Last month, HG Insights launched its Market Intelligence service that supports technographic market research. The analytics service supports sales, marketing, and strategy teams at B2B vendors, letting them develop account plans, segment markets, evaluate market entry, and size opportunities.
Product and strategy teams can analyze market trends, size market opportunities, and assess competitors’ strengths and weaknesses. They can also use it to identify the Service Obtainable Market (SOM), which is the market segment size a firm can capture with its solution. As HG Insights notes in the following graphic, the SOM is a narrower definition of market potential than TAM (Total Addressable Market) and SAM (Serviceable Addressable Market).
For example, many entrenched vendors in the North American Sales Intelligence space have robust solutions and established market share. Looking to displace LinkedIn Sales Navigator, Zoominfo, D&B Hoovers, and InsideView in the most mature Sales Intelligence segment would be difficult. However, a SOM analysis would indicate that the UK is the second most mature market and that continental Europe is beginning to take off. Thus, a product manager might focus on European content and multi-lingual capabilities (e.g., UX, event tagging, free form text translation). Likewise, they might select niche markets such as financial services with strong compliance requirements or choose to develop functionally differentiated services (e.g., GrowFlare focused on psychographics and ICPs before being acquired by Terminus late last year).
“Without a SOM containing detailed information about competitor product installations, you’d have no way of knowing this and might decide to go to market in a region saturated by competition you have very little likelihood of displacing. Alternatively, what if you were looking at different regions or countries and wanted to identify which situations represented the best growth opportunities for your business. Again, knowing the estimated market size in revenue isn’t going to help you much. But what if you knew what companies had budgeted to spend on your category of product by region, entity, or industry?”
HG Insights VP of Global Sales Scott Smyth
“Business leaders need more than high-level market reports to make successful go-to-market decisions,” said HG Insights EVP of Product Rana Kanaan. “With our actionable market intelligence offering, we are giving our customers the ability to customize their market views by the attributes they care about most and operationalize intelligence for their revenue teams. This allows them to allocate resources more effectively, prioritize the right product initiatives, and give their sales and marketing teams the account details they need to pursue the best opportunities.”
Scott Smyth is offering a master class on TAM/SAM/SOM on February 24th. Here is the information:
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 includes a free Chrome extension that “overlays the power of prospector right over the website,” HubSpot, or Salesforce. “This is invaluable for anyone from an SDR to an executive that wants a quick ten-second snapshot of a company before engaging,” said Belkin. The Chrome connector detects the account, displays firmographics, trending topics, psychographics, and Next Best Prospect.
Prospector Bulk and GoldMiner support HubSpot append and enrichment, including Fit Scores. Salesforce support is a roadmap item. Belkin said that HubSpot support was a “strategic decision because HubSpot is more readily accessible, cheaper to develop for, more startup-focused, and we can build adoption faster.”
The user interface is clean and well laid out, with the ability to quickly sort prospecting tables and view additional details. The company universe is limited to 130,000 US companies with ten or more employees “that have meaningful purchasing power.” Thus, GrowFlare is best suited for US account based marketers and strategic teams. However, the service is still in its early stages of development. It does not offer any contacts, and the firmographic intelligence, beyond the psychographics and trends, is limited. There are some novel ideas and tools in this service, many of which are not found in more mature ICP offerings from the established players (e.g. DiscoverOrg AccountView, InsideView Apex, D&B DataVision). These ICP / TAM tools were built for the marketing department, while GrowFlare is looking to serve both the sales and marketing departments with some competitive intelligence functionality as well.
GrowFlare is a freemium offering, with three free prospects provided with each search. The Basic offering is priced at $2,950 per annum and includes ten prospects per list. Growth offers 25 prospects per list for $4,950, and Unlimited offers the maximum number of relevant prospects per list for $9,950. The paid offerings all include all of the features discussed in this profile along with 24/7 support.
The 2.0 release has helped the firm gain traction in the marketplace with revenue up 600% monthly (on a small base). The average deal size is greater than $10,000. Upcoming GrowFlare development is focused on expanded partnerships. GrowFlare is looking to add contacts from vendors such as InsideView and deepen its integrations with HubSpot and Salesforce.
