Tag: Corporate Families

ZoomInfo Joins Databricks Marketplace

ZoomInfo announced another data cloud partnership, this time with Databricks.  ZoomInfo now delivers its B2B intelligence via the Databricks Marketplace, including over 100 million company profiles, 260 million contacts, technographics, and intent data.

“This partnership brings together a pair of billion-dollar industry leaders,” said Databricks President Andy Kofoid.  “Our customers will love having secure, easy access to ZoomInfo’s industry-leading data in the Databricks Lakehouse Platform, and they’ll be able to harness the power of this data to fuel their AI and machine learning processes.  With the latest insights fueling their advanced analytics, our customers can quickly accelerate their revenue growth.”

Databricks enables ZoomInfo B2B intelligence for data engineering, data science, analytics, and business intelligence teams.  The open marketplace, powered by Delta Sharing, allows teams to exchange data assets and automate data updates.  Customers can either license pre-built Data Cubes or work with ZoomInfo’s data services team to design custom Data Cubes.

Delta Sharing is an “open standard for secure sharing of data assets without proprietary platform dependencies, complicated ETL, or expensive replication.”

Off-the-shelf Data Cubes include:

  • Company Data Cube: Firmographic Data purpose-built for Sales & Marketing with over 200 data attributes.  Updated Quarterly.
  • Company Data Cube Add-on: Technographic Data
  • Company Data Cube Add-on: Advanced Attributes.  Advanced Attributes delivers a comparative analysis of department size and strength, technology spend, and a blended measure of department-level sophistication.
  • Hierarchy: Corporate hierarchy linkage data, updated quarterly, contain 55 fields, including ultimate parent, domestic parent, immediate parent, subsidiary, headquarter, individual location, and franchise data.
  • Intent Data Cube: Over 4,000+ standard intent topics for data modeling, scoring, analysis, and other advanced data initiatives.
  • Contact Data Cube: Contact Data, updated monthly.
  • Contact Data Cube Add-on: Job History

“With unlimited access to ZoomInfo data delivered directly to your existing systems of work, you can build a reliable go-to-market data foundation to analyze, predict, and engage with the right accounts to drive revenue,” wrote ZoomInfo.  “By actualizing your total addressable market, pinpointing your ideal customer profile, increasing segmentation accuracy, predicting look-alikes, sharing go-to-market insights, and more, ZoomInfo Data Cubes provide holistic account intelligence for your go-to-market motions.

ZoomInfo is now a certified data provider on the Databricks platform, allowing prospective customers to trial ZoomInfo DaaS.

Other ZoomInfo cloud partners include Snowflake, AWS, and Google Cloud.

“Seamless access to ZoomInfo data helps teams fuel accelerated growth for their GTM teams by unlocking and centralizing insights at scale,” said ZoomInfo Product Management VP Sneh Kakileti. “These insights can power advanced technology applications, such as generative AI-based processes — which are only as good as the data they have access to.  This partnership will help data-centric organizations solve some of their toughest go-to-market problems and win faster.”

ZoomInfo Hits 100M Company Profiles

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.”

ZoomInfo offers a corporate family tree display that allows users to expand/collapse nodes and drill down to subsidiaries.

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.

InsideView: Enhanced Corporate Family Tree Display

InsideView enhanced its corporate family tree UX.  Along with an improved display, users may search and filter the tree, allowing them to home in on key subsidiaries for sales targeting.  

Search and filtering help reps identify best prospect locations for establishing a beachhead, expand to similar locations, extend into new markets, or leverage an MSA to identify locations within a sales territory.

The tree is now keyword searchable and filterable by location, size (both employees and revenue), industry, site status (e.g. operating, inactive/closed), and site type (e.g. Retail, Manufacturing, Distribution Center, etc.).  Filtering allows reps to focus on locations in their territory or locations in targeted verticals.  If a parent node is de-selected by a filter, but a subsidiary is selected, the parent location is grayed out but still displayed, providing operational context to the sales rep.

Users may also expand or collapse tree nodes and individually select locations of interest.  Branch locations may be added to the tree via a “site locations data available” slider.

The number of locations is displayed in the company overview.

Sales and marketing professionals can also download the tree for campaigns and analysis.  Filtered trees may be downloaded in Excel or CSV formats.  A map feature displays location density for the United States by state, for Canada by province, or globally by country.

The new family tree view is available in both the CRM and web views.  1.2 million locations are flagged as subsidiaries or acquired firms.

InsideView also recently released a set of small enhancements to InsideView Sales.  Admins can now sync a broader set of Account, Contact, and Lead fields with Salesforce.  New Account fields include Twitter handle, Facebook page, and blog page.  New Contact and Lead fields include city, state, country, job level, and job function.

Other Upgrades

InsideView released a number of additional enhancements to its product lines.  

InsideView for Sales users can unlink and rematch improperly linked Account and Contact records.

InsideView Refresh for Salesforce now offers real-time email verification for unmatched records.  Admins can also manage Salesforce contacts, enrich fields, and flag duplicates.

New InsideView Data Integrity dashboards display how many Account, Contact, or Lead records are updated over time.  The dashboards indicate the number of records processed, new records processed, duplicate records, match data, field fill rates, and segments.

InsideView Target added a filter for contacts with direct dial phones.

InsideView also added cross-product navigation.

The InsideView universe has grown to 15 million companies and 44 million contacts.

Redefining the D-U-N-S Number

Dun & Bradstreet is looking to modernize its D-U-N-S Numbering system to support digital businesses which may not have a phone number or physical location.  D-U-N-S Numbers, which are the de facto global company numbering system, were developed by Dun & Bradstreet in 1963 and have long captured business locations including headquarters, subsidiaries, and branches along with firmographics and corporate linkage.  Currently, there are over 300 million D-U-N-S numbered active and inactive global businesses.  But this model fails to capture the emerging nature of digital businesses and the gig economy.  The expanded definition will shift from location to “point of commerce.”

“You can be a digital business.  You can be a business that is a two-person startup right out of a coffee shop and you’re accepting PayPal as your form of payment.  That doesn’t require a physical address anymore.  You could be part of the gig economy.  You can be an Uber driver.  You can have an Airbnb property.  Those don’t necessarily fit under the mold of traditional businesses,” said Saleem Khan, Digital Leader of Data Innovation at Dun & Bradstreet.

“That idea of point of commerce subsumes everything.  It subsumes the digital location.  It includes things like the Internet of Things and the gig economy as well.


Saleem Khan, Dun & Bradstreet, Leader of Data Innovation

The rise of the Internet of Things also calls for a broader definition of businesses to assist with master data management and business linkage.

“There are 11.2 billion Internet connected devices out there, half of which are doing B2B commerce,” said Khan.  “It’s a ship coming into a port and being scanned automatically.  Wouldn’t it be nice to know which businesses are tied to that particular Internet connected device?  And so, with respect to the D-U-N-S Number, what we’re doing is moving away from business at a physical location in favor of business at a point of commerce.” An expanded definition also benefits government agencies and financial services companies which often require D-U-N-S Numbers for business verification (e.g. anti-money laundering, know your customer), sub-contracting, and credit and supplier risk analyses.