1 + 1 = 3
ZoomInfo is an incredible tool for contact enrichment. It helps you identify contacts and critical information. Many Pipeline Signals customers complement it by finding mobile phone numbers or by using their built-in tool, Spotlight, which can highlight job changes based on the people within their database that they’re tracking.
Let’s look at some of the core differences between Pipeline Signals and ZoomInfo and why you might need both to have the best competitive sales advantage.
Push vs. Pull Notifications
Pipeline Signals works as a push notification.
Sellers do not need to do anything to get these signals and can be automatically pushed/surfaced to any system of your choice (CRM, sales engagement platforms, marketing automation, Slack or more).
Pipeline Signals tracks and monitors 100% of your TAM (customers, prospects and greenfield accounts) and pushes changes of people moving in, up and out of your accounts on an automated basis to any system of your choice.
This aligns your current workflows to create the greatest utilization possible.
ZoomInfo is a good example of a pull notification.
What does this mean?
A sales professional needs to log in to ZoomInfo. They need to acquire a contact. They need to review a Spotlight and pull that information in towards their CRM if it makes sense.
This is great for 1-to1 engagement or prospecting, where you consider an account or a contact and place it in your CRM.
Where this fails is at scale because you need to identify hundreds of accounts, all of these job changes, and all of the stakeholder changes you would need to monitor.
You would need to use ZoomInfo on every account, every contact, every Spotlight, every month because 3% of your accounts will change because of job changes.
The reliance lies on every seller doing this daily, weekly, and monthly at scale.
Single Account vs. Total Addressable Market
Pipeline Signals provides you a full 360 degree view of your Total Addressable Market. This includes your customers, prospects and competitor accounts.
If somebody leaves one of your happy customers and goes into an account, even if your seller didn’t think about it, as long as it meets your ideal customer profile, we still find and surface that signal to any system of your choice.
ZoomInfo is great at enriching that contact record with contact information.
But for signal generation, we consistently see sellers missing more than 75% of signal opportunities with ZoomInfo.
This is because ZoomInfo is reliant on a seller looking up a singular account. It monitors accounts that the seller has thought of monitoring. Here’s a typical scenario:
- The seller thinks about Account X.
- The seller has to go to ZoomInfo to determine if signals are there.
- If signals are there, the seller will gather that intelligence and has to push it to CRM.
What our customers are finding is that more than 50% of all relationship signals are not in their CRM. That means that the contact wasn’t there, or the account wasn’t there, because it’s in a Greenfield market.
This includes different buyer personas, job functions, industries, and geographic markets where people leave their customers and go and do all kinds of different businesses.
The challenge with ZoomInfo is that it relies on the seller thinking about their known universe, the accounts they already know about, and the contacts they want to gather.
Training & Coaching
With Pipeline Signals, sellers will receive training and coaching that converts signals to meetings and pipeline.
By learning these digital sales best practices, your team can start contributing to pipeline creation rapidly.
ZoomInfo offers basic training on their tools and platform but lacks the ability to offer digital sales best practices that drive real sales outcomes.