ZoomInfo is one of the most sought after go-to-market software there is currently on the market. More than 35,000 customers use the platform to find new prospects and leads.
In this guide, you will find how you can use your ZoomInfo data in a more efficient way – empowering your organization to get the most return on investment.
You will specifically find answers to start:
- Discovering the strategic value of automation with ZoomInfo
- Understanding when automation would be desired
- Generating more value from your data
- Driving additional conversions
If you are a sales leader, COO, CEO or revenue operations manager; this article will help you become more efficient.
Strategic importance of ZoomInfo automation
As a business owner your goal is to generate profit by increasing your return on investment. To do so, you need a strategic plan to empower your business when getting new software.
The same is true for ZoomInfo. ZoomInfo has multiple features but is most-known for its prospecting, data enrichment and lead generating capabilities. That data enrichment in itself has no value when not actioned upon.
The real value of ZoomInfo – or any go-to-market platform – is to enable your sales teams to work more efficiently and convert data into meaningful engagement which will lead to conversions.
This guide focuses on how you can convert data into meaningful engagement through automation.
To do so, we need a strategic plan. The plan will allow us to:
- Segment data based on unique differentiators
- Score leads and prospects to facilitate prioritization
- Route new contacts to the best performing salespeople
- Automate client engagement based on score and segment
1. How to automate ZoomInfo leads and prospects © SlideFill 2024
This guide will explain in detail how you can make this process happen. Having a process is strategically important as it will:
- Save time for your teams
- Decrease the cost of outbounding
- Increase timely engagement with prospects
- Convert a larger amount of leads
And that’s what we want. It subsequently increases your return on investment from your go-to-market strategy.
Use case of ZoomInfo Automation
In a minute, you will find a walkthrough explaining how to go about ZoomInfo automation. Prior to that, you should know when automation is desired.
Impact of deal value and sales cycle length
The first consideration you will need to make is related to the average deal value of the product you are selling and the sales cycle length.
Automation is generally more desired when sales cycles are short and deal values are lower.
When you are selling a very expensive product that takes months to get a contract signed, you will need a lower absolute number of pipeline opportunities. Most likely, you operate in a niche and your go-to-market approach will be more specialized.
If your business operates in this space, ZoomInfo will be valuable to unlock key decision makers, while automation will be inferior to in-depth vetting. Consider being more focused with automation and omit engagement automation from your strategic plan.
Example:
A company selling heavy equipment for a cargo port will benefit less from automation than an online eCommerce platform on which users can buy products instantly.
Impact of self-serve and variety
The opposite goes for products or services that are generally bought in a self-serve setting or have a wide variety of use cases. Automation will be more desired when you need to tailor communications to a range of audiences.
In this case, you want a continuous healthy pipeline, tailor your messaging based on segmentation, prioritize what will drive the most value and drive engagement at scale.
Automation will be your preferred method.
| Factor | Automation | No Automation |
|---|---|---|
| Sales cycle length | Short | Long |
| Audience | Niche | Wide |
| Model | B2C, self-serve B2B | B2B |
| Deal value | Lower | Higher |
| Pipeline need | High | Low |
2. When to consider automation of ZoomInfo © SlideFill 2024
Generating value through ZoomInfo Automation
The through value of ZoomInfo is not the availability of data. It’s the smart engagement you are able to drive through the newly available data.
Automation can help you to segment your data and customize engagement based on unique properties of the new contacts, leads and prospects.
By doing so, you will increase the conversion rate of your outreach by 35% leading to an uplift in revenue – positively impacting your return on investment.
1. Automation of data capture
Once you have ZoomInfo integrated with your CRM, the software will be able to transfer data points from its database directly to your customer database.
To maximize the value of ZoomInfo you want to make sure to establish logic when you want to create new contacts or enrich data points.
There are three key points in the customer journey you can automate:
When a new company is added to your lead list
Your goal is to automatically add contacts in your CRM with the desired profile and purchasing power based on department, role, location etc.
When a user signs up
You want to make sure the user’s data is correct and exhaustive to maximize your sales teams’ options to reach out to the new lead.
When a contact become unresponsive
You use automation to find a new contact with the desired profile to get engagement going again
3. When to enrich data with ZoomInfo automation © SlideFill 2024
2. Automation of ZoomInfo lead segmentation
The second step in your strategic automation plan is the segmentation of your new contacts. This can be fully done within your CRM.
As a business, you should create customer profiles or personas. These personas are based on different attributes including:
- Industries
- Business size
- Business type
- User motivation
- User demographics
- User role, title or function
- Technology stack they use
- Product or services they offer
- Actions taken on your platform
- Etc.
