ZoomInfo Pricing Explained: Is It Worth It in 2024?

Functional and reliable sales software is crucial for modern businesses to connect with buyers digitally. Depending on your business size, needs, and budget, rest assured that there are enough options for everyone. 

One of these promising sales tools is ZoomInfo, a leader in the B2B sales and marketing space. With many separate sub-products and a non-disclosed pricing structure, evaluating whether ZoomInfo is the right choice for your business may be extra challenging. 

What started as a mere B2B data provider has steadily grown into an end-to-end business suite, fusing dedicated Sales, Marketing, and Talent products, while maintaining its status as one of the most extensive databases in the market. 

One substantial drawback of ZoomInfo is its untransparent pricing structure, which requires interested buyers to talk with sales to determine what they’ll have to pay for the product. 

Spoiler alert—it comes at a very steep cost. 

We’ve written this article to give you some more information about ZoomInfo’s cost, pricing plans, and if it’s really worth it for your business. 

ZoomInfo product overview 

Before diving into the pricing, let’s cover the basics—what is ZoomInfo? 

At its heart, ZoomInfo is an all-in-one sales and marketing intelligence platform containing an extensive contact and company database. With ZoomInfo, users can build hyper-targeted prospect lists, generate leads, and manage the sales pipeline by prioritizing high-intent buyers. 

Unlike most SaaS solutions, ZoomInfo offers a completely customized solution for businesses, taking into account the product bundles and features required per use case. 

While this software suite spans across multiple business verticals, including marketing, recruiting, and operations, ZoomInfo’s main and most popular product offering is its sales solution—ZoomInfo SalesOS: 

• SalesOS → sales prospecting with an extensive contact database, sales intelligence with intent data and buying signals, engagement via emails and calls, and pipeline management. Though not as impressive as standalone sales platforms that also include extra perks like LinkedIn automation, analytics to refine sales strategies, AI SDRs that not only personalize outreach but also handle replies and book meetings on your behalf, and more. 

• MarketingOS → designed for B2B marketing teams, this product also revolves around the extensive contact database and intelligence. Marketing professionals can leverage this data to find targeted leads for marketing and ad campaigns, segment their audience, and personalize their marketing efforts based on actionable intelligence. 

• TalentOS → designed for HR teams and recruiting professionals, this product helps pinpoint the top qualified talents suitable for their companies’ open positions. ZoomInfo’s database contains tons of useful talent information such as previous experience and skills, which can be of value for recruitment teams, especially for high-level roles. 

No matter if your business needs all 3 of these bundles entirely depends on your scale of operations and team size, but more often than not, most companies opt solely for the SalesOS product, unless they’re large enterprises. 

Let’s take a closer look at what makes ZoomInfo SalesOS so popular. 

ZoomInfo SalesOS main features 

Given that SalesOS is by far the most in-demand reason for businesses to purchase a ZoomInfo subscription, it’s important to understand exactly what you get in return for the premium pricing we will discuss shortly. 

This sales automation platform is relatively sufficient for modern sales teams and is extra useful for account-based sales and marketing by leveraging the enriched prospect and company intelligence available.

However, it’s worth noting that several top sales automation platforms include native lead databases for a fraction of the price, along with more robust outreach capabilities. So what once used to be ZoomInfo’s main unique selling has now become a key addition to other sales tools. 

On top of that, ZoomInfo SalesOS offers: 

• Actionable insights such as real-time buying signals and intent data that allow sales teams to prioritize purchase-ready leads and take the most appropriate next step; 
• AI conversational intelligence that analyzes sales calls, providing real-time notes and scripts, analyzing why calls succeeded or failed, and helping sales reps better close deals.  
• Several channels for sales outreach campaigns, allowing users to create sequences with automated emails, follow-ups, and calls. 
• Pipeline management features that help sales teams track all customer interactions, monitor the progress of their deals, and make decisions based on lead behavior and engagement history.
• ZoomInfo Copilot—a brand new feature that leverages AI to assist sales teams with prospecting and engagement, automatically leveraging customer data and behavior to personalize outreach, alert sales reps if it’s prime time for engagement, and more.

