Why look for a ZoomInfo alternative?

ZoomInfo is a well-known player in the B2B sales intelligence space, but it isn’t always the best fit for Australian businesses. Here’s why many companies seek alternatives:

• Limited local data:  While ZoomInfo has extensive coverage in the U.S, its Australian database isn’t as comprehensive, which can be a challenge for businesses targeting local prospects.
• High cost: The platform’s pricing can be steep, especially for small and mid-sized businesses (SMBs) that don’t need enterprise-level features.
•  Complex contracts: Some users find ZoomInfo’s contractual obligations restrictive, making it harder to scale usage up or down based on business needs.

How to choose the right ZoomInfo alternative 

Before diving into the specific alternatives, it’s essential to understand what factors matter most when choosing a sales intelligence solution:

1. Data quality and coverage Australian businesses need accurate, up-to-date data on local companies, decision-makers, and industries. A provider with a strong Australian B2B database will offer higher-quality leads and better prospecting results.
2. AI capabilities Modern sales intelligence tools leverage artificial intelligence (AI) to offer predictive analytics, lead scoring, and intent-based targeting. The most advanced the AI, the smarter your prospecting efforts will be.
3. CRM integration Seamless integration with CRMs like Salesforce and HubSpot is critical. A tool that connects easily to your existing systems will save time and improve workflow efficiency.
4. Pricing and scalability Consider whether the pricing model aligns with your budget and growth plans. Some platforms charge premium rates suitable for enterprises, while others offer flexible pricing for SMBs and startups.
5. Compliance and privacy Australia has strict privacy laws, including the Australian Privacy Act and Do Not Call register. A sales intelligence tool must comply with these regulations to ensure legal and ethical use of data.

Now, let’s compare the best ZoomInfo alternatives available to Australian businesses.

Top ZoomInfo alternatives for Australian companies

1. Firmable (best for Australian data and businesses of all sizes) Firmable is a leading B2B sales intelligence platform tailored specifically for Australian businesses. It offers a deep, well-maintained local database, AI-powered insights, and user-friendly features designed to help sales teams close more deals. Key benefits:

• Extensive Australian B2B database:  Unlike many global providers, Firmable prioritises local data accuracy and coverage.
• AI-driven lead insights: Smart lead recommendations help teams find and prioritise the best prospects.
• Seamless CRM integration: Works smoothly with popular CRMs like Salesforce and HubSpot.
• Competitive pricing: More affordable than ZoomInfo, with flexible plans suited to SMBs.
• Regulatory compliance: Adheres to Australian data protection laws, ensuring responsible use of contact details.

Best for: Sales and marketing teams that need precise Australian B2B data with AI-powered insights at an affordable price. 2. Apollo (best for startups and affordability) Apollo is a budget-friendly options that offers a blend of sales intelligence and engagement tools. Key benefits:

• Large contact database:  Covers global markets, with some Australian business contacts.
• Email automation: Built-in tools for outreach sequences.
• Freemium model: Offers a free plan with limited access to contacts.
• Sales engagement features: Apollo allows users to build outreach sequences within the platform, making it useful for startups with lean sales teams.

Best for: Startups and budget conscious businesses that need a low-cost prospecting tool with engagement features. 3. Lusha (best for individual sales reps) Lusha is a lightweight, user-friendly sales intelligence tool focused on contact data accuracy. Key benefits:

• Chrome extension for quick lookups:   Ideal for sales reps who need to enrich data on the go.
• Simple pricing plans: Some predictive analytics, but not as advanced as others like Firmable.
• Direct contact information: Focuses on mobile numbers and emails for direct outreach.

Best for: Individual sales professionals and small teams needing a simple, easy-to-use data tool. 4. Cognism (best for enterprise-level compliance and European expansion) Cognism specialises in GDPR-compliant sales intelligence, making it ideal for businesses with strict regulatory requirements. Key benefits:

• Strong compliance framework: GDPR and PECR compliant, with transparent data sourcing.
• Intent data and firmographics: Helps teams target accounts showing active buying signals.
• Global coverage: Useful for companies expanding beyond Australia to Europe.
• Sales triggers and alerts: Allows teams to be notified when key prospects change roles or company information updates.

Best for: Large enterprises with compliance concerns or those targeting European markets. 5. Seamless.AI (best for automated prospecting) Seamless.AI is an AI-driven sales intelligence platform focused on continuously updating and refining prospect data. Key benefits: 

• Real-time AI data updates:  For updating contact information.
• Built-sales engagement: Automates personalised outreach for prospecting.
• Scalability: Designed for businesses that require a high volume of contacts.

Best for: Sales teams that rely heavily on AI-driven data updates and automated prospecting.

Final recommendation

For Australian companies, Firmable stands out as the best ZoomInfo alternative due to its local data accuracy, AI-driven insights, and affordable pricing tailored to SMBs. If you need a European option with compliance focus, Cognism is worth considering. Startups and small teams may find Apollo or Lusha more suitable, while enterprise teams look for AI-driven automation could explore Seamless.AI. Next steps:

• Want to test Firmable’s data quality for yourself?   Sign up for a free trial today.
• Still unsure? Compare features, pricing and integrations based on your business needs.
• Looking for a customised solution? Contact our team to discuss tailored options for your sales intelligence strategy.