ZoomInfo Data Helps MarketSpark Grow Sales Pipeline Fivefold — ZoomInfo says enterprise connectivity provider MarketSpark has increased its sales pipeline by approximately five times after leveraging the company’s B2B data platform to identify organizations affected by the ongoing retirement of legacy copper telephone infrastructure. The deployment highlights how data-driven prospecting and revenue intelligence are becoming increasingly important for enterprise sales teams targeting highly specialized markets.

ZoomInfo has shared new customer results showing how MarketSpark, a provider of analog replacement solutions for enterprise organizations, expanded its sales pipeline by roughly 5X using the company’s sales intelligence and business data platform.

MarketSpark specializes in replacing legacy Plain Old Telephone Service (POTS) infrastructure with managed, wireless, 5G-ready connectivity solutions. While many organizations have modernized their communications systems, millions of commercial buildings across the United States still rely on aging copper telephone lines to support critical operational systems.

These legacy lines often power essential infrastructure such as elevator emergency phones, fire alarm panels, security systems, and other life-safety technologies. As telecommunications providers continue retiring copper networks, enterprises face increasing pressure to identify vulnerable locations before service disruptions affect business operations or regulatory compliance.

For MarketSpark, identifying those organizations represented a significant sales challenge.

The company’s target customers are primarily Fortune 500 enterprises operating hundreds of facilities across multiple locations. However, obtaining reliable information about building portfolios, employee counts, and site density is difficult because much of that operational data is not publicly available.

According to ZoomInfo, MarketSpark evaluated several B2B data providers before selecting its platform, citing the breadth and accuracy of the available business intelligence data. Through a native Amazon S3 integration, the company received continuously updated datasets containing company names, facility addresses, employee counts, and revenue information.

MarketSpark combined this commercial data with federal records tracking copper line decommissioning to create an interactive risk-mapping system capable of identifying organizations most likely to be affected by the nationwide infrastructure transition.

Instead of relying on estimated market assumptions, sales representatives could approach enterprise buyers with building-specific insights that demonstrated exactly which facilities faced potential service disruptions.

This more targeted sales approach reportedly delivered measurable business outcomes.

According to ZoomInfo, MarketSpark identified more than 30,000 previously undiscovered target companies, significantly expanding its addressable market. The company also reported approximately fivefold growth in marketing-qualified leads (MQLs), sales-qualified leads (SQLs), pipeline opportunities, and revenue opportunities. Conversion rates also improved as sales teams engaged prospects with more relevant, data-backed conversations.

The use case reflects a broader trend across enterprise sales organizations, where revenue intelligence platforms are increasingly combining proprietary business datasets with first-party and third-party information to improve account prioritization and prospecting accuracy.

Rather than relying solely on traditional lead generation methods, sales teams are increasingly using enriched business data to uncover hidden opportunities, personalize outreach, and identify organizations facing specific operational challenges.

The timing is particularly significant given the ongoing retirement of legacy telecommunications infrastructure. Approximately 30 million copper telephone lines remain scheduled for decommissioning over the coming years, creating a substantial opportunity for vendors offering modernization services to enterprise customers.

For businesses like MarketSpark, success depends not only on understanding the broader market trend but also on identifying which organizations are most immediately affected. Accurate business intelligence allows sales teams to prioritize accounts based on real operational exposure rather than broad industry assumptions.

Industry analysts continue to emphasize the growing role of data and AI in modern sales organizations. According to Gartner, organizations are increasing investment in revenue intelligence and AI-powered sales technologies to improve pipeline quality, forecasting accuracy, and seller productivity. Meanwhile, Forrester has noted that high-quality customer and account data remains one of the most important factors influencing B2B sales effectiveness and personalization.

The announcement also illustrates how enterprise data platforms are evolving beyond contact databases into strategic decision-making tools. By combining company information with external operational datasets, organizations can build industry-specific insights that create stronger value propositions during complex enterprise sales cycles.

As businesses continue adopting AI-powered sales automation, account-based selling, and revenue operations (RevOps) strategies, accurate commercial data is becoming an increasingly valuable competitive asset. Companies able to identify customer needs before competitors—and support those insights with verifiable data—are better positioned to accelerate pipeline growth and improve conversion performance.

For enterprise sales teams targeting large, distributed organizations, the MarketSpark deployment demonstrates how revenue intelligence platforms can transform fragmented business information into actionable sales opportunities while enabling more informed, consultative customer engagement.

Top Insights

  • ZoomInfo reports that MarketSpark expanded its sales pipeline by approximately five times using enriched business intelligence data to identify enterprises affected by copper network retirements.
  • The company discovered more than 30,000 previously unidentified target accounts by combining ZoomInfo data with federal infrastructure decommissioning records.
  • Native Amazon S3 integration enabled MarketSpark to build location-specific risk maps that improved account targeting and personalized enterprise sales conversations.
  • The deployment delivered roughly 5X growth in marketing-qualified leads, sales-qualified leads, pipeline opportunities, and revenue opportunities while improving conversion rates.
  • The case highlights the growing importance of revenue intelligence platforms in supporting account-based selling, AI-powered prospecting, and enterprise sales transformation.

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