The ZoomInfo API capabilities are also impressive, allowing teams to relatively easily integrate with CRMs and other sales and marketing tools. 

However, ZoomInfo SalesOS, even on its own, has a very expensive price tag, which means the barrier to entry for small and medium-sized businesses is quite high and significantly more than some of the equally impressive alternatives on the market. 

We’ve gathered some information here and there to get a clearer picture with regards to how much exactly ZoomInfo costs. 

Let’s talk numbers. 

ZoomInfo pricing plans

Deciding on the right sales or marketing software for your business is challenging in itself, and it gets even more complicated when certain products like ZoomInfo don’t have their pricing plans available to the public. 

The only way interested buyers can even determine whether this product fits their budget is to talk with ZoomInfo’s sales team and determine a quote.  

As you can see, there’s an email field at the top with the button ‘Get Pricing’, but for some weird reason, the only thing that happens once you click it is it takes you to the free trial sign-up. No pricing information whatsoever. 

On one hand, this lack of transparency can be a hurdle for most small to medium businesses, but on the other hand, custom pricing plans come with their own perks, like paying for only what you need and for nothing that you don’t. 

There are 4 main factors that influence the price of a ZoomInfo subscription: 

1. Features required → while in most SaaS tools various features are fixed per pricing plan, most ZoomInfo’s features are modular add-ons, so engagement capabilities and advanced intent data will come at an additional cost, or you may pay less should you not need them. 
2. Number of seats → pretty straightforward, the vast majority of all sales SaaS tools are priced per user, and ZoomInfo is no different. Rather than paying for the product itself, you’re paying for an X amount of licenses to use it. 
3. Credits needed → each ZoomInfo plan comes with a certain number of monthly credits, and depending on your prospecting needs, the pricing will greatly vary based on your desired volume. These credits are used to perform all different kinds of actions like exporting contact data, unlocking buyer intent, etc. 
4. Contract length → somewhat common practice in SaaS subscriptions, businesses willing to commit to long-term contracts can expect some form of discount for ZoomInfo, with some users reporting up to 50% discounts. 

All in all, those looking to purchase ZoomInfo can expect to pay upwards of $15,000 per year for small teams with around 5 seats on the starter ‘Professional’ plan. The number of credits allocated varies among user reports, but it will most probably be under 1000. 

Moving up to the more premium Advanced and Elite plans, the price gets significantly steeper. 

In summary, the ‘Advanced’ plan is basically the starter ‘Professional’ plan on steroids, including enhanced data insights like purchase intent signals, organizational charts, and more. 

The highest-tier ‘Elite’ plan on the other hand is in a ballpark of its own and is designed for large enterprises running aggressive lead generation campaigns. While the exact perks of this plan are near impossible to find online, multiple users have mentioned powerful AI features like AI-generated customer profiles that are updated in real-time, and more extensive buying signals in real-time. 

Price-wise, these plans will once again highly depend on the 4 factors mentioned above, but businesses can expect the damage to be in the area of $15,000 to $40,000+ annually. 

All in all, there are definitely countless alternative sales automation tools out there that are much more affordable, yet in some cases may be just as functional. 

ZoomInfo SalesOS pricing

We’ve taken a closer look at ZoomInfo SalesOS specifically to break down the price tags and features that come along with each plan, considering this is by far the most popular product that businesses purchase. 

Keep in mind, however, that these prices are based on online research and reports from users, so these are merely estimates, whereas the actual price will greatly depend on your exact business size and needs. To get the most accurate quote, it’s definitely worth reaching out to the ZoomInfo sales team.

Zoominfo pricing reviews

To get a better understanding of whether the steep price tag is justifiable, we’ve turned to the one and only true source of information—verified users. 

After looking through hundreds of ZoomInfo reviews regarding the pricing, it’s clear that those teams that are willing to spend the big bucks are happy with their investment, with most reporting a positive ROI after some time of using the product: 

“Although it comes with a higher price tag, this database delivers exceptional value through its unparalleled accuracy and depth of information.”

