ZoomInfo connects GTM.AI to iCapture for real-time event lead enrichment

ZoomInfo has added a native integration between GTM.AI and iCapture by Cvent, letting event teams enrich scanned badges and captured leads with verified data at the moment of capture. The move is aimed at improving lead quality, speeding CRM routing, and reducing the data decay that can undermine event ROI.

Why it matters: - Event teams often pay six or seven figures per show, so lead quality at the booth can determine whether the investment pays off. - B2B contact data decays at roughly 70% per year, which means delayed enrichment can send sales teams to the wrong contacts and slow follow-up. - Real-time enrichment in iCapture aims to shorten the path from badge scan to CRM-ready lead from days to seconds.

What happened: - ZoomInfo confirmed a native integration with iCapture by Cvent for mutual customers. - The integration lets users bring ZoomInfo into iCapture without custom development. - The setup enriches scanned badges and captured leads in real time with verified firmographics, contact data, and buying signals. - The integration is powered by GTM.AI, ZoomInfo's headless GTM context layer. - The announcement was made June 19, 2026.

The details: - Field marketers and sellers can scan a badge or business card in the iCapture app. - GTM.AI matches the capture event against ZoomInfo's GTM Context Graph. - iCapture writes the enriched record back with verified firmographics, contact details, and qualifying signals. - The lead then routes through iCapture's existing logic into CRM, marketing automation, or sales engagement systems. - Enriched leads can arrive in Salesforce or HubSpot already scored and ready to action. - The workflow avoids CSV exports, a second tool, and overnight batch enrichment. - ZoomInfo says the GTM Context Graph contains identity-resolved data on more than 100 million companies, 500 million contacts, and billions of buying signals. - The data is continuously updated and continuously queryable.

Between the lines: - The integration pushes ZoomInfo's data deeper into the event capture workflow, which makes iCapture a frontline system for GTM data quality rather than a simple scanner. - ZoomInfo is positioning GTM.AI as a shared context layer across customer tools, not just a point enrichment product. - The company says governance is enforced platform-side through access control, data lineage, and audit logging across iCapture, Salesforce, HubSpot, and custom agents. - That model reduces the need to reconcile permissions and records tool by tool. - The pitch to customers is that one verified record can flow across the stack with fewer downstream conflicts. - ZoomInfo frames the integration as different from a generic lead retrieval scanner because it returns firmographics, technographics, and signals the badge does not contain. - iCapture by Cvent joins the dozens of other completed GTM.AI integrations, including Salesforce Agentforce, HubSpot Breeze, Microsoft Copilot, Outreach, Gong, Claude, and ChatGPT.

What's next: - The integration is available now to mutual ZoomInfo and iCapture by Cvent customers. - Setup runs through iCapture's standard integrations interface. - Customers connect their ZoomInfo entitlement once to activate the workflow. - ZoomInfo is steering users to zoominfo.com and gtm.ai for more information.