10 Reasons Why Working For NetProspex is Wicked Awesome!!

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As we hire our 100th employee at NetProspex, we thought it would be a great idea to sit back and think of few reasons of why it is so awesome to work at a company like NetProspex. With all the cool and innovative tech companies that are in the Boston area, you may be thinking to yourself “What sets NetProspex apart from the rest?” Simple answer. Our culture. So feel free to peruse over our reasons and you will start to understand why working at NetProspex is WICKED AWESOME.

PS… did we mention we are hiring? Check out our current openings here: http://www.netprospex.com/Company/JobOpenings.aspx

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The Future of Marketing: Return on Relationship

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NetProspex was featured today in a post from Silverpop written by Todd McCormick.

— Excerpt —

Your marketing efforts are only as good as your data, which is why NetProspex used its own data management services to normalize and standardize data fields and append additional insights into its Silverpop database. Take a page from the NetProspex playbook and spend some time identifying and removing bad data, combining duplicates and deleting records that belong to competitors… Also, look for gaps in your data that third-party experts might help fill, and consider whether looking for outside help to append this information could help you deliver more relevant content.

View the full article live on the Silverpop Blog

Vertical Marketing Gains Momentum But Requires a Learning Curve

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Check out this great article from Demand Gen Report by Kim Zimmerman. NetProspex own Tamara Graves was featured, here’s what she had to say about content development.

“Being able to fill in that information is crucial if marketers are going to serve up relevant content,” said Tamara Graves, Senior Director of Demand Generation for NetProspex. “While a B2B marketer may only ask for an email to download a white paper, that email can provide information on the prospect’s company and industry. Being able to send a powerful, personalized and relevant message is a crucial component of successful vertical industry marketing.”

See the Full Article below, or click here to see it live!

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Vertical-based marketing offers a huge opportunity for growth, but it requires a deep understanding of a particular business segment that goes beyond simply adding a few “insider” phrases to generic content. With careful positioning around a benefit statement for a specific market or even accounts within a market, businesses can drive profitable long-term engagements within a vertical, experts told Demand Gen Report.

“The most common mistake marketers make in terms of vertical industry marketing is thinking that adding a few buzzwords and niche terms to their marketing collateral is enough to appeal to their desired vertical,” said Justin Gray, CEO of LeadMD. “The reality is that marketers must demonstrate a certain level of expertise in that industry — which means committing to a learning curve in which they understand the end user’s challenges and pain points.”

Jason Rushforth, VP of Industry Solutions for Oracle Eloqua, said that vertical marketing has always existed; however, the tools and platforms to support unique needs has failed to meet the expectations in certain industries. “Over the past three years what has changed and come to the forefront in the implicit needs of marketers in the space. They are using solutions that align with their core business needs and challenges which differs from industry to industry.”

 Start By Building A Buyer Persona

Gray said developing a buyer persona by interviewing key individuals within the space you want to penetrate is essential to successful vertical industry marketing. “Most successful businesses start with some insight into a space or problem that is somewhat proprietary in knowledge.”

Marketing automation is a critical component of a successful vertical-oriented marketing approach, according Gray. “For a horizontal market, a company might put out a more overarching campaign that sells brand strength and wide-reaching benefits,” he said. “But to get a toehold in a vertical market, businesses will need to establish that they have the specialized knowledge and expertise necessary to be a desirable solution. This is where marketing automation can really help — through nurture campaigns that deliver carefully targeted messages and high-value content.”

To market solutions that address particular industry challenges, marketers can use customized, relevant emails and landing pages, as well as industry-specific incentives, Gray explained. “Furthermore, the metrics possible with marketing automation can help marketers specialize and refine their messaging even more, establishing themselves as educated and knowledgeable resources.”

Gray said B2B marketers targeting a particular vertical should refer to industry-relevant outlets for their messaging. “Instead of adopting a wide dissemination strategy, zero in on media channels specific to each vertical, such as online forums, tradeshows, publications or email newsletters. This all starts and ends with the buyer and their needs — and buyer personas show their immense value.”

