ZoomInfo Pricing in 2024: How Much Does It Really Cost?

Having a tough time finding the decision-makers among your target audience? ZoomInfo can help you zero in on the data, offering features that reveal contact details, extract insights from email conversations, and automate the outreach process.

It’d be great to know how much this would cost, but the pricing page has little information. I get it: they want you to reach out so they understand your needs and offer a tailored quote. But if you’re going to have a call for every platform you’re considering right now, you’re in for wasting a lot of time.

So I did the legwork for you: I researched everything there is to know about ZoomInfo’s pricing on the open web and exchanged emails with their sales reps. After hours on their website, online forums, and fact-checking everything, here’s how it works.

Everything about ZoomInfo pricing

The reference starting price for a new mid-tier, 2-year contract is $15,000 yearly.

Despite being a mid-tier plan, it’s unclear exactly how many features are included at this price point, so let me break down how ZoomInfo does its pricing. This way, you’ll have an idea of how it’ll vary based on your current needs.

What is ZoomInfo’s pricing based on?

As an all-in-one GTM platform, ZoomInfo’s pricing is based on three major aspects:

• The number of features across the 3 main packages—Sales, Marketing, and Talent.
• The credits. These are consumed every time you export professional contacts or companies from the platform. The more data depth in this export, the pricier these will be.
• The number of licenses. The more users you have using this platform, the higher the cost.

In addition to access to the contact database and the export feature, ZoomInfo also offers Chorus (a conversation intelligence tool), Chat (a data-powered website chat widget), and Engage, (phone and email automation).

There are other tools you can use within the platform, but ZoomInfo doesn’t offer a full public list. One of these is Streaming Intent: a feed that will help you understand which companies are looking for your products or services, so you can target and convert them quickly. This specific tool has a pay-as-you-go structure. Other tools follow either the same pricing model or have a fixed fee.

You’ll also notice that ZoomInfo offers a suite of marketing and talent search tools. Adding these to your contract will increase the overall price. For our discussion here, however, I’m going to focus on the sales features as they’re what make this platform special.

ZoomInfo’s free trial

Once you reach out to the ZoomInfo sales team, they’ll first give you a platform demo with one of their account executives. Then, they can set up a 4- to 7-day limited trial, offering a limited number of credits so you can explore the platform on your own.

ZoomInfo’s paid plans

ZoomInfo’s Sales suite offers 3 pricing tiers. Here are the names with an estimate of how much each costs, based on what current and past clients shared online:

• Professional+, which starts at around $8,000 per year.
• Advanced+, starting at around $14,000 per year.
• And Elite+, set at around $40,000 per year.

The main difference between each of the tiers is that you get access to deeper insights: when pulling contact information, someone on the Elite+ plan will see more details about it than someone on the Professional+ plan.

This doesn’t give you access to unlimited contacts, though. These plans include credits. You’ll use them to export contacts from the platform. If you’re doing intensive prospecting and need lots of contacts, you may have to pay overages.

What are users saying about ZoomInfo’s pricing?

With over 8,000 reviews, ZoomInfo is rated 4.4 out of 5 stars in G2. Users praise the platform for helping them find the contact details of decision-makers, as well as searching and filtering tools to find companies that may want to do business with you. The negative opinions focus on the inaccuracy or unavailability of contacts for specific regions or industries as well as the inconsistent quality of ZoomInfo support.

There aren’t many discussions on ZoomInfo’s pricing on Reddit, but the few available offer useful insights into how much the price can vary. In one thread, a ZoomInfo associate says that while pricing usually hovers around $15,000, stripped-down packages can start at $7,000 (this is close to what other customers say in a different thread). No matter the price, there are no single-user plans and you can’t sign the contract as a freelancer or solopreneur: you need to be a registered company.

This shows there’s room for negotiation with the ZoomInfo team, so you can adjust the number of users, feature set, and credits to tailor it to your budget. 

Is ZoomInfo the best platform for you?

ZoomInfo is a strong GTM platform, with a contact database and a set of tools built around it to help you find the best leads for your products or services. Considering the pricing, it’s a good choice if you’re a well-structured medium or large business with cash on hand to invest or with fresh investor capital available.

Still, there are circumstances in which ZoomInfo may not be the best match. Early-stage companies with tight budgets or still finding product-market fit will struggle with such a big commitment. This is especially true if the sales team and processes are still coming together. It would be investing too much money on a machine that’s not ready to optimize and scale.

At the same time, if you’re like me, you want to test the software yourself to see if it fits the way you work. While it’s possible to get your hands on a trial account, it involves a lot of touchpoints with ZoomInfo sales reps before you can do so. If you end up being interested, you’ll have to negotiate the plan yourself too, which increases the overall setup time.

And if you’re an occasional prospector, only needing a few dozen contacts every month, ZoomInfo is completely overkill. The price point and time commitment are too high. You’ll be paying for a lot of tools that you won’t use.

If your sales team is still coming together, budget is an issue or prospecting is not your core activity right now, other options on the market will be a better match.

How Wiza compares to ZoomInfo pricing

Wiza is a flexible prospecting tool, helping you find emails, phone numbers, and more data points of your target contacts. It’s a great alternative to ZoomInfo depending on your needs—and not just on pricing. Here are the top differences between both platforms.

Lower entry price. While ZoomInfo demands a high upfront investment, you can use Wiza no matter your current stage and hit your revenue targets for less. With flexible paid plans for occasional prospectors or heavy-duty contact miners alike, you can adapt it to your needs and keep more of what you earn.

Pay only for the features you need. If you already have sales software that you love to use, ZoomInfo may have you paying for features and tools that you don’t need. This lack of modularity may lock you in with a general tool, instead of incentivizing you to look for a specialized collection of tools for your business.

