ZoomInfo Engage

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 Workflows Enhanced (Part III)

Continuation from yesterday’s article about ZoomInfo Workflows (Part I).

ZoomInfo hinted at an even broader vision of automated lead qualification and workflows in a recent blog that listed four categories of qualifying data:

Source: ZoomInfo, “How To Automate Lead Qualification for Increased Response Rates,” March 8, 2021 Blog.

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.”

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.

Zoominfo Workflows

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.