When Zoominfo launched its new platform in September, they focused on functionality, packaging, and new capabilities, but did not discuss how their databases were combined. As the data collection methodologies of the two firms differed significantly, it was unclear how they unified the datasets. Prior to the acquisition, DiscoverOrg created a second tranche of company and contact data that was labeled “technology-generated” This data was not subject to their traditional human-verification methods and was segregated from human-verified data during prospecting under a secondary results tab.
the databases were combined for the new platform, Zoominfo added data quality
scores for each contact record. Contacts are scored based on their
predicted accuracy. Thus, a contact record with a score of 95 has a 95%
likelihood that the contact was at the company, and the email was valid.
Records were also assigned an alphabetical score: A+ records have a score
of 95 or above, A records have scores between 85 and 94, and B records are
scored between 75 and 84. Contact records now display the numeric and
alphabetical scores. Quality scores are also included in file downloads
and synced with enterprise software applications.
the scores do not factor in direct dial accuracy, Derek Smith, SVP of Data and
Research, indicated that direct dial accuracy generally lags the contact
quality score by five points.
quality score thresholds can be adjusted based upon the user’s objectives.
When pulling contacts for an email campaign or starting a cadence through
a sales engagement partner (Outreach or SalesLoft), setting a high-quality
score ensures that the bounce rates are low. This helps protect the
firm’s sender score and prevents emails from being delayed or caught in a SPAM
filter. When setting up a dialing campaign, the quality score can be
lower as there are fewer risks associated with bad phone calls (you might even
get the contact’s replacement). One can also selectively upload
lower-quality contacts when there are only lower quality contacts that match a
target persona at an ABM account.
data spans 100 million active global contacts across 20 million companies.
Of these, 73 million have emails, and 43 million have direct dials.
Zoominfo offers over a million contacts for seven countries:
The United States (64M)
The United Kingdom (2.0M)
South Africa (1.3M)
employs several methods for contact verification. NeverBounce, which they
acquired last March, performs regular email verification tests. They also
send a set of email campaign tests to partners for monthly third-party testing.
Likewise, they send a test phone file to the Philippines for middle of
the night phone testing. These tests, along with regular data
verification conducted by their human editors, help refine their data quality
updates are driven by client feedback, editorial research, natural language
processing of the open web, NeverBounce testing, and signature block analysis
of emails from community members.
now provides mobile numbers alongside company and direct-dial phones. Mobile
numbers have been available from DiscoverOrg for several years, but Zoominfo
did not collect them. Zoominfo is now collecting them for all contacts.
Mobile numbers are not downloadable for most clients, but exceptions are
made if there is a valid use case for mobile dialing. For example,
recruiters prefer to call mobile numbers versus direct dials, as mobile calling
helps protect the privacy of the individuals being contacted.
I have not conducted a recent study of Tier 2 data vs. other contact data sources, so cannot speak to its quality.
Two other vendors directly collect and verify contact direct phones and emails. If direct-dial accuracy is a key concern, also evaluate DealSignal and SalesIntel.io. DealSignal performs overnight reverification so is better for marketing than sales. SalesIntel performs 90-day reverification cycles and claims to be significantly less expensive than Zoominfo. Both companies offer contact enrichment, contact prospecting, and enterprise software connectors (CRM, MAP, Sales Engagement, Chrome).
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.”
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
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
“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.”
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.”
migrated 1,000 customers to its new platform.
The day before Thanksgiving, Zoominfo began the process of filing an IPO in accordance with Rule 135 of the Securities Act. According to the firm, “The initial public offering is expected to commence after the SEC completes its review process, subject to market and other conditions.”
Zoominfo is profitable and has a valuation in excess of $1 billion. The number of shares and offering price have yet to be determined. 2019 revenue is estimated to be around $350 million up approximately $100 million thisyear.
“The paperwork is a draft registration for a common stock offering. The confidential draft filing is a mechanism built into the 2012 Jump-Start Our Business Start-Ups, or JOBS, Act, and was designed to make the IPO process for companies with less than $1 billion in revenue easier. Companies must file information publicly 15 days prior to starting an investor roadshow or the effective date of the registration.”
Zoominfo released the Zoominfo Powered by DiscoverOrg platform in September. The new platform combines the DiscoverOrg technographics, Inside Scoops (sales triggers), editorially verified bios, and top global company profiles with the Zoominfo deep contact data with emails and direct dials. New features include WebSights visitor intelligence and FormComplete web forms.
Last week, Zoominfo 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.” I will be covering Workflows tomorrow.
