Clearbit is one of the biggest and most respected names out there when it comes to quality B2B data.
But like most companies that make it to the top, it isn’t exactly what it used to be.
Clearbit came up primarily as an API that you could plug into your existing tech stack to access high-quality contact data.
Now, they’re part of the HubSpot suite (or at least will be once the acquisition and integration process is complete).
If you’re on HubSpot, this is great news.
If you’re not, and you’re using some other CRM (Salesforce, for example), then you’re likely to find that Clearbit isn’t your ideal solution going forward, and it's time to start looking for an alternative.
This article will help you through that exact process. We’re going to dive into eight powerful Clearbit competitors that you can use to fuel your omnichannel sales and marketing playbook.
Top 8 Clearbit Competitors and Alternatives
ZoomInfo is one of the most widely used and all-encompassing GTM software solutions.
Not only do they compete with Clearbit in terms of contact data and sales intelligence, but they also have advertising, lead routing, and website chat functionality.
Why Choose ZoomInfo Over Clearbit?
The main reason to choose ZoomInfo is its breadth.
Of all of the Clearbit alternatives covered here, ZoomInfo does the most.
For example, if you’re already using ZoomInfo’s MarketingOS for account-based ads or web form enrichment, it makes sense to add on their contact data module.
This limits the number of vendors you’re paying but also means there is no need to sort any integrations since everything comes from the same supplier.
Main Drawbacks of ZoomInfo
ZoomInfo’s breadth is also its biggest weakness.
First, solutions that offer such scale are almost always expensive, and ZoomInfo is no exception. You’ll be paying six figures for a full ABM stack.
The other major drawback is a lack of focus.
ZoomInfo has primarily expanded its service offering through acquisitions. They aren’t really focused on building a best-in-class product.
Rather, their goal appears to be to continue increasing ACV through the acquisition of new bolt-on features that they can then upsell to existing customers.
ZoomInfo doesn’t advertise pricing, but we know from conversations with customers who’ve moved over to Warmly that you’ll pay at least $40k annually for workflows and $100k+ for a full GTM tech stack.
Demandbase is the grandfather of the ABM space. They, like ZoomInfo, have a broad offering.
Why Choose Demandbase Over Clearbit?
Demandbase’s big strength is buying committee identification.
In the world of B2B sales, you’re often dealing with more than one stakeholder and decision maker.
The person interacting with your content may or may not be one of them. Demandbase helps you uncover the rest and enriches your existing data with a solid contact database.
Compared to Clearbit, it's a more robust tool with much more workflow functionality, making it more suitable for account-based marketing and sales sequences.
Main Drawbacks of Demandbase
Demandbase, like the other full-stack ABM solutions, is expensive.
It’s a little cheaper than ZoomInfo but more expensive than Clearbit. Then again, you’re getting more products for your money.
Advertising functionality isn’t as strong with Demandbase.
They came up on account intelligence and bolted on advertising through an acquisition later. Their ad offering is fine, but there are better solutions for this, such as 6sense.
They also rely heavily on bidstream data for buying intent signals, which is generally not as reliable as other sources (we use Bombora’s intent data, for example).
Pricing for Demandbase is built on a per-customer basis.
Anecdotally, however, we can say that Demandbase is generally cheaper (but less robust and user-friendly) than 6sense and ZoomInfo, though you’ll still be paying into the high five figures.
Apollo.io is another big name in the contact data category.
They came up on best-in-class data and have been growing quickly while expanding their offering toward an all-in-one solution.
In my opinion, they’re a seriously good contender, at least for email data.
Why Choose Apollo.io Over Clearbit?
Apollo.io has a lot of functionality to offer.
They’ve got best-in-class data, have some prospecting and engagement functionality, and website intent enrichment.
A few years back, Apollo.io was just a data solution—and one of the best in the field. Recently, they’ve grown super quickly and have become somewhat of a ZoomInfo (but more user-friendly).
A unique feature for Apollo.io is AI email writing, which you can use to respond to more basic prospect communications. This can significantly increase your response speed, helping your reps resolve objections while improving your speed to lead.