Based on these properties, you will divide your current or preferred user base into different segments. These segments share commonalities and will later play a crucial role in the lead scoring or prioritization, routing and eventually the type of engagement you wish to share.
Most major CRMs (HubSpot, SalesForce, …) offer rules to segment records in different categories. The easiest way to segment leads is by adding a ‘tag’ on the lead when certain or a mix of conditions are met.
4. Automation of segmentation of ZoomInfo leads © SlideFill 2024
3. Automation of lead scoring
All leads are equal, but some are more equal than others.
Now you have established your segments, you want to score the different users within a segment. The goal here is to provide prioritization for your sales or marketing team.
You want to make sure to work with leads with a higher likelihood to convert first. As we discussed in our Lead Scoring and Routing Guide, lead scoring is crucial to help your sales teams to focus on the most revenue generating activities.
Prioritization can be done based on the segment the user belongs to: some industries or demographics will be more keen to convert and purchase your product.
On a deeper level, you can do lead scoring within a certain segment. Some users might take actions that indicate intent:
- Downloading a setup guide
- Watching a tutorial video
- Creating an account on the platform
- Reaching out to the customer support team
- …
Intent based signals will help you to give every lead a score within their segment. Combine this score with the score of the segment itself, to get the weighted score (and priority) of an individual new prospect or lead.
Similar to segmentation, scoring models can be implemented directly in your CRM or through additional software such as Salesforce Einstein or LeanData.
5. Scoring of ZoomInfo leads and prospects © SlideFill 2024
4. Automation of lead routing
The last step before you can start working your new leads, prospects and contacts is lead routing. Lead routing is essential to make sure the output (your leads) are assigned to your input (your team).
Lead queues are rules in your CRM that allow you to automatically assign a person on your team when a lead hits certain criteria. This is specifically handy when there are certain properties related to your leads that only specific reps can handle: think language or industry knowledge.
Make sure that when ZoomInfo finds new contacts for unresponsive existing business, you assign the new contact to the current account manager of that company. This will limit volatility in stakeholders for your clients and overall creates a better customer experience.
5. Automation of engagement
Now the right person owns the right contact, you can start engagement. Engagement is one of the key drivers for additional or new business.
To prevent making your segmentation exercise redundant, you want to ensure that your communications are aligned with the personas you have defined.
Tailoring your engagement to different personas will increase conversion rate by 35% while increasing your revenue by 40%. And also this is a process you can automate.
The best way to do so is by making sure you have content such as emails, documents, success stories etc. that reason with your different audiences. You want to use the segment of a client as a trigger for a specific communication related to that segment.
On top of that, you need to personalize your communications to ensure that leads or new contacts don’t get dull generic content. You can personalize content by:
- User specific data points in documents
- Adapt next steps based on the user in presentations
- Tailor value propositions specifically to their business
- Provide customer success stories aligned to the lead’s business
- …
Personalization will enable you to drive stronger initial relationships with your prospective customers. 71% of leads expect it.
P.s. SlideFill made personalization easy and free. Learn how it works.
6. Engagement personalization based on segment © SlideFill 2024
Frequently Asked Questions
Before you head to the conclusion of this article, you can find answers on frequently asked questions related to automation of ZoomInfo leads and prospects:
Revenue Operations (RevOps) plays a crucial role in implementing and prioritizing automation. RevOps can help by assessing the impact of automation across various functions, understanding the business and technical requirements for automation, and collaborating with cross-functional stakeholders to establish timelines and execute the automation strategy.
By leveraging its comprehensive view of the entire revenue generation process, RevOps can effectively prioritize activities for automation based on their potential impact on revenue and cost reduction, ensuring that the most critical processes are addressed first.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Organizations can ensure that automated revenue generation aligns with customer needs by leveraging customer data and feedback to personalize and optimize automated processes. By analyzing customer behavior, preferences, and interactions, organizations can tailor automated sales and marketing activities to meet specific customer needs.
Additionally, implementing customer relationship management (CRM) systems and integrating them with automation tools can provide valuable insights into customer preferences and buying patterns, enabling organizations to align automated revenue generation with customer needs. Furthermore, soliciting feedback from customers and incorporating it into the automation strategy can ensure that automated processes are customer-centric and drive value for both the organization and its customers.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Organizations can measure success of automated revenue generating activities through various key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and customer lifetime value. By tracking these metrics before and after implementing automation, organizations can assess the impact on revenue generation.
