Skip to main content

In this review I’m going to share my analysis and evaluation from my hands-on experience with Zoominfo. But first, if you’re just beginning your search for the best sales solutions, check out my pick of the best sales software. You probably already know Zoominfo is among the most popular sales products out there, but you need to better understand what’s good, and not so good about it. This in-depth Zoominfo review will walk you through pros and cons, features and functionality, to help guide you to better understand its capabilities and suitability for your needs.

Zoominfo Software Contacts Dashboard View
I like that ZoomInfo displays your contacts with their names, titles, and associated companies.

Zoominfo Software Product Overview

Zoominfo provides a SaaS-based prospecting tool that aggregates high-quality company data and contact info, including phone numbers, job titles, and direct dials, tailored to enable reps, account managers, and salespersons to pinpoint and engage with ideal customers. Targeting a range of company sizes, the platform is a treasure trove for those in sales and marketing, offering buyer intent insights, mobile phone access to new contacts, and notifications for new leads, thus solving the pain points of time-consuming prospecting and the need for accurate org charts and account information.

Notably, the Zoominfo database excels with features like Zoominfo SalesOS, which assists in determining a prospect's worth and offers enriched company data to better understand potential customers.


  • Advanced Search: Provides granular filters for precise targeting. This means users can find highly specific segments within their market.
  • Contact Database: Boasts a vast collection of B2B contacts. Users have access to a rich resource for lead generation and market research.
  • CRM Integration: Offers seamless connectivity with leading CRM systems. This enables a smooth workflow from data to deal closure.


  • Learning Curve: Requires time to fully master. New users might find it challenging to navigate the extensive features without proper training.
  • Data Overwhelm: Presents an abundance of information. Users may need to sift through extensive data to find actionable insights.
  • Cost Consideration: This can be a significant investment for smaller businesses. The pricing may deter small companies or individuals who need a more budget-friendly option.

Expert Opinion

In my experience, Zoominfo stands out for its deep data mining capabilities and direct CRM integrations. When comparing it to other media software, its database depth and update frequency often outperform competitors, placing it at a premium tier within the market. However, its interface and the complexity of its analytics can pose challenges for less tech-savvy users.

It's particularly well-suited for environments where sales cycles are complex and require a high degree of lead nurturing. In determining its value for a specific business, one should weigh the robust feature set against the need for data richness and readiness to invest in user training.

Zoominfo: The Bottom Line

What sets Zoominfo apart is its focus on actionable B2B insights with a high degree of accuracy and comprehensiveness. While other tools provide contact data, Zoominfo delivers a deeper context around each prospect, which can be the difference between a lead and a conversion. Particularly impressive is its feature that tracks changes in businesses, such as management shifts or funding rounds, giving users timely triggers for outreach.

Its noteworthy features like ReachOut, which allows for direct contact through various communication channels, and its Intent data, which signals when prospects are market for specific services, make Zoominfo a unique asset in strategic prospecting.

Zoominfo Deep Dive

Here's a deep dive into Zoominfo features, best use cases, pricing, customer support, and other purchase factors.

Product Specifications

  1. Contact Database - Yes
  2. Lead Scoring - Yes
  3. Prospect Tracking - Yes
  4. Data Import/Export - Yes
  5. Email Marketing - No
  6. Campaign Management - No
  7. Social Media Monitoring - No
  8. Interaction Tracking - Yes
  9. Customizable Reports - Yes
  10. Mobile Access - Yes
  11. Search/Filter - Yes
  12. Activity Dashboard - Yes
  13. Third-party Integrations - Yes
  14. Sales Intelligence - Yes
  15. Market Analysis - Yes
  16. Data Verification - Yes
  17. List Management - Yes
  18. Workflow Automation - Yes
  19. CRM Integration - Yes
  20. User, Role, and Access Management - Yes
  21. Performance Metrics - Yes
  22. Territory Management - No
  23. Multi-Channel Marketing - No
  24. Sales Forecasting - No
  25. Collaboration Tools - No

Zoominfo Feature Overview

  • The Contact Database is expansive and meticulously maintained, ensuring users have access to precise and updated contact information, which is essential for targeted marketing and sales efforts.
  • Lead Scoring: Zoominfo allows users to focus on the most promising leads by assigning values based on conversion potential, thereby optimizing sales strategies.
  • Prospect Tracking: capability is vital for monitoring and engaging with potential leads through their buying journey, enabling a more personalized approach.
  • Data Import/Export: ensures flexibility for users to move data in and out of the system, aiding in maintaining efficient data workflows.
  • Customizable Reports: help businesses to draw insights and make data-driven decisions by tailoring information to their specific needs.
  • Mobile Access: grants users the ability to access information while away from the desk, which is crucial for sales professionals on the move.
  • Advanced Search/Filter: The feature stands out for its precision, allowing users to quickly narrow down vast data sets to find exactly what they need.
  • Activity Dashboard: provides a snapshot of various metrics and KPIs at a glance, offering a clear view of performance and activities.
  • CRM Integration: simplifies the sales process by ensuring that Zoominfo's rich data works seamlessly within a company's existing CRM system.
  • Workflow Automation: enhances efficiency by reducing repetitive tasks, allowing sales teams to concentrate on building relationships and closing deals.

