NetProspex Enhances its Workbench Marketing Data Services Platform to Help Marketers Drive Engagement with an Improved Data Strategy


New release easily connects to marketing platforms, providing B2B marketers a single plug-in for continuous data insights, hygiene, enrichment and trigger-based audience acquisition

Waltham, Mass. – Oct. 15, 2014 –NetProspex, the leading provider of B2Bmarketing data management solutions, today announced key enhancements to its Workbench data services platform, including deeper integrations with Eloqua, Marketo, NetSuite and The release also expands the scope of the platform, extending continuous data management for marketers to enable deeper analytics and insights into the health and productivity of their marketing databases, as well as providing trigger-based audience acquisition based on ideal target profiles. The enhancements allow marketers to more effectively derive value from their marketing technology investments by ensuring actionable, targeted and accurate data is fueling their demand generation efforts.

B2B marketers consistently struggle with data quality, specifically completeness and accuracy, when building and executing demand generation programs. These challenges can affect segmentation, targeting, content creation and campaign execution. In fact, The NetProspex 2014 State of Marketing Data Benchmark Report found that 84 percent of marketing databases were considered barely functional. Yet SiriusDecisions notes that marketing organizations that regularly maintain their database see 66 percent higher revenue contribution compared to those that do not. “With so much data available to marketers, the ability to manage it effectively has quickly become a competitive differentiator in demand creation. Organizations that can acquire, clean, unify and provide easy access to the information that matters will consistently outperform those that struggle with those processes,” said John Donlon, Research Director, Marketing Operations Strategies at SiriusDecisions. Workbench is now extending capabilities and driving tighter connections into the key applications in which their customers’ marketing data resides to make it easier for all marketers to ensure better data sits at the core of their demand engines.

This release of Workbench brings several important features:

  • Audience insights through direct connections into CRM and MAP technologies enable marketers to analyze health and profile details within existing segments in their marketing databases.
  • Ideal profile analytics derive key attributes at the individual and company level for improved targeting.
  • Integrated audience acquisition enables marketers to augment their targeted outreach for account-based marketing programs or trigger-based nurturing efforts.
  • Improved web form integrations for visitor intelligence toenrich inbound leads as they hit the system and enable accurate scoring and better segmentation for follow-up efforts.
  • User-defined policies for continuous data management give users greater flexibility and control over how they maintain their data. Customers are able to prescribe granular rules for hygiene and enrichment policies across their database. This “set-it-and-forget-it” capability enables marketers to ensure their data is maintained regularly without bearing the burden of manual file transfers and ingestion mappings.

“A robust data strategy is critical for marketers to unlock the full potential of their demand generation efforts,” said Derek Slayton, CMO, NetProspex. “As companies invest in marketing automation and sales technologies to improve engagement with prospects, they need to allocate a small percentage of their program budget to ensure that the data fueling their efforts is aligned with their objectives. NetProspex Workbench now makes it simple and straightforward by providing an integrated platform for advanced data services that ties natively into the technology environments our customers are utilizing for acquisition and nurturing efforts.”

The release can also be found live on BusinessWire

Deeper Integration into Eloqua Platform Makes Marketing Data Management Seamless for NetProspex and Eloqua Customers

Workbench Eloqua

B2B Marketers Now Can Harness the Power of NetProspex Workbench to Assess, Cleanse and Enrich their Data Directly from Their Eloqua Environment

Waltham, Mass. – Feb. 25, 2014 –NetProspex, the leading provider of B2B marketing data management solutions, today announced that it has integrated its Workbench platform with Eloqua, the world’s leading marketing automation and revenue performance management solution. Joint customers now have the ability to quickly and easily view the health of the data fueling their Eloqua system and can then take informed actions to ensure their marketing data aligns with their ideal target customers and go-to-market activities.  The Workbench platform integrates directly into the data segmentations and smart lists marketers have built into their Eloqua environments and enables customers to utilize NetProspex cleansing, validation and enrichment capabilities to improve campaign results and create better engagement with prospects and customers.

