Zoominfo Workflows

Workflows deliver triggered audiences to CRMs, MAPs, and SEPs.

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.”

Workflows 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 outreach.”

Workflows 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 Amounts.

“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.”

Zoominfo

“Modern B2B 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.”

Zoominfo has migrated 1,000 customers to its new platform.

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.

Zoominfo: New Branding & Packaging

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

Yesterday, DiscoverOrg announced that it is rebranding with the Zoominfo name. The firm determined that it was easier to build brand perception than brand presence. They also rolled out a new combined platform and packaging.

While the firm officially launched their new platform yesterday, the two legacy platforms will continue to be available to clients under current contracts and pricing structures.  The 100 customers who have licensed both products since acquisition will be moved to the joint platform.

The second issue the firm confronted was their pricing structure.  Zoominfo pricing was based on the number of records purchased or maintained under a subscription license with a significantly lower initial price point.  DiscoverOrg provided broad access to their database with an average contract value of around $30,000.  The new product line offers pricing and functionality similar to legacy Zoominfo offerings at the lower end and pricing and packaging similar to DiscoverOrg at the upper end.  Thus, as contracts expire and customers migrate to the new platform, there should not be significant sticker shock.

The Starter package for a single user supports basic company and contact information, direct dials and verified emails, quick search, and prospect list building.  The service is designed to help users “find their next customer.”

The Professional package is akin to the broader Zoominfo service.  Professional helps three users “prospect with ease.”  Additional features include a Contact Accuracy Score, recent and saved searches, list management, customizable tags, and list matching.  Professional also supports CRM, MAP, and Sales Automation solutions.

The Advanced package supports unlimited page-level exports and provides “deep insights” for five users.  The package is similar to DiscoverOrg with technographics, org charts, Scoops (sales triggers), web references, similar companies, personal contact details, investors, funding data, and rich bios with education and work histories.  Other features include data enhancements and alerts.

Finally, the Elite package provides “actionable intelligence” including intent data and alerts (OppAlerts), ideal customer profiling and scoring (AccountView), Company Attributes, NeverBounce email verification, and department-level employee counts.  Elite also begins with five users and supports unlimited page-level exports.

Additional products include

  • FormComplete: a web form enrichment service
  • WebSights: a newly launched visitor id service.  The service is still in beta and based upon their extensive IP addresses tied to company intelligence.
  • Enrich: CRM and MAP data maintenance

DiscoverOrg emphasizes that it has “solutions for businesses of every size” on its pricing page.  While this is generally true and they have done an excellent job of combining two companies with much different pricing models, they do not have a single-seat sales intelligence solution priced to compete against LinkedIn Sales Navigator, InsideView, or D&B Hoovers. However, DiscoverOrg has never offered such a product and it has had high growth rates from the beginning. With the Zoominfo acquisition, they are much more competitive at the lower end of the market save the single-seat sales intelligence scenario.

Zoominfo has historically focused on the sales and marketing function, but Schuck sees a broader user base.  “The thing that ends up happening is they invest in CRM, marketing automation and open the door to any information to go into those systems,” he said.  

New use cases include website visitors, trade show and webinar attendees, and ongoing data hygiene.  

“There’s no mechanism to update that data.  Meanwhile, companies are growing, they’re shrinking, they’re doing a merger or acquisition, an IPO.  They’re hiring a new CEO, a new CMO, a new CIO.”

Zoominfo CEO Henry Schuck

Zoominfo plans on sending their executives to communicate the new brand and capabilities at conferences and tradeshows this fall.  The firm also plans digital advertising and offline advertising (e.g. billboards) in key markets.

Flash: DiscoverOrg Rebrands as Zoominfo

Zoominfo Executive Details include Employment by Job Function
Zoominfo executive details include employment by job function

After DiscoverOrg acquired Zoominfo in February, the firm maintained both brands and announced that a new platform which supported both services would be available this summer.  At the time, the assumption was that the Zoominfo brand would be retired and the firm would move forward as DiscoverOrg.  After all, DiscoverOrg was the larger of the two firms and the brand was highly associated with data quality, technographics, and rich executive profiles while Zoominfo was known for having the largest set of B2B emails and direct dials spanning companies of all sizes and positions.

