Not so long ago, a detailed profile of your ideal customer and a general idea of their purchase intent was enough to fuel growth for many go-to-market teams. Those days are gone — but the best teams still find ways to win consistently, no matter the odds.
To stay ahead in an unpredictable market, businesses need to truly understand buyer behavior, the kind of nuanced portrait that draws from a comprehensive, real-time view of the signals that indicate their readiness and likelihood to purchase.
This is where ZoomInfo and our customers truly excel. It’s why we’re thrilled to be named a leader in both The Forrester Wave™: Intent Data Providers For B2B, Q1 2025 and The Forrester Wave™: Marketing And Sales Data Providers For B2B, Q1 2024.
We believe these acknowledgments reinforce ZoomInfo’s position as a top Go-to-Market Intelligence platform, empowering customers with the most expansive, actionable, and accurate data available.
What sets ZoomInfo apart is the ability to enrich traditional intent signals by layering them with additional buying and contextual signals, significantly enhancing their accuracy and relevance. By leveraging AI-powered analytics, multi-source insights, and guided intelligence, ZoomInfo empowers customers to adopt a truly data-driven approach to their sales and marketing strategies.
This comprehensive approach helps businesses pinpoint the highest-value opportunities and maximize outreach efforts. With ZoomInfo, businesses gain the precise intelligence needed to prioritize their most critical prospects, accelerate revenue generation, and fundamentally elevate their go-to-market execution.
Beyond the Basics
Intent data has long been a powerful tool for identifying accounts showing interest in your offerings. But today’s B2B sellers and marketers need to go beyond traditional intent data sources to truly understand their prospects.
ZoomInfo takes this approach to the next level.
By tapping into a broader spectrum of data points — such as technographic shifts, job changes, and web activity patterns — ZoomInfo provides customers with a richer, more accurate picture of buyer behavior. This wealth of insights enables businesses to not only react to interest but proactively identify where the most promising opportunities lie.
By capturing signals beyond the typical bidstream data, ZoomInfo ensures that sales teams are engaging with high-intent accounts at the right time, with the right message.
We process over 1.5 billion data points every single day — capturing 58 million intent signals weekly from a diverse range of sources, far beyond traditional bidstream data. We’re expanding the data universe to include things like web activity, job transitions, competitive shifts, and technographic changes. By integrating these diverse signals with our best-in-class AI, we empower go-to-market teams to identify the accounts most likely to convert, pinpoint the exact right moments to engage, and provide them with the precise messaging — all from one unified platform.
Align & Activate Across Teams
This year, we introduced Guided Intent, which leverages our expansive data and signals to help customers prioritize the accounts with the highest potential for conversion. This feature identifies intent topics that are highly correlated with previous success, which narrows the aperture to accounts that are most likely to engage.
By understanding behaviors, trends, and signals indicating readiness to purchase, businesses can optimize their outreach strategies and increase their chances of converting high-intent leads.
ZoomInfo also enables customers to unify both sales and marketing teams around shared, real-time signals. Traditional intent data tools often operate in silos, leaving teams with fragmented insights. ZoomInfo bridges this gap through its AI-powered platform, ensuring that both teams work in sync with a unified view of intent signals, firmographic intelligence, and engagement data.
With real-time alerts, automated workflows, and AI-driven recommendations, ZoomInfo ensures that sales teams are always aware of the highest-priority leads, while marketing can fine-tune targeting strategies for maximum conversion. This seamless collaboration results in accelerated pipeline growth and improved revenue outcomes for businesses leveraging ZoomInfo’s platform.
More Complete, Actionable, & Accurate
In 2025, ZoomInfo’s intent data, unique signals, and AI-driven insights provide a competitive edge for businesses seeking to stay ahead. With the ability to capture and analyze data from multiple sources, ZoomInfo offers customers a more complete, actionable, and accurate picture of buyer behavior, enabling smarter decisions, more effective outreach, and stronger sales outcomes.
And with its unified platform, ZoomInfo ensures sales and marketing teams work together efficiently, driving higher revenue and growth in today’s fast-paced market.
Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here.