PayIt Cut Its Database by About a Third with ZoomInfo, Saving Tens of Thousands
The government payments platform turned a legacy database of more than 100,000 disorganized records into one clean, governed system its account-based marketing could finally run on.
ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, has reported that PayIt, a platform that modernizes payments between governments and residents, reduced the size of its marketing and sales database by about one-third and saved tens of thousands of dollars in the process, according to the company.
PayIt lets state and local agencies collect property taxes, tolls, utilities, and parking tickets, serving jurisdictions that cover more than 100 million people across North America. But selling to governments is nothing like selling to businesses. Its legacy database had swelled to more than 100,000 data points with little structure, and the usual software-marketing playbook did not translate. Government employees do not fill out lead forms, the company notes, because they are trained not to. What matters instead is multi-touch attribution across a whole account, and PayIt's duplicate records and competing scoring systems could not support it.
