NetLine Lead Management Platform

Buyer-level intent data vendor NetLine rolled out its Lead Management Platform, a SaaS solution for capturing B2B leads and amplifying marketing content.  The Lead Management Platform, which was initially developed for tier 1 B2B media companies, supports centralized lead capture, qualification, routing, and analytics tied to amplification campaign capabilities.

“The platform is entirely focused on helping marketers more efficiently translate their gated content experiences into more efficient outcomes,” explained NetLine’s Chief Strategy Officer David Fortino to GZ Consulting.  “If and/or when the Marketer has the need to increase lead volume beyond what their own channels can support, they can simply convert their inbound oriented campaign already built within the interface, add a budget, and tap into NetLine’s audience for on-demand scale.  No IOs, no negotiations, no phone calls.  Simple on-demand access to [the] largest B2B lead generation platform on the web.”

NetLine immediately matches visitors against its 52 million global B2B contact database (60% US) via cookies or email addresses.  In addition, lead forms are both customizable and dynamic, allowing companies to specify which information is to be captured and dynamically removing fields in its form display.

NetLine claims that over 70% of its audiences are immediately recognized so that there is zero or limited typing required.  Most users will be required to enter only five to seven fields, a significant reduction in data entry versus traditional and non-predictive forms.  And because data entry is reduced, abandonment rates are lower, generating a higher return on marketing spend.

The lead forms are content-form agnostic.  A common format can be deployed against all content, including webinars and virtual experiences, resulting in a standard data capture format for all content categories.  Forms are also customizable, supporting both basic themes and white-labeled user experiences that match corporate templates. 

Fortino emphasized that no coding is required, allowing marketers to test and roll out their solutions quickly.  “Unlike other data enrichment technologies, all of which are restricted to API deployment, we designed the product to support the needs of a nimble marketer ready, willing, and able to move without reliance of developers and/or the need to schedule a project. Our goal was to offer B2B Marketers with the ability to launch a content-centric, white-labeled, gated content experience with system-level enrichment and on-demand scale in minutes.”

When a form is submitted, NetLine auto-generates confirmation emails and shares data with enterprise software platforms, including Salesforce, HubSpot, Eloqua, Marketo, and ON24. In addition, dynamic filtering removes leads that are poor candidates from being distributed to downstream systems.  As a result, the content is fulfilled, but low-quality leads are not passed downstream.

The Lead Management Platform lets marketers amplify content to targeted audiences with an open auction CPL pricing.  Marketers “simply convert native campaign, add budget, and gain immediate access to the largest volume of content-generated B2B buyer-level data on the web, where more than 700,000 first-party leads are generated across more than 300 industries each month.”

Amplification is targeted, with ads displayed based upon geography, company size, function, and level.  Marketers may also upload company names or domains for targeted ABM campaigns.

CPL pricing begins around $4 per lead, subject to a monthly budget.

“Before today, B2B Marketers needed at least a handful of technologies to run their lead gen programs: software to capture, enrich, scrub, filter, fulfill, report within their own sites and an entirely different suite of vendors to amplify their content beyond the reach of their inbound forms,” said Fortino. “Now, B2B Marketers can do it all with one simple self-service interface. Whether they want to centralize lead capture or create a hub for qualification, routing, analytics, and companion content amplification campaigns, the platform does it all, allowing B2B Marketers to reduce their costs while simultaneously becoming more efficient in the process.”

A free version supports up to five campaigns and 100 leads per month with dynamic forms, integrations, and reporting.  The Standard version, priced at $49 per month, supports 50 campaigns, 500 leads per month, and custom colors and styles.  For enterprise marketers, the Pro edition, priced at $199 per month, supports unlimited campaigns and leads, fully customizable branding, and one custom domain with unlimited sub-domains. Both monthly and annual pricing are available, with annual pricing discounted by 20%.

Drift Announces Fastlane Webform / Chatbot Hybrid

Revenue Acceleration vendor Drift rolled out a pair of sales enablement tools to facilitate rapid qualification and lead routing: Fastlane lead forms and Sales Seat intent and engagement alerts.

