Mattermark rolled out its new Salesforce.com connector. Mattermark, which released a sales edition for its PE/VC database in Q3 2015, supports lead enrichment spanning over eighty fields including Last Known Funding, Employee Count, Investors, Growth Score, Estimated Web Traffic, and Location. Other features include custom object mapping, event triggers, and automated updates. The Mattermark database now spans four million global companies and is growing at 100,000 companies per month.
Sales reps can also apply triggers and actions to any lead, opportunity, or other object.
“By launching Mattermark on the AppExchange, it allows sales professionals to spend more time doing what they do best, and what computers can’t do,” said Danielle Morrill, CEO of Mattermark. “Whether you’re an SDR, Sales Executive, or VP, your time is best spent on the phone or in person cultivating the relationships that earn you the right to do business.”
While they do not yet support prospecting, it is on their roadmap. “The next thing we are building for Salesforce is simple but powerful: we’ll give users the ability to fill up the CRM with the accounts they want,” blogged Morrill. “Instead of starting out empty and filling it up, we want to give you the opposite experience. Every possible account is available to you with Mattermark, and through application of your ideal customer profile criteria you can chisel away at this massive block of possible customers to come up with the best possible targets to go after.”
Social Selling vendor Artesian Solutions added a novel Opportunity feature which combines Artesian’s company intelligence with Salesforce’s Opportunity Stages. Available both within the AppExchange and via browsers, the tool assists with pipeline analysis and forecasting.
To date, most sales intelligence firms have focused on displaying their company and contact information within CRMs. Few have looked at enriching their content with CRM account intelligence to create browser mashups between the CRM and Sales Intelligence content (an exception is D&B Hoover’s CRM Watchlist). I’m not aware of any other vendor leveraging Salesforce stage data.
According to Artesian, “Sales leaders can interrogate each team member’s open pipeline and facilitate proactive conversations about key developments within individual accounts. The result is an improvement in forecast accuracy and more meaningful sales engagements.”
Users can quickly create Leads, Tasks, and Opportunities from the browser edition.
The Opportunity View allows reps and managers to focus on specific topics such as risk triggers for their most important deals. Managers see an aggregated view of the deals for the people in their teams or can filter by sales rep and stage. Artesian’s Head of US Operations Mike Blackadder listed the features benefits as “more accurate forecasting, deal acceleration, and improved stickiness.”
Users can add Salesforce Leads, Tasks, and Opportunities from within the browser version. They also have a quick navigation option to the CRM Account view.
Additional Opportunities View enhancements are planned for early summer.
Prior to SalesLoft’s Rainmaker user conference, their VP of Product Marketing Sean Kester provided me with a demo and overview of the enhancements to their Account Based Sales Engagement Platform. The key product announcement is their new Live Call Studio which allows managers to monitor outbound calls. The firm will also be demonstrating enhanced Salesforce and Gmail connectors which support sales engagement intelligence and the Twilio dialer.
Amongst their new partners are Zoominfo, TalkIQ, and Vidyard which will provide company and contact details, call transcription, and video messaging services.
The other new feature is a “Draft on Behalf” service that allows reps to create emails to be sent from executive inboxes.
SalesLoft closed on a $15M Round B last month. The firm said that the funds would be used towards product, marketing, and opening an office in San Francisco. The 2017 product focus includes improved orchestration between sales, marketing, and supporting executives; enhanced insights and reports; expanded governance tools; role based workflow assignments; greater connectivity; and enhanced analytics.
Call Studio provides live coaching and feedback to help managers shape a consistent message. Call Studio assists with new hire training as well as upsell and cross-sell training for more experienced sales staff. The Studio displays a set of conversational tiles which track all current calls along with duration and participants. A manager can listen in on any call and provide feedback afterwards, whisper advice into the rep’s ear during the call, or join the conversation. Managers and trainers do not need to be at the same location as the Sales Development Reps (SDRs). Conversely, reps can digitally raise their hand if they need assistance and will feel more confident as they ramp up.
Kester noted that “Front line sales is one of the most difficult positions in a business. Live Call Studio reduces on-boarding time, coaching time, and increases rep effectiveness with the ability to coach from anywhere. Live coaching can quickly identify learning and advancement opportunities so that reps can stay motivated and be more productive.”
Call Studio will officially be launched at their Rainmaker conference during the first week of March and is currently live at ten accounts.
Draft on Behalf
SalesLoft will also be unveiling an as yet unnamed “Draft on behalf ” service which allows sales reps to write an email to be sent from company execs. The note includes subject, message, and recipients. The rep also provides an explanation of the request.
