ZoomInfo + Salesforce
Connect ZoomInfo and Salesforce to Keep Your CRM Accurate, Enriched, and Ready to Work
Sync ZoomInfo's B2B intelligence directly into Salesforce so your CRM stays clean, complete, and worth trusting.
Why integrate ZoomInfo and Salesforce?
ZoomInfo and Salesforce do very different jobs. One is your source of B2B contact and company intelligence; the other is where every customer relationship lives. When they don't talk to each other, sales reps burn time on manual data entry, leads go stale, and pipeline numbers drift from reality. Integrating ZoomInfo with Salesforce via tray.ai closes that gap — every lead, contact, and account gets enriched automatically, stays current, and is ready to act on.
Automate & integrate ZoomInfo & Salesforce
Use case
Automated Lead Enrichment on Creation
When a new lead hits Salesforce — from a web form, marketing campaign, or manual entry — tray.ai queries ZoomInfo immediately and fills the record with verified contact details, company firmographics, and technographic data. Reps get a fully populated lead without doing anything, so they can prioritize and personalize outreach from the moment someone enters the funnel.
Use case
Continuous Account and Contact Data Refresh
B2B contact data decays at 30% or more per year, which means your Salesforce CRM is constantly fighting obsolescence. tray.ai runs recurring enrichment workflows that push updated ZoomInfo data into existing accounts and contacts, catching job changes, company moves, and new phone numbers before your reps hit dead ends.
Use case
Intent-Driven Lead Prioritization
ZoomInfo's Intent data surfaces companies actively researching topics relevant to your product. tray.ai watches those intent signals and automatically creates or updates Salesforce leads and opportunities when target accounts show buying intent, triggering alerts to the assigned rep and adding the account to the right sales sequence.
Use case
Salesforce Account Deduplication and Firmographic Standardization
Duplicate and inconsistently formatted account records are a perennial CRM headache. When tray.ai pulls enriched data from ZoomInfo into Salesforce, it can simultaneously enforce firmographic standardization — normalizing industry codes, employee count ranges, revenue tiers, and headquarters locations — and flag or merge duplicate accounts using ZoomInfo's unique company identifiers.
Use case
Automated Prospect List Building and Salesforce Import
Sales development teams often build prospect lists in ZoomInfo and then manually export and import them into Salesforce — slow and error-prone. tray.ai automates that process by syncing ZoomInfo saved searches and list exports directly into Salesforce as leads or contacts, complete with enrichment fields and campaign associations, on a scheduled or trigger-based cadence.
Use case
Technographic Targeting for Account-Based Sales
Knowing which technologies a prospect uses matters for competitive positioning and product fit scoring. tray.ai syncs ZoomInfo technographic data — installed technologies, platforms, and vendors — into custom Salesforce fields on account records, so ABM teams can filter, score, and prioritize accounts based on their existing tech stack.
Use case
Salesforce Opportunity Enrichment and Executive Contact Discovery
When a Salesforce opportunity reaches a defined pipeline stage, tray.ai automatically queries ZoomInfo to surface executive contacts and decision-makers at the target account. Those contacts get added to Salesforce and associated with the opportunity, so the full buying committee is mapped and no stakeholder gets missed.
Get started with ZoomInfo & Salesforce integration today
ZoomInfo & Salesforce Challenges
What challenges are there when working with ZoomInfo & Salesforce and how will using Tray.ai help?
Challenge
Handling ZoomInfo API Rate Limits During Bulk Enrichment
ZoomInfo's API enforces rate limits that can bottleneck large-scale bulk enrichment jobs, causing failures or incomplete updates when thousands of Salesforce records need processing at once. Without intelligent throttling, workflows can exhaust API credits fast or trigger errors that leave records only partially enriched.
How Tray.ai Can Help:
tray.ai's workflow engine supports built-in rate limiting, batching, and retry logic. Bulk enrichment workflows process records in controlled batch sizes with configurable delays between API calls, and automatically retry failed requests with exponential backoff — so enrichment completes reliably without burning through ZoomInfo API credits.
Challenge
Matching ZoomInfo Records to Salesforce Records Accurately
Matching a ZoomInfo contact or company to the right Salesforce record gets complicated when data quality is inconsistent. Company names may be formatted differently, contacts may share common names, and domains may not be populated in Salesforce — leading to incorrect matches, duplicate records, or missed enrichment.
How Tray.ai Can Help:
tray.ai supports multi-signal matching logic within workflows, combining email addresses, company domains, phone numbers, and name fuzzy matching to maximize match confidence. Unmatched or low-confidence records can be routed to a Salesforce queue for manual review rather than silently failing or creating duplicates.
Challenge
Preventing Overwriting of Manually Curated Salesforce Data
Reps and ops teams often manually enter or correct CRM data that differs from what ZoomInfo returns. An enrichment workflow that blindly overwrites all fields can undo those corrections, erode rep trust in the CRM, and create data governance conflicts between automated and manual sources.
How Tray.ai Can Help:
tray.ai workflows support conditional field-level overwrite logic — for example, only writing ZoomInfo data to fields that are currently blank, or respecting a custom Salesforce flag that marks a record as manually verified. Human-curated data stays intact while ZoomInfo fills in the gaps.
