ZoomInfo vs Cognism: Data, Price, Feature Comparison 2024

Choosing the right B2B lead generation tools can make or break your sales strategy.

In the duo ZoomInfo VS Cognism, each platform offers unique strengths that cater to different business needs.

While ZoomInfo provides extensive data coverage and integrations, Cognism stands out with its accurate mobile number data, CCPA, and GDPR compliance, especially in Europe.

To compare ZoomInfo VS Cognism, I’ll break down the following key features:

1. ZoomInfo And Cognism Overview
2. ZoomInfo VS Cognism: Features
3. ZoomInfo VS Cognism: Search Engine
4. ZoomInfo VS Cognism: Database And Sources
5. ZoomInfo VS Cognism: Intent Data
6. ZoomInfo VS Cognism: Plans & Pricing
7. Alternatives: LinkedIn Sales Navigator & Evaboot

This detailed comparison guide is a great way to understand what you look for in a B2B lead prospecting tool and which best suits your needs.

Let’s get into it!

ZoomInfo And Cognism Overview

ZoomInfo is a go-to-market intelligence tool that provides detailed B2B contact information and advanced search capabilities to help marketing and sales teams find and connect with potential leads.

It offers comprehensive databases, intent signals, and seamless CRM integration.

ZoomInfo’s features include:

• Web Insights
• Comprehensive Contact Database
• Advanced Search Capabilities
• Intent Signals
• CRM Integration
• Chrome Extension

Cognism is a sales intelligence platform that provides accurate and compliant contact data for B2B lead generation.

With a focus on innovation, Cognism continually enhances its prospecting capabilities to meet its clients’ evolving needs.

Cognism provides validated emails and verified mobile phone numbers of key prospects in your target accounts, ensuring you spend less time dialing the wrong numbers and more time talking to the right people.

ZoomInfo VS Cognism: Features

Let’s look at the key features ZoomInfo and Cognism offer.

ZoomInfo

Based on ZoomInfo’s versatile business solutions, it’s a valuable tool for organizations of all sizes and industries.

The various departments that can leverage ZoomInfo’s features are the Sales, Marketing, HR, and Business Development departments.

ZoomInfo’s key features are:

• Comprehensive B2B database: Access extensive company and contact information, emails, direct dials, technographics, and firmographics to target your ideal customers (ICP).

• ZoomInfo Chrome Extension : Get phone numbers , email addresses , job titles , and key buying signals from LinkedIn, LinkedIn Sales Navigator, Website , and other pages.

• AI-powered insights: Leverage AI and machine learning for predictive analytics, trend analysis, and lead prioritization to optimize sales process and marketing.

• Integration with CRM systems: Sync data with popular SaaS software for continuous workflow within your existing tools and processes.

• Automated workflows: Streamline tasks such as lead enrichment, data cleansing, notifications, and email outreach to save time for high-value activities.

• Real-time data updates: Accessing up-to-date information, such as company ownership changes and personnel updates, ensures you have the most current data.

Cognism

Cognism equips sales teams with comprehensive tools to exceed quotas consistently.

It’s an accurate global B2B data provider that complies with international data laws, ensuring adherence and reliability.

Key features of Cognism include:

• An accurate and up-to-date global contact database
• Diamond Verified Phone Data®, providing sales teams with human-verified, accurate mobile numbers
• Complete data coverage in EMEA of over 200 million contacts and European data

• Intent data powered by Bombora
• Unlimited views and unrestricted exports at the individual and page level
• CRM Integrations, Sales Engagement, and Marketing automation

• A versatile web application and Google Chrome extension compatible with LinkedIn, sales engagement tools, and corporate websites.

• Advanced contextual data points and sales trigger alerts to enhance prospecting efforts
• CRM and sales engagement integration tools are included in every package

ZoomInfo VS Cognism: Search Engine

Let’s see each tool’s search filters to find contacts and companies for quality lead list building.

ZoomInfo

ZoomInfo provides an advanced search engine that allows sales reps to filter prospects by multiple criteria to ensure precise targeting.

Users can conduct highly specific searches based on industry, job title, company size, location, revenue, funding type, etc.

ZoomInfo advanced filters include:

• Contact filters
• Company filters
• Locations
• Scoops
• Technologies
• Engagement
• Exclude Exported Contacts

If you want to start your research by typing keywords on the Search Bar, you can type:

• company names
• industries
• contacts

The next search bar you have is only for finding the right filter.

You can also put search queries wherever you see a free text box.

