ZoomInfo, the global leader in go-to-market (GTM) intelligence solutions, today announced Workflows, the company’s first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, Martech News at the right time, to the right audience. Martech
The introduction of Workflows marks the first major feature added to the new ZoomInfo Powered by DiscoverOrg platform released in September. The 1,000 customers on the platform can create a “workflow” to continuously identify new and existing prospects based on real-time B2B intelligence and deploy automated, timely sales and marketing campaigns.
Segmentation of audiences can be applied through intent, event, and news-based triggers, such as new technology installations, funding rounds, product launches, first- and third-party web activity, spending priorities, and other buying signals with additional company attributes. Integrations with popular sales and marketing applications give customers the opportunity to marry ongoing custom triggers with essential prospecting information from ZoomInfo and connect with potential buyers in a personalized, more efficient way.
For example, with Workflows, a customer can set multiple segments that will identify and automatically place buyer personas from companies into specific marketing campaigns or sales sequences. Parameters can be quickly set to qualify if contacts meet the criteria of a Software-as-a-Service subscription-based business, use a Customer Relationship Management (CRM) tool, and have received funding of at least $10M or a number other trigger-based variables.
“Modern B2B buyers demand a personalized experience,” said Henry Schuck, Founder and CEO of ZoomInfo. “Solely relying on standard and static company criteria to indentify key prospects restricts sales and marketing’s ability to meet those expectations, especially when timing is so often the difference between a deal that is won or lost.”
“ZoomInfo Workflows solves this problem with features that capture dynamic buying behavior across first- and third-party channels, as its collected, along with hundreds of rules to automate as little or as much of the go-to-market motion as they’d like,” explains Schuck.