ZoomInfo® Launches Bold New Brand Campaign - ZoomInfo | Clapboard Ad Archive
ZoomInfo’s 2023 campaign Win Faster, created in partnership with Colossus, delivers a decisive new statement for B2B brand marketing by aggressively importing a B2C creative playbook into the often-dry technology and data solutions category. Eschewing the status quo of needlessly complex messaging that dominates the market, ZoomInfo and Colossus construct an irreverent, fast-paced narrative that trades technical jargon for sharp writing, pop culture cues, and an accessible tone while maintaining ZoomInfo’s status as the go-to resource for business contact data and sales intelligence. The central idea grounds itself in a classic B2B frustration — dysfunctional, fragmented processes between sales and marketing — but instead of laborious product walkthroughs, the campaign’s creative device leans fully into what Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem, quickly making the case for ZoomInfo as the platform that not only identifies but resolves the organizational tension slowing down customer acquisition and growth. The work’s design and architecture, shepherded by Colossus, support the campaign’s single-minded proposition: with ZoomInfo’s streamlined tech stack, businesses can unlock actionable insights, engage customers faster, and bridge internal divides, all in a unified platform that stands apart from competitors such as Salesforce, Dun & Bradstreet, LinkedIn Sales Navigator, InsideView, and Clearbit. This move to unify portfolio messaging reflects ZoomInfo’s business growth since its days as DiscoverOrg, amplifying its reach from the sales silo into a broader remit where sales, marketing, and operations move in step. The integrated campaign’s vibrant visual identity, paired with digital touchpoints and design enhancements, reinforces the promise that ZoomInfo places tangible business results ahead of technical exposition, aligning with the cultural shift toward consumer-grade experiences even in professional contexts. Colossus’s experience in the tech and data-driven healthcare sector distinguishes the execution, parallel to work for brands like Toast and athenahealth, and brings a design-forward sensibility atypical for the category. In presenting a clear, clever, and culturally conscious message, the campaign aims to address a persistent challenge across the tech industry — how to simplify, integrate, and amplify value without alienating the core business audience. Clapboard rates this 57/100. As B2B brands race to reclaim attention in a media landscape crowded with noisy claims and indistinguishable products, ZoomInfo’s campaign signals an inflection point for the category, where clarity, speed, and relatable storytelling become vital differentiators in building genuine market leadership.
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