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ZoomInfo

Identifying and connecting with your ideal customers is the first step in empowering any go-to-market strategy. In Episode 4 of Talk Data to Me – The DataExchange – Krystan Resch, Head of Partnerships at ZoomInfo, dives into how ZoomInfo combines technology, integrations, and automation, to enable businesses around the world to exceed revenue goals with its global B2B database.

Ep 04: Zoominfo

With more than a hundred million records, and 200+ attributes to explore, ZoomInfo offers one of the largest global B2B datasets available. Watch the full clip to learn how ZoomInfo customers leverage the extensive data offering to identify ICPs, remain compliant with evolving privacy laws, and scale business-wide initiatives.

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John Kosturos
We’ve got amazing guests here today and some exciting news recently, but, welcome Kristin Resch, the head of partnerships from ZoomInfo.

Krystan Resch:
I thank you for having me.

John Kosturos:

Absolutely. Yeah. I want to congratulate you on the recent success of ZoomInfo. We’ve heard all about the news and it seems like over the last two or three years of working together, that I congratulate you once about every four months because of a, or less than that because of an acquisition or, you know, huge news, but this is great. So congratulations again.

Krystan Resch:

Yeah. Thank you. Yes, it has been a wild ride and we’re, we’re, we’re not done yet. So a lot of exciting new things are coming here,   from us and specifically our partners as well. So with integrations, like RingLead, we’re pretty excited to see kind of what our new world’s going to look like.

Q1. How and when Zoominfo started their business and what’s their success story?

 

  • Henry Schuck co-founder of ZoomInfo, started DiscoverOrg as a tiny startup with a couple of friends in a college house with a 25,000 credit loan

 

  • The company was started help companies sell better to the right people  at the right companies. Specifically enterprise companies
  • After the acquisition of ZoomInfo, DiscoverOrg  has the largest global B2B database available, providing person and company data long with intent signals not only gathered through technology means, but has a human research aspect to it – also making it one large B2B market analysis tools available

John Kosturos:

Amazing. Well, maybe we can get started by just jumping into some background on ZoomInfo, you know, how long you guys are in business, what your story looks like.

Krystan Resch:

Yeah. So, we were founded back in 2007  by Henry Schuck, our co-founder and we essentially started as a tiny startup. It was Henry and a couple of friends in a college house, essentially, with $25,000 that he took out of his credit card, to try to start this business up. And really he saw the need for building out organizational charts for companies to be able to better sell to the right people within the companies they were trying to sell to specifically enterprises that become a very complex sale. And over the years, as we grew as a company, and then we went through some different acquisitions to broaden our global reach, our scope of companies that we profile in terms of size and the different industries that we cover.all of a sudden we got to this place where after the acquisition of ZoomInfo, we are definitely the largest global B2B database that is available. That is not only gathered through technology means, but has a human research aspect to it. And now we are also an intent provider, and other things that are coming from the information and the data that we have. So we’re one of the largest B2B kinds of market analysis tools available as well.

Q2: What are the key problems that customers are looking to solve with ZoomInfo?

  • ZoomInfo helps their customers to identify their target market.
  • Zoominfo provides a global dataset has over 200 plus company and person data points that can help you identify identify qualified accounts and contacts 
  • Zoominfo helps companies quickly build targeted lists of accounts and contacts based on firmographic, demographic & technographic attributes
  • ZoomInfo provides a specific way to target markets and find businesses within those markets.
  • The Zoominfo Pro platform is used by both marketers, operations and sales teams.
  • Provides integrations with every major CRM, in addition to a chrome extension that could be used while browsing linkedin

John Kosturos:

That’s pretty exciting. Can you tell us a little bit about the main problems that you help your customers solve?

Krystan Resch:

Yeah, so the main problems that we help our customers solve and I’ll pull up a visual here, cause I believe it’ll be easier to show guys what we do. So everybody starts at a place where they are trying to figure out who they are going to go after to do business with. And again, these are businesses doing business with each other. And so the first and foremost thing that everyone has to do is define their target market, who do they want to do business with? So we have different data points over 200 plus data points that let you identify those attributes that are most important to your business. So you can find those types of companies from there. You’ve got mass, all this criteria that can be used for searching and filtering. So we can take this universe of, of the U S or of the world globally and say, I want to find all companies in banking, and I want to find them of a certain size, and maybe I want them to have a certain sized sales team or operations team or HR team.

