Quora: How Accurate are Zoominfo Direct Dials?

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.

Zoominfo provides a deep set of sales and marketing tools including ICP/TAM, visitor intelligence, intent-based alerts, enterprise software connectors, and trigger-based workflows.

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).

ReachOut 2.0 identifies LinkedIn pages and URLs and maps them to ZoomInfo Intelligence. Profiles, which include firmographics, emails, and direct dials, may then be quickly uploaded to CRMs or sales engagement platforms..
ReachOut 2.0 identifies LinkedIn pages and URLs and maps them to ZoomInfo Intelligence. Profiles, which include firmographics, emails, and direct dials, may then be quickly uploaded to CRMs or sales engagement platforms.

SalesIntel at 18 Months

Sales Intelligence vendor SalesIntel closed out a successful second year on the market with growth in content, staff, and functionality.  In Q1, SalesIntel will be formally rolling out a new data enrichment service along with Salesforce and Marketo connectors. The firm added over 150 new clients in 2019.

In 2019, SalesIntel increased its verified contact data by 80% to 4.5 million contacts.  Data is hand-verified by a team of over 200 full-time and 1,200 on-demand SalesIntel-trained researchers.  Due to human verification, the company claims a 95% accuracy level for its contacts and is now able to identify the exact locations of executives.

“For a company just 18 months old, 2019 was in many ways, a test of our grit, competence, and above all, the value we create for our clients. I can say with 100% confidence that we have passed with flying colors.  We plan to continue making significant investments across the board, the fruition of which you’ll see in the next year.”

SalesIntel CEO Manoj Ramnani

In 2020, SalesIntel intends to grow its coverage by millions of contacts and expand coverage internationally.  The firm also plans to extend its technographic coverage by “tens of millions” of values.  The roadmap includes integrations with Marketo and Bullhorn.

“As we continue to expand our data coverage, strengthen our platform and sign more clients, we’ll also continue to scale our team with more client success, data engineers, and researchers to maintain the highest standard of concierge data services that our clients appreciate and love,” said CEO Manoj Ramnani.

SalesIntel also began offering Account, Contact, and Lead record enrichment.  Technographic data, which is available in the prospecting service from HG Insights, is not included in the match and append service; however, SalesIntel noted that joint clients can obtain technographic data enrichment directly from HG Insights.  

The enrichment report details match rates, updated and enriched record counts, and the number of records that were appended (see Figure 1).

SalesIntel is selling enrichment processing as an add-on to the existing prospecting service.  Pricing starts at $5,000 per annum and is volume-based.

Enrichment is currently available via the SalesIntel portal and will be available as a Salesforce integration later this month.  A Marketo integration is scheduled for later in the quarter.

SalesIntel recently rebranded its Chrome plug-in as RevDriver.  Subscribers can export to CRM, MAP, SalesLoft, or Outreach.  A RevDriver Marketo connector will be available later this month.

SalesIntel’s New Data Enrichment Report

Market Insights Newsletter Splits in Half

This was one of the two weeks a year that I take off from writing my Market Insights Newsletter, but I wanted to let you know that I’m splitting the newsletter into two newsletters.  When I started writing the Market Insights Newsletter back in 2012, it focused on Sales Intelligence, Social Selling, and B2B DaaS.  Since then, B2B DaaS has increased greatly in importance, and I’ve added adjacent topics including Sales Engagement Platforms, data privacy / compliance, ABM, and Customer Data Platforms.  The result was a doubling in the length of the newsletter and an increase in the frequency that articles were bumped.  Some features are often bumped for a month or longer due to length.

In August, I took my summer vacation, but there was no August news break.  It took me a few months to catch up on announcements from that week.  This led me to the realization that I needed to split my newsletter in half to improve both topical focus and story currency.  The split will also allow me to profile more startups.

Most of my readers will continue to receive a Sales Intelligence (SI) newsletter which covers

  • Sales Intelligence
  • B2B DaaS
  • Data Hygiene
  • ABM
  • B2B Data (Companies, Contacts, Intent, Technographics, and Triggers)
  • Customer Data Platforms
  • Compliance (GDPR, CCPD, KYC, AML, PEP)

The SI edition of Market Insights will continue to publish on Sundays.

