ZoomInfo's verified intelligence (100M companies, 500M contacts, and billions of buying signals) is available natively inside Zapier through GTM.AI, the headless way to access ZoomInfo and home for agentic GTM.
ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, today announced that its API is now open to every ZoomInfo customer, including trial accounts, unlocking full access to Zapier, the orchestration platform that connects ZoomInfo to 9,000+ other apps.
Mutual customers can now build Zapier workflows, known as Zaps, that trigger on ZoomInfo signals, enrich records with verified company and contact data, and route the next step across CRMs, sequencing tools, and AI agents. The connective tissue underneath every Zap is GTM.AI, ZoomInfo's headless GTM context layer.
GTM.AI exposes ZoomInfo's verified data graph and agentic orchestration through API and Model Context Protocol (MCP), so any platform, agent, or workflow, including Zapier, can plug in. With API access now open to trial accounts, more than 7,000 mutual ZoomInfo and Zapier customer organizations tracked in Crossbeam can move from manual data pulls to automated, trigger-based GTM workflows in minutes.
What is Zapier?
Zapier is an orchestration platform that helps teams run workflows across the tools they already use.. Sales and marketing operations teams use Zapier to turn signals into action: enriching records, routing leads, updating CRM fields, and triggering the next step the moment something changes. Zapier's role in the GTM stack is the workflow layer that acts on data the moment it changes.
How does Zapier and ZoomInfo integration work?
The integration runs through Zapier's native ZoomInfo app. A customer connects their ZoomInfo account to Zapier once, and from that point any Zap can use ZoomInfo as a trigger or an action. As a trigger, a Zap can start the moment a ZoomInfo intent signal fires, a scoop publishes, or a saved search returns a new match. As an action, a Zap can enrich a lead, update a CRM field, or attach verified contact and company data to a record already moving through another workflow.
With ZoomInfo's API now open to every customer, including trial accounts, the access limit that kept smaller teams from building these Zaps is gone. Any ZoomInfo customer can connect the app and start building workflows the same day — from signal-triggered enrichment to CRM updates and AI-assisted routing.
What is GTM.AI, and how does it power the ZoomInfo data layer inside Zapier?
GTM.AI is ZoomInfo's headless GTM context layer. It exposes ZoomInfo's verified data graph (100M companies, 500M contacts, billions of signals), agentic orchestration, and platform-level governance through API and Model Context Protocol, so any agent, platform, or workflow, including Zapier, can plug in. Zapier is one of dozens of completed integrations on GTM.AI, alongside Salesforce Agentforce, HubSpot Breeze, Microsoft Copilot, Gong, LeanData, Glean, Claude, ChatGPT, and Google Workspace.
GTM.AI has two layers and one governance plane. The bottom layer is the GTM Context Graph, which holds identity-resolved data on 100M companies, 500M contacts, and billions of signals. The middle layer is agentic orchestration, which lets agents and workflows read from the graph, act on it, and write back. The governance plane sits above both, applying access control, permissioning, data lineage, AI policy, and audit logging consistently across every surface that consumes GTM.AI. Every Zap built on the ZoomInfo app inherits that same governance posture.
Why does the data layer matter for GTM automation
About 70% of B2B contact data decays every year. An automated workflow that runs on stale data does not make one mistake. It repeats that mistake at machine speed, every time the Zap fires. A Zap that enriches a lead with a dead phone number or updates a CRM field with a contact who left the company multiplies the error across every downstream step: the sequence, the AI outreach draft, the rep's next call. Verified, continuously refreshed data through the GTM Context Graph is the difference between a Zap that builds pipeline and one that automates noise.
How is the Zapier and ZoomInfo integration different from a generic data integration?
Native connector, not a CSV export. The Zapier app reads ZoomInfo's API directly, rather than through a periodic export or a manually maintained list.
Verified data layer through GTM.AI. Zapier workflows do more than move existing records between apps — they can act on continuously refreshed ZoomInfo data and signals.
Platform-level governance. Access control, permissioning, data lineage, AI policy, and audit logging apply to every Zap the same way they apply inside ZoomInfo itself.
What does this mean for revenue ops and marketing ops leaders?
Signals turn into action in minutes, not hours. A Zap can enrich and route a lead the moment a high-intent signal fires, before the lead goes cold.
Context stops getting rebuilt by hand. Account briefs, contact enrichment, and CRM field updates run inside the Zap instead of a manual research pass before every call.
One context layer across the workflow stack. ZoomInfo, the CRM, the AI outreach tool, and every other app a Zapier workflow touches read from the same GTM Context Graph.
"ZoomInfo has the signal every revenue team is chasing — Zapier turns that signal into action instantly, in whatever tool a rep already lives in. Opening the API to every customer means any team, developer or not, can build a workflow that catches a buying signal, enriches the record, and gets a rep moving in minutes. That's thousands of mutual customers who just got faster." — Navid Zolfaghari, Chief Sales Officer, Zapier
FAQs
What is Zapier?
Zapier is an orchestration platform that helps teams run workflows across the tools they already use. Teams use Zapier to build automated workflows called Zaps that act on signals, move records, and trigger the next step across apps.
What changed in the ZoomInfo and Zapier integration?
ZoomInfo opened API access to every customer, including trial accounts. Previously, full API access was limited to a subset of paid plans, which restricted how many mutual ZoomInfo and Zapier customers could build Zaps using ZoomInfo data.
How does the ZoomInfo and Zapier integration work?
The integration runs through Zapier's native ZoomInfo app. Customers connect their ZoomInfo account once, and any Zap can then use ZoomInfo as a trigger, such as a new intent signal, or as an action, such as enriching a record with verified company and contact data.
Who is the data provider when ZoomInfo is connected to Zapier?
ZoomInfo is the data provider. GTM.AI is the integration surface that exposes ZoomInfo's verified intelligence to every Zap.
Can trial accounts use the ZoomInfo and Zapier integration?
Yes. ZoomInfo's API is now open to trial accounts, so a customer evaluating ZoomInfo can connect the Zapier app and build automated workflows before purchasing a full license.
What kind of Zaps can mutual customers build?
Zaps that trigger on a ZoomInfo intent signal, a saved search match, or a new scoop, and Zaps that enrich a lead, update a CRM field, or attach verified contact data to a record already moving through another workflow.
How does GTM.AI handle governance for the Zapier integration?
GTM.AI's platform layer applies access control, permissioning, data lineage, AI policy, and audit logging consistently across every surface that consumes it, including every Zap built on the ZoomInfo app.
Why does verified data matter for automated workflows?
B2B contact data decays at roughly 70% annually. An automated workflow that runs on stale data repeats the same mistake every time it fires. Verified, continuously refreshed data through the GTM Context Graph is the difference between a Zap that builds pipeline and one that automates noise.
Is the ZoomInfo and Zapier integration available now?
Yes. The ZoomInfo app is available now to every ZoomInfo customer on Zapier, including trial accounts.
Availability of the integration
ZoomInfo's expanded API access, including support for trial accounts, is available now. The ZoomInfo app on Zapier is generally available to every ZoomInfo customer.
