Last updated: May 23, 2023
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See our picks for the best sales intelligence tools. We cover the top 10 tools and their features so you can find the best platform for your team.
In a fast-paced, competitive era, traditional sales prospecting isn’t enough to get ahead. Prospects expect customization at every stage in the sales cycle, but without accurate, relevant data, customization is impossible to achieve. That’s where sales intelligence comes in.
Sales intelligence tools allow sales professionals to automate research and customize outreach to book more meetings with qualified prospects. They enable salespeople to identify sales triggers signaling that a prospect may be interested in buying — and that makes it possible to close more deals.
In this article, we’ll cover:
Let’s get started.
Sales intelligence refers to a wide range of technologies that salespeople use to better understand their prospects, and which facilitate data collection, tracking, and analysis.
Sales intelligence provides data insights into customer prospects and leads. The data can come from a variety of sources, including:
Using sales intelligence enables salespeople to track critical buying signals and make informed decisions in the selling cycle. This allows them to prospect better, close more deals, and boost their pipeline value.
In 2023, it’s more important than ever to have a strong sales team. The competition in every market grows fiercer every day, making it crucial to find ways to get ahead.
Sales intelligence tools can give your team the competitive edge they need to succeed. Here are five key benefits of sales intelligence tools:
By helping you acquire quality leads through valuable insights on data and potential customers, sales intelligence tools allow your sales team to target, engage, and convert potential customers more effectively and efficiently.
In the early days of sales intelligence, the market used to be dominated by a few key players, such as LinkedIn and ZoomInfo.
While these platforms are still important today, the landscape has evolved considerably since then. In 2023, the market is expanding to include sales development representatives (SDRs) for hire, intent signals, sophisticated contact providers, artificial intelligence (AI) outreach, and more.
Below, you’ll find our top 10 picks for the best sales intelligence tools on the market in 2023:
Vision is a sales intelligence tool that tracks live changes to every org chart you care about to deliver warm leads directly to your CRM every morning. The tool enables you to smoothly plan your attack, reach out, and close the champions who need your product most.
Key Vision features include:
Pros and cons: Vision provides the strongest signals and most accurate org charts, as well as the highest outreach conversion rates in the market. However, the tool doesn’t provide batches of hundreds of leads per week, which some users may find limiting.
A well-established player in the sales intelligence market, ZoomInfo provides accurate and actionable information on businesses and professionals. The platform is known for its extensive and constantly updated database, which comprises millions of records on businesses and professionals across various industries.
Key features of ZoomInfo include:
Pros and cons: Users report that ZoomInfo’s extensive and constantly updated database provides the most comprehensive data. However, many users also find that the data which ZoomInfo provides can be outdated or incorrect.
Apollo is a sales intelligence and engagement platform designed to help sales and marketing teams identify, engage, and close deals more effectively. The platform combines a powerful sales intelligence database with a suite of productivity tools that can help streamline the sales process.
Key features of Apollo include:
Pros and cons: Apollo’s ability to discover and validate leads’ email addresses is an incredibly valuable prospecting feature. However, the company information that Apollo provides is not always 100% up to date.
Lusha is a sales intelligence tool that focuses on providing accurate and up-to-date contact information for prospects, particularly their direct phone numbers and email addresses. The platform is designed to help sales and marketing professionals streamline their prospecting efforts, enhance their outreach, and improve conversion rates.
Key features of Lusha include:
Pros and cons: Users report that Lusha is an excellent tool for finding accurate email addresses and relevant information from LinkedIn profiles. However, the tool is a little lacking when it comes to business insights and intent data.
UserGems is a sales intelligence tool that focuses on helping sales and marketing teams identify and engage with high-value prospects who have recently changed jobs or roles.
Key features of UserGems include:
Pros and cons: UserGems provides seamless tracking of job changes, and its integration with CRM platforms makes it easy to save time on manual uploads. However, some users also report that contact recommendations don’t always fit their ideal customer profile, and that the UserGems onboarding process is lengthy.
6Sense is a sales and marketing intelligence platform that uses AI and big data to help sales and marketing teams identify, engage, and convert high-value prospects. The platform focuses on account-based marketing (ABM) strategies and offers a range of features designed to improve targeting, personalization, and timing of sales and marketing efforts.
Key features of 6Sense include:
Pros and cons: 6Sense allows you to prioritize target accounts based on intent signals — a key factor to making your sales and marketing efforts resonate with the right accounts, at the right time. However, 6Sense is one of the more expensive solutions on the market. In addition, some users report that the 6Sense UI is clunky, and if you don’t also use systems like Salesforce or Hubspot, you’ll have to do a lot of work manually.
Cognism is a sales intelligence platform that helps sales and marketing teams identify and engage with high-quality leads more effectively. Cognism combines a global database of companies and contacts with advanced prospecting, enrichment, and engagement features designed to streamline the sales process and improve conversion rates.
Key features of Cognism include:
Pros and cons: Cognism informs users on whether a phone number is direct, mobile, or HQ. The tool also advises users on whether email addresses are verified, which helps to reduce bounce rates. However, the data that Cognism provides isn’t always 100% accurate.
Champify is a sales intelligence tool that tracks when your customers, champions, and users change jobs. This enables you to build pipeline by tracking people who already know your business, and it helps you prevent churn by monitoring when your primary contacts leave customer accounts.
Key features of Champify include:
Pros and cons: Champify makes it easy to access top users at new companies. This enables you to set up a high number of meetings without compromising on their quality. The tool is quite new, however, and some users report looking forward to a more explorative user interface.
Leadfeeder is a sales intelligence tool that focuses on tracking website visitor behavior to help businesses identify and engage with potential leads. By integrating with your website and leveraging Google Analytics data, Leadfeeder reveals the companies visiting your website, how they found you, and which pages they viewed.
Key features of Leadfeeder include:
Pros and cons: Leadfeeder gives you great insights about the kinds of organizations and people who visit your website. It also allows you to assess the content on your website based on which pages are visited and for how long. However, sometimes company information is missing or does not concur with the information on LinkedIn.
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