Are you evaluating ZoomInfo vs Cognism for your B2B data needs? Selecting the right provider is critical for fueling your sales, marketing and recruiting efforts.
As the founder of a B2B sales consultancy, I’ve tested both platforms extensively. In this comprehensive guide, I’ll dive deep into how ZoomInfo and Cognism compare, so you can determine which is the optimal fit for your specific requirements and budget.
What is ZoomInfo?
ZoomInfo is a leading B2B contact and company intelligence platform. Its database spans over 300 million professional profiles and 100 million company records.
Some key features include:
- Detailed and accurate contact data including direct dials and verified emails
- Organizational charts, tech stack info, and buyer intent insights
- Powerful search and prospecting filters
- Seamless CRM and sales acceleration tool integrations
- Chrome extension for on-the-go data access
ZoomInfo is an excellent fit for teams looking to scale outbound prospecting, enrich their CRM data, and tap into account-level intelligence. Plans start at $14,995 per year for its Professional tier.
What is Cognism?
Cognism is a fast-growing B2B data provider and sales intelligence platform. Though its database is smaller than ZoomInfo’s, Cognism emphasizes data compliance and quality. See how it compares to other options in our Cognism alternatives guide.
Top features include:
- GDPR and CCPA compliant contact and company data
- Robust international coverage, especially in Europe
- AI-powered prospecting and lead scoring
- Sales engagement tools including cadences and dialers
- Real-time data enrichment and insights
Cognism is well-suited for European or UK-focused sales teams and those prioritizing outbound automation. Pricing is available upon request but tends to be lower than ZoomInfo.
ZoomInfo vs Cognism: Head-to-Head
Data Coverage and Quality
One of ZoomInfo’s greatest strengths is its vast database. With over 300 million contacts, few providers can match its scale. However, some users report stale or inaccurate records, so data hygiene is paramount.
In contrast, Cognism’s data set is markedly smaller at around 65 million global contacts. But the company invests heavily in data quality, with a 4-step verification process. Cognism also boasts superior European data coverage.
Features and Functionality
Both platforms offer prospecting essentials: advanced search, list building, target company insights, and enrichment. But there are notable differences:
- ZoomInfo provides richer org chart and technographic data
- Cognism has stronger GDPR compliance and data privacy controls
- ZoomInfo’s direct dials and mobile numbers are a major value-add
- Cognism’s Salesforce integration and sales engagement are more robust
Ultimately, ZoomInfo has an edge in overall data and sales intelligence features. But Cognism’s GDPR compliance and prospecting automation are significant draws.
Pricing and Value
ZoomInfo plans start at around $15K annually for small teams, reaching six-figures for enterprises. While not cheap, many companies find the ROI justifies the cost.
Cognism doesn’t publish pricing but is generally more affordable, especially for smaller teams. The company also offers free data health checks and demos.
From a pure cost perspective, Cognism likely offers better value for lean teams. But ZoomInfo’s platform is more extensive and feature-rich.
ZoomInfo Pros and Cons
Advantages of ZoomInfo:
- Massive, 300M+ contact database
- Unmatched depth of company insights and buying signals
- Accurate direct dials and mobile numbers
- Wide range of integrations
- Intuitive interface and Chrome extension
Potential Drawbacks:
- Higher cost than alternatives
- Some data quality issues reported
- Clunky CRM updates and list management
- Restrictive contact and usage limits
For a closer look at how ZoomInfo compares to other top providers, see:
Cognism Pros and Cons
Top Selling Points:
- Strong data compliance and privacy controls
- Robust international data, especially in Europe
- High-quality contacts with 4-step verification
- Excellent Salesforce integration
- AI-driven prospecting and scoring
Limitations:
- Smaller database than top competitors like ZoomInfo
- Lacks advanced org charts and technographics
- Dialer and sales engagement tools not as robust as best-in-class
- Some key integrations missing
Check out these head-to-head comparisons for more insights:
ZoomInfo vs Cognism: Which is Better?
Having tested both platforms, I believe ZoomInfo is the more comprehensive and powerful platform overall. Its data breadth and depth, sales intelligence features, and wide integration options justify the cost for many B2B revenue teams.
However, Cognism is a very capable alternative that may be a better fit for certain use cases. Companies selling primarily into Europe, those with tighter budgets, or teams that prioritize GDPR compliance and sales engagement would be well-served by Cognism.
