HG Connect for Salesforce and HG Audience

HG Data Vendor and Product Intelligence
HG Data Vendor and Product Intelligence

Last month, technographics vendor HG Data rolled out two new services: HG Connect, a Salesforce Data Exchange connector, and HG Audience for digital targeting.  HG Connect supports competitive and complementary targeting of prospects based upon installed hardware and software.  HG Connect use cases include sales intelligence, lead qualification, and demand generation.  Account records are enriched in near-real time via the Data Exchange and updated on a monthly basis.  Matching is done via corporate URLs.

“It is our mission to help companies achieve extraordinary results in their marketing and sales outreach through the use of accurate and comprehensive technographic data,” said Barbara Winters, VP of marketing at HG Data. “With HG Connect, customers don’t even have to think about how to integrate technographic data into their workflows, it’s already there, ready for them to use, so that they can begin creating targeted segments for their campaigns immediately without needing to work with an IT or operations person to integrate the data.”

The HG connector is Lightning enabled, delivering HG Data’s technographics to mobile devices, reports, and dashboards.  The data is also available for triggers and workflow.  Along with Vendor and Product data, HG Data publishes Confidence and Intensity Scores (accuracy and frequency of uniquely dated documents).

Sample HG Data Connect Lightning-enabled dashboard
Sample HG Data Connect Lightning-enabled dashboard

Data enrichment is limited to Account records with plans to enrich Lead records in the future.

Customers license access to HG Data segments which is enabled via a Salesforce Data Integration rule (formerly called a Clean rule).  HG Data tracks 13 million global companies and 88 million technology installations. Their taxonomy spans 3,800 vendors and 7,500 products.

The Data Exchange is a Salesforce enrichment service associated with Data.com.  The Data Exchange does not yet support prospecting.

HG Data also launched HG Audience for programmatic advertising on platforms including Krux, Lotame, Adobe Marketing  Cloud, DataXu, MediaMath, and TheTradeDesk.  Marketers will be able to target audiences based upon technographic variables, firmographics (e.g. sector, revenue, employees), job function, and job level.

HG Data Audience Solutions
HG Data Audience Solutions

“HG Audience allows companies to modernize their digital advertising targeting strategy in a profound way,” said John Connell, Vice President of Digital for HG Data. “Instead of deploying digital ads based on just traditional firmographics or Internet content consumption, companies can now use our precise custom segments to apply ABM-style focus to traditionally broader-reach display media tactics.  With HG Audience, we’re giving our customers access to the influencers and decision makers at the companies that matter to them, leading to better engagement, greater efficiency and much better ROI on their advertising dollars.”

Over the past few years, a number of content vendors have released programmatic products.  These include Infogroup (B2B and B2C selects), Dun & Bradstreet (B2B), HG Data, Bombora (B2B Intent), and LinkedIn (Member targeting).

“In the last year to 18 months, there’s been a shift with B2B companies doing more programmatic media buying,” says Ashu Garg, general partner at Foundation Capital, a venture capital firm that has invested in the ad tech space. “What’s behind the change is the greater ability to connect anonymous data with PII (personally identifiable information) data. Secondly is the ability to get much more precise targeting from niche segments and audiences across platforms, whether that be social, display or video platforms.”

An AdWeek BrandShare study commissioned by Dun & Bradstreet in September 2016 found that 65% of B2B marketers were deploying programmatic campaigns, a ten percent jump from 2015.

Artesian CEO on Their 89% Daily Engagement Rate

­­This is the last of a series of blog posts containing interview transcripts between Artesian Solutions CEO Andrew Yates and me.  This excerpt discusses how Artesian drives high engagements rates across their multi-platform social selling service.


 

The Artesian Ready app supports company and contact profiles for meeting attendees, shared meeting notes, and event triggers.
The Artesian Ready app supports company and contact profiles for meeting attendees, shared meeting notes, and event triggers.

Michael: You quote an 89% daily user engagement rate for your platform. 

Andrew: Yes.

Michael: Having looked at competitors, nobody is close to that rate.

Andrew: I know, that’s true.  It’s because we go beyond the 80/20 rule*. We work really, really hard to make sure that the interdependency with Artesian isn’t limited to a desktop or web app-based user interaction. We’ve invested a ton in things like optimization for mobile devices, smart calendar apps, real-time alerting, actionable insights from an alert and an action center that sits midway between the web app and the mobile app. Consequently, we keep people interested in using the service on a daily basis because there’s so many different ways to interact with it.

