ZoomInfo Platform Help
Help the user with ZoomInfo platform questions — SalesOS (prospecting, enrichment, intent, org charts, Engage sequences, conversation intelligence), MarketingOS (B2B advertising, FormComplete, website chat), OperationsOS (data orchestration, CRM hygiene, deduplication), Copilot (AI pipeline management), and API integration.
Step 1 — Gather context
Ask the user:
-
Which ZoomInfo product are you working with?
- A) SalesOS — prospecting, enrichment, Engage sequences
- B) MarketingOS — advertising, FormComplete, chat
- C) OperationsOS — data orchestration, CRM hygiene
- D) Copilot — AI-assisted pipeline management
- E) API — building custom integrations
- F) Not sure / multiple areas
-
What's your role?
- A) Sales rep or SDR
- B) Sales manager or director
- C) Marketing / demand gen
- D) Rev ops / sales ops
- E) Developer / engineer
- F) Admin configuring ZoomInfo
-
What are you trying to accomplish?
- A) Find and export prospect lists
- B) Enrich existing CRM records
- C) Set up buyer intent alerts
- D) Build outbound sequences (Engage)
- E) Configure advertising audiences
- F) Clean up / deduplicate CRM data
- G) Integrate ZoomInfo with CRM or other tools
- H) Use the API programmatically
- I) Something else — describe it
Step 2 — Route or answer directly
If the question is about strategy rather than ZoomInfo-specific configuration, route to the appropriate skill:
- General enrichment strategy →
- Buying intent interpretation →
- Multi-channel cadence design →
- Account mapping strategy →
- CRM data quality strategy →
- B2B advertising strategy →
- Call coaching methodology →
- Lead routing rules →
- Prospect list strategy →
- Tool integrations →
If the question is ZoomInfo-specific, answer directly using the reference below.
Step 3 — ZoomInfo platform reference
SalesOS
The core prospecting and intelligence product.
Search & Prospecting
- Advanced Search — filter by 300+ attributes: company size, revenue, industry, technology, location, job title, seniority, department, funding, news triggers
- Boolean Search — combine filters with AND/OR/NOT for precision targeting
- Saved Searches — save filter combinations, receive alerts when new matches appear
- Org Charts — visualize reporting hierarchies, identify decision-makers and buying committee members
- News & Alerts — track company events (funding, leadership changes, expansion) as prospecting triggers
- Scoops — pre-built buying signals: projects, initiatives, pain points reported by ZoomInfo's research team
Enrichment
- Contact Enrich — pass partial records (name + company), get back verified email, direct dial, title, department, seniority
- Company Enrich — firmographic data: revenue, employee count, industry, sub-industry, SIC/NAICS codes, tech stack, location
- Bulk Enrich — enrich up to 25 records per API call, or use in-platform bulk operations
- Auto-Enrich — configure rules to enrich new CRM records automatically on creation
- Credit system — enrichment consumes credits; monitor via Usage API or in-platform dashboard
Buyer Intent
- Intent signals — tracks 4,000+ topics across the web; surfaces companies actively researching topics relevant to your product
- Topic configuration — select intent topics in ZoomInfo admin; these determine which signals you receive
- Intent scoring — companies scored by signal strength; "Spike" indicates surge vs baseline
- Recommended Contacts — intent enrichment returns suggested contacts at companies showing intent
- Alerts — configure email/Slack alerts when target accounts show intent spikes
Engage (Sales Engagement)
- Sequences — multi-step email + call + LinkedIn sequences with automated follow-up
- Email templates — personalization variables, A/B testing, template library
- Dialer — built-in power dialer with local presence, call recording, voicemail drop
- Task management — automated task creation for manual steps (LinkedIn, research)
- Analytics — open/click/reply rates, sequence performance, rep activity metrics
Conversation Intelligence
- Chorus (acquired) — call recording, transcription, and AI analysis
- Deal insights — tracks mentions of competitors, pricing, next steps, objections
- Coaching — highlights talk-to-listen ratio, longest monologue, question frequency
- CRM sync — auto-logs call summaries and key moments to CRM records
MarketingOS
B2B marketing-specific features.
