Comparison
ZoomInfo leads with the largest B2B contact database. 6sense leads with AI-powered intent data and predictive ABM. This guide compares their fundamentally different approaches to sales and marketing intelligence.
| Feature | ZoomInfo | 6sense |
|---|---|---|
| Core Strength | Contact database + direct dials | AI intent data + buying-stage prediction |
| Primary User | Sales teams (outbound prospecting) | Marketing teams (ABM campaigns) |
| Data Focus | Who to contact (people + companies) | Which accounts are in-market (intent) |
| Advertising | Not a core feature | Account-based display and social ads |
| Pricing | From ~$14,995/year (3 seats) | From ~$60,000/year |
| Best For | High-volume outbound prospecting | Marketing-led ABM account prioritization |
ZoomInfo is the largest B2B data platform, providing sales, marketing, and recruiting teams with access to over 260 million professional profiles and 100 million companies. Its SalesOS suite delivers verified contact data, direct-dial phone numbers, buyer intent signals, technographic intelligence, and workflow automation.
The platform has expanded through acquisitions to offer conversation intelligence (Chorus), sales engagement (Engage), and website visitor identification (WebSights). This makes ZoomInfo a broad platform spanning data, intent, engagement, and intelligence.
ZoomInfo's core strength is its contact database — it remains the go-to platform when the primary need is finding people to reach and having accurate contact information. Its intent data, while robust, is secondary to its data foundation. The platform is designed for teams that run outbound-first go-to-market motions.
Best for: Enterprise outbound sales teams that need the largest B2B contact database with direct dials, intent data, and technographic intelligence
G2 rating: 4.4/5
Pricing: Professional: ~$14,995/year (3 seats). Advanced: ~$24,995/year. Elite: ~$39,995/year. Custom enterprise pricing available.
6sense is an enterprise ABM platform built around AI-powered intent data and predictive analytics. Its Revenue AI engine analyzes anonymous buying signals — content consumption, research activity, competitor comparisons, and website visits — to predict which accounts are actively in-market and assign them to buying stages.
6sense has expanded from pure intent data to include account-based advertising, conversational email, and sales intelligence. However, its core value proposition remains its predictive intent model, which categorizes accounts from Awareness through Decision based on observed behavior patterns.
The platform is designed for marketing-led ABM programs where identifying in-market accounts early gives teams a competitive advantage. It requires significant investment and dedicated resources to implement but can provide powerful pipeline prediction capabilities for organizations with mature ABM operations.
Best for: Enterprise B2B marketing teams that need AI-powered intent data to identify and prioritize in-market accounts for ABM programs
G2 rating: 4.4/5
Pricing: Custom enterprise pricing. Typically $60,000-$100,000/year for mid-market. Enterprise: $100,000-$250,000+/year. Multi-year contracts standard.
How ZoomInfo and 6sense stack up across key capabilities.
| Feature | ZoomInfo | 6sense |
|---|---|---|
| Contact Database | 260M+ profiles — industry-leading | Limited — not a contact database |
| Direct Dials | Best-in-class phone number accuracy | Not a focus |
| Intent Data | Bidstream intent signals | AI-powered predictive intent (buying stages) |
| B2B Advertising | Not a core capability | Display and social ad targeting |
| Technographics | Comprehensive tech stack tracking | Available via integrations |
| Sales Engagement | Engage for sequences and calls | Conversational email AI |
| Pipeline Prediction | Basic forecasting | Revenue AI predictive dashboards |
| Website Visitors | WebSights visitor identification | Anonymous visitor deanonymization |
ZoomInfo and 6sense occupy different price tiers. ZoomInfo starts around $14,995/year for three seats (Professional), scaling to $24,995 (Advanced) and $39,995+ (Elite). Large enterprise deployments can exceed $100,000/year but typically fall well below 6sense's pricing.
6sense starts around $60,000-$100,000/year for mid-market deployments and ranges from $100,000-$250,000+ for enterprise. Multi-year contracts are standard. The pricing reflects 6sense's AI infrastructure and advertising capabilities.
The pricing difference reflects fundamentally different products. ZoomInfo is a data provider — its cost scales with data access and seats. 6sense is an AI-powered ABM platform with advertising infrastructure. Teams often use both: ZoomInfo for contact data and 6sense for intent-based account prioritization. However, this combined cost can exceed $150,000/year.
ZoomInfo tells you who to contact. 6sense tells you which accounts are in-market. But neither tells your reps what to say when they get someone on the phone. Both platforms leave a critical gap between identifying an opportunity and actually having a relevant conversation about it.
Sales reps still spend hours manually researching accounts — reading earnings transcripts, scanning news articles, checking LinkedIn — to understand what matters to each buyer. Neither ZoomInfo nor 6sense automates this research.
Neither platform synthesizes intelligence from 1,000+ sources into comprehensive account briefs. Reps get contact data or intent scores, but not the deep business context needed for relevant conversations.
Neither ZoomInfo nor 6sense generates contextual talking points tied to real business events happening at target accounts. Reps must create messaging from scratch based on their own research.
Neither platform analyzes earnings calls, tracks strategic initiative announcements, or extracts executive insights that help reps connect their solution to what the buyer's leadership is prioritizing.
“All of the vendors that I've worked with, all of the onboarding that I have had to deal with, I will say, hands down, Salesmotion was the easiest that I have had.”
Lyndsay Thomson
Head of Sales Operations, Cytel
Salesmotion gives your reps the account intelligence they need to book more meetings and close bigger deals.
Many enterprise organizations use both — ZoomInfo for contact data and prospecting, 6sense for intent-based account prioritization and ABM advertising. However, the combined cost can exceed $150,000/year. Evaluate whether you need both or whether one platform covers your primary use case.
6sense is widely considered to have stronger intent data due to its AI-powered predictive models and buying-stage classification. ZoomInfo's Bidstream intent is robust but less sophisticated in its prediction capabilities. For organizations where intent-based prioritization is the primary use case, 6sense typically wins.
Not easily. 6sense is not a contact database — it does not provide the email addresses, phone numbers, and direct dials that ZoomInfo offers. Teams that switch from ZoomInfo to 6sense still need a separate contact data provider. The two tools serve complementary functions.
ZoomInfo is more directly useful for individual sales reps because it provides the contact data they need for day-to-day prospecting. 6sense is more useful for marketing teams and revenue operations. Sales reps interact with 6sense mainly through CRM-embedded account scores rather than using it directly.
Salesmotion fills the gap between contact data and intent by providing deep account intelligence. It synthesizes 1,000+ sources into account briefs, monitors business-level buying signals, and generates talking points. Many teams use Salesmotion alongside ZoomInfo (for contacts) or 6sense (for intent) to add the conversation layer that both lack.
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