The Competition tab compares a company against three local peers, allowing reps to take a value-added discussion approach to customer and prospect meetings. This benchmarking can be performed as early as the first call, helping to differentiate the sales rep. Should the prospect wish to see other competitors, the representative can quickly remove one of the competitors and add a requested company to the analysis. The competitive benchmark supports three tabs: Digital Marketing, HR & Organization, and Communications.
BuzzBoard recommends that reps not go through the competitive report line-by-line, but focus on two or three categories where the vendor “has solutions.” Going line-by-line is “the digital equivalent to the PowerPoint presentation,” warns BuzzBoard Director of Community & Training Phillip Cortez.
Category Insights include local advertising intelligence from Borrell Associates. Borrell data includes industry-specific ad budgets for local markets. Local data is available for both digital advertising, non-digital advertising, and their sub-categories (e.g. General Paid Search, Targeted Display, Listings Paid Search, Newspapers, Local Broadcast TV, Radio). There is also a section on Audience Targeting Opportunities for the industry, providing fodder for sales conversations. This intelligence would also be valuable for the marketing communications team in developing blog and social content that targets top segments. Other sections include technology trends, threats and opportunities, top products and services, and “know their customers.”
The Recommendations tab provides a set of recommendations and talking points based on gaps in a firm’s digital marketing presence.
BuzzBoard is well-positioned for firms that target SMBs, particularly if they provide digital services of some form. This focus, however, makes them ill-suited for enterprise sales. The database does not offer company linkages, long business descriptions, tickers (for quickly looking up the HQ of a firm), filings, financials, etc. However, they are clear in their positioning as a B2SMB database.
BuzzBoard is headquartered in San Francisco with offices in Lyndhurst, New Jersey and Hyderabad (engineering). The firm has 85 employees with open positions in sales, customer success, engineering, and product management.
COVID-19 has “not really impacted us substantially,” said CEO Umesh Tibrewal.
Just before the pandemic hit, Canadian behavioral intent vendor LeadSift hit $1 million in revenue with a 6% per month growth rate. As the firm began to absorb the recession, CEO Tukan Das adopted a policy of radical transparency with his team, providing them with daily updates on the company’s status and letting them know they had cash in the bank to avoid layoffs.
“I would say we have navigated COVID pretty well. Fortunately, we were in a position where there’s more of a tailwind in our industry, with more data needed, and data specifically for helping other B2B companies identify their buyers.”
LeadSift CEO Tukan Das
The firm did take an initial 8% revenue hit, but it is now growing at a 5% a month, bringing their run rate above pre-pandemic levels.
“When COVID hit…a lot of companies just went into a little bit of a freeze,” said Das. “Some of our customers were B2B companies in the travel and event management space, and some of them, their whole marketing teams were fired. So they obviously had to pause any other spend.”
The end of trade shows meant the loss of some customers, but they went on the offensive and added technographics as an alternative source of technology-specific leads. LeadSift also added a full-time marketing manager and part-time social media manager, bringing their headcount to 14 (two part-time). The firm is profitable.
LeadSift also worked a deal with Halifax-based Innovacorp to deliver six months of intent data to Nova Scotian firms at no charge, with Innovacorp picking up half the foregone revenue.
LeadSift is developing a new control panel for delivering intent data and technographics to its customers. The new platform will support additional analytics and customization. The Q4 platform release will be more scalable and will provide administrators with greater control over which companies and topics are to be tracked.
LeadSift generates intent data via web scraping across company websites, blogs, job boards, social channels, SEC filings, etc. LeadSift looks for public actions such as likes, comments, job postings, executive hires, and technology implementations. It then associates these events with contacts.
The LeadSift company universe spans 40 million contacts associated with 8 million companies and domains. Contacts include emails with twenty percent also providing direct-dial phones. LeadSift contacts are GDPR compliant. The company universe focuses on English-speaking countries.
LeadSift Head of Growth Alex Field views their event intent data as complementary to other intent data sources, with LeadSift helping verify other intent signals such as visitor intelligence or third-party media site visits. LeadSift scores accounts based on persona (who is active), event type, event recency, and size of the company. These scores can be combined with other intent scores to provide greater confidence around buyer intent.