Advertising
- Display ads — target accounts across programmatic ad networks based on ZoomInfo data
- Audience Builder — create audiences from ZoomInfo segments: intent, firmographic, technographic
- Cross-channel — display, social (LinkedIn, Facebook), connected TV
- ABM campaigns — target specific account lists with tailored creative
- Retargeting — re-engage website visitors identified by WebSights
FormComplete
- Form shortening — auto-fill form fields using ZoomInfo data when a visitor's email is recognized
- Progressive profiling — reduce form fields to 2-3; ZoomInfo enriches the rest
- Lead capture — even partial submissions get enriched with full contact/company data
- Integration — works with Marketo, HubSpot, Pardot, and custom forms
Chat (Website Visitor Engagement)
- Chatbot — trigger conversations based on visitor firmographic data (identified via WebSights)
- Routing — route high-value visitors to the right sales rep based on territory/account ownership
- Meeting booking — let visitors book meetings directly from chat
WebSights
- Anonymous visitor ID — identify companies visiting your website using IP-to-company matching
- Visitor analytics — see which pages target accounts are viewing, session frequency, time on site
- Alerts — get notified when target accounts visit key pages (pricing, demo, case studies)
- Integration — feed visitor data into CRM, marketing automation, or advertising audiences
OperationsOS
Data management and orchestration.
Data Orchestration
- Workflows — build automated data flows: when X happens → enrich → route → update CRM
- Matching — fuzzy match incoming records to existing CRM records before creating duplicates
- Normalization — standardize job titles, industries, company names across your database
- Routing — assign leads to reps based on territory, account ownership, round-robin, or custom rules
CRM Hygiene
- Deduplication — identify and merge duplicate contacts, leads, and accounts
- Data decay management — flag stale records (job changes, company changes) and auto-refresh
- Field completeness — identify records missing critical fields and trigger enrichment
- Compliance — manage opt-outs and do-not-contact lists across your database
Copilot
AI-powered sales assistant (Elite plan).
- Next-best-action — AI recommends which accounts to prioritize and what action to take
- Deal predictions — forecasts deal outcomes based on engagement signals, intent, and activity
- Pipeline management — surfaces at-risk deals, stalled opportunities, and buying committee gaps
- Auto-research — generates account briefs and talking points before meetings
- Integration — surfaces recommendations in CRM, email, and Engage
Data model
| Object | Key fields | Notes |
|---|
| Contact | personId, firstName, lastName, email, phone, directPhoneDoNotCall, jobTitle, managementLevel, department, companyId | personId is the unique identifier; email may have multiple (work, personal) |
| Company | companyId, companyName, website, revenue, employeeCount, industry, subIndustry, sicCode, naicsCode, techStack | revenue and employeeCount are ranges in search, exact in enrich |
| Intent | companyId, topicId, topicName, signalScore, signalStartDate, audienceStrength | signalScore is relative to baseline; "Spike" = above normal |
| Scoops | scoopId, topicName, companyId, publishedDate, description | Pre-researched buying signals from ZoomInfo research team |
| News | newsId, companyId, headline, category, publishedDate | Categories: funding, acquisition, expansion, leadership, product launch |
API quick reference
| Action | Method | Endpoint | Notes |
|---|
| Authenticate (PKI) | POST | | Returns JWT; refresh every 60 min |
| Search Contacts | POST | | Filter by 300+ attributes |
| Search Companies | POST | | Firmographic + technographic filters |
| Enrich Contact | POST | | Up to 25 records per call |
| Enrich Company | POST | | Firmographic data |
| Enrich Intent | POST | | Intent signals for a company |
| Lookup Contact | GET | /lookup/contact/{personId}
| Full profile by ID |
| Lookup Company | GET | /lookup/company/{companyId}
| Full company profile |
| Bulk Enrich | POST | | Async batch enrichment |
| Usage | GET | | Credit consumption tracking |
| WebSights | POST | | Anonymous visitor data |
| Compliance | POST | | Manage opt-out records |
Base URL:
Auth: PKI (Client ID + Private Key → JWT) or username/password → JWT. Token expires every 60 minutes.
