ZoomInfo | Winners don’t wait for leads

A sales team is dreading an upcoming all-hands meeting because performance is down. Throughout the day, different reps quietly use ZoomInfo’s voice-activated AI in their earbuds and phones. The AI identifies prospects who are actively browsing pricing pages, surfaces the perfect case study during a live objection, and even calculates how a manager can still hit quota. By the time the team enters the feared meeting, the CEO shocks everyone: pipeline and win rates are the highest they’ve ever been — all because the team stopped waiting for leads and went after them using AI.

The Formula (That Works at Any Budget)

Painful truth: Sales anxiety is universal.
The story starts with every seller’s nightmare — low numbers and a meeting with leadership. It shows the emotional reality before showing the solution.
→ Lesson: Begin by proving you understand your audience’s pressure.

Personification: AI becomes a proactive teammate.
ZoomInfo doesn’t show dashboards or technical flow charts. It shows an AI that talks back, answers questions, and gives reps actionable intel in real time.
→ Lesson: Turn your product into a character, not a feature list.

Product demo through mini-stories.
Each vignette shows a specific problem solved on the spot — from prospecting to objection-handling to forecasting.
→ Lesson: Show real scenarios instead of long explanations.

Humor Breakdown

The humor here is quiet and rooted in workplace irony. The entire office is spiraling about bad numbers while, behind the scenes, a few reps are calmly using AI to crush their goals. The final meeting is the payoff: the CEO celebrates record-breaking results, leaving the anxious gossipers stunned. It’s not slapstick — it’s the very relatable comedy of unexpected professional relief.

→ Lesson: In B2B, humor can come from emotional payoff, not just jokes.

Final Verdict

ZoomInfo turns a stressful sales day into a satisfying underdog story. By framing its AI as the secret edge that transforms panic into performance, the ad sells confidence, clarity, and control. It positions AI not as a complex tool, but as a smart coworker who’s always listening and always ready with the right insight — even while you’re doing pottery.

BRAVE-o-Meter Score:
B: 8 | R: 9 | A: 8 | V: 8 | E: 9
BRAVE – 8.4/10

Watch the full ad & learn more
Website: 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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