Are you trying to decide between 6Sense vs. ZoomInfo and wondering which sales platform is the right choice for you?
Both platforms have unique strengths and use cases, which I’ll explain in detail in this article to help you find the right fit.
However, if you decide that neither ticks all the boxes you need, I’ll introduce an additional, more versatile solution to both - Warmly.
Let’s start by diving into each platform’s features.
6Sense vs. ZoomInfo vs. Warmly - Features
While 6Sense and ZoomInfo have pretty fixed use cases—6Sense is an ABM platform, and ZoomInfo’s unique selling point is its B2B database.
Warmly is a more flexible solution that can be used just as efficiently to achieve a wide range of sales and marketing goals.
This is why I’ll first break down Warmly’s core functionality before getting to the other two.
Warmly Features
Warmly is a signal-based revenue orchestration platform that enables sales, marketing, and GTM teams to:
- Capture buyer interest in real-time.
- Gain quality insights into prospective customers, allowing reps to tailor their strategies accordingly.
- Engage them while they’re still hot and successfully convert them.
There are several features that are most appreciated by 6Sense and ZoomInfo users who switch to Warmly, including the following:
1. Reveals high-intent accounts
This feature lets you use Warmly for account-based strategies and to make your prospecting game laser-precise.
Namely, one of the crucial aspects of any ABM or targeted prospecting strategy is finding the accounts that are:
- The best fit for your ICP.
- Surging, i.e., showing the most interest in your or similar product or services, indicating they’re ready to buy.
With Warmly, you can easily identify those accounts by capturing them on your website.
Warmly identifies individual and company accounts visiting your web pages and proceeds to enrich them with:
- B2B data, including contact data, firmographic, technographic, CRM data, etc., helps you figure out whether they’re a match for your ICP and high-performing accounts.
- First-party intent data that helps you understand how likely they are to buy based on their interactions with your website (visited pages, time spent on each page, recurring visits, downloaded collaterals, etc.).
- Third-party intent data that paints a more complete picture of their readiness to buy by providing actionable insights into their entire digital buyer’s journey, including search history, visits to competitors’ websites, job change intent, etc.
As a result, your sales and marketing teams will be able to recognize high-intent accounts from the start—both at the company and stakeholder levels—allowing reps to focus their efforts on them while they’re still surging.
2. Orchestrates sales and marketing workflows
Warmly lets you put various parts of your sales and marketing operations on autopilot, enabling reps to focus on what matters most—making strategic decisions and converting high-value leads.
For instance, Warmly’s Orchestrator enables you to automate LinkedIn and email outreach, as well as CRM enrichment.
Setting up automation within the Orchestrator is easy:
- Define the trigger that’s going to set off the workflow (e.g. a lead that matches your ICP lands on your website or takes a specific high-intent action like visiting the pricing page more than once).
- Define your ICP and high-value leads so that the Orchestrator knows who to target (filters you can use include company size, industry, location, tech stack, an individual’s job position, and many more).
- Specify an action it should take, which can include:
- Sending a LinkedIn request and/or personalized DM.
- Sending a contextual email.
- Syncing relevant data to your CRM to keep your records fresh and relevant.
You can also automate routing to ensure that each company and individual account is handled by the appropriate rep while their interest is at its peak.
Set up Slack notifications to alert the right rep when:
- An ICP-matching account lands on your website.
- Asks a high-intent question in the chatbot.
- Takes other relevant action.
As a result, no quality lead will fall through the cracks ever again.
Finally, you can also leverage Warmly’s AI Chat to automatically engage and qualify leads, as the chatbot will make sure to:
- Ask contextual, relevant questions.
- Give correct answers and offer collateral based on the account’s interests and preferences.
- Book meetings, and more.
3. Lets you engage high-value accounts live
Being able to detect surging accounts in real-time is nifty, but it won't do you much good unless you can pounce on them at the right time.
Warmly solves this conundrum by including a feature that lets you engage leads live - while they’re still surfing your website.
Reps can choose between two options:
- Text chat, meaning they’ll replace the chatbot and talk to prospects themselves.
- Video chat that lets you hop on a video call straight from Warmly.
This way, instead of booking meetings for who knows when and risking missing the golden opportunity to convert high-intent leads, you can chat them up while they’re still hot and close more deals effortlessly.
4. Has a daily-updated B2B prospect database
Recently, Warmly introduced Coldly, a database with 200M+ accounts and contacts that gives your sales team an excellent starting point for prospecting.
