From just another sales tool
To a B2B brand with a B2C heartbeat.
CHALLENGE:
ZoomInfo, the leading sales and marketing go-to-market platform, wanted to launch its first-ever brand campaign. In a B2B category dominated by jargon, complexity, and zero creativity, the brand needed to stand apart and make a real emotional connection with its audience: salespeople.
STRATEGY:
How do you sell to people who sell for a living? You speak their language: quick, sharp, and confident. Our strategy was to ditch the sterile conventions of enterprise marketing and apply a B2C playbook to a B2B brand. By transforming the cold logic of data into a fast, witty, human narrative, we positioned ZoomInfo as the shortcut to clarity in a world drowning in information.
CREATIVE SOLUTION:
The campaign, titled “How Business Goes to Market,” embraced energy and attitude over explanation. Using rapid editing, cultural references, and irreverent humor, we created a series of cinematic spots that distilled the chaos of Big Data into something clear, actionable, and cool. Each ad tackled a universal sales pain point and delivered a single-minded truth: ZoomInfo helps businesses find, understand, and close faster. The work extended across national CTV, podcasts, audio networks, and high-impact OOH, bringing a level of craft and confidence rarely seen in B2B.
RETURN ON CREATIVE:
- 77.75% Video Completion Rate (exceeding Podsight benchmarks)
- 65% YouTube Completion Rate (double industry average)
- 15× creative benchmark performance
- 25.81% market share growth in ABM category (vs. 52 direct competitors)
COLLABORATORS:
Golden LA
Cartel
Transformer
Barking Owl
Ethos
