Validity Upgrades Its DemandTools Data Product

Marketing service firm Validity has launched a new version of its flagship DemandTools product to help brands improve their data quality. 

The new iteration, the DemandTools V release,  comes at a critical time for marketers, says Kate Adams, senior vice president of marketing for Validity.  

For one thing, a recent study by ITProPortal showed that the pandemic increased data decay by an annualized rate of 37.5%, Validity notes. 

Then there’s the threat of Apple’s Mail Privacy Protection. Data hygiene is going to be more important in upholding the email sender reputation, Adams argues. 

One of the features in DemandTools V is data-quality assessment to help brands understand the strengths or weaknesses of their data, supported by the newly integrated Access module.  

“Free data quality assessment is baked into the product,” Adams says. “We’re trying to make sure it’s report-ready at the moment you need it most.”

The DemandTools V release also features a more modern interface, grouping functionality by the problems faced by data quality teams. And, while it “used to work only PCs, now we’re rolling it out on Macs,” Adams says.  

The new version also offers increased adaptability. Validity says the release features single sign-on options and an embedded scheduler, with an eye toward improving the workflow for CRM admins. 

“All the modules can work independently of one another, but you can find it easily within the tool itself,” Adams says.

DemandTools is typically used by CRM administrators — they’re the most passionate, Adams notes. But it is also utilized by marketing and sales operations. 

“I logged into DemandTools as an admin before I’d even seen the Salesforce login page - and I’m thrilled to see the investment Validity has made to reboot this incredible tool,” states Gemma Blezard, Salesforce MVP and co-CEO and founder of the Architech Club. 

Blezard adds, “Saving scenarios, manipulating data right inside Salesforce, and using smart criteria saved hours of admin time.”

The initial product, CRM Fusion, around for about 21 years, was one of the first apps in the Salesforce App exchange, Adams points out. 


Next story loading loading..