The new Sales Engagement (SE) newsletter covers

  • Sales Engagement Platforms
  • Hybrid Engagement Platforms (Sales Intelligence + ICP / TAM + Sales Engagement)
  • Sales Engagement Platform Ecosystem (e.g. Chat, Video, Attribution, Meeting Management, Analytics)
  • Sales Enablement

The SE edition will publish on Mondays.

Contact me if you’d like to be set up with a trial edition of either newsletter. I offer SMB pricing for startups, so don’t assume that I am unaffordable like other analyst services.

LinkedIn Sales Navigator Q4 Release

See the source image
LinkedIn now supports a Not at Company Flag.

LinkedIn Sales Solutions has begun rolling out its Q4 release to Sales Navigator subscribers.  New features include a data validation flag for contacts, improved geographic filters, a funding events spotlight, two new alerts, additional SNAP partners, and extended administrative tools.

A new data validation flag warns users that a contact is no longer at a company listed in the CRM.  If the company differs between LinkedIn and the CRM a “Not at Company Flag” is written to the CRM.  The flag is both displayed to the rep and available as a trigger for contact clean-ups and removal from marketing campaigns.

LinkedIn added three new reports which leverage the field:

  • Opportunities at Risk: Proactively identifying when a buyer has left an open opportunity
  • Past Customers at New Companies: Identifying contacts at current customers (potential champions) who have joined new companies
  • Out-of-Date Contacts: All potential contacts that need to be updated

LinkedIn is hemmed in by commitments to its members’ data privacy.  Thus, it cannot append or sync full contact information like other vendors.  The data validation flag simply alerts sales and marketing that a contact is no longer at a firm.  It does not upload information on the member’s new company to the CRM.

The Data Validation flag is available to Enterprise Edition licensors with CRM sync enabled in Salesforce and MS Dynamics 365.

LinkedIn redesigned its usage reporting with time-series charts for messaging effectiveness.  Expanded analytics include InMail messages sent, InMail acceptance rates, messages sent, and total unique connections.  The report also includes the top five reps for each category.

Other new administrative tools include

  • Coaching/training levels
  • Chart filtering by custom date ranges, groups, and users.
  • Data Updates – Saved Leads and Accounts

LinkedIn has integrated Bing location data, making prospecting more precise.  The service covers 2.4 million more cities and over 2,000 new states/provinces.

Users may also filter by a new funding events spotlight.  The new filter “brings these updates to the top of your search results within the Spotlight tab, giving you a helpful cue that it’s the right time to check-in,” blogged Doug Camplejohn, VP of Product Management, LinkedIn Sales Solutions.


Continue to Part II

Enhanced usage reporting includes a set of messaging effectiveness charts.

Zoominfo Files for IPO

Revenue Growth Data from Inc. 5000 (2011 - 2017) and Debtwire (2018)
Revenue Growth Data from Inc. 5000 (2011 – 2017) and Debtwire (2018).

The day before Thanksgiving, Zoominfo began the process of filing an IPO in accordance with Rule 135 of the Securities Act.  According to the firm, “The initial public offering is expected to commence after the SEC completes its review process, subject to market and other conditions.”

Zoominfo is profitable and has a valuation in excess of $1 billion.  The number of shares and offering price have yet to be determined. 2019 revenue is estimated to be around $350 million up approximately $100 million thisyear.

“The paperwork is a draft registration for a common stock offering.  The confidential draft filing is a mechanism built into the 2012 Jump-Start Our Business Start-Ups, or JOBS, Act, and was designed to make the IPO process for companies with less than $1 billion in revenue easier.  Companies must file information publicly 15 days prior to starting an investor roadshow or the effective date of the registration.”

Malia Spencer, Portland Business Journal

Zoominfo, formerly named DiscoverOrg, has a long history of organic and inorganic growth.  It is now the number two sales intelligence service, behind only LinkedIn Sales Navigator, with around a 25% market share.  Acquisitions include Zoominfo, RainKing, NeverBounce, Komiko, and iProfile.

