HG Data for Salesforce Upgrade

HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.
HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.

HG Data recently unveiled a set of enhancements to its HG Data for Salesforce app.  The Lightning Data app now supports integrated account prospecting and lead enrichment, features heavily requested by their customer base.  HG Data’s firmographic and technographic content is also available for lead routing, scoring, and segmentation.

Lead Enrichment supports both real-time and scheduled batch enrichment with firmographic and technographic intelligence.  Lead records are updated every fourteen days. Webform leads passed through Marketo and Pardot are processed in real-time, enabling immediate lead scoring and routing.

HG Data technographic intelligence is also available for Salesforce reports, dashboards, workflows, and triggers.  For example, Salesforce admins can build reports based upon technology usage scores or trigger Chatter messages informed by which platforms are deployed at leads.

According to CEO Elizabeth Cholawsky, “Our lead enrichment capabilities allow marketing groups to engage with prospects earlier and more meaningfully in the sales cycle for things like contextual outreach programming, more personalized lead nurturing, targeted content marketing, and other top of funnel activities.”

HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.
HG Data for Salesforce now supports Lead record enrichment with firmographics and technographics.

The new Discover Companies functionality supports both direct account lookup and list building.  Selection facets are displayed in a right-handed window and include firmographics (e.g. HQ country, state, and city; revenue and employee ranges; industry) and technographics (product, product category, and vendor).  The results list flags current accounts to help prevent duplicates but does not contain a suppress current accounts feature. Users may select up to 25 accounts at a time for immediate import to Salesforce.

Technographic prospecting helps expand the scope of target accounts as it helps identify firms using both complementary and competitive platforms.  Users can then refine the list via firmographics.

“One of the biggest discoveries B2B sales and marketing teams make when they start using our technographic data is that their known available market might be 3 to 5 times bigger than they had thought,” said Cholawsky. “The latest version of our app enables users to take fast and precise action by allowing them to import net new accounts directly into their Salesforce CRM instance based on our leading comprehensive tech installation data and supplemental firmographics.”

The new Discover Companies tab supports both account prospecting and account lookup via the search bar.
The new Discover Companies tab supports both account prospecting and account lookup via the search bar.

“Everyone and everything is getting smarter and more connected than ever before, and companies are looking to transform the way they connect with customers, partners and employees,” said Kori O’Brien, SVP, ISV Sales, Salesforce. “By leveraging the power of the Salesforce Platform, HG Data provides customers with an easy way to use and access technographic data to better inform their marketing and sales programs.”

Pricing begins at $5,000 per annum for HG Data for Salesforce.  If the Discover Companies module is included, the minimum price begins at $6,000.  Volume pricing is available with tiers at 50 and 500 employees.

HG Data offers sales and marketing intelligence services to tech titans (e.g. Microsoft, HPE, IBM, Dell, Salesforce), predictive analytics companies (e.g. LeadSpace, Everstring, Lattice Engines), and sales intelligence vendors (e.g. TechTarget, Dun & Bradstreet, Zoominfo).

HG Data employs 65 and has raised $24 million in funding to date.  Investors include Updata Partners, Rincon Ventures, Epic Ventures and Stepstone Capital.

Data coverage now spans 12.4 million global locations across 8,000 technology products and 4,000 vendors.  HG Data uses advanced data science to parse billions of structured and unstructured documents each month. Technographic insights are derived from over twenty different document types including case studies, white papers, press releases, blogs, job postings, and government documents.

2018 SalesTech Landscape

The SalesTech Landscape covers over 500 solutions.
The SalesTech Landscape covers over 500 solutions.

Nancy Nardin of Smart Selling Tools published her 2018 SalesTech Landscape with more than 500 companies, a 25% increase over 2017.  While the scope of the industry is impressive, it is one-tenth of the MarTech Landscape list put together by Scott Brinker and Chief MarTech.  Many of the SalesTech companies appear in both lists.

“The SalesTech space is certainly a crowded market. It’s complex and confusing and it will become more, not less, confusing for the foreseeable future. I don’t see a major consolidation happening any time soon despite recent acquisitions,” said Nardin.  “At this point, there is unquestionable pressure due to sales tool fatigue, for solution providers to broaden their offerings either by acquisition or added functionality. Fewer companies are willing to manage the implementation and adoption of 10 or more individual sales tools – many of which have over-lapping capabilities.”

Nardin recently launched a second company called Vendor Neutral which assists sales departments with identifying “the right mix of solutions based on your organizations capability gaps.”

TechTarget Priority Engine Q2 Release (Part II)

Priority Engine i-frame widget for Salesforce
Priority Engine i-frame widget for Salesforce

As I discussed in Part I of this article, technology media and intent purchasing firm TechTarget recently launched a set of enhancements to its Priority Engine service that improved the user experience, added persistent URLs, list assignments, and added user roles.

The release also supported a new Salesforce widget and a repackaged offering.  The Salesforce widget identifies which technology topics are actively being researched by the prospect and whether the prospect is actively evaluating vendors.  Other features include a persistent URL link to the full dashboard and available prospect counts.

TechTarget repackaged its offering with the Q2 release.  While it has premium pricing compared to other technology sales intelligence service, TechTarget’s ability to identify firms which are actively looking for solutions by product segment, recommend the key stakeholders around the buying decision, and flag which competitive or complementary vendors are of interest to each prospect differentiate it from other vendors.  This “Active TAM” approach helps sales reps focus their attention and messaging to the best opportunities currently in the market for solutions.

