Liaison Overhauls Higher-Ed Outreach with ZoomInfo-Powered Account-Based Marketing
Event summary
- Liaison, serving over 40,000 higher-education programs, shifted from individual contact marketing to account-based marketing (ABM) using ZoomInfo.
- The new approach targets entire institutional buying groups instead of single contacts, improving campaign engagement and consolidating Liaison’s martech stack.
- Early low-spend brand-awareness tests yielded immediate form submissions, validating the ABM strategy.
- Weekly working sessions with ZoomInfo improved visibility into campaign spend and performance.
The big picture
Liaison’s shift to account-based marketing reflects a broader industry trend toward institutional buying groups in higher education, where enrollment decisions involve multiple stakeholders. By leveraging ZoomInfo’s data-driven targeting, Liaison aims to streamline its outreach and improve conversion rates—a critical move as competition intensifies in the edtech space.
What we're watching
- Scalability Challenge
- Whether Liaison can sustain improved engagement across its 1,200+ campus network with the new ABM approach.
- Competitive Differentiation
- How effectively Liaison positions itself as an institutional solution rather than a point-product vendor in higher education.
- Data Utilization
- The pace at which ZoomInfo’s demographic and firmographic data enhances Liaison’s ability to identify untapped accounts.
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