ZoomInfo Chorus Integration

Go-to-Market Platform ZoomInfo announced that it completed the first stage of its Chorus Integration after acquiring the Conversational Sales firm in mid-July.

“Since announcing ZoomInfo’s acquisition of Chorus…our team has made great strides in seamlessly making key features of the Chorus platform available to our customers. These integrations will allow sales, marketing, and operations teams to instantly use both ZoomInfo and Chorus to expand their pipelines via a data-first approach that they can’t get with any other platform on the market.”

ZoomInfo CEO Henry Schuck

Conversational Sales functionality has also been added to ZoomInfo’s Engage SEP.  Chorus transcribes and analyzes calls, helping them build strong customer and prospect relationships and be more present during calls. For example, ZoomInfo dialer calls are recorded and stored in Salesforce while Chorus transcribes and analyzes the conversation.

Chorus’ Momentum Insights are displayed in the ZoomInfo platform under the Chorus tab.

Momentum Insights are available in ZoomInfo, Chorus, and Salesforce, delivering call insights wherever the rep is working.  “Combined Chorus and ZoomInfo users can now view conversation and relationship insights within the ZoomInfo platform for better visibility and management of their prospect and customer pipeline,” stated the firm.

The new Chorus tab in ZoomInfo lets revenue teams see with whom they’ve engaged across the account; whether the interactions were via inbound email, outbound email, or meeting; and the most recent interaction.  The Momentum Insights chart shows touchpoints over time with the ability to search by participants and activity type.  Users can drill down on any of the interactions for email or call details.  Audio can be reviewed from within ZoomInfo’s account and contact views.

Users can also drill down on Quick Signals or search by keyword from the Chorus tab, allowing reps to research deal risks, wow moments, negative sentiment, next steps/to-dos, timeline discovery, etc.  Chorus supports hundreds of topics that can be customized.  For example, companies can filter by specific competitors or product feature capabilities.

While the primary use case for Signals is rep account review, managers can use the tool for deal discussions, skill review, and coaching.  Likewise, product managers can broadly investigate customer calls to research specific topics (e.g., product complaints, competitors). 

When the user clicks on a signal, a textual synopsis of the discussion is provided, along with the ability to review that part of the discussion.  These tools are essential for reviewing negative sentiment, pricing discussions, competitors, etc.  Also, call snippets can be extracted for training (e.g., objection handling, competitive parrying, value messaging) or forwarding questions in the voice of the customer to subject matter experts or service departments.

Chorus users also benefit from the integration, with ZoomInfo serving as the reference data set for customer contact intelligence.  ZoomInfo claims that switching to ZoomInfo’s database and matching logic (from Clearbit) resulted in a 33% lift in match rates and a 10X faster load time for contact records in Chorus (150 MS).  Enriched company and contact intelligence include department, job function, seniority level, business email, phones, industry, location, and company.

According to Chorus, ten percent of calls have attendees that were not announced, leaving the rep blind to the role and importance of the additional attendees.  In other cases, a third party is mentioned, but that individual is not in attendance.  In either case, ZoomInfo will surface contact information for these individuals, helping fill out the Buying Committee.  ZoomInfo also recommends personas who are likely Buying Committee members, fostering multi-threaded discussions across the Demand Unit.

“In addition to helping you expand across your deals, you’ll gain a new understanding of which deals are more likely to close, helping improve your forecast accuracy and visibility across your pipeline,” blogged Senior Director of Customer & Product Marketing Sophie Cheng.  “ZoomInfo’s rich company insights like noteworthy scoops (news and events), intent data, and reporting relationships, infused with Chorus’ new Momentum suite will help paint a clearer picture of the entire relationship context like who’s involved in each deal, what’s being discussed, and the likelihood to close.”

Chorus speaking track analysis

SalesLoft Hits $100M ARR (Part III)

Continued from [Part I] [Part II]


CEO Kyle Porter launched SalesLoft nearly ten years ago and the SEP Cadence product (its flagship) in late 2014.  To recharge and reflect, he took a sabbatical earlier this summer to his family’s tangerine grove.

“One of my biggest conclusions was that I’m given this thing another ten years. So I’m committed to running this business and outlasting and out-executing and out-innovating others in the market.

