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Lusha vs ZoomInfo: Which is Better?

Quick summary of why Cognism wins the fight between ZoomInfo vs Lusha:

  • Phone-verified cell phone numbers that get you through to more decision-makers.
  • Exclusive on-demand verified cell phone and email data set Diamond Data®.
  • Unrestricted access to person and company-level data (subject to fair use policy).
  • International coverage: EMEA, NAM, APAC.
  • GDPR and CCPA-compliant data.
  • Database checked and cleaned against global DNC lists.
  • Intent data by Bombora.
  • Instant and scheduled CRM enrichment and on-demand CSV enrichment.
  • Seamless integrations with your existing tech stack and workflows.
  • Use Cognism AI Search to find prospects with ChatGPT-style text or voice prompts.

Not sold? Then scroll to see the differences between ZoomInfo and Lusha 👇

Book a demo and sample our data 👇

What’s the difference between Lusha and ZoomInfo?

Investing in a lead generation solution like ZoomInfo or Lusha is a big commitment.

You want to be sure you’re getting the best data for your teams, whether it’s sales, marketing, or RevOps. That means quality needs to be a top priority, and any added features need to make a genuine difference to team performance.

The considerations don’t end there, though.

Usability, support, compliance and integrations matter too.

To help you make the most informed decision, we’ve created a comparison of ZoomInfo and Lusha below. We’ve also thrown Cognism in for good measure 😉

Lusha vs Zoominfo vs Cognism comparison grid infographic

Who has better data?

As a business leader, you’ll want to know how many email addresses and direct phone numbers ZoomInfo and Lusha have.

It makes sense - more data equals more leads, right?

Not true! Data quality matters more than volume.

Here’s an example:

Let’s say you sign a contract with a B2B data provider that boasts a vast database, but 50% of its emails bounce, and the majority of its contact numbers are incorrect or don’t exist.

That would be of no use to you, right?

It’s something to remember when comparing Lusha vs ZoomInfo. Now, on to the size of their databases!

  • While both are extensive databases, ZoomInfo dominates with over 174 million email addresses and 94 million direct dials.
  • At last count, Lusha was said to have more than 60 million email addresses and 50 million direct phone numbers.

In short, ZoomInfo has more data than Lusha.

How does Cognism compare?

Remember what we said about quality, not quantity?

At Cognism, data quality is our focus. Our exclusive dataset, Diamond Data®, contains numbers that we know are correct. Because we called them!

Yes, that’s right - our team dials the number and confirms its accuracy so that when you call, your prospect picks up.

Based on our research, we can guarantee that Cognism’s phone-verified mobiles will connect you with up to 87% of your list.

Here’s what our customers say:

“Cognism’s Diamond Data® is a game-changer because it eradicates the common stumbling block of calling false numbers. On average, 80% of these mobiles are always correct.”
Read the full case study
Pierre Bourguignon SDRManager - Cloudreach
Pierre Bourguignon
SDR Manager @Cloudreach

Who’s best on pricing?

ZoomInfo’s pricing depends on the package/product suite you want - Sales, Marketing, or Talent. It bases its pricing on licences, credit usage, and desired features.

However, to get details on its pricing structure, you’ll have to contact the company for a quote.

Lusha’s pricing starts at $37 per user per month. It offers a free plan with limited features. All plans have monthly credit limits.

So as to who’s better, it depends on what you want. If you’re after particular essential features, then ZoomInfo would be a sales intelligence platform to try. If you prize value for money, then consider talking to Lusha.

How does Cognism compare?

If you’re after unlimited prospecting, check out Cognism’s pricing model. We offer our users:

Who’s best for GDPR and CCPA compliance?

ZoomInfo is a recognised leader in data privacy. It’s GDPR and CCPA compliant and has several data security and privacy certifications.

Lusha is CCPA compliant and announced GDPR compliance in March 2023.

Both providers are strong on compliance, but you’ll want to check out Cognism’s credentials before making a decision 👇

How does Cognism compare?

If compliant B2B data is your number one priority, Cognism has the edge over Lusha and ZoomInfo.

