What is ZoomInfo?
ZoomInfo is a leading B2B contact database and sales intelligence platform. Founded in 2007, it provides detailed, accurate data on over 100 million companies and 150 million business professionals worldwide.
The depth and breadth of ZoomInfo’s database makes it an essential tool for sales and marketing teams looking to:
- Identify and connect with key decision makers
- Build targeted prospect lists
- Enrich and update existing CRM data
- Research accounts and contacts
- Gain insights into buyer intent
How ZoomInfo Works
At its core, ZoomInfo is a massive searchable database of companies and contacts. It collects and verifies data from millions of public sources, such as:
- Company websites
- SEC filings
- News sites
- Job postings
- Online directories
ZoomInfo then combines this data with proprietary technologies like machine learning, natural language processing, and human verification to maintain accuracy. Users can access this data through ZoomInfo’s web-based platform, browser extensions, and integrations with popular sales and marketing tools.
Key Features of ZoomInfo
Some of ZoomInfo’s most valuable features for B2B sales and marketing include:
- Advanced search: Filter contacts by 50+ criteria like job title, company size, industry, location, and tech stack
- Direct dials and verified emails: Access accurate, direct contact information to reach prospects
- Org charts and buying committee data: Map out reporting structures and identify key stakeholders
- Intent insights: Surface accounts that are researching topics relevant to your business
- Real-time alerts: Get notified when prospects visit your website, mention keywords, or have personnel changes
- CRM and sales engagement integrations: Seamlessly connect ZoomInfo with your existing workflows and tools
“ZoomInfo has been a game changer for our sales team. The direct dials and org charts alone have helped us get meetings with decision makers we couldn’t reach before.” – Enterprise Sales Manager
While ZoomInfo offers a comprehensive set of features, it comes at a premium price point compared to some alternatives. Let’s break down the costs.
ZoomInfo Pricing
ZoomInfo does not publicly disclose pricing on their website. Plans are customized based on factors like number of users, contact credits, and data access. From speaking with their sales team and reviewing customer feedback, pricing appears to start around $15,000 per year for a single user.
Insider Tip: ZoomInfo pricing is often negotiable, especially for larger contracts. Don’t be afraid to negotiate!
Does ZoomInfo Offer a Free Trial?
ZoomInfo advertises a free trial on their site. However, accessing the trial requires going through a demo and sales conversation first. They do not offer instant self-serve access to test the platform.
For more flexible options, check out some of the freemium ZoomInfo alternatives covered later in this guide.
ZoomInfo Pros and Cons
As with any tool, ZoomInfo has both strengths and limitations. Here are some of the key advantages and disadvantages to consider.
Advantages of ZoomInfo
- Data quality and coverage – With over 100M company profiles, ZoomInfo has one of the most extensive, accurate B2B databases available.
- Integrations – ZoomInfo connects with Salesforce, HubSpot, Outreach, and most leading sales and marketing platforms.
- Intent and scoops data – Insights into prospect research activity and buying signals can enable better targeting.
- Org charts – Detailed org charts and reporting structures help navigate complex buying committees.
Disadvantages of ZoomInfo
- High cost – ZoomInfo’s premium pricing puts it out of budget for many small businesses and startups.
- Opaque pricing – Plan details and pricing are not transparent without speaking to sales.
- Mixed customer support – Some customers report long response times and difficulty getting help.
- No instant free trial – Testing the platform requires a demo and sales process first.
“I really like ZoomInfo’s data, but I wish they were more transparent on pricing. It was a lengthy process to get set up.” – Mid-Market Sales Leader
Is ZoomInfo Legit and Safe to Use?
When evaluating any platform that collects and sells personal data, considering privacy and security is crucial. Here’s what we found on ZoomInfo’s practices.
ZoomInfo’s Data Collection Practices
ZoomInfo primarily collects business contact and company information from public web sources. According to their privacy policy, they avoid gathering sensitive personal data.
The company states that individuals can claim their profiles to update or remove their information. However, some have reported difficulties getting records deleted.
ZoomInfo’s Compliance with Privacy Laws
As a US company, ZoomInfo is not bound by GDPR but aims to comply with key principles around consent and data subject rights. They have a CCPA-compliant privacy notice and process data delete requests from California residents.
However, ZoomInfo is not without controversy. In 2022, they settled an FTC lawsuit alleging lax security practices exposed customer data. The company appears to have made efforts to improve controls and transparency since then.
Security Tip: As with any sales intelligence tool, do your own diligence on the data before contacting prospects. Focus on accurate, contextual, personalized outreach vs. spam.