Once written, the CxO is sent an email with an overview of the request and a button to open the message. Executives can also view pending messages stored in a “Requests” tab queue.
The “Draft on behalf” feature will initially be available in Gmail with plans to extend the service to Outlook down the road.
Recently enhanced connectors include SalesLoft Connect in Gmail and Salesforce. The Gmail Connect tool displays SalesLoft in a new right-handed sidebar. SDRs can click-to-dial from within Gmail and view the live feed for the prospect. Other SalesLoft Connect for Gmail features include contact search, launching emails, and adding the message to SFDC. The contact profile includes a set of functions including
Add or remove from a cadence (templated SDR multi-channel messaging workflows)
View recent notes and activity
Flag as Do Not Contact
Link to social profiles
Open and edit SalesLoft profiles
View additional contact information
Connect in Salesforce is both Classic and Lightning-ready providing access to SalesLoft Cadences within SFDC. Features include the contact profile, SalesLoft Dialer, Cadence view, prospect activity view, and bi-directional synching between SalesLoft and Salesforce.
Finally, SalesLoft will be showing off three new ecosystem partners at Rainmaker. SalesLoft looks for partners that will offer a freemium strategy within their service, so that even SMBs can obtain benefits from SalesLoft partnerships.
Vidyard supports quick custom videos which help “humanize” SDR emails along with video playlists. Thus, an SDR could attach two short demos and a personalized introductory message. According to Kester, “adding a highly engaging video thumbnail to your email cadence in SalesLoft will help your emails stand out, boost click through rates, and send response rates soaring.”
Vidyard tracks which videos were watched and notifies sales reps.
Free Vidyard allows users access to all their features with limitations on the total number of videos hosted in their libraries along with some sharing limitations. The paid version offers a more robust library, organization, and hosting feature set.
TalkIQ provides integrated call transcription. Features include a summary tab, cross-call searching, audio clips, and coaching commentary. Premium features include analytics and admin-defined algorithms that automatically pull calls based on specific criteria. These calls will be displayed in a premium dashboard.
From within Chrome, users will have access to Zoominfo’s ReachOut connector which provides in-context account and contact information to SalesLoft. For example, an SDR could identify the perfect contact in LinkedIn, use the ReachOut extension to obtain contact information, and send company and contact details to SalesLoft to begin a cadence.
Technology Sales Intelligence vendor RainKing began the new year by rolling out a set of enhancements to their native Salesforce.com connector. RainKing focused on incorporating their Inside Scoops (Technology Sales Triggers) into the AppExchange service. New functionality includes searching for recent Scoops within SFDC and building a list of contacts at a company. RainKing also incorporated saved searches and Groups into RainKing for Salesforce.
“The more you can work in one platform while leveraging your other sales tools, the more you can focus on your number one priority: selling,” said RainKing Director of Product Management Mark Sapiano. “RainKing’s daily Inside Scoops are invaluable to anyone who wants to beat their competition to the negotiating table.”
When the user finds an actionable Scoop, she clicks on the “Find the Best Contacts” button and receives a list of account contacts ordered by relevance to the Scoop. RainKing’s ranking function is able to determine the most likely contacts to be working on a project based upon responsibilities and the nature of the Scoop. Sales reps can also apply filters to the contacts (e.g. match strength, management level, job title, keyword) in order to hone the list and select contacts for upload as Salesforce Leads or Contacts. The system also generates an SFDC task and populates it with the Scoop information for reference.
Furthermore, RainKing added an Inside Scoops custom object which displays imported Scoops and associated Leads or Contacts.
Inside Scoops (projects and opportunities) are gathered via direct interviews and updated during subsequent calls. Thus, if a project has selected some of the vendors or hit roadblocks, the additional intelligence is gathered and the Scoop is labeled as updated. Over 1,500 Inside Scoops are gathered per day, tagged to over 70 Scoop Topics and nine Scoop Types. Scoop Topics include Contracts, Technology Updates, Marketing, Pain Point, Project, Spending Trend, Management Changes, and Staffing.
RainKing also ported over their Saved Searches and Group functionality so that users do not need to rekey search filters and parameters. These shared parameters are displayed in the RainKing Search Home Page within Salesforce. According to Sapiano, “You can even run saved searches and groups straight from Salesforce and import the results directly into Salesforce – all without having to login to RainKing first.”
Finally, RainKing streamlined the record import process “making it more intuitive and flexible.” Workflow improvements include custom tags and an additional duplicate detection step.
