My answer to the question: How Accurate are Zoominfo Direct Dials?
There are two sets of contact information from Zoominfo: Tier 1 validated contacts for around 5 million global executives and decisionmakers. This data is re-validated every 90 days and has a 96% direct dial population rate and 98% email. These records are subject to a 95% data accuracy SLA (100% is impossible as there is a 2 – 2 1/2% decay rate of contact records per month). Tier 1 data also includes org charts, researched biographies, and company projects.
Tier 2 data is obtained through machine learning and natural language processing. Zoominfo obtains this data through web crawling and the mining of signature blocks amongst its Community Members (small businesses that provide access to this data in exchange for limited platform access). Because this data is being gathered constantly, Zoominfo has a heads up if somebody’s signature block changes. It also provides a deeper set of direct dials than available from other companies. Zoominfo offers an update date for Tier 2 data which I would recommend using. Data verified within the past six months should be around 90% accurate. At a year, the accuracy is likely around 75% and could be lower. Anything beyond a year is likely to be of low quality and should not be purchased except in special circumstances such as the lack of new contacts at a key function of an account or high-value prospect.
I have not conducted a recent study of Tier 2 data vs. other contact data sources, so cannot speak to its quality.
Two other vendors directly collect and verify contact direct phones and emails. If direct-dial accuracy is a key concern, also evaluate DealSignal and SalesIntel.io. DealSignal performs overnight reverification so is better for marketing than sales. SalesIntel performs 90-day reverification cycles and claims to be significantly less expensive than Zoominfo. Both companies offer contact enrichment, contact prospecting, and enterprise software connectors (CRM, MAP, Sales Engagement, Chrome).
ABM platform vendor Terminus acquired email analytics vendor Sigstr earlier this week. The full 60-person Sigstr team will be joining Terminus, including CEO Bryan Wade. Sigstr has received $11 million in funding across multiple rounds. Sigstr’s flagship product inserts customized banner advertising in signature blocks. In 2018, the firm launched Pulse, which tracks relationship strength based upon email opens, response times, messaging velocity, and generated calendar invitations.
our solution with the Terminus platform activates an untapped channel that
changes how businesses engage with target accounts,” wrote Wade. “We’re
long-standing partners from both a technology and go-to-market perspective,
making this combination a no-brainer and massive opportunity for our combined
customers, and account-centric businesses everywhere looking to sharpen how
they engage across the entire customer lifecycle.”
company will be able to “determine their best-fit segments,
prioritize accounts, and identify the next-best-action for execution.” Terminus
can now align account-based messaging across the full lifecycle, prioritize
accounts and assess buying team interactions, and integrate ABM messaging with
employee email marketing.
“[Pulse] Relationship data adds a rich 1st-party piece of intelligence to your account-based efforts. To deliver this information, Sigstr uses its proprietary Relationship Score, which analyzes the email and calendar interactions between employees at your company and those at your customer and prospective customer accounts. It provides detailed insights into the sentiment and strength of relationships at an account, buying team, and individual level. Utilizing this data set alongside engagement and intent intelligence already native to the Terminus platform supercharges how your revenue teams prioritize efforts and take action.”
Bryan Brown, Terminus Chief Product Officer
be more excited about bringing two powerhouse teams together to shape the future
of B2B marketing,” said High Alpha managing partner Scott Dorsey.
“Category leaders are built around great teams and innovative products.
This team has exactly what it takes.”
customers include AT&T, Amazon, and United Way. Terminus was also a
long-time customer. The firm blogged that the deal was “a reflection of
both our confidence in and reliance upon Sigstr as a staple of our marketing
Terms of the
deal were not disclosed.
month, Terminus named Tim Kopp their new CEO and Chairman. Kopp is the
former CMO of ExactTarget and is a Partner of Hyde Park Ventures. Former
Terminus CEO Eric Spett continues as a member of the Board.
and business are at a crossroads. We’re shifting to a new frontier of
automation that prioritizes more effective account targeting, engagement, and
acquisition,” said Kopp. “The emerging generation of CMOs is
transitioning toward hyper-targeted campaigns and intelligent, data-driven
digital marketing. ABM has moved past marketing, and Terminus is the
definitive leader powering account-based transformation and helping businesses
achieve rapid, long-term growth.”
LeadSpace rolled out its Customer Data Platform (CPD) fall release with improved processing of first-party data, enhancements to their Salesforce app, and refinements to their Ideal Customer Profile (ICP) modeling. Automated ingestion of first-party data and custom data sources deliver unified customer profiles “for use across systems.” Automated data onboarding assists with AI modeling, scoring and analytics, and enterprise software activation.
can use data on engagement, product use, relationship, and other information
unique to their business to power real-time orchestration of activities and
processes,” stated the firm. “Decisions about how to route leads, assign
nurture programs, segment for campaigns, and personalize interactions can now
be made with all the intelligence of the CDP and a complete customer view.”
