ZoomInfo announced another data cloud partnership, this time with Databricks. ZoomInfo now delivers its B2B intelligence via the Databricks Marketplace, including over 100 million company profiles, 260 million contacts, technographics, and intent data.
“This partnership brings together a pair of billion-dollar industry leaders,” said Databricks President Andy Kofoid. “Our customers will love having secure, easy access to ZoomInfo’s industry-leading data in the Databricks Lakehouse Platform, and they’ll be able to harness the power of this data to fuel their AI and machine learning processes. With the latest insights fueling their advanced analytics, our customers can quickly accelerate their revenue growth.”
Databricks enables ZoomInfo B2B intelligence for data engineering, data science, analytics, and business intelligence teams. The open marketplace, powered by Delta Sharing, allows teams to exchange data assets and automate data updates. Customers can either license pre-built Data Cubes or work with ZoomInfo’s data services team to design custom Data Cubes.
Delta Sharing is an “open standard for secure sharing of data assets without proprietary platform dependencies, complicated ETL, or expensive replication.”
Off-the-shelf Data Cubes include:
Company Data Cube: Firmographic Data purpose-built for Sales & Marketing with over 200 data attributes. Updated Quarterly.
Company Data Cube Add-on: Advanced Attributes. Advanced Attributes delivers a comparative analysis of department size and strength, technology spend, and a blended measure of department-level sophistication.
Intent Data Cube: Over 4,000+ standard intent topics for data modeling, scoring, analysis, and other advanced data initiatives.
Contact Data Cube: Contact Data, updated monthly.
Contact Data Cube Add-on: Job History
“With unlimited access to ZoomInfo data delivered directly to your existing systems of work, you can build a reliable go-to-market data foundation to analyze, predict, and engage with the right accounts to drive revenue,” wrote ZoomInfo. “By actualizing your total addressable market, pinpointing your ideal customer profile, increasing segmentation accuracy, predicting look-alikes, sharing go-to-market insights, and more, ZoomInfo Data Cubes provide holistic account intelligence for your go-to-market motions.
ZoomInfo is now a certified data provider on the Databricks platform, allowing prospective customers to trial ZoomInfo DaaS.
Other ZoomInfo cloud partners include Snowflake, AWS, and Google Cloud.
“Seamless access to ZoomInfo data helps teams fuel accelerated growth for their GTM teams by unlocking and centralizing insights at scale,” said ZoomInfo Product Management VP Sneh Kakileti. “These insights can power advanced technology applications, such as generative AI-based processes — which are only as good as the data they have access to. This partnership will help data-centric organizations solve some of their toughest go-to-market problems and win faster.”
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 continues to build out its company database, tripling its coverage over the past year. Its most recent content additions are small firms not found on the Internet. The firm was able to treble its company coverage after acquiring Everstring in late 2020. The expanded coverage improves a core data asset the firm deploys across its four cloud services.
“Now ZoomInfo customers have broader visibility into their total addressable market. Teams using SalesOS can build more targeted company lists based on characteristics of their ideal customers, driving more accurate segmentation,” stated the firm. “Users of ZoomInfo’s OperationsOS product will experience increased match rates and can build out more robust and accurate company hierarchies. MarketingOS users will be able to reach wider audiences through their campaigns and identify more traffic visiting their websites. And customers of TalentOS will be able to find more qualified candidates in a challenging hiring environment.”
ZoomInfo offers a corporate family tree display that allows users to expand/collapse nodes and drill down to subsidiaries.
Data was sourced from state registries, business registry filings, and licensed data. ZoomInfo also addressed a long-standing gap in its coverage with 35 million “non-headquarter company locations” (e.g., branches). Branches are crucial for accurately sizing markets, routing leads, and performing lead-to-account mapping. For example, if an inbound branch lead, particularly one with a different name than its parent, is not mapped to the parent HQ, it is likely to be misrouted or ignored.
