B2B Platform Leader Employs B2C Strategies to Reach a Larger Audience in its First Major Ad Campaign with Creative Agency Colossus

ZoomInfo, the go-to-market platform to find, acquire, and grow customers, launched its first integrated brand campaign, illustrating how ZoomInfo helps businesses across the globe unlock insights, engage customers, and win faster. Applying a B2C playbook in a category typically dominated by overly complicated, technical B2B messaging, the campaign uses compelling messages, culturally relevant references and fast-paced editing. The result is a clever series of ads that illustrate how the ZoomInfo platform modernizes go-to-market for sales, marketing and operations professionals.

“For us, the goal was to simplify the message away from technical details to focus on the end result for the user: growing a business and winning.”

Founded in 2007 by CEO Henry Schuck, ZoomInfo has grown to serve over 30,000 customers on the strength of its B2B data and integrated go-to-market applications, which help teams of all sizes identify and act on key market signals faster and more efficiently than ever before.

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“More people should know about the breadth and depth of our product portfolio – and how it works together as one innovative tech stack to help a business go to market more efficiently,” ZoomInfo Chief Marketing Officer Bryan Law said. “This brand campaign allows us to reach our target demographic on a much larger scale by building a distinct identity that cuts through the clutter and cements our status as the go-to-market category leader.”

Boston-based independent agency Colossus worked on ZoomInfo’s brand launch, including the ad campaign, brand strategy and architecture, as well as design improvements for the brand’s visual identity. Colossus’ experience in the tech sector includes work for athenahealth, epocrates and Toast.

“ZoomInfo’s platform is extremely powerful for any business that wants to take its go-to-market strategy to a new level,” said Jonathan Balck, founder and Managing Director at Colossus. “For us, the goal was to simplify the message away from technical details to focus on the end result for the user: growing a business and winning.”

The brand campaign launches today and will continue for several months. Media strategy and execution was handled by Norbella, the largest independent media agency in New England. The ZoomInfo campaign includes three 30-second and three 15-second videos along with a full suite of audio, digital, custom content, and social assets. The media campaign includes national CTV, audio networks, podcasts and high-impact placements in The Wall Street Journal, The New York Times, Forbes, and other media outlets.

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