SalesZoomInfo Acquires RingLead to Increase Knowledge Administration

ZoomInfo Acquires RingLead to Increase Knowledge Administration


Knowledge high quality is essential to each firm. With out it, software program and platforms simply combination info that would possibly be appropriate and would possibly assist a rep discover the subsequent greatest purchaser. 

Companies want a clear, full, and actionable information asset to tell engagement and drive clever automated workflows that improve gross sales efficiencies and shut extra offers.

But for the final 20 years, efforts to automate gross sales and advertising and marketing motions at B2B corporations have stalled, usually due to dangerous information. Till lately, simply accessing correct intelligence about all the corporations in a enterprise’ complete addressable market was a giant hole in go-to-market effectivity. ZoomInfo modified that by creating entry to extra information than most organizations may have ever imagined.

However go-to-market groups nonetheless face actual challenges integrating, managing, and activating quite a lot of totally different information sources throughout totally different techniques — every with totally different requirements, classifications, values, and ranging levels of high quality and completeness. In brief, they wrestle to create an engagement-ready information asset.

That’s why I’m excited to announce that ZoomInfo has acquired RingLead, a frontrunner in information orchestration that helps organizations handle their first- and third-party information property. By means of complete information high quality administration and multi-vendor enrichment, RingLead helps bridge the hole between an organization’s intelligence layer and the engagement layer.

RingLead is a frontrunner in information orchestration — in different phrases, organizing and mixing information from totally different sources after which feeding it into workflows.

It’s one factor to activate a clear information supply in isolation. It’s a totally totally different factor to merge it meaningfully with quite a lot of different information sources and first get together information that’s usually incomplete, inaccurate, duplicate, decayed, or frequently coming into techniques of document from quite a lot of entry factors.

Buyer relationship administration (CRM) techniques, advertising and marketing automation platforms, and information warehouses are important instruments for go-to-market groups. But when left unmanaged, dangerous information enters your platform — and stays there. 

Or a system would possibly really be filled with duplicate information that get routed to a number of reps, creating confusion, redundant efforts, and finally inefficiency and frustration. They may depart holes in information that make engagement, segmentation, and personalization unattainable.

Once we speak to our prospects, they are saying information enrichment is an absolute must-have. Then the subsequent set of logical questions usually observe: How do I route the suitable result in the proper gross sales staff member in actual time?  How do I make completely positive that the info I want will get to the proper system or particular person in an effort to orchestrate a marketing campaign, execute a advertising and marketing or gross sales play, usher in a companion, or ship the proper buyer expertise?  We’ve partnered efficiently with RingLead over the previous a number of years to convey these options to marketplace for prospects of all sizes and throughout all industries.  We noticed the chance to speed up our capability to ship buyer outcomes by bringing our two organizations collectively.  

For gross sales, advertising and marketing, and income operations groups, RingLead is an addition to ZoomInfo that may have a direct influence. 

Why did ZoomInfo Purchase RingLead?

Knowledge high quality administration and information orchestration are important conditions for efficient go-to-market. Interval. 

However they’re additionally obligatory for companies that need to run automated go-to-market motions at scale.

At ZoomInfo, we’re trailblazing how corporations leverage insights to run automated gross sales and advertising and marketing performs to empower their go-to-market groups. Internally, we’ve assembled a variety of options to provoke data-driven performs from a centralized income technology perform that sits inside the gross sales group. This staff drastically improves our gross sales staff effectivity, successfully serving up alternatives on a silver platter. However quite a bit goes into making certain that our go-to-market groups have what they should be profitable, and RingLead has the flexibility to streamline lots of these disparate processes. 

RingLead works to remove persistent data-quality issues by drag-and-drop and rules-based workflows that accomplish the next:

  • Lead-to-account matching, which hyperlinks collectively information from totally different techniques and helps stop duplicate information.
  • Knowledge enrichment for filling gaps in information, which establishes cascading guidelines for dealing with a number of sources of enrichment information and gives contextual and actionable insights.
  • Knowledge cleaning, which ensures that information values are up-to-date and correct and that decayed information are flagged and eliminated.
  • Knowledge normalization to create consistency on the form-field degree throughout totally different information sources.
  • Knowledge deduplication, which merges and removes duplicate information, saves cash on database storage prices, and will increase rep productiveness.
  • Routing and scoring to enhance lead follow-up by drag-and-drop workflows or custom-made, build-your-own flowcharts. 