Priority Engine has market momentum.  TechTarget added 50 new Priority Engine accounts in Q1 after adding 40 new accounts in Q4.  Revenue more than doubled in Q1 versus a year earlier.  The firm is also shifting its sales and marketing focus from media and lead generation to data solutions and insights.  On his recent earnings call, CEO Michael Cotoia remarked that the firm has “the leadership position” in B2B IT purchase insights and that the TechTarget salesforce is now leading with data solutions.

Cotoia described the Priority Engine value proposition as “purchase intent insights happening in our world across our universe of sites and topics” which are integrated into the customer’s workflow.  Furthermore, Priority Engine informs sales and marketing about “what accounts are active and what accounts are active with your competitors, oh, and what accounts are not active with you.”

TechTarget is successfully rolling out the service to firms which target technology companies, nearly doubling its user base over the past six months.

TechTarget Priority Engine Q2 Release

 

 

Priority Engine account profiles combine TechTarget intent signals with HG Data platform insights and DiscoverOrg executives
Priority Engine account profiles combine TechTarget intent signals with HG Data platform insights and DiscoverOrg executives

Technology media and intent purchasing firm TechTarget announced a set of enhancements to its Priority Engine service “that vastly improve ABM performance, increase sales productivity and maximize demand generation success for enterprise B2B technology organizations.” Amongst the enhancements are improvements to the user experience, a new Salesforce widget, persistent URLs, list assignments, user roles, and improved topic filtering.

Priority Engine combines executive intelligence with purchaser specific demand signals spanning 10,000 IT Topics across its technology research sites.  The service marries HG Data technology intent intelligence with DiscoverOrg contacts, Owler firmographics, and TechTarget intent data and prospects.  Priority Engine assists sales and marketing professionals by “expanding access to total buying teams at active accounts and showcasing rich purchase details such as installed technologies, vendor shortlists and specific, relevant topical interests.”

Priority Engine is GDPR compliant across its 18 million professional profiles who have opted into TechTarget partner marketing programs.  Furthermore, because TechTarget has opted-in user profiles, it is able to provide intent data at the individual level.  This contrasts with other intent networks which gather anonymous intent information at the company level.

User Experience enhancements include a left-side navigation menu and search bar.  The navigation bar provides account list management, export functionality, and export monitoring.  The search bar provides a type-ahead company list to expedite account searching.

Account profiles contain Owler headquarters information along with a business description, logo, sizing data, and social media links.  Also displayed in the business summary are an account interest gauge, Buying Team counts, Vendor Interests based upon downloaded vendor content, and Top Interests.  The account Interest gauge evaluates site readership (number of readers, type of content, scope of vendor interest) to determine whether the prospect is Evaluating Vendors, Ramping Up, or Not Active in the segment.

TechTarget also offers a set of intent signals based upon readership patterns: Widespread, Sustained, Late Stage, Stakeholder, and Cross-Vendor.  According to the firm, “the more blue dots that are lit up, the more focus sales should commit to the account.”

TechTarget Priority Engine Intent Signals
TechTarget Priority Engine Intent Signals

At the top of each Account Profile are the licensed segments.  Sales reps can click on any of the segments and the profile is filtered for the segment across TechTarget Buying Teams, DiscoverOrg Contacts, HG Data products, and the business summary.  TechTarget offers 300 technology market segments with over 200 available for North America.

Priority Engine users are now assigned to one of three roles: Administrators, List Builders, and Read-Only.  Administrators have full system functionality along with account management responsibilities.  Both Administrators and List Builders can build and assign account lists to other users.  Only Administrators can export records.  Priority Engine suggests that Administrators are usually marketers and that List Builders are typically Sales Managers.  View only users would be inside sales reps that would be working account lists but not building them.

Account List Building was redesigned with reorganized and expanded filters displayed on a single page.  Filters have been separated into common and advanced screens with common filters spanning firmographic, technographic, and intent variables.  Advanced filters include Last Touch, Purchase Signals, and HQ location.  Within any filter, users may select Includes Any (OR), Include All (AND), and Exclude (NOT) Boolean logic.

Users can also rank results by market segment.  Most Priority Engine subscribers have between one and five licensed segments.  Except for the largest technology firms that operate in many segments, the firm contends that focusing on key segments provides better results than including adjacent technology segments.

Previously defined lists are available for both suppression or sub-list targeting.

TechTarget Priority Engine List Building
TechTarget Priority Engine List Building

Lists are ranked according to intent signal strength for a market segment.  Clicking on a different segment results in a different set of priorities.

The new Ranked Accounts list view includes the navigation bar along with company logos, the top areas of interest, and the company most influencing the account over the past 90 days (based upon TechTarget content viewing patterns).  Clicking on any account takes the user to the account profile.

The persistent URL provides a direct link between sales and marketing platforms to the Priority Engine Dashboard.  “The sales-to-marketing handoff can be one of the most challenging aspects of implementing modern marketing strategies, especially ABM. To properly inform and empower salespeople, you must be able to pass along valuable account-level insights with each lead — and few systems or workflows support this,” said Michael Cotoia, CEO, TechTarget. “Priority Engine addresses this challenge by providing a persistent and portable account link that can be embedded within any existing sales or marketing systems.”


Please continue to Part II which discusses the Priority Engine Salesforce connector, product repackaging, and market momentum.

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