Quora: How Accurate are Zoominfo Direct Dials?

My answer to the question: How Accurate are Zoominfo Direct Dials?

There are two sets of contact information from Zoominfo: Tier 1 validated contacts for around 5 million global executives and decisionmakers. This data is re-validated every 90 days and has a 96% direct dial population rate and 98% email. These records are subject to a 95% data accuracy SLA (100% is impossible as there is a 2 – 2 1/2% decay rate of contact records per month). Tier 1 data also includes org charts, researched biographies, and company projects.

Tier 2 data is obtained through machine learning and natural language processing. Zoominfo obtains this data through web crawling and the mining of signature blocks amongst its Community Members (small businesses that provide access to this data in exchange for limited platform access). Because this data is being gathered constantly, Zoominfo has a heads up if somebody’s signature block changes. It also provides a deeper set of direct dials than available from other companies. Zoominfo offers an update date for Tier 2 data which I would recommend using. Data verified within the past six months should be around 90% accurate. At a year, the accuracy is likely around 75% and could be lower. Anything beyond a year is likely to be of low quality and should not be purchased except in special circumstances such as the lack of new contacts at a key function of an account or high-value prospect.

Zoominfo provides a deep set of sales and marketing tools including ICP/TAM, visitor intelligence, intent-based alerts, enterprise software connectors, and trigger-based workflows.

I have not conducted a recent study of Tier 2 data vs. other contact data sources, so cannot speak to its quality.

Two other vendors directly collect and verify contact direct phones and emails. If direct-dial accuracy is a key concern, also evaluate DealSignal and SalesIntel.io. DealSignal performs overnight reverification so is better for marketing than sales. SalesIntel performs 90-day reverification cycles and claims to be significantly less expensive than Zoominfo. Both companies offer contact enrichment, contact prospecting, and enterprise software connectors (CRM, MAP, Sales Engagement, Chrome).

ReachOut 2.0 identifies LinkedIn pages and URLs and maps them to ZoomInfo Intelligence. Profiles, which include firmographics, emails, and direct dials, may then be quickly uploaded to CRMs or sales engagement platforms..
ReachOut 2.0 identifies LinkedIn pages and URLs and maps them to ZoomInfo Intelligence. Profiles, which include firmographics, emails, and direct dials, may then be quickly uploaded to CRMs or sales engagement platforms.

SalesIntel at 18 Months

Sales Intelligence vendor SalesIntel closed out a successful second year on the market with growth in content, staff, and functionality.  In Q1, SalesIntel will be formally rolling out a new data enrichment service along with Salesforce and Marketo connectors. The firm added over 150 new clients in 2019.

In 2019, SalesIntel increased its verified contact data by 80% to 4.5 million contacts.  Data is hand-verified by a team of over 200 full-time and 1,200 on-demand SalesIntel-trained researchers.  Due to human verification, the company claims a 95% accuracy level for its contacts and is now able to identify the exact locations of executives.

“For a company just 18 months old, 2019 was in many ways, a test of our grit, competence, and above all, the value we create for our clients. I can say with 100% confidence that we have passed with flying colors.  We plan to continue making significant investments across the board, the fruition of which you’ll see in the next year.”

SalesIntel CEO Manoj Ramnani

In 2020, SalesIntel intends to grow its coverage by millions of contacts and expand coverage internationally.  The firm also plans to extend its technographic coverage by “tens of millions” of values.  The roadmap includes integrations with Marketo and Bullhorn.

“As we continue to expand our data coverage, strengthen our platform and sign more clients, we’ll also continue to scale our team with more client success, data engineers, and researchers to maintain the highest standard of concierge data services that our clients appreciate and love,” said CEO Manoj Ramnani.

SalesIntel also began offering Account, Contact, and Lead record enrichment.  Technographic data, which is available in the prospecting service from HG Insights, is not included in the match and append service; however, SalesIntel noted that joint clients can obtain technographic data enrichment directly from HG Insights.  

The enrichment report details match rates, updated and enriched record counts, and the number of records that were appended (see Figure 1).

SalesIntel is selling enrichment processing as an add-on to the existing prospecting service.  Pricing starts at $5,000 per annum and is volume-based.

Enrichment is currently available via the SalesIntel portal and will be available as a Salesforce integration later this month.  A Marketo integration is scheduled for later in the quarter.

SalesIntel recently rebranded its Chrome plug-in as RevDriver.  Subscribers can export to CRM, MAP, SalesLoft, or Outreach.  A RevDriver Marketo connector will be available later this month.

SalesIntel’s New Data Enrichment Report

SalesIntel: Company Profiles, Technographic Searching, & New Connectors

SalesIntel Company Profile
SalesIntel Company Profile

I profiled SalesIntel and its human-verified contacts last summer but failed to cover a series of announcements from them over the past nine months (they were covered in my newsletter, but didn’t make it into my blog).

