How does Clearbit's platform offer new value beyond simply productizing the company's API use cases?

The platform pulls in all of Salesforce, all of Marketo, in our case, all of Snowflake, and lets you see every single person across all those systems and every single account across all those systems. For us, there's half a million companies that have interacted with us. It's using our Reveal product to log all of the website data, so, when these companies visit, if their JavaScript is in product, all of their product page URLs as well. So it starts to build that full customer picture. 

Then it lets you create these audiences, which our segmentation tool lets you see ‘this is a lost lead that is back on the website,’ so like, ‘let's re-engage them.’ What this lets you do is create these little leaps, or create these little fragments of logic, or full audiences and audience definitions, that then can be used in other places. For something like this, this might be something that you wanted to trigger an outreach campaign based on. The API lets you basically say, ‘is it in segment? Trigger this campaign.’ Those platform APIs let companies do that, and marketers do that, but also let other companies do that. So like a Drift or a Qualified, or whatever, can integrate Clearbit, and can use that segmentation that you created, and those audiences you created to run marketing plays, or run sales plays.

The other piece here is advertising. This lets you create audiences based on all of the data in your system of record, but also the entire Clearbit universe. So, you can do every marketer at a company over 50 people in the United States and Western Europe. That becomes an audience that's deduped against your data set, and then turned into an advertising audience. The platform lets you do a lot of interesting things with that. It could be a person we track here as someone converts from that audience and becomes a lead in your system. That's an event that you could be pulling from the API to trigger things. It's really opening up APIs so you can start taking action based on changes within your data loop, all the data within your system.