Ellen Valentine, Product Evangelist for Silverpop, said that many of the same principles apply, whether you’re trying to reach a niche audience or a broader customer base. “Everyone has the same challenges of finding new leads and nurturing prospects through the pipeline. Those who are successful are able to identify what is different about a buyer’s journey in one industry compared to another.”

While many of the same strategies from horizontal marketing efforts can be applied to vertical industry marketing campaigns, it is important to understand how B2B buyers in the specific industry being targeted approach their jobs, according to observers. In highly-regulated areas such as insurance, health care and manufacturing, educating potential buyers about changes in their industry offers an opening to gain their trust and position your company as a valuable resource.

“Marketing to manage and cultivate long-term relationships is about delivering the right message to the right person at the right time,” said Rushforth. “This message sounds similar to traditional marketing automation for lead lifecycle management. However, where it’s different is that instead of passing leads, you are typically building a profile to continue building the relationship with the individual.”

Develop Content Around Industry Issues

White papers, webinars and other targeted pieces of content enable organizations to communicate an understanding of the needs of a vertical industry, allowing them to establish their positioning as thought leaders and trusted sources, said Atri Chatterjee, CMO of Act-On. “It starts with an understanding of the buyer’s journey for that particular industry and immersing yourself in the issues that are important to them. Then you build content and a curriculum around those issues. It is about educating them and getting seen as an expert in the field.”

Chatterjee noted that marketing automation vendors are designing their systems to make vertical-industry marketing more manageable. “It is about giving marketers flexibility to adapt to the different work flows and nuances of a particular vertical. For example, marketing automation vendors can provide marketers with templates that make sense and appeal to various markets, as well as the flexibility to build their own.”

Marketers in more complex industries require their vendors to not only understand their business but to also reflect this knowledge inside the application, Rushforth noted. “As it pertains to marketing automation it’s crucial that vendors not only understand the downward pressure as it pertains to regulation and governance, but acknowledges what use cases are applicable to their industry. Best practices or campaign management needs to reflect who their target audience is and what the desired outcomes of the program will achieve.”

As many B2B buyers look to delay their interaction with the sales staff until they are further along in the buying process, presenting content that is relevant to a specific industry will become even more challenging, experts noted.

“Being able to fill in that information is crucial if marketers are going to serve up relevant content,” said Tamara Graves, Senior Director of Demand Generation for NetProspex. “While a B2B marketer may only ask for an email to download a white paper, that email can provide information on the prospect’s company and industry. Being able to send a powerful, personalized and relevant message is a crucial component of successful vertical industry marketing.”

NetProspex Unveils Top “Summer Jobs” For Grown Ups

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NetProspex Unveils Top “Summer Jobs” for Grown Ups

Sailing Master, Cruise Line Coordinator and Vice President of Gaming Among Titles in the Industry’s Most Robust B2B Contact Database

Waltham, Mass. – July 17, 2013 – For many Americans, the warmer weather and school vacation season conjure up memories of reapplying sunscreen while lifeguarding or sneaking samples during shifts at a local ice cream shop. But according to research released today from a leading provider of B2B sales and marketing data services, NetProspex, the fun of a summer job does not necessarily end when taking on a more permanent and professional role.

NetProspex analyzed its database of more than 40 million B2B contact records and found the “summer jobs” adults may wish they were lucky enough to hold year round:

  1. Assistant Director of Food and Beverage, Grove Park Inn in Asheville, NC
  2. Import and Craft Beer Manager, Louis Glunz Beer, Inc. in Lincolnwood, IL
  3. Director, Waterfront Activities and Sailing Master, Merchant Marine Academy in Kingsport, NY      
  4. Floral Designer, Scottsdale Resort & Conference Center in Scottsdale, AZ              
  5. Director of Golf, NBC Sports in Las Vegas, NV       
  6. Executive Spa Director, Grove Park Inn in Asheville, NC
  7. VP of Gaming Operations, Turning Stone Casino Resort in Verona, NY
  8. Tasting Director, Wine Enthusiast in Mount Kisco, NY
  9. Master Cruise Line Coordinator, Vacations To Go in Houston, TX

“The best campaigns are the ones with the most relevant message for their audience. With the depth and breadth of our database, marketers can create a micro targeted campaign, for instance, promoting the most energy efficient golf carts to all the ‘Director of Golf Operations’ titles in western United States,” said NetProspex CEO Michael Bird. “Targeting and segmentation is key to a marketer’s success, although it isn’t always the sexiest task. With this list, we want to show that managing titles and other database information can also be a lot of fun.”