Sales and Marketing Intelligence vendor Zoominfo acquired Redmond, WA startup Komiko. The deal extends Zoominfo’s sales AI capabilities with CRM automation, playbooks, lead scores, and predictive analytics.
analytical and recommendation tools support sales, account executives, and
customer success teams.
“Organizations are realizing that how they manage and leverage data is a strategic function that can accelerate or inhibit lead, pipeline, and revenue generation. While our offering is a SaaS platform for GTM, we feel ZoomInfo is in the business of helping marketing and salespeople hit their numbers. So, when we see an opportunity to build or buy additional capabilities essential to strengthen that edge — as we did with Komiko — it’s an easy decision.”
Zoominfo CEO Henry Schuck
Komiko employs machine learning and data science “to
better automate CRM processes.” InboxAI gathers contact and activity data
from email inboxes and calendars and populates the CRM. The mined
intelligence also triggers alerts and generates “analytics essential to
supporting renewals, managing new business pipelines, and more.”
Komiko offers a “data-driven platform” which helps
reps understand the likelihood of each opportunity closing. The platform
also captures all customer-facing interactions and contacts. Komiko
claims to “make it easy to see who is interacting with the customer and what
activities are taking place.”
Komiko data includes the strength of connection with
each account (k-score), the relationship of contacts at accounts, the last
communication with the account (outbound or inbound), and key contacts at
Komiko integrates sales playbooks into the CRM and
recommends when to deploy them.
customers will continue to receive the Komiko service with no changes in
support or service.
InboxAI is already deployed at Zoominfo. The firm discovered 60,000 records that had not been logged into Salesforce. “We found a number of accounts where we were only talking to one buyer – when we know that we need four buyers engaged to get across the finish line. InboxAI not only completes our CRM, [but] it gives us the visibility we need to push the right opportunities at the right time,” said Zoominfo CRO Chris Hays.
Komiko functionality will be integrated into the
recently launched Zoominfo powered by DiscoverOrg platform.
Komiko is GDPR compliant and qualifies as a data
processor. It supports the right to be forgotten through a blacklist of
blocked emails. The system also deletes any historical emails related to
Komiko does not monitor internal emails and includes
an external blacklist for blocked processing. Thus, HR, Payroll, Board,
and Legal department communications will not be ingested. Komiko does not
add Salesforce accounts but employs Salesforce accounts as a whitelist.
Komiko also positions itself as a “dynamic coaching”
service which goes beyond informal or “formal, random” processes:
Dynamic coaching is not just a buzz word. It has been proven that taking this approach makes a big impact on win rates. Since taking the dynamic path means defining a formal process combined with your CRM to monitor, evaluate and support your coaching processes…Komiko builds playbooks based on your definition of success, the accounts segments you identify and the input from email capture and CRM. Your playbooks will outline actions that drove success in the past. Each recommended action will include recommended target and its weight (significance) to the overall success. Komiko will enhance your team’s efficiency by triggering call-to-actions based on the customer profile and playbook in real-time.
Komiko claims that clients can “get up and running”
within 24 hours after only 30 minutes of work. They support “customers of
all sizes” across software, healthcare, distribution, professional services,
and insurance. Clients include Adecco, Tata Communications, Pemco
Insurance, and Chorus.ai.
Terms of the
deal were not released.
founded in 2015 by former Microsoft engineers Hal Howard and Ami Heitner. Owler
lists Komiko’s revenue at $3 million. However, marketing activity (blogs,
LinkedIn) seems to have slowed around three months ago, indicating a firm that
was reserving cash for a managed exit.
60 customers and expects to double the count by the end of the year.
Komiko CEO Howard, “We want our product to be seen by millions of people. Our
choices were we could take an additional round of venture funding and build our
market, or partner with ZoomInfo and use an already-existing go-to-market. This
was the fastest path to that market and to millions of customers.”
Komiko’s machine learning chops with ZoomInfo’s data pipeline creates a much
stronger value proposition than either company could have offered
independently, so the combination makes a ton of sense for both,” said Chris
DeVore, managing partner at Founders’ Co-op, Komiko’s Seed Round lead investor.
“Everybody dreams of the unicorn exit. And
those are all well and good, but the goal of every technology innovator is to
get your technology in the hands of as many people as possible,” Howard told GeekWire.
over 1,100 employees and more than $300 million in revenues.
Yesterday, DiscoverOrg announced that it is rebranding with the Zoominfo name. The firm determined that it was easier to build brand perception than brand presence. They also rolled out a new combined platform and packaging.
