InsideView product exec says Data Integrity will address B2B firms’ cleansing and visualization needs

InsideView product exec says Data Integrity will address B2B firms’ cleansing and visualization needs

 

InsideView, a leading B2B sales and data intelligence platform based in San Francisco, has introduced Data Integrity, a solution tailored to meet business-to-business companies’ needs for data cleansing, unification, and visualization.

According to Adam Perry, InsideView’s Director of Product, Data Integrity is designed to standardize and clean customer profiles by consolidating fragmented data—such as CRM entries—and ensuring they are accurate and ready for use in processes like territory assignments, email validation, lead-to-account mapping, and account hierarchy management.

Perry explained that this tool emerged, in part, from demand among former Data.com customers who required a seamless switch following that product's impending retirement. But beyond filling a gap, he asserts InsideView has identified a broader, longstanding market need for a more robust and user-friendly data management solution.

Perry highlighted how Data Integrity promotes alignment between sales and marketing teams: “Because Data Integrity is updating and appending critical data to CRM records that both teams care about… sales and marketing can be aligned to a single source of truth”.

He also emphasized the growing demand for data visuals in business operations, citing findings—such as that 90% of information communicated to the brain is visual and visuals can boost learning and retention by 400%—to underscore how critical effective dashboards have become for operations teams. Data Integrity includes ready-to-present visualizations that allow companies to track trends, understand CRM health, and make strategic decisions based on clear, visual metrics.

Additionally, the tool is closely tied to account-based marketing (ABM) strategies. Perry noted that accurate profile data for ideal customer types is foundational for selecting ABM targets, and Data Integrity facilitates this by providing enriched underlying data and lead-to-account mapping—helping revenue teams capitalize on inbound leads efficiently.

Key Takeaways

  • Solution Overview: Data Integrity cleanses, standardizes, and enriches CRM data—streamlining workflows like lead mapping and email validation.

  • Context & Demand: Catalyzed by feedback from Data.com users facing service retirement, though also driven by a broader need in the B2B space.

  • Cross-Functional Value: Aligns sales and marketing teams by maintaining a unified and accurate data source.

  • Visual Insights: Delivers intuitive dashboards to monitor data health and support decision-making.

  • ABM Enabler: Enhances ABM efforts by providing reliable data for account selection and streamlining inbound lead handling.