The robust verification processes in NetProspex’s B2B marketing data services suite enable advanced segmentation capabilities that open a whole new world where a marketing message can be highly targeted, and thus more relevant to buyers. With complete and accurate records, B2B marketers and sales teams can deliver the right message to the right person at the right time—even when those people do not hold traditional job titles.

To view the NetProspex Summer Jobs Titles Infographic, please visit: http://www.netprospex.com/Portals/0/NetProspex_Summer_Job_Titles_2013.pdf

About NetProspex

NetProspex is the smarter B2B data partner, helping marketing and sales organizations optimize their revenue impact by lowering the barriers to database management. Thousands of B2B organizations rely on NetProspex to acquire targeted prospects to fuel high-performing marketing campaigns and create sales pipeline. At the core of NetProspex is an innovative crowd-sourced database, cleansed with proprietary CleneStepTM verification technology. The company’s free Data HealthScan offers insights about database accuracy and relevance, while CleneProspex ensures valid contact information. Marketers can enhance data with demographic and firmographic information, including specific technologies used at target accounts. For more information visit www.netprospex.com.

Contacts

Agency Contact:
Version 2.0 Communications
Katelyn Holbrook, 617-426-2222
kholbrook@v2comms.com
or
NetProspex Contact:
Michael Powers, 781-570-8049
Events and Buzz Coordinator
mpowers@netprospex.com

NetProspex Revamps Prospecting Tool To Help Sales Teams Quickly Find Decision Makers

DemandGen_Report

NetProspex recently upgraded SalesProspex tool is featured in this article from Demand Gen Report written by Kim Zimmerman.

“Sales people often spend time on LinkedIn and company web sites to determine if a lead is a good fit,” McCarthy said. “Then, if it is a good lead, they have to come back to the SalesProspex screen. But now, all of that information is consolidated in one place.” He noted that since sales professionals spend nearly 80% of their day on non-revenue-generating activities, the latest version of SalesProspex gives them the opportunity to spend their time more efficiently.

Full article is included below, or you can click here to see it live

–Full Article–

NetProspex Revamps Prospecting Tool To Help Sales Teams Quickly Find Decision Makers

NetProspex upgraded its sales prospecting solution SalesProspex to simplify the process for B2B sales teams seeking to identify key contacts at companies.

“With this latest version of SalesProspex, B2B sales teams now have a wealth of information available about the company and the individuals they are calling on — all from one screen,” Bruce McCarthy, VP of Product at NetProspex, told Demand Gen Report. He added that SalesProspex enables sales teams to pinpoint decision makers at target accounts using information such as job title, company size and location for complementary or competitive sales prospecting.

Sales teams can search nearly 3,000 selectable technologies across almost 100 categories to narrow their focus on companies and individuals that are most likely to be interested in offerings, McCarthy explained.

“Sales people often spend time on LinkedIn and company web sites to determine if a lead is a good fit,” McCarthy said. “Then, if it is a good lead, they have to come back to the SalesProspex screen. But now, all of that information is consolidated in one place.” He noted that since sales professionals spend nearly 80% of their day on non-revenue-generating activities, the latest version of SalesProspex gives them the opportunity to spend their time more efficiently.

SalesProspex uses hundreds of millions of public and proprietary data sets to ensure accuracy and coverage for existing installed technology, and then validates them by phone, McCarthy noted. The tool then pairs this information with verified business contacts from the NetProspex database, offering salespeople direct access to hundreds of thousands of companies and millions of potential B2B influencers and buyers.

