Cognism might be a better option. Here's why:
Global B2B database at no extra cost
Accelerate your revenue growth with the most comprehensive European data set available - At no extra cost! Use it to pinpoint senior-level contacts in new and established target markets.
Phone-verified mobile numbers
Cognism has Diamond Data®, which arms sales teams with phone-verified mobile numbers. With it, you can start meaningful conversations with key decision-makers.
Simple & predictable pricing
Cognism’s pricing model was created to overcome the scarcity mindset, allowing teams to prospect into their target accounts without worrying about credits. Users have access to unrestricted views and individual and page-level exporting.*
AI-powered intelligence for every user
Sales Companion is personalised for your sales experience, allowing you to see the data that matters most to you. It helps you prioritise your time, with leads and insights tailored to your target territories.
Book a demo and sample our data 👇
Not sold? Then scroll to see the differences between ZoomInfo and Lusha 👇
What's on this page
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 must 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 😉
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:
- Copilot
- 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.
Lusha
Lusha has several key features to help teams perform better throughout the sales process:
- Chrome Extension.
- Intent signals by Bombora.
- Email sequence automation.
- List management.
- CSV exports and integrations (dependent on the chosen package).
How about Cognism?
Cognism
Cognism equips revenue 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:
- Sales Companion: Your revenue control centre comprises a web app and browser extension.
- High-quality and up-to-date global contact database.
- Diamond Verified Phone Data®, which arms sales teams with phone-validated, factually correct mobile numbers.
- The best mobile phone number coverage in the US.
- The most complete data in the EMEA.
- Intent data powered by Bombora.
- Talk to Cognism with AI Search to save time when filtering your lists.
- Unrestricted views, plus unrestricted individual and page-level exports.*
- Advanced contextual data points and sales trigger alerts.
- Browser extension that works across LinkedIn, CRMs, sales engagement tools and corporate website coverage.
- CRM and sales engagement integration tools are included in every package.
*Subject to fair usage policy
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ZoomInfo vs Lusha: Who has more 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 most 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 emails and direct dials than Lusha.
But how does Cognism, a competitor to ZoomInfo vs Lusha, compare?
How does Cognism's data compare?
Cognism is a leading provider of complete data in EMEA and quality cell phone numbers in the US.
Quality data is the top focus of Cognism, especially when it comes to our mobile numbers. With Cognism, you get:
- 2x more cell phone numbers than other providers.
- 47 million cell phones in the US alone.
- Premium phone verified cell phone dataset that helps you connect with 87% of your list.
Looking for a global provider?
We have coverage across EMEA, NAM, and APAC.
Managing Director @Mollie
Data quality: How do ZoomInfo and Lusha compare?
We can all agree that only accurate and up-to-date contact and company data help SDRs and sales reps connect with decision-makers. That’s where sales intelligence platforms, like ZoomInfo vs Lusha, compete.
- Lusha data uses a proprietary algorithm to filter unverified profiles to ensure reliable contact details. It also enriches the profiles with firmographic data and basic data types.
- ZoomInfo offers more robust and expansive company information and various advanced data-related products and services. For example, it offers data enrichment features via traditional API to support large data needs and re-enrichment Webhooks that update contact information in real-time.
Despite their best efforts, no data provider is 100% correct in all areas. The data accuracy depends on a few variables, such as the industry or location. ZoomInfo and Lusha check the accuracy of their B2B contact databases in different ways. But ZoomInfo’s advanced features might be overkill for smaller businesses looking to simply buy sales leads.
At Cognism, we invest in Diamond Data®, our exclusive mobile data asset comprised of phone-verified mobiles that make it 3X more likely to connect with your ideal buyers. We introduced phone verification on top of our already stringent data verification process to ensure you reach the right prospects in their current roles at the correct companies.
If the prospect is not yet verified, you can request us to verify it for you.
Learn how achieving this level of accuracy is possible 👇
More results from fewer calls
Diamond Data® is Cognism’s premium phone-verified database of cell phone numbers. Our data research team checks the numbers’ accuracy by calling the prospects.
- Phone-verified contact data.
- 3X more likely to connect.
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GDPR and CCPA compliance.
- Multiple filters to unearth and prioritise high-value prospects.
Cognism’s data team can also source and verify cell phone numbers on demand. Neither ZoomInfo nor Lusha offer similar services.
Lusha vs ZoomInfo: GDPR and CCPA compliance
ZoomInfo has a long history of ensuring compliance with CCPA and GDPR. Lusha is CCPA compliant and announced GDPR compliance in March 2023. While Lusha is an official cleaner of the UK (TPS and CTPS) and the DNC, DNC list filtering is only available on Lusha’s highest package.
CCPA is a California-wide data privacy law that regulates how businesses handle the personal information of state residents. GDPR is the most rigid privacy and security law in the world, passed by the EU.
Failing to comply with the rules can have severe implications for your business.
If compliant data is your number one priority, Cognism has the edge over ZoomInfo vs Lusha data.
CCPA and GDPR compliance were built into our platform from the start. We also check:
- DNC lists in twelve countries, including the USA, Canada, and Australia.
- TPS/CTPS in the UK.
- DNCs in Germany, France, Spain, Ireland, Belgium, Croatia, Portugal, and Sweden.
We do not collect B2C email addresses; this removes the risk from our customers, and we notify our B2B database to ensure every email you get through the platform is a business email.
Head of Sales @Corporate Traveller
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Lusha vs ZoomInfo: Who’s best for integrations?
Lusha’s integrations are limited compared to ZoomInfo’s.
Lusha offers one-click integrations with a few high-profile CRMs, email providers and sales tools, whereas ZoomInfo has a marketplace with 10 CRMs, and you can browse apps in different categories.