Drift Fastlane transitions a webform into an immediate chat for high-scoring visitors.

Fastlane combines traditional lead forms with chatbots to create “conversational forms.”  Prospects fill out a lead form with contact information enriched, scored, and routed to the Drift chatbot for high-scoring leads.  Thus, high-scoring prospects immediately move to sales rep conversations from the website.

Low scoring leads are passed to nurture or “other automated activations.”

“As a result, sellers can focus on high-converting buyers while routing lower-priority leads to nurture campaigns or other automated activations,” wrote Drift.  “The net outcome results in more qualified sales pipeline, an efficient workflow for sales reps, and overall revenue acceleration for the organization.”

If the buyers are too busy to speak immediately, they can schedule a meeting through the chatbot. Likewise, if the rep isn’t available for chat, the bot can schedule a meeting after collecting additional prospect intelligence.

It may seem odd that a firm that is a #noforms proponent would choose to begin offering forms, but not all marketers are ready to eliminate forms. 

“For most marketers, it’s the number one source of leads that they drive for their sales team.  And if they didn’t have that, sales teams would be on the hook to create nearly all of their own pipeline – which is very inefficient.  So we realized we had to do more.  We have to support our customers in every way that they work. From the inbound motion that relies on forms to the outbound motion for customers who can’t rely on marketing alone to hit their numbers.”

CEO David Cancel

There are also scenarios where a form makes more sense than a bot.  Registering for a webinar works better as a form than a bot as it is transparent about the requisite data entry.  Likewise, enabling forms with optional bots increases their flexibility and value.


Continue to Part II which discusses Sales Seat and the importance of rapid sales responses for inbound leads.

Demandbase ABX Personalization

Demandbase, which reframed itself as an Account Based Experience platform last month, announced a pair of enhancements to its service: Site Customization and Form Enrichment.  Site Customization lets marketers display “unique site experiences for their target account” based upon more granular segmentation (e.g., firmographics, intent, website activity).

Other customization enhancements include

  • Preview links for stakeholder review before release
  • Account list targeting with personalized ads
  • Tailored landing pages based upon the stage of the buying journey

The website can be personalized based upon industry, stage, geography, company size, or other variables.  Messaging, CTAs, collateral, and creative elements can be customized based upon the visitor.

“The creative elements and the experience you want to give to your customer or prospect are up to you,” blogged Demandbase Director of Product Marketing Ruth Juni.  “One thing is for sure: Taking the time to think through the messaging from the consumer’s perspective will ensure you’re delivering the right message to the consumer at the right time.”

Marketers can also display unique web form designs with minimal field display.  Demandbase then enriches the submitted form with additional prospect details.

“ABX is rooted in an intense focus on the customer at every stage of the buying cycle, using intelligent insights to know when and how to engage, and what to say to each account,” said Jon Miller, Chief Marketing and Product Officer at Demandbase.  “Your website is one of the most important interactions a customer or prospect can have with your brand, which is why it’s critical that your website experience should be as personalized as email or other channels.  Our new features for Demandbase Personalization make it easy to deliver the right website experience and elevate the entire journey.”

According to Gartner, 98% of marketers argue that personalization enhances customer relationships. “Gartner is predicting that smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 25% by 2023,” said Demandbase Product VP Seth Myers.  “Personalization is taking center stage in business today.  This makes the case even more for our enhanced Personalization product and its industry-leading features that treat personalization as seriously as it should be treated. We’re bound and determined to keep anticipating what our customers want and need, in order to continue to elevate ABX.”

A screenshot of the Demandbase One Dashboard showing the top trending Intent keywords over 12 weeks.

SalesIntel Acquires TUDLA; Adds Marketo Enrichment

Sales Intelligence Platform vendor SalesIntel acquired Latin American technology contacts vendor TUDLA.  The acquisition provides SalesIntel with Latin American data and the TUDLA research team. The TUDLA research team, based in Tijuana, supports a research on-demand call center in English, Spanish, and Portuguese.

