Your search has come down to Clearbit vs ZoomInfo, but a question remains: Which platform is best for your specific use case?
Each tool has its perks, limitations, and areas where it excels.
Clearbit excels at white labeling data enrichment, while ZoomInfo bundles everything you need to run sales operations.
Problem is, static B2B databases are losing momentum, as modern sales teams realize how much more effective it is to engage prospects based on intent data and behavioral signals.
That’s why this guide will include a bonus option - Warmly - as it successfully fills in the gaps left by the other two platforms.
So, in this in-depth review, we’ll discuss the features, pricing structure, integrations, and user experiences of all three enrichment tools, providing you with everything you need to make the right decision.
Here are a few key takeaways from our research:
- Warmly is the ideal solution for identifying and converting website visitors at both company and individual levels.
- Clearbit is a good choice if you need real-time B2B data enrichment and access to first-party buying intent data of companies that landed on your website.
- Zoominfo is best if you want all your sales processes under one platform, including B2B records, sales engagement, and coaching.
And now, without further ado, let’s start by analyzing each platform’s key features.
Don’t have time to read the entire piece? Sign up for Warmly’s free plan and try out its functionality firsthand.
Features - Clearbit vs Zoominfo vs WarmlyAlthough all three platforms are primarily geared toward lead enrichment and website traffic identification, they have unique features and capabilities you may care about more than others.
Let’s look at which core features set them apart, starting with Warmly.
Warmly Features
Warmly is a revenue orchestration platform that helps sales teams identify anonymous website visitors and engage them in ways that drive more deals.
It’s the top choice if you want to move away from cold leads and connect with people who are actually interested in your solution.
In a nutshell: signal-based selling > cold selling.
The most popular Warmly features for Clearbit and ZoomInfo customers are the following:
1. Website Intent
While most website visitor identification tools can only reveal companies, Warmly identifies both companies and individual accounts with high accuracy rates.
It reveals approximately 65% of companies and 15% of individuals, allowing you to pinpoint the exact stakeholder surfing your website and adjust your outreach efforts accordingly.
That’s not all.
Warmly enriches each identified visitor with granular buyer intent data so you can score leads based on their level of interest in your solution.
The platform detects and reveals several types of intent signals, including:
- Firmographic data (job titles, email addresses, company info, cell phone numbers, etc.).
- Technographic data (tools and technology a business primarily uses).
- CRM data (ongoing and closed deals, account owners, previous interactions with your SDRs, etc.).
- Website session insights, i.e., pages visited, time spent on each page, clicked links, downloaded content, etc.
- Third-party buyer intent data, such as topics recently searched for on the web.
- And much more.
Why are intent signals so important?
8 minutes after using Warmly for lead generation, Kandji booked 2 qualified meetings, that’s why.
Also, B2B databases like Clearbit are becoming commoditized, and they all have very similar data. In fact, Clearbit comes bundled with Warmly. Intent data is where the real money is at.
Combining website visitor identification with granular buyer intent data lets you:
- Quickly recognize individuals and businesses that fit into your Ideal Customer Profile and narrow down on them instead of dispersing your resources randomly.
- Easily detect high-quality leads, allowing your sales reps to focus their attention on them.
- Create hyper-personalized outreach strategies for each lead based on detailed insights provided by Warmly (third-party intent data, the pages visited on your website, downloaded resources, etc.).
- Engage leads when they’re most likely to convert.
- Provide your sales reps with vital intelligence on each lead, enabling them to close more deals.
Simply put, intent signals paired with website visitor tracking answer all the questions essential for sales and marketing teams looking to boost their performance, such as:
- Who is visiting your website, i.e., does it attract your target audience or random visitors?
- Who are your hottest leads?
- When’s the right time to reach out?
- How to approach them?
Learn how website intent enabled Stage to land a qualified meeting on the first day of using Warmly.
All you need to do is paste Warmly’s code snippet to your website, and you’ll start detecting warm leads within a few hours.