NetProspex Launches SalesProspex – Big Data Prospecting Tool for B2B Sales Teams

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WALTHAM, Mass.-Today from the Sales 2.0 Conference, the premier event for B2B sales, marketing and operation leaders, NetProspex, one of the leading providers of B2B contact data services, announced an entirely new version of SalesProspex, its flagship sales prospecting solution. This tool allows B2B sales teams to identify key contacts at companies using nearly 3,000 selectable technologies across close to 100 categories with 90 percent accuracy.

“Arming our sales team with access to prospects based on the technology used at target accounts is a key competitive advantage for Confio”

42 percent of sales teams feel that they do not have the right information before making a sales call, according to CSO Insights. This creates an enormous opportunity to gain a competitive advantage with information about what technologies are used at target companies, down to the specific model or version. Additionally, as sales professionals spend nearly 80 percent of their day on non-revenue-generating activities, SalesProspex gives them the opportunity to spend their time more efficiently. SalesProspex allows sales teams to pinpoint decision makers and champions at target accounts using information such as job title, company size and location for complementary or competitive sales prospecting.

SalesProspex harnesses the power of Big Data compiled from hundreds of millions of public and proprietary data sets to achieve an unprecedented level of accuracy and coverage for existing installed technology, which is validated by phone. The tool then pairs this information with verified business contacts from the NetProspex database, offering salespeople direct access to hundreds of thousands of companies and millions of potential B2B influencers and buyers. This contact data is then verified by NetProspex’s proprietary CleneStepTM contact verification process.

“Arming our sales team with access to prospects based on the technology used at target accounts is a key competitive advantage for Confio,” said Alisa Goldschmidt, Sr. Marketing Programs Manager at Confio. “We chose to partner with NetProspex for the easy-to-use prospecting resource, highly customized targeting criteria and accuracy of the contact information within.”

“There’s gold in the deluge of information available about prospects today,” said Michael Bird, CEO of NetProspex. “Every salesperson at every company struggles with prospecting – and for good reason, it’s really hard work. NetProspex designed SalesProspex from the ground up to make it easy for sales professionals to find key decision makers at target organizations, and then put those contacts into context by leveraging Big Data in a way that highlights the technology deployed in each of their target companies.”

B2B organizations can learn more about SalesProspex here: http://www.netprospex.com/Products/SalesProspex.aspx

About NetProspex

NetProspex is the smarter B2B data partner, helping marketing and sales organizations optimize their revenue impact by lowering the barriers to database management. Thousands of B2B organizations rely on NetProspex to acquire targeted prospects to fuel high-performing marketing campaigns and create sales pipeline. At the core of NetProspex is an innovative crowd-sourced database, cleansed with proprietary CleneStepTM verification technology. The company’s free Data HealthScan offers insights about database accuracy and relevance, while CleneProspex ensures valid contact information. Marketers and sales professionals can enhance data with demographic and firmographic information, including specific technologies used at target accounts. For more information visitwww.netprospex.com.

Contacts

Agency:
Version 2.0 Communications
Katelyn Holbrook, 617-426-2222
kholbrook@v2comms.com
or
NetProspex:
Michael Powers,781-570-8049
Events/Buzz Coordinator
mpowers@netprospex.com

The 10 Most Common Reasons Why Leads Don’t Convert

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NetProspex CEO, Michael Bird, was quoted in this weeks post by DM Confidential, “The 10 Most Common Reasons Why Leads Dont Convert”.

–EXCERPT–

Generating tons of leads is well and good, but it doesn’t mean much if they don’t convert. If companies want to earn their coffee, they have to convert their leads to sales, and that requires a comprehensive perspective, a well-informed strategy and proper training, among other things. That’s no small order, which is why there are plenty of ways leads can fall by the wayside and never become the conversions they could have been.

Discord between marketing and sales
The most common reason why leads don’t convert is that they were never really leads or opportunities to begin with, and they were prematurely passed from marketing to sales. “When leads are not converting, it usually means there is a disconnect between the marketing and sales teams as to what the true definition is of a marketing-qualified lead,” says Michael Bird, CEO of NetProspex.

Check out the other 9 reasons here!

 

 

 

Data: The Enemy of Tomorrow’s Sales, Marketing Machines?

