EXPLORE.FR, which has historically been more of a niche data provider for the French market, now offers a full sales intelligence and DaaS offering covering the entire French market. In March, EXPLORE took a minority stake in Societeinfo and published its set of registered Sirene data for ten million active businesses.
“With Societeinfo, we can offer a wide range of data enrichment scenarios, contextualized email generation, semantic targeting without equivalent on the market,” said Laurent Nicouleau, Associate Director of EXPLORE. “These data can, of course, be integrated into the information systems of our customers, including those deployed by GESTINNOV, our subsidiary dedicated to CRM & ERP integration.”
EXPLORE describes itself as ”a designer of high value-added B to B behavioral data solutions” that “identify all the life stages of your prospects and customers and transforms them into a lever for commercial performance.”
EXPLORE French market intelligence includes company and executive profiles, financials, and triggers. Features include prospecting, list mapping, news alerts, and mobile apps.
EXPLORE offers connectors for Salesforce, Microsoft Dynamics, Sage, Oracle, SugarCRM, Efficy, and SAP.
A new Microsoft Teams feature lets users look up and share company profiles within the Teams discussion stream. Company profiles may be looked up via their Siret # (registration number), name, or address. From the mini-profile, colleagues can link to the company website or view additional details in EXPLORE. The service works as a freemium with non-EXPLORE users viewing a limited profile and EXPLORE users viewing a complete profile.
The Teams application is French only.
EXPLORE triggers are gathered from regional and national news, social media, the open web (e.g., governmental sites, real estate developers, public purchasers), and public data resources (e.g., building permits, legal announcements). Triggers fall into three categories:
Strategic events such as M&A, Fundraising, IPO, Investment Projects, and Restructuring. EXPLORE captures 3 million strategic events per annum.
Relocation Projects and profiles spanning 15,000 annual events.
Legal News such as company registration, dissolution, change in capital, divestitures, litigation, etc. EXPLORE tracks 2.7 million legal events per annum.
EXPLORE targets commercial real estate, real estate developers, financial services, building supplies, and B2B services. EXPLORE pricing begins in the €2,000 to 3,000 range.
EXPLORE has 160 employees, with offices in Paris and Nantes, and an annual turnover greater than €14 million. EXPLORE has 1,500 clients and over 40,000 users.
In other news, EXPLORE acquired Belgian data vendor CODATA which collects information about retailers in France and Benelux. The dataset covers 370,000 retail locations at 4,600 sites (e.g., city centers, shopping centers, outlets). The new content augments EXPLORE’s coverage of commercial real estate.
“EXPLORE has been present for many years on the commercial property market; our offer is mainly “project” oriented (construction and renovation of buildings, urban development, CDAC-CNAC decisions, etc.),” said Nicouleau. “We were very impressed by the high quality of the teams and the data produced by CODATA in the field. Associated with EXPLORE, CODATA will have new operational resources to develop and strengthen their positions.”
European Sales Intelligence vendor Vainu implemented a proprietary AI-based industry taxonomy. The 700+ segments are derived from company website content and “extensive training data sets to determine unique industries for each company.” Custom industry labels may be combined when list building. Thus, sales and marketing can target companies, such as “Nordic SaaS providers building marketing automation platforms” or “Medical device manufactures developing machine learning applications.”
The industry codes are clustered into 46 custom industry groups. For example, there are over 80 software codes and 19 sustainability codes (e.g., Biofuel, Biomass Energy, Clean Energy). Vainu has focused the initial set of codes around emerging technologies and fast-changing markets. Traditional industries such as agriculture, food and beverage, and manufacturing are supported by broad codes as these industries are well defined by traditional industry taxonomies.
“Traditional industry classifications for B2B segmentation don’t do the trick anymore—they are too generic, broad, or even incorrect,” blogged Vainu Customer Marketer Ella Tyrväinen.
Custom Industries are available on the Vainu platform and via its API. Industry-based target lists may be exported as a CSV file or JSON.
Vainu also recently added three fields to its list exports: Countries of Operation, Website Languages, and Technographics. In February, Vainu released a webCRM integration.
Happy Mother’s Day. I wrote this blog about six years ago, but it is no longer available online, so I thought I’d republish it here with a few minor updates.
