Complementary, Not Competitive
Datuma vs ZoomInfo
ZoomInfo gives you contact data. Datuma tells you which contacts have Verified Readiness, with Trust Scores (0 to 100) and four readiness tiers. Plus Role or Company Change detection surfaces when contacts start new roles. Most of our customers use both: ZoomInfo for prospecting, Datuma for scoring and verifying their existing database.
ZoomInfo finds the contacts. Datuma checks each one live against LinkedIn, the moment you run it.
You act on what's true today, not when the database was last refreshed. About 10p a contact, priced in pounds, not credits.
The enrichment gap
ZoomInfo is a market leader in B2B contact discovery. It finds people, provides phone numbers, and powers prospecting at scale. That's what it's built for and it does it well.
But after the contacts land in your CRM, a gap opens. Which of those contacts have complete, verified data? Which are duplicates of records you already have? Which have moved to a different organisation since the data was pulled? Which are existing customers your team shouldn't be cold-calling?
That gap is where Datuma sits. We don't replace ZoomInfo. We score what comes out of it.
What each tool does
| Capability | ZoomInfo | Datuma |
|---|---|---|
| Contact discovery | Yes, core strength | No, works with your existing data |
| Trust Score (0 to 100) | No | Yes, 12 independent signals per contact |
| Verified Readiness | No | Yes, 4 tiers with AI Blockers |
| Role or Company Change | Limited | Yes, 5-signal weighted model, every batch |
| Duplicate detection | No | Yes, within-batch, cross-batch, CRM cleanup at £0.00 |
| Account protection | No | Yes, protected accounts separated at £0.00 |
| Pricing model | Annual subscription + per-seat | Priced in pounds. Free to start, then about £0.10 per enriched contact. Duplicates and protection £0.00. No seats. |
| Unused allowance | Credits expire at period end | Cached results reused free for 90 days |
How ZoomInfo and Datuma work together
- 1 ZoomInfo finds contacts. Your team pulls prospect lists based on firmographic and intent criteria.
- 2 Datuma scores them. Every contact gets a Trust Score (0 to 100), a Verified Readiness tier, and AI Blockers telling you exactly what's missing.
- 3 Datuma catches problems: duplicates of records already in your CRM, contacts who've changed role or organisation, and existing customers who shouldn't receive cold outreach.
- 4 Your team acts on verified data, scored, deduplicated, and protected. 50+ verified fields per contact, CRM-ready.
Pricing: subscription vs infrastructure
ZoomInfo charges an annual subscription plus per-seat fees. Credits are consumed on every lookup, including lookups that return contacts you already have in your CRM.
Datuma is priced in pounds, not credits, with no subscription and no platform fee. It is free to start: your first 100 contacts are free, no card. An optional £0.03 per row first pass finds duplicates, separates protected accounts, and flags obviously dead records (this is not enrichment). Enrichment is about £0.10 per enriched contact (up to £0.226 per row), with £49.99 per user per year for Maintenance. You see the exact cost in pounds before you approve a batch. For a whole CRM, the Done With You programme starts at £2,550. Duplicate detection, the account-protection check, and cached results all cost £0.00, no credits consumed.
The two pricing models are complementary. ZoomInfo's subscription covers prospecting. Datuma's per-result model covers integrity scoring. You only pay when enrichment delivers value.
Datuma and ZoomInfo, common questions
Does Datuma replace ZoomInfo?
What does Datuma catch in a prospect list that discovery tools do not?
Do I need ZoomInfo to use Datuma?
See Datuma in action
Upload 100 contacts free. See Trust Scores, duplicates, role and organisation changes, and Verified Readiness on your own data.