Additionally, organizations can analyze the efficiency gains, cost savings, and error reduction achieved through automation. Furthermore, feedback from sales teams and customers can provide valuable insights into the effectiveness of automated processes. By regularly monitoring these metrics and gathering feedback, organizations can measure the success of automated revenue generating activities and make informed decisions for continuous improvement.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Implementing automation for revenue operations can present several challenges, including the integration of automation tools with existing systems, ensuring data accuracy and consistency, and managing change within the organization.
Additionally, identifying the most suitable automation tools and technologies for specific revenue generating activities can be a complex task. Furthermore, resistance to change from employees and the need for training and upskilling to effectively utilize automation tools are common challenges. Moreover, maintaining data security and compliance while automating revenue operations is crucial. By addressing these pitfalls proactively and involving key stakeholders in the implementation process, organizations can successfully navigate the complexities of automating revenue operations.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
The long-term implications of automating revenue generating activities for an organization are multifaceted. Automation can lead to sustained improvements in efficiency, productivity, and revenue generation over time. By streamlining processes and reducing manual effort, organizations can achieve long-term cost savings and resource optimization. Moreover, automation enables organizations to adapt to changing market dynamics and customer expectations, fostering agility and competitiveness in the long run.
Additionally, the data insights derived from automated processes can inform strategic decision-making and drive continuous improvement. However, organizations must also consider the long-term impact on workforce dynamics, skill requirements, and organizational culture as automation becomes more pervasive. Proactively addressing these implications can ensure that the long-term benefits of automating revenue generating activities are maximized while mitigating potential challenges.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Automating revenue generating activities offers numerous benefits. Firstly, it can significantly increase efficiency and productivity by reducing the time and effort required for repetitive tasks, allowing sales teams to focus on high-value activities. Automation also minimizes errors, leading to improved accuracy and consistency in processes.
Additionally, it enables better data management and analysis, providing valuable insights for decision-making and strategy development. Ultimately, automation can lead to increased revenue and cost savings by streamlining operations and maximizing resources.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Several factors should be considered when deciding whether to automate revenue generating activities. Financial cost is a key consideration, as the investment in automation tools and technology should align with the expected return on investment. The difficulty of automation is also important, as complex processes may require more resources and expertise.
Additionally, the opportunity cost of automation, such as the potential benefits of reallocating resources to other revenue-generating activities, should be evaluated. By carefully weighing these factors, organizations can make informed decisions about which activities are best suited for automation.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Data quality is paramount in the effectiveness of automated revenue generation. High-quality data ensures that automated processes are triggered accurately and that the outputs are reliable. Poor quality can lead to errors in automation, impacting customer interactions, sales forecasting, and decision-making. Therefore, organizations must invest in data quality management practices, including data cleansing, validation, and enrichment, to ensure that the data used for automation is accurate and up to date.
Additionally, establishing data governance frameworks and leveraging advanced analytics can further enhance the effectiveness of automated revenue generation by ensuring that the insights derived from automated processes are reliable and actionable. Therefore, quality plays a crucial role in the effectiveness of automated revenue generation, and organizations should prioritize data quality management to maximize the benefits of automation.
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Prioritizing revenue generating activities for automation requires a strategic approach. High-volume, repetitive tasks that consume significant time and resources are prime candidates for automation. This may include lead scoring and routing, data entry and management, and sales performance tracking.
Additionally, activities with a high impact on revenue and low risk should be prioritized for automation, as they offer the greatest potential for value creation with minimal risk
Want to know more about: No. 1 Guide to automate working ZoomInfo leads and prospects
Understand how to automate revenue generating activities in order to save cost while increasing revenue. Read the “How to automate revenue generating activities in sales and revops?” guide.
Find more answers related to Automating Revenue Activities
Discover all frequently asked questions and answers about automating revenue activities.
Conclusion
What’s next for you
Your investment in ZoomInfo might be significant. Your leadership or shareholders are expecting you to do more with less – increasing your return on investment.
These three steps will help you to start automating your ZoomInfo data today:
1. Segment and score leads in your CRM
Define the buyer personas for your products or service. Set up automatic rules in your CRM to segment leads and implement a calculation model to give a unique weighted score to all your new leads.
2. Route leads and contacts to the right salespeople
Estimate how many leads or new contacts you are getting on a weekly basis. Decide how many salespeople you need to handle these. Create a model to match your best sellers to specific high priority clients.
3. Set up personalized communications and their triggers
Use the segments or buyer personas you have created in step one as a trigger to automate leads, prospects or contacts entering a sequence of sales actions. Create personalized sales material, marketing collateral and customer success stories at scale using data points from your leads to resonate better with them.
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No generative AI was used to write the article.
All examples are illustrative and fictional.