ZoomInfo Alternatives
The B2B contact data space is becoming increasingly competitive. Here are a few leading ZoomInfo alternatives to consider (for more options, check out our full ZoomInfo alternatives guide):
ZoomInfo vs UpLead
UpLead positions itself as a more affordable, user-friendly alternative to ZoomInfo. Key differentiators include:
- Transparent, self-serve monthly pricing starting at $99/month
- Instant free trial access with 5 credits included
- Real-time email verification
- 95% data accuracy guarantee
ZoomInfo vs Apollo
Apollo.io offers a popular platform for B2B prospecting and sales engagement. Compared to ZoomInfo, Apollo provides: (dive deeper in our ZoomInfo vs Apollo comparison)
- 250M contacts across 200+ countries
- 5000+ data points like job changes and funding rounds
- Freemium version with 50 credits/month
- Native sales engagement features like email sequences
ZoomInfo vs Swordfish AI
Swordfish AI provides a next-generation alternative to legacy contact databases. Their unique value props include:
- 3.5B enriched contacts across startups and small businesses
- Proprietary data on mobile phone numbers and email addresses
- 99% email accuracy with real-time verification
- Specific records on SMB owners and high-growth buyers
ZoomInfo vs RocketReach
RocketReach is another option for B2B contact data with over 700M professional profiles. Key differences include (explore further in our ZoomInfo vs RocketReach showdown):
- Self-serve plans starting at $50/month
- Stronger coverage of small businesses and individual contributors
- Chrome extension for easy data access”
“After using other tools, I was impressed by how many niche, mobile-first contacts I could find on Swordfish AI. It’s been a great complement to other data sources.” – SMB Consultant
ZoomInfo Customer Reviews
To give an objective perspective, here’s a summary of common themes from ZoomInfo customer reviews:
Positive Reviews and Testimonials
- Powerful search and filtering options
- High quality direct dials and email addresses
- Valuable intent data for prioritizing outreach
- Seamless Salesforce and sales engagement integrations
“For a fast-growing startup trying to break into enterprise accounts, ZoomInfo has been an essential tool. It’s helped us identify key decision makers and book critical sales meetings.” – VP Sales
Negative Reviews and Complaints
- Pricing not transparent and requires haggling
- Inconsistent customer support experiences
- Inaccurate data for specific niches and titles
- UI can be slow and overwhelming
“While the data is solid overall, I’ve encountered a fair number of bounced emails and non-existent numbers, especially for smaller companies. I wish they’d offer guaranteed bounce rates.” – Demand Gen Manager
Who Should Use ZoomInfo?
Based on our analysis, ZoomInfo is likely the best fit for:
- B2B organizations selling into mid-market and enterprise companies
- Teams with large budgets for data and sales intelligence
- Companies with dedicated sales ops resources to manage the tool
- AEs and SDRs targeting multiple buyer personas and committees
Smaller businesses and B2C companies may find more value in alternative platforms with lower-cost, self-serve options.
Key Takeaways
- ZoomInfo is one of the most powerful B2B contact databases with over 100M company profiles and 150M contacts
- It offers valuable features beyond data like org charts, intent insights, and integrations
- However, high costs, opaque pricing, and inconsistent support can be drawbacks
- Consider alternatives like UpLead, Apollo, and Swordfish AI based on your specific needs
- Ultimately, the right data tool depends on your budget, target personas, and sales processes
Credibility Tip: Look for case studies and testimonials that align with your specific industry, company size, and use case to get the most relevant perspective on any sales intelligence provider.
Frequently Asked Questions
- How much does ZoomInfo cost? ZoomInfo does not provide transparent pricing on their website. Plans start around $15,000 per year for a single user, with costs varying based on contact credits, features, and users. Enterprise plans can reach six figures. Contact ZoomInfo sales for a custom quote.
- What data does ZoomInfo provide? ZoomInfo provides data on over 100 million companies and 150 million business professionals. This includes firmographic data like company size, industry and location, contact details like direct dials, mobile numbers, and email addresses, and background data like education, skills and employment history.
- How accurate is ZoomInfo’s data? ZoomInfo uses AI and human verification to maintain data accuracy, but no B2B contact database is perfect. Customers report bounced emails and disconnected numbers in the 5-20% range, with accuracy varying by contact seniority and company size. Verify data through multiple sources.
- Does ZoomInfo offer a free trial? Yes, ZoomInfo advertises a free trial on their website. However, accessing it requires contacting sales, sitting through a demo, and negotiating a contract first. They do not offer an instant free trial or freemium plan like some alternatives.
- Can I integrate ZoomInfo with my CRM? Yes, ZoomInfo offers direct integrations with Salesforce, Microsoft Dynamics, HubSpot, and other popular CRMs. You can set up automatic contact and account syncing, as well as view ZoomInfo data directly within your CRM interface.
- How does ZoomInfo collect data? ZoomInfo aggregates professional data from a variety of public sources like news sites, company websites, job boards, and government filings. They combine this with opt-in community member submissions, proprietary web crawling technology, and human research to build their database.
- Can I remove my personal information from ZoomInfo? Yes, you can claim your ZoomInfo profile through their Privacy Center to request updates or removal of your data. However, some users have reported difficulties getting records permanently deleted and re-added profiles. Be persistent in removal requests.
- Is ZoomInfo GDPR compliant?
As a US-based company, ZoomInfo is not legally required to comply with GDPR. However, they aim to adhere to key GDPR principles around data privacy rights and process data deletion requests from EU residents. They are fully compliant with CCPA regulations for California residents. - What are some cheaper alternatives to ZoomInfo? Popular lower-cost alternatives to ZoomInfo include:
- UpLead – Plans from $99/month with a free trial
- Apollo.io – Plans from $39/month with a freemium option
- Swordfish AI – Scalable pricing for high growth companies
- Is ZoomInfo worth the high price?
Whether ZoomInfo is worth the cost depends on your unique needs and budget. Factors to consider:
- Do you need broad B2B data quantity or hyper-targeted accuracy?
- How many users need access?
- What integrations and automations will you utilize?
- Do you have budget and buy-in from leadership?
For many enterprise organizations, ZoomInfo’s data quality and feature set justifies the premium price. But smaller teams may find more affordable options suit their needs.CopyRetry
