Sales Engagement vendor Groove introduced its Plays service to the market this morning. Groove observed that most sales engagement vendors tout flows (aka cadences and sequences) but that sequenced, linear processes fail to capture the increasingly complex nature of modern enterprise sales. Furthermore, flows were initially designed for SDRs and appointment setting but are inadequate for meeting the broader needs of the revenue team.
Along with the introduction of Plays, Groove is shifting from sales engagement to a broader vision of “Connected Sales Execution” that unifies team, strategy, and technology.
“When my co-founder Austin and I founded Groove, we were sales leaders facing the exact challenge that Groove Plays solves,” said CEO Chris Rothstein. “We knew that in order to digitally transform sales as a profession, we had to start by building a foundation in advanced data capture and linear-process automation. With Groove Plays, we are introducing the next generation of Groove to solve the biggest untapped market in sales.”
Forrester recognized this transformation in its Q3 2022 Sales Engagement Platforms Wave report, noting that Groove’s activity capture and interaction management are “top-notch.” Groove collects and aggregates signals from interactions and scores from Salesforce and external sources such as Clari, Seismic, 6sense, and Snowflake. “This information is used to connect buying group members and make suggestions based on broad data sets. Groove specializes in industry-specific and customer-specific suggestions and signals.”
“We’re launching Groove Plays as a way to take your playbook finally out of your head and put it into software so that you can assist reps at the right time, rather than after it’s too late,” explained Rothstein to GZ Consulting. “And then the second huge benefit: if you can constantly see what’s being done, what’s not being done, and what’s correlated with winning, then you can evolve and constantly get better.
Plays are designed for complex, non-linear sales processes. Sales Operations set up Groove Plays to monitor accounts for risks and opportunities. Plays are triggered when specified conditions are met (e.g., stalled deals, single threading, missing participants by role).
Groove Plays also monitors rep activity to see whether plays contributed to positive outcomes. Thus, sales managers and operations teams know whether sales reps follow company playbooks and which ones are effective. Play analytics are broken into outcomes without intervention (the playbook was followed), with intervention (the playbook was followed but after a reminder), or ignored.
Furthermore, by monitoring activity, Plays prevent reps from failing to follow critical steps (e.g., sending a follow-up message after a call, quickly turning around meeting action items).
Alerts are fed to Groove’s Master Review List, which is displayed in its Chrome extension and visible across Salesforce, Groove, and email. In addition, timers can be set to prevent plays from automatically firing, thus reducing the likelihood that reps are overwhelmed by automated triggers.
Plays provide proactive coaching instead of waiting until account reviews or forecasts. Delayed recommendations are generally reactive instead of proactive. “At that point, it’s too late. And then you react way too late. Our goal is for you to put the rules in the system, so it’s assisting you at the right time when there are signals…so you can be more proactive and consistent,” stated Rothstein.
Plays recommend actions when specific criteria are met. For example, a play can be built for deals with negative sentiment concerning price and slowing engagement. The play could then recommend an ROI calculator to a prospect, helping shift their thinking from cost to ROI.
Plays can also be built around handoffs, ensuring that crucial transition steps are not skipped.
Plays are also integrated into Groove’s conversational intelligence service and generative AI, providing meeting follow-up emails based on insights. Reps can choose to regenerate the email or add snippets.
Plays can also be designed around deal risk, suggesting actions if key buying committee members are not engaged. Likewise, plays can be setup if MEDDIC steps have not been completed, the primary contact has not responded to a renewal message, or internal approval timelines are not being met.
Groove’s RIO AI engine consists of three underlying engines:
NLP: Analyzes emails and generates insights for coaching.
Association: Ties actions to outcomes across the tech stack.
Guidance: Suggests actions based on sales plays and generates personalized content and best engagement times.
Groove supports “Connected Sales Execution” across sales, marketing, and customer success. RIO ingests account and activity histories with feedback loops to refine plays and recommendations. Thus, Connected Sales Execution spans teams, processes, and technology.
“We’re a platform to help you execute your sales strategy,” argued Rothstein. At its heart, Groove employs AI, processes, rules, and sensors (e.g., email capture, calendar capture, logging, phone calls) that analyze activities and generate insights.
“We’ve always been a company that connects all these things: the technology and the process, the team and the process,” stated Rothstein. “Where we can help is getting everyone on the same page, executing the playbook in real-time, and seeing what’s working and [what’s] not.”
