If you’re in B2B sales or marketing, you know the pain: your team needs leads, but every platform makes big promises. Maybe you’re eyeing Seamless, but you keep seeing ads for Apollo, ZoomInfo, Cognism, and a dozen others. They all sound great—until you actually use them.
This guide is for anyone who needs to cut through the noise and really compare Seamless with its main competitors. No nonsense, no buzzwords—just a practical way to pick what’ll actually work for you.
1. Get Clear on What Actually Matters for Your Team
Before you even look at platforms, figure out what you actually need. Otherwise, you’ll end up paying for features you never use.
- How many leads do you need per month? Some tools throttle you unless you pay more.
- What kind of contacts? C-suite? Small business owners? Do you care about direct dials or just emails?
- Are you targeting specific industries or geographies? Some platforms are stronger in the US; others are better for Europe or Asia.
- What’s your workflow? Are you just exporting lists, or do you want built-in email/phone outreach?
- What’s your real budget? Be honest here. Prices can get wild once you add users or unlock “premium data.”
Pro tip: Write this stuff down. Seriously. Sales teams get distracted by shiny dashboards and forget the basics.
2. Do a Side-by-Side Feature Comparison (But Don’t Get Distracted)
Here’s where people usually go off the rails: They make a huge spreadsheet, compare every single button, and get overwhelmed.
Focus on the features that actually move the needle:
- Database size & accuracy: Seamless, Apollo, ZoomInfo, and Cognism all claim “millions” of contacts. None are perfect. Ask for recent accuracy stats or search for independent reviews.
- Data freshness: How often is the data updated? Stale data = wasted effort.
- Contact details: Do you get verified emails, direct dials, LinkedIn profiles, company info?
- Filtering: Can you find the exact leads you want, or is it just broad buckets?
- Integrations: Does it work with your CRM (Salesforce, HubSpot, etc.)?
- Enrichment & research: Can it add missing info to your existing leads?
- Compliance: Especially if you’re in Europe—does it help with GDPR?
What to ignore: Gimmicky AI features, “social intent signals,” and anything that sounds like it came from a VC pitch deck. If it doesn’t help you find or contact better leads, skip it.
3. Test the Data—Don’t Trust the Marketing
Every platform brags about their “verified” or “real-time” data. The reality: No database is anywhere close to 100% accurate, and coverage will always vary by industry and region.
Here’s how to actually test:
- Pick 10-20 of your ideal customers. Real companies, real people.
- Search for them in Seamless and each competitor.
- Check what you get: Do you find the contacts? Are the emails and phone numbers valid? Do job titles match what’s on LinkedIn?
- Try exporting a few leads and running a quick email verification check. (There are cheap tools for this—don’t skip it.)
What you’ll notice: Some tools are amazing for tech companies in the US, but weak for manufacturing in Germany—or vice versa. You’ll also see a lot of outdated info, especially with senior decision makers who change jobs often.
4. Check Real-World Usability and Workflow Fit
You could have the world’s biggest database, but if your reps hate using the tool, it’s pointless.
- UI speed: Are searches and exports fast, or do you spend half the day waiting?
- Bulk actions: Can you easily build, filter, and export lists? Or does it take 10 clicks?
- Integrations: Does it push leads straight into your CRM, or are you stuck with messy CSV files?
- Team management: Is it easy to add/remove users, set permissions, and track usage?
- Support: Can you get a real human when something breaks?
- Training: Is it simple enough that new reps can just start using it?
Pro tip: Most vendors offer free trials or at least a live demo. Make your team actually use the platform for a day. Don’t just watch the sales rep’s demo—they’ll always show the best-case scenario.
5. Get Real About Pricing (and the Upsell Game)
Pricing for B2B lead gen tools is famously opaque. Here’s what to watch out for:
- Seat-based pricing: Most tools charge per user—and it adds up fast.
- Contact export limits: That “unlimited” plan? Read the fine print.
- Paywalls for verified info: Some platforms show you the lead, but ask for more money to unlock direct dials or emails.
- Annual contracts: Many require a yearly commitment (and will push you hard to sign). Month-to-month pricing is rare.
- Hidden fees: Integrations, onboarding, and API access often cost extra.
What to do: Get a real, written quote for your team size and needs. Push back if sales tries to rush you. Ask for a discount or a shorter contract to start.
6. Ask Around—But Filter the Hype
User reviews on G2, Capterra, and Reddit can be useful, but take them with a grain of salt. Vendors flood these sites with happy testimonials, and angry users tend to be the loudest.
What actually helps:
- Ask peers in your industry: What’s working for them? What do they wish they’d known before buying?
- Look for patterns: If three people say Apollo’s data is great for startups but weak for healthcare, believe it.
- Check recent reviews: Lead gen data changes fast. A tool that was great last year can tank overnight if they lose a data provider.
7. Don’t Forget Support, Compliance, and “Gotchas”
The boring stuff matters:
- Customer support: Can you get help when something breaks, or are you stuck with chatbots?
- Compliance: Especially for EU/UK leads, ask about GDPR. Some tools are better than others at handling opt-outs, DNC lists, etc.
- Data ownership: When you export a lead, do you own it? Some vendors limit how you can use exported data.
- Lock-in: How hard is it to cancel or move your data elsewhere?
If a platform dodges these questions—or gives you vague, hand-wavy answers—be wary.
Honest Takes on the Main Players
Here’s how Seamless stacks up, compared to the competition (as of mid-2024):
- Seamless: Strong US database, especially for SMBs and mid-market. Pricing is competitive, but be ready for aggressive upselling. UI is a bit clunky, but gets the job done. Direct dial accuracy is hit-or-miss outside North America.
- Apollo: Popular with startups and SDRs. Data is solid for tech and SaaS, less so for old-school industries. Built-in email outreach is handy. Pricing is transparent, but “unlimited” isn’t really unlimited.
- ZoomInfo: Big enterprise player. Huge database, but expensive and often overkill for small teams. Expect a hard sell and a long contract. Data is best for US enterprise, less so for SMBs or international.
- Cognism: Strong for Europe/UK and compliance. Data is solid, but pricier than Seamless or Apollo. Good for GDPR-focused teams.
None of these are perfect. Most teams end up using 2-3 tools, or swapping after a year.
Keep It Simple and Iterate
Don’t overthink it. List what matters, test the tools yourself, and don’t get blinded by marketing. Most B2B lead gen is still a grind—no tool will magically deliver perfect leads without effort.
Pick a platform that fits your actual workflow, not the one with the flashiest pitch. Start small, measure results, and be ready to switch if it’s not working. That’s how real teams win.
Good luck—and don’t let a sales rep convince you that their database is the only game in town.