ZoomInfo’s search engine supports Boolean search logic, allowing for complex query construction that further refines results.

In ZoomInfo Sales, 7 filters support Boolean operators and modifiers:

• Job Title
• College/Degree
• Web Reference Keywords
• Company Name
• Company Description Keywords
• Industry keywords
• Scoops Description Keywords

Cognism

Cognism Prospector allows users to perform detailed searches to identify key companies and contacts.

You can filter your search by including or excluding company names, uploading a CSV for bulk entries, and selecting specific company sizes from self-employed to 10,001+ employees.

You can use the following Company Filters on Cognism:

• Company
• Names
• Size
• Keywords
• Revenue Range
• Founded Date Range
• Type
• Domains
• Location
• Industries
• Technologies
• Event Triggers
• Settings

Industry filters use pick lists or specific SIC, ISIC, or NAICS codes, while technology filters help identify companies using specific technologies.

Event triggers allow you to search for companies with recent funding, acquisitions, IPOs, event appearances, or hiring activity.

To filter your search for the right prospects on Cognism Prospector, you can include specific job titles using keyword searches (e.g., CEO, Chief Executive Officer) or upload a list of job titles from a CSV file.

Contact-related filters include:

• Job Title
• Seniority Level
• Department
• Company Headcount
• Company Hiring
• Location
• Technologies
• Event
• Triggers
• Contact Data Quality

Cognism Prospector uses the Contact Data Quality filter to ensure the highest quality contacts:

• Diamond Contacts Only
• Phone Numbers
• Emails.

Diamond Contacts Only filters for contacts with manually verified mobile numbers, indicated by a diamond icon on their profile, ensuring the highest possible connection rate.

The Phone Numbers filter allows you to select specific phone numbers in your search, such as mobile, direct, office, or HQ.

The Email filter allows you to include all contacts with an email address, with the option to filter for verified emails only.

ZoomInfo VS Cognism: Database And Sources

Both tools provide verified and GDPR-compliant data. It’s time to see how they collect and verify this data.

ZoomInfo

ZoomInfo collects B2B sales data from trusted sources using advanced automation and validation to ensure accuracy.

It uses tools like the Neverbounce, Chorus, or FormComplete features to enrich and verify data accuracy across the platform.

Key data collection methods include:

• Web Crawling: They get publicly available data from websites, social media, and news articles.
• Data Partnerships: Trusted partners help to enrich their databases.
• Human Research and Verification: In-house teams continuously improve the database.
• AI and ML: Artificial intelligence and machine learning analyze existing data patterns and improve quality.
• Contribution Networks: Tracks email signatures from users’ inboxes to collect additional data.

ZoomInfo Data is less real-time than Sales Navigator because it has special data enrichment teams that check the accuracy of the data provided by the users.

This makes the company profiles and contact data even more qualified.

Cognism

Cognism is still different from Zoominfo. It offers a large database, global coverage, verified mobile numbers, and intent data for B2B sales teams.

Cognism also goes the extra mile with GDPR compliance, offering GDPR-compliant global data and verification tools to ensure quality prospecting lists.

Cognism sources and validates its data using advanced technology and manual effort, ensuring high quality for its users.

Cognism processes millions of data points daily using machine learning to build and maintain accurate profiles of individuals and businesses.

• First-party sources: Data collected directly from Cognism’s operations.
• Third-party data providers: Fill in the gaps with data from trusted third-party sources.
• Publicly available sources: Leveraging open and accessible data available online.
• Manual Research: A dedicated data research team manually verifies key contacts.
• Strategic Partnerships: Collaborate with partners to increase data accuracy and coverage.

In addition, Diamond Verified Phone Data® ensures the highest accuracy on the market, helping users connect with three times more decision-makers.

Email verification passes through multiple layers of manual and automated quality assurance methods, achieving an estimated deliverability rate of over 93%.

ZoomInfo VS Cognism: Intent Data

Intent Data functionality in B2B sales tools makes it easy for SDRs and marketing teams to find potential clients looking for product/service solutions.

Let’s see how these 2 tools leverage buyer intent to uncover the right target markets for their users.

ZoomInfo

ZoomInfo’s Intent Data provides lead data and topics, such as your target accounts’ research spikes and content consumption, so you can time your outreach and enter your prospects’ buyer’s journey at the perfect moment..

You can choose from over 4,000 available Intent topics.

You can also use Intent data like:

• New Hires
• Technologies
• Funding Round Types
• Funding Date and all connected to Funding

The more precise you target people and companies, the higher your chance to close deals.