ZoomInfo has an app marketplace and adds new apps to its tech stack. It contains all of Lusha’s integrations and more.
If your team uses best-in-class solutions, like Salesloft and Outreach, don’t overlook Cognism. We’re investing in building robust integrations and workflows.
We offer two-way integrations with Salesforce to help users prospect into their owned accounts and find the right person quicker. This means you can instantly see whether a record already exists in your database, saving a lot of time and work.
Cognism's Sales Companion is a game-changer in the B2B sales world. It works over Outreach, Salesforce, and HubSpot so that you can enrich prospect records without leaving the tools. What’s more, Cognism integrates with the tools you and your team use every day. You can either use our direct integrations or Zapier to connect Cognism seamlessly to your preferred tool.
Look how easy it is 👇
Senior Partnerships Manager @Sales Impact Academy
ZoomInfo vs Lusha: Who’s best for intent data?
Intent data helps connect with buyers in-market earlier in their journey. ZoomInfo and Lusha provide intent data from two different sources.
ZoomInfo leverages proprietary machine-learning technology to engage sales leads based on buying signals. ZoomInfo gathers intent data from a variety of sources, and it’s believed ZoomInfo relies on bidstream data. It is available within the ZoomInfo Powered by DiscoverOrg platform.
According to Lusha’s pricing page, intent signals are offered for Scale+ users.
Lusha and Cognism partner with Bombora for intent data because Bombora collects consent-based data, 70% of which is exclusive to Bombora. The data comes from a collaborative network of 5,000 of the world’s best publishers, where B2B buyers do their research.
Another thing that sets Bombora apart from other intent data providers is the historical baseline used when calculating intent.
The baseline considers typical content consumption in a given company. That means that only interactions above typical consumption show buyer intent.
Sales Manager EMEA @Keboola
Find prospects even faster with AI Search
Cognism AI Search accelerates your route to revenue and supports your growth in new markets.
- Three routes to prospecting: text-to-command search, direct or account search and voice search.
- Voice search has multilingual support.
- Create lists brimming with quality data faster.
Psst - want to get better European data but you’re stuck in a contract with ZoomInfo?
Cognism can help you exit your contract.
ZoomInfo vs. Lusha: Pricing
Lusha pricing is based on credits per user. You simply get what you pay for—the features and number of records you can reveal and export depend on your subscription. Packages for small businesses range from a free Starter plan with five credits per user a month to $29 and $51/mo per user with a limited number of credits. You can cancel your plan anytime.
If you’re a 5+ team or an advanced user who needs integrations to CRM and SSO, you’ll need to opt-in for the custom plan.
ZoomInfo’s licence pricing is more complex than Lusha’s and is only available after a consultation. It offers packages for recruiters, sales and marketing, customised solutions with integrations, segmentation features, and different data points as add-ons. Unlike Lusha, ZoomInfo doesn’t offer monthly plans.
Lusha is more affordable than ZoomInfo, and its pricing is revealed upfront for smaller users. Both providers rely on credit-based models, which may limit data views and exports. It may lead to paying unexpected fees for extra data, and teams may get worried about wasting credits.
If ZoomInfo’s platform is too expensive, but Lusha’s doesn’t meet your needs to scale or operate more efficiently, other products will get the job done at an attractive price point.
If you’re looking for unlimited prospecting, check out Cognism’s pricing 👇
Cognism offers two packages to suit your needs:
- Grow, which offers essential contact and company data for prospecting.
- Elevate, which combines Cognism’s high-quality data with advanced intelligence and actionable signals.
Both packages include:
- Contact and company data, including phone-verified Diamond Data® contacts.
- Target market analytics.
- Integrations with leading CRMs and engagement tools.
- No hidden platform fees: You only pay for licenses and add-ons.
- Onboarding and training: We ensure a smooth and successful start.
- Exceptional customer support: Get fast answers via live chat (20-second average response time) from our highly-rated support team (99% satisfaction score).
Pricing that solves Lusha vs ZoomInfo pricing challenges
Cognism is seat-based, and licence cost depends on your required workflow.
When comparing ZoomInfo and Lusha, one is not 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 a decent choice if you’re an SMB or individual contributor who wants direct contact data and prioritises simplicity and affordability.
However, both use a credit-based pricing system, which can lead to a scarcity mindset within your sales team.
Data accuracy depends on several variables, such as industry or location. ZoomInfo and Lusha check the accuracy of their B2B contact databases in different ways. However, ZoomInfo’s advanced features may be overkill for smaller businesses looking to simply buy sales leads.
If you’re looking for a tool that offers quality, global data that’s also compliant, consider Cognism. While it’s a bit more expensive than Lusha, credits aren’t needed as the tool includes unrestricted views and individual and page-level exporting in every package*.
Follow the links below to see our direct comparison pages.
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 primarily focuses 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.
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. ZoomInfo offers first-time users "ZoomInfo University" to help them implement the solution.
Cognism and ZoomInfo are leaders when it comes to US mobile number coverage.
Furthermore, Cognism offers best-in-class data quality thanks to Diamond Data®, 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.
Some companies that use ZoomInfo or Lusha in the US turn to Cognism when their SDRs suffer from list fatigue or a coverage gap.
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.
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 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.
All data providers excel in certain areas. You don’t have to stick with ZoomInfo or Lusha on an organisational level.
Companies choose multiple providers across all regions and offices depending on their coverage and quality requirements.
Depending on the size of your team, the scale of your outbound engine, and your budget, you may be looking for a secondary provider to serve your international team and offices.
If Lusha or ZoomInfo aren’t providing the data you need in certain territories or industries, Cognism could be a useful complementary tool.
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.
The ROI from users speaks volumes!
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.