All TUDLA employees, including CEO Gary Gorton and contract research staff, are joining SalesIntel.

TUDLA has over sixty Fortune 500 customers that license human-verified contacts for the Latin American region.  TUDLA CEO, Gary Gorton will be assuming a strategic business development role, helping cross-sell the complementary contact databases and SalesIntel’s B2B DaaS offerings.

“This acquisition gives SalesIntel a fantastic opportunity to offer our customers high-quality B2B data and intelligence, which now includes the LATAM marketplace. We are especially pleased that Gary Gorton (CEO of TUDLA) and many members of the TUDLA team with decades of experience will join SalesIntel as we integrate TUDLA’s LATAM B2B data, customers, and research processes into the SalesIntel platform.”

SalesIntel CEO Manoj Ramnani

TUDLA covers 34 countries across Central and South America, the Caribbean, Mexico, and Puerto Rico.  The firm has one million verified Latin American contacts and another six million mined regional contacts.

SalesIntel also expanded its EMEA coverage with contacts for fourteen new countries, including France, Germany, Benelux, Italy, Ireland, Spain, New Zealand, Israel, and the UAE.  The TUDLA dataset will be available later this month in SalesIntel platforms.  The SalesIntel database has grown to over 6.5 million human-verified and over 80 million machine-processed contacts.

SalesIntel also announced that it supports Marketo data enrichment on both a batch and real-time basis.  Marketers may auto-enrich web forms and maintain contact and account records with current firmographic, biographic, and technographic intelligence.

Data enrichment may be performed as

  • Triggered webhooks that execute when new records are added to Marketo
  • Scheduled webhooks that regularly execute to prevent database decay
  • Filtered webhooks that run against a subset of records such as MQLs, event lists, and webinar registrations

SalesIntel supports dynamic forms that hide fields available from their reference database.  The auto-fill feature reduces the time spent entering data, lowering the likelihood of form abandonment, and improving the ROI of marketing campaigns.  Dynamic forms also enhance the user experience as prospects have fewer fields to enter and improve data accuracy and form completeness.

With dynamic forms, you can significantly reduce the number of fields by skipping those that could be automatically filled using third-party data,” blogged Creative Director and Marketing Coordinator, Ariana Shannon. “This smarter type of web form will allow you to capture more leads without having to sacrifice the data your sales and marketing teams require to convert them.  Leads who fill out a form will easily navigate through the form, be prompted with suggestions, and avoid the frustrations and reservations associated with filling out multiple fields.”

SalesIntel already supports lead prospecting for Marketo.

SalesIntel is on track to more than double its revenue in 2020.  Ramnani sees many opportunities for his firm as market consolidation has reduced the number of vendors.  Ramnani positions SalesIntel as a high-quality data competitor to Zoominfo.

InfoUSA Results Launched

Infogroup launched InfoUSA Results, an SMB solution for website building.  The package includes a custom website and landing page tied to online campaigns and a dedicated toll-free or local phone number.  InfoUSA Results also supports site analytics, SEO optimization, Google Ads, local listings, and display ad remarketing.  Customers can manage the site once it is built or let InfoUSA manage it.

“We designed InfoUSA Results so businesses can easily reach more customers online. We developed this product with the time-strapped business owner in mind.  Imagine, as a business owner, you have a team working on your behalf, and new customer leads come right to you.  In fact, it can be as simple as InfoUSA Results sending a text to a business owner alerting them that they have a new customer prospect who is interested in doing business with them.  That is pretty slick.”

Mark Cullinane, President of Local Marketing Solutions at Infogroup.

InfoUSA Results designs websites that are mobile-ready and search engine optimized with metadata and structured markup.  They are optimized for fast load times.  Sitemaps are submitted to Google for speedier indexation via the Google Search Console.  InfoUSA also distributes company data to hundreds of online directory listing platforms.

The service includes multi-channel lead tracking for calls, web forms, texts, and emails with analytics delivered via a dashboard.  Voice, SMS text, and email responses are reported and logged.  Calls are displayed on a geo map with length and quality.