Krystan Resch:

And so you can start to get very specific to identify what those target markets are and how many businesses are within those markets. From there, you start to predict and prioritize based on signals, whether they are interested in your product right now, or the topic of your product from intent data, for instance, or maybe they’re using a certain type of technology. And that technology is a partner solution. Maybe it’s a competitor. You can start to use those types of signals to prioritize and kind of monitor those accounts to say, yes, these are the ones we want to go after they fit our criteria. And they’re fitting the signals that we see as early signs for adopting our product for, for acquiring our product. The pro platform itself is very easy to use for both marketers, operations and sales teams. So anybody within the go-to-market arm of your business.

Krystan Resch:

so we’ve got everything from the platform itself to integrations within major CRMs and other partner products like RingLead. In addition to that Chrome extension that allows you to kind of use it while you’re surfing the web specifically out on maybe LinkedIn, where you’re not going to have a phone number or some of the more business oriented detail for their profile. Whereas LinkedIn is our kind of personal resume From there, you’re going to have a bunch of information and detail regarding things like our inside scoops, where we’re actually serving these companies and trying to find out things that are going on within those organizations that might not be public information. We’re not disclosing any personal information about those that are sharing this information with us, but by all means, it’s giving us an understanding of their propensity to buy. So those tools are made available to us, our users as well, so that they can really be informed when they’re starting their sales cycle and make sure their positioning is correct for that particular person and company.

Krystan Resch:

From there, we’ve got lots of different built in functionality to email and call and do a lot of that tr tracking as well. A lot of partnerships we have are with our sales enablement partners, where they’re actually making the data active and really starting to like work on that conversion metric.   and from there that just kicks off your sales cycle. So a lot of these things are in the pre planning phase, whether it’s marketing ops or sales ops, where you’re using the data to target the right people with the right message at the right time. And then from there, you’re then enabling your teams with as much information as possible so that they can really impact their conversion rates.

Q3: What account verticals does ZoomInfo target?

  • ZoomInfo sells to any type of B2B business, not any specific vertical
  • If you are a company that owns B2B business, ZoomInfo has the contact data that can serve your sales and marketing function.
  • Data provided by ZoomInfo can be used for different types of analysis such as security analysis,machine learning and AI, to give a full scope of the B2B market

John Kosturos:

That’s a broad suite of applications and, you know, those are all huge problems, obviously that you’re helping solve. Are there specific verticals that you guys focus on serving?

Krystan Resch:

Yeah. I would have said a couple years ago, Yes, and, as of today, I will say No. At this point in time, if you are a company and you have any type of B2B arm to your business, whether that is a division, whether that is your core business, we have the contact data that will serve your sales and marketing function. I will also say the data is finding many other use cases, outside of maybe the audience we’re talking to today.Very much so the data can be used for other types of analysis, security analysis and things of that nature. So, we’re finding incredible possibilities that this data can do in terms of machine learning and AI,   because of its accuracy and its coverage to give the, you know, kind of a full scope of the B2B market.

Q4: Does ZoomInfo sell data globally or is restricted to certain geographic locations?

  • ZoomInfo works with companies, globally.
  • ZoomInfo is a U.S. based company and has different offices throughout the world.
  • ZoomInfo works with companies that are located all over the globe, whether they’re selling to the U S or they’re selling to their local market.
  • English speaking countries have been the most predominant customers for ZoomInfo globally, however, as a company, ZoomInfo is pushing towards a global expansion.

John Kosturos:

That’s amazing. What about geographic locations? are you guys focused on in terms of your internal sales on locations and then the data set, is it, you know, better in certain regions of the world, or worse, and I think we’re still showing that screen.

