ZoomInfo Workflows Enhanced (Part II)

Continuation from yesterday’s article about ZoomInfo Workflows.

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 have an approval queue for workflows created by non-admins.

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.


Continue to Part III.

ZoomInfo Workflows Enhanced

ZoomInfo Workflows are natural language statements that follow a trigger/filter/action process.

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.”


Continue to Part II.

Flash: Cognism Acquires Mailtastic

Hybrid Engagement vendor Cognism acquired email signature marketing firm Mailtastic in a seven-figure cash and stock deal.  The acquisition provides Cognism with an additional marketing channel – professional email signatures that reflect the latest corporate messaging and branding.  Mailtastic centralizes corporate signature blocks, with adjustments by market, outbound language, and job function.  Employees can select between multiple signature options based upon the recipient.

Mailtastic supports G Suite, Office 365, Outlook, Exchange, Apple Mail, and Gmail, with signatures optimized by the device.  Mailtastic is GDPR compliant with European server locations.  Mailtastic features include centralized campaign management, campaign analytics, event planning, and click notifications.

“The acquisition will enable Cognism to empower go-to-market teams with a whole new channel for their outreach and lead generation efforts,” posted Mailtastic Marketing Manager Verena Vogt.  “For Mailtastic, the acquisition represents an exciting opportunity to offer accelerated internationalisation, extensive product expansion, and the creation of joint products and services that will define the next era of B2B revenue growth solutions.”

The full Mailtastic team of ten is joining Cognism, including its founders Tao Bauer, Peer Wierzbitzki, and Andreas Schröder.

Mailtastic was founded in 2015 and grew its customer base to 350 enterprises, mostly in Germany, Austria, and Switzerland (DACH).  The acquisition provides an additional go-to-market channel, an EU office in Mainz, and a set of Central European enterprise clients into which Cognism services may be cross-sold.  Cognism will open a second UK office in Manchester that will focus on Mailtastic sales, with plans to open a second North American office towards the end of the year, possibly in Canada.

Mailtastic is profitable and has a 67% annual growth rate.  The firm has no sales team, with selling conducted by one of its founders; thus, applying Cognism’s successful go-to-market approach should support rapid revenue expansion.  Cognism’s sales approach is to hire recent University grads as SDRs and then train them in Cognism’s sales tools for prospecting, ICP/TAM analysis, and outbound sales engagement.  Reps also leverage global company and contact profiles that include over 20 million direct dial and mobile numbers.

Mailtastic has a negative churn rate.  CEO James Isilay indicated that the DACH market is slower to purchase technology, but also less likely to switch vendors than the UK or US markets.  Once licensed to the enterprise, seat growth takes place organically as firms look to control email block branding and messaging.  Furthermore, the DACH market provides a stable base for cross-selling Cognism services.  Beyond GDPR, Mailtastic signature management is a compliance requirement in regulated UK and German industries.

Cognism has been a Mailtastic client for the past year, enjoying a 10% rise in click-through rates and a 25% increase in webinar conversions.

The initial post-acquisition focus will be on cross-training the companies and deploying a Mailtastic sales team trained in Cognism sales tools and processes.  In Q3, Mailtastic will be integrated with several MAPs and SEPs.

“These are uncertain times and we want to ensure our clients have every tool at their disposal to develop new ways to prospect when budgets are being cut and certain channels, like outdoor advertising and live events, just aren’t an option.  Email signature marketing is massively underused and it will play a key role as more people work from home and engage others through their screens.

Cognism is focused on expanding in Europe and bolstering our position as a global go-to-market champion.  To achieve this, our fantastic team has worked tirelessly to help clients build strong, repeatable lead generation strategies that can benefit from both inbound and outbound methodologies and, by integrating Mailtastic, we’re strengthening this offering further.  Cognism provides clients with the data they need to send emails, the tools required to automate and action them, and now it will be providing a way for customers to expand their reach with every email their employees send.  By continuing to expand the Cognism offering, customers are able to build powerful go-to-market strategies that will enable their go-to-market teams to find and deliver new revenue, faster.”

Cognism CEO James Isilay

Cognism combines B2B DaaS services, sales intelligence, ICP / TAM tools, prospecting, email templates, and outbound cadences.  Mailtastic provides them with additional email customization tools.

The Mailtastic acquisition is similar to the Terminus purchase of Sigstr late last year.  Both firms offer a strong feature – management of email signatures – that would likely be difficult to justify as a standalone MarTech license in the current economic environment.  However, both add significant value alongside the ABM capabilities of their new parents.

Isilay indicated that the firm successfully transitioned to WFH.  Sales and renewals in the exhibition and recruitment markets declined, but the firm used its ICP tools to adjust its targeting and its new business generation is back to pre-pandemic levels.  COVID-related churn has died down, and revenue is growing strongly again, with $8.5 million in projected ARR by the end of May.

Hybrid Engagement Platforms

Cognism Intelligence within Salesforce. Hybrid Engagement Platforms Continuously update CRMs and MAPs.

The market is beginning to evolve a set of hybrid engagement vendors that deliver a broad set of sales and marketing services.  The boundary between sales and marketing is quickly crumbling.  Hybrid engagement services manage both data and workflows.  Features include

Future functionality will include Next Best Actions, Embedded 1:1 Video, SNAP (Sales Navigator) Integrations, and Programmatic Advertising.

No vendor provides all of these services and some provide them as separate offerings, but firms such as Dun & Bradstreet, Zoominfo, Infogroup (Salesgenie), Lead411, LinkedIn Sales Navigator, and Cognism have all taken steps over the past two years to meet the emerging requirements of the CRO.

For the moment, I’m calling these emerging offerings Hybrid Engage Platforms, but that is a placeholder name as the market evolves.