Aviary ZoomInfo Account Enrichment Process
Overview
For ABM campaigns, target accounts in HubSpot typically arrive with minimal data — often just a company name and a single contact. ZoomInfo enrichment fills that gap by layering in contact details, org charts, revenue, technology stack, and engagement signals before any outreach begins.
This article documents the enrichment workflow developed for [1]'s top 91 target accounts, including the manual process required due to ZoomInfo account constraints.
Why Enrichment Is Required
An ABM account with no phone number, no org chart, and no sense of who holds budget authority is not actionable. The goal before any email or LinkedIn outreach is to eliminate all mystery about each target account. Every account in the top tier should have:
- A designated company owner in HubSpot
- At least one phone number (direct or mobile) per key contact
- Email addresses for all relevant contacts
- LinkedIn profile URLs for each contact
- Buying role tags (executive sponsor, decision maker, buyer, user)
- Revenue and employee count for the company
- Technology stack data (what tools they currently use)
- Recent company insights (hiring signals, announcements, acquisitions)
ZoomInfo Constraint: Manual Enrichment Only
Asymmetric holds a single ZoomInfo account (~$1,500/month). ZoomInfo's licensing does not permit connecting one account directly to a client's HubSpot instance. As a result, enrichment is a manual export/import process:
- Pull the target account list from the client's HubSpot segment (91 accounts)
- Match each company in ZoomInfo
- Export all available data: contacts, phones, emails, LinkedIn URLs, revenue, employee count, technologies, org chart structure
- Reconcile any conflicting email addresses between ZoomInfo and HubSpot
- Import enriched data back into the client's HubSpot
This is time-intensive but ensures the client's HubSpot remains the system of record without requiring a separate ZoomInfo seat.
What ZoomInfo Provides Per Account
For each target company, ZoomInfo surfaces:
| Data Type | Examples |
|---|---|
| Company profile | Industry, HQ location, employee count, revenue |
| Org chart | Reporting structure by department |
| Contacts | Name, title, direct phone, mobile, email |
| Technology stack | CRM, marketing tools, infrastructure |
| Intelligence feed | Recent news, hiring activity, announcements |
| Engagement scoring | Flame indicator on mobile = likely to respond to SMS |
The engagement scoring is particularly useful for prioritizing outreach channel. A contact flagged with a flame icon on their mobile number has historically responded to SMS-style outreach; contacts without that signal are better approached via email or LinkedIn.
HubSpot Data Model After Enrichment
Once enriched data is imported, each company record in HubSpot should reflect:
- Company owner assigned (internal account owner)
- Contacts linked with buying roles tagged:
- Executive Sponsor (typically C-suite)
- Decision Maker
- Buyer
- User/Champion
- Custom fields populated: LinkedIn URL, mobile phone, tenure at company, ZoomInfo contact ID
Buying role tagging matters because ABM sequences are often personalized by role — the message to a CEO differs from the message to a VP of Marketing.
Supplementing with Clay
[2] can extend ZoomInfo enrichment by pulling recent company insights at scale — news mentions, job postings, funding announcements — and loading them into account records. This powers more personalized outreach copy without manually researching each company.
Workflow:
1. Load the top 91 company list into Clay
2. Configure insight lookups (news, hiring signals, LinkedIn activity)
3. Export insights back to HubSpot or use directly in email copy generation
ZoomInfo's built-in AI email generator can also use these insights to draft personalized first-touch emails per contact, though this remains a per-contact manual step within ZoomInfo's interface.
Aviary-Specific Notes
- The top 91 accounts were segmented by the client (Aaron) in HubSpot; the segment is visible under Contacts → Segments in Aviary's HubSpot instance
- The client is currently on HubSpot Sales Hub Professional — email automation and drip sequences require upgrading to Marketing Hub Professional ($445/month); this must be approved before enriched contacts can be sequenced. See [3].
- LinkedIn outreach tracking requires the client to purchase LinkedIn Sales Navigator, which integrates directly with HubSpot to log connection requests and messages against contact records
- Confirm whether Aviary uses a separate email platform before configuring HubSpot email sending; the goal is to consolidate all outreach in HubSpot
Related
- [4]
- [5]
- [2]
- [6]
- [7]