ZoomInfo - Worth the Hype!
Updated June 12, 2022
ZoomInfo - Worth the Hype!
Score 9 out of 10
Overall Satisfaction with ZoomInfo
I've used ZoomInfo in both my current and previous organisations. I’ve used it mainly for a variety of use-cases like data mining, enrichment, identification of potential buyers in the market, creating org charts and a better qualification of prospects. Additionally, its new features like workflow management is something I’m looking forward to exploring very soon.
- Buying Signals: For me, the ability to create custom alerts and reminders on signals which signify a buyer's intent was nothing less than magical. A typical one I've often used is for building a customer advocacy community - all our ex-customers who've recently switched to new companies and can now act as advocates for our product in their new companies.
- Database Building / Enrichment: ZoomInfo is far superior to its competitors when it comes to having a rich repository of accounts and contacts. Almost every industry is covered. The richness of information available in terms of different variables like personas, email, phone, tech stack, crm, etc. has been super helpful in building up a high-quality database for our campaigns.
- Workflow Management: This is a new feature from Zoominfo which is directed toward creating intelligent action-oriented workflows and making them automated. For example - if you want to take a particular action "A" like "Importing contacts" - on a particular intelligence captured "B" like "whenever a C level person in my top 100 accounts switch companies". This is something I'm looking forward to explore more, really soon.
- Speed / Performance: There are some significant latency issues when it comes to using the ZoomInfo Chrome extension. I've personally uninstalled it quite a number of times, since it's way too heavy to be used seamlessly along with 10 other things I'm doing in parallel on different tabs.
- Advanced Search Capabilities: The best-advanced search is available in LinkedIn Sales Navigator. I'd prefer LSN any day over ZoomInfo over extensive search capabilities. Also, the search functionality is a little slow in Zoominfo, takes time to load - something which is really easy to do with LSN.
- Integration Touchpoints: Though the basic integrations with almost every CRM, cadence tool is available and provided, yet ZoomInfo might just be falling short in terms of having some additional custom integrations in place.
Do you think ZoomInfo SalesOS delivers good value for the price?
Are you happy with ZoomInfo SalesOS's feature set?
Did ZoomInfo SalesOS live up to sales and marketing promises?
Did implementation of ZoomInfo SalesOS go as expected?
I wasn't involved with the implementation phase
Would you buy ZoomInfo SalesOS again?
- Our TAT for database mining and enrichment used to be 2X of what it turned out to be using ZoomInfo. The platform has made a significant contribution to developing new prospects that fit our ICP guidelines. This is obviously a significant change and a positive ROI driver.
- It's also a 1 stop shop when it comes to anything and everything related to Data. Although LinkedIn Sales Navigator would still be something which would be needed for a second validation, but ZoomInfo, for us in the past, was able to significantly increase our data quality issues at least by double-digit percentage points.
Although Zoominfo's data is rich and extensive if we take standard data quality benchmarks available, refresh rate of contacts in ZoomInfo continues to be something which LinkedIn is winning over. We keep coming across contacts and accounts which have updated their profiles very recently on LinkedIn, but still show being mapped to their earlier companies on ZoomInfo.
I've used Zoominfo majorly to point me out in the right direction when it comes to Outbounding efforts. Since functions like Outbound and ABM are more of a push than a pull, the better the quality of your database, the more pointed your efforts can be. Another area where ZoomInfo has worked very well for us has been understanding the behaviour of the market, and how it changes dynamically. This is mostly done through its features like Scoops and Buyer Intent - which can be considered as a hack to find out the top 3% of your buyers in the market at any given point in time. I've seen some companies use ZoomInfo for marketing activities - running campaigns. I think even if this functionality is present in ZoomInfo, it's nowhere close to a Pardot or an Outreach. ZoomInfo is excellent for understanding your TAM and carving out a very rich ICP though.