Krystan Resch:

So, yeah, I would say that from our position, we are looking to work with companies now globally. We are still primarily a U.S. based or headquartered company. However, we do have different offices throughout the world that we’re starting to look at. And so as we start to grow, our presence in other regions is going to grow. However, I will say the coverage is already likely represented in those areas. So we work with companies that are located all over the globe, whether they’re in, they’re in another country and they’re selling to the U S or they’re selling to their local market,I would say predominantly English speaking countries have been our most predominant customers globally. However, we’ve seen that change throughout. We’re now very well-represented throughout most of the EU, definitely throughout APAC. I will say there are going to be certain regions where the data collection is a little bit more difficult specifically when characters in languages change. So accounting for that, with some of the AI is a little bit difficult sometimes, but it is a place where we’re making tremendous progress. And so I will say there is full global coverage, for the database itself. And we as a company, definitely are pushing towards a global expansion.

Q5.a: Is ZoomInfo an Enrichment Provider or a List Provider or both?

  • ZoomInfo works both as an Enrichment Provider as well as List Provider.
  • ZoomInfo are the data miners and their customers are the data processors.
  • ZoomInfo lease data which can be used for net new list acquisition.
  • ZoomInfo respects the laws of each country, while collecting and mining the data.

John Kosturos:

That’s exciting. In terms of, you know, the question here is, do you consider yourself an enrichment provider list provider or both? And if in fact you provide net new lists of contacts, how can you assure that, you know, there are people that have liked, opted in or, or, or that are okay to reach out to.

Krystan Resch:

That’s a really good question. So I would look at us and think of us as a data provider, right? And we are a data as a service. So you are effectively leasing the data from us. So that could be for net new list acquisition. Maybe you’re building out your business and unique context to go communicate with. Or it could be that you have a Rolodex where, you know, a CRM, a legacy system you’ve been around for 45 years, but you have all this data and you guys know it’s not any good. And your sales reps tell you all the time, it’s not any good and you need to enrich it. You need to clean it up. You need to get the garbage out and then you need to replenish it with better data. I would say we fit into both of those buckets. And we do both of those things really, really well and so in terms of that, though, the question does always come down to, are these contacts opt in or opt out there?  Neither? So the key to our methods is that we are the data miner and then our customers are the data processors. They’re the ones who are actually engaging with these contacts in the initial onset. I will say that you need to be mindful of your marketing automation systems. They may or may not have rules around use of third party data. So it is important to know those and how you’re going to engage with your customers, especially through email marketing. But I will say that we do respect the laws of each country and or state province when we are collecting the data and mining the data. So for instance, there are laws around GDPR CCPA castle. So we are very respectful in how we are mining the data, storing the data, and then licensing the data, not as essentially where our handoff responsibility comes to our customers, where they are then also responsible for being compliant in those areas as well.

John Kosturos:

Q5.b: Does ZoomInfo provide API for GDPR compliance?

  • ZoomInfo does have a compliance API.
  • Not just for GDPR, but it also helps with any country or state now, that has its own specific compliance laws around data privacy.
  • There are different flags within the API that can let you know very quickly whether or not the record is in an area that you need to be aware of from a compliance perspective.
  • It is built in a way that it does not require a bunch of additional coding and is kind of like easily plugged in and activated.

Krystan Resch:

Yes, we do. So we do have a compliance API. It’s not just for GDPR, but it does essentially help with any country or state now that has its own specific compliance laws around data privacy. So there are different flags within the API that can let you know very quickly whether or not this record is in an area that you need to be aware of from a compliance perspective,so that you, our workflows or that your processes can take off from there. And it is built in a way that does not require a bunch of additional coding or parsing of our data, things of that nature. It’s really built in a way to be kind of like easily plugged in and activated.

Q6: How many business and person records are available in ZoomInfo global data set?

  • There are over a hundred million records in ZoomInfo global data set
  • ZoomInfo’s new database was launched in September 2019 which uses newer technology for gathering data which they built from bottom up.

John Kosturos:

Very cool. Do you know how many business and person records are available in the global data set?

Krystan Resch:

It’s a great question. I believe the last time I looked, I can’t remember the companies, but I will tell you that we are, very clearly over a hundred million records. I would say it’s probably tapering upwards of like one ten right now. So we are continuing to gather more and more data. I will also say that this new database was launched back in September of 2019. So this new technology that’s doing all of this gathering, it wasn’t just from our legacy systems. We didn’t just combine the new data and combine the data and say, Hey, we’ve got a hundred million records. We actually rebuilt everything from the bottom up. So these are a hundred million records that may have may or may not have existed in previous databases, that we would have acquired and, or have owned. So from that perspective, we are growing that database very, very quickly.

