NetProspex Launches TechProspex Contact Targeting Solution for Technology Marketers


New service provides data on prospects’ technology environments with 90 percent accuracy

Waltham, Mass. – September 12, 2012 NetProspex, the leading provider of B2B contact data services, today announced the launch of TechProspex, a premium technology intelligence service. This new solution allows B2B technology marketers to find contacts at companies using more than 1,200 selectable technologies with 90 percent accuracy.

As 67% of marketers only segment by geography, industry, and title1, there is an enormous opportunity to gain a competitive advantage with precise targeting criteria based on what technologies are used at target companies, down to the specific model or version. The TechProspex service allows marketers to build lists of contacts at companies using complimentary technology or that of the competition. Customers can also append technology insights to accounts in their current database.


While other technology install data relies on surveys and statistical modeling to estimate what platforms a prospect might be using, TechProspex harnesses the power of Big Data compiled from hundreds of millions of public and proprietary datasets to achieve an unprecedented level of accuracy and coverage for existing installed technology, validated by phone. Only TechProspex can pair this information with the NetProspex database, offering marketers 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.

“Not only is NetProspex’s data high-quality, but it allows our team to drill down to a level of detail on technology use that helps improve our program results,” said Charlene Williams, Director of Marketing at Netuitive.

“TechProspex enables marketers to craft a message highly relevant to specific technology environments, increasingcampaign conversion and meeting lead generation goals,” said Gary Halliwell, CEO of NetProspex. “This is possible through a new level of access to the installed platforms that their prospects are using, coupled with industry-leading clean contact data from NetProspex’s contact database.”

Marketers that are targeting enterprises for high-consideration technology purchases know that, on average, no one decision maker has more than 30 percent of the total power through the purchase process2. Reaching multiple contacts per account is vital to the success of a campaign. The TechProspex solution provides a wide range of job functions and levels within companies, so customers are able to reach all appropriate influencers. Traditional providers are limited in coverage per company.

Technology marketers can request counts for specific technologies, and learn more about TechProspex here.

1 B2B Magazine Survey, 2012

2 Forrester Tech Marketing Navigator

About NetProspex

NetProspex drives customer acquisition by partnering with B2B marketers to deliver targeted prospect lists, data cleansing, and profiling analytics that help to uncover data insight and optimize lead generation results. Voted Best Lead Generation Solution by the SIIA, NetProspex maintains a deep database of millions of crowd-sourced business contacts verified by CleneStep™ technology. Thousands of B2B organizations rely on NetProspex to acquire and maintain clean, accurate prospect information to fuel high-performing marketing campaigns. More information at or on Twitter @NetProspex.


7 Steps to Exceed your B2B Pipeline Goals this Quarter

Man Running Reaching Finish Line

With the US athletes exceeding their goals in London right now, we thought we should keep the winning momentum going with a post originally written for Business2Community by NetProspex VP of Marketing, Maribeth Ross.

 1. Assess the quality situation – Your marketing database of prospects and contact records is at the core of your future pipeline. How accurate is the contact and company information in this database? In 2011, 37% of the workforce changed jobs according to the Bureau of Labor Statistics. NetProspex research shows that an individual contact records degrades in quality at the rate of 2% each month. Is poor data mucking up your marketing and preventing your pipeline from growing to its full potential?

2. Assess the targeting situation – Ensure that you have crossed the “T” in targeting. To ensure you have all the right targets in your database, look at historical purchase data. Identify as much as you can about the target buyer and other influencers that were involved in the buying process. This is a great time to append missing contact info (phone/address) and demographic/firmographic info (industry/title) or append installed technology data. In addition, take note of the length of the buying cycle. It will tell you a lot about what you need to do today to hit future goals.

Once you’ve confirmed your target buyers and influencers, you’ll need to evaluate your prospect databases to confirm that it has these buyers, both the primary targets and influencers. The shortest path to a sale is to involve all the influencers from the beginning to get them aligned and marketing can play a key early role in doing this.