Zoominfo, which is readying to IPO, launched a Health Scan Analysis to help firms identify “key segments for opportunities” within their Total Addressable Market (TAM). The service identifies targetable market segments that are less impacted by COVID along with which segments to avoid. Firms can then “quickly pivot their go-to-market strategy and focus their efforts on worthwhile prospects ready to buy.”
The Health Scan begins with a consultation where customers share details about their pipeline and business challenges. Zoominfo’s data solutions team then analyzes the company’s pipeline and win-rate trends before and during the downturn. The analysis includes “benchmarks to pinpoint where any pipeline degradation may have occurred.”
The Data Solutions team conducts a market assessment that identifies opportunities and sizes their TAM. The report also includes a market segmentation analysis and a “hand-selected list” of targets from Zoominfo’s database of companies and contacts.
“Recognizing that current market conditions are extraordinarily challenging, it’s more important than ever to ensure that our customers are generating high-quality contacts for their pipeline. We discovered valuable takeaways when examining our own position in this same manner. As a result, we’re offering our clients these data-driven insights on how to optimize their go-to-market strategies so they can continue to hit their numbers and thrive in a changing market.”
ZoomInfo CEO Henry Schuck
From the initial interview through report delivery [Sample PDF], Zoominfo promises a five business-day turnaround.
Dun & Bradstreet, which has been running pipeline health analyses for its clients over the past three weeks, assessed over 35 million accounts across 125 pipelines. They found that 21% of accounts were subject to high financial risk based on several factors: slow payment, bankruptcy, unpaid debt, and business viability, a statistic which VP of Product Marketing, Dun & Bradstreet Sales & Marketing Solutions Dennis Olcay called “jarring:”
“We continue to keep a close eye on this number, but that is a jarring statistic that demands attention as it relates to go-to-market strategies,” wrote Olcay.
“The dominant theme of our customer conversations today is how to be both sensitive and impactful in the new environment. We have found the new environment has unleashed entirely new forms of sales and marketing campaigns – far less driven by self-positioning and more characterized by seeking to meet customers where they are.”
Digital Marketing Solutions CRO Michael McCarroll
Dun & Bradstreet offered a high-level risk segmentation based upon SIC codes and each industry’s risk profile (see chart on the right). Industries were stratified across five categories: Essential businesses (e.g. food supply, hospitals), Supports Remote (i.e. businesses which were able to transition to WFH), requires contact (e.g. hospitality, entertainment), delivery-based retail (e-commerce, e-delivery, logistics), and central production (e.g. manufacturing, natural resource extraction).
Dun & Bradstreet cautions that simple SIC analysis is only the first pass in performing a risk assessment. Firms may be in the same industry but have different go-to-market and operational strategies that impact their risk profile. Another factor is their exposure to supply chain and customer risk.
“Despite the promise of MarTech to enable speed and scale for your go-to-market strategy, this is a time to hit the pause button and rethink your go-to-market approach,” cautioned Olcay. “Don’t sacrifice tailored messaging for the sake of scale and speed to market – the additional thought you put in now to think about fit, intent, and risk will pay dividends when your audiences notice you’re empathizing with them and offering real value that aligns to the specific challenges they are experiencing.”
And on the marketing side, HubSpot has been publishing weekly marketing metrics for their 70,000 customers. Data includes deal open rates, deal close rates, email prospecting, site visit rates etc. Users can even drill down by segment and country to benchmark their sales and marketing performance against peers. The most recent analysis is for the week of May 18.
Sales Acceleration Platform Cognism closed on a $10 million Series B from PeakSpan, bringing total funding to $16.5 million. Previous investors included Oliver Wyman, South Central Ventures, LCIF, and Newable Ventures Limited. The firm, founded in 2016, grew ARR over 4x last year.
will be deployed for opening local offices in Singapore and New York City as
well as growing its machine learning team. According to CEO James Isilay,
the firm has already “won significant business remotely” in both regions.
