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Company > ZoomInfo: Business Model, SWOT Analysis, and Competitors 2023

ZoomInfo: Business Model, SWOT Analysis, and Competitors 2023

Published: Mar 01, 2023

Inside This Article


    In this blog article, we will delve into the business model of ZoomInfo and explore its strengths, weaknesses, opportunities, and threats through a comprehensive SWOT analysis. ZoomInfo, a leading provider of B2B contact and company information, has gained substantial prominence in recent years. By examining its business model, we aim to understand the key factors contributing to its success and how it positions itself in the competitive landscape. Furthermore, we will also analyze its potential competitors and their impact on ZoomInfo's growth and market share in the coming years.

    What You Will Learn:

    • Who owns ZoomInfo and the significance of its ownership in the business world.
    • The mission statement of ZoomInfo and how it shapes the company's goals and strategies.
    • The various ways in which ZoomInfo generates revenue and sustains its business model.
    • An in-depth explanation of ZoomInfo's Business Model Canvas and its key components.
    • The major competitors of ZoomInfo and their impact on the market.
    • A comprehensive SWOT analysis of ZoomInfo, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns ZoomInfo?

    Overview of Ownership

    ZoomInfo is currently a publicly traded company, listed on the NASDAQ under the ticker symbol "ZI." As a result, the ownership of ZoomInfo is distributed among a diverse group of shareholders who hold shares of the company's stock.

    Pre-IPO Ownership Structure

    Before its initial public offering (IPO) in June 2020, ZoomInfo was a privately held company. It was acquired by DiscoverOrg in February 2019, resulting in a merger and the creation of ZoomInfo Technologies LLC. DiscoverOrg, a provider of sales and marketing intelligence solutions, owned a significant portion of ZoomInfo.

    Post-IPO Ownership Structure

    Following the IPO, the ownership structure of ZoomInfo changed. The company's shares were made available for public trading, allowing individuals and institutional investors to purchase and own shares of ZoomInfo stock. The IPO allowed the company to raise capital and expand its shareholder base.

    Major Shareholders

    While the exact ownership breakdown of ZoomInfo is continually changing due to the dynamic nature of stock trading, there are some notable shareholders who hold significant stakes in the company. These shareholders include institutional investors such as mutual funds, pension funds, and investment firms.

    Additionally, DiscoverOrg's ownership in ZoomInfo remains substantial even after the IPO. DiscoverOrg's CEO and co-founder, Henry Schuck, is the CEO of ZoomInfo, highlighting the continued involvement of DiscoverOrg in the company's operations.

    Employee Ownership

    It is worth mentioning that ZoomInfo also offers equity-based compensation to its employees. This means that a portion of the company's ownership is held by its employees, aligning their interests with the success and growth of ZoomInfo.


    In conclusion, ZoomInfo is currently owned by a combination of public shareholders, institutional investors, DiscoverOrg, and its employees. As a publicly traded company, the ownership of ZoomInfo is subject to change as shares are bought and sold on the stock market.

    What is the mission statement of ZoomInfo?

    The Mission Statement of ZoomInfo: Empowering Businesses with High-Quality Data

    ZoomInfo's mission statement revolves around empowering businesses with high-quality data to drive growth and success. As a leading provider of B2B contact and company information, ZoomInfo aims to enable organizations to make informed decisions, improve marketing and sales strategies, and ultimately achieve their business objectives.

    By leveraging advanced technologies and a vast database, ZoomInfo strives to deliver accurate, comprehensive, and up-to-date information on companies and professionals worldwide. Their mission is to equip businesses with the data they need to identify and engage their target audience, expand their customer base, and enhance their overall market presence.

    The Importance of High-Quality Data

    In today's data-driven world, having access to reliable and relevant information is crucial for businesses to thrive. ZoomInfo understands the significance of high-quality data in driving successful marketing and sales campaigns. By providing detailed insights into company profiles, organizational hierarchies, contact information, and more, ZoomInfo enables businesses to streamline their prospecting efforts and effectively engage with potential customers.

