What is ZoomInfo? The ultimate guide for 2025
Last edited: 24th Feb 2025 - Written by Owen Steer
What is ZoomInfo? Is ZoomInfo free?
ZoomInfo is one of the most widely used B2B sales and marketing intelligence platforms in the world, providing access to a massive database of business contacts and company insights. But what is Zoominfo? If you’re in marketing or sales, chances are you’ve heard about ZoomInfo or are considering using it. But is ZoomInfo the right tool for your business? And is ZoomInfo free?
No! So before you invest thousands of dollars in a ZoomInfo subscription, take 10 minutes to read this guide and get all the facts. We’ll cover:
- What is ZoomInfo and how it works
- Key features that make it powerful
- Pricing plans and the hidden costs they don’t tell you upfront
- ZoomInfo’s biggest pros and cons
- The best ZoomInfo alternatives in 2025
By the end of this guide, you’ll be armed with the knowledge to answer the question 'What is ZoomInfo' and is ZoomInfo is the right investment for your business, or if there’s a better alternative.
What is ZoomInfo? Is ZoomInfo free?
ZoomInfo is a business intelligence platform that provides sales, marketing, and recruiting teams with access to a massive B2B contact database. It allows users to find and connect with key decision-makers, enrich CRM data, and leverage AI-driven insights to enhance prospecting efforts.
At its core, ZoomInfo helps businesses:
- Find ideal customers and contacts with verified business profiles
- Identify buying intent signals to reach prospects at the right time
- Enrich CRM and marketing databases with accurate, real-time data
- Streamline outbound sales prospecting with automation and integrations
Founded in 2007 (originally as DiscoverOrg), ZoomInfo has since grown into an industry leader, used by companies ranging from startups to Fortune 500 enterprises. It’s particularly popular among B2B sales and marketing teams that rely on data-driven prospecting and account-based marketing.
How ZoomInfo works
The platform collects and maintains its database using a combination of:
- Web crawling and AI scraping – Aggregating publicly available data from company websites, news articles, and job postings.
- Third-party data partnerships – Collaborating with trusted providers to enrich its database.
- User-contributed data – Crowdsourcing updates from active users and integrations.
- AI and machine learning processing – Continuously verifying and updating contact information for accuracy.
The platform is cloud-based and integrates with major CRMs like Salesforce, HubSpot, Marketo, and sales engagement tools like Outreach and Salesloft. This makes it a powerful tool for B2B teams looking to streamline lead generation and customer outreach. But is ZoomInfo free? No. So you really need to be certain before committing.
Who uses ZoomInfo?
Most commonly used by:
- Sales teams: To identify new leads, build contact lists, and accelerate outbound prospecting.
- Marketing teams: To improve audience segmentation, personalise outreach, and enhance ABM strategies.
- Recruiters and HR teams: To source top talent and engage with candidates effectively.
- Business development teams: To conduct market research and analyse competitors.
Fun fact: ZoomInfo is consistently recognized as a leading sales intelligence tool, earning top spots in industry rankings and awards.
ZoomInfo’s key features
It's more than just a contact database, it’s a full-fledged sales and marketing intelligence platform. And no ZoomInfo is not free. So you need to know what you are buying 🚀
Whether you’re a marketer looking for better audience segmentation, a sales team looking to find decision-makers faster, or a recruiter sourcing top talent, ZoomInfo’s features aim to provide deeper insights, automation, and integration capabilities.
Below are ZoomInfo’s most powerful features and how they help businesses grow.
1. Advanced search and filtering 🔎
- Find highly targeted prospects using filters like job title, industry, company size, location, revenue, and technographics.
- Boolean search & AI-powered recommendations help refine search results to surface the most relevant leads.
💡 Example: A B2B SaaS company selling to IT Directors at mid-size healthcare companies can use ZoomInfo’s search filters to instantly generate a highly relevant lead list.