The fall release also supports data hygiene with the sunsetting of Data.com Clean in mid-2020. Both real-time and on-demand matching and enrichment are supported. Triggers automatically identify new or updated records and automatically look to match them against the LeadSpace CDP. At the end of the year, a sync button will be displayed within individual records.
“Getting a complete view of the customer is critical to improving the customer experience for B2B. Buyers no longer tolerate generic and impersonal content and interactions. Our Customer Data Platform gives B2B marketers a real path to being able to orchestrate the ideal customer experience at scale. Improving the ability to ingest 1st party data makes that even more powerful because it is unique to each of our client’s journey with their customers.”
LeadSpace CEO Doug Bewsher
ICP Analytics help select the right accounts and personas for ABM targeting.
Interactive, filterable reports display account, contact, and intent data
matched against conversion and revenue data to “uncover which categories and
segments have performed well historically.”
LeadSpace On-Demand look-a-like segment building now supports company suppression.
LeadSpace customers include Microsoft, HPE, SAP, Iron Mountain, IBM, and Symantec.
TechTarget announced a set of enhancements to its Priority Engine sales intelligence service. New features include improved Salesforce sync, refined Buying Team display, contact hygiene, and LinkedIn profile hyperlinks. Improved Salesforce synchronization gives “sales reps easier access and dynamic visibility into active accounts in their territory, with even more accurate and actionable data on the buying teams within them,” said the firm.
Engine now supports sales territories based on Salesforce account assignments,
uploaded account lists, or firmographic rules (e.g. Industry, Geography, Size).
As accounts are added or reassigned within Salesforce, territories are
automatically maintained, allowing Priority Engine to dynamically showcase
activities within the territory.
Managers and directors can view individual rep account lists or multiple territories at once.
Engine helps sales and aligned marketing teams reach and engage more of the
right prospects at in-market accounts to improve response and conversation
rates,” stated TechTarget
also adjusted its contact selection algorithm to improve its buying committee
display, “vastly improving the fit of 3rd-party supplemental contacts in
Priority Engine.” A new contact card provides a detailed contact profile
within the Buying Team list view. Previous and Next buttons allow the
sales rep to quickly view individual profiles.
Engine also deployed improved persona logic to determine which DiscoverOrg
contacts to display for accounts.
account views, Buying Teams now list emails, direct dials, and LinkedIn
“Priority Engine has long provided essential intelligence to help sales teams fuel pipeline and close more deals. These new enhancements are the first in a series of releases specifically designed to make it even easier for sales pros to access better data and powerful insights to maximize opportunities with active accounts in their territory.”
TechTarget VP of Products Andrew Briney
collects second-party intent and opted-in contacts from readers of its 140
technology research sites. TechTarget sites are available in English,
French, German, Spanish, Chinese, Portuguese, Italian, and Japanese.
Priority Engine supports English, French, and German UIs.
Of the 20
million contacts, 18 million are technology decision-makers or influencers and
2 million work in other functions but are researching technology. 9
million of the contacts are North American, 5 million are located in EMEA, 5
million in APAC, and 600,000 in Latin America.
Engine pricing is customized based on market access and customer
feature/function requirements. Typical individual subscriptions begin
around $100K. Designed specifically for the needs of small companies, the
Priority Engine Express (PEX) offering – currently in beta release – starts at
over 600 customers for TechTarget intent data products, with 51 added last
quarter. Priority Engine Express will be generally available in 2020.
Zoominfo which launched its combined Zoominfo powered by DiscoverOrg platform in September, released Workflows, their “first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.”
identify new and existing prospects based on real-time B2B intelligence.
The prospects are then deployed to automated sales and marketing
campaigns. Audience segmentation can be applied according to intent,
event, and news-based triggers including new technology installations, funding
rounds, product launches, first- and third-party web activity, spending
priorities, and other buying signals with additional company attributes.
One of the
triggers is visitor intelligence gathered from their recently launched
WebSights service. “Now, you can engage prospects from organizations
researching your site with direct-dial phone numbers and accurate email
addresses. What’s more, you can view your data and segment it according
to firmographic filters, for instance, enabling better, more personalized
support a set of sales engagement, CRM, and MAP platforms including Outreach,
SalesLoft, Salesforce, HubSpot, Eloqua, and Marketo. Sequences can drop
audiences into campaigns or kick off sales cadences. For example, a
trigger can be set up for specific events and filtered by firmographics,
technographics, biographics, or event-specific parameters such as Funding
“Integrations with popular sales and marketing applications give customers the opportunity to marry ongoing custom triggers with essential prospecting information from ZoomInfo and connect with potential buyers in a personalized, more efficient way.”
buyers demand a personalized experience,” said Zoominfo CEO Henry Schuck.