The very best half is that RingLead can carry out these features on a number of information sources. If a buyer makes use of a number of information suppliers, for instance, RingLead permits for enter by the assorted information suppliers’ APIs. It additionally units up hierarchical guidelines to find out what information sources needs to be used to counterpoint which fields in a selected order, what taxonomy of values to map to, and extra.

RingLead is a frontrunner in Knowledge High quality, Lead-to-Account Matching, and Routing grids on G2. We anticipate that as we speed up RingLead’s growth and develop its integrations, RingLead will transfer even larger in these classes and set up management positions in extra classes associated to the administration and dealing with of buyer information.

What the RingLead Acquisition Means for Clients

Knowledge administration challenges price the common group $15 million per yr. Leads that aren’t adopted up on within the first 5 minutes are eight to 10 occasions much less prone to convert. Whether or not you run demand gen, advertising and marketing operations, gross sales operations, or income operations, your staff will convert and win extra offers after they have clear, enriched, and appropriately routed information.

RingLead does that by orchestrating information flows and reducing soiled information. Let’s take a look at some sensible use instances:

Streamline Lead Routing

Mixed with ZoomInfo Enrich, RingLead’s information cleanse and routing capabilities can simplify guidelines on which reps get sure leads. For instance, RingLead can mechanically assign round-robin routing for rising international accounts. In the meantime, for U.S. accounts, Enrich can decide which state an organization is definitely headquartered in, permitting RingLead to effectively route leads based mostly on whether or not a buyer has regional gross sales territories. Drag-and-drop options in RingLead make these guidelines straightforward to implement and modify.

Scale back Inconsistent Knowledge

ZoomInfo FormComplete helps remove pointless fields for on-line guests to fill out on an internet type by pulling info from our database. However that doesn’t cease some guests from coming into info inconsistently, resembling cellphone numbers with or with out parentheses for space codes. RingLead can standardize the data in these fields in order that cellphone numbers (and different particulars) seem the identical constantly, which helps advertising and marketing ops groups keep away from duplicate information inside a CRM system.

Prioritize A number of Knowledge Sources

Analysis by Salesforce has beforehand indicated that advertising and marketing departments used a median of 15 information sources. With that in thoughts, think about a lead is available in, however varied information sources utilized by the shopper record totally different income numbers for the account. This will create confusion on how the lead will get routed — it may go to a mid-market rep or an enterprise staff relying on income, for instance. RingLead can prioritize which information supply will get pulled from first to find out correct income, saving time with lead-to-accounting matching for advertising and marketing and gross sales groups.

Replace Salesforce Data

Income ops professionals who’re overburdened already with Salesforce monitoring and duties will discover an ally in RingLead. As an illustration, every day worries about whether or not new SDR information will make it to Salesforce in a well timed method will be decreased utilizing RingLead. In a single motion, RingLead and ZoomInfo can normalize and enrich lead information, route the result in the suitable SDR, and ship a document to Salesforce in close to actual time.

Bringing Functions to Life with Higher Knowledge

When go-to-market motions start with a data- and insights-first mindset, gross sales and advertising and marketing functions come to life. When information and intelligence are delivered seamlessly to the gross sales and advertising and marketing tech stack, it permits for insights to tell gross sales motions and to set off automated workflows that allow effectivity and scale. 

Although the primary gross sales and advertising and marketing automation techniques have been with us for many years, many corporations have but to make use of, or are simply starting to make use of, true, insight-driven automation of their go-to-market processes. It’s not as a result of the functions didn’t exist, however relatively the info wanted to drive automation on prospects didn’t exist on the degree of high quality and completeness that was wanted to succeed. The motion to make gross sales and advertising and marketing extra environment friendly by data-driven automation is a long-term pattern that may proceed to speed up. 

With our acquisition of RingLead, ZoomInfo is best positioned to ship an engagement-ready information asset — mechanically cleansed, deduplicated, normalized, enriched, and routed in keeping with the varied wants of varied go-to-market motions.

Study extra about RingLead and learn how ZoomInfo’s sources might help you shut extra offers.


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