The deal will combine ZoomInfo’s business-to-business intelligence tools with Insent’s artificial intelligence-driven marketing platform for identifying website visitors.

A new tool combining the firms’ products, which will be called ZoomInfo Chat, will be released in the third quarter of 2021.

The terms of the acquisition have not been disclosed. Arjun Pillai, co-founder and chief executive of Insent, will join ZoomInfo as senior vice-president of strategic growth.

Pillai said: “ZoomInfo is a trusted leader in go-to-market intelligence and orchestration that enterprises rely on to help them identify and close their ideal customers.

“ZoomInfo and Insent will help shape the future of chat by allowing teams to have data-centric, intelligent conversations that can expedite sales cycles.”

Henry Schuck, chief executive and founder of ZoomInfo, said: “Technologies that allow sales, marketing, and recruiting professionals to activate our data through automated data-driven engagement result in higher conversion, more meetings and pipeline, and ultimately more revenue and return on investment for our customers.

“We’re excited about what comes next on this journey.”