    High-quality data helps businesses make informed decisions and develop targeted strategies that resonate with their target market. With accurate and up-to-date information at their disposal, organizations can identify new business opportunities, uncover market trends, and gain a competitive edge in their industry.

    The Impact of ZoomInfo's Mission

    ZoomInfo's mission statement has a significant impact on the success of their clients. By providing access to a vast database of accurate and reliable information, ZoomInfo empowers businesses to connect with their ideal customers, shorten sales cycles, and increase revenue. Their mission supports organizations in achieving their growth goals, improving marketing ROI, and driving overall business success.

    Moreover, ZoomInfo's commitment to high-quality data ensures that their clients can trust the information they receive. Inaccurate or outdated data can lead to wasted resources, missed opportunities, and damaged brand reputation. By consistently delivering reliable data, ZoomInfo helps businesses mitigate these risks and make data-driven decisions with confidence.


    ZoomInfo's mission statement centers around empowering businesses with high-quality data to drive growth and success. With a focus on accuracy, comprehensiveness, and up-to-date information, ZoomInfo provides organizations with the tools they need to make informed decisions, improve marketing and sales strategies, and achieve their business objectives. By leveraging ZoomInfo's data, businesses can effectively identify and engage their target audience, expand their customer base, and enhance their overall market presence.

    How does ZoomInfo make money?

    Subscription Model

    One of the primary ways ZoomInfo generates revenue is through its subscription model. Businesses and sales professionals can subscribe to ZoomInfo's platform to gain access to its vast database of contact and company information. The platform offers various subscription plans, each tailored to different user needs and budgetary constraints.

    By paying a recurring fee, subscribers can leverage ZoomInfo's advanced search capabilities, data enrichment tools, and real-time updates to identify and reach out to potential leads and prospects. This subscription-based approach allows ZoomInfo to secure a stable and predictable stream of revenue while providing valuable services to its customers.

    Data Licensing

    ZoomInfo also monetizes its comprehensive database through data licensing agreements. These agreements involve partnering with other companies, allowing them to access and utilize ZoomInfo's wealth of business intelligence.

    Through data licensing, ZoomInfo extends its reach beyond its direct customers, enabling other businesses to benefit from its accurate and up-to-date data. This revenue stream diversifies ZoomInfo's income sources and allows the company to tap into additional market segments.

    Custom Solutions

    In addition to its subscription and data licensing models, ZoomInfo offers custom solutions to meet the specific needs of enterprise-level clients. These solutions often involve tailored data integration, advanced analytics, and personalized support.

    By providing customized solutions, ZoomInfo can cater to the unique requirements of large organizations, helping them leverage its data effectively for their business growth. This approach not only generates additional revenue but also strengthens ZoomInfo's position as a trusted partner for enterprise customers.

    Advertising and Lead Generation

    ZoomInfo also leverages its platform to generate revenue through advertising and lead generation. By offering targeted advertising opportunities to businesses, ZoomInfo allows them to reach a highly relevant audience of professionals and decision-makers.

    Furthermore, ZoomInfo's extensive database and analytics capabilities enable the company to identify and qualify potential leads for its customers. Through lead generation services, ZoomInfo helps businesses find new prospects and expand their customer base, while generating revenue through these value-added offerings.


    To summarize, ZoomInfo employs a diverse range of revenue streams to monetize its business intelligence platform. These include subscription plans, data licensing agreements, custom solutions for enterprise clients, advertising opportunities, and lead generation services. By utilizing these various models, ZoomInfo ensures a steady income while providing its customers with valuable tools and insights to drive their sales and marketing efforts.

    ZoomInfo Business Model Canvas Explained

    What is a Business Model Canvas?

    A Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It consists of nine key building blocks that outline the various aspects of a business, including its value proposition, customer segments, revenue streams, key activities, resources, and partnerships, among others. By using this canvas, companies can gain a holistic view of their business and identify areas for improvement and innovation.

