This morning, independent research and advisory firm, Forrester, published The Forrester Wave™ B2B Marketing Data Providers Q2 2021 report to “help B2B marketing professionals select the right one for their needs.”
I’m thrilled! Why? For two reasons.
First, because I know, as InsideView’s VP of Growth Marketing, just how time consuming, challenging, and important it is to evaluate data and technology providers carefully and make a decision that’s a good fit for your organization.
Second, I’m excited because InsideView is positioned as a Leader among the industry’s top B2B marketing data providers. That’s rarified air, and it helps me spread the word about how InsideView can be a great partner in achieving your business goals.
Let’s take a look at what’s in it for you as a sales or marketing professional.
The need for marketing data has only intensified
In their last evaluation of this market, Forrester attributed the increasing demand for B2B marketing data to “the increasing adoption of account-based marketing (ABM), a renewed focus on customer marketing, and the realization that customer obsession is the key to long-term growth.” In today’s report, they state that “The trends we highlighted as the drivers of increasing demand for B2B marketing data in our last evaluation of this market…are even more important today, given the impact of social distancing and the digitization of the B2B buying journey.”
What should you look for in a B2B marketing data provider?
According the the report, “marketing data provider customers should look for a solution that:
The report expands on each of these points and we invite you to read all the details in the full report.
Is this truly an independent evaluation?
We believe so, but you can decide for yourself. The evaluations were performed by Forrester, a trusted name in research and advisory. The scoring methodology was based on vendor-provided responses to detailed questionnaires, in-depth interviews, product demonstrations, and customer input.
How InsideView measures up
On behalf of the whole InsideView team that has worked so hard to create these products and curate our data, I’m proud to share why InsideView was named a Leader among the top B2B Marketing Data Providers and received the highest score possible in 14 out of 24 evaluation criteria, including:
- Analytics, reports and dashboards
- GDPR, CCPA data privacy processes
- Account selection, such as the ability to define an ideal customer profile (ICP) and scope a total addressable market (TAM)
- Form augmentation
- Sales Support
- Sales territory planning/management
- Sales prospecting and engagement
- Sales access to data and insights
- Data management
- Data validation capabilities
- Firmographics data coverage
- Demographics data coverage
- Geography coverage
- Solution packaging and pricing
- Product roadmap and vision
We were especially pleased to receive the highest score possible in the data management criterion, meaning, InsideView’s “data management, hygiene, and integration capabilities are superior compared with others in this evaluation including…comprehensive matching functionality, the ability to append the widest variety of data types, including unstructured data, and receiving uniformly positive customer feedback on these capabilities,” as well as top scores for the data coverage sub-criteria of firmographics, demographics, and geography. We believe these scores reflect our commitment to helping our customers achieve their sales and marketing goals by leveraging reliable B2B data.
We were also delighted to be one of only two leaders to receive the highest score possible for every subcategory under Sales Support. As the report cites, “InsideView’s legacy of sales support is evident in its capabilities for territory planning and management, prospecting, and engagement.” We believe that receiving the highest score possible in the Sales Support criterion is a testament to the product innovations we’ve introduced to help our customers improve their prospecting and drive intelligent sales engagement, such as 3x growth in B2B contact volume to 100M+ validated contacts, native list building within CRM, Chrome and Edge browser extensions, and full funnel analytics that measure performance from leads to opportunities to revenue won.
If you’re currently evaluating B2B marketing data providers, or simply like to keep a pulse on the industry, please enjoy reading the full report. If you’d like to speak with a B2B data expert about your specific sales and marketing data needs, you can connect with us right now through chat or contact us to schedule a time.