ZoomInfo’s competitors, as named in its own fiscal 2025 annual report, include LinkedIn Sales Navigator, D&B Hoovers and TechTarget, plus free sources, customers’ own databases and, increasingly, large-language-model providers that may build business contact data into their tools. ZoomInfo (Nasdaq: GTM), based in Vancouver, Washington, sells subscriptions to go-to-market data and software; revenue was $1,249.5 million in fiscal 2025. It argues no rival offers a platform as comprehensive, while warning that larger technology companies could enter its market.
Subscriptions to data, analytics and software for sales, marketing, operations and recruiting teams. Subscription revenue was $1,229.0 million of $1,249.5 million in fiscal 2025.
02
Where rivals attack
ZoomInfo says the main factors in winning deals are platform breadth, data quality and accuracy, depth of coverage, ease of use and measurable benefit. Specialist vendors compete on single use-cases or niche markets.
03
Who could enter
Its 10-K warns that Salesforce, Oracle, Google or Microsoft/LinkedIn may choose to compete in B2B sales and marketing intelligence, with greater resources and brand recognition.
04
The AI threat
The 10-K says LLM providers and generative AI companies may incorporate business contact information and company intelligence into their models or tools at substantially lower cost.
What changed in 2025-26
Moving upmarket
In June 2025 ZoomInfo cut about 6% of employees to support its move upmarket, where larger customers have shown higher retention. It had 1,921 customers paying $100,000 or more a year at the end of 2025, and they made up over 50% of contract value.
Retention still below 100%
Net revenue retention was 90% at the end of 2025, up from 87% a year earlier, and 89% at 30 June 2026. Below 100% means existing customers, as a group, spend less each year before new sales.
AI shrinks the seat count
ZoomInfo’s 10-K warns of AI-driven seat compression: as AI agents make users more productive, customers may need fewer seats. From the third quarter of 2026 it plans to move part of its per-seat revenue to a lower platform fee plus pre-purchased data credits, which may cause near-term revenue headwinds.
Selling its own AI layer
ZoomInfo now sells ZoomInfo Copilot and GTM Studio and describes AI agent-assisted selling as part of its platform. It expects cost of service as a share of revenue to rise slightly because of AI consumption costs. Second-quarter 2026 revenue was $310.4 million, up from $306.7 million.
ZoomInfo competitors named in its fiscal 2025 10-K
What the 10-K saysNamed as a potential competitor; LinkedIn also listed as an open online database
D&B Hoovers
TypeBusiness data provider
What the 10-K saysNamed as a potential competitor in deals
TechTarget
TypePurchase-intent data provider
What the 10-K saysNamed as a potential competitor in deals
Salesforce, Oracle, Google
TypeLarge software and advertising platforms
What the 10-K saysCould choose to enter, with greater resources
LLM and generative AI providers
TypeAI models and assistants
What the 10-K saysMay offer contact and company data at substantially lower cost
What it means for you
If you buy B2B data, test coverage and accuracy on your own target accounts before you sign; ZoomInfo itself names accuracy as a deciding factor.
Ask vendors how their pricing works when your team uses AI agents; seat-based contracts may no longer match how you use the data.
Check what your CRM and free sources already give you; ZoomInfo lists customers' own databases as competition.
If you build in this market, compete on data that models cannot easily copy, such as verified, contributed or real-time signals.
For investors, watch net revenue retention and the number of $100,000-plus customers alongside headline revenue.
The Business Engineer lens
When AI agents do the prospecting, the buyer pays for answers and actions, not for logins, which is why ZoomInfo is moving from seats to data credits. The Business Engineer sees B2B data vendors splitting into two camps: those whose data becomes the input that agents consume, and those an LLM makes redundant.
ZoomInfo's 2025 annual report names LinkedIn Sales Navigator, D&B Hoovers and TechTarget, along with LLM and generative AI providers that may add business data to their tools.
Is LinkedIn Sales Navigator a ZoomInfo competitor?
Yes. ZoomInfo names it as a potential competitor and lists LinkedIn among the open online databases that compete with paid data.
How big is ZoomInfo?
Revenue was $1,249.5 million in fiscal 2025 and $310.4 million in the second quarter of 2026. It trades on Nasdaq as GTM.
How is AI affecting ZoomInfo?
It sells AI products such as Copilot, but warns that AI may reduce the number of seats customers need and that LLM providers could offer similar data more cheaply.
The complete explainer, cleaned up and reformatted for mobile.