    Understanding ZoomInfo's Business Model Canvas

    ZoomInfo, a leading provider of go-to-market intelligence solutions, utilizes the Business Model Canvas to outline its strategic approach and value proposition to its customers. Let's take a closer look at how ZoomInfo's Business Model Canvas is structured and what each building block represents:

    Customer Segments

    ZoomInfo primarily targets sales and marketing professionals across various industries. Its customer segments include small-to-medium-sized businesses (SMBs) as well as large enterprises. By catering to a wide range of customers, ZoomInfo is able to provide its solutions to a diverse set of businesses with different needs and budgets.

    Value Proposition

    One of ZoomInfo's key value propositions is its vast database of accurate and up-to-date contact information. By providing access to millions of business contacts, decision-makers, and companies, ZoomInfo enables its customers to streamline their sales and marketing efforts, target the right prospects, and enhance their overall go-to-market strategy.


    ZoomInfo utilizes multiple channels to deliver its solutions to customers. These channels include direct sales, online marketing, partnerships with CRM providers, and a self-service platform. By leveraging a mix of channels, ZoomInfo ensures that its solutions are easily accessible to its target audience and can cater to different customer preferences.

    Customer Relationships

    Building and maintaining strong customer relationships is crucial for ZoomInfo's success. The company emphasizes personalized customer support, regular communication, and continuous product improvements to ensure customer satisfaction. Additionally, ZoomInfo encourages customer feedback and actively incorporates it into its product development cycle.

    Revenue Streams

    ZoomInfo generates revenue through subscription-based pricing models. Customers can choose from various subscription tiers based on their specific needs and requirements. By offering flexible pricing options, ZoomInfo ensures that its solutions are accessible to businesses of all sizes.

    Key Activities

    ZoomInfo's key activities revolve around data collection, verification, and enrichment. The company employs advanced technology and data scientists to gather and maintain vast amounts of information on businesses and professionals. This data is regularly updated, ensuring its accuracy and relevance to customers.

    Key Resources

    ZoomInfo's key resources include its extensive database, technological infrastructure, and its team of data scientists and sales professionals. These resources are critical for maintaining the quality and accuracy of its data, as well as delivering exceptional customer support and sales services.

    Key Partnerships

    ZoomInfo has established strategic partnerships with various CRM providers, including Salesforce, HubSpot, and Microsoft Dynamics. These partnerships enable seamless integration between ZoomInfo's solutions and popular CRM platforms, providing customers with a unified and efficient sales and marketing ecosystem.

    Cost Structure

    ZoomInfo's cost structure primarily consists of data acquisition, data maintenance, research and development, marketing, and sales expenses. By investing in these areas, ZoomInfo ensures the quality and relevance of its data, continuous product innovation, and effective marketing and sales efforts.


    By examining ZoomInfo's Business Model Canvas, it becomes clear how the company leverages its key resources, strategic partnerships, and value proposition to cater to a wide range of customers and provide them with accurate and comprehensive go-to-market intelligence. With a strong focus on customer relationships and continuous product improvement, ZoomInfo remains a leading player in the industry, empowering sales and marketing professionals with the tools they need to succeed.

    Which companies are the competitors of ZoomInfo?


    ZoomInfo is a leading provider of market intelligence solutions that help businesses accelerate growth and drive success. As a powerful platform for sales and marketing teams, it offers a wide range of tools and features to enhance prospecting, lead generation, and customer engagement. However, like any successful company, ZoomInfo faces competition from other players in the market. In this section, we will explore some of the main competitors of ZoomInfo and how they compare in terms of offerings and capabilities.

    1. DiscoverOrg

    DiscoverOrg is a formidable competitor of ZoomInfo, offering sales and marketing intelligence solutions similar to ZoomInfo's offerings. With a focus on providing accurate and comprehensive data, DiscoverOrg empowers organizations with valuable insights to target and engage their ideal customers effectively. It offers features such as company and contact information, org charts, technographic data, and intent monitoring. DiscoverOrg's strength lies in its detailed data accuracy and extensive coverage of key industries, making it a popular choice among B2B sales and marketing professionals.

