Features, prices, advantages and disadvantages

ZoomInfo is a powerful lead generation tool and database that specializes in B2B industries. ZoomInfo offers four main products; a sales, marketing, operations and talent acquisition solution. While it is not a customer relationship management tool in itself, it can be integrated with one and be an important source for identifying and funneling leads into sales software.

Although Zoominfo is one of the largest databases on the market with over 8 million online sources, it is worth taking a look at some of its alternatives. A sales prospecting tool can be an important addition and investment to a company's sales process, so it's ideal to find a provider that fits your specific industry, needs, and sales style.

Prices

It is typical that some B2B database providers do not list their prices directly on their website. That is the case with ZoomInfo, but they reveal what available levels they offer. Zoominfo also provides unique scalability by offering three different support packages: standard, preferred, and premium. Support options range from free live chat support, access to a knowledge center and ZoomInfo University, to a more exclusive service, depending on the organization's budget.

Below are the three flexible ZoomInfo packages:

• SalesOS: Access company insights and contact information. Contact for quote.
• Marketing operating system: Pipeline management and digital marketing solutions. Contact for a quote.
• TalentOS: Search and manage candidates for the company's hiring. Contact for a quote.

ZoomInfo Key Features

Data enrichment

Users can cleanse and enrich their data, turning it into actionable insights with standardization, deduplication, normalization, segmentation, transformations, and mapping leads to accounts through rules-based data orchestration. This feature can also enrich the user's CRM and marketing automation tools as frequently as they choose with easy-to-configure enrichment workflows, ensuring that all information across all tools is consistent (Figure A). This shows the integration capabilities of ZoomInfo.

Segmentation and lead scoring

From the identified and collected leads, users can create buyer segments based on job function, seniority, industry, and company size (Figure B). This feature can also score based on attributes and scoring models, including account-based scoring, intent-based scoring, and composite and multidimensional scoring. This segmentation and scoring feature is an advanced offering from ZoomInfo because it not only funnels leads into the database, but also organizes them exactly how the company wants them.

Automated workflows

Businesses can launch custom outreach to capture high-quality new leads and targeted accounts based on their website traffic and potential customers' purchasing signals (Figure C). When a prospect scores within a certain range or completes an action with a high purchase intent, they will immediately receive an email or some other outreach strategy connecting them to a sales team. This feature is a unique B2B database offering, allowing organizations to immediately respond to critical market signals with automated outreach and sales activities.

Contact tracking

Contact tracing is a feature that runs in the background of a user's existing lead database. Ensures that all information associated with each contact profile is up to date, even if the contact changes jobs or companies (Figure D). This helps organizations track their best relationships and identify whether these moves will impact existing business or even open the door to new opportunities. ZoomInfo launched this tracker to help maintain unique visibility for key buyers.

Pros and cons of ZoomInfo

Alternatives to ZoomInfo

ZoomInfo can support small businesses, medium-sized businesses, and enterprise-level organizations. This makes it a great option for companies of different sizes and industries. There are other B2B and lead generation databases that offer similar services, such as Apollo, UpLead, and Lusha.

If you want competitive starting prices or access to advanced technology features, there are other options to consider.

Apollo

Apollo is a powerful sales intelligence software that can improve a company's marketing within one platform. It helps users create segmented lists, manage contact information, and even interact with B2B leads. Compared to ZoomInfo's 321 million, Apollo currently has over 275 million contacts managed. Both options offer end-to-end sales data and tracking.

SEE: For a full comparison between these two providers, check out our Apollo vs. Apollo article. ZoomInfo.

Up lead

UpLead is a B2B database that offers a 95% accuracy guarantee along with 50+ unique search criteria for users to filter and find active leads. Compared to ZoomInfo, UpLead has a shorter free trial period of just seven days, but three paid tiers starting at $99 per month for 170 credits. Both B2B database providers offer third-party integrations and advanced lead nurturing features.

SEE: For more information, head to our UpLead vs. ZoomInfo comparison article.

lusha

Lusha is a competitively priced B2B database with an advanced prospecting API that connects users with real decision makers and authority figures of their target accounts. Compared to ZoomInfo, Lusha has a free tier and is an affordable option for small businesses. Both Lush and ZoomInfo can provide quick onboarding to their platforms, while ensuring users have the most up-to-date contact information available.

Review methodology

To review and critique ZoomInfo, I used an internal rubric to rate the B2B database and lead generation tool. Our rubric consists of criteria and sub-criteria defined around the most important factors when evaluating any lead generation company and B2B database providers. I used ZoomInfo's own online resources plus comments, ratings, and reviews from real users as benchmarks.

The following is the breakdown of the criteria used to rate ZoomInfo:

• Cost: It weighted 25% of the total score.
• Main features: It weighted 25% of the total score.
• Advanced offers: It weighted 20% of the total score.
• Customer Support: It weighted 10% of the total score.
• Technological features: It weighted 10% of the total score.
• Reports and analysis: It weighted 10% of the total score.