2. B2B contact and company database 📊
- Access direct dials, emails, LinkedIn profiles, and organizational hierarchy charts to reach decision-makers faster.
- Get firmographic data (company size, revenue, funding, hiring trends).
- View historical data & company growth trends to track changes over time.
💡 Example: If a sales rep wants to find recently funded startups hiring new sales roles, ZoomInfo’s database can surface these companies in seconds.
3. Intent data and buying signals 📡
- Identify potential buyers based on real-time intent signals (e.g., when companies search for related topics, visit competitor websites, or engage in content).
- Helps prioritise leads based on buying readiness.
- Works well for ABM strategies.
💡 Example: A cybersecurity company can see when a target company is searching for "cloud security solutions" and reach out at the right time.
*note: we've written in forensic detail about ZoonInfo's intent data and whether it's any good here.
4. CRM & marketing integrations 🔄
- Syncs with Salesforce, HubSpot, Marketo, Outreach, Salesloft, and other major platforms.
- Auto-enriches CRM records to keep data fresh and accurate.
- Enables multi-channel outreach (email, phone, LinkedIn, ads).
💡 Example: A marketing team using HubSpot can auto-fill missing contact details, reducing manual data entry.
5. Automated workflows and AI-powered insights 🤖
- Automate lead enrichment, scoring, and follow-ups.
- AI-driven suggestions for best times to reach out based on prospect behavior.
- Sales engagement tools like ZoomInfo Engage automate multi-touch sequences.
💡 Example: A sales team can set up automated outreach sequences for prospects that visit their website but don’t fill out a form.
ZoomInfo is a powerful tool, but its effectiveness depends on how well it aligns with your needs. If your team relies heavily on outbound sales, account-based marketing, or recruitment, its database and AI-powered automation can be a game-changer.
But if you’re just looking for basic contact lists, alternatives like Apollo.io or UpLead might provide better value at a lower cost.
📌 Next Up: ZoomInfo pricing and hidden Costs 💰
One of the biggest challenges with ZoomInfo is that while it provides a vast database, it doesn’t always offer the precision needed to build truly qualified lists. More data doesn’t always mean better data.
"One of the biggest hurdles with ZoomInfo is the sheer volume of data—it’s easy to assume that more data means better insights. But in reality, filtering through thousands of contacts to find truly relevant decision-makers is a time-consuming process.
I’ve often found that job titles are inconsistent across industries, making it difficult to match the right personas. Plus, many profiles are incomplete or missing key engagement signals, meaning outreach still requires manual research and validation. Instead of streamlining my workflow, ZoomInfo sometimes added an extra layer of work just to get to actionable insights."
Pranita Tamang, Marketing Exec @ FFF
ZoomInfo pricing and hidden costs
If you’ve made it this far, you’re probably wondering: how much does ZoomInfo actually cost? Is ZoomInfo free? That’s a tough question to answer because the platform doesn’t publicly list its pricing. Instead, it requires you to speak with a sales representative, who will give you a customised quote based on your company size, usage needs, and contract length.
But don’t worry, we’ve done the digging for you. Here’s what you can expect to pay for the solution in 2025, along with the hidden costs you might not realise until you’ve signed the contract. To see much more about ZoomInfo pricing see our dedicated page that really drills down into the detail. But for a quick summary right now keep reading.
How much does ZoomInfo cost?
ZoomInfo pricing is based on a three-tier model, with plans ranging from $15,000 to over $40,000 per year.
| Plan | Starting price (per year) | Key features |
|---|---|---|
| Professional | $15,000+ | Basic lead data, advanced search filters |
| Advanced | $25,000+ | Intent data, CRM integration, more credits |
| Elite | $40,000+ | Highest-tier features, premium support |
While the Professional plan is the entry-level option, it comes with several limitations. If you want access to intent data, automation tools, and more contact credits, you’ll need to upgrade to Advanced or Elite, which significantly increases the cost.
