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.

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