My mother was a highly successful sales rep in two different capital goods industries for several decades. She regularly noted how important her reputation was in building her pipeline across her territory. From her perspective, acting unethically was severe short-term thinking. You were better off telling a customer that they should go to a competitor for a specific product if you can’t meet their needs than to shoehorn in a solution that only damages your reputation and that of your firm. While fibbing (using my mom’s polite term when she caught us in a lie) might close a few more deals early on, once you have been found to be slippery with the truth you are unlikely to close more sales at that account.
My mother worked her territory for over a decade and didn’t win any significant business at some prospects for the first few years. At the outset, her company had little market presence in the region. But she hung in there and sold a few beachhead deals that solved niche problems. It was with this long-term approach that she slowly built trust with her new customers. They then brought her in when new RFPs were being written – she had earned their trust.
Because she sold capital goods to only three segments (Hospitals, Nursing Homes, and Universities), she approached the market with an Account Based Marketing (ABM) perspective. Each account represented a series of opportunities over the next five to ten years. She treated each account with respect and built her relationships well ahead of RFPs. She intuitively understood Lifetime Value (LTV).
It is only with a reputation for integrity that you can expect to be called when an exec moves to another company.
It is only with integrity that you will be asked to advise on an RFP.
And it is only with integrity that customers will be willing to take referral calls for you or recommend you to their colleagues.
Being shady eventually backfires. Who is going to call you back when you have failed to deliver on your promises? It can be a scorched earth approach that is contrary to today’s ABM focus. With ABM, there are a limited number of top accounts within your territory which are to be nurtured and grown. Playing fast and loose with the truth, delivering shoddy products and services, or failing to live up to your promises will undermine your reputation at key accounts and erode your brand value.
It can even backfire quickly. One time, my mother responded to a state RFP with aggressive pricing she knew her competitor was unlikely to match. She attended the bid award meeting and was shocked to find she was underbid. As state bidding is open, she reviewed the competitor’s bid and found they had substituted refurbished equipment for new even though the RFP barred used equipment. She contested the bid on the grounds that the firm had failed to comply with RFP requirements and was later awarded the multi-year contract. Not only did her competitor lose the contract in question, but it undermined its reputation at the state purchasing department.
Ethical Competitive Strategy
When training sales reps, I also 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. 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 that 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.
While modern sales tools don’t make sales reps more or less ethical, digital tools allows them to focus on relationship building instead of cold calling and administrative tasks. When I’ve shown my mother the current generation of sales tools, she becomes jealous of today’s sales reps. Think about
How much closer she would have been to her customers had she been able to review profiles for each company; seen detailed lists of contacts with titles, emails, and phone numbers; and received daily email alerts with account and prospect sales triggers.
How much less time she would have spent filling out monthly pipeline reports (three-part carbon forms) had account intelligence been integrated into a CRM.
How easily she could have reached out to clients via email or social media by quickly leveraging a trigger.
How much faster she would have learned that a key contact moved to another company and planned her strategy accordingly.
How she would have benefited by viewing her accounts and prospects displayed on a map to assist with road trip planning.
How she could have mapped out the demand unit, identified gaps, and tracked engagement with revenue and sales intelligence tools.
What about the FUD (Fear, Uncertainty, and Doubt) strategy? I tend to dislike it unless it addresses a true pain or fear of the buyer. When I worked at MCI back in the ‘90s, one of AT&T’s strategies was to emphasize their reputation and solidity. We used to refer to it as the “Nobody ever gets fired for recommending AT&T strategy”. It addressed the inherent risk aversion of recommending an upstart over the industry behemoth. Such a strategy often works best for incumbents as it allows them to focus on their strengths (e.g. experience, stability, breadth of solution, zero transition costs). Upstarts using FUD need to make sure that they don’t come across as mocking the larger firm instead of emphasizing their strengths as an upstart (e.g. innovation, flexibility, focus).
When training your sales reps, make sure they fully understand your value proposition and those of your competitors. Reps should only be discussing competitors when directly asked about them. Landmines and quick parries emphasize your value proposition and differential value while avoiding the pitfalls of mudslinging. My mother understood these truths four decades ago.
