• by Ray Schultz , Columnist, October 4, 2024

B2B brands trying to use intent data should look beyond superficial indicators. That’s the view of ZoomInfo, which says it is providing AI-fueled analysis of high-value signals through its ZoomInfo Copilot. 

Early users of this enhanced capability are achieving high response rates and engagement with AI-created emails, the company says.

A marketer can avoid wasting time on scattershot mailings by studying these elements, ZoomInfo contends:

• Major funding rounds in the last 90 days
• IPO efforts
• M&A transactions, either on the acquisition or disposition sides
• Pain points and business challenges such as international expansion
• Partnerships, including service agreements, outsourcing, contract extensions and other forms of collaboration

Here are other signals that can provide context for AI-generated emails:

• Buying group changes
• Earnings call summaries
• Hiring plans
• Layoffs
• New contact in buying group joining the C-suite
• Submitted or abandoned forms

Then there are these data points that may show an account is ready to buy:

• Account fit score 
• Account level intent
• Web site spike

“When you focus on accounts with clear buying signals, you see faster win rates, higher conversion rates, and real ROI,” says Dominik Facher, ZoomInfo CPO. “Modern go-to-market organizations capitalize on these signals to target the right accounts at the right time, resulting in more informed outreach, an increase in engagement and response rates, and more pipeline secured.”