    2. InsideView

    InsideView is another significant competitor in the market, specializing in delivering data-driven insights for sales and marketing teams. Like ZoomInfo, InsideView provides deep company and contact information, allowing businesses to prioritize their outreach efforts and personalize their messaging. InsideView excels in integrating with popular customer relationship management (CRM) systems, enabling seamless data synchronization and workflow automation. In addition, it offers real-time news and social media insights to help organizations stay up-to-date with their prospects and customers.

    3. D&B Hoovers

    D&B Hoovers, a subsidiary of Dun & Bradstreet, is a trusted provider of business intelligence solutions. With a vast database of company and industry information, D&B Hoovers offers robust features for sales and marketing professionals. Its platform provides access to comprehensive data, including financials, competitors, news, and executive information. D&B Hoovers stands out for its global coverage and advanced analytics capabilities, allowing businesses to evaluate market trends, identify opportunities, and make informed decisions.

    4. LinkedIn Sales Navigator

    LinkedIn Sales Navigator, a product by the world's largest professional network, is a direct competitor to ZoomInfo. It leverages LinkedIn's extensive user base to provide sales professionals with valuable insights and connections. With its powerful search filters and advanced lead recommendations, LinkedIn Sales Navigator enables users to identify and engage with decision-makers and influencers within their target industries. Its integration with LinkedIn's social network facilitates relationship-building and personalized outreach, making it a popular choice for B2B sales teams.


    While ZoomInfo offers a comprehensive suite of sales and marketing intelligence solutions, it competes with several notable players in the market. Companies such as DiscoverOrg, InsideView, D&B Hoovers, and LinkedIn Sales Navigator provide similar offerings, each with its unique strengths and features. Understanding the strengths and weaknesses of these competitors can help businesses make informed decisions when choosing the right market intelligence solution for their specific needs.

    ZoomInfo SWOT Analysis


    1. Vast and Up-to-date Database: One of the key strengths of ZoomInfo is its extensive and constantly updated database. With over 50 million contacts and 15 million companies, ZoomInfo offers a wealth of information to its users. This comprehensive database allows businesses to easily find and connect with potential customers, partners, or suppliers.

    2. Advanced Data Collection Techniques: ZoomInfo utilizes various advanced data collection techniques to ensure the accuracy and relevancy of its database. Through web crawling, artificial intelligence, and machine learning algorithms, ZoomInfo continuously gathers and updates information from a wide range of sources, including company websites, social media profiles, news articles, and more.

    3. Powerful Search and Filtering Capabilities: ZoomInfo's platform provides users with robust search and filtering capabilities. Users can easily narrow down their search based on specific criteria such as industry, job title, company size, location, and more. This enables businesses to target their ideal audience and find the most relevant leads or contacts.


    1. Limited Coverage of Small and Non-public Companies: While ZoomInfo's database is extensive, it may not have comprehensive coverage of small or non-public companies. As these businesses may not have a significant online presence or publicly available information, ZoomInfo's data collection techniques may face limitations in capturing their details accurately. This can restrict the user's ability to find and connect with potential opportunities within these segments.

    2. Reliance on Publicly Available Information: ZoomInfo relies heavily on publicly available information to populate its database. This means that the accuracy and completeness of its data are subject to the availability and reliability of such information. In cases where companies do not actively maintain their online presence or update their details, ZoomInfo's database may not reflect the most current information.

    3. High Cost of Subscription: ZoomInfo's services come at a relatively high cost, especially for smaller businesses or startups with limited budgets. The pricing model may not be affordable for all companies, making it less accessible to those who could benefit from its features and capabilities. This can pose a challenge for businesses looking to leverage ZoomInfo's advantages but are constrained by financial considerations.


    1. Global Expansion: ZoomInfo has the opportunity to expand its reach and database coverage to include more countries and regions. By incorporating data from a broader range of markets, ZoomInfo can offer its users a more comprehensive and diverse pool of potential leads and contacts. This expansion would attract a larger user base and enhance the platform's value proposition.

