Listen Here

| |


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.


Takeaway #1: The Challenge of Category Creation

Creating a new market category is an intensive endeavor that demands a deep understanding of the market's needs, ensuring your product perfectly meets these requirements, and crafting strategies to effectively communicate this new category to the wider market.

Takeaway #2: Strategic Alignment of Sales and Marketing

For a go-to-market strategy to succeed, aligning sales and marketing efforts is critical. This strategy centers around the integration of data and insights to drive coordinated and efficient actions across both departments.

Takeaway #3: The Power of Thought Leadership and Founder Advocacy

Establishing credibility and leading the market towards new categories heavily rely on thought leadership and the active advocacy by the company's founders. These elements are crucial in shaping market perceptions and fostering acceptance of new concepts.

Takeaway #4: Evolving Go-to-Market Strategies with AI

As we look to the future, the role of deeper data integration becomes increasingly central, utilizing insights for strategic decision-making across sales and marketing. Furthermore, the incorporation of AI technologies promises to revolutionize these processes, enhancing automation and efficiency.

Takeaway #5: Commitment to Customer Success

A foundational element of successful category creation and go-to-market strategy is a deep commitment to customer success. This involves not only understanding and meeting customer needs but also anticipating future challenges and opportunities to deliver unparalleled value.

Recommended Founder

Ashish Nagar

Founder & CEO of Level AI

Ashish Nagar, CEO of Level AI: $35 Million Raised to Power Contact Centers of the Future

Jonathan Legge

Co-Founder and CEO of &Open

Jonathan Legge, Co-Founder and CEO at &Open: Over $35 Million Raised to Create the Future of Corporate Gifting

Leena Joshi

Co-founder and CEO of CloseFactor

Leena Joshi, CEO of CloseFactor: $15+ Million Raised to Automate Repetitive Sales Processes

Patrick Woods

CEO and Co-Founder of Orbit

Patrick Woods, CEO and Co-Founder of Orbit: Over $22 Million Raised to Power the Future of Communities

Chris Strahl

CEO of Knapsack

Chris Strahl, CEO of Knapsack: $7 Million Raised to Build the Future of Design Systems

Ishveen Jolly

CEO and Co-Founder of OpenSponsorship

Ishveen Jolly, CEO and Co-Founder of OpenSponsorship: Over $5 Million Raised to Build the Future of Sports Influencer Marketing

Ori Entis

CEO and Co-Founder of Staircase AI

Ori Entis, CEO and Co-Founder of Staircase AI: $5 Million Raised to Power the Future of Customer Revenue Growth

Michael Bamberger

CEO and Founder of Tetra Insights

Michael Bamberger, CEO and Founder of Tetra Insights: $7 Million Raised to Power the Future of Qualitative Research

Daniel Erickson

Founder and CEO of Viable

Daniel Erickson, CEO of Viable: $9 Million Raised to Build the Future of Customer Feedback Analysis

Parry Bedi

Co-Founder and CEO of Tingono

Parry Bedi, CEO of Tingono: $7 Million Raised to Help Companies Boost Net Revenue Retention

Jonas Rinde

CEO of Nomono

Jonas Rinde, CEO of Nomono: $15 million Raised to Power the Future of Podcasting

Tom Lee

Co-Founder of LOVO AI

Tom Lee, Co-Founder of LOVO AI: $7 Million Raised to Build the Future of AI Voiceovers

Marc Bernstein

CEO and Founder of Balto

Marc Bernstein, CEO and Founder of Balto: $52 Million Raised to Power the Future of Contact Centers

Tine Karlsen

Co-Founder & CEO of Vev

Tine Karlsen, CEO and Co-Founder of Vev: $7 Million Raised to Power the Future of No-Code Visual Design

Sam Mallikarjunan

Co-Founder & CEO of OneScreen

Sam Mallikarjunan, Co-Founder & CEO of OneScreen: $10 Million Raised to Power the Future of Offline Advertising

Creating the Sending Management Category with Sendoso’s Kris Rudeegraap

CEO and Co-Founder of Sendoso

Creating the Sending Management Category with Sendoso’s Kris Rudeegraap

Andy Mowat

CEO and Co-Founder of Gated

Andy Mowat, CEO and Co-Founder of Gated: Over $3 Million Raised to Build Noise Cancelling Headphones for Email

Hikari Senju

CEO and Founder of Omneky

Hikari Senju, CEO and Founder of Omneky: $10 Million Raised to Empower Brands With AI-Powered Ads To Maximize Performance

Adrien Menard

CEO and Co-Founder of Botify

Adrien Menard, CEO and Co-Founder of Botify: $82 Million Raised to Build the Future of SEO

Sangram Vajre

Co Founder and CEO of GTM Partners

Behind the Category: Creating the Account-Based Marketing (ABM) Category with Sangram Vajre

Chris Golec

CEO and Co-Founder of Channel99

Chris Golec, CEO and Co-Founder of Channel99: $5 Million Raised to Power the Future of B2B Marketing

Thomas Millay

CEO of DemandJump

Thomas Millay, CEO at DemandJump: Over $25 Million Raised to Power the Future of Content Strategy

Creating the Marketing Automation Category with Mark Organ

CEO of Eloqua

Creating the Marketing Automation Category with Mark Organ

Tyler Strand

Co-Founder and CTO of Air

Tyler Strand, Co-Founder and CTO at Air: $38 Million raised to Build the Creative Operations Category

Jared Siegal

CEO and Founder of Aditude

Jared Siegal, CEO and Founder of Aditude: $15 Million Raised to Build the Future of Publisher Monetization

Sam Fonoimoana

Founder & CEO of Datajoin

Sam Fonoimoana, Founder & CEO of Datajoin: $3.5 Million Raised to Help Brands Leverage Customer Behavioral Insights

Taylor Lint

CEO and Founder of Swantide

Taylor Lint, CEO and Founder of Swantide: $7 Million Raised to Revolutionize How Companies Design and Build Their GTM Infrastructure

Pierce Ujjainwalla

CEO of Knak

Pierce Ujjainwalla, CEO of Knak: $25 Million Raised to Empower Enterprise Marketers with Codeless Email and Landing Page Creation