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ZoomInfo is an industry-leading B2B go-to-market platform that helps teams identify and connect with their target audience through account and contact-level data, but that’s not all. They are actively working on changing their position in the market from a data provider to an end-to-end market software company. Hence, it’s essential to understand the details of ZoomInfo’s latest offerings, prices, and updates. But that raises the question: how do ZoomInfo pricing plans work? What does ZoomInfo cost? And is ZoomInfo really worth it?
This article highlights everything you need to know about ZoomInfo, including ZoomInfo pricing, overview, alternatives, and more.
ZoomInfo Overview: What is ZoomInfo?
ZoomInfo is an end-to-end go-to-market software company that is one of the most extensive contact and company-level intelligence databases for sales marketing use cases. ZoomInfo is divided into four broad products:
- SalesOS: Contact & company search, sales automation, conversation intelligence, workflows
- MarketingOS: Cross-channel advertising, buyer intent insights, website chat, form enrichment
- OperationsOS: Data cleansing, data enrichment, lead routing
- TalentOS: Talent search, candidate outreach, employer branding
SalesOS is the most popular product in the ZoomInfo lineup, and with good reason: ZoomInfo's impressive database spans 321 million active professionals at 104 million companies. This, in combination with its advanced search filters, real-time alerts, and integration capabilities, makes ZoomInfo an attractive platform for sales marketing teams. However, it is generally considered a premium product, often out of reach for smaller teams seeking cost-effective intelligence solutions.
ZoomInfo Pricing
ZoomInfo's pricing is complex and varies based on several factors. Pricing is not publicly disclosed and is offered through a custom, quote-based structure, making it necessary to engage directly with the company to estimate costs.
Key factors influencing ZoomInfo pricing include
- features,
- licenses,
- credit usage, and
- contract length and terms.
The number of features required, credit usage, and contract length significantly impact the overall cost.
Credits in ZoomInfo are consumed whenever an action is performed, such as viewing or exporting contact information—higher credit usage results in higher costs, requiring effective credit management to avoid unexpected expenses.
Comparing ZoomInfo pricing with competitors like SalesOS reveals a custom quote-based structure with an average annual expenditure of around $30,000. SalesOS offers more transparent pricing tiers with lower entry points, but higher-level plans can approach the costs of ZoomInfo's mid-tier offerings.
Use cases have shown that the high costs, sometimes upwards of $30,000 annually, are justified by significant ROI through improved lead generation, data enrichment, and overall sales performance.
How Much Does ZoomInfo Cost?
ZoomInfo's pricing is tailored to specific user requirements and usage, focusing on providing high-quality data and sales intelligence functionalities. Businesses should explore different pricing plans, utilize free trials, compare costs with alternatives, and use diverse data providers to optimize cost and performance in their sales intelligence efforts.
Our teams also spent a considerable amount of time talking to some existing ZoomInfo customers, and we found that the pricing was majorly based on:
- Seat-based minimum pricing
- Consumables or credits which can be bought on an ad-hoc basis
Some customers pay approximately $25,000 annually for about eight seats, while others pay $58,000 for about 21 to 23 seats. We also found that customers usually achieve a 50% discount after negotiations.
ZoomInfo Credits
ZoomInfo offers various pricing plans, including a set number of credits under each plan, with options to purchase additional credits as needed. This credit-based system allows users to access specific contact and company information from its database for lead enrichment. With each credit, the users can collect specific data, such as work email address, phone number, job title, etc. The credits required vary depending on the type of information requested.
For example, basic contact details may consume fewer credits, while more comprehensive data, like technographic information, requires additional credits.
Limitations of ZoomInfo Credit-Based Model
1. Purchasing Credits Can Increase Costs
Each credit opens a set of specific information needed for lead enrichment. Once the credits are exhausted, users have to purchase additional credits. This can be expensive for certain companies with extensive data requirements or budget constraints.
2. Missed Opportunities
Limited credits may restrict the number of leads and opportunities a company can pursue. This affects growth, which is particularly challenging for expanding organizations or for those in competitive markets.
3. Impact on Sales Engagement
Sales reps usually engage with multiple decision-makers and influencers within a target account. However, because each contact’s information requires additional credits, sales reps might be unable to reach out to multiple people in the same organization. This restriction can limit the depth of engagement and reduce the chances of influencing a decision.
New Launch: ZoomInfo Copilot
ZoomInfo has launched Copilot, an AI-powered solution designed to assist sales teams in closing deals more efficiently and effectively. Copilot leverages AI technology to provide valuable insights from ZoomInfo's B2B data, aiding sales professionals in making informed decisions and taking prompt actions. The platform aims to transform sales operations by enhancing productivity and accuracy in engaging with qualified leads at the right moment.
Key Features of ZoomInfo Copilot:
- Buying Groups: Copilot creates buying groups of individuals aligned with ideal customer profiles based on real-time signals from various sources like websites and case studies. This feature streamlines lead prioritization and ensures efficient engagement with prospects.
- Account Summaries: By aggregating first- and third-party data, Copilot provides detailed overviews of specific accounts, including pain points, upcoming deals, and key contacts. These summaries equip sales professionals with a comprehensive understanding of prospective customers, enhancing their preparation for interactions.
- Copilot Chat: This conversational AI system offers instant answers about specific accounts, enhancing the speed and accuracy of decision-making during customer interactions.
- AI Email Generator: This tool assists users in creating personalized and targeted emails at scale, optimizing the outreach process and saving time for sales professionals.
