Engaging Customers, Expanding Revenue: 5 Marketing Success Stories

What B2B marketers actually measure, and why most of it misses revenue

Attribution gaps. Stale audiences. Campaigns that generate engagement but can't prove pipeline. These are the daily realities for marketing leaders who are expected to show revenue contribution but are working with data that's weeks old by the time it reaches a live campaign. The challenge isn't effort or strategy, it's infrastructure. When the data foundation underneath your programs is fragmented or static, every downstream metric becomes suspect.

ZoomInfo is an all-in-one AI GTM Platform built to close that gap. The B2B data foundation spans 500M contacts and 100M companies, with 1.5B+ data points processed daily to keep audiences current rather than frozen at the moment of export. The intelligence layer, the GTM Context Graph, goes beyond surfacing what is happening in your market to revealing why, fusing B2B contact and firmographic data with CRM records, conversation intelligence, and behavioral signals into a unified reasoning layer that tells you which accounts are in-market, which stakeholders are in the buying committee, and when to engage. And because that intelligence needs to reach every team in every workflow, ZoomInfo delivers it through three access lanes: GTM Studio for marketers and RevOps teams who need to build and activate campaigns without engineering tickets, GTM Workspace for sellers, and APIs and MCP for any tool or AI agent in your stack.

The five case studies below are proof of what DaaS-powered marketing produces when data infrastructure, intelligence, and execution are unified. These are not engagement metrics, they are pipeline and revenue outcomes from companies that replaced fragmented tools with a platform built to connect marketing activity to closed deals.

What B2B data as a service actually delivers for marketing teams

Most marketing teams have bought data before. A list of contacts matching a target persona, a set of company records for a campaign, a batch of emails for a new territory. The problem with one-time list purchases isn't the intent, it's the model. A list is a snapshot. By the time it clears legal review, gets loaded into your MAP, and flows into an active campaign, a meaningful share of those contacts have changed roles, changed companies, or changed priorities. You're spending budget against a record of who someone was, not who they are now.

Data as a Service operates differently. Instead of a static file delivered once, DaaS is always-on, API-accessible data infrastructure that refreshes continuously, integrates directly with your CRM and MAP, and comes with built-in compliance controls for GDPR, CCPA, and other regulatory frameworks. You're not buying a dataset, you're subscribing to a live data layer that keeps your audiences current without manual list pulls.

The shift from one-time data assets to always-on data infrastructure changes what marketing teams can prove to leadership. When your audience reflects current buying behavior rather than last quarter's export, your pipeline metrics become defensible. Campaign performance can be traced back to specific data signals, not attributed to luck or timing. That's the foundation for daas marketing success that goes beyond engagement dashboards and into revenue attribution.

Snowflake: 2x higher conversion rates with account propensity scoring

Challenge

As a leader in cloud data solutions, Snowflake needed a scalable, data-driven approach to better identify and engage existing customers with cross-sell and upsell opportunities. The company sought to refine account scoring, improve sales efficiency, and maximize customer lifetime value through personalization powered by ZoomInfo's Account Propensity Scoring and real-time buying signals.

Solution

Snowflake partnered with ZoomInfo to enhance its customer expansion efforts by leveraging:

• Account Propensity Scoring (APS): A predictive model powered by ZoomInfo's firmographic and technographic data to rank accounts by cross-sell and upsell potential.

• Real-Time Buying Signals: ZoomInfo's Scoops API provided immediate insights into customer activity, enabling sales teams to act on expansion opportunities at the right moment.

• Predictive Account Prioritization: Firmographic and technographic scoring informed Snowflake's territory planning, helping sales leaders allocate accounts more efficiently.

Results

By integrating ZoomInfo's B2B data and intelligence platform, Snowflake dramatically improved its ability to engage existing customers with relevant offers. Snowflake saw 2x higher conversion rates for new customers, along with a 90% increase in opportunity open rates for top-tier APS accounts and a 25% increase in customer engagement rates.

"I give props to the data services team at ZoomInfo. They've done really a great job working with us to get us what we need." – David Gojo, Sales Data Science Manager, Snowflake

Smartsheet: 84% more MQLs and a 59% win rate increase through data-driven alignment

Challenge

Smartsheet, a modern project and portfolio management solution, achieved impressive growth through both strategic acquisitions and product-led strategies. For its next act, the company set its sights on becoming the recognized leader in the field.

To put these plans into action, Smartsheet needed a way to better segment its audience and target high-intent prospects while ensuring marketing and sales alignment.

Solution

Smartsheet partnered with ZoomInfo to fuel its ambitious growth plans, leveraging:

• High-quality B2B data to refine audience segmentation and personalization.

• Intent data to prioritize high-value accounts and improve lead scoring.

• Automatic enrichment of data from high-intent prospects.

Results

By leveraging ZoomInfo's B2B data and intelligence platform, Smartsheet maintained a sharp focus, kept its efforts tightly aligned to customer needs, and achieved strong results across every key metric. Smartsheet's 84% increase in MQLs was accompanied by a 59% increase in win rates, a 40%+ increase in form fills for multi-field forms, and a 3x improvement in audience match rate for advertising campaigns.