Q7: How many attributes of data can be found across ZoomInfo’s entire catalog?

  • ZoomInfo has the most unique attributes available in the market.
  • ZoomInfo offers attributes such as IP Matching, Intent, News as well as Scoops
  • Currently, ZoomInfo has almost 300+ attributes in their database.
  • Having that much data points facilitates in creating more attributes out of the already existing ones.

John Kosturos:

That’s amazing. Do you know about, cause you guys have made acquisitions, right? So there’s the Datanyze acquisition, RainKing, ZoomInfo. So I’m guessing each one of those companies not only have their own unique record base, but they also have their own unique field values or attributes. So across your entire catalog, do you know about how many attributes of data that can be found across, you know, those people or company records combined?

Krystan Resch:

Yeah. Now with the new intent product that we’ve just rolled out where it’s close to, I want to say about almost 300 plus attributes. And so that’s given us new things like IP matching,   attributes or intent attributes, news, and what we call our scoops attributes, are now included in all of that, through both our API, our partner products and the platform itself. So,we definitely have the most unique attributes available in the market. And the interesting part about having that much data is that you can create more attributes out of those things. Certainly finding new opportunities for us to be able to collect something like how many hospital beds a customer or does a hospital have, or how many people are in a department or have a certain job function. So we are starting to become more and more granular in those attributes as well, as long as they obviously fit our standardization thresholds.

Q8: What are the details one needs to provide to ZoomInfo in order to get a match back of data?

  • In most cases, ZoomInfo simply needs an email address, and or web domain to get a match back.
  • Because of the scope of the database that ZoomInfo is maintaining for accuracy they can match data against addresses as well as IP addresses.
  • ZoomInfo also provides a list match function that allows you to actually take your lists and based on what data points you do have available, see what it can match in ZoomInfo’s database.

John Kosturos:

That’s super cool. How about when you matched data? So if I’m sending you a person or a business, what do I need to send you in order to get a match back?

Krystan Resch:

Yeah, so in most cases it’s as simple as an email address, and or web domain. Those are the two most unique identifiers that we use for matching. However, we do have other means of being able to match. So because of the scope of the database and we, we are maintaining it for accuracy,we can match against addresses. We can match against IP addresses. We can match against, first name, last name, title, company, name, you know, to find individuals. So there are many products within the platform, including our list match function that allows you to actually take your lists and based on what data points you do have available, see what it can match in our database. There is some limited functionality there, in terms of what data options you have available, but the API and our data services teams can do that against any data point that we do have available. That’s a unique identifier.

Q9.  How did ZoomInfo fully merge their data set with the DiscoverOrg dataset and manage client transition to the new database?

John Kosturos:

Wow. That’s impressive.Have you guys fully merged the zoom data set with the discover org dataset? And if so, how are you managing the client transition on to the new database?

  • Yes, ZoomInfo definitely merged the database from a conceptual standpoint.
  • ZoomInfo also incorporated technologies aspects of Datanyze and some of the ranking predictive stuff that they acquired.
  • For email validated, ZoomInfo uses Never Bounce and Inbox.AI
  • ZoomInfo looks forward to transitioning everybody to the new platform, new experience, which will be the core experience of our product moving forward.

Krystan Resch:

Yeah, that’s a really good question. So yes, we definitely have merged the two from a conceptual standpoint, into it architecturally, we really built the thing up brand new using concepts from both architectures from both. So very much on the ZoomInfo side, it could be the larger collection method. Whereas on the DiscoverOrg side, it was the research processes and the QA on the data, those things from an architectural standpoint have completely been blended together for the new product. And that also incorporated the Datanyze technologies aspects and some of the ranking predictive stuff that we acquired and our Komico, Inbox.AI as part of that Never Bounce as part of that for email validation. So all these acquisitions we made over the years have now built out this new architecture that we have for the new platform. In terms of our customer base, though, we do have customers that use just the Never Bounce platform.

