Demonstrating marketing's contribution to revenue remains a persistent challenge for many B2B manufacturers, particularly those with long and complex sales cycles. ZoomInfo says Danish industrial manufacturer LINAK has improved marketing accountability after adopting its AI-powered go-to-market (GTM) platform, enabling the company to connect targeted digital campaigns with measurable sales activity and strengthen collaboration between marketing and sales teams.

For many business-to-business manufacturers, proving marketing return on investment is often more difficult than generating awareness. Long buying cycles, multiple decision-makers, and fragmented customer data make it challenging to connect campaign activity directly to revenue outcomes.

ZoomInfo believes AI-powered go-to-market platforms can help close that gap.

The company announced that LINAK US, the American division of Danish electric linear actuator manufacturer LINAK, achieved its first measurable marketing return in several years after replacing its previous marketing platform with ZoomInfo's unified GTM platform.

According to ZoomInfo, the transition enabled LINAK to build targeted account-based advertising campaigns, improve prospect identification, and measure campaign performance using verified B2B contact and company data.

The announcement reflects a broader enterprise trend toward integrating sales intelligence, account-based marketing (ABM), customer data, and AI-driven analytics within a single revenue platform.

Before adopting ZoomInfo, LINAK reportedly relied on another marketing platform for more than three years. The company said campaign setup was difficult, customer support was limited, and—most importantly—marketing performance could not be measured effectively.

For organizations operating in industrial manufacturing, that creates a significant business challenge.

Unlike high-volume consumer businesses, manufacturers often manage lengthy purchasing processes involving procurement teams, engineers, technical evaluators, and executive decision-makers. Marketing campaigns may influence opportunities months before revenue is ultimately recognized, making attribution particularly complex.

After implementing ZoomInfo, LINAK centralized its sales and marketing activities around a shared database of verified business contacts and account intelligence.

Marketing teams created highly targeted account lists, identified key stakeholders within those organizations, and launched programmatic display advertising focused specifically on those accounts. Rather than distributing advertising broadly, campaigns were directed toward predefined buying groups that aligned with the company's sales strategy.

The shared intelligence platform also supported sales operations.

According to the company, sales representatives who previously relied on manual research across search engines and professional networking platforms were able to access verified contact information directly through the platform, reducing prospecting time and improving workflow efficiency.

ZoomInfo says the first campaign generated new sales quotations within approximately three weeks—an unusually short timeframe for a manufacturing business characterized by extended sales cycles.

While the announcement does not disclose total campaign investment or revenue generated, the reported outcome illustrates the increasing importance of measurable account-based marketing within industrial B2B environments.

Account-Based Marketing (ABM) continues to gain traction as organizations prioritize quality over lead volume.

Rather than pursuing large numbers of prospects through broad-based campaigns, ABM focuses marketing and sales resources on high-value target accounts with the greatest likelihood of conversion. AI-powered data platforms increasingly support this strategy by identifying buying committees, monitoring intent signals, and personalizing engagement across digital channels.

Technology providers including Salesforce, Adobe, Microsoft, Google, and Amazon continue expanding AI capabilities across CRM, marketing automation, customer data platforms, and sales intelligence solutions, enabling organizations to unify customer information and improve campaign performance measurement.

The latest announcement also highlights the growing role of verified B2B data in enterprise marketing.

Data quality remains one of the biggest challenges affecting revenue operations. Inaccurate company information, outdated contacts, and fragmented customer records can reduce campaign effectiveness while creating inefficiencies across sales and marketing teams.

According to Gartner, organizations are increasingly investing in unified revenue technologies that combine customer data, AI, automation, and analytics to improve forecasting and revenue attribution. Forrester has similarly identified alignment between marketing and sales as a key factor in improving B2B buying experiences and revenue performance.

The reported collaboration between LINAK's marketing and sales teams reflects this broader shift.

Instead of maintaining separate account research processes, both departments now work from shared account lists, collaborate on targeting decisions, and access the same customer intelligence. This approach aligns with modern Revenue Operations (RevOps) strategies that seek to unify traditionally separate business functions.

Looking ahead, LINAK plans to expand its use of ZoomInfo through automated workflows, additional business development resources, and retargeting campaigns.

The company's roadmap mirrors wider adoption trends across enterprise B2B organizations, where AI-driven automation, account intelligence, and integrated GTM platforms are becoming core components of digital sales and marketing strategies.

For enterprise marketing leaders, the case illustrates an increasingly common objective: moving beyond campaign metrics such as impressions and clicks toward measurable business outcomes linked to qualified pipeline, sales opportunities, and revenue generation.

As manufacturers continue modernizing their commercial operations, platforms capable of connecting marketing execution with sales performance are likely to play a growing role in enterprise go-to-market technology stacks.

Market Landscape

B2B manufacturers are accelerating investments in AI-powered revenue platforms that unify sales intelligence, marketing automation, CRM, and account-based marketing. As enterprise buying journeys become longer and more complex, organizations are prioritizing technologies that improve attribution, campaign measurement, and collaboration across revenue teams. AI-enabled GTM platforms are emerging as critical infrastructure for connecting customer data with measurable business outcomes throughout the sales lifecycle.

Top Insights

• ZoomInfo says LINAK achieved its first measurable marketing return in years after adopting its AI-powered go-to-market platform.
• The manufacturer used verified B2B data and account-based display advertising to generate new sales quotations within weeks of launching its campaign.
• Shared customer intelligence improved collaboration between sales and marketing by replacing separate account research with a unified data platform.
• The deployment highlights growing enterprise demand for measurable marketing attribution across long B2B manufacturing sales cycles.
• Manufacturers are increasingly adopting AI-powered GTM platforms to improve campaign targeting, revenue measurement, and operational efficiency.

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