Leads are fed daily to CRMs and MAPs, including Salesforce, Pardot, HubSpot, Marketo, and Eloqua. Pricing begins at $1,000 per month for company-level intent and $1,500 per month for contact-level intent. Das is not looking for his next funding round but isn’t ruling it out. “We are going to be opportunistic. If we continue to grow at the rate we are, even during COVID, if we see an opportunity and the terms are right, we would certainly consider raising capital. But it’s not something where I’m saying, ‘We need to raise capital or we are going to run out of money.’”
European technology sales intelligence vendor Rhetorik opened a US sales hub in California. The office will be led by John South, who was named the VP North America.
“Our goal is to meet the needs of US companies seeking European data expertise,” said Rhetorik CEO Meredith Amdur. “It’s a very exciting prospect to be combining John’s experience and knowledge of the global data market with Rhetorik’s IT databases and data management services in order to achieve this.”
California is a logical location for US market entry (the firm already has a Canadian development office). Not only is a high percentage of US enterprise software and cloud companies headquartered in California, but the CCPA data privacy regulations are akin to EU GDPR requirements, making marketing departments more sensitive to data privacy and regulatory compliance.
Rhetorik recently expanded its technographics intelligence NetFinder+ service across the EMEA region with support of 17 European countries and Israel. The service provides “accuracy, completeness, and compliance across Europe,” said Amdur. Rhetorik emphasizes that contact data is collected subject to the location-level data privacy rules of each jurisdiction and subject to the “Robinson lists” of various jurisdictions (e.g. The CTPS phone opt-out list in the U.K., DNC in Ireland).
NetFinder+ includes a market analytics module that helps product management and competitive intelligence groups evaluate their market position by category and country. It can also be used to assess complementary partner market share (by installation).
Rhetorik separately offers a DataClinik hygiene and enrichment service.
South has a long history of new business development in the technographics space, having served as the VP of Sales at Datanyze (now owned by Zoominfo) and the head of Client Success and Sales at Aberdeen. He most recently was the Director of Business Development for Imperium.
South will be “responsible for driving sales, new business development, and planning strategies for the sales teams.”
Rhetorik launched NetFinder+, its expanded, multi-national platform for technology sales and marketing intelligence. The new portal provides company, contact, and technographic details for 18 EMEA countries spanning Benelux, Nordics, Iberia, France, Germany, Israel, Italy, Poland, and Switzerland. The U.K. and Ireland were already supported, with Greece in development.
CEO Meredith Amdur emphasized the value of having a local, specialist vendor that understands the nuances of European regulations and markets. “One of the challenges for these vendors is that the country called ‘Europe’ doesn’t exist. They need a partner like Rhetorik that understands the complexities of Europe, market by market, and language by language, to help them navigate and exploit a region with enormous growth potential. And they need a service like NetFinder+ that provides current, accurate, and compliant data related to individual IT buyers and influencers across the region to target better prospects, expand into new markets, fill the marketing funnel, and capture the attention of their next best customers.”
In short, said Amdur, Rhetorik offers “accuracy, completeness, and compliance across Europe.”
NetFinder+ sports a new taxonomy with a five-fold expansion in the number of technology categories spanning cloud, enterprise and vertical industry applications, system software, and middleware applications. The new Rhetorik Technology Classification (RTC) system “refreshes and structures the categorization of business technology assets, services, and products.”
Rhetorik captures up to 164 data fields per site spanning contacts, firmographics, and technographics. Contact data, which is “compliant with all relevant data privacy and security regulations,” includes name, title, email, and phone number. When screening, titles are mapped to a broad set of functions and sub-functions, allowing for prospecting by keyword, business role, or technology role.
Coverage spans 277,000 contacts, 275,000 emails, 98,000 sites, and 77,000 companies. Technographic data covers nearly 2.3 million installations.
Rhetorik emphasizes that contact data is collected subject to the location-level data privacy rules of each jurisdiction and subject to the “Robinson lists” of various jurisdictions (e.g. The CTPS phone opt-out list in the U.K., DNC in Ireland).
“As the total addressable market gets bigger – as illustrated spectacularly by Zoominfo’s IPO declarations – we’re seeing a growing demand for specialized solutions that the biggest U.S.-based players can’t distract themselves to address. A typical pain point for our customers is they need a multi-territory solution that isn’t easily addressed by “one-size-fits-all” products. A customer might want a parallel opt-in and opt-out campaign in Europe, plus data discovery in South America, plus cleansing and enriching for an outdated house list encrusted with proprietary taxonomy, and a single point of contact for all of it.”