With this release, companies using Eloqua can assess and enrich their data directly from Workbench without having to export it. This automated process is set up in less than a minute through the Workbench interface. Through a new Integration tab within Workbench, users are able to quickly pull in select Eloqua data, easily map the data fields they require, and perform a number of different data management tasks. It all starts with NetProspex’s Data Health Scan, which unveils critical insights into the quality of a marketing database, including email deliverability, phone connectability, record duplication and incomplete records, as well as targeting and segmentation patterns.

“Many of our customers rely on Eloqua as a core building block in their marketing and lead generation programs, but they can overlook that even the most powerful marketing automation platform can be hindered by bad data,” said Derek Slayton, chief marketing officer, NetProspex. “By integrating our marketing data management technology and best practices directly into Eloqua, we enable our customers to leave the data accuracy and completeness challenges to us so they can focus on great content and accelerating the buyer journey.”

View a video demo of the new integration or learn more here:

View the release live on Business Wire

About NetProspex

NetProspex is the smarter B2B data partner. We help marketing and sales organizations optimize their revenue impact by increasing the quality and effectiveness of their marketing data management practices. Thousands of B2B organizations rely on NetProspex to assess, cleanse, enrich and grow their marketing data in order to fuel high-performing marketing campaigns and accelerate the creation of sales pipeline. To make databases richer and more actionable, the company offers the industry’s largest and most accurate reference database of B2B contacts, cleansed with proprietary CleneStepTM verification technology. For more information visit

NetProspex Contact:

Michael Powers

Events and Buzz Coordinator


Agency Contact:

Kristen Leathers

Version 2.0 Communications


SalesProspex for Salesforce: A Match Made in Targeting Heaven!

SalesProspex for Salesforce

The data found in is the lifeblood of most sales organizations today.  However, even armed with one of the most powerful CRM systems available, CSO Insights found that 42 percent of sales teams feel that they do not have the right information before making a sales call.

Given this current level of frustration with the quality and completeness of data found in CRM systems, we’re extremely excited to announce the availability of SalesProspex for, a new app that puts millions of verified business contacts at a salesperson’s fingertips, directly within the environment they already know and use. Using SalesProspex for, sales teams can easily search for net-new, verified contacts in their territory or target accounts, and seamlessly import leads into – without ever leaving their own instance.

SalesProspex harnesses Big Data intelligence and NetPropsex’s award-winning database to offer full contact details and other helpful prospecting information on over 40 million contacts. Additionally,  SalesProspex for offers “social listening” capabilities. This enables sales teams to preview prospects’ Twitter feeds, Facebook pages, and other social channels all within the app and without ever having to click elsewhere or violate their companies’ web usage policies. Never before have social listening and prospecting come together in a single platform. Armed with this intelligence and insight, a salesperson’s “cold call” immediately becomes much warmer, increasingly the likelihood of a productive conversation and higher conversion rates of Leads to Contacts.

With SalesProspex for, the ability to target the right offer to the right person in the right organization is a whole lot easier – and more effective. The app is easy to install, simple to use, and helps quickly drive more productive conversations. Other features include:

  • 18 unique contact, company, and location filters for creating searches
  • More than 80 different job functions to target
  • Accuracy assurance by NetProspex’s proprietary CleneStep verification technology
  • Suppression options for existing customers and do-not-call lists

SalesProspex for is available now. To learn more, visit, or check it out on the App Exchange.

Download it today and accelerate your pipeline generation for 2014!

NetProspex Ranked 107th Fastest Growing Company in North America on Deloitte’s 2013 Technology Fast 500


Attributes more than 1500 percent revenue growth to creative and disruptive approach to solving B2B marketing data management challenges

Waltham, Mass. – Nov. 13, 2013 – NetProspex, the leading provider of B2B sales and marketing data services, today announced it ranked number 107 in North America, and number 8 in Massachusetts, on Deloitte’s Technology Fast 500™, a ranking of the 500 fastest growing technology, media, telecommunications, life sciences and clean technology companies. NetProspex grew more than 1500 percent from 2008 through 2012.

