Attio vs ZoomInfo

Attio is a CRM from London-based Attio Ltd that is built like a database rather than a fixed sales pipeline. Objects (people, companies, deals or anything you define, such as workspaces or subscriptions), attributes and relationships are fully customizable, and every list is a filterable, sortable view over that data. Connecting Gmail, Google Calendar or Outlook lets Attio create records automatically and enrich people and companies, so the CRM fills itself as the team works.

On top of the data model sit workflows with triggers, branches and AI steps, reports for pipeline and activity, email sequences and, on Pro, call recording with AI summaries. The REST API and webhooks are first-class, which attracts startups that want product usage data to live next to customer data. Pricing is per seat: a free plan for up to three seats, then Plus, Pro and Enterprise, with SAML SSO, unlimited objects and audit logs at the top.

Attio suits startups and tech companies whose go-to-market teams like Notion- or Linear-style software and want to model their own business. It is thinner on marketing automation, support ticketing and ready-made integrations than HubSpot, and lacks the enterprise depth of Salesforce. Folk is a lighter relationship CRM for small teams, while Pipedrive remains simpler for classic deal pipelines.

ZoomInfo is one of the largest B2B contact and company data platforms, used by sales, marketing and recruiting teams to find and reach buyers. The business started in 2007 as DiscoverOrg, founded by Henry Schuck and Kirk Brown, which bought ZoomInfo in 2019 and took its name before listing on Nasdaq in 2020. The core job is to give reps accurate direct dials, emails, org charts, firmographics, technographics and buying-intent signals.

On top of the database sit search and list building, intent data, website visitor identification, CRM enrichment, the Copilot AI assistant, Engage for sequences and Chorus for conversation intelligence. Marketing plans add ABM audiences and advertising. Packaging is split into Sales plans (Professional, Copilot Advanced, Copilot Enterprise), Marketing plans and Talent, and price depends on seats, features and data credits. No prices are published; contracts are typically annual.

ZoomInfo fits mid-market and enterprise revenue teams, especially those selling into North America, where its coverage is strongest. It is expensive, credit limits need watching, and data outside the US can be thinner. Apollo offers a cheaper self-serve database with built-in sequencing, Lusha is simpler for small teams that mainly need phone numbers, and Clay lets you combine many data providers in enrichment waterfalls.

In May 2025 ZoomInfo changed its Nasdaq ticker from ZI to GTM and launched GTM Studio for building plays on its own and customer data. Buying tip: negotiate credit volumes and note the renewal notice period, since contracts usually auto-renew.