ZoomInfo announced the immediate availability of its new MarketingOS ABM Platform. The service is part of a broader RevOS offering that supports marketing, sales, operations, and recruitment. MarketingOS consolidates ZoomInfo’s legacy marketing capabilities, bringing together two recent acquisitions, Insent and RingLead, with new programmatic and audience management functionality.
ZoomInfo also refined its positioning statement from Revenue Acceleration to Revenue Operating System. It stated that RevOS is “the World’s only revenue operating system of its kind.”
“Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo CEO Henry Schuck. “ZoomInfo’s unique data science algorithms allow marketers to connect with the right prospects at precisely the right time. No other solution on the market combines the power of data-driven insights and marketing-optimized workflows like ZoomInfo’s MarketingOS.”
“Marketers typically fail because the data in most ABM platforms is both inaccurate and incomplete. Current ABM solutions are designed to leverage companies’ own first-party data, which exists in their customer relationship management or marketing automation systems. Without quality data, marketers pour advertising dollars at the wrong prospects and companies, and, as a result, deliver fruitless leads to sales and waste time and resources. With ZoomInfo’s best-in-class data and intelligence at its foundation, MarketingOS enables marketers to effectively reach target accounts and drive qualified leads for sales.”ZoomInfo Press Release, “ZoomInfo Launches New Account-Based Marketing Platform, MarketingOS,” (Feb 8, 2022)
New functionality includes social and display advertising, abandoned from tracking, and audience targeting. Marketing can build audiences and track campaigns on Facebook, Instagram, and Twitter. Marketing can also build campaigns and manage them programmatically through Clickagy DSP (ZoomInfo) or TradeDesk.
Marketing OS looks to address the “Funnel Famine” suffered by traditional marketing teams. Several issues cause Funnel Famine: crowded B2B advertising channels, dirty data, leaky black-box marketing campaigns, siloed data, and sales’ longtime distrust of Marketing Qualified Leads (MQLs).
“Most marketing programs begin with data, whether it’s for tailoring your communications, whether it’s for sending an email, whether it’s for sending a direct mail. It’s all about those accounts that you’re targeting and the professionals at those accounts,” explained ZoomInfo SVP of Product Strategy and Product Marketing Justin Withers to GZ Consulting. “And the reality is that a lot of data, especially if it’s pulled from the CRM or other systems, is outdated. It’s inaccurate. It’s incomplete, and that can actually pollute or even inhibit the lead flow at the top of the funnel, and [it] ultimately leads to poor conversion. It leads to leaks in the funnel, and all this hard work that marketers put in at every stage of the funnel ultimately spills out before it can even reach sales.”
The reality is that the sales and marketing funnels operate in parallel, not sequentially, as represented in traditional funnel diagrams. MarketingOS lets marketers run account-based programs in parallel with sales running account-based sales programs “so that everyone’s aligned at every step of the funnel.”
Under current processes, sales and marketing operate in parallel to each other with little coordination and a single point of handoff for MQLs, a situation that “really doesn’t set marketing up for success…and it leaves sales in a bind,” continued Withers. Thus, marketing complains that sales teams ignore its leads, and sales reps complain about the quality and quantity of marketing-sourced leads. As a result, there is an “acute misalignment between sales and marketing.”
With MarketingOS, handoffs can occur at different points along the marketing funnel, based on the channel and prospect response.
Sales and Marketing are aligned around a set of target accounts both within and beyond the ICP. Thus, an ICP account with spiking intent will be passed to sales, even if marketing has had limited conversations. Furthermore, the rep will know that multiple individuals from the firm have visited the website or that individuals have clicked through on ads or email campaigns.
Likewise, chatbot conversations with target companies can immediately route a chat to the sales rep or schedule a call.
New functionality for managing abandoned forms can revive a prospect. ZoomInfo claims a 60% increase in lead flow with its abandoned form tracking.
MarketingOS functionality includes
- Expanded targeting that leverages the full set of ZoomInfo’s first and third-party intelligence for building and activating audiences. ZoomInfo selects include firmographics, technographics, biographics (e.g., Title, 192 Job Functions, Job Levels), web forms, and uploaded lists (e.g., tradeshow lists). Other selects include business events (e.g., funding data, executive changes, projects) and over 300 company attributes (advanced data-mined firmographics such as fleet size and company benefits). Targeting also ingests account, contact, and lead attributes from Salesforce, HubSpot, and Marketo.
- First and third-party intent data time outreach while buyers are in-market, helping to improve marketing and sales efficacy. Marketers can track up to 500 intent topics, with up to 50 available at a time. In addition, chat-based targeting is coming soon.
- An “in-market predictive score” that identifies each prospect’s buying stage, “informing how and when marketers should engage with prospects based on their ranking and helping them to prioritize their outbound efforts on prospects who are most likely to convert.”
- Campaign Management and Analytics. Marketers upload their creative, build an audience, set the budget, and select their channels.
- Webforms, infused with automated enrichment, support shorter forms with reduced abandonment rates
- Abandoned form tracking, with Workflows passing the lead to sales or additional nurture steps
- ZoomInfo Chat (FKA Insent), a conversational marketing chatbot that leverages ZoomInfo data to score and route leads. Chat immediately passes high-scoring, live leads to sales reps. The chatbot also automates meeting scheduling.
- Visitor Intelligence, with pages scored differently (e.g., Product Pages are scored higher than Career or Investor Pages)
- Automated workflows triggered by intent, custom intent, WebSights visitor intelligence, Scoops (e.g., business events, projects), Funding, Technologies, and FormComplete. Workflows can also be built to expand reach across the potential buying committee by persona.
