When we launched ZoomInfo Marketing in 2022, our goal was to bring ZoomInfo’s unparalleled B2B data and insights to demand generation and marketing teams.
Two short years later, we’re thrilled to share that ZoomInfo has climbed from a newcomer in the ABM field to being recognized as a Leader in the 2024 Gartner® Magic Quadrant™ for Account-Based Marketing (ABM) Platforms.
We believe this rapid journey both validates our initial vision and reinforces our commitment to innovation as we continue to grow and serve B2B marketers everywhere. Even though we’ve come a long way, we’re just getting started.
Recognition as a Leader: What it Means
The Gartner Magic Quadrant offers a snapshot of the ABM provider landscape, evaluating vendors based on their Completeness of Vision and Ability to Execute. The Magic Quadrant is widely used by businesses to evaluate potential technology vendors, guide purchasing decisions, and understand industry trends.
We believe this recognition validates the hard work our team has put into rapidly expanding the capabilities of ZoomInfo Marketing, delivering a solution that meets our customers’ high standards:
- Trusted Brand: ZoomInfo’s data foundation and long track record with sales leaders means your entire team can go to market with confidence.
- Built for Speed: Execute quicker with ZoomInfo’s fast onboarding and integrations with key ABM tools and platforms.
- Data-Driven Insights: ZoomInfo’s proprietary company and contact data, paired with cutting-edge buying signals and multi-channel engagement, delivers unbeatable real-time insights.
Customer Insights That Drive Innovation
ZoomInfo didn’t enter the ABM market to be just another vendor. We stepped in because customers were already using us to power their marketing campaigns — despite the lack of a formal product — and they were frustrated by the lack of innovation from existing platforms.
When ABM first emerged, the promise of an account-based view meant better sales and marketing alignment. But most ABM solutions focused heavily on digital advertising use cases and didn’t foster the deeper connections that today’s GTM professionals need. The lack of sales adoption has been a challenge in the overall ABM landscape.
ZoomInfo’s vision for ABM, on the other hand, started with a simple question: How can we give sales and marketing teams everything they need to know about their buyers, from the account level all the way down to the people level?
After all, no matter how detailed your account profiles, you’re still selling and marketing to other people who have needs, desires, and goals to achieve. There’s a buying group at the end of that account, and ZoomInfo is the company that has the most complete, highest quality data about business professionals — period.
We believe that solving this distinct, difficult problem is a major reason we’ve gone from a Niche Player to a Leader in just a couple of years. And with the dawn of the AI age, we think our foundational data is the key ingredient powering AI use cases that will drive even further sales and marketing alignment.
Enterprise-Level Integrations & Speed to Value
For today’s go-to-market professionals, speed isn’t just important — it’s essential.
ZoomInfo’s speed to value is unmatched in the industry because we integrate seamlessly with CRM, MAP, sales engagement platforms, and third-party ad exchanges to provide a single view of account activity.
Our platform also consistently outperforms legacy ABM solutions, delivering faster onboarding, quicker results, and more meaningful insights, all of which accelerate your time to value.
This is even more true for existing ZoomInfo Sales customers. Because we are already so established with sales teams, getting that important buy-in from both sales and marketing is much less of a friction point, and teams realize value that much faster.
When sales and marketing are aligned, the results can be transformative. ZoomInfo’s signals unify both teams with real-time insights for perfectly timed and coordinated outreach to key accounts.
Beyond Intent: Signals Are the Advantage
Historically, ABM has relied heavily on intent data, and many ABM vendors have become intertwined with it. While intent is a really good indicator of who’s in-market, there are a lot of buying signals that go well beyond intent data. This extensive array of information reveals broader opportunities. Consider how changes to buying groups, content from earnings calls, fresh product launches, or newly announced expansion plans might inform a sales conversation — or even a larger long-term strategy.
With relevant signals and context, you’re now creating demand instead of just pushing it across the finish line.
The value of these signals has been proven by the successful launch of ZoomInfo Copilot, our AI-driven sales solution, which leverages advanced signals and rock-solid B2B data to deliver seamless account summaries, actions, and outreach at scale. Our customers are seeing incredible results, reporting a nearly 25% lift in pipeline since adopting Copilot.
Momentum and Vision: What’s Next
We believe that our placement as a Leader in the Gartner Magic Quadrant both validates where we are and recognizes where we’re headed.
Our North Star is helping companies go to market. We’re continuously pushing the boundaries of what’s possible in ABM, automating critical GTM workflows and enhancing real-time signal modeling to predict opportunities before they arise.
Instead of being overwhelmed by data and decisions, we believe that the next generation of sellers and marketers will be able to act quickly on just-in-time recommendations and insights, and drive sustainable growth by building authentic, helpful relationships with their buyers.
As we continue to push the boundaries of what’s possible in ABM, our focus remains the same: empowering companies to go to market with unmatched speed, precision, and insights — removing GTM friction for lasting success.
Note: Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Gartner, Inc. Magic Quadrant for Account-Based Marketing Platforms. Jenifer Silverstein, Ray Pun, et al. 11 November 2024.
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