in ABM, Data Quality, Marketing Technology 765 Words

Zoominfo Growth Acceleration Platform 2.0 Unveiled

Zoominfo prospecting now includes technographic screening and dynamic counts which update as variables are selected.
Zoominfo prospecting now includes technographic screening and dynamic counts which update as variables are selected.

ZoomInfo unveiled the 2.0 version of its Growth Acceleration Platform to customers at its Growth Acceleration Summit in Boston this month.  Amongst the new features are a refreshed user interface, email tools, and expanded prospecting variables including Product / Vendor technographic selects.  The upgraded platform is currently in beta with general availability in Q4.

According to the firm, “ZoomInfo’s Growth Acceleration platform combines the most comprehensive and actionable B2B market intelligence with tools that help optimize sales and marketing effectiveness, jumpstart growth, and maximize profitability.”

The new user interface is cleaner and supports dynamic display which adjusts by form factor.  All of the pages, including company and contact profiles, employ a common look and feel.  Prospecting was simplified with complex stacked queries being less prominent.  However, they are still available to ZoomInfo’s data services team and power users.

Prospecting added product / vendor selects licensed from HG Data.  Multiple products may be entered for screening with the system defaulting to a Boolean OR (AND is supported, but the user needs to enter a multi-product Boolean string with AND logic).

Prospect lists may be maintained as dynamic lists (saved searches) or as fixed saved lists.  The system displays updated counts as each variable is selected. Zoominfo also allows users to suppress contacts purchased in lists in the past six months from search results and when building other lists.

Records may be uploaded from Outlook, Office 365, and Salesforce for enhancement and targeting.  Enhanced list analytics include pre and post data quality scores along with segmentation analysis. The Enhance Preview provides an analysis of the input data quality file, as well as a detailed report on what information was added, corrected, or confirmed using ZoomInfo’s data. The Data Profile tool shows users a breakdown of information about the user’s list, including top industries, job titles, revenues, and employee count.

The Zoominfo Enhance module provides before and after data quality statistics along with segmentation analysis on the Data Profile tab.
The Zoominfo Enhance module provides before and after data quality statistics along with segmentation analysis on the Data Profile tab.

Users can also upload an ABM account list for key contact targeting.

Company profiles include an expanded set of social media links (e.g. LinkedIn, Facebook, Twitter, and YouTube), related companies (licensed from Owler), and technology data.  Tech data is displayed as summary product counts by category.  The rep clicks on the product category to expand it by product.  Unfortunately, the service does not support customized filtering of products or categories by key competitors or complementary platforms.  As HG Data supports thousands of products, it would be a nice enhancement to support pre-configured product categories and products.  Otherwise, valuable account planning insights may be obscured.

Contact profiles now display more information about the company associated with the profile without the need to navigate to a separate profile.

The ReachOut Chrome connector, which provides on-demand company and executive intelligence from websites and LinkedIn, exports to Salesforce, Microsoft Dynamics, Outreach, and SalesLoft.  Users can also send emails from within LinkedIn.

A new Outlook connector provides contact profiles from within Outlook along with one-click add to Salesforce, Microsoft Dynamics, Outreach, and SalesLoft.  Salesforce duplicate checking is employed if it is turned on.  Users can upload records from Zoominfo’s ReachOut Chrome connector or Outlook as either Leads or Contacts / Accounts (previously this was only available from the Growth Acceleration Platform).  ZoomInfo will create Account records for Contacts if one does not exist in SFDC.

The new Zoominfo Connector for Outlook displays inline company and contact intelligence for each of the parties on an email. This feature helps with researching buying committee members and influencers.
The new Zoominfo Connector for Outlook displays inline company and contact intelligence for each of the parties on an email. This feature helps with researching buying committee members and influencers.

This feature helps with researching buying committee members and influencers.

While ZoomInfo partners with Account Based Sales Development (ABSD) vendors Outreach and SalesLoft, ZoomInfo has added light ABSD email features such as email templates and live email tracking. Templates include dynamic tags for information such as contact name and company name which fill in automatically with ZoomInfo data.  Emails are sent from the user’s default email program.

The ZoomInfo global database has grown to 220 million professional profiles (both active and inactive) and 13 million companies.  The dataset is updated continuously based upon web crawlers and a 300,000 user community that shares email signature data.  Zoominfo offers one of the deepest sets of contacts with emails and direct dial numbers.

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