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ZoomInfo Best Practices Template

Customize this training to give your sales team the help they need directly in ZoomInfo - or any tool they're working in.

Table of Contents

1. Advanced Searches with Keywords in ZoomInfo

When doing Advanced Searches in ZoomInfo you can utilize Keywords searches. This allows you to search for specific keywords for these fields that might not be available as drop down or categories pre-loaded in ZoomInfo.

Keyword searches are available for:

  • Job Title under Contact Filters for Job Title
  • Company Industry Keywords under Companies Filters for Company Industries
  • Company Description Keywords under Companies Filters for Company Industries
  • Scoops Description Keywords under Sales Signals for Scoops

Pro-Tip: Keyword searches use Fuzzy logic to get the best match for companies and contacts related to the Keyword you searched. Utilize NOT, AND, OR & Double Quotations (” “) in your searches to get better results for what you are looking for.

1. Navigate to your Advanced Search Page

2. Choose which type of Keyword search you would like to perform based on the available options (listed above).

Pro-Tip: Combine multiple Keywords across the multiple objects to refine your search ie. Job Title keyword and an industry keyword, combining NOT & AND as you see fit.

3. Add other non-Keyword filters to further refine your search.

Pro-Tip: Combining Job Title Keywords with Management Level and Departments & Job Function can be a powerful way to ensure the contacts you are reaching out to are exactly what you want. In the same way you can combine Company Industry Keywords with ZoomInfo’s segmented Company Industry and/or NAICS codes to guarantee those companies are a perfect fit for your search.

4. Now that you’ve used Keyword searches in tandem with other ZoomInfo filters to get your desired Advanced Search outcome Tag and Export your list

2. Events in ZoomInfo

ZoomInfo has access to upcoming Events and what companies will be attending. This can allow you to create Advanced Searches based on company attendance and create actionable contact lists based on this information.

1. Click on the Events tab on the top of the ZoomInfo navigation bar

2. On the Events page, select an event you would like to dive into

Pro-Tip: When viewing a specific event it will give important details such as a description of the event, where, when, and what companies will be attending.

3. Once you’ve found the event you want to pull a company and/or contact list for, click into the event and then click Show in company search

4. You will be redirected to the Advanced Search page with the search filtered to these companies. Add other contact and/or company filters to further refine your search to the exact companies and/or contacts you would like to see

5. Tag and Export the list

3. Contact Info in ZoomInfo

ZoomInfo allows you to have hundreds of millions of contacts at your fingertips. Ensure you are only sorting by those that have contact information pertaining to your outreach efforts.

1. Navigate to the Advanced Search page and begin your search.

2. Add all of the company and contact filters.

Pro-Tip: Don’t forget about Scoops and Technologies & Attributes if they apply!

3. Once you’ve added all your desired filters, under filters click Contacts

4. Under Contacts click Contact Info

5. Select the dropdown under Contact Info and check the type of contact info you want to narrow your search by

NOTE: The options are for contact info are below. You can choose any number of these

  1. Any info (If Any Info is chosen, they only need to contain one of the below)
  2. Mobile Phone
  3. Direct Phone
  4. Phone
  5. Supplemental Email
  6. Business Email

6. Once you’ve added your desired Contact Info for your search, Tag & Export

4. Exclusions in ZoomInfo

Part of the power of Tagging in ZoomInfo is the ability to exclude prospects with specific tags from future Advanced Searches.

1. Navigate to the Advanced Search page and begin your search.

2. Add all of the company and contact filters.

Pro-Tip: Don’t forget about Scoops and Technologies & Attributes if they apply!

3. Once you’ve added all your desired filters, under My Accounts/Tags filters click Exclusions

4. You will have a list of things you can now exclude from your Advanced Search results, including the ability to add specific Tags you have used for Company and Contact searches

Pro-Tip: The exclusions aren’t restricted to just tags. If you are trying to exclude any Companies or Contacts you or anyone at your Organization have exported before, you can do that by choosing the appropriate options.

5. Once you’ve added your desired Exclusions for your search, Tag & Export

5. Tags Best Practices in ZoomInfo

Tags are a feature in ZoomInfo that are simple but powerful. Below are a few Best Practices for using Tags to their full potential.

