ZoomInfo Buys Conversation Marketing Platform Insent

In the US, go-to-market intelligence provider ZoomInfo has acquired conversational marketing platform Insent, which identifies web site visitors in real time, and uses AI and lead routing rules to identify prospects. Terms of the deal were not disclosed.

Instead of relying on web site calls to action, Insent's chat capability is designed to engage visitors in a personalized manner. Clients can also personalize the chat platform for their visitors based on web site behaviour, demographic and firmographic data. Founded in 2018, Insent is based in Seattle, WA, and also has offices in Canada and India.

ZoomInfo says the acquisition will enable it to implement 'chat at scale', connecting companies with the right buyers at the right times. Teams will be able to engage with visitors by using Insent's existing integrations within their customer relationship management platforms, marketing automation systems, and collaboration software.

The combination of ZoomInfo's B2B intelligence and Insent's AI-driven routing capabilities will be available to clients in the third quarter. Henry Schuck (pictured), ZoomInfo founder and CEO, comments: 'The acquisition will enable marketers to instantly identify previously anonymous companies that are on their web sites, route prospects to the right account owners, and arm them with ZoomInfo's key intelligence about their buyers. As a result, they'll initiate real-time conversations that can yield significant conversions'.

Web sites: www.zoominfo.com and www.insent.ai .