Another one of those conclusions was [that] we don’t really compare ourselves to the competition. We focus entirely on our customers’ needs, and delivering them the best digital sales combination and workspaces that ever existed…I see all of these companies as different than SalesLoft. We’re very unique. We’re unique in the way that we show care for our customers and each other. We’re unique in the way we innovate and bring new ideas to market and trailblaze the path for digital sales. We’re unique in how we combine these multiple different new, impactful digital solutions into one workspace for our customers.”

SalesLoft CEO Kyle Porter (GZ Consulting Interview 8/20/21)

Porter is “exploring multiple options” to remain an independent business and continue growing SalesLoft’s market presence.  Doing so entails getting “better and better over time at serving our customers [and] at innovating in the marketplace.”

SalesLoft CEO Kyle Porter

The firm is also preparing for a future IPO.  “We’re going down the road to build a public business prior to being a public business,” commented Porter.  “And so we’re putting that governance in place [and] those financial controls in place.  You see the independent board member being added. We’ve got an opportunity to continue that with an audit committee chair and another independent board member.”

“I’d love this to be a public business,” continued Porter.  “And if that’s what’s right for the company, that’s what will happen.”

Porter is also proud of his ownership structure, saying that SalesLoft has the “cleanest cap table” and fewest investors amongst companies in the space that have reached scale.  The presence of Jason Green of Emergence Capital and Jeff Horing of Insight Capital also gives him confidence.  Porter views them as “invest and hold” partners.  Both serve on SalesLoft’s Board.

Porter has a great deal of respect for ZoomInfo CEO Henry Schuck, whom he met at Dreamforce in 2013.  “It’s amazing to see what they’ve done. He’s an inspiration and role model for us, definitely a different business with data at the core.  We no longer do data.  And they’ve moved into the application space. But this is a giant market, and [in] some of the areas they play, we’ve got more experience and capabilities and history and lessons learned and edge case analysis that we’ve been through. And in some of the areas, primarily the data side, he’s got more experience and capabilities. So, we’re excited to see what they’re doing. I love reading his quarterly reports and learning what’s on his mind.  He and I stay in touch regularly. It’s a joy to be in the category with people you love and respect.”

Porter would like to return to live conferences but expects to initially host “smaller, more intimate settings” such as a fifty-person CRM summit or a sales operations leader event.  Later on, Porter looks forward to hosting large events again, such as their 2,000-person Atlanta Rainmaker conference held in 2019.

Last month’s InStereo acquisition is going “incredibly well.”  The acquisition of one of its service partners brought SalesLoft “capabilities to serve our most critical enterprise customers.”  The purchase was prompted by feedback from their joint customers who told Porter “how amazing” the InStereo team was in delivering “critical experiences to help them push the boundaries of modern revenue.” 

Furthermore, “there were just such good relationships” between the companies that it allowed everybody to “hit the ground running once the transaction closed. SalesLoft employment has grown 50% since the beginning of the pandemic and now stands at 615 headcount.

ZoomInfo Sales Efficiency and LTV/CAC Ratios

ZoomInfo has been talking about its LTV/CAC (Lifetime Value to Customer Acquisition Cost) ratio for a few years and is now boasting about its sales efficiency ratio.  For every dollar the firm invests in Sales and Marketing, it is growing $1.50 to $2.00 in revenue with even better results on the retention business side.  These values are well above the SaaS industry average and indicate that the firm should increase its revenue operations investment.

“On the new business side, we aim for somewhere between one and a half to two X return for every dollar that we spend on a customer. And then on the retention and growth or account management side, we look for a six to eight X return for every dollar that we spend there. It’s a super-efficient go-to-market motion.  Most software businesses, you put a dollar in, you get like 70 cents out in the first year.  We’re putting a dollar in and getting one and a half to two X out.”

ZoomInfo CEO Henry Schuck

Schuck described their go-to-market efficiency as one of their “big strategic levers” when acquiring firms with less mature go-to-market motions.  ”So when we find companies that don’t have a very sophisticated go-to-market motion, that aren’t truly optimized in the way that they get clients, they’re not doing one and a half to two X efficiency or a 15 X LTV to CAC.  Those are great fits for us.” 

ZoomInfo has a track record of improving sales efficiency, helping unlock value in acquired assets where the go-to-market motions are aligned.  “In our big acquisitions – RainKing, ZoomInfo, and, most recently, Chorus.AI — we really felt like we could leverage the go-to-market motion to accelerate growth within those companies. That’s a key piece.”

