Sales outreach · Production

Zoom builds an outbound sales prospecting machine with Outreach to shift from pandemic-era inbound reliance

The problem

When pandemic-era inbound demand waned, Zoom's sales reps could no longer rely on market inertia to hit quota, and the fragmented tech stack—with conflicting or missing data across multiple tools—forced reps to spend time on manual administrative tasks and spreadsheet tracking instead of selling.

First attempt

Zoom's disparate sales tech stack produced conflicting or missing data and required reps to manually track activities in spreadsheets, creating inefficiencies and a disconnect between marketing and sales that prevented precise prospect targeting and effective messaging.

Workflow diagram · grounded in source

Inbound or outbound lead arrives

trigger

“equipping SDRs to respond to inbound leads with the right message at the right time. Outreach is also at the center of their newer outbound programs”

Sequences manage communication flow

output

“They're using the sequences to manage the communication flow versus wondering, Did I talk to this person this week? Do I need to talk to them next week?”

Persona-based message stratification

routing

“They also leverage Outreach to stratify its messaging by persona, equipping reps to deliver relevant and valuable content no matter who they're speaking to”

A/B testing refines messaging

feedback_loop

“Native A/B testing is helping Zoom test their messaging and change it to optimize their reach. "The data helps us understand how best to engage with our customer, how best to start that conversation, and what resonates the most"”

Data visibility guides leaders

integration

“Data from Outreach is bringing more context around our prospecting efforts so we have a complete view of what works and how we can continually improve our efforts and efficiency”

Reported outcome

Outreach serves as a system of execution standardizing messaging, automating communication sequences, and providing data visibility so reps engage with and convert more prospects without increasing their effort, while leaders gain the context to identify root causes and push new initiatives with less risk.

Reported metrics

Prospect conversion likelihoodincreased the likelihood of converting prospects

Conversations converted into revenueaccelerate converting those conversations into dollars

Prospects engaged and convertedengaging with and converting more prospects

Rep mental loadreducing the mental load for our sales reps

Show all 5 reported metrics

prospect conversion likelihoodincreased the likelihood of converting prospects

conversations converted into revenueaccelerate converting those conversations into dollars

prospects engaged and convertedengaging with and converting more prospects

rep mental loadreducing the mental load for our sales reps

prospecting process speedseeing acceleration throughout the prospecting process

Reported stack

Outreach

Source

https://www.outreach.io/resources/stories/zoom-customer-story

Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Outreach serves as a system of execution standardizing messaging, automating communication sequences, and providing data visibility so reps engage with and convert more prospects without increasing their effort, while…

What tools did this team use?

Outreach.

What results were reported?

Prospect conversion likelihood: increased the likelihood of converting prospects; Conversations converted into revenue: accelerate converting those conversations into dollars; Prospects engaged and converted: engaging with and converting more prospects; Rep mental load: reducing the mental load for our sales reps (source-reported, not independently verified).

What failed first in this deployment?

How is this sales outreach AI workflow structured?

Inbound or outbound lead arrives → Sequences manage communication flow → Persona-based message stratification → A/B testing refines messaging → Data visibility guides leaders.