Sales teams are increasingly relying on AI-powered go-to-market (GTM) intelligence to identify high-intent buyers and improve conversion rates. ZoomInfo has shared how corporate gifting platform Snappy transformed its sales strategy by leveraging real-time buying signals, resulting in a significant increase in its qualified opportunity book rate while expanding intelligence-driven selling across its organization.
According to ZoomInfo, Snappy faced challenges not in identifying target companies but in determining the right decision-makers and the optimal time to engage them. With buyers spread across HR, sales, customer success, and marketing functions, the company relied on disconnected tools and manual research to prioritize accounts.
To address this, Snappy shifted away from static lead lists and focused on engaging prospects based on real-time buying intent. The company aimed to connect with organizations actively researching relevant business challenges while tailoring outreach to their current needs.
ZoomInfo became the primary platform for Snappy's business development representatives. Using AI-powered buying signals, the team could monitor when target accounts were researching topics such as employee engagement, recognition and rewards, and branding.
Instead of manually gathering information from multiple platforms, sales representatives used these insights to create personalized, multi-channel outreach campaigns based on active buyer intent. According to the company, this eliminated much of the guesswork involved in identifying accounts that were ready to engage.
ZoomInfo highlighted one example where a Snappy business development representative identified a financial services company researching branding and employee engagement. After gaining deeper insight into the prospect's priorities, the representative crafted personalized outreach aligned with those interests.
The engagement resulted in a meeting within the same week, expanded conversations with multiple stakeholders, and ultimately led to a signed multi-year agreement with a Fortune 500 company.
According to Snappy, without the real-time buying signal, the opportunity may have gone unnoticed.
As Snappy scaled its use of ZoomInfo, the company extended the same intelligence-driven strategy beyond prospecting. Account management and customer success teams now use buying signals to build customer account plans, identify expansion opportunities, and strengthen relationships with existing customers.
According to the company, what initially served as a prospecting solution has evolved into a core operating practice across its entire go-to-market organization, supporting both new customer acquisition and long-term revenue growth.
ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, enables sales, marketing, and customer success teams to execute their go-to-market strategy with confidence. Powered by the industry's most comprehensive B2B data, including more than 100 million companies, 500 million contacts, and billions of signals, ZoomInfo delivers the intelligence, automation, and integrations that modern revenue teams need to identify, engage, and convert their best buyers.
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