If you’ve ever spent an entire day building a prospecting list, enriching it across multiple tools, scoring accounts in a spreadsheet, finding contacts, verifying emails, writing personalised outreach, and then pushing everything into your sequencer — you know the pain.
It’s tedious. It’s time-consuming. And it’s the kind of work that stops scaling the moment your team grows beyond a handful of reps.
I recently recorded a detailed, 40-minute walkthrough of ZoomInfo’s GTM Studio to show how the entire workflow — from a completely blank screen to an activated, ready-to-deploy sales workflow — can happen in one place.
Here’s what I covered, and why it matters.
Setting the Scene
For the walkthrough, I used a real-world scenario: selling SDR training and workshops to B2B software companies. Rather than targeting “any company with a sales team,” I focused on the specific profile that matches my best customers — cybersecurity, HR technology, and fintech companies with 500 to 5,000 employees in the US and UK.
This is an important point before you even touch a tool. The more specific your ideal customer profile, the more relevant your outreach can be. GTM Studio makes it easy to create multiple focused lists and deploy them across your sales team, so there’s no reason to go broad.
Building the Audience
The first step in GTM Studio is building your audience using ZoomInfo’s existing filters — location, employee size, industry, and more. These will be familiar to anyone who’s used ZoomInfo before.
Within a few clicks, I had a list of 560 companies that matched my criteria. Tight enough to personalise at scale, broad enough to build meaningful pipeline.
Adding Enrichments: The Third Dimension
This is where things get interesting. A standard list gives you the basics — company name, industry, headcount, revenue. It’s flat. Two-dimensional.
Enrichments in GTM Studio add depth. I layered on sales department headcount (to confirm they have a sizeable sales team), active SDR job postings (a signal they’re investing in outbound), and tech stack data (to confirm they use Salesforce).
The enrichment options go well beyond what I used in the walkthrough. You can pull in department intelligence, budget data, intent signals, funding rounds, organisational changes, and even data from your own CRM. It opens up an entirely new way of slicing and prioritising your data.
AI-Powered Scoring and Prioritisation
Once the enrichments are in place, GTM Studio’s AI scoring takes all of that data and ranks your accounts by likelihood to convert. No more working through a list alphabetically or based on gut feel.
This is a subtle but powerful shift. Instead of every rep deciding for themselves which accounts to work, the entire team is aligned around a data-driven priority order. For sales leaders and RevOps teams, that’s a significant operational improvement.
Finding Contacts and Waterfall Enrichment
With prioritised accounts in hand, the next step is finding the right people to reach out to. GTM Studio pulls contacts from ZoomInfo’s database, and the waterfall enrichment feature cross-references multiple data sources to maximise match rates and data quality.
This is particularly valuable for teams that have struggled with email deliverability or low match rates from single-source providers. The waterfall approach means you’re getting the best available data rather than relying on a single database.
AI-Powered Email Personalisation
Here’s where the workflow really comes together. Using all of the enrichment data you’ve gathered — the company’s hiring activity, department size, tech stack, signals — GTM Studio’s AI generates personalised first emails for each contact.
These aren’t basic mail-merge templates. The AI draws on the actual data to craft relevant, specific outreach. That said, I’d always recommend reviewing and refining AI-generated copy before sending. Think of it as an extremely well-informed first draft rather than a finished product.
Activating the Workflow
The final step is activation — pushing everything into your GTM workspace or exporting it to your existing tools. No copying and pasting between platforms. No CSV exports and imports. The workflow goes from research to ready-to-execute without leaving the platform.
Why This Matters
The real value of GTM Studio isn’t any single feature. It’s the fact that the entire prospecting workflow — audience building, enrichment, scoring, contact discovery, personalisation, and activation — lives in one place.
That means less context-switching, fewer tools to manage, less manual data wrangling, and a workflow that can be standardised and scaled across a team.
For individual contributors, it saves hours of repetitive work. For sales leaders and RevOps teams, it creates a repeatable, data-driven process that doesn’t depend on each rep’s individual tool stack or research habits.
Watch the Full Walkthrough
I’ve chaptered the video so you can jump to whatever’s most relevant:
- 00:00 — Intro to GTM Studio
- 01:17 — Defining the target audience
- 02:08 — Building the audience list
- 05:17 — Account enrichments
- 13:44 — AI scoring and prioritisation
- 20:06 — Finding and enriching contacts
- 29:00 — Waterfall enrichment
- 32:22 — AI-powered email personalisation
- 37:03 — Activating and exporting
- 38:17 — Summary and key takeaways
https://www.youtube.com/watch?v=LCk71WxZjVs
This walkthrough is part of an ongoing content engagement with ZoomInfo. All opinions and observations are my own based on hands-on use of the platform.
Want Help Setting This Up for Your Team?
If you want me to walk you through how to configure GTM Studio for your ICP, personas, and outbound workflow, schedule a call here: yellowo.co.uk/schedule. I’ll show you exactly how to replicate this walkthrough with your data.
If you want access to the spreadsheet and help identifying which plays make the most sense for your company, schedule a call with me here: yellowo.co.uk/schedule. I will share the sheet and walk you through which plays to prioritise based on your ICP, personas, and current data.