NetProspex announced enhancements to its Workbench data services platform, including deeper integrations with Eloqua, Marketo, NetSuite and Salesforce.com. The release is positioned to expand the scope of the platform, providing marketers with deeper analytics and insights into the health and productivity of their marketing databases. In addition, the enhanced platform is designed to support trigger-based audience acquisition based on ideal target profiles. This move builds on the company’s data hygiene expertise, said CMO Derek Slayton, in an interview with Demand Gen Report. “A robust data strategy is critical for marketers to unlock the full potential of their demand generation efforts. The enhancements help to complete the cycle of analyzing data, ensuring that the data is clean and using that data to target new customers. This latest announcement represents a rollup of a lot of new features we have added over the past six months.” This release of Workbench includes: 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 to enrich inbound leads as they hit the system and enable accurate scoring and better segmentation for follow-up efforts; and User-defined policies for continuous data management give users greater flexibility and control over how they maintain their data.
Radius, a marketing intelligence company, announced the commercial release of Radius Insights. This software is tightly integrated with Salesforce and is designed to provide companies a better understanding of existing customers, identify top performing segments in its Salesforce systems and deploy relevant marketing campaigns. The launch follows successful pilots in the financial services and local services industries. “With data, more is always better. The trick is making sense of all that information so you can see who is truly your best customer,” said Darian Shirazi, Radius founder and CEO. “With Radius Insights, we’ve productized scientific approaches. The ‘aha’ moment comes when our customers realize they can easily now answer two very important questions — who are their best customers and how many more just like them exist.” Radius Insights is positioned to deliver real-time data on customer records, social media activity, shopping cart technology and online advertising efforts — allowing marketers to create detailed profiles of top customers and increase communication with prospects. A pilot conducted at ZenPayroll, a cloud-based payroll services company, was designed to help streamline efforts in identifying targeted verticals for its top customers. “Within minutes of using Radius Insights I saw which industries we were most successful in and which social data predicted performance,” said Erin Colbert, who leads marketing for ZenPayroll. “It became a ‘no-brainer’ then to figure out how best to reach them.” Insights connects with a user’s CRM data and synchronizes updates from Radius Index, an information source on more than 20 million businesses in the U.S., to refresh records