NetProspex provides a suite of marketing data management solutions to help B2B marketers and sales organizations improve their efficiency. A broad set of tools help them identify optimal targets, expand coverage and continually ensure their marketing data supports their revenue goals. The company’s Workbench platform validates, normalizes, enriches and augments marketing databases so marketers can segment, target and nurture more effectively, while its proprietary  CleneStepTM Methodology assembles contact and company information from multiple data sources; validates email, phone, and address details; and appends demographic data to the complete record to provide the largest and most accurate B2B contact database.

NetProspex’s chief executive officer, Michael C. Bird credits the rapid adoption of marketing technology and criticality of data management for the company’s sizable and consistent growth. He said, “We’re thrilled to be recognized in the 2013 Deloitte Technology Fast 500 among such notable peers. Our tremendous growth is a testament to the skills, innovation, and creativity of each of our employees and partners. We set out to change the marketing data industry, and this award is further proof that we are continuing to successfully deliver against our vision.”

In addition to the recognition from Deloitte, the company was also recently honored with a Hire Power award from Inc. Magazine, ranking 8th among the top Massachusetts companies leading the way in creating jobs and bolstering the country’s economic viability, as well as 13th in the Business Products & Services category. NetProspex also regularly tops lists of the best places to work in greater Boston for its positive work environment that attracts and retains employees through a combination of employee satisfaction, working conditions and company culture.

“The 2013 Deloitte Technology Fast 500 companies are exemplary cases of those spurring growth in a tough market through innovation,” said Eric Openshaw, vice chairman, Deloitte LLP and U.S. technology, media and telecommunications leader.  “This year’s list is a who’s who of companies behind the most exciting and innovative products and services in the technology space. We congratulate the Fast 500 companies and look forward to what they do next.”

“The fastest growing companies in the US are drivers of constant innovation and operate with the agility to stay ahead of a quickly evolving marketplace, and software, biotech/pharma and internet companies continue to be at the forefront,” added James Atwell, national managing partner of the Emerging Growth Company practice, Deloitte Services LP. “The companies excelling in these sectors have a startup mentality that allows them to be nimble and adapt quickly, which is why they consistently lead the list of fast-growing companies each year.”

Overall, 2013 Technology Fast 500™ companies achieved revenue growth ranging from 137 percent to 208,897 percent from 2008 to 2012, with an average growth of 2,600 percent.

About Deloitte’s 2013 Technology Fast 500™

Technology Fast 500, conducted by Deloitte LLP, provides a ranking of the fastest growing technology, media, telecommunications, life sciences and clean technology companies – both public and private – in North America. Technology Fast 500 award winners are selected based on percentage fiscal year revenue growth from 2008 to 2012.

In order to be eligible for Technology Fast 500 recognition, companies must own proprietary intellectual property or technology that is sold to customers in products that contribute to a majority of the company’s operating revenues. Companies must have base-year operating revenues of at least $50,000 USD or CD, and current-year operating revenues of at least $5 million USD or CD. Additionally, companies must be in business for a minimum of five years, and be headquartered within North America.

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

Eloqua Acquired by Oracle – What Does it Mean for B2B Data?


Katie Martell, Director of Buzz

Congratulations to our friends at Eloqua, recently announcing their acquisition by Oracle. If the party we threw together at Dreamforce 2012 is any indication, Eloquans had a great time celebrating the news. We recently launched a Data Enrichment app on their Appcloud, and met hundreds of fabulous B2B marketers at Eloqua Experience 2012. The company is full of smart, talented people, and the acquisition is validation of their hard work — well deserved, and cheers to Eloqua!

We think the acquisition of Eloqua by Oracle has important and strategic implications on the marketing world. The computer hardware giant knows marketing has become a strategic lever for businesses as they invest more in marketing technology such as Eloqua. Gartner reports that by 2017, the CMO will spend more on IT than the CIO.

Our CEO, Gary Halliwell, weighs in:

We’ve seen a remarkable transition as buyers have shifted to self-serve the information they want/need from vendors and solutions. This brave new world requires companies to allocate more responsibility to marketing to serve up the right content, at the right time, and be ready to qualify a lead on the buyer’s terms. The ability to manage content delivery, capture inquiries, nurture leads, and deliver qualified opportunities at scale requires strong marketing technology.