If you try to negotiate a one-year contract, you may find yourself paying even more per year, as ZoomInfo tends to push customers towards multi-year commitments.
The hidden costs of ZoomInfo
Beyond the base price, there are several additional costs to consider. Many users only realise these after they’ve already signed up.
- Limited credits – ZoomInfo operates on a credit system, where each contact lookup or data export uses credits. The Professional plan includes 5,000 credits per year, but this runs out fast, especially for businesses targeting multiple decision-makers within a company. If you need more, you’ll have to purchase bulk credits at around $3,000 per 5,000 credits.
- Add-ons and upgrades – Many key features, such as verified emails, global data access, and direct dial numbers, require additional purchases. For example, the NeverBounce email verification tool costs an extra $3,000, while the Global Data add-on costs around $9,995.
- Extra user seats – The base plans come with a limited number of users. If your sales or marketing team needs more seats, expect to pay at least $1,500 per additional user per year.
- API and integration fees – While it integrates with major CRMs like Salesforce and HubSpot, advanced API access may come with extra costs, depending on your plan.
Real-world examples of ZoomInfo’s hidden costs
Here are some experiences from real users:
- "We got a quote for almost $50,000 per year. They offered a free trial and a discount for the first month, but it was just too expensive." – Reddit user
- "Our team needed global contact data, which required the Global Data add-on for $9,995. That wasn’t made clear in our initial demo." – Customer
- "We ran out of credits within the first quarter and had to spend $3,000 to buy more, which wasn’t budgeted for." – Sales rep
Is ZoomInfo worth the price?
If your business relies heavily on outbound sales, account-based marketing, or large-scale recruiting, the database and automation tools can justify the cost. However, if you have a limited budget or only need occasional contact lookups, alternatives like UpLead, Apollo.io, or Compass Data Enrichment could provide better value at a lower price.
📌 Next Up: ZoomInfo’s biggest competitors and how they compare 🔍⚖️
ZoomInfo alternatives
ZoomInfo is one of the most well-known sales intelligence platforms, but it’s not the only option. And is ZoomInfo free? Nope. So if you’re looking for a more affordable, flexible, or accurate alternative, there are several strong competitors worth considering.
Below, we compare some of the best alternatives, highlighting their strengths, weaknesses, and pricing differences.
Why consider a ZoomInfo alternative?
While it has an extensive database and powerful tools, many businesses seek alternatives for the following reasons:
- High cost – The entry-level plan starts at $14,995 per year, with many essential features locked behind expensive add-ons.
- Credit limitations – Running out of credits quickly can lead to unexpected expenses.
- Data accuracy issues – Some users report outdated or incorrect contact details, leading to wasted outreach efforts.
- Lack of flexibility – Many features require long-term contracts and upgrades to higher-tier plans.
Top choices out there
| Alternative | Best for | Key features | Pricing |
|---|---|---|---|
| UpLead | Budget-conscious businesses | Verified email & phone data, real-time validation | From $99/month |
| Apollo.io | Integrated sales & marketing | Contact data + email sequencing & automation | Free plan available, paid from $39/month |
| Lusha | Simple contact lookup | Chrome extension, direct dials, email finder | From $29/month |
| Clearbit | Marketing & data enrichment | Real-time firmographics, company insights | Custom pricing |
| Compass Data Enrichment | Fully managed B2B data | No credit limits, AI-driven lead verification | Transparent pricing, custom plans |
Businesses often assume ZoomInfo is plug-and-play but underestimate the hidden costs and resource challenges.
"We’ve worked with multiple clients who invested in ZoomInfo (Is ZoomInfo free? No) expecting an instant pipeline boost. But what they don’t always anticipate is the level of internal resources needed to clean, verify, and action the data.
One client, in particular, came to us after realising their sales team was spending more time filtering out irrelevant leads than actually engaging prospects. They expected to streamline their process, but instead, they were dealing with duplicate records, outdated job titles, and missing direct dials. The data wasn’t useless, but it required so much manual intervention that it slowed them down instead of speeding things up.
