Zoominfo which launched its combined Zoominfo powered by DiscoverOrg platform in September, released Workflows, their “first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.”
Workflows identify new and existing prospects based on real-time B2B intelligence. The prospects are then deployed to automated sales and marketing campaigns. Audience segmentation can be applied according to intent, event, and news-based triggers including new technology installations, funding rounds, product launches, first- and third-party web activity, spending priorities, and other buying signals with additional company attributes.
One of the triggers is visitor intelligence gathered from their recently launched WebSights service. “Now, you can engage prospects from organizations researching your site with direct-dial phone numbers and accurate email addresses. What’s more, you can view your data and segment it according to firmographic filters, for instance, enabling better, more personalized outreach.”
Workflows support a set of sales engagement, CRM, and MAP platforms including Outreach, SalesLoft, Salesforce, HubSpot, Eloqua, and Marketo. Sequences can drop audiences into campaigns or kick off sales cadences. For example, a trigger can be set up for specific events and filtered by firmographics, technographics, biographics, or event-specific parameters such as Funding Amounts.
“Integrations with popular sales and marketing applications give customers the opportunity to marry ongoing custom triggers with essential prospecting information from ZoomInfo and connect with potential buyers in a personalized, more efficient way.”Zoominfo
“Modern B2B buyers demand a personalized experience,” said Zoominfo CEO Henry Schuck. “Solely relying on standard and static company criteria to identify key prospects restricts sales and marketing’s ability to meet those expectations, especially when timing is so often the difference between a deal that is won or lost. ZoomInfo Workflows solves this problem with features that capture dynamic buying behavior across first- and third-party channels, as its collected, along with hundreds of rules to automate as little or as much of the go-to-market motion as they’d like.”
Zoominfo has migrated 1,000 customers to its new platform.