If you’re in B2B sales or marketing, you’ve probably heard that “intent data” is the next big thing. Problem is, most of it is fluff. Finding out who’s actually getting ready to buy (and who’s just browsing) is easier said than done. That’s where Zoominfo Scoops come in. This guide is for anyone who wants to stop wasting time on dead-end leads and actually reach companies when they’re ready to make moves.
What Are Zoominfo Scoops, Really?
Let’s call it like it is: Zoominfo is a database that scrapes and collects a ton of business info. Scoops are what they call their “news alerts” — basically, little nuggets about things companies are up to. Stuff like:
- Leadership changes
- Funding rounds
- Tech stack changes
- Expansion plans
- Regulatory updates
- Product launches
The pitch is: “Use these to spot buying signals — so you can reach out at just the right time.” But not every Scoop is worth your time. Some are gold; some are noise. Let’s get into how to tell the difference and actually use this feature to work smarter.
Step 1: Know Which Scoops Signal Real Buying Activity
Not all Scoops are created equal. Here’s a quick breakdown of what actually matters:
Worth Your Attention: - Executive Moves: New CXOs, VPs, or directors. New leaders often shake things up and bring in new vendors. - Funding Announcements: Fresh cash means budgets are opening up — and the company might be hunting for new tools or services. - Tech Stack Changes: If they just adopted a tool that integrates with yours (or competes with it), that’s a door opener. - Expansion News: New offices, entering new markets, hiring sprees. All signs they’re scaling up.
Usually Noise: - Generic press releases - Awards or “Best Place to Work” lists - Minor product updates
Gray Area: - Regulatory changes (could matter if you sell compliance solutions) - Lawsuits (most of the time, not actionable unless you’re in legal tech)
Pro Tip: Don’t get distracted by Scoops that don’t have a clear tie to your solution. Always ask: “Does this mean the company is likely to buy something soon?”
Step 2: Set Up Your Scoop Filters (Or Drown in Junk)
By default, Zoominfo will show you way too much. The trick is to filter for what you care about.
How to Do It: 1. Log in and head to the Scoops tab. 2. Use filters for: - Scoop Type: Stick to the categories above — Funding, Executive Moves, Tech Installations, Expansion. - Industry: Make this match your target market. - Company Size: Don’t waste cycles on companies outside your sweet spot. - Geography: Only if your market is regional.
What to Ignore: - “All Scoops” — trust me, you’ll drown. - Vague categories like “General News.” If it’s not a buying trigger, it’s probably noise.
Pro Tip: Save your filter set as a view, so you don’t have to redo this every time.
Step 3: Tie Scoops to Your Ideal Customer Profile
Just because a company raised money doesn’t mean they’re your kind of customer. Layer in your ICP (ideal customer profile):
- Do they fit your buyer persona? (Industry, size, tech stack, etc.)
- Does the Scoop line up with a reason to reach out?
Example:
If you sell HR software and see a company just hired a new Chief People Officer, and they’re in your target industry, that’s a great reason to reach out.
Another Example:
If you sell accounting software and a 10-person startup just raised $500k, probably not worth it — they’re too small for your product.
Step 4: Turn Scoops Into Outreach (That Isn’t Cringe)
Here’s where a lot of people mess up. They treat Scoops like a script: “Saw your company raised $10M — want to buy my software?” That’s spammy and gets ignored.
Instead: - Personalize your outreach. Reference the Scoop, but make it clear why you’re reaching out now — and how you can help. - Tie your value prop to the trigger. “Congrats on the new CTO! We help teams like yours ramp up new tech leadership faster.” - Keep it brief and relevant. Don’t regurgitate the news — show you did your homework.
What Not To Do: - Don’t mass-blast every company with a Scoop. Your response rates will tank. - Don’t pretend you have an inside scoop when you’re using public info. Be transparent.
Pro Tip: Mention the Scoop early in your email or call, but pivot quickly to why they should care.
Step 5: Track What Actually Works (And What Doesn’t)
Here’s the honest truth: Most Scoops won’t turn into deals. But the right ones can open doors you’d never reach otherwise.
To make it work: - Track which Scoop types actually lead to replies, meetings, or deals. - Ditch the ones that don’t work for your market. Maybe leadership changes are gold for you, but funding rounds are a dud. - Refine your filters every month. Don’t “set and forget.”
Simple Spreadsheet Tracker: - Date - Company - Scoop type - Outcome (replied, meeting, closed, ignored)
Over time, you’ll figure out your real buying signals — not just what Zoominfo claims is a “hot lead.”
Step 6: Don’t Fall for the Hype — Combine Scoops With Other Data
Scoops are helpful, but they’re not magic. Real buying signals come from patterns, not just one-off news.
Combine Scoops With: - Website visits (if you use intent tools) - LinkedIn activity (job postings, leadership posts) - Tech install data (did they just rip out a competitor?) - Direct conversations (still the best signal)
What to Ignore: - The idea that Scoops replace all other prospecting. They don’t. - Overly generic “intent” scores. If you can’t tell what company did, it’s not actionable.
Pro Tip: Use Scoops as a reason to reach out. Don’t treat them as the only reason.
Keep It Simple and Iterate
You don’t need to chase every alert or become a data scientist. Pick the 2-3 Scoop types that actually lead to conversations in your market. Filter ruthlessly. Personalize your outreach. Track results. Adjust.
Most “intent data” is just noise. But used right, Zoominfo Scoops can help you reach buyers at the right moment — without burning out your team or your prospects. Start small, get real results, and double down on what works.