    2. Integration with CRM and Marketing Automation Platforms: By integrating with popular Customer Relationship Management (CRM) systems and marketing automation platforms, ZoomInfo can provide users with a seamless experience. This integration would allow businesses to easily import and sync data, streamline their lead generation and management processes, and enhance their overall sales and marketing efforts.


    1. Increasing Competition: The market for business intelligence and contact data solutions is highly competitive, with several established players and new entrants constantly vying for market share. ZoomInfo faces the threat of losing customers or market dominance to competitors who offer similar services at lower prices or with additional features. Staying ahead of the competition and continually innovating will be crucial for ZoomInfo's long-term success.

    2. Data Privacy and Compliance Issues: As data privacy regulations become more stringent worldwide, ZoomInfo must ensure that its data collection and usage practices comply with these regulations. Any failure to adhere to privacy laws or address security concerns can lead to legal consequences, reputational damage, and loss of customer trust. Maintaining high standards of privacy and security will be essential to mitigate these threats and maintain customer confidence.

    In conclusion, ZoomInfo's SWOT analysis reveals its strengths in terms of a vast and up-to-date database, advanced data collection techniques, and powerful search capabilities. However, it also faces weaknesses such as limited coverage, reliance on publicly available information, and a high cost of subscription. Opportunities include global expansion and integration with CRM and marketing automation platforms, while threats include increasing competition and data privacy and compliance issues. Understanding these factors is crucial for businesses considering the use of ZoomInfo and for ZoomInfo itself to remain competitive in the market.

    Key Takeaways

    • ZoomInfo is owned by DiscoverOrg, a leading sales and marketing intelligence company.
    • The mission statement of ZoomInfo is to continuously provide accurate and comprehensive business information to help companies increase their productivity and drive growth.
    • ZoomInfo primarily generates revenue through its subscription-based model, where customers pay for access to its database of business and contact information.
    • The ZoomInfo Business Model Canvas explains how the company creates value through its key activities, resources, and partnerships, ultimately delivering its product to customers.
    • Some of the main competitors of ZoomInfo include LinkedIn Sales Navigator, Hoovers, and InsideView.
    • A SWOT analysis of ZoomInfo reveals its strengths in data accuracy and comprehensive coverage, weaknesses in limited international presence, opportunities in the growing market for sales and marketing intelligence, and threats from increasing competition and data privacy regulations.


    In conclusion, ZoomInfo is a leading provider of market intelligence solutions that empowers businesses to make informed decisions. The ownership of ZoomInfo lies with its parent company, DiscoverOrg. The mission statement of ZoomInfo is to provide the most comprehensive and accurate B2B data to help businesses grow and succeed.

    ZoomInfo generates revenue through its subscription-based model, where customers pay for access to its vast database of company and contact information. Additionally, the company offers various add-on services and solutions to cater to the specific needs of its customers.

    When analyzing ZoomInfo's business model, the Business Model Canvas provides a useful framework. It identifies key elements such as customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure. By understanding these aspects, businesses can gain insights into ZoomInfo's strategy and operations.

    ZoomInfo faces competition from several companies in the market intelligence space. Some of its major competitors include Dun & Bradstreet, InsideView, LinkedIn Sales Navigator, and Hoovers. These competitors also offer similar solutions and strive to capture a share of the market.

    A SWOT analysis of ZoomInfo reveals its strengths, weaknesses, opportunities, and threats. The company's strengths include its extensive database, advanced technology, and strong customer base. However, weaknesses such as potential data inaccuracies and reliance on external data sources should be considered. ZoomInfo has opportunities to expand its offerings and penetrate new markets. However, threats such as increasing competition and data privacy regulations need to be managed effectively.

    Overall, ZoomInfo has established itself as a prominent player in the market intelligence industry. With a clear mission, a robust business model, and a competitive landscape, ZoomInfo continues to evolve and provide valuable insights to businesses worldwide.


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