Seismic Boosts Outbound Success with ZoomInfo Copilot

Sales teams simply can’t do their jobs without collateral that addresses key questions and common objections. But as versions change and updates are made to this content, it’s all too easy to circulate outdated materials, leading to mixed messages and wasted time.

Seismic steps in to bring order to the enablement chaos.

As a central platform for all customer-facing and enablement content, Seismic helps sales reps access the latest materials quickly – with no second guessing. More than 2,200 companies and 1 million users rely on Seismic every day as the single source of truth for managing, automating, and distributing content to bring clarity and efficiency to the sales process.

Recently, Seismic launched a major initiative to incorporate AI throughout its operations. In addition to adding AI capabilities to their product, Seismic wanted to explore the use of AI internally to boost its GTM team’s productivity, too.

“We have high expectations for our internal teams and how they engage with our potential customers,” said Toby Carrington, Chief Business Officer at Seismic. “When we talk to prospects, it needs to be highly personalized, and it needs to be thoughtful.”

Here’s how Seismic’s outbound sales teams used ZoomInfo Copilot’s AI-fueled prospecting insights to deliver quick impact and prepare for the next era of go-to-market.

I’m really excited about the power of generative AI in general, and working with Copilot is a no-brainer because ZoomInfo is one of the key platforms in our tech stack

Toby Carrington

Chief Business Officer

The Drive to Up-Level Outbound

Seismic uses a well-developed outbound sales model, with business development representatives and outside sales reps generating the majority of its pipeline. In this system, accurate, comprehensive business data is paramount — and Seismic has relied on ZoomInfo’s go-to-market intelligence platform for over five years.

Over that time, Seismic has continued to push for more sophisticated methods of outbound, including using intent signals to find new prospects, more thoroughly research accounts, and tailor messaging.

Seismic’s sellers have achieved impressive results by combining first-party data with ZoomInfo’s data and signals that identify accounts most likely to buy. In user surveys, Seismic’s team attributed 39% of active pipeline to opportunities identified or influenced by signals from ZoomInfo. They also said they’re 54% more productive and save an average of 11.5 hours per week thanks to ZoomInfo.

To cascade those impressive results across the go-to-market team, Seismic’s leadership decided to standardize the most effective practices, particularly for new or less experienced team members. And with a new wave of AI-fueled sales solutions hitting the market, their search was perfectly timed.

AI-Powered Outbound with ZoomInfo Copilot

When ZoomInfo Copilot launched in May 2024, Seismic’s sales leaders were intrigued. Copilot’s ability to proactively highlight valuable account insights — telling sellers when to act, who to target, and even what to say — not only saves time, but helps drive better results.

In fact, Copilot users across the board say they’re boosting pipelines by 23%, booking nearly 60% more meetings and demos per week. More than half of all users also say they’re the first sales team to engage with an account because of Copilot, helping teams close deals faster.

It looked like the solution Seismic needed to speed up and scale their already successful outbound processes. “I’m really excited about the power of generative AI in general, and working with Copilot is a no-brainer because ZoomInfo is one of the key platforms in our tech stack,” Carrington said.

Beyond boosting messaging with specific insights, Copilot’s easy integration into Seismic’s existing tech stack promised to help sales reps stay in the flow of work, minimizing disruptions and unnecessary context-switching while reducing the time it takes to generate new leads.

The Fast Lane to Sales Success

Seismic has already seen increased speed to lead, more targeted outreach, and better response rates from key prospects — the kind of benchmarks that every sales team is watching in today’s competitive markets.

“That combination of our internal CRM data, external signals, and the AI chatbot that’s given all that context has helped us craft very specific account- and persona-based messages. And people have responded to them right away,” Carrington said.

Copilot’s powerful personalization — based on ZoomInfo’s GTM intelligence platform that processes over 1.5 billion data points daily — and ease of use amplified the sales teams’ productivity at a scalable level. “It’s bringing data together faster than anyone could,” he said. “It’s both a time savings and a quality improvement.”

Using Copilot has also helped Seismic reach company-wide targets for innovation and AI.

“We have strong internal goals for the use of AI. It’s expected of every person in their role and part of their performance check-ins with their managers,” Carrington said. By implementing Copilot, Seismic ensures its employees consistently use AI to hit their goals and increase productivity.

A Bright Future with AI-Enabled GTM

Seismic’s journey with Copilot exemplifies how AI tools can help sales teams exceed their goals in less time, with less stress on sellers and better experiences for prospects all along the buyer’s journey.

Seismic’s continued search for innovative uses of AI — both in its product and from its partners — is one big reason the company should remain a leader in sales enablement for years to come. And keeping up with the rapid pace of change at Seismic is a challenge that ZoomInfo Copilot is more than equipped to handle.

“For us, it’s not about having as many point solutions as possible. It’s having key platforms that are very significant in our stack, that we know will continue to evolve as we evolve,” Carrington said. “And ZoomInfo is certainly one of those platforms that will help us to scale.”