Lusha vs. ZoomInfo: Which is better?

Before we dive into the ZoomInfo vs Lusha comparison, consider Cognism. Here’s why it’s the better option:

Quality European data and phone-verified mobile data.
One of the largest mobile numbers databases and verification services on request.
Unrestricted access to viewing and page-level exporting global data in all packages. (*subject to a generous fair usage policy)
Cognism AI Search to find your prospects (even) faster.
Global compliance: CCPA, GDPR, broader DNC lists scrubbing, notified emails.
Sales triggers and firmographics in every package.
Seamless integrations with your existing tech stack and workflows.
Consent-based Bombora intent data with exclusive features: location data, exporting intent data and CRM intent enrichment.

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

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

You want to be sure you’re getting the best data for your teams, whether it’s sales, marketing, GTMOps or recruitment. 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 in Cognism for good measure 😉

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

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

This is true in most cases, but data quality matters more than volume.

It’s no use signing a contract with a B2B data provider who has an extensive database, but 50% of the emails bounce, and the majority of the contact numbers are incorrect or don’t exist.

Something to keep in mind when comparing Lusha vs ZoomInfo. Now, on to the size of their databases!

ZoomInfo dominates the space with over 150 million email addresses and 50 million direct dials in its contact database.
In comparison, Lusha offers more than 60 million emails and 50 million direct phone numbers to reach decision-makers.

In short, ZoomInfo has more emails than Lusha and the same number of direct dials.

But how does Cognism, a competitor to ZoomInfo vs Lusha, compare?

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.

“Cognism defeated all the other lead generation providers by a huge amount. Its database had an 80% accuracy rate and the highest coverage of mobile numbers”

Read the full case study

Michael Iannuzzi
Director of Marketing & Sales Development @Drift

80%

data accuracy

“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
SDR Manager @Cloudreach

$4.9 million

pipeline from one rep

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 usually 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. All Cognism packages include:

Unrestricted views, individual and page-level exporting*.
Contact, firmographic, technographic data, and sales trigger events.
CRM/sales engagement tools integrations.

Additionally, users can add intent data and mobile phone verification on-demand to their package.

Cognism also offers packages for list-building workflows used by marketing and operations teams.

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.

“Our legal team reviewed ZoomInfo’s GDPR standards in Europe, which were not up to scratch. As a result, they removed the European team’s access to the platform, which massively impacted our sales output.”

Read the full case study

100-150 leads

per week per rep

Pierre Bourguignon
SDR Manager @Cloudreach

“Compared to Lusha and ZoomInfo, Cognism has the best level of high-quality, compliant data on the market. Cognism is very forward-thinking, and no other tools provide the breadth of features available all in one succinct platform.”

Read the full case study

6 months

refresh the CRM database

Derayo Adetosoye
Marketing Manager @Metrikus

Intent data: Who wins?

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.

Lusha vs ZoomInfo integrations

Lusha’s integrations are limited compared to ZoomInfo’s. Lusha integrates with a few major CRMs, 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.

The Cognism Browser Extension is a game-changer in the SDR world. It works over Outreach, Salesforce, and HubSpot so that you can enrich prospect records without leaving the tools.

Look how easy it is 👇

“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
Senior Partnerships Manager @Sales Impact Academy

Which is better ZoomInfo or Lusha?

When comparing ZoomInfo vs Lusha, both tools are considered reliable. However, the choice between them depends on two factors - data quality and budget.

ZoomInfo and Lusha both use a credit-based pricing system. This can lead to a scarcity mindset within your sales team.

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.

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.

Which is better for lead generation, Lusha or ZoomInfo?

When comparing Lusha vs ZoomInfo features, such as contact data quality, coverage, and compliance, ZoomInfo is generally regarded as better than Lusha. Lusha is a much younger company than its competitor and hasn’t developed the volume of the accuracy of data that matches ZoomInfo’s.

Another advantage that ZoomInfo has over cheaper solutions, like Lusha or Apollo.io, is that it offers advanced sales intelligence capabilities like CRM integrations, lead capturing, and market intelligence that make qualifying leads easier and faster.

Find out what questions to ask data providers to make an informed decision.

What is the main difference between Lusha vs. ZoomInfo?

The main difference between Lusha and ZoomInfo lies in the availability of low-commitment subscription packages for different business sizes, including small startups. Lusha’s users can register, start using the platform, and upgrade when they scale.