Isilay called Asian expansion “particularly interesting” due to SaaS being relatively young in the market. Cognism has already leveraged its partnership with investor Oliver Wyman to acquire two “blue-chip financial clients” in Asia. “Investment here looks to be a promising tonic to the barriers to trade growth that are disrupting business in Europe and America.”
granted our first machine learning patent in December 2018, Cognism is now
building a portfolio of IP which will drive the next evolution of sales and
marketing technology,” said Isilay.
“Sales and marketing technology has been a core focus of ours for many years, arming us with a long-term perspective on the segment and a nuanced understanding of market trends and buyer dynamics that drive strategic value. With such a proliferation of tools and technologies emerging across the marketing and sales landscape over the last decade, it’s no secret that go-to-market leaders today aren’t asking for more software tools – they’re demanding better outcomes. Cognism’s pragmatic application of AI, which underpins the whole solution suite, is paving the way for a new category focused on turning disparate data points into coordinated insights to drive predictive and prescriptive lead generation and improve conversion across all engagements.”
▪ Matt Melymuka, Co-Founder and Partner at PeakSpan
database spans 400 million contacts and 10 million businesses. Cognism’s
products support Prospecting, Sales Triggers, and CRM Enrichments.
CRM Connectors are available for Salesforce, Microsoft Dynamics,
HubSpot, and PipeDrive. A cadence tool sends templated emails through
Gmail and Outlook.
Marketing Features include A/B testing, Personas, ICP and TAM Analyses, and webform enrichment.
I am pleased to announce that the first in a series of sales and marketing intelligence profiles is available through this website and my partners at Tenbound. These reports are written to assist with the purchasing decision. InsideView is the first purchasing profile to be completed, but additional reports for D&B Hoovers, LinkedIn Sales Navigator, and DiscoverOrg are planned for release.
InsideView Buyer’s Guide
Buyer's Profile of InsideView Sales and Marketing Intelligence (Single License)
InsideView, based in San Francisco, provides a set of sales and marketing tools for browsers, CRMs, Marketing Automation Platforms (MAPs), and mobile devices. Key tools support sales research and account monitoring, list building, sales connections (“six degrees”), CRM viewing and hygiene, company and contact enrichment, web form enrichment, Ideal Customer Profiling (ICP), Total Addressable Market (TAM) sizing, and marketing automation hygiene.
InsideView targets technology, finance, corporate/consulting services, manufacturing, commercial real estate, etc.
Firms of all sizes license InsideView solutions.
This 22-page report covers the following topics:
Content Coverage Numbers
InsideView for Sales
InsideView for CRM
InsideView Append (Lightning Data)
InsideView Open API
Expert and Data Services
Competitors by Category
GZ Consulting / Tenbound reports are independently written and not sponsored by any of the profiled vendors.
DealSignal, which offers an on-demand platform for Total Audience and Contact Data Management for B2B marketing and sales, recently rolled out its Total Audience Metrics (TAM) module. The new platform helps sales and marketing professionals improve Go-to-Market and Demand Planning processes by allowing them to measure and visualize their total audience and determine coverage gaps in their CRM and MAP. The new platform analyzes TAM by persona, account segment, and buying committees (what SiriusDecisions calls Demand Units).
“We’ve run hundreds of TAM analyses for B2B marketing teams in various industries and customers are consistently surprised to find that they’re missing more than 80 percent of their target audience—the contacts that fit their target personas and ideal customer profile. TAM coverage is currently averaging 18 percent in existing CRM and MAP systems. It’s a big ‘aha moment’ to learn that you’re missing out on marketing or selling to a large majority of your potential buyers. Often, the best potential buyers – those most likely to convert – are among the missing contacts found in the gap analysis,”
DealSignal CEO Rob Weedn
The firm is seeing rapid uptake on its TAM service which is available as either a freemium (TAM Estimates) or paid option (TAM Actuals). “Early feedback is that this is a great way to verify the counts and size up the Outbound and/or ABM marketing programs over the upcoming year,” said Weedn.
