“InsideView aggregates a lot of different types of content, whether that’s from traditional data sources or social media like Twitter, blogs and LinkedIn, and delivers that in context to the user,” explained Mini Peiris, VP of product marketing at NetSuite. “The info goes right in on the lead record, [so marketers] can begin a much more informed conversation in terms of lead follow-up.”
The partnership’s goal, said Rand Schulman, CMO of InsideView, is for all stakeholders at a company to have the full view of the customer, to aid in both acquisition and retention.
The companies began discussing the partnership in May. Representatives from both firms said their clients wanted more social media-related insight.
No clients have signed up to use the combined offering yet. NetSuite’s customers include Isuzu and the Oakland A’s baseball club, while Inside View works with Cisco and Symantec.
InsideView has partnered with other companies with CRM offerings, including Salesforce.com, Oracle and Microsoft, but the NetSuite agreement represents the first time its data would be available to back-end employees, such as workers in accounts payable and receivable, human resources and IT.
“We’re seeing that sales and marketing can use these records, but through our partnership with NetSuite, we’re taking that same insight and allowing people in the back office to also use that information,” said Schulman.