Observed Signal · Mar 16, 2026 · Industry Evaluation · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
ZoomInfo Tops Forrester's B2B Marketing Data Rankings
ZoomInfo was named a Leader in Forrester’s Wave: Marketing and Sales Data Providers for B2B, Q1 2026. Forrester highlighted ZoomInfo for setting a technology standard in data collection and identity resolution and noted its development of a GTM knowledge graph to enable data discovery and agentic AI use cases. The report awarded ZoomInfo the highest current offering category score among evaluated vendors and highest possible scores in 20 of 27 criteria, including four top scores in strategy (Vision, Innovation, Partner Ecosystem, Supporting Services and Offerings). ZoomInfo emphasized its investments in R&D and data—stating it spends nearly $200 million a year on innovation and its data foundation—and pointed to first-to-market genAI capabilities for data capture and insight generation as differentiators.
Forrester placement influences buyer decisions in B2B marketing and sales data; highlights ZoomInfo's strong data/identity capabilities, investment in GTM infrastructure and genAI features that affect GTM vendors and enterprise data strategies.
Track ZoomInfo Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- ZoomInfo named a Leader in The Forrester Wave™: Marketing and Sales Data Providers for B2B, Q1 2026.
- Forrester noted ZoomInfo is “setting a technology standard for data collection and identity resolution.”
- ZoomInfo received the highest current offering category score among all evaluated vendors.
- ZoomInfo earned highest possible scores in 20 of 27 evaluation criteria and top scores in four strategy criteria: Vision, Innovation, Partner Ecosystem, and Supporting Services and Offerings.
- ZoomInfo states it spends nearly $200 million per year on innovation and its data foundation and highlights GTM knowledge graph and genAI capabilities.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
ZoomInfo Named 'One to Watch' in Snowflake Report
ZoomInfo announced at Cannes Lions 2026 that Snowflake recognized it as a Data & Identity “One to Watch” in The Modern Marketing Data Stack: Governing the Agentic Enterprise. Snowflake’s fifth annual report — based on input from over 11,500 Snowflake customers and partners across 13 categories — highlights a shift toward AI-driven, agentic marketing systems built on governed data foundations. ZoomInfo described GTM.AI and its GTM context layer as making ZoomInfo data, audiences and agents directly callable inside Snowflake AI Data Cloud without exports or separate identity reconciliation. Quotes from Dennis Sevilla (ZoomInfo CMO) and Denise Persson (Snowflake CMO) emphasize integration, governance, lineage and agentic use cases for revenue teams and AI-first go‑to‑market stacks.
ZoomInfo Launches GTM.AI Headless GTM Context Layer
ZoomInfo announced on June 2, 2026 that GTM.AI is generally available. GTM.AI is presented as a headless go-to-market (GTM) context layer and API / Model Context Protocol (MCP) implementation that exposes ZoomInfo’s verified B2B intelligence to AI agents and agentic platforms. ZoomInfo says the GTM Context Graph resolves 100 million companies, 500 million contacts, billions of buying signals and identity-resolved IP-to-organization pairings. The product is advertised as integrating with frontier assistants (Claude, ChatGPT, Microsoft Copilot), CRM/agent platforms (Salesforce Agentforce, HubSpot Breeze, IBM watsonx Orchestrate), engagement tools (Outreach AI, Nooks AI, Gong), and platforms like Google ADK, Dust, Glean and Databricks. ZoomInfo highlights continuous verification, a verification methodology using ML and public signals, and compliance certifications (ISO 27701, ISO 27001, SOC 2 Type II, TRUSTe GDPR). Developer docs and MCP server guides are available at gtm.ai.
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.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.