On Friday, I began coverage of ZoomInfo’s acquisition of EverString. Continuing with part II…
Over the past few years, ZoomInfo has been rapidly building its go-to-market intelligence through acquisitions and capital investment. Initially, ZoomInfo (then called DiscoverOrg) rolled up competitors iProfile and RainKing, but in February 2019, they acquired ZoomInfo, a leading global contact information source. The firm also managed two tuck-ins last year: NeverBounce email validation and Komiko Inbox AI.
ZoomInfo is exceptionally strong across many of the core B2B data categories, including
- Global contacts (e.g. emails, direct dials, phone numbers, bios, social links, job function, and job level)
- Technographics (e.g. vendors, products, projects, IT professionals)
- Intent data (1st Party IP-matching and the recently acquired Clickagy real-time intent signals)
- Sales Triggers (e.g. M&A, Exec Changes, Partnerships)
- Org Charts (human-verified and modeled)
However, ZoomInfo has lagged behind other vendors in firmographics and linkage. The Everstring acquisition plugs this gap across core firmographics, SMBs, and company linkages, putting the firm in a stronger sales intelligence, digital marketing, and B2B DaaS position. The expanded company universe will significantly improve ZoomInfo’s match rates for batch, real-time, and continuous data enrichment.
In a multinational telecom provider test, the match rate doubled to 98% due to three factors: M/L-powered matching, historical matching against outdated records, and record completeness.
“EverString’s machine learning powered entity resolution (aka matching) algorithms are designed to accept and process multiple identifying inputs from a customer’s file, such as phone number and address, alongside the company name and website, improving the likelihood of returning a matching record.”ZoomInfo CEO Henry Schuck
Maintaining a historical file of inactive and out of date records provides significant value when batch processing enterprise records sitting in CRMs and MAPs. Much of this legacy data is bad, but without a reference file with historical data (e.g. inactive and closed companies, former addresses, FKAs), operations teams don’t know which records are defunct businesses.
Everstring has nearly 100% fill rates on core firmographic fields such as employee count, revenue, and industry codes. The expanded firmographics improve field fill rates, lead scoring, lead routing, and analytics (e.g. ICP, TAM, segmentation).
Nevertheless, ZoomInfo has a few remaining gaps around public company financials and filings (e.g. SEC, Companies House, UCC) that would hold them back at financial services companies and European firms. Everstring does ingest filing data (e.g. Secretary of State incorporations, UCC liens, 5500 ERISA filings with the Department of Labor, federal contract bids, OSHA, fleet data, UK Companies House) when building its business graph, but source data viewing is often required.
Continue to Part III.