By the time they recognised the issue, they were locked into a long-term contract and struggling to justify the cost. That’s when they turned to Compass Data Enrichment to get curated, high-quality data without the operational burden."
Jay Jay Wyre, Account Director @ FFF
UpLead
UpLead is a direct ZoomInfo competitor, offering a large B2B contact database with real-time email verification. Unlike ZoomInfo, UpLead does not charge for additional credits or force long-term contracts, making it a cost-effective alternative.
| Pros | Cons |
|---|---|
| Affordable alternative to ZoomInfo, with pricing starting at £99 per month. | Smaller database compared to ZoomInfo, meaning fewer contacts in niche industries. |
| 95%+ data accuracy guarantee, thanks to real-time email verification. | No intent data or predictive analytics to identify in-market buyers. |
| Pay-as-you-go model with no long-term contract requirements. | Fewer automation and CRM integrations than ZoomInfo. |
| Offers a free trial, allowing businesses to test before committing. | Limited contact enrichments compared to enterprise-focused platforms. |
Apollo.io
Apollo.io is a great alternative for sales teams that want more than just contact data. It includes email outreach automation, sales engagement tools, and AI-driven lead scoring, making it a hybrid between a sales intelligence platform and a CRM.
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Pros Cons Integrated sales and marketing platform, combining a database with email outreach tools. Data accuracy can be inconsistent, especially for direct dials. Lower pricing than ZoomInfo, with a free plan and paid options starting at £39 per month. Advanced features require higher-tier plans, making it costly for large teams. Built-in email sequencing and automation for outbound sales. Intent data is not as advanced as ZoomInfo’s, making lead prioritisation harder. Chrome extension for LinkedIn prospecting, making contact discovery easier. Limited account-based marketing (ABM) capabilities, making it less effective for enterprise sales.
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Lusha
Lusha is a simple, lightweight alternative designed for quick contact lookups and prospecting. It’s ideal for smaller businesses or individuals who need basic B2B contact details without a full intelligence platform.
| Pros | Cons |
|---|---|
| Simple and user-friendly interface, ideal for quick prospecting. | Smallest database among major competitors, making it less useful for large-scale sales. |
| Low-cost plans, with pricing starting at £29 per month. | No intent data or lead-scoring features. |
| Chrome extension for LinkedIn, making it easy to find and verify contact details. | Limited CRM integrations, mainly focused on manual contact lookups. |
| Verified direct dials and emails, improving cold outreach efficiency. | Not designed for large sales teams, as its feature set is limited. |
Clearbit
Clearbit (now Breeze Intelligence for Hubspot) is designed for marketing and data enrichment, rather than direct sales prospecting. It helps businesses automate audience segmentation, personalise outreach, and enrich CRM data.
| Pros | Cons |
|---|---|
| Best for marketing and data enrichment, rather than pure sales prospecting. | No contact search tool, meaning it doesn’t work like a traditional sales intelligence platform. |
| Real-time firmographics and technographics, providing deeper company insights. | Custom pricing can be expensive, making it less accessible for small businesses. |
| Automated audience segmentation for highly targeted campaigns. | No direct dials or email verification, meaning sales teams still need another tool for outreach. |
| Powerful API for data enrichment, making it ideal for larger organisations. | Not a self-service platform, requiring some technical knowledge to set up. |
Compass Data Enrichment
Unlike ZoomInfo and other credit-based platforms (ZoomInfo is not free remember), Compass Data Enrichment offers a fully managed data service, eliminating the need for in-house data management.
| Pros | Cons |
|---|---|
| Fully managed service, eliminating the need for users to clean and verify data. | Not a self-service platform, meaning users can’t log in and search contacts manually. |
| No credit limits or usage restrictions, unlike ZoomInfo and UpLead. | Requires an initial data request, but once set up, the process is streamlined and effortless. |
| AI-powered verification and enrichment, ensuring data is highly accurate and up to date. | Best suited for businesses that value precision over sheer database size. |
| Flexible and scalable, with tailored solutions for sales, marketing, and business intelligence. |
FAQs about ZoomInfo
Still have questions about ZoomInfo? You’re not alone. Below, we answer some of the most common questions people ask before deciding whether ZoomInfo is the right tool for their business.