While the firm officially launched their new platform yesterday, the two legacy platforms will continue to be available to clients under current contracts and pricing structures. The 100 customers who have licensed both products since acquisition will be moved to the joint platform.
second issue the firm confronted was their pricing structure. Zoominfo
pricing was based on the number of records purchased or maintained under a
subscription license with a significantly lower initial price point.
DiscoverOrg provided broad access to their database with an average
contract value of around $30,000. The new product line offers pricing and
functionality similar to legacy Zoominfo offerings at the lower end and pricing
and packaging similar to DiscoverOrg at the upper end. Thus, as contracts
expire and customers migrate to the new platform, there should not be
significant sticker shock.
The Starter package for a single user supports basic company and contact information, direct dials and verified emails, quick search, and prospect list building. The service is designed to help users “find their next customer.”
package is akin to the broader Zoominfo service. Professional helps
three users “prospect with ease.” Additional features include a Contact
Accuracy Score, recent and saved searches, list management, customizable tags,
and list matching. Professional also supports CRM, MAP, and Sales
The Advanced package supports unlimited page-level exports and provides “deep insights” for five users. The package is similar to DiscoverOrg with technographics, org charts, Scoops (sales triggers), web references, similar companies, personal contact details, investors, funding data, and rich bios with education and work histories. Other features include data enhancements and alerts.
WebSights: a newly launched visitor id service. The service is still in beta and based upon their extensive IP addresses tied to company intelligence.
Enrich: CRM and MAP data maintenance
DiscoverOrg emphasizes that it has “solutions for businesses of every size” on its pricing page. While this is generally true and they have done an excellent job of combining two companies with much different pricing models, they do not have a single-seat sales intelligence solution priced to compete against LinkedIn Sales Navigator, InsideView, or D&B Hoovers. However, DiscoverOrg has never offered such a product and it has had high growth rates from the beginning. With the Zoominfo acquisition, they are much more competitive at the lower end of the market save the single-seat sales intelligence scenario.
has historically focused on the sales and marketing function, but Schuck sees a
broader user base. “The thing that ends up happening is they invest in
CRM, marketing automation and open the door to any information to go into those
systems,” he said.
New use cases include website visitors, trade show and webinar attendees, and ongoing data hygiene.
“There’s no mechanism to update that data. Meanwhile, companies are growing, they’re shrinking, they’re doing a merger or acquisition, an IPO. They’re hiring a new CEO, a new CMO, a new CIO.”
Zoominfo CEO Henry Schuck
Zoominfo plans on sending their executives to communicate the new brand and capabilities at conferences and tradeshows this fall. The firm also plans digital advertising and offline advertising (e.g. billboards) in key markets.
After DiscoverOrg acquired Zoominfo in February, the firm maintained both brands and announced that a new platform which supported both services would be available this summer. At the time, the assumption was that the Zoominfo brand would be retired and the firm would move forward as DiscoverOrg. After all, DiscoverOrg was the larger of the two firms and the brand was highly associated with data quality, technographics, and rich executive profiles while Zoominfo was known for having the largest set of B2B emails and direct dials spanning companies of all sizes and positions.
commissioned research into both brands and found that Zoominfo had broader
brand awareness. The research also indicated that it would be less
expensive to increase brand equity than brand awareness. Both brands had
their strengths, but, according to Chief Growth Officer Katie Bullard, it was
easier to buy brand perception than brand awareness. Furthermore, research
indicated that the Zoominfo brand perception had improved since acquisition.
was significantly more — three times — the market awareness around the ZoomInfo
brand than the DiscoverOrg brand,” said CEO Henry Schuck. “I’ve tried to
pride myself on making the decision that is right for the business and not
necessarily easy for me or convenient for me. This was obvious.
This was the right decision for the business, and I wasn’t going to let
the nostalgia for the DiscoverOrg brand overshadow that.”
on this research, the firm decided to retain the Zoominfo brand and deploy the
DiscoverOrg brand as a “powered by” brand booster. Thus, the new platform
will be labeled Zoominfo Powered by DiscoverOrg for the next year or two.
