Henry Schuck, founder and CEO of ZoomInfo, presented on the company's go-to-market strategy. ZoomInfo developed a data-driven approach that optimizes every stage of the sales cycle from lead generation and qualification to customer onboarding and retention. Key aspects of the strategy include using response time data to improve lead follow-up, optimizing demo routing, tracking sales metrics to plug leaks in the funnel, and segmenting accounts to balance workloads. The system aims to scale the business while maintaining industry-leading customer lifetime value to customer acquisition cost and renewal rates.

1. zoominfo.com
Hit Your
Number
How ZoomInfo Developed a Winning
(and Leading) Go-to-Market Strategy

2. zoominfo.com
Henry Schuck
PRESENTED BY
Founder & CEO, ZoomInfo
henry.schuck@zoominfo.com
Twitter: @zoominfo @henrylschuck

3. zoominfo.com
Safe Harbor Statement
This presentation contains forward-looking statements that reflect our current views with respect to, among other
things, our [service offerings and product features]. Forward-looking statements include all statements that are
not historical facts. In some cases, you can identify these forward-looking statements by the use of words such as
“outlook,” “believes,” “expects,” “potential,” “continues,” “may,” “will,” “should,” “could,” “seeks,” “predicts,”
“intends,” “trends,” “plans,” “estimates,” “anticipates,” or the negative version of these words or other comparable
words.
The forward-looking statements contained in this [presentation] are based on our current expectations and are
not guarantees of future performance. There can be no assurance that our expectations, beliefs and projections
will result or be achieved. Such forward-looking statements are subject to various risks, uncertainties,
assumptions or changes in circumstances that are difficult to predict or quantify. Important factors that could
cause actual results to differ materially from those indicated by the provided forward-looking information include
risks and uncertainties relating to: [(1) the impact of COVID-19; (2) the effects of competition; (3) changes in
business plans; and (4)] other factors discussed in documents ZoomInfo Technologies Inc. has filed, or may file
from time to time, with the United States Securities and Exchange Commission. Each forward-looking statement
contained in this [presentation] speaks only as of the date of this [presentation]. We undertake no obligation to
publicly update or review any forward-looking statement, whether as a result of new information, future
developments or otherwise, except as required by law.”

4. @
@
+300 employees
Got acquired
+10m in funding
Expansion plans
New CEO
Hiring plans
Experiencing challenges
Researching solutions
Bounced email
New email address
Left company
Promotion
Disconnected phone
New phone number

5. zoominfo.com
Software Business Services Manufacturing Telecom
Financial Services &
Insurance
Retail
Customers(1)
15k+
Customer Count
>$100k ACV(1)
630+
Revenue
Contributed
by the Top
Customer(1)
< 1%
Transportation Education HospitalityMedia & Internet
Healthcare & Life
Sciences
Real Estate
ZoomInfo’s Large and Diversified Customer Base

6. zoominfo.com
Go-to-Market Framework
Go-to-Market Technology Stack
Helping our Customers Build a Strong GTM Foundation
Strategy &
Planning
CRM
Go-to-Market Intelligence
Data Management
Software
Workflow
Software
Engagement
Software
Measurement &
Analytics Software
People &
Organization
Processes,
Workflows &
Orchestration
Enablement,
Content, &
Messaging
Programs,
Campaigns, &
Plays
Engagement &
Execution
AlertsCompaniesContacts Live Org
Charts
Location
Mapping
Attributes Technology
Intelligence
News
& Events
Funding
Intelligence
IntentParent / Subs.
Relationships

7. zoominfo.com
Data-Driven Optimization at Every Stage of the GTM Cycle
Customer
Onboarding
✔ Intro to LDM, CSM,
AM Team
✔ Kickoff call
✔ Integrations Setup
✔ Training
Demand Gen
Marketing
✔ Hot leads
✔ Event / Syndication
leads
✔ Engaged leads
Sales
Development
✔ Inbound SDR
✔ SWAT SDR
✔ Outbound SDR
New
Business Sales
✔ AEs – Deliver demo
and win opportunity
✔ Application Sales
Consultants - identify
intelligent ways to use
ZoomInfo in the GTM
motion
Customer
Lifecycle,
Experience, &
Growth
✔ AM
✔ CSM
✔ CDR
✔ Customer Marketing
✔ Health score
• Lead Scoring
• Enrichment
• Conversion optimization
with FormComplete
• Demo Scoring
• Optimized Demo
Routing & Scheduling
• Demo Booked
• Account Segmentation
• Account Load Balancing
• Potentiality Score
• Account Assignment
WinDemoLead Grow
• Training Completed
• Integrations
Implemented
• Attribution Tracking
Confirmed
Renew
Note: AE = Account Executive, LDM = Learning & Development Management, CSM = Customer Success Manager,
AM = Account Manager, CDR = Customer Development Rep., SDR = Sales Development Rep.

