At the 2025 Forrester CX Summit, SundaySky joined forces with ZoomInfo to spotlight how video personalization is reshaping the customer experience (CX) at scale. The session, led by Mary Iapicca, ZoomInfo’s VP of Customer Experience, offered a candid look into the company’s journey in creating a more differentiated, scalable, and impactful digital customer journey—with SundaySky’s video platform playing a critical role in that transformation.
Below are key takeaways from the session that show how digital CX strategy, video, and data-driven engagement can assemble to deliver meaningful business outcomes.
1. Scaling doesn’t mean sacrificing the human touch
ZoomInfo’s customer base—onboarding 1,600 customers per month with 85% in a scaled CSM model—demanded a more flexible approach to customer engagement. Historically, onboarding was a one-size-fits-all experience: kickoff call, then training. While effective, it didn’t scale.
To address this, ZoomInfo built out differentiated engagement models tailored to customer segments and product adoption maturity. Video via the SundaySky platform became the linchpin for balancing scalability and personalization.
“Because of the volume of customers that we see at ZoomInfo, scale and digitization are not buzzwords for us. They’re a necessity.” – Mary Iapicca, VP of Customer Experience, ZoomInfo
2. Three smart ways to use video during customer onboarding
Video is more than an engaging format. It can completely reshape how onboarding is delivered, especially at scale. Mary and the ZoomInfo team found three key places in the early customer journey where video made a measurable difference:
Digital kickoffs
Instead of scheduling one-off calls, ZoomInfo sends personalized kickoff videos that link to short surveys. Not only do they collect critical customer intent data without needing a live conversation, but they also see higher completion rates than traditional email surveys. Bonus: it frees up time for onboarding managers to focus on higher-value work.
Learn more: Video personalization with SundaySky
Intro to your onboarding manager
It may seem simple, but putting a face to a name early on helps prevent confusion. ZoomInfo found that customers were less likely to get mixed up on their package details or reach out to the wrong contact when they’d already been “introduced” via video.
Milestone Reviews
Rather than generic check-in emails at the 30-day mark, ZoomInfo sends SundaySky videos that recap progress, highlight what’s left to do, and offer quick guidance. It feels celebratory, not naggy—and customers actually watch them.
These aren’t flashy campaigns. They’re intentional, embedded touchpoints that help customers feel supported while guiding them to real outcomes.
3. “Crawl, Walk, Run” isn’t just a framework—it’s a mindset shift
One of the most commonly underrated tips from ZoomInfo’s approach was that they didn’t try to launch a perfect, fully integrated video strategy from day one. Instead, they started small and scaled with purpose.
The team took a “crawl, walk, run” approach:
- Crawl: Manual sends, basic personalization, and testing messaging in low-stakes contexts.
- Walk: Light system integrations (like Salesforce data) to trigger more tailored content and increase automation.
- Run: Fully embedded video workflows in their university and knowledge center, automated publishing, and content mapped to real-time usage data.
What mattered most was the mindset: you don’t need to wait until everything is perfect to start seeing value. Start where you are, test what works, and build from there. This mindset not only reduces friction internally but can help prove ROI early, making it easier to get broader buy-in as the program matures.
4. Crisis averted: How agile video saved the customer learning experience
With a catalog of over 600 Knowledge Center articles and 300+ online courses, ZoomInfo needed to ensure its educational content could keep pace with product innovation. Traditional video production methods—often reliant on external scripting, editing, and publishing cycles—weren’t built for speed or scale.
Having the ability to build and update videos in-house became a turning point. With SundaySky, teams could quickly draft scripts, apply branded visuals, and push updates live without waiting on lengthy production timelines.
This flexibility proved essential during the rollout of a product certification for a new CoPilot product. Partway through, a major update was introduced. Instead of halting the course or forcing users to restart, the team simply updated the videos overnight, so the hundreds of active learners didn’t skip a beat.
It’s a clear example of how modern, nimble video tools can help teams move quickly without compromising the learner experience or operational momentum.
Learn more: Level-up customer onboarding with personalized video
5. Video isn’t just for customer onboarding, it’s a secret weapon for adoption, too
Once onboarding wraps, keeping customers engaged can be an uphill battle—especially when you’re trying to nudge them toward deeper product usage. ZoomInfo found that the adoption phase is one of the most overlooked points in the customer journey—and one of the ripest for smart video interventions.
One of their most effective strategies? Embedding short, action-oriented videos into adoption email campaigns. These weren’t long explainers or polished promos—just quick, targeted clips placed at exactly the right moment. The goal was simple: reduce friction, spark curiosity, and make it ridiculously easy for customers to take the next step.
And it worked. Emails with embedded video using SundaySky saw a threefold increase in click-through and conversion rates. The magic wasn’t just the format, it was the timing and context. Each video was paired with a clear CTA and mapped to a specific behavior or milestone in the customer journey.
The takeaway here: if you’re already running lifecycle campaigns, layering in video isn’t just a nice-to-have—it’s a force multiplier. Keep it lightweight, keep it relevant, and use it to turn passive readers into active users.
6. What’s next? Personalization gets even more personal
ZoomInfo isn’t slowing down. In fact, they’re leaning even harder into personalization—but with a twist: giving customers more control over how they engage.
One of their next moves is asking customers how they prefer to learn. For example, step-by-step instructions vs video-based content. Then, the team adapts the experience based on that input. It’s a subtle but powerful shift toward customer-led enablement.
They’re also exploring the use of executive avatars in key journey moments (think: a welcome from the CEO) and expanding video access across internal teams, from sales to internal communications, because it’s not just about scaling content, but also connection.
The tip here? Don’t just personalize the message—personalize the experience around it. Giving customers choice over how they consume content creates buy-in and makes every interaction feel a little more human.
Final notes
ZoomInfo’s session served as a masterclass in balancing video personalization and scale. Their advice to peers: iterate, experiment, and don’t wait for perfection to get started.
Whether you’re onboarding thousands or a few dozen, video—when thoughtfully integrated—can elevate digital CX from generic to genuinely helpful. With the right tools and mindset, personalized video isn’t just scalable. It’s transformative.