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NetProspex’s CEO Michael Bird was featured in WIRED Innovation Insights blog on June 24th, 2013 with his take on the Salesforce.com acquisition of ExactTarget.

-EXCERPT-

“The true solution to solving these data challenges is the need for a comprehensive data management platform which can gather and maintain data in real-time. This platform must operate cohesively within – and across – automated campaigns, lead scoring, and behavioral marketing. Although an end-to-end marketing data platform solution has yet to be launched, these are exciting times for data providers to fix the problems brought on by increasingly complex lead generation processes. Offerings in the marketplace will soon emerge thanks to the increased availability of crowdsourcing data providers, cloud-based verification capabilities, big data analytics and advances in API technology.”

Read the Original article here.

-FULL ARTICLE-

Data:The Enemy of Tomorrow’s Sales, Marketing Machines?

Industry acquisitions happen for a reason – they usually address specific needs a company has that can be provided by the acquired party’s services and offerings. As such, we are currently seeing massive consolidation taking place with the advancement and availability of sales and marketing technologies. Recently, Salesforce.com bought out ExactTarget (coming on the heels of Oracle’s acquisition of Eloqua) to make its CRM toolkit more robust with a marketing platform for email, SMS, and social campaign management.

Yet, the “dirty little secret” at the core of every high-impact technology within marketing and sales force automation is a four letter word that every business is struggling to manage: data. It is becoming absolutely daunting for businesses to manage the massive amount of customer and prospect information in one cohesive and closed loop. The problem is comprised of two parts: the scale and the nature of data. Information continuously flows in from multiple sources including live events, social campaigns, inbound forms, behavioral tracking or third-party acquisitions. Hundreds of thousands, often millions, of records flow at the center of sales and marketing automation tools, each data point triggering workflows and business decisions.

Simply managing the amount of information is a challenging task, but the nature of lead and customer data is decay, and data quality is the largest threat to the promise of sales and marketing automation technologies. Incomplete records are all too common, and sources can be hard to trust (88 percent of buyers use false information when completing a registration form, according to Janrain.) Furthermore, with 48 million people changing jobs in the United States in 2011, and data errors costing businesses more than $600 billion annually, no business is immune to the disease of bad data. Despite high-profile acquisitions across this ecosystem, no one company – including Salesforce and Oracle – has the proven capabilities to track, assess, fix, or maintain data consistently across all campaigns and touchpoints.

What needs to take place for businesses, and unfortunately has not yet been addressed by these mergers and acquisitions, is the creation of an end-to-end data management platform that is both scalable and can operate in real-time. However, the issues preventing the availability of such a data platform are twofold:

  • The vendors don’t have the ability to try and amass enough data fast enough or build a verification engine that works from within to solve this problem
  • Data solution providers aren’t in the position to deliver on a full suite of data management tools – yet. They are, however, in development since all data companies have to evolve if they want to compete in tomorrow’s landscape

The behemoths can continue to acquire other companies in order to scale their capabilities and build the dream of tomorrow’s lead generation machine. But the more complex their tools become, the larger the data management problem becomes for the customer. Each day, marketers are continuing to collect more information about their customers and prospects. How this data flows between multiple sends and behaviors to become a marketing qualified lead, receive automated messaging or move to sales automation by matching up to an existing record in the CRM system, is a true puzzle.

Efforts like de-duplication and normalization are just half the battle. Companies are still faced with the challenge of making sure all data fields continue to be updated in real-time so that when a change in a company or contact profile occurs, that information is automatically updated across all platforms instantaneously.

The true solution to solving these data challenges is the need for a comprehensive data management platform which can gather and maintain data in real-time. This platform must operate cohesively within – and across – automated campaigns, lead scoring, and behavioral marketing. Although an end-to-end marketing data platform solution has yet to be launched, these are exciting times for data providers to fix the problems brought on by increasingly complex lead generation processes. Offerings in the marketplace will soon emerge thanks to the increased availability of crowdsourcing data providers, cloud-based verification capabilities, big data analytics and advances in API technology.

