ZoomInfo Acquires Comparably

At its earnings call last week, ZoomInfo announced a pair of acquisitions: Comparably and Dogpatch Advisors (rebranded as ZoomInfo Labs). Comparably builds out ZoomInfo’s capabilities and content in the recruitment space while Dogpatch provides ZoomInfo with professional services capabilities around data deployment and playbook development.

Comparably is a SaaS provider of employer branding, recruitment marketing, and an employee review platform.  Comparably surveys and collects culture insights and compensation data directly from verified employees.  It also publishes the “Best Places to Work Awards.”  Comparably serves “a large portion” of the Fortune 500 and had over 20 million global visitors last year.  Comparably helps syndicate awards across major business and news outlets.

“ZoomInfo’s acquisition of Comparably represents a pitch-perfect response to these changes,” blogged Senior Content Manager Sailee Sarangdhar.  “Comparably, a leading employee review website and the only platform showcasing workplace culture, salary, and corporate brand reputation data, attracts more than 3 million people per month who rely on its comprehensive data about companies of all sizes.  Comparably, combined with ZoomInfo’s already formidable data and software tools, gives talent leaders and companies of all sizes more powerful ways to activate their employer brand, helping to better influence prospects and convert candidates in their pipeline.”

Comparably assists with a company’s career site, Google Search placement, featured articles, media and press, social content, and video testimonials, helping amplify employee sentiment to promote the company and its culture.

“Millions of visitors come to our website to better understand company cultures, access salary data, and get employee insights.  We’ve also built a popular set of software solutions to help companies enhance their employer brand and recruitment marketing,” explained Comparably CEO Jason Nazar.

Comparably recognizes that candidates prefer to work for firms with strong leadership and healthy cultures aligned with their values.

“Simply reaching out to these candidates is no longer enough — to succeed, employers need to showcase why their workplace is one that job seekers would be proud to join,” explained Sarangdhar.

The Comparably acquisition augments RecruitingOS, which the firm is rebranding as TalentOS, and positions it as “a superior talent platform that enriches the talent search experience for recruiters.”  Recruiters will also benefit from enhanced talent data fed into ZoomInfo’s “Likely to Listen” score.

Employer branded content will be integrated into ZoomInfo Engage, “enabling recruiters to leverage statistics, awards, testimonials, videos, and more in their talent sourcing efforts.”

Finally, Insights from Comparably will be deployed to ZoomInfo MarketingOS for executing targeted ad campaigns for specific roles.  Sarangdhar argues that “combining the power of awareness-generating ads with website visitor insights has the potential to be a game-changer for HR and recruitment teams.”

“Job seekers are more educated and discerning than ever before, and companies are going to unseen lengths to recruit candidates of all backgrounds and skillsets,” said Nazar.  “Comparably has distinguished our brand as a unique data asset reflecting fair and accurate company cultures and the most popular SaaS platform for employer branding and recruitment marketing solutions.  Partnering with ZoomInfo is an incredible opportunity to continue to support millions of employees and thousands of businesses and to help revolutionize how the modern challenges of recruiting are solved.”

TalentOS, which was launched in June 2021, has been deployed by over 1,000 companies.  Product customer counts and ACV grew 50% quarter-over-quarter in Q1.

New user functionality includes a guided onboarding journey and a new experience for launching initial email automation campaigns.  In addition, power users can leverage an advanced Boolean search capability and a redesigned AI-powered similar companies recommendation engine for recruiting.

“With Comparably, TalentOS gives companies the ability to engage and hire candidates with much more sophistication and influence,” stated CEO Henry Schuck.  TalentOS plus Comparably is a must-have combination for any company recruiting in today’s competitive work environment.  As an enterprise go-to-market, we know that the best-performing enterprise companies are leveraging data, insights, and software for their revenue operations, and they are significantly outperforming go-to-market teams early on in their digitization journey.  Access to high-quality, relevant data provides significant competitive advantages for all sales and marketing organizations.”


