ZoomInfo Increases Customer Renewals 15% With a Strategic Commitment to Customer Education

The Enterprise SaaS company has used the Thought Industries Customer Learning Cloud to focus on its ‘North Star’ – proving the connection between educated customers, product usage and renewals.

ZoomInfo supports revenue teams with their Go To Market (GTM) strategies, delivering detailed information about prospects and partners, and helping Sales, Recruitment and Operations companies to engage with them. The business has experienced tremendous growth over the past six years, moving from 2,000 to 30,000 customers, with more than 300,000 end users across these accounts. The company recently went public, and made a number of strategic acquisitions, growing to 3,000 employees.

ZoomInfo initially started out on Litmos, an LMS built specifically for employee needs, with customer education as an afterthought. Customers had to be onboarded, receive a single training session, and have their completion marked on an Excel spreadsheet. This wasn’t the right approach for a rapidly growing business, and ZoomInfo looked for a more customer-focused solution.

In 2019, ZoomInfo adopted the Thought Industries Customer Learning Cloud, a platform that was purpose-built from the ground up for customer education. With the help of a Business Intelligence resource, they were able to create foundational customer success metrics around product adoption, completion rates and increasing the number of trained accounts.

Replacing their previous messy, complicated system with Thought Industries helped ZoomInfo progress through the Thought Industries Maturity Model from stage 2 to stage 4, owing to personalized learning, tight integrations, and vastly improved insights into learning analytics – all thanks to the Thought Industries customer learning platform.

Just some of the key results from ZoomInfo’s work with Thought Industries include:

• More than 30,000 customers signed up to Panorama, each integrated with Salesforce
• 350 new certifications distributed each week
• 108% growth in product adoption for customers who have completed a course
• 15% increase in renewals for customers with at least one user completing a course
• 5-10% uplift in upsells for customers engaged in learning

The Challenge

ZoomInfo’s previous employee-focused LMS was not a good fit for their customer education program, and it was proving time-consuming and increasingly complicated to deliver high-quality customer learning to a rapidly growing user base. The Customer Education team was seen as a cost center, and they knew that they needed to prove their worth beyond the satisfaction scores and smile sheets. To do this, ZoomInfo needed a new platform that would put customer learning first, helping them make an impact on renewals, upsells, and product usage.