Postal ABM supports both programmatic and strategic ABM campaigns with triggered events and gifting.
Offline Engagement Platform Postal announced the general availability of Postal ABM, its offline engagement feature for one-to-many programmatic ABM campaigns. The new capability helps marketers programmatically target and engage valued accounts and audiences in a one-to-many approach based on intent and CRM data to “personalize content at scale.” Marketers can also execute Strategic ABM campaigns that target high-priority ABM accounts.
Postal ABM is “designed to make it easy to programmatically target and engage key accounts and audiences with offline campaigns,” Postal VP of Marketing Lauren Alt-Kishpaugh explained to GZ Consulting. “It’s designed for marketers running enterprise playbooks who need to scale offline engagement across their go-to-market strategy.”
Postal ABM supports built-in engagement and ROI dashboards that help sales and marketing teams “make informed decisions during the campaign and throughout the lifecycle of target accounts,” blogged Postal Product Marketing Manager Amy Schwartz.
The new Postal Engage feature triggers items and experiences to a group of contacts based on ABM signals in Salesforce. Marketers can set budgets and timelines for campaigns and track campaign success (e.g., accounts engaged, revenue generated) in Postal and Salesforce. Postal syncs its Account Engagement data with Salesforce for “better target discovery and ROI tracking.”
Postal also supports integrating physical touchpoints for virtual events. Postal claims an 80% attendance rate by automating offline marketing activities after events. For example, gifts can be sent to virtual event attendees, tradeshow badge swipers, or free trial participants. Postal also proposed sending a congratulations gift when champions change jobs.
In other news, Postal also announced that it partnered with ZoomInfo to support GTM Plays. Use cases include turning an abandoned chat follow-up into a booked meeting, welcoming a prospect back from OOO, congratulating a champion or decision maker on a promotion, and strategic prospecting campaigns.
“In today’s digital economy, it can be easy to forget the importance of offline and physical sales strategies…think back to in-person experiences such as steak dinners and golf outings with prospects,” blogged Postal Content Marketing Manager Rich Pusateri. “That was the standard practice. Now, in the world of remote selling, using custom branded kits or personalized gifts with handwritten notes in tandem with digital engagement is a proven way to make a positive impact on your bottom line.”
ZoomInfo, which began as a technology sales intelligence service, has expanded its technographic intelligence to more than 30 million global companies. The technographic dataset now spans 300 million company/tech pairings, whether that is a technology, platform, or programming language.
The firm, which has recently focused on sales and marketing enablement technology (e.g., Conversational Sales, Chatbots, Sales Engagement, Recruitment/HR) and Operations, has been quietly expanding its content coverage with announcements concerning company coverage and technographics in the past few weeks.
“Knowing which technologies your prospects use before you even pick up the phone gives sellers a tremendous head start,” said Kirti Patel, Senior Director of Engineering at ZoomInfo. “With today’s economic headwinds, sales teams are looking for every opportunity to increase efficiency, and having access to a prospect’s tech stack can transform your go-to-market engine.”
ZoomInfo’s technographics intelligence is derived from over twenty data sources, including company websites, job postings, and customer testimonials. Its taxonomy covers over 30,000 technologies.
ZoomInfo claims that nearly 90% of its active tech-to-company pairings have been updated within the past three months.
Technographics assists with prospecting, lead and account scoring, look-a-like modeling, and market analysis (e.g., Technology Market Share, ICP, and TAM). It is also common for firms to target customers of partners for complementary pitches and competitors for takeaways. ZoomInfo supports alerting when technologies are added or dropped from prospects’ tech stacks. In addition, its Workflow module automates sales and marketing outreach.
ZoomInfo provided a pair of ZoomInfo SalesOS screenshots to GZ Consulting with functional descriptions concerning their technographics capabilities:
Technographic Alerts: “Customers can subscribe to individual technologies to get alerts on what companies are Adding/Dropping/Discovering that technology. For Adds, we know the company recently began using that technology, whereas, for Discoveries, we believe the company has been using the technology for a while, but our systems are just discovering it for the first time.”Company Specific Profile: “This image is just one technology that ZoomInfo uses. It shows the date of the last time we have seen evidence that ZoomInfo uses machine learning technology. We can only view one technology category at a time on a company’s profile. You’ll see to the left of the image all of the technology categories that we have ZoomInfo technologies for. You can hover over each to get the date of the last evidence.”
