Onfire vs. ZoomInfo: Who Has More Accurate Data?
If you’re reading this, you want to understand how Onfire is different from ZoomInfo, and which of these two tools you should use for GTM data. Our comparison is focused on the most critical revenue intelligence features - starting with the accuracy of the data each tool provides.
The 20,000 foot comparison
More detailed information about each comparison factor can be found below.
See the difference for yourself: request a head-to-head comparison based on your use case
Two examples: when you should use Onfire vs. ZoomInfo
1. Selling an AppSec solution for security or engineering teams
Let's say you're selling a solution to secure container workloads. Your ideal buyer is the person responsible for Kubernetes security at companies running K8s on AWS, who are also using Jenkins or GitHub Actions for CI/CD.
In this case, you should choose Onfire:
- On the account level, ZoomInfo would be able to filter based on some of your criteria (such as AWS) - but more granular combinations will either be unavailable or inaccurate. Onfire can give you the exact tech stack you’re looking for.
- On the prospect level, ZoomInfo can find people with security + engineer in their job titles, but you would still be guessing as to who is responsible for containers, which might end up being a ‘senior DevOps manager’ that your filters missed. Onfire would find the specific person.
2. Selling a CRM solution to midmarket companies
In this example, you’re a CRM vendor trying to target companies looking to replace HubSpot. You need to reach marketing managers, sales directors, and CFOs across thousands of mid-market companies.
In this case, you should choose ZoomInfo. Onfire’s data would not cover most of these personas, whereas ZoomInfo’s broad database of business professionals can be a helpful starting point for your outreach efforts.
ZoomInfo compared to Onfire: Detailed breakdown by use case
Targeted list building with accurate technographics
Key takeaway: Both tools allow you to target based on firmographic data (company size, industry, etc.), but Onfire’s technographic data (which tech is being used by whom) is more accurate, complete, and granular – powered by a proprietary taxonomy and identity resolution technology.
Onfire lets you build lists based on highly specific combinations of technologies, which are inferred from the data that only Onfire has - including community channels, OSS adoption, events, and more. Under the hood, Onfire uses a continuously evolving taxonomy that helps correlate between prospects, accounts, and technologies (e.g., a prospect mentioning EKS is an indication that the company is on AWS), as well as AI-based identity resolution that connects semi-anonymous discussions back to specific accounts and specific people within the account.
The result is that you can target organizations based on relevant and recent signals that indicate a specific initiative (e.g., ÅWS cost reduction), rather than a general association between a company and a technology (“this company is using AWS”). And as we’ll cover in the next section, every insight is tied to a real person, not just a company profile.
ZoomInfo provides broad coverage across industries and roles, making it useful for less targeted list-building efforts. ZoomInfo’s technographic data is largely inferred from job postings and front-end scripts, which limits accuracy for back-end technologies (databases, developer tools, security platforms). For technical verticals, this often means lists that look good on paper but underperform in practice.
Relevant prospecting that reaches the right people
Key takeaway: Onfire identifies technical buyers based on what they’re looking to buy and what they're talking about online. ZoomInfo’s prospect-level is mostly limited to job titles and company associations.
Onfire shows you the exact person you should reach out to in a larger account. E.g., if you’re selling managed Kafka to Fortune 500s, you don’t need to chase hundreds of prospects with vaguely-relevant job titles like “cloud engineer”. Instead, you can focus on relevant prospects based on what they’re talking about online, their GitHub activity, and their social media profiles. Onfire tracks over 100 personas across 1,000+ technologies, and its database is continuously updated as people's responsibilities and interests shift.
ZoomInfo's prospect data is largely limited to job titles and job changes. This works well enough for roles with standardized titles (VP of Sales, Marketing Director), but falls short for technical buyers whose responsibilities rarely map cleanly to their LinkedIn profiles. If you're looking for the person responsible for database query optimization, there’s going to be a lot of guesswork involved - and a lot of barking up the wrong tree.
Intent-based prioritization
Key takeaway: ZoomInfo's intent signals are coarse, focused on the account level, and based mostly on questionable IP data. Onfire's intent signals are fine-grained, prospect-level, and far more accurate than alternative solutions.
