AnsweredAssumed Answered

Seeking Advice - Data Append Solution?

Question asked by Chris Vandermarel on Jun 21, 2016
Latest reply on Jun 22, 2016 by Colin Mann

I'm looking for advice from the Marketo Community on recommendations for Data Providers. The pain point we're having is not having enough data on net new names to adequately demographic/firmographic score them. Our BDR team would also like to have a tool that allows them to prospect into accounts, develop target account lists, and bring net new names into Marketo/SFDC that are a good fit. The following is where my search has lead me:



Seems popular with the Marketo community. SmartForms seems cool. Not strong on providing data on installed technologies (data is supplied from Datanyze). No prospecting tool for our BDR team.



Strong on scraping the web for installed technologies. Reviews mention unreliable contact level data (might have gotten better recently). No Marketo integration, but they do integrate with SFDC and we have full bidirectional sync. No ability to normalize contact data that is typed incorrectly into forms. I'm not sure we need predictive, but if we do their predictive add-on is quite pricey, starting at an additional $15K annually and there can be consulting hours required on top of that.



I like that they use social to get up to date information on where people work and the positions they hold, but they seem quite weak/undeveloped on firmographics. Missing a bunch of data points that others have that are useful to us.



Still awaiting a more complete demo from them. Thus far the pros/cons seem identical to Datanyze?


D&B (NetProspex)

Strong on appending data, keeping it clean, etc. Besides using D&B data the rest seems to be a bit of a black box. Wont disclose data sources. Missing a couple features that other have like triggered sales alerts when new tech is installed. Pricing seems to be complex with additional feature tiers needed for every feature and data point.



Okay they aren't really a data append provider, but they can do that. They use lots of data points to determine who is a good fit to sell to and why. They are very transparent and tell you why their algorithm came up with that person as a good fit. They use marketo engagement data as well as bombora intent data which seems to make them unique. They make a good case for ditching Marketo demographic scoring and using their predictive model instead.


What do you use and why? How well does it work? Any feedback on these providers?