STRATEGIC ANALYSIS
Zoominfo Competitors
Zoominfo is an American software-as-a-service ( SaaS โ as explored in the shift from SaaS to agentic service models โ ) company founded by Henry Schuck and Kirk Brown in 2007. The company sells access to the most comprehensive B2B database in the world to help sales and marketing teams better communicate with prospects. Zoominfo held an IPO in June 2020 raising $935 million . Like similar software companies that are valuable to remote teams, demand for the Zoominfo platform increased because of the coronavirus pandemic.
Key Components
UpLead
UpLead is a tool sales teams can use to build a clean prospect list that is free of inaccurate or inappropriate leads. In fact, UpLead is the only prospect company that offers a 95% or more accuracy guarantee .
Lead411
Lead411 describes itself as the โ premier source for verified lead data that you just canโt find anywhere else.
LinkedIn Sales Navigator
LinkedIn Sales Navigator is a solution for individual sales representatives and companies with more than seventy such representatives on their payroll. Both groups can leverage the power and reach of the core LinkedIn professional network.
Visual Visitor
Visual Visitor is a B2B sales intelligence platform that allows clients to accelerate their sales pipeline and land more deals in less time.
Lusha
Lusha helps more than 280,000 companies connect with their prospects and increase their revenue by converting more leads.
Competitors Case Studies
Read Next: Business Competition , Direct vs. Indirect Competition
Real-World Examples
AirbnbAmazonBoeingCoca-ColaDisneyDoordash
Quick Answers
What is UpLead?
UpLead is a tool sales teams can use to build a clean prospect list that is free of inaccurate or inappropriate leads. In fact, UpLead is the only prospect company that offers a 95% or more accuracy guarantee .
What is Lead411?
Lead411 describes itself as the โ premier source for verified lead data that you just canโt find anywhere else. โ The platform offers sales and marketing services, recruiting, and also allows clients to sell into software-as-a-service or technology stacks.
What is LinkedIn Sales Navigator?
LinkedIn Sales Navigator is a solution for individual sales representatives and companies with more than seventy such representatives on their payroll. Both groups can leverage the power and reach of the core LinkedIn professional network.
Key Insight
Zoominfo is an American software-as-a-service ( SaaS ) company founded by Henry Schuck and Kirk Brown in 2007. The company sells access to the most comprehensive B2B database in the world to help sales and marketing teams better communicate with prospects. Zoominfo held an IPO in June 2020 raising $935 million .
Exec Package + Claude OS Master Skill | Business Engineer Founding Plan
FourWeekMBA x Business Engineer | Updated 2026
Zoominfo is an American software-as-a-service (SaaS) company founded by Henry Schuck and Kirk Brown in 2007. The company sells access to the most comprehensive B2B database in the world to help sales and marketing teams better communicate with prospects. Zoominfo held an IPO in June 2020 raising $935 million.
Competitor
Description
Key Insights
Competitive Overlap
Differentiation
LinkedIn Sales Navigator (Microsoft)
A sales and marketing tool designed to help sales professionals find and connect with prospects on LinkedIn. LinkedIn Sales Navigator competes with ZoomInfo in the B2B sales intelligence and lead generation space.
LinkedIn Sales Navigator offers sales and lead generation tools, directly competing with ZoomInfo in segments like B2B data and prospecting, targeting sales and marketing professionals looking to leverage LinkedIn for lead generation.
Both compete in the B2B sales intelligence and lead generation market, providing tools for prospecting and lead generation, with LinkedIn Sales Navigator’s focus on leveraging LinkedIn’s network.
LinkedIn Sales Navigator’s integration with LinkedIn’s extensive professional network.
InsideView (Demandbase)
A B2B data and intelligence platform that provides sales and marketing teams with data, insights, and connections. InsideView competes with ZoomInfo in the B2B data and sales intelligence market.
InsideView offers B2B data and intelligence solutions, directly competing with ZoomInfo in segments like B2B data enrichment and prospecting, targeting businesses looking for data-driven insights.
Both compete in the B2B data and sales intelligence market, providing data and insights for sales and marketing teams, with InsideView’s focus on data accuracy and enrichment.
InsideView’s data accuracy and focus on data enrichment.
D&B Hoovers (Dun & Bradstreet)
A business intelligence and B2B sales acceleration platform that offers data and analytics for sales, marketing, and supply chain professionals. D&B Hoovers competes with ZoomInfo in the B2B data and sales acceleration space.
D&B Hoovers provides business intelligence and sales acceleration tools, indirectly competing with ZoomInfo in segments like B2B data enrichment and prospecting, targeting businesses seeking data-driven insights and sales acceleration.
