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The Business of APIs 2009 - Hoover's
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The Business of APIs 2009 - Hoover's

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What can be done with an API is limited only by imagination. However, what should be done using your API may have a more definable answer. Whether you are planning to leverage your API to extend …

What can be done with an API is limited only by imagination. However, what should be done using your API may have a more definable answer. Whether you are planning to leverage your API to extend your business model into new channels or to capture new revenue, it is The Business of APIs.

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  • 1. “Don’t Worry. Be HAPI.” Hoover’s API Experience Open Access to Business Insight November 16, 2009 Heidi Tucker VP, Business Development Hoover’s, Inc.
  • 2. Once upon a time… 2
  • 3. Risk, Credit Company, Industry Powerful advice, Reports. People, Industry Profiles articles, tools. 150MM Global Insight and companies. Tools. D&B/Hoover’s offers the most comprehensive source of business insight in the world. Single source for business success info and tools. 3
  • 4. Developers “plug-in” and deliver Hoover’s business insight via web applications and software tools. Why API? Benefits:   Increase in Hoover’s pervasiveness in business workflows   On demand information for our clients (retention)   Crowdsourcing innovation Mashery Enables Scalable Success   Throttles access, provides reporting, security 4
  • 5. Forums, videos, testimonials, etc. 5
  • 6. Company and People Search 69 million professionals and 61 million companies worldwide API Calls:   Company Detail   Person Detail   News   Family Tree   D&B Prescreen Score   First Research profiles 6
  • 7. HAPI Journey   HAPI Live - October 1, 2008   $1MM+ revenue in first year   50+ clients   V 3.0 Launched Nov 12   Evolving…value prop …target market …sales process …pricing …role within Hoover’s 7
  • 8. 1.  Mobile 2.  CRM 3.  Enterprise Applications 4.  Product Integration 5.  Publishing 8
  • 9. CRM Integration - Access Hoover’s Real-time access to Hoover’s proprietary database. CR M i thin All w rkflow 2 Main Functions: wo 1.  Update company or person record 2.  Build a List of companies or people More Info:   View “Family Tree”   View competitors   Historical Financials   Industry Info Detailed   Call Prep Sheet company description>>>   On Demand and On Premise 9
  • 10. Webform Enrichment Widget “Lead Append” 1 2 3 Customer enters “Auto suggest” calls HAPI, Populates webform. company name returns results list. Packages up to 50 Customer selects correct fields of info for company. transport to CRM 10
  • 11. Xobni Email plug-in that indexes and prioritizes your email. •  Photo •  Instant meeting scheduler •  Social graph •  Conversation threads •  Shared files •  Email analytics - rank, TOD Four content sources: •  Hoover’s •  LinkedIn •  Facebook •  Twitter Private company Cisco, lead investor 11
  • 12. HAPI “auto” search based on email domain •  Company description •  Address •  Sales •  Employee Count Links to Hoover’s site for more info Free to end user 12
  • 13. Lead Liaison Marketing Automation Lead Append Flow into CRM, etc. 13
  • 14. Attaain “CI” Search by: •  Company •  Keyword •  URL Returns full Hoover’s records 14
  • 15. Broadlook “Profiler X” Web scrape & score people search Find mid-level managers Link to HAPI for company info or list build Premium (paid) subscription to Hoover’s content 15
  • 16. Business Models and Measurement   Distribution –  Direct Sales – Enterprise and OEM –  Partner Channel –  SEM/SEO, contests –  “AppExchange”   Pricing –  Free –  Per user per month –  Per API Call –  Flat content license fee   Measurement –  Revenue –  Number of clients –  Volume of calls –  Lead Generation 16
  • 17.   Who gets Keys to the Kingdom?   Differences to Core product   Scalability   Predictability – sales, usage   Growth v. Cannibalization – which comes first?   Brand Compliance   Reputational Risk   Staffing: Tech Pre-Post Sales Support “Ah Ha” Moment: HAPI Not a turnkey solution 17
  • 18.   Widgets and Tools   Batch downloading   Expanded billing options   Improved analytics   Third party content   Cloud platform toolset –  Azure, EC2, Force.com, Google 18
  • 19. Heidi Tucker Vice President, Business Development Hoover’s, Inc. 425-828-0135 htucker@hoovers.com 19
  • 20. Other HAPI Use Cases HR Recruiting •  Recruiters link job postings to company and industry description Address verification •  Shipping department checks address info against Hoover’s to reduce bad address non-deliverables Outbound Telemarketing •  Hoover’s info populates predictive dialer contact info •  Forwards company info to sales rep upon successful call connection Web analytics publisher •  Users see traffic and corresponding basic business information •  Advanced users can click on basic information link to get complete Hoover’s data Alumni social networking tool •  Alumni find connections and see their company info 20
  • 21. Detailed HAPI Search Fields Search for companies or executives by keyword Retrieve in-depth company or executive infor by ID Company content: Company content:   Company Name   Company Name and Location   Company location: city, state and   Company phone numbers country only   Annual sales and total employees   Country ID   Company type   DUNS number   Company description (synopsis)   Annual sales   State of incorporation and ownership year   Hoover's Company ID   Industries   Competitors Executive content:   SIC Code and NAICS code   Person name   URL   Hoover's Officer ID   Corporate Family linkage (Family Tree)   Title   More info hyperlinks   Company name   Longitude and Latitude   Hoover's Company ID   Hoover’s Custom Report Executive content:   Company name   Hoovers Company ID   Company location   Company phone numbers   Person name and age   Hoovers Officer ID   Bio 21
  • 22. HAPI Search Fields, continued Build custom lists or search the database using Or simply search for a person by name, title and more than 40 criteria on companies and company to get the contact information needed executives to connect to the right people Company content: –  Title   Company Name –  Age   Company location: city, state and –  Professional industry country only –  Contact information (phone/fax)   Country ID –  Company name   DUNS number   Annual sales   Hoover's Company ID Executive content:   Person name   Hoover's Officer ID   Title   Company name   Hoover's Company ID 22

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