“It’s a feeling of expansion, born of learning so much from our customers, and born of the digital transformation that has happened in the last year,” said Demandbase CEO Gabe Rogol. “This is an intentional step for us beyond being solely an ABM leader and into broader B2B go-to-market. That’s important because ABM is just a part of the go-to-market challenges that B2B companies face.”
The new services are packaged as an ABM Suite consisting of four clouds: ABX, Advertising, Sales Intelligence, and Data. Customers will have the flexibility to order various elements of the suite, selecting the clouds and services that fit their needs.
“Our focus has been on building the most complete ABM solution (we call it ABX, because it’s not just marketing),” said Rogol, “and that was the impetus behind acquiring Engagio, putting a lot of the top of funnel and lower funnel stuff together. That will still be important.”
While some may view this as Demandbase growing beyond ABX, it is an opportunity for them to complete the ABX vision. I have long been critical of Demandbase’s limited framing of ABM within the marketing department. While they acquired Spiderbook, a small sales intelligence vendor, a few years ago, it withered on the vine and is no longer mentioned by the firm. InsideView provides them with an opportunity to realize ABX as a complete customer lifecycle solution. There are still missing elements such as sales engagement tools and chatbots, but they are now working on a much wider canvas.
Demandbase is in a sprint to establish the ABX platform space against vendors such as Terminus, 6Sense, and Dun & Bradstreet. It has been using the ABM three-letter acronym for a dozen years and was a lonely voice extolling ABM for half of that time, arguing for a shift from demand generation marketing to account-based strategies. Earlier this year, it shifted from ABM to ABX (Account Based Experience), which places a greater emphasis on long-term relationships with customers and the broader revenue team (sales, marketing, customer success).
“We’re proud to join forces with these two great companies. Our vision is bold. We are transforming how B2B companies go to market, helping them deliver great experiences at every stage of the account journey. This requires great data — and we now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects. With this move, Demandbase moves from being ‘just’ a leader in account-based programs to being the definitive leader in B2B go-to-market…
These new offerings let us work even more flexibly with our customers. Customers can mix and match to focus on the areas most important for them, whether that’s data embedded to their existing systems, or advertising, or sales intelligence, or a full account-based transformation. We are moving aggressively to deliver on this mission, and no company will move faster than us to achieve it.”
Demandbase CEO Gabe Rogol
Acquiring InsideView and DemandMatrix strengthens its position in both marketing and sales. Furthermore, InsideView’s sales triggers provide Demandbase customers with a rich set of talking points for account managers and customer success teams, letting them know if there are executive changes, M&A events, new partnerships, etc.
Demandbase, which offers an ABX Cloud and an Advertising Cloud, now supports a Data Cloud and Sales Intelligence Cloud. The Sales Intelligence Cloud is based upon InsideView and supports:
Prospect Finder – A traditional list-building feature for company and contact data. Along with firmographic and biographic data, the InsideView prospect finder includes connection variables (Who Know Who “six degrees”), sales triggers (17 + custom variables), data availability (e.g., LinkedIn Connections, Email), and suppression lists.
Browser Extension – A Chrome extension for quick lookup and prospecting. The extension displays InsideView company and contact profiles from LinkedIn, company websites, and CRMs. Records may be sent to the CRM or Sales Engagement Platforms.
News and Social Insights – InsideView publishes daily email alerts based upon their sales triggers. As these are event-based, most company noise (e.g., stock price fluctuations, scores for teams playing at branded stadia) is removed and duplicates suppressed. They also support inline social media viewing for Facebook, Twitter, and Company Blogs. Inline viewing helps account managers and customer success teams stay abreast of key accounts. It also assists marketing and CI professionals in monitoring key partners and competitors.
Corporate Hierarchies – Family trees assist with lead-to-account mapping, selling deeper into an organization, and ensuring that leads are accurately scored and routed.
The Data Cloud consists of Demandbase, InsideView, and DemandMatrix assets. InsideView contributes close to 100 million global contacts and 17 million companies. DemandMatrix supports technographics (current tech stack, future technology needs, technology-based skill set trends, cloud consumption revenue, and IT Spend).
