ZoomInfo rolled out an upgraded Workflows product for automating trigger-based tasks. The service sports a simplified natural-language UI for building workflows “in ways that feel conversational, simple, and secure.”
ZoomInfo Senior Product Director Apparao Karri explained that Workflows are at the intersection of go-to-market data availability and sales automation, calling it “the long tail of GTM automation.”
Continued Karri, “Intelligent Automation is a key differentiator for businesses, and the underlying technology stack is mature and ready to deliver at scale. ZoomInfo Workflows is a product built on this framework to improve productivity, reduce lost opportunities, and bring consistency to the go-to-market motions.”
Product Marketing Director Thad Peterson contrasted Workflows with Marketing Automation Platforms:
“Marketing automation has existed for many years, but often on a generic playing field. For example, when visitors fill out a form on a company website, marketers can drop their information into a sequence or a campaign in their CRM. But those campaigns are limited because a form-fill mechanism doesn’t provide targeted and specific information for each of those prospective customers. Now we live in a world where individual sales reps can create hyper-targeted campaigns based on nearly every imaginable scenario.”ZoomInfo Product Marketing Director Thad Peterson
The basic structure of a Workflow is triggers, filters, and actions. Triggers are business events detected by ZoomInfo and include ZoomInfo WebSights (website visitor intelligence), technographic changes, Clickagy Streaming Intent, fundings, and ZoomInfo Scoops (e.g., projects, PPP funding). Triggers may also be created from saved searches that identify new companies or contacts that meet the saved criteria.
Triggers act as signals subject to pre-defined filters. The filters are conditions that must be met for an action to be taken. They can be based upon ZoomInfo or Salesforce criteria. For example, presence in an ABM list, meeting firmographic criteria, assigned to a rep in Salesforce, or not present in Salesforce. Actions dictate the Workflow response and include sending emails, assigning contacts, creating records, or kicking off sales flows (cadences) in ZoomInfo Engage, SalesLoft, or Outreach. Marketing actions can be processed through HubSpot, Pardot, Marketo, and Eloqua.
Actions include a processing frequency (e.g., daily, weekly) and limits on the number of exported records. The limit works as a throttle so that reps are not overwhelmed with too many leads. It also prevents a workflow from using up too many ZoomInfo credits. Some actions have sub-actions associated with platforms (e.g. set campaign or cadence / sequence / flow).
Filters can also be employed for territory assignment, ensuring that the activity is routed to the proper sales rep. As ZoomInfo has one of the deepest pools of professional contacts with emails and direct-dial phones, they can activate sales and marketing activity from anonymous account-level signals for targeted functions and levels.
“If businesses want to scale quickly, they can’t become mired in day-to-day tasks that can easily be automated,” said ZoomInfo CEO Henry Schuck. “ZoomInfo’s Workflows eliminates redundant, repetitive tasks and helps teams to focus on the human side of closing business by establishing strong relationships with prospects and customers.”
Continue to Part II.