Call management features include call recording, call whispering, and voicemail.

InfoUSA did not publish pricing but is offering a 30% discount for the next three months.

InfoUSA Results provides website design, SEO, display ad remarketing, and site analytics.

Leadspace Closes on Reachforce Acquisition

Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.
Reachforce Smartforms support thin forms that are less likely to be abandoned, enrich leads with firmographics, and allow the user to select the proper location. Data entry and enrichment is performed in real-time allowing for immediate scoring and routing decisions.

Leadspace formally closed its ReachForce acquisition on July 1st.  Coincidentally, that was the same day that Dun & Bradstreet closed on its Lattice Engines acquisition.  Thus, Forester’s top two B2B CDPs (Q2 2019 Forrester Wave), were strengthened on the same day.

According to Forrester, “Leadspace offers comprehensive data that includes a proprietary second-party data asset with numerous sources of intent data and access to third-party data sources.  It also has strong segmentation capabilities (e.g., ideal customer profile and total addressable market modeling for ABM) and can help sellers decide who to call next and what to offer.”

ReachForce adds two core products to Leadspace: The well-regarded Smartforms web form service and the SmartSuite data hygiene platform.

SmartSuite provides “a one-stop-shop for data management, cleansing, and enriching, with an easy-to-use interface which shows quickly the ‘state of the union on data within CRM and MAP systems,” blogged Leadspace CEO Doug Bewsher.

Reachforce and Leadspace share over 200 joint customers, so integrating the services and standardizing their content sets will provide direct benefits to those clients.  The firms share seven of the top ten enterprise software companies as clients.

Leadspace provides an additional set of data partners which can be combined with Reachforce data sources.  Leadspace data partners include DiscoverOrg, Dun & Bradstreet, Bombora, KickFire, and others.

“Customers will now be able to leverage all of these data sources seamlessly in real-time, through a single API and interface, offering a genuine single source of truth,” wrote Bewsher.

The Leadspace CDP supports a broad set of CRM, MAP, and digital advertising platforms including Salesforce, Marketo, Eloqua, Pardot, Microsoft Dynamics, HubSpot, and LiveRamp.  Smartforms will be an additional “activation product,” which “seamlessly and simply onboards new customers and customer intelligence into Sales and Marketing engagement platforms.”

Smartforms performs real-time data enrichment to lead records, allowing them to be properly scored and routed.  One of the long-standing benefits of Smartforms is the opportunity to shorten forms and perform real-time firmographic enrichment.  Not only is the enriched data more accurate, but form abandonment rates are significantly lower, resulting in a higher return on digital marketing campaigns.

“What’s more, combining Smartforms with existing Leadspace capabilities like reverse IP information, detailed account- and person-level data, and AI modeling, means we can offer highly-accurate site and ad personalization on both the account (ABM) and persona level.  For our customers, this means even more precise and personalized engagement and targeting, particularly those currently using our ABM solutions.  (We will be announcing more on this offering in Q3 as we integrate the Reachforce and Leadspace platforms.)”

Leadspace CEO Doug Bewsher

The merger also allows Leadspace to incorporate its proprietary AI-driven intelligence, automated scoring, and models within Reachforce products.  Leadspace is beginning to move partner platforms from systems of record or systems of engagement to systems of intelligence.  “CDPs combine vast data and data management capabilities with advanced AI to create a system of intelligence that guides Marketing and Sales to their best customers, and delivers razor-sharp insights and recommendations on how and when to effectively engage them,” said Bewsher.  “The CDP is being rapidly adopted by B2B businesses now — including many enterprise companies at the forefront of marketing and sales strategy and innovation — and it’s proving equally as effective for them.”

Outreach & Drift Make LinkedIn Top Startups

LI Top StartupsCongratulations to Outreach (#15) and Drift (#22) for making the LinkedIn Top 25 U.S. Startups list.  To be eligible for Top Startups, companies must be 7 years old or younger, have at least 50 employees, be privately held, and headquartered in the U.S.  Selection is based upon employment growth, engagement, job interest, and attraction of top talent between July 1, 2017 and June 30, 2018

Coincidentally, I just began covering Drift in my subscription newsletter.  They will be covered here in two weeks following my standard embargo.  I’ve been covering Outreach for several years.

