Today’s webinar to talk through zoominfo’s global data capabilities now before we dive in today I’d like to make everyone aware that this is a recorded webinar so it’s being monitored by our global data team you can feel free to utilize that chat function throughout this webinar and our team will be answering in the background all the questions that you have via chat and certainly if you have any deeper questions please feel free to reach out to your account manager your CSM that’s assigned to your account for more information so let’s dive in what can
Agenda
You expect to learn about in the next 30 minutes well we’re going to take you behind the scenes to look at how Zoominfo acquires its data how we Monitor and make sure it’s the best global data that we’re putting into the marketplace and then we’re going to give you an update in terms of our global data roadmap the progress that we’ve made over the past three quarters and where we’re headed so joining me today on this webinar is Eric Hawkinson Eric is the principal product manager for international data Eric say hi to everyone online hello everyone look forward to speaking with you today Jacques great to be here thanks awesome and I’m the product marketing manager associated with our international data so let’s Dive In
Safe Harbor Statement
But before we do Zoominfo is a publicly traded company this presentation may contain forward-looking statements any buying decisions that you make should be based purely off currently available products and offerings this is our complete Safe Harbor statement for those that want to dive into the details
Global Data Overview
So let’s take a look at our global data overview so we’re going to start today’s session with an overview of how Zoominfo approaches our global data within the context of our Zoominfo data Cloud so at the core of our web OS system is Best in Class sales and marketing intelligence it’s a foundation of accurate deep Broad company and professional contact data and on top of that data we’re layering in actionable insights and that includes things like buyer intent data event data technographic data locations and much more now on top of that layer we’re actually putting an orchestration layer and that consists of things like your data quality management workflows integration software that enables your go to market and operations teams
to cleanse and enrich their CRM or their cloud data warehouse and that enables automated enablement and engagement workflows that are triggered by those actionable insights now the third and final layer of the revos platform this is our engagement layer so this is used by sales and marketing and recruiting teams to really Streamlight streamline Outreach to prospects and customers it’s software for email for dialing sales flows it’s conversation intelligence like chorus and pipeline forecasting tools all of these things are helping to onboard upskill reps and automate more of your go to market processes versus having humans doing everything themselves
What Makes Our Data Unique
So let’s dig a bit deeper in terms of what we mean when we talk about data right what makes our data unique if you’re if you’re other leaders that we talk to in the sales and marketing space you’re prioritizing your accounts based off of company size or location and that’s really what we call it Zoominfo foundational data it includes business relevant demographic and firmographic data and that allows you to assess a particular fit that a company or contact
might have that you want to get in contact with now what foundational data is not going to tell you is whether that contact or that company is ready to act or buy your service wouldn’t it be much more powerful if you could instead prioritize your accounts based on their propensity to buy and that’s where our
Dynamic Signals
Dynamic signals come in at Zoominfo you can think of these as contextual or behavioral event-based actions that are taken by your target accounts or your contacts and many vendors are only going to provide you with one or the other but the key to actionable data is really the combination of the two so knowing your company’s industry your location Revenue Tech stack all of that is really great to determine whether it’s a good fit however knowing that they just hired a new CTO or CMO and they’re looking to fill a business opportunity or they just receive a new round of funding that is going to give your team the confidence to know that it’s the right time to approach a particular Prospect
so if you layer in relevant behavioral triggers from your target buyers such as form fills or website views or buyer intent signals from across the web that’s really where you’re going to strike gold because we know that accounts that are showing interest in something are 25 percent more likely to engage with your products and your services
Global Data
Now let’s focus in on our global data and how we acquire it and this is the reason that our data is more robust and Rich than any other vendor out there it really starts with a five-step data collection and processing system that we call Fusion so Fusion is our data engine and it transforms raw insights into that actionable data that we talked about before unlike other vendors zoominfo is actually sourcing data from the widest set of possible sources where we’re both actively and passively Gathering data
so that means from a product proactive perspective we’re looking at our contributory Network It’s a combination of community members and customer provided data very high quality but comes in at a lower volume and that’s why we layer in insights that come from indexing publicly available information all across the web so while we know that others are doing this today the difference from a zoominfo perspective is that we’re putting about 60 million dollars every single year in our data in our systems to employ a world-class team of scientists and data researchers to build and train our AI algorithms now finally we’re going to work with third-party data providers
