Third Party Data via APIs to Massage Your Data

In a recent post, Brian Carroll talks about evaluating on-demand lead generation solutions. Needless to say that as a big proponent of marketing automation and demand generation software I was excited to read further. A steady stream of leads to pull from is part of the battle, but what is even more helpful is using this data to augment or “massage” your existing leads.

I’d rather have my data mart of prospects be able to call out to Dun & Bradstreet, Hoovers, or Web 2.0 technologies such as Jigsaw or LinkedIN, and pull in additional data points or company information. It is now possible to do things like this because so many services make their APIs avilable.

  • Dun & Bradstreet: API available through StrikeIron
  • Jigsaw: No API available but planned within next year
  • LinkedIn: Major API /platform to release within next 6 months

I am definitely excited about all three and am sure that marketing automation companies will look to integrate with them once available. Imagine having an anonymous visitor on your site from a company that matches your ideal customer profile. With one click, you can get the D&B, Jigsaw, and LinkedIn data to find objective company data as well as any contacts that are available. Pretty powerful stuff.

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