Choosing between Lusha vs ZoomInfo?
Both are reputable B2B contact and company data tools, but depending on your team size, sales model, and market focus, one may suit your business better.
Let’s break down how they compare in terms of key features, pricing, and data coverage 👇
Choosing between Lusha and ZoomInfo depends on your team size, budget, and data requirements. Here’s a quick breakdown:
ZoomInfo offers a powerful, enterprise-grade platform with deep data, advanced segmentation, and intent signals. Still, the extra costs add up, and many SMBs and midsize businesses might struggle to see ROI.
Lusha is more affordable and easier to use, with a simple Chrome extension and fast access to contact data. However, its core prospecting capabilities are limited to the most expensive ‘Premium’ and ‘Scale’ packages.
Both rely on credits, which can restrict data access and lead to unexpected costs mid-quarter.
If you need compliant, mobile-first, and internationally accurate B2B data, Cognism is a smarter alternative:
Diamond Verified® mobile numbers and emails for the US, UK and EMEA regions.
GDPR, CCPA, and DNC compliance are built-in (not an add-on).
Unlimited data views and exports, no credit caps.
Bombora-powered intent signals are included on all plans.
Seamless CRM and sales tool integrations (not an add-on).
Transparent pricing with no hidden platform fees.
Best-in-class support with a 20-second average live chat response.
Cognism helps sales teams connect with the right buyers faster and ensures they do it compliantly.
Here’s a breakdown of how all three compare:
Book a demo to learn how Cognism can help you maintain data accuracy, minimise wasted efforts, and support revenue operations:
ZoomInfo offers a suite of business tools to help teams prospect, find talent or increase ROI. These tools are called:
MarketingOS.
ZoomInfo features include:
Enterprise businesses with complex sales motions focused on the US market are best suited to ZoomInfo’s data.
The tool offers comprehensive insights that include intent, technographics and integrated engagement workflows.
The ZoomInfo tool has a large dataset with powerful filtering and intent/forecasting tools.
ZoomInfo may be expensive for smaller teams. Due to its suite of business tools, it may be complex to navigate and have a steep learning curve.
Users have been concerned with unclear contract renewal terms, and reviewers mention that ZoomInfo’s data is stronger in the US.
Lusha has several key features to help teams perform better throughout the sales process:
Smaller teams and ICs who need fast email and phone contacts in the US benefit the most from using the Lusha database.
Lusha offers a simple UI and a useful free plan with add-on features like email sequence automation.
Lusha uses a credit-based pricing model, with its core prospecting capabilities limited to the most expensive ‘Premium’ and ‘Scale’ packages.
But what if you’re looking for a smarter alternative?
One that combines international mobile coverage, strict compliance, and signal data, all in a single platform.
That’s where Cognism comes in 👇
Cognism is built for modern go-to-market teams that need accurate contact data and international compliance from day one.
Its platform is designed to support revenue growth without the headaches of credit limits, extra compliance costs, or patchy mobile data.
Whether you’re targeting decision-makers in the US or expanding into new markets, Cognism offers the compliant, mobile-first coverage your team needs to scale.
Request a demo to see how Cognism stacks up in real-time 👇
Lusha pricing is based on credits per user. You get what you pay for: the features and number of records you can reveal and export depend on your subscription.
Packages for small businesses range from a free Starter plan with five credits per user a month to $29 and $51/mo per user with a limited number of credits.
You can cancel your plan anytime.
If you’re a 5+ team or an advanced user who needs integrations to CRM and SSO, you’ll need to opt in for the custom plan.
ZoomInfo’s license pricing is more complex than Lusha’s and is only available after a consultation.
It offers packages for recruiters, sales and marketing, customised solutions with integrations, segmentation features, and different data points as add-ons.
Unlike Lusha, ZoomInfo doesn’t offer monthly plans.
Lusha is more affordable than ZoomInfo, and its pricing is revealed upfront for smaller users.
Both providers rely on credit-based models, which may limit data views and exports. This may lead to paying unexpected fees for extra data, and teams may worry about wasting credits.
If ZoomInfo’s platform is too expensive, but Lusha’s doesn’t meet your needs to scale or operate more efficiently, other products will get the job done at an attractive price point.
If you’re looking for a platform that delivers strong ROI without hidden costs, Cognism offers a refreshingly transparent pricing model, without credits, view limits or surprise overage fees.
Both packages include:
Unlike ZoomInfo, no expensive add-ons exist to access international data. And unlike Lusha, there’s no need to worry about running out of credits mid-quarter.
Whether you’re a scaling team or an enterprise organisation, Cognism gives you predictable pricing and full platform access, designed to grow with you.
Why not get started with Cognism right away?
Here are 25 free leads for you!
As a business leader, you’ll want to know the number of email addresses and direct phone numbers ZoomInfo vs Lusha has.
It makes sense, after all, more data equals more leads.
Not true! Data quality matters more than volume.
Here’s an example:
Let’s say you sign a contract with a B2B data provider that boasts a vast database, but 50% of its emails bounce, and most of its contact numbers are incorrect or don’t exist.