8. zoominfo.com
Powerful Online Presence and Leading Response Times
70+
Inbound SDRs
<90 sec
Response time
SLA
10,000+
Hot leads per month
6,500+
Scheduled demos
per month

9. zoominfo.com
How a 90-Second Response Stacks Up
The odds of connecting with a lead
decrease significantly with time
>10x
decrease
in odds to
connect with a
lead
Impact of SDR Follow-up Time
on Connect Rates
54Companies Contacted via Web Form
Our experiment:
No Follow Up
Responded After an Hour
2-60 Minute Response
<2-Minute Response
54%
24%
17%
5%
90
Seconds
First few minutes 1 hour

10. zoominfo.com
Optimizing Lead Conversion with FormComplete

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What a Rep Sees When a Lead Comes In

12. zoominfo.com
AE Scorecards and Demo Routing
Inbound Demos are routed to the best
available AE most suited to help a
specific customer based on attributes
we have collected
AEs are scored on four variables to
determine their tier:
Trailing 3-Month ACV Won
Trailing 3-Month Win Rate
Trailing 3-Month ASP
Trailing 3-Month ACV per Created
Opportunity
AE Scorecards are recalculated
and evaluated on a monthly basis
Trailing 3 Month Weighted Score

13. zoominfo.com
Tracking Results in Optimizing Process: Plugging Leaks in the Funnel
The Impact of a Dedicated Demo
Rescheduling Motion
6,120
Avg. Sales Demos
Booked Per Month
1,570
‘No Show’
For 1st
Scheduled
Meeting
4,550
Avg. Show Rate
For 1st Scheduled
Meeting
450
Show for a
Rescheduled
Meeting
$1.2 Million
Per month in ARR from
rescheduled meetings
29%

14. zoominfo.com
Proven transfer opportunities
Account Manager
Customer Success Manager
Demand Gen Marketing
Operations
Product Manager
Managing Our Talent Pipeline is Key
Inbound SDR
Pooled
Outbound
SDR
Paired
Outbound
SDR
Corporate AE
Strategic AE
Strategic-Plus AE
Commercial AE
Months
1–4 Months
13–18
Months
8–12Months
5–7
Months
19–24
Months
25–36
Note: AE = Account Executive, SDR = Sales Development Rep.

15. zoominfo.com
Coast to Coast Coverage with Access to Top Talent
Vancouver, WA
Conshohocken, PA
Grand Rapids, MI
Waltham, MA
Bethesda, MD
Cleveland, OH
Future hiring in lower cost
markets
Access to top talent in tier 1
markets
274
212
29
3
24
37
▪ Equally or more productive than team in
Tier 1 Markets
▪ Less competition for talent

16. zoominfo.com
Outbound SDR Motion
…Collaborating with AE’s
Targeting 4 Tiers…
2 Sets of Teams…
1 to 1
Target accounts
Pooled Outbound SDRs
Many to Many
Paired Outbound SDRs
Corporate
Commercial
Strategic Plus
Strategic
Most Skilled/Experienced
Least Experienced
…Together Driving
World-Class Sales
Productivity.

17. zoominfo.com
Data Lake Feeding Outbound
Outbound
Prospecting
Intelligence
Salesforce
Activity Data
Salesforce
Transaction /
Opportunity Data
ZoomInfo InboxAI
Relationship
Intelligence
ZoomInfo
Websights
First-Party Intent
Data
ZoomInfo
Intent
ZoomInfo
Scoops
ZoomInfo
Firmographics
ZoomInfo
Technologies
ZoomInfo
Attributes
Sales Engagement
Platform Activity
Product
Usage Data
Prior Users
Prior
Customers
Zoom
Info
API
Data Lake

18. zoominfo.com
ZoomInfo Go-to-Market: A Day in the Life
568
Hot MQLs
238
Inbound
Demos Set
159
Outbound
Demos Set
18,193
Emails Sent
9,100
Calls Made
213
Opportunities
Created
26
Opportunities
Won
109
Free Trials Initiated
4,937
Inbound emails / responses
1
Meant to illustrate a typical day of sales performance for ZoomInfo team
September 24, 20191

19. zoominfo.com
Sales Enablement and
the AE Demo Process
!