Standout Functionality

  • The Data Verification: process is distinctive, ensuring data accuracy through consistent updates, distinguishing it from competitors whose databases may become quickly outdated.
  • Market Analysis: offers granular insights into market movements and competitor activity, which are often more comprehensive than those provided by other media software platforms.
  • Sales Intelligence: features of Zoominfo deliver not just data but actionable insights, including intent signals and technographic, which are generally only available in more advanced, often more expensive, solutions.


Zoominfo boasts robust integrations with CRM platforms such as Salesforce, HubSpot, and Microsoft Dynamics, allowing for streamlined data transfer and activity coordination. The platform's API enables custom connections, offering businesses the ability to create tailored integrations and enhance the utility of Zoominfo within their unique software environments.

Zoominfo offers additional functionality through add-ons like ZoomInfo Engage, which provides capabilities for sales engagement, including email outreach and call automation.

Zoominfo Pricing

Pricing upon request

Ease of Use

Navigating Zoominfo presents a mixed experience. While the interface itself is clean and user-centric, the breadth of features and data available can be daunting initially. The onboarding process is comprehensive, which is beneficial for new users in getting up to speed with the platform's capabilities.

Customer Support

The customer support from Zoominfo is commendable, with a range of accessible resources and responsive support channels. However, some users have noted that the support can be less accommodating for smaller businesses, which may find the available support less tailored to their needs.

Zoominfo Use Case

Who Would Be A Good Fit For Zoominfo?

Zoominfo shines in environments where sales and marketing efforts need a boost from reliable, extensive market intelligence. I find it best suited for mid-sized to large enterprises that have the resources to leverage the vast data Zoominfo provides. Teams that benefit the most are those involved in B2B sales, marketing, and recruiting, where direct contact with decision-makers is critical.

Industries like software, consulting, and manufacturing, where there is a high value on reaching the right people quickly, also stand to gain a lot. Companies with a dedicated sales operations team to integrate and maintain data hygiene will find Zoominfo a powerful ally.

Who Would Be A Bad Fit For Zoominfo?

Small businesses and startups might struggle with Zoominfo, particularly if they're sensitive to price and lack the personnel to capitalize on its breadth of features. Companies in sectors where direct outreach is less common, such as retail or e-commerce, may find the tool's capabilities excessive for their needs.

Additionally, businesses that focus primarily on B2C markets will likely see a lower return on investment, as Zoominfo is fundamentally B2B-centric.

Zoominfo FAQs

What is Zoominfo primarily used for?

Zoominfo is used for gathering sales intelligence, prospecting, and streamlining the sales process through its vast contact database and market analysis tools.

Can Zoominfo integrate with CRM platforms?

Yes, Zoominfo integrates with popular CRM platforms like Salesforce, HubSpot, and Microsoft Dynamics.

Is Zoominfo suitable for small businesses?

Zoominfo may be overwhelming for small businesses, both in terms of cost and the complexity of data offered.

Does Zoominfo provide real-time data?

Zoominfo offers real-time data updates, ensuring users have access to the most current information available.

How does Zoominfo source its data?

Zoominfo sources its data through various means, including publicly available information, contributions from users, and machine learning algorithms.

Is training available for new Zoominfo users?

Zoominfo provides comprehensive training and onboarding processes, including webinars and tutorial resources.

Can Zoominfo data be exported?

Yes, data can be exported from Zoominfo for use in other applications and internal systems.

Is there a trial version available for Zoominfo?

Zoominfo occasionally offers trial periods or demos, but interested parties need to contact Zoominfo directly for current offerings.

Alternatives to Zoominfo

  • LinkedIn Sales Navigator: This tool is often considered when users are looking for a platform with a strong social selling component and direct messaging capabilities.
  • DiscoverOrg: Often compared for its precise company insights and organizational hierarchies, DiscoverOrg is a go-to for those needing detailed organizational charts.
  • Lead411: This is a popular alternative for businesses looking for more cost-effective options with solid lead generation and direct contact information.

Zoominfo Company Overview & History

Zoominfo provides a cloud-based market intelligence platform for sales and marketing teams to access detailed contact and business data. The platform is widely used by companies across the B2B landscape for its data-rich contact database. Zoominfo is a publicly traded company under the ownership of DiscoverOrg, which merged with Zoominfo in 2019.

Headquartered in Vancouver, Washington, the company boasts a notable advisory board and experienced leaders at the helm. Zoominfo's mission is to empower businesses to achieve their growth objectives. Since its inception, the company has marked several milestones, including numerous acquisitions of complementary technologies and its successful IPO in 2020.


In wrapping up this review, Zoominfo stands out as a formidable player in the field of B2B contact and business intelligence. Its robust database and feature set make it particularly well-suited for mid-sized to large enterprises with a clear strategy for leveraging such resources. For smaller companies or those in B2C, the platform may offer more firepower than necessary.

As with any tool, I recommend potential users weigh its features against their specific needs and resources. I welcome comments and shared experiences; it’s through these discussions that we can help each other make informed decisions in the ever-evolving landscape of media technology.

Phil Gray
By Phil Gray

Philip Gray is the COO of Black and White Zebra and Founding Editor of The RevOps Team. A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. It's this love for data and all things revenue operations landed him the role as resident big brain for The RevOps Team.

With 10+ years of experience in leadership and operations in industries that include biotechnology, healthcare, logistics, and SaaS, he applies a considerable broad scope of experience in business that lets him see the big picture. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.