PeggySue Werthessen from ZoomInfo talks about the growing significance of Data & AI in today’s Martech Industry & how ZoomInfo’s offerings are leading the market
“It is so easy to get caught up in the echo chamber of all of your effort. It is so important to learn from and partner with others.”
1. Tell us about your role in ZoomInfo.
I am the VP of Product Marketing, which sits at the intersection of Product, Sales, Marketing, and Customer Success.
2. Can you tell us about your journey into this market?
I have always been fascinated by the ability of great data and analytics to drive better business outcomes. This started during my career in financial services, developed into a focus on Business Intelligence & Analytics, and now continues at ZoomInfo.
Financial Services organizations have always had an incredible focus on data as a central business resource – they have to. Over the past couple decades, I’ve watched as this focus has rolled through many other industries. And now, I am thrilled to be part of an organization that fuels B2B organizations with the best-in-class go-to-market data and technologies available.
3. How do you think technology is upgrading the marketing Sector?
There is an incredible array of technologies supporting marketing organizations today. This is both good and bad news: it is great that we have so many tools available to help us hit our numbers, however, integration of such an array of technologies is never easy.
4. How has a data-driven approach empowered marketers?
The most important thing needed to ensure that these disparate technologies have any chance of success is a strong foundation of data that is shared across platforms.
This is where a company like ZoomInfo can provide a ton of support to marketers.
I think that many marketing professionals have made huge strides in being able to do basic reporting on individual points in the customer lifecycle or on individual campaigns. However, there is still a huge gap in connecting the dots across the wide range of points that clients will experience. It is an exceptionally hard problem to solve.
5. How does your Ideal Customer Profile influence your marketing campaigns?
Focusing in on your ICP is critical. It not only benefits your organization – it also benefits your clients. For marketers, it allows you to focus your budget on the groups of users who are most likely to buy from you. When coupled with other information, such as buyer intent signals, it can ensure that you also focus on your prospective customers at the right time with the right message so that you bring them the most value.
6. What features of your Sales Enablement solution differentiate it in the market?
ZoomInfo offers best-in-class company and contact data. Our combination of proprietary algorithms along with a team of researchers ensures that you are always working with the best information. This is not only critical during the prospecting phase, but also provides a vital competitive edge by helping you maintain the high quality of the data that you are using to manage your accounts and their contacts.
7. How much does ZoomInfo cost annually?
ZoomInfo pricing is based on three variables:
1. Credit usage
2. License needs
3. Features and functionality
While cost per credit and cost per license vary depending on expected usage, our pricing model is built to ensure that organizations of any size can leverage ZoomInfo in a scalable, cost-effective way.
The information ZoomInfo provides is also based on customer needs, as ZoomInfo credit costs are based on the depth of information a customer requires. Basic credits offer traditional demographic and firmographic details, while more robust credits cover advanced B2B intelligence, such as technographics and department budgets, and offer real-time alerts, as well. Add-on solutions to the ZoomInfo platform can also impact pricing.
8. We recently covered the news about ZoomInfo acquiring Clickagy. Can you explain how this acquisition will help existing clients of ZoomInfo?
Clickagy, a ZoomInfo company, is able to track intent data from at least 90% of accessible devices in the U.S. We do this in a way that protects the privacy of the individual users and doesn’t depend on cookies. Even more importantly, our machine learning algorithms provide incredibly accurate information about the potential buying intentions suggested by the content consumed along the way.
9. What advice would you give to technology start-ups?
My favorite quote is ‘Joy’s Law,’ which says, “No matter who you are, most of the smartest people are working for someone else.” It is intended to keep you humble.
It is so easy to get caught up in the echo chamber of all of your effort. It is so important to learn from and partner with others.
ZoomInfo has dozens of technology partners. Working together, we can provide a much more seamless and powerful solution for our clients. For example, we have numerous integrations with Salesforce, which include everything from ensuring that the account and contact data in Salesforce remains current, to understanding all of the interactions between your organization and each customer, to the ability to leverage Salesforce fields directly in ZoomInfo to focus your targeting efforts.
10. What work-related hack do you follow to enjoy maximum productivity?
I book time out each week to think critically about whether the programs that we are implementing are really having the impact that we need them to have. So often, the data is difficult to come by. But, it is important that we focus on the right things rather than just the things that are easy to measure.
11. How do you prepare for an AI-Centric world as a Martech leader?
Personally, I have taken several classes in predictive analytics but that is probably more than most people will have time to do. There are some great primers out there though, and it is most definitely worth the time to ensure that you fully understand the basic jargon, such as the difference between things like NLP (Natural Language Processing) and NLQ (Natural Language Querying).
12. What are the major developments you are planning, in recent time?
Right now, my team is very focused on our existing user community and ensuring that they get full value from their investment with ZoomInfo.
13. Can you tell us about your team and how it supports you?
My team is amazing. Being at the intersection of Product, Sales, Marketing, and Customer Success means that the skillset of my team has to be extremely flexible. The product marketing team is currently 20 individuals with a wide array of skills and experiences. It is incredibly fun to grow and learn from each other as we crush our numbers.
14. We have heard that you have a very joyful work culture, so can you share with us some of the fun pictures of your workplace?
15. Can you give us a glance of the applications you use on your phone?
I am currently addicted to playing short chess puzzles. I am trying to beat my son who has gotten really good during quarantine! Of course, he has a lot more time to play.