"Without ZoomInfo, it would be extremely difficult, if not impossible, to achieve our business objectives. Without it, we wouldn't be able to understand the market, have the right contact data, and make meaningful connections." – Thor Sanderson, Senior Manager of Sales Technology Enablement at Smartsheet

Impartner: 12% pipeline growth and 45% more website engagement with ABM

Challenge

Impartner, which specializes in Partner Relationship Management (PRM) and Partner Marketing Automation solutions, wanted to revamp its account-based marketing strategy and improve sales-marketing alignment.

With a pile of fragmented data and a lack of cohesive marketing insights, Impartner needed a clear way to capitalize on untapped market potential to create more opportunities and optimize its resources effectively.

Solution

To make their efforts more focused, Impartner worked with ZoomInfo for:

• Top-quality B2B data to define its ICP and identify key accounts.

• High-velocity buying signals such as important hires and company announcements.

• Intent data, including account research on third-party platforms.

Results

After implementing ZoomInfo for its ABM programs, Impartner saw an immediate shift in results. Impartner drove 12% pipeline growth quarter over quarter, along with a 45% increase in website engagement and 15 hours saved by leveraging automation and scaling their first campaign. Increased alignment between marketing and sales also led to greater confidence for reps.

"ZoomInfo has literally changed the way we go to market. It's a game-changer that has made our job so much easier and more efficient." – Jeremy Melius, Senior Director of Marketing Operations

Xactly: 78% of opportunities from high-priority accounts after smarter scoring

Challenge

Xactly, a pioneer in intelligent revenue software, faced a conundrum: too many leads were from accounts outside the company's ideal customer profile (ICP), causing a drain on the sales team's valuable time.

The answer was an improved account scoring method that would ensure sellers were pursuing the right leads. But the company ran into roadblocks during its search for a GTM intelligence platform that could fuel the project.

Solution

Xactly turned to ZoomInfo for a hands-on partner, leveraging:

• Firmographic, technographic, and advanced intelligence data to generate unique scores, with data points not available from other providers.

• Advanced data sets combined with internal customer and prospect data to identify key traits of top customers, leading to the development of a sophisticated scoring algorithm to prioritize high-value accounts.

Results

Partnering with ZoomInfo drove dramatically better results in account scoring and overall efficiency for Xactly. In the first quarter alone, Xactly saw 78% of opportunities come from high-priority accounts identified by the new model, with 86% of wins also traced to those same accounts. Additionally, 77% of MQLs came from top-scoring accounts, and there was minimal need for fine-tuning, proving the effectiveness of the new scoring algorithm.

"ZoomInfo not only provided us with invaluable data, but also worked closely with us to solve our challenges. This partnership has been crucial in driving our success." – Jennifer McAdams, Chief Marketing Officer at Xactly

Alchemy Cloud: 4x clickthrough rates and 3x more sales-qualified leads

Challenge

As a SaaS platform serving multiple specialized industries, each with its own sets of needs and specific problems, Alchemy Cloud needed a way to tailor marketing efforts to speak to each segment differently. With a rapidly growing go-to-market org, Alchemy placed a high priority on defining and sizing its Total Addressable Market (TAM) to better align the marketing and sales teams' efforts.

Solution

ZoomInfo checked all the boxes:

• ZoomInfo's B2B data platform, spanning 500M contacts and 100M companies, to conceptualize and strategize their TAM.

• Buying signals including intent data to prioritize accounts, align messaging, and execute on value-driven marketing campaigns.

• A single source of truth for both the sales and marketing teams and direction for the sales team's outbound prospecting efforts.

• ZoomInfo's Enrich feature to maintain accurate customer records across their entire database.

Results

Since implementing ZoomInfo, Alchemy Cloud's active campaigns have continued to perform extremely well, especially against industry standards. Alchemy Cloud achieved 4x clickthrough rates across all segments, a 24% decrease in cost per click, and 3x the number of sales-qualified leads compared to the previous year.

"It would not have been possible for us to achieve the progress that we've had this year without the ZoomInfo ecosystem underpinning our efforts on both the marketing and sales sides. Plus, the easier it becomes for those systems to interface, the larger that benefit becomes." – Holden Lewis, Head of Demand Generation at Alchemy Cloud

How to measure DaaS marketing ROI: the metrics that matter

Daas marketing success is harder to prove than it looks. Most marketing teams can report on MQL volume and cost-per-lead within days of a campaign launch. What they can't report on, at least not with confidence, is which data signals drove those leads, whether those leads converted to pipeline, and whether that pipeline closed. That attribution gap is the central measurement challenge for teams evaluating DaaS platforms, and it's the reason a tiered KPI framework matters more than any single metric.

The case studies above map directly to this framework. Smartsheet's 84% MQL increase is a Tier 2 pipeline metric outcome, the result of intent data and automatic enrichment that kept their audience aligned to high-value accounts throughout the campaign lifecycle. Alchemy Cloud's 4x clickthrough lift is a Tier 1 leading indicator outcome, proof that TAM definition and segment-level targeting produced audiences that actually matched the right buyers. Both results trace back to the same root cause: data infrastructure that reflects current market reality rather than a static snapshot.