According to DealSignal, TAM Estimates are accurate to ± 20% of Accounts and Contacts. “We’ve been offering this for a few months and it is very popular” with customers and prospects “leveraging this analysis for initial demand planning and budgeting,” said Weedn. “TAM Actuals is a Paid Offering, charged based on credits on our platform, which provides perfectly accurate Total Audience metrics based on Accounts and Contacts.”
The DealSignal platform dynamically discovers, refreshes, and verifies records based on the TAM criteria.
DealSignal has adopted the term TAM, but calls it Total Audience Metrics instead of Total Addressable Market. Weedn explained the difference between the DealSignal and Classic TAM approach:
Total Addressable market is classic and static top down analysis, based on sample/partial market data, typically performed by market research and analyst firms like IDC, Gartner, etc. “Classic TAM” is not necessarily an accurate sizing of the market, it is not frequently updated, and, most importantly, there is no real way for marketing and sales teams to plan marketing and sales programs with a classic and static top-down TAM, and definitely no way to execute against the Accounts and Contacts in that TAM.
DealSignal, is here to help marketers market and sellers sell, so we perform an accurate, bottoms-up, dynamic analysis, based on complete market data, of the actual counts of the Total Audience – which we define as the Accounts that meet Target Market criteria (Industry, Employee, Revenue, Technologies Used, etc.) and Contacts that meet Ideal Buyer Persona criteria. Further, our Total Audience Metrics/Measurements include a process to dynamically discover and verify the underlying Accounts and Contacts, so TAM Analysis is dynamic, based on actuals, and can be updated on demand. The Accounts and Contacts can then be converted, with one click, to fully enriched and verified with full Account/Contact Profiles and Contact Information to be used in marketing and selling initiatives.
Using the DealSignal platform, users can define target personas and Ideal Customer Profiles (ICPs) to build out their TAMs, using micro-targeting criteria such as Titles, Profile Keywords, and Locations that yield results as ranked lists of relevant accounts and contacts. The module compares the TAM against the CRM and identifies gaps by account, industry, geography, etc. DealSignal provides the TAM based not only on CRM data and large third-party sources, but through dynamic sourcing and verification, so the TAM results are “comprehensive and accurate” with net-new accounts and contacts.
DealSignal combines APIs, algorithms, and human intelligence to achieve a much higher level of contact accuracy (95 – 100% according to the firm) than most vendors. The company provides a 100% guarantee on all Account and Contact data. The system enriches and verifies existing leads, contacts and accounts. As it conducts dynamic data sourcing, DealSignal claims account enrichment match rates between 95 and 100% and lead enrichment match rates between 85 and 100%.
DealSignal TAM Analysis Module
DealSignal dynamically discovers, enriches and verifies account and contact lists through a combination of AI robots and researchers combined with CRM and MAP feedback loops. The firm claims a deliverability rate between 94 and 97% and reverifies data on demand for every customer request, with a two week window for contact aging. Records that fall outside of the two-week window are reverified overnight.
“Since static data-at-rest quickly becomes dated, we do not trust it, you should not trust it, and you should certainly not rely on it to define or optimize your vital marketing or sales programs. It must be renewed and refined at runtime,” said Weedn. “We believe in dynamically refreshing and re-verifying data on-demand, when it needs to become active and put into a marketing or sales process—and we’ve uniquely designed the DealSignal platform to do just that.”
DealSignal has automated and editorial processes that place its data quality at a level claimed only by DiscoverOrg. Both firms utilize editorial teams for staying ahead of the 25 to 30% contact decay rate suffered by static databases. DiscoverOrg performs a full data verification every 90 days while DealSignal performs a just-in-time data quality review overnight.
“Marketers and sales teams currently rely on solutions that provide 50 to 80% quality. That is a B- or F on a test, and we need to change the expectation to impeccable quality, at 95-100% (A or A+) to greatly improve marketing and sales performance,” said Weedn.
Last month, DealSignal released a GDPR risk assessment module which enriches CRM data with contact locations and flags EU-based leads. Users can also choose to exclude EU-based leads.