Cognism

Powered by industry leader Bombora, Cognism’s intent data is directly accessible through the web application and browser extension.

This integration combines Bombora’s buyer intent signals with Cognism’s comprehensive contact data, enabling users to efficiently find, prioritize, and engage with prospects.

This data enhances outbound campaigns by targeting “warm” leads, increasing response rates.

Account-level Admin users can select up to 12 Intent Themes that can be tested for 14 days to optimize results.

Intent filters can be applied to both the Intent tab and the Search Filter panel, providing detailed intent-specific information in search results.

You can also use AND/OR boolean operators to specify whether you want companies to be in Topic 1 AND Topic 2 or Topic 1 OR Topic 2.

ZoomInfo VS Cognism: Plans & Pricing

Comparing the prices of each tool can become a strong justification for whether you’ll get the tool or not.

Here is how ZoomInfo and Cognism identify their pricing tiers and if they offer free trials.

ZoomInfo

ZoomInfo pricing structure is determined by several key factors, including:

• Features and functionality: The depth and breadth of functionality a customer requires.
• Number of licenses: The number of user licenses required.
• Credit usage: The consumption of credits representing professional or company profile exports.

However, their website doesn’t provide any exact information about the price of each ZoomInfo Plan.

It’s their policy not to give you any trial or pricing information until you schedule a demo with an account executive.

However, I’ve found that the ZoomInfo SalesOS offers 3 main packages + 2 free trials:

1. ZoomInfo Copilot Pro
2. ZoomInfo Copilot Advanced
3. ZoomInfo Copilot Enterprise
4. ZoomInfo Free Trial
5. ZoomInfo Lite (Community Edition)

1. ZoomInfo Copilot Pro $14,995/year

This package is a good fit for small businesses and start-ups and includes features like:

• Individual or company searches
• Contact information
• Customized prospect lists
• Data export to multiple file types

2. ZoomInfo Copilot Advanced $24,995/year

The advanced plan works well for mid-sized companies. You can find information like:

• Company locations
• Data hierarchy
• Departmental organization charts
• Social media links
• Financial information
• Technology adoption trends
• Intent signals
• Website visitor data

3. ZoomInfo Copilot Enterprise $32,995/year

If you’re a large business owner and need 20,000 bulk credits a year, consider the ZoomInfo Enterprise pricing plan.

This plan includes all features of previous plans plus:

• Real-time intent data
• Sales automation
• Contact tracking
• Departmental headcount
• Advanced company characteristics

You might think that ZoomInfo doesn’t offer a free trial, but it does, and there are 2 ways to use it for free:

1. ZoomInfo Free Trial
2. ZoomInfo Lite (Community Edition)

4. ZoomInfo Free Trial

Before purchasing an annual subscription, you must schedule a demo call with a ZoomInfo Sales Development Representative.

During this call, they explain and show you all the interface, details, and usage nuances you need to know about ZoomInfo to get the most out of it and give you time for some Q&A.

After this, you get an email with confirmation and ZoomInfo login information.

Follow the account activation instructions to start your ZoomInfo free trial.

Please note that the free trial is valid only for 2 days (48h), after which you cannot access your account.

This free trial gives you 200 Bulk Credits, which the account admin distributes.

Your trial account can have 3 members, each of whom can receive a certain amount of bulk credits to export leads.

5. ZoomInfo Lite (Community Edition)

You can use ZoomInfo for free with a ZoomInfo Lite account.

ZoomInfo Lite gives you free access to all ZoomInfo features (depending on your plan).

Users can search the entire ZoomInfo database and download up to 10 contacts per month at no cost.

The only thing you give in return is your email contact book, headers, and signature blocks from received emails.

Cognism

Cognism offers flexible pricing packages tailored to companies of different sizes and needs, with options for premium add-ons.

However, to learn about Cognism pricing, you must book a live demo and talk to a sales representative.

Unlike credit-based systems, it uses seat-based pricing and offers a personalized and flexible pricing model tailored to specific business needs and workflows.

Rather than pre-defined tiers, Cognism focuses on creating customized packages based on several key factors:

• On-Demand Phone Verification
• List Building Web Application
• CSV enrichment credits
• Custom Prospecting Browser Extensions
• CRM integrations

Alternatives: LinkedIn Sales Navigator & Evaboot

If you still have second thoughts, I recommend testing other Cognism and ZoomInfo alternatives.

LinkedIn Sales Navigator and Evaboot offer powerful lead generation and prospecting solutions.

