If you’re in sales or sales ops, you know the pain: you need to get in front of the right people, and you need data that isn’t ancient or riddled with typos. Maybe you’ve heard a lot about ZoomInfo, or maybe your inbox is flooded with pitches from other B2B data vendors. But all the promises blur together. What’s actually different? How do you figure out what’s worth your team’s time—and your budget?
Here’s a practical, no-nonsense guide to comparing ZoomInfo and other B2B data providers, so you can spend less time evaluating and more time selling.
1. Get Clear on What Your Team Needs (Not What Vendors Want to Sell)
Start by blocking out the noise. Every provider will tell you their platform is “the most comprehensive” and “game-changing.” Ignore that. Instead, ask:
- Who are you actually trying to reach? Are you targeting SMBs, enterprises, specific industries, or geos?
- What info do you need? Email, direct dial, LinkedIn, firmographics, tech stack, buying intent, etc.
- How will you use this data? Manual prospecting, auto-enriching your CRM, building lists, account-based marketing, etc.
- How many people will use it? If it’s just a couple of reps, you don’t want to pay for a Ferrari you’ll never drive.
Write this down. Vendors will try to steer you to their “differentiators,” but if you’re clear on your must-haves and nice-to-haves, you’ll stay focused.
2. Build a Shortlist: Who’s Actually in the Running?
Everyone knows ZoomInfo, but there are plenty of others—Apollo, Lusha, Cognism, Clearbit, LeadIQ, Seamless.AI, SalesIntel, and on and on. Don’t get overwhelmed.
- Start with 3-4 options. Too many and you’ll drown in demos.
- Ask peers what they use. Ignore G2 for now; it’s pay-to-play and gamed by vendors.
- Check if your CRM or sales tools already include data add-ons. You might already be paying for something that’s “good enough.”
You’ll usually find: - ZoomInfo: Big, expensive, lots of data, lots of integrations. - Apollo/Lusha/Cognism: Slightly cheaper, faster-moving, sometimes stronger in Europe or startups. - Clearbit/SalesIntel/LeadIQ: Niche strengths (e.g., enrichment, intent, or contact accuracy).
3. Test for Data Coverage and Accuracy—Don’t Take Their Word for It
This is where most people get burned. Every vendor claims 95% accuracy. In real life? Try 60-70% if you’re lucky. Here’s how to check:
- Ask for a data sample. Give each vendor a list of 20-50 actual target companies or people. See what they return.
- Check freshness. Are the emails bouncing? Are people still at those jobs?
- Look for direct dials. Everyone says they have them. Many don’t—or they’re just generic office numbers.
- Spot-check LinkedIn profiles. Does the info line up? Are job titles current?
Pro tip: Vendors sometimes cherry-pick samples. Insist you pick the companies and contacts, not them.
4. Compare Integrations—Will This Actually Fit How You Work?
You want data to flow into your workflow, not create more work.
- Does it plug into your CRM? Native integrations are best (Salesforce, HubSpot, Outreach, Salesloft, etc.).
- How’s the Chrome extension? Some are clunky, some are genuinely useful for LinkedIn prospecting.
- Can you export lists easily? If you need to beg support every time, that’s a red flag.
- API access? If you need to do custom stuff, make sure it’s available (and not wildly expensive).
Watch out: Integrations look great on slides, but they break all the time. Ask to see a live demo, and (if possible) talk to a current customer.
5. Dig Into Pricing—And Watch for Gotchas
Most vendors are cagey about cost until the last minute. Here’s what to watch for:
- Seats: Is it by user, by admin, or by data volume?
- Data credits: Some limit how much you can export or view. Read the fine print.
- Contract length: ZoomInfo, in particular, pushes for annual (or multi-year) deals with auto-renew. Shorter is better if you’re testing.
- Hidden fees: Extra for integrations, API, enrichment, or “intent” data? Get it in writing.
Negotiate: Nobody pays list price. If you’re a small team, don’t be afraid to push back. If a vendor won’t budge or tries to rush you, walk away—they’re not the only game in town.
6. Evaluate the Extras (Intent, Enrichment, Compliance)
Providers love to tout “intent data,” “AI-powered search,” or “real-time enrichment.” Here’s what matters:
- Intent data: Sometimes useful for big teams doing ABM. For most, it’s vague and not worth the upcharge.
- Data enrichment: If you need to keep your CRM clean, make sure this works well and doesn’t just overwrite fields with junk.
- Compliance: Is the vendor GDPR/CCPA-compliant? If you’re selling in Europe or California, you don’t want to get burned.
Ignore: Fancy dashboards and AI features. If the underlying data isn’t good, no amount of analytics will save you.
7. Get Real-World Feedback—Not Just Vendor References
References from the vendor will always say it’s great. Instead:
- Ask your network. LinkedIn, Slack groups, or sales communities.
- Look for recent reviews. But be skeptical—many are incentivized.
- Try before you buy. Push for a free trial or short-term contract.
Pro tip: Ask about support and contract renewals. Some vendors are notorious for disappearing when you need help, or auto-renewing contracts you can’t get out of.
8. Run a Short Pilot—Measure What Matters
Before you sign a year-long contract:
- Set one or two key metrics: e.g., valid emails found, meetings booked, time saved.
- Have a small group test it in real workflows. Don’t just do a sandbox test.
- Track actual outcomes: Did you book more meetings? Did reps actually use the tool, or did they go back to LinkedIn scraping?
Don’t let the vendor “pilot” talk you into an over-engineered proof of concept. Keep it simple and focused.
9. Make the Call—And Review Every 6-12 Months
Pick the provider that fits 80% of your needs, at a price you can stomach. Don’t overthink it—nobody gets perfect data. Set a calendar reminder to review in 6 or 12 months. The market changes fast, and what’s true now may not be true next year.
TL;DR: Keep It Simple, Keep It Honest
Comparing ZoomInfo and other B2B data providers isn’t rocket science, but it does take a bit of legwork. Don’t get dazzled by big promises or fancy features. Focus on the basics: data quality, ease of use, cost, and fit for your actual workflow.
You’ll never find a perfect provider, and you’ll always need to adjust as your team grows and the market shifts. So pick what works now, keep your process tight, and review regularly. The less time you spend evaluating tools, the more time you can spend actually selling.