions itself as a leader in Targeting Intelligence due to their capabilities across three dimensions: company and people intelligence (Who), business triggers sourced from the news and social feeds (Why), and network connections which support warm introductions (How).

With the launch of their new Lightning Data solutions, InsideView will have strategic relationships with the two most important CRMs: Saleforce.com and Microsoft Dynamics.

InsideView CMO Tracy Eiler will be speaking at one of the Lightning Data sessions at this year’s Dreamforce as will other Lightning Data partners.

OTHER PARTNERS

DataFox is offering twenty-two curated data points and five proprietary fields for DaaS enrichment. Amongst the curated fields are standard firmographics, tech stack, and funding data including investors, total funding raise, and last funding round details. Proprietary data includes signal count over the past year, industry keywords, and similar companies. Datafox’s “AI-sourced, human-audited company data” covers over two million companies. Pricing starts at $3,500 per year.

MCH enriches accounts with medical facility details.  Institutions include hospitals; medical practices; dental practices; nursing homes; home health and hospice; ambulatory surgery; diagnostic imaging; community health; urgent care; and public health departments.  Data is updated via a team of researchers annually who populate over seventy attributes across 636,000 facilities.  Pricing starts at $500 per year.

MCH has a broader sales intelligence solution in development which will support prospecting and access to two million medical practitioners and support staff.

Clearbit enriches accounts with over forty fields including firmographics, Alexa Rank, Social Accounts, and Technology. The service also includes company news. Pricing starts at $499 per month.

HG Data populates technology product, vendor, and product category information across account, contact, and opportunity records. Also included is an account ranking score based upon deployed technology and workflows based upon complementary or competitive products. Pricing starts at $5,000 per year.

Bombora enriches account records with intent data gathered from 3,500 B2B media sites.

Additional partner announcements are expected.

Enrichment Benefits

There are multiple reasons to enrich records with third-party reference data sets.  These include shorter web forms with lower abandonment rates, improving segmentation via standardized data with fewer data gaps, ongoing data maintenance, and enhanced targeting.

Sales rep benefits from enrichment include reduced data entry, improved lead scoring and routing, and improved intelligence for account qualification, planning, and messaging.  By enriching company information within the CRM workflow, sales reps have accurate, on demand account intelligence.

Research has shown that short web forms have lower abandonment rates resulting in a higher return on demand gen marketing (Source: DataFox).
Research has shown that short web forms have lower abandonment rates resulting in a higher return on demand gen marketing (Graphic Source: DataFox).

TechTarget Priority Engine with DiscoverOrg Contacts

 

TechTarget / DiscoverOrg joint offering (Source: TechTarget)
TechTarget / DiscoverOrg joint offering (Source: TechTarget)

DiscoverOrg is partnering with technology media and marketing company TechTarget to deliver its IT intelligence through TechTarget’s Priority Engine platform. The new offering, which will be available on November 2nd, provides a “unified data feed” of DiscoverOrg executive intelligence alongside TechTarget intent and Active Prospect insights. DiscoverOrg doubles or trebles the contacts available for Priority Engine prospects.

TechTarget provides real-time analysis of the “most active accounts and named prospects conducting purchase research” and ranks those accounts by “likelihood to engage.” Prospects are segmented by geography and hundreds of marketing segments. The joint solution “creates a world-class ABM solution that combines breadth of reach, purchase power insights and the ability to pinpoint and influence key prospects in one place.”

Joint customers will have full access to DiscoverOrg’s editorially verified decision makers alongside TechTarget contacts that are conducting active research. Priority Engine customers that have not licensed DiscoverOrg will be limited to ten names per account. The partnership displays the “Target Buying Team within a single dashboard.”

“Our goal is to help B2B tech providers discover and influence the Target Buying Team at accounts in their market segment,” said TechTarget CEO Michael Cotoia. “Our partnership with DiscoverOrg means that our sales and marketing customers have the ability to create, prioritize, influence and convert new pipeline opportunities faster and more cost-efficiently than ever before.”

TechTarget provides both TechTarget active researchers and DiscoverOrg decisionmakers and influencers.
TechTarget provides both TechTarget active researchers and DiscoverOrg decisionmakers and influencers.

