ZoomInfo alternatives for a small UK B2B team: what to check first

The right alternative to ZoomInfo for a small UK B2B team depends on what you are paying ZoomInfo for. If it is contact data, look at Cognism, Kaspr, Apollo.io or Lusha, and test them on your own UK target list. If it is knowing which companies to call and why now, a service built on UK public records, such as Lockley, answers that question differently. This page sets out what each does, as described by independent and vendor sources, and what to test before committing.

Start with the job

Two jobs are often bundled together. The first is contact data: names, email addresses and phone numbers for people at target companies. The second is selection: deciding which companies are worth calling this week. Large databases such as ZoomInfo cover both, and most alternatives specialise in one. Be clear about which hurts most before comparing.

The contact-data alternatives

Comparison articles we checked are mostly written by competing vendors, so treat their claims as perspectives and verify them in a trial.

Cognism is most often cited for UK and European coverage and for privacy compliance; pricing is by quote. Kaspr is described as LinkedIn-based, with European and UK coverage. Apollo.io is described as a lower-cost, all-in-one product with published per-seat pricing and a free tier, though some reviewers say it leans towards the US, so UK depth should be tested. Lusha is cited for direct-dial phone numbers, with email accuracy described as adequate for most outreach. Reviewers also say that ZoomInfo was built first around North American data and that UK or international coverage may need extra add-ons. ZoomInfo does not publish list prices.

The selection alternative

Lockley does not sell contact lists or bulk email data. It reads Companies House, Contracts Finder, Find a Tender, job postings, planning registers and each company's website every night, and gives a small team a short list of companies to call each morning, each with the public record that says why now. Each finding links to its source. It starts with a free scan of your own website. Coverage at launch is the United Kingdom. Pricing: Core £499 a month (first month £249), or £4,490 a year; Pro £999 a month or £8,990 a year; Agency £1,499 a month; all excluding VAT.

Which job each tool addresses

A five-step test before you switch

First, take 50 UK companies you already know well. Second, ask each shortlisted tool for the right person and see how many are correct and current. Third, check how each handles consent and data-protection requirements for UK outreach. Fourth, count how many of the companies come with a stated reason to call. Fifth, compare total cost over twelve months, including seats and add-ons, not just the headline price.

Questions