B2B Marketing Consulting & Agency Services Blog

ZoomInfo: Build Your Prospect Database & Supercharge Your Outbound Marketing

- June 21, 2022 10:00 am

Zoom Info Logo

Finding the right businesses to target in your outbound campaigns is tedious and time consuming, and the results can be underwhelming.

We often see clients attempting to gather their own contact lists via LinkedIn, or through other online list building tools. Some even – shudder – purchase pre-built lists because it’s an easy way to gather a large quantity of contacts. The lists from these activities can contain inaccurate data, leading to high bounce rates that hurt your sending reputation with your email provider. Not to mention that these contacts aren’t always the right fit for your business.

So, how do you find the right people to reach out to? How do you know who the decision makers are?

You’ve likely heard the name by now: ZoomInfo is leading the way in enabling businesses to gather lists of highly targeted, legitimate contacts that fit highly specific criteria.

While there are countless other online platforms for gathering contacts, we’ve found that ZoomInfo has the most robust database (with 100M+ contacts) and some of the most up-to-date information – this is why Innovaxis Marketing has become a ZoomInfo partner and a user of the platform ourselves.

Inbound Isn’t Enough

In our brand story process, we help clients identify target markets and ideal personas for prospective clients and customers. We then implement new messaging across the website, along with stellar SEO, which works well for attracting organic visitors. But this only addresses the inbound portion of an overall marketing strategy – what about outbound?

It’s not enough to sit and wait for prospects to find you in a Google search. You should be going out and knocking on (virtual) doors. How do you determine which doors are worth your time?

It’s All About Intent

“Your prospects are out there right now, hunting for a solution to a problem you can solve.” – ZoomInfo

The biggest advantage of using ZoomInfo is Buyer Intent. While we can monitor tools like Google Search Console, Moz, SEMrush, SpyFu and more, none of these tools can tell us who is searching – we can only see search volumes and what pages were viewed from searches.

Intent is different because it works to identify prospects that are actively searching for specified topics related to your business. This is the only tool we’ve seen of its kind. Imagine how much more quickly you could identify and reach out to prospects if you knew for a fact that they’re searching for something highly relevant to your business.

Standard Intent Signals

There are about 4,500 standard intent signals to choose from. These are pre-built into ZoomInfo and ready to be used. Depending on your plan, you can choose 6-12 signals related to your business. 

Custom Intent Signals

If you want a significant advantage over your competitors, then custom intent is for you. If your solutions are not already found on the standard intent signal list, then you have the opportunity to create custom intent signals that are unique to your business. And – get this – you’ll be the only business allowed to use these signals until you stop using them. With Custom Intent, you have the potential to own your market.

Most Innovaxis clients need to consider at least a few custom intent signals because they align with the comprehensive keyword research and prioritization we conducted for them and are more relevant than the standard intent signals available.

Custom intent signals are vetted over about a month to see if ZoomInfo captures enough activity to justify their use.

Where to Start

Like most other online tools, ZoomInfo doesn’t work on its own. It needs to be strategically incorporated into your sales and marketing processes. Working with a partner like Innovaxis can alleviate the stress and fear of the unknown when it comes to investing in and implementing ZoomInfo. Innovaxis can bridge the gap between what your business needs to grow double-digits and how ZoomInfo can help you achieve – this is because we make it our business to know yours inside and out, just as we know how to get the most out of ZoomInfo.

With deep expertise in developing holistic marketing strategies and executing them as part of custom marketing programs, Innovaxis has the breadth of knowledge needed to help you create and maintain a successful outbound strategy. If the thought of implementing ZoomInfo on your own makes your head spin, speak with a ZoomInfo expert today.