Introducing Workflows: The Data-Driven Automation Solution

Tactics post image
Tactics post image

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

Marketers and sales reps can automate email campaigns, sales plays, meetings, and much more. Workflow automation allows them to interact directly with customers rather than waste time on these repetitive tasks. And research shows that companies who automate at scale are closing more deals than those who don’t.  

Go-to-market data encompasses an enormous variety of valuable insights, including information about which companies are receiving new funding, current leadership at specific companies, inside scoops about upcoming projects or new hires, and which topics those companies are researching online. The most successful organizations are gathering this information and using it to feed their go-to-market strategies and tactics. 

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

“There is perhaps no greater need than for sellers to be calling on the right people at the right time,” says sales technology expert Nancy Nardin. “Fortunately, the level of accuracy and timeliness of data has improved by leaps and bounds with the emergence of AI, and improved data collection, cleansing, and enrichment.” 

Marketing automation has existed for many years, but often on a generic playing field. For example, when visitors fill out a form on a company website, marketers can drop their information into a sequence or a campaign in their CRM. But those campaigns are limited because a form-fill mechanism doesn’t provide targeted and specific information for each of those prospective customers. 

Now we live in a world where individual sales reps can create hyper-targeted campaigns based on nearly every imaginable scenario.

Meet ZoomInfo Workflows: Your next-generation automation tool

Imagine you could take a signal from a prospective customer and turn that into an automated sales play. That’s exactly what Workflows allows you to accomplish through three simple steps. You’ll be able to capture and incorporate relevant buying behavior and insights across your go-to-market strategy

ZoomInfo gives clients the ability to monitor their target market at an endlessly granular level. Here are just a few examples:

  • A demand gen marketer can get alerts when any company fits these criteria: Has 25 or more trucks in their fleet and has a round of funding of $5,000,000.
  • An account manager can get notifications whenever a company fits these filters: The company has an estimated marketing budget of $10,000,000 or more and they have installed a new CRM software.
  • A business development rep can be alerted every time a company with 50 employees or more in the state of California is showing higher-than-normal levels of online research on the topic of construction technology.
  • An account executive can receive alerts any time a contact fits these filters: vice-president level or above in a customer service role at a software company headquartered in Texas. 

The permutations are infinite. Workflows capitalizes on that data and allows ZoomInfo customers to set up specific actions based on what’s happening in the market right now. 

Every time there’s a new company that fits that criteria of 25 or more trucks in their 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 rep.

Every time there’s a new company that has $10 million in funding and installs a new CRM, an account manager can drop marketing directors from those accounts into an email and call sequence in Outreach.

Every time a company with 50 employees or more in the state of California is showing higher-than-normal levels of online research on the topic of construction technology, a BDR can receive an email alert and start spidering 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 down the pool of companies or contacts to take action on, then cross-reference those signals against an Ideal Customer Profile (ICP) using any combination of standard firmographics, technographics, and business dependencies. 

3. Choose an Action

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

In just one month, Safety Services increased MQLs by 200% with ZoomInfo Workflows.

The time savings with Workflows has been incredible. It has allowed me to step out of the day-to-day, tactical tasks and spend more time on strategy.

David Carter, VP of Marketing, Safety Services

Interested in learning more? Set up a free Workflows trial today.