ZoomInfo (NASDAQ: GTM) has reported a significant increase in the adoption of GTM Studio, its platform designed for building and launching go-to-market campaigns. The company reports that customers are building more audiences and onboarding faster as organizations move away from fragmented point tools toward a consolidated platform for campaign orchestration and B2B data.
GTM Studio Adoption and Growth Metrics
ZoomInfo disclosed specific growth figures showing that customers built 7X more audiences quarter over quarter within GTM Studio. This metric indicates that active users are routing a higher volume of their campaigns through the platform. Additionally, the number of customers creating their first audience grew 5X over the same period, which the company identifies as a measure of how quickly new users achieve an initial result. Overall platform adoption has been growing at a rate that has doubled month over month. These figures signal a rapid increase in both user activity and new user activation.
Consolidating B2B Data and Campaign Orchestration
The growth in GTM Studio follows a shift where sales and marketing teams are moving away from assembling technology from separate products. Previously, organizations utilized distinct systems for buyer intent, contact data, AI, and channel orchestration, often requiring manual data stitching and payment for overlapping software. GTM Studio integrates these functions into a single environment, combining ZoomInfo's B2B data with AI and orchestration tools. This integration allows teams to move from an initial idea to a launched campaign without exporting data between tools, which the company states results in a shorter path to market.
Key Takeaways
- Customers built 7X more audiences in GTM Studio quarter over quarter.
- The number of customers creating their first audience increased 5X over the same period.
- Overall platform adoption growth has doubled on a month-over-month basis.
TechInsyte's Take
In our view, these metrics signal a clear fatigue among B2B operators regarding "tool sprawl." The 7X jump in audience creation suggests that the primary value driver for CIOs is no longer just the data itself, but the orchestration layer that prevents manual data exports. This shift indicates that GTM platforms are successfully positioning consolidation as a strategic advantage, moving the buyer's focus from individual feature sets to integrated workflow efficiency.
Source: BUSINESSWIRE