3. Play the volume game – To really understand the volume of marketing activity you’ll need to hit your target for the quarter, run numbers through a marketing waterfall or marketing funnel. (Try this handy demand-gen funnel calculator: Using conversions at all stages (either your own or published averages), you’ll be able to predict how much activity you’ll need to generate in order to hit revenue numbers. Sometimes, marketers will find that their prospect database does not support the amount of volume they need to generate. This is a great exercise to help identify the need to augment the database with new, targeted contact data.

4. Line up your messaging – Double check your messaging. Is it truly matched to your buyer persona’s pains and needs? Does it clearly show how your solution can alleviate their challenges? In order to resonate with buyers, your content needs to address the challenges they are currently facing in their business.

It should be clear that you understand their challenges and have experience solving challenges for others in similar situations. Ideally, your audience will understand th

at your solution is in a unique position to help them meet the challenges based on a combination of your understanding of their issues, your experience with others, and your ability to sell the way they want to buy. Finally, ensure your message is carried throughout the entire buyers journey, from the marketing website to call scripts

5. Qualify your leads – are all of your marketing leads being qualified? Fully qualifying your marketing leads into sales ready opportunities via teleprospecting can dramatically improve the amount of leads that end up in your sales pipeline.

More often than not, many marketing leads are never followed up on (as much as 80% in some cases), as sales folks who are also responsible for closing business do not have the cycles to fully qualify and convert marketing leads. However marketing leads that are fully qualified into sales ready leads are followed up upon, particularly if sales and marketing sit to agree on what constitutes a fully qualified sales ready lead.

With tougher economic conditions, sales teams are under more pressure, have bigger quotas/territories, smaller average deal sizes, and even less time, so it really does not make sense to provide them with any leads that are not fully qualified sales ready opportunities.

6. Get Feedback – Close the loop on all the leads and opportunities passed – how else will you be able to truly assess the level of success of your marketing programs? Set up a process to close the loop on all the leads and opportunities passed to the sales team, as getting their feedback is essential to ensuring success. This feedback will allow you to optimize the process, ensure all the leads are being followed-up (or added to a nurture campaign if appropriate), and will provide you with a complete data set to measure your results.

7. Measure and Analyze – measure the effectiveness of your campaigns in real-time, and adjust to ensure you are meeting your goals. With the tools available today there is no excuse for not being nimble and adapting in real-time. This analysis will not only allow you to more effectively meet your goals, but it will enable you to plan and scale for growth.

This article was written in partnership with AG Salesworks – a B2B teleprospecting and marketing services firm that helps technology, media, financial services, and communications companies si

gnificantly increase their sales pipeline. With NetProspex contact data services, AG Salesworks offers AG Pipeline Connect, a solution guaranteeing fully qualified sales leads.


Trends in data analysis offer opportunities, challenges

NetProspex in BtoB magazine
July 23, 2012 – 12:01 pm EDT

This month’s Business Mailers’ Co-op and Interactive Marketing Conference, hosted by database marketing company MeritDirect in White Plains, N.Y., was rife with discussions about measuring data performance, integrating data, data licensing, and just about everything pertaining to this year’s topic, Big Data.

“Why is it so difficult to understand what information to use, how to extract the most value from it and how to measure it?” said Charles Stryker, CEO of data consultancy The Venture Development Center, Mount Laurel, N.J. “Companies are using less than one-tenth of one percent of the data they could be using. The opportunity to ingest the appropriate data you’re not ingesting is monumental.”

One trend promising to extract more value from data is data licensing, whereby marketers purchase lists for extended use over time, instead of renting them for one-time use only.

“Data licensing is a dramatic departure from how to sell and use data,” said Chris Blohm, senior VP-data and media services with MeritDirect. With data licensing, the lists are sent directly to the marketer (instead of a bonded mail house) for use in any way, and as often, as that marketer sees fit. Typically, the license runs for one year.

Blohm said the trend is being driven by the rise of online data compilers such as Inc.’s (formerly Jigsaw), Database101, NetProspex and ZoomInfo, with transactional websites that allow marketers to assemble and buy lists from compiled and crowd-sourced techniques.

A one-year list license allows marketers to conduct multiple campaigns that delve deeper into companies; integrate the purchased data across various parts of the business, including both sales and marketing; better measure results and compare them to the performance of in-house lists; and augment partial in-house records.