Continuing on my discussion of Sales Intelligence enhancements in 2016, my next area of coverage is connectors which extend functionality into CRMs, MAPs, Google Chrome, etc.
Almost all Sales Intelligence vendors offer Salesforce.com connectivity as a baseline offering. Some have limited functionality while others provide a fully integrated offering encompassing virtually all of their website features along with update features (e.g. Batch, continuous, “stare and compare”).
The following vendors launched or enhanced their CRM connectors:
Zoominfo released a new version of Zoominfo for Salesforce in February 2016. Features include on-demand updating, new contact matching, segmentation analysis, and new targeted contacts. Zoominfo stresses that all enrichment, analysis, and targeting are done via “one easy-to-use interface” without the need to export files to Excel. Zoominfo for Salesforce also added integrated prospecting. Data may be shared bi-directionally between the services so users can check for duplicates before uploading prospects to SFDC. Zoominfo also added custom mappings for all fields into its Salesforce connector and improved the company and contact lookup workflows.
Avention released OneSource for MS Dynamics and OneSource for Oracle Sales Cloud connectors which integrate Avention functionality into the Microsoft and Oracle CRMs. Features include I-frame display, “stare and compare” updates, custom variables, prospecting, and the Avention Journal. Avention also rolled a series of enhancements into its CRM connectors. These include:
The automatic population of matched records, bypassing the “stare and compare” step for new accounts
Avention Journal filtering
Avention Journal list views (the default view is calendared)
Modify the Avention Journal viewing period
Contact filtering by job function, level, title, keyword, etc.
DataVision tab (if licensed)
Salesforce Lightning support providing improved tablet usability and dynamic resizing.
Batch duplicate management on bulk uploads (ignore, create, update)
Data.com added a Prospect Insights view which can be accessed from Opportunity and Account Detail pages. A “See More Insights” button takes the user to additional business and financial details from Dun & Bradstreet. Company intelligence includes D&B WorldBase firmographics and linkage, Hoover’s top company descriptions and competitors, and First Research industry overviews including call prep questions and industry summaries. Data.com also upgraded the Dun & Bradstreet company family view to the Lightning platform.
DiscoverOrg released CRM connectors for Talent Rover, Zoho, and Bullhorn. They also enhanced their Salesforce connector.
To improve the Salesforce experience, LinkedIn Sales Navigator is no longer requiring sales reps to manually identify which contacts should be downloaded from SFDC to Sales Navigator. Synchronization can be managed at the administrator level. While SFDC describes this as improved synchronization, it basically downloads leads and accounts to Sales Navigator. No LinkedIn member account or lead intelligence is uploaded or available for updating SFDC records. However, the system does flag which records are in SFDC so that reps can manually key information from LinkedIn to SFDC. For example, sales reps may add tags (e.g. Qualified) and notes to leads and accounts with this information then synched with Salesforce.
One of the major trends in 2016 was the continued expansion of sales intelligence vendors into the marketing department. Most commonly, this involved Marketing Automation Platform (MAP) connectors with Marketo and Eloqua (Oracle Marketing Cloud), though some vendors support other MAPs as well.
InsideView released an ABM solution in partnership with Marketo. The ABM solution is a bundle that includes products and data services to enable targeted account and contact selection, campaign execution, and measurement.
RainKing released connectors for Pardot and NetSuite
Avention released connectors for Oracle Marketing (Eloqua) and Marketo which support data enrichment, account insights, and predictive analytics. The new MAP connectors support three marketing use cases: web form enrichment, uploaded list matching via the OneSource platform, and prospect list building within OneSource. Lists built and enriched within OneSource are then fed to Eloqua or Marketo.
Several vendors built Chrome connectors in late 2015 or early 2016. Chrome connectors build additional feature functionality into the Chrome browser, usually centering around the contextual display of company and contact information related to corporate websites and LinkedIn profiles. Firms with Chrome Connectors include DataFox, Mattermark, Zoominfo, DiscoverOrg, and HG Data.
To assist with messaging, LinkedIn now offers a Chrome extension for Gmail. The extension provides integrated access to public LinkedIn profiles and social contact information as a right-handed information bar. If a contact is not in Sales Navigator, users can quickly add him or her as a lead without exiting the Inbox. Icebreakers such as shared connections, experiences, and interests help shape account or prospect messaging. TeamLink colleague connections are also displayed.