We built CCPA and GDPR compliance into our platform from the start. We also:

  • Notify our B2B database to ensure every email on our platform is a business email.
  • Scrub mobile numbers against Do-Not-Call (DNC) lists in 13 countries, including the UK, USA, Canada, Australia and New Zealand.

Here’s what our customers say:

“We evaluated Cognism’s leading competitors and found Cognism had the best mobile coverage and email quality. Not only did they have the best data coverage, but also led the way in compliant data screening against multiple Do Not Call Lists.”
Read the full case study
1655463703332
Elliot Mitchell
Founder and CEO @Gradfuel

Who’s best for intent data?

ZoomInfo offers intent data that’s powered by its proprietary intent engine. It’s offered as an additional feature in its Intelligence category.

Lusha offers intent signals in every one of its pricing plans, although it limits the topics users can search for.

In this category, both providers are tied!

While ZoomInfo’s intent data is a more advanced feature, Lusha’s intent may be better suited for smaller, more agile sales and marketing teams.

But is there a better option waiting in the wings? Scroll on! 👇

How does Cognism compare?

Cognism has partnered with the industry leader Bombora to provide intent data to our customer base.

Our intent data identifies the companies actively researching topics relevant to your business, speeding up your prospecting and helping you close deals.

Here’s what our customers say:

“Cognism identifies the leads and allows us to target them based on the prospect’s intent. Using intent data has massively reduced our time to engagement.”
Read the full case study
George-McKenna-Ultima-1
George McKenna
Head of Cloud Sales @Ultima

Who’s best for integrations?

ZoomInfo offers dozens of integration options. Its app marketplace allows users to browse and select direct integrations with many popular tools.

Lusha offers one-click integrations with a small number of high-profile CRMs, email providers and sales tools.

In this battle, ZoomInfo comes out on top. Its app marketplace contains all of Lusha’s native integrations plus many more.

Or does it? Let’s look at Cognism’s integration options 👇

How does Cognism compare?

Cognism integrates with the tools you and your team use every day.

You can either take advantage of our direct integrations or use Zapier to seamlessly connect Cognism to your preferred tool.

We also offer a powerful Chrome Extension that gives SDRs access to accurate B2B contact data while browsing LinkedIn, corporate websites and third-party platforms like Salesforce, HubSpot and Outreach.

Here’s what our customers say:

“The integrations between Salesforce, Outreach and Cognism are flawless. The ability to find a prospect, click the contact, redeem the contact details and export the information straight into Salesforce ready for Outreach is revolutionary for an SDR.”
Read the full case study
Sam Butcher - SIA
Sam Butcher
Senior Partnerships Manager @Sales Impact Academy

FAQs

Which is better: ZoomInfo or Lusha?

ZoomInfo and Lusha are attractive choices for B2B contact data. It’s not a case of one being better than the other; they both have different benefits and are aimed at different audiences.

ZoomInfo tends to be a better choice for enterprise users who seek detailed company insights and a wider range of features.

Lusha is an ideal choice if you’re an SMB or individual contributor who wants direct contact data and prioritises simplicity and affordability.

But before you make a choice for you and your sales team, be sure to check out Cognism! Follow the links below to see our direct comparison pages.

➡️ Cognism vs ZoomInfo

➡️ Cognism vs Lusha

What is the main difference between Lusha vs ZoomInfo?

ZoomInfo is designed for enterprise-level prospecting. It offers a comprehensive B2B database with detailed company intelligence, including organisational hierarchies, buying signals, intent data, and advanced integrations with CRMs and marketing tools. It’s ideal for larger teams with complex prospecting and account-based marketing (ABM) needs.

Lusha is primarily focused on contact-level data (e.g., direct emails and phone numbers). It’s more suitable for small to medium-sized businesses or individuals looking for a straightforward, targeted sales outreach tool. It emphasises ease of use, affordability, and quick lookups.

Is Lusha or ZoomInfo easier to use?

Lusha is generally considered easier to set up and use because it lacks ZoomInfo’s advanced platform functionality. It prides itself on being a self-service model that works “out of the box”.

