Yesterday, DiscoverOrg announced that it is rebranding with the Zoominfo name. The firm determined that it was easier to build brand perception than brand presence. They also rolled out a new combined platform and packaging.
While the firm officially launched their new platform yesterday, the two legacy platforms will continue to be available to clients under current contracts and pricing structures. The 100 customers who have licensed both products since acquisition will be moved to the joint platform.
The second issue the firm confronted was their pricing structure. Zoominfo pricing was based on the number of records purchased or maintained under a subscription license with a significantly lower initial price point. DiscoverOrg provided broad access to their database with an average contract value of around $30,000. The new product line offers pricing and functionality similar to legacy Zoominfo offerings at the lower end and pricing and packaging similar to DiscoverOrg at the upper end. Thus, as contracts expire and customers migrate to the new platform, there should not be significant sticker shock.
The Starter package for a single user supports basic company and contact information, direct dials and verified emails, quick search, and prospect list building. The service is designed to help users “find their next customer.”
The Professional package is akin to the broader Zoominfo service. Professional helps three users “prospect with ease.” Additional features include a Contact Accuracy Score, recent and saved searches, list management, customizable tags, and list matching. Professional also supports CRM, MAP, and Sales Automation solutions.
The Advanced package supports unlimited page-level exports and provides “deep insights” for five users. The package is similar to DiscoverOrg with technographics, org charts, Scoops (sales triggers), web references, similar companies, personal contact details, investors, funding data, and rich bios with education and work histories. Other features include data enhancements and alerts.
Finally, the Elite package provides “actionable intelligence” including intent data and alerts (OppAlerts), ideal customer profiling and scoring (AccountView), Company Attributes, NeverBounce email verification, and department-level employee counts. Elite also begins with five users and supports unlimited page-level exports.
Additional products include
- FormComplete: a web form enrichment service
- WebSights: a newly launched visitor id service. The service is still in beta and based upon their extensive IP addresses tied to company intelligence.
- Enrich: CRM and MAP data maintenance
DiscoverOrg emphasizes that it has “solutions for businesses of every size” on its pricing page. While this is generally true and they have done an excellent job of combining two companies with much different pricing models, they do not have a single-seat sales intelligence solution priced to compete against LinkedIn Sales Navigator, InsideView, or D&B Hoovers. However, DiscoverOrg has never offered such a product and it has had high growth rates from the beginning. With the Zoominfo acquisition, they are much more competitive at the lower end of the market save the single-seat sales intelligence scenario.
Zoominfo has historically focused on the sales and marketing function, but Schuck sees a broader user base. “The thing that ends up happening is they invest in CRM, marketing automation and open the door to any information to go into those systems,” he said.
New use cases include website visitors, trade show and webinar attendees, and ongoing data hygiene.
“There’s no mechanism to update that data. Meanwhile, companies are growing, they’re shrinking, they’re doing a merger or acquisition, an IPO. They’re hiring a new CEO, a new CMO, a new CIO.”
Zoominfo CEO Henry Schuck
Zoominfo plans on sending their executives to communicate the new brand and capabilities at conferences and tradeshows this fall. The firm also plans digital advertising and offline advertising (e.g. billboards) in key markets.