Marketing teams that want to build this measurement capability into their programs can do it without engineering tickets using GTM Studio, ZoomInfo's execution environment for marketers and RevOps teams. GTM Studio lets you build measurement-ready audiences, activate multi-channel plays, and connect campaign performance back to pipeline, all from a single interface.

Unlock scalable marketing growth with GTM Intelligence

Smartsheet's 84% MQL increase. Alchemy Cloud's 4x clickthrough lift. Snowflake's 2x conversion rates. These outcomes share a common thread: each company replaced fragmented data assets with always-on data infrastructure, and each was then able to prove to leadership that marketing programs were driving measurable revenue attribution, not just engagement metrics.

When companies tap into rich B2B data, real-time signals, and AI-powered orchestration through GTM Studio, they can create highly personalized campaigns, use resources more effectively, and uncover new opportunities before competitors do. With Data as a Service, GTM teams everywhere can build the world's best B2B data and signals foundation into their own systems, quickly, reliably, and wherever they need it. For teams building AI-powered GTM workflows, the GTM Context Graph provides that same foundation as a context layer purpose-built for agents, reachable through MCP or a single API.

ZoomInfo's GTM Intelligence delivers the insights you need to make smarter decisions, shorten sales cycles, and maximize return on investment. When marketing and sales work from the same signals, campaigns don't just launch, they land.

Ready to see what ZoomInfo's GTM Intelligence can do for your marketing programs? Talk to a GTM specialist today.

Frequently asked questions

What is Data as a Service (DaaS) in B2B marketing?

DaaS in B2B marketing is the delivery of continuously refreshed, API-accessible business contact and firmographic data via cloud-based platforms. Unlike one-time list purchases, DaaS provides always-on data infrastructure with built-in compliance controls and native CRM integration, so audiences reflect current buying behavior rather than a static snapshot. ZoomInfo's Data as a Service platform spans 500M contacts and 100M companies, processed through 1.5B+ daily data points. The result is a data foundation that marketing teams can actually build revenue attribution on, not just engagement reporting.

How do B2B companies measure marketing ROI from DaaS platforms?

B2B companies measure DaaS marketing ROI through three tiers: leading indicators (data match rate, email deliverability, phone connect rate), pipeline metrics (MQL-to-SQL conversion, pipeline influenced, cost per qualified lead), and business outcomes (revenue attributed, CAC reduction, win rate improvement). Smartsheet's 84% increase in MQLs is an example of a Tier 2 pipeline metric outcome, while Alchemy Cloud's 4x clickthrough lift demonstrates what Tier 1 leading indicator improvement looks like in practice. The key is having CRM integration tight enough to connect campaign activity to closed-won revenue, which is where DaaS platforms create structural advantages over static list purchases.

How does ZoomInfo help marketing teams improve MQL quality?

ZoomInfo improves MQL quality through intent data that surfaces in-market accounts, account propensity scoring that ranks accounts by conversion likelihood, and automatic enrichment that keeps contact records current as buyers change roles or priorities. The combination means marketing teams are targeting accounts that are actually ready to engage, not just accounts that match a demographic profile. Xactly saw 77% of MQLs come from top-scoring accounts after implementing ZoomInfo's scoring model, with 78% of opportunities and 86% of wins also traced to those high-priority accounts.

Can ZoomInfo integrate with my existing MAP and CRM?

Yes. ZoomInfo integrates with major marketing automation platforms and CRMs through native connectors and its APIs and MCP access lane. GTM Studio provides codeless workflow automation for marketers who need to activate campaigns without engineering tickets, including audience builds, enrichment triggers, and multi-channel sequencing. The APIs and MCP surface lets RevOps and developers embed ZoomInfo data directly into any tool or AI agent in their stack.

What industries benefit most from B2B DaaS marketing strategies?

Industries with complex, long sales cycles and large addressable markets see the highest ROI from DaaS-powered marketing. B2B SaaS (Smartsheet, Snowflake), cloud infrastructure (Alchemy Cloud), and intelligent revenue software (Xactly) are all represented in ZoomInfo's customer success stories, and each saw material improvements in pipeline and revenue metrics after moving from static list purchases to always-on data infrastructure. Financial services, manufacturing, and professional services also benefit significantly from the ICP precision and compliance controls that DaaS platforms provide.

How does ZoomInfo's GTM Context Graph improve campaign targeting?

The GTM Context Graph is ZoomInfo's intelligence layer that processes 1.5B+ data points daily, fusing B2B contact data with CRM records, conversation intelligence, and behavioral signals into a unified reasoning layer. Unlike raw intent data that shows which companies visited topic pages, the GTM Context Graph reveals why accounts are in-market, which stakeholders are in the buying committee, and when to engage, turning data into campaign timing precision that raw signals alone can't deliver. This is the reasoning layer that separates a DaaS platform from a data feed, and it's what makes the marketing success stories above reproducible rather than one-time wins.