Observed Signal · Jul 27, 2026 · Customer Case Study · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
PayIt Cuts Database by One-Third Using ZoomInfo
ZoomInfo reported that PayIt, a government payments platform, reduced its marketing and sales database by about one-third after an implementation engagement with ZoomInfo’s team. PayIt trimmed a legacy dataset of more than 100,000 disorganized records by merging duplicates, attaching contacts to the correct accounts, purging unneeded data, and establishing rules to prevent future duplicates. The cleanup cut marketing automation costs by tens of thousands of dollars, sped up account reassignment, and improved reps’ ability to forecast meeting targets. PayIt serves state and local agencies covering more than 100 million people across North America.
Practical MarTech implementation showing tangible cost savings and improved data governance for a government-focused payments provider; informative for MarTech/data teams but not industry-shifting.
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Key Takeaways & Evidence Grounding
- PayIt reduced the size of its marketing and sales database by about one-third, according to ZoomInfo.
- PayIt’s legacy database had grown to more than 100,000 disorganized records prior to the project.
- Working with ZoomInfo’s implementation team, PayIt merged duplicate records, attached loose contacts to the correct accounts, purged unnecessary data, and set rules to block future duplicates.
- The database cleanup cut PayIt’s marketing automation costs by tens of thousands of dollars and made account reassignment much faster.
- PayIt provides payment services (property taxes, tolls, utilities, parking tickets) for jurisdictions covering more than 100 million people in North America.
Connected Companies & Entities
4 Entities mapped“ZoomInfo, the all-in-one AI GTM platform, has reported that PayIt ... reduced the size of its marketing and sales database by about one-thir...”
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
MassPay Builds Demand Generation Engine with ZoomInfo
ZoomInfo reported that MassPay, a fintech startup that moves payouts across more than 175 countries and 70+ currencies, built a repeatable, measurable demand-generation program using ZoomInfo data. MassPay replaced unscalable word-of-mouth growth with a system that reaches buyers before sales calls by triggering targeted marketing campaigns around key contacts and buying committees. The company builds audiences from verified company and contact data and prioritizes efforts using two demand signals: website visits and accounts actively researching payments solutions. MassPay says the program shifted prospect responses from asking who the company is to asking how MassPay can help, and that the same data now provides real-time market intelligence to refine segmentation and strategy.
Redwood Cuts CPC by Nearly 99% Using ZoomInfo
ZoomInfo reported that Redwood Logistics used ZoomInfo’s data management and enrichment capabilities to unify its tech stack and clean CRM data. According to the company, Redwood reduced cost-per-click to as low as $1.20 (a nearly 99% decrease), increased clickthrough rate by 310% and average impressions per campaign by 350%, and saved 20–25 hours per week previously spent on manual CRM research. The initiative also enabled automated lead routing and improved alignment across sales, marketing, and operations.
Demodesk Cuts Daily Prospect Research Using ZoomInfo
ZoomInfo says Demodesk, a Munich-based sales meeting and coaching software company, reduced the time its sales development reps spend on daily prospect research from two-to-three hours to about 10–15 minutes by using ZoomInfo. Demodesk built target lists with ZoomInfo filters and buying signals, then connected ZoomInfo to Salesforce and its sales automation tools so verified records flow directly into existing systems, removing manual uploads. The change preserved the reps' existing quota (five accounts and 25 contacts per day) while returning more selling time; Demodesk reports improved conversation quality. Marketing also used ZoomInfo data to enrich trade show lists and personalize campaigns, increasing capacity across teams.
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