“B2B marketers are faced with many challenges today: identify and engage their total audience, try to keep their audience data fresh and accurate, and comply with new regulations like GDPR. Given the negative consequences associated with GDPR, most marketers are scrambling to review and re-verify the location and status of their contacts,” said Weedn.
Leads are pre-purchased on a volume basis with 1,000 credits running $895. Volume discounts kick in at 5, 10, 25, 50 and 100 thousand credits.
InsideView announced a set of enhancements to its recently launched Apex Go to Market ABM platform. Apex provides ICP, TAM, and segmentation analysis along with similar company prospecting. New features include Lead Analytics and Enhanced Text Editing.
“Lead Analytics helps executives analyze leads coming into your CRM and Marketing Automation systems that are within your desired market segment(s). Gain insights into how market segments are performing in relation to each other so you know where to focus your energy.”
Lead Analytics provides a dashboard for tracking the performance of published market segments and leads over time or across market segments. “With the Lead Analytics Dashboard, a CMO, VP of Sales or C-Level executives can analyse leads coming into your CRM or MA system based on the market segment and visualize performance against their target segments in real time to optimize for success and focus resources on the targets with highest potential.”
Customers must license both InsideView Enrich and InsideView Apex services to access the Leads Analytics dashboard.
Enhanced Text editing allows sales or marketing managers to publish rich text notes about customer segments which appear in other modules. The notes both identify the account as belonging to a key segment and provide advice on messaging to the account.
InsideView boasted about “great traction in the market” for Apex.
Sales and marketing intelligence vendor InsideView launched their Apex “go-to-market decision engine.” The new product combines InsideView and CRM data to assist with analyzing new market entry, identifying a firm’s Ideal Customer Profile (ICP), and assessing its Total Addressable Market (TAM).
“Smart B2B companies today are asking these questions: ‘Who are my best customers?’, ‘What are the new geographies and industries where I can expand?’, and ‘Are we going after the right customers and the right revenue?’,” said InsideView CEO Umberto Milletti. “We realized we had the technology, expertise, and data to help companies answer these questions quickly and with confidence so they never miss an opportunity. Business strategy shouldn’t be based on gut and guessing. And it shouldn’t require cumbersome data analysis. InsideView Apex uses cutting-edge technology and the best possible data so you can make the right decisions for your business.”
Go to market planning features include an ICP wizard, new/adjacent visualization tools with “what if” targeting analysis, TAM and market penetration analysis, new account and lead identification, and exporting of new ABM prospects to CRMs and MAPs.
“Revenue teams can use InsideView Apex to visualize performance against target segments in real time to optimize for success and focus resources on the targets with highest potential,” said Joe Andrews, VP of Product and Solution Marketing. “Marketing can see performance indicators at each stage of the funnel as leads convert to opportunities and won deals. Sales ops can identify where leads or opportunities may be getting stuck to course correct in real time.”
The Apex account score is based on an AI algorithm which correlates attributes from deep company profiles that are proprietary to the InsideView Platform. The account score is maintained and updated dynamically within Apex as customer ICP lists change. However, the account score is not currently pushed to CRM or InsideView for Sales.
If customers have also licensed InsideView Sales and Enrich products, ABM accounts are tagged.
Other visualization tools include a five-quarter historical view; market segmentation of leads, opportunities, and wins; and account whitespace (market penetration) analytics.
Apex integrates with Salesforce, MS Dynamics, Eloqua (Oracle Marketing), and Marketo.
Apex is licensed as an annual subscription and is priced in tiers based on company size which serves as a proxy for the number of market segments being targeted.
Apex is not the first tool in this category (e.g. D&B DataVision and DiscoverOrg AccountView), but it is emblematic of the expansion of sales intelligence vendors into market intelligence and strategic planning. When I started GZ Consulting six years ago, the sales intelligence firms were wary of entering the marketing realm, but the top sales intelligence firms are now offering ICP/TAM tools, marketing automation connectors, segmentation analysis, look-a-like prospecting, and data enrichment tools. This shift goes hand-in-hand with the blurring of the lines between sales and marketing. For example, sales engagement platforms provide cadence, analytics, and email marketing tools for sales reps alongside dialers and sales coaching. We are also seeing visitor intelligence and intent data being displayed within CRMs.
