What Is ZoomInfo? Overview, Features, and Pricing [2024 Edition]

ZoomInfo Technologies, known simply as ZoomInfo, is a go-to-market (GTM) software that provides users with comprehensive business intelligence data to improve B2B sales, marketing strategies, and recruitment processes. 

Marketers and salespeople whose job it is to increase brand awareness, generate and convert leads, and drive revenue often turn to ZoomInfo to get the B2B data and software they need to connect with (and close) high-quality prospects. 

This piece is an in-depth overview of the core aspects of ZoomInfo, including its functionalities, features, and pricing details. We’ll also cover how and why Wiza is a better alternative to ZoomInfo for businesses that do a lot of sales prospecting. 

What is ZoomInfo?

Founded in 2000 by Henry Schuck and Kirk Brown, ZoomInfo has evolved from a small business data provider into a robust platform that provides detailed insights into companies and business professionals across several industries. The primary goal of ZoomInfo is to empower organizations by giving them extensive market intelligence to help them make informed decisions, improve their cold outreach efforts, and effectively grow their business.  

ZoomInfo uses advanced data collection techniques, including web crawling, artificial intelligence, and machine learning to gather and analyze extensive data on companies and professionals to create up-to-date profiles that include their contact information, organizational hierarchies, and actionable business insights. This data is then used to help businesses identify potential customers, understand their needs, and effectively engage with them.

Since ZoomInfo’s stock-in-trade is companies’ and people’s sensitive data, it prioritizes compliance with data privacy laws like GDPR and CCPA, ensuring that its data collection and processing methods meet stringent legal standards. 

ZoomInfo’s core features and functionalities 

ZoomInfo’s features and services span various verticals (Sales, Marketing, Operations, DaaS, and Talent) and are designed to integrate with other business tools. This makes it a valuable resource for companies that want to bolster their outreach and operational strategies.

1. Sales solutions

To help salespeople with prospecting, ZoomInfo offers an extensive B2B contact database with over 174 million verified email addresses and 70 million direct dial phone numbers. It also provides filters, such as job title, company name, industry, and more to help users narrow down this database to find companies (and their key decision-makers) that fit their ideal customer profile (ICP). 

Each key decision-maker in ZoomInfo’s database has a professional profile populated with their current information, including job responsibilities, work experience, education, and social media profile links. Not only does this help users know which professional to contact in a company, but it also assures them that the professional will receive (and hopefully, respond) to their cold call or email.

ZoomInfo also creates profiles for each company in its database, populating them with 300+ company attributes, including company name, headcount, industry, founding year, tech stack, and engagement. This allows users to find companies that match their ICP in terms of budget, tech stack, size, etc. 

To get more granular, ZoomInfo uses intent engine trigger signals to pinpoint companies (and their buying teams) already researching specific solutions. These signals include company funding, hiring surges, technology installations, and competitor non-renewals. 

This platform also uses web crawlers to run through a user’s website to identify website visitors whose businesses align with their best-fit customers. This way, users can identify and focus their sales efforts on prospects that have expressed interest in a product or service like theirs and are most likely to convert. 

After building a list of viable prospects, ZoomInfo allows users to export the list directly into their customer relationship management (CRM) system, sales, and/or marketing software and set up automated workflows that close more leads in less time with less effort. 

2. Marketing solutions

For marketers, ZoomInfo offers tools that optimize campaigns and lead generation efforts. For example, ZoomInfo’s FormComplete feature enhances web forms to improve lead capture and conversion. With FormComplete, a user can ask for their web visitor’s business email in their single-field form, and the system will automatically fill in other crucial information the user needs to determine whether or not to target the visitor.

ZoomInfo also provides insights into the on-page behavior and preferences of target audiences so that users can figure out how best to reach and convert them. Because of its intent data trigger signals, ZoomInfo users can launch targeted display and social advertisement campaigns to target companies that show buying intent (or companies whose attributes match the user’s ICP).  

When users sync their demand and distribution with ZoomInfo’s Demand-Side platform, their display adverts will be pushed across major display networks. All they have to do is set it and forget about it — ZoomInfo will ensure that their campaign is delivered, activated, and optimized. 

ZoomInfo has a Chat system that immediately alerts marketers whenever ideal leads or existing customers are on their website. It also allows marketers to route qualified leads to the sales team, which will leverage intent signals to know what the leads are looking for and how best to give it to them. What’s more, there’s an automated meeting and demo scheduler ready to help salespeople book meetings and close deals as quickly as possible.

3. Operations solutions 

To drive scalable results, business leaders need accurate data that is integrated across channels and technologies. That’s what ZoomInfo provides. 

First, ZoomInfo users can append their CRM and marketing automation platforms with easy-to-configure enrichment workflows. This helps them enrich their data in bulk and in real-time, so they’re operating with accurate data throughout their marketing and sales processes. 

Users can also automatically deduplicate their data stash through predefined rules, match leads to their correct accounts and archive (or merge) deduplicated data — all of which keeps bad data from entering their CRMs in real time. This not only decreases the hassle of manual data management but also ensures that there’s no inaccurate information or costly duplicates in users’ databases.

4. Data-as-a-service (or DaaS)

Operating with inaccurate data increases the chances of marketing and sales leaders creating ineffective marketing and outreach campaigns, which can result in wasted resources (time, effort, and money). ZoomInfo’s Data-as-a-Service (DaaS) product suite aims to eliminate this problem. 

With DaaS, users can streamline their foundational and firmographic data to get a bird’s-eye view of their ideal customers. They can fill in any blank spaces in their Total Addressable Market (TAM) — which refers to the total market demand for a product or service if 100% market share is achieved — and improve lead modeling and scoring by getting comprehensive company and contact data (including intent data). 