Other Data Cloud services include Demandbase Account Identification, InsideView Apex (ICP Discovery and Expansion), InsideView Data Integrity hygiene tools, and the InsideView API.
“For the last 15 years, we’ve been focused on empowering our customers to experience rapid revenue growth through the power of data. InsideView’s leadership in sales intelligence made it clear to us years ago that stronger ties between sales and marketing lead to more revenue—and data is the key. By joining forces with Demandbase, we’re combining our legacy and leadership in sales, and the industry’s freshest, most reliable data, with leading marketing technology. Our customers will be able to do more with data across more B2B revenue channels from sales, to advertising, to account-based campaigns. We’re taking the convergence of data and workflow to the next level.”
InsideView CEO Umberto Milletti
InsideView was highly rated in The Forrester Wave B2B Marketing Data Providers Q2 2021 report, scoring a five (highest score) across 14 of Forrester’s 24 evaluation criteria. Among the categories in which they excelled were data management, data coverage, and customer support.
Rogol emphasized the value of technographics for enterprise technology companies, saying that “for technology companies, the number one feature in a data science model is what technologies your prospect owns.”
“B2B data is complex, and customers consistently ask us for help with their data stack,” said DemandMatrix CEO Meetul Shah. “We started with further innovating technographic data to give customers valuable insights into their prospects and what other technologies they might buy. By now being part of the Demandbase Data Cloud, we’ll be able to provide customers access throughout the B2B data stack to help them realize their revenue goals.”
Both Milletti and Shah will continue running their respective businesses and join the Demandbase executive team as general managers. The two subsidiaries will operate separately, but the firm will consolidate the data across the offerings.
Acquisition prices for the two firms were not disclosed. The InsideView service lists its revenue at $30.5 million and 275 employees, which has remained stable over the past few years. DemandMatrix is listed at $3.0 million in revenue with 90 employees.
“At Demandbase, our vision is bold. We are transforming how B2B companies go to market, helping them deliver great experiences at every stage of the account journey. This requires great data,” said Demandbase. “We now have the premium B2B data and intelligence solutions to help companies identify, understand, and engage their customers and prospects. With this move, Demandbase goes from being ‘just’ a leader in account-based programs to being the definitive leader in B2B go-to-market.”
InsideView and DemandMatrix customers benefit from the more extensive go-to-market capabilities of their parent. The DemandMatrix suite helps customers:
Design and orchestrate their entire buyer’s journey across marketing and sales
Personalize their website experience, track account-level engagement, and attribute revenue
Deliver account-based display, native, and social media advertising that is brand safe for B2B
Target and segment their market
Rogol admitted that the integration work would not be easy. “Obviously, we still have a lot of the execution work ahead. One thing to point out is that these are different types of acquisitions than Engagio. With Engagio, the goal was to get to the most comprehensive ABM platform. These are adjacent expansions, so they’re going to operate as standalone businesses pretty much.”
Barb Mosher Zinck of Diginomica was bullish on the transactions, calling it a “smart move” to consolidate the data from three companies under a single platform. “It’s essentially a Customer Data Platform (CDP) without the CDP name (and some CDP capabilities), providing all the critical information sales and marketing need to find the right accounts and contacts within those accounts. The intelligence DemandMatrix brings on technology is key, as is the ability from InsideView to see when things are changing in a company.”
“I also like that Demandbase has broadened its offering from only account-based marketing to sales intelligence because the two groups are tightly aligned,” continued Mosher Zinck. “These two solutions can operate separately but bringing them together under the same umbrella with access to the same data is key to ensuring a company-wide focus on customer experience.”
The following Market Flash published on May 4th to my newsletter subscribers. I also offer a detailed InsideView product review for purchase ($349).
Sales Intelligence vendor Vainu has added a set of Workflow Triggers that take automated actions based upon CRM data updates. As Vainu enriches CRMs with financial data mined from European registered data filings, it has raw, current data for triggering activities. Admins set up the trigger rules, and Vainu creates “smart actions” such as creating CRM Tasks, adding a row in Google Sheets, or sending a Slack notice.
For example, a Workflow Trigger may be set up to look for SaaS companies that meet the “Rule of 40” condition (revenue growth plus profitability margin).