ZoomInfo provides a set of data-enabled services for sales, marketing, recruitment, and revenue operations under the RevenueOS brand.
ZoomInfo announced the immediate availability of its new MarketingOS ABM Platform. The service is part of a broader RevOS offering that supports marketing, sales, operations, and recruitment. MarketingOS consolidates ZoomInfo’s legacy marketing capabilities, bringing together two recent acquisitions, Insent and RingLead, with new programmatic and audience management functionality.
ZoomInfo also refined its positioning statement from Revenue Acceleration to Revenue Operating System. It stated that RevOS is “the World’s only revenue operating system of its kind.”
“Our comprehensive B2B database is the key differentiator that sets MarketingOS apart from other ABM solutions,” said ZoomInfo CEO Henry Schuck. “ZoomInfo’s unique data science algorithms allow marketers to connect with the right prospects at precisely the right time. No other solution on the market combines the power of data-driven insights and marketing-optimized workflows like ZoomInfo’s MarketingOS.”
“Marketers typically fail because the data in most ABM platforms is both inaccurate and incomplete. Current ABM solutions are designed to leverage companies’ own first-party data, which exists in their customer relationship management or marketing automation systems. Without quality data, marketers pour advertising dollars at the wrong prospects and companies, and, as a result, deliver fruitless leads to sales and waste time and resources. With ZoomInfo’s best-in-class data and intelligence at its foundation, MarketingOS enables marketers to effectively reach target accounts and drive qualified leads for sales.”
New functionality includes social and display advertising, abandoned from tracking, and audience targeting. Marketing can build audiences and track campaigns on Facebook, Instagram, and Twitter. Marketing can also build campaigns and manage them programmatically through Clickagy DSP (ZoomInfo) or TradeDesk.
Marketing OS looks to address the “Funnel Famine” suffered by traditional marketing teams. Several issues cause Funnel Famine: crowded B2B advertising channels, dirty data, leaky black-box marketing campaigns, siloed data, and sales’ longtime distrust of Marketing Qualified Leads (MQLs).
MarketingOS addresses the issue of leads created by “The Funnel Famine.”
“Most marketing programs begin with data, whether it’s for tailoring your communications, whether it’s for sending an email, whether it’s for sending a direct mail. It’s all about those accounts that you’re targeting and the professionals at those accounts,” explained ZoomInfo SVP of Product Strategy and Product Marketing Justin Withers to GZ Consulting. “And the reality is that a lot of data, especially if it’s pulled from the CRM or other systems, is outdated. It’s inaccurate. It’s incomplete, and that can actually pollute or even inhibit the lead flow at the top of the funnel, and [it] ultimately leads to poor conversion. It leads to leaks in the funnel, and all this hard work that marketers put in at every stage of the funnel ultimately spills out before it can even reach sales.”
The reality is that the sales and marketing funnels operate in parallel, not sequentially, as represented in traditional funnel diagrams. MarketingOS lets marketers run account-based programs in parallel with sales running account-based sales programs “so that everyone’s aligned at every step of the funnel.”
Under current processes, sales and marketing operate in parallel to each other with little coordination and a single point of handoff for MQLs, a situation that “really doesn’t set marketing up for success…and it leaves sales in a bind,” continued Withers. Thus, marketing complains that sales teams ignore its leads, and sales reps complain about the quality and quantity of marketing-sourced leads. As a result, there is an “acute misalignment between sales and marketing.”
With MarketingOS, handoffs can occur at different points along the marketing funnel, based on the channel and prospect response.
Sales and Marketing are aligned around a set of target accounts both within and beyond the ICP. Thus, an ICP account with spiking intent will be passed to sales, even if marketing has had limited conversations. Furthermore, the rep will know that multiple individuals from the firm have visited the website or that individuals have clicked through on ads or email campaigns.
Likewise, chatbot conversations with target companies can immediately route a chat to the sales rep or schedule a call.
New functionality for managing abandoned forms can revive a prospect. ZoomInfo claims a 60% increase in lead flow with its abandoned form tracking.
MarketingOS Audience Builder with Audience Segmentation
MarketingOS functionality includes
Expanded targeting that leverages the full set of ZoomInfo’s first and third-party intelligence for building and activating audiences. ZoomInfo selects include firmographics, technographics, biographics (e.g., Title, 192 Job Functions, Job Levels), web forms, and uploaded lists (e.g., tradeshow lists). Other selects include business events (e.g., funding data, executive changes, projects) and over 300 company attributes (advanced data-mined firmographics such as fleet size and company benefits). Targeting also ingests account, contact, and lead attributes from Salesforce, HubSpot, and Marketo.
