Although NetProspex doesn’t execute the actual marketing campaign, it is a data partner to companies that do. These partners include platforms like Salesforce.com, Oracle’s marketing automation platform Eloqua and independent marketing automation company Marketo. Email marketing personalization company Rapleaf, which was acquired by TowerData, also worked with NetProspex to layer social data on top of its marketing contact database to amplify demand generation efforts.
Using NetProspex’s proprietary CleneStep verification technology, marketers essentially tap NetProspex to tell them what’s good or bad about their data in order to optimize the revenue impact of marketing leads.
A common problem for B2B marketers, Bird claimed, is reliance on incomplete or outdated business information. NetProspex solves that by matching B2B data on the company and contact side with third-party data sources and critical company information.
NetProspex licenses data from large third parties, publishers and associations in addition to operating “a very broad, crowdsourced data model that creates a significant business co-op from a contact standpoint,” he said. “We then take that data in from sources [representing] well over 200 million contacts every year in our system.” The result, he said, is a mash up of data and ultimate refining process accessible through NetProspex APIs.