Observed Signal · Jul 13, 2026 · Customer Case Study · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Snappy Doubles Qualified Opportunity Book Rate Using ZoomInfo
ZoomInfo reports that Snappy, a global corporate gifting platform, roughly doubled its book rate for qualified opportunities — from about 30% to about 60% — by restructuring prospecting around real-time buying signals. Snappy prioritized signal-timed outreach, used ZoomInfo as the primary source for target account lists and intent signals, and converted those signals into personalized, multi-channel outreach. The approach produced rapid wins (including a multi-year Fortune 500 deal) and was extended from new-business teams to post-sale account management to surface expansion opportunities across the organization.
Demonstrates a concrete customer success using intent/real-time signals to improve B2B prospecting and expansion, relevant to GTM and demand-generation teams but not a major platform policy or product launch.
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Key Takeaways & Evidence Grounding
- ZoomInfo reported that Snappy roughly doubled its book rate for qualified opportunities from ~30% to ~60%.
- Snappy is described as a global corporate gifting platform that rebuilt prospecting around real-time buying signals.
- Snappy made ZoomInfo the first platform its reps open to see which target accounts are researching relevant topics in real time.
- A signal-led outreach led to a signed multi-year agreement with a Fortune 500 company in one documented example.
- Snappy extended the signal-based approach from new-business teams to post-sale account managers and customer success teams to find expansion opportunities.
Connected Companies & Entities
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AK Operations Boosts Qualified Deals 600% with ZoomInfo
ZoomInfo reported that AK Operations, a fractional sales and marketing firm based in St. Louis, achieved a 600% lift in qualified deals for clients within six months after replacing legacy CRM lists with ZoomInfo data. AK Operations says it also saw a 300% increase in booked meetings and 150% more closed deals. The firm validates list quality by A/B testing client CRM lists against ZoomInfo-built lists, and credits verified emails, firmographic/title precision, and website visitor identification for improved engagement and conversion. One client reportedly had $1.4M in proposals within 60 days and closed over $3M sourced from ZoomInfo prior to subscription renewal. The story appears as a Business Wire release published on MarTech Series on August 18, 2026.
Xactly Improves Account Scoring with ZoomInfo
Xactly rebuilt its account-scoring model using ZoomInfo data and saw the majority of its pipeline and wins concentrate in top-scored accounts. In the first quarter after deployment, 77% of Xactly’s marketing-qualified leads came from accounts scored A or B; those accounts accounted for 78% of opportunities and 86% of wins. Xactly combined ZoomInfo’s advanced account intelligence with its own customer and prospect data, grading roughly 245,000 prospect accounts into A–D tiers. ZoomInfo’s customer success team assisted in building and operating the model. Xactly is expanding ZoomInfo usage across marketing and sales and uses ZoomInfo data in its broader AI strategy under a governance framework.
Drips Boosts ZoomInfo Use 700% After In-House Prospecting
ZoomInfo reported that Drips, an AI-powered conversational outreach company, increased its sales team’s use of ZoomInfo’s platform by 700% after replacing an outsourced sales agency with in-house, AI-assisted prospecting. Drips — which describes itself as running two-way conversations for enterprise brands across healthcare, financial services, insurance, and education — rebuilt lead generation around an AI assistant that recommends targets, surfaces real-time buying signals (funding, leadership changes, mergers, partnerships), and drafts tailored first-touch outreach. The article is presented as a vendor case study and published by Business Wire on August 4, 2026 via MarTech Series.
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