1. Dont Worry. Be HAPI. Hoovers API Experience Open Access to Business InsightNovember 16, 2009 Heidi Tucker VP, Business Development Hoovers, Inc.

2. Once upon a time2 3. Risk, Credit Company, Industry Powerful advice, Reports. People, Industry Profiles articles, tools. 150MM Global Insight andcompanies. Tools. D&B/Hoovers offers the most comprehensive source of business insight in the world. Single source for business success info and tools.3 4. Developers plug-in and deliver Hoovers businessinsight via web applications and software tools.Why API?Benefits: Increase in Hoovers pervasiveness in business workflows On demand information for our clients (retention) Crowdsourcing innovationMashery Enables Scalable Success Throttles access, provides reporting, security4 5. Forums, videos, testimonials, etc.5 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 6 7. HAPI Journey HAPI Live - October 1, 2008 $1MM+ revenue in first year 50+ clients V 3.0 Launched Nov 12 Evolvingvalue prop target marketsales processpricing role within Hoovers7 8. 1. Mobile2. CRM3. Enterprise Applications4. Product Integration5. Publishing 8 9. CRM Integration - Access HooversReal-time access to Hoovers proprietary database. CR M i thinAll 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 InfoDetailed Call Prep Sheetcompany description>>> On Demand and OnPremise 9 10. Webform Enrichment WidgetLead Append 1 23Customer enters Auto suggest calls HAPI, Populates webform.company name returns results list. Packages up to 50Customer selects correct fields of info forcompany.transport to CRM10 11. XobniEmail plug-in that indexes and prioritizes your email. Photo Instant meeting scheduler Social graph Conversation threads Shared files Email analytics - rank, TODFour content sources: Hoovers LinkedIn Facebook TwitterPrivate company Cisco, lead investor11 12. HAPI auto search based on email domain Company description Address Sales Employee CountLinks to Hoovers site for more infoFree to end user12 13. Lead Liaison Marketing Automation Lead Append Flow into CRM, etc. 13 14. Attaain CI Search by: Company Keyword URLReturns full Hoovers records14 15. Broadlook Profiler X Web scrape &score peoplesearchFind mid-levelmanagers Link to HAPI forcompany info orlist build Premium (paid)subscription toHoovers content 15 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 16 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 solution17 18. Widgets and Tools Batch downloading Expanded billing options Improved analytics Third party content Cloud platform toolset Azure, EC2, Force.com, Google 18 19. Heidi Tucker Vice President, Business Development Hoovers, Inc.425-828-0135htucker@hoovers.com19 20. Other HAPI Use CasesHR Recruiting Recruiters link job postings to company and industry descriptionAddress verification Shipping department checks address info against Hoovers toreduce bad address non-deliverables Outbound Telemarketing Hoovers info populates predictive dialer contact info Forwards company info to sales rep upon successful call connectionWeb analytics publisher Users see traffic and corresponding basic business information Advanced users can click on basic information link to get completeHoovers dataAlumni social networking tool Alumni find connections and see their company info 20 21. Detailed HAPI Search FieldsSearch for companies or executives by keyword Retrieve in-depth company or executive infor by IDCompany content:Company content: Company Name Company Name and Location Company location: city, state and Company phone numberscountry 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 Hoovers Custom Report Executive content: Company name Hoovers Company ID Company location Company phone numbers Person name and age Hoovers Officer ID Bio21 22. HAPI Search Fields, continuedBuild custom lists or search the database using Or simply search for a person by name, title and more than 40 criteria on companies andcompany to get the contact information needed executivesto connect to the right peopleCompany content: Title Company Name Age Company location: city, state and Professional industrycountry 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 ID22