ZoomInfo announced at Cannes Lions 2026 that Snowflake has identified it as a Data & Identity “One to Watch” in the latest Modern Marketing Data Stack report. The recognition highlights ZoomInfo’s GTM.AI offering, which embeds ZoomInfo’s data and agents directly within Snowflake’s AI Data Cloud, allowing revenue teams to access governed data without exporting or duplicating records. This accolade is especially significant because the report marks Snowflake’s fifth year of tracking how marketing organizations transition from a patchwork of siloed tools to unified, AI‑driven, agentic systems that rest on a trusted, governed data foundation. By being singled out, ZoomInfo demonstrates that its contextual data layer is considered a critical building block for enterprises that want AI agents to act on real‑time, high‑quality B2B intelligence without compromising data privacy, lineage, or compliance.
ZoomInfo Earns “One to Watch” Status in Snowflake’s Report
Snowflake’s fifth‑annual Modern Marketing Data Stack report surveyed more than 11,500 Snowflake customers and ecosystem partners across 13 categories. The study tracks a shift from fragmented marketing tools to AI‑driven, agentic systems built on governed data foundations. Within the Data & Identity category, ZoomInfo was singled out as a “One to Watch.”
The report emphasizes that organizations are moving beyond AI assistance toward AI decision‑making and automated action throughout the marketing lifecycle, while grappling with data‑gravity, privacy, and trust challenges. ZoomInfo’s inclusion signals that its GTM.AI platform meets those evolving requirements.
Dennis Sevilla, ZoomInfo’s Chief Marketing Officer, said the award confirms that the company is “building on the right surface” as revenue teams rebuild their stacks around AI agents. Snowflake’s CMO, Denise Persson, added that ZoomInfo is “one of a small number of partners building for the agentic enterprise from the data layer up,” and that its MCP availability and marketplace make its data directly callable by agents running on Snowflake. Both executives underscored that the partnership eliminates the need for separate identity layers or data duplication, reinforcing governance and lineage at every touchpoint.
Direct Access to ZoomInfo Data Inside Snowflake AI Data Cloud
ZoomInfo’s GTM.AI platform now exposes its audiences, signals, and skills through the GTM Context Layer (MCP), APIs, and the Snowflake marketplace. Because the data resides inside Snowflake’s AI Data Cloud, customers benefit from existing governance, lineage, and access controls without needing separate identity layers or duplicate copies.
Revenue teams can build account lists, intent signals, and ABM programs using ZoomInfo data while remaining within Snowflake’s security framework. For engineers constructing AI‑first revenue stacks, GTM.AI allows large‑language‑model agents such as Claude or ChatGPT to call ZoomInfo data as easily as a human using GTM Studio. This seamless integration means that an AI agent can retrieve a prospect’s firmographic profile, recent buying intent, and relevant conversation transcripts in a single, governed query—eliminating the engineering tickets traditionally required to move data between systems.
GTM.AI Enables Agentic Revenue Workflows
GTM.AI leverages ZoomInfo’s GTM Context Graph—a unified intelligence layer that combines the company’s B2B dataset with CRM records, conversation transcripts, and behavioral signals. The platform delivers this intelligence through three primary interfaces:
- GTM Workspace for sales reps, providing real‑time deal risk insights and champion identification.
- GTM Studio for marketers and RevOps, enabling plain‑language audience definition and automated play execution.
- APIs and MCP for custom front‑ends, allowing developers to embed the data in any application or AI agent.
By integrating directly with Snowflake, GTM.AI eliminates the need for engineering tickets to move data, streamlining the creation of AI‑driven, governed revenue workflows. The result is a faster time‑to‑insight, reduced operational overhead, and a consistent security posture that aligns with enterprise data policies.
Key Takeaways
- Snowflake’s Modern Marketing Data Stack report named ZoomInfo a Data & Identity “One to Watch” for the second time in its five‑year history.
- ZoomInfo’s GTM.AI now makes its data, audiences, signals, and agents callable from inside Snowflake AI Data Cloud, preserving governance, lineage, and access controls.
- The platform offers three access points—GTM Workspace, GTM Studio, and APIs/MCP—so both human users and AI agents can leverage ZoomInfo’s GTM Context Graph without separate data exports.
TechInsyte's Take
The recognition underscores ZoomInfo’s strategic focus on embedding its data layer within Snowflake’s governed environment, a move that could simplify AI‑driven revenue workflows for enterprises. Buyers should monitor how quickly GTM.AI adoption scales and whether additional Snowflake partners emerge with comparable agentic capabilities.
Source: Businesswire