Zoominfo released the Zoominfo Powered by DiscoverOrg platform in September. The new platform combines the DiscoverOrg technographics, Inside Scoops (sales triggers), editorially verified bios, and top global company profiles with the Zoominfo deep contact data with emails and direct dials. New features include WebSights visitor intelligence and FormComplete web forms.

Last week, Zoominfo 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.” I will be covering Workflows tomorrow.

Zoominfo offers pricing and packaging similar to its legacy offerings, helping ensure a smooth transition to their new platform.

Zoominfo Acquires Komiko

Zoominfo (FKA DiscoverOrg), Acquisition History

Sales and Marketing Intelligence vendor Zoominfo acquired Redmond, WA startup Komiko.  The deal extends Zoominfo’s sales AI capabilities with CRM automation, playbooks, lead scores, and predictive analytics.  

Komiko’s analytical and recommendation tools support sales, account executives, and customer success teams.

Komiko’s AI tools are being rebranded as ZoomInfo InboxAI.

“Organizations are realizing that how they manage and leverage data is a strategic function that can accelerate or inhibit lead, pipeline, and revenue generation. While our offering is a SaaS platform for GTM, we feel ZoomInfo is in the business of helping marketing and salespeople hit their numbers. So, when we see an opportunity to build or buy additional capabilities essential to strengthen that edge — as we did with Komiko — it’s an easy decision.”

Zoominfo CEO Henry Schuck

Komiko employs machine learning and data science “to better automate CRM processes.”  InboxAI gathers contact and activity data from email inboxes and calendars and populates the CRM.  The mined intelligence also triggers alerts and generates “analytics essential to supporting renewals, managing new business pipelines, and more.”

Komiko offers a “data-driven platform” which helps reps understand the likelihood of each opportunity closing.  The platform also captures all customer-facing interactions and contacts.  Komiko claims to “make it easy to see who is interacting with the customer and what activities are taking place.”

Komiko data includes the strength of connection with each account (k-score), the relationship of contacts at accounts, the last communication with the account (outbound or inbound), and key contacts at existing accounts.

Komiko integrates sales playbooks into the CRM and recommends when to deploy them.

Current customers will continue to receive the Komiko service with no changes in support or service.

InboxAI is already deployed at Zoominfo.  The firm discovered 60,000 records that had not been logged into Salesforce.  “We found a number of accounts where we were only talking to one buyer – when we know that we need four buyers engaged to get across the finish line. InboxAI not only completes our CRM, [but] it gives us the visibility we need to push the right opportunities at the right time,” said Zoominfo CRO Chris Hays.

Komiko functionality will be integrated into the recently launched Zoominfo powered by DiscoverOrg platform.

Komiko is GDPR compliant and qualifies as a data processor.  It supports the right to be forgotten through a blacklist of blocked emails.  The system also deletes any historical emails related to blacklisted emails.

Komiko does not monitor internal emails and includes an external blacklist for blocked processing.  Thus, HR, Payroll, Board, and Legal department communications will not be ingested.  Komiko does not add Salesforce accounts but employs Salesforce accounts as a whitelist.

Komiko also positions itself as a “dynamic coaching” service which goes beyond informal or “formal, random” processes:

Dynamic coaching is not just a buzz word. It has been proven that taking this approach makes a big impact on win rates. Since taking the dynamic path means defining a formal process combined with your CRM to monitor, evaluate and support your coaching processes…Komiko builds playbooks based on your definition of success, the accounts segments you identify and the input from email capture and CRM. Your playbooks will outline actions that drove success in the past. Each recommended action will include recommended target and its weight (significance) to the overall success. Komiko will enhance your team’s efficiency by triggering call-to-actions based on the customer profile and playbook in real-time.

Komiko website

Komiko claims that clients can “get up and running” within 24 hours after only 30 minutes of work.  They support “customers of all sizes” across software, healthcare, distribution, professional services, and insurance.  Clients include Adecco, Tata Communications, Pemco Insurance, and Chorus.ai.

Terms of the deal were not released.  