These features collectively empower users to work smarter, predict leads more accurately, streamline processes, and enhance customer engagement. ZoomInfo Copilot represents a significant advancement in sales technology, offering a comprehensive AI-driven solution to help businesses thrive in competitive markets.
Read more about Copilot from ZoomInfo’s CEO, Henry Schuck:
https://www.linkedin.com/pulse/future-gtm-ai-introducing-zoominfo-copilot-zoominfo-ef91c/
Why Do Businesses Use ZoomInfo?
ZoomInfo is one of the most popular B2B sales intelligence and GTM tools today — and with good reason. Albeit not without its limitations, ZoomInfo delivers certain unequivocal advantages over its competitors. Here’s why people use ZoomInfo over alternatives:
1. Robust North America sales intelligence data
With over 320 million business contacts and 100 million companies in its database, ZoomInfo provides one of the most comprehensive sales intelligence platforms today. This holds especially true for data on companies and professionals in North American geographies. Here’s how ZoomInfo’s volume of data breaks down as of Oct 2023:Rest of the World (Excluding North America):
- 104 million email addresses
- 45 million mobile numbers
- 27 million direct phone numbers
North America:
- 70 million email addresses
- 49 million mobile numbers
- 43 million direct phone numbers
Given that approximately half of ZoomInfo’s large data is North America-focused, this is a key plus point for GTM teams with primary audiences in the US, Canada, and other North American regions.
2. Comprehensive go-to-market ecosystem
- Comprehensive go-to-market ecosystem
ZoomInfo is an all-encompassing GTM ecosystem catering to a broader range of sales and marketing cases. In addition to providing company and contact data, ZoomInfo offers:
- Sales (Email) Automation
- Conversation Intelligence
- Cross-channel Advertising
- Buyer Intent Insights
- Website Chat
- Web Form Enrichment
- Data Deduplication, enrichment, and cleaning
- Lead Routing
- Talent Search
- Candidate Outreach
- Employee Branding
All in all, this means that unlike other growth-stage sales intelligence platforms, Zoominfo is an all-encompassing GTM ecosystem to cater to a wider range of sales and marketing use-cases.
3. Industry-leaders and product maturity
ZoomInfo has been an industry leader in sales intelligence for several years, consistently improving its offering by refining its database, expanding its functionality, and enhancing customer experience. In 2023 alone, ZoomInfo achieved 100+ #1 rankings and 254 Leader Ratings in G2’s Fall Report. For the 11th quarter in a row, ZoomInfo has led the Enterprise grids for Marketing Account Intelligence, Account Data Management, and Lead Intelligence.
Is ZoomInfo Worth It?
There’s no doubt that even ZoomInfo’s basic plans are relatively steep. And given the several add-on options, the cost can quickly spiral. Whether ZoomInfo is worth it for you or your organization depends on your needs, goals, and budget. Here are a few things to consider:
- Data requirements: Do you need contact-level data or account-level data? Do you need high-level firmographics or more granular data? Depending on your requirements, there may be better choices than ZoomInfo.
- Data accuracy: ZoomInfo is known for providing relatively accurate and up-to-date data. However, evaluating the data quality in your specific industry and target market is still essential.
- Features and Functionality: Consider whether the features ZoomInfo offers align with your goals and if they provide a competitive advantage for your sales marketing efforts.
- Cost: ZoomInfo's pricing can vary widely depending on your organization's size, the access level, and the specific features you require. Consider your budget and whether the potential benefits outweigh the costs.
- UX & CX: Ease of use and user experience are important factors. An intuitive and easy-to-navigate platform can increase efficiency and user adoption. Additionally, consider ZoomInfo's level of customer support.
To determine if ZoomInfo is worth it for your organization, it's recommended that you request a demo, explore their free trial (if available), and gather feedback from current users in your industry. Additionally, consider your specific goals and how well ZoomInfo aligns with your strategies for lead generation, sales outreach, and business growth.
ZoomInfo Competitors and Alternatives
ZoomInfo is definitely in the forefront of B2B data solutions. That being said, there are several ZoomInfo alternatives worth considering — each with their own pros and coZoomInfo is definitely at the forefront of B2B data solutions. However, several ZoomInfo alternatives are worth considering, each with pros and cons. Here’s a quick rundown:
- Lead411
- Apollo
- Seamless
- LeadIQ
- Cognism
Here’s how their prices compare per account and per seat:
Zoominfo customer ratings comparison
Here’s a breakdown of how ZoomInfo customer ratings compare to its competitors (As of April 2024).
FAQs on ZoomInfo Pricing and Alternatives
1. Is ZoomInfo free or paid?
ZoomInfo is a paid product, but they offer a free trial if you’d like to try it out before finalizing your purchase.
2. How much does ZoomInfo cost?
ZoomInfo’s pricing is largely based on:
- Seat-based minimum pricing
- Consumables or credits which can be bought on an ad-hoc basis
3. How do ZoomInfo Credits work?
Each search or data access action consumes a specific number of credits based on the depth of the information requested. Basic details may cost fewer credits, while more detailed or enriched data can use more credits.
4. How much does ZoomInfo cost for one person?
ZoomInfo's pricing is not mentioned upfront on its website. However, users have reported on a Reddit thread that the pricing plans are primarily structured for teams. A minimum of $14,995 can be paid annually for up to three users with 5,000 credits.
5. Can I use ZoomInfo for free?
ZoomInfo does not offer a free version of its platform. Access to its database requires purchasing a subscription.
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