Following our recent webinar “The ROI of Targeted Prospecting,” we asked ZoomInfo President Sam Zales and fellow presenter Jim Lenskold of the Lenskold Group to answer a few questions they weren’t able to get to during the webinar:
Q: You touched Key Account Match functionality, would that work for all industries and how deep are you typically able to go with those requests?
Sam: ZoomInfo’s database (of 5M companies and 50M employees) covers a very broad range of industries (from business services to technology companies to finance and manufacturing firms, as well as government agencies, non-profit and education sectors). The Key Account Match service allows clients to utilize their own list of companies in their prospect databases to match to the 5 million in ZoomInfo, to identify the key decision makers at those companies. We’ve served clients who maintain prospect databases of hundreds of companies to those whose database contains millions of companies and our match rate and deliverability of contacts is market-leading.
Q: You mentioned that once you have established your segment types, “customized marketing can generate incremental impact,” does that mean I’ll need unique messaging and content for each segment?
Jim: Basically, yes. The benefit of creating multiple segments comes from generating increased effectiveness. Understanding the unique needs and interests of each segments, and creating unique messaging, content, and offers provides an excellent opportunity to generate incremental impact. Without the customization, you can use a common message but only choose to include or exclude each segment – missing an opportunity.
Q: You talked about the importance of Data Aggregation and Appending your database, do you find demographics such as title or Firmographics such as company type or revenue size are more critical to keep current?
Jim: Generally speaking, I would expect job title and an individuals’ contact info to change more frequently than firmographics. However, once you create your segments using analytic techniques, you can look at what drives the differences between segments and that will determine what matters most to you.
Q: In the Eloqua case study, you mentioned they found prospects that were early in the job tenure, were often more responsive. Are there any other common trends you’ve found across customers that show more activity or responsive among different segments?
Sam: Certainly adding decision-makers who have recently moved to new roles was a valuable input for Eloqua and a consistent approach to driving email deliverability. Segmentation based on industry keywords has provided a unique benefit to our clients whose target audiences fall outside of the traditional SIC or NAICS code system. For example, a client who searched for contacts at Virtualization Software companies found targets they never would have using SIC codes (that industry doesn’t exist in that system). Likewise, using keywords for titles and products to find an exact match to decision-makers who have worked with specific technologies or products make them more likely buyers to specific clients.