B2B

ZoomInfo Is Using B-to-C Simplicity to Broaden Its B-to-B Reach

Creative agency Colossus helped the data platform find an approachable identity and voice for its first major brand campaign

A laptop and the words Is Your Data Insightful from a ZoomInfo commercial — ZoomInfo's first brand campaign couldn't avoid data entirely, but it made it palatable.ZoomInfo

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Business-to-business customers are people, too.

ZoomInfo provides the data and technology that helps b-to-b clients enter the market, find customers and expand their business. On its surface, it’s a technical and impersonal service with little emotional appeal. From a marketing perspective, however, ZoomInfo sees value in speaking to individuals and taking a more consumer-based approach.

“There’s a lot for b-to-b to learn from b-to-c,” ZoomInfo CMO Bryan Law told Adweek back in May. “At the end of the day, you’re still marketing to people.”

Consumer marketing translates remarkably well to business clients.

ZoomInfo CMO Bryan Law Guides B-to-C Companies Through B-to-B Basics

Earlier this month, the company put that ethos to the test by launching its first large-scale ad campaign with help from Boston-based creative agency Colossus.

Jason Notte

Jason is an Adweek staff writer covering the business of marketing.

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