If you’re in sales, marketing, or running your own outreach, you know there’s no shortage of B2B tools promising to fill your pipeline. The problem? Most tools sound the same, and real differences only show up after you’ve wasted hours (and budget) learning the hard way. This guide is for folks who want to cut through the fluff and actually get results—whether you’re a solo founder, a small team, or managing a bigger sales crew.
Let’s break down how Wiza stacks up against the other big names for outbound prospecting and efficient outreach. You’ll get the good, the bad, and some advice on what’s actually worth your time.
What Is Wiza, Really?
Wiza is a tool built to scrape LinkedIn Sales Navigator search results and turn them into workable prospect lists—email addresses included. It’s got a simple angle: find people on LinkedIn, get their info, and put it to work. The pitch is about speeding up the top of your outbound funnel. You can plug Wiza data into your CRM or outreach tool, and its pricing is pay-as-you-go or subscription-based.
Wiza isn’t trying to be an all-in-one sales platform. It just wants to make prospecting less painful.
Who Are the Main Players in B2B GTM Outreach?
Before you can compare, you need to know the field. Here are the main categories, with a few examples:
- Data Providers: ZoomInfo, Apollo, Lusha, Clearbit, Cognism
- Outreach/Sequencing Tools: Outreach.io, Salesloft, Reply.io, Lemlist
- LinkedIn Automation: Waalaxy, Expandi, MeetAlfred
- All-in-One Prospecting Suites: Apollo, HubSpot Sales
Let’s be real: Most teams end up cobbling together a few tools. The “all-in-one” promise rarely delivers on every front.
Wiza vs. Other Prospecting Data Tools
How Does Wiza’s Data Quality Stack Up?
- Wiza: Scrapes live LinkedIn data, then finds emails (work and sometimes personal) using third-party verification. You get a CSV or sync it to your CRM.
- ZoomInfo/Cognism/Lusha: Pull from massive, proprietary databases. You search for contacts and download lists, but these databases can get stale.
- Apollo: Hybrid approach—database plus some live scraping.
What matters?
- Freshness: Wiza is as fresh as LinkedIn. ZoomInfo and the rest refresh often, but you’ll run into outdated titles and emails, especially outside the US.
- Coverage: ZoomInfo and Apollo have deeper org charts for larger companies. Wiza is as good as what’s public on LinkedIn.
- Accuracy: No tool is perfect. Wiza flags invalid emails, but you’ll still get bounces. ZoomInfo and Apollo claim high accuracy, but in practice, expect 10-20% bad data anywhere.
Pro Tip:
Don’t obsess over “database size.” Most people only need a couple hundred solid prospects per campaign, not a million outdated leads.
Pricing: The Real Cost
- Wiza: Pay per contact or monthly. Good if you have bursts of prospecting, but don’t need lists every day.
- ZoomInfo: Expensive, long contracts, and annoying upsells. Not worth it unless you’re a big team.
- Apollo: More flexible, and often cheaper for small teams. Also includes some outreach features.
- Lusha/Cognism: Somewhere in between—cheaper than ZoomInfo, but can get pricey fast.
If you’re small or just testing outbound, Wiza’s a low-risk way to start. For large-scale, multi-country teams, ZoomInfo and Apollo have the edge (if you can afford them).
Wiza vs. Outreach Tools
Wiza isn’t an email sender or sequencing platform. You’ll need to pair it with something else to actually run campaigns.
How to Use Wiza With Outreach
- Build your list in Sales Navigator.
- Export via Wiza.
- Import to your tool of choice: Outreach.io, Salesloft, Lemlist, or even plain old Gmail.
- Send, track, repeat.
What works:
- Wiza doesn’t lock you into one ecosystem. You can use the best tool for each job.
- Clean data export—no weird formatting.
What doesn’t:
- No built-in campaign management. If you want one tool to do everything, Wiza’s not it.
Outreach Tool Roundup
- Outreach.io/Salesloft: Top-tier for sequencing, but expensive and overkill for simple campaigns.
- Reply.io/Lemlist: Cheaper, easier to start, but less robust reporting/integrations.
- Apollo: Does both prospecting and outreach—it’s the “do-everything” option, but expect some corners cut.
If your main problem is finding good contacts, Wiza’s fine. If you need to manage big teams, A/B test messaging, or integrate deep into Salesforce, Outreach.io/Salesloft might be worth the headache.
LinkedIn Automation: What About Bots?
There are tools that will auto-connect, message, and drip campaigns on LinkedIn itself (Waalaxy, Expandi, MeetAlfred, etc.).
- What works: Cheap, can get replies fast, especially for small batches.
- What doesn’t: LinkedIn hates automation. Accounts get flagged or banned all the time. Quality is spotty, and you’re limited by LinkedIn’s daily limits.
Wiza avoids this risk by just scraping public info, not automating your LinkedIn account. If you value your LinkedIn profile, tread carefully with these automation bots.
Real-World Scenarios: What Should You Use?
If You’re a Solo Founder or Small Team
- Wiza: Grab a list off LinkedIn, enrich it, and upload to Lemlist or Reply.io. Simple, cheap, and you can be up and running in an hour.
- Apollo: Good if you want both data and email sending, but expect some compromises.
- ZoomInfo: Overkill and overpriced unless you’re targeting Fortune 500s.
If You’re Scaling an SDR Team
- ZoomInfo/Apollo + Outreach.io/Salesloft: If you have budget and process, this combo gives you more control and reporting.
- Wiza as a supplement: Useful for hard-to-find niches or when you want the freshest possible data.
If You’re in a Niche Market
- Wiza: LinkedIn is the best source for weird, small, or new companies. Big databases don’t update fast enough.
- Manual research: Sometimes, nothing beats old-fashioned digging.
What to Ignore (Seriously)
- “AI-powered” data cleaning: No tool magics away bad data. Always test a sample before blasting.
- Database size: 500,000,000 contacts means nothing if half are outdated.
- Overpromise on accuracy: 98% deliverability is marketing, not reality.
The Bottom Line: Keep It Simple
If you need to build prospect lists fast and aren’t ready to drop thousands on contracts, Wiza is a solid bet. It works best when paired with a good outreach tool (even if that’s just your Gmail). If you’re at the enterprise level and need deep integrations, you’ll probably wind up with ZoomInfo or Apollo, plus a sequencing tool.
Start with what you need today. Build, test, and only get fancy when you hit a wall. Most teams waste more time chasing the “perfect” tool stack than actually talking to customers. Don’t be that team.