Choosing the right sales intelligence tool can make or break your marketing strategy. If you’re torn between ZoomInfo and 6sense, you’re not alone—countless businesses face this exact decision.
Understanding the differences between these platforms is crucial. The right choice can boost your team’s productivity, uncover quality leads, and grow your pipeline faster.
In this article, we’ll break down how ZoomInfo and 6sense compare, highlight their unique strengths, and share practical insights to help you decide which fits your needs best.
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6sense vs ZoomInfo: Which Platform Wins for B2B Sales & Marketing?
When it comes to sales and marketing in the B2B space, having accurate data and powerful tools can make or break your success. Two of the most talked-about platforms in this arena are 6sense and ZoomInfo. If you’ve been wondering how these tools stack up—and which might be right for your team—this article will break it down for you in clear, simple terms.
What Is 6sense? What Is ZoomInfo?
Before diving into a detailed comparison, let’s clarify what each platform does and what they’re known for.
6sense: The Predictive Intelligence Powerhouse
- Focus: 6sense is described as an account-based orchestration platform, primarily designed for account-based marketing (ABM).
- Core Strengths:
- Uses artificial intelligence (AI) to predict which companies are in-market for your solutions.
- Uncovers hidden buying signals from a wide range of online activities.
- Helps prioritize accounts and personalize outreach.
- Ideal For: Teams focused on ABM, marketing, and large-scale sales targeting.
ZoomInfo: The Data Intelligence Giant
- Focus: ZoomInfo provides a vast database of contact and company information, aiming to help sales and marketing teams connect with the right people.
- Core Strengths:
- Real-time information on businesses and key decision-makers.
- Advanced search and filtering options for prospecting.
- Tools for workflow automation and enrichment.
- Ideal For: Teams focused on list building, prospecting, and rapid outbound sales.
Detailed Comparison: Breaking Down the Key Differences
To help you choose, let’s break down the main aspects where 6sense and ZoomInfo differ or overlap.
1. Data Coverage and Accuracy
- 6sense: Focuses on intent data, predictive analytics, and uncovering hidden buyer activity. It can surface when accounts are actively researching solutions like yours, not just who they are.
- ZoomInfo: Renowned for extensive, accurate databases of contacts, companies, and their details. Great for finding emails, phone numbers, and org charts.
Key Takeaway:
If knowing “who” is most important, ZoomInfo may have the edge. For deeper insights into “when” a company is ready to buy, 6sense shines.
2. Approach to Lead Generation
- 6sense: Uses AI to score and prioritize in-market accounts. Targets buying groups, not just individuals, helping you align sales and marketing.
- ZoomInfo: Ideal for quickly building prospect lists, filtering by role, industry, or company size. Offers intent data, but not as robust as 6sense’s predictive capabilities.
Key Takeaway:
For ABM and targeted outreach, 6sense offers powerful prioritization. For broad, fast prospect list-building, ZoomInfo is your go-to.
3. Integration and Usability
- 6sense:
- Integrates with popular CRM (like Salesforce) and marketing automation platforms.
- Designed for orchestration—aligning marketing campaigns, sales outreach, and insights in one hub.
- ZoomInfo:
- Also integrates with leading sales and marketing tools.
- Straightforward interface for searching, exporting, and enriching data.
Key Takeaway:
Both offer strong integrations, but 6sense stands out for ABM orchestration, while ZoomInfo excels in seamless list creation and contact enrichment.
4. Features Overview
Let’s look at some of the distinct features each platform offers:
6sense Key Features
- Predictive analytics and AI-powered insights
- Account identification and segmentation
- Buying signal tracking
- Orchestrated sales and marketing actions
- Dynamic ABM campaigns
- Pipeline forecasting
ZoomInfo Key Features
- Deep B2B database: contacts, companies, org charts
- Email and direct-dial phone access
- Intent signals (less advanced than 6sense’s predictions)
- List creation and management tools
- Enrichment and cleansing of existing data
- Workflow automation (email, alerts, etc.)
Visualize it this way:
If 6sense is your strategic “radar” for sensing opportunity, ZoomInfo is the “navigation system” for finding and contacting the right people.
Benefits and Drawbacks of Each Platform
No platform is perfect for everyone. Here’s a quick look at where each shines—and where you might face challenges.
Advantages of 6sense
- Better for ABM: AI-driven account prioritization is excellent for account-based programs.
- Predictive Insights: Helps stop wasting time on accounts that aren’t ready to buy.
- Personalization Power: Enables more tailored outreach and campaigns.