Groove Plays is in Alpha with a planned Q2 beta. Groove Plays will be available to all customers at no additional cost when it GAs this summer.
VanillaSoft announced a trio of new or upgraded integrations for its Sales Engagement Platform. First, VanillaSoft upgraded its integration with Salesforce, providing synchronization of accounts, contacts, leads, activities (e.g., Tasks, Events, History), and opportunities. Custom Object syncing is coming soon. VanillaSoft also announced new technology partnerships with Chorus (ZoomInfo) and Zapier.
The Salesforce integration is bi-directional with instant updates. Prospects from VanillaSoft’s AutoKlose subsidiary are fed to VanillaSoft and uploaded to Salesforce. The integration also supports improved Salesforce reporting and dashboards, providing a unified reporting interface for all sales activities. Salesforce reporting “accurately shows conversion ratios and funnel math from stage-to-stage and team-to-team.”
“In most cases, organizations use SFDC as the primary hub for all their lead and account information,” noted Product Marketing Director Bergen Wilde during a demo to GZ Consulting. “Leads coming in from outside sources, such as marketing automation, would be immediately shared with VanillaSoft.” For example, “marketing may examine old leads or accounts in SFDC and create a new campaign for these, sending them back into VanillaSoft for pursuit by SDRs.”
The upgraded integration “empowers a sales team with immediate information updates across both platforms so agents using either system can take action without delay.”
Updates to Salesforce are always real-time and triggered by VanillaSoft result codes. Updates from Salesforce can be either real-time or performed in batch. For example, Sales Operations can set up real-time synchronization for web form submissions fed into SFDC. Web leads are then synced with VanillaSoft, providing immediate routing of web leads to SDRs, with both platforms tracking submissions and responses.
A novel VanillaSoft use case is multi-client synchronization between VanillaSoft and client Salesforce instances. The VanillaSoft project code acts as a “top-level, self-contained database in VanillaSoft,” which signals the relevant client instance, allowing lead generation companies and agencies to support multiple clients. “Lead generation has always been a consistent market for us because we keep the data segmentation. That’s been since day one – we’ve kept our projects separate,” explained Director of Customer Success Daniel Sims to GZ Consulting. “Tied to that, we have some pretty cool appointment setting functionality that tends to make us attractive to most lead gen companies.”
Other use cases include
Managing SDR to AE handoffs: As SDRs book meetings, the information and task are posted in Salesforce for the AE. If the client is a no-show, the lead can be passed back to the SDR for rescheduling.
Upselling: A customer success agent identifies an upsell opportunity and enters it in SFDC. The record then syncs with VanillaSoft, which notifies the SDR to schedule an appointment for the AE.
Triggered Alerts: Salesforce alerts (e.g., overdue payments, deviations from volume commitments, or new opportunities) are routed to SDRs for follow-up.
VanillaSoft noted that it can store raw MQLs until they are sales qualified, at which time the data is synced with Salesforce. This flow reduces storage fees for low-yield prospects. Thus, contact records can be purchased from AutoKlose and enabled in VanillaSoft, only becoming Salesforce records once they are sales qualified.
VanillaSoft supports both the Salesforce Lightning and Classic user experiences. Integration management is performed within SFDC, so admins do not require a VanillaSoft license.
The Chorus partnership is supported for joint customers, providing access to Chorus recordings and transcripts from VanillaSoft. Similar functionality for Gong is planned for the end of this quarter.
Chorus transcription and analytics are triggered by VanillaSoft result codes, with recordings immediately passed from VanillaSoft to Chorus for processing. A Chorus logo is then displayed within VanillaSoft, providing a hyperlink to the recording, transcript, and analysis.
Zapier provides broad integration with other enterprise software platforms. Sales operations can bi-directionally connect VanillaSoft to hundreds of other applications via a “simple, graphical user interface.”
Zapier is often deployed by SMBs for connecting platforms and triggering workflows.
“VanillaSoft helps SMB sales teams in real-world industries to enhance their sales capabilities and productivity – enabling them to increase their outreach and close more deals,” said VanillaSoft CEO David Hood. “By establishing relationships and enhancing integrations with other key technologies that our customers rely on within their sales organizations, we are working to make their sales processes more seamless, and ultimately are helping them to ensure their sales success.”
