ZoomInfo Acquires EverString (Part II)

On Friday, I began coverage of ZoomInfo’s acquisition of EverString. Continuing with part II…


Over the past few years, ZoomInfo has been rapidly building its go-to-market intelligence through acquisitions and capital investment.  Initially, ZoomInfo (then called DiscoverOrg) rolled up competitors iProfile and RainKing, but in February 2019, they acquired ZoomInfo, a leading global contact information source.  The firm also managed two tuck-ins last year: NeverBounce email validation and Komiko Inbox AI.

After going public in June, ZoomInfo acquired intent data service Clickagy in October before acquiring Everstring.

ZoomInfo is exceptionally strong across many of the core B2B data categories, including

  • Global contacts (e.g. emails, direct dials, phone numbers, bios, social links, job function, and job level)
  • Technographics (e.g. vendors, products, projects, IT professionals)
  • Intent data (1st Party IP-matching and the recently acquired Clickagy real-time intent signals)
  • Sales Triggers (e.g. M&A, Exec Changes, Partnerships)
  • Org Charts (human-verified and modeled)

However, ZoomInfo has lagged behind other vendors in firmographics and linkage.  The Everstring acquisition plugs this gap across core firmographics, SMBs, and company linkages, putting the firm in a stronger sales intelligence, digital marketing, and B2B DaaS position.  The expanded company universe will significantly improve ZoomInfo’s match rates for batch, real-time, and continuous data enrichment.

In a multinational telecom provider test, the match rate doubled to 98% due to three factors: M/L-powered matching, historical matching against outdated records, and record completeness.

“EverString’s machine learning powered entity resolution (aka matching) algorithms are designed to accept and process multiple identifying inputs from a customer’s file, such as phone number and address, alongside the company name and website, improving the likelihood of returning a matching record.”

ZoomInfo CEO Henry Schuck

Maintaining a historical file of inactive and out of date records provides significant value when batch processing enterprise records sitting in CRMs and MAPs.  Much of this legacy data is bad, but without a reference file with historical data (e.g. inactive and closed companies, former addresses, FKAs), operations teams don’t know which records are defunct businesses.

Everstring has nearly 100% fill rates on core firmographic fields such as employee count, revenue, and industry codes. The expanded firmographics improve field fill rates, lead scoring, lead routing, and analytics (e.g. ICP, TAM, segmentation).

Nevertheless, ZoomInfo has a few remaining gaps around public company financials and filings (e.g. SEC, Companies House, UCC) that would hold them back at financial services companies and European firms.  Everstring does ingest filing data (e.g. Secretary of State incorporations, UCC liens, 5500 ERISA filings with the Department of Labor, federal contract bids, OSHA, fleet data, UK Companies House) when building its business graph, but source data viewing is often required.


Continue to Part III.

ZoomInfo Acquires EverString

ZoomInfo continues building up its data assets with the acquisition of EverString, expanding Zoominfo’s coverage of companies and contacts.  EverString employs machine learning, deep learning, artificial intelligence, and natural language processing to build profiles on 100 million companies, 120 million locations, and 70 million business professionals. Data are ingested from both online and offline content.  The expanded company universe is five-times larger than ZoomInfo’s current company universe, with roughly 30 million international profiles.

EverString also provides ZoomInfo with over one million linkages.  “This additional data gives sellers and marketers across all verticals better access and visibility to their total addressable markets, more complete enrichment results, and additional points of contact at their target accounts.”

ZoomInfo CEO Henry Schuck described the combined EverString and ZoomInfo data cloud as the “first-ever business identity graph of its size with a level of accuracy and completeness purpose-built to help go-to-market teams identify actual buying centers rather than legal entities with no purchasing power.”

Along with corporate hierarchies, EverString expands ZoomInfo’s intelligence concerning website redirects, legal entities, and aliases.  Firmographics include sizing data, URLs, social links, contact information, year founded, DBAs, FKAs, and long-tail industry keywords.

“The acquisition of EverString gives ZoomInfo a comprehensive business data graph, providing the foundation needed for enterprises to identify their total universe of customers and prospects, define their ideal profiles, leverage granular keywords and attributes to predict success, and focus their go-to-market motions.”

Director of Communications Steve Vittorioso.

Headquartered in San Mateo, EverString was founded in 2012 and has 50 employees.  It made the 2020 Inc. 5000 list with three-year revenue growth of 112%. Customers include Snowflake, FedEx, Nokia, Seagate, and Staples. 

EverString’s DaaS platform delivers firmographics, technographics, contacts, machine learning insights, and intent signals.  

EverString also offers predictive analytics which will be incorporated into the ZoomInfo platform.  Other functionality includes similar companies, ICP modeling, and TAM modeling.


Continue to Part II.

SalesLoft Conversation Intelligence

Sales engagement vendor SalesLoft rebranded its Meeting Intelligence functionality as Conversation Intelligence.  SalesLoft describes four sets of features which help reps schedule meetings and then listen to, understand, and engage with customers and prospects.  SalesLoft supports a broad set of conversation tools including appointment setting; automated recording, transcription, and indexing of calls; time-stamped notes, and call analytics.  This functionality is available for prospect, customer, and internal calls.  Managers, mentors, and trainers can join calls or whisper into a sales rep’s ear.

“Through the evolution of SalesLoft’s platform and user experience, one feature has changed so much that its prior name no longer did it justice,” wrote SalesLoft Head of Community Aly Merritt.  “Meeting Intelligence is now Conversation Intelligence, because sales isn’t just meetings – it’s every conversation and interaction.”

Call recordings can be stored in a training library or shared for coaching or questions.  For example, if a sales rep does not know the answer to a question, it can be forwarded directly to customer support or engineering for a response.

Conversation Intelligence supports both SalesLoft’s native dialer and leading web meeting applications: Zoom, GoToMeeting, join.me, UberConference, Cisco WebEx, and Cisco WebEx Enterprise.

Sales calls come in many forms: prospecting, discovery, demos, stakeholder alignment, and so on.  All of these interactions make up the foundation for the long-term customer relationship.  High-value customer relationships are made possible when prospects feel that the relationship they are entering into is mutually beneficial.

How can you build such a relationship?  By working to ensure your prospects feel heard and confident that you understand their needs.  Work to engage them throughout their journey.  After all, sales doesn’t stop when the deal closes, nor does engagement cease when a seller hangs up the phone.

▪ SalesLoft Product News

SalesLoft said that it is “designed to flex around the needs of the user based not only on their role but also on their preferred workflow.  This empowers SalesLoft customers to offer consistent value at every stage.”

“Sales meetings are the moments in the sales cycle where you have the opportunity to provide the most value for your customers.  As such, they are some of the single biggest opportunities for your team to influence revenue.  It’s where your deals are won and lost,” wrote the firm.  “Despite this, sellers often don’t get the opportunity to improve on this critical component of the sales process.  Combine this with the challenges that face sales leaders around how much time it takes to digest sales meetings, gain visibility into what’s really happening, and be proactive in the deal cycle.”