Outreach is a sales engagement platform that helps sales reps manage their multi-channel communications with customers and prospects.  Along with templates and cadence tools, Outreach offers call recording and coaching, analytics, a partner ecosystem, and meeting management.  The firm has 285 employees and is looking to double its headcount over the next year following a $65 million funding round.  LinkedIn noted that they have 2,400 customers.

Outreach Employee Count
Seattle-based Outreach said in April that it plans to double its headcount over the next year. (Chart Source: LinkedIn)

Conversational marketing firm Drift landed a $60 million Series C round earlier this year.  The funds will be used to quadruple its office space with an expanded presence in Boston and new space in San Francisco.  As one-third of their clients are outside of the United States, they plan to open international offices later this year.

The Drift platform removes webforms and offers chatbots for conversational discovery and qualification.  “A sale doesn’t get made until a conversation happens. So, with Conversational Marketing, we created a new way of doing marketing and sales that removed the roadblocks and hurdles that can get in the way of someone talking to your business. This creates a better customer experience, makes it easier for people to buy, and ultimately creates a faster path to revenue,” said CEO David Cancel.

Drift supports email sequencing, revenue reporting, visitor id, chatbots, playbooks (templates), reporting, email reply management, and meeting scheduling.  A new Conversational Advertising capability provides conversational landing pages instead of webforms.

Drift’s goal is to be the Amazon for Business.  “Amazon revolutionized how people buy with the one-click buying experience, and that’s what we all expect online today,” said Cancel. “But when it comes to B2B, the buying process is painful. Companies force buyers to fill out forms and jump through so many hoops just to talk to them, despite the fact that most buying decisions have already been made by the time someone comes to your website. We’re on a mission to build the most customer-centric company in the world and make B2B buying as easy as buying from Amazon.”

Boston-based Drift has had rapid employee growth over the past two years (Source: LinkedIn)
Boston-based Drift has had rapid employee growth over the past two years. (Chart Source: LinkedIn)

 

ReachForce SmartSuite

ReachForce SmartSuite Process Flow
ReachForce SmartSuite Process Flow

Data hygiene vendor ReachForce released its new end-to-end data quality solution called SmartSuite which unites their SmartForms and SmartManage services into a single offering.  The SmartSuite service begins with an initial database cleanse bundled with ongoing data verification.  Sales operations can also upload their customer database for match and cleanse processing before importing the data into a CRM.  The firm notes that “providing data authenticity from the initial point of data acquisition has proven to be a priority for sales and marketing teams.”

Reachforce is positioning SmartSuite as a solution for lean marketing organizations that require “complete data to fuel their marketing programs.”  Furthermore, they stated that the pricing model is a “cost-conscious platform” with a “pricing model that scales with the size of your database and low-effort implementations.”  Beyond data hygiene, the platform offers “more robust data insights and an on-demand database builder.”

SmartSuite supports both web forms and list uploads which are immediately verified and enriched.

Other enhancements include SEC filing data for US publics and contact enrichment.

SmartSuite integrates with MS Dynamics, Marketo, HubSpot, Pardot, and Eloqua.  The solution standardizes, verifies, and dedupes company and contact records prior to matching and enriching them with over 150 attributes.  Sales and Marketing reps can also prospect for additional contacts at key accounts.

“Regardless if you’re one of the largest enterprises or a B2B startup, the burden that poor quality data places on growth remains the same,” said ReachForce CEO Dion Cornett. “We’re excited that our new innovative platform is able to address so many of the data challenges shared by our customers. Intuitive ease-of-use, extended functionality, and better data mean more successful campaigns and greater revenue.”

Data Quality in 2018

NetProspex WorkBench Value Proposition
D&B Optimizer (FKA Workbench) Value Proposition

 

As we are one month away from the new year, it is a good time to think about budgeting for data quality in 2018.