Rhetorik CEO Meredith Amdur
The service includes a Compliance Centre that contains details on GDPR compliance processes supported by Rhetorik along with customer compliance process recommendations.
Technographic coverage details installed IT assets such as telecoms equipment, networking devices, and server and desktop hardware; software products from traditional enterprise applications; operating systems; cloud platforms; vertical industry applications; services; and consumables suppliers.
As a V1 service, there are a few limitations. The service is English only and does not yet support any CRMs or MAPs. Enterprise software connectors are in the works.
The layout follows a traditional sales intelligence user experience; however, the service is mobile adaptive.
NetFinder+ includes a market analytics module that helps product management and competitive intelligence groups evaluate their market position by category and country. It can also be used to assess complementary partner market share (by installation).
As Rhetorik has historically served the marketing department, the price is determined primarily by the volume of licensed data with “a modest increase” based upon the number of seats. Firms may license the full Rhetorik+ database or a subset segmented by technology, country, industry, etc. Full database access begins at £80,000 and includes five seats. There are no downloading limits.
The day before Thanksgiving, Zoominfo began the process of filing an IPO in accordance with Rule 135 of the Securities Act. According to the firm, “The initial public offering is expected to commence after the SEC completes its review process, subject to market and other conditions.”
Zoominfo is profitable and has a valuation in excess of $1 billion. The number of shares and offering price have yet to be determined. 2019 revenue is estimated to be around $350 million up approximately $100 million thisyear.
“The paperwork is a draft registration for a common stock offering. The confidential draft filing is a mechanism built into the 2012 Jump-Start Our Business Start-Ups, or JOBS, Act, and was designed to make the IPO process for companies with less than $1 billion in revenue easier. Companies must file information publicly 15 days prior to starting an investor roadshow or the effective date of the registration.”
Zoominfo released the Zoominfo Powered by DiscoverOrg platform in September. The new platform combines the DiscoverOrg technographics, Inside Scoops (sales triggers), editorially verified bios, and top global company profiles with the Zoominfo deep contact data with emails and direct dials. New features include WebSights visitor intelligence and FormComplete web forms.
Last week, Zoominfo released Workflows, their “first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.” I will be covering Workflows tomorrow.
Intent and technographics vendor Aberdeen announced Aberdeen Behavioral Technographics, their next-generation installed technology dataset. Aberdeen is the successor to the pioneering Ziff Davis and Harte-Hanks Access CI dataset that was developed over two decades ago.
Aberdeen notes that traditional technographics are binary, static flags at the corporate level whereas Behavioral Technographics “actively measure technology usage down to company location, number of users, and pains and priorities of the usage.”
data has been overdue for innovation,” said Aberdeen CEO Marc Osofsky.
“The reaction to our data has been amazing, companies have signed up
within days of seeing the data.”
claims that its technographics are “up to 55% more accurate than legacy install
(technographic) data” resulting in improved account prioritization, pipeline,
“Historical technographic data is actually still pretty new for most firms. And the way that it’s most commonly collected, at least in recent days, is focusing on job boards and individual websites to determine whether or not technology’s actually installed at a company. And they do this by…focusing on the job boards to see if a technology is present within the actual job description. There are a lot of fallbacks to this, and this new method gets around that way.”
Benjamin Cavicchi, Aberdeen Senior Data Analyst
Technographics are based upon technology usage and topical queries, not simply
installation. Data is captured from over 1,100 websites that host
educational content concerning technologies. This takes them beyond
traditional job board scans to include forums, tutorials, and educational
sites. 365 days of behavioral data are captured which include deployed
technology, pain points, and topics.
focus on the education of an individual about a technology because that is
clear evidence that they use it,” said Aberdeen Senior Data Analyst Benjamin
Cavicchi. “So what we’re looking at is a handful or a couple of thousand
websites that resolve to user tutorials or user forums where people ask
questions and answer them about a technology, as well as a host of other, I
would say, technology-specific blogs where experts write about it.”
idea was to focus on those pages ”that answer these very specific questions
that you would have in your daily work working with the technology.” This
is the content that shows up when technology questions are typed into Google.
