What ZoomInfo's Customer Impact Report reveals about GTM performance
More than 35,000 businesses worldwide rely on ZoomInfo, an all-in-one AI GTM Platform, to fine-tune their marketing campaigns, scale their sales outreach, and identify prospects who are primed to purchase.
ZoomInfo's Customer Impact Report 2024 brings these stories into sharp focus. Over the past several months, our teams surveyed some 7,000 ZoomInfo users to learn more about how we help go-to-market professionals meet their ambitious goals.
Here's what we heard: ZoomInfo drives dramatically higher revenue, swells marketing pipelines, and claws back days of productivity for frontline sellers who are overwhelmed by inefficient research and prospecting tools.
Tangible ROI for GTM teams
ZoomInfo's Customer Impact Report 2024 reveals that, on average, ZoomInfo customers generate 32% more revenue, gains that hold true from early-stage startups to enterprise teams managing complex multi-channel motions.
In addition to the strong revenue gains made possible by ZoomInfo, the ROI of ZoomInfo's products is felt at every stage of the marketing funnel. Marketers using ZoomInfo were able to increase both the quality and volume of leads generated, equaling an increase in pipeline of 46% (roughly 1.5X growth over non-ZoomInfo users).
Higher productivity, better engagement, greater revenue
Sales and marketing professionals have never had so many tools or data sources to work with. But in too many cases, the rapid growth of GTM tools and data platforms has done little to improve the productivity of the average frontline salesperson or marketer.
In fact, many frontline GTM professionals feel overwhelmed by the amount of tools and data at their disposal, with recent data from Salesforce indicating that 66% of marketers have missed opportunities due to an overabundance of data.
ZoomInfo understands the challenges facing frontline GTM teams, which is why our platform delivers significant time savings for sellers, freeing them to spend more time in front of buyers. On average, ZoomInfo users were 64% more productive thanks to our platform.
Sales development representatives (SDRs) in particular reported average time savings of 18 minutes per prospect, equivalent to more than 13 hours every week.
ZoomInfo's data foundation: the most comprehensive in B2B
Modern GTM motions live and die by the quality of their underlying data, which is why ZoomInfo's verified B2B data, the first pillar of its all-in-one AI GTM Platform, is preferred by 95% of users over competing providers, due to our demographic, firmographic, and geographic coverage spanning 500M contacts and 100M companies.
Teams that want to bring that same verified data into their own AI tools and agents can do so through the GTM Context Graph, which connects ZoomInfo's B2B intelligence to any agent platform via MCP or one API, without requiring a new interface.
We're still not satisfied. Over the past few years, ZoomInfo has made significant investments in the expansion of our international data, and we're delighted to see the positive response to those investments. Of our customers in the Asia-Pacific region, 95% preferred our data over that of other providers, and 88% of customers in the Europe, Middle East, and Africa region preferred ZoomInfo data.
That data foundation translates directly into measurable results for the teams that rely on it.
How ZoomInfo's platform drives results across every GTM team
The aggregate numbers tell one story. Named customer outcomes tell another. Smartsheet deployed ZoomInfo Marketing with FormComplete to tighten the connection between web traffic and qualified pipeline, and saw an 84% MQL increase alongside a 26% increase in opportunity rates. For a demand gen team measured on pipeline contribution, those are the numbers that matter in a board review.
Seismic's sales team needed to reclaim research time without sacrificing the quality of outreach. After deploying ZoomInfo's platform, reps saved 11.5 hours per week per rep and attributed 39% of pipeline to ZoomInfo signals, a 54% productivity gain that translated directly into more conversations and more pipeline.
Snowflake used ZoomInfo's data scoring to identify and prioritize the accounts most likely to convert. The result: 90% higher opportunity open rates and 2x customer conversion on ZoomInfo-scored accounts. These outcomes, documented across ZoomInfo's Customer Impact Report, reflect the platform's impact at every stage of the GTM motion.
ZoomInfo: modernizing GTM for all
Those customer results are what drive ZoomInfo's mission: modernizing GTM for businesses of all stripes, acting as an equalizing force that enables the smallest, scrappiest startups to reach new audiences using the same tools as the Fortune 100.
In addition to highlighting the significant benefits offered by ZoomInfo's products, our annual Customer Impact Report has become a unique way for us to gain greater insights into how our customers are using our tools and data to grow their businesses every single day. For a look at how those trends have continued to evolve, the Customer Impact Report 2025 covers the next chapter of GTM intelligence.
As an all-in-one AI GTM Platform, ZoomInfo brings together the industry's most comprehensive B2B data, the GTM Context Graph intelligence layer, and universal access through GTM Workspace, GTM Studio, and APIs and MCP, so teams of every size can compete on the same intelligence. Together, these three capabilities produce a compounding effect: 32% more revenue, 46% more pipeline, and 64% higher productivity across ZoomInfo's customer base. Download the Customer Impact Report 2024 to see the full picture.
Ready to see these results in your own GTM motion? Request a demo to explore ZoomInfo's platform.
Frequently asked questions
What is the ZoomInfo Customer Impact Report?
The ZoomInfo Customer Impact Report is an annual survey of ZoomInfo users that documents the measurable outcomes they achieve across revenue growth, pipeline generation, and seller productivity. The 2024 edition surveyed approximately 7,000 ZoomInfo users across market segments, geographies, and company sizes to quantify the platform's impact on GTM performance. Download the Customer Impact Report 2024 to see the full data.
How does ZoomInfo help marketing teams prove pipeline contribution?
Marketers using ZoomInfo increased pipeline by 46% on average, a direct line from verified data to board-level contribution metrics. Smartsheet, for example, saw an 84% MQL increase and a 26% opportunity rate increase after deploying ZoomInfo's FormComplete and intent data capabilities. ZoomInfo's GTM Context Graph makes those outcomes possible by fusing verified B2B data with CRM records, behavioral signals, and conversation intelligence to connect marketing activity to pipeline outcomes.
How much more productive are sales teams using ZoomInfo?
According to the ZoomInfo Customer Impact Report 2024, ZoomInfo users are 64% more productive on average. SDRs specifically report saving 18 minutes per prospect, equivalent to more than 13 hours every week, by eliminating manual research and prospecting tasks. Seismic's sales team saved 11.5 hours per week per rep after deploying ZoomInfo's platform.
Does ZoomInfo improve lead quality and pipeline volume for demand gen teams?
Yes. ZoomInfo's verified B2B data, spanning 500M contacts and 100M companies, ensures demand gen teams build audiences from current, accurate records rather than stale list pulls. The Customer Impact Report 2024 found that marketers using ZoomInfo increased pipeline by 46% on average. ZoomInfo's GTM Studio enables teams to launch ABM plays and audience segments without engineering tickets, reducing time-to-launch from weeks to hours.
What ROI can GTM teams expect from ZoomInfo?
The ZoomInfo Customer Impact Report 2024 documents three categories of ROI: revenue (customers generate 32% more revenue on average), pipeline (46% increase in marketing pipeline), and productivity (64% more productive, with SDRs saving 13+ hours per week). These gains hold across market segments, geographies, and company sizes, making ZoomInfo's ROI profile consistent rather than dependent on a specific use case or industry.