SalesIntel continues its database build out with company intelligence alongside their database of nearly three million high-quality US contacts. Each of these contacts is reverified each quarter, providing a smaller, but significantly higher quality email and direct dial dataset than other vendors. The exception is DealSignal which is performing overnight data validation so also delivering recently verified contacts.

Along with high-quality contacts, SalesIntel added company profiles which provide contact context.  Company profiles are accessed by performing a company name search and clicking on the company name in the resulting contact list. The new profiles contain the following sections:

  • Company logo and name
  • Executive Intel — the names and titles of the top-level executives at the firm.  Users can click on the executives to view their details.
  • Firmographic data from Owler
  • HQ info
  • Industry & Sector info
  • Tech Intel — vendors and product deployed at the company
  • Contact Intel — a grid containing the number of executives available within SalesIntel by job function and level.  Clicking on a number takes the user to a list of contacts for the company at that function and level.  Users can also obtain filtered lists by clicking on the totals by job function or level.

The most recent enhancement is the incorporation of Owler firmographics into their database. SalesIntel users can also view Owler’s real-time news alerts for their prospects including IPOs, Funding, and Acquisition news.

“Owler helps sales teams work faster and smarter. We provide accurate and up-to-date information about companies and their top competitors, as well as deliver real-time actionable insights about the companies that matter to your pipeline.”



Tim Harsch, CEO of Owler

SalesLoft released sales engagement connectors for Outreach and SalesLoft late last year. Duplicate checking is performed.  Records are tagged and assigned to SalesLoft cadences and Outreach sequences.

A HubSpot connecter was also released. The integration allows users to select contact owners and assign exported contacts to a workflow. Duplicate record checking is supported.

New targeting features include US metro areas and technographic searching.  Users can screen by product, vendor, or category.  The technographics file was licensed from HG Insights (FKA HG Data).

Category searching may be performed by keyword or navigating a technology category tree.  Technographic searching is a component of the company module.

SalesIntel Technographic Screening
SalesIntel Technographic Screening

Contacts are sold in annual plans with contact records beginning at a dollar per record.

SalesIntel was launched last summer.  Ramnani said his firm is receiving “very positive feedback from the market.”

SalesIntel Human-Verified Contacts

SalesIntel supports prospecting by Job Level, Department, Title, Company, Location, Size, Email, and Contact Name.
SalesIntel supports prospecting by Job Level, Department, Title, Company, Location, Size, Email, and Contact Name.

Manoj Ramnani, CEO of CircleBack, launched his next venture, SalesIntel, as a beta service this month. After spending a decade in the sales and marketing space, Ramnani realized that “high quality and affordable B2B contact data for sales professionals was missing, and that enterprises were looking for a better deal.”

Traditional contact files are around 80% accuracy, but SalesIntel claims 95%+ accuracy through human verification of their contact records. Once added to the database, SalesIntel contacts are subject to a 90-day reverification cycle to maintain accuracy. 95% pushes the limits of accuracy due to the 2 to 2 ½% natural decay rate of contacts based on ongoing executive changes.

SalesIntel currently covers one million U.S. contacts, but it is growing at 100,000 names per week. Ramnani projects that the SalesIntel database will double in size to two million contacts by September.

Every contact record contains an email address and 90% contain direct dial phone number and LinkedIn hyperlinks. SalesIntel also provides headquarter and branch location switchboard numbers.

This data acquisition model is similar to the editorial process implemented at DiscoverOrg which has built a high quality database of three million contacts subject to 90-day human reverification cycles.

Ramnani emphasized that contact quality is even more important in the era of ABM targeting and committee buying:

When they do start a conversation, sales reps lack the contact information to easily include and reach out to everyone involved at an account. Each business decision involves seven buyers on average, but at least info for two of those contacts is expected to be wrong on average. Inaccurate data doesn’t only cost the cost of acquiring the data. It costs your sales team time, profit, and can slow down deals.

  • SalesIntel CEO Manoj Ramnani

SalesIntel also supports ABM lookup of contacts at companies and broader list building. Screening covers basic location, employee, revenue, title, and name filters along with six job levels, nine departments, and industry codes (SIC and NAICS). Location screening is limited to State and ZIP codes. Up to 500 records may be downloaded at a time.

The basic service offers 50 view-only contacts per month for $50. The standard service provides 100 downloadable contacts per month for $100 and the Advanced service provides 250 contacts per month for $250. A Salesforce integration and technographic selects are coming later this month.

“My team and I started this journey six months ago with the mission to make sales professionals’ lives easier,” Ramnani said. “We realize that salespeople shoulder the most important responsibility for the existence and growth of their organizations, namely, revenue growth. Our goal is to use the power of machine gathering and human verification to make their lives easier by providing them with the highest quality data on the market.”