ZoomInfo vs. Influ2: Which should you choose?

About ZoomInfo

ZoomInfo maintains one of the largest B2B contact databases — we're talking hundreds of millions of contacts. You get emails, direct dials, company data, and intent signals through integrations with your CRMs and sales tools. The platform bundles multiple modules (SalesOS, MarketingOS, TalentOS) into one system, but here's the catch: it requires enterprise-level budgets with typical contracts starting around $15k annually.

About Influ2

Influ2 takes a different approach — they target specific people with ads across multiple channels like LinkedIn and Google. Then they track which individuals engaged with what content and feed that data directly to your sales teams. They bundle ad spend and platform costs into one price based on the number of contacts you're targeting. Their focus? Measuring how ads actually drive pipeline and revenue, not just generating MQLs.

What do users say?

Users consistently praise ZoomInfo for delivering solid contact information — it's widely considered the gold standard database for prospecting, especially for larger companies and enterprise-level businesses. But here's where things get messy: users repeatedly slam the platform for inaccurate company data, expensive pricing (ranging from $200 to $7,000+ per month), poor customer service, and significant data quality issues. You'll find outdated contact information and phone numbers that route to reception desks rather than direct contacts. Many users also express frustration with ZoomInfo's aggressive sales tactics, complex setup process, and the requirement to share your own contact data to access their free plan. The result? Users frequently recommend alternatives like Apollo, UpLead, or LinkedIn Sales Navigator for better value and reliability.

Users love Influ2's ability to target specific decision-makers within target accounts rather than casting wide nets — several reviewers highlight this as a unique capability that sets it apart from other ABM tools. The platform delivers valuable visibility into individual-level engagement and intent signals, allowing your sales teams to prioritize outreach and follow up with prospects who've shown actual interest through ad interactions. Users consistently praise the customer support and service team, though some note limitations in reporting functionality and express desire for features like real-time activity tracking and industry benchmarking.

Comparison

ZoomInfo

ZoomInfo offers extensive B2B contact data (220+ million contacts) with strong integration capabilities across major CRMs and marketing platforms — perfect for large-scale prospecting and data enrichment. The downside? High costs (typically $15k+ annually) and interface complexity that can overwhelm users, while data quality may vary in niche markets.

Influ2

Influ2 specializes in person-level advertising and engagement tracking across multiple channels — delivering detailed revenue attribution and sales-marketing alignment capabilities. The platform requires pre-defined contact lists and strong sales-marketing coordination to be effective, which limits its utility for broad lead generation or discovering unknown prospects.

ZoomInfo works best for mid-to-large enterprises with substantial budgets that need comprehensive contact data and broad prospecting capabilities. Its massive database and multi-module platform make it ideal for organizations requiring scale and data breadth across sales, marketing, and recruiting functions.

Influ2 serves companies focused on account-based marketing with defined target lists — particularly those prioritizing sales-marketing alignment and precise individual-level advertising over volume-based lead generation.

Both tools enable contact-based marketing but in different ways — ZoomInfo provides the contact data foundation while Influ2 executes targeted advertising to specific individuals. Contact-based marketing is crucial for modern B2B success because it enables personalized outreach, reduces wasted ad spend, and improves conversion rates by focusing on the right decision-makers rather than casting wide nets that capture unqualified leads.

Do you need account-based marketing, or something else?

Here's the revelation that's flipping ABM on its head: your funnel isn't about anonymous accounts. It's about the decision-makers and influencers within those accounts.

That's what makes contact-based marketing (CBM) a breakthrough. Instead of focusing on broad account intent signals, contact-based marketing pinpoints the EXACT people engaging with your content in real-time — even when they don't convert.

How does this solve the traditional tension of intent-based marketing? It clears up the ambiguity.

With contact-level data, you can reveal high-priority leads by identifying the individuals behind key touchpoints. Deliver hyper-targeted ads based on specific contact behaviors. And bridge the gap between marketing and sales alignment with actionable, lead-level insights.