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Cognism vs ZoomInfo

Quick summary of how Cognism compares to ZoomInfo:

 

  • Access to global data without geographical restrictions (NAM, APAC, and leading EMEA coverage).
  • Quality-driven cell phone numbers in the US.
  • 47 million cell phones in the US alone.
  • Phone-verified cell phone database.
  • 16-step email verification process.
  • Integrations with your existing tech stack, including native Salesforce integration.
  • Simple, predictable pricing with unrestricted viewing and page-level exporting of global data in all packages. Subject to generous fair usage policy.
  • CCPA & GDPR compliance with broader DNC list checks.
  • Cognism AI Search to speed up list building and the way you find prospects.

This page will explain how Cognism compares to ZoomInfo so you can make an informed decision when selecting your next data provider. 

👇 Scroll to learn about ZoomInfo pricing, features, user reviews and more!

Book your live demo and sample our data 👇

What’s the difference between ZoomInfo and Cognism?

ZoomInfo is a well-known vendor in go-to-market intelligence. Through acquiring competitors, it consolidates tech solutions needed to integrate different steps of the sales process into a single platform.

But prospective buyers notice ZoomInfo’s “core product has stood still”.

Cognism invests in innovating its sales intelligence platform and improving prospecting data to stay relevant for our customers.

James Isilay, Cognism’s CEO and founder, said:

“At Cognism, we want to assure our clients that they can target their prospects in confidence, leaving compliance and data accuracy to us.”

 

Cognism vs ZoomInfo comparison table

From ZoomInfo to Cognism

“Cognism blew ZI out of the water. Cognism’s match rate was 98% vs. 72% by ZoomInfo, and we found that Cognism returned a ton more phone numbers.” 

“When we called them to verify the numbers, the call connect rate was 22% with Cognism and 14% with ZoomInfo.”

Amanda Newman, SDR Manager at UserEvidence

 "Approximately 4,000 leads each month are enriched by our SDR team using Cognism’s database."

"Cognism has demonstrated high usage and product adoption across the sales organisation in the initial 30 days."

Michael Iannuzzi, Director of Marketing & Sales Development at Drift

Key features of Cognism vs ZoomInfo

Cognism

Cognism equips teams with everything they need to exceed quota month-on-month. It focuses on supplying accurate global B2B data that comply with international data laws. Features include:

  • Accurate and up-to-date global contact database. 
  • Diamond Verified Phone Data®, which arms sales teams with human-validated, factually correct mobile numbers.
  • A mobile phone number coverage leader in the US.
  • The most complete data in the EMEA.
  • Intent data powered by Bombora.
  • Unlimited views, plus unrestricted individual and page-level exports.*
  • Cognism AI Search: Use ChatGPT style text prompts or voice search to find your prospects.
  • Advanced contextual data points and sales trigger alerts.
  • Web app and browser extension (LinkedIn, CRMs, sales engagement tools and corporate website coverage).
  • CRM and sales engagement integration tools are included in every package.

*Subject to a generous fair usage policy

ZoomInfo

ZoomInfo offers a suite of business tools to help teams prospect, find talent or increase ROI. These tools are called:

  • SalesOS.

  • MarketingOS.

  • TalentOS.

ZoomInfo features include:

  • ZoomInfo Chrome Extension, engagement apps and integrations
  • Management of display advertising, website chat and forms. 
  • Company insights and buying intent signals.
  • Sourcing intelligence with candidate alerts and company scoops.

Alternatively, learn how ZoomInfo compares to: 

Cognism vs ZoomInfo: Databases & Data Coverage

Cognism focuses on data quality, accuracy and compliance (CCPA & GDPR). It has excellent coverage in the US and is a leader in providing EMEA contact data:

  • 2x more cell phone numbers than other providers (47 million in the US alone).
  • Phone-verified cell phone numbers (Diamond Data®).
  • Verified B2B emails.

Cognism gathers B2B data via its proprietary sources and fills in gaps from third-party data providers, publicly available sources, manual research and strategic partnerships. Cognism processes millions of data points daily to build and maintain its Person and Company profiles and ensure its records are up to date.