I know it isn’t glamorous, but that doesn’t mean it is unnecessary.

Data Quality software is markedly improved over the past few years.  No longer is it necessary to download and forward a file to a vendor and wait for them to process your marketing file.  Sales and Marketing Operations can now setup automated cloud cleansing that works within Marketo, Eloqua, Salesforce, Microsoft Dynamics, and other enterprise applications.  B2B vendors to consider include Dun & Bradstreet, InsideView, Zoominfo, and ReachForce.

These platforms perform both initial batch match & append and ongoing enrichment, ensuring that your sales and marketing files have both accurate and complete data.  These services also support company and contact prospecting, data health reports, suppression lists, and segmentation reporting.  A few even offer free data quality reports, deduplication, technographic enrichment, nixie files (defunct companies and departed exec files), web form support, sales intelligence services, and contact verification and standardization (e.g. address, phone, and email) for non-matched records.

As these services reside in the cloud and offer cloud connectors for the major MAPs and CRMs, the operational overhead is minimal allowing operations to focus on ABM look-a-likes, segmentation, and improved targeting instead of file management.

What’s more, data quality improvements benefit sales, marketing, and downstream systems.  A record cleansed and verified as it is created costs much less than a bad record passed down to other enterprise platforms.  Beyond direct cost reduction (storing bad data, marketing to departed execs, sales calls to abandoned voicemails, reduced time keying and updating records manually), there are improvements to segmentation, targeting, lead scoring, lead routing, and messaging.

So budget for data quality in 2018.  It isn’t glamorous, but it is effective.

The ReachForce Contact Enrichment Summary Report.
The ReachForce Contact Enrichment Summary Report.

DueDil: Interactive Lists, Ownership Selects, Webforms, & Compliance Checks

DueDil Interactive List Segmentation Analysis
DueDil Interactive List Segmentation Analysis

European company research firm DueDil rolled out a set of enhancements spanning list building, list analytics, compliance validation, and their API. DueDil’s products are used for sales intelligence, company research, and onboarding Know Your Client (KYC) / Anti-Money Laundering (AML) compliance checks.

DueDil added four Ownership search filters to assist with targeting firms with concentrated shareholdings “ripe for takeover.”  The new screens include Total Shareholding Count, Individuals Count, Companies Count, and Shareholder Name.

The firm rolled out interactive lists that build upon their list capabilities.  “Interactive List Reports offer a unique way of mapping whitespace and identifying new prospects, based on high-performing segments identified in a List Report,” said Product Marketing Manager Sam Hockley.  “By accessing a customer list in Report view, common traits and trends are visualised, and the characteristics of quality customers can be easily identified.”

Users can now view any List Report segment in Advanced Search, surfacing the companies and related criteria.  Users can drill down on segments to research anomalies or focus on size brackets within the list. The functionality can also be used to display similar companies while suppressing the original list, providing a tool for expanding the pool of ABM candidates.

Both the browser and API now support compliance checks including Politically Exposed Persons (PEPs), sanctions, fraud warnings, and adverse media.  These checks are part of standard KYC / AML onboarding steps.  The Adverse Media Check includes Gazette Status (receivership, shuttering a business) and County Court Judgments.  Politically Exposed Persons lists identify government officials and close family members to flag funds which could be related to bribes, kickbacks, and money laundering.  Sanctions lists flag individuals associated with terrorism, trafficking, and money laundering.

“Conducting these checks with DueDil allows businesses to identify any and all linkages of corporate ownership and associated individuals. As a result, when a check is run against a specific entity, that check can be extended to all of these related parties, returning any flags or sanctions across the entire group. Advanced datasets reveal the ultimate beneficial owner of a business and enable checks for PEPs and any sanctions levied against a business,” said Hockley.

DueDil performs KYC/AML checks against both businesses and individuals.  People checks are performed in conjunction with Callcredit.

DueDil also recently launched API support for webform auto-population and enrichment.