NEWS29 April 2022

Cyance releases insight platform for B2B marketing

Behavioural science Data analytics News UK

UK – Cyance has launched a platform to provide insight for business-to-business (B2B) sales and marketing teams.

Conceptual image of a data platform

The platform offers a whole host of new features, including a ‘FIT Score’ for each company, which gives users the ability to quickly select accounts to target based on a composite score including firmographics, technology matches, levels of intent and previous engagement.

The FIT score, improved user interface (UI), enhanced audience selection features, audience market trend analysis and list-building tools have been designed to provide marketers with a platform for analysing the behaviour of new business prospects and stakeholders within existing customer organisations. 

The FIT score dimensions are individually calculated by an algorithm and combined to reveal an overall score for each key account. Business topics can be selected from the existing taxonomy, or personalised to align with a company’s own products and services.

As well as the FIT score, Cyance’s platform also contains a new UI designed to help to interpret and analyse data at all levels. The updated dashboard includes a range of features, including top companies, a channel to allow users to access and analyse all accounts that meet the set-up criteria, and trending topics, which provides an aggregated picture of the interests of a target audience or a segment.

In addition, the lists function helps users to create and manage company data to help analyse, activate and engage with audiences from within the platform, without having to export to perform analysis, segmentation and reporting tasks.

Jon Clarke, founder and chief product officer at Cyance, commented: “The FIT score was a particularly important development of the platform, as we wanted to build on our extensive knowledge of intent data and provide marketers with more layers of information to offer the most accurate insights possible”.  

He concluded: “Combining Cyance’s traditional strengths with improved features for audience selection will make it easy for B2B sales and marketing teams to focus their resources on those prospects that are most likely to convert, while retaining existing customers.”