ZoomInfo WebSights via GTM for dynamic logo clouds, what is the setup order?
Marketing operations, planning a Q3 rollout and I would like the prerequisite checklist confirmed before I open procurement conversations.
- Licensing: which ZoomInfo product tier or module is required on their side?
- Wiring: I understand data flows through Google Tag Manager. What exactly gets installed and in what order?
- Use case: our target is dynamic logo clouds, showing logos relevant to the visitor's segment. Is that supported out of the box?
Any sequencing gotchas appreciated as well.
1 answer
Taking your points in order:
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Licensing: you need ZoomInfo WebSights with the Website Personalization feature activated. WebSights alone identifies visiting companies for reporting; the personalization activation is what makes the firmographic data available for on-site use.
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Wiring: the visitor data is captured via Google Tag Manager. The order is: WebSights deployed and Website Personalization activated on the ZoomInfo side first, then the GTM wiring so the firmographic data reaches Croct, then audience definitions in the Croct dashboard.
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Use case: dynamic logo clouds are a supported use case. The firmographic signals feed real-time audiences, so you can define segments (by industry, company size, or named-account lists for ABM targeting) and serve a different logo set to each through an experience on the slot.
One sequencing note for your QA plan: firmographic resolution takes a moment on the first page view, so experiences typically activate on subsequent page views during the session, with the default logo cloud serving in the meantime. Worth documenting as expected behavior before acceptance testing begins.