DiscoverOrg commissioned research into both brands and found that Zoominfo had broader brand awareness.  The research also indicated that it would be less expensive to increase brand equity than brand awareness.  Both brands had their strengths, but, according to Chief Growth Officer Katie Bullard, it was easier to buy brand perception than brand awareness.  Furthermore, research indicated that the Zoominfo brand perception had improved since acquisition.

“There was significantly more — three times — the market awareness around the ZoomInfo brand than the DiscoverOrg brand,” said CEO Henry Schuck.  “I’ve tried to pride myself on making the decision that is right for the business and not necessarily easy for me or convenient for me.  This was obvious.  This was the right decision for the business, and I wasn’t going to let the nostalgia for the DiscoverOrg brand overshadow that.”

Based on this research, the firm decided to retain the Zoominfo brand and deploy the DiscoverOrg brand as a “powered by” brand booster.  Thus, the new platform will be labeled Zoominfo Powered by DiscoverOrg for the next year or two.

“The new platform will be known as ZoomInfo powered by DiscoverOrg and combines the strengths and benefits of the DiscoverOrg platform with those of the ZoomInfo platform, which it acquired in February 2019.  Designed to be the single source of B2B data truth for sales and marketing professionals, the new platform offers a suite of software tools coupled with unrivaled data coverage, accuracy and depth.  As a result, customers gain a highly actionable 360-degree view of contacts, companies, and opportunities to target and convert.  Deeply integrated into both workflows and technology stacks, ZoomInfo powered by DiscoverOrg works seamlessly with all the leading sales, marketing and CRM platforms…”

With this launch, ZoomInfo Powered by DiscoverOrg features an unparalleled combination of proprietary AI and machine learning tools, a vast contributory network, deep two-way business application integrations, and human verification from over 300 researchers.  The result is the most unique [sic] and effective SaaS platform designed to empower companies to deliver more predictable and sustainable growth.”

Zoominfo Press Release (September 10, 2019)

The firm’s mission is “To create a world where every company has a clear view of their ideal customers and how to connect with them.”

The new Zoominfo logo is black with a standalone Z and a rising arrow.  

The site is simplified from DiscoverOrg’s last design with white, gray, lavender, and black as the primary background colors.  Red and lavender are employed for buttons and hyperlinks.  Most text is black with white employed for text in buttons and black backgrounds.  The site is much less frenetic than the last DiscoverOrg design.  A splash of lavender and light use of pastels, which are not often used in B2B websites, provide a calming effect.

The new website tagline is “Your business deserves more.”  The firm continues, “ZoomInfo gives you more.  We combine the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.”

Zoominfo employs four methods for acquiring company and contact intelligence: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.

Annual Recurring Revenue (ARR) reached $350 million across 13,500 customers.  ARR has grown significantly since the Zoominfo acquisition.  According to Inc., combined 2018 revenue was $222 million.  As ARR is higher than revenue when a subscription service is growing, the likely 2019 revenue is around $300 million+.

Zoominfo also has to reposition its data acquisition model.  DiscoverOrg began employing web data acquisition tools last year, so that methodology was already understood by their clients.  The firm also has licensed data sets in the past, however sparingly.  The new website discusses four methods for data gathering: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.

Signature block intelligence comes from Zoominfo’s community members that permit access to signature blocks in exchange for Zoominfo access.  It is the most controversial of their methods as data is being harvested on third-parties without their consent.  While both companies are GDPR compliant, Zoominfo’s approach was simply to add an EU contact filter.  This is an area that they will likely need to address further, particularly as US states adopt GDPR-like regulations and Zoominfo expands its “personal contact details.”

Machine learning gathers technographic and firmographic intelligence from job boards, web sites, news, and SEC filings.  It is a standard data gathering method and broadly employed across the industry.

“We use cutting edge AI/ML technologies to help GTM [go-to-market] teams stay laser-focused on the right markets and best opportunities to hit their number.”

