Integrating ZoomInfo with
Dynamics 365 for an AEC
Technology Firm
Introduction
The client is an Arkansas based leading technology provider in the Architecture, Engineering, and Construction (AEC) sector, seeking to enhance their customer relationship management (CRM) capabilities. They had been using Microsoft Dynamics 365 (D365) but wanted to integrate ZoomInfo to streamline their sales and marketing processes, enrich their customer data, and improve lead generation and conversion rates.
The Challenge
Data Silos
The client's sales and marketing teams were working with fragmented data sources. This resulted in a lack of a comprehensive view of customer interactions, preferences, and history, which led to the client not being able to proactively reach out to its customers for renewal of product licenses. For example, customers using BIM Batch Suite were potential candidates for being sold BIM Project Suite. However, since the data was siloed so it was not easy to upsell.
Lead Quality
The client struggled with low-quality leads, which significantly hindered their marketing efforts. Without a solid lead qualification process, they found it challenging to distinguish between high-potential prospects and those unlikely to convert. Implementing a more robust lead qualification strategy became crucial to ensure that marketing efforts were focused on prospects most likely to engage and convert.
Manual Processes
The sales team was wasting valuable time on manual tasks such as researching potential prospects and verifying contact data. For example, finding and adding manager of a prospect across corporate website, LinkedIn etc., slowed down the sales cycle and reduced productivity.
Scalability
The client needed a solution that could scale with their growing business needs and accommodate future expansions i.e., continue to provide accurate leads even if the client acquired companies in the same or different line of business.
Challenges We Overcame to Make This Happen
Integration
Seamlessly integrating ZoomInfo with the existing D365 instance to create a unified data platform.
Data Enrichment
Improving the quality of customer data by leveraging ZoomInfo's comprehensive database.
Automation
Automating lead generation, scoring, and nurturing processes to increase efficiency.
Reporting and Analytics
Enhancing reporting capabilities to provide actionable insights for the sales and marketing teams.
Our Solution
Nalashaa embarked on a journey to integrate client’s D365 platform with ZoomInfo, leveraging the robust capabilities of both systems. The integration aimed to streamline client’s sales and marketing operations, improve data quality, and significantly enhance lead generation and conversion rates.
Integrated ZoomInfo data into existing D365 dashboards to maintain
a
cohesive workflow. The combination of ZoomInfo and D365 helped the sales
team in identifying and connecting with more prospects,
close more business, and capture every interaction that happens in between.
This translated to customers being able to receive the
Two-for-One Offer Benefit on qualified Multi-User and Networked Maintenance
trade-in paths.
Enabled the client to create more specific market segments based on buying signals
aligned to key personas and solution categories. For instance,
ZoomInfo’s
Tracker feature
helped the client to monitor job changes of key
contacts. This further allowed account managers to keep in touch with the individual
even when they moved from one company to the next. Time saved on researching key
decision-makers leads to a shortened sales cycle, moving the team to deliver on
their next deal, sooner.
Used data from ZoomInfo in D365’s scoring models to efficiently score and prioritize accounts using a blend of firmographics, intent signals, and engagement metrics. This resulted in the identification of companies planning new infrastructure projects, allowing our client to reach out early in the planning phase.
Automated the updating of client contact details and project statuses, improving efficiency and reducing administrative workload. Further ensured sales reps understood how to use ZoomInfo to find prospects and enrich their account research.
Analyzed productivity to reflect how much top-of-funnel activities play a role in moving prospects down the funnel and eventually close the deal.
Key Features and Benefits
Enhanced Data Quality
The integration significantly improved the quality of customer data, reduced data entry errors allowing the client to dramatically reduce the time spent cleaning and verifying datasets. The client can now ensure that they have the latest project manager contacts for key construction firms.
Increased Lead Generation
By integrating ZoomInfo data with D365, the sales team can focus on high-potential leads post-segmentation, resulting in more qualified opportunities entering the pipeline. The client saw a 40% increase in high-quality leads, and opportunities at higher-scoring accounts were 23% more likely to become qualified. The sales cycle moved 33% faster through qualification.
Streamlined Process
The integration of ZoomInfo reduced context switching, enhancing productivity across teams. Sales can create personalized pitches, tailoring proposals based on client size, current projects, and industry trends.
Sales and Marketing Alignment
Both sales and marketing teams can access the same enriched data in D365, ensuring marketing campaigns are aligned with sales strategies. Marketing can now create content addressing pain points identified by the sales team.
Improved Efficiency
ZoomInfo data synced with D365 reduced the time spent identifying high-value accounts, boosting productivity by 25%. The client can now update and monitor their pipeline, identifying bottlenecks and ensuring a high-quality pipeline.
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