For fairly a while, ZoomInfo has been regarded as a contact database platform that helps gross sales reps discover their finest clients. 

That is sensible — we’ve been constructing out our best-in-class information engine for over 15 years, and we make investments tons of of hundreds of thousands of {dollars} yearly to enhance and improve our foundational information. 

However that’s solely the start of how we assist companies go to market.

We not too long ago launched a new model marketing campaign to extend consciousness of our broader go-to-market capabilities, which assist gross sales, advertising, and operations groups discover, purchase, and develop clients by way of a unified platform. 

Listed here are the ins and outs of our new model structure, together with the analysis and KPIs it’s constructed on, and the way you are able to do the identical at your organization. 

Why Did We Determine to Run this Marketing campaign?

Traditionally, ZoomInfo has been strongly related to gross sales and information, together with our No. 1 G2 rated intent alerts. 

We would have liked to inform the story of our transition to a sturdy platform that helps you unlock insights, interact clients, and win quicker by way of information, multi-channel outreach, and automation.

We additionally wished to acknowledge the evolution of how companies go to market. We’ve discovered that agility, effectivity, and automation are among the many most vital capabilities for sustained success, no matter financial situations. 

Going to market at this time means having a contemporary technique with superior information that fuels each plan, motion, and metric. It means having a consolidated, built-in tech stack. It means aligning gross sales and advertising on objectives and personas. We’ve made these changes with our inside groups, and now we’re bringing them to our clients. 

Lastly, we wished to spend money on ZoomInfo’s model fairness, fairly than breaking our options out into their very own particular person manufacturers. We’ve constructed these merchandise right into a cohesive platform, and that needs to be mirrored in our model.

To do that proper, we knew that we wanted a deep understanding of our prospects and clients. That understanding kicked off a yr of thorough market analysis.

Laying the Groundwork 

Each single determination made about this marketing campaign was backed by analysis, each from specialists just like the Ehrenberg-Bass Institute and from direct buyer suggestions. We partnered with advertising analysis agency Kwantum Analytics to know our model notion available in the market, and get a greater sense of the issues and triggers that lead clients to seek for new GTM options. 

We carried out a survey of roughly 500 B2B gross sales and advertising leaders and requested them about their ideas, emotions, and feelings skilled earlier than and in the course of the GTM buying course of. We discovered that the problems and troubles that they have been attempting to resolve have been remarkably related: high quality of knowledge and leads, platform issue, and poor integration with different platforms. Nearly all of survey individuals additionally felt annoyed, fatigued, disengaged, unsure, and brought benefit of by poor high quality platforms and misrepresentations by suppliers within the GTM house. 

The survey outcomes knowledgeable all of our new messaging and can affect each piece of collateral we create, brand-related and in any other case.

Breaking Down Our Messaging

For our messaging rollout, we established a mission assertion, tagline, and three model pillars. 

Our mission assertion — “Modernize go-to-market for all” — is the inspiration, adjusted to raised mirror how we serve our whole buyer base. This mission calls out ZoomInfo’s two predominant areas of focus: create a GTM platform that may energy a complete enterprise, and make it accessible to everybody — from startups to Fortune 100 firms. 

Our tagline — “How enterprise goes to market” — feeds into this assertion. As founder and CEO Henry Schuck places it, we consider that taking a contemporary method to GTM is the simplest solution to drive development and obtain success.

Our model pillars — Unlock Insights, Have interaction Clients, Win Sooner — spell out how we fulfill our mission. They spotlight our dedication to an unparalleled information basis, true buyer engagement, and the worth of our environment friendly platform. These pillars will affect all of our exterior advertising collateral.

Our model messaging is constant and distinctive. That is vital, as analysis exhibits constant model presentation not solely improves message retention, however is strongly related to elevated income. 

Taking Notes from B2C 

When it got here time to convey our new message, we appeared to shopper advertising methods for inspiration. We wished to make sure that we have been focusing on clients throughout all of our advertising channels, together with social, show adverts, occasions, and e-mail. Our new adverts are designed to enchantment extra to clients’ feelings, very like B2C firms, reflecting analysis that exhibits emotional appeals may also help B2B manufacturers set up entry factors of their class. We additionally wished to take our messaging a step additional by promoting on TV, an untapped market the place loads of our supreme clients could possibly be reached. 

How We’re Measuring Success

There are a number of important KPIs that we’ll be monitoring for this marketing campaign. And whereas we’re desirous to see fast outcomes, we’re in it for the lengthy haul. As Rosser Reeves says in his Actuality in Promoting guide, marketing campaign that’s constant over a number of years is far more efficient than an ideal marketing campaign that lasts a number of months or a yr. 

Psychological Availability & Model Consciousness

An enormous motive for this marketing campaign was to extend our psychological availability, or the chance ZoomInfo shall be considered in shopping for conditions. We shall be measuring this in two methods:

We’ve been leveraging BlueOcean to have a look at how persons are interested by us relative to our rivals and the broader market. This expertise lets us observe alerts throughout the broader internet to see how we’re enhancing over time relative to our share of voice (SOV).

We’ll be working biannual surveys of gross sales and advertising leaders to see if we’re altering the associations they’ve with the class, us, and our rivals. Our objective is to extend the frequency with which consumers join ZoomInfo to the important thing drivers of their buy selections. 

Thought Management

We’re seeking to solidify our place as a thought chief amongst enterprise leaders, entrepreneurs, and sellers. We’ll regulate our social engagement and our media protection. We’ll be soliciting suggestions from analysts and clients to ensure we’re hitting the mark right here.

Advert Notion

We’re working with LinkedIn’s Edge program and System1 to know the notion, model recall, and emotional impression of our adverts.

Conversion Enchancment

Over time, we’ll be measuring how our marketing campaign efforts impression conversion charges, whether or not these are click-through charges on adverts, web site efficiency, deal win charges, or retention charges. This shall be more durable to instantly attribute, however we consider shall be longer-term beneficiaries of our efforts.

How Enterprise Goes to Market

We need to assist each enterprise take their merchandise to market, and that begins with creating larger model consciousness for ourselves and our full providing. 

Through the use of our platform to unlock insights, interact clients, and win quicker, we’re in a position to present our viewers what they’ll obtain with ZoomInfo — we’re not simply speaking about what’s potential, we’re displaying you.

And by rooting our marketing campaign in a deep understanding of our clients’ evolving wants and challenges, we’re betting that may ship lasting worth that helps us all develop collectively.