Increased productivity and data quality

Challenge

Cybersecurity is a universal need of every business. Whether you’re a small business, or an enterprise company, ensuring your data is safe and secure is always top-of-mind.

Red Sift was created to do just that. With a diverse customer base worldwide, their team helps all types of businesses, both small and large, better manage their online security.

The solutions that Red Sift offers are essential to any business. Now more than ever, businesses are investing in top-notch cybersecurity solutions, like Red Sift, in order to avoid phishing incidents or data breaches.

A key challenge the team at Red Sift faced was deciding who to pursue from a sales perspective, given their products and services are relevant to all businesses and industries.

In an effort to target new potential clients, Red Sift was looking for a way to build a top-down go-to-market approach where the process of identifying the best leads and accounts is machine-led.

“We were looking for a reliable solution to get firmographic data in line with our outbound lead process and better understand our prospects to determine the best funnel to route them. The other goal was to improve our handling of inbound leads,” said Nadim Lahoud, Vice President of Growth at Red Sift.

The ultimate goal was to automate and prioritize the best fit lead within the prospecting process, to accommodate the broad total addressable market. That way, their sales reps would not waste time on outreach to incorrect or irrelevant prospects—the technology would surface good-fit leads for them.

“What we’ve engineered here is something that is much more sophisticated than a traditional lead routing structure. The decision of how we target, married with the data we have, is a fundamental step to determine how to make the best use of the human resources we have in place. Typically, organizations don’t work this way, and we certainly would not have been able to create this without the ZoomInfo API integration,”

Chuck Swenberg

Senior Vice President of Strategy

Solution

Nadim and his team began searching for a solution to help automate their prospecting and lead routing efforts. Firmographic data is essential to the sales process and Red Sift and the team needed a solution to source this data from prospects who actively reach out, and also anonymous web domains. The team at Red Sift conducts web observations in order to identify configuration changes or errors that indicate a company would benefit from their solutions. Nadim ultimately decided to add ZoomInfo’s Enterprise API to their tech stack and help automate these processes.

“We’ve been able to use ZoomInfo in a few ways across the organization. We search and enrich data using the ZoomInfo APIs within our automated data prep, orchestration and routing layer to surface the most relevant accounts and contacts to reps in Salesforce,​​” said Lahoud.

The data is then routed into Salesforce, and the sales reps receive all of the account information needed to guide their conversations with prospects.

“What’s been really great to see is they are able to take the insights they gather and guide the rest of the sales organization towards the most relevant industries and accounts at any given time. So, we’ll start with the web-based signals and then narrow it down to companies from there. We don’t necessarily focus on specific industries, we more look for these signals to guide our efforts and energy”, said Lahoud.

Chuck Swenberg, the SVP of Strategy at Red Sift, has seen a drastic shift in the possibilities for internal automation with the ZoomInfo API.

“What we’ve engineered here is something that is much more sophisticated than a traditional lead routing structure. The decision of how we target, married with the data we have, is a fundamental step to determine how to make the best use of the human resources we have in place. Typically, organizations don’t work this way, and we certainly would not have been able to create this without the ZoomInfo API integration,” said Swenberg.

The ZoomInfo API has enabled Red Sift to engineer a system that is most relevant for their go-to-market strategy. The use of web-based signals and a data-first approach has drastically reduced the time needed to pinpoint who to target and when.

The Results

Since partnering with ZoomInfo, the entire team at Red Sift has noticed an increase in productivity and data quality.

“When you have good data and can marry that with what we do, you have a real opportunity to be more authoritative about what’s really happening in the marketplace. It’s not based on a survey, it’s based on actual data representation, and that’s quite powerful,” said Swenberg.

Red Sift brings a data-driven approach to all aspects of its business. The partnership with ZoomInfo has helped them enhance many of their existing processes with more robust and accurate data. The added bonus is how they can now work with a more top-down approach and rely on automated logic to populate the most relevant leads to target.

“If we can get the busywork away from the humans, humans can then focus on what we think they do best, which is write good content and engineer strong approaches to target companies. If we can spend 30% more time preparing that approach than our competitors because our competitor was spending that time looking for contacts, then we’ll win more often” said Lahoud.

“It’s kind of a Swiss knife for prospecting. You input a web domain, and it outputs nearly all the data we want to know about that prospect.”