Drawbacks of 6sense
- Steep Learning Curve: Advanced features can be overwhelming without proper onboarding.
- Pricier for Smaller Teams: Best suited for larger marketing and sales organizations.
Advantages of ZoomInfo
- Fast Prospecting: Quickly find and contact key decision-makers.
- Data Breadth: Comprehensive, up-to-date business and contact information.
- Easy Integration: Slick plug-ins and APIs for sales and marketing workflows.
Drawbacks of ZoomInfo
- Over-Reliance on Data: If your process needs more predictive insights, you may need to supplement ZoomInfo.
- Data Can Age: No database is perfect—occasional outdated contacts are inevitable.
Choosing the Best Tool for Your Needs
Still unsure? Here’s a simple decision-making framework:
Choose 6sense If:
1. You rely heavily on account-based marketing strategies.
2. Predicting buyer intent and timing is a top priority.
3. Your sales and marketing teams need ABM orchestration across multiple channels.
Choose ZoomInfo If:
1. Rapid, large-scale outbound prospecting is your main focus.
2. You require up-to-date, accurate contact info for sales.
3. Data integration and enrichment are your primary needs.
Some teams actually use both. For example, 6sense may inform which accounts are a priority, while ZoomInfo provides the right contacts and communication data for targeted outreach.
Cost Considerations and Tips
Both platforms are premium offerings, and pricing depends on team size, features, and data volumes. Here’s some general advice for getting the most value:
- Bundle Where Possible: Sometimes, combining ZoomInfo with 6sense (or a similar intent platform) gets you the best of both worlds.
- Negotiate Contracts: Always ask about multi-year deals or bundled pricing for multiple seats and features.
- Avoid Unused Features: Clearly define your must-haves vs. nice-to-haves before buying.
- Pilot Programs: See if you can run a pilot with your team before committing fully.
- Check User Limits: Some plans restrict the number of exports, users, or integrations.
Pro Tip: ZoomInfo sometimes offers flexible add-ons, while 6sense expects more customization up front—plan your budget accordingly.
Practical Tips and Best Practices
To get the most from either platform, keep these expert tips in mind:
- Start With Alignment: Make sure your sales and marketing teams agree on goals and processes.
- Dedicate Resources: Assign team members to own training, onboarding, and ongoing platform management.
- Measure and Iterate: Track success metrics (lead-to-meeting rates, pipeline impact, etc.) and adjust your workflows to improve results.
- Combine With Other Tools: Don’t be afraid to blend platforms; together, they can fill gaps and provide a more holistic GTM (“go-to-market”) approach.
- Keep Your Data Clean: Regularly update and verify your CRM and marketing platforms with fresh data exports.
The Bottom Line: Which Platform Wins?
Both 6sense and ZoomInfo are world-class platforms, but they solve slightly different challenges:
- 6sense is best if you want to sense who’s ready to buy, orchestrate complex ABM campaigns, and align sales and marketing.
- ZoomInfo excels if you need immediate access to decision-makers, accurate contact info, and large-scale list building.
If your budget allows, using both—leveraging their strengths—can deliver the most comprehensive solution for modern B2B sales and marketing.
Frequently Asked Questions (FAQs)
What is the core difference between 6sense and ZoomInfo?
6sense focuses on predicting which accounts are ready to buy using intent data and AI, making it highly effective for account-based marketing and timing your approach. ZoomInfo excels at delivering contact and company data, helping you quickly find and reach the right prospects for your sales efforts.
Can I use 6sense and ZoomInfo together?
Yes, many B2B teams use both. 6sense can help you target the right accounts at the right time, while ZoomInfo provides the up-to-date contact information needed to connect with the key buyers within those accounts.
Which platform is better for small businesses?
Generally, ZoomInfo is more accessible for smaller teams due to its straightforward data access and prospecting features. 6sense’s advanced features and higher price point make it more suitable for mid-market to enterprise teams focused on ABM.
How reliable is the data on these platforms?
Both platforms invest heavily in keeping their data accurate and up-to-date. However, no database is completely perfect—it’s normal to occasionally encounter outdated or incorrect contact details, so always verify before high-stakes outreach.
What are the pricing models for 6sense and ZoomInfo?
Pricing varies and is customized based on your company size, desired features, and the number of users. Both operate on annual contracts and offer different tiers. It’s best to get a tailored quote and negotiate for maximum value, especially if you’re considering multi-year or bundled packages.
With this knowledge, you can confidently assess which tool—6sense, ZoomInfo, or both—will best drive your B2B sales and marketing success!