That would be of no use to you, right?
It’s something to remember when comparing Lusha vs ZoomInfo.
Now, on to how Lusha and ZoomInfo’s databases compare:
In short, ZoomInfo has more emails and direct dials than Lusha.
And when it comes to the quality of that data?
Well, that’s another story...
Accurate, up-to-date contact and company data help SDRs and sales reps connect with decision-makers. That’s where sales intelligence platforms, like Lusha vs ZoomInfo, compete.
Despite their best efforts, no data provider is 100% correct in all areas. The data accuracy depends on a few variables, such as the industry or location.
ZoomInfo and Lusha check the accuracy of their B2B contact databases in different ways.
However, ZoomInfo’s advanced features may be overkill for smaller businesses looking to simply buy sales leads.
Rather than relying on volume alone, Cognism takes a quality-first approach with Diamond Data®, an exclusive mobile data asset comprised of phone-verified mobiles that make it 3X more likely to connect with your ideal buyers.
Phone verification is an added benefit to the already stringent data verification process, ensuring you reach the right prospects in their current roles at the correct companies.
If the prospect hasn’t been verified yet, you can request that we verify it in less than 48 hours.
But that’s not all. Every contact is checked against DNC lists in 13 countries (more than any other provider), giving sales teams the confidence to dial with compliance and accuracy.
It’s especially valuable if your team targets decision-makers in the US, UK, or Europe, where regulation is strict and connection rates matter more than database size.
With Cognism, you get access to:
Phone-verified mobiles, not just landlines.
Real-time data enrichment.
Bombora-powered intent signals.
Data coverage across key regions: US, EMEA, NAM, and APAC.
All of it is GDPR- and CCPA-compliant by default.
If Lusha’s accuracy doesn’t hold up and ZoomInfo feels like overkill, Cognism gives you the best of both worlds: clean, compliant, and ready-to-sell data that scales with your business.
ZoomInfo has a long history of ensuring compliance with CCPA and GDPR. Lusha is CCPA compliant and announced GDPR compliance in March 2023.
While Lusha is an official cleaner of the UK (TPS and CTPS) and the DNC, DNC list filtering is only available on Lusha’s highest package.
CCPA is a California-wide data privacy law regulating how businesses handle state residents’ personal information. GDPR was passed in the EU and is the world’s most rigid privacy and security law.
Failing to comply with the rules can have severe implications for your business.
If compliance is your top priority, Cognism offers complete, built-in protection without needing add-ons or upgrades.
Cognism was built with GDPR and CCPA compliance from the ground up. Here’s how we go further:
Automatic DNC filtering across 13 countries, including the US, Canada, and Australia.
Full TPS and CTPS compliance in the UK.
No B2C emails—only verified B2B contacts, reducing legal risk.
Proactive database notifications and opt-outs to support regulatory best practices.
With Cognism, you don’t need to manually check lists or upgrade to access essential safeguards. Compliance is included by default on every plan.
Lusha’s integrations are limited compared to ZoomInfo’s.
Lusha offers one-click integrations with a few high-profile CRMs, email providers and sales tools.
In contrast, ZoomInfo has a marketplace with 10 CRMs, and you can browse apps in different categories.
If your team relies on leading tools like Salesloft, Outreach, or HubSpot, Cognism fits right in.
We’ve prioritised building powerful, native integrations that streamline workflows, so reps can prospect, enrich, and engage without switching tabs.
Cognism offers:
Two-way Salesforce integration: helps reps identify owned accounts, enrich contact records, and avoid duplicates, right from their CRM.
Sales Companion: our in-platform Browser extension integrates with tools like Salesforce, Outreach, and HubSpot, letting users enrich records and access contact data without leaving their workflow.
Flexible connection options: choose from native integrations or use Zapier to link Cognism with your broader GTM tech stack.
Whether scaling a sales team or tightening RevOps processes, Cognism helps you move faster by embedding high-quality data directly into the tools your team already uses.
Intent data helps connect with buyers in-market earlier in their journey. Lusha and ZoomInfo provide intent data from two different sources:
ZoomInfo gathers intent data from various sources and is believed to rely on bidstream data. It is available within the ZoomInfo Powered by DiscoverOrg platform.
According to Lusha’s pricing page, intent signals are offered for Scale+ users.
Lusha and Cognism partner with Bombora for intent data. Bombora collects consent-based data, 70% of which is exclusive to Bombora. The data comes from a collaborative network of 5,000 of the world’s best publishers, where B2B buyers do their research.
Another thing that sets Bombora apart from other intent data providers is the historical baseline used when calculating intent.
The baseline considers typical content consumption in a given company. That means that only interactions above typical consumption show buyer intent.
When comparing Lusha vs ZoomInfo, real user feedback reveals a clear divide between simplicity and scale.
ZoomInfo is often praised for its sheer volume of data and advanced segmentation capabilities, particularly for US enterprise sales and marketing teams. On Reddit, one founder shared that ZoomInfo was instrumental in helping them generate over $1M in revenue, highlighting its strength for serious outbound teams.
