ZoomInfo

Category: Lead Gen/Data

The deepest US B2B dataset, with a litigation history.

ZoomInfo holds the largest and deepest B2B dataset in the market, particularly for North America, covering contacts, firmographics, org charts, technologies in use, funding, hiring and intent signals. Around the data sits a full go-to-market platform: prospecting and list building, sequencing, a dialler with conversation intelligence, website visitor identification, CRM enrichment and data hygiene, and workflow automation that triggers on signals. The company repositioned substantially in 2025, moving its stock ticker from ZI to GTM and launching GTM Studio, shifting the pitch from data vendor to go-to-market platform; what was branded Copilot is now GTM Workspace, so older write-ups are out of date. A first-party MCP server is included with every subscription at no extra charge, drawing on existing credit pools, with search and lookup free and enrichment consuming credits. Pricing has never been published and the company explicitly disowns third-party estimates.

Our verdict

If you sell into the United States at scale, nothing matches the depth, and the org chart and intent data are the parts that genuinely change how a team prospects. The platform around the data is mature, and the MCP server being included with every subscription at no extra cost is a real plus. Two things a UK buyer should weigh carefully. European coverage is the long-standing weakness, particularly mobile numbers, and there is no equivalent of the data-subject notification programme that Cognism runs, so for UK and EU prospecting Cognism is the better-defended choice. Second, the litigation history is substantial and not closed. Right-of-publicity class actions settled in late 2024 for around $29.5 million without admission of wrongdoing, and a further suit filed in 2024 over Washington personality rights remains live, with the company stating it intends to defend. Those cases are precisely about publishing individuals' details without notifying them. Pricing is unpublished; independent benchmarks put a median contract around $33,500 a year.

Best for: Enterprise sales and marketing teams selling into North America at scale, who need org charts and intent data and have the budget for a five-figure annual contract.

Pros

  • The deepest B2B dataset available, especially for North America
  • Org charts and intent data genuinely change how a team prospects
  • First-party MCP server included with every subscription at no extra charge
  • Full platform around the data: sequencing, dialler, visitor ID and enrichment
  • Mature CRM enrichment and data hygiene for cleaning an existing database
  • Workflow automation that triggers on hiring, funding and technology signals

Cons

  • European coverage, especially mobile numbers, lags well behind Cognism
  • No data-subject notification programme, which matters for UK and EU prospecting
  • Right-of-publicity class actions settled for around $29.5m in 2024, and a further suit is live
  • No published pricing, with median contracts benchmarked around $33,500 a year
  • Annual contracts paid upfront, with a reputation for firm renewal negotiations

Pricing: Pricing on application, typically five figures a year (Enterprise)

Rating: 4/5