1. Using Tags for Exclusions in Advanced Search and List building.

2. Tagging your existing accounts so you can easily find them, and/or exclude them from future searches.

3. Tagging your competitors so you can keep an eye on how they are doing, and/or exclude them from future searches.

4. Tagging labels you suggested an update for, so you can easily check back later to see if an update as been applied.

5. Any record or search you think you will want to refer to or easily find at a later time.

6. Scoops Best Practices in ZoomInfo

Utilizing Scoops during Advanced Searches can ensure that you are reaching out to the exact desired audience. Below are a few Best Practices for using Scoops to their full potential.

1. Scoops is information gathered by ZoomInfo directly from the prospective companies. This means that this information is much more useful and reliable than most “insight” data provided from other sources.

2. When using Scoops it is important to remember that even if this information was volunteered by the organization, it could still be sensitive. This means that when using information from Scoops to be mindful of how the client might react to someone knowing this information and using it to position a sale. So it is advised to not blatantly state Scoop, instead use the Scoop to inquire.

Example: “Hey PROSPECT, I was recently talking to someone in a similar space to you and they voiced SCOOP PAIN POINT. I was curious if you were experiencing something similar? If so, I’d like to learn more about SCOOP PAIN POINT if this is something you are also experiencing.”

3. Use Pain Point Scoops under Opportunity Scoops in tandem with a Topic. These are the perfect buyer signals for when a company might be the perfect fit for your solution.

4. Use Executive Moves Scoops under Personal Scoops. These track the executive moves for companies. One stat of interest when using these Scoops in particular – Incoming executives spend upwards of 70% of their budget in the first 90 days of assuming their new position.

5. At the bottom of the Scoops filter there is a Scoops Description Keyword search. If you can’t find the exact topic or information you are looking for, attempt to use the Scoops Description Keyword search to potentially them.

Pro-Tip: Don’t forget you can use Boolean search functions like AND, OR, NOT and double quotes “”. Example: Searching for “Cloud AND Migration” will return Scoops containing BOTH the keywords Cloud
and Migration.

6. If you create a Scoop search that you want to keep your pulse on Save & Subscribe to that search and set-up Email alerts for when new records are added or updated. This allows you to be updated Daily or Weekly based on this specific Scoop search, leaving you as one of the first people to potentially know about this company insider information.

Pro-Tip: ZoomInfo is sending out hundreds of thousands of survey’s every day to collect this Scoop data, so I recommend setting the email alerts to daily: this is relative and actionable data you can leverage everyday. And, if there are no new Scoops on a certain day, you won’t get an email, so it won’t crowd up in your inbox.

7. Salesforce Sync Best Practices with ZoomInfo

ZoomInfo can sync directly with your Salesforce once it has been set-up by your ZoomInfo Admin. This allows you to save hours of comparing what ZoomInfo has to what your Salesforce does. Below are a few Best Practices for using the Salesforce sync to its full potential.

1. When looking up an Account, if there is the blue Salesforce cloud next to the account name, this indicates this Account is already in your Salesforce. It will also include the Account Owner in Salesforce and the date the last time this accounts data has been synced in Salesforce.

2. Very similar to Accounts having the blue Salesforce cloud, Contacts already synced in your Salesforce will also have the blue Salesforce cloud. Just as with the Accounts, you will be able to see who the Contact owner is in Salesforce, and the last time that contacts information was synced with your Salesforce.

3. Combine the power of Company Profiles and the Org Chart to find decision makers within your target accounts who’s contact information isn’t already stored in your Salesforce (those missing the blue Salesforce cloud).

4. With the Salesforce sync you can Include or Exclude your (or others) Salesforce Accounts from your Advanced Searches by selected Account Owners under the Salesforce Accounts filter.

Pro-Tip: If you are responsible for a territory, you can add a Location filter with your target location, and then Exclude ALL Accounts that are in your Salesforce. This will create a search in your target territory, of only net new accounts that your org does not have in Salesforce.

5. Just like how you can exclude or include Salesforce Accounts that exist in your Salesforce, you can do the same for Leads and Contacts.

Pro-Tip: When performing Advanced Contact Searches, excluding Leads and Contacts you already have in Salesforce can help with reducing the frequency of duplicates. This prevents a problem that many Salesforce orgs struggle with data integrity and duplicates.