Newswire Consolidates Tech Stack with ZoomInfo’s RevOS Product Suite

Challenge

Data is at the forefront of today’s evolving business landscape. Kyle Metcalf, President and Chief Revenue Officer at Newswire, knew his customer-facing organizations needed to invest in a system that was not only rooted in robust insights, but would address the organization’s major pain points: driving pipeline and data management/hygiene.

Newswire understood the audience it intended to reach, but it struggled with how to find and connect with those prospects. Exacerbated by today’s work-from-home culture, getting a prospect or customer on the phone had become a painful challenge as the sales team continually ran into abandoned office landlines. This issue was perpetuated by Newswire’s customer relationship management (CRM) system and marketing automation platform, which were both flooded with inaccurate contact and company information.

“Our Salesforce was bogged down with eight years of unattended account data and we had 311,000 leads sitting in HubSpot littered with outdated contact information,” said Metcalf. “We knew where we wanted to go, but we couldn’t get there quickly or effectively without accurate and consistent data fueling our sales and marketing efforts, campaigns, and outreach.”

Newswire searched for a way to easily pull up current contact and company information at a moment’s notice to keep its sales cycle moving. At the same time, Newswire was looking for a way to ensure clean data was collected from site visitors filling out forms.

“The biggest benefit we have received from ZoomInfo is time, which is the most valuable asset that we have; time leads to revenue. A lot of sales is limiting challenges–and I know that our investment in ZoomInfo provides my teams with access to the tools and information they need to excel in their roles.”

Kyle Metcalf

President and Chief Revenue Officer at Newswire

Solution

After researching ZoomInfo’s Sales platform, Metcalf realized this solution was exactly what Newswire was looking for to jumpstart more efficient sales efforts. Sales ensures Newswire’s team has access to the most accurate B2B contact and company information and business intelligence in order to prospect effectively and engage with the right contacts, at the right companies, at the right time.

While Newswire had a resource for identifying net new leads, it still needed to refine its data management strategy. Again, Metcalf found a solution with ZoomInfo—this time with ZoomInfo’s Operations suite of products that served as a proper data management solution. Through one integrated platform, Newswire transformed its entire CRM database into rich, actionable data via ZoomInfo’s Enrich application and continues to keep the data clean by enriching any new data before it enters its CRM using the ZoomInfo API.

As a result, Newswire’s customer-facing teams no longer waste time sifting through bad data. Metcalf adds, “I don’t have someone on my team chasing down a contact for 30 minutes; instead we have the information we need in seconds. I estimate our partnership with ZoomInfo has reduced the time my team spends doing data entry from 5 hours a week to 30 minutes a week.”

Newswire is also leveraging ZoomInfo’s FormComplete solution to optimize web traffic and improve lead captures. “With FormComplete enriching the data, we have been able to decrease the number of fields on our web forms from eight to five and still gather more data than ever before–giving us that 360-degree view of the prospect. ZoomInfo has ultimately set our frontline teams up for success when scoring and routing these leads,” shares Metcalf.

ZoomInfo’s RevOS product suite has allowed Newswire to consolidate their tech stack and bring multiple solutions under one umbrella, something that has historically required several vendors.

With Chorus, ZoomInfo’s conversation intelligence platform, Newswire is able to deliver a seamless sales onboarding and training experience for new reps–introducing them to best practices early and often by reviewing recorded calls, sharing insights, commenting and tagging relevant areas for feedback. After seeing such positive results, Newswire increased its Chorus licenses to empower the customer delivery and account management side of the house as well. Using Chorus to capture and analyze customer phone calls, video meetings, and email threads, Newswire can keep the voice of the customer at the forefront of every decision and interaction. “Chorus allows us to have a clear picture of the entirety of a customer’s experience, and stick to our promise of delivering a premium customer support experience,” said Metcalf.

Results

Without access to ZoomInfo’s RevOS product suite, Metcalf shares that “It would be painful for us to run effective marketing campaigns, customer outreach, and new product launches in a productive and efficient way.” With the ability to pull insights from one unified platform, Newswire’s marketing and sales team use the same underlying data to unlock true marketing and sales alignment and deliver tremendous value to the company overall.

“The biggest benefit we have received from ZoomInfo is time, which is the most valuable asset that we have; time leads to revenue. A lot of sales is limiting challenges–and I know that our investment in ZoomInfo provides my teams with access to the tools and information they need to excel in their roles.”