This review of ZoomInfo alternatives and competitors in the categories of B2B data, GTM Intelligence, and sales & marketing software. We assess and compare ZoomInfo and its alternatives on multiple different features, including data quality, coverage, compliance, and integrations.
Why Look for Alternatives to ZoomInfo?
Your go-to-market (GTM) lives or dies by the intelligence behind it.
Most platforms promise insights. Few actually deliver. When it’s time to move, they leave you guessing. ZoomInfo provides a full GTM Intelligence Platform, the same foundation 35,000+ companies use to sell smarter and win faster, every day.
What is ZoomInfo?
ZoomInfo is a B2B software platform that gives salespeople, account managers, marketers, revenue operations (RevOps) professionals, and demand generation specialists the tools, data, and automations they need to reach prospective buyers and engage audiences more effectively.
Think of ZoomInfo as a system that helps go-to-market (GTM) teams execute on their strategies with the speed, precision, and efficiency that drives results.
How does ZoomInfo get its data?
We collect our data through a wide variety of systems that are unmatched by competitors. We employ powerful technology solutions that collect publicly available data from websites; partner with high-quality B2B data providers; and leverage a robust team of data specialists and researchers. We also gather and validate data from a large contributory network, which lets members contribute their own B2B contact and company data in exchange for access to the broader data system.
How much does ZoomInfo Cost?
ZoomInfo starts at $0 — yes, ZoomInfo Lite includes a free tier that costs nothing. For teams that need to invest in more robust GTM Intelligence, ZoomInfo pricing scales with your needs, with pricing that varies depending on the number of users and the products and features used.
ZoomInfo by the Numbers
Before we dive into the head-to-head comparisons, here’s what market leadership actually looks like:
- 420M+ contact profiles with comprehensive global coverage
- 110M+ company profiles with detailed firmographic data
- 300+ data attributes per contact and company record
- 41+ native integrations with seamless data flow
- #1 rated on G2 across multiple categories including Buyer Intent Data, Sales Intelligence, and Marketing Account Intelligence
- SOC 2 and ISO 27001 certified for enterprise-grade security and compliance
Alternatives to ZoomInfo (and How They Try to Compare)
There is no true alternative to the ZoomInfo Go-to-Market Intelligence Platform and our leading B2B data and signals that power it. That said, if you are curious about how the competition tries to measure up to ZoomInfo, here’s how we stack up against five alternative providers: Cognism, Apollo, Lusha, LinkedIn Sales Navigator, and Clay.
ZoomInfo vs. Cognism: Global reach meets data quality
The Cognism Reality
Cognism built its reputation on European data coverage and GDPR compliance. For a long time, ZoomInfo focused on North America and Cognism was a strong option for B2B data in Europe. But in recent years, ZoomInfo invested heavily in our European data and quickly surpassed Cognism in terms of contact data coverage in a majority of European countries.
Where ZoomInfo Wins
Data Coverage & Quality
- ZoomInfo: 420M+ GDPR-compliant contacts globally with proprietary data collection and multi-source validation
- Cognism: Strong European focus but limited global coverage and depth
Intent Data That Actually Works
- ZoomInfo: Proprietary intent signals with real-time insights and actionable buying indicators
- Cognism: Relies on third-party Bombora data, resulting in delayed and less reliable signals
AI That Does the Work
- ZoomInfo: AI-powered Copilot automates workflows, identifies in-market accounts, and surfaces personalized recommendations
- Cognism: Basic automation capabilities
Bottom Line: Cognism provides solid European data. ZoomInfo will match or beat Cognism’s European coverage, while also providing the data you need to win globally and advanced AI capabilities.
ZoomInfo vs. Apollo: Enterprise-Grade vs. Budget Solution
The Apollo Trap
Apollo attracts smaller teams with competitive pricing and basic email automation. Here’s the problem: what looks cheap up front gets expensive when your data is inaccurate, your integrations break, and your team wastes time on bad leads.
