Creating the Go to Market Category with ZoomInfo’s Bryan Law

Bryan Law is the Chief Marketing Officer at ZoomInfo, the go-to-market platform that has transformed the way businesses approach market engagement and strategy. Before his tenure at ZoomInfo, Bryan's career spanned a variety of roles where he focused on merging strategic planning with actionable data insights to drive growth. His extensive background in consulting emphasized go-to-market strategies, analytics, and the integration of marketing processes to maximize organizational efficiency. This experience paved the way for his success at ZoomInfo, where he plays a pivotal role in steering the company's marketing direction.

In our conversation, we discuss:

• The evolution of ZoomInfo from a B2B contact database to a leading sales intelligence platform, emphasizing B2B data, including contact databases, company information, intent data, and technographics.
• The decision-making process behind formally transitioning ZoomInfo's category to a go-to-market platform, informed by extensive market research and feedback from sales and marketing leaders.
• The crucial role of thought leadership in category creation efforts, leveraging insights from ZoomInfo Labs and partnering with major customers to refine and share innovative go-to-market strategies.
• The significance of founder-led growth, highlighting ZoomInfo CEO Henry Schuck's active engagement in promoting the company and its new category through authentic interactions and thought leadership.
• Future directions for ZoomInfo and the go-to-market category, focusing on the integration of sales, marketing, and customer experience around a unified data strategy and the potential of generative AI to enhance go-to-market efforts.