Factors to consider when deciding include:
- Target geographic markets
- Database size and contact volume needs
- Budget and team size
- Required integrations
- Use case (e.g. data enrichment vs. sales engagement)
Top Alternatives
While ZoomInfo and Cognism are strong options, there are many other excellent B2B data providers on the market. Some top ZoomInfo and Cognism alternatives worth evaluating:
- Clearbit – data enrichment focused on B2B tech
- DiscoverOrg – high-quality, human-verified contacts
- Lusha – affordable contact and company data
- Lead411 – mid-market data with strong value
- Apollo.io – data combined with sales engagement platform
FAQs
- Is ZoomInfo or Cognism better for data accuracy?
Both platforms offer high-quality data, but they have different strengths. ZoomInfo has a larger database with over 300 million contacts, but some users report occasional inaccuracies. Cognism has a smaller database of around 65 million contacts but invests heavily in data verification processes to ensure accuracy, especially for their European data.
- What is the pricing difference between Cognism and ZoomInfo?
ZoomInfo’s pricing starts at around $14,995 per year for small teams and can reach six-figure sums for enterprises. Cognism doesn’t publicly disclose pricing but is generally more affordable, particularly for smaller teams. However, ZoomInfo’s higher price point reflects its larger database and more extensive feature set.
- Which provider has better European data coverage?
Cognism is known for its excellent European data coverage, thanks to its strong focus on GDPR compliance and data privacy regulations in the EU. While ZoomInfo also offers European data, Cognism is often the preferred choice for companies primarily targeting European markets.
- Does Cognism or ZoomInfo have better integrations?
Both platforms offer integrations with popular CRMs and sales tools, but ZoomInfo has a wider range of native integrations. However, Cognism is noted for its particularly seamless Salesforce integration. ZoomInfo also offers a handy Chrome extension for on-the-go prospecting.
- Is Cognism or ZoomInfo better for large enterprises? Small teams?
ZoomInfo is generally the more robust platform for large enterprises, thanks to its vast database, deep company insights, and extensive integrations. However, Cognism can be a more affordable and accessible option for smaller teams that still need quality data and sales engagement features.
- How do they compare for data privacy and compliance?
Cognism is widely recognized for its strong commitment to data privacy and GDPR compliance, making it a top choice for companies with stringent data regulations. While ZoomInfo also takes steps to ensure compliance, Cognism has a slight edge in this area.
- Which platform is easier to use?
Both ZoomInfo and Cognism offer modern, intuitive interfaces. However, some users find ZoomInfo’s platform more user-friendly and appreciate its Chrome extension for easy data access. Cognism’s UI is also clean and navigable but may have a slightly steeper learning curve.
- What is the main use case for each provider?
ZoomInfo is an ideal fit for B2B teams looking to scale their outbound efforts, enrich their CRM data, and leverage detailed company intelligence. Cognism is best suited for companies prioritizing GDPR compliance, those selling into European markets, or teams looking for a balance of quality data and sales engagement features at a lower price point.
The right choice between ZoomInfo and Cognism ultimately depends on your specific needs and priorities. Consider your target market, data accuracy requirements, feature wishlist, and budget when evaluating these leading B2B data providers.
Final Verdict
After in-depth testing and analysis, ZoomInfo earns my overall recommendation for B2B teams seeking the most comprehensive data and sales intelligence platform. Its unmatched data scale, scope of features, and wide integrations justify the premium price tag.
However, Cognism is an excellent option for more budget-conscious teams, those prioritizing data compliance and international coverage, or companies that value deeper sales engagement functionality.
Whichever you choose, both ZoomInfo and Cognism are top-tier solutions that can have a significant positive impact on your prospecting, data quality, and sales productivity.
The key is to clearly define your requirements and evaluate each platform against those criteria. Hopefully this guide has given you the insights you need to make an informed decision and implement a data tool that will take your revenue efforts to the next level.
Key Takeaways
- ZoomInfo offers the largest B2B database and deepest company intelligence
- Cognism wins for European data, compliance, and sales engagement tools
- Consider your target market, budget, and feature requirements when deciding
- Both are quality providers with proven ROI for B2B sales and marketing teams
Let me know if you have any other questions! I’m happy to share more insights from my firsthand experience implementing these solutions for clients.