Rate limits: Auth: 1 req/s · Standard APIs: 25 req/s · Scaling APIs: 33 req/s
Rate limit headers:
,
,
X-Usage-Record-Limit-Remaining
See
/sales-zoominfo/references/zoominfo-api-reference.md
for the full API reference.
Integrations
| Integration | Type | What it does |
|---|
| Salesforce | Native app | Bi-directional sync: contacts, accounts, leads, opportunities. Enrich on create. View ZoomInfo data in SF. |
| HubSpot | Native | Contact/company sync, enrich on create, intent data in HubSpot, FormComplete for HubSpot forms |
| Microsoft Dynamics | Native | Contact/account sync, enrichment, intent alerts |
| Marketo | Native | Lead enrichment, audience sync for nurture, FormComplete integration |
| Pardot | Native | Lead enrichment, scoring integration |
| Salesloft | Native | Push contacts to Salesloft cadences directly from ZoomInfo |
| Outreach | Native | Push contacts to Outreach sequences from ZoomInfo |
| Slack | Native | Intent alerts, Scoops notifications, daily digests |
| Zapier | Connector | Trigger on new contacts/companies, enrich records in other tools |
| Pipedrive | Native | Contact/deal sync, enrichment |
Step 4 — Actionable guidance
Based on the user's goal, provide step-by-step instructions:
For prospecting (finding new leads)
- Define your ICP using Advanced Search filters (industry, employee count, revenue, technology)
- Layer intent signals — filter for companies showing intent on your topics
- Use Org Charts to identify the buying committee (economic buyer, champion, technical evaluator)
- Export to CRM or push directly to Engage/Salesloft/Outreach sequences
- Set up Saved Searches with alerts for new matches
For enrichment
- Identify records to enrich (new leads, stale contacts, incomplete accounts)
- Choose enrichment method: manual (in-platform), bulk (CSV upload), auto (rules-based), or API
- Map enrichment fields to CRM fields before running bulk operations
- Monitor credit usage — enrichment consumes credits per record
- Set up auto-enrich rules for ongoing data freshness
For intent-based selling
- Configure your intent topics in ZoomInfo admin (align with your product's problem spaces)
- Create a Saved Search filtered by intent spike + your ICP criteria
- Set up Slack/email alerts for target account intent spikes
- Use Recommended Contacts to find the right people at spiking accounts
- Trigger Engage sequences or push to your sales engagement platform
For advertising (MarketingOS)
- Build audience segments using firmographic + intent + technographic filters
- Create campaigns targeting those audiences across display, LinkedIn, Facebook
- Set up WebSights to track which target accounts visit your site after seeing ads
- Retarget engaged visitors with bottom-of-funnel creative
- Measure with ZoomInfo attribution — which accounts progressed after ad exposure
For data orchestration (OperationsOS)
- Audit current CRM data quality — field completeness, duplicate rate, decay rate
- Set up matching rules to prevent future duplicates
- Configure normalization rules for job titles, industries, company names
- Build enrichment workflows: new record → match → enrich → route
- Schedule recurring data hygiene jobs (monthly dedup, quarterly refresh)
Gotchas
Best-effort from research — review these, especially items about plan-gated features and integration gotchas that may be outdated.
-
Intent topics are subscription-dependent — you only receive intent signals for topics configured in your ZoomInfo account. If a user asks about intent data they're not seeing, check their topic configuration first — the API won't return topics that aren't in their subscription.
-
Credit system is complex — different actions consume different credit amounts (search vs enrich vs export). Bulk operations can burn through credits fast. Always check
X-Usage-Record-Limit-Remaining
header or the Usage API before large operations.