Also, our philosophy is a key differentiator. Others talk about this, but I don’t see them doing it. When we’re teaching users what to do with Artesian, we say, “If all you do is consume, then we’ve not done our job, and you’ve wasted your opportunity.” What we are encouraging you to do is think about how you can drive actions from the insight. If you drive action, good things will happen. Not only will we make it easy for you to drive actions, but we’ll also measure the outcome.

Everything you do in Artesian is tracked, as is everything you output. When you share a link or you share a piece of insight, not only does it come in a nice condensed form, but it’s fully trackable.

I know you’ve opened it.  I know you’ve shared it.  I can do the same thing on social media for posts to LinkedIn. I know how many people have clicked on it, how many people have viewed it. We give you all that feedback plus an influence score to really gratify you that you’ve done something great, and it’s working. That’s the big difference from just providing access to a service.  What we are about is not force feeding the patient, but encouraging the user to interact with the service and really do something with the insight.

Michael: What percentage of your users have installed your Ready mobile app?

Andrew: Artesian Ready has about 25% penetration.  That’s pretty good considering we mainly work with large enterprises, many of which place limitations on what you can do with your mobile device.  The very fact that it’s an app is a barrier. That’s why in [the recently released version] 16.1 we’ve done a fully mobile-optimized version of the web app for the mobile phone.  It’s not an app.  You don’t need to download anything to use it and we don’t hit the buffers in terms of corporate [security].

Michael: And what percentage of your users are accessing Artesian through Salesforce?

Andrew: About 25%, which might surprise you, because what we found in the larger corporates is, we’ve introduced Artesian as an integrated part of our concept but people have said there’s a backlog, like a queue of apps that they want to get approved and installed. We tend to say to the customer, “Well, get going with Artesian standalone, then integrate it with Salesforce later.”  That said, with the release of 16.0 which had the first Opportunity View integration, we’ve seen our Salesforce pipeline opportunities go from 20/80 to 80/20.


This is the last of four blogs derived from an interview of Artesian CEO Andrew Yates.  The previous blogs covered:

I’d like to thank Andrew and the team at Artesian for supporting this interview.

* The 80/20 rule, or the Pareto Principle, when applied in a sales context states that 20% of your customers typically represent 80% of your sales.

Artesian CEO on AI and RegTech / RiskTech

The Artesian Opportunity View ties together Salesforce Opportunity data by stage with Artesian Sales Triggers, helping surface key opportunity insights in context.
The Artesian Opportunity View ties together Salesforce Opportunity data by stage with Artesian Sales Triggers, helping surface key opportunity insights in context.

Recently, I had the opportunity to sit down with Artesian Solutions CEO Andrew Yates and discuss topics including artificial intelligence and risk tools they are integrating into their social selling service.  This is the second in a series of interview excerpts I am publishing this week.  On Monday, Andrew discussed Artesian’s 2016 entry to the US market.


Michael: You have recently begun to introduce AI capabilities into your platform.

Andrew: What we’ve done in our first incarnation of bot-driven AI is we’ve created something that we call an “insight agent” that, through an API into Salesforce, can build you a view of threats and opportunities within your pipeline. Which, in itself, is pretty damn useful; much more useful than a forecast report or a dashboard which is the way you see it in Salesforce today. Then we’ll lay out all of those deals by stage and value and overlay today’s new social and demographic context on top.  That’s pretty useful.

With the latest release, we’ve created a bot which literally reads and interprets the news in relation to the stage of the sales process that you’re at. And, where it sees a particular trigger that has meaning in relationship to a particular stage, it flags that. Most organizations have implemented the concepts of sale stages when they’ve implemented CRM.

Typically, when I ask somebody, “how many stages do you have?” They’ll say, “between five and seven.” The system automatically builds you a view depending on how you’re implementing Salesforce, however many stages you’ve implemented and what you call them. Then what the bot does, is it crawls all over the news looking for things that could impact those opportunities at the stage they are at.

Let’s say, I’ve got a six-stage process where stage six is closed and stage five is a negotiation.  Artesian’s insight agent finds out about a CIO who has left the business. The insight agent will notify the user that there’s a potential problem with the deal in their pipeline. The agent will tell them why there is a problem and how it’s been categorized.  There’s half a dozen next-best actions that we bundle up with the insight as we deliver it. That’s our first attempt at taking the concept of machine-based learning and natural language processing, combining it with an AI bot, and trying to make that useful for customers.

