Safety Services Company is North America’s leading provider of safety, training, and compliance solutions.
Workflows uses the power of ZoomInfo’s deep database to automatically fire off the best contacts to sales and into marketing campaigns, at exactly the right time. “We’ve set up actionable triggers based on the companies visiting our website and those spiking on our custom intent topics. ZoomInfo looks at these companies and then identifies the contacts from these accounts that align with the title specifications that most closely match our buyer personas,” explained Carter. “From there, the contacts are used to fuel our nurture programs.”
When setting up Workflows, Carter was able to define specific criteria that would automatically direct the different contacts into specific nurture campaigns. As part of this, he was able to build out custom nurture paths for mid-market prospects to ensure they received highly targeted messaging. “There’s a lot of growth potential for us in the mid-market, and with ZoomInfo we have the data and processes in place to successfully tap into these prospects.”
“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. It opens up more time for me to explore other potential lead sources and programs.”
In leveraging ZoomInfo for data intelligence and automated workflows, Carter is now building out the marketing function that Safety Services needed to penetrate the mid-market. “With intent, we’re identifying the companies and contacts most ready to buy, warming those leads, qualifying them and then routing them to sales.” As a result, Safety Services increased MQLs by 200% in its first month of using ZoomInfo.