Every ZoomInfo company record contains revenue, headcount, and industry mappings (NAICS and US SIC87).
ZoomInfo also continues to build out its contact database, reaching 220 million active contacts, with 150 million emails, 65 million direct dials, and 50 million mobile numbers.
“Our enhanced data pipeline brings together the best of both worlds: access to more companies and the assurance that this new information is accurate,” said Kirti Patel, Senior Director of Data Engineering at ZoomInfo. “This key expansion of our data allows our customers to access a vast market opportunity, especially among small businesses that are often harder to reach.”
In other news, ZoomInfo has grown its Shoreditch (London) sales team to over 100 reps. Two years ago, all European sales were managed by a six-person team out of the US eastern time zone that began placing calls to Europe at 3 AM.
ZoomInfo also announced expanded technographics for targeting prospects that deploy competitive or complementary offerings.
RelPro has limited the topical scope of its intent data to banking use cases.
Sales Intelligence vendor RelPro, which focuses on the financial services sector, added banking services intent data and Commercial Real Estate (CRE) title and mortgage intelligence to its platform. Both datasets are available as premium offerings.
The intent data, sourced from Zoominfo, contains 66 signals related to financial research and products. RelPro has removed the noise from thousands of non-relevant topics by limiting the topics to standard commercial banking services.
Intent Data search results include signal score and spikes across a date range.
Users may screen against the intent topics, spike period (last week to past three months), audience strength, signal score, minimum spikes in the date range, and standard firmographics. Audience strength and minimum spikes ensure that the research is broadly based and sustained, avoiding spurious spikes created by a single employee doing heavy research on a topic for a day or two.
Audience strength is an intent distribution score containing the volume of searches on a topic across a company’s IP addresses. Other variables include the number of IPs at a company, the number of days investigating a topic of interest, how many times they viewed the page, and company size.
The minimum score lets banking professionals dial up or down the precision. Intent data falls along a bell curve, with sixty being a twenty percent increase in topical activity. Sixty, the lowest signal score for screening and presentation, is a relatively low threshold, particularly if the search is being performed across multiple weeks or months.
An intent tab lets Relationship Managers view an account’s spiking topics and each topic’s signal score, audience strength, and spikes in date range, helping them determine which financial products may be of interest to the account. If there are multiple signal spikes over a date range, the signal score is the average of the spike scores.
The RelPro company Intent Tab details spiking topics, audience strength, frequency of spikes, and the last signal date.
A last signal date indicates the last time the topic spiked, while the spikes in date range indicate the frequency of spikes over the date range. These fields help determine the recency and frequency of interest, particularly if low signal thresholds or a long search period have been selected.
RelPro added eight million CRE loans to its platform, helping financial services companies target companies and assess risk. Mortgage fields include property type, lender, loan amount, assessed value, execution, and maturity dates.
CRE Title Records in a RelPro company profile.
Users can view mortgage data and screen against it in Build-a-List. Along with CRE data, RelPro provides UCC (US liens), PPP and PPS loans (pandemic), and 7A and 504 (Small Business Administration) loans.
RelPro did not disclose the source of its CRE mortgage data.
RelPro claims that 50% of the top US banks license its service.
On its earnings call last week, ZoomInfo announced a pair of acquisitions that closed on April 1: Comparably (discussed yesterday) and Dogpatch Advisors.
Dogpatch Advisors is a “modern sales advisory consultancy that helps enterprises scale revenue operations, build sales playbooks, use data and insights to create and refine sales, and build outbound operations functions.” In addition, Dogpatch will “enable ZoomInfo to further drive Enterprise and Strategic revenue through expanded customer playbooks that utilize more data and product categories.”
Dogpatch was immediately rebranded as ZoomInfo Labs, providing a “new go-to-market thought leadership team” that “drives go-to-market data analysis, product enhancements, and strategy for our enterprise customers.”
Dogpatch CEO Ben Salzman will be heading up ZoomInfo Labs.