Challenge
Managing Salesforce Field Mapping Complexity Across Object Types
ZoomInfo returns a rich set of data attributes that need to map to the correct Salesforce fields across multiple object types — Leads, Contacts, and Accounts — each with potentially different custom field schemas depending on how the org is configured. Keeping those mappings maintained as either platform changes is an ongoing operational burden.
How Tray.ai Can Help:
tray.ai provides a visual data mapping interface and reusable workflow components that make it straightforward to configure and update field mappings across Salesforce object types. When Salesforce custom fields change or ZoomInfo adds new data attributes, mappings can be updated centrally without rebuilding entire workflows from scratch.
Challenge
Ensuring Compliance When Syncing Personal Contact Data
Syncing personal contact data — direct dials, personal emails, location data — from ZoomInfo into Salesforce raises GDPR, CCPA, and other data privacy considerations. Automated enrichment workflows can inadvertently introduce data that doesn't comply with your organization's consent or data processing agreements.
How Tray.ai Can Help:
tray.ai workflows can include compliance checkpoints that validate whether a contact's region or data category requires additional consent checks before enrichment data is written to Salesforce. Workflows can also exclude specific field types — such as personal mobile numbers — based on geographic or regulatory rules, giving compliance teams confidence without sacrificing automation.
Start using our pre-built ZoomInfo & Salesforce templates today
Start from scratch or use one of our pre-built ZoomInfo & Salesforce templates to quickly solve your most common use cases.
ZoomInfo & Salesforce Templates
Find pre-built ZoomInfo & Salesforce solutions for common use cases
Template
Enrich New Salesforce Leads with ZoomInfo Data
Automatically enriches every new Salesforce lead with ZoomInfo contact and company data — verified email, direct dial, job title, industry, employee count, and revenue range — the moment the lead is created.
Steps:
- Trigger fires when a new lead is created in Salesforce
- tray.ai queries ZoomInfo Person Search API using the lead's name, email, or company
- Matched ZoomInfo contact and firmographic data is written back to the Salesforce lead record via field mapping
Connectors Used: ZoomInfo, Salesforce
Template
Sync ZoomInfo Intent Signals to Salesforce as Tasks and Alerts
Monitors ZoomInfo Intent data for target accounts and creates Salesforce tasks or Chatter alerts for the assigned account owner when a company spikes on a relevant intent topic, prompting timely outreach.
Steps:
- Scheduled trigger polls ZoomInfo Intent API for accounts matching defined topic clusters
- For each account showing elevated intent, tray.ai looks up the matching Salesforce account by domain or company name
- A Salesforce task is created for the account owner and a Chatter post is added to the account record with intent topic details
Connectors Used: ZoomInfo, Salesforce
Template
Bulk Enrich Existing Salesforce Contacts via ZoomInfo Batch Lookup
Runs a scheduled bulk enrichment job that iterates through Salesforce contacts missing key data fields, queries ZoomInfo in batches, and updates records with fresh contact and firmographic information to combat data decay.
Steps:
- Scheduled trigger queries Salesforce for contacts where key fields such as phone or title are blank or older than a defined threshold
- tray.ai batches contact records and sends them to ZoomInfo Enrich API for matching
- Matched results are written back to Salesforce contacts with updated fields and an enrichment timestamp
Connectors Used: ZoomInfo, Salesforce
Template
Import ZoomInfo Prospect Lists Directly into Salesforce Campaigns
Automates the transfer of curated ZoomInfo saved searches or exported lists into Salesforce as new leads, automatically associating them with the correct Salesforce campaign and setting lead source fields.
Steps:
- Trigger fires on a schedule or when a ZoomInfo list export is placed in a designated cloud storage location
- tray.ai deduplicates the incoming records against existing Salesforce leads and contacts by email and domain
- Net-new records are created as Salesforce leads with ZoomInfo enrichment fields populated and added as campaign members to the target campaign
Connectors Used: ZoomInfo, Salesforce
Template
Enrich Salesforce Opportunities with ZoomInfo Decision-Maker Contacts
When a Salesforce opportunity advances to a defined stage, automatically discovers additional executive and decision-maker contacts at the account from ZoomInfo and creates them as Salesforce contacts linked to the opportunity.
Steps:
- Trigger fires when a Salesforce opportunity stage changes to a configured value such as Proposal or Negotiation
- tray.ai queries ZoomInfo for C-level and VP-level contacts at the account using the company domain
- New contacts not already present in Salesforce are created and linked to both the account and the opportunity with appropriate roles
Connectors Used: ZoomInfo, Salesforce
Template
Standardize Salesforce Account Firmographics Using ZoomInfo Data
Runs a scheduled sweep of Salesforce accounts to normalize firmographic fields — industry, employee count, annual revenue, HQ location — using ZoomInfo company data as the source of truth.
Steps:
- Scheduled trigger pulls a batch of Salesforce accounts where firmographic fields are missing or flagged for review
- tray.ai queries ZoomInfo Company Search API by domain to retrieve authoritative firmographic data
- Salesforce account records are updated with standardized values and a data quality score field is stamped with the enrichment date
Connectors Used: ZoomInfo, Salesforce