Note: You can also add the snippet to your emails, and track leads that come through specific marketing campaigns. This allows for better attribution and lets you better understand what approach works best with your target market.
2. AI Prospector
No sales rep can be available and present on your website 24/7.
This means that some high-quality leads will inevitably fall through the cracks simply because no one was there when it mattered the most.
Warmly’s AI Prospector takes care of this issue by allowing you to engage warm leads whenever necessary.
Once Warmly has identified qualified website visitors, the AI Prospector can add them to automated sequences, such as:
- Connecting on LinkedIn.
- Send personalized emails or add them to cadences on Outreach or Salesloft.
- Firing a website chat.
You can define WHO the AI Prospector should include in the sequence, WHAT action it should take, and WHEN it should do it:
WHO:
- Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
- What specific personas from each account should be added to workflows (e.g., sales reps, marketing professionals, etc.)
WHAT:
- How many prospects from each account should be contacted
- Which action should be taken (e.g., send personalized email or LinkedIn message)
WHEN:
- How often should the Prospector look for accounts and profiles that fit the set criteria and run sequences
Discover how AI Prospector and other Warmly functionalities helped Caddis Systems increase website conversions by 500% in 7 days.
As a result, no high-caliber prospect will ever go to waste again.
Try it yourself 👇or watch it in action.
💡Note: To access AI Prospector, you must be on one of Warmly’s paid plans.
3. Sales Engagement
In addition to revealing website traffic, enriching leads with intent data, and handling prospecting, Warmly lets you engage qualified leads straight from your website.
There are a few engagement options that you can use together or alternately for the best results.
AI Chat
The AI Chat is essentially an AI-powered chatbot that can be trained to fit how your prospects expect to be reached from your site.
For instance, you can configure it to:
- Automatically initiate warm conversations with high-fit leads using the intel provided by Warmly.
- Answer various product-specific questions.
However, sometimes, you’ll want actual humans to take over. For instance, a lead could:
- Make a high-intent query, such as asking about the pricing or a detailed explanation of a product feature.
- Ask to speak to an actual human.
- Take any other action or make a query you configure as relevant in the settings.
When that happens, an SDR will immediately be notified via Slack, allowing them to step into the chat using one of the other two sales engagement options: text chat or video call.
Live chat and video calls
You can use live chat and video calls separately from the AI Chat.
Namely, when you go to the “Warm Calls” section of Warmly’s dashboard, you’ll see who’s visiting your website right now.
If you detect a hot lead or a prospect who fits into your ICP, you can contact them via text chat or hop on a video call, using Warmly’s actionable insights to make a warm intro and increase the chances of getting a response.
This nifty feature helped Behavioral Signals go from first intent signals to actual meetings in just 2 weeks, leading to nearly $2M in their pipeline.
Clearbit Features
Clearbit is a real-time data enrichment platform combining data from 200+ public and proprietary sources into a comprehensive B2B database with 389M professional profiles and 50M company records.
This allows it to enrich your leads and account records as lists directly within the GTM platforms you use or in your product.
Its most popular features include:
1. Data Enrichment
Clearbit's key strength is its data enrichment feature. The platform enriches leads with over 100 relevant B2B data attributes like:
- Business emails
- Job roles
- Social profiles
- Seniority level, etc.
It also runs automatic updates of direct contact details, keeping data fresh.
2. Reveals companies visiting your website
Clearbit has a rich IP address database that matches IPs against companies that land on your website.
Then, it provides insights into the companies it identified, creating a clearer picture of their intent level and allowing you to adjust your sales and marketing efforts accordingly.
3. Form optimization
Potential customers are more likely to fill out short forms.
Clearbit optimizes your forms by removing fields it can auto-populate.
For example, website visitors can fill out only their email addresses, and Clearbit will automatically fill in the company name and domain.
