ZoomInfo® Launches Bold New Brand Campaign Cementing its Status as Go-To-Market Category Leader

Jul. 13, 2023

ZoomInfo (NASDAQ: ZI) – the go-to-market platform to find, acquire, and grow customers – announced today that it has partnered with advertising agency Colossus to create the company’s first-ever integrated brand campaign. Applying a B2C playbook in a category typically dominated by overly-complicated, technical B2B messaging, the creative advertising utilizes compelling writing, culturally-relevant references and fast paced editing. The result is a quirky and clever ad with one simple message about how ZoomInfo helps businesses unlock insights, engage customers, and win faster. 

Founded in 2007 by Henry Schuck, ZoomInfo (called DiscoverOrg at the time) became known among salespeople as a go-to resource for B2B data, and has since evolved its product offering to help all areas of a business go to market. The overarching message in the company’s new brand campaign is how it solves the age-old tension between sales and marketing by modernizing go-to-market for all. 

ZoomInfo CMO Bryan Law said:

"Although we have 35,000 customers, many are not aware of the breadth and depth of our portfolio of products – and how they can work together as one innovative tech stack to help businesses go to market more efficiently. This brand campaign is not only an opportunity to build a distinct identity that cuts through the clutter and cement our status as the go-to-market category leader, it allows us to reach our target demographic on a much larger scale."

 

As the company’s partner, Boston-based independent agency Colossus worked on ZoomInfo’s brand renovation, including its first-ever brand advertising campaign, brand strategy and architecture, and design improvements for the brand’s visual identity. Colossus’ experience in the data/tech category includes work for athenahealth, epocrates and Toast.

Jonathan Balck, founder and Managing Director at Colossus said:

"ZoomInfo can do so much for a business. For us the goal was to simplify the message away from technical details to focus on the end result for the user. Winning. And growing their business."

 

The brand campaign launches today and runs through December 2023. Media strategy and execution was handled by Norbella, the largest independent media agency in New England. It includes 3x:30 and 3x:15 videos along with a full suite of audio, digital, custom content, and social assets. The media campaign includes national CTV, audio networks, podcasts and high impact placements in The Wall Street Journal, The New York Times, Forbes, and others.