we’ll work with specialized partners that have nuanced capabilities whether it’s address validation or another vendor that specializes in classifying office lines versus mobile numbers we leverage these partners because they’ve built really narrow and deep expertise in certain data types to bring you the most accurate data so we talked about the big three datas of how we Source but we also come across data that’s hard to come by or missing from those above sources and that’s why we actually employ two active strategies to get our new data we have a team of 400 researchers that are proactively gathering and verifying insights
and we also use Gap minder technology that uses smart querying to proactively fill those gaps in our contact in our company profiles to ensure that they’re complete so between all these sources we’re gathering over a 1.5 billion data points every single day and while other providers are going to publish everything they find we at zoominfo we know that relevant timely data points are more than the sum of their parts so another database that provides you with 12 possible email addresses for the CEO of Barclays is not just going to be unusable
but it’s going to cost your business by wasting prospecting efforts risking your email reputation or misjar misjudging your Market potential through misleading Tam cat capabilities or calculations so that’s why data compliance and security sits at the core of our data engine accuracy is a tenant to our data collection laws like gdpr and only accurate data is going to allow you to
serve the required collection notices to the contacts in your system alone so
Traceability
Let’s dive a little bit deeper now into what makes zoominfo unique in terms of our traceability that we put into our data engine this is on the screen what you see is our traceability UI this is a tool that our research team uses to keep detailed records for every single company and professional in our our database for example on the right hand side you can see the last time that we verified someone’s email address how many different data sources we’ve used to create this profile and what we know from data is that it’s the sum of all parts right so building deep verified
profiles like this at scale is impossible without deep Ai and machine learning supporting the process and it simply isn’t something that another competitor can do bigger is just better in this instance and at Zoominfo we’re giving you a sustainable operation where we can show the traceability and the lineage of every single one of our data points we know how we acquired it we know where it came from the last time that it was updated and that sets us apart in the marketplace
Data Quality
All right one final layer deeper this is a look behind the scenes of what data actually ends up in the database that all of you are interacting with every day because of our rigorous five-step data quality assurance program we are not publishing everything that we have on file today at zoominfo we all know the saying garbage in is garbage out and that’s exactly what many vendors in this space are doing they’re scraping the internet and tossing everything in there for you to find and leave through and sort through the mess our data is much more like an iceberg at Zoominfo
the amount of data we don’t publish is really a testament to our focus on data quality compliance but also we know that data is not stagnant and for go to market teams like yourself to be successful you need the freshest data at your fingertips because changes can happen at any given point and our proprietary engine is ready to monitor the business landscape to ensure that we’re adding adjusting and removing data points as necessary so the highlights here is really that as a a company we analyzed 480 million professional profiles and one billion company records and we determined that 220 professional
profiles and 100 million company profiles are really going to add the most value to your teams it’s the data that is clean accurate sustainable and traceable for the goals that you have for your team coverage and quality they go hand in hand so we really appreciate the foundation of our discussion with customers is their trust in US providing them with long-term sustainable value for their business so that was a look behind the scenes of all the ways that we source and improve our data at Zoominfo I’m going to turn it over to Eric
International Data Roadmap
Now to walk us through our international data roadmap and specifically all the improvements that we’re making for non-us contacts over the past three quarters Eric take it away awesome Jacques thank you so much I never get tired of hearing about the alignment of people process and Technology together to make sure that we are Bill building a data engine that provides quality information quality insights that are compliant and set to scale the first half of 22 was a particularly fruitful period of time for Zoominfo international data as a an organization we crossed the threshold of 200 million published contact profiles back in April by the end of the third quarter we crossed the 240 million contacts published available
to our rev OS customers at the end of September a couple key points stand out to me here most of all first and foremost what is our daily velocity that’s the number of contacts that we are bringing online to our customers not the total gross number we’re talking about net of privacy compliance and meeting our quality threshold and in fact so far this year we’ve averaged about 217 000 net new contact profiles every day please feel free to compare that volume every day to the total number of contact profiles in your CRM having that volume that coverage will give us the opportunity to make sure that we are providing a scalable and effective solution
