Automation is at the core of all business innovation today, and data is the commodity that drives it.

Marketers and sales reps can automate email campaigns, sales games, meetings, and more. Workflow automation enables them to interact directly with customers instead of wasting time on these repetitive tasks. And research shows that companies that automate on a large scale close more deals than those that don’t.

Go-to-market data encompasses an enormous variety of valuable insights, including information about which companies are getting new funding, current leadership skills at specific companies, insights into upcoming projects or new hires, and what topics these companies are researching online. The most successful companies collect this information and use it to aid their go-to-market strategies and tactics.

When it comes to doing more business, the ultimate competitive advantage is empowering marketing and sales teams with data and insights about their target markets.

“There may be no need more than having salespeople call the right people at the right time,” says Nancy Nardin, sales technology expert. “Fortunately, with the advent of AI, the accuracy and timeliness of data has skyrocketed, and data collection, cleansing, and enrichment have improved.”

Marketing automation has been around for many years, but often on a general playing field. For example, when visitors fill out a form on a company website, marketers can put their information in a sequence or campaign in their CRM. These campaigns are limited, however, as a form-filling mechanism does not provide targeted and specific information for each of these prospects.

Now we live in a world where individual salespeople can create targeted campaigns based on almost any imaginable scenario.

Get to know ZoomInfo Workflows: your next generation automation tool

Imagine if you could take a signal from a prospect and turn it into an automated sales game. You can do just that with workflows in three easy steps. You will be able to Capture and integrate relevant buying behavior and insights into your go-to-market strategy.

With ZoomInfo, customers can monitor their target market in endless detail. Here are just a few examples:

  • A Demand Gen Marketer can receive notifications when a company meets these criteria: 25 or more trucks in their fleet and a $ 5,000,000 round of funding.

  • An account manager can receive notifications when a company adjusts these filters: The company has an estimated marketing budget of $ 10,000,000 or more and has new CRM software installed.

  • A business development representative can be notified any time a California company with 50 or more employees performs above average online research on construction technology.

  • An account manager can always receive notifications when a contact matches these filters: a vice president or higher in a customer service role at a software company headquartered in Texas.

The permutations are infinite. Workflows use this data and enable ZoomInfo customers Set up specific promotions based on current market activity.

Whenever there is a new company that meets the criteria of 25 or more trucks in its fleet and has a round of funding, a Demand Gen Manager can send VPs of Finance at that company to Salesforce and assign the account to a specific employee.

Every time a new company finances $ 10 million and installs a new CRM, an account manager can insert marketing directors from these accounts into an email and call sequence in Outreach.

Any time a company with 50 or more employees in the state of California does an above-average amount of online research on construction technology, a BDR can get an email notification and spin the account.

How to use workflows in 3 easy steps

1. Select a trigger

Trigger a workflow based on buying signals from ZoomInfo Intent, relevant scoops, inbound traffic from your website, changes in a company’s tech stack, or their funding updates.

2. Apply a filter

Select company attributes that are relevant to your target market.

Narrow the pool of companies or contacts to take action and compare these signals to an ideal customer profile (ICP) using any combination of standard firmographies, technographies, and business dependencies.

3. Choose an action

Integrate actionable insights right into your CRM, sales engagement tool, and marketing automation platform, and automate your games.

In just one month, Safety Services was able to increase MMS with ZoomInfo workflows by 200%.

“The time savings with workflows have been incredible,” said David Carter, vice president of marketing. “It has enabled me to get out of the daily tactical tasks and spend more time on strategy.”

Would you like to learn more? Set up a free workflow trial today.

Disclaimer of liability

ZoomInfo Technologies Inc. posted this content on April 06, 2021 and is solely responsible for the information contained therein. Distribution by the public, unedited and unchanged, on April 06, 2021 19:45:05 UTC.

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