Q. Is ZoomInfo worth it?
It depends on your business needs and budget. If your company relies on outbound sales, account-based marketing, or talent sourcing, ZoomInfo can be a powerful tool that helps streamline lead generation and outreach. However, its high cost, credit limitations, and data accuracy issues make it less ideal for smaller businesses or companies with limited budgets.
If you’re looking for a more affordable or flexible alternative, consider UpLead, Apollo.io, or Compass Data Enrichment, which offer similar features at a lower price.
Q. Is ZoomInfo free?
ZoomInfo does not have a permanently free plan, but it does offer:
- A free trial – You can request a short trial period through ZoomInfo sales, but they don’t openly advertise it.
- Community edition – A free version where you get limited access to the database in exchange for sharing your email contacts. This might not be ideal for businesses with strict data privacy policies.
If you need free contact data, Apollo.io and UpLead offer free plans with limited credits per month.
Q. How accurate is ZoomInfo’s data?
ZoomInfo claims to have industry-leading data accuracy, but real-world results vary. Many users report that:
- Basic firmographic data (company size, revenue, industry) is mostly accurate.
- Direct dials and emails can be hit-or-miss, some are verified, while others are outdated.
- Intent data relies on IP tracking, which can sometimes lead to false positives or irrelevant leads.
If data accuracy is a priority, you may want to use a tool with real-time verification like UpLead or Compass Data Enrichment.
Q. Does ZoomInfo integrate with my CRM?
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Yes, ZoomInfo integrates with major CRMs and sales tools, including:
- Salesforce
- HubSpot
- Marketo
- Outreach
- Salesloft
However, advanced API access or automation features may come with additional costs, depending on your plan.
Q. How does ZoomInfo get my information?
ZoomInfo collects data from multiple sources, including:
- Publicly available information – Websites, press releases, job postings.
- User contributions – People using the platform update and verify contact details.
- Third-party data providers – ZoomInfo partners with external data aggregators.
- Email and CRM integrations – If users opt into Community Edition, their contacts are added to ZoomInfo’s database.
Q. Can I remove my information from ZoomInfo?
Yes, you can opt out by submitting a request via ZoomInfo’s privacy centre. However, this only removes your personal information, your company’s details may still remain in their database.
Q. What happens when I run out of credits?
Once you use up your annual credit limit, you have three options:
- Wait until the next billing cycle for a refresh.
- Upgrade your plan to get more credits.
- Purchase additional credits, which cost around $3,000 per 5,000 credits.
If you regularly run out of credits, it may not be the best fit. UpLead and Apollo.io offer more flexible pricing without strict credit limitations.
Compass Data Enrichment – A smarter alternative to ZoomInfo
By now, we’ve explored what ZoomInfo offers, its pricing (Is ZoomInfo free? Certainly not), and some of its key limitations. But what if you need high-quality B2B data without the complexity of a credit-based tool?
That’s where Compass Data Enrichment from Fifty Five and Five comes in. Unlike ZoomInfo, which is a self-service platform, Compass Data Enrichment is a fully managed service designed to deliver high-quality, structured data that aligns perfectly with your business needs without requiring you to spend time navigating a complex system.
If you’re tired of:
- Wasting credits on incomplete or inaccurate contact details
- Paying for expensive add-ons just to get the data you actually need
- Struggling to master yet another sales intelligence tool
Then Compass Data Enrichment is the smarter, more efficient alternative.
How Compass Data Enrichment works
With Compass Data Enrichment, you don’t need to learn a new tool or worry about usage limits. Simply tell us what data you need, and we’ll deliver verified, structured, and ready-to-use insights without the hidden costs of traditional data platforms.