“This will immediately expand our capabilities for enterprises and drive enhancements across our suite of products,” stated Schuck. “Over time, we expect ZoomInfo Labs to put the modern go-to-market playbook within reach of every company.”
“Dogpatch Advisors is professional services and consultancy firm that helps enterprises build out their go-to-market efforts using data and insights and software to make those go-to-market efforts incredibly effective and efficient. And when we talk with our customers and our prospects…they want a world where their go-to-market motions are driven by data, where our software is interconnected seamlessly, where they have the ability to run innovative sales playbooks, but they don’t have a pathway to get there.
What we’re hoping to do with ZoomInfo Labs is to provide a mechanism to help our customers see a future that’s innovative, that’s data-driven, where systems are integrated and talk to each other, where our data cloud sits at the foundation of that, and our application layer drives the interconnectivity of that motion… [ZoomInfo Labs] is designed to help our customers not only see that vision but then also achieve that.”
ZoomInfo CFO Cameron Hyzer
Both acquisitions closed on April 1 but were announced on May 2. Individual deal terms were not disclosed, but the two firms were acquired for “approximately $145 million, inclusive of the purchase of a convertible promissory note and cash, net of cash acquired, subject to adjustments for working capital, transaction-related equity awards, and other customary adjustments.”
ZoomInfo also agreed to pay up to $28 million in equity awards “subject to continued employment and/or attainment of certain financial metrics.”
“We expect these acquisitions to contribute revenue in the low teens millions of dollars in 2022 and create a modest drag on margins of one to two points for the remaining quarters this year,” said Hyzer.
CEO Cameron Hyzer said that Dogpatch was more than an acquihire deal. While it has a small employee base, Dogpatch has “relationships and a history of really delivering great go-to-market consulting engagements for large clients.”
“It’s a handful of people, but I think that they very much box outside of [its weight] class in terms of the value they’re able to deliver,” continued Hyzer. “And we think that by bringing that on and being able to deliver those engagements that we’ll be able to further accelerate the solutions that we’re offering as well.”
At its earnings call last week, ZoomInfo announced a pair of acquisitions: Comparably and Dogpatch Advisors (rebranded as ZoomInfo Labs). Comparably builds out ZoomInfo’s capabilities and content in the recruitment space while Dogpatch provides ZoomInfo with professional services capabilities around data deployment and playbook development.
Comparably is a SaaS provider of employer branding, recruitment marketing, and an employee review platform. Comparably surveys and collects culture insights and compensation data directly from verified employees. It also publishes the “Best Places to Work Awards.” Comparably serves “a large portion” of the Fortune 500 and had over 20 million global visitors last year. Comparably helps syndicate awards across major business and news outlets.
“ZoomInfo’s acquisition of Comparably represents a pitch-perfect response to these changes,” blogged Senior Content Manager Sailee Sarangdhar. “Comparably, a leading employee review website and the only platform showcasing workplace culture, salary, and corporate brand reputation data, attracts more than 3 million people per month who rely on its comprehensive data about companies of all sizes. Comparably, combined with ZoomInfo’s already formidable data and software tools, gives talent leaders and companies of all sizes more powerful ways to activate their employer brand, helping to better influence prospects and convert candidates in their pipeline.”
Comparably assists with a company’s career site, Google Search placement, featured articles, media and press, social content, and video testimonials, helping amplify employee sentiment to promote the company and its culture.
“Millions of visitors come to our website to better understand company cultures, access salary data, and get employee insights. We’ve also built a popular set of software solutions to help companies enhance their employer brand and recruitment marketing,” explained Comparably CEO Jason Nazar.
Comparably recognizes that candidates prefer to work for firms with strong leadership and healthy cultures aligned with their values.
“Simply reaching out to these candidates is no longer enough — to succeed, employers need to showcase why their workplace is one that job seekers would be proud to join,” explained Sarangdhar.
