DIY Web b-to-b list service launches

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Business-to-business sales application and data aggregator company ZoomInfo entered the b-to-b list marketing arena today. The 8-year-old company's latest service, called ZoomInfo Lists, lets clients tap a database of 45 million people and 5 million companies to create prospect lists that are refreshed daily and segmentable across 24 categories.

Many of the company's sales intelligence customers had been asking for a way to purchase custom lists – either with specific company names, industry sectors or with a “competitors of” search, Bryan Burdick, president of ZoomInfo, told DMNews. The business lead information comes from more than 1 million Web sites that the company crawls weekly with its semantic search engine and artificial intelligence algorithms.

“Our core strength lies in our ability to aggregate information from SMBs as well as large corporations,” Burdick said. “Unlike Hoover's, which is verifying their data with phone calls, we're able to collect a lot more different types of information on a daily basis with our technology.”

He explained that prospects are segmented by their career history, educational background and insight into extracurricular business activities and interest, such as board membership and trade organizations.

“No humans are harmed during the process,” he quipped, while explaining that the cost of data acquisition is minimal and done by technology.

Lists are priced according to the quantity of targets. Lists cost ranges from $3,000 for 5,000 prospects (60 cents per name and $600 per 1,000) to $35,000 for 100,000 prospects (35 cents per name and $350 per 1,000). There is no additional cost for selects.

The ZoomInfo list has been beta testing since September, and the company already boasts 30 signed clients coming into the launch. The company began as a sales research tool. Its PowerSearch and PowerSell products aggregate b-to-b information for sales executives and are available on a annual licensing basis.  

Burdock said the company has no plans to develop a CRM platform, but instead already partners with Salesforce and other database companies to export its data to marketers' in-house lists.

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