Like Cognism, ZoomInfo has robust data-checking processes to ensure accuracy. ZoomInfo labels contact profiles in its database with a confidence score; this denotes the quality of information available.

ZoomInfo also has a network of voluntary contributors through ZoomInfo Community Edition. Its users agree to share their business contacts to help ZoomInfo keep its platform updated in exchange for limited access to ZoomInfo. 

Diamond Data®

Verified cell phone numbers

The main difference between Cognism and ZoomInfo is that Cognism provides premium phone-verified cell phone numbers, aka Diamond Data®, available within the platform. 

  •  Over 10m+ phone-verified contacts globally
  • Phone-verified mobile number accuracy to help you connect with 87% of your list.
  • 3x increase in connect rate.
diamond data conversations
Diamonds on Demand®

Cell phone number sourcing and verification service

Can’t find a correct cell phone number for a decision-maker?

Cognism research team will work to source and verify that information on demand.

The service ensures you can access phone numbers you wouldn’t have found otherwise.

It’s become the most reliable way for B2B sales reps to run outreach activities since people started working from home.

Finding accurate data just got 75% speedier

Cognism AI Search offers a faster way to create target lists brimming with quality contact data.

The AI Search function allows users to find prospects in three different routes: 

  1. Text-to-command search: Type your ideal target list into the AI Search bar and watch the data roll in faster than ever.
  2. Direct prospect or account search: Do you have someone specific in mind? Great. Type their name, job title, and company to get their contact data.
  3. Voice search: Find prospects in your native language with voice search. 
AI Search Graphics_6b

Cognism vs ZoomInfo pricing

Neither ZoomInfo nor Cognism offer monthly subscription plans and require longer-term commitment.

ZoomInfo’s pricing is based on a credit system, whereas Cognism licences are priced per user. Credit-based systems with limits on viewing and exporting data, monthly caps and resets often lead to unexpected costs and scarcity mindsets.

Users are focused on tracing credit consumption and developing best practices for credit usage instead of prospecting. Additionally, a ZoomInfo subscription offers ‘data add-ons’ such as Global Data Passport.

Cognism’s pricing model removes these pain points.

Cognism pricing

Landing page graphic 2 aug - OG-02
Simple packages
Unrestricted access
Premium add-ons
  • Seat-based pricing.
  • Packages for for individual contributors by offering unrestricted views and page-level exporting (up to 25 records at a time subject to fair use) in all packages.
  • Custom packages with credits for teams with operational workflows which need bulk-list building and exporting.
  • No extra charge for access to global data — NAM, EMEA, and APAC.
  • Access to emails, mobile numbers, firmographic data, technologies, and sales trigger events  in all packages.
  • Access the Cognism Web App, Chrome Extension, and integrations.
  • Intent data powered by industry leader Bombora
  • Diamond Data® - Cognism’s phone-verified mobile data asset

Intent data: Cognism or ZoomInfo?

Intent data is behavioural data that shows when an account is interested in buying. ZoomInfo and Cognism provide it from two different sources.

ZoomInfo gathers intent data from various sources and uses proprietary machine-learning technology to determine buying signals. It’s believed ZoomInfo relies on bidstream data. It is available within the ZoomInfo Powered by DiscoverOrg platform. 

Cognism’s intent data is powered by an industry leader Bombora. You can access it directly via the Web App and Browser Extension.

By combining Bombora’s buyer intent signals with Cognism’s contact data, users can find, prioritise, and connect with prospects who are searching for their solutions and are ready to buy. This allows Cognism users to speed up their sales cycle, improve targeting, and create a more relevant buyer journey. 

Identify ready-to-buy prospects

Intent data powered by Bombora

  • 12,000+ intent topics (vs ZoomInfo’s).
  • Consent-based data is collected from a cooperative of 5,000 B2B sites where B2B buyers search for solutions.
  • 70% of its dataset is exclusive to Bombora.
  • Considers the historical baseline or typical content consumption when calculating intent.