example, if employees are researching topics about Excel, they are likely using
it. “The idea is that if you aggregate all of the individuals associated
with a company and you look at this historical activity on Excel, you can get a
better understanding of whether or not they use it. So other users at his
company may be googling other, more advanced things like how to write efficient
VBA code, or creating dynamic Excel dashboards,” said Cavicchi.
because they are looking at trends and technology questions, they can discern
which companies are using precursors to more advanced solutions, usage levels,
and current pain points. Behavioral Technographics are available at the
is the natural antecedent to a BI solution, a more advanced one. So if
you have a lot of people at a company that are writing VBA code, that are
trying to create these dynamic dashboards, but they don’t have any activity on
any other BI solution, it seems to me that they probably need one. We’re
finding the problems of the company, and helping companies to essentially find
Technographics is a perfect complement to Intent Data,” said Aberdeen.
“Both provide full visibility into your target market: Intent Data
identifies companies in-market to buy and Behavioral Technographics provides
technology in use insights to prioritize and target the remaining accounts not
yet showing intent.”
Technographics are patent-pending. Aberdeen describes its new
technographics as “dynamic and quantitative.”
The next step will be behavioral profiling which is common in B2C but has yet to be extended to B2B. Behavioral Profiling will look at groups of individuals to determine buyers and influencers. For example, high levels of research around python indicate the presence of a data science team.
After DiscoverOrg acquired Zoominfo in February, the firm maintained both brands and announced that a new platform which supported both services would be available this summer. At the time, the assumption was that the Zoominfo brand would be retired and the firm would move forward as DiscoverOrg. After all, DiscoverOrg was the larger of the two firms and the brand was highly associated with data quality, technographics, and rich executive profiles while Zoominfo was known for having the largest set of B2B emails and direct dials spanning companies of all sizes and positions.
commissioned research into both brands and found that Zoominfo had broader
brand awareness. The research also indicated that it would be less
expensive to increase brand equity than brand awareness. Both brands had
their strengths, but, according to Chief Growth Officer Katie Bullard, it was
easier to buy brand perception than brand awareness. Furthermore, research
indicated that the Zoominfo brand perception had improved since acquisition.
was significantly more — three times — the market awareness around the ZoomInfo
brand than the DiscoverOrg brand,” said CEO Henry Schuck. “I’ve tried to
pride myself on making the decision that is right for the business and not
necessarily easy for me or convenient for me. This was obvious.
This was the right decision for the business, and I wasn’t going to let
the nostalgia for the DiscoverOrg brand overshadow that.”
on this research, the firm decided to retain the Zoominfo brand and deploy the
DiscoverOrg brand as a “powered by” brand booster. Thus, the new platform
will be labeled Zoominfo Powered by DiscoverOrg for the next year or two.
“The new platform will be known as ZoomInfo powered by DiscoverOrg and combines the strengths and benefits of the DiscoverOrg platform with those of the ZoomInfo platform, which it acquired in February 2019. Designed to be the single source of B2B data truth for sales and marketing professionals, the new platform offers a suite of software tools coupled with unrivaled data coverage, accuracy and depth. As a result, customers gain a highly actionable 360-degree view of contacts, companies, and opportunities to target and convert. Deeply integrated into both workflows and technology stacks, ZoomInfo powered by DiscoverOrg works seamlessly with all the leading sales, marketing and CRM platforms…”
With this launch, ZoomInfo Powered by DiscoverOrg features an unparalleled combination of proprietary AI and machine learning tools, a vast contributory network, deep two-way business application integrations, and human verification from over 300 researchers. The result is the most unique [sic] and effective SaaS platform designed to empower companies to deliver more predictable and sustainable growth.”
Zoominfo Press Release (September 10, 2019)
firm’s mission is “To create a world where every company has a clear view of
their ideal customers and how to connect with them.”
new Zoominfo logo is black with a standalone Z and a rising arrow.
site is simplified from DiscoverOrg’s last design with white, gray, lavender,
and black as the primary background colors. Red and lavender are employed
for buttons and hyperlinks. Most text is black with white employed for
text in buttons and black backgrounds. The site is much less frenetic
than the last DiscoverOrg design. A splash of lavender and light use of
pastels, which are not often used in B2B websites, provide a calming effect.
new website tagline is “Your business deserves more.” The firm continues,
“ZoomInfo gives you more. We combine the leading business contact
database with best-in-class technology to pinpoint, process, and deliver the
marketing and sales intelligence you need— exactly when and how you need it, to
always hit your number.”