TechTarget has embraced ABM and recently published a three-part blog on the topic. According to TechTarget, classic demand generation is based upon generic value-generation arguments:

Classic B2B targeting methods have relied too much on size and seniority. We assume that if a company is huge it must have a need. It’s logical. We assume that the CXO will ‘get’ our value proposition — makes sense, we think, because those people are really smart and our value prop seems super compelling to us. In the end, it’s the very obviousness of this kind of thinking that’s its downfall. Not only is everyone else targeting the same people, but they’re also raising up their message to a CXO level of abstraction to make it very clear. They’re talking “value delivery”, TCO, “next generation” and all those generalities that make everyone sound like everyone else. This can’t possibly work. And it doesn’t. We all know that.

To be effective, you’ve got to think long and hard about who you’re talking to and how what you do can make a substantive difference to them in their business lives. It starts with targeting the right people. Then it’s all about speaking to them at a level that will resonate…

For many of our clients, it’s simply the availability of these new data sources that starts to change everything for them. They now begin with a much better picture of what is actually happening within their target audience so all their campaign activities become more focused in nature. And as they become more adept at using the material, we see them start to refine their approaches to a very granular level. When they start adjusting their messages to address install changes within an account and the concerns of real people within these targets, they achieve another level of performance yet again.

TechTarget argues that firms should micro-target and micro-message to individuals in the enterprise that are dealing with the issues which a vendor’s solution addresses. Furthermore, campaigns should be based upon win research and persona development. ABM programs span renewal and upgrade campaigns, add-on/complementary solution campaigns, and competitive targeting.

TechTarget manages a set of 140 technology research sites. “By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.”

TechTarget publishes 275,000 technology articles and claims to have “more 1st page Google results than any other B2B publisher.” Traffic and site activity is then mapped against their taxonomy of over 5,000 technology topics across 300 segments.

Priority Engine offers marketing automation and Salesforce connectors which provide “weekly feeds from Priority Engine to your MarTech stack.” MAP partners include Marketo, Eloqua, Hubspot, Pardot, and Integrate.

Along with DiscoverOrg, TechTarget also partners with HG Data to provide product / vendor insights.

Priority Engine customers include Cisco, McAfee, and White Hat Security.

Ethical Competitive Strategy

When training sales reps, I emphasize staying “above the fray.”  Besmirching a competitor’s product also sullies your reputation.  It shows a lack of class and a sense of desperation.  Oftentimes it can backfire.

“It is a mistake to believe that you can win hearts and minds by attacking your competitor. When you have no idea how strong the relationship is, you can make a complete fool of yourself, doing more harm than good, and doing nothing to create a real opportunity.

Speaking ill of your competitor is an indication of who you are, not who they are. There are better strategies available to you.”

It is much better to position the value of your offering and focus on areas of differentiation than it is to throw mud.  You should lay landmines for competitors, not besmirch their reputation.

A landmine is simply an emphasis upon those features and benefits where your product or service offering excels.  The goal is to frame the discussion around the dimensions in which your product provides superior value to the end user.  Keep in mind that value is dependent upon the customer in question, so you need to factor in job function, industry, company size, etc.  Also, be careful to select areas in which your firm excels overall, not dimensions in which you are superior to competitor X that is vying for the deal but inferior to competitor Y.  Otherwise, you may later find out you lost the deal to Y.

Likewise, you should expect your competitors to be laying landmines for your sales reps.  They need to understand where these mines are laid and how to diffuse them.

One tool I recommend is the quick parry.  This is a quick response to the question, “how are you better / different than company X?”  A quick parry is only three or four sentences and usually begins by saying something positive about the competitor before transitioning with a BUT or HOWEVER.  The positive item can be a recognition of some dimension in which they are the acknowledged leader or a dimension which is of limited importance to the customer in question.  Thus, if you are selling to an SMB, you might emphasize the breadth of their solution for enterprise customers vs. the ease of use, quick implementation, and pricing models you offer for smaller firms.  Such a tool differentiates your service from the competitor without throwing mud.

Of course, sales reps will only be able to deploy landmines and respond with quick parries if they understand both the value proposition of their offerings, the needs of their clients, and the strengths and weaknesses of their offerings vis-à-vis competitors.  This is where tools and training come into play.