First and third-party intent data time outreach while buyers are in-market, helping to improve marketing and sales efficacy. Marketers can track up to 500 intent topics, with up to 50 available at a time. In addition, chat-based targeting is coming soon.
An “in-market predictive score” that identifies each prospect’s buying stage, “informing how and when marketers should engage with prospects based on their ranking and helping them to prioritize their outbound efforts on prospects who are most likely to convert.”
Campaign Management and Analytics. Marketers upload their creative, build an audience, set the budget, and select their channels.
Webforms, infused with automated enrichment, support shorter forms with reduced abandonment rates
Abandoned form tracking, with Workflows passing the lead to sales or additional nurture steps
ZoomInfo Chat (FKA Insent), a conversational marketing chatbot that leverages ZoomInfo data to score and route leads. Chat immediately passes high-scoring, live leads to sales reps. The chatbot also automates meeting scheduling.
Visitor Intelligence, with pages scored differently (e.g., Product Pages are scored higher than Career or Investor Pages)
Automated workflows triggered by intent, custom intent, WebSights visitor intelligence, Scoops (e.g., business events, projects), Funding, Technologies, and FormComplete. Workflows can also be built to expand reach across the potential buying committee by persona.
RingLead data orchestration to dedupe, cleanse, enrich, and route leads
ZoomInfo Enrich, a set of DaaS enterprise platform integrations for data enrichment and hygiene.
MarketingOS is powered by ZoomInfo’s database spanning 100 million companies, 150 million executives, technographics, intent and engagement data, and event data.
“Marketing and sales funnels work in parallel, so everyone is aligned at every step of the funnel,” explained Justin Withers, SVP of Product Strategy and Product Marketing. With MarketingOS, “sales and marketing are working in lockstep at every stage of the journey.”
MarketingOS is one of four products branded under the RevOS banner.
Tying together intent and engagement data and processing them through ZoomInfo Workflows is the future of ABM. Intent data is employed at the top of the funnel when buyers are in the initial research phase. Once prospects have begun interacting with a vendor, most buyer behavior research falls under the engagement category (e.g., web forms, email responses, chatbots, conversational intelligence, etc.). Finally, intent data helps identify upsell and cross-sell opportunities at the tail end of the customer lifecycle.
Engagement and intent data are also valuable churn risk indicators, helping customer success and account managers detect potential cancelations or defections well before decisions have been made. In addition, intent data can show a spike in research related to product-associated topics and competitors. Engagement monitoring widens to include customer success interactions, training participation, platform usage, and general account health indicators.
“We can support your new customer acquisition with these signals,” stated Withers. “We can support your opportunity acceleration with these signals. We can also support your renewal, upsell, cross-sell motions based on different types of signals that are happening at those accounts. So, it really is a full customer lifecycle marketing solution.”
MarketingOS will be available as a pair of SKUs:
ABM Elite+: The full ABM Platform package, including RingLead Cleanse, Enrich, and Route
ABM Advanced+: Package includes everything except RingLead
“The purpose behind the two distinct offerings is to simplify our primary offering for those focused on ABM engagement and marketing programs, as opposed to the more operationally focused data orchestration capabilities,” explained ZoomInfo Analyst Relations Director Michael Basilio to GZ Consulting.
MarketingOS includes ten marketing seats and three administrative seats for RingLead routing and ZoomInfo Chat.
The broader RevOS branding consists of MarketingOS, SalesOS, OperationsOS, and RecruitingOS. ZoomInfo calls RevOS the “world’s first integrated go-to-market platform.” All four RevOS services are generally available.
ZoomInfo’s data cloud, orchestration tools (e.g., RingLead, B2B DaaS, Workflows), and engagement tools (advertising, sales engagement, web forms, chat, and conversational intelligence) are at the heart of RevOS.
“There’s nothing more important in business than successfully executing your go-to-market strategy,” states ZoomInfo in its product collateral. “Get it right, and your business flourishes. Get it wrong, and you’re toast. That’s why having one integrated go-to-market platform is so crucial. You can think of it as your revenue operating system.”