We’ve introduced the ability for the user to customize their own topics, keywords, and trigger events. We offer a bunch out of the box, and we also wrap a managed service around it and easy implementation to every customer.

We’re also seeing a lot of activity in the “RegTech/RiskTech” arena with the growth of cybercrime and terrorism, and the sensitivity around regulation of any financial, FCA [UK Financial Control Authority] regulated [business]. There are regulations that organizations need to comply with. We’re increasingly being asked by our financial services customers, particularly the banks, to get deeper into being able to provide those capabilities inside of Artesian.

Organizations want to mitigate risks. They want to fall within the arena of whatever the regulation is and comply with the law, but they also want to exploit the technology as best they can to make sure they write the best business that they can. We’re doing some work at the moment in conjunction with one of our demographic data suppliers. What we’re looking to do is extend the capabilities in Artesian to provide some of the capabilities that our customers are asking for in the RegTech / RiskTech environment. We’re going to introduce risk agents. Risk agents look at the real-time present and it looks at the past. It specifically looks at things that are in-line with the regulations and also in-line with the stated risks that the customer has mapped out.

What that translates into is a service that is not only compelling in terms of customer acquisition, customer retention, and yield, but also compelling from a kind of, you don’t go to jail if you’re using Artesian because it’s doing the regulation and risk job for you as well.

Michael: When you say risk app, are you talking more about supplier risk, compliance risk, credit, reputational?

Andrew: There are 40 or 50 pretty big companies doing this thing already. What we’re talking about is company-centric intelligence, but also the people associated with that company and the intelligence that we’ll need to derive around whether something is risky or not. It could be the performance of a business. It could be some adverse news in relation to that performance. Or it could be that an individual who has a beneficial ownership, more than a 5% stake in a business, happens to be on a naughty list in terms of the PEP [Politically Exposed Persons] or sanctions.

At the moment, we have risk triggers in the opportunity view. They’re not compliance risk triggers. If you’re going to a client, they need to know about key beneficial ownership.

Michael: Is that part of the opportunity view or is that a new type of view?

Andrew: A new type of view.  We have risk triggers in the opportunity view, but they’re not compliance risk triggers.  If you go into a bank, they need to know about beneficial ownership, adverse news going back three years, PEP, sanctions, real-time alerts from stock exchanges.  None of that is feasible within a generic instance of Salesforce.com in an opportunity view.

Michael: It sounds you’re looking to move beyond the sales and marketing teams to start to get to into things like onboarding, KYC [Know Your Customer], AML [Anti-money Laundering], PEP, and other compliance aspects that really go into monitoring of clients as well as the initial onboarding.

Andrew: Yes, if you go back to the whole customer curious mantra and deep relationship management, we like to say that we put the R back into CRM.  We are all about that relationship.

The conversations we are having with our large customers would indicate we are on the right track with that.


The interview will be continuing over the next few days with discussions of what it means to be a “customer curious” business and how Artesian maintains a very high engagement rate amongst its users.  Monday’s blog discussed Artesian’s 2016 entry into the US market.

DataFox for Salesforce

DataFox for Salesforce Contact Tab
DataFox for Salesforce Contact Tab

DataFox released its Company Intelligence & CRM Orchestration for Salesforce service this week.  The new Lightning app supports company research and firmographic enrichment within Account, Contact, and Lead I-frames.  The service includes DataFox signals, contacts, lists, and similar companies.

Company and contact enrichment includes business descriptions, DataFox scores, investors, funding stage, year founded, social links, technographics, conferences attending, and revenue estimates.  When contacts are listed, the system identifies which names have already been synched and which names can be uploaded as new contacts or leads.  Duplicate checking on upload provides management options.  For example, a duplicate contact can simply be synched or the user can create a new contact or lead.

Lookups can be performed against keywords, companies, conferences, or DataFox lists such as the Inc 5000 by sector.  Lists can be further filtered by DataFox variables as well as whether the company has been synched with Salesforce.  Companies in lists can be uploaded individually or via batch to SFDC.  Within DataFox lists, Salesforce account data may be displayed and used as filter variables.  For example, prospecting lists can suppress current Salesforce accounts.

DataFox for Salesforce Contact Tab
DataFox lists can be filtered by a broad set of variables

Trigger events may be filtered by topic so that only the most relevant categories are displayed.  DataFox collects 100,000 signals every week and maps them to 68 topics.

DataFox offers both an initial data cleanse and daily data maintenance.  A data integrity report provides statistics on verified records, duplicates, incompletes, and incorrect records.