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.”
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:
Chorus, the conversational sales platform the firm acquired in July
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.”
European Sales and Marketing Intelligence vendor Vainu released Workflow Triggers for target account monitoring. Workflows leverage recent enhancements to the company’s firmographics, user interface, and CRM integrations.
Workflows are available for Salesforce, Dynamics 365 Online, HubSpot, and PipeDrive and support Account, Contact, Lead, Opportunity, and Task records.
Workflows setup requires four steps:
Select the target group for tracking
Define the filter options such as signal events (e.g., funding, new hires, M&A), data changes (e.g., revenue, employees, address), or new companies in the target group. Over 70 triggers events are available. Data changes may be triggered by any licensed data field.
Choose the destination (CRM, Slack, email, or webhook).
Set context including the number and frequency of triggers, additional information, and notes. “For example, if you’re monitoring accounts to launch account-based marketing campaigns, you can update a data field in your CRM object with custom text saying ‘ABM campaign Q3/2021’,” wrote Head of Marketing Aamer Hasu.
Sales Operations can map data fields with custom text, providing context to data updates and workflows.
Workflow Triggers identify “any significant changes in real-time and use them to trigger workflows across your business systems,” said Hasu. “They’re perfect for nudging prospects over the line and discovering sales opportunities you never knew existed.”
Vainu data covers Norway, Sweden, Finland, Denmark, Netherlands, France (beta), and the United Kingdom (beta). Users may license one or multiple countries.
One gap in the offering is the lack of support for Sales Engagement Platforms (SEP) such as SalesLoft and Outreach. SEP functionality is a logical extension to Workflow Triggers. While SEPs are less established in Europe than in North America, both companies have opened EMEA sales and support offices in London.
Vainu is offering fourteen-day free trials to the service. Email as a trigger destination is available for all users, but CRM integrations are sold separately.
On its earnings call last week, ZoomInfo provided further color on its Workflows and Engage products that leverage ZoomInfo’s content for sales and marketing automation. Along with company and contact data, ZoomInfo supports visitor intelligence, intent data, and events.
Since its founding, ZoomInfo has invested hundreds of millions of dollars in “to drive material improvements in the way we gather, normalize, match and cleanse that data with the use of AI and Machine Learning.” ZoomInfo has expanded the breadth and depth of its content and built a “fully scalable platform that powers the digitization of how companies go to market” across departments, funnel stages, and the customer lifecycle.
“Our platform starts with our market-leading and highly accurate data layer, delivers critical sales insights and signals, automates best actions with our next generation workflow software and our tightly integrated activation layer, Engage. This integrated suite of data and software helps businesses of all sizes and across all industries activate targeted opportunities in an efficient, scalable, and repeatable way,” stated CEO Henry Schuck. “As we continue to invest in automating workflow, expanding the coverage and quality of the data we publish, and leveraging that data asset across our platform’s application stack, we are building a wider and wider moat around the company.”
During Q1, ZoomInfo expanded the platform integration with Engage, their Sales Engagement service. Enhancements include the ability to “search and import contacts from ZoomInfo and Salesforce into Engage and allowing users to configure target market buyer personas to receive an automated feed of recommended contacts to pursue. Only a month after release, 40% of active users have taken advantage of these expanded touchpoints.
The also released Workflows enhancements that simplified the creation of Workflows based upon a Trigger / Actions / Filters structure. Workflows support actions across CRMs, MAPs, SEPs, and Engage.
A recruitment product, currently in beta, will be launched in June, just in time to take advantage of post-pandemic hiring growth in the US. The Recruiter service includes Engage and supports “a digital motion from candidate sourcing, to candidate engagement, to interview.” Multiple ATS (applicant tracking systems) will be supported.
Engage ACV doubled over the past quarter, with a 25% increase in usage of the core ZoomInfo platform among joint licensors, with Engage driving higher renewal levels.
Engage is still a new product and only represents “a tiny, tiny percentage of our customer base.” However, the market signals are strong, and ZoomInfo sees a “strong upside” with the offering. They have been receiving “great feedback from the customers who are on it.”