Vainu CEO Mikko Honkanen notes that trigger rules and ratios will vary by industry and may include custom rules specific to each of Vainu’s customers. Thus, the Rule of 40 “is typical of the software industry but isn’t that critical for other businesses. For being truly data-driven, each company has its own magic numbers based on the data points of their interest.”
Vainu claims that it supports thousands of data points for triggered workflows, kicking off both sales notifications and custom marketing messages associated with each trigger.
“Some people might want to know when a company starts using lead capture forms on its website. Someone else might want to be alerted as soon as a company adds a new environmental standard to their corporate social responsibility web page. Or when a company appoints a new CEO. Or when it adds an auxiliary name that includes the word ‘restaurant’ in it. The most valuable trigger event is often a change in that specific event.”
Vainu CEO Mikko Honkanen
Along with data changes, actions may be based upon any of seventy event triggers or new accounts meeting ICP criteria.
Vainu, headquartered in Helsinki, emphasizes the value of dynamic data fed into enterprise platforms. Dynamic data ensures that decision-making is based upon timely and accurate data. It also allows salespeople to be customer-centric.
“By having access to data that informs them of the current situation of an organization, as well as what recent changes the organization has undergone, salespeople are able to tailor their messaging and offer a personalized experience,” blogged Vainu marketer Nikolai Bang. Vainu covers nearly thirty million companies across Scandinavia, the Netherlands, France, and the United Kingdom. Triggers are based upon the licensed countries.
I am pleased to announce that my latest Sales Intelligence company profile is available for those looking to purchase a solution for the UK or D-A-CH region. I used the same methodology for Echobot that I employed when I wrote my book “2017 Field Guide to Sales Intelligence Vendors.” The idea was to write an objective analysis (hence sections on weaknesses and competitors), not simply a puff piece. I work closely with the vendor to describe content, functionality, connectors, roadmap, strengths, and weaknesses.
As Echobot is based in Germany, I also wrote about their GDPR compliance steps.
While vendors have input, I retain editorial control. I believe that retaining objectivity makes these reports more valuable for vendors as it both provides a roadmap for their future product evolution and provides prospects with a realistic view of a product’s strengths and weaknesses.
Echobot is making the profile available from their website.
Here is my summary from the report:
UK vendors have been launching sales intelligence and B2B DaaS solutions for the European market over the past several years. It is a welcome sign that European vendors now have the confidence to compete in the UK market. One of these vendors is Germany-based Echobot. Echobot is a promising new sales intelligence and B2B DaaS entrant to the UK market. It is the leading sales and marketing intelligence service in the D-A-CH region and enters the UK with a broad set of sales and marketing services. Echobot offers deep coverage of UK and D-A-CH companies, GDPR-compliant contacts, and signals (event triggers), delivered via web browser applications and extensions, mobile apps, Salesforce, and Zapier webhooks.
Along with company profiles, Echobot offers contacts, emails, news, social media mentions, and signals.
CONNECT (sales intelligence) and TARGET (list building) were recently launched in the UK market, but have been available as German-language solutions for the D-A-CH market for several years. As such, the company should move quickly to address any V1.0 bugs and fill content gaps. Since launching in September 2020, Echobot has integrated Google Translate into its platform for free-form text translation and refined its sales trigger precision.
DATACARE provides B2B DaaS hygiene services that verify, enrich, and append company and contact data. DATACARE flags duplicates, verifies emails, updates company names and addresses, and appends missing fields. DATACARE was launched in December.
Michael Levy, GZ Consulting Principal, “Echobot Company Profile,” 2021.
UK Sales Intelligence vendor Cognism continues its rapid growth with $11.5 million in 2020 revenue. CEO James Isilay anticipates 2021 revenue of $20 million. ACV is around $14,000 with over 1,000 customers.
Cognism had an initial one-month hiccup due to COVID as customers in the recruitment and events space were hit hard, and the firm needed to transition to a WFH sales environment. However, the firm is back to growing “and hitting its targets every month.”
“COVID helped us get way more efficient. We didn’t need an office anymore, it slowed our headcount growth,” said Isilay.” We really have an engine now where we can just put more money into headcount in terms of SDRs or into marketing and then get more growth. So it’s really just a question of how much we want to put the foot down on the pedal.”