“The new platform will be known as ZoomInfo powered by DiscoverOrg and combines the strengths and benefits of the DiscoverOrg platform with those of the ZoomInfo platform, which it acquired in February 2019. Designed to be the single source of B2B data truth for sales and marketing professionals, the new platform offers a suite of software tools coupled with unrivaled data coverage, accuracy and depth. As a result, customers gain a highly actionable 360-degree view of contacts, companies, and opportunities to target and convert. Deeply integrated into both workflows and technology stacks, ZoomInfo powered by DiscoverOrg works seamlessly with all the leading sales, marketing and CRM platforms…”
With this launch, ZoomInfo Powered by DiscoverOrg features an unparalleled combination of proprietary AI and machine learning tools, a vast contributory network, deep two-way business application integrations, and human verification from over 300 researchers. The result is the most unique [sic] and effective SaaS platform designed to empower companies to deliver more predictable and sustainable growth.”
Zoominfo Press Release (September 10, 2019)
firm’s mission is “To create a world where every company has a clear view of
their ideal customers and how to connect with them.”
new Zoominfo logo is black with a standalone Z and a rising arrow.
site is simplified from DiscoverOrg’s last design with white, gray, lavender,
and black as the primary background colors. Red and lavender are employed
for buttons and hyperlinks. Most text is black with white employed for
text in buttons and black backgrounds. The site is much less frenetic
than the last DiscoverOrg design. A splash of lavender and light use of
pastels, which are not often used in B2B websites, provide a calming effect.
new website tagline is “Your business deserves more.” The firm continues,
“ZoomInfo gives you more. We combine the leading business contact
database with best-in-class technology to pinpoint, process, and deliver the
marketing and sales intelligence you need— exactly when and how you need it, to
always hit your number.”
Annual Recurring Revenue (ARR) reached $350 million across 13,500 customers. ARR has grown significantly since the Zoominfo acquisition. According to Inc., combined 2018 revenue was $222 million. As ARR is higher than revenue when a subscription service is growing, the likely 2019 revenue is around $300 million+.
Zoominfo also has to reposition its data acquisition model. DiscoverOrg began employing web data acquisition tools last year, so that methodology was already understood by their clients. The firm also has licensed data sets in the past, however sparingly. The new website discusses four methods for data gathering: signature block mining; automated online crawling and machine learning; in-house editorial teams: and third-party data licensing.
block intelligence comes from Zoominfo’s community members that permit access
to signature blocks in exchange for Zoominfo access. It is the most
controversial of their methods as data is being harvested on third-parties
without their consent. While both companies are GDPR compliant,
Zoominfo’s approach was simply to add an EU contact filter. This is an
area that they will likely need to address further, particularly as US states
adopt GDPR-like regulations and Zoominfo expands its “personal contact
learning gathers technographic and firmographic intelligence from job boards,
web sites, news, and SEC filings. It is a standard data gathering method
and broadly employed across the industry.
“We use cutting edge AI/ML technologies to help GTM [go-to-market] teams stay laser-focused on the right markets and best opportunities to hit their number.”
research for gathering and verifying company and contact data has long been at
the core of DiscoverOrg’s brand and value proposition. Zoominfo continues
to maintain the DiscoverOrg editorial team of over 300 researchers. The
editorial process is the basis of their high data quality and rich biographic
and technographic intelligence. As such, it is the justification for
their premium pricing. Hopefully, the firm doesn’t make the mistake that
D&B did after acquiring Hoovers and allowing its editorial capabilities to
atrophy when a high-quality dataset (Hoover’s editorial coverage of 42,000 companies)
was mixed with a much larger universe of companies and contacts (D&B
WorldBase). Given DiscoverOrg’s long-term focus on data quality and
editorial research, it is unlikely that they would make this mistake.
Conversations I’ve had with Schuck and Bullard over the years support
third-party datasets are licensed. Content includes public company data
(long a gap of both services), M&A details (added last year), government
data sources, and social media feeds.
database has grown to 20 million company profiles with 5 million C-level
contacts, 16 million decision maker direct dials, and 20 million decision maker
emails. Globally, Zoominfo provides 66 million emails and 42 million
direct dials. They also maintain departed contact details to assist with
According to the Portland Business Journal, private equity firms TA Associates, The Carlyle Group and 22C Capital have invested at least $790 million in Zoominfo. The PBJ also noted that Zoominfo is profitable.
LinkedIn does not permit lead/contact downloading. This is part of the privacy agreement they have with their members.
That being said, there are some workarounds. The first is to license Salesforce Navigator which maintains a set of Accounts (companies) and Leads (contacts) within the product. While not downloadable, you receive alerts on those contacts along with messaging tools (InMail, messaging, and PointDrive).
You can also download accounts and contacts (called Leads within Sales Navigator) from Salesforce or MS Dynamics to LinkedIn Sales Navigator. While company and contact data is view only within CRMs, any data entered into LinkedIn (e.g. Notes, InMails) is uploaded to your CRM.