Zoominfo Features
Zoominfo is a comprehensive sales platform for go-to-market teams that combines sales intelligence with various sales engagement and basic automation options.
While its massive B2B contact database - with 100M+ companies, 260M+ contact records and 135M+ verified mobile phone numbers - is Zoominfo’s key selling point, it has a few other features worth mentioning:
1. AI Copilot
This artificial intelligence-powered sales assistant delivers quick account summaries, provides sales reps with actionable insights into high-fit leads, recommends which actions they should take, and helps with drafting personalized emails.
2. Automated workflows
Zoominfo allows for creating simple automated sales workflows, such as adding leads to email campaigns, setting up reminders to connect with them on social media, including them in a call sequence, etc.
3. Chorus
Chorus is Zoominfo’s conversational intelligence tool (acquired in 2021). It analyzes emails and calls to help sales managers coach reps.
Integrations - Clearbit vs Zoominfo vs Warmly
Warmly
Warmly integrates with all the relevant B2B intent data providers, such as Bombora, 6Sense, People Data Labs, and Clearbit.
These solutions are usually purchased alongside Clearbit or ZoomInfo. With Warmly, they’re included in all pricing tiers.
Moreover, the platform has native integrations with OpenAI, Slack, ConnectTheDots, and most modern sales solutions (CRMs, SEPs, etc.).
Clearbit
Since Clearbit was recently acquired by HubSpot, the native integration with HubSpot is seamless.
It also has solid integrations with Salesforce, Marketo, Drift, Google Analytics, Chili Piper, and others. However, there is uncertainty around what HubSpot will do with Clearbit’s integration with other providers.
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
While Zoominfo has the largest number of individual app integrations - including vertical-specific software, such as HR - Warmly provides more integrations with intent data providers.
Most importantly, those integrations are included in each plan, whereas Zoominfo separates its integrations depending on the pricing tier you subscribe to.
Clearbit lags behind, mainly because it focuses on its native integration with HubSpot and its ability to be integrated into any solution, which can be positive if that’s what you need.
Pricing - Clearbit vs Zoominfo vs Warmly
Price is the factor that often matters most when deciding on a software tool—not the price itself but unknown variables surrounding pricing, which may not be clear from the start.
Below, we’ll explain each solution’s pricing structure so you can better assess its value.
Warmly
Warmly has a generous free plan that lets you reveal and enrich up to 500 monthly website visitors. It also provides real-time Slack alerts and access to third-party intent signals.
If you have higher website traffic and want more features, you can choose between two tiers:
- Business: From $700 to $1,740 per month, depending on your expected traffic volume. It includes up to 10 seats and all of Warmly’s features.
- Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes up to 20 seats, advanced AI personalization, custom integrations, etc.
💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense.
Clearbit
Clearbit doesn’t disclose its pricing publicly, meaning it has custom plans tailored to each individual user.
However, there are a few things we do know:
- It’s volume-based.
- It starts at 5 figures ($10,000+) and can reach 6 or 7 figures.
- It can include add-ons such as:
- Forms (form optimization).
- Advertising (audience targeting and retargeting).
- Capture (automatically create CRM accounts for website visitors who match your ICP).
Zoominfo
Similarly to Clearbit, 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.
💡 Note: ZoomInfo is considered an expensive sales engagement platform, starting at 5 figures and quickly climbing to 6 or 7 figures.
Reviews - What Are the Users Saying?
There’s nothing better than actual customer feedback to help you understand what to expect from each platform.
Warmly Reviews
TLDR: Warmly sets itself apart with the quality of warm leads it reveals and is particularly favored by small and medium-sized businesses.
Source
“Simplicity in setting up and using from the start is what we like best about Warmly. The ability to see top-of-funnel leads visiting our website, what pages, how long, etc., and then being able to put them into the correct workflows.
