Google LLC’s cloud computing unit and ZoomInfo Technologies Inc. today announced a partnership that will make ZoomInfo’s business-to-business data available directly from Google’s BigQuery data warehouse.
The companies said the partnership is the beginning of a series of joint product development projects and integrations that will leverage ZoomInfo’s database. ZoomInfo maintains records of more than 106 million companies, 150 million contacts and 129 million email addresses. Its data is primarily used by sales, marketing and recruiting professionals.
The agreement enables BigQuery users that are also ZoomInfo subscribers to access the data from within the warehouse without going through a copy or load process and to run analytics and machine learning models on ZoomInfo data from within BigQuery. Data from the independent software vendor will also be discoverable through BigQuery’s data discovery feature.
ZoomInfo is “one of the best ISVs we work with and as we grow in enterprise accounts, the ability to share the information they have as a value-added service is critical,” said Sudhir Hasbe, senior director of product management at Google.
“We have quite an overlap of BigQuery customers who are using ZoomInfo data,” said Sneh Kakileti, head of product at ZoomInfo. “With this partnership they can directly consume that data within their systems of operation and access Google’s other functions like analytics and machine learning.”
ZoomInfo sees the arrangement as an opportunity to expand beyond its core market, Kakileti said. “We have doubled down on the data assets we have built up with corporate information, firmographics, technographics, intent buying signals, funding rounds, mergers and acquisitions, key new hires and new product releases,” he said. “Customer relationship management and marketing automation are still important, but we’re seeing that consolidation of data is powering the full enterprise.”
The deal isn’t exclusive and Kakileti wouldn’t rule out the possibility of striking similar arrangements with other database and analytics providers. “I’m not saying I would turn away Snowflake,” he said, referring to the popular cloud data warehousing company. ZoomInfo staged one of the largest initial public offerings of 2020 and is valued at nearly $19 billion.
