0
“Don’t Worry. Be HAPI.”
                      Hoover’s API Experience

                 Open Access to Business Insight
  ...
Once upon a
  time…



              2
Risk, Credit       Company,           Industry       Powerful advice,
  Reports.       People, Industry       Profiles    ...
Developers “plug-in” and deliver Hoover’s business
   insight via web applications and software tools.

Why API?

Benefits...
Forums, videos,
testimonials, etc.




                     5
Company and People Search
69 million professionals and 61 million companies worldwide


API Calls:
  Company Detail
  Pe...
HAPI Journey

  HAPI Live - October 1, 2008

  $1MM+ revenue in first year

  50+ clients

  V 3.0 Launched Nov 12
  ...
1.  Mobile

2.  CRM

3.  Enterprise Applications

4.  Product Integration

5.  Publishing




                            ...
CRM Integration - Access Hoover’s
 Real-time access to Hoover’s proprietary database.

                                   ...
Webform Enrichment Widget

“Lead Append”




      1                       2                        3
 Customer enters   “...
Xobni

Email plug-in that indexes
and prioritizes your email.
•  Photo
•  Instant meeting scheduler
•  Social graph
•  Con...
HAPI “auto” search based
on email domain

•    Company description
•    Address
•    Sales
•    Employee Count

Links to H...
Lead Liaison




Marketing Automation   Lead Append   Flow into CRM, etc.



                                             ...
Attaain “CI”


Search by:
•  Company
•  Keyword
•  URL

Returns full
Hoover’s
records




                 14
Broadlook “Profiler X”

                         Web scrape &
                         score people
                      ...
Business Models and Measurement

  Distribution
   –    Direct Sales – Enterprise and OEM
   –    Partner Channel
   –   ...
  Who gets Keys to the Kingdom?
  Differences to Core product
  Scalability
  Predictability – sales, usage
  Growth ...
  Widgets and Tools

  Batch downloading

  Expanded billing options

  Improved analytics

  Third party content

 ...
Heidi Tucker
Vice President, Business Development
            Hoover’s, Inc.
             425-828-0135
         htucker@ho...
Other HAPI Use Cases

HR Recruiting
•  Recruiters link job postings to company and industry description

Address verificat...
Detailed HAPI Search Fields

Search for companies or executives by keyword   Retrieve in-depth company or executive infor ...
HAPI Search Fields, continued

Build custom lists or search the database using   Or simply search for a person by name, ti...
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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 your business model into new channels or to capture new revenue, it is The Business of APIs.

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

  1. 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. 2. Once upon a time… 2
  3. 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. 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. 5. Forums, videos, testimonials, etc. 5
  6. 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. 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. 8. 1.  Mobile 2.  CRM 3.  Enterprise Applications 4.  Product Integration 5.  Publishing 8
  9. 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. 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. 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. 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. 13. Lead Liaison Marketing Automation Lead Append Flow into CRM, etc. 13
  14. 14. Attaain “CI” Search by: •  Company •  Keyword •  URL Returns full Hoover’s records 14
  15. 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. 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. 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. 18.   Widgets and Tools   Batch downloading   Expanded billing options   Improved analytics   Third party content   Cloud platform toolset –  Azure, EC2, Force.com, Google 18
  19. 19. Heidi Tucker Vice President, Business Development Hoover’s, Inc. 425-828-0135 htucker@hoovers.com 19
  20. 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. 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. 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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