-
JWT expires every 60 minutes — API integrations MUST handle token refresh. A common failure mode is hardcoding a token and having it silently expire. Implement auto-refresh logic that checks the JWT expiration claim.
-
Copilot is Elite-only — AI features (next-best-action, deal predictions, auto-research) require the Elite plan (~$39,995/yr). Don't recommend Copilot features to users who may be on Professional or Advanced plans.
-
WebSights identifies companies, not individuals — IP-to-company matching reveals the organization, not the specific person. Users sometimes expect individual visitor identification. Pair WebSights with Contact Search to find the right people at identified companies.
Step 5 — Related skills
- — enrichment strategy across all providers, waterfall enrichment
- — interpreting buying signals and prioritizing accounts
- — mapping buying committees and org charts
- — designing multi-channel outbound sequences
- — coaching from recorded sales calls
- — website chat strategy and implementation
- — CRM data quality, deduplication, and data decay management
- — account-based advertising strategy across platforms
- — building targeted prospect lists
- — connecting ZoomInfo to CRM and other tools
- — lead assignment and territory rules
- — email deliverability for Engage sequences
- — Not sure which skill to use? The router matches any sales objective to the right skill. Install:
npx skills add sales-skills/sales --skills sales-do
Examples
Example 1: Setting up intent-based prospecting
User says: "I want to find companies showing buying intent for cybersecurity solutions and get the right contacts there"
Skill does: Walks through configuring intent topics (endpoint security, SIEM, zero trust, etc.), building a Saved Search with ICP filters + intent spike, using Recommended Contacts to find security decision-makers, and setting up Slack alerts for new spikes.
Result: User has an intent-triggered prospecting workflow that surfaces in-market accounts with the right contacts.
Example 2: Bulk CRM enrichment
User says: "We have 15,000 contacts in Salesforce with missing phone numbers and stale job titles. How do I clean this up in ZoomInfo?"
Skill does: Recommends OperationsOS data orchestration approach — export stale records, run bulk enrichment via API or in-platform, map fields back to Salesforce, set up auto-enrich rules for ongoing freshness. Warns about credit consumption at scale.
Result: User has a plan to refresh 15K records and prevent future data decay.
Example 3: API integration for custom enrichment
User says: "I'm building a lead scoring system and need to pull ZoomInfo data via API whenever a new lead comes in"
Skill does: Provides API authentication setup (PKI method), shows the Contact Enrich endpoint with request/response format, explains credit implications, recommends implementing JWT refresh logic and rate limit handling.
Result: User has working API integration code for real-time lead enrichment.
Troubleshooting
Intent data not showing for target accounts
Symptom: User configured intent topics but isn't seeing signals for accounts they expect
Cause: Intent topics must match ZoomInfo's taxonomy exactly. Also, small companies may not generate enough web activity to trigger intent signals.
Solution: Review intent topic configuration in ZoomInfo admin. Check that topics align with ZoomInfo's available taxonomy (4,000+ topics). For small companies, use Scoops and News alerts as supplementary buying signals instead of relying solely on intent.
API returns 401 after working initially
Symptom: API calls that were working suddenly return 401 Unauthorized
Cause: JWT token expired (60-minute lifespan)
Solution: Implement token refresh logic — check the
claim in the JWT payload and re-authenticate before expiration. Use the PKI auth method for programmatic access (more reliable than username/password for automated systems).
Enrichment returning incomplete data
Symptom: Bulk enrichment returns records with missing fields (no phone, no email)
Cause: ZoomInfo's coverage varies by contact — not every person has a verified direct dial or email. Also, some fields are plan-gated.
Solution: Check your plan's data access level. For missing contacts, use waterfall enrichment (ZoomInfo → Apollo → Lusha) via
. For missing company data, try the Company Enrich endpoint with the company's domain as the identifier (higher match rate than company name).