LeanData and ZoomInfo integrate on lead delivery


ZoomInfo, the database of company and contact information, is partnering with LeanData, the automated lead to account matching and routing solution, to enrich LeanData’s matching and routing flows with information from ZoomInfo’s database. Both solutions are Salesforce native, so it’s Salesforce records that will be enriched.

The aim is to increase the completeness and accuracy of LeanData’s routing flow in real-time, getting more comprehensive records to sales reps, and thus increasing their efficiency and effectiveness.

Why we care. The B2B marketing-to-sales motion is becoming more seamless — it has to. Why? Because this is no longer a world in which marketers do their digital thing and hand off the leads to sales to do their telephone, demo, event thing. The B2B buyer journey is now irrevocably digital and increasingly self-serve, top to bottom.

Marketers should care, therefore, how their leads are matched to the correct accounts and routed to the right sales representatives, and if that can happen with enriched data appended, so much the better. Everyone’s in the same revenue race now.

About The Author

Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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