“We also see the benefits of this adoption within our retention and renewal numbers where customers who are dual users of Engage and ZoomInfo have materially higher renewal and retention rates than those who are ZoomInfo only customers. This is one of the most exciting things about the Engage platform: It has multi-area benefits. Customers buy Engage, which increases the adoption of both Engage and ZoomInfo. And investment behind Engage has material benefits across our Recruiter and International packages, where that product is a built-in offering.”
ZoomInfo CEO Henry Schuck
`ZoomInfo offers a sales engagement service and integrates with two of the leading SEPs: Outreach and SalesLoft. Justin Withers, SVP of Strategy & Corporate Development, described the company as “Switzerland in terms of data and intelligence.” ZoomInfo customers can choose to deploy Engage for their sales teams or other vendors. In either case, they benefit as they provide leads (ZoomInfo Company and Contact Data), signals (ZoomInfo Scoops and Streaming Intent), workflows (ZoomInfo Workflow), and activation across leading platforms.
“If an intent signal comes in for an account, and the topic is relevant for the customer, the signal can fire a workflow with ZoomInfo data and add to a sequence in Outreach, SalesLoft, or Engage,” Withers told GZ Consulting.
For over a decade, Sales Intelligence vendors such as Dun & Bradstreet, InsideView, Artesian Solutions, and ZoomInfo have offered sales triggers based upon executive changes, funding events, M&A, etc.. D&B Hoovers, along with many European vendors that process registered filings data, includes data change alerts (e.g., credit score change, revenue growth) and registered filings. As vendors are now adding in visitor intelligence and intent signals, there is the risk of quickly overwhelming sales reps with alerts. And since most vendors do not yet offer workflow solutions for filtering and automating sales activities, there is a strong likelihood that reps begin to view these alerts as noise instead of actionable signals. The more generalized the signal (e.g., website visits), the greater the possibility of signals being considered spam.
To further confuse things, Sales Engagement Platforms (SEPs) have emerged as sales automation platforms, but they are only loosely tied to a few of the sales intelligence vendors. In many cases, the functionality is simply Send to SEP functionality.
ZoomInfo and Vainu (see 3/21 issue) now tie together triggers and actions subject to filters. While there is still a risk that reps are overwhelmed (e.g., too many automated cadences being sent to SEPs), the filters help mitigate the risk and ensure that activity is focused on an organization’s best prospects and tied to event-specific messaging.
For technology sales, ZoomInfo offers technographic changes and Scoops. The Scoops dataset is gathered from official data (e.g., public filings, PPP loans), surveys, and in-house research teams. Daily, ZoomInfo reaches out to contacts in its database to gather market intelligence about projects and the challenges they face in their department. As an incentive, ZoomInfo offers an Amazon gift card or charitable donation to each respondent. The responses are the basis of many of their Scoops.
“We are constantly evaluating new sources and pieces of information that can provide value to our customers in the form of Scoops. Last year, our Scoop number increased greatly because of new processes and expanded information coverage, including the addition of Scoops directly related to PPP loan recipients. Through continued innovation and expansion, we anticipate that our Scoops volume will continue to increase over time. We have several in-house research teams dedicated to various types of Scoop coverage, and we utilize many of the same sources to gather Scoops that are laid out on our B2B Data Sources webpage, including updates from leadership webpages, news monitoring, public filings, and company-issued announcements.”
ZoomInfo Communications Director Steve Vittorioso
The Scoop volume doubled to 917,000 events in 2020.
While the primary Workflows use cases are focused on revenue acceleration, Workflows may also be used for executive recruitment.
Admins can edit, clone, run, or delete Workflows. They can also create workflows for non-admins or permit non-admins to create workflows subject to admin approval.
Non-admins have access to fewer integrations, cannot assign workflows to peers, and are subject to lower export limits.
Workflows do not support FormComplete, ZoomInfo’s webform, but the functionality is on the product roadmap.
ZoomInfo rolled out an upgraded Workflows product for automating trigger-based tasks. The service sports a simplified natural-language UI for building workflows “in ways that feel conversational, simple, and secure.”
ZoomInfo Senior Product Director Apparao Karri explained that Workflows are at the intersection of go-to-market data availability and sales automation, calling it “the long tail of GTM automation.”
Continued Karri, “Intelligent Automation is a key differentiator for businesses, and the underlying technology stack is mature and ready to deliver at scale. ZoomInfo Workflows is a product built on this framework to improve productivity, reduce lost opportunities, and bring consistency to the go-to-market motions.”
