ZoomInfo continues to build out its company database, tripling its coverage over the past year. Its most recent content additions are small firms not found on the Internet. The firm was able to treble its company coverage after acquiring Everstring in late 2020. The expanded coverage improves a core data asset the firm deploys across its four cloud services.
“Now ZoomInfo customers have broader visibility into their total addressable market. Teams using SalesOS can build more targeted company lists based on characteristics of their ideal customers, driving more accurate segmentation,” stated the firm. “Users of ZoomInfo’s OperationsOS product will experience increased match rates and can build out more robust and accurate company hierarchies. MarketingOS users will be able to reach wider audiences through their campaigns and identify more traffic visiting their websites. And customers of TalentOS will be able to find more qualified candidates in a challenging hiring environment.”
Data was sourced from state registries, business registry filings, and licensed data. ZoomInfo also addressed a long-standing gap in its coverage with 35 million “non-headquarter company locations” (e.g., branches). Branches are crucial for accurately sizing markets, routing leads, and performing lead-to-account mapping. For example, if an inbound branch lead, particularly one with a different name than its parent, is not mapped to the parent HQ, it is likely to be misrouted or ignored.
Every ZoomInfo company record contains revenue, headcount, and industry mappings (NAICS and US SIC87).
ZoomInfo also continues to build out its contact database, reaching 220 million active contacts, with 150 million emails, 65 million direct dials, and 50 million mobile numbers.
“Our enhanced data pipeline brings together the best of both worlds: access to more companies and the assurance that this new information is accurate,” said Kirti Patel, Senior Director of Data Engineering at ZoomInfo. “This key expansion of our data allows our customers to access a vast market opportunity, especially among small businesses that are often harder to reach.”
In other news, ZoomInfo has grown its Shoreditch (London) sales team to over 100 reps. Two years ago, all European sales were managed by a six-person team out of the US eastern time zone that began placing calls to Europe at 3 AM.
ZoomInfo also announced expanded technographics for targeting prospects that deploy competitive or complementary offerings.
ZoomInfo continued its rapid growth, posting GAAP revenue of $222.3 million, up 59% year-over-year. Growth was both organic (52%) and via acquisitions (7%), with a net retention rate of 116%, up from 108% in 2020. Revenue grew 13% on a sequential basis.
Roughly half the increase in net retention was due to new functionality, and half was due to improvements in gross retention and lower down-sell rates associated with the initial shock of COVID in 2020.
CEO Henry Schuck is bullish about their new MarketingOS offering as part of RevOS. Since acquiring Clickagy 16 months ago, the firm has been building out ABM expertise in its engineering, product, strategy, and customer success teams to bring the new marketing suite to market.
“In all of our prelaunch diligence, we heard over and over again that the applications that marketers were leveraging to do account-based marketing were falling short for one main reason,” detailed Schuck. “The data being leveraged in those platforms was both inaccurate and incomplete. And that’s no surprise. Today’s ABM platforms were all designed to leverage a company’s own first-party data that exists in their CRM or marketing automation system.”
“And in 15 years of running ZoomInfo, I’ve never heard a rep manager or revenue leader describe that type of data as either complete or accurate. Yet without accurate and complete data, marketers aim advertising dollars at the wrong company and target the wrong people at those companies. They deliver fruitless leads to sales, which erodes confidence and fails to build alignment between sales and marketing. So, we built MarketingOS the same way we build every application with our best-in-class data at the foundation of the application layer…
For today’s B2B revenue teams, data, insights, technology, and orchestration are core to the motion they use to market and sell their products. But these capabilities are siloed. Some can be found in marketing tech or revenue operations, while others are in the sales tech stack.”
ZoomInfo CEO Henry Schuck
MarketingOS also benefits from ZoomInfo’s longstanding presence among sales teams, improving the credibility of marketing data and removing channel conflict induced by sales and marketing standardizing on different third-party reference databases.
According to Schuck, the RevOS positioning helps reps better explain ZoomInfo’s broad value proposition:
“What RevOS does for us, and what the different platform and product pillars do for us, is it gives us a cohesive story that we can tell all across our business from our enterprise business to our mid-market business to our SMB business. And we believe that the products that we’ve put together have applicability across customers of all sizes…What it does from an enablement perspective is it gives our sellers the ability to go into those conversations in a way that allows them to articulate the broad spectrum of the platform in a way that our customers are understanding much more clearly.”
ZoomInfo CEO Henry Schuck
It test-marketed the RevOS positioning in December and January and found that the updated messaging raised both the win rate and average sales price. RevOS messaging helps reps position Chorus, RingLead, and Engage at the beginning of conversations.
ZoomInfo, which announced the RevOS ABM Platform last week, is positioning itself as a best-of-breed platform for revenue teams. ZoomInfo offers a unified platform for sales and marketing, removing the need to stitch together many point solutions that address individual workflows or problems. With over 10,000 MarTech solutions alone (according to Scott Brinker of ChiefMartec), selecting and integrating many services has become increasingly difficult. Conversely, go-to-market platforms such as ZoomInfo ABM Platform manage data, workflow, analytics, forecasting, and communications.
ZoomInfo is not looking to displace systems of record such as CRMs or MAPs but to synchronize with them and enrich their data. For the past few years, it has been growing beyond traditional sales intelligence (companies, contacts, technographics, event triggers) to workflow, data orchestration, and engagement tools (webforms, visitor intelligence, programmatic marketing, chat, triggered workflows, sales cadences, engagement analytics, conversational intelligence, pipeline forecasting, etc.). In 2021 it shifted from content acquisitions (e.g., Zoom Information contacts, Clickagy intent, Everstring business graphs) to orchestration (e.g., RingLead) and Engagement (e.g., Insent chat and Chorus Conversational Intelligence and forecasting) acquisitions.
Likewise, ZoomInfo’s expanded product offerings support Sales Engagement, Recruitment, and ABM.
“We significantly expanded our offering by developing an application layer on top of our best-in-class data assets and acquiring and quickly integrating chat conversation intelligence and orchestration technology into the platform,” explained Schuck. “These innovations enabled us to add more new customers than ever before and drove increasing levels of sales to existing customers and record net revenue retention of 116%, up from 108% in 2020.”
From a GTM perspective, ZoomInfo is not looking to verticalize its platform but focus more on functional specialization. As a result, the new RevOS platform positioning focuses on four functions: Marketing, Sales, Operations, and Recruitment.
“It’s more aligned around personas that we sell to,” explained Schuck. “The new packaging and models that we’re rolling out are aligned around persona, so a sales persona, a marketing persona, an operations persona, and a recruiter and talent acquisition persona. And that’s the way we really think about our offering and the way that we take them to market.”
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.”