“Solely relying on standard and static company criteria to identify key
prospects restricts sales and marketing’s ability to meet those expectations,
especially when timing is so often the difference between a deal that is won or
lost. ZoomInfo Workflows solves this problem with features that capture
dynamic buying behavior across first- and third-party channels, as its
collected, along with hundreds of rules to automate as little or as much of the
go-to-market motion as they’d like.”
migrated 1,000 customers to its new platform.
At Dreamforce, Salesforce rolled out a set of Einstein Voice capabilities which will be launching in the coming months. New services include Einstein Call Coaching for sales, Service Cloud Voice, and Einstein Voice Skills for developers and Salesforce admins.
Service Cloud Voice provides an integrated console which unifies, phone, digital channels and CRM data in real-time. The service also performs real-time voice-to-text transcription allowing Einstein to offer recommended responses, support content, and next best actions. Service Cloud Voice will enter its pilot phase in February with a June GA date.
“Voice is a huge shift for the industry and will be as impactful in businesses as it’s been in our homes. With Einstein, Salesforce is bringing the power of voice to every business, giving everyone an intelligent, trusted guide at work.”
Salesforce Chief Product Officer Bret Taylor
During an insurance claims call, for example, Einstein
would recognize the nature of the claim and pull up the policyholder’s coverage
specific to the claim, delivering a faster and superior customer experience.
Next best actions such as additional riders or cross-selling
opportunities are presented to the rep. During its beta, State Farm
closed cases 31% faster.
80% of consumers stated that speed is the most
important element in delivering an “amazing customer experience.”
Finally, the call notes are automatically transcribed
for the rep, allowing him or her to quickly move on to the next support call.
“Einstein is specifically designed for simplicity.
It’s designed for Salesforce Admins or Developers to be able to set up
for a Salesforce user to be able to understand, and, as a result, folks that
use Einstein get real results,” said VP of Einstein Products Marco Casalaina.
“So, how can you become successful with Einstein? It all starts
with a question. You need to formulate a question that makes sense for
Questions could be which opportunities will convert,
which customers will drop, will a researcher engage with my email, or will the
customer buy this item?
Einstein Voice Skills will be in beta in February with
a 2021 general availability. Voice Skills will allow admins and
developers to deploy custom voice apps across the Salesforce Customer 360
Platform. For example, a technician can call up a customer’s service
history while en route.
“Each app is purpose-built for the specific needs and
processes of each role. Plus, admins can also control how the information will
be read back to the user, including the ability to offer next steps or
follow-up tasks within the response, and which channels and devices that the
skill is accessible on, such [as] smart speakers or phones,” said Salesforce.
Salesforce has been teasing voice services since the last Dreamforce when they launched Einstein Voice Assistant which supports routine Salesforce CRM functions such as creating or updating customer records, getting personalized daily briefings, and exploring dashboards. This year, they announced Einstein Call Coaching, Service Cloud Voice for transcription and AI-powered recommendation services, and Einstein Voice Skills.
Einstein Call Coaching is currently in pilot and should be generally available as a Sales Cloud High Velocity Sales (SEP) service in June. Call Coaching utilizes natural language processing against call transcripts. Managers view “insights and trends within conversational data.” NLP tags keywords, alerts managers about spikes in competitor mentions, and monitors pricing discussions and objection handling. Managers can then focus their coaching based upon individual rep needs.
“Companies with dynamic sales coaching programs see
28% higher win rates, unbelievable results. And Einstein call coaching is
your coach. This is an AI feature that can process audio clips to serve
up those key moments for this type of coaching,” said Sarah Patterson, SVP of
Being able to track keywords, discussion topics, and
competitors should prove highly valuable for one-on-one and team coaching
sessions and broader analytics. Sales reps often fail to record
competitor and objection details (or they are trapped in notes). Even
when custom fields are set up to capture these details, they are often weakly
populated. Being able to track objections and competitor discussions provides
improved coaching and product road mapping input. This is far better than
querying sales reps to be told that they lost on price or aren’t sure who won
Product tracking and objections also assist with
gathering early intelligence following a product launch. Are the sales
reps balking at discussing the new offering, unable to handle objections for
which they weren’t trained, or tripping on a missing feature that should have
been included in the MVP?
“You launch a new product, but you have no idea
whether your reps are actually comfortable selling it,” said Patterson.
“Well, now you are getting the insight you need to know if they are.
And if they’re not, you can lean in to guide them, to coach them, to help
them. More than this, you can even customize this to look for things that
matter to your business.”