It helps out rev ops leaders work from one platform to drive our ABO workflows and continue to build our top-of-funnel pipeline while generating better-qualified leads for our sales teams to pursue. The lead intelligence is also extremely helpful.” - G2 Review
Source
“I've been using Warmly for website visitor identification. First of all - the free trial gives you plenty of "leads" so you can see it first hand. Second - it seems to capture more of the organizations that visit our site (more warm leads). Third - the data is much more comprehensive. It's easier to see the page flow that users take, and it's able to see what forms they submit (at least for me - I use Elementor forms). Fourth - the UI is great, you can see the main pages visited directly on the main UI, so you can easily set up filters to separate high-intent traffic and general traffic.
The tool is significantly better than other web visitor tools. I've tried ~ three that are in the more traditional price range. This one identifies around double the leads with higher-quality data. The team really knows what they're doing.” - G2 Review
Source
“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
Clearbit Reviews
TLDR: Clearbit does what it’s supposed to do, and does it well! If you’re considering Clearbit, it’s important to note that the platform has quite a learning curve if you want to integrate it into your product or existing sales tools, as remarked by several customers.
Source
“From my perspective, I found Clearbit's platform to have a bit of a learning curve. It took me some time to navigate and fully utilize its features effectively. Additionally, I encountered occasional discrepancies in the data provided, which required me to verify information from other sources. Simplifying the user experience and ensuring more consistent data quality would greatly improve my overall experience with Clearbit.” - G2 Review
You might also experience other UX issues, as Clearbit’s interface isn’t as intuitive as you’d like.
Source
“Clearbit has gone through a number of UX changes recently, and not all have been for the better. Their most recent visitor report, in particular, is much more difficult to read and use. Their credit-based system is fairly unintuitive, and our team has found that the names/titles they have from a data enrichment standpoint aren't terribly useful for our audience.” - G2 Review
Finally, it’s worth mentioning that Clearbit is primarily focused on the US market and, as mentioned before, can reveal and enrich only companies visiting your website.
Source
“Clearbit has really great firmographic information, especially for larger or medium size orgs. Primarily limited to the US, though. Has been very easy to implement. The implementation team and most recent CSM has been great, but we definitely experienced some issues with continuity due to changes on the Clearbit side with their organization. Match rate on the people size is much lower, but I understand that they are working on tightening things up.” - G2 Review
Zoominfo Reviews
TLDR: You can do everything in ZoomInfo. It excels at sales sequencing. Sometimes the data is inaccurate and intent signals are weak. Yearlong contracts also bother customers.
Source
“I would say the thing I dislike about ZoomInfo is not getting accurate intent signals on my feed that are pertaining to my specific customer base. I had already uploaded my module and set up my feed to get intent signals but it keeps showing companies that are not in my CRM.” - G2 Review
Moreover, several reviews mentioned Zoominfo’s data being outdated or incorrect.
Source
“The main problem with Zoominfo sales is the authenticity of the contacts. Most of the time, we get outdated or wrong information.” - G2 Review
Also, there are issues with companies’ classification, which can lead to inaccurate search results and prolong your sales and marketing efforts.
Source
“Also, the classification of industries/verticals can be sometimes completely misleading. When filtering the companies, it would be nice to have more information about their solutions/products in the description field.” - G2 Review
Wrapping Up? Here’s What We Recommend Next
Hopefully, by now, you’ll have a clearer idea of the platform best for you.
If you’re looking for a massive static B2B database that focuses on North America, Zoominfo might be the best choice.
Clearbit, on the other hand, provides more intent signals coupled with real time enrichment capabilities but includes only first-party data and doesn’t have a wide range of features like Warmly and Zoominfo.
Finally, look into Warmly if you want a solution that:
- Identifies both companies and individuals visiting your website.
- Reveals which of those visitors are willing to speak to your teams based on a combination of first and third-party intent data.
- Lets you generate more qualified conversations by engaging leads while they’re still hot.
Sounds about right?
Subscribe to Warmly’s free plan and start revealing and converting hot leads today.
Or book a live demo to see it in action before signing up.
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