Sales prospecting lives or dies by the accuracy and freshness of contact data. The wrong contact data provider will cripple your ability to meet customers who need you. With so many vendors claiming to be the best, how do you separate fact from hype? And what are the best Zoominfo alternatives?
A recent LinkedIn discussion, sparked by Andriy Boychuk, cut through the noise. The email marketing consultant asked for alternatives to ZoomInfo, a leading sales contact data provider, prompting hundreds of recommendations and insights from sales professionals and data experts.
This is a brief analysis of those insights—what works, what doesn’t, and how to approach buying sales contact data with precision.
Andriy Boychuk
Quality is non-negotiable
Data accuracy is non-negotiable. Cutting corners on quality to save costs is a false economy that will haunt your productivity.
Susan Sullivan, Sr. Commercial Account Manager, shared a blunt critique of Apollo, "We recently made the switch, and the reliability and quality of data is terrible."
She says, "Apollo promises a lot (data enrichment, call recording, AI summaries, sequencing/cadences, etc.), but most of the time it isn't useful data. You'll likely get an HQ number for 80% of the contacts, but let's be real—we're all looking for a direct line. So far, Lusha has had every key contact's info, which is why I'm okay paying out of pocket."
Susan sells productivity software. On the other hand, Oscar Prior raised a key consideration.
"Is a 20/30% drop-off in the quality of data worth the marginal cost saving? It might feel good in the short term, but reps' performance will bite down the line," he says. Oscar sells for Zoominfo. So...
It's true: Bad data isn’t just an inconvenience. It wastes time, erodes team morale, and sinks deals. Choose quality, every time.
CEO, Chad Jones invested in Zoominfo, the 800 pound gorilla.
"After signing up for a 2 year contract, we found over 40% of our leads were garbage. When we tried to rectify this with them, they ended up offering us credits. This did nothing to rectify the problem."
Jones says he had to pay a third-party service to verify contact info and, "then it again it found a high percentage of bad data."
Zoominfo alternatives
ZoomInfo is respected. But other tools are taking center stage, offering strong features at competitive prices. Each comes with unique strengths and weaknesses:
"Apollo promises a lot (data enrichment, call recording, AI summaries, sequencing/cadences, etc.), but most of the time, the data isn't useful," says Susan Sullivan.
"You'll likely get an HQ number for 80% of the contacts, but let’s be real—we're all looking for a direct line. So far, Lusha has had every key contact’s info—which is why I'm okay paying out of pocket."
Lusha seems to be reliable for mobile numbers and a favorite for direct lines. Susan said, "So far, Lusha has had every key contact’s info—which is why I’m okay paying out of pocket."
However, bear in mind Susan calls on a specific type of prospect, perhaps in a specific region. Each platform delivers different value propositions. Choosing the right one depends on requirements and priorities.
Keep in mind: Generic solutions have limitations. The best providers often solve specific problems or excel in niche scenarios.
Mark Colgan of The Vault serves fractional professionals. He offered a layered approach, "Use Apollo.io for most of the data you need, Clay for automation and enrichments, and Ocean.io to fill in any gaps."
"Cognism has superior EMEA data in our experience," says Stephen Johnson, Head of Growth at Mo, who serves employee recognition buyers.
Others recommended:
- Clay for contact data enrichment and multi-provider integrations.
- Findymail for reliable email enrichment.
- Cognism for regional targeting, especially in EMEA.
"Apollo.io’s data is broken," says Chris Sevenish who sells to HR leaders at Randall Reilly.
"We only had a 12% success rate in the information being accurate for the three months we had them. We switched to Seamless.ai. It’s been phenomenal. Lusha is also great, but can be pricey if you’re looking for enterprise."
The takeaway is clear: aligning solutions with business-specific goals matters more than chasing the most popular tool.
Hidden costs
Cheaper tools come with hidden costs—time lost to data verification, missed connections due to inaccuracies, or functionality gaps that force teams to rely on additional software.
"Apollo provided better value than ZoomInfo in terms of cost and data quality, especially for cell phone data," says VP, Sales & Marketing at Alloy Enterprises, Jim Golden. He says Apollo balances affordability with quality.
Again, it depends on industry sector, the type of contacts you're calling on. The question isn’t just, “What does this tool cost?” It’s, “What will it cost if the data fails?”
How to decide
Here's a decision-making framework to simplify the selection process. Here’s what to consider:
1. What’s essential for success?
- Primary outreach channels (phone, email, LinkedIn)?
- Target markets or regions?
2. Which tools meet operational needs?
- Do integrations with CRM or outreach platforms exist?
- How reliable is the data in real-world usage?
3. What’s the ROI?
- Are the cost savings worth potential drops in data accuracy?
- How quickly can the investment pay off in pipeline gains?
"For an average conversion rate of 2-3%, it would take between 26,667 and 40,000 calls to book 800 meetings by phone. You’d need 16 to 23 people making 80 calls per day. Cost matters, but so does the revenue generated from each client. It’s all about balancing these factors," says Gary Wood, who sells software development.
4. Can layering tools improve outcomes?
- Combining providers like Findymail and Clay can reduce risk while maximizing performance.
