- Make sure the source owns its data (many brokers only license the data they sell to you). Owners are responsible for updating and maintenance. So find out how often this occurs.
- Get a list sample before you buy data and make sure it has all the selects you need for each step of your multi-touch campaign (i.e., address, email and phone). Ask your list vendor for help choosing selects (owners will be more familiar with their data). Consider keyword-stemming techniques to capture additional results that meet your targeting criteria. Test “mini-campaigns” using sample lists from various vendors and compare results.
- Buy from sources that guarantee minimum results. Ask for average rates for bounce-backs and other key metrics. Find out how they handle make-goods. Be sure to track and measure your campaign at each conversion point -- you may need this information to hold your list vendor to their guarantees should the list not perform as expected.
ZoomInfo’s Community Edition is fantastic. It is valuable information to help you zero in on the right company or individual that meets your requirements. I highly recommend ZoomInfo to others, you won’t be disappointed.
- Anjela Mangrum, contract consultant, Littleton Partners
I can say, unequivocally, that ZoomInfo Community Edition has become our 'go-to' source of information. As independent business consultants, we're often seeking various types of distribution partnerships as well as alliances. Community Edition has not let us down.
- Frank Hover, partner, Imbue Partners
I work in B2B funding so my points of contact are CEOs and CFOs -- much of my initial contact with these individuals is by e-mail. I find Zoominfo a good source of these email addresses -- it saves me time from having to troll the Web myself!
- David Dods, business development, Omni-Rand
My pipeline is full of possibilities thanks to ZoomInfo Community Edition. I have access to numerous contacts where information is up-to-date, and almost always includes direct phone numbers and titles. This information cuts down on the overall time it takes me to find the right connections into a company and start a relationship.
-Sharon Kay, director of business development at Technical Language ServiceAnd our personal favorite:
"ZoomInfo Community Edition has been very valuable for my business as I have used it judiciously to locate appropriate contacts within smaller private companies. Conversely, I reciprocate by ensuring my individual contacts are updated with accurate information. In the long run, the value of what I receive is only as good as what I contribute."
- Armand GallucciKeep the good contacts coming and we'll do the same!
- A contact record with incorrect information, a name spelled wrong or a bad address.
- Incorrect company information: name, address or email/telephone contact data.
- Incomplete records with fields that are empty or null due to poor capture techniques.
- Duplicate records with inconsistent information, again due to poor capture techniques.
- Complete fields that contain non-sense data: “TBA,” “TBD,” “TBC,” etc
- Old and outdated data.
- An inability to get in touch with contacts period via email or phone.
- Sales reps are unable to reach or communicate with the correct decision-makers at prospect organizations.
- Marketers can't target their efforts toward the correct persons or businesses.
- A waste of the everyone's time because a contact no longer works at the company or a contact that is a bad fit but they don’t know it.
- Pathetic email response rates.
- Returned mailing campaigns.
- Loss of efficiency & productivity as sales teams have to retrace their steps.
- Lost prospects and thus potential clients.
- Wasted time and money dedicated towards prospecting the wrong or nonexistent decision-makers.
- All this precipitates into a decline in revenue and a dismal return on investment.
- Love your data: You cannot delegate intimacy. Understand your data – where it comes from; who touches it; how it is updated and how it performs. If you love your data, it will love you back.
- Protect your data: Keep your data safe and protect it from harm. Protecting your data from well meaning people sometimes means you must prevent some people from touching it, or amending it.
- Have your users worship the data: Something simple like Salesforce.com’s data validation rules force the behaviors you need. If data doesn’t meet standards, use whatever tools you have in your arsenal to make the offending sales people miserable until the data is fixed.
- Respect your data: If you have the same data in more than one place, mistakes will happen. Whenever information spawns, it is easy to lose track of which version is the correct version.
- Embrace third-party data: Third-party data gives your team an edge. Mix and match this information with internal data append processes to get insight into purchase behavior or buying cycles.