Both compete in the B2B data and sales acceleration market, offering data and analytics for sales and marketing teams, with D&B Hoovers’ focus on business intelligence and financial data.
D&B Hoovers’ extensive business and financial data resources.
DiscoverOrg (ZoomInfo)
A B2B intelligence and sales acceleration platform that offers data, insights, and connections for sales, marketing, and recruiting professionals.
DiscoverOrg provides B2B intelligence and sales acceleration solutions, directly competing with ZoomInfo in segments like B2B data enrichment and sales prospecting, targeting businesses looking for data-driven insights and sales acceleration.
Both compete in the B2B data and sales intelligence market, offering data and insights for sales and marketing teams, with DiscoverOrg’s focus on B2B data accuracy and market intelligence.
DiscoverOrg’s specialization in B2B data accuracy and market insights.
Lead411 (UpLead)
A B2B contact data platform known for its lead generation and sales intelligence tools. Lead411, now part of UpLead, competes with ZoomInfo in the B2B lead generation and contact data space.
Lead411 offers B2B contact data and lead generation solutions, directly competing with ZoomInfo in segments like B2B contact data and lead prospecting, targeting sales and marketing professionals seeking contact information for lead generation.
Both compete in the B2B lead generation and contact data market, providing contact information and lead generation tools, with Lead411’s focus on data accuracy and lead prospecting.
Lead411’s expertise in B2B contact data accuracy and lead generation.
Apollo (Apollo.io)
A B2B sales engagement platform known for its prospecting, outreach, and analytics tools. Apollo competes with ZoomInfo in the B2B sales engagement and lead generation space.
Apollo offers B2B sales engagement and lead generation solutions, indirectly competing with ZoomInfo in segments like B2B lead prospecting and outreach, targeting sales and marketing teams looking to automate their outreach efforts.
Both compete in the B2B sales engagement and lead generation market, providing tools for prospecting and outreach, with Apollo’s focus on sales engagement automation and analytics.
Apollo’s specialization in sales engagement automation and analytics.
Clearbit
A B2B data enrichment and customer intelligence platform known for its data accuracy and enrichment services. Clearbit competes with ZoomInfo in the B2B data enrichment and lead generation space.
Clearbit offers B2B data enrichment and customer intelligence solutions, indirectly competing with ZoomInfo in segments like B2B data accuracy and lead generation, targeting businesses seeking high-quality data for sales and marketing efforts.
Both compete in the B2B data enrichment and lead generation market, providing data enrichment and lead generation tools, with Clearbit’s focus on data accuracy and enrichment services.
Clearbit’s data accuracy and data enrichment capabilities.
Hunter (Email Hunter)
A B2B email finding and lead generation platform that helps users find email addresses and verify their deliverability. Hunter competes with ZoomInfo in the B2B email finding and lead generation space.
Hunter offers B2B email finding and lead generation solutions, indirectly competing with ZoomInfo in segments like B2B email prospecting and lead generation, targeting sales and marketing professionals seeking accurate email addresses for outreach.
Both compete in the B2B email finding and lead generation market, providing tools for email prospecting and lead generation, with Hunter’s focus on email address verification and accuracy.
Hunter’s expertise in email address verification and lead generation.
SalesIntel
A B2B contact data platform known for its data quality and sales intelligence solutions. SalesIntel competes with ZoomInfo in the B2B contact data and sales intelligence market.
SalesIntel offers B2B contact data and sales intelligence solutions, directly competing with ZoomInfo in segments like B2B contact data accuracy and sales prospecting, targeting businesses looking for high-quality data for sales and marketing campaigns.
Both compete in the B2B contact data and sales intelligence market, providing data quality and insights for sales and marketing teams, with SalesIntel’s focus on data accuracy and coverage.
SalesIntel’s data quality and extensive data coverage.
Cognism
A B2B lead generation and sales intelligence platform known for its data enrichment and outbound sales tools. Cognism competes with ZoomInfo in the B2B lead generation and sales intelligence space.
Cognism offers B2B lead generation and sales intelligence solutions, directly competing with ZoomInfo in segments like B2B lead prospecting and outbound sales, targeting businesses seeking data-driven lead generation and sales acceleration.
Both compete in the B2B lead generation and sales intelligence market, providing tools for lead prospecting and outbound sales, with Cognism’s focus on data enrichment and sales automation.
Cognism’s data enrichment capabilities and sales automation tools.
