True Influence on Thursday will launch an upgraded version of its InsightBase tool that will compete with the likes of Bombora in offering intent data to connect B2B marketers with the exact prospects who are actively in-market for products or services.
Based in Princeton, N.J., True Influence will officially announce InsightBase 3.0 at the Martech West conference currently taking place in San Jose, Calif. The product is described as an intent signaling tool that uses the company’s multi-variant True Influence Relevance Engine to identify spikes in company intent using artificial intelligence (AI) such as machine learning and natural language processing to search through more than 6,000 topics.
According to True Influence CEO Brian Giese, InsightBase collects raw data from actions people take on the global web including searches, e-mails, downloads, webinar registrations, blogs read, and so on. The contact management process includes identifying all components of a contact record, such as web domain, e-mail address, physical address and professional profile on sites like LinkedIn. The data is then sent through the intent process – resolving the domain, company and location, un-hashing email addresses, triangulating the data to identify the location, and categorizing the data by topic.
“Marketers have been looking for an alternative to costly nurture streams – where they guess who is looking to buy so they can pass leads to sales,” Giese told B2B News Network. “They run ABM programs not knowing if these companies or individuals are in-market and ready to buy.”
While Bombora, DemandBase and others have all begun introducing features to harness intent data in their products, Giese said True Influence would offer more granular details than “raw volume” signals. This includes The first, inferred intent, will tell InsightBase users the company and the companies’ location, but not the exact person. Marketing and sales can use this data and nurture all their contacts at that location for a specific company until they can identify who is in-market and then pass a lead. Sales will contact their prospects at the company location identified and begin working all of them until they identify who is ready to buy.
Contact intent, on the other hand, will tells marketing and sales exactly who the person is who is in-market. True Influence provides the full contact record for its customers if they don’t already have it.
“For most B2B organizations the individual – not the buying group – is still the unit of record for demand management processes,” Giese said, pointing to the demand unit concept for sales and marketing posited by SiriusDecisions, which he said will act as a catalyst for the use of intent demand units in the future.
True Influence InsightBase Version 3.0 supports concurrent integration with Salesforce, Marketo, Eloqua and Hubspot. Giese said the firm’s rest API is used for integration with other MAP and CRM software. Some of the key vertical markets the company is targeting include tech, manufacturing, energy and financial services.
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