- RingLead data orchestration to dedupe, cleanse, enrich, and route leads
- ZoomInfo Enrich, a set of DaaS enterprise platform integrations for data enrichment and hygiene.
MarketingOS is powered by ZoomInfo’s database spanning 100 million companies, 150 million executives, technographics, intent and engagement data, and event data.
“Marketing and sales funnels work in parallel, so everyone is aligned at every step of the funnel,” explained Justin Withers, SVP of Product Strategy and Product Marketing. With MarketingOS, “sales and marketing are working in lockstep at every stage of the journey.”
Tying together intent and engagement data and processing them through ZoomInfo Workflows is the future of ABM. Intent data is employed at the top of the funnel when buyers are in the initial research phase. Once prospects have begun interacting with a vendor, most buyer behavior research falls under the engagement category (e.g., web forms, email responses, chatbots, conversational intelligence, etc.). Finally, intent data helps identify upsell and cross-sell opportunities at the tail end of the customer lifecycle.
Engagement and intent data are also valuable churn risk indicators, helping customer success and account managers detect potential cancelations or defections well before decisions have been made. In addition, intent data can show a spike in research related to product-associated topics and competitors. Engagement monitoring widens to include customer success interactions, training participation, platform usage, and general account health indicators.
“We can support your new customer acquisition with these signals,” stated Withers. “We can support your opportunity acceleration with these signals. We can also support your renewal, upsell, cross-sell motions based on different types of signals that are happening at those accounts. So, it really is a full customer lifecycle marketing solution.”
MarketingOS will be available as a pair of SKUs:
- ABM Elite+: The full ABM Platform package, including RingLead Cleanse, Enrich, and Route
- ABM Advanced+: Package includes everything except RingLead
“The purpose behind the two distinct offerings is to simplify our primary offering for those focused on ABM engagement and marketing programs, as opposed to the more operationally focused data orchestration capabilities,” explained ZoomInfo Analyst Relations Director Michael Basilio to GZ Consulting.
MarketingOS includes ten marketing seats and three administrative seats for RingLead routing and ZoomInfo Chat.
The broader RevOS branding consists of MarketingOS, SalesOS, OperationsOS, and RecruitingOS. ZoomInfo calls RevOS the “world’s first integrated go-to-market platform.” All four RevOS services are generally available.
ZoomInfo’s data cloud, orchestration tools (e.g., RingLead, B2B DaaS, Workflows), and engagement tools (advertising, sales engagement, web forms, chat, and conversational intelligence) are at the heart of RevOS.
“There’s nothing more important in business than successfully executing your go-to-market strategy,” states ZoomInfo in its product collateral. “Get it right, and your business flourishes. Get it wrong, and you’re toast. That’s why having one integrated go-to-market platform is so crucial. You can think of it as your revenue operating system.”
SalesOS bundles together a set of new and legacy sales tools:
- Sales prospecting
- Chorus, the conversational sales platform the firm acquired in July
- Sales insights, including Chorus Momentum
- Sales CRM integrations and continuous data maintenance
- The ReachOut browser extension for real-time company and contact research and Send to CRM and SEP functionality
- ZoomInfo Engage (Sales Engagement Platform)
Sales and Marketing Alignment has been a stated goal of the two functions for at least a decade, but they have operated with different datasets, metrics, objectives, and platforms. Thus, alignment was more vision than reality. By aligning ABM on a common platform and reference database, alignment is no longer impaired by an organization’s tech stack and data foundation.
“Crucially, MarketingOS lets marketing teams work from a common data foundation. Only 39% of sales and marketing teams share buyer signals, and half say it’s because their sales and marketing systems don’t integrate. The shared data foundation of SalesOS and MarketingOS tightens key handoffs and unlocks true marketing and sales alignment, eliminating conflicting records, wasted effort, and missed opportunities.”ZoomInfo CEO Henry Schuck, “Introducing RevOS: The future of modern go-to-market software,” (Feb 8, 2022)
OperationsOS contains RingLead data orchestration (i.e., match, unify, dedupe, normalize, cleanse, enrich, score, and route data) and B2B DaaS services (e.g., APIs, webhooks, cloud data warehouse integrations).
Finally, RecruitingOS contains ZoomInfo Recruit, its recently launched prospecting and engagement service for HR departments and recruiters. RecruitingOS also includes a set of Applicant Tracking Service connectors.
“Recruiters can filter and reach more good-fit candidates, use pipeline management tools to collaborate and organize the hiring process, and automate the candidate outreach process,” explains Zoominfo. “This helps you source and connect with candidates faster, reducing the time to find and hire talent.”
Along with new product positioning, RevOS sports new logos, color palettes, styles, and a “unified in-app experience to create a singular, cohesive go-to-market solution that spans the entire suite of ZoomInfo products.” There are also redesigned data dashboards and reports that “offer a faster, more responsive experience that allows your sales, marketing, and recruitment teams to visually demonstrate ROI and how their work aligns with broader organizational objectives.”
In short, RevOS unifies sales, marketing, revenue operations, and recruitment on the same set of data, providing “the same source of truth” and “one integrated platform for every stage of the marketing and sales funnel.” “If data is the lifeblood of the modern sales organization, then go-to-market teams must have the technology to act upon that data. RevOS’ unified data tech stack gives sales, marketing, operations, and recruiting teams a single source of truth from which to launch their campaigns and go-to-market motions, simplifying internal workflows, reducing costs, and maximizing interoperability between teams,” blogged Schuck. “RevOS is the next chapter in ZoomInfo’s journey as the world’s leading go-to-market platform.”