The Comparably acquisition augments RecruitingOS, which the firm is rebranding as TalentOS, and positions it as “a superior talent platform that enriches the talent search experience for recruiters.” Recruiters will also benefit from enhanced talent data fed into ZoomInfo’s “Likely to Listen” score.
Employer branded content will be integrated into ZoomInfo Engage, “enabling recruiters to leverage statistics, awards, testimonials, videos, and more in their talent sourcing efforts.”
Finally, Insights from Comparably will be deployed to ZoomInfo MarketingOS for executing targeted ad campaigns for specific roles. Sarangdhar argues that “combining the power of awareness-generating ads with website visitor insights has the potential to be a game-changer for HR and recruitment teams.”
“Job seekers are more educated and discerning than ever before, and companies are going to unseen lengths to recruit candidates of all backgrounds and skillsets,” said Nazar. “Comparably has distinguished our brand as a unique data asset reflecting fair and accurate company cultures and the most popular SaaS platform for employer branding and recruitment marketing solutions. Partnering with ZoomInfo is an incredible opportunity to continue to support millions of employees and thousands of businesses and to help revolutionize how the modern challenges of recruiting are solved.”
TalentOS, which was launched in June 2021, has been deployed by over 1,000 companies. Product customer counts and ACV grew 50% quarter-over-quarter in Q1.
New user functionality includes a guided onboarding journey and a new experience for launching initial email automation campaigns. In addition, power users can leverage an advanced Boolean search capability and a redesigned AI-powered similar companies recommendation engine for recruiting.
“With Comparably, TalentOS gives companies the ability to engage and hire candidates with much more sophistication and influence,” stated CEO Henry Schuck. TalentOS plus Comparably is a must-have combination for any company recruiting in today’s competitive work environment. As an enterprise go-to-market, we know that the best-performing enterprise companies are leveraging data, insights, and software for their revenue operations, and they are significantly outperforming go-to-market teams early on in their digitization journey. Access to high-quality, relevant data provides significant competitive advantages for all sales and marketing organizations.”
Chorus, which was acquired by ZoomInfo last summer, rolled out a mobile app for its conversational sales service. The app supports core Chorus features on Android and iOS phones. Users can listen to calls, speed them up, and pause them. They can also share key moments with colleagues via Slack, email, and text. Hashtags and @ mentions assist with tagging and sharing.
Managers and trainers can assign listening and provide feedback, which can be reviewed during walks, commutes, or downtime. Users also have access to a library of best practices spanning various topics, including objection handling, pitching to specific verticals, or value discussions.
“With Chorus, reps can review top performers’ recordings on their own schedule,” said Alyson Baber, commercial sales leader at Zoom. “They can also focus on keywords, such as a competitor’s name or pricing information, and go directly to those parts of the discussion instead of having to sit through the entire call.”
Customer Success and Account Teams can review preceding conversations, review conversations before quarterly business reviews, and share the voice of the customer or product feedback with other teams.
ZoomInfo continued its rapid growth, posting GAAP revenue of $222.3 million, up 59% year-over-year. Growth was both organic (52%) and via acquisitions (7%), with a net retention rate of 116%, up from 108% in 2020. Revenue grew 13% on a sequential basis.
Roughly half the increase in net retention was due to new functionality, and half was due to improvements in gross retention and lower down-sell rates associated with the initial shock of COVID in 2020.
CEO Henry Schuck is bullish about their new MarketingOS offering as part of RevOS. Since acquiring Clickagy 16 months ago, the firm has been building out ABM expertise in its engineering, product, strategy, and customer success teams to bring the new marketing suite to market.
“In all of our prelaunch diligence, we heard over and over again that the applications that marketers were leveraging to do account-based marketing were falling short for one main reason,” detailed Schuck. “The data being leveraged in those platforms was both inaccurate and incomplete. And that’s no surprise. Today’s ABM platforms were all designed to leverage a company’s own first-party data that exists in their CRM or marketing automation system.”