Annual Recurring Revenue (ARR) reached $350 million across 13,500 customers. ARR has grown significantly since the Zoominfo acquisition. According to Inc., combined 2018 revenue was $222 million. As ARR is higher than revenue when a subscription service is growing, the likely 2019 revenue is around $300 million+.
Zoominfo also has to reposition its data acquisition model. DiscoverOrg began employing web data acquisition tools last year, so that methodology was already understood by their clients. The firm also has licensed data sets in the past, however sparingly. The new website discusses four methods for data gathering: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.
block intelligence comes from Zoominfo’s community members that permit access
to signature blocks in exchange for Zoominfo access. It is the most
controversial of their methods as data is being harvested on third-parties
without their consent. While both companies are GDPR compliant,
Zoominfo’s approach was simply to add an EU contact filter. This is an
area that they will likely need to address further, particularly as US states
adopt GDPR-like regulations and Zoominfo expands its “personal contact
learning gathers technographic and firmographic intelligence from job boards,
web sites, news, and SEC filings. It is a standard data gathering method
and broadly employed across the industry.
“We use cutting edge AI/ML technologies to help GTM [go-to-market] teams stay laser-focused on the right markets and best opportunities to hit their number.”
research for gathering and verifying company and contact data has long been at
the core of DiscoverOrg’s brand and value proposition. Zoominfo continues
to maintain the DiscoverOrg editorial team of over 300 researchers. The
editorial process is the basis of their high data quality and rich biographic
and technographic intelligence. As such, it is the justification for
their premium pricing. Hopefully, the firm doesn’t make the mistake that
D&B did after acquiring Hoovers and allowing its editorial capabilities to
atrophy when a high-quality dataset (Hoover’s editorial coverage of 42,000 companies)
was mixed with a much larger universe of companies and contacts (D&B
WorldBase). Given DiscoverOrg’s long-term focus on data quality and
editorial research, it is unlikely that they would make this mistake.
Conversations I’ve had with Schuck and Bullard over the years support
third-party datasets are licensed. Content includes public company data
(long a gap of both services), M&A details (added last year), government
data sources, and social media feeds.
database has grown to 20 million company profiles with 5 million C-level
contacts, 16 million decision maker direct dials, and 20 million decision maker
emails. Globally, Zoominfo provides 66 million emails and 42 million
direct dials. They also maintain departed contact details to assist with
According to the Portland Business Journal, private equity firms TA Associates, The Carlyle Group and 22C Capital have invested at least $790 million in Zoominfo. The PBJ also noted that Zoominfo is profitable.
TechTarget is taking a soft launch approach to their new Priority Engine Express service for small software vendors and VARs with an early 2020 launch date. CEO Michael Cotoia said the firm is building a platform which is “simple, streamlined, and scalable.” Cotoia noted how smaller firms differ in sales and marketing requirements and capabilities from TechTarget’s enterprise clients:
Our smaller customers lack a lot of resources. They don’t have a marketing automation [platform] many times. They don’t have an integrated nurture campaign. They need to understand and have a very friendly user interface, and they’re also very focused on identifying and using this solution as a sales use case with their inside sales reps and even their outside sales reps. So what we’re really focused on is doing a very simple user interface, focus very much on a sales use case, and understand that we can help them build different types of lists and customized lists; for example, an ideal customer profile list, which is really going to focus on exactly their sweet spot so we can get them the right updates at the right time. They don’t have the resources; they don’t have the complexity. If they need it simple, they want it towards sales use cases, and we’re learning a lot from that.
TechTarget CEO Michael Cotoia
that TechTarget is taking a market feedback approach to Express development.
As they engage with small customers, they are pausing during the sale to
gather feedback to better understand what smaller firms are looking to do.
As they bring on early Express users, they are “tweaking, modifying,
adjusting and getting ready to go into 2020.” Cotoia called the initial
feedback in this new market “very positive.”
began building an SDR team two years ago to provide a team of appointment
setters for their outside sales reps. “We built that with a vision that
we’re going to be looking at additional products that we are going to roll
out,” said Cotoia. “We want to make sure we have the resources on the
bench” who are trained in the TechTarget methodology and ready to support new
opportunities such as Express “so they are ready to make and take action when
we see fit.”