Continue to the Dogpatch Advisors acquisition (ZoomInfo Labs) blog…

Sales Rep Turnover

Leveraging its Economic Graph, LinkedIn noted that sales rep turnover is up 39% over the past three months (overall global turnover is up 28%).  Sales is the second most in-demand position globally.

“Companies need to recognize that the power dynamic has changed — workers are going to demand more from them on multiple fronts,” said LinkedIn Chief Economist Karin Kimbrough.  “Candidates are being much more selective about where they work, and workers are more vocal about what they want.”

Replacing sales reps is an expensive proposition, according to a 2015-2016 DePaul University study.  When factoring in the opportunity cost of an open sales seat and the hiring and training expenses, replacing a sales rep costs $115,000.

Further complicating matters, buying team turnover spiked over the past year, up 31% in Q3.  Thus, demand units are more difficult to navigate, and deals are more likely to be delayed due to key decision-maker departures.  According to LinkedIn State of Sales 2021, 80% of sales reps said a deal was delayed or derailed due to buyer role changes over the past year.

Unfortunately, employee burnout rose 9% between April and July, just as employees were readying to return to the office, but Delta delayed such plans.  Over the same period, employee happiness dropped three points.

“This simultaneous dip in employee happiness and spike in burnout is a warning signal: very few people want to return to pre-pandemic work life, said LinkedIn Head of People Science Strategic Development Amy Lavoie.  “Part of the issue here is that the communications around organizations’ return-to-office plans can carry a dangerous subtext.  It may look to employees that, while their leaders had prioritized their well-being and safety in the pandemic’s first stretch, they’re now focusing on business and advancing their own agenda at all costs, leaving employees’ concerns in the wake.”

“Employee well-being is not a fad; it is a fundamental human need,” continued Lavoie.  “It’s not going to take care of itself as businesses start asking employees to return to the office. Employees are looking to their organizations to value their needs as full human beings and trust them to make decisions about how, when, and where they work. Until that happens, we will continue to see this deadlock between employees and organizations on happiness and burnout.” Employee priorities are shifting, with a greater emphasis on flexible work arrangements, inclusive workplaces, and work-life balance than just a few months ago. As a result, work-life balance is ranked as the top priority among job seekers.

Glint (LinkedIn) Employee Well Being Report (Sept 2021)

Flexibility is key.  Three out of five employees feel they are equally productive working from home and that their overall well-being is equal to or better than working in an office.

A Fortune Analytics survey of over 10,000 knowledge workers found that 76% of knowledge workers want flexibility in where they work, and 93% want flexibility in when they work.  Additionally, 57% of knowledge workers are “open to looking for a new job in 2022.”  However, among knowledge workers who are dissatisfied with the level of flexibility, the open to looking rate rises to 71%.

“Just last year, joblessness in the US was at its highest level since the Great Depression,” wrote Fortune Editorial Director Lance Lambert.  “Scrambling to hold onto their jobs, workers started taking on extra responsibilities—something many of them hold onto today even though the economy has shifted into one of its strongest periods in recent memory. That explains why 19% of workers say their work-related stress is ‘poor,’ and another 33% say it’s ‘fair.’”

Fortune Analytics also found that workers with inflexible work schedules are 6.6 times more likely to report work-related stress.

LinkedIn Senior Content Manager Paul Petrone suggested three areas of investment to retain sales talent:

  1. “Career conversations and career development for your employees.
  2. Providing work-life balance, which should ideally include flex work.
  3. Diversity, inclusion, and belonging.”

Workers find it difficult to maintain a work/life balance, with 35% of workers telling GlassDoor that balance isn’t possible in their current role.

“Very few people both see a path forward and feel support for an internal career move,” observed LinkedIn People Science Senior Researcher Eric Knudsen.  “Luckily, there’s a clear solution.  While it’s natural for managers to worry about losing a team member, employees want learning and growth opportunities.  So, whenever someone starts looking for their next opportunity, a lack of manager support could inspire an external move.”