Zoominfo website

Human research for gathering and verifying company and contact data has long been at the core of DiscoverOrg’s brand and value proposition.  Zoominfo continues to maintain the DiscoverOrg editorial team of over 300 researchers.  The editorial process is the basis of their high data quality and rich biographic and technographic intelligence.  As such, it is the justification for their premium pricing.  Hopefully, the firm doesn’t make the mistake that D&B did after acquiring Hoovers and allowing its editorial capabilities to atrophy when a high-quality dataset (Hoover’s editorial coverage of 42,000 companies) was mixed with a much larger universe of companies and contacts (D&B WorldBase).  Given DiscoverOrg’s long-term focus on data quality and editorial research, it is unlikely that they would make this mistake.  Conversations I’ve had with Schuck and Bullard over the years support this thesis.

Zoominfo coverage counts as of September 10, 2019.

Finally, third-party datasets are licensed.  Content includes public company data (long a gap of both services), M&A details (added last year), government data sources, and social media feeds.

The database has grown to 20 million company profiles with 5 million C-level contacts, 16 million decision maker direct dials, and 20 million decision maker emails.  Globally, Zoominfo provides 66 million emails and 42 million direct dials.  They also maintain departed contact details to assist with data hygiene.

According to the Portland Business Journal, private equity firms TA Associates, The Carlyle Group and 22C Capital have invested at least $790 million in Zoominfo.  The PBJ also noted that Zoominfo is profitable.


Tomorrow, I will provide additional details around Zoominfo’s product packaging.

ABM Research Vendors

When conducting account based (ABM) research, it is necessary to develop a broad view of your customers and prospects which includes company, contact, and industry research.   Unfortunately, open web research is quite time-consuming and your sales reps are unlikely to consistently engage in general research, so consider Sales Intelligence vendors with editorial research teams. 

Executive research should go beyond the Leadership page and LinkedIn profiles.  One option is Boardroom Insiders which gathers rich executive profiles on CxOs written by business journalists.

For industry research, look at Vertical IQ, IBISWorld, or First Research.  Vertical IQ and First Research are strong offerings for sales teams that sell broadly across many segments but are not verticalized.  They are written in plain English and include Q&A sections. The content in IBISWorld is more formal but better suited for verticalized teams.

At the company level, consider Dun & Bradstreet Hoovers, InsideView, or DiscoverOrg.  All three provide company and contact profiles, list building, and sales triggers.  D&B Hoovers goes deeper on global coverage, family trees, and industry profiles, DiscoverOrg offers the deepest set of technographics and rich bios, and InsideView provides excellent sales triggers and social media intelligence.

Quora: How can you export Linkedin leads/contacts into a database?

LinkedIn does not permit lead/contact downloading. This is part of the privacy agreement they have with their members.

That being said, there are some workarounds. The first is to license Salesforce Navigator which maintains a set of Accounts (companies) and Leads (contacts) within the product. While not downloadable, you receive alerts on those contacts along with messaging tools (InMail, messaging, and PointDrive).

You can also download accounts and contacts (called Leads within Sales Navigator) from Salesforce or MS Dynamics to LinkedIn Sales Navigator. While company and contact data is view only within CRMs, any data entered into LinkedIn (e.g. Notes, InMails) is uploaded to your CRM.

Sales Navigator includes a set of SNAP connectors for CRM, Sales Engagement, and other platforms. This tool provides a subset of Sales Navigator and Functionality within enterprise software. Features include profile viewing, InMail, connections, and icebreakers (talking points).

LinkedIn SNAP Connector within a Salesforce Opportunity Record (View Only).
LinkedIn SNAP Connector within a Salesforce Opportunity Record (View Only).

Option 2 is to license a chrome extension which recognizes domain names and LinkedIn profiles and matches them against their reference database. They then provide contact details and company firmographics within a right-handed side window. These databases usually include email and phone information not available in LinkedIn. Some include other details such as company technographics, news, and Alexa scores. Vendors with Chrome extensions include Zoominfo ReachOut, DiscoverOrg, HG Insights, DataFox, RingLead, Sigstr, PersistIQ, and Pitchbook.

The Zoominfo ReachOut Chrome extension supports contact prospecting at companies along with on-demand company and contact profiles based upon the current LinkedIn page or company domain.