Call Coaching provides “management-level visibility
into key moments during a sales call” allowing the coach to listen to those
moments and how the rep handled them. Those moments are then immediately
available for one-on-one review or group coaching.
Call Coaching Insights include tabs for objection
mentions, product mentions, talk / listen ratios, and custom topics. For
State Farm Insurance (the Dreamforce demo), this includes life events.
Call Coaching conversation trends help identify market
shifts, opportunities for bundled offerings, and emerging competitors.
“73% of managers spend less than 5% of their time coaching their reps, and we wanted to make the most of that time. Einstein Call Coaching helps managers more effectively coach individuals, provides the ability to scale those learnings across teams and gain deeper insights into customer needs and experiences.”
Efrat Rapoport, Director of Product Management, Salesforce Sales Cloud
“Just like athletes can sit down with their coaches
and look at video clips, now sales reps can sit down and listen to audio
clips,” said Patterson.
Call Coaching also supports a library of best-practice call excerpts for new hire training and sales refreshers.
Tomorrow, I will discuss the other voice tools launched at Dreamforce.
Web content management vendor Episerver acquired web content personalization and analytics firm Idio. Episerver will now be able to predict the interests and intent of buyers and deliver “hyper-relevant” content. The combined company is able to deliver personalized content, product recommendations, product search, triggered emails and messages, and visitor intelligence. B2B solutions span manufacturing, wholesale and distribution, technology, information services, and financial services.
“At the end of the day, people realize every digital interaction is fueled by a business selling something to them whether the sale is via a shopping cart, a service or a subscription,” said Justin Anovick, chief product officer at Episerver. “Persuading people to act is not problematic if the business is providing something of value to them but most digital interactions are created for the masses and end up catering to no one.”
“Idio powers 1:1 digital experiences at global scale. This acquisition is the next part of our mission to help our enterprise clients serve their end customers with timely, relevant and cross-channel experiences. The combined organization, with Episerver’s deep content and commerce expertise and Idio’s predictive and analytical capabilities, make for an exciting future for customer-centric marketers.”
Idio CEO Edward Barrow.
will continue as a standalone product but will be “merged functionally” with
combined company, with the financial backing from Insight Partners, intends to
aggressively grow our deployment and success teams, as well as a significant
acceleration in product innovation to help marketers achieve greater value from
customer-centric marketing,” blogged Idio.
financial terms were disclosed as both companies are private.
Dun & Bradstreet, which acquired Lattice Engines at the beginning of Q3, launched a Lattice Campaigns App for LinkedIn. The new app “improves campaign performance by creating and activating always-on AI-based audiences for LinkedIn Ads.”
“When Dun & Bradstreet acquired Lattice Engines, we were building on an existing partnership of the world’s most comprehensive B2B data and the world’s leading B2B Customer Data Platform,” said Dun & Bradstreet’s President of Sales & Marketing Solutions Michael Bird. “This is the first in a series of innovations we’re quickly bringing to market to power more effective and efficient digital marketing, demand generation and sales acceleration programs for our customers through the intelligent use of data.”
The Lattice Customer Data Platform supports “hyper-targeted”
LinkedIn advertising as part of a broader omnichannel engagement strategy. Lattice
combines first and third-party customer data, displays account and contact
insights, and uses “AI to segment their buyers and deliver hyper-targeted
engagement in an automated fashion across display, web, email, CRM and now
“Let’s say a buyer at a cold account starts visiting certain product pages on your website anonymously. Rather than just showing this buyer a generic ad about your brand, you could show them an ad with more specific copy and CTA [call to action] related to the product pages that they visited on your website.”
Dun & Bradstreet President of Sales & Marketing Solutions Michael Bird
The app creates matched audiences for LinkedIn ads and
then lets marketers adjust media spend to target high-performing audiences. The
app then updates LinkedIn audiences based on “changes in buyer engagement,
interest and company data. As a result, marketers can ensure that buyers
are engaged with the most relevant campaigns based on not only persona but on
profile, propensity, interest and buyer stage.”
Dun & Bradstreet is claiming a 42% increase in
click-through rates and triple the post-click conversion rates resulting in a
54% reduction in qualified lead expenditures.
According to Gartner, CMOs are spending 23% of their
marketing budget on paid media.
“In an environment where B2B marketers are
overwhelmed with data and technology options, our goal is to make their jobs
easier by connecting interactions across customer journeys,” says Bird. “This
allows marketers to target the right audiences with the right message and make
the best use of their ad dollars.”
Connectors for Facebook, Twitter, and other social
media platforms are in the works.
is beginning to evolve a set of hybrid engagement vendors that deliver a broad
set of sales and marketing services. The boundary between sales and
marketing is quickly crumbling. Hybrid engagement services manage both
data and workflows. Features include