Zeta Global Holdings Corp. (ZETA): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to cut through the noise in the martech world to see which platform is actually making money with AI, and that's smart. After twenty years in this game, I see Zeta Global Holdings Corp. as a prime example of enterprise focus: they're selling a unified AI Marketing Cloud, not just point solutions. They're banking on their direct sales force capturing big deals, projecting full-year 2025 revenue between $1,289 million and $1,292 million, and they back their pitch with performance data, like that claimed 6x Return on Ad Spend (ROAS). This isn't fluff; it's a calculated strategy. Dig into the four P's below to see how their Product, Place, Promotion, and Price align for this late-2025 push.

Zeta Global Holdings Corp. (ZETA) - Marketing Mix: Product

The core product from Zeta Global Holdings Corp. is the AI-powered Zeta Marketing Platform (ZMP). This platform is architected to unify identity, intelligence, and omnichannel activation into a single stack, moving away from the fragmented tools many enterprises use, which can number around 15 email providers alone in an average organization.

Recent product development has heavily centered on generative AI capabilities. The company unveiled Athena by Zeta™, which they term a superintelligent agent, at the Zeta Live! 2025 event. Athena is designed to personalize the marketer's digital workspace and is expected to enter early access for clients in Q4 2025, with general availability planned for the first half of 2026. This builds upon earlier AI innovations like the AI Agent Studio, which was generally available to customers as of March 2025, featuring Agentic Workflows that were in beta at that time.

The platform's performance during the pivotal 2025 holiday shopping weekend (Thanksgiving through Cyber Monday) showed significant adoption of these AI features: platform usage surged 153% year-over-year, and Zeta's AI agent activity increased 25x year-over-year, all while maintaining 100% uptime. Enterprises utilizing the AI Agents realized an 87% time savings on repetitive tasks. Internally tested data performance metrics suggest that using Zeta's data drives 30 to 40% increases in prospects, 10 to 20% higher conversion rates, and 10 to 20% increases in lifetime value.

Zeta Global Holdings Corp. has significantly expanded its product capabilities through strategic acquisitions. The acquisition of Marigold's enterprise software business, completed in November 2025 for up to $325 million, specifically enhanced loyalty and omnichannel engagement tools. This business, which includes Marigold Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker, and Grow, had more than 90% of its fiscal year 2025 revenue as subscription-based. The stated goal of combining Marigold's enterprise loyalty capabilities with Zeta's platform is to increase client ROI from 6x to more than 10x over time.

The foundation of the Zeta Marketing Platform is its proprietary database, which is key to its value proposition of operating independently of third-party cookies. The platform leverages a proprietary database that the outline states leverages 2.4 billion consumer identities. Specifically, the U.S. identity graph covers over 245 million real people and tracks more than a trillion monthly signals. This data asset is what allows the platform to function as a unified solution, conceptually replacing the need for separate Customer Data Platform (CDP), Email Service Provider (ESP), and Demand-Side Platform (DSP) tools, as only 1% of users felt their existing CDPs met future requirements.

The integrated components and performance metrics of the product offering can be summarized as follows:

The platform's capabilities, particularly the AI agent suite, are designed to deliver measurable improvements across key marketing outcomes:

• Prospect Increase: 30 to 40%
• CPA Reduction: 50 to 50% (Note: This likely means a reduction of 50% or a range including 50%)
• Conversion Rate Increase: 10 to 20%
• Lifetime Value Increase: 10 to 20%

The product roadmap includes the rollout of new agentic capabilities:

• Athena by Zeta™ Early Access: Expected in Q4 2025
• AI Agent Studio (Agentic Workflows): In beta as of March 2025
• General Availability for Athena: Expected in the first half of 2026

The Marigold enterprise software business, now integrated, brought with it a high-quality revenue stream, with more than 90% of its fiscal year 2025 revenue being subscription-based, and a cost of revenue below 30% for the same period. This acquisition expands the platform's reach, adding more than 100 enterprise brands and over 40 Fortune 500 companies to the existing roster.