When DiscoverOrg acquired RainKing, which had a $40 million ARR, he was convinced that DiscoverOrg could treble their EBITDA to $30 million and accelerate their top-line growth within six months.  Within one year of acquiring RainKing, DiscoverOrg’s market valuation grew from roughly $600 million to $2 billion.

One of the inherent advantages of SalesTech is you don’t have to teach sales reps the value and use cases of your product.  This shortens ZoomInfo’s ramp time for new reps from several quarters to four months.  “it makes it way easier for you to be able to sell to your counterpart on the other end of the line.  It’s a big difference for us,” said Schuck. 

ZoomInfo heavily hires sales reps directly out of college or soon after and trains them as SDRs, responding to inbound leads and performing outbound prospecting.  “In nine months, we start promoting them into the account executive role.  So we got value out of them in that ramp time. Then four months after they’ve gone into the account executive role, they’re fully ramped. Thirteen months from when you’ve never sold something until you’re an account executive at one of the fastest-growing technology companies in the country, that’s a really fun promotion to see.”

And because ZoomInfo is hiring sales reps to sell sales and marketing solutions, Schuck does not consider complicated or technical product categories for acquisition.  Instead, he looks for solutions that broadly meet the needs of his 20,000 customers and which are easy to understand.  Chorus.AI, the Conversation Intelligence vendor that ZoomInfo acquired last month, fits the bill: “We use it, all of our sellers use it. It’s really simple to understand, ‘Hey, we’re going to record and transcribe all your calls, and then you can go do instant coaching on the key moments in those calls’,” remarked Schuck.

The Chorus app for Zoom records, transcribes, indexes, and analyzes calls, providing insights to sales reps and sales managers. As reps no longer need to worry about notetaking, they can focus on the topics at hand and be more present during the meetings.

ZoomInfo Adds Chorus to Its Product Line

ZoomInfo has not been shy about acquiring companies in its bid to become a leading revenue acceleration company.  This morning, they announced the acquisition of Chorus.AI, a leading Conversation Intelligence company.  While most of its deals have been small, Chorus has the opportunity to leverage ZoomInfo’s company and contact intelligence with rich engagement data and analytics, placing the firm at the center of the rapidly growing Conversation Intelligence market.

Chorus employs machine learning and AI to “capture and analyze” calls, meetings, and emails, digitizing customer interactions, and capturing insights for revenue teams and sales management. As a result, sales reps can be more present during calls as they no longer need to capture action items and take notes while leading sales meetings.  Automating insight capture allows them to be better engaged during the call, avoiding those awkward pauses for note-taking.

While not discussed in the press release, combining Chorus’ NLP with Insent should raise bot performance and become another leg of conversation intelligence at the top of the funnel. 

The expanded ZoomInfo will support and assess a broad set of digital touchpoints for intent and engagement:

  • Chorus: Email, Phone, Meetings
  • ZoomInfo: Visitor Intelligence, Webforms, Chatbots (Insent), Intent (Clickagy)

Chorus also assists with buying committee discovery.  While ZoomInfo has long supported contact discovery at the account level, monitoring engagement to determine who is involved in deals and who is being referenced in conversations is the next major step in buying committee discovery, moving it from educated guesswork to a scientific approach.  Once committee members are identified, Chorus monitors conversations for sentiments, motivations, and concerns, helping gauge deal health.  ZoomInfo will supply Chorus with rich company and contact information fed to customer CRMs and continuously maintained by ZoomInfo’s APIs and connectors.

Chorus Momentum Insights

Chorus’ Momentum Insights, released in December, helps revenue teams understand customer relationships, improve their forecasting, identify which interactions propel deals forward, and flag deal risks.

“Momentum Insights will unlock learnings never before available from the CRM to harness the most valuable dataset available—conversations with customers,” said Chorus CEO Jim Benton at the time. “This will empower revenue teams to solve complex problems which require strong relationships, and relationships ultimately drive revenue.  Reps get exactly what they need to engage and personalize their efforts, while leadership is able to trust the unbiased data aggregated from each opportunity to inform critical business decisions.”

“By integrating keyword trackers from Chorus into ZoomInfo, revenue teams will also be able to create audiences based on insights from conversations, flag deals and renewals that could be in jeopardy, and trigger alerts to address concerns in real-time,” stated ZoomInfo.