Where ZoomInfo Delivers More
Data That Actually Matters
- ZoomInfo: 300+ data attributes including job history, education, company hierarchies, and detailed technographics
- Apollo: Basic contact information with limited enrichment capabilities
Enterprise Features That Work
- ZoomInfo: SOC 2 and ISO 27001 certified with advanced security, compliance, and governance features
- Apollo: Limited enterprise-grade capabilities and basic compliance standards
Integrations You Can Trust
- ZoomInfo: 41+ seamless, native integrations with reliable data synchronization
- Apollo: Integrations that frequently create duplicates and data inconsistencies
Data You Can Count On
- ZoomInfo: Multi-source validation with real-time updates and quality guarantees
- Apollo: Recurring customer complaints about data accuracy and outdated information
Bottom Line: Apollo might save money upfront. ZoomInfo saves time, prevents embarrassment, and actually drives revenue.
ZoomInfo vs. Lusha: Comprehensive platform vs. point solution
The Lusha Limitation
Lusha does one thing: contact data enrichment. That may be enough if you’re running a one-person show, but if you’re building a real sales operation, you need a comprehensive, reliable solution.
Where ZoomInfo Goes Further
Platform vs. Point Solution
- ZoomInfo: Complete go-to-market platform serving sales, marketing, and operations teams
- Lusha: Basic contact data provider with minimal additional functionality
Intelligence vs. Information
- ZoomInfo: Intent signals, conversation intelligence, WebSights visitor tracking, and comprehensive buying indicators
- Lusha: Limited to basic contact enrichment without advanced sales intelligence features
Quality vs. Quantity
- ZoomInfo: Proprietary validation processes with continuous data updates and quality monitoring
- Lusha: Limited data accuracy controls and validation processes
Growth vs. Limitations
- ZoomInfo: Enterprise-ready platform that scales with organizational growth
- Lusha: Point solution that requires additional tools as needs expand
Bottom Line: Lusha helps you find contacts. ZoomInfo helps you identify, prioritize, and close your next best customers.
ZoomInfo vs. LinkedIn Sales Navigator: Multi-channel intelligence vs. platform dependency
The LinkedIn Limitation
LinkedIn Sales Navigator leverages the world’s largest professional network. That’s powerful — until you realize you’re trapped in LinkedIn’s walled garden with limited ways to actually reach your prospects.
Where ZoomInfo Breaks Away
Data Sources That Matter
- ZoomInfo: Multi-channel data from web scraping, partnerships, proprietary sources, and real-world validation
- LinkedIn: Limited to LinkedIn platform activity and user-provided information
Contact Access That Works
- ZoomInfo: Direct dial numbers, verified email addresses, and mobile contacts for immediate outreach
- LinkedIn: Primarily InMail messaging with limited direct contact information
Intelligence vs. Activity
- ZoomInfo: Comprehensive intent data, job changes, hiring trends, company news (Scoops), and technographic insights
- LinkedIn: Basic activity updates and job change notifications
Multi-Channel vs. Single Channel
- ZoomInfo: Supports email, phone, social, and direct mail campaigns
- LinkedIn: Restricted to LinkedIn messaging and basic CRM synchronization
Bottom Line: LinkedIn Sales Navigator is great for networking. ZoomInfo is built for selling across channels.
ZoomInfo vs. Clay: Full revenue platform vs. experiments
The Clay Complexity
Clay appeals to smaller operations teams who love building complex data workflows. If you enjoy spending time setting up data enrichment processes and debugging API connections, Clay is perfect. If you want to sell smarter, not so much.
Where ZoomInfo Gets You Selling
Built for Revenue Teams, Not Engineers
- ZoomInfo: Intuitive interface designed specifically for sales, marketing, and operations professionals with minimal learning curve
- Clay: Complex setup requiring technical expertise and ongoing support
Rigorously Maintained Data vs. Outsourced Data
- ZoomInfo: Proprietary database with quality guarantees, consistent updates, and reliability standards
- Clay: Aggregates third-party data sources with no ownership or quality control
Operations-Ready vs. Operations Project
- ZoomInfo: Purpose-built for revenue teams with workflows, automation, and features designed for revenue generation, such as GTM Studio.
- Clay: Operations-focused tool requiring significant customization for sales applicability
A Partnership vs. Going Solo
- ZoomInfo: Enterprise-grade platform supporting teams from startups to Fortune 500 companies
- Clay: Highly complex, yet provides next to no customer support to implement, stand up, and scale
Bottom Line: ZoomInfo is a revenue machine.