for the entirety of the customer segments market segments and ideal customer profiles for you to achieve your number now within that volume of addition every day you will see that nearly three quarters of what we have added to zoominfo data Cloud so far this year are actually contact profiles outside of the United States of course Zoominfo continues to invest in acquiring and refining our data for us-based customers but this this has been a long-term sustainable commitment to investing in non-us data and within that we will remain primarily focused uh on acquiring uh SMB and mid-market data
for both companies and contacts at a request at a rate that is equivalent if not in a greater than the rate of Enterprise data because again it’s important that we offer uh equivalent service in data coverage for all of those markets now where does that bring us that brings us to uh just shy of 100 million company profiles in our total data set that brings us to about 244 million contact profiles and every day we are working to increase the fill rates of business email supplemental emails LinkedIn profiles direct phones and mobile phones to make sure that as a customer base you can act on the information we are providing to meet your number let’s take a step forward
Company Profile Growth
Jacques into the detail of company growth and here’s a quick snapshot uh year to date through uh the end of September International Company profile growth excluding North America we can see a really big increase in those uh Geographic segments in Late July that has to do with a strategically critical initiative uh for us the result of an acquisition of both company profiling technology and also company data came online and that was a huge Improvement to our organization and the product and service that we offer you may hear team members your customer service or account management team refer
to that as company 2.0 is online for us that has an incredible impact in two ways first making those company profiles available to our customers to consume and plan your go to market strategy that data is also used by internal Zoominfo teams to acquire and publish more contact profiles at a faster rate we go out of our way to make sure that we are never publishing new contact profiles without a company match having more companies allows us to move faster and with higher quality acquiring new
contact profiles so let’s talk about new
zoominfo software
At the Goldman Sachs Tech and media conference lots of talk about AI the future of media software Hardware but for right now we’re gonna talk some software uh Harry shuck uh Zoominfo CEO Henry weren’t we just here a year ago was it yeah it feels like uh time flies in this crazy field talk to us about the state of your business I mean the market reaction was was tough that latest earnings report but things seemed okay yeah look I think when you look at our business it’s kind of a tale of two universes um on one side we have 35 percent of our customer base as software companies
and software companies are in a tough cycle today the other 65 of our business non-software is growing 20 a year and what we see in software is you have these companies that were kind of like going down the highway at 90 miles an hour and then all of a sudden they pulled a handbrake and the the whole business models changed what I talked about one of our customers in their earnings call was this customer they had 40 sales people they were growing 40 50 year over year and they said look we’re going to have a hundred sales people over the next two years we’re gonna buy a hundred licenses and when they bought 100 licenses their investors came in and said look we you have a business growing 40 a year it’s losing money
over the next quarter we need that business
To grow 10 and actually make 30 40 margins that’s a very different business and so instead of having a hundred sales employees they went down to 20 sales employees and you see that over and over and over again in the software space everywhere else in the business all the other Industries we see a really steady path to growth so growing north of 20 in those non-software companies we’re continuing to just stay focused on driving customer success and customer value for our customers make sure that the software companies the non-software
companies are getting a lot of value out of our product and that we’re investing in them seeing a real return on it how
do you reignite that growth is it just sending a message out to the sales people like get on the phone sell these guys what do you what do you need to do I mean look we should be in the best place ever to be able to drive go to market efficiency and go to market growth that’s literally what we do and what you see in our business too is on the new business side we’ve been relatively relatively strong on the new business side it’s particularly relative to software or on the customer business and so we feel really good about our ability to drive them man we’re seeing
tremendous Demand on the new business
Side and so the sellers are out there they are calling uh they don’t know but sometimes you know they’re trying to get the upsell you know they’re not trying to go out there and get the new business he’s not used to sell yeah we we actually at Zoominfo we split the sides and so you have reps who are focused on new business and then you have reps focused on growing growing the business by https://technewsmagazine.co.uk/
when does this loosen up you know what is your visibility into 2024 in terms of that Enterprise demand I think the thing that we’re looking at most when we look across our customer base is how what is the health of an account look like how much are they using our platform how often are they using it how are they integrated into their multiple different
