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Medium materiality6/10

Liaison Scales ABM with ZoomInfo Across 1,200 Campuses, Signaling GTM Efficiency

Jul 28, 2026, 1:11 PM EDT1 sourcesAI-analyzed
Why it may matterVerify against the original reporting

Positive proof-of-concept for ABM expansion validates ZoomInfo’s core GTM value proposition; could lead to higher penetration in education and cross-sell to HubSpot users, though lacking revenue numbers.

AI summary

What happened, with direct paths to the underlying reporting

Liaison, an enrollment tech provider, rebuilt its outreach around account-based marketing using ZoomInfo data, targeting entire institutions rather than individual contacts. Early tests produced rapid form submissions and stronger engagement, aided by HubSpot integration that updates audiences as accounts move. The case highlights ZoomInfo’s ABM capabilities and could bolster platform adoption in education-focused GTM initiatives.

  • Liaison shifts to account-based marketing across 1,200+ campuses with ZoomInfo data.
  • Outreach moves from a single contact to the entire institutional buying group.
  • Early tests show higher engagement and a consolidated marketing stack.
  • Brand-awareness test yielded quick form submissions; weekly ZoomInfo reviews improve spend visibility.

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