Cognism CEO James Isilay
By the end of October, employment hit 179 with sixty headcount in Croatia and Macedonia.
Mailtastic’s net retention is around 110%, and the prospecting service is approaching 90%. However, there is a high percentage of returning customers post-churn. The company started in the SMB space and has moved up-market, so net retention should improve.
While the firm has a negative cash flow, it burns only $200K per month with six to seven million from the last raise sitting in the bank. The August funding round valued the firm at a bit under $100 million.
Cognism offers sales intelligence, B2B DaaS, and sales engagement services. It maintains over 55 million European company profiles.
Sales and Risk Intelligence vendor Artesian Solutions announced three data extensions to its company and contact universe: two U.K. dataset extensions and an Irish dataset. On January 14th, they unveiled their new Connect platform and a broader product vision.
“We’re delighted to kick off 2021 on such a high. These new premium data points are fundamental to the KYC and compliance processes for many of our customers, so it was a logical extension to the data they currently rely on to engage with their customers.“
Artesian CEO Andrew Yates
The first data extension is U.K. County Court Judgments (CCJs) and legal notices such as receiverships and winding-up petitions. CCJs are useful for financial services onboarding, due diligence, and risk assessment.
The Adverse Director History dataset assists with KYC/AML processes and highlights whether a Director was previously associated with a firm that ended up in insolvency, administration, or bankruptcy.
Artesian already provides access to other compliance datasets such as Politically Exposed Persons (PEPs), terrorist lists, and sanctions lists. Additional details will be released in next week’s platform announcement.
The new Artesian:Connect platform supports custom processing rules and alerting for CCJs and adverse director histories. Data goes back as far as twenty years.
The Irish dataset provides four years of company financials, director checks, and company news. Firmographic data includes addresses, trading status, registration numbers, and auditor information. Company data is available through Artesian Engage, the Artesian Ready app for iOS and Android, Salesforce, and Microsoft Dynamics. Coverage spans 250,000 companies.
Artesian did not publicly disclose the Irish data vendor, but it is a highly credible data source.
Artesian Solutions already provides coverage of Britain, the U.S., and Canada. Customers can license the countries in any combination, including Ireland only, U.K. + Ireland, and all four countries together.
Artesian had a successful 2020 as customers looked for remote vendor solutions for both sales and compliance/onboarding. Usage was up sharply for both product lines. According to Chief Customer Officer Mike Blackadder, Artesian’s “training teams have never been so busy.”
Artesian hosted a virtual summit for its Connect platform on January 14th. Coverage continues tomorrow.
ABM Platform Terminus, which has been on an acquisition binge the past year, added another complementary asset to its platform with the acquisition of sales intelligence vendor GrowFlare. GrowFlare offers Ideal Customer Profiling (ICP) based on psychographics, which are the common phrases and interests companies share. Other features include account profiling, prospecting, alerting, and a Chrome extension. GrowFlare recently doubled its US company dataset to 500,000+ firms. GrowFlare coverage spans over 90% of “US businesses with Purchasing Power.”
“GrowFlare adds a highly-differentiated level of account intelligence to the Terminus platform,” said Terminus CEO Tim Kopp. “Now teams can identify best-fit target accounts instantly, leverage unmatched AI and psychographic data to know exactly what to say and when, all while being more budget efficient. This kind of psychographic data has long been used by B2C marketers to profile their future customers and now B2B marketers can as well. This is the modern approach to uncovering target accounts, and accelerates our position as the most intelligent B2B sales and marketing and platform available.”
Terminus likens psychographics to Netflix and Spotify, which can recommend similar content based upon user behavior. Psychographics extend this logic to account selection. GrowFlare’s unique value proposition is its psychographics. Most vendors only employ firmographics and technographics in their ICP modeling.
Psychographics are based upon AI and natural language processing of company websites, social media, government filings, job listings, etc. GrowFlare identifies the “key characteristics that are common across your favorite customers (or any set of companies you want to identify). From there you can find brand new accounts that match up to your customers, the new product you’re launching, the vertical-specific case study you’re about to drop, and so on. Enter your favorite customer into GrowFlare and it will spit out hundreds of companies that think and act just like they do, instantly,” blogged Terminus.