Onfire captures accurate buying signals from sources that other tools simply don't monitor. When a developer asks about migrating away from a competitor on Reddit, debates observability tools in a Slack community, or registers for a relevant conference, Onfire surfaces that signal - tied to a specific person at a specific company. This means your team can act on verifiable intent (with the source URL to prove it) rather than an opaque "intent score" based on opaque indicators.
The technographic data Onfire collects also plays a part in separating signal from noise. For example, a signal like recent job change - which both Onfire and ZoomInfo will track - is only really useful if you know that in their previous role, this person was in charge of the specific tech stack you want to sell into. Onfire adds that relevance layer to every ‘warm’ prospect it surfaces.
ZoomInfo provides access to standard intent data used by many other industry tools. Intent is inferred from anonymous web browsing patterns, aggregated at the company level and cross-referenced against IP databases. You might see that "Acme Corp is showing intent for cloud security," but you won't know which person is researching, what specifically they're looking for, or whether that signal reflects a real evaluation or just a curious intern. For technical products where buying decisions involve specific stakeholders with specific pain points, these account-level indications are often more noise than signal.
Contact data: phones and emails
Key takeaway: Both tools provide phone and email data, but Onfire uses a waterfall approach that combines multiple sources for better worldwide coverage.
Onfire aggregates contact data from multiple providers to maximize your connection rates. Rather than relying on a single database, Onfire runs a waterfall enrichment process that checks across sources – including, in many cases, the same data used by ZoomInfo– to surface the most accurate and up-to-date emails and direct dials.
ZoomInfo relies on its own proprietary database of business contact information. Coverage outside of North America may vary - and as with any contact database, accuracy depends on how recently the information has been verified.
CRM data enrichment and other integrations
Key takeaway: Both tools offer native CRM integrations, but Onfire's granular data enables more sophisticated lead routing and scoring.
Onfire pushes prospect-level data directly into your CRM, enabling workflows that aren't possible with account-level data alone. For example, you can route inbound leads based on the number of developers at their company, or prioritize PLG signups based on whether the prospect has buying authority for your specific technology. Onfire integrates bi-directionally with Salesforce, HubSpot, and sales engagement tools like Outreach and Salesloft.
ZoomInfo provides CRM integrations and can enrich records with firmographic data like company size, industry, and revenue. This works well for lead scoring models based on account characteristics, but offers less precision for technical GTM motions where prospect-level context matters.
AI features to accelerate value
Key takeaway: Onfire's Agent combines third-party signals with your first-party data to answer questions, execute workflows, and inform your outreach. ZoomInfo offers AI-assisted account research.
The Onfire Agent is built to work with the full context of your business - connecting your CRM, product usage data, and ICP configuration with Onfire's external signals. You can ask natural-language questions ("Who's the real champion at this account?"), get assistance with outreach and research, and trigger automated workflows like alerts, sequence enrollment, and CRM updates.
ZoomInfo's Copilot provides AI-assisted research capabilities. It is primarily a productivity tool for account research and to help reps gather account information and prepare for conversations.
Pricing Model
Both Onfire and ZoomInfo use credit-based pricing models, where you're charged based on the number of contacts you “reveal” (i.e., enrich with phone numbers or emails). Specific pricing varies based on usage volume, with both tools offering trial versions.
Here’s the very simple bottom line:
Onfire is the best choice if you’re selling to technical buyers.
Onfire is purpose-built to find intent signals and technographic data in places like Discord and Slack, which other tools don’t crawl. It surfaces the specific prospect who would be interested in a specific technology, rather than a list of people with semi-relevant job titles. (Read more about Onfire’s data and what makes it unique).
ZoomInfo is a better choice if you need to reach non-technical buyers.
If you’re selling to a broader B2B audience, or to non-technical teams such as HR departments, you would benefit from ZoomInfo’s broad coverage - and anyway you would not find the data you’re looking for in Onfire.
Want a deeper comparison?
We know that today’s GTM ecosystem is messy, and it’s hard to resolve the conflicting claims you’ll hear from different vendors. That’s why we’re happy for you to test drive Onfire data against ZoomInfo or any other data provider. We are confident that when it comes to technical buyers, there is no other tool that can match the scope, granularity, and accuracy of Onfire.
Schedule a friendly chat to set up a comparison tailored to your GTM needs, and for access to our benchmarks.
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