Home > Companies > C-Suite On Deck > 'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

Assaf Eisenstein, Co-Founder & President at Lusha elaborates on their simple yet powerful self-service products curated for B2B salespeople. Read on to know more about his thoughts on the impact of automation on the B2B landscape and the challenges he sees on the horizon for the industry.

Despite the explosion in new technologies, many salespeople are still relying on outdated, untargeted methods of reaching potential clients.

MEDIA 7: Could you give our readers a sense of the demographic of Lusha and tell us a little about your culture?
ASSAF EISENSTEIN: Lusha was founded by Assaf Eisenstein and Yoni Tserruya in 2016 with the aim of creating the world’s largest crowdsourced data community for B2B salespeople or a “Waze for salespeople.”
Before Lusha, Yoni worked as an iOS Developer and created mobile applications focusing on the user experience, while Assaf created technology solutions for HR specialists. In 2016, Yoni and Assaf met and recognized that the process for salespeople to find accurate B2B data was laborious and time-intensive. Salespeople spend approximately 65% of their time on non-sales activities, rather than on the phone pitching prospects. Salespeople often have to search multiple online sources just to get the information they need. Lusha was created as a salesperson’s personal helper, allowing salespeople to easily identify their target audience, find their future customers, and create a personal connection.

M7: Since its inception, Lusha has been helping B2B salespeople through its simple yet powerful self-service products. Could you please give us an insight into some of these products and services?
AE: Until recently, B2B sales and marketers were using a “spray and pray” approach, reaching a high volume of potential customers with low relevance. As a result, salespeople spend around 65% of their time on non-sales and administrative activities, rather than engaging potential customers. This costs time and money that could be otherwise spent on growing businesses. Lusha’s cloud-based platform provides sales professionals and teams easy access to enterprise-grade solutions, to identify their ideal target buyer, and gain data-driven insights on who they approach as a potential customer, when, and why. The community members enable Lusha to provide the most accurate data through constant validation and enrichment of its database. Lusha’s community enables salespeople to validate contact information (that you’d normally find on a business card), and company insights, which validates Lusha’s data and ensures high accuracy. The company's community approach and affordability also ensure that salespeople from organizations of all sizes have access to the data they need to optimize their sales outreach. Since February, the Lusha community has expanded from over 520,000 sales professionals and 167,000 sales organizations to 800,000 and 273,000 respectively with little signs of slowing. We have also been hard at work developing and improving our product offerings and usability, while maintaining affordability, to provide organizations of all sizes access to the top-quality data and company insights they need in order to optimize their sales outreach. We continue to prioritize data quality and accuracy, ensuring our data remains consistently of the highest quality as well as fully compliant with world-class privacy standards and requirements.

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A major issue with the current privacy regulations is that they paint all data with the same brush and don’t discriminate protection based on risk factors or exploitability.


M7: What are the top challenges you see for the industry in general and Lusha this year?
AE: The most overarching challenge I see for the industry is the broken state of affairs for B2B sales. Despite the explosion in new technologies, many salespeople are still relying on outdated, untargeted methods of reaching potential clients. These tactics are a lose-lose as they waste everyone’s time and can even damage a brand’s reputation. Many services claim to give salespeople the data they need, but they can often be partial and cumbersome solutions.
Another challenge for companies like Lusha seeking to leverage data and change the ecosystem is privacy. There is an understandable concern for data protection and strict regulations (like the GDPR and CCPA) have passed as a result. Lusha is proud to be a leader in this field, having recently received the highly valued ISO 27701 certification for processing personal identifiable information. Furthermore, Lusha is one of the only SaaS companies whose entire legal, compliance, and privacy teams are IAPP (International Association of Privacy Professionals) certified. We understand the value of data to make buyers and sellers happier while taking all the steps necessary to ensure privacy.

M7: How do you see automation and artificial intelligence impacting the B2B landscape in the near future?
AE: With the rise of the digital era, the business has become increasingly data-reliant and -driven. Having grown to recognize that a timely and accurate understanding of data can drive unprecedented productivity and results at every level of their operations, businesses have placed data at the heart of their operations. And, with consumers having grown accustomed to highly personalized customer experiences – with many even willing to provide their personal data, such as age, gender, contact information, and more, to receive it – consumer data is more easily attainable than ever before.

As a result, issues around data privacy have also come into the spotlight, becoming a growing concern, of regulators and lawmakers are clamping down on – evidenced by the introduction of GDPR and CCPA standards. While this drive to protect the privacy of consumers is well-intentioned, the implications to businesses have been significant, as limiting their access to data means limiting the services they can provide and the level of efficiency and accuracy with which they can function. A major issue with the current privacy regulations is that they paint all data with the same brush and don’t discriminate protection based on risk factors or exploitability. This means much of the ‘shallow’, publicly available data businesses use to thrive, such as job title, work email, etc, is often subjected to the same privacy standards as sensitive personal medical or financial information. In order to for these regulations to be effective without hindering business, regulators need to aim to balance consumers’ rights to data privacy with business needs. By reassessing the handling of data to differentiate what is and is not publicly available, sensitive, or potentially exploitable, we can move away from ‘blanket protection’ to redefine privacy standards that are beneficial to consumers and businesses alike.

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The exceptional quality of products released into the market at record speed is brought on by a hyper-adoption of new technologies.

M7: What do you see as the most noticeable change right now happening in the workforce, encouraged by the rise of digital technologies?
AE: The most noticeable change, I would say, is the pace. The pace at which development, production, and delivery is happening. SaaS today is characterized by speed and quality. The exceptional quality of products released into the market at record speed is brought on by a hyper-adoption of new technologies.

M7: According to you, how should start-ups approach their branding that establishes credibility, expertise, and experience?
AE: The most important things B2B brands can do to establish themselves is to know their customer and to match their strengths to the buyers they can best serve. Lusha for example always tries to establish a direct relationship with its customers, to understand how to best suit our services to their needs. We understand what we are good at, and we understand what B2B businesses want, and the best way up is to connect the two in the most streamlined way possible. Another key concept here is improvisation. The world has been changing at a dizzyingly rapid pace over the last few years, and this means unexpected shocks are becoming increasingly the norm. Those brands that can roll with the punches, adapt, and continue to meet changing consumer expectations – are the brands that will thrive.

ABOUT LUSHA

Lusha is a crowdsourced data community and sales intelligence platform which empowers B2B sales professionals to identify, engage and close qualified prospects thanks to accurate and accessible data. Lusha recommends relevant prospects and organizations, eliminating cumbersome research and allowing salespeople to focus on selling. Lusha’s community approach ensures that salespeople from organizations of all sizes have access to accurate sales data. Lusha was founded in 2016 by Assaf Eisenstein and Yoni Tserruya and is headquartered in Tel Aviv, Israel. Lusha’s community has expanded to nearly 800,000 sales professionals and 273,000 sales organizations including Google, Microsoft, Dropbox and Uber.

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Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Lusha

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Lusha is a crowdsourced data community and sales intelligence platform which empowers B2B sales professionals to identify, engage and close qualified prospects thanks to accurate and accessible data. Lusha recommends relevant prospects and organizations, eliminating cumbersome research and allowing ...

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