ZoomInfo is one of the biggest names in B2B data. Their platform promises to help sales and marketing teams identify in-market buyers before they even reach out.
Sounds great. But let’s ask the real question—where does ZoomInfo actually get its intent data? And more importantly, can you trust it?
If you’re making sales and marketing decisions based on this data, you need to know what you’re actually buying. Let’s break it down.
ZoomInfo’s intent data is primarily sourced through:
✔ Website tracking partnerships – They work with a network of publishing and content sites to track what topics companies are researching.
✔ Third-party data providers – They buy data from other intent data aggregators (like Bombora) to expand their dataset.
✔ Proprietary AI models – Their system claims to analyze digital behavior patterns to predict buyer intent.
✔ Customer-contributed data – Some of their data comes from users of ZoomInfo’s platforms who allow their business activity to be tracked.
On paper, this sounds solid—multiple data sources, AI-powered insights, and broad coverage. But that doesn’t mean it’s foolproof.
While ZoomInfo is a well-known player in the space, not all intent data is created equal. Here are a few concerns:
🚩 Not all data sources are disclosed – They don’t provide full transparency on where every signal comes from.
🚩 Data accuracy can be hit or miss – Just because a company is researching a topic doesn’t mean they’re a serious buyer.
🚩 Lag time in data updates – Some intent signals may be days or weeks old, meaning you might be acting on outdated information.
🚩 Intent strength varies – One weak engagement (like a single blog visit) might trigger an "intent" flag, even if there’s no real buying interest.
If you’re using ZoomInfo’s intent data, you need to vet it carefully. It’s useful for identifying potential interest, but it shouldn’t be the only factor driving your sales and marketing strategy.
If you’re looking for intent data, ZoomInfo isn’t the only option. Here’s how it stacks up against other major players:
Each platform has strengths and weaknesses, so choosing the right one depends on how you plan to use intent data.
No matter where you source intent data from, make sure you:
1️⃣ Validate intent signals before outreach. Just because an account is flagged as "high intent" doesn’t mean they’re ready for a pitch.
2️⃣ Combine first-party and third-party data. Your own website activity is a more reliable signal than third-party data alone.
3️⃣ Personalize messaging based on actual behavior. If a prospect is researching a competitor, craft a message that speaks to their pain points.
4️⃣ Measure effectiveness and adjust. Not all intent data will convert, so track results and refine your approach.
ZoomInfo’s intent data can be useful, but not perfect. If you’re investing in intent data, make sure you’re getting signals that actually help your sales and marketing teams close deals—not just another list of names.
View the Intent Data Slide Deck to see how high-quality intent data really works. If you’re ready to start using it for your business, you can purchase it here.
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