Finally, several Sales Intelligence vendors began supporting Account Based Sales Development (ABSD) vendors (there are also non-SI vendors participating in ABSD ecosystems providing coaching, transcription, analytics, and other services):
Sales Intelligence vendor InsideView released a pair of enhanced connectors for Salesforce.com and MS Dynamics 365. The Microsoft connector is the next generation of their Dynamics partnership. The Salesforce Target connector provides company and contact prospecting within the AppExchange.
Insights version 4.0 is being released as part of MS Dynamics 365. Said InsideView, “Insights 4.0 is more deeply embedded in the sales workflow than ever, so sellers can quickly find data, insights, and connections wherever they are within their Microsoft Dynamics 365 environment and use that intelligence to close deals faster.”
InsideView lists the following new capabilities:
Global contact filtering to assist with contact discovery
A new Discovery Center for searching InsideView’s universe of global companies. Discovery Center supports company searching against companies not yet added as accounts. Users can view firmographic data, key contacts, and company news. Users can add companies as accounts or to a Watchlist.
Custom field mapping
Social feed suppression to enable/disable social media integration and social media stream customization
“Microsoft is the only major CRM provider to embed external customer data, millions of key contacts, and timely, actionable insights within CRM at no additional cost. That’s leadership,” said Heidi Tucker, VP of Global Alliances at InsideView. “Buyers expect salespeople to be relevant, understand their business issues, and come prepared with meaningful solutions. Microsoft Dynamics 365 subscribers get that advantage included with their CRM Online license. All they have to do is turn it on. And now, it’s even easier with Insights 4.0.”
Insights is bundled into the following MS Dynamics products: Dynamics CRM Online Professional and Enterprise, Dynamics 365 Plan 1 and Plan 2, Dynamics 365 for Sales, Dynamics 365 for Customer Service, Dynamics 365 for Field Service, and Dynamics 365 for Project Service Automation.
InsideView also announced immediate availability of InsideView Target for Salesforce which provides company and contact prospecting from within SFDC. Target provides dynamic list building using firmographic, biographic, and technographic variables. Screening variables include eighteen high-precision trigger events, news keywords, the presence of emails or phones, and technologies employed (2,200 categories across 525,000 companies). Trigger events (“InsideView Agents”) and news go out as far as thirty days and may be combined with keywords (e.g. Partnership triggers mentioning Apple).
Although the InsideView database contains global companies, screening variables are not internationalized beyond country and international region. Revenue sizing is in US dollars and there are no international industry codes, indexes, or sub-regions.
Other features include deduplication, custom field mapping, saved searches, and one-click pushing of records to Eloqua and Marketo.
InsideView provides a screenable dataset of 12 million global companies and 30 million “director-and-above decision-makers.” InsideView positions their smaller dataset as a valuable feature. “No noise, no mom-and-pop companies, and none of the clutter from lower-level contacts and tiny businesses.”
InsideView Target is sold on a pre-purchased credit basis. Both company and contact records are counted towards the contract allotment. If a record has been previously purchased during the contract period, the marketer is not charged a second time.
InsideView has invested heavily in CRM and MAP connectors over the past five years. They support a broad set of partner platforms with rich content and functionality.
Social Selling vendor Contify rolled out a Salesforce.com connector for their account based social intelligence service. Contify intelligence is displayed within Lead and Opportunity record I-frames. The display is split into two tabs: News & Mentions and Social Updates. Both tabs may be filtered by topic.
The Social Updates feed combines account intelligence from Twitter, Facebook, LinkedIn, and YouTube. The company “only shows social media updates which have relevant sales triggers associated with it.” Thus users are not “bombarded with a stream of updates that aren’t relevant to you.
News triggers are set to thirty days, but may be adjusted by users.
The Indian vendor provides fourteen sales triggers mined from the web and social platforms. Triggers are delivered as alerts and within the subscription service. Users may share triggers via Chatter, email, Twitter, and LinkedIn. Users may also save triggers as bookmarks for later review. A separate triggers list is included within the record. Contify also offers Custom Triggers which may be created from within SFDC. Custom Triggers consist of a set of search and stop keywords. Contify begins delivering customer trigger results within fifteen minutes.
Trigger categories are similar to those found in other products. This is not to fault Contify as there are a set of common events which have been deemed to be most valuable by B2B sales reps. These include Funding Activity, M&A, Management Changes, Partnerships, and New Offerings.
Triggers may also be setup as tasks which are saved as open activities. Trigger information is stored within the Comments field of the task.
If users are unable to find the correct company, they can submit the URL to Contify’s editors who will create a company profile within 24 hours.
The service is priced at $49.95 per user per month billed annually.