Here’s what sets Compass Data Enrichment apart:
✅ Rapid data enrichment – Seamlessly merge contact details, organisational roles, social profiles, and industry classifications into your CRM.
✅ AI-driven insights – Use advanced language models to interpret LinkedIn profiles, company blogs, and other online sources to uncover hidden prospects and emerging markets.
✅ Versatile data sources – Go beyond basic company listings with multi-layered web search and AI parsing to identify high-value leads and refine your ICP.
✅ On-demand output – No need to waste time figuring out credits or subscriptions, just submit your data request, and receive structured, CRM-ready results in an easy-to-use format.
Whether you’re looking to accelerate lead generation, improve market intelligence, or enrich your CRM, Compass Data Enrichment provides a flexible, managed approach to B2B data without the hassle.
Why businesses choose Compass Data Enrichment over ZoomInfo
| Feature | Compass Data Enrichment | ZoomInfo |
|---|---|---|
| Pricing model | Clear, predictable costs | Is ZoomInfo free? No. Hidden fees and credit limitations exist. |
| Data accuracy | AI-verified, enriched on demand | Varies, some data may be outdated |
| Ease of use | Fully managed, no training required | Requires learning a complex platform |
| Custom data requests | Tailored to your exact needs | Limited to database availability |
| Scalability | Works for small teams or large enterprises | High cost, better for large enterprises |
| CRM integration | Ready-to-use structured data | Requires API integration, extra costs |
With Compass Data Enrichment, you’re not just buying access to a database, you’re investing in a bespoke data service that ensures you get the right contacts, company insights, and role mapping for your business.
Who is Compass Data Enrichment for?
Compass Data Enrichment is ideal for businesses that need:
- High-quality B2B data without wasting time on self-service tools
- Flexible, on-demand data sourcing tailored to specific use cases
- A fully managed alternative to sales intelligence platforms like ZoomInfo, Apollo.io, and UpLead
- Accurate, AI-enriched data without worrying about outdated or incorrect information
Transparent pricing – no surprises
Unlike ZoomInfo, which locks essential features behind credit limits and expensive upgrades (ZoomInfo free? The answer is no), Compass offers a transparent pricing model.
| Service | Pricing |
|---|---|
| One-off data enrichment | Custom pricing based on volume |
| Managed subscription | Predictable monthly costs with ongoing enrichment |
| Extended data volume | +£2,000 per additional 100k data units |
| Additional users | +£500 per user/month |
With Compass, you know exactly what you’re paying for, and there are no surprise charges for additional features or user seats.
Real results from real businesses
EscherCloud AI, an emerging player in the GPU market, faced the challenge of engaging 110 potential enterprise clients without an extensive portfolio of case studies or a well-established online presence. By implementing an AI-driven Account-Based Marketing (ABM) strategy, we achieved remarkable results:
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39% Email Open Rate: Surpassing industry standards, our targeted email campaigns achieved an open rate nearly double the average.
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Multiple MQLs: Engagements with key decision-makers at seven targeted accounts led to the generation of multiple Marketing Qualified Leads.
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200% ROI: One particular opportunity resulted in a 200% return on investment, highlighting the effectiveness of our focused ABM efforts.
Should you choose ZoomInfo?
Have we answered the question what is ZoomInfo? Have we addressed is ZoomInfo free? I hope so. ZoomInfo is a powerful tool, but it’s not the right fit for everyone. If you need large-scale B2B data, AI-powered insights, and automation, it can be worth the investment. However, if you’re concerned about cost, data accuracy, or contract commitments, it’s worth exploring alternatives like UpLead, Apollo.io, and Compass Data Enrichment.
Tired of hidden costs? There’s a better way.
Stop wasting time and money on outdated, overpriced unusable data. Let Compass Data Enrichment power your go to market strategy today