The deal added $18 billion to the company’s TAM, raising it to $70 billion.  The acquisition is “expected to be accretive to growth immediately, generate adjusted operating profits within 12 months, and be accretive to cash flow in the second half of FY 2022.”

“ZoomInfo is the only company that can marry a best-in-class data layer with world-class go-to-market applications,” said CEO Henry Schuck. “The acquisition of Chorus will accelerate our vision to deliver a modern go-to-market platform that brings together best-in-class intelligence with comprehensive data management, workflow, and engagement software, empowering companies to effectively execute their revenue-generating strategies. With the largest Conversation Intelligence patent portfolio in the industry, Chorus will advance each aspect of our vision by surfacing a new category of insights, illuminating new workflows, and enabling more targeted engagement at scale.”

CEO Henry Shuck has been open to both large and small deals, so long as the combination of ZoomInfo and the acquired company drives significant growth in revenue at the acquisition.  A few decades ago, the term was synergy, but that phrase was used so often to describe failed deals that it is now verboten when describing acquisitions.  However, ZoomInfo with Chorus has the opportunity to grow significantly faster than as a standalone organization.

As with the recently acquired Insent.AI and Clickagy, Chorus will benefit from access to the breadth, depth, and quality of ZoomInfo’s B2B dataset and access to ZoomInfo’s Go To Market strategy and efficient sales processes.  With an LTV / CAC ratio greater than ten, ZoomInfo should be able to efficiently cross-sell and upsell Chorus’ analytics across its 20,000 customers.

Chorus also sets up ZoomInfo’s new Engage platform to challenge market leaders SalesLoft and Outreach.  Chorus is one of the leading Conversation Intelligence firms.

“We are thrilled about the opportunity to join forces with ZoomInfo and bring Conversation Intelligence to every revenue team,” said Jim Benton, Chorus.ai CEO, who will join ZoomInfo as SVP, Emerging Products. “ZoomInfo has a bold vision of delivering a world-class go-to-market platform that empowers companies to drive better execution and more revenue. Chorus will play a vital role in helping deliver on that promise with deep, A.I.-driven insights based on real interactions with prospects and customers, a previously untapped source of crucial data about their relationships.”

Frost & Sullivan named Chorus a 2021 Customer Value Leader in Conversation Intelligence.  “Frost & Sullivan finds Chorus’ value proposition is multi-faceted as it offers vital benefits for various personnel, including sales, customer success, sales development, and frontline managers, as well as long-term solutions designed to promote employee skill growth,” wrote Samantha Fisher, Best Practices Research Analyst.

The deal was priced about $575 million in cash.  The purchase price includes a cash tax benefit related to the asset purchase of more than $100 million, ZoomInfo said. The transaction will be funded with cash on hand and $500 million in additional financing.

ZoomInfo Business Contact Preference Registry

ZoomInfo launched its Business Contact Preference Registry (BCPR), a centralized registry for recording B2B opt-out requests which will be shared across the industry.  The BCPR is ZoomInfo’s latest step in burnishing its data privacy positioning.

“The collection of data is central to businesses in the B2B data industry, but the responsibility of ethical data stewardship falls onto the shoulders of each individual company,” wrote the firm.  “As industry leaders in data privacy, ZoomInfo has made it easier for businesses in the B2B data marketplace to address the preferences of consumers by building, maintaining, and sharing access to the BCPR.”

“It’s critical for data-focused companies to prioritize privacy. The Business Contact Preference Registry offers businesses a convenient way to prioritize privacy by supplying the entire B2B data industry with a ready-made list of consumer opt-outs. We’re proactively sharing our opt-outs as an invitation to B2B companies to join us in putting privacy first.”

Bubba Nunnery, ZoomInfo’s Senior Director of Privacy and Public Policy

I had been flagging data privacy as a weakness in ZoomInfo’s model, which could slow their entry to the European market post-COVID, but they have been actively working to shore up their data privacy practices and demonstrate that they are respectful of the data they hold. 

ZoomInfo developed a proactive data compliance program based upon “notice and choice” that notifies business professionals about ZoomInfo’s data.  The program is global in scope, so not limited to countries that require notifications.  ZoomInfo also expanded its data privacy team earlier this year, naming Hannah Zimmerman, ZoomInfo’s Privacy Counsel and Bubba Nunnery, Senior Director, Privacy and Public Policy.