There’s been a bloom of innovation within B2B sales and marketing — and as a data company, we’re eager to see what happens next. For an industry like ours, marketing automation has turned the antiquated concept of a business directory into rocket fuel for today’s B2B demand generation. Simply put, data about contacts and companies is at the core of marketing technology.

I was very excited to hear about the acquisition, as it relates to NetProspex. Our mission in this new world is to raise the standards of data quality, help clients manage the data driving their automated processes, harness the power of big data to reveal insights never before possible (see TechProspex), and deliver this information at the point of use for marketers and sales teams within these new technologies (read more about how to partner with NetProspex). It’s now a race in the B2B data space to see who can build the right connections with the best data and services… game on!

I’d love to hear your thoughts. Reach out on Twitter @KatieMartell, or @NetProspex.

Resolve to Have a Better Contact Database in 2013


No matter what your marketing segment or initiative, your database is the cornerstone of your overall program’s performance. Follow these tips to revamp your data wellness going into 2013 and reap the benefits.

Read the full article in Chief Marketer Magazine

Cut the fat: Does your contact database contain more icky stuff than the menu at a fast food restaurant? I bet it does.  Unfortunately, what started out as good data likely transformed over time. In fact, a study conducted by NetProspex found that business contact records decay at two percent a month, and SiriusDecisions has reported that up to 25% of a contact database goes bad each year. That’s enough to seriously stack the scale against you, which is why it’s important to identify where there is fat in your database—incomplete, duplicate or inaccurate contact records—and cut it out of your diet.  While a large database is great, this kind of fat kills conversion rates and introduces risk around sender reputation, inefficiencies in sales follow up, and lead scoring problems.

Eat healthy: Once you’ve kicked that nasty fatty data to the curb, you’ll have a lot of room left to fill up on the good stuff. That’s clean, healthy data that will give your marketing campaigns the strength and energy they need to be successful. Consider all the sources by which data comes into your database and develop a plan to maintain high standards about the contacts that enter. This means taking supplements when necessary—augmenting inbound form data to ensure that it’s complete, progressive profiling to build out gaps, and adding additional contact intelligence to improve your targeting and lead scoring. When you’ve done this, you’ll begin to see some pretty positive results quickly—in fact targeted marketing campaigns (fueled by clean data) have been proven to cost nearly 3.6 times less than untargeted campaigns.

Exercise regularly: Data hygiene, just like exercise, is something that needs to be done on a regular basis to ensure optimal health. This can be done in a variety of ways, including instituting a quarterly assessment of database health, developing steps to cleanse and enhance data, or working with a third-party partner (think of them as your personal trainer) to make sure that you’re sticking to your wellness goals.

Anyone who has made New Year’s resolutions in the past knows how easy they can be to break, but if you can stick to these three pillars, you’ll ensure that your database has the strength it needs to support your ambitious 2013 marketing goals.


Digital Marketing In 2013: Predictions From 86 Industry Luminaries


It’s that time again: recently turned to its ever-growing array of savvy contributors and colleagues and asked them what they envision the new year will bring for the digital-marketing world. Among the responses from 86 enthusiastic marketing pros–that’s nearly three times the number of people who weighed in last year–are predictions about what’s next for mobile (a biggie), content marketing, big data, and customer centricity. And that only skims the surface. Read on to find out what they said we can expect in the coming 12 months. (Responses are arranged alphabetically by last name.)

Leveraging Technology

Content, data, and technology will continue to dominate in 2013. Marketers are getting savvier, leveraging more technology to do what they do with more reach. This drives the need for content, and I don’t see this subsiding anytime soon. Marketers will need to learn to scale in terms of content creation to keep up with the demand. At the same time, use of multiple channels will continue to create oodles of data, useful for marketers if they can get their arms around it. As a result, 2013 is the year that marketers have to solve for proactive management of their datasets in order to leverage them to their maximum.
— Maribeth Ross, VP Of Marketing, NetProspex





Read the full article on

NetProspex a Finalist for 3 CODiE Awards in 2013!