TechTarget has raised the price for Priority Engine since it was launched a few years ago. “We believe we have pricing power,” said Cotoia. “We’ve had a couple of pricing increases year-over-year, and we believe we are in the best position to deliver real and observed purchase intent, make it very clear who’s in-market, by which technology segment, by which region and help our customers rank, prioritize and mobilize their sales and marketing efforts again, and we hope that creates some pricing leverage.”
Yesterday, I discussed TechTarget’s strong Q2. The above discussion was held in their Q2 2019 earnings announcement.
TechTarget posted a strong second quarter with revenues up 9% to $34.3 million. Growth was led by their Priority Engine technology sales intelligence service which added 38 new customers in Q2 and grew revenue by 44%.
Long-term contracts now comprise 33% of revenue.
expanded its Total Addressable Market (TAM) from 1,500 Enterprise IT vendors to
an additional 5,000 IT vendors consisting of small software companies and
regional VARs. The firm has been executing a soft rollout of Priority
Engine Express to this expanded universe.
are still in the learning stage but the early feedback is that this customer
segment is embracing the value proposition,” the firm told shareholders.
“We are increasing the number of salespeople dedicated to this product in
the near-term and remain on track for the full product roll-out in 2020.”
“We added several enhancements to Priority Engine in May including Personalized Account Rankings that reflect organic research with TechTarget and direct engagement with the customer to improve marketing and sales effectiveness. Ideal Customer Profile (ICP) creation and filtering directly within Priority Engine to efficiently find, track and convert identified best-fit customers. Enhanced Qualification Intelligence showcases the key attributes that make accounts high priority targets, including buying stage, ICP match and if there is a confirmed project. Improved Engagement Signals show you precisely when accounts visit your website, click on your banners and/or download your content. Indicators of New and Recent Activities give sales users new reasons to call and help them engage the buying team with highly tailored outreach.”
TechTarget Q2 2019 Shareholder Letter
provided Q3 revenue guidance between $33 and $34 million and annual guidance of
$133 and $134 million.
firm is celebrating its 20th anniversary this month and used the
opportunity to credit its employees. “We are incredibly grateful to our
dedicated team of employees who are smart, innovative, motivated, passionate
and hard-working. This team makes us look good and creates a win-win scenario
for customers, investors, partners and the communities where we operate. We are
especially proud of the transition that the Company has been able to make over
the past 5 years from an online media company delivering quarterly marketing
campaigns to a purchase intent data company selling annual subscriptions. We
think most people would agree that is not an easy transition to make. We are
very confident that our best days are ahead of us as we are now a leader in the
fast growing data intelligence market.”
TechTarget added Christina Van Houten to its Board. She currently serves as the Chief Strategy Officer for Mimecast Limited, a public email management company, where she is responsible for driving corporate development, product management, and market strategy. She previously held senior positions at Infor, IBM Netezza, and Oracle. Van Houten has “more than two decades of extensive, focused experience in marketing strategy with some of the world’s largest firms as well as significant corporate and business experience.” She has an MBA from the Booth School (University of Chicago) and a BA from Georgetown.
Continue to Part II on Priority Engine Express and the expansion of their target market to include small software vendors and value-added resellers.
HG Insights released its HG for Marketo integration which provides improved targeting, scoring, and messaging within the Marketo marketing automation platform. The new service helps marketers segment their audience, identify competitive opportunities, and “craft messaging that resonates with the specific pain points and challenges they are facing or determine if a company is using a complementary solution.”
intelligence can be used for both competitive targeting and building scoring
models based upon the existence of competitive or complementary technologies.
New leads are automatically enriched with technographic intelligence,
providing insights for lead nurturing and scoring. Marketo Engage contact
records are updated with the latest new technology installation insights,
providing ongoing, dynamic intelligence.
Insights Technographics integrated within Marketo Engage, marketing teams can
now understand what [sic] technologies their prospects are using and build
nurture campaigns that generate higher response rates,” blogged Marketing
Manager David Guerra. “Marketers can also use HG Insights to identify and
score contacts that are using competitive technologies, and quickly send those
leads to sales for faster conversion.”
Marketo is the easiest way to enrich contact records with accurate technology
intelligence,” said Kineon Walker, Vice President of Product and Marketing, HG
Insights. “The powerful combination of technographics from HG Insights
and Marketo Engage creates more informed communications that help businesses
beat their competition and accelerate growth.”