Knudsen recommends that managers frame internal mobility as an opportunity and not a loss as they place an advocate and partner in another part of the organization.  Furthermore, the organization retains talent, and cross-team collaboration is likely to rise. 

“Work-life policies which are rigid or offer little flexibility are proving problematic for UK employees,” said Glassdoor Economist Lauren Thomas.  “Our research has indicated that workers want autonomy over how they juggle their home and work lives and need employers to offer a range of options to support this. There also needs to be trust between the two parties — avoid micromanaging teams who are working from home.”

What’s more, Glint (a LinkedIn subsidiary) found that only one in five employees feel they can meet their career goals in their current organization, increasing the likelihood of departures.


I also recently wrote about The Great Reshuffle.

ZoomInfo Engage

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.”

Engage Notes and Engagement Insights

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.

Using Sales Intelligence Services to Prepare for Sales Interviews

Update: Avention was acquired by Dun & Bradstreet and Business Browser was renamed D&B Business Browser.  The blog is no longer available online.


Avention recently published an excellent blog by Jay Webb, President of the J. David Group, concerning preparing for sales interviews.  His firm specializes in placing sales reps at technology companies.  Webb marveled at the frequent lack of preparation by job candidates who fail to understand the company, its industry, and the individuals conducting the interviews.  They often make silly mistakes like saying they are looking to work for a smaller company when they are interviewing for positions at larger organizations.

Webb emphasized the value of preparing technology sales candidates for interviews and noted six areas of focus beginning with the product.  He observed that candidates often fail to sign up for software trials.  Not only are they not researching the products they are looking to sell, but they are failing to show interest to the sales and marketing departments at the company where they are interviewing.  Of course, not all technology companies have software trials, but there are still webinars, white papers, and other tools for researching the product and demonstrating interest to the firm.

Other preparation steps include

  1. Researching both the organizational structure of the company (who reports to whom) and corporate family tree structures (how big is the company? What other industries is it involved in? Does it have additional offices in other cities or countries?);
  2. Reviewing corporate SWOTs (strengths, weaknesses, opportunities, and threats).
  3. Researching the firm’s competition
  4. Understanding the firm’s industry

“In [staffing] sales we use tools such as Avention (OneSource for those who remember that name) to do account research. Turning that idea on its head, I am able to provide candidates with a report containing the relevant information they need, gain a little more control over the process, and save time so I can work more deals,” blogged Webb

S-2_BusinessBrowser_CompanyProfile
Avention OneSource Business Browser provides a broad set of company and industry intelligence including family trees, executive profiles,  competitors, financials and filings, company news, SWOTs, analyst reports, earnings call transcripts, and industry research.

“If I can deliver better prepared candidates, I stand a better chance of winning,” wrote Webb.  “Additionally, if my candidate is that prepared, they draw from the higher end of the salary range, which means more commission for me. What’s more, when a candidate is that attractive, hiring managers move very quickly for fear of losing them to their competitors. More sales, higher value, and faster close. That’s pretty easy math.”

In short, every sales rep should view the job interview as if they are a strategic sales rep preparing for their top client.  Why would any sales director hire you if you are unprepared for a critical meeting?

Of course, not every candidate has access to Avention products, but there are company resources available for job preparation through academic and public libraries.  On college campuses, look for OneSource Business Browser, Bureau van Dijk Orbis, Capital IQ Academic, LexisNexis Academic, Factiva, or Mergent products.

At public libraries, you should check out ReferenceUSA, Mergent, or AtoZ Databases for company research.

I would also look at Owler and CrunchBase for free online research.  Both provide company overviews, funding data, and news alerts.  Of course, company websites, LinkedIn, and social media should also be reviewed.

For industry research, check out Plunkett Almanacs, First Research, IBIS World, MarketLine, Freedonia, Euromonitor, Mergent Intellect, or Business Browser’s industry module.

Happy Job Hunting.