CODiE 2013

The SIIA CODiE Awards have recognized excellence within the software and information industries for 27 years, across content, education, and software. Within the content industry, we’re thrilled to be finalists in three categories, including:

  • Best Lead Generation Solution (defending our 2012 win!)
  • Best Business Directory
  • Best Crowdsourced Solution

See all finalists.

We’re among a great set of solutions and companies, and are honored for the recognition. Thank you to all the judges who got us to this round.

We look forward to the Information Industry Summit in January, where winners will be announced. Hope to see you there!

Answer These 3 Burning Questions About Your 2013 Marketing Plan


Before you finally close your email inbox for the last time in 2012 and break out the spiced egg nog, you’ve got to finish planning your B2B marketing strategies for 2013. No easy task!

We know that your to-do list is longer than your kids’ wish-list for Chrismahanukwanzakah, because we’re in the midst of planning as well. From our team to yours, here are 3 key questions to get ahead of before the new year — plus, FREE tools we’re using to figure them out.

1. How is your current database equipped to support your campaigns for 2013?

Business contact data is a tricky asset in your marketing toolkit. For effective marketing, you need the right records for the right people. Sounds simple, right? Think again. People change jobs constantly (over 47M last year, alone). SiriusDecisions reports that as much as 25% of a marketing database goes bad annually, and that each problematic record may end up costing your business up to $100 a year if not managed.

As if that’s not enough, with so many sources of contact records (trade shows, inbound leads from SEO, whitepaper registrations, and more) it’s difficult to manage WHO is in your database. One of the best holiday gifts you can give yourself is some insight – where does your database currently stand?

FREE TOOL #1 DATA HEALTHSCAN: This free online database assessment report, which we call the Data HealthScan, reports the quality and targeting patterns in any given .CSV file. In this new (in beta) tool, you can analyze 100k records in just 10 minutes, and it’s comprehensive enough to show you exactly which issues to address to make the most impact in 2013.

In less than the time it takes to find a parking spot at the mall, you can learn:

  • How is your email deliverability?
  • Which records are outside of your target market?
  • Do you have enough of the right contacts in key segments?
  • How many incomplete records are in your database?

2. How many new contacts do you need to fuel programs in 2013?

Got any webinars planned in 2013? How about eBooks? Whitepapers? Regional events? Phew. With so much marketing activity planned, don’t forget about filling up the tank of fuel that drives registrations, downloads, and attendees. After you’ve identified and removed bad data in your database, you’ll need to fill the gaps. You’ll also need to fill the TOP of the funnel with enough targeted prospect data to meet revenue goals at the BOTTOM. But how many contacts do you need? How many touches to convert prospects to a qualified lead?

Response rates for many email campaigns are in the single digits. And sometimes it takes 7-8 touches before a prospect will convert — this could include emails, phone calls from your business development team, or direct mail pieces.

FREE TOOL #2 FUNNEL CALCULATOR: With so many moving pieces, and varying conversion rates, we recommend the Demand Gen Funnel Calculator. This free tool helps you determine the amount of marketing activity you’ll need to meet revenue goals. To use, you’ll need your 2013 marketing generated revenue goal and average deal size — and we’ve even included industry-average conversion rates to help you get started.

3. How do all your programs align throughout the year? 

There’s a lot that goes on under the marketing umbrella in any given organization. Multiple simultaneous campaigns, prep work for upcoming deliverables, all while measuring and recapping completed projects. It’s what makes marketing an exciting but often stressful career, and all of us wish for just a couple more hours in each day to juggle all the balls up in the air.

Unfortunately, no tool is going to solve this problem. You’ll have to rely on your savvy, amazing self to get it all done. One strategy we have found useful to get the most out of our marketing is to ensure each activity is aligned. In other words, what’s happening in MarCom is tied back to a core messaging plan that echoes throughout our demand generation, social media, and event strategy. Planning activities in this way ensures consistency, but also lets us re-purpose content across multiple outlets. It’s a scalable strategy for our team, and one that hopefully proves effective for yours.

