Data vendor Clearbit officially launched Clearbit X, their new marketing and sales “growth engine.” The new service provides digital marketing and demand generation functionality with first and third-party intent data enrichment. The Clearbit X platform consolidates data from CRM systems, activity data such as web events, visitor intelligence enriched with IP and domain information, and Clearbit’s third-party business data on companies and employees (e.g., company size, industry, contact information, etc.).
“Never before has a company created a growth suite built from the ground up to be data-first and focused on B2B buyers. And what’s more, X is the only platform to natively combine both data the customer owns with our popular Clearbit data. I’m looking forward to a future where marketing data is democratized, data-enabled, and smart. Clearbit X is a big step towards this future.”
Clearbit CEO Alex MacCaw.
include Facebook and Google targeting, Slack and email alerts highlighting
active opportunities based on intent, and Clearbit’s visitor intelligence which
matches visitor activity to account intelligence via IP addresses. Visitor
intelligence assists with dynamic chat and website personalization.
is positioning X as the “center of your data universe.“ According to the
firm, “The power supply of any great growth engine is real-time access to what
we call your entire dataverse – all your user data, activity data, and
enrichment data. Clearbit X brings all of that together in one place.”
able to layer Clearbit firmographic data onto our existing data in Salesforce
is really powerful,” said Yuri Daniels, director of performance marketing at
Zenefits. “X has helped ensure that we are targeting customers in our
ideal customer profile as well as being able to exclude people already inside
of our funnel to make new leads. We can target very specific lists on
Facebook with much more efficiency and LinkedIn-level specificity.”
is focused on onboarding their first twenty-five customers and will release
more product details towards the end of the year.
6Sense rolled out enhanced Sales Intelligence features to its ABM Orchestration platform. New features help track account engagement over time, visualize anonymous intent at key accounts, and display engagement status by personas. 6Sense also added ABM Alerts and updates to its reference company dataset.
According to 6Sense, “the Sales Intelligence enhancements change the way revenue generating teams create and drive pipeline with easy-to-consume insights designed to drive sales action in coordination with marketing.”
“ABM is not a marketing-only initiative – it is crucial that account managers, sales development reps and other members of the sales team are collaborating and aligned. Sharing critical target account insights such as recent topical interest and engagement history in a sales platform that the sales team is familiar with makes it easier for revenue teams to take action.”
Matt Senatore, Service Director of Account-Based Marketing, SiriusDecisions
6Sense Sales Intelligence is based upon CRM and marketing automation data, web engagement data, and 6sense’s anonymous intent data. Intelligence is displayed across three tabs:
Buying Stage, Top Branded and Generic Keywords, and Engagement Scores over
Map: Engagement levels by job and function with associated engagement
Insights: Firmographics, Technographics, Website Visitors by location, Top
pages viewed by account
ABM Alerts deliver weekly activity profiles on key accounts to sales reps. The email alerts include a spotlighted account “that has shown a significant volumeof relevant activity, making it especially interesting or urgent to act upon.” 6Sense spotlights firms that have not been recently contacted but are showing high-levels of engagement or intent.
The alert also provides up to five accounts which are newly engaged or reengaged, five accounts with multiple people engaging, and five accounts with declining engagement. ABM alerts provide direct links to account profiles in 6Sense and Salesforce.
ABM Alert account details include a summary of the top activities associated with that account over the past week, including keyword research, and web visits.
“This update was designed as a response to sales teams’ requests to be empowered with insight to prioritize their time better, make their outreach more relevant, and shed light on what their prospects really care about at any given time,” said VP of Product Amar Doshi. “For those who subscribe to the BANT qualification approach, getting an early advantage on learning about need and timing can make all the difference in deal outcomes.”
SalesLoft is quite pleased with its previously announced LinkedIn Sales Navigator partnership. SalesLoft VP of Product Strategy Sean Kester noted that SalesLoft “worked extremely closely with their team” and that SalesLoft has the highest widget use amongst all of LinkedIn’s SNAP partners. The Sales Navigator app supports real-time news, account information, introductions, ice breakers, connections, and recommended leads. LinkedIn intelligence is delivered within SalesLoft’s Persona and Company Smart Panels.
“Our organization and thousands of others like us depend on LinkedIn daily for prospecting, insights, social selling, and the tools to build real, authentic relationships with your prospects and customers,” said SalesLoft CEO Kyle Porter. “In many ways, SalesLoft’s technology has been built to be extremely complementary with that of LinkedIn.”
SalesLoft recently launched a meeting tool which integrates with Outlook and Gmail. The new service provides calendar links to customers and prospects so they can quickly book time on the rep’s calendar. Booked meetings are visible within both SalesLoft and Salesforce. A booked meeting can trigger automation rules such as changing a cadence stage, marking as success, or moving to a cadence such as setting follow up meetings or kicking off a meeting prep cadence.
Calendar settings include default meeting length, daily meeting windows, time zone, and standard message. Users may continue to use Calendly and Chili Piper for setting meetings.
Another new feature is live website tracking which captures who visited a corporate website and which pages were visited. Initially, the functionality is cookie based, but SalesLoft will support IP tracking in the future. Sales reps can use the tracking to leverage past activity (e.g. suggesting additional resources related to past research history) or calling prospects while they are live on a corporate site.