Chrome extensions support send to Salesforce, MS Dynamics, Outreach, and SalesLoft features. Thus, you can be researching a company or contact, click on the extension icon, and kick off a sales engagement cadence within a few seconds (longer if you pause to review the enhanced profiles). A few even include contact prospecting for companies so you can search for specific company roles and

  • Add them to your CRM as contacts or leads individually or in bulk
  • Be notified of contacts already in your CRM (to avoid duplicates)
  • Kick off a Sales Engagement cadence / sequence
  • Research employees

DiscoverOrg’s NeverBounce Acquisition

The DiscoverOrg acquisition of NeverBounce was in the works for six months and began with DiscoverOrg’s search for a verification vendor that could better handle large scale processing.  “It’s a core competency we wanted to own,” said DiscoverOrg CEO Henry Schuck.

DiscoverOrg is retaining the NeverBounce team of fifteen, but shuttering its smaller Salt Lake City office with employees being relocated to Cleveland. The acquisition was announced on March 5th.

NeverBounce 2018 revenue was $4 million and included both B2B and B2C marketing file enhancement revenues.  Terms of the deal were not disclosed.

NeverBounce will continue as both a standalone offering and be integrated into the merged DiscoverOrg / Zoominfo platform.  The combined platform is planned for launch in five months.

“When we made the ZoomInfo acquisitions, the promise was that this would strengthen differentiators around the quality of data we deliver.  The NeverBounce acquisition is a very clear incremental addition to that value.  It helps us enhance the quality of information we deliver immediately.”


DiscoverOrg President Katie Bullard

If you count Zoominfo’s September acquisition of Datanyze, DiscoverOrg has acquired three companies in the past six months.  The transaction doubled the company headcount to around 1,000 employees.  But Schuck isn’t closing the door on acquisitions saying that he will be opportunistic in his approach.

“There are a lot of companies in our space that we follow,” he said.  “If the opportunity is right, we have been quick to do acquisitions.  There’s a big opportunity for consolidation in our industry so that customers don’t have to go to 19 different vendors for data and data cleansing needs.”


Previous Blog: News Alert: DiscoverOrg Acquires NeverBounce

News Alert: DiscoverOrg Acquires NeverBounce

DiscoverOrg announced another acquisition this morning, its third in the past eighteen months.  NeverBounce, an email verification and list cleansing service, is being folded into DiscoverOrg.  NeverBounce offers real-time email verification, a verification API, a JavaScript widget for webforms, and free email list analytics.  Connectors are available for a broad set of MAPs and Email Services including Marketo, Eloqua, HubSpot, Pardot, MailChimp, and Constant Contact.

NeverBounce claims a 99.9% email delivery rate and a 97% SLA.  Emails are classified into five categories: Valid, Invalid, Accept All, Unknown and Disposable.  The service confirms that domains are live, flags duplicates, and repairs syntax prior to processing.

“A big part of our value proposition to customers is we provide the highest quality data in the marketplace. A big part of that is ensuring the email addresses are deliverable and high accuracy.”

DiscoverOrg CEO Henry Schuck

Integration will be a significant operational issue for DiscoverOrg.  While they previously acquired iProfile and RainKing, those were similar companies, so the integration was focused on quickly reprocessing their datasets through DiscoverOrg editorial validation and migrating customers to the DiscoverOrg platform.  The recent acquisitions – NeverBounce, Zoominfo, and Datanyze, which was acquired by Zoominfo in September – are complementary assets so merging applications present a greater level of technical risk than their previous acquisitions.  However, email validation is already part of ongoing data quality processes at Zoominfo and DiscoverOrg, so the execution risk associated with NeverBounce is lower than Zoominfo and Datanyze.

NeverBounce is a logical acquisition following Zoominfo as it allows them to build email hygiene services into Zoominfo and DiscoverOrg while reducing the cost of email validation across Zoominfo and DiscoverOrg’s set of contact profiles with emails.  Over the past few years, the sales intelligence vendors have been building out B2B marketing services including email verification, data enrichment, and ICP / TAM analysis.  As DiscoverOrg has long positioned itself as the highest quality source of executive contacts, NeverBounce helps burnish that positioning as they expand their contact coverage twenty-fold.

“While finding net new buyers is always going to be vital to sales and marketing efforts, it has become equally as important to manage, update and cleanse existing data that is going stale sitting in CRM and marketing automation systems.  Our partnership with NeverBounce makes solving both of these challenges easier for our customers.”