In comparison, ZoomInfo is loaded with many advanced features. Its sheer volume and depth can be overwhelming, especially for first-time users.

Take a look at how easy to use Cognism is - this interactive demo gives you a complete tour of the platform 👇

What data provider is better than ZoomInfo?

Cognism and ZoomInfo have the best coverage of US mobile numbers. What’s more, Cognism offers best-in-class data quality thanks to Diamond Data®. It’s an exclusive data asset of phone-verified mobiles.

Cognism is a B2B data provider with strong EU coverage and guarantees global data compliance.

With its wide range of integrations, Cognism easily blends with your existing tech stack and workflows. It’s a better option for companies that don’t want to replace their workflows with ZoomInfo’s products.

Here’s what our customers say:

“We considered Cognism, ZoomInfo and Lusha. After trialling all three, Cognism’s US data outperformed the others”
Read the full case study
Derayo-Adetosoye-metrikus
Derayo Adetosoye
Marketing Manager @Metrikus

Which provider is better in the UK and Europe?

Some companies that use ZoomInfo or Lusha in the US turn to Cognism when their SDRs suffer from list fatigue or a gap in coverage.

These companies are usually headquartered in the US. Their regional VPs talk to Cognism because their European team needs more coverage from their existing provider.

GDPR compliance is another important consideration. Compliance laws are much stricter in Europe, so European teams choose Cognism, which is known for its commitment to GDPR.

Find out more about ZoomInfo’s European data.

Which tool works best when prospecting using LinkedIn Sales Navigator?

Cognism, ZoomInfo, and Lusha offer Chrome browser extensions. They allow users to access a prospect’s contact details and company profiles instantly and enrich Sales Nav records.

Cognism’s browser extension is the best one available because it enriches business profiles with verified mobile phone numbers. Cognism’s mobile database is one of the most accurate on the market.

Do you find ZoomInfo’s Chrome Extension never works? Consider switching to Cognism 👇

What if neither ZoomInfo nor Lusha is enough?

All data providers excel in certain areas. Many Cognism customers choose multiple providers to service different regions and offices, depending on their data requirements.

If Lusha or ZoomInfo aren’t giving you the data you need in certain territories or industries, Cognism could be a good complementary tool.

Here’s what our customers say:

“Cognism is a bit more UK-first, and with your acquisition of [Kaspr] last year, [European data] is obviously not an afterthought for you guys; it’s a first thought.  So when we’re prospecting for those markets, we can massively see the difference in the amount and quality of the data that you’ve got in non-US markets. Overall we’ve seen better delivery rates than ZoomInfo.”
Read the full case study
1577977170149
Scott Lee
Founder and CEO @ResponseiQ

Is Diamond Data® accuracy real?

We knew you’d ask, so we ran some tests!

In general, the connect rate depends on the data type you use (switchboards, direct office numbers, or mobiles) and the region you targeting.

That said, we’ve tested Diamond Data® multiple times and seen it help users increase connect rates by 3x and connect with up to 87% of their lists.

Here’s what our customers say:

“In the evaluation stage, we trialled Cognism’s Diamond Data®. We tested the data using three different parts of the business to vet the consistency and quality of data. The trial went the extra mile and surpassed our expectations.”
Read the full case study
1612964195108
Richard Caldicott
IT Director @Henderson Scott

Lusha vs ZoomInfo: Who wins?

Lusha and ZoomInfo are sales intelligence providers that supply B2B contact details, but they’re best suited for different business needs.

Lusha is a good choice for businesses that need quick and reliable contact details, and for startups and small-to-medium-sized companies. It’s known for being easy to use.

ZoomInfo is a good choice for businesses with larger teams that need in-depth market analysis and a wider choice of advanced features.

But if you’re after...

  • More phone numbers that connect with decision-makers.
  • Unrestricted access to contact data.
  • Industry-leading compliance standards.
  • Advanced buyer intent data.
  • Easy integrations with your whole tech stack.

Then you need to talk to Cognism! Click 👇 to get started.

Book your Cognism demo