Insights API - Introduction

The Insights API provides programmatic access to ZoomInfo's curated intelligence layer — actionable data about customer activity that matters most to your business. Insights are automatically filtered for relevance, recency, and context based on your team's specific focus areas. This means you receive high-priority updates like decision-maker job changes at target accounts, intent spikes in your buying groups, or website visits from key personas — without the noise of every global data point.

🎯 Why Use Insights?

Insights enable two critical workflows for modern go-to-market teams:

Revenue Operations: Orchestrate automated workflows based on meaningful account changes. For example, route leads when employment changes bring a known champion to a target account, send alerts when intent signals spike for your product category, or update CRM records when funding announcements or new projects signal budget availability.
Sales Teams: Prioritize accounts based on key buying signals, and reach out in real time. Focus on accounts where specific decision-makers have visited your website, where intent data shows they're actively researching competitors, or where employment changes indicate new leadership in key buying roles — all without sifting through irrelevant updates.

📊 Data Sources

Insights are powered by multiple data sources, including:

ZoomInfo Data: Intent signals, WebSights visitor intelligence, organizational changes, and business news from public sources
First-Party Data: CRM activity, meeting intelligence, and email engagement from your systems
Partner Signals: Buyer intent and product research activity from G2, TrustRadius, and other platforms

🔔 Available Insight Types

For a complete list of available Insights and their filtering criteria, see the ZoomInfo Signals Glossary.

🚀 Common Use Cases

The Insights API empowers you to surface and act on customer intelligence in any application or workflow that makes sense for your business:

Account Prioritization & Routing: Orchestrate scoring, segmentation, and assignment workflows that connect insights across systems to route accounts to the right sellers at the right time
Workflow Automation: Trigger external systems like email platforms, notification tools, or data warehouses when specific insight types occur
Real-Time Alerting: Create custom notification rules based on your team's unique prioritization logic
Custom Dashboards: Build executive views of high-priority account activity across your entire portfolio