FREE TOOL #3 PLAN-O-GRAM: We made our planning template available for our clients to utilize, and it’s been enormously popular with nearly 900 downloads in a few weeks time. Use it to map out and align messaging across all your programs in the 1H and 2H of 2013. It’s also a great way to show other departments your fabulous work.

We hope you find these tools super handy and helpful as you finish up your strategy for 2013. Happy Holidays!

Why is incomplete data a fact of life in marketing automation?


By Dmitry Grenader, Director of Product Management, NetProspex

This article is in response to our new Data Enrichment App for Eloqua

What can you, modern marketers, learn from a data player like NetProspex? I mean, come on, you have already turned your lead generation into a battlefield-ready machine. You have tuned your forms perfectly for frictionless conversion.  You have convinced the rest of the exec team to invest in a kick-ass Marketing Automation software. The marketing factory is humming, leads are scored and routed, nurturing programs are in place.

The factory is humming.

Think of your demand generation as a factory for a moment.  The most basic element is a “lead” (or a contact). You attract, create, manage, cultivate, and refine them. You have them moved from conveyer belt to conveyer belt until the worthy ones are wrapped and shipped to sales for follow-up.  But often, what you know about each contact is limited – mainly by the need to keep forms short and by the necessity to keep the lead-gen entry barrier low. You certainly have the basics like name, email and company. Sometimes you have title and company size, but not always. Not having complete details seems to be one of those “facts of life” limitations for marketers.

There’s a better way.

I never understood why it had to be this way. At NetProspex, we believe in a world where you as a marketer have actionable data at your fingertips – firmographics, like industry, company revenue and headcount, as well as detailed contact information – available to enrich each record. This opens new vistas and possibilities for you in lead-scoring, routing, campaign targeting, and for various other higher-consciousness programs you have not thought of yet.

Think of this data augmentation as enrichment for your contact data. It’s available from premier B2B data services companies like ours, but here are a few aspects to consider, to help you know that you are getting the real thing.

1. Data quality: Data cleanliness is of paramount importance today.  Lists are a dime a dozen, and a ton of new-fangled data players exist with more of the same, low quality information. Look for a partner who has a documented, sophisticated, and believable process for record cleaning. (Okay okay, I’m plugging our CleneStepTM validation process. Marketers love it.)

2. Level of automation: The data augmentation you choose needs to natively work and integrate with your Marketing Automation System. It also needs to work in real-time. The good news is that marketing automation companies are taking a page from other SaaS players and have introduced marketplaces like the Eloqua AppCloud  and Marketo Launchpoint to deliver greater value through integrated partner applications. More resources are available than ever, and more tools are added every week

3. Control: This is critical! When designing workflows to add data to your campaigns, you should have full control over how the data is augmented, what is added or overwritten, and when. Ultimately, you want the ability to configure this process to fit your organization’s unique approach to marketing data.

4. Simplicity: If people start talking to you about “paradigm shifts”, and the need to “buy into the new vision” – run the other way.  Data enrichment needs to be simple.  It is a utility that knows its place, and should work in tandem with your lead scoring, followup, and other automated systems.  Data enrichment should not require you to reengineer your world.

5. Price: Everything in life comes at a price. Do make sure that you receive volume discounts, and the pricing package is tuned to your needs. Getting technical for a moment, we priced our Data Enrichment App by records matched – not by how many attempts are made to find a match. We believe marketers should not have to pay an arm and a leg for better, more actionable data.

I enjoy the chance to speak with modern marketers whenever possible. I want to hear about what lead data issues you face, your wish-list of B2B data services and tools, and how we can continue to empower marketers to get better results from their marketing data. I can be reached at or @dgrenader on Twitter.

Shameless plug: we worked really hard on the new Data Enrichment App for Eloqua! The app appends and normalizes data from completed forms on your website, or currently within your programs and campaigns. Check it out, and try it free for two months if you sign up before December 31st.