B2B Video Library

ZoomInfo | Copilot: Turn Data Into Gold

Set in a Wild West gold prospecting scene, cowboys dig with shovels searching for gold. The lead cowboy explains the need for the right tools to find the “motherlode.” He then reveals his modern tool — the ZoomInfo app on his smartphone. He calls data “the new gold,” positioning ZoomInfo as the essential tool for quickly finding valuable business leads. The ad ends with the ZoomInfo logo and the tagline, “Sell Smarter. Win Faster.”

The Formula (That Works at Any Budget)

Painful truth: Prospecting leads manually is slow and inefficient.
The ad shows the struggle of old-fashioned prospecting, symbolized by digging with shovels. This highlights the wasted time and effort without the right tools.
→ Lesson: Use clear, relatable visuals to showcase your audience’s pain points.

Powerful analogy: Data is the new gold.
By equating business data with gold, the ad uses a familiar symbol of value, making it easy for viewers to understand the importance of quality leads.
→ Lesson: Use strong, simple analogies to clarify complex ideas.

Modern solution: ZoomInfo app vs. shovel.
The contrast between manual digging and using the ZoomInfo app highlights how the platform modernizes and simplifies prospecting.
→ Lesson: Show how your product replaces outdated methods with smarter solutions.

Humor Breakdown

The humor comes from placing a smartphone in a classic Wild West setting. The cowboy’s excited “motherlode!” shout followed by the reveal of the app adds a memorable and lighthearted twist.

→ Lesson: Light humor can make technical messages more engaging and memorable.

Final Verdict

ZoomInfo uses a simple, strong visual metaphor to clearly communicate its platform’s value. The ad contrasts slow, manual prospecting with fast, intelligent data discovery, emphasizing how ZoomInfo helps businesses sell smarter and win faster. The message is concise, relatable, and focused on practical benefits.

BRAVE-o-meter Score

B-6 | R-8 | A-7 | V-6 | E-7
BRAVE – 6.8/10

Watch the full ad & learn more:

Website: https://www.zoominfo.com
LinkedIn: ZoomInfo on LinkedIn

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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