However, not all reviews are glowing. Some users call out ZoomInfo’s steep pricing, aggressive contracts, and bloated technology. One reviewer on Reddit described it as “overpriced and truly lacks quality contact data,” with others noting that its UI and data access can feel overly complex, especially for smaller sales teams or early-stage companies.
Here’s a quote from one of Cognism’s customers, who made the switch from ZoomInfo to Cognism:
Stuck in a ZoomInfo contract and want out?
Cognism can help you make the switch 👇
By contrast, Lusha is frequently described as lightweight, accessible, and easy to use.
It’s often favoured by smaller businesses and individual reps who need quick access to emails and phone numbers without going through a lengthy onboarding process. However, several users have noted issues with data freshness.
In a review by Avoma, one user mentioned that “some of the information…was outdated or fake,” a recurring theme in discussions about credit efficiency and contact validity. Another mentioned low data availability and extra credits, making the platform expensive for smaller businesses.
Then there’s Cognism, which tends to surface in user conversations around accuracy, compliance, and international reach, particularly in the UK and Europe. On Reddit, one user praised Cognism for its “better UK mobiles” and flagged that other tools, like Lusha, often returned landlines or outdated numbers.
Another commenter, working in sales operations, explained that their team used ZoomInfo for US outreach but relied on Cognism in Europe due to better mobile coverage and compliance standards.
That said, many Cognism users praise Cognism’s US data:
In summary, user perception frames ZoomInfo as the heavyweight option for enterprise data needs, but at a cost.
Lusha is considered more user-friendly and affordable, though sometimes at the expense of data accuracy and scale.
Cognism is seen as a high-quality alternative for teams that value verified mobile data, global compliance, and strong performance in EMEA markets.
We’re answering your most common questions about the differences between ZoomInfo vs Lusha 👇
It depends on your business needs. ZoomInfo is better suited for large teams that require deep segmentation, intent data, and broad integrations, but it has a higher price tag.
Lusha is more affordable and easier to use, but its data accuracy and feature set are more limited.
If you need scale and simplicity, Cognism offers a smart middle ground. While it’s a bit more expensive than Lusha, credits aren’t required as the tool includes unrestricted views and individual and page-level exporting in every package*.
Follow the links below to see our direct comparison pages.
The key difference between Lusha and ZoomInfo lies in scale and complexity.
ZoomInfo provides a more comprehensive platform with advanced intelligence and automation tools, while Lusha focuses on quick, credit-based access to contact data via a Chrome extension.
ZoomInfo is built for enterprise; Lusha targets smaller sales teams.
Lusha is generally easier to use and faster to onboard. It has a simple interface and basic integrations and is popular with small teams and individual users.
ZoomInfo offers far more features, but it can feel overwhelming for new users and requires more training to use effectively.
Cognism is a better alternative for teams that need accurate mobile numbers, international compliance, and a more transparent pricing model.
It provides Diamond Verified® phone data, the most complete EMEA coverage, and Bombora intent signals without ZoomInfo’s heavy lifting or added costs.
Cognism is considered stronger in the UK and EMEA due to its phone-verified mobile coverage, built-in TPS/CTPS and GDPR compliance, and consistent performance across European markets.
Find out more about ZoomInfo’s European data.
Due to its Chrome extension, Lusha is often used with LinkedIn Sales Navigator, but Cognism’s Sales Companion works across LinkedIn, CRMs, and engagement tools, enabling enrichment and compliance checks directly within the workflow. It’s more powerful for teams prospecting at scale.
Do you find ZoomInfo’s Chrome Extension never works? Consider switching to Cognism.
Suppose ZoomInfo is too expensive and Lusha too limited. In that case, Cognism offers the best of both: verified data, unlimited usage, international compliance, and smart signals, without the stress of credit limits or bloated contracts. It’s built for growing sales teams that need quality and speed.
Yes. Diamond Data® is Cognism’s verified contact data asset, verifying phone numbers for accuracy and freshness. It significantly improves connect rates, making it three times more likely to reach the right decision-maker compared to unverified data. You can even request manual verification if needed.
If you’ve explored Lusha and ZoomInfo but neither quite ticks every box, you’re not alone.
Many revenue teams choose between two extremes: Lusha’s simplicity but limited scale, or ZoomInfo’s depth but complexity and cost.
Cognism is a powerful alternative designed to give your team exactly what they need to prospect confidently and quickly.
Cognism offers:
Phone-verified mobile numbers that connect reps with real decision-makers, especially across the US, UK, and EMEA.
Built-in compliance with GDPR, CCPA, and global DNC lists. No add-ons, no manual checking, no hidden risk.
Unlimited data views and exports, so your team can focus on selling, not saving credits.
Bombora intent data, helping you prioritise outreach to in-market buyers.
Seamless integrations with Salesforce, HubSpot, Outreach, Salesloft and more.
Highly rated support and onboarding, with responsive customer success teams across regions.
For growing companies that want quality, compliance, and international reach without the enterprise bloat or restrictive pricing models, Cognism strikes the right balance.
It’s not just another data provider; it’s a smarter way to scale your outbound.