ZoomInfo Review: Features, Costs, Pros & Cons

ZoomInfo is one of the largest sales intelligence tools on the market, with an extensive contact database, company insights, and real-time intent data.

But is it right for you? 

Unless you’re a large company with complex data needs and a big budget, the answer is probably no. 

Read on to learn if ZoomInfo is a fit for your sales team. We cover major features, use cases, pricing, and pros and cons. 

What Is ZoomInfo and How Does It Work?

ZoomInfo is a go-to-market intelligence platform. 

It helps B2B marketers and salespeople generate leads by providing them with intel on companies and decision-makers, such as phone numbers, firmographic data, and buyer intent. 

Businesses primarily use ZoomInfo to do the following:

• Build segmented lead lists for cold outreach and targeted marketing campaigns 
• Research companies to personalize outreach, finding financials, size, and other intel
• Find contact information for key decision-makers, like emails and phone numbers
• Track sales triggers for key accounts, like a recent promotion or company expansion 
• Identify high-intent leads who are researching products like yours or visiting your site 
• Score and prioritize leads based on their engagement and relation to your ICP
• Enrich CRM records with up-to-date contact and company data 

Some B2B teams also use ZoomInfo for automating outreach. But to do so, you’d have to purchase that functionality as an add-on (ZoomInfo Engage). 

Because this is a big added expense, it’s common for sales teams to use ZoomInfo for its B2B data and another tool to take action on that data—typically a dedicated email marketing or sales engagement platform. 

Platform Overview

At its core, ZoomInfo is a B2B database and sales intelligence tool. 

It stores and updates company and contact data that sales and marketing professionals use to create more personalized, targeted, and timely outreach to their accounts and leads. 

Here are the platform’s key features:

• Contact database: Provides a filterable, searchable database to uncover demographic, firmographic, and technographic information on over 104 million businesses and 321 million professionals. 
• Automation tools: Offers custom workflows that adapt based on lead behavior and buying signals—for example, an SDR could be notified whenever a target account researches a topic related to your solution. 
• Enrichment: Automatically updates and fills in missing contact, company, and buying intent data in your CRM. 
• Integrations: Syncs ZoomInfo data with popular CRMs and marketing automation tools, allowing for smooth data transfer across systems. 

Use Cases for Teams

Companies primarily use ZoomInfo for three purposes: 

• Sales teams use it for lead discovery, prospecting, and outreach.
• Marketing teams use it for intent data, account-based marketing, and audience segmentation.
• Operations teams use it to build a clean, unified foundation of GTM data. 

While smaller teams might find ZoomInfo helpful, the platform’s price, size, and complexity make it better suited to larger teams at mid-size or enterprise companies. 

ZoomInfo Features: What You Get

ZoomInfo’s core features include a searchable contact database, CRM integrations and enrichment, buyer intent, and automation capabilities, including an AI-powered sales assistant. 

Below, we’ll dive deeper into each feature’s functionality, while also calling out any key limitations. 

Contact Database and Search Filters

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ZoomInfo’s searchable B2B contact database is a solid prospecting tool. Businesses can use it to build targeted lead lists, research decision-makers and accounts, and create segmented marketing campaigns. 

Here are its key features: 

• Access to over 321 million contacts, mostly US-based
• Filtering by job title, industry, company size, funding, and other criteria
• Millions of direct-dial phone numbers and email addresses 
• Company insights, including org charts, tech usage, and news alerts 

A major strength of ZoomInfo’s B2B database is its sheer scale and search flexibility. It’s one of the largest B2B data providers in the market. Its numerous search filters enable businesses to build hyper-targeted lists for personalized cold outreach and marketing campaigns. 

One weakness, however, is its inconsistent international data accuracy. This issue comes up a lot in G2 reviews of the platform:

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If you’re targeting companies outside of the United States, you may want to explore other options.  

CRM Integrations and Enrichment

ZoomInfo’s integrations and enrichment tools help businesses maintain clean and accurate B2B data across their tech stack.  

Here are the key capabilities of ZoomInfo’s data enrichment and integrations: 

• Integrates with popular tools: Works with Salesforce, HubSpot, and other popular CRMs and marketing automation tools
• Live enrichment: Updates missing fields in real time, such as job title and industry
• Custom field mapping: Enables you to align enrichment workflows with how your team actually works
• Automated data cleanse workflows: Offers features for lead deduplication, transformations, leads-to-account mapping, and other complex data maneuvers

The basic features, like linking your CRM to ZoomInfo, are fairly easy to use. However, the more complex enrichment configurations, like field mapping, require some technical know-how. 

Also, if any issues arise, it will be helpful to have a technical expert on hand to fix them—and ZoomInfo’s customer support is not really known for its responsiveness. 

On TrustPilot, poor customer service is the second biggest complaint about ZoomInfo after inaccurate data:

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Buyer Intent and Technographics

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ZoomInfo offers several features that help sales reps and marketers to prioritize leads and find the ones most ready for a sales conversation.

Here’s an overview of ZoomInfo’s lead research features:  

• Intent data: Monitors and analyzes lead behavior to identify high-intent leads worth pursuing
• Topic and keyword tracking: Tracks when potential customers are researching topics related to your solution—for example, a proptech brand might track online searches for “inspection software”
• Lead scoring: Allows you to build scoring models that rank leads and accounts based on online behavior and how well they fit your customer profile
• Web visitor identification: Uncovers and tracks which companies are visiting your website
• Sales triggers: Alerts reps to events happening in companies that suggest an opening for a sale, such as funding announcements, product launches, or changes in leadership

One of ZoomInfo’s most helpful buyer intent features is Scoops, which reveals what’s going on inside a target company. This makes account research a lot easier for sales reps. 