The ZMP is engineered to provide a unified view, addressing the market need where only 10% of Customer Data Platform (CDP) users felt their current solutions met their needs as of a 2022 study. The platform's success is reflected in the overall company guidance, with full-year 2025 revenue guidance raised to a range of $1,289 million to $1,292 million, which includes $15.8 million from the Marigold business for Q4 2025 alone.

Finance: draft 13-week cash view by Friday.

Zeta Global Holdings Corp. (ZETA) - Marketing Mix: Place

Zeta Global Holdings Corp. (ZETA) employs a distribution strategy centered on direct engagement with large, high-value clients globally.

Global distribution with headquarters in New York City and worldwide offices.

Zeta Global Holdings Corp. (ZETA) maintains its corporate headquarters in New York City, New York, USA. The company supports its global operations through a network of offices across multiple countries. Information indicates the company has 15 offices worldwide, spanning 11 countries, with locations including London, Silicon Valley, Chennai, and Hyderabad. Specific US office locations include New York, Boca Raton, El Segundo, Nashville, San Francisco, and Washington, District of Columbia.

Primary channel is direct sales to large enterprise and Fortune 500 clients.

The core of the distribution model relies on a direct sales force targeting large enterprises. This focus is evident in the composition of the customer base, which is heavily weighted toward significant annual spenders.

Direct revenue accounts for approximately 70% of total revenue.

The direct platform revenue mix represented 75% of total revenue as of the second quarter of 2025, an increase from 73% in the first quarter of 2025. This direct channel drives substantial growth, with direct platform revenue increasing 51% year-over-year in Q2 2025.

Serves over 567 scaled customers (spending $100k+ annually) as of Q2 2025.

Zeta Global Holdings Corp. (ZETA) serves a defined set of high-value clients, referred to as scaled customers. As of the second quarter of 2025, the total count of scaled customers reached 567, marking a 21% increase year-over-year. This customer base is highly valuable, as evidenced by the Average Revenue Per User (ARPU) metrics.

You can see the concentration of value within the customer tiers in the table below:

The ARPU for customers spending over $1 million annually is 17 times higher than the ARPU for customers spending between $100,000 and $1 million. Also, customers active for over three years generate an average of $2.6 million in annual revenue, compared to $0.9 million for customers less than one year old. Approximately 90% of Zeta Global Holdings Corp. (ZETA)'s revenue comes from customers active for more than one year.

Strategic partnerships with marketing agencies extend market reach.

Market reach is augmented through strategic channel expansion, particularly via agency relationships. This is a key driver for customer expansion and ARPU growth. The average number of scaled brands per large agency holding company increased by 40% year-over-year in the second quarter of 2025. This indicates that agency partners are increasingly embedding the Zeta Marketing Platform across more of their client portfolios.

The company's distribution also involves platform adoption across use cases. As of Q2 2025, the following adoption rates highlight the opportunity for channel and use case expansion:

• Less than 20% of scaled customers use more than one use case.
• Less than 20% of scaled customers use four or more channels.

Zeta Global Holdings Corp. (ZETA) - Marketing Mix: Promotion

Zeta Global Holdings Corp. promotes its offering by positioning the Zeta Marketing Platform (ZMP) as the superior AI and data platform in the martech landscape, leveraging its proprietary data set built since 2017.

The promotional messaging heavily relies on quantifiable performance data derived from client usage. For instance, a Total Economic Impact Study cited a 6x Return on Ad Spend (ROAS) delivered by clients using the AI-powered ZMP. Furthermore, internal testing highlights the data advantage, showing that using Zeta Global data resulted in:

This data-driven narrative is reinforced by recent platform engagement statistics. Platform usage surged by 153% year-over-year during the 2025 holiday shopping weekend, spanning Thanksgiving through Cyber Monday. During this peak period, the activity of Zeta's AI agents grew 25 times compared to the prior year, while maintaining 100% uptime. For enterprises utilizing these AI agents, the benefit was quantified as an 87% time savings on repetitive tasks.