Users can also integrate their B2B data into any existing workflows or systems in real-time (and in their chosen format) through APIs and webhooks, cloud data shares, flat files, or orchestration apps.  

With this information, ZoomInfo’s users can accelerate data maturity across the company and improve their go-to-market efforts by aligning their marketing and sales teams with a centralized data strategy. 

3. Talent acquisition  

Just as ZoomInfo’s database gives users information on which companies and business professionals to send a personalized email to, it also gives them information on which professionals are qualified to work in their company. 

ZoomInfo helps recruiters find and engage talent seamlessly by providing correct candidate data on the market and identifying which candidates are most likely to respond. This platform’s algorithms also identify candidates who’ve been affected by layoffs or other unforeseeable events and alert users so they can send a message.

Instead of spending time crafting and sending each email, ZoomInfo helps users automate their candidate outreach, showcase their company story and employer brand, and execute their recruitment marketing campaigns across multiple touchpoints at a time. This helps users control the entire hiring funnel and exceed their business goals by hiring diverse and passionate employees. 

ZoomInfo pricing

ZoomInfo doesn’t publicly list specific pricing details as its products and services are tailored to the varying needs of different businesses. ZoomInfo’s pricing depends on factors such as the number of users, the depth of user information required, and specific features or integrations. 

Prospective customers can contact ZoomInfo’s team directly to request a demo and receive a customized quote. That said, reviews suggest that the platform might be on the higher end of the market in terms of pricing. 

For example, users on Reddit (and other third-party review tools) say that ZoomInfo’s monthly pricing starts at $1,250 per month, which adds up to $15,000 per year for three seats (with a minimum of a two-year contract). This means that users who want to sign up for ZoomInfo’s cheapest price tier would have to pay $30,000 upfront. This amount can go as high as $40,000 a year,  based on the choice of solution, number of users, number of credits, and chosen add-ons.

Wiza: ZoomInfo alternative for small- and medium-sized businesses

Before I go into why Wiza’s a better choice for you, let’s get this out of the way first: Wiza, as a platform, doesn’t have as many features as ZoomInfo. We don’t offer web form optimization or automatic data deduplication or a Demand-Side platform that executes your adverts on autopilot. 

What we do offer, however, is the largest and most accurate B2B contact database you’ll ever find (Wiza Prospect). We also offer several tools that will serve you well no matter what stage you’re at in your sales prospecting process — and it doesn’t cost anywhere near $15,000 a year. 

Let’s start with Wiza Prospect, which is a database of 830+ million verified B2B contacts (99% LinkedIn coverage) spanning several industries. The platform offers advanced filters like name, job title, job role, location, skills, and school to find key decision-makers, and company name, headquarters location, industry, headcount, and founding year to find companies that match your ICP. 

Wiza integrates with popular CRM, marketing, and sales software, so once you find leads that you’d like to reach out to, you can simply tap Export All Leads to export them right into your CRM or as a CSV file. Wiza also integrates with Zapier, which allows you to create workflows between Wiza and 6,000+ other apps, some of which you may use. 

Once exported, each lead will have all their verified information, including their full name, title, company, LinkedIn URL, email address, mobile number, and direct dial. You also get 21+ firmographics for each company, including the company’s LinkedIn URL, domain name, industry, description, market, headcount, revenue, and funding data. 

You can export up to 10,000 brand-new leads using Wiza Prospect.

If you’d rather use LinkedIn for prospecting, we’ve got you. Wiza’s free Chrome extension integrates seamlessly with LinkedIn Sales Navigator or Recruiter (if you’re looking to hire talent), and all you need to do is download and install it. Once you’ve done that, go straight to LinkedIn, use the filter to narrow down your search, and when you find a viable lead, click on their profile. Here’s what it’ll look like: 

Notice the Find email & phone button right underneath the lead’s name. Once you click it, you’ll get the lead’s verified email address and phone number in the popup box on the right-hand side of your screen. In that popup box, you’ll also find a brief rundown of the lead’s company, including the name, description, headquarters location, headcount, and founding year. 

If you’re using LinkedIn Sales Navigator, you’ll be able to export only 2,500 leads from there, which is decent, but if you need more, you’ll get better results with Wiza Prospect.

Wiza also has an extensive directory containing up-to-date information about thousands of companies across several industries, arranged alphabetically. 

When you find a company that might be a good fit, click on it to get information, such as the company’s website, social media links, industry, HQ location, top employees (and their contact information), and some FAQs about the company. You can reach out to the company’s decision-makers right through the directory. 

What if you already have a list of key decision-makers and the companies they work for, but you want to find their email addresses? You can use Wiza’s free email finder tool for this. All you have to do is plug in the person’s name and the company they work for, and Wiza’s algorithm will scour the internet to find the person’s email address for you. 

And if you already have some email addresses at hand, but you want to verify if they still exist and are in use, Wiza’s free email verifier tool can handle this quite easily. Just put in the email address and tap Verify Now, and Wiza will verify the email with the server to determine if it exists or not. 

If you’re an SMB looking for a nifty, yet cost-effective tool to build comprehensive and accurate prospecting lists, Wiza’s your best bet. ZoomInfo might work better as a platform that has solutions for sales, marketing, operations, and even HR teams, but $30,000 is quite a lot of money to pay, especially as you might not see the return on investment (ROI) immediately.

Here’s what Wiza’s pricing looks like: 

• Free plan – Prospect 20 emails and 5 phone numbers per month at no charge (no CRM integration);
• Email plan – $83/month per user (billed at $990 annually) to prospect unlimited emails (you get CRM integration, but you’ll need to pay $0.35 per phone number);
• Email + Phone plan – $166/month per user (billed at $1990 annually) to prospect unlimited emails and phone numbers. 

Pretty neat, huh? If you’d like to test-drive Wiza, sign up for the free plan today.