Krystan Resch:

We still have a few customers that are just simply using our Komico product. And we do have legacy ZoomInfo and legacy DiscoveryOrg customers. We’ve already migrated everybody else from my profile and the ranking acquisition. So those guys are all DiscoverOrg with customers.   but as far as those go, all of our customers are in a phase of some sort of phase of migration.   those that have been you coming up for renewal or have opted in over the last few months have been migrating to the new platform. We’ve seen the adoption rate on the new platform skyrocket, which has been exciting. And there’s a large appetite for that at this point in time.   and then we do have some that are, you know, going a little slower and we’ll take some time to transition over, but, we are looking to transition everybody to that new platform, that new experience, which will be the core experience of our product moving forward.

Q10: How does ZoomInfo help companies build corporate hierarchies?

  • DiscoverOrg originated from the idea of IT organizational charts, that  contain the reporting structure of the department, helping companies quickly identify and contact key stakeholders at their targeted accounts
  • ZoomInfo has a professional research team that creates company hierarchies and parent-child relationships, both at the person level and brand level. 

John Kosturos:

Yeah. That’s pretty exciting. You know, there’s a problem that is very hard to solve that not many companies in the data world have even tried to tackle and it’s hierarchies. So I know it’s dating back to the old DiscoverOrg days. That was one of the things I’d hear about. Oh, wow. They’ve got great hierarchies. Can you talk about how you help companies build out corporate hierarchies?

Krystan Resch:

Yeah, absolutely. So that’s really where part of our, this is really where our research team comes into play. Companies are all structured, completely different, not only from their entity structures, but also from their internal structures. That’s where the name DiscoverOrg actually originated from was this concept of org chart. And we were talking about the internal people of an org chart, but that same concept is true for the hierarchy of a company. And, as we are going through the database, we are looking for where these larger entities, you know, where do they reside or their people reside? What types of, where are they in terms of locations? How many locations, how many people at those locations, what are those physical locations that type of visibility is available? And there are unique IDs associated with those from like a query standpoint. And then addition to that, you then have the subsidiary structure.

Something that is somewhat unique about ours is not only do you have the parent child relationships that are available in there, but we do represent if there are brands. So the brand Air Jordan, for instance, might have folks that have not@nike.com, but they are@airjordan.com.So there are brands that could be represented there, both with people or without people native underneath them. And then there are also going to be defunct companies, companies that were acquired by companies that no longer existed, brands or lines of businesses that they’ve discontinued, but that data still exist somewhere. And you might think it’s good data. So we keep that available as well. So there’s some visibility that that is no longer good data. You can check against it and you can kind of clean up your systems, but all are represented.

Q11: What are the popular attributes and functionalities that ZoomInfo offers?

  • ZoomInfo is considered to be one the best when it comes to finding direct phone numbers.
  • Technology is one of the most popular aspects of ZoomInfo’s database.
  • ZoomInfo provides the ability to set alerts on when companies are adding or removing that type of technology.
  • ZoomInfo chrome extension tools is probably one of the most important tools and it doesn’t require you to log in every single time or toggle between tabs.
  • If you’re in sales operations or revenue operations you need a clean CRM and a clean marketing system. ZoomInfo provides Enrich functionality to clean up databases and keep data maintained as record change.

John Kosturos:

That’s great. You know, I’ve always kind of known zoom and discover for many reasons, but the most popular thing I hear about is, Hey, they’re the best at finding direct phone numbers, but are there other attributes in your catalog that you would deem are most popular?

Krystan Resch:

Yeah, I would say the technology  is probably one of most popular aspects of our database, with the coverage of it was officially through the Datanyze acquisition, that has been, you know, it’s noticeably different. For someone who’s been in this database every day for the last eight years, I can tell you it’s very noticeably different. And then in terms of the detail around that, the ability to set alerts on when companies are adding or removing that type of technology, that’s becoming a really popular functionality.  I will say that from our end users alone, I think the Chrome extension is probably one of the most important tools that somebody can have if they’re in a sales role, because you’re inevitably out on the web searching for more information, trying to find context for a conversation, trying to connect with somebody on LinkedIn, for instance,and that Chrome extension doesn’t require you to log in every single time or toggle between tabs. You can just quickly open it, search the database, look at a contact profile, quickly, see a phone number, and put that kind of into action.. So the adoption of that has been incredible to watch, for the new platform.