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 GrowFlare Founder and CEO Matt Belkin.
Terminus is also positioning GrowFlare as a new form of “observed intent” versus third-party intent that is simply inferred. “If you’re a data-driven marketer, this should make the hairs on the back of your neck stand up because you know this primary data is a powerful signal coming directly from the accounts you want to target,” crowed Eisenberg.
“Your friends in sales will receive alerts about accounts that are starting to become interested in different things, almost as if it was trending on Twitter. They’ll be able to understand the most important focuses for those businesses, the psychographic topics that are trending, and just how serious they are about those focuses. They’ll know who to reach out to, when to do it, and what to say to deliver a beautifully personalized experience.”
Belkin noted that the two firms complement each other, with GrowFlare helping sales and marketing teams efficiently find accounts and Terminus focusing on account engagement. With the acquisition, revenue teams can target segments based on firmographic, relationship, intent, and now psychographic data.
In GrowFlare, a 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.
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.
” 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
Along with Prospector, GrowFlare offers a Prospector Bulk feature that executes against a full customer list. According to Belkin, “The resulting output averages between 25x-100x more high-fit prospects that sales and that sales and marketing teams can target with account-based outbound campaigns.”
GrowFlare also offers Keyword Search for identifying companies that are using specific terms in their marketing along with shared psychographics, locations, and company sizes. Boolean operators such as AND, OR, and NOT are supported (e.g. “food delivery” NOT pet). Keyword search “is valuable if you want to know what companies dominate specific messaging terms or if you are launching a new campaign and want to see who else may be positioned there,” said Belkin.
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 is Terminus’ third acquisition over the past year. They also acquired Ramble and its Chat Anywhere service and Sigstr for its email signature banner ads and relationship intelligence.
Belkin and the rest of the GrowFlare team are joining Terminus. Belkin has twenty-five years of SaaS-industry experience at Adobe and Omniture. At Domo Belkin was the Chief Operating Officer. Belkin is Terminus’ new EVP of Data, Strategy, and Partnerships.
ABM platforms have emphasized top of the funnel audience engagement and given sales prioritization and messaging short shrift. GrowFlare will help Terminus pass the ABM baton from marketing to sales.
ZoomInfo CEO Henry Schuck noted that large enterprises license and integrate a broad set of content from many vendors. They struggle to “stitch” all these disparate content sets together via “a complicated system relying on data analysts, engineers, and product managers.” Furthermore, different analysts manage datasets for other countries, further complicating the situation. “Each one restarts a process of understanding the nuances and integrating, normalizing, matching, managing, and maintaining that unique data source.”
This data sourcing and loading process is “inefficient, costly, and introduces a complex web of operational challenges and compliance vulnerabilities.” Data ends up being siloed and fragmented, reducing its value to the organization. “It has to be integrated, unified, validated, cleansed, enriched, deduplicated, and delivered to the right people and systems, at the right time, in the right form for it to unlock the value it was intended to create.”
Shuck argues that other vendors overly complicate data projects and offer expensive consultations and complex solutions. ZoomInfo’s vision is to be the “first unified, single source of truth for sales, marketing, and all other go-to-market functions.”
“With the data from EverString, ZoomInfo will provide data on virtually every high-level parent company, local parent company, franchise, and satellite office in America. This broader data set enables better search, scoring, and account assignment, and provides greater access to buyers and buying centers.”
CEO Henry Schuck
“The combined ZoomInfo and EverString data asset will be unparalleled in the marketplace,” said EverString CEO J.J. Kardwell. “We’re excited to join ZoomInfo and work together to bring sellers and marketers the most extensive company and professional data that will help make their go-to-market motions even more effective and efficient.”
Kardwell will serve as an advisor to ZoomInfo and will remain with ZoomInfo through the transition.
ZoomInfo is moving to combine the two databases quickly. As it has a track record of acquiring and rapidly integrating datasets, the merged database should be available soon (ZoomInfo declined to provide a target date). In the meantime, customers can already enrich data via a superset of the EverString and ZoomInfo databases. Financial terms were not disclosed, but ZoomInfo indicated the deal was not expected to have a material effect on the fourth quarter.