Immediate impact after switching to ZoomInfo
Challenge
To build on their early success and make a strategic shift upmarket, Arena needed to establish scalable, repeatable go-to-market (GTM) motions. However, their tech stack wasn’t up to the challenge — especially when it came to unlocking key insights needed to identify and engage with best fit accounts.
“We had an array of tools at our disposal, including Apollo, Clearbit and SimilarWeb. While these tools all had a specific purpose, the heavy lifting of stitching together insights and figuring out when and how to action them fell on my team,” says Bradon Rice, Arena’s VP of Sales. “And, while they provided us with some valuable insights, we found ourselves running into issues with data quality and availability. We weren’t able to tap into the level of depth and accuracy that we needed to support our strategic goal of breaking into the enterprise segment.”
Arena’s siloed tech stack also meant that data essential for an efficient GTM motion was spread across disconnected systems, making it impossible to gather and act on insights in a timely manner.
“We recognized the need to explore alternatives that could meet our data quality standards. This is when we made the strategic decision to replace Apollo, Clearbit, and SimilarWeb with ZoomInfo,” Rice says. “While there are a number of benefits we’ve seen since making the switch, data quality sits at the top of that list. The breadth and depth of data we get from ZoomInfo far surpasses that of our previous vendors.”
Arena is now poised to efficiently scale its enterprise sales motion and continue rapidly growing the business.
“Our choice to bring on ZoomInfo has enabled us to explore untapped markets, optimize productivity, and achieve unprecedented revenue milestones,” Rice says. “We’ve consolidated our tech stack into a unified, user-friendly platform, significantly boosting team efficiency and providing us with a wealth of data-driven insights and buying signals right at our fingertips.”
In addition to expanding their account reach and moving up market, the decision to displace a number of point solutions has resulted in stronger internal alignment, streamlined workflows and cost savings.
“ZoomInfo’s impact was immediate. In just the first month, we generated enough business to cover the entire contract cost. If you are looking to drive significant business growth, piecemeal solutions or settling for what might seem ‘good enough’ are not viable options. We’ve grown faster with ZoomInfo than with any other solution we’ve employed,” Rice says.
Bradon Rice
VP of Sales at Arena
Solution
While cost savings played a role in this switch, the primary driver was improving the depth and breadth of the data fueling Arena’s GTM motions. ZoomInfo replaced Apollo for sales intelligence and engagement, ClearBit for website visitor tracking, and SimilarWeb for technographic data. “Instead of juggling different platforms and contracts, we now have everything under one roof making it much easier to take action and scale our efforts,” Rice says.
With ZoomInfo powering their sales and marketing efforts, Arena is armed with the data, insights, and tools required to execute a highly effective GTM strategy, allowing them to successfully move up market. The team has now launched a comprehensive account-based marketing (ABM) strategy, which hinges on the ability to target high-value accounts with personalized messages at exactly the right moment. ABM had been a top priority for Arena’s leadership team, board, and investors, but was not something they were able to accomplish prior to bringing on ZoomInfo.
“Apollo’s data was decent, but it couldn’t support our scalability needs. It didn’t give us the depth of data we needed to focus on our ICP,” Rice says. “They had a broad range of SMB companies in their database, but the data often led to high bounce rates and deliverability issues. Apollo also lacked key insights crucial for segmentation, and their coverage of enterprise accounts fell short.”
Instead of casting a wide net, Arena now has the data and insights needed to successfully identify, engage and convert high-fit accounts.
“ZoomInfo is just as important to us as our Salesforce instance. It has empowered us to unite our sales and marketing teams under a single strategy, dataset, and platform, all while offering our leadership team transparent insights into performance. It’s a powerhouse,” he says.
Results
Arena is now poised to efficiently scale its enterprise sales motion and continue rapidly growing the business.
“Our choice to bring on ZoomInfo has enabled us to explore untapped markets, optimize productivity, and achieve unprecedented revenue milestones,” Rice says. “We’ve consolidated our tech stack into a unified, user-friendly platform, significantly boosting team efficiency and providing us with a wealth of data-driven insights and buying signals right at our fingertips.”
In addition to expanding their account reach and moving up market, the decision to displace a number of point solutions has resulted in stronger internal alignment, streamlined workflows and cost savings.
“ZoomInfo’s impact was immediate. In just the first month, we generated enough business to cover the entire contract cost. If you are looking to drive significant business growth, piecemeal solutions or settling for what might seem ‘good enough’ are not viable options. We’ve grown faster with ZoomInfo than with any other solution we’ve employed,” Rice says.