Coldly includes all the B2B data your reps need to make initial contact, including:
- Validated emails.
- Phone numbers.
- LinkedIn profiles.
The database also provides 25+ B2B filters and customizable data filters that you can set up, enabling you to build highly targeted prospect lists in a few seconds.
Finally, Coldly also has a browser extension that lets you scrape essential B2B contact data from any source on the web, including LinkedIn profiles, company websites, etc.
This way, your sales team will have both accurate contact data at their fingertips and the right tools to pick up buyer intent signals and set up workflows on top of them.
6Sense Features
6Sense is an AI-powered ABM platform that combines B2B data with intent signals to automate ABM workflows.
It has several features that account-based teams can find handy, such as:
1. Provides in-depth B2B intent data
6Sense collects intent signals from multiple sources (it claims it analyzes 500B+ intent signals monthly), such as website visits, keyword searches, and engagement patterns.
This data helps you better understand what your target accounts are researching, allowing you to pinpoint the ones most likely to convert and create relevant and highly personalized campaigns accordingly.
2. Prioritization dashboards
These provide sales reps with a personalized, 360-degree view of all their deals, accounts, leads, etc.
As a result, reps can identify opportunities in real-time and gain a deep understanding of which accounts to focus on and how.
Moreover, all the essential information is constantly updated, meaning that you’ll always have the most relevant and accurate data.
3. Dynamic audience building
6Sense provides 80+ segmentation filters that let you quickly define your ICP and identify accounts that best fit it.
It combines proprietary data with your CRM data and the intent signals it picked up to create detailed account lists that enable you to prioritize high-value accounts.
The platform dynamically adjusts account lists by moving accounts to different audience segments based on relevant real-time factors such as changes in their buying stage, annual revenue, keywords they are researching, etc.
ZoomInfo Features
ZoomInfo is an end-to-end sales and marketing platform with a solid range of features.
While its extensive contact database - with 100M+ companies, 260M+ contact records, and 135M+ verified mobile phone numbers - is ZoomInfo’s main selling point, there are also a few other traits worth mentioning:
1. Advanced predictive analytics
ZoomInfo leverages AI to help you create more precise ICPs and automatically finds accounts that match it in its rich database.
AI-generated ICPs use your historical and real-time prospecting data, including demographics, pain points, purchasing behavior, etc., to automatically generate fresh and accurate ICPs whenever relevant factors shift (e.g., market conditions, your scoring system, and more).
In addition, its predictive capabilities use your CRM data to recognize patterns in won and lost deals, enabling you to pinpoint accounts that are most likely to convert.
2. Ad targeting
This feature lets you create automated ad campaigns using more than 300 intent signals and company attributes, including ideal accounts in your targeted market, buying intent signals, and more.
As a result, you’ll ensure that your ads are displayed to all the right accounts across all relevant channels.
3. Conversation Intelligence
ZoomInfo’s conversation intelligence, Chorus, is another nifty feature for sales reps.
It captures and analyzes customer calls, emails, and meetings and provides:
- Accurate transcriptions.
- Detailed insights into key topics, action points, missed opportunities, bottlenecks, etc.
This can be used to improve your sales strategies and train new sales reps on your best-performing scripts and tactics.
Integrations - Demandbase vs. 6Sense vs. Warmly
Understanding how well a platform integrates with other relevant software is crucial for making the right decision.
Namely, if you have to change your entire tech stack to use a single solution because it doesn’t fit into it as it should, it’s more cost-efficient to simply choose another solution.
So, let’s explore how each of these platforms plays with other software tools.
Warmly
Currently, Warmly integrates with a wide range of platforms, enabling GTM teams to create a well-rounded tech stack geared for success.
Some of its integrations include:
- OpenAI.
- Slack.
- Apollo.
- Outreach.
- Demandbase.
- Clearbit.
- People Data Labs.
- And more.
Interestingly, Warmly also has a deep integration with 6Sense and offers its users a partner discount for accessing ZoomInfo’s database.
This means that with Warmly, you’ll get:
- Deep integrations with a number of lead intelligence and sales automation tools are included in the platform.
- Warm Bundle, i.e., partner discounts for over 25 sales, marketing, and GTM tools.
6Sense
6Sense offers a decent number of integrations with various tools, including:
- G2.
- Marketo.
- SalesLoft.
- Gong, etc.
