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.

Leadspace – ZoomInfo Partnership

Leadspace and ZoomInfo inked a strategic partnership to distribute ZoomInfo data through the Leadspace Customer Data Platform.  The platform-level integration lets customers activate ZoomInfo data and intelligence from within Leadspace.  The Leadspace CDP is a data-agnostic platform that supports predictive scoring, ICP analytics, look-a-like modeling, intent signaling, and custom buyer personas and scores.

The partnership is Generally Available to joint customers.

Leadspace also offers robust data hygiene and enrichment based upon the Reachforce platform it acquired several years ago.  Other tools include web forms, marketing automation and SFDC enrichment, and custom audiences for programmatic marketing.

“We talk to many B2B companies that work with ZoomInfo and see tremendous value in their intelligence solutions,” said Leadspace CTO Amnon Mishor. “We’ve partnered with ZoomInfo on some strategic clients and proven the added benefits of the Leadspace platform in being able to unify other data and intelligence with the ZoomInfo data, then activate it across channels. It’s really the best of all worlds for our customers.”

While both companies have strong matching capabilities, Leadspace is performing real-time matching between the two platforms.  Initially, the partnership supports company and contact enrichment, but additional datasets such as technographics and intent are planned.

“Every B2B enterprise can benefit from the new Leadspace and ZoomInfo integration,” said ZoomInfo CRO Chris Hays. “We believe making our data available through a leading customer data platform (CDP) for unification and activation is the new frontier for B2B sales and marketing, and it’s a great way for customers to see even greater return on their investment in data.”

Both companies have performed well during the pandemic.  ZoomInfo IPO’d in June and has had several strong quarters since going public, growing revenue 62% last year.

Leadspace closed on a $46 million Series D earlier this month.  It doubled its customer base over the past two years and grew revenue 151% between 2016 and 2019, placing the firm at 2,681 on the 2020 Inc. 5000 list.

Zoominfo Targeted Audiences (Part II)

Zoominfo launched their new Targeted Audiences service to support programmatic advertising against their universe of B2B account and contact data. [Part I]


ZoomInfo employs signature-block mining, natural language processing, machine learning, and email verification to build and maintain their Data Cloud.  They also recently acquired EverString to augment their firmographic depth and field fill rates for 95 million companies.  Targeting against the Zoominfo Data Cloud offers “campaigns with unmatched precision and enhanced performance.”

“Digital agencies and marketers typically face challenges in collecting high-quality, complete B2B audience data,” contrasted ZoomInfo. “Most widely available contact information for companies and their employees is either inaccurate, incomplete, or outdated, which means many digital agencies and marketers deliver their messages to the wrong people altogether.”

“What’s common knowledge to those in the industry — but not to a bright-eyed data guy like me — is that advertising audiences aren’t engineered to be precise.  Quite the opposite, actually: This space is all about volume and audience expansion through inferences, and modeled data has taken over.”

ZoomInfo SVP of Innovation and Data R&D Derek Smith

Marketers can also build custom audiences from over three hundred demographic and firmographic selects, including funding data, benefits data (licensed from GlassDoor), event participation, banking variables, technographics, and Fortune 500/1000 flags.  Biographic variables include function, level, and title/keyword.

Targeting is most effective for the North American market because ZoomInfo is limited in the number of legally gathered and stored identifiers for EU citizens due to GDPR.

“Our product is unlike any other for two reasons. First, we’ve amassed a treasure trove of emails, phone numbers, and titles. Second, we’ve architected our company data to let you identify companies with a level of granularity that significantly eclipses the competition,” said Derek Smith, SVP of Innovation and Data R&D. “Was this always intentional? Of course not.  But unbeknownst to me, our data became tailor-made for advertising activation as a result of other projects at ZoomInfo.”

As a new offering, Targeted Audiences should be viewed as a solution for building precise B2B audiences and activating them via LiveRamp.  With nearly 100 million targetable professionals, 500 million identifiers, and 300+ selects, ZoomInfo can build very focused audiences.  However, there are some gaps.  Targeted Audiences does not offer any campaign analytics, creative management, social marketing, retargeting functionality, or intent-based targeting.

“Targeted Audiences allows marketers to build strategic campaigns based on contact and company information and creates new levels of granularity in B2B audience data that have never before existed on the market,” said ZoomInfo CEO Henry Schuck.

Targeted Audiences is a standalone offering.  Marketers and agencies can test out the service on a few audiences before signing a volume contract.  The fifty off-the-shelf audiences are priced at $1 CPM ($1 for 1,000 advertising exposures).  Custom Audiences begin at $2.75 CPM, but the price falls with volume commitments.

Zoominfo Targeted Audiences

ZoomInfo moved deeper into the marketing and advertising space with the launch of Targeted Audiences.  The newly unveiled B2B data service “gives digital agencies and marketers the ability to target their ideal customers with unprecedented accuracy.”  Targeted Audiences are built from the ZoomInfo Data Cloud, which includes 500 million emails and phone numbers for nearly 100 million professional contacts.

ZoomInfo was in the advertising space in its early years but spun off its Bizo platform in 2008.  At the time, CEO Yonatan Stern said, “We realized our business information index allowed marketers to deliver targeted online ads at a level never before seen.”  

Since then, ZoomInfo has acquired a deeper set of contacts and richer firmographics, technographics, funding data, benefits plans, and event data, supporting superior targeting precision.

Unfortunately, Bizo was acquired by LinkedIn in 2014 for $175 million but folded 18 months later when LinkedIn balked at the integration cost.  

Targeted Audiences should be viewed as a new market entry for the firm, but one that supported a $175 million opportunity back in 2014.  The October acquisition of Clickagy fueled this market entry as Clickagy intent data is deployed programmatically via data marketplaces.

“With the team at Clickagy now on the ZoomInfo team, our familiarity with the advertising space accelerated from 0 to 60 mph almost overnight.  The combination of our massive Data Cloud with a select few experts in advertising data allowed us to quickly discover the path to making our data actionable,” blogged Derek Smith, SVP of Innovation and Data R&D.

ZoomInfo launched the programmatic service with over fifty pre-packaged audiences “built on advanced demographic and firmographic data.”  ZoomInfo offered several examples outside of their core technology and business services customer base:

  • Educational institutions can target individual contributors and managers employed by firms with tuition reimbursement.
  • Optometrists can market to employees of companies with vision plans.
  • Luxury brands can reach out to C-level execs at firms with more than one hundred employees.
  • Financial advisory firms can target director-level employees of firms that recently went public.

ZoomInfo is passing audience identifiers to the LiveRamp data connectivity platform.  LiveRamp maps identifiers to channels, screens, and devices for media activation.  Additional partner platforms will be brought online in the coming weeks.


Continue to Part II.