“Most B2B companies perform go-to-market planning and analysis in product silos and often fail to involve sales and marketing teams early in the process – those who must execute the strategy. Planning is a slow, manual process, based on limited information. Most firms have few ways to measure market performance reliably against strategy, making it nearly impossible to course correct in real time. It’s time to change this.”
Forrester Principal Analyst Laura Ramos
A 2018 InsideView survey of 500 American sales and marketing professionals found that TAM measurement was non-existent (25%) or ad hoc (28%) at surveyed organizations. Only 23% of respondents work at firms that regularly evaluate Target Demand. The remaining 24% of firms perform Target Demand analysis annually.
“All of the efficient and creative demand generation in the world will be wasted if the targeting is off,” wrote the firm in their 2018 Sales and Marketing Alignment report. “The shotgun approach to sales and marketing no longer works. There’s too much noise in the market and in prospects’ inboxes. The only way to stand out is to know who you’re targeting, and why and when they buy, and it can’t be done effectively unless both sales and marketing buy in it. Developing an ideal customer profile (ICP) and using it to determine your total addressable market (TAM) will help sales and marketing know exactly who to target, why they need your products, and when they need them.”
French predictive analytics firm Sparklane unveiled their version 2.0 Predict platform which employs artificial intelligence (AI) and active learning to score millions of companies and determine which prospects are most likely to become net-new customers. The Predict platform is available for the UK and French markets with localized language and datasets. A German edition is in development.
Sparklane ingests and enriches company data, matching it against firmographics and trigger events to score millions of companies. The system then models the Ideal Customer Profile (ICP) and Total Addressable Market (TAM). Sparklane also identifies “sparks” (hot prospects) based upon sales triggers and delivers real-time alerts, messaging, and contacts.
Models can be deployed for both new and existing business. New business models can be constructed from historical data (e.g. CRM win / loss flags) or estimated and refined for new market entry. Existing business data can also be deployed for churn models to help identify companies that are more likely to drop as well as upsell and cross-sell models.
CEO Frédéric Pichard said that employing artificial intelligence to identify your next best customers “is probably the most amazing promise B2B marketing and sales tools can fulfill” as it provides “a new way of working to help our customers be more efficient and successful.”
Sparklane users begin by importing datasets from CRMs or CSV files. Logic is employed to determine both positive and negative sample records. For example, a CRM Win / Loss flag could serve as such an indicator. The file is then enriched and an ICP model is constructed. The ICP contains three types of variables: Fit (firmographic), Need (Triggers), and Behavior (Marketing Automation prospect activity). Marketers or Sales Operations are able to view the model and adjust weights. This model is then employed for constructing a TAM with net-new accounts which can be saved as a fixed account list or dynamic model.
Sparklane onboarded file mapping.
An accuracy score helps define how well the model distinguishes between good and bad prospects. Thus, an 80% accuracy score indicates that 8 out of 10 companies in the seed file are properly predicted by the model.
An accelerated learning option is available for new market entry. Thus, if a seed list of good and bad prospects is not available for a new product line or market, an initial set can be manually selected from Sparklane company lists and deployed as a first generation seed list.
An active learning option allows users to perform a qualification pass on a list to help expedite model construction. While engaged in active learning, the user is shown company profiles which include account overviews, triggers, and family trees. The marketer can then give a thumbs up or down to each proposed account.
As output, the platform provides a set of “sparks” which are high probability accounts or contacts. The user sets the number of sparks displayed in a spark list. Qualified prospects can be sent to a CRM as accounts or leads.
The French dataset covers three million firms and two million contacts. The UK universe provides 200,000 companies and 300,000 contacts. The UK dataset focuses on large companies with sales triggers.
The French file includes 600,000 emails while the UK file supports 100,000 emails.
The firm claims that Predict increases the opportunity conversion rate by 70% and shortens the sales cycle by 30%.
Sparklane employs sixty headcount in Paris, London, and Nantes. It invests over 20% of its turnover in R&D and has nearly 200 customers in Europe.