ZoomInfo data privacy certifications

“Our business is founded on the trust our customers have in our data,” said General Counsel Anthony Stark back in March. “Collecting data is central to all businesses, and it’s our job to be ethical stewards of the data we hold.  ZoomInfo adheres to its core privacy tenets of transparency and control, showcasing that we are respectful of the rights of consumers while providing critical service to our customers.”

In May, ZoomInfo announced that it received GDPR and CCPA Practices Validation from TrustArc, saying that its policies “are in line with the strictest privacy regulations in the world.”

“Organizations of all sizes must become privacy-forward to earn the trust of their customers,” said Chris Babel, CEO, TrustArc. “ZoomInfo understands that building trust requires an ongoing, scalable approach to data privacy. The organization has consistently prioritized privacy as the enabler of a better experience for its customers and their subscribers, and the TrustArc GDPR and CCPA Validations reinforce that standing.”

“ZoomInfo is leading the way in data privacy.  We are working to accept opt-outs from other vendors as part of our efforts to elevate privacy standards across the B2B data industry.”

CEO Henry Schuck

The BCPR is an excellent idea, but I’m not sure whether the registry should be hosted by one of the major vendors in the space.  ZoomInfo plans on accepting opt outs from other vendors, but It is unclear whether other vendors would promote ZoomInfo in the lead data collection role. Preferably, it would be hosted by a government agency such as the FTC, which manages the US Do Not Call Registry, or a neutral body similar to the ICANN domain registry.  DataGrail, a leader in data privacy compliance, could administer an independent database across businesses and consumers.

ZoomInfo Acquires Conversational Marketing Service Insent

ZoomInfo announced that it acquired Conversational Marketing firm Insent.AI this morning.  The new offering was immediately rebranded as ZoomInfo Chat.  Insent, ZoomInfo’s latest post-IPO tuck-in, follows acquisitions of Everstring (firmographics) and Clickagy (intent data) in late 2020.  In total, ZoomInfo (FKA DiscoverOrg) has acquired eight companies over the past four years.

CEO Henry Schuck focuses on acquiring complementary data assets that become significantly more valuable when combined with ZoomInfo’s data assets and are then cross-sold by its sales teams.

Last month Schuck told Yahoo! Finance:

“It [the size of the company] doesn’t really matter because the way that we evaluate M&A is, we look for opportunities where, number one, our data makes a big impact from a competitive differentiation perspective. And number two, which goes to the valuation piece, because we are seeing incredibly high valuations on M&A targets today.

But on that piece, we’re always looking to see, hey, if we buy this company and we integrate it into ZoomInfo, and we have all of our sellers selling that product or service and it’s integrated and it’s gotten better with the data asset that we have, how fast can we grow the business? It’s always much faster than that business is going to grow on its own.

And so, when we’re doing the analysis on what to buy and what to build, the buy equation has a lot to do with how much faster we can grow the business. And so while a valuation today might feel like a lot, when we look at what we’re going to be able to do with that asset over the next year and two years, we look for those assets to be accretive in the short term. And it really becomes a go-to-market exercise for us.”

ZoomInfo CEO Henry Schuck, Yahoo! Finance interview, May 4, 2021

Conversational Marketing is a rapidly emerging segment that provides value across the revenue team.  Insent, which will be powered by ZoomInfo’s WebSights visitor identification and its global database, performs real-time routing of conversations to sales reps.  Low-scoring prospects are managed by the chatbot, with high-scoring visitors routed to the appropriate sales reps.  Insent, which competes against Intercom, Terminus, and Drift, calls itself a “human-first chatbot.”

“Marketers spend enormous amounts of time, money, and effort to drive traffic to their websites, but only convert less than two percent of visitors into leads – an incredible inefficiency for teams,” said Schuck.  “The acquisition of Insent will combine chat with ZoomInfo’s dynamic IP-to-company graph and insights.  Marketers will be able to instantly identify previously anonymous companies that are on their websites, route prospects to the right account owners, and arm them with ZoomInfo’s key intelligence about their buyers. As a result, they’ll initiate real-time conversations that can yield significant conversions.”

Insent also looks for website triggers such as page visits and scroll locations when launching the chatbot.