SalesOS bundles together a set of new and legacy sales tools:
Sales prospecting
Chorus, the conversational sales platform the firm acquired in July
Sales and Marketing Alignment has been a stated goal of the two functions for at least a decade, but they have operated with different datasets, metrics, objectives, and platforms. Thus, alignment was more vision than reality. By aligning ABM on a common platform and reference database, alignment is no longer impaired by an organization’s tech stack and data foundation.
“Crucially, MarketingOS lets marketing teams work from a common data foundation. Only 39% of sales and marketing teams share buyer signals, and half say it’s because their sales and marketing systems don’t integrate. The shared data foundation of SalesOS and MarketingOS tightens key handoffs and unlocks true marketing and sales alignment, eliminating conflicting records, wasted effort, and missed opportunities.”
ZoomInfo CEO Henry Schuck, “Introducing RevOS: The future of modern go-to-market software,” (Feb 8, 2022)
OperationsOS contains RingLead data orchestration (i.e., match, unify, dedupe, normalize, cleanse, enrich, score, and route data) and B2B DaaS services (e.g., APIs, webhooks, cloud data warehouse integrations).
Finally, RecruitingOS contains ZoomInfo Recruit, its recently launched prospecting and engagement service for HR departments and recruiters. RecruitingOS also includes a set of Applicant Tracking Service connectors.
“Recruiters can filter and reach more good-fit candidates, use pipeline management tools to collaborate and organize the hiring process, and automate the candidate outreach process,” explains Zoominfo. “This helps you source and connect with candidates faster, reducing the time to find and hire talent.”
Along with new product positioning, RevOS sports new logos, color palettes, styles, and a “unified in-app experience to create a singular, cohesive go-to-market solution that spans the entire suite of ZoomInfo products.” There are also redesigned data dashboards and reports that “offer a faster, more responsive experience that allows your sales, marketing, and recruitment teams to visually demonstrate ROI and how their work aligns with broader organizational objectives.”
In short, RevOS unifies sales, marketing, revenue operations, and recruitment on the same set of data, providing “the same source of truth” and “one integrated platform for every stage of the marketing and sales funnel.” “If data is the lifeblood of the modern sales organization, then go-to-market teams must have the technology to act upon that data. RevOS’ unified data tech stack gives sales, marketing, operations, and recruiting teams a single source of truth from which to launch their campaigns and go-to-market motions, simplifying internal workflows, reducing costs, and maximizing interoperability between teams,” blogged Schuck. “RevOS is the next chapter in ZoomInfo’s journey as the world’s leading go-to-market platform.”
MarketingOS supports a Campaign Manager for building, sizing, and tracking campaigns.
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.
ZoomInfo hinted at an even broader vision of automated lead qualification and workflows in a recent blog that listed four categories of qualifying data:
ZoomInfo does not support programmatic advertising, chatbots, or Slack notifications, so there is significant running room for product development, particularly around expanded intent. For example, a recent study by XANT found that inbound lead response rates decay quickly, but reps fail to respond promptly, and many fall between the cracks. The study analyzed three years of inbound leads at over 400 companies. XANT looked at 5.7 million inbound leads and found that 57.1% of first call attempts took place after a week or more, and only 0.1% of inbound leads were responded to within five minutes. However, firms that responded within those first five minutes had an 8X conversion rate versus later return calls.
“Maybe we simply didn’t realize what we were leaving on the table,” wrote XANT. “Maybe we over-rotated on targeted ABM strategies at the expense of speed-to-lead. Marketing automation shouldn’t replace meaningful and quick sales engagement.”
XANT proposes a second problem that slows lead response times: the manual assignment of leads to individuals, resulting in two sets of delays – the lead routing process and the sales reps’ ability to respond quickly when a batch of leads is handed to them.
Tying inbound leads (emails, webforms, chatbots) to workflows is the next step beyond enrichment. It allows for immediate lead scoring, assignment, and routing decisions, speeding up the response rate while determining each lead’s best course of action. The Trigger / Filter / Action methodology for intent and event-based leads fits perfectly with these other inputs. Furthermore, Chatbots and FormComplete often gather a few extra qualifying details that would be filter inputs.
“There is perhaps no greater need than for sellers to be calling on the right people at the right time,” said SalesTech analyst Nancy Nardin. “Fortunately, the level of accuracy and timeliness of data has improved by leaps and bounds with the emergence of AI, and improved data collection, cleansing, and enrichment.”
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.
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.”
Workflows deliver triggered audiences to CRMs, MAPs, and SEPs.
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.
