Summary:
The video provides a detailed walkthrough on how to use intent topics in ZoomInfo for effective sales prospecting. The process starts by accessing the “Intent” section in the ZoomInfo platform. From there, users are instructed to click on the “Explore All Topics” button to identify relevant topics for their business. For example, if a company sells CRM integrations, they might select CRM-related topics like HubSpot or Salesforce. Once you have a list of intent topics relevant to your offerings, such as HubSpot integrations, you can contact your ZoomInfo account manager to have those topics added to your profile. This customization allows for more targeted prospecting based on real-time search data.
After setting up your intent topics, the video moves on to explain how to filter and refine the results for more targeted sales efforts. You can apply various filters, including date range, which allows you to focus on companies that have recently shown interest in the selected topic. For example, narrowing the search to the past two weeks helps you identify businesses that have been actively searching for HubSpot-related information recently. This approach ensures that the leads are not too cold and are more likely to engage with your sales outreach.
Another important filter discussed is audience strength, which refers to the number of people in a company actively searching for a given topic. By setting the filter to include only searches by multiple people (e.g., groups of at least three), you ensure that the companies on your list are genuinely interested in the subject matter. Additionally, the spikes filter is helpful in identifying companies where multiple searches for the same topic occurred over a short period, indicating higher intent. The video recommends setting this filter to capture only companies where the topic has been searched multiple times within the given date range.
After refining the results with these filters, the final step is to review the list of companies that meet the criteria. In this case, the presenter narrows the search to 800 companies that have shown consistent interest in HubSpot integrations over the past two weeks, making them highly relevant and qualified prospects. The next steps involve examining these companies in more detail and reaching out to the key contacts within each company that align with the goals of your sales program.
In conclusion, the video serves as a practical guide for using ZoomInfo’s intent topics to enhance sales prospecting. By effectively narrowing down search results using filters like date range, audience strength, and search frequency, users can focus on high-potential leads, increasing their chances of successful sales outreach. The presenter also offers support for anyone facing challenges setting up intent topics and emphasizes the importance of using these tools to maximize sales success.