ZoomInfo
ZoomInfo integrates with 70+ apps from different categories, such as CRMs, sales engagement platforms, automation tools, etc.
Its most notable integrations include Pipedrive, Salesloft, Zapier, JazzHR, Greenhouse, and more.
Integrations in a nutshell
ZoomInfo has the most pre-built integrations compared to Warmly and 6Sense.
However, neither ZoomInfo nor 6Sense provides information regarding the price of each partner integration, meaning that the costs could prove too high to be worth it.
Warmly, on the other hand, is the only platform with a transparent partner integration policy. It clearly outlines the discounts you can expect with each tool, which range from 10% to up to 80% in some cases.
Additionally, Warmly has a solid number of native integrations, including platforms like Slack, OpenAI, LinkedIn, 6Sense, etc.
Pricing - 6Sense vs. ZoomInfo vs. Warmly
Price is another critical factor in deciding on your ideal tool, so here I’ll provide an in-depth view of each platform’s pricing policy.
Warmly
Warmly has a freemium plan that lets you:
- Identify up to 500 people and companies visiting your website.
- Pinpoint leads that fit your ICP.
- Set up automated lead routing via Slack notifications.
To access more detailed intent data and orchestration features, you can choose from three plans:
Startup: Starting from $700/mo, includes:
- 3 seats.
- Up to 10,000 identified website visitors.
- Starts at 1,000 Orchestrator credits.
- Live Chat, Video Calls & 5,000/mo AI Chat credits.
- Warm Bundle Tech Partners discounts.
Business: From $1,440 to $1,740/mo, depending on the number of identified visitors (10,001-100,000), includes:
- Everything in Startup.
- 10 seats (+$25/month per additional seat).
- 1 Free LinkedIn Sequencing Seat.
- Dedicated Customer Success Manager.
- Automated Bombora third-party intent signals (+$4,000 Add-On).
Enterprise: Custom pricing, includes:
- Everything in Business.
- 20 seats (+$25/month per additional seat).
- 100,001+ identified visitors per month.
- Starts at 50,000/mo Orchestrator credits.
- Advanced Al personalization.
- Custom RevOps buildouts.
- Custom integrations.
- Multiple domains.
- Automated Bombora third-party intent signals are included in the price.
Note: All plans are billed annually.
6Sense
6Sense has a free plan that provides:
- 50 credits/month.
- Buyer Discovery.
- Contact & Company Data.
- Alerts.
- List Management.
- Chrome Extension.
If you need more, you can upgrade to one of three plans:
Team: Includes everything in Free plus:
- Technographics
- Psychographics
- Web, CRM, and SEP Apps
- Add to CRM/SEP
- Dashboards
Growth: Everything in Team plus:
- 6sense Intent (Keywords)
- 3rd Party Intent
- Corporate Hierarchy
- Prioritization Dashboards
Enterprise: Everything in Growth plus:
- Predictive AI Model
- AI Recommended Actions
- CRM & MAP Activity
6Sense doesn’t disclose prices on its website, so you’ll have to contact its sales for more details.
However, Vendr also provides some helpful insights into 6Sense’s pricing policy.
Its website states, "Customers are required to enter into a 2-year agreement with 6sense, a commitment that yields high retention. In addition, it's important to highlight that potential costs may arise due to usage/overages, upgrades, or downgrades. Also, billing terms and conditions may affect the pricing.”
Finally, according to Vendr’s data, the average 6Sense contract value is $123,711, meaning that this platform is definitely on the higher end of the pricing range.
ZoomInfo
Similarly to 6Sense, ZoomInfo doesn't reveal its exact pricing.
It has three plans for Sales, Talent, and Marketing teams, all of which have custom pricing and lock you into 12-month contracts.
These custom packages differ primarily in the app integrations and features they include, as each is geared toward distinct user types.
You’ll have to contact ZoomInfo’s team for a quote, but we know that the price will depend on several factors:
- Features and functionality.
- Number of licenses.
- Credit usage.
- The type of intelligence you need (more robust info such as technographic attributes and org charts will create additional costs).
- Add-ons you want included (e.g., Streaming Intent for revealing buying intent in real-time).
- The integrations you need.
According to Vendr, ZoomInfo's average contract value is around $85,781, but it can easily soar to six figures for larger companies with more complex needs.
Reviews - What are the users saying?
And now, let’s take a peek at the general user sentiment for all three platforms.