Integrates with thousands of apps via Zapier. While ZoomInfo offers native integrations with popular software such as HubSpot or Outlook, the main platform doesn’t connect with automation tools such as Zapier (in fact, only the Chorus add-on does). There’s an API to connect it to your other apps but this requires technical skill to implement.

Wiza has native integrations with the most popular sales CRMs and Gmail. On top of this, it connects with Zapier, so you can export your contacts and automate prospecting across thousands of apps. Love experimenting with niche apps and improving your workflows as you go? Wiza will let you do just that.

Real-time data accuracy check. One last detail: ZoomInfo’s contact database, while updated frequently, doesn’t have a real-time contact accuracy checker. You may end up spending credits for unusable information. In Wiza, whenever you look up a contact, it runs checks on the data to make sure it’s up-to-date, and your credits are only consumed if it is.

Wiza pricing

Wiza’s pricing is on a per-user, per-month basis, also scaling based on the number and type of contacts you need. You can try everything yourself in our free plan. From there, you can upgrade or downgrade plans without interference—but if you want to talk to the sales team, they’re always ready to help.

For maximum flexibility, hop on one of the monthly paid plans:

• Starter at $49 offers 100 emails and phone numbers
• Email at $99 increases emails to 500
• Email and Phone at $199 bump the numbers to 500 emails and 500 phone numbers.

If you ever need anything on top of these limits, there’s a modest pay-as-you-go fee for every extra contact.

Instead, if you’re serious about prospecting and want to save a bit of money long-term, here are the annual plans:

• Email at $89 per month ($1068 yearly) lets you look up unlimited emails
• Email and Phone plan at $166 per month ($1,992 yearly) removes all limits for email and phone contacts

Compared with ZoomInfo’s starting price of around $8,000 per year, Wiza is more economical and more generous on the annual plans, as there’s no credit system to worry about.

ZoomInfo pricing: a high price for growth

This is everything there is to know about ZoomInfo’s pricing on the open web—I hope the core aspects are a bit clearer now. It’s a great platform, no doubt. But with the high price points, lengthy commitment periods, and a longer setup process, it may not be the best for you.

If you’re interested and have time to explore ZoomInfo, I highly recommend you sign up for the free trial and make time to understand if it’s the right one for you.

However, if you prefer a more flexible platform that grows with you and start looking for contacts right now, click here to create your free account with Wiza.

Frequently asked questions about ZoomInfo pricing

How can I get a ZoomInfo quote?

Go to the ZoomInfo website and click the Free Trial button at the top right of the screen. Once you fill in your details, you’ll get a phone call from the sales team so they can understand your needs and set up the trial.

The trial usually lasts between 4 to 7 days. During or after this period, you can chat with the ZoomInfo sales team and outline the features that you’ll need. They’ll build a quote based on these details and you’ll have a chance to review all the terms.

How is ZoomInfo’s price calculated?

The cost is based on the number of features, credit use (based on data depth), and number of users.

How much does ZoomInfo cost per month?

Since the contracts are yearly, there’s no per-month subscription like other apps on the market. However, you may be able to negotiate the payment schedule, so be sure to raise this issue with ZoomInfo’s representative if you’re planning to negotiate.

What are ZoomInfo credits?

Credits are a currency available within the platform. You spend credits to export a contact from ZoomInfo into your sales CRM. The breadth and depth of data of the contact determines how pricy the export action will be. If you run out of credits at any point, you’ll have to purchase more.

Is ZoomInfo worth the price?

Yes. According to the website, it’s trusted by over 35,000 companies, doubling win rates, increasing productivity, and reducing marketing spend. Whether it’s worth the price depends on your current company size, available budget, and the sophistication of your sales processes.

What are the disadvantages of ZoomInfo’s pricing?

ZoomInfo’s pricing is inflexible as it requires a contract for at least one year (while their sales team will always try to push for at least two years or longer), it offers a limited number of credits for prospecting and the entry price point is not a good match for small and some medium businesses.

Is there a special pricing for SMBs?

While ZoomInfo may adapt its pricing based on your company size, it’s unclear whether there are special deals or discounts for smaller businesses. From my experience, they may be more generous if you negotiate a multi-year contract, if they see that you’ll be upgrading soon, or if you only need the most basic features available.

Is ZoomInfo suitable for individual prospecting?

No. First, you need to be a registered company if you want to do business with ZoomInfo. So, if you’re a freelancer or solopreneur, you won’t be able to use it. If you’re a small business, you may find the high starting price point and long commitment a bit too much, especially if you only prospect occasionally.

How do ZoomInfo’s packages work?

ZoomInfo offers 3 packages.

Sales, which we cover in this article, offers access to the contact database, company insights, and intent signals, as well as apps and integrations. It has 3 pricing tiers: Professional+, Advanced+ and Elite+. The plans scale based on contact data depth and breadth.

Marketing lets you extract more advanced insights from the data, also enabling solutions for display advertising and website integrations. It also has three pricing tiers: Demand, Advertising, and ABM. The plans scale based on the number of integrated marketing channels and data depth.

Talent helps you search for the best candidates for your currently open positions. There’s no information available online about pricing tiers.

How much are ZoomInfo’s features and integrations?

The prices vary depending on how many suites you want to use (Sales, Marketing, or Talent) and how many add-ons you want to enable (Chorus, Chat, Engage, or others).

ZoomInfo integrates with dozens of popular apps natively, but if yours are not on the list, you’ll have to hire a developer to integrate them via API. The main platform doesn’t integrate with Zapier—only the Chorus add-on—so this can also limit the data sync and automation opportunities.

What is ZoomInfo’s API pricing?

The available API endpoints exist only to integrate ZoomInfo with other apps. ZoomInfo doesn’t sell access to its contact database data via API, so there’s no pricing for that service.