“Because of this type of buying method, marketers have changed the way they think about and acquire data,” Blohm said.

Marketers eager for better data insights aren’t stopping there.

According to Stryker, increasingly useful sources of data collection include data from search and social media, as well as from Web crawling and crowd-sourcing.

Search data can be used to identify prospect companies whose employees are searching for particular products, offering an early warning sign of pending purchases, Stryker said. An analysis of social media, meanwhile, helps verify the accuracy of database contacts, and identifies what people like and don’t like.

Web crawling and crowd sourcing offer distinct ways to identify Web users and their professed needs. And when these four data sources are cross-matched, even more accurate, insightful information can be made available, he said.

However, Stryker acknowledged that “the weak link today is finding people with the skill at looking at billions of data points and extracting insights from them.”

Bruce Biegel, senior managing director at marketing consultancy Winterberry Group, cited another challenge facing marketers: integrating “known” data from in-house lists with unknown or vague information offered by website visitor behavior.

“One of the most interesting cases is recognizing somebody when they come to your site, and giving them the right offer,” Biegel said. “When 80% of your audience is completely anonymous, how do you treat them?

“If I can organize this data, stop it from being so messy and segment it, I can then feed it into a decision engine to make the right offers to the right people at the right time,” he said.

Biegel urged marketers to create a “registration ethos” at their companies, to build their email databases for purposes beyond email campaigns.

“The key to syncing, matching and recognition is the email address,” said Biegel, noting email’s relationship to browser identity. “The more you can do to get people to subscribe, register or declare with their email addresses, the bigger pool you’ll have available for matching that information with the known contacts in your CRM database.”


NetProspex a finalist for “Innovative Technology of the Year” Award from Mass TLC

NetProspex clients

Woohoo! We’re thrilled to be recognized as a finalist for the Innovative Technology of the Year- Sales and Marketing award from the Massachusetts Technology Leadership Council.

Our B2B data cleansing solution CleneProspex was recognized for having a “significant impact on the company, customer, and market.”

Contact data quality is a problem that plagues B2B marketers, yet a company’s prospect database is at the core of every lead generation program. Often, companies build this database over time, from multiple sources, with data that is constantly decaying. In fact, according to SiriusDecisions, one third of a marketing database goes bad in the course of one year.

Our CleneProspex™ service is used to assess and improve the quality of a client’s prospect database. The service identifies and removes records with an undeliverable email address, potential email threats, out of date phone numbers, missing fields, or duplicates. With this service, marketers improve their program results, reduce costs and risks associated with bad data, identify gaps in their prospect database, and realize greater business value from their contact records. Clients can then fill in missing data from a massive, crowd-sourced database of business contacts.

11 takeaways from the “Building the Marketing Dream Team” webinar

Dream team

Yesterday, our Senior Director of Demand Generation, Tamara Graves, presented alongside Ellen Valentine, Product Strategist at Silverpop, and Talibah Mbonisi, Manager of Marketing Operations at Silverpop. The event was hosted by Kate Maddox, Executive Editor at BtoB. Register and watch the on-demand recording here.

It was a jam-packed hour full of actionable insight as to what it takes to build the marketing dream team at a B2B organization today. If you couldn’t make it, here are 11 takeaways from the event:

1. Marketing is changing, our teams must change with it.
The four major drivers of marketing change today include the rise of social media, buyers’ self service mentality, new marketing technology and solutions, and smartphone/tablet proliferation.

2. The role of marketing operations is taking the place of email specialists and database managers.





3. PR & Media planning roles are seeing a shift to focus on inbound, content, digital, and social marketing.


4. There’s a new role model for B2B demand gen marketers: Karl “The Mailman” Malone.


5. A demand gen marketer is responsible for campaigns that work the whole funnel from top to bottom

6. There’s a difference between demand gen and sales execution.


7. Demand gen marketers don’t only care about the # of leads created, but rather, how much $$ it adds to revenue.


8. Marketing operations professionals are the key to marketing tool selection and integration/strategy.


9. Change hurts for B2B companies… as more than half of the webinar attendees don’t have an operations position.

10. Today’s marketer is a techie, data nerd, creative, and diplomat…. all rolled into one fabulous being.

11. Marketers should add “tin cupping” to their skill set.

Understanding the shifting roles of marketing professionals will be key for B2B organizations in the future as technology continues to shape our strategy in new and exciting ways. Register and watch the on-demand recording here.

