ZoomInfo Increases User Activation Over 100% within 9 Months

When it came to customer training, ZoomInfo knew they needed more than an LMS

When Tom Studdert, Vice President of Customer Onboarding & Education for ZoomInfo, a global leader in go-to-market intelligence solutions, started ideating on a customer training initiative, he knew that any old learning management system wasn’t going to do the trick. ZoomInfo needed a platform that was scalable, reflected their brand, and had an unmatched user experience for both their learners and administrators. Thought Industries reached out to ZoomInfo during their search for a new platform and they were blown away by the user experience and dedication to customer-facing training.

The Challenge

With their previous solution, ZoomInfo was only offering the most standard onboarding and follow-up for product training with very low engagement. User engagement directly indicates whether or not the product is being adopted — when a product has low engagement it often has higher churn. When Tom realized their engagement was low, he recognized an opportunity to improve engagement through more effective product training that motivated users to return and engage in the platform more deeply.

He started by diagnosing a few key areas that are essential to boost and monitor user engagement. First, he needed the ability to to deep-link using Single Sign On (SSO). Deep-linking with SSO enables learners access to content without the need to log in to the ZoomInfo University again, increasing the likelihood of completing the action. Combined with improved reporting on user engagement and activity and a robust Salesforce integration, the ZoomInfo team could measure the impact of these changes on the customer adoption process, while removing a key barrier to user engagement. Without each of those elements, executing an effective customer-facing initiative was impossible.

The best training platform for ZoomInfo needed to include:

• Deep linking with SSO without redirect-overkill
• Modern, branded customer experience
• Tight Salesforce integration
• Support various content types including SCORM, videos, PDFs, etc.
• Diverse course offerings (on-demand, instructor-led, self-paced, etc.)
• Administrative control over features and access