Go-to-Market Platform ZoomInfo announced that it completed the first stage of its Chorus Integration after acquiring the Conversational Sales firm in mid-July.
“Since announcing ZoomInfo’s acquisition of Chorus…our team has made great strides in seamlessly making key features of the Chorus platform available to our customers. These integrations will allow sales, marketing, and operations teams to instantly use both ZoomInfo and Chorus to expand their pipelines via a data-first approach that they can’t get with any other platform on the market.”ZoomInfo CEO Henry Schuck
Conversational Sales functionality has also been added to ZoomInfo’s Engage SEP. Chorus transcribes and analyzes calls, helping them build strong customer and prospect relationships and be more present during calls. For example, ZoomInfo dialer calls are recorded and stored in Salesforce while Chorus transcribes and analyzes the conversation.
Momentum Insights are available in ZoomInfo, Chorus, and Salesforce, delivering call insights wherever the rep is working. “Combined Chorus and ZoomInfo users can now view conversation and relationship insights within the ZoomInfo platform for better visibility and management of their prospect and customer pipeline,” stated the firm.
The new Chorus tab in ZoomInfo lets revenue teams see with whom they’ve engaged across the account; whether the interactions were via inbound email, outbound email, or meeting; and the most recent interaction. The Momentum Insights chart shows touchpoints over time with the ability to search by participants and activity type. Users can drill down on any of the interactions for email or call details. Audio can be reviewed from within ZoomInfo’s account and contact views.
Users can also drill down on Quick Signals or search by keyword from the Chorus tab, allowing reps to research deal risks, wow moments, negative sentiment, next steps/to-dos, timeline discovery, etc. Chorus supports hundreds of topics that can be customized. For example, companies can filter by specific competitors or product feature capabilities.
While the primary use case for Signals is rep account review, managers can use the tool for deal discussions, skill review, and coaching. Likewise, product managers can broadly investigate customer calls to research specific topics (e.g., product complaints, competitors).
When the user clicks on a signal, a textual synopsis of the discussion is provided, along with the ability to review that part of the discussion. These tools are essential for reviewing negative sentiment, pricing discussions, competitors, etc. Also, call snippets can be extracted for training (e.g., objection handling, competitive parrying, value messaging) or forwarding questions in the voice of the customer to subject matter experts or service departments.
Chorus users also benefit from the integration, with ZoomInfo serving as the reference data set for customer contact intelligence. ZoomInfo claims that switching to ZoomInfo’s database and matching logic (from Clearbit) resulted in a 33% lift in match rates and a 10X faster load time for contact records in Chorus (150 MS). Enriched company and contact intelligence include department, job function, seniority level, business email, phones, industry, location, and company.
According to Chorus, ten percent of calls have attendees that were not announced, leaving the rep blind to the role and importance of the additional attendees. In other cases, a third party is mentioned, but that individual is not in attendance. In either case, ZoomInfo will surface contact information for these individuals, helping fill out the Buying Committee. ZoomInfo also recommends personas who are likely Buying Committee members, fostering multi-threaded discussions across the Demand Unit.
“In addition to helping you expand across your deals, you’ll gain a new understanding of which deals are more likely to close, helping improve your forecast accuracy and visibility across your pipeline,” blogged Senior Director of Customer & Product Marketing Sophie Cheng. “ZoomInfo’s rich company insights like noteworthy scoops (news and events), intent data, and reporting relationships, infused with Chorus’ new Momentum suite will help paint a clearer picture of the entire relationship context like who’s involved in each deal, what’s being discussed, and the likelihood to close.”