Fueling the B2B revenue machine


The latest in our series: You bought a list – now what?

We always talk about marketing automation as the engine in a Ferrari – it only runs with quality fuel, in our world, that means quality B2B data.

Robert Rosenthal recently posted a great article “B2B Marketing Is Now a Revenue Machine. Really The post is a great summary of the opportunity for B2B marketers today to create demand with on-demand data prospect services, digestible content, short videos, and powerful marketing automation.

Until recently, it could take B2B marketers years to dramatically expand a prospect database. Now, thanks to newer data sources, you can do it quickly – for a small fraction of the conventional cost.

These records include email addresses in compliance with CAN-SPAM. So you’re able to regularly market to prospects via cost-effective email advertising – without constantly paying rented media or offline production charges.

One question that NetProspex customers face when using a targeted list is what to send this list. The content is just as important as the list. Robert suggests videos without a registration form, as they’re educational, fascinating, and easily digestible. We just finished a similar video for our Data Assessment Report, check it out!

Of course, this also means prospects can tune you out by ignoring your email – or simply opting-out. And if you ask prospects to fill out a form to receive a reward, the overwhelming majority will essentially say “Thanks but no thanks.”

So while B2B marketers are able to grow the database rapidly, they won’t win hearts and minds so fast. What’s typically needed is an email campaign that breaks through, makes the right impression on prospects, and gets them to act.

Web video is an increasingly popular way to educate B2B prospects. It’s the power of television, without the waste. Video enables you to run a conceptual series packed with emotional ideas – pulled off in brand-appropriate ways. When Web video is executed properly, engagement rates often soar.

To get the most out of every prospect list, Robert suggests automating your marketing efforts.

Marketing automation technology not only takes results reporting to another level, it transforms the relationship between sales and marketing. The two functional areas agree on precisely what constitutes a sales-worthy lead. Marketing finally stops hearing “All the leads suck” from sales. And sales continually sees more genuine prospects to pitch through real-time reporting and instant lead-routing; triggered campaigns; and other good stuff from the marketing team.

Place all the stars in alignment and B2B marketing really, truly can become a consistent revenue machine.

Read the original post. 

Thanks for letting us share your thoughts, Robert!

3 Decks to Inspire Your B2B Content Marketing

B2B Marketing Content

We’re kicking off a new series: You bought a list.. now what?

Acquiring targeted prospect records is only half the battle for B2B marketers. How you do make the most of these new potential sales leads? Our most successful B2B marketing clients utilize targeted marketing lists to amplify their B2B content marketing strategy. Below, we’ve collected 3 dynamic Slideshares to inspire your B2B content marketing strategy.

3 Slideshares to inspire your B2B content marketing.


Happy content-creation!

NetProspex and AG Salesworks Announce Partnership to Drive High Quality Leads for B2B Organizations

AG Pipeline Connect

New England-Based Companies Launch Joint Solution Guaranteeing Fully Qualified Sales Opportunities

NetProspex, leading B2B data services provider, today announced a partnership with AG Salesworks, an expert in developing highly qualified sales opportunities for B2B technology firms. The new joint solution, AG Pipeline Connect, delivers a critical need for B2B organizations: high quality, targeted leads that convert into profitable customers. Leveraging NetProspex’s verified contact data services, AG Salesworks will deliver full service marketing and sales campaigns that guarantee fully qualified sales leads.

As data from marketing programs and sales efforts often exist in disparate locations, B2B companies can lose visibility into subtle changes in their target market. With 25 percent of the workforce changing each year, a business contact database is continually degrading in quality. To position each client for success, the joint solution begins with a comprehensive database overhaul. NetProspex first determines a client’s ideal buyer profile, ensuring a prospect database is properly targeted towards the correct decision makers. Next, the company delivers a quality cleanse based on their proprietary CleneStep™ methodology, identifying incorrect contact information, appending missing fields, enhancing records with key demographic or firmographic details and adding net-new contacts to ensure sufficient database coverage.