Key numbersAs stated in this article
$935 millionZoominfo held an IPO in June 2020 raising $935 million .This article
95%In fact, UpLead is the only prospect company that offers a 95% or more accuracy guarantee .This article
280,000Lusha Lusha helps more than 280,000 companies connect with their prospects and increase their revenue byโฆThis article
In one lineZoominfo is an American software-as-a-service ( SaaS โ as explored in the shift from SaaS to agentic service models โ ) company founded by Henry Schuck and Kirk Brown in 2007.
FourWeekMBABusiness EngineerAt a glance
In fact, UpLead is the only prospect company that offers a 95% or more accuracy guarantee.
The platform is used by more than 80% of the Forbes Cloud 100 list of companies, including SAP, PayPal, and commercial real estate firm JLL.
Visual Visitor boasts a database with over 540 million contacts and encourages sales teams to ask themselves four critical questions:
The platform provides access to more than 100 million business profiles and 15 million company profiles.
Layout refreshed 6 October 2026. The article text below is unchanged.
Why it mattersFrom the article
Like similar software companies that are valuable to remote teams, demand for the Zoominfo platform increased because of the coronavirus pandemic.
UpLead
UpLead is a tool sales teams can use to build a clean prospect list that is free of inaccurate or inappropriate leads. In fact, UpLead is the only prospect company that offers a 95% or more accuracy guarantee.
Features include real-time email verification, technology tracking, email pattern intelligence, and integration with Salesforce and twelve other CRM platforms.
Lead411
Lead411 describes itself as the โpremier source for verified lead data that you just canโt find anywhere else.โ The platform offers sales and marketing services, recruiting, and also allows clients to sell into software-as-a-service or technology stacks.
Some of Lead411โs clients include Toyota, Pfizer, Hewlett Packard, Deloitte, and Samsung.
FourWeekMBABusiness EngineerTimeline, as stated in the article
2007
Zoominfo is an American software-as-a-service ( SaaS โ as explored in the shift from SaaS to agentic service models โ ) company founded by Henry Schuck and Kirk Brown in 2007.
2020
Zoominfo held an IPO in June 2020 raising $935 million.
2020
Zoominfo held an IPO in June 2020 raising $935 million.
LinkedIn Sales Navigator
LinkedIn Sales Navigator is a solution for individual sales representatives and companies with more than seventy such representatives on their payroll. Both groups can leverage the power and reach of the core LinkedIn professional network.
Some of Lushaโs major clients include Dropbox, Uber, Microsoft, and Facebook.
Key takeaways:
Zoominfo is an American software-as-a-service (SaaS) company founded by Henry Schuck and Kirk Brown in 2007.
Zoominfo’s competitors include UpLead, a company that offers accurate prospect lists and integration with multiple CRM platforms. There is also Lead411, a source of lead data the company claims cannot be found anywhere else.
LinkedIn Sales Navigator is a Zoominfo competitor where clients can leverage its existing professional network. The same can also be said for Lusha, with millions of available profiles and an impressive customer list.
Zoominfo and Competitors: Key Takeaways
Zoominfo Overview: Zoominfo is a prominent American software-as-a-service (SaaS) company founded in 2007 by Henry Schuck and Kirk Brown. It offers a comprehensive B2B database to help sales and marketing teams improve communication with prospects. The company held an IPO in 2020 and has experienced increased demand due to the COVID-19 pandemic.
UpLead: UpLead is a competitor to Zoominfo, providing sales teams with tools to build accurate prospect lists. UpLead stands out with a 95% accuracy guarantee and features like real-time email verification, technology tracking, and integration with CRM platforms.
Lead411: Lead411 positions itself as a premier source for verified lead data that is not easily found elsewhere. The platform serves sales, marketing, and recruiting needs, and counts clients like Toyota, Pfizer, Hewlett Packard, and Samsung.
LinkedIn Sales Navigator: LinkedIn Sales Navigator is a solution for individual sales representatives and larger companies alike. It leverages LinkedIn’s professional network and is used by over 80% of Forbes Cloud 100 companies, including SAP, PayPal, and JLL.
Visual Visitor: Visual Visitor is a B2B sales intelligence platform that accelerates sales pipelines and emphasizes the importance of quick responses in dynamic markets. Its database contains over 540 million contacts and assists sales teams in identifying potential leads and interested prospects.
Lusha: Lusha helps companies connect with prospects and increase revenue by converting more leads. It offers access to business and company profiles, with a free plan that includes five contacts per month. Major clients include Dropbox, Uber, Microsoft, and Facebook.
Connected ยท Zoominfo
Where to go next on Zoominfo
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Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
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