How Komiko works

Komiko was founded in 2015 by former Microsoft engineers Hal Howard and Ami Heitner.  Owler lists Komiko’s revenue at $3 million.  However, marketing activity (blogs, LinkedIn) seems to have slowed around three months ago, indicating a firm that was reserving cash for a managed exit.

Komiko has 60 customers and expects to double the count by the end of the year.

According to Komiko CEO Howard, “We want our product to be seen by millions of people.  Our choices were we could take an additional round of venture funding and build our market, or partner with ZoomInfo and use an already-existing go-to-market.  This was the fastest path to that market and to millions of customers.”

“Combining Komiko’s machine learning chops with ZoomInfo’s data pipeline creates a much stronger value proposition than either company could have offered independently, so the combination makes a ton of sense for both,” said Chris DeVore, managing partner at Founders’ Co-op, Komiko’s Seed Round lead investor.

“Everybody dreams of the unicorn exit. And those are all well and good, but the goal of every technology innovator is to get your technology in the hands of as many people as possible,” Howard told GeekWire.

Zoominfo has over 1,100 employees and more than $300 million in revenues.

Hybrid Engagement Platforms

Cognism Intelligence within Salesforce. Hybrid Engagement Platforms Continuously update CRMs and MAPs.

The market 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

Future functionality will include Next Best Actions, Embedded 1:1 Video, SNAP (Sales Navigator) Integrations, and Programmatic Advertising.

No vendor provides all of these services and some provide them as separate offerings, but firms such as Dun & Bradstreet, Zoominfo, Infogroup (Salesgenie), Lead411, LinkedIn Sales Navigator, and Cognism have all taken steps over the past two years to meet the emerging requirements of the CRO.

For the moment, I’m calling these emerging offerings Hybrid Engage Platforms, but that is a placeholder name as the market evolves.

SalesTech Spend Continues to Increase

SalesTech adoption rates and spend continue to increase according to a recent SalesTech study of 268 B2B sales and marketing managers conducted by Smart Selling Tools.  Only 3% of respondents are planning on reducing their SalesTech spend in 2020 while 6% plan to spend significantly more in 2020 and 41% slightly more.  Expanded spending will be focused on the top and middle of the funnel followed by management and reporting.  Skills Development, Onboarding, and Bottom of the Funnel expenditures have a lower priority.

Over the past year, SalesTech spend per user has increased significantly.  In 2017, only one-third of respondents spent in excess of $150 per user, but two years later, 65% spend more than $150 per user.  As the average number of sales tools in use rose only modestly from 4.5 to 4.9 over the past two years, the spend per product has likely increased.  The number of applications that are used by a majority of respondents trebled to six (CRM, Online Meetings, Lead List/Database, Social Selling, Account Targeting, and Skills Training & Reinforcement) with an additional four at 47% or higher.  CRMs are used by 75% of respondents, lead/list databases by 65%, and social selling by 60%.  The one category that dropped in usage was online meetings.

Adoption rates of technologies were fairly even by company size with large firm (500+) employees more likely to have adopted Sales Enablement, Skills Training & Reinforcement, and Sales Performance & Compensation.  Conversely, firms with fewer than 500 employees were more likely to have adopted Prospect Engagement (Sales Engagement) solutions.

Account targeting tools for ideal customer prospecting grew from 4% to 51% over the past year, a clear indication that ABM strategies have been adopted.  Lead Engagement (communicating at scale with early-stage, unqualified leads) grew from 11% to 49%, while social selling grew from 10% to 60%.

“The significant increase in usage of sales tools across the board indicates a trend (likely irreversible).  If your organization is slow to take up the use of sales tools, you could get left behind. Even so, we don’t recommend adding new sales tools without considering what’s required to keep them up to date and who will be responsible, having a plan for measuring success (what does “Good” look like?), and deciding what’s required to establish and grow user adoption.”

Smart Selling Tools founder Nancy Nardin.

The top three industries represented in the study were technology (42%), Financial Services (9.3%), and Manufacturing (8.7%).