Once this process is complete, AG Salesworks applies a proprietary and proven methodology to develop qualified sales opportunities from this data. This process includes campaign messaging, followed by outbound email marketing and teleprospecting. Real-time campaign analytics are delivered in detail, along with closed loop feedback on all leads passed to clearly show return on investment. With this model, the NetProspex and AG Salesworks solution demonstrates clear return on investment, with a 20X guarantee in stage-1 pipeline.

“This solution has allowed us to forecast with far more confidence,” stated Joe Federbush, vice president of Sales and Marketing at ESI. “With 87% of the leads generated by AG progressing to next steps, we are seeing an excellent return without the costs and challenges of having this in house.”

NetProspex President, Michael C. Bird, says, “Properly-targeted contact and company information is at the core of every successful lead generation program. By pairing NetProspex data with the powerful opportunity-development of AG Salesworks, this is a combination that will create the pipeline B2B technology organizations need to reach their goals.”

The joint solution is immediately available to B2B technology organizations. For more information, interested parties may visit

View release on Marketwire.



Quick stat: 48 million people (37% of the workforce) changed jobs in 2011


In 2011, 48,242,000 people changed jobs. This includes turnovers including layoffs and discharges, quits, and other separations.

  • Layoffs and discharges: 20,718,000
  • Quits: 23,578,000
  • Other separations: 3,943,000

This is out of 131,800,000 total workers, meaning 36.73% of the total working population changed jobs in 2011.

This information speaks to an inherent problem in B2B lead generation: contact data quality. With people constantly changing jobs, marketers must stay on top of data hygiene best practices, and when appropriate employ contact data cleansing solutions.

Source: Job Openings and Labor Turnover Survey (JOLTS) from the US Department of Labor Bureau of Labor Statistics

NetProspex Launches CleneProspex™ Contact Data Cleansing Solution for B2B Marketers

Image Credit flo450d, Flickr

WALTHAM, MA–(Marketwire – Mar 19, 2012) – NetProspex, the leading provider of verified, crowd-sourced business contact Image Credit flo450d, Flickr data services, today announced the launch of CleneProspex, a contact data cleansing and validation solution powered by its proprietary CleneStep verification process. Leveraging the proficiency and scalability gleaned from cleaning 100 million contacts through its CleneStep process, NetProspex is now working with clients to analyze, clean, format, and enhance their own existing business contact records.

The CleneProspex service was launched in response to growing concerns by B2B marketers about the impact of data quality on their campaigns and programs. To ensure good program results, marketers need real-time, accurate, and comprehensive contact records for potential buyers. NetProspex research finds that a business contact record degrades in quality at the rate of 2% or more per month. This creates an inherent problem for B2B marketers who rely on their prospect database to generate opportunities for sales.

“At a time when B2B marketing departments are under increasing pressure to prove their value of to an organization,” says NetProspex VP of Marketing Maribeth Ross, “data hygiene services offer immediate benefits. Marketers can improve program results, reduce costs and risks associated with bad data, identify gaps in their prospect database, and realize greater business value from their contact records.”

The service begins with a complimentary data assessment to uncover the current quality state of a marketer’s contact database. This comprehensive service measures the percentage of records with an undeliverable email addresses, potential email threats, out of date phone numbers, missing fields, or duplicate records. With this insight up front, a marketer is able to understand the business value of cleaning their contact database, so they can determine how to proceed.

“The CleneProspex assessment process provided useful insights that helped us develop a plan for maintaining a quality, targeted prospect database,” says Beverly Chiarelli, Senior Marketing Manager at Mimecast. “NetProspex has shown themselves to be the data partner we need to grow our database while maintaining the quality we need to get the best results on our marketing programs.”

“Acquiring usable contact records and identifying bad ones are constant battles for b-to-b marketers. Layering verification steps on top of data validation techniques in addition to crowd sourcing can provide a large number of contact records with a relatively high degree of reliability if done properly,” said Ross Graber, an analyst with research and advisory firm SiriusDecisions.

The CleneProspex service offering is immediately available to companies wishing to address their B2B contact data quality. More information can be found at