Main Drawbacks of Apollo.io
Intent data isn’t as good as 6sense or Bombora, and B2B phone data is better from ZoomInfo or Seamless.AI.
B2B email contact data is where Apollo.io excels.
Apollo.io is refreshingly upfront with its pricing model (which is probably a big part of why they’ve grown so quickly).
You’ll pay $49 per user per month for their Basic plan, or up that to $79 a month for the Professional plan with higher credit limits.
They also have a usable free plan, and you can get started without talking to a sales rep (another growth lever).
6sense is another ABM platform with a seriously strong data offering.
In fact, they’re one of the data sources we use here at Warmly to power our account-based orchestration platform.
Why Choose 6sense Over Clearbit?
6sense runs the gamut from account intelligence to B2B advertising, helping ABM teams reap the full benefits of an account-based marketing motion.
Account intelligence, though, is 6sense’s biggest strength.
The idea here is that 6sense provides insights into how prospects interact with competitor websites to give a better idea of the level of intent shown and where they are in the buying funnel.
They also have one of the best advertising offerings in the market, with their own demand-side platform (DSP) empowering personalized ads for an omnichannel approach.
Main Drawbacks of 6sense
You’ve probably already gathered that 6sense is expensive. For end-to-end orchestration, you’re looking at $120k+.
As such, 6sense is more focused on the enterprise market, meaning it's not really a suitable solution for SMEs or startup sales.
It also requires a lot of time and resources at the implementation stage. Again, fine for larger organizations; not so much for the small business.
6sense builds custom packages based on your specific needs, but budget for at least $100k a year for a full ABM setup.
Lusha was a big name in the B2B data space a few years back, though they seem to have fallen off the map a little bit since they raised their Series B back in 2021 and started moving upmarket.
Why Choose Lusha Over Clearbit?
Reports are that, compared to Clearbit, Lusha is a lot easier to use and much easier to set up.
They, too, have been expanding their offering outside of data and now have some prospecting, enrichment, and intelligence functionality.
One cool feature that Lusha offers—and Warmly does, too—is job change alerts. If a stakeholder at a current customer jumps ship, you’ll be notified and can use that relationship as a warm lead of sorts and open up a conversation.
Main Drawbacks of Lusha
Like Clearbit, Lusha is more about the data side of the equation than actual sales execution.
If your problem with Clearbit is that it doesn’t give you any playbooks to actually do anything with the data, then Lusha probably isn’t your solution.
Lusha has a free plan, but it's seriously limited and best thought of as a trial.
From there, you’ll pay $29 per user per month and upward.
Seamless.AI is one of the best sales tools and data providers out there.
We use it ourselves. The data is some of the best around, and pricing is pretty reasonable.
Why Choose Seamless.AI Over Clearbit?
Seamless.AI has been around since 2014, and just about everyone in the space reports that their data is incredibly accurate.
For phone numbers, they’re unbeatable and certainly a great alternative to Apollo.io.
Their standout feature, though, is Autopilot. It’s an automated list-building solution to help feed an outbound sales pipeline.
Main Drawbacks of Seamless.AI
The biggest drawback of Seamless.AI is that they don’t have an API. They’re kind of behind on the “integrate with everyone” thing that is becoming an industry standard.
This makes them quite limited for anyone looking to create their own bespoke tech stack.
Seamless.AI doesn’t outwardly advertise pricing, but we know as customers that they are seriously affordable.
They also offer a (limited) free plan for those who want to give it a spin first.
Cognism is another solid solution for phone numbers, particularly B2B numbers.
Why Choose Cognism Over Clearbit?
Cognism is kind of like Apollo.io, except they’re based in Europe.
So, if you’re looking for an all-in-one solution as an alternative to Clearbit, but Apollo.io doesn’t work for you because you’re targeting European companies, Cognism is probably a good option.
Main Drawbacks of Cognism
Some customers report minor usability issues with Cognism, along with a few complaints about data accuracy.
They also don’t offer a free plan or even appear to provide a free trial.
No pricing information at all is available for Cognism. You have to fill in a form and speak to a sales rep.