Product Marketing Director Thad Peterson contrasted Workflows with Marketing Automation Platforms:
“Marketing automation has existed for many years, but often on a generic playing field. For example, when visitors fill out a form on a company website, marketers can drop their information into a sequence or a campaign in their CRM. But those campaigns are limited because a form-fill mechanism doesn’t provide targeted and specific information for each of those prospective customers.Now we live in a world where individual sales reps can create hyper-targeted campaigns based on nearly every imaginable scenario.”
ZoomInfo Product Marketing Director Thad Peterson
The basic structure of a Workflow is triggers, filters, and actions. Triggers are business events detected by ZoomInfo and include ZoomInfo WebSights (website visitor intelligence), technographic changes, Clickagy Streaming Intent, fundings, and ZoomInfo Scoops (e.g., projects, PPP funding). Triggers may also be created from saved searches that identify new companies or contacts that meet the saved criteria.
Triggers act as signals subject to pre-defined filters. The filters are conditions that must be met for an action to be taken. They can be based upon ZoomInfo or Salesforce criteria. For example, presence in an ABM list, meeting firmographic criteria, assigned to a rep in Salesforce, or not present in Salesforce. Actions dictate the Workflow response and include sending emails, assigning contacts, creating records, or kicking off sales flows (cadences) in ZoomInfo Engage, SalesLoft, or Outreach. Marketing actions can be processed through HubSpot, Pardot, Marketo, and Eloqua.
Actions include a processing frequency (e.g., daily, weekly) and limits on the number of exported records. The limit works as a throttle so that reps are not overwhelmed with too many leads. It also prevents a workflow from using up too many ZoomInfo credits. Some actions have sub-actions associated with platforms (e.g. set campaign or cadence / sequence / flow).
Filters can also be employed for territory assignment, ensuring that the activity is routed to the proper sales rep. As ZoomInfo has one of the deepest pools of professional contacts with emails and direct-dial phones, they can activate sales and marketing activity from anonymous account-level signals for targeted functions and levels.
“If businesses want to scale quickly, they can’t become mired in day-to-day tasks that can easily be automated,” said ZoomInfo CEO Henry Schuck. “ZoomInfo’s Workflows eliminates redundant, repetitive tasks and helps teams to focus on the human side of closing business by establishing strong relationships with prospects and customers.”
Sales Intelligence vendor Vainu has added a set of Workflow Triggers that take automated actions based upon CRM data updates. As Vainu enriches CRMs with financial data mined from European registered data filings, it has raw, current data for triggering activities. Admins set up the trigger rules, and Vainu creates “smart actions” such as creating CRM Tasks, adding a row in Google Sheets, or sending a Slack notice.
For example, a Workflow Trigger may be set up to look for SaaS companies that meet the “Rule of 40” condition (revenue growth plus profitability margin).
Vainu CEO Mikko Honkanen notes that trigger rules and ratios will vary by industry and may include custom rules specific to each of Vainu’s customers. Thus, the Rule of 40 “is typical of the software industry but isn’t that critical for other businesses. For being truly data-driven, each company has its own magic numbers based on the data points of their interest.”
Vainu claims that it supports thousands of data points for triggered workflows, kicking off both sales notifications and custom marketing messages associated with each trigger.
“Some people might want to know when a company starts using lead capture forms on its website. Someone else might want to be alerted as soon as a company adds a new environmental standard to their corporate social responsibility web page. Or when a company appoints a new CEO. Or when it adds an auxiliary name that includes the word ‘restaurant’ in it. The most valuable trigger event is often a change in that specific event.”
Vainu CEO Mikko Honkanen
Along with data changes, actions may be based upon any of seventy event triggers or new accounts meeting ICP criteria.
Vainu, headquartered in Helsinki, emphasizes the value of dynamic data fed into enterprise platforms. Dynamic data ensures that decision-making is based upon timely and accurate data. It also allows salespeople to be customer-centric.
“By having access to data that informs them of the current situation of an organization, as well as what recent changes the organization has undergone, salespeople are able to tailor their messaging and offer a personalized experience,” blogged Vainu marketer Nikolai Bang. Vainu covers nearly thirty million companies across Scandinavia, the Netherlands, France, and the United Kingdom. Triggers are based upon the licensed countries.