Krystan Resch:

Yeah, I would say lastly is enrich, especially within Salesforce, I would say that’s our next, most popular I think that everybody, if you’re in sales operations or revenue operations, you need a clean CRM and you need a clean marketing system. And so seeing things from a data orchestration standpoint, and then also obviously users of RingLead, that enriched functionality to clean up databases and keep them maintained as record change. definitely kind of what we’re becoming known for.

John Kosturos:

Yeah. I think it’s safe to say that the customer base of ZoomInfo and DiscoverOrg was built around the sales persona. Right. And I’ve actually seen a lot of this where just about every Salesforce, I know, what ZoomInfo or DiscoveryOrg gives and, and then the marketers know about it too. Right. But it’s, I’m wondering, how do you help a customer who is typically a sales user, you know, transitioned to getting their marketing and marketing ops teams involved to digest the information at a more of a scale?

Krystan Resch:

Yeah. I think it comes down to your, your team alignment. So I always go to sales. I look at sales ops and say from a sales ops perspective, what does that support look like? What does that conversation between sales and sales ops look like? Is that clearly established? How does sales ops support, what are they tasked with?  and really, how are they also measured if they’re measured on their ability to impact conversion, that conversation becomes much more easy to go to marketing and say, we need to have better conversion because that’s how we are scored. And that’s our impact on the sales team. Here are the things we need to do in order to optimize conversion. And when we start looking at the kind of the full funnel for your revenue seals, and you look at where you can really optimize that’s where all of a sudden it becomes a marketing ops and a sales ops conversation, and you’re starting to bridge that gap.

Krystan Resch:

And once you get marketing operations and sales ops, or sales operations kind of aligned as more of a revenue operations team, because it’s end to end, that’s when we get to this place where marketers are like, Oh, I can be using this now for, creating audiences for display ads or for my SEO strategy. I can get an idea of the kind of where I want to spend my money. Like, you start to be able to pull out more of those insights, because from the time somebody comes to your website or the time you start targeting them, you have a consistent methodology of how you treat data through the sales cycle, through the close cycle, and then even through the retention cycle. So getting that ops layer really kind of aligned is key.

Q12: Does ZoomInfo help their customers identify their ideal customer profiles? 

  • ZoomInfo has a place where you can build ideal customer profiles using different attributes 
  • ZoomInfo tools are very flexible and easy to use.
  • ZoomInfo tools can be used as a prioritization engine in terms of list building

John Kosturos:

Yeah. Speaking of aligning sales and marketing, do you have any services or products that help identify ideal customer profiles? I know that’s a huge topic with our audience.

Krystan Resch:

Yeah, we sure do. So, there are different ways that you can build audiences inside of ZoomInfo. We do have a place where you can build out different ideal customer profiles using the different attributes that we have available. Those particular tools are very easy to use,  and they make available most of the data points that we have, in terms of creating those ideal profiles. Those can then be added to any audience that you build. So it is used as a prioritization engine in terms of your list building or kind of the audience you’re trying to uncover.And then those types of signals can also be sent through different applications. We have, whether that’s the Salesforce application or through say partner, integrations as well through the API.

Q.13: Does ZoomInfo offer services that help customers identify the intent signals that are important for their business?

  • Yes. ZoomInfo provides assistance to their customers in identifying the right intent signals for their business.
  • During on-boarding most of the customers are run through a series of exercises such as data enrichment exercise and many more.
  • ZoomInfo provides high level analysis, back to the customers through data services,  enrichment requests, etc.
  • During COVID,ZoomInfo is providing their customers with a kind of a health scan analysis on their business as well.

John Kosturos:

Nice. I know a lot of us are trying to adopt intent data into our processes in our analysis and scoring.But one of the daunting tasks there is sifting through the thousands of keywords that a vendor offers, and having to be the decision maker on what keywords do you actually want to subscribe to. And so I’m wondering, do you guys help your customers figure out what intent signals are actually important for their business? Or do you find that they come with that knowledge firsthand?