With LinkedIn Sales Navigator, you can find prospects and companies that match your target profiles using advanced filter searches such as job title, company size, and connections.

Moreover, you get a set of key features, such as:

• Unlimited searches: Perform unlimited searches using extensive criteria.
• Advanced filters: Access better and more advanced search filters than LinkedIn’s free version.
• Lead Suggestions: Receive suggestions for potential leads.
• InMail Communications: Contact prospects directly through LinkedIn InMail.
• CRM Integration: Integrate seamlessly with your CRM system.

The cost of Sales Navigator depends on your subscription plan:

• Sales Navigator Professional: $99.99 /month
• Sales Navigator Advanced: $149.99 /month
• Sales Navigator Advanced Plus: custom pricing

After you’ve all the lead and company lists, download the Evaboot Chrome extension to export all your lead data.

This smart LinkedIn Sales Navigator scraper and email finder extracts, cleanses, and improves your lead list data with one click.

It’ll double-check your leads to show you if they match the search filters you selected and reduce the false positives in your Sales Navigator searches.

This is cost-effective. 

You can scrape your prospects’ emails and phone numbers and download clean lead data for $199/month ($1788/year).

Conclusion

When comparing ZoomInfo and Cognism, both platforms offer robust B2B sales and lead generation capabilities.

ZoomInfo is an excellent tool with extensive U.S. data coverage, comprehensive business intelligence, and versatile integrations ideal for U.S.-focused sales teams.

Cognism prioritizes data accuracy and compliance, offering highly accurate, GDPR-compliant contact data and integrating Bombora’s intent data for better targeting and faster sales cycles.

As a more affordable alternative, try the LinkedIn Sales Navigator and Evaboot combo for effective list-building and quality exported contact data.

The right choice depends only on your specific needs and market focus.

FAQ

Why is DNC list cleaning important?

DNC scrubbing removes phone numbers on Do Not Call (DNC) lists from your telemarketing lists. This process is essential for B2B database hygiene and prevents your company from calling people who don’t want to be contacted.

It helps you avoid legal issues and fines by not calling numbers on national, local, or company-specific DNC lists.

What is the difference between ZoomInfo and Cognism?

The main difference between Cognism and ZoomInfo is that Cognism offers Diamond Data®, which consists of phone-verified cell phone numbers.

This feature enhances data accuracy, helping you connect with 87% of your target list and achieving a 3x higher connection rate, significantly boosting your outreach efficiency.

Meanwhile, ZoomInfo offers a comprehensive, GDPR-compliant database of contact data for 104 million company profiles and 321 million professional contacts.

How accurate is Cognism?

Cognism’s phone numbers undergo additional validation, achieving 98% accuracy. This ensures that the right prospect answers your calls, increasing your connect rate from the industry average of 5% to 25% using these phone-verified mobile numbers.

Cognism excels in coverage and accuracy. Their data verification process includes human verification to ensure you reach the right target audience at the right companies.

And if a prospect isn’t verified, you can request verification from them.

Who is ZoomInfo’s main competitor?

ZoomInfo’s primary competitor is Cognism. Both platforms serve large, enterprise-level companies by providing comprehensive firmographic, technographic, intent, and contact data.

Cognism excels in EMEA, NAM, and APAC and is known for its accuracy and compliance in these regions. ZoomInfo is strong in North America but often criticized for its data quality outside that region.

For a less expensive alternative, consider LinkedIn Sales Navigator with Evaboot. This combo offers similar functionality at a lower price, making it suitable for small and medium-sized businesses and startups.

Can I connect my CRM to Cognism?

Yes, you can connect your CRM to Cognism.

Cognism supports integrations with Salesforce, HubSpot, Outreach, Salesloft, Zapier, Pipedrive, and Microsoft Dynamics 365.

Specifically, the Dynamics integration allows you to bulk export contacts from the Cognism web application into your Dynamics CRM as leads or contacts, with or without accounts.

These integrations streamline your workflow, ensuring seamless data transfer and more efficient platform prospect management.

Does Cognism have alternatives?

Yes, Cognism has several alternatives in the B2B lead generation market that offer affordable pricing, comprehensive databases, and great user interfaces.

Some of the best alternatives to Cognism include LinkedIn Sales Navigator with Evaboot, Apollo.io, UpLead, RocketReach, Lead411, etc.

These platforms offer effective lead-generation solutions with robust features to meet business needs.

Disclosure

This content was partly written by AI (ChatGPT 4), I added my own perspective, fact-checked it and made sure it is helpful for you.