The foundation for most successful go-to-market teams is data — but not just any data will do. Today’s professionals need accurate, up-to-date information about their prospects and customers, or they risk falling behind in a ruthlessly competitive market.
Despite that clear need, getting access to reliable business information regularly is still challenging. Many teams continue to struggle with old records and disconnected systems, leading to poor sales results.
It’s why today’s competitive leaders insist on systems that provide rock-solid, up-to-date data.
Components of Foundational Company Data
The best firmographic data will provide all types of company intelligence, including:
- Industry classifications
- Employee headcount
- Annual revenue
- Corporate hierarchy
- News alerts
- Account signal data
- Intent data
However, some of these are easier to come by than others. You might assume public company information would be easily accessible, but it still takes a significant amount of work to validate and structure that data. And for small businesses, or when working with behind-the-scenes data such as ownership or operational structures, the problem is availability — where can you find this information?
Businesses change faster today than almost any other time in history — people change positions, companies expand and grow, new businesses start and others close. Consider the problems most data leaders face today when it comes to firmographic data:
- Accurate and comprehensive SMB data: Nearly all U.S. businesses are small businesses with fewer than 500 people. This includes everything from mom-and-pop stores to potentially high-growth startups, which makes tracking accurate information a difficult task for most sales and marketing teams to do alone.
- Deep corporate hierarchy data: Larger companies often have complex structures with ultimate parents, global headquarters, immediate parents, domestic headquarters, subsidiaries, and so on. For example, Alphabet owns Google, which owns Looker. To deploy territory-based sales strategies and segmentation, location and hierarchy data are a must.
- Comprehensive company location data: Larger organizations are spread across the world, with multiple locations. For example, ZoomInfo’s Waltham, MA office is different from our location in Vancouver, WA. You need accurate location-level information to sell to individual business entities at the local level, to run location-level analytics including risk or credit models, to map territories accurately, and to run direct marketing campaigns.
Don’t Choose Between Accuracy and Coverage — Get Both
When looking for third-party firmographic data, GTM leaders often face a choice between accurate data on a small segment of the market, or broad coverage with a low degree of accuracy.
ZoomInfo customers get both firmographic accuracy and coverage, with more than 110 million companies and 35 million non-headquarters locations, covering the full spectrum of firmographic data from enterprises down to SMBs, extensive company location data, and corporate hierarchy data.
As a result, ZoomInfo customers see a 100% fill rate on important segmentation metrics: industry classification (including NAICS and SIC), revenue and employee headcount, and can expect to see more data with its resulting attributes inside the platform over time.
HOW DO YOU MEASURE DATA QUALITY?
Learn the difference between accuracy and coverage, and the evaluation process that gets you BOTH. Download The Global Data Buyer’s Guide
A Better Way to Maintain Business Profiles
Our teams continuously innovate to source leading business data from across the web with advanced technology, third-party providers, community contributors, and a robust research team.
- Enhanced data models for attribute prediction: Our process incorporates artificial intelligence-driven attribute prediction, particularly in the “Super 6” core firmographic attributes (company name, address, website URL, industry, revenue, and employee count). The results? Near 100% fill rates for industry classifications, revenue, and employee counts.
- High-velocity and scalable data collection: Because we use multiple parallel flows to capture, verify, and publish company data, many ZoomInfo customers access high-quality data in real-time.
- Advanced pipeline data traceability: Sophisticated attribute selection and entity merge processes ensure superior data traceability.
Data + Process: A Solid Foundation of Firmographics
By layering together a robust data foundation with the ability to maintain data accuracy over time, ZoomInfo offers the world’s leading foundation of firmographic data. Customers experience several key benefits, including:
1. Enhanced Firmographic Coverage and Match Rates
With continued advancements in coverage and accuracy, customers see industry leading match and fill rates. This includes:
- 110M+ company profiles
- Location-level records including 35M+ non-headquarters
- Over 200M+ entity records (including active, inactive, and shell records)
2. Enhanced Segmentation with Comprehensive Attribute Coverage
With more than 200 firmographic attributes available at the company and location levels, ZoomInfo apps tap into extensive data points for superior segmentation and targeting. They use everything from detailed industry codes to location details. Improved data completeness with 100% fill rates on core account attributes makes sure there are no missed opportunities for go-to-market teams.
3. More Contacts with Better Company Mapping
ZoomInfo’s database includes more than 410 million contacts. The platform offers precise contact-to-company mapping with granular detail in the company dataset. For example, it distinguishes between entities like “Harvard Medical School” and “Harvard University.”
4. Identify Accurate Prospects Using More Technographics
Customers optimize targeting with an extensive list of accurate technographic data, covering more than 370 million tech-to-company pairings. This helps identify best-fit target accounts, improves sales productivity, and increases win rates through personalized messaging.
ZoomInfo: The Most Comprehensive B2B Intelligence Platform
As a proven leader in the data industry, ZoomInfo continues to push boundaries with an end-to-end, integrated data solution that delivers the world’s best company, contact, intent, and technographic data — all uniquely purpose-built for go-to-market success.
Check out ZoomInfo Operations for yourself to find out more about our distinct data advantage.