A core element of the promotional strategy is the 'One Zeta' approach, which encourages budget consolidation by driving cross-sell and use case expansion across the platform. This strategy is promoted as a flywheel for customer success, as customers adopting two or more use cases generate more than three times the annual revenue of single use-case customers.

Leadership actively promotes this value proposition at high-profile, invitation-only events like Zeta Live. The flagship event, Zeta Live 2025, held on October 9, 2025, in New York City, brought together over 1,200+ marketers and featured 70+ speakers. CEO David A. Steinberg promoted the momentum coming out of the event, noting that the target for new business closed post-event was set at $100 million, an increase from the $57 million closed after the prior year's event.

The promotional focus on AI innovation was further solidified at Zeta Live 2025 with the unveiling of Athena by Zeta™, a conversational, superintelligent agent, with client early access planned for Q4 2025.

Key promotional performance indicators from recent periods include:

• Platform usage surge during the 2025 holiday weekend: 153% year-over-year.
• AI agent activity growth during the 2025 holiday weekend: 25 times.
• Time savings for clients using AI agents during the 2025 holiday weekend: 87%.
• Targeted business to close following Zeta Live 2025: $100 million.
• Customer revenue multiplier for multi-use case adoption over single use-case: three times.
• Zeta Live 2025 attendance: 1,200+ marketers.

Zeta Global Holdings Corp. (ZETA) - Marketing Mix: Price

You're looking at how Zeta Global Holdings Corp. prices its AI Marketing Cloud, which is all about translating platform value into a dollar amount customers are willing to pay. The pricing strategy here is designed to align with the significant return on investment clients expect from sophisticated marketing technology.

The core of Zeta Global Holdings Corp.'s revenue structure is built on recurring revenue streams, which is a key indicator of pricing stability. The revenue model is predominantly SaaS-based platform subscriptions, accounting for between 85-90% of total revenue, with the remainder coming from data and related services. This heavy reliance on subscriptions helps create a predictable pricing base.

For the full-year 2025 outlook, management has set a clear financial target, which frames the overall pricing environment. Full-year 2025 revenue guidance is between $1,289 million and $1,292 million. This top-line expectation supports the current pricing structure.

The pricing mechanism itself leans heavily on the value delivered, especially to their largest clients. Pricing is value-based, claiming up to a 50% cut in client customer acquisition costs. This claim directly ties the price to measurable client savings and efficiency gains, which is a strong value proposition in the current market.

We can see this value realization reflected in the spend per customer. The Average Revenue Per Scaled Customer (ARPU) was $532,000 in Q2 2025. To put that in perspective, customers with three or more years of tenure generate an ARPU of about $2.6 million, more than double the $1.2 million seen from customers in the one-to-three-year bracket. This shows significant pricing power as relationships mature.

The profitability metrics tied to this pricing strategy are also being managed upward:

• Adjusted EBITDA guidance for FY 2025 is set between $274.2 million and $275.1 million.
• This guidance implies an Adjusted EBITDA margin in the range of 21.2% to 21.3% post-Marigold acquisition.
• Free Cash Flow guidance for the full year 2025 is maintained between $156.9 million and $157.9 million.

The company also uses financial incentives to encourage deeper platform adoption, which is a form of dynamic pricing adjustment. For instance, the recent Total Economic Impact study suggested that organizations realized $3.2 million in annual savings by consolidating technology onto the Zeta Marketing Platform, reinforcing the value-based approach over simple feature-by-feature pricing.

The pricing strategy is clearly anchored in demonstrating ROI, evidenced by the Forrester study finding a 50% reduction in campaign setup time for composite organizations adopting the platform. Finance: draft 13-week cash view by Friday.