20. zoominfo.com
Best in Class Post-Demo Drip Engagement
Dozens of
Automated
Engagement Flows
5-10%+
Click rates
100-2,000
Automated contacts
per motion
50%+
Reply rates
80%+
Open rates
Tailored and
Targeted at Specific
Use Cases and
Packages

21. zoominfo.com
Attractive Customer Economics Enabled by
Cutting Edge Sales & Marketing Machine
>10xLTV/CAC(1)
<30 Days
Median Sales Cycle
(New Business)(1)
~500New Logos Added
per Month
$1M+
Per Ramped AE
per Year

22. zoominfo.com
Account Segmentation and Load Balancing
($ACV in K) Preserve Grow VIP
SMB
Low-to-mi
d growth
Moderate-
high
growth Hyper-gro
wth
Middle-ma
rket
Enterprise
Strategic
Account Segmentation Potentiality Score
0-100
Score of ACV potential for
each account
Load Balancing
# Accounts by AM by Month
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Account Manager A
Account Manager B
Account Manager C
Account Manager D
Account Manager E
Account Manager F
Account Manager G
Account Manager H
Account Manager I
Account Manager J
Account Manager K
Account Manager L
Account Manager M
Account Manager N
▪ Size
▪ Potentiality score
▪ Growth potential
– ACV potential
– Growth rate expectation
▪ Total number of accounts
▪ Number of accounts with
contract expiration each month

23. zoominfo.com
Customer Handoff – Adoption Focused Onboarding
AE closes deal
■ AM or CSM team
assigned
■ Automated
introduction email
Kick-off call
LDM, CSM, AM
■ Deep dive (tech
stack)
■ Main objectives
■ Reason for
purchasing
■ Teams using use
cases
■ Definition of success
Onboarding
plan
■ Filled out and sent
to customer
Schedule end
user training
■ LDM scaled and
tailored to needs
■ Delivering training
Post training
follow up
■ CDR and CSM
manage the
relationship
Integration
setup
■ Identify customer’s
GTM systems
■ Implementation
Note: AE = Account Executive, LDM = Learning & Development Management, CSM = Customer Success Manager,
AM = Account Manager, CDR = Customer Development Rep.

24. zoominfo.com
Customer Experience – Consistent Touch Points and
Ongoing Monitoring Drive Customer Engagement & Renewal
Account
Executive
Learning &
Development
Manager
Customer
Success
Manager
Account
Manager
Customer
Marketing
Usage & health
monitoring
A A AA A AA A A
C C
B
Deal
closed
Automated
email to customer
Introducing
account team
ROI attribution
check-in
Post-training
follow-up
30-min progress
meeting
Introduce upsell
offerings
LDM conducts follow-up
/ specialized training
Automated
reengagement
sequence kicks in
Product launch
announcements
Invitation for case
study
CSM notified
of drop in
health score 60-min Strategic Business
Review
30-min progress
meeting
Renewal
check-in Renewal
worked
Renewal
Health
Score
Kick-offcall
CDR ROI Testimonials
CSM schedules
call with POC
Month of
contract
0 1 2 3 4 5 6 7 8 9 10 11 12
Training complete

25. zoominfo.com
Data-Driven Operations Drive Renewal Motion
80% of Enterprise cancelled ARR comes back within 12 months
Break-out Pacing Detailed Analytics
Business Day

26. zoominfo.com
ZoomInfo’s Unique Go-To-Market Engine
High Velocity Free Trial
Machine
Dynamic Load Balancing of
Sales Resources
Post-Sale Team for
Customer Success / ROI
Attribution
Precision Metrics
Tracking
Systematic Career
Development
Optimized Lead
Conversion /
Demo Routing
Outbound Prospecting
Intelligence
>10x <30Days 109%
1. As of the end of end of 2019
2. Net Retention is defined as the total ACV generated by our customers and customers of Pre-Acquisition ZI at the end of the year divided by the ACV generated by the same group of
customers in the end of the prior year
Median Sales
Cycle
2019 Net
Retention
LTV / CAC
(2)(1)

27. zoominfo.comzoominfo.com
Questions?