ZoomInfo vs Cognism integrations

The main difference between Cognism and ZoomInfo's approach to integrations is that we don’t try to replace your existing tech stack. ZoomInfo, on the other hand, provides an all-in-one GTM platform.

Cognism focuses on developing a sales intelligence platform that fits your current workflows for sales and marketing. Cognism invests in developing integrations with best-in-class tools and CRMs, such as Salesforce (two-way), Outreach, HubSpot, Pipedrive, Microsoft Dynamics, Salesloft.

ZoomInfo supports a range of integrations through its App Marketplace. But they have invested in developing an in-house full technology stack through competitor acquisition. So their preference might be for prospects to use it instead of external tools.

In an independent survey, some prospective buyers felt that because of adding “more features and functionality to their platform”, ZoomInfo’s platform “functionality, utility, and usability degraded significantly”.

ZoomInfo and Cognism offer Chrome Extensions with similar functionalities. For example, both providers offer two-way integration with Salesforce. Cognism’s extension additionally works over HubSpot, Outreach, and corporate websites.

Testimonial Card 24-01-2024-02
Prospecting made easy

Cognism Chrome Extension

We know where sales reps spend most of their time. We tailored Cognism extension for them to allow efficient prospecting.

  • Works with LinkedIn and LinkedIn Sales Navigator to enrich profiles and lists.
  • Works over Salesforce, HubSpot, and Outreach, so you don’t have to switch between tools.
  • Works on corporate websites so you can view company details, tech stack, and key decision-makers without leaving the browser.
  • Supports multithread sales deals to tap into your prospect’s coworkers to find other stakeholders.
  • Enables individual and page-level data exporting.

ZoomInfo versus Cognism: Compliance

Both ZoomInfo and Cognism are CCPA and GDPR-compliant B2B data providers. The key differentiator between Cognism and ZoomInfo compliance is that Cognism scrubs all mobile numbers against broader Do-Not-Call (DNC) lists.

Why is DNC list cleaning important?

If a salesperson reaches out to someone who has opted out of sales and marketing phone calls, they may be accused of not having “the legitimate interests” for contacting that person.

The Information Commissioners’ Office (ICO) has issued fines totalling £180,000 for two companies that made more than 480,000 unlawful marketing calls to businesses signed up with the UK’s “Do not call” register.

With Cognism, you can hide the number of contacts that opted out from receiving unsolicited phone calls and applied to the national do-not-call registry. 

We also don’t collect B2C emails and notify our database.

Smarter compliance choice

GDPR compliance by default

Cognism checks the following DNC lists:

  • TPS/CTPS lists in the UK.
  • DNC lists in the USA, Canada, Australia, and European countries, including Germany, France, Spain, Ireland, Belgium, Croatia, Portugal and Sweden.
compliance image

Cognism vs ZoomInfo—who wins?

NAM & EMEA data provider

Choose Cognism if you’re looking for data coverage in NAM, EMEA, and APAC and the best European data. Its Diamond® verified cell phone data will be most suitable for heavy dialer teams. 

Unlike ZoomInfo, Cognism prioritises integration with your existing tech stack, making sure the adoption is as easy as possible.

We also ensure pricing is simple and transparent, e.g. we don’t charge additionally for regional data.

The best thing about Cognism’s data is its versatility. You can find decision-makers for bulk emails as well as develop highly targeted cold calling lists for ABM campaigns. It provides contact and contextual data through partnerships.

Cognism and ZoomInfo supplementing each other

If you don’t want to compromise, perhaps you should look into both.

Having two data providers is one way to stay ahead of the game. 

Many high-performance revenue teams that find gaps in ZoomInfo’s European data use Cognism in the UK and EU.

Invest in multiple data providers to ensure they have all of their target markets and required data points covered.

All-in-one prospecting platform

ZoomInfo is a known provider in the US. Like Cognism, it’s CCPA and GDPR-compliant. Choose it if you’re looking for an all-in-one solution and a vast product range for prospecting and sales automation. If you’re looking for mobiles, Cognism may be a better choice than ZoomInfo.

