Perspective on ZoomInfo

Hi All,

Infrequent poster here. This board has helped me tremendously over the past couple of years. I’m grateful for having found it and appreciate all the contributors. Thank you!

Aa customer facing professional in the enterprise software space, I have direct experience and access with digital transformation projects, tech stacks and use cases. There are several other important and interesting data points I factor in when deciding to invest in a company, which I’m happy to share offline. Let’s talk ZoomInfo (ZI);

Understanding organizational charts is critical for software sales professionals. A few years back, my counterpart used DiscoverOrg to understand a prospective customer’s organizational chart. He noticed a new Project Manager (PM) that reported to the CIO. This PM wasn’t mentioned on any other platform, including LinkedIn. He contacted the PM and 4 months later, closed a decent sized six figure deal with that account. There are several other examples of the value of this tool. DiscoverOrg was acquired by ZI in early 2019.

ZI’s primary use case is providing a database of accounts and contacts for sales and marketing. They have teams and technologies that crawl the web ensuring their data is as accurate. Let’s say I’m a new salesperson in any industry. ZI helps me find the right names, email addresses and phone numbers for people at my accounts. It also helps me identify new accounts that are not in my CRM (, etc.)

Time-to-value and time-to-market is critical for growth companies. A lot of companies purchase lists to identify prospective customers and associated contacts for their sales and marketing teams to target. Most of these bulk list providers have low quality information or questionable data at best. As companies grow, they need relevant account and contacts for specific market segments, geos, and verticals. They need more accurate data and want to ensure they are targeting the right audience. Sales professionals are expensive resources and businesses want to maximize sales productivity, rather than have their sales teams research new companies and contacts.

ZI also offers Marketing Data Management solutions but this is not the primary use case for sales. It would be a natural extension for them to move into Account Based Marketing. Similar to what 6sense and Engagio do. They currently have a similar offering that but it’s not quite robust, so I hope they acquire 6sense for example. ZI has also started to offer Recruiting solutions, which I find very very intriguing.

I have worked with startups, mid-sized and large companies in the software space. Over the past 5 years, I have noticed that most of the sales people at my or other companies I’m familiar with have or want access to ZI. They have no real competition for their use case. LinkedIn Sales Navigator is a staple tool for most sales and marketing professionals, but is used in combination with ZI. Their licenses are expensive and they offer a set limit of contacts per month per user. So their customers would need to purchase additional credits. Customers can’t just download all contact information and cancel their ZI subscription, making it sticky. ZI also does a great job of updating contact information. It also has a use case for mature companies as those are constantly looking for new companies to sell to.

Here’s a recent blog post about an eight figure deal that ZI recently closed. Eight figure software deals are rare, especially for a company of ZI’s size and product offering. It’s infrequent even amongst the software giants.

Hope this was helpful :slight_smile:



The referenced ZoomInfo blog website in the OP provides a wealth of informative hands on solutions for clients as well as a lot of information for investors, concerning B2B marketing, sales, growth and recruiting,

For example, according to Katie Bullard, the president and chief growth officer of DiscoverOrg, prior to their acquisition and ZoomInfo re-brand in 2019, they conducted a research study that revealed how gender influences B2B buying decisions and identified the following key differences in selling to men and women:
• Men are more likely to pick up a cold call.
• Men are more likely to disrupt an evaluation committee’s decision-making process.
• Women are more likely to select new, upstart vendors.
• Women expect a greater pricing discount.
• Women are more likely to have a negative perception of salespeople and think that salespeople underestimate them.

In a 4/13/2020 ZoomInfo blog addressing “Are there differences in selling to women vs. men in the B2B sales process?” Katie Bullard related yes, gender is a factor.
Pro Tip: Having a direct phone number and email address for your prospect is really, really important; without this information, you’re significantly less likely to catch the buyer’s attention. And despite the “cold-calling is dead” debate, the combined effect of a cold-call and email remains the most effective outreach method.

[My note: here’s a 3/4/2021 blog addressing Is Cold Calling Dead? — A Guide To B2B Cold Calling: ]

Here’s a finding that might affect your sales outreach:

Both men and women prefer email to cold calls, but men are 50% more likely than women to pick up your cold call.

Who prefers a phone call?
• 36% of men
• 23% of women

Who prefers an email?
• 63% of women
• 38% of men

Who prefers a LinkedIn message?
• 21% of men
•12% of women

A small percentage (5% of men, 2% of women) prefer an old-fashioned letter.

Just as a reminder, regarding privacy:
4/20/2021 The Extra Mile: ZoomInfo reaches another privacy benchmark
TrustArc, a global provider of compliance solutions, spent months rigorously combing through our data privacy practices and procedures looking for weaknesses. As a result of that process, we recently attained a pair of important privacy validations: the General Data Protection Regulation (GDPR) Practices Validation and the California Consumer Privacy Act (CCPA) Practices Validation, ensuring that our policies are in line with the strictest privacy regulations in the world.
4/20/2021 ZoomInfo Achieves GDPR Practices Validation to Ensure Privacy and Protection in EU

Here are some other informative solutions for their clients that I found noteworthy:

How to Calculate Total Addressable Market (TAM) and Perform TAM Analysis…
What is Total Addressable Market?
The total addressable market, also known as total available market, is a calculation that represents the overall revenue opportunity for a given set of products or services. It is most often used to provide “guardrails” for companies putting together go-to-market (GTM) strategies, or who are planning to present to potential investors.
This addressable market size calculation is especially helpful when it comes to estimating the size of a particular market and painting a picture of the financial opportunity that could be.
Justin Withers, ZoomInfo’s SVP of Strategy & Corporate Development, emphasizes the importance of creating “fences” or boundaries around your business opportunity, which allow your team to focus on the areas of greatest opportunity and narrow the environment in which your company operates. Without fences, a company will wander about chasing after every potential lead or opportunity (good or bad), wasting time and resources pursuing dead-end “opportunities.”

Marketing Attribution: The Beginner’s Guide for B2B…

How to Create an Ideal Customer Profile (ICP) to Target the Right Prospects

Bottom-line: The management and employees at ZoomInfo obviously have their act together offering their expertise and professional services to a wide range of clients.