ZoomInfo promises to accelerate sales with data-as-a-service suite

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ZoomInfo is getting a jump on next week’s Dreamforce conference by launching a data-as-a-service suite that integrates its B2B database tools into Salesforce’s flagship customer relationship management system.

The Waltham, Mass.-based company said its ZoomInfo Salesforce Suite would include access to more than 88 million professional e-mail addresses, 47 million direct-dial phone numbers and nearly 13 million company profiles. The idea is to bring better quality data in as organizations need it to get more value from their investments in customer relationship management (CRM), which help sales professionals find and manage leads and existing customers.

ZoomInfo was acquired by private equity firm Great Hill Partners in August. According to a report earlier this year from research firm Openrise, it is among the most popular services of its kind, used by an average of 41 per cent of B2B marketers. The report said ZoomInfo is particularly popular with enterprises of 5,000 employees or more.

Breda O’Connor, a product marketing manager with the firm, said the Salesforce plugin would be particularly helpful in the prospecting side of the sales process, making it more efficient for reps to find the details of leads they have captured through content marketing or other means. The suite could also be a boon to Salesforce users given the latter’s more into artificial intelligence (AI) technology with the introduction of its Einstein tool last year.

DaaS offerings like the ZoomInfo for Salesforce Suite streamline and enhance AI’s ability to more quickly gather, process and interpret data, she said.

“(It will) allow AI elements of Salesforce to be even more predictive in their data analysis,” she said.

ZoomInfo also said the suite would include a collection of activities within Salesforce that will help reduce manual errors and guides actionable insight into sales and marketing processes. When adding a net-new lead, for example, rather than manually typing in key information such as a phone number, O’Connor said a feature called ZoomInfo Complete will automatically append all of the necessary information.

Another feature called ZoomInfo Clean, meanwhile, will let admin users set up a daily or weekly schedule that works for their teams. “At that set time, leads, contacts, and accounts will automatically be updated with ZoomInfo information,” O’Connor said.

“Absolutely, we would love to be where our clients are,” she said.

Disclosure: The author of this article provides content marketing services to Salesforce Canada.

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Shane Schick
Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.