LeanData and ZoomInfo integrate on lead delivery

ZoomInfo, the database of company and contact information, is partnering with LeanData, the automated lead to account matching and routing solution, to enrich LeanData’s matching and routing flows with information from ZoomInfo’s database. Both solutions are Salesforce native, so it’s Salesforce records that will be enriched.

The aim is to increase the completeness and accuracy of LeanData’s routing flow in real-time, getting more comprehensive records to sales reps, and thus increasing their efficiency and effectiveness.

Why we care. The B2B marketing-to-sales motion is becoming more seamless — it has to. Why? Because this is no longer a world in which marketers do their digital thing and hand off the leads to sales to do their telephone, demo, event thing. The B2B buyer journey is now irrevocably digital and increasingly self-serve, top to bottom.

Marketers should care, therefore, how their leads are matched to the correct accounts and routed to the right sales representatives, and if that can happen with enriched data appended, so much the better. Everyone’s in the same revenue race now.