“And in 15 years of running ZoomInfo, I’ve never heard a rep manager or revenue leader describe that type of data as either complete or accurate. Yet without accurate and complete data, marketers aim advertising dollars at the wrong company and target the wrong people at those companies. They deliver fruitless leads to sales, which erodes confidence and fails to build alignment between sales and marketing. So, we built MarketingOS the same way we build every application with our best-in-class data at the foundation of the application layer…
For today’s B2B revenue teams, data, insights, technology, and orchestration are core to the motion they use to market and sell their products. But these capabilities are siloed. Some can be found in marketing tech or revenue operations, while others are in the sales tech stack.”
ZoomInfo CEO Henry Schuck
MarketingOS also benefits from ZoomInfo’s longstanding presence among sales teams, improving the credibility of marketing data and removing channel conflict induced by sales and marketing standardizing on different third-party reference databases.
According to Schuck, the RevOS positioning helps reps better explain ZoomInfo’s broad value proposition:
“What RevOS does for us, and what the different platform and product pillars do for us, is it gives us a cohesive story that we can tell all across our business from our enterprise business to our mid-market business to our SMB business. And we believe that the products that we’ve put together have applicability across customers of all sizes…What it does from an enablement perspective is it gives our sellers the ability to go into those conversations in a way that allows them to articulate the broad spectrum of the platform in a way that our customers are understanding much more clearly.”
ZoomInfo CEO Henry Schuck
It test-marketed the RevOS positioning in December and January and found that the updated messaging raised both the win rate and average sales price. RevOS messaging helps reps position Chorus, RingLead, and Engage at the beginning of conversations.
ZoomInfo now presents itself as a best-of-breed platform that replaces disparate elements of the sales and marketing tech stacks.
ZoomInfo, which announced the RevOS ABM Platform last week, is positioning itself as a best-of-breed platform for revenue teams. ZoomInfo offers a unified platform for sales and marketing, removing the need to stitch together many point solutions that address individual workflows or problems. With over 10,000 MarTech solutions alone (according to Scott Brinker of ChiefMartec), selecting and integrating many services has become increasingly difficult. Conversely, go-to-market platforms such as ZoomInfo ABM Platform manage data, workflow, analytics, forecasting, and communications.
ZoomInfo is not looking to displace systems of record such as CRMs or MAPs but to synchronize with them and enrich their data. For the past few years, it has been growing beyond traditional sales intelligence (companies, contacts, technographics, event triggers) to workflow, data orchestration, and engagement tools (webforms, visitor intelligence, programmatic marketing, chat, triggered workflows, sales cadences, engagement analytics, conversational intelligence, pipeline forecasting, etc.). In 2021 it shifted from content acquisitions (e.g., Zoom Information contacts, Clickagy intent, Everstring business graphs) to orchestration (e.g., RingLead) and Engagement (e.g., Insent chat and Chorus Conversational Intelligence and forecasting) acquisitions.
Likewise, ZoomInfo’s expanded product offerings support Sales Engagement, Recruitment, and ABM.
“We significantly expanded our offering by developing an application layer on top of our best-in-class data assets and acquiring and quickly integrating chat conversation intelligence and orchestration technology into the platform,” explained Schuck. “These innovations enabled us to add more new customers than ever before and drove increasing levels of sales to existing customers and record net revenue retention of 116%, up from 108% in 2020.”
From a GTM perspective, ZoomInfo is not looking to verticalize its platform but focus more on functional specialization. As a result, the new RevOS platform positioning focuses on four functions: Marketing, Sales, Operations, and Recruitment.
“It’s more aligned around personas that we sell to,” explained Schuck. “The new packaging and models that we’re rolling out are aligned around persona, so a sales persona, a marketing persona, an operations persona, and a recruiter and talent acquisition persona. And that’s the way we really think about our offering and the way that we take them to market.”
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.