DiscoverOrg President Katie Bullard

“When we announced the combination of DiscoverOrg and ZoomInfo, we promised to deliver on the B2B data trifecta: the best, bar-none, quality, quantity, and depth, and this announcement only reinforces our quality differentiator in the market,” said DiscoverOrg CEO Henry Schuck.  “We are now embedding NeverBounce’s email verification tools directly into our data and research team’s processes to lower the email bounce rates in both platforms AND over the next few months, we will integrate it into several of our customer-facing tools, including our data enrichment platform, Enrich.”

NeverBounce Volume Pricing

NeverBounce will continue as a standalone data hygiene offering.  DiscoverOrg and Zoominfo may purchase NeverBounce services at a discounted rate.  NeverBounce list pricing begins at 0.8 cents on 10,000 processed emails and drops to 0.3 cents on one million records.  Marketers can pay for each list or purchase credits in bulk.  There is no charge for de-duplication services.  There is also no charge for manual list reviews kicked out by the platform to their deliverability team.

A 10,000-record file is processed in two to ten minutes with 100,000 records processed in 45.  NeverBounce claims bank-level security and European privacy support (GDPR and the EU-U.S. and Swiss-U.S Privacy Shield Frameworks).

“I’m thrilled to partner with DiscoverOrg to extend our mission to improve the success of go-to-market efforts,” says Brad Owen, NeverBounce CEO.  “Every bad email address can cost an organization up to $11 per record, which equates to millions of wasted dollars for many companies.  Together, DiscoverOrg and NeverBounce are committed to ending the curse of bad sales and marketing data.”

NeverBounce has 100,000 clients and was established in 2014.  The acquisition price was not disclosed.  NeverBounce has fifteen employees and will retain its office in Cleveland with Salt Lake City employees being relocated.


Update (3/5/19 5:30 PM EST) Amended the last sentence about employees.

DiscoverOrg Acquires Zoominfo

DiscoverOrg and Zoominfo Acquisition History
DiscoverOrg and Zoominfo Acquisition History

Industry consolidation continues apace in the sales and marketing intelligence industry.  This afternoon, DiscoverOrg announced the acquisition of Zoominfo, just eighteen months after acquiring RainKing.  Zoominfo acquired technographics vendor Datanyze in September, so DiscoverOrg will be integrating both a contacts vendor and a technographics vendor.

The acquisition moves DiscoverOrg into the number two position in the Sales and Marketing Intelligence space with $230 million in joint revenues.  Only LinkedIn Sales Navigator has a larger market share.

Debtwire leaked the deal on January 25th indicating that “Zebra” was a direct competitor.  According to Debtwire, DiscoverOrg was “pitching its unrated buyout loan package on strong recent growth and a story that the whole will be greater than the sum of its parts, said five buysiders familiar with the deal.  Meanwhile, levering up the capital structure draws attention to the borrower’s ability to meet synergy projections – which could crimp its free cash flow, especially amid an ambitious technology integration plan, they said.”

Debtwire indicated that the acquisition was priced at $800 million, a three-fold increase from Great Hill’s summer 2017 acquisition price of $240 million for Zoominfo.  Debtwire also indicated an FY18 management adjusted EBITDA of $62.7 million for DiscoverOrg and $17.7 for Zoominfo.

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

Revenue growth for both companies is strong.  DiscoverOrg has made the Inc. 5000 list for eight straight years and Zoominfo for the past four years.  Debtwire indicated revenue growth figures of 26% and 30% over the past two years for DiscoverOrg with revenue hitting $152 million in 2018.  Zoominfo has grown at an even faster pace over the past two years with growth rates of 63% and 44%.  Thus, Zoominfo revenue grew from $39 million in 2016 to $91 million last year.

Based on the Debtwire revenue numbers for 2018 and historical revenue figures from the Inc. 5000 list, DiscoverOrg had a seven-year CAGR of 61% and Zoominfo of 34%.  Zoominfo’s growth rate is mostly organic while DiscoverOrg’s organic seven-year CAGR, after adjusting for RainKing revenue, is around 53%.