“Live Website Tracking brings a brand new prospect readiness cue to the surface by exposing live and historical website activity to SalesLoft. When you combine the unspoken signal of website activity with the more explicit signal of email interaction and direct response, you move closer than ever to understanding what the prospect needs and where they are in their buying journey.”
SalesWings is a Swiss lead website tracking and predictive lead scoring DaaS startup with a twist – it not only includes real-time website traffic details helping to define which leads are actively reviewing company content and which pages are of interest, but it also enriches lead and company profiles. SalesWings intelligence helps frame conversations by indicating which pages were visited, the recency of the views, and the frequency of views. For example, if a sales rep knows that the Salesforce AppExchange page was viewed, she can infer that the company either has SFDC or is considering it, then share related sales materials or case studies. SalesWings can be deployed within a day by upgrading existing email marketing tools.
“Our solution helps sales reps reduce lead qualification time by providing them with social insights into the nature of the leads’ interest based on their website activity, as well as enriched information about the lead’s profile and company key data. This leads to better collaboration between marketing and sales, faster response rates, and an increase in deal closing rates.”
CEO Philip Schweizer
SalesWings users may filter lists by leads flagged as favorites, leads at risk (inactive), or hot leads (as determined by SalesWings). Users can also filter for leads with to do items. SalesWings includes a gamification element which assigns points for followed up leads.
Lead Heat is behaviorally scored and does not yet account for lead fitness based upon firmographics. However, SalesWings is planning on rolling out real-time segmentation and a custom scoring system in Q1 which includes firmographic variables.
Contact intelligence includes job title, age location, place of work, social links (e.g. LinkedIn, Facebook, XING, Quora, Twitter), email, and Skype ID (if available). Company intelligence covers URL, address, phone, employee count, year founded, LinkedIn hyperlink, and Twitter handle. Because leads are enriched by SalesWings, web forms can be kept short, helping reduce form abandonment rates. Company and contact data is licensed from a credible vendor, but the firm does not publicly disclose the name.
Currently, the full URL of page views is displayed, which slows the sales rep and makes it more difficult to determine which pages have been viewed. However, the firm is working on an improved display of page titles in place of full URLs. Demandbase, which rolled out similar reporting to its clients this week, also displays URLs instead of page titles.
To prevent users from being overwhelmed by notifications, only one alert is delivered per day for followed contacts. Interestingly, the firm suggests following leads only during the early stage of a deal. Once an opportunity is moving forward, email and site visit notifications are less valuable so can be turned off. However, if a lead is viewed as hot, notifications will be delivered even if the lead is no longer marked as a favorite.
“Think of SalesWings as a fully automated sales support assistant to get the sales timing right. We see many of our clients who don’t log in very often into SalesWings because they’re too busy doing other things,” said Schweizer. “That’s why we setup a notification engine which actually smartly distributes the notification to the right salesperson.”
SalesWings is gaining market traction with 1,000 clients at the end of 2017, a ten-fold increase over the year. 50% of their customer base is in Europe, 30% in North America, and 20% in other territories, with particular strength in Australia.
The Growth edition is priced at $99 per month and supports up to five users with web lead tracking, lead scoring, form tracking, and optional contact data enrichment. The Growth Edition also supports Gmail, Outlook, Zapier, PipeDrive, and Slack Connectors. Additional users are priced at $19 per seat per month.
The Accelerate edition adds API Access and the Salesforce connector for $149 per month for up to five users. Additional users are priced at $29 per seat.
The Enterprise edition is priced at $499 per month and includes Marketing Cloud and Eloqua integrations, premium training, and a dedicated server option. Enterprise is aimed at firms with at least 30,000 monthly site visits.
Contracts are for six or twelve months and include onboarding and support. The firm offers a 14-day free trial and 50 free credits for enriched contact data. Contact credits are purchased in bulk; Admins can purchase 50, 250, 500, 1000, 2500 or 5000 credits. The most popular bulk purchase is 1000 credits for $99 (9.9¢ per record). At 5,000 credits, the price drops to $219 (4.38¢ per record). An auto-renew option allows for automated purchasing of additional credits.
Update (December) As with all DaaS vendors, pricing evolves over time. While the described bundles are still available, the pricing has changed and SalesWings no longer posts its prices online.
“SalesWings offers flexible pricing plans based on the companies size, integration needs and feature requirements,” said Schweizer.
SalesWings targets SMBs with 10 to 100 employees in the SaaS and Technology industries, Digital Marketing Agencies, Finance, Insurance, Pharmaceutical, and Manufacturing sectors. While SalesWings can be used for high-value consumer products and services, they view their sweet spot as B2B. Typical buyers include the heads of sales and marketing, startup founders, Salesforce consultants and admins, and email marketers.
SalesWings automatically assigns leads to reps who send a tracked email. Reps can also claim them from a general pool of unassigned leads simply by clicking on the “not yet assigned” icon. For companies using the Salesforce or Pipedrive CRM integrations, lead or contact ownership is automatically synchronized. The manual assignment process seems dicey as it is based upon a first-claimed basis instead of territory definitions. A better method would be to support automated lead assignments based upon territory (industry, geographic, size) and named account definitions, a feature which is on SalesWings’ roadmap.
Leads are created when a sales rep sends a tracked email or traffic is driven to the site via marketing (for instance filling in a web form), but there are no tools for targeting prospects. Nevertheless, the tracking of web traffic and marketing messages combined with lead enrichment is a compelling combination for identifying and scoring the most sales-ready leads. These are features not generally available to SMBs.