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 → /sales-enrich
Buying intent interpretation → /sales-intent
Multi-channel cadence design → /sales-cadence
Account mapping strategy → /sales-account-map
CRM data quality strategy → /sales-data-hygiene
B2B advertising strategy → /sales-b2b-advertising
Call coaching methodology → /sales-call-review
Lead routing rules → /sales-lead-routing
Prospect list strategy → /sales-prospect-list
Tool integrations → /sales-integration

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	`/authenticate`	Returns JWT; refresh every 60 min
Search Contacts	POST	`/search/contact`	Filter by 300+ attributes
Search Companies	POST	`/search/company`	Firmographic + technographic filters
Enrich Contact	POST	`/enrich/contact`	Up to 25 records per call
Enrich Company	POST	`/enrich/company`	Firmographic data
Enrich Intent	POST	`/enrich/intent`	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	`/bulk/enrich`	Async batch enrichment
Usage	GET	`/usage`	Credit consumption tracking
WebSights	POST	`/websights/search`	Anonymous visitor data
Compliance	POST	`/compliance/optout`	Manage opt-out records

Base URL: https://api.zoominfo.com 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-RateLimit-Remaining, X-RateLimit-Reset, 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

/sales-enrich — enrichment strategy across all providers, waterfall enrichment
/sales-intent — interpreting buying signals and prioritizing accounts
/sales-account-map — mapping buying committees and org charts
/sales-cadence — designing multi-channel outbound sequences
/sales-call-review — coaching from recorded sales calls
/sales-live-chat — website chat strategy and implementation
/sales-data-hygiene — CRM data quality, deduplication, and data decay management
/sales-b2b-advertising — account-based advertising strategy across platforms
/sales-prospect-list — building targeted prospect lists
/sales-integration — connecting ZoomInfo to CRM and other tools
/sales-lead-routing — lead assignment and territory rules
/sales-deliverability — email deliverability for Engage sequences
/sales-do — 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 exp 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 /sales-enrich. For missing company data, try the Company Enrich endpoint with the company's domain as the identifier (higher match rate than company name).