DiscoverOrg on Tuesday will build upon its acquisition of ZoomInfo in February by adopting the latter’s name and moving forward with a combined platform designed to provide broader and more accurate contact data for B2B sales and marketing teams.
The new platform, ZoomInfo powered by DiscoverOrg, will bring together information on tens of thousands of companies gathered and managed by ZoomInfo with the accuracy and depth provided by the machine learning and other resources that have been DiscoverOrg’s trademark. The platform will also integrate seamlessly with major customer relationship management (CRM) products and marketing automation suites, the firm promised.
According to DiscoverOrg founder and CEO Henry Schuck, one of the key drivers behind the acquisition earlier this year was ZoomInfo’s coverage beyond DiscoverOrg’s traditional focus on contact data for IT and marketing decision-makers. Among other markets, ZoomInfo powered by DiscoverOrg will provide customers a way to target those in financial services, manufacturing and even more niche segments. ZoomInfo also had almost three-quarters the brand awareness of DiscoverOrg, he said, which meant adopting the former’s brand name made sense.
“We wanted to capture the larger market’s awareness around ZoomInfo but not lose the market’s appreciation for DiscoverOrg’s quality,” Schuck told B2B News Network. “There was clearly a market need for going beyond what we were providing.”
While its platform provides value across both sales and marketing, Schuck said he thinks of his customer base as anyone who touches the go-to-market activity within an organization. This can include those responsible for talent acquisition, for instance, as well as anyone looking for buyer intent data or which companies were getting found for specific kinds of searches.
“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. This includes inputting names of those who stop by a trade show booth, attend a webinar or who meet with a sales rep. “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 powered by DiscoverOrg solves that issue not only with a vast database and algorithms but human researchers and a network of external contributors who “tri-vet” the records, Schuck said.
The results will be in-depth background on not only who is responsible for buying certain products or services but org-chart details on who reports into them (and vice-versa), technographics on what tools they also use and what they’re spending on or researching. ZoomInfo powered by DiscoverOrg will assign records with a score based on how relevant it is to a particular customer, he added.
To help promote the brand and its offering, Schuck said he’ll be putting key executives on the road this Fall at conferences and trade shows to discuss a data-driven way to go to market. There will also be digital ads complemented by offline advertising such as billboards in key markets, he added.