Best 11 Company Research Tools in 2024

Show me your data, and I’ll show you how efficient your sales and marketing campaigns will be.

Modern sales teams need the best company research solutions so that reps can know who to focus on and how to engage in a way that drives qualified meetings.

The landscape has evolved, so we explored dozens of popular B2B account platforms, testing them firsthand and interviewing real users.

Solutions that can help you:

Discover companies that match your ICP.
Enrich them with firmographics and intent data.
Find the right contacts at those companies.
Capture buying signals to help you understand how likely they are to want to buy your product (and why).
Uncover other actionable insights that help reps craft tailored outbound strategies.

Below is the result of our search. The 11 best Company research tools for 2024.

We broke down each solution’s key features, strengths, weaknesses, price, etc.

Before we begin, a few pointers to help you make the best decision.

What Makes a Good Company Research Tool?

This question has no simple answer, as it all depends on your goals and requirements.

However, regardless of your specific use case, there are a few things to keep in mind when buying a company research tool.

1. Is it accurate and has the data coverage you need?

Some company research tools cover international data, while others focus on specific regions.

Make sure that the platform you choose is optimized for your market and the regions where most of your customers are based.

Also, high accuracy and matching rates are a must. There is nothing worse than a good campaign wasted on leads that have outdated information.

2. Can you filter records precisely enough?

Good filtering capabilities are vital for targeted company research, especially when dealing with more specific markets or ICPs.

This is especially important if you want to automate some of your processes without using generic criteria.

Focus on tools that can be tailored to fit your needs and fine-tuned to your ICP.

3. Do you have the insights you need?

Tools that go beyond basic B2B contact data can provide a huge competitive advantage.

For example, Keyplay (listed below) can tell you if an account has a free trial or a product tour available on their site, which can be used by reps to hyper-personalized campaigns and stand out from the noise

4. Can it power the rest of your tech stack?

Once prospecting accounts is done, you’ll likely want to do something with the accounts you’ve identified.

Make sure that your company research software connects easily with your existing stack.

5. Can it scale with you?

Look for a tool that:

Provides good value for money (e.g., includes a wide range of features regardless of your plan, has native integrations with various CRMs and SEPs, etc.).
Doesn’t break the bank at large data volumes.

For example, solutions like Dirft and Cognism start at appealing price points, but costs will rise exponentially as you scale.

Now that you’re equipped with all the basics, time to start reviewing our 11 best company research tools.

What Are the Best Company Research Tools in 2024?

1. Warmly - Reveals and enriches leads on your website.

2. Zoominfo - Sales operating system with a large B2B database.

3. Crunchbase - Vast database of private company data.

4. Cognism - Sales intelligence platform with international coverage.

5. UpLead - B2B database with email verification capabilities.

6. SalesIntel - B2B contact and intelligence provider with human-verified data.

7. LinkedIn Sales Navigator - Native LinkedIn prospecting solution with advanced filters.

8. Keyplay - Enriches contacts with relevant data and lets you set up custom lead scoring.

9. LeadIQ - B2B prospecting solution with real-time tracking of key accounts and data.

10. Apollo - Sales intelligence and engagement platform.

11. Dealfront - B2B database with GDPR-compliant data.

1. Warmly

Warmly is a revenue orchestration platform that identifies website visitors, enriches them with granular data, and helps you convert them.

It has a wide range of features, including automated prospecting and outreach, live engagement capabilities, etc., but three features are vital in the context of efficient company research:

Website traffic deanonymization.
B2B data enrichment.
Intent data enrichment.

Let’s break them down one by one.

Reveal accounts and leads visiting your site

When designed to attract your target audience, your website can be a rich source of potential customers.

You can use it to capture B2B accounts who come to you - as the fact they’re on your website alone can signal that they’re interested in your offering - instead of relying solely on outbound sales. It’s a must-have for any B2B sales strategy.

Warmly can reveal about 65% of companies and 15% of individuals that visit your website. Try it below ⬇️

As a result, your SDRs can design highly personalized outreach.

All it takes is pasting a snippet of Warmly’s code into your website, and new website-generated leads will start trickling down your pipeline in no time.

If you want to identify the companies that interacted with your cold email campaigns as well, you can add Warmly’s code to emails just as easily.

Enrich visitors with B2B data

Warmly goes beyond basic website visitor identification, enriching each visitor with detailed B2B data, like:

Contact details (phone numbers, email addresses, job titles, etc.).
Firmographic data (industry, size, employee count, location, and other company data).
Technographic data (software tools and technology a company uses).
CRM data (ongoing and closed deals, account owners, previous interactions with your reps, etc.).
SEP data (engagement with other sales and marketing campaigns, chatbot interactions, etc.).
And more.

Leverage intent data and buying signals

Warmly comes included with 2 types of intent data.

Firstly, the platform delivers first-party intent data by monitoring how website visitors interact with your site, and capturing key buying signals such as:

Pages they visited, with a focus on high-intent pages (e.g., pricing).
Time spent on each page (the longer they stayed on high-intent pages, the better).
Asking high-intent questions in the chatbot.
Downloading relevant content (such as whitepapers, playbooks, etc.) or filling out forms.

In addition to monitoring website sessions, Warmly pulls third-party intent data from tools such as Bombora, 6Sense, HumanDataLabs, and more.

Insights like:

Recently researched topics on the web.
Interactions with ads and social media posts.
Job change intent.
Visits to competitors’ websites.

By uncovering both first- and third-party intent, you better understand which accounts are most likely to convert right now.

Moreover, this approach lets you qualify and score leads more accurately and efficiently allocate sales and marketing resources. Here’s one example ⤵️

Pricing

Warmly offers a free forever plan that lets you reveal up to 500 people and companies visiting your website. It’s the perfect plan for getting a taste of one of the platform’s key features.

If you expect higher traffic volumes and need more advanced capabilities, you can upgrade to one of three paid plans:

Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
Enterprise: Custom plan. Created for users with an estimated traffic of 100,000+ visitors per month who need more customization. Includes 20 seats, advanced AI personalization, custom integrations, etc.

Note: All paid plans provide access to all of Warmly’s features and include deep integrations with sales intelligence tools such as Clearbit, Bombora, and 6Sense, allowing you to get a bundle of products at the price of one.

Integrations

In addition to these data platforms, Warmly integrates with OpenAI and most modern SEP and CRM software, which will easily fit into any business’s tech stack.

Pros & Cons

✅ Identifies both companies and individual website visitors.

✅ Enriches each visitor with detailed B2B data.

✅ Reveals first- and third-party intent.

✅ Provides options for engaging and routing leads.

✅ Includes all features in all paid plans.

❌ Annual pricing only.

❌ No static B2B database.

2. Zoominfo

Best for: Finding North American B2B data.

Zoominfo is a sales operating system with a wide range of features for handling various sales processes, from prospecting to engagement.

It’s most widely known for its massive B2B database with solid accuracy rates.

Features

Large B2B database with over 260M professional and 100M company profiles and 135M verified phone numbers.
Provides detailed org charts for companies in its database to help you pinpoint vital stakeholders more easily.
Tracks buying intent signals, such as researched topics and keywords relevant to your business, letting you uncover potential customers.