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ZoomInfo's Amanda Halle on Automating Lead Nurturing and Customer Retention

December 9, 2009 By Heather Fletcher

TM: Why is e-mail at the core of ZoomInfo's lead-nurturing and customer-retention strategy?
AH: E-mail is just an easy way for us to communicate with our customers and prospects, especially on the customer side. [For] all of our customers, we collect all of their e-mail information as they sign on. And so, it's just easy to communicate to them through e-mail. It's definitely the core. We do do some nurturing on the phone and other types of lead nurturing. ...

TM: During the first four weeks of automated lead nurturing, ZoomInfo saw more than 200 qualified leads—100 more than were gathered during all of 2008. Are results continuing on pace?
AH: Results are coming in still pretty strong. I just looked at the numbers this morning [Nov. 25], and we are at 350 leads in the last five months. ... We had a lead-nurturing program we put in place in August of 2008, and we revamped that in June of 2009. Based on results from Eloqua, we could actually go in and see which e-mails were effective and which e-mails weren't working. So we tweaked that, and now we're seeing really strong results. ...

TM: So ZoomInfo hasn't had to expand or reorganize to handle the increase?
AH: No, not so much. Just because everything's really automated. So we're just continuing to automate processes within the sales area and the marketing area. So we're doing more qualification up front within [the] Eloqua [tool] before sending leads over to the sales team. We've actually seen an increase in our sales-accepted leads over the last few months because of the prequalification that we're doing in Eloqua. ... They're getting less leads but better leads...
 

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