5. Have you tested alternatives?
- Trials or limited plans are essential to validate data accuracy and fit.
"You have to call these people in the future, and if you’re not thinking about that now, you will," says Tim Savage, a fractional CRO. "When talking to any platform, ask about the quality of mobile and direct data. Everyone validates emails, but the real differentiator is calling data."
It depends
Contact data quality varies from sector to sector. For example, some Academy members have done well -- with phone and email data to small businesses in ecommerce sectors. However, for those seeking CIO/CISO/IT Director contacts, quality is terrible.
Sadly, "It depends." That's the only certainty.
People in different sectors -- and niches within -- have different experiences. Some, find the mobiles at ZoomInfo. Some don't. This is why there's no "one best" resource.
Our members who do the best (at sourcing accurate contact data) literally hire one full time -- or a team of full time people. For example, in Sri Lanka or Philippines. These helpers manually harvest quality contact data. They also enrich that data with LinkedIn data.
Some sellers ask, why settle for automated lead generation tools when you can have a human verified leads that are tailored for you?
Indeed, with human verification, you can get more accurate, high-quality leads. Outsourced services are offered on a cost-per-lead (CPL) basis or through an hourly rate. This gives you flexibility to choose what best fits your needs.
Do it yourself waterfall
Relying on a single data provider often results in gaps—outdated phone numbers, invalid email addresses, or incomplete profiles. This is where the "waterfall" approach comes in, transforming data enrichment into a strategic advantage.
Contact data enrichment refers to improving the quality and completeness of contact information by sourcing and verifying data through multiple channels. The waterfall methodology takes this a step further by layering data from multiple providers. Instead of relying solely on a single source, sales teams (or your service provider) move sequentially through tools, filling in gaps and cross-verifying details.
"We do not use just one magical tool. We combine data from Apollo, StoreLeads, LinkedIn, third-party data sellers, research agencies, and conference lists. It’s a tedious and complex task, but it pays off well in our case," says Ivan Borovikov who sells a marketing platform to ecommerce and direct to consumer brands.
Why Use a Waterfall Approach?
- Higher Accuracy: No single provider has perfect data. A waterfall approach reduces errors by using multiple sources to confirm details like phone numbers or email addresses.
- Improved Coverage: Providers often specialize in certain geographies, industries, or contact types. Combining tools ensures you capture data that a single source might miss.
- Cost Efficiency: While layering tools may seem costly, it minimizes wasted time on incorrect contact information, which can cost more in lost opportunities.
"I would use the following combination to maximize output and minimize cost: Apollo.io to find relevant contacts, Findymail to enrich email, and if you need phone numbers, add another waterfall enrichment tool," says Oleksandra Vlasiuk of Juicy Prospecting.
In other words, different tools can be specialized for specific data types.
Centralized platforms like Clay simplify the process, offering a streamlined solution for executing waterfall strategies.
"Clay allows you to get multiple providers in one platform. The emails and numbers are completely verified," says Enterprise Account Executive, Wesley Arnold of Netenrich.
As with everything in life, you cannot simply purchase the contact data needed -- in most (not all) cases. That said, everyone claims they have the best data, the most fresh, etc.
A waterfall isn’t necessary for every business. For smaller operations with modest outreach, a single provider may suffice. However, for enterprises or teams scaling rapidly, the benefits of data enrichment through waterfalls are undeniable.
Design a contact data waterfall
Here are the steps involved.
Define Your Needs
- Are you prioritizing email addresses, phone numbers, or both?
- Do you need data from specific regions or industries?
Select Your Tools
Choose a combination of tools based on your needs. For example:
- Apollo.io: Broad, cost-effective database.
- Findymail: Focused email enrichment.
- Lusha or Cognism: Excellent for direct phone numbers.
Layer the Providers
- Start with a generalist tool for wide coverage.
- Enrich data with a specialized provider.
- Verify accuracy using a final layer like Smartlead or Clay.
Automate Where Possible
Platforms like Clay integrate multiple providers, automating the waterfall process. This saves time and reduces manual errors.
Stop persuading, start provoking
You can have the best contact data. But without a way to engage conversations you're dead in the water.
Survival requires being heard -- in a world which is 100% tuned out.
This demands you become very good at starting conversations with people who have active dis-interest. Ya gotta earn attention by provoking, standing out.
Google'ing hacks, templates results you looking stupid. Subservient. Pathetic. Desperate.
"I look forward to hearing from you."
Loser!
"I'm here to help first, not sell."
Liar!
"Here's something you should know..." (insert valuable content)
I already know that, moron!
These statements signal "I'm a needy, socially incompetent slob" to people who need what you sell -- but are turned off by your persuasive tone.
Sales is the art of getting people to figure out -- they need what you have.
Sales is helping people begin the process of convincing themselves -- they need to talk to you. Not about buying; About their problem or goal. Sales requires dropping all the contrived bullshit marketers have invented to persuade people.
Instead, help people convince themselves by getting them a little curious. This is the first step. I'll show you how to get started in this free Curiosity Crash Course.
The wrong contact data provider will cripple your ability to meet customers who need you. But ya gotta have strong communication skills. It's time to provoke, engage.
See you in comments!