“As visitors engage in personalized conversations with a chatbot, the nature of the interaction can further inform and qualify visitors for a seamless transition to a live chat with a sales representative,” blogged Schuck.  This interactive intelligence will be combined with firmographics and other account and contact intelligence related to the prospect.  These insights then “trigger automated sales and marketing workflows, plays, and alerts to create informed, serendipitous, personalized engagement.”

The Insent chatbot supports inline meeting scheduling and additional information gathering for the rep.  ZoomInfo will also support automated follow-up workflows and conversations.

Chatbots have an advantage over traditional web forms.  Not only do they capture and enrich information, but they can engage with prospects when “your brand is top of mind” and selectively pass high-scoring visitors immediately to sales reps.  If the sales rep is not available, the chatbot can schedule a call and collect additional intelligence for the meeting.

“And that opportunity extends beyond the lifetime of that visit,” added Schuck.  “Leveraging the visit as a trigger event, ZoomInfo can expand the audience at an account by identifying other likely members of the buying committee and activating outreach to those professionals following a website visit by one or a number of their peers.”

Insent supports integrations with Salesforce, Marketo, HubSpot, Slack, MS Teams, and Zendesk (customer support).

Real-time integrations between platforms and the chat engine, combined with real-time reference data are key to this deal.  “Without tightly integrated, highly accurate data and timely insights, these systems are merely empty repositories that lack the intelligence to surface, prioritize, and trigger effective, personalized engagement at scale,” blogged Shuck.  “At ZoomInfo, we are actively executing against our vision to build a go-to-market platform that combines our best-in-class data and insights with a tightly integrated engagement layer that activates those insights as they surface. Our system facilitates real-time connection with buyers in their time of need, alerts sales teams to meaningful activity, and feeds engagement activity data back into the system for better future profiling and targeting.”

ZoomInfo Chat will be displayed alongside ZoomInfo WebSights Visitor Intelligence, company overviews, ZoomInfo Scoops, intent topics, technographics, buying committees, and insights.

“ZoomInfo is a trusted leader in go-to-market intelligence and orchestration that enterprises rely on to help them identify and close their ideal customers,” said Insent CEO Arjun Pillai.  “ZoomInfo and Insent will help shape the future of chat by allowing teams to have data-centric, intelligent conversations that can expedite sales cycles.”

Insent isn’t “just building a chatbot that generates leads, but a collaborative platform that is going to help marketers create, nurture qualified opportunities, and shorten sales cycles,” said the firm earlier this year.

The goal is to remove “digital walls” between buyers and sellers by replacing web forms and follow-ups “with instant live conversations on websites” that schedule meetings and deliver “personalized content recommendations based on engagement history.”

Insent describes itself as an “integration first platform,” with MAPs, CRMs, and ABM Platforms “to help sales teams talk to engaged prospects while they’re on the website.”

According to Insent Digital Marketer Aatharsha Jey, “integrations should be planned and carried out in a way that does not ask people to change their behaviors in order to adopt a new tool.”

“By guiding their buyers at the right time and proactively alerting your salespeople, Insent generates new revenue opportunities and accelerates existing ones,” said Pillai.

Initially, the pandemic slowed Instent’s growth as marketing teams reduced budgets and delayed decisions, but chatbots are high on the list of MarTech digital acquisition solutions.  Between May 2020 and January 2021, Insent revenue quadrupled.

Earlier this year, Insent was using 6Sense for visitor identification. “We go and task 6Sense through an API,” said Pillai in February. “We take that data, and we do further processing of that data.  All of this happens in microseconds.  Basically, the moment somebody lands on the website, boom, the API call comes back with the data based on that website, company visitor.”

Insent stress-tested various platforms before settling on MongoDB and AWS.  Pillai contends that the platform gives them a five-year or six-year window before rearchitecting.  The platform was designed with an account-based, versus lead-based, architecture that ties leads to accounts for account-based orchestration.

The new ZoomInfo Chat offering will be available to new and existing customers in Q3.  Deal terms were not disclosed. The acquisition was deemed not to have a material impact on the firm’s 2021 financials.

Pillai will be joining ZoomInfo as the SVP of Strategic Growth.


GZ Consulting offers a detailed analysis of ZoomInfo which includes a one-hour Q&A session. Contact Michael Levy for licensing.

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.