Feature Comparison: The Reality Check
| Feature | ZoomInfo | Cognism | Apollo | Lusha | Clay | |
|---|---|---|---|---|---|---|
| Contact Database Size | ✅ 420M+ contacts | Limited global | Basic contact data | Limited database | LinkedIn only | Third-party aggregation |
| Intent Data | ✅ Proprietary signals | Third-party Bombora | Basic Bombora | Basic Bombora | ❌ Limited signals | ❌ Not available |
| AI-Powered Automation | ✅ Advanced Copilot | Basic automation | Limited workflows | ❌ Minimal | ❌ None | Labor-intensive |
| Data Attributes | ✅ 300+ attributes | Limited attributes | Basic information | Limited attributes | User Provided information | Variable quality |
| Enterprise Compliance | ✅ SOC 2, ISO 27001 | GDPR focused | Basic compliance | Basic compliance | User Provided | No guarantees |
| Native Integrations | ✅ 41+ seamless | Limited integrations | Buggy connections | Basic integrations | CRM sync only | API-dependent |
| Global Coverage | ✅ Worldwide | Europe-focused | Limited international | Basic global | LinkedIn network | Depends on sources |
| Real-time Updates | ✅ Continuous | Periodic updates | Limited updates | Basic updates | User-dependent | Variable |
Why ZoomInfo Wins: The Decisive Advantages
1. Data That Actually Works
Our 420M+ contact database with 300+ attributes per record isn’t just bigger, it’s better. Proprietary data collection and validation processes mean you’re not wasting time on dead ends and wrong numbers.
2. AI That Drives Results
ZoomInfo Copilot doesn’t just organize data, it provides reliable, actionable guidance on what to do with it. Automated account prioritization, personalized engagement recommendations, and buying signal identification that actually moves deals forward.
3. One Platform, Not 10 Tools
Stop juggling point solutions. ZoomInfo provides everything sales, marketing, and operations teams need in one integrated platform. Less complexity, better data consistency, more deals closed.
4. Proven Market Leadership
No. 1 ratings on G2 across multiple categories aren’t participation trophies. They reflect real customer satisfaction and measurable results from teams that actually use our platform to hit their numbers.
5. Enterprise Security That Matters
SOC 2 and ISO 27001 certifications are vital requirements for enterprise deals. We meet the highest security and compliance standards because your deals depend on it.
6. Integrations That Actually Work
Over 40 integrations ensure seamless data flow across your entire tech stack. No more data silos, manual exports, or wondering if your CRM is up to date.
The ROI Reality Check
Competitors might look cheaper on paper. Here’s what actually matters:
- Increased Sales Productivity: Teams spend less time researching and more time selling
- Higher Conversion Rates: Better data leads to more relevant, personalized outreach
- Reduced Tool Complexity: One platform replaces multiple point solutions
- Improved Data Accuracy: Fewer bounced emails and wrong numbers mean better campaign performance
- Faster Ramp Time: Intuitive interface gets new team members productive quickly
Are There Free Alternatives to ZoomInfo?
ZoomInfo Lite is a free alternative to ZoomInfo’s paid tiers. You can sign up for a free ZoomInfo account and receive 10 free credits per month.
Choosing Between ZoomInfo and Alternatives
When evaluating B2B data and sales intelligence platforms, focus on what actually drives results:
- Data Quality Over Quantity: Accurate, validated data drives better results than large databases with questionable accuracy
- Platform Integration: Seamless integration with your existing tech stack prevents data silos and workflow disruption
- Scalability: Choose a solution that grows with your organization rather than requiring replacement as you scale
- Support and Training: Comprehensive support ensures your team maximizes platform value
- Compliance and Security: Enterprise-grade security protects your organization and customer data
What is the Best ZoomInfo Alternative?
We’d say there is no alternative to ZoomInfo. However, every competitor serves a specific niche or budget constraint. ZoomInfo serves companies of all sizes, giving all GTM teams access to the market’s best GTM Intelligence.
Our combination of superior data quality, advanced AI capabilities, seamless integrations, and proven results makes the choice simple for organizations serious about sales, marketing, and operations success.
The question isn’t whether you can afford ZoomInfo. It’s whether you can afford to keep losing deals to competitors who have better data than you do.
Ready to stop flying blind? Contact our team today to see how ZoomInfo can transform your go-to-market strategy and drive measurable results.