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Home > Top Stories > AVENTION REINVENTS BUSINESS INFORMATION MARKET WITH LAUNCH OF NEW APPLICATION

AVENTION REINVENTS BUSINESS INFORMATION MARKET WITH LAUNCH OF NEW APPLICATION

Published by Gbaf News

Posted on March 11, 2014

5 min read

Last updated: January 22, 2026

AVENTION REINVENTS BUSINESS INFORMATION MARKET WITH LAUNCH OF NEW APPLICATION - Top Stories news and analysis from Global Banking & Finance Review

Formerly OneSource Information Services, Inc., Avention Inc., first to deliver real-time, relevant Big Data insights to sales, marketing and research pros

Jonathan Flatow

Jonathan Flatow

Avention, Inc., a leader in transformative sales enablement and business information solutions, today announced a comprehensive 21^st century business information application for sales, marketing and research professionals. The launch marks a business information breakthrough by harnessing Big Data in a real-time context that would previously have taken days or weeks to locate and leverage.

The company also announced today its name change from OneSource to Avention, Inc., delivering on its vision of 21^st century business information, driven by the potential of Big Data and dynamic new data sources.

In today’s business environment, it is critical to have access to not only a breadth of relevant data, but also the context of that data. By understanding the context of data and updating this information in real-time, Avention customers will be able to better leverage resources to make smarter, faster prospecting decisions, turning them into more qualified and engaged customers.

“We are thrilled to launch Avention, together with a namesake application that has been recognised by industry leaders as a ground breaking technology,” said Jonathan A. Flatow, chief executive officer at Avention. “We’ve learned that data alone is not enough. With Avention, for the first time, users will have access to a solution that not only provides them with the data they are looking for, but tells them what they should do with it. This changes the game for sales, marketing and research professionals that need to make better prospecting decisions more quickly or find just the right piece of information. We invented this industry nearly two decades ago as OneSource. As Avention, we’re reinventing the entire way you will look at this market.”

According to Forrester, sales teams too often follow a traditional approach in customer engagement that is guided by corporate agendas and messaging specific to the company’s product. When selling to customers that have become increasingly more knowledgeable, marketing, sales and research teams need sales enablement solutions that allow them to efficiently leverage customer information to understand and assist with a prospect’s priorities before interaction. An annual Forrester study of executive buyers found that only 20 percent feel the sales agenda focuses on their needs while the other 80 percent focuses on varying degrees of the seller’s objective.

Avention addresses the needs of these sales, marketing and research teams through its four innovative application pillars. Offering the most user-friendly interface available, the features and functionalities allow organisations to take data to the next level, customising information of value to the individual or department and providing the functionality needed to take action through one product. The four main innovations delivered through Avention include:

Conceptual Search^℠: A next-generation technology enabling customers to search a comprehensive business database of both structured and unstructured data using relevant business concepts for sales initiatives or research tasks.
Business Signals^℠: Using any number of Avention’s 1,000+ Business Signals, Avention users can now configure a highly granular search for their ideal profile beyond classic measures for segmentation (location, revenue, number of employees, etc.), helping customers identify and target more accurate sales prospects and researchers find more relevant data.
Ideal Profile^℠: Allows users to choose from thousands of characteristics that best define their “Ideal Profile”, streamlining the process by which sales, marketing and research teams describe and prioritise traits and characteristics of a targeted company or contact, and compare to others across the Avention global universe.
SmartLists^℠: Leverages Conceptual Search, Business Signals and Ideal Profile to understand the weight, scores and priority of the data in the list. With SmartLists, Avention customers can now build highly targeted lists that tap into the “big data” explosion and apply previously unavailable granularity and precision to lists. Working in tandem with Business Signals, SmartLists are also updated in real time based on customised parameters.

“This solution is amazingly good,” said John Blossom, president and senior analyst at Shore Communications Inc. “In my extensive history and years of evaluating sales enablement and business information technology, I’ve seen only a few of these elements appear in products elsewhere. The scale and sum of Avention is truly impressive.”

Effective today, Avention℠ will be available to new customers. Existing OneSource customers will be transitioned to the new Avention solution with subscription renewals starting April 1. An integrated CRM version of the product will be available to new customers through Salesforce.com effective immediately, and Avention will support Dynamic Demand in the coming months. For more information, visit www.Avention.com or contact your Avention representative.

About Avention
Avention, Inc., formerly OneSource provides real-time, actionable B2B data from the world’s most comprehensive database to deliver 21^st century business information solutions. Avention℠ empowers sales, marketing and research professionals with the best global B2B data available and leverages that data with its cutting-edge software. Through four key capabilities – Conceptual Search, Business Signals, Ideal Profiles and Smart Lists – users find leads, market segments and the business insights that can’t be found anywhere else. Headquartered in Concord, Mass. with offices across North America, Europe and APAC, Avention has more than 4000 customers worldwide. Visit www.avention.com and follow us on Twitter @AventionInc.