Leadspace and ZoomInfo inked a strategic partnership to distribute ZoomInfo data through the Leadspace Customer Data Platform. The platform-level integration lets customers activate ZoomInfo data and intelligence from within Leadspace. The Leadspace CDP is a data-agnostic platform that supports predictive scoring, ICP analytics, look-a-like modeling, intent signaling, and custom buyer personas and scores.
The partnership is Generally Available to joint customers.
Leadspace also offers robust data hygiene and enrichment based upon the Reachforce platform it acquired several years ago. Other tools include web forms, marketing automation and SFDC enrichment, and custom audiences for programmatic marketing.
“We talk to many B2B companies that work with ZoomInfo and see tremendous value in their intelligence solutions,” said Leadspace CTO Amnon Mishor. “We’ve partnered with ZoomInfo on some strategic clients and proven the added benefits of the Leadspace platform in being able to unify other data and intelligence with the ZoomInfo data, then activate it across channels. It’s really the best of all worlds for our customers.”
While both companies have strong matching capabilities, Leadspace is performing real-time matching between the two platforms. Initially, the partnership supports company and contact enrichment, but additional datasets such as technographics and intent are planned.
“Every B2B enterprise can benefit from the new Leadspace and ZoomInfo integration,” said ZoomInfo CRO Chris Hays. “We believe making our data available through a leading customer data platform (CDP) for unification and activation is the new frontier for B2B sales and marketing, and it’s a great way for customers to see even greater return on their investment in data.”
Both companies have performed well during the pandemic. ZoomInfo IPO’d in June and has had several strong quarters since going public, growing revenue 62% last year.
Leadspace closed on a $46 million Series D earlier this month. It doubled its customer base over the past two years and grew revenue 151% between 2016 and 2019, placing the firm at 2,681 on the 2020 Inc. 5000 list.
This is an interesting partnership given it had previously existed under ZoomInfo Legacy. Several others also existed and hope this is a sign they (ZI) continue to pursue collaboration with other CDP’s to ensure value in the solutions they provide their customer base.
Agreed — ZoomInfo does not have many partnerships of this type. While they compete a bit on the data hygiene side, ZoomInfo is not a CDP and LeadSpace is not a sales and marketing intelligence vendor. As such, the services are fairly complementary to each other.
As one of ZoomInfo’s key competitors is Dun & Bradstreet which bought CDP Lattice Engines two years ago (now D&B Lattice), partnering with a Dun & Bradstreet competitor is also a smart strategic move.