The biggest problem with Clearbit (other than their recent HubSpot acquisition eliminating them as a possibility for non-HubSpot users) is that they don’t do anything beyond data.
Clearbit was really built for the developer-heavy GTM team who have their own sales engagement tech stack in play and the resources to deeply integrate a data provider like Clearbit.
This has long put Clearbit out of the running for most SMEs, who not only don’t have the dev resource but also aren’t able to afford to stitch together a number of different tools.
Warmly—our account-based orchestration solution—is designed to change that.
Why Warmly Is The Ideal Clearbit Alternative
Warmly is not a data provider.
We pull best-in-class contact data from the likes of Clearbit and 6sense, then supplement that with buyer intent data from Bombora.
But that’s just the beginning.
From there, all of your prospect data is enriched, helping you identifying the right people at the right time, and launch AI-driven personalized outreach across email and LinkedIn.
Plus, an AI chatbot handles on-site customer engagement, until the right level of intent is demonstrated and an automated notification in Slack triggers a sales rep to take over the conversation.
Of course, all of this is deeply integrated with your existing tech stack.
Why Warmly Might Not Be A Good Fit For You
We built Warmly specifically to help small and medium-sized businesses execute account-based sales and marketing playbooks, without the need for typical ABM budgets, tech stacks, or resourcing.
Our approach is, in our opinion, the perfect balance between artificial intelligence’s speed and scale and the personalized human touch.
We are, however, AI first, meaning established enterprise organizations with large GTM teams who want to run a human-centric motion might not find the right value in Warmly, and may be better off with a solution like ZoomInfo, 6sense, or Demandbase.
Additionally, since we aren’t focused on the enterprise market, there are a few features and integrations that we don’t currently offer that such organizations would typically look for.
Pricing for Warmly is simple (we, too, are tired of GTM software companies hiding pricing behind a sales rep).
You’ll pay $850 a month (billed annually) for our standard Business plan.
That works out to about $10k a year, which is around one tenth of what you’ll pay for something like ZoomInfo or Demandbase.
Comparing to Clearbit is a little harder, because their pricing model is complex.
Clearbit charges for a certain number of “credits” each month, which you use for the various activities Clearbit offers. For example, a “Sales Alert” costs two credits, and enriching a CRM record costs one.
Considering 1,000 credits cost $275 under the Growth plan, you’ll likely be paying somewhere in the neighborhood of $5,000 for 25,000 credits, which is the number of warm leads revealed and enriched per month you can access on our $850 a month plan.
If you need more than that, we also offer a custom pricing tier. Or, you can get started for free today, without talking to a sales rep.
Why consider an alternative to Clearbit?
Clearbit has long been one of the best data providers in the game.
But data has been commoditized, and there are now many solutions with better data (6sense, for example) that also offer sales engagement functionality.
Clearbit has never pursued this area, meaning you’ve always had to connect it to an existing tech stack, making it more of a developer-focused tool.
Recently, they were acquired by HubSpot, which is a double-edged sword.
For HubSpot users, this is great. It means you get your CRM enriched (once the integration process is through) and connect Clearbits data to a software tool that can actually execute playbooks.
For anyone using any other CRM (95% of the market), this essentially means Clearbit is no longer a viable solution.
While, right now, Clearbit still integrates with CRMs like Salesforce, logic dictates that they’ll neglect such connections in favor of improving the Clearbit>HubSpot link.
Warmly: The Clearbit alternative for SMBs
Clearbit has long been one of the biggest and brightest names in the world of B2B data.
But as data has become a commodity, and sales teams are looking for more integrated tools that can not only provide contact and intent data, but execute playbooks based on that information.
Their acquisition by HubSpot could well change all of that for Clearbit, but it does mean that anyone working in Salesforce or any other CRM is eventually going to run into problems.
Warmly, our account-based orchestration suite, is the perfect partner for SMB sales motions and a great alternative to Clearbit.
We pull data from best-in-class sources (Clearbit is just one of them), enrich contact details with third-party buying intent data, and help you run automated and AI-driven outreach sequences.