ZoomInfo’s pricing model is based on credit consumption and add-ons, e.g. Regional and Global Data Passports, to unlock data across different markets. It drives up among your team. Cognism removes this barrier by offering access to global data in all packages.

FAQs about ZoomInfo vs Cognism

Cognism is the better choice for businesses looking for a lead generation platform that offers up-to-date, accurate data with an easy-to-use interface.

Not only has compliance been built into the product from conception, but its dedication to beating the scarcity mindset with easy access to quality data is hard to beat. As are its user-friendly interface and excellent customer service. 

So if you’re looking for the best tool to help you reach out to the right prospects, Cognism is the clear winner.

Yes, Cognism is an excellent alternative when comparing ZoomInfo competitors. 

Cognism provides highly accurate and up-to-date contact information that helps sales and marketing teams find the information they need to make fewer calls, contact the most relevant people, and hit quota faster. 

Furthermore, Cognism has received overwhelmingly positive reviews from its users. In particular, many praise its user-friendly interface, accurate/ unrestricted data and excellent customer service.

Cognism is different to ZoomInfo in a number of ways:

  • Access to global data without geographical restrictions (NAM, APAC, and leading EMEA coverage).
  • Quality-driven cell phone numbers in the US.
  • 47 million cell phones in the US alone.
  • Manually-verified cell phone database.
  • 16-step email verification process.
  • Integrations with your existing tech stack, including native Salesforce integration.
  • Simple, predictable pricing (with unrestricted viewing and page-level exporting of global data in all packages).*
  • CCPA & GDPR compliance with broader DNC list checks.
ZoomInfo is a good tool for marketing, sales and recruiting teams looking to prospect in the US. 

However, if you’re looking for a tool that makes it easier to cold call globally without limited credits and expensive add-ons, then Cognism is for you. 

ZoomInfo’s pricing isn’t available on its website. You need to schedule a call with the sales team to learn the exact ZoomInfo licence cost.

ZoomInfo follows a credit-based pricing structure and does not offer a monthly subscription plan which requires a long-term commitment. 

For a more in-depth breakdown see the ZoomInfo pricing page.

How B2B sales and marketing teams say they use Cognism

Enough about Cognism vs ZoomInfo. 

Here’s what actual Cognism customers have to say about the tool👇

ZoomInfo’s plug-in took approximately 20 seconds to load a lead, and more often than not, the contact details were incorrect. This was a productivity drain. With Cognism, it’s either instant or takes four seconds. The plug-in’s velocity enables quick-fire prospecting allowing our salespeople to get on with what they do best - selling!
Drift
Michael Iannuzzi, Director of Marketing & Sales Development
5X
faster prospecting over LinkedIn
ROI
in 30 days
Read Full Case Study
(...) This sparked my interest in finding a provider that was compliant, real-time and comprehensive with a strong presence in the UK and Europe. We looked at ZoomInfo and other providers but after carrying out our due diligence we found Cognism to be a much better fit - plus they came highly recommended from a trusted partner who’d used the Cognism platform to great success.
Formation Tech
Carl Hardie, Director of Business Development
Read Full Case Study
We considered Cognism, ZoomInfo and Lusha. After trialling all three, Cognism’s US data outperformed the others
Metrikus
Derayo Adetosoye, Marketing Manager
Read Full Case Study
We did an evaluation and Cognism’s EMEA data was 10x better than ZoomInfo’s. Secondly, Cognism’s highly compliant B2B data saved us a lot of hassle when explaining to prospects where we obtained their contact details from.
Keboola
Paul Donnachie, Sales Manager EMEA
60%
of all overall demos booked through Cognism
10%
cold call to demo conversion rate with intent data
Read Full Case Study

Try Cognism, a ZoomInfo alternative

Cognism is a ZoomInfo competitor with the most complete data in the EMEA and a leader in US mobile coverage. Even better, it’s the only data provider actively phone-verifying mobile numbers, making it a great choice for global prospecting.

With Cognism, you get more:

✔️ More mobile numbers that go through to the right contacts. 

✔️ More confidence when prospecting.

✔️ More targeted leads.

✔️ And more incoming revenue.

Start making every month your best month. Book your demo today!