Companies that use Zeta

Source: Analysis of 100 job postings that mention Zeta

My analysis reveals a fragmented buyer landscape for Zeta. Only about 6% of roles are Director of Marketing positions, with another 4% in event management and 3% in food and beverage operations. The Zeta Global postings show marketing technology leadership acquiring AI-powered marketing platforms, while scattered references to Zeta in other contexts (Zeta Bar, Zeta potential testing equipment, Zeta Tower locations) suggest the name appears across completely unrelated products and companies. The actual Zeta marketing platform buyers are hiring for expertise in "multi-channel activation," "identity resolution," and "personalized experiences at an individual level."

Day-to-day users span an enormous range. At Zeta Global, practitioners work with customer data platforms, email and SMS campaigns, and AI-driven marketing automation. However, the majority of postings mentioning Zeta have nothing to do with marketing software. I found scientists measuring "zeta potential" for nanoparticle characterization, hospitality staff working at venues named Zeta Bar, and employees located in buildings called Zeta Tower. This reveals that "Zeta" as a search term captures multiple unrelated entities.

For the actual Zeta marketing platform, companies seek to "make sophisticated marketing simple" and "personalize experiences with consumers at an individual level across every channel." They want to "acquire, grow, and retain customers more efficiently" through "AI and trillions of consumer signals." The focus is on unifying fragmented marketing technology stacks and delivering "better results for marketing programs" through data integration and automation.

Source: Analysis of Linkedin bios of 933 companies that use Zeta

I noticed that Zeta's customers span a remarkably wide range, but they tend to fall into a few key categories: large restaurant and food service chains (Baskin-Robbins, Arby's, Marco's Pizza, Freddy's), major retailers and consumer brands (Victoria's Secret, Steve Madden, Michael Kors), financial services firms (First Horizon Bank, Edward Jones, MoneyGram), and established B2C companies with significant customer bases. These aren't obscure startups. They're businesses that serve millions of consumers and need to communicate at scale.

These are definitively mature enterprises, not startups. The signals are overwhelming: Post-IPO funding stages, employee counts in the thousands (often 5,000 plus), phrases like "market leading," and mentions of serving "millions of customers." When companies describe having "more than 1,350 retail stores in nearly 70 countries" or "33,000 restaurants worldwide," we're talking about organizations with complex, multi-channel customer relationships and significant operational scale.

Source: Analysis of tech stacks from 933 companies that use Zeta

I noticed something striking about companies using Zeta: they're enterprise-level organizations obsessed with customer experience and risk management. The combination of Qualtrics for experience measurement, Adobe Audience Manager for sophisticated marketing segmentation, and multiple compliance tools tells me these are large, regulated companies running complex, multi-channel marketing operations.

The pairing of Adobe Audience Manager with Zeta makes perfect sense for companies executing data-driven marketing at scale. They're collecting customer data from multiple touchpoints, segmenting audiences precisely, and then using Zeta to activate those insights across channels. Meanwhile, Proofpoint Security Training appearing so frequently suggests these companies handle sensitive customer data and face serious regulatory requirements. The presence of Auditboard reinforces this: they're running formal compliance programs and need to prove their data practices meet strict standards.

What really catches my attention is ServiceChannel and Decagon AI appearing together in this stack. ServiceChannel is facility management software, which signals these are companies with significant physical footprints, likely retail or financial services with branch locations. Decagon AI for customer service automation suggests they're dealing with high volumes of customer interactions and trying to scale support efficiently. These aren't scrappy startups. They're established enterprises balancing growth with operational complexity.