Sometimes, you just want to know which companies are talking to your competitors—or even thinking of switching. If you’re in B2B sales, marketing, or even product, that kind of intel can mean the difference between hitting quota or missing it. This guide is for anyone trying to get a real edge—not just more noise—in their prospecting. We’ll walk through how to use the Scoops feature inside ZoomInfo to actually find competitor accounts that are worth your time.
Let’s get to it.
What is ZoomInfo Scoops, Really?
Quick recap: Scoops is a feature in ZoomInfo that tracks business news, personnel moves, tech changes, and signals like “Company X is evaluating new CRM vendors.” It’s less about raw contact data, more about catching accounts in motion.
Why does this matter?
Because companies rarely switch vendors on a whim. When a scoop flags that a company is “evaluating alternatives” or “hiring for a new IT lead,” it’s a strong sign: budgets, priorities, and relationships are in flux. That’s your window.
Honest take:
Scoops isn’t magic. It won’t hand you a list of sales-ready buyers. But used right, it cuts through a lot of guesswork and points you to warmer accounts—especially those sniffing around your competitors.
Step 1: Know What You’re Looking For
Before you even log in, get clear on a few things:
-
Who are your top competitors?
Don’t just think big names. List any company your prospects might consider instead of you. -
What kinds of accounts do you want?
Size, industry, region—be specific. You don’t need every competitor’s customer. You want the ones that fit your ICP. -
What signals matter?
Are you looking for “vendor evaluation,” “new exec hire,” “renewal up for grabs,” or something else? Scoops covers a bunch of triggers, so narrow it down.
Pro tip:
Write this down before you get distracted by filters and dashboards.
Step 2: Set Up Your Scoops Search
Now, let’s get into ZoomInfo and actually start finding those competitor accounts.
2.1. Log In and Navigate
- Go to your ZoomInfo dashboard.
- Find the “Scoops” tab or section (sometimes under “Intent” or “News & Signals” depending on your version).
2.2. Build Your Search
Here’s what you want to do:
-
Set your target account criteria.
Use filters for company size, location, industry—whatever matches your ideal customer. -
Add competitor keywords.
Look for a filter like “Competitor Mention” or “Vendor.” Search for your competitor names (one at a time, or as a list if the platform allows). -
Choose relevant scoop types.
Pick signals like: - Vendor evaluation (“Considering switching from [Competitor]”)
- New decision-maker hired
- Tech stack changes
- Contract renewal/ending
-
Pain points related to your solution
-
Set timeframes.
Recent scoops (last 30-90 days) are usually most actionable. -
Save your search.
If you’ll be checking often, save the filter. Saves you a headache later.
2.3. Review and Refine
-
Don’t expect perfect results the first time.
You’ll get some irrelevant hits—company news that doesn’t matter, or mentions of a competitor in a totally different context. -
Tweak your filters.
If you’re drowning in junk, get more specific. If you get nothing, broaden your search.
Step 3: Sift Out the Noise
Here’s the truth: Most Scoops are generic or too vague to act on. You’ll see “Company considering CRM options,” but maybe it’s a tiny department, or just a routine review.
What’s worth your time:
- Accounts that match your ICP and show clear intent (e.g., “Switching from Competitor X”)
- Scoops involving buying committees, new execs, or tech migrations
- Recent activity (old scoops rarely pan out)
What to ignore:
- Shoehorned mentions (“Company uses Salesforce” when you sell something unrelated)
- Scoops with no clear buying signal
- Anything outside your sweet spot (don’t chase every account)
Pro tip:
It’s better to follow up with 10 high-quality scoops than blast 100 weak ones.
Step 4: Research Before Reaching Out
Don’t just grab the contact info and start spamming. Take a minute to check:
- What’s the actual scoop?
Read the summary, not just the headline. - Who’s quoted or named?
Is it a decision-maker or just a random spokesperson? - What’s the bigger story?
Is there a real buying motion, or is it just routine company news?
Dig for context:
Look at their LinkedIn, press releases, or even Glassdoor reviews. You’re trying to confirm they’re really in the market, not just making noise.
Step 5: Personalize Your Outreach (But Don’t Overthink It)
When you do reach out, use what you found in the scoop. Mention the competitor, the news, or the business change. Keep it simple:
“Saw you’re evaluating new CRM vendors. If you’re open to it, I’d love to hear what you’re looking for in a new solution—and see if we can help.”
Don’t get weirdly specific or creepy (“I see you just hired a new VP of IT and your CEO’s favorite color is blue”). Just show you’re paying attention.
Skip the fluff:
No one cares that you “help companies achieve transformational outcomes.” Talk about real pain points or outcomes.
Step 6: Monitor and Iterate
Set aside time—weekly or monthly—to review your saved searches and see what’s working.
- Are you getting decent leads, or just noise?
- Which competitors pop up most? Are there new ones?
- Are certain scoop types more valuable than others?
Adjust your filters and approach as needed.
Ignore:
The temptation to check Scoops every hour. You’ll burn out. This works best as a regular habit, not a frantic scramble.
What Works (and What Doesn’t)
What works:
- Using Scoops as a starting point for deeper research—don’t treat it like a pre-qualified lead list.
- Layering filters: competitor + buying signal + ICP criteria.
- Following up with context—showing you’ve done your homework.
What doesn’t:
- Relying only on Scoops to fill your pipeline.
- Chasing every alert, even when they’re a bad fit.
- Blindly trusting the data—always double-check.
Things to ignore:
- Super vague scoops (“company is growing rapidly”). Not actionable.
- News that’s more PR than purchase intent.
Final Thoughts: Keep It Simple, Iterate Often
ZoomInfo Scoops isn’t a silver bullet. It’s a tool—sometimes a sharp one, sometimes a bit dull. Start with clear filters, ignore the hype, and focus on the signals that actually matter to your business. Tweak as you go. The goal isn’t to have the fanciest process—it’s to find a few good accounts and actually win them.
Stay skeptical, keep it simple, and don’t overthink it. Happy hunting.