Do I need to turn anything on in ZoomInfo before connecting it to Croct?
We use ZoomInfo across the organisation, but the firmographic fields never populate on the Croct side. Every anonymous visitor comes through with the company data blank.
I suspect there is a step I missed inside ZoomInfo itself rather than in Croct. What is the actual prerequisite on the ZoomInfo end?
2 answers
ZoomInfo needs WebSights with Website Personalization activated before any firmographic data is available to send. If that is off, there is nothing for Croct to receive, which matches the blank fields you are seeing.
The delivery mechanism is Google Tag Manager: once Website Personalization is on, the firmographic data is captured through GTM and flows into Croct from there. After that the ZoomInfo attributes become usable in your audiences like any other firmographic signal. We wired logo clouds off the same feed, there is a walkthrough in driving ZoomInfo logo clouds through GTM.
That was the missing switch. Website Personalization was never enabled in WebSights on our account, turned it on and the fields populated. Thank you.
One thing to double check after you flip that switch: make sure the GTM tag is firing on all pages, not just the landing templates. We had it scoped to a couple of page types at first and the data looked intermittent until we widened the trigger to every page.