systems how are we talking back and forth between CRM and marketing Automation and Snowflake and data brick and to really assess the health of those accounts and then we’re looking at each of these accounts from an account management and customer success perspective we’re saying hey we’re going to treat this account that’s red they haven’t fully provisioned or they’re not using it the same way we’re going to go in there and we’re gonna to triage that account we’re going
To make sure they know all the capabilities of Zoominfo
We’re going to run another training another onboarding to make sure that when they come up for renewal when their cycle comes up that they’re getting tremendous value out of Zoominfo and so we’re looking at our business from the health of account perspective when we think about the Enterprise portion of our business our million dollar cohort of customers customers who spend over a million dollars a year with us that grew 40 percent year over year and so our big deal motion is still running and it’s running really well we continue to feel really good about that and so again there’s these pockets of the business
that are uh that have real headwinds and so as software gets its feed underneath them again I think what you’re going to see is companies are going to sort of in a panic driven motion cut a lot of spend and then realize after they’ve cut a lot of spend they still have a requirement to grow and when they see that they’re going to invest in Zoominfo they’re going to invest in other platforms that really Drive their revenue and right now I think they’re just getting and accustomed to this new this new operating environment what’s your 2024 AI roadmap yeah so I think of AI and we think of AI in two ways we think of it one as driving Simplicity
in the way that you build your product
the way that your pro the way that your customers use your product and so we’ve seen a number of different places in the platform where something that would take 37 clicks can now be done in one or two or three because you power AI behind it we’re seeing our customers use natural language search so instead of clicking your Chief Information officers at healthcare companies in the United States with over 100 employees they can just write tell me the cheap information officers I should be engaging with today and the AI can do all of that triangulation
to make the user experience much more seamless and so we’re really investing behind that because obviously the more simple the user experience the easier it is our customers for our customers to get value the more value they get the second way we’re thinking about it is today there’s this new I’m sure every single person who sat in this chair today Brian you got to ask about Ai and they are thinking about AI every animal person single person and they’re all CEOs or CFOs of large companies and so what we’re seeing happening is those CEOs are coming down into the go to market organization and they’re saying hey what
are you doing with AI I want you to be
using AI to engage with customers
To respond to customers to write emails for salespeople of course we should be using Ai and llms and generative AI to drive our customer acquisition motion so all of a sudden those BPS of sales BPS of sales Ops BPS of marketing are going okay how do I use gen Ai and the first place they go to get the data to put into the llm to put into the Gen AI is their CRM data and I’ve been sitting here and in a number of different places for the last two decades saying the data in your CRM is not good enough to be leveraged by your sales people it’s not let it’s not good enough to be leveraged
by your Ops people your business intelligence people because there’s no infrastructural element that keeps data about companies and people cleanse you got a promotion this last year that doesn’t just magically show up in somebody’s CRM like it doesn’t I wish it did anybody should know as I got two questions I’m trying to make sure that when that promotion happens it immediately reflects inside of your CRM through Zoom input but to leverage generative
Ai and go to market you need a solid data foundation
And you just can’t do it unless that did on companies and people at those companies is accurate and up to date and once you get that you can do all sorts of great things with generative Ai and so what we’re focused on is how do we power that data infrastructure so that companies can take advantage of gen Ai and their code of Market motion you have another minute right you’re good sure I’m asking all founders here about their their views on leadership uh a Founder is very special they create a big business in many cases certainly
you fit into that mold how do you take your passion for the business and try to build it into your team and do you get frustrated or how do you deal with it as a leader when you don’t see that same passion return yeah so it’s a great question look I think number one I have to be visible all over the organization and it’s really easy my days are very busy I can walk in on a day and have 16 meetings they’re 30 minutes after 30 minutes and then nobody really gets to see me except for once a quarter on an all hands or something like that and so I’m really intentional about setting up round
tables where I’m talking to new employees existing employees
Where they’re getting an opportunity to ask any questions where I’m being really transparent with them and they can see my passion for the business my passion for the future they know I’m playing a long game here and they get a feel for how I run the business but the more that I can be in front of them the more than I can be talking to them Walking The Halls we bought our employees back three days a week I feel really great about seeing them in the office again and they get a feel for the culture that I’m trying to build that we’re all building
together I think that’s really important they have to have face-to-face visibility with me like some of my employees will talk to me less than you’ve talked to me over the last year and that shouldn’t be the case it really should not be the case at all Point well taken all right Zoominfo uh founder and