Avention Launches Real-time Big Data Analytics Tool
CONCORD, MA: Avention, Inc., a provider of transformative sales enablement and business information solutions, has announced a comprehensive 21st century business information application for sales, marketing and research professionals. The launch marks a business information breakthrough, harnessing Big Data in real-time context which would previously take days or weeks to locate and leverage.
The company also announced today its name change from OneSource to Avention, Inc., delivering on its vision of 21st century business information, driven by the potential of Big Data and dynamic new data sources.
In today’s business environment, it is critical to have access to not only a breadth of relevant data, but also the context of that data. By understanding the context of data and updating this information in real-time, Avention customers will be able to better leverage resources to make smarter, faster prospecting decisions, turning them into more qualified and engaged customers.
“We are thrilled to launch Avention, and a namesake application that has been recognized by industry leaders as a groundbreaking technology,” said Jonathan A. Flatow, chief executive officer at Avention. “We’ve learned that data alone is not enough. With Avention, for the first time, users will have access to a solution that not only provides them with the data they are looking for, but tells them what they should do with it. This changes the game for sales, marketing and research professionals that need to make better prospecting decisions more quickly or find just the right piece of information. We invented this industry nearly two decades ago as OneSource. As Avention, we’re reinventing the entire way you’ll look at this market.”
According to Forrester, sales teams too often follow a traditional approach in customer engagement that is guided by corporate agendas and messaging specific to the company’s product. When selling to customers that have become increasingly more knowledgeable, marketing, sales and research teams need sales enablement solutions that allow them to efficiently leverage customer information to understand and assist with a prospect’s priorities before interaction. An annual Forrester study of executive buyers found that only 20 percent feel the sales agenda focuses on their needs while the other 80 percent focuses on varying degrees of the seller’s objective.
Avention addresses the needs of these sales, marketing and research teams through its four innovative application pillars. Offering the most user-friendly interface available, the features and functionalities allow organizations to take data to the next level, customizing information of value to the individual or department and providing the functionality needed to take action through one product. The four main innovations delivered through Avention include:
Conceptual Search: A next-generation technology enabling customers to search a comprehensive business database of both structured and unstructured data using relevant business concepts for sales initiatives or research tasks.
Business Signals: Using any number of Avention’s 1,000+ Business Signals, Avention users can now configure a highly granular search for their ideal profile beyond classic measures for segmentation (location, revenue, number of employees, etc.), helping customers identify and target more accurate sales prospects and researchers find more relevant data.
Ideal Profile: Allows users to choose from thousands of characteristics that best define their “Ideal Profile”, streamlining the process by which sales, marketing and research teams describe and prioritize traits and characteristics of a targeted company or contact, and compare to others across the Avention global universe.
SmartLists: Leverages Conceptual Search, Business Signals and Ideal Profile to understand the weight, scores and priority of the data in the list. With Smart Lists, Avention customers can now build highly targeted lists that tap into the “big data” explosion and apply previously unavailable granularity and precision to lists. Working in tandem with Business Signals, Smart Lists are also updated in real time based on customized parameters.
“This solution is amazingly good,” said John Blossom, president and senior analyst at Shore Communications Inc. “In my extensive history and years of evaluating sales enablement and business information technology, I’ve seen only a few of these elements appear in products elsewhere. The scale and sum of Avention is truly impressive.”
Effective today, Avention will be available to new customers. Existing OneSource customers will be transitioned to the new Avention solution with subscription renewals starting April 1. An integrated CRM version of the product will be available to new customers through Salesforce.com effective immediately, and Avention will support Dynamic Demand in the coming months.
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