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Outbound sales reps can use these “scoops,” as well as other buyer intent data features, to craft personalized, timely messages while prioritizing the leads most likely to buy. 

However, one issue is that most of the buyer intent features are locked behind advanced tiers, meaning you’ll have to pay a premium to get access to this insider information. Some competitors offer similar features at a lower cost. 

Automation and Copilot

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ZoomInfo comes with automations—including an AI sales assistant—that streamline routine tasks, share key intel with the right reps, and optimize how your team uses the platform. 

ZoomInfo’s major automation capabilities include the following: 

• Intelligent task routing: Assigns work to the right team members based on custom rules that incorporate skillset, location, and other factors 
• Trigger-based tasks: Creates new tasks when a specific event occurs, like a change in leadership at a target account or a lead visiting your website
• Real-time alerts: Sends notifications about company news, tech stack updates, funding, and other changes so reps know what’s happening in target accounts

Here are the most notable features of ZoomInfo’s AI assistant, AI Copilot: 

• Suggest lead priorities by surfacing high-intent accounts and identifying decision-makers
• Speed up email personalization by auto-generating email copy with intel about company updates, intent data, and org changes
• Improve follow-up by flagging re-engaged prospects, giving visibility into deal progression, and sending automated reminders to reps

While these automations can certainly save your sales team a lot of time, ZoomInfo isn’t fully autonomous, especially when compared to other modern AI sales tools for lead generation. 

Some of these newer AI platforms even provide AI BDRs that automate the entire cold outreach process, from lead discovery to booked meeting—without human intervention. 

Moreover, ZoomInfo’s automations require a fair amount of setup to work properly, and the learning curve to do so can be steep if you’re unfamiliar with this type of technology.

ZoomInfo Pricing: What It Really Costs

ZoomInfo’s pricing is expensive and quote-based, rising and falling based on factors like features and data credits. 

Let’s break down all you need to know about their pricing model, including the main issues reported by users.

Pricing Plans

Here’s a rundown of ZoomInfo’s pricing:

• ZoomInfo uses quote-based pricing
• Plans often start at around $15K per year
• Total cost depends on credit usage, seats, contract length, and platform tier
• Add-ons for Engage (which provides outreach automation), AI Copilot, and intent tracking raise the cost
• There is no transparent pricing page, and a demo is required to get a custom quote

Key Pricing Concerns

High costs aren’t ZoomInfo’s only downside when it comes to their pricing. 

There are three other big user complaints about ZoomInfo’s plans:

• Long contracts of one to two years 
• Aggressive upsells during sales meetings    
• Auto-renewals with little warning 

Because of the complexity of ZoomInfo’s pricing plans, it’s not unusual for buyers to learn the real cost after signing the contract. Some clients, like Paloma, also share horror stories about being locked into expensive, long-term contracts they are unable to get out of, even when they’ve gone out of business. 

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Another potential issue is paying a lot of money but not having the sales ops expertise and infrastructure to implement all the features.  

In conclusion, due to its high price point and long-term contracts, ZoomInfo is a better fit for larger companies with a suitable budget, complex data needs, and a dedicated sales operations function. 

ZoomInfo Pros and Cons

Like any platform, ZoomInfo has its upsides and its downsides. Its main pros are its large B2B database and large library of integrations. Cons tend to center around cost and technical complexity. 

Pros:

One of the largest B2B databases available

Strong search capabilities and filtering

Advanced buyer intent data and sales signals

Integrates with most major sales tools and marketing platforms

Helpful enrichment automations

Cons:

High upfront cost and unclear pricing

Contracts are long and hard to exit

Steep learning curve for new users for advanced features

Contact accuracy can vary by region and industry

Key tools like outreach automation and intent data only available as add-ons

The ZoomInfo Alternative That Automates the Entire Sales Flow

ZoomInfo’s high costs and insufficient AI-driven sales outreach can be a real no-go for modern sales teams who want a more affordable, hands-off, all-in-one lead generation platform. 

One popular alternative is Artisan. It is an AI outbound sales platform that automates nearly all prospecting and cold outreach tasks. Artisan comes with an AI BDR named Ava who can run the entire cold outreach workflow, from finding and researching leads to sending them personalized cold emails, LinkedIn messages, and follow-ups. 

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Compared to ZoomInfo’s AI sales Copilot, which primarily makes suggestions about what to do, Ava executes full sales workflows—without requiring constant human intervention. 

Artisan’s autonomous nature enables sales reps to focus on taking meetings with qualified prospects instead of spending their time finding, researching, and reaching out to cold leads who may or may not respond. 

ZoomInfo vs. Artisan: Side-by-Side Comparison

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Is ZoomInfo Worth It in 2026?

If you’re a mid-sized to enterprise company with a big budget, complex data needs, and the expertise and resources to make it work, ZoomInfo might be a good choice for you. 

The platform offers a large B2B database, useful intent data, and advanced integration and enrichment capabilities—all of which can help your business identify, engage, and close high-quality leads.  

However, for startups and lean sales orgs, it might be overkill in terms of pricing and feature complexity—especially given more flexible, affordable AI-powered alternatives. 

Remember that choosing the right tool depends on your scale, outreach needs, and how much manual work your team can handle. It’s common advice, but it bears repeating: before investing in ZoomInfo or any platform, always arrange multiple demos to compare options.