On the other hand, ZoomInfo positions itself as a GTM platform for businesses; its features and pricing are optimised for larger teams and enterprises.

Is Lusha or ZoomInfo easier to use?

Lusha is generally considered easier to use and set up because it lacks ZoomInfo’s advanced platform functionality. It also prides itself on being a self-service model. The amount of ZoomInfo features and products make the platform harder to adopt. ZoomInfo offers first-time users “ZoomInfo University” to help them implement the solution.

What data provider is better than ZoomInfo?

Cognism and ZoomInfo have the best coverage of mobile numbers in the US.

What’s more, Cognism offers best-in-class data quality thanks to Diamond Data®. It is an exclusive mobile data asset of phone-verified mobiles.

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

Cognism seamlessly integrates with leading solutions to blend with your existing tech stack and workflows. So it’s a better option for companies that are not looking to replace their workflows with ZoomInfo’s products.

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.

Usually, these are companies headquartered in the US whose regional VPs come to Cognism because the European team needs more coverage from their existing provider.

And then, there's GDPR. Compliance laws are much stricter in Europe, so European teams choose Cognism, which is known for its commitment to GDPR.

Find out if ZoomInfo works in Europe.

Which tool works best when prospecting using LinkedIn Sales Navigator?

Cognism, ZoomInfo, and Lusha offer Chrome browser extensions that 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 lets users enrich contacts with verified mobile phone numbers. Cognism’s mobile database is one of the largest at the moment.

ZoomInfo Chrome extension not working? Check out how to fix it.

What if neither ZoomInfo nor Lusha is enough?

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 teams and offices.

Is Diamond Data® accuracy real?

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

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

We’ve tested Diamond Data® multiple times and seen it help users increase connect rates by 3x and connect with 87% of their lists.

The ROI from users speaks volumes.

One provider for all teams

Depending on the size of your team, the scale of your outbound engine, and your budget, you may be looking for a single provider, like Lusha or ZoomInfo, to serve all your teams and offices (if you have an international presence).

Usually, customers who fall into this category:

have historically been using a list broker and are now looking for scalability, bigger autonomy, and better data quality
have a sales intelligence provider in place but are suffering from list fatigue (connect rates have suddenly dropped) or a gap in coverage

“If you are looking for a B2B provider to power the UK, Europe and North America, Cognism's got you covered”

Read the full case study

50%

increase in team performance

Paul Thomas
CEO @Lead Forensics

“(...)This sparked my interest in finding a compliant, real-time, and comprehensive provider 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.”

Read the full case study

Carl Hardie
Director of Business Development @Formation Tech

“We considered Cognism, ZoomInfo and Lusha. After trialling all three, Cognism’s US data outperformed the others”

Read the full case study

6 months

refresh the CRM database

Derayo Adetosoye
Marketing Manager @Metrikus

Lusha vs. ZoomInfo: Which is better?

Before we dive into the ZoomInfo vs Lusha comparison, consider Cognism. Here’s why it’s the better option:

Book a call and sample our data 👇

What's on this page

What's the difference between Lusha and ZoomInfo?

ZoomInfo vs Lusha: Who has more data?

Cognism is a world leader when it comes to mobile number coverage

Data quality: How do ZoomInfo and Lusha compare?

How about phone-verified cell phone numbers?

More results from fewer calls

ZoomInfo vs. Lusha: Pricing

Pricing that solves Lusha vs ZoomInfo pricing challenges

Packages

Integrations

Global data

Lusha vs ZoomInfo: GDPR and CCPA compliance

Intent data: Who wins?

Expanding into new markets?

Find prospects even faster with AI Search

Lusha vs ZoomInfo integrations

FAQ

Which is better ZoomInfo or Lusha?

Which is better for lead generation, Lusha or ZoomInfo?

What is the main difference between Lusha vs. ZoomInfo?

Is Lusha or ZoomInfo easier to use?

What data provider is better than ZoomInfo?

Which provider is better in the UK and Europe?

Which tool works best when prospecting using LinkedIn Sales Navigator?

What if neither ZoomInfo nor Lusha is enough?

Is Diamond Data® accuracy real?

The single provider approach

One provider for all teams

The regional provider approach

One provider for each of your offices

The complementary approach

Primary + supporting provider(s)

What brands choose Cognism?

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