The two firms are strongly complementary.  Zoominfo provides the deepest set of B2B emails and direct dials with content mined from email signature blocks.  DiscoverOrg offers deep technology profiles (technographics and project plans) alongside human verified bios (skills, responsibilities, education, work histories, emails, direct dials, and social links), org charts, and company profiles.  DiscoverOrg’s human verification supports a 95% data quality SLA for its contacts.  Zoominfo’s Datanyze acquisition provides DiscoverOrg with additional NLP tools for determining products and vendors alongside market share analytics tools for marketing and competitive intelligence teams.

“Business data is rapidly changing and your data platforms must be built to adapt,” said Zoominfo CEO Derek Schoettle in September.  “ZoomInfo has the largest, most complete data set of companies and contacts and a goal to enable our customers to automate, process, curate, and present the data on-demand and in real-time. Delivering industry-leading technographics, the Datanyze technology will be a significant addition to help us deliver the right data, at the right time, to the right person.”

“DiscoverOrg’s deep, research-verified, actionable insights coming together with ZoomInfo’s comprehensive coverage of 100M business professionals is an unrivaled combo,” said the firm.  “We each employ different, but highly advanced technologies and tools to gather, cleanse, and maintain at an unparalleled scale.”

“To effectively capitalize on growth opportunities, companies of all sizes need accurate firmographic, technographic, contact, and intent data. Combined, DiscoverOrg and ZoomInfo deliver the trifecta: B2B data of the highest quality, quantity, and depth.”


DiscoverOrg CEO Henry Schuck

Over the past few years, sales intelligence has moved from a standalone browser research service for sales reps to an integrated workflow solution tied into CRMs, Marketing Automation Platforms, Sales Engagement Platforms, Chrome Browsers, and email.  DiscoverOrg has been at the forefront of these integrations with a broad set of platform connectors.  CEO Henry Schuck emphasized these workflow tools during the announcement.  “High-quality data is the fundamental go-to-market requirement for growth. In the near future, CRM and marketing automation systems will be defined not by their empty-box capabilities – but by the data that is housed inside them.”

While highly complementary, the combined companies remain weak with respect to deep company profiles.  DiscoverOrg recently added family trees, but they are to the subsidiary level, not branches.  They also lack public company financials, US and UK filings, SWOTs, and industry research.

When DiscoverOrg acquired rival RainKing in August 2017, CEO Henry Schuck stated the following goal, “The path to rapid revenue growth is paved with highly accurate, actionable, and predictive sales and marketing data, and the combination of RainKing and DiscoverOrg means that our joint customer base has access to an extraordinary portfolio of data, contextual buying insights, and predictive intelligence.  We are building a company that is to sales and marketing intelligence what Salesforce is to CRM.”

Schuck’s vision was updated today:

“Every sales and marketing team will have a go-to-market operating system that identifies the prospects that should be engaged every day, week, and month based on buying signals and intent data collected in a multitude of different ways. Even better, they have deep insights on the buyers who are making the purchase decisions with accurate contact, org chart, technographic, and firmographic data. It’s all at their fingertips and it’s all served to them dynamically – wherever they are working.”


DiscoverOrg Statement

DiscoverOrg stated that support, service, and sales for all products will continue.  Both platforms will be sold for the next six to twelve months “with highly coordinated sales and marketing efforts to ensure customers realize the most value from the platform(s) that best serve their needs.”  In March, joint customers will have a light integration between the two platforms followed quickly by DiscoverOrg customer access to Zoominfo company and contact data.

“As we combine the best of both platforms over the next year, customers will have the best, bar-none, B2B intelligence platform -the highest quality data with the broadest coverage and deepest actionable insights,” said the firm.

The combined company has 15,000 active customers and 120,000 active users, with the Zoominfo acquisition trebling the customer count.

DiscoverOrg stated that there are no plans to shutter any of Zoominfo’s locations and that hiring will continue for all Zoominfo offices.  Zoominfo has more than doubled its staff over the past year with headcount spread over six locations: Waltham (MA), San Mateo (CA), Grand Rapid (MI), St Petersburg (Russia), Kazan (Russia), and Ra’anana (Israel).  Zoominfo moved into a new headquarters location in Waltham, MA just last month.  The lease provides space for up to 450 employees.  Globally, DiscoverOrg has over 1,000 employees.

DiscoverOrg’s investors include TA Associates, The Carlyle Group, and 22C Capital.