Today’s new world of insight sales is powered by data. Companies rely on accurate and comprehensive B2B intelligence to identify new opportunities for growth, prospect and prioritize accounts, expand customer intelligence, surface insights, connect with customers, and close more deals.
For most IT leaders, the more data you have, the better. But all data sets are not created equal.
Companies frequently contend with inaccurate data, and even the first-party data that most businesses collect often proves incomplete or offers low coverage, which makes it difficult to reach growth goals. All this dirty data is a tremendous burden for organizations, causing them an average of $15 million in losses each year.
To solve these common data problems, organizations turn to third-party data providers for very large sets of data delivered via the cloud or flat files. These big “data bricks” augment a company’s first-party data and are used to build a reliable go-to-market data foundation that teams can use for analyzing, predicting, and engaging with the right accounts.
What is a ZoomInfo Data Brick?
ZoomInfo Data Bricks are very large volumes of data — consisting of millions of either account or contact records — created and supplied to each customer’s specifications. They are typically delivered quarterly directly to your cloud data store, such as Google BigQuery, Snowflake, or Amazon S3; or as flat files.
Just as building a home starts with a foundation, building an enterprise database starts with a ZoomInfo Data Brick. Data teams unify these data bricks in their own systems, normalize and enrich them, and then run models to score, segment, and make the data available to users. Supplementing internal databases with third-party data builds confidence that organizations are working with accurate data. It also produces a more diverse, comprehensive data lake.
Data teams can choose ZoomInfo Data Bricks with different information depending on their needs:
- Company data: Contains data attributes at the headquarters and location level, including company names, industry, revenue, employee size, physical locations, and websites.
- Contact data: Delivers criteria-based access to real-time contact attributes, including individual names, job titles, email addresses, phone numbers, and locations.
- Hierarchy data: Helps teams understand the relationship between accounts, including ultimate parent, domestic parent, immediate parent, subsidiary, headquarters, individual locations, and franchisor/franchisee.
The Benefits of Data Bricks
Using data bricks to supplement first-party data enables businesses to fully capitalize on their database in a number of ways:
- Serving as a trusted data source to cleanse, enrich, and resolve entities, build account maps, and predict the best new opportunities.
- Eliminating cumbersome, manual B2B data unifying processes to seamlessly integrate third-party data directly into databases.
- Identifying an organization’s total addressable market (TAM) to determine whether a prospect fits their ideal customer profile (ICP) and identify which new companies to pursue.
- Improving account intelligence with expanded contact data to build the right buying committee with a complete account picture.
- Prioritizing accounts by layering account intelligence with intent data and real-time news updates to drive a true account-based strategy.
ZoomInfo Data Bricks in Action
ZoomInfo Data Bricks solve a variety of go-to-market challenges, including identifying new target accounts, accurately routing inbound leads, and greatly improved data quality, reliability, and coverage.
Sourcing accurate data on small businesses
It was mission-critical for a leading U.S. trucking company to have complete, accurate location data on small businesses — incorrect or missing address information could cause major shipping disruptions. Since most data providers used old techniques to gather and maintain location information, it was difficult for their team to source the specific location details their deliveries relied on.
To solve this problem, the company defined a data strategy that leveraged internal, first-party intelligence to identify which fields to enrich with external third-party data. They were able to build a detailed, up-to-date view of each variation in building or unit numbers, and could pinpoint less-obvious locations like warehouses, new branches, and satellite offices.
With a ZoomInfo Data Brick, the company enriched its database quarterly, matching nearly 100% of all accounts. Every record in the company’s database had the most accurate location data so every delivery could be made more reliably. In addition, a custom data model that layered first- and third-party data helped them identify companies that had higher shipping needs, signaling high-fit accounts to target and pointing to untapped audiences.
Profiling the ideal customer for a niche market
A growth-stage SaaS company wanted to replicate its success with a certain customer segment. But it was hard to define the segment by traditional factors, like employee size, industry or annual revenue, making it difficult to find similar ones to pursue. The team needed a new way to sort and prioritize accounts with nuanced characteristics, like company news, industry sub-segments, and online activity.
They started by identifying their best customers, then layered their own internal data with a ZoomInfo Data Brick. They used third-party business data to fill in fields such as “custom industry classification” and “level of technology sophistication in an organization.” Now they could home in on the information that determined who would be a good customer, define a clear ideal customer profile, develop a list of lookalike businesses with similar characteristics, and determine which accounts to engage with first.
Building a Foundation of Reliable Data: The ZoomInfo Difference
A ZoomInfo Data Brick provides data teams with unlimited access to ZoomInfo B2B intelligence to better understand and analyze their total addressable markets, identify new opportunities for growth, build account maps with proper corporate linkages, prospect the right buying committees, predict lookalike companies and prospects, and share go-to-market insights.
ZoomInfo Data Bricks are purpose-built for sales and marketing. Organizations can access comprehensive, accurate GTM data including:
- 106M+ global businesses
- 169M+ company locations covering 200 firmographic data attributes
- 140M+ contacts with 100M+ verified emails and 72M+ direct dials
- 700K+ hierarchy linkages covering 8 hierarchy classifications
- 31K+ profiled technologies