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From 3% to 20%: Building ZoomInfo's International
Revenue Engine

First international hire. No playbook. No existing marketing motion. Two years.
 

Context

ZoomInfo had international revenue but no marketing built for it. The business was being served by US-based teams running US-built campaigns with US-market assumptions. Nobody had mapped the actual addressable market outside the US. Nobody had run a coordinated integrated campaign internationally. No dedicated budget framework. No regional content. Before spending a dollar on campaigns, the first job was to understand what we were actually working with.

The Work

Built a country-by-country TAM analysis for 25+ markets — from scratch, without AI tooling. The framework cross-referenced DOZI coverage rates (% of addressable working population), historical win rates and ASP by region, GDP growth signals, Google search intensity and directional data, and YoY new business performance. The output wasn't a spreadsheet — it was a market prioritization framework that determined which regions warranted marketing investment, in what sequence, and at what thresholds.
 

  • Sequencing logic: ANZ and UK&I first — highest data coverage, English-language markets, clearest demand signals. Nordic EMEA next — strongest digital maturity in Europe, best ASP benchmark. EMEA West with explicit guardrails around competitive data quality gaps (Cognism's mobile coverage advantage under GDPR, Dealfront entering the market).
     

  • Alongside the TAM work: built and led the international cross-functional Tiger Team — IMM, PMM, PMO, Sales, RevGen, Demand Gen, SEM/SEO — with a DACI framework governing quarterly planning. This became the operating model ZoomInfo later scaled across its entire Integrated Marketing org.
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  • Q4 2022: launched the Global Data Splash — ZoomInfo's first integrated marketing campaign outside the US. Theme: ZoomInfo as the world's first Revenue Operations System, powered by 220M+ global contacts. Ran simultaneously across email, paid media, in-app, SDR outreach sequences, events (Sales Confidence series, London), and customer demand plays.

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Role

Scope

Timeline

Senior Manager, International Demand Generation

ANZ, UK&I, EMEA, APAC, Canada

October 2021 – 2023

The Results

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TAM Market Analysis Tool

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“She is incredibly collaborative and easy to work with. Whether partnering with Sales, Marketing, or Operations, Ashley naturally brings teams together, aligning stakeholders around shared goals and driving progress forward.”

Nayara Pechia, ZoomInfo

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