B2B Video Library

ZoomInfo | Finding Gold with ZoomInfo

Sales prospecting doesn’t have to feel like a shot in the dark. ZoomInfo’s ad brings the power of AI to the forefront, transforming the often tedious task of finding leads into a streamlined, goldmine process. This ad shows how quickly and efficiently ZoomInfo’s AI-powered platform can turn raw data into actionable insights, allowing sales teams to focus on what really matters: closing deals.

The Formula (That Works at Any Budget):

AI-Powered Efficiency = Instant Value – ZoomInfo’s ad shows the instant transformation of raw data into solid leads, underscoring how quickly and effectively AI can optimize the sales process.
 → Lesson: Highlighting how quickly your product provides value can make a lasting impact on your audience.

Tech as the Hero, Not the Villain – Unlike many ads that make technology seem overly complex or intimidating, ZoomInfo’s ad positions AI as a helpful, intelligent assistant that empowers the user.
 → Lesson: Simplify complex technology by positioning it as a tool that amplifies human capabilities.

Focus on Results, Not Features – The ad doesn’t dive deep into all of ZoomInfo’s features but emphasizes the impressive outcomes it delivers for users.
 → Lesson: Sometimes, showing the end result (e.g., valuable leads) is far more compelling than a laundry list of features.

Type of Humor:

  • Clever Wordplay / Exaggeration – The ad uses the metaphor of turning “sales prospecting into pure gold” to emphasize how dramatically the platform can improve the process. This playful exaggeration helps drive home the point while keeping the tone light and engaging.
     → Lesson: Clever wordplay combined with exaggeration can be an effective way to make a business-related ad more memorable.

Final Verdict:
 ZoomInfo nails it by showing how AI can dramatically elevate sales prospecting. With a focused message on results, a clever touch of humor, and a clear value proposition, the ad delivers a strong case for how AI can take sales efforts to the next level.

Brave-o-meter score: 

B-8 | R-9 | A-9 | V-9 | E-9

BRAVE – 8.8/10

Watch the full ad & learn more:

Website: https://www.zoominfo.com

LinkedIn: https://www.linkedin.com/company/zoominfo

(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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