Warmly Reviews
TL;DR: Warmly sets itself apart from the competition by providing what it promises without mistake, including contextual insights and individual and company-level website visitor identification.
Moreover, its generous free plan makes it easy to get started even if you’re tight on budget.
Integration truly only took minutes to do, with minimal knowledge of website systems required.
Generous free tier means you can get started quickly to see if it works for your business.
BIG PLUS: Warmly sales team was informative and did not pressure us at all; truly felt like they wanted to do what was right for our business, not just to get us to upgrade. - G2 Review.
Warmly.ai's ability to provide detailed analytics on company visits to our site is unparalleled, offering a granular view that extends to identifying specific individuals behind these interactions. This depth of insight is invaluable for tailoring engagement strategies and personalizing follow-ups, thereby enhancing the potential for converting interest into tangible business opportunities. - G2 Review.
Warmly's a fantastic waterfall provider with a clean UI and easy setup process. Much easier to use (and more modern) than a traditional intent provider like 6sense.Their entry-level package is also quite generous when compared to most SaaS companies. - G2 Review.
6Sense Reviews
TL;DR: Users report issues with 6Sense’s data granularity as well as problems with data exports.
Moreover, its persona targeting is highly limited compared to similar platforms.
However, other than that, 6Sense boasts a highly responsive support team, good segmenting accuracy, and a configurable interface.
There were some restrictions in ways you could filter or parse out data for particular programs, which made it at times difficult to pull and analyze data. Though it was nice having an optimization team to help, it would've likely been more convenient if there were tools in the platform to help with optimization ideas so you didn't need to join a call when looking for optimization help. - G2 Review.
The export of segments to platforms such as Google Ads and LinkedIn Ads is limited, and getting lots of them for exporting more segments is really expensive. - G2 Review.
Considering the high degree of configurability for account and intent attributes, persona targeting is shockingly limiting, with no true role or title-based matching. Targeting enterprise companies based solely on persona makes for a lot of waste. Other tools are doing exact title matching, and have been for a few years. We've had to purchase additional tools to help with this layer, which means we can't launch ads through 6Sense either. - G2 Review.
ZoomInfo Reviews
TL;DR: While ZoomInfo is a powerful product with a rich database, there are some things to consider.
Its data, especially the phone numbers, can be outdated, so you might need an extra tool to double-check that.
More importantly, ZoomInfo is not a good fit for small businesses and companies whose ICP is a smaller business, as its products are simply not geared toward that market.
The main issue I run into is that the phone numbers and contact info are often outdated. I know ZoomInfo is pulling data from a multitude of sources on a regular basis to try and keep their info up to date, but even with these efforts, too often, the info is incorrect. I don't believe any of ZoomInfo's competitors do this any better, however, so it may be just something to be expected and accepted when using a business intel tool like ZoomInfo. - G2 Review.
So, if your target audience is under 50+ employees or a small business in general, then this isn't the platform for you, despite what the sales professional will tell you. Despite us making our ICP abundantly clear, it wasn't until AFTER we asked to cancel our subscription that we were told "This isn't really good for you."
What do they do? Offer us a bunch of add-ons that were so ineffective that the platform became even LESS useful...
Sorry, ZoomInfo, but you're lacking in either ethics or transparency at the sales level and for you to ask small (or any) businesses to invest $25k into a platform that's not meant for them is unsatisfactory and should be criminal… - G2 Review.
It is expensive for larger small businesses looking to grow, especially in rural markets. It is a product that is "over our head" when it comes to need. I just don't think our market had a need for it at this price point. But I believe it would be beneficial for others in larger markets. Take that into consideration when making your choice. The product itself is great. I just don't think it's the right fit for everyone. - G2 Review.
Next steps
So, now that you’ve gotten a good look at all three platforms, all that’s left is to decide.
Do you stick to 6Sense vs ZoomInfo, or do you switch to a completely different solution?
It all depends on what you need. If you’re looking for a purely ABM platform with solid intent data, 6Sense might be the way to go.
ZoomInfo, on the other hand, could be the best choice for enterprises looking for a US-oriented B2B database combined with functionality that enables automating basic sales workflows or analyzing customer-centric communication.
Finally, if you’d like a platform that goes above and beyond 6Sense and ZoomInfo and includes more versatile functionality at a fraction of the price, Warmly is the optimal choice.
Try Warmly for free and start maximizing your website’s conversion potential today.
Or, book a personalized demo to get a sneak peek of Warmly’s entire product suite.