“Indeed, the adage holds true: “You get what you pay for.” While ZoomInfo may come with a higher price tag, its value is akin to digital gold. The investment pays off in the form of robust features, accurate data, and exceptional performance.”

“The product itself is excellent, and I really can’t find any features or issues that I dislike. I guess I could say the price was a little bit of a hurdle at the beginning but the ZoomInfo team was able to work out a deal that was beneficial for all.” 

On the other hand, numerous users mentioned that for the premium price they’re paying they expect more native features included instead of having to purchase extra add-ons, while others repeatedly mentioned their less-than-transparent contract agreements:

“They price the product like it is the best in the industry when in reality it is very faulty, inaccurate, leaves off many companies in any SIC category. Many newer companies are entirely left off – if you are pursuing small/mid sized companies, the info is either missing or wrong. The large company data is great, but then it would also be the case for many Data List vendors out there.”

“We try to end the contract after 1 year. But the contract is auto-renew, we are a really small company, do not have someone dedicated to handle these terms. We try to negotiate with days after 2 days auto-renew due. But no luck. We have to pay full whole year contract price without any room to negotiate. So we end up paying a tool that we are not using.” 

Overall, the crowd of B2B professionals seems to have mixed feelings about the product regarding the price—while most are happy with the hefty investment, a good chunk of users mention the somewhat aggressive pricing agreements with no room for cancellation. 

Top Zoominfo alternatives 

No SaaS product is perfect, though most definitely try to be, and ZoomInfo is no exception. While overall ZoomInfo is a good sales platform, with such a premium price tag comes a (rightfully) increased scrutiny. 

Therefore, it’s probably wise to consider some of the top ZoomInfo alternatives in the market that may be more than sufficient for your business to generate leads, engage and nurture them, and close those deals.

On this note, we’d love to humbly invite you to check out Reply.io—an all-in-one sales automation platform with many more outreach features compared to ZoomInfo for a much more affordable price. 

Key differences include: 

• Reply.io offers a revolutionary AI SDR that creates tailored outreach sequences, hyper-personalizes your outreach, AND handles responses on your behalf (including booking meetings); 
• With Reply.io, users can supplement their emails and calls with LinkedIn touches, WhatsApp messages, and SMS, to create multichannel conditional sequences that adjust to prospect behavior;  
• Reply.io also comes with a dedicated AI Chatbot that effectively captures, qualifies, and nurtures inbound leads that visit your company website, only to make things more interesting—you can create your own AI avatar to drive engagement; 
• Reply comes with native Google Postmaster and MailToaster integrations, along with an expert deliverability team at your assistance, ensuring your emails always reach their intended recipients; 
• Reply.io is much cheaper than ZoomInfo, especially if compared to their entire product bundle; 
• Last but not least, Reply.io also provides robust management features to keep track of sales reps’ performance, tasks, KPIs, etc.

The verdict—is Zoominfo worth the price? 

So, back to the elephant in the room—is ZoomInfo worth its extra-premium price tag? 

Right off the bat, if you’re a small to medium-sized business, it’s almost certainly not worth it. The sheer amount of operational costs may not yield a productive ROI, unless you’re aiming for aggressive mass sales campaigns. 

For larger businesses that require tons of comprehensive data insights like firmographics, technographics, and real-time intent signals, ZoomInfo SalesOS can definitely help streamline their prospecting and engagement efforts. 

But then again, a business could find a standalone lead database, combine it with a dedicated sales engagement platform, and it would still end up being cheaper. 

Ultimately, if you’re considering merging your sales, marketing, hiring, and operational efforts under one roof, then ZoomInfo is undoubtedly a great option. 

But if what you’re really after is sales automation software, we strongly recommend checking out the numerous, much cheaper alternatives out there that will get the job done just as well, without breaking the bank. 

We invite you to take Reply.io for a free spin and explore how its native lead database, powerful AI features, and multichannel outreach, among other features, can help your business reach new sales heights. We’ll be more than happy to answer any questions you may have 🙂