Along with SFDC, DataFox supports integrations with Chrome, Marketo, and Slack.

Artesian Solutions: “Biggest Ever” Release

Artesian Insights Agents for Salesforce Opportunities
Artesian Insights Agents for Salesforce Opportunities

US and UK social selling vendor Artesian Solutions claimed that their 16.1 software release was their “biggest ever.”  The release included functional upgrades, expanded content, user experience improvements, and new artificial intelligence (AI) capabilities.

The new Insight Agents are their first step towards delivering “intelligent chat bots aimed at automating many of the tasks carried out by B2B professionals daily.”  The new AI tool combines advanced natural language processing and behavioural analytics.  The goal is to “deliver commercially valuable and immediately actionable insights, telling the user what they need to know and what action they need to take.”

The evolution of Natural Language Processing, Machine Based Learning and Artificial Intelligence technology is set to have a profound impact on the activities of those in commercial teams.  This product release is a significant stepping stone towards an AI future, the culmination of months of behind-the-scenes R&D based on an incredibly rich understanding of the enterprise B2B landscape through the eyes of some of the biggest and most influential companies in the world. We have been working closely with them to understand what their future looks like and where the biggest gains can be made.

  • Artesian CTO Steve Borthwick

Continued Borthwick, “Artesian has been evolving and improving its relevance and analytic algorithms over the last 10 years, benefiting from the feedback and success that our trusted customers have provided, and that has always kept them one step ahead of the sales intelligence race.”

Insight Agents are initially available within the AppExchange as Salesforce Opportunities.  This feature surfaces trigger events based upon the opportunity stage and preferences of each client.  “It provides a step change in productivity and customer engagement, enabling you to focus on the most important aspects of your most critical deals,” said VP of Product Management Rich Clark.

For example, Insights for Sales Opportunities will place higher emphasis upon opportunity alerts at the front of the pipeline and risk-based alerts during later stages.

“This latest release without doubt places Artesian at the leading edge of innovation for enterprise B2B,” said CEO Andrew Yates. It delivers the first milestone on our road-map to predicting customer needs, automating and directing pipeline activities, and the delivery of hyper-personalised communications and custom marketing.”

Administrators can now tailor the trigger topics available to their users including adding custom topics and constructing a topic taxonomy focused on industry-specific triggers.

User experience improvements include easier access to topic filters, color-coded triggers in email alerts, and adaptive HTML design for improved mobile navigation and display.

Other design upgrades include the social media viewer which now surfaces social media links alongside inline blogs and tweets and a social selling leaderboard at the team or corporate level which benchmarks Artesian usage versus peers.

Hotness flags were added to the US service. They were already available in the UK edition.
“Hotness” flags were added to the US service. They have long been available in the UK edition.

In the UK edition, Artesian partnered with Blue Sheep to add three million contacts and double the number of emails to 875,000.  The additional executives were focused on non-directorial positions, helping expand coverage beyond filed corporate directors.  The new set of contacts raised the UK contact count to 9.7 million.  Furthermore, the new execs were matched against the Full Contact file, providing additional social media links and biographic relevance to contact profiles.

The expanded contacts and social media links are also available to users of the Artesian Ready mobile app which combines mobile calendars with Artesian insights.  Ready helps reps prepare for meetings by supporting on demand company and executive research, sharing meeting notes with colleagues, and reviewing the latest attendee triggers and social media posts.

The firm also added Auditor Fees as a new UK select.  Auditor Name was already supported.

For the US edition, Artesian now supports a “Hotness” indicator highlighting firms with recent key trigger events and improved event prospecting (see image above on right).  The Hotness indicator was already available in the UK edition.

Artesian has formalized its training and certification program with an integrated leaning management system.  The older training was more PowerPoint oriented but the new system is more blog-like with videos and quizzes.  Along with tool certification, Artesian includes annual refresher courses.

 

Mattermark Salesforce Connector

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.”

The Mattermark Account record displays firmographics, funding details, and recent news.
The Mattermark Account record displays firmographics, funding details, and recent news.

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.”

The app is priced at $49 per user per month.

 

Artesian Opportunity View

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.”

Artesian is the first sales intelligence vendor to combine Sales Intelligence into an Opportunity stage view. Users can quickly create Leads, Tasks, and Opportunities from the browser edition.
Artesian is the first sales intelligence vendor to combine Sales Intelligence into an Opportunity stage view. Users can quickly create Leads, Tasks, and Opportunities from the browser edition.

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.