Krystan Resch:

Yeah, so we, we offer a couple different things. Initially when you, most of our customers are coming on board,with our sales team, they’ll run through a couple of different exercises.   the first is generally a data enrichment exercise or a sample group, because from that sample exercise, we can tell you, or give you some analysis over, Hey, the group that you gave us or the sample size that you gave us, there are this many customer or this many of these contacts, or these records are represented by this department or represented by a certain job function or represented in a certain region. So you can start to kind of provide some of that high level analysis, back to our customers through some of our data services,  enrichment requests. And so generally most customers are going to experience something that degree if they’re really talking about operationalizing their data and kind of going through that, that market expansion conversation. The other thing that we started, during COVID actually, is to say, what can we do to give your business kind of a health scan analysis as well? So it’s a similar idea it’s generally against like your one loss data, because what a lot of companies found is that during the midst of pandemic business had to shift, so companies that they may have not traditionally gone after all of a sudden became companies that they should be working with.     we work with, there was an example that gets used often, but there is a company that is essentially selling tents and they sell a tent for events and concerts and things of that nature. Well, a mix, the pandemic, they found themselves not being able to do anything with events cause all of that was canceled and they thought we got to pivot our business immediately.

What do we know about hospitals? Hospitals need these right now for these outpatient testing centers and things like that. Well, we know nothing about hospitals. We’ve never sold the hospitals. So talking to ZoomInfo, we helped him identify the cost bottles. That would be the best for them to go after we got them the right context to communicate with over there. And they were able to pivot their business really quickly amongst all this confusion into a brand new market. So the data services tools, we have some of the health scan, things that we can do,   and make available to our customers, help provide a lot of that kind of high level market analysis. They might need to make big decisions for their businesses.

Q14: How does ZoomInfo keep their contact data fresh, even during times like COVID19 where there is great turnover of data and jobs?

  • ZoomInfo has a lot of different automated ways that can essentially verify the deliverability of the email address or the responsiveness of the email address.
  • ZoomInfo researchers queue the data and validate data on a regular basis.

John Kosturos:

So amazing. I’m just going to ask a couple more questions, you know, turning the page to the COVID situation. What are you guys doing to keep your contact data fresh during what I would consider like the great turnover of my generation in data, just all the turnover in jobs and stuff.

Krystan Resch:

Yeah, through a lot of the automation, we catch a lot of it. So one of the most unfortunate things about being terminated from your job is that your email goes dead and that’s not always true at the executive level. They might keep it open as a honeypot or a spam trap or things of that nature. But in a lot of cases, we will receive some type of error message. And those become some of those early on signals that we know, Hey, something’s changed here. So we always look for change signals first. We’ve got lots of different other automated ways that we can essentially verify someone’s employment or verify the deliverability of their email address or the responsiveness of their email address, things of that nature. So we’re using all as much automation as we initially can. Some of the more difficult positions, especially at the executive level, when you start running into this kind of more of a, you know, the honeypot type thing,that’s where the research has come into play.

Krystan Resch:

So our researchers are still queuing the data and validating data on a regular basis. It’s just an escalated path before it gets to them. They’re not just the minors anymore. They’re more the QA on it. That’s essentially kind of how we’re maintaining everything,   and you know, trying to do so without scraping things off of, you know, LinkedIn, for instance, where I’m, I might not want to tell the world that I’ve lost my job. Right. So I’m not going to for the long while we don’t rely on anything like that for our job changes.

Q15: Does ZoomInfo provide any freemium model or trial to their customers?

  • Go to zoominfo.com and sign up for a free trial.
  • ZoomInfo offers free trials available to anyone who has never received a free trial and, or is not already a DiscoveryOrg or ZoomInfo customer.
  • Even if you are already a legacy discover workers or a full customer, you can request a trial from ZoomInfo account manager

John Kosturos:

Cool. Yeah. That makes a lot of sense, last question. Do you offer any freemiums or easy ways to try before you buy and how do you remove friction from that new customer process?

Krystan Resch:

Yeah, absolutely. So, if you are interested, you’re welcome to go to zoominfo.com and sign up for a free trial. We do have free trials available to anyone who has never received a free trial and, or is not already a DiscoveryOrg or ZoomInfo customer. if you are already a legacy discover workers, even full customer, you can request a trial from your account manager though, and we do make those readily available for, for all anyone who’s interested at least

John Kosturos:

Very cool. Well, I just want to thank you for coming on and sharing with us today, offered a lot of tremendous value and I think we all learned a lot about what you guys are doing and, and,   we want to wish you all the best of loss,   moving forward in these exciting times for, you know, where you guys are at.

Krystan Resch:

Yes. Thank you so much. Appreciate it.

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