I had a chance to talk with Dan Hughes of Broadlook about how their company has progressed since I wrote about them in Customer Interaction Solutions in June 2004. If you recall, the article was titled, Innovation Returns to CRM and Contact Centers. The company makes a suite of needle in the haystack customer profiling tools.One of the products I wrote about before was Broadlook Profiler and it is now in version 3.0 and has a bunch of great tools to help with finding people on the vast Internet. Using a list of web sites it can find specific people in companies by searching the Internet by title and it can even pull up bios on these potential customers.The software takes the laborious process out out of sales and marketing and automates manual research. What you need to manually search for today can be automated by adding these statements in the search area. For example if you are a recruiter looking for people who have worked in the Navy, you can automate the system using terms such as "Naval career," or "Naval education," or "Navy graduate." You can also include products as search terms such as "Oracle Financials," or "Salesforce.com user."The Eclipse program still allows you to build lists of companies from the Internet as it did before and there is a new product called Ballista which the company says is "Beyond SIC Code Generation." If you ask any marketer, they know SIC codes are the way all companies are classified. TMC for example is in publishing, Sears is in retail, etc. You use the product to generate a list of companies for you via expressions. For example if you want companies in VoIP (a search I actually watched put together) you enter a few terms into the VoIP category such as "IP telephony," "Voice over Internet," "Voice Over IP," etc.You then do a preliminary search that actually uses google and other engines to come back with a brief number of companies. You then refine the list by excluding keywords from results you don't want. For example, TMC would be a VoIP media company and if you didn't want us in the list, you could exclude "publisher" or "magazine" or a number of other terms. I saw many companies I knew on the list, some publishers and many companies I never heard of. It's a pretty powerful tool. The Broadlook suite is a powerful addition to your sales and marketing team. It is worth further investigation if productivity and increased customer acquisition are important to your company.
Broadlook Finds You New Customers
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January 11, 2005 6:28 PM
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We purchased the Broadlook Profiler license a few months ago. After website training and live phone training, I still find the tool cumbersome to use and rather slow. Profiler also requires multiple steps to get search results we may want. More importantly, on at least once candidate search, Profiler found no candidates, while a parallel Google search found an excellent candidate. Now, comparing that the Profiler 1 year license was thousands of dollars and a Profiler search can take several minutes to run, while Google is free and instanteous, there doesn't seem to be a strong case to make the investment.