Today, there may be plenty of data acquisition partners, but the true partner to tomorrow’s marketing machines will be a single, coveted data platform who can address and solve the daunting challenges surrounding quality data management.

As CEO of NetProspex, Michael Bird is responsible for driving both vision and growth for the company.

Read more: http://insights.wired.com/profiles/blogs/data-the-enemy-of-tomorrow-s-sales-and-marketing-machines#ixzz2XErJImuk

 

Data at the Core : A Take on the Acquisition of ExactTarget by Salesforce

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Read the original article on the Business 2 Community website

– FULL ARTICLE –

It seems that the other shoe has dropped following Oracle’s acquisition of Eloqua with the recent news about Salesforce.com (SFDC) scooping up ExactTarget. With their purchase, SFDC adds to their toolkit a marketing platform for email, SMS, and social campaign management. This move further condenses the marketplace, and has all of the players in the industry excited for what is next.

As a demand generation professional deeply connected to the ecosystem of marketing technology, I’ve worked with many B2B companies who leverage at least one of these solutions, or a myriad of other providers. What is clear in the work I do with these companies is that the success of these technologies remains contingent upon one factor: data coming together cohesively.  Creating automated campaigns and maintaining the data within them continues to be an uphill battle for marketers. Data comes into a MAP from multiple sources including live events, social campaigns, inbound forms, telemarketing programs or list buys. But how this data flows between multiple sends and behaviors to become an MQL, move to sales automation, and match up to an existing record in the CRM system is a true puzzle.

Frankly, for these systems to truly live up to their promise, a marketing operations pro (if companies are fortunate enough to have one on staff) has to understand the nuances of data and be prepared to address some challenging questions. For example, what happens when the company name is not the same in both systems? What are the matching rules? What if the first name is different? When do you allow the lead source to be updated or changed after it’s initially set? How does the lead routing work? What if you’re missing information to properly score the lead? What if the contact’s state is at a site location? Should routing be based on the company’s headquarter state?

Clearly, data is not the sexy side of these tools, as it is something you rarely see discussed in the onslaught of whitepapers, blog posts, infographics, and videos explaining the benefits of closed-loop marketing and sales alignment, automated campaigns, lead scoring, and behavioral marketing. To give credit where credit is due, Eloqua is a great champion of the importance of data quality in marketing programs, recently sharing a new video claiming, “Data Quality is the New Black.” They also published research showing that companies that employ consistent data quality see 4X the number of revenue and 7X the number of leads. Managing company, person, and contact data is the “dirty little secret” at the core of all these high-impact marketing technologies in our ecosystem, as it can be absolutely daunting.

One benefit from the SFDC/ExactTarget acquisition for data-driven marketers is the direction it suggests we are headed in. Imagine a world where your marketing platform is truly one with your CRM or sales automation system. Ideally, by combining the systems, the friction caused by data chaos is lessened. It only makes sense that the market would embrace a simpler solution, one that makes data management cohesive, but only time will tell if this dream will become a reality.
By Tamara Graves, Published June 13, 2013

New Report: Data Quality is Key in Engaging Consumers in the Digital Age

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A new report from Experian QAS, found that while organizations are looking to engage customers across multiple industries, most lack the data quality necessary to successfully perform daily operations or make decisions. The report found that inaccurate data is a serious problem for a majority of companies.

“To operate effectively across channels, organizations need to have accurate customer data,” said Thomas Schutz, senior vice president, general manager of Experian QAS. “Unfortunately, poor data quality is widespread, meaning that companies are acting on misinformation and hurting daily operations. To keep up with tech-savvy, fast-moving consumers, organizations have to improve the quality of their information to gain the intelligence required in today’s competitive omnichannel environment.”

Some highlights that we found particularly interesting include:

  • 62 percent of respondents are planning to invest in data quality initiatives in the next 12 months
  • 89 percent of organizations believe their customer and prospect data might be inaccurate in some way
  • On average, respondents thought 25 percent of their data might be wrong
  • Large organizations with over $250 million in annual revenue are more likely to invest in data quality over the next 12 months when compared to their smaller counterparts

 

Download the full report here.