If you’re tired of your CRM being full of stale emails, missing phone numbers, and contacts that may or may not exist, you’re not alone. This guide is for anyone who wants to actually use their CRM instead of fighting with it. We’ll walk through how to plug ZoomInfo into your CRM, what’s worth doing (and what isn’t), and how to keep it all running without headaches.
Ready? Let’s get your CRM out of zombie mode.
Why Enrich Your CRM in the First Place?
Bad data is a productivity killer. Reps waste time chasing dead leads. Marketing sends campaigns into the void. Reporting becomes guesswork. Enriching your CRM means bringing in accurate, up-to-date info: phone numbers, emails, job titles, company info, and more.
ZoomInfo promises to fix all this by piping their vast B2B database right into your CRM. That’s the pitch. Does it work? It can—if you set it up thoughtfully.
Step 1: Get Clear on What You Actually Need
Before you start wiring anything together, figure out what you want from enrichment. Otherwise, you’ll end up with a flood of fields and little actual value.
Questions to ask: - What data is missing or outdated in your CRM right now? - Which teams are asking for better data? (Sales? Marketing? RevOps?) - What are your top 5 “if only we knew…” data points? - Are you looking to fix records in bulk, or just enrich new leads as they come in?
Pro tip: Don’t try to enrich every field under the sun. More data isn’t always better—focus on what will actually drive results.
Step 2: Check Your CRM and ZoomInfo Compatibility
Most major CRMs (Salesforce, HubSpot, Microsoft Dynamics, etc.) have out-of-the-box integrations with ZoomInfo. But don’t assume it’s plug-and-play—versions, data model quirks, and permissions can trip you up.
What to check: - Is your CRM on the supported version? - Does your ZoomInfo plan include API or direct integrations? (Not all do.) - Who needs access—just admins, or end users too? - Any custom fields or objects in your CRM that ZoomInfo might not recognize?
Heads up: If you’re on a homegrown CRM, brace yourself for manual API work—or consider if it’s worth the sweat.
Step 3: Set Up the Integration
If your CRM is supported, you’ll usually do this through ZoomInfo’s admin panel or your CRM’s app marketplace.
General steps: 1. Connect ZoomInfo to your CRM: This usually means logging into both, authenticating, and granting permissions. 2. Map fields: Decide which ZoomInfo fields go to which CRM fields. Avoid a 1:1 dump—map only what you need. 3. Set enrichment rules: Choose when enrichment happens (e.g., on create, on update, scheduled batch jobs). 4. Test the connection: Pick a handful of dummy records and run a test. Make sure nothing’s getting overwritten that shouldn’t be.
What works: Using pre-built integrations is almost always easier than trying to DIY with APIs. The field mapping UI isn’t glamorous, but it gets the job done.
What doesn’t: Letting the default mapping run wild. That’s how you end up with 200 fields no one actually uses.
Step 4: Decide on Enrichment Strategy (Real-Time vs. Batch)
You’ve got options: - Real-time enrichment: Fills in data as new leads/contacts come in or get updated. Great for sales teams who want instant info. Can slow down lead creation if overused. - Batch enrichment: Runs on a schedule (nightly, weekly, etc.) to update lots of records at once. Good for cleaning up existing data. Can eat up API credits fast.
What to consider: - How big is your database? (Tens of thousands? Millions?) - Do you have strict API or credit limits with ZoomInfo? - Are you okay with some lag on data freshness?
Honest take: Most teams start with a big batch job to clean things up, then switch to real-time for new data. Don’t try to do both for everything—it gets expensive and complicated fast.
Step 5: Set Up Data Governance (a.k.a. Don’t Let It Become a Mess)
Enrichment can backfire if you’re not careful. You don’t want ZoomInfo overwriting your best data with something worse, or filling your CRM with noise.
Best practices: - Set field-level overwrite rules. Only let ZoomInfo update fields that are empty or obviously outdated. - Audit enrichment results. Pull random samples before and after enrichment—did things actually get better? - Log changes. Make sure you can see what was changed, when, and by whom (or by what integration). - Limit user access. Not everyone needs to trigger enrichment manually.
What works: Being conservative with overwrite settings. It’s easier to fill in blanks than to fix bad overwrites.
What doesn’t: Blindly trusting enrichment to “just work.” Even the best data providers get things wrong.
Step 6: Train Your Teams (and Set Realistic Expectations)
Don’t assume everyone will instantly know what’s new or how to use it. Sales, marketing, and support should know: - What new fields/data are available - Where to look for enriched info - What to do if data looks wrong or confusing
Keep it simple: One quick walkthrough is usually enough. Don’t bury people in documentation.
Expectation check: Enrichment isn’t magic. It won’t find every phone number, and it’ll get some things wrong. Make sure your team knows it’s an improvement, not a panacea.
Step 7: Monitor, Measure, and Adjust
Set a calendar reminder to check on your enrichment setup every month or quarter.
What to track: - Are you seeing fewer bounced emails and bad phone numbers? - Is sales or marketing complaining less about bad data? - Are you burning through API credits? (Watch your usage—costs can creep up.)
What to ignore: Vanity metrics like “number of fields enriched.” If the data isn’t helping you sell or market better, it’s just noise.
Common Pitfalls (and How to Dodge Them)
- Over-enriching: More data isn’t always helpful. It can clutter screens and slow down your CRM.
- Letting enrichment overwrite good data: Always set rules to only fill in blanks or clearly bad info.
- Ignoring privacy and compliance: Double-check that any enrichment follows your company’s data policies and GDPR/CCPA rules.
- Assuming ZoomInfo is perfect: No provider is. Always keep a human-in-the-loop for sanity checks.
Summary: Keep It Simple, Iterate Often
Don’t get caught up in the hype or try to boil the ocean. Start with your biggest data pain points, enrich only what matters, and check that things actually improve. Most teams see the biggest wins from fixing the basics—good contact info, accurate job titles, and clean company records. The rest is nice-to-have.
Set it up, test it, and adjust. Your CRM will finally feel like an asset, not just another mess to clean up.
Now—go make your CRM less of a graveyard.