Sales Navigator includes a set of SNAP connectors for CRM, Sales Engagement, and other platforms. This tool provides a subset of Sales Navigator and Functionality within enterprise software. Features include profile viewing, InMail, connections, and icebreakers (talking points).
Option 2 is to license a chrome extension which recognizes domain names and LinkedIn profiles and matches them against their reference database. They then provide contact details and company firmographics within a right-handed side window. These databases usually include email and phone information not available in LinkedIn. Some include other details such as company technographics, news, and Alexa scores. Vendors with Chrome extensions include Zoominfo ReachOut, DiscoverOrg, HG Insights, DataFox, RingLead, Sigstr, PersistIQ, and Pitchbook.
Chrome extensions support send to Salesforce, MS Dynamics, Outreach, and SalesLoft features. Thus, you can be researching a company or contact, click on the extension icon, and kick off a sales engagement cadence within a few seconds (longer if you pause to review the enhanced profiles). A few even include contact prospecting for companies so you can search for specific company roles and
Add them to your CRM as contacts or leads individually or in bulk
Be notified of contacts already in your CRM (to avoid duplicates)
The DiscoverOrg acquisition of NeverBounce was in the works for six months and began with DiscoverOrg’s search for a verification vendor that could better handle large scale processing. “It’s a core competency we wanted to own,” said DiscoverOrg CEO Henry Schuck.
DiscoverOrg is retaining the NeverBounce team of fifteen, but shuttering its smaller Salt Lake City office with employees being relocated to Cleveland. The acquisition was announced on March 5th.
NeverBounce 2018 revenue was $4 million and included both B2B and B2C marketing file enhancement revenues. Terms of the deal were not disclosed.
will continue as both a standalone offering and be integrated into the merged
DiscoverOrg / Zoominfo platform.
The combined platform is planned for launch in five months.
“When we made the ZoomInfo acquisitions, the promise was that this would strengthen differentiators around the quality of data we deliver. The NeverBounce acquisition is a very clear incremental addition to that value. It helps us enhance the quality of information we deliver immediately.”
DiscoverOrg President Katie Bullard
you count Zoominfo’s September acquisition of Datanyze,
DiscoverOrg has acquired three companies in the past six months. The
transaction doubled the company headcount to around 1,000 employees. But
Schuck isn’t closing the door on acquisitions saying that he will be
opportunistic in his approach.
“There are a lot of companies in our space that we follow,” he said. “If the opportunity is right, we have been quick to do acquisitions. There’s a big opportunity for consolidation in our industry so that customers don’t have to go to 19 different vendors for data and data cleansing needs.”
If a US public company, look at its 10-K (annual report). Firms generally discuss their competitors. You can locate the 10-K on a company’s investor site, through sales intelligence vendors, or free Edgar sites.
If a private company, look at Owler, a free site (See below). This is crowdsourced so may include firms that aren’t true competitors.
Look at sales intelligence services such as D&B Hoovers or InsideView. Hoover’s competitors are editorially generated and include top three flags (see below)
Within IT, look at Forrester Wave reports. Another option is technology category searches in PE/VC databases such as DataFox, Crunchbase, Pitchbook, or CB Insights. Keep in mind that companies within the same segment may not be competitors, but partners, customers, etc.
Many industries have industry specific market research that includes competitors. A few general market research firms also provide competitors (e.g. MarketLine, Euromonitor, Global Data, and Freedonia). Top Competitors are also available in IBISWorld, Vertical IQ, and First Research.
Zoominfo and a few other vendors identify similar companies based upon proximity in articles. This finds competitors, but also customers and partners so should be carefully reviewed.
For new technologies or industries, D&B Hoovers offers Conceptual Search which identify companies associated with key phrases (e.g. Marcellus Shale, Obamacare). This is more of an associated companies list and will identify firms in a topical ecosystem. For example, “Harry Potter” identifies studios, publishers, toy makers, theme parks, and thematic tours. (See example below of conceptual search on Marcellus Shale). Conceptual Search lists may be refined by standard prospecting filters such as industry, geography, and size.
If none of these work, use peer list searches (industry code lists) or keyword searches in sales intelligence vendors. If cost is a concern, go to your public library and see if they have ReferenceUSA, AtoZDatabases, or Mergent Online. Each of these allows you to build peer lists based on industry codes, company size, and geography. If you need help, ask for the business or reference librarian to assist.