News Byte: InsideView Intros Two New Products

Share this article:
B2B marketing gets targeted.
B2B marketing gets targeted.

InsideView CMO Brian Kelly says that the two products his company added to its marketing solution today are bellwethers of an opportunity for targeting in B2B marketing.

“B2B marketers are getting good at top of the funnel activities; now they need to work on the middle,” Kelly says. “They're switching gears to ‘Target.' They're saying yes, give me all the companies in my profile in the Northeast, but also tell me who just opened a new office or got new funding and who in my company knows them.”

The first of the company's new products, InsideView Clean, de-duplicates and updates existing marketing databases so that the second, Target, can better enable segmentation and list building based on social insights and professional connections.

“Most companies and data providers haven't changed their approach to building their databases,” Kelly says. “Their accuracy is in the 60% range and they've settled for that. Now market forces have emerged to force them to change their ways.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.