Signals & Insights
ZoomInfo captures and curates over 50+ signal types, transforming millions of buying and business activities into actionable intelligence that helps teams identify, prioritize, and engage the right opportunities.
Signals vs. Insights
Signals are the digital footprints companies and buyers leave as they research, evaluate, and engage throughout the buying journey. ZoomInfo surfaces this intelligence in two forms:
Signals: Raw buying and business activities that you can search and analyse.
Example: An Employment Change signal indicates that a contact has joined, left, or changed roles at a company.
Insights: Curated intelligence generated by enriching one or more signals with ZoomInfo's intelligence layer, including account context, buying groups, ownership, CRM data, and recency.
Example: A Buying Group Change insight highlights that a contact who belongs to your buying group has joined Acme Corp, surfacing a potential opportunity based on your existing customer or opportunity data.
You can access Signals across all companies and contacts via Search Scoops, Search News, and Search Intent APIs, or only for the target accounts configured in Copilot (Copilot Signals) via the Get Insights by Type API.
Signal Data Sources
ZoomInfo combines proprietary intelligence, your first-party data, and trusted partner signals to detect meaningful events. This helps surface relevant buying signals across your target accounts.
| Source | What it includes |
|---|---|
| ZoomInfo Data | Proprietary intelligence, including intent, job changes, funding, and more. |
| First-Party Data | Data from your CRM, email engagements, calendar, and meeting summaries. |
| Partner Signals | Trusted third-party data from partners such as G2 and TrustRadius. |
Insights are generated by combining one or more signals with contextual data from ZoomInfo, your first-party data, and connected systems.
Signal & Insight Type
The availability of Signals and Insights varies by your ZoomInfo package. The following table lists the available signal types, organized into groups for easier navigation, along with their corresponding insights.
Corporate / financial Signals
| Signals | Description |
|---|---|
| Earning Call Summaries | Summaries of public company earnings calls |
| Funding | Major funding rounds indicating growth or investment momentum |
| Hiring Plans | Publicly announced hiring plans indicating organizational growth |
| IPO | Initial public offering or a stock market launch |
| M&A | Mergers, acquisitions, or other consolidations of companies or assets |
| Pain Points | Challenges identified that may impact business operations or performance |
| Partnerships | Service, outsourcing agreements, mediations, extensions, and more |
| Product Launches | Announcement of new products, services, or features |
| Projects | Department-specific initiatives being planned, underway, or recently completed |
Person Moves
| Signals | Description |
|---|---|
| Employment Changes | Promotions, new hires, and departures |
| Layoffs | Publicly announced layoffs suggesting organizational change or contraction |
| Person News | News about key contacts, enabling personalized outreach and timely re-engagement |
| Podcasts | Contact features as a guest on a recent podcast episode |
Track hires, promotions, departures, and leadership changes to identify buying champions and prioritize timely outreach. Insights are available for select signals.
| Insight | Description |
|---|---|
| Buying Group Changes | Contacts matching the criteria of a user's default buying group; last 30 days |
| Key Personnel Changes | Contacts who received prior communication; last 30 days |
| C-Suite Changes | C-Suite contacts specifically; last 30 days |
| Former Customer Contact Joined Account | A past customer (determined via won deals in CRM) has joined a new account — surfaces a potential champion who already knows the product; last 30 days; requires CRM integration |
| Senior Job Postings | Open C-level, VP, or Head-of roles indicating organizational change; last 30 days |
Intent
| Signal | Description |
|---|---|
| Intent | Account is actively researching one or more of your intent topics/clusters. Intent topics is required parameter on every call, not a one-time setup. |
| Insight | Description |
|---|---|
| Account-Level Intent | Indicates that an account's intent score has increased over its previous baseline. Intent is classified as Zero, Low, Medium, or High, and this insight is generated only for upward movements (for example, Low → Medium, Medium → High, or Zero → High). In AI Enterprise, changes are evaluated daily; in AI Advanced, they are evaluated weekly. Required a one-time account-level setup step. |
| Competitive Research | Indicates that an account is actively researching a competitor or competitive topic. Required a one-time account-level setup step. |
Website / Technology
| Signal | Description |
|---|---|
| WebSight Buyer ID | Identifies key contacts visiting your website, revealing engagement and potential buying intent |
| Technology Added or Dropped | Changes to a company's technology stack indicating opportunities or shifts in strategy |
First-party / CRM-dependent
| Insight | Description | Setup required |
|---|---|---|
| No Follow-up Email | A meeting has taken place but no email has been sent within 24 hours | CRM (Salesforce, HubSpot, or Microsoft Dynamics) & Chorus (user-level) connected |
| Upcoming Renewal with No Activity | Renewal due within 90 days but no recent engagement detected. Triggered by Chorus Engagement (email, meeting) and CRM (opportunity, tasks, events) showing no activity | CRM (Salesforce, HubSpot, or Microsoft Dynamics) & Chorus (user-level) connected |
| Upcoming Meeting | Alerts for upcoming meetings with attendee context and AI-generated summaries | CRM (Salesforce, HubSpot, or Microsoft Dynamics) & Chorus (user-level) connected |
| Low Active Contacts | Open opportunity with engagement limited to one contact after 30 days. Monitors CRM and Chorus activity types | CRM (Salesforce, HubSpot, or Microsoft Dynamics) & Chorus (user-level) connected |
| No Decision Maker | Opportunity open for 30 days without engagement from a director-level or higher contact. Monitors CRM and Chorus activity types | CRM (Salesforce, HubSpot, or Microsoft Dynamics) & Chorus (user-level) connected |
| Won Deal in Similar Accounts | Someone at your company recently won a deal similar to one of your accounts. "Similarity" based on 'Similar Companies' data + emphasis on industry | CRM must be connected |
How to Access
Signals
ZoomInfo provides two ways to access Signals, depending on your use case.
Global Signals let you discover buying and business events across all companies and contacts in the ZoomInfo database. Using the Intent, Scoops, and News APIs and MCP tools, you can search and filter results using company and contact attributes such as location, industry, funding stage, technologies, and more.
For example, you can find Series A companies in North America that have recently received funding.
Copilot Signals focus exclusively on your configured Target Accounts. Instead of searching the entire ZoomInfo database, you retrieve signals and insights relevant to your accounts through the Get Insights by Type API. You can filter Copilot signals by signal type and time range.
For example, companies in your target accounts that received funding in the last 30 days
The table below shows the appropriate API for each category.
| Category | API Endpoints |
|---|---|
| Intent Topic-level buying intent and research activity for companies. | Search Intent Enrich Intent |
| News News articles and media mentions about companies and people. | Search News Enrich News |
| Scoops Funding, M&A, executive changes, hiring plans, product launches, partnerships, and more. | Search Scoops Enrich Scoops |
| Copilot Signals Curated signals from Intent, News, and Scoops, tailored to your configured target accounts. Available only in Copilot Package. | Get Insights By Type |
Insights
Insights are available only for configured target accounts in the Copilot package. Use the Get Insights by Type API to filter insights by type and date range.
| Category | API Endpoints |
|---|---|
| Insights C-Suite changes, Buying Group Changes, No Follow-up Email, No Decision Maker, Upcoming Renewal with No Activity, and more | Get Insights By Type |
Updated 5 days ago