Artesian Business Categories and Company Buzzwords

Business Categories expand the set of synonyms associated with UK SICs
Business Categories expand the set of synonyms associated with UK SICs

Artesian Solutions announced the availability of Artesian Business Categories and Company Buzzwords functionality to its Artesian Engage sales intelligence service.  Company Buzzwords are a set of common product and service descriptors not found in standard industry taxonomies.  The buzzwords are mined from company websites.  For example, firms manufacturing or selling craft beer can be targeted within Artesian’s Prospector module.  Likewise, technologies such as blockchain and the Internet of Things, which span many industries, may also be targeted.

Artesian Business Categories expand the categories and synonyms associated with existing UK SIC codes.  Artesian gives the example of Drink Production as a synonym of Manufacture of Beverages with the word Drink returning industries such as Drink Retail and Drink Wholesale.

“As a business, we constantly aim to exceed customer expectations, so in response to their feedback, we not only improved the way they use SIC codes (with Artesian Business Categories), but also created a whole new way of finding companies in niche or highly specialised industries,” said Richard Clark Artesian’s VP of Product Management.  “These two new features will help our users get hyper-specific when searching for companies using Artesian’s prospecting tools, thereby enabling them to uncover new opportunities that may otherwise have been missed, and keeping them one step ahead of the competition.”

Artesian Business Categories are available for the UK SIC taxonomy, but not other industry code structures (e.g. NACE 2.0, NAICS).  When multiple codes are employed, Boolean AND / OR operators are supported.

“The SIC code system of categorising a company’s primary activities was first introduced in the UK in 1948 and although it has since been revised, the most recent update was back in 2007.  It is widely criticised for excluding categories to cover the latest sectors and for misrepresenting the activities of many businesses.  For example, Google UK Ltd is listed on Companies House as ‘82990 – Other business support service activities not elsewhere classified’ (a generic category for companies struggling to identify a suitable alternative).”

Artesian Solutions Press Release

Other new features include a news topic search (previously, users had to navigate menus) and expanded prospecting selects for Export Turnover (Export Revenue), Location Type, TPS (UK Telephony blocking), and roles.  Users can also exclude companies with estimative turnover, employee counts, or net worth values instead of actuals.

DealSignal CRM Data Health for Salesforce

B2B DaaS and contacts vendor DealSignal announced the availability of CRM Data Health, a Salesforce module that continuously refreshes, enriches, and reverifies lead, contact, and account records.  DealSignal data is GDPR-compliant and based upon AI validation and human verification.

“Rather than comparing dirty CRM data against other static data sources that may themselves be outdated, DealSignal CRM Data Health takes a dynamic, on-demand enrichment and verification approach that uses both AI and human intelligence to ensure near-perfect accuracy,” stated the firm.  “DealSignal CRM Data Health delivers a reliable alternative for companies looking to replace Data.com.”

Like other CRM hygiene apps, CRM Data Health includes a free data health audit.  The CRM data enrichment includes detailed contact profiles, Bombora buyer intent, and firmographics.  Along with CRM hygiene, customers can enrich inbound leads, events lists, and third-party lists.

“Bad CRM data is a pervasive issue that has a negative ripple effect on B2B marketing and sales performance: from inaccurate ABM targeting, to bounced emails that can damage sender reputation, to outdated or irrelevant contacts that clog marketing automation systems at a great cost,” said DealSignal founder & CEO, Rob Weedn. “Industry studies find that up to 50 percent of CRM data is incomplete, out-of-date, or inaccurate. Compounding the issue, data decays at a rate of over two percent per month, so maintaining data health is a constant challenge that requires an on-going solution—much like you can’t get in shape by going to the gym once.  We’ve introduced DealSignal CRM Data Health to help Salesforce customers continuously maintain rich, accurate and verified target audience data, and keep it fresh on a regular schedule.”

With the decommissioning of Data.com, vendors like Dun & Bradstreet, InsideView, Zoominfo, and DealSignal are jumping into the fray. If you are looking to make your sales reps more effective, your segmentation more accurate, or your Einstein predictions more precise, then you should be evaluating a Lightning Data or general data quality solution for your CRM.