Sales intelligence software gives your team the data and insights they need to find, engage, and close the right prospects. From contact databases to intent signals, these tools help reps spend less time researching and more time selling.
In This Guide
What is Sales Intelligence Software?
Sales intelligence encompasses tools that provide data, insights, and signals to help sales teams sell more effectively. This includes contact databases, company information, intent data, and engagement tracking.
- Contact data - Names, emails, phone numbers, job titles
- Company data - Firmographics, technographics, news
- Intent signals - Buying behavior and research activity
- Engagement tracking - Who's viewing your content
- Relationship intelligence - Connections and warm intros
Leading Sales Intelligence Tools
The market includes both comprehensive platforms and specialized point solutions. Here are the top options.
- ZoomInfo - Comprehensive contact database + intent, $15k+/year
- Apollo.io - Database + engagement platform, affordable pricing
- Cognism - Phone-verified contacts, GDPR-focused, $1k+/month
- LinkedIn Sales Navigator - Relationship and company insights
- Bullseye - First-party intent from website visitor identification
First-Party vs Third-Party Intelligence
Third-party data tells you about general market activity. First-party data—from your own website—tells you who's specifically interested in YOU.
- Third-party intent: 'Companies researching visitor identification'
- First-party intent: 'Sarah from Acme viewed your pricing page'
- First-party is more specific and actionable
- Best teams combine both for complete visibility
Key Selection Criteria
When choosing sales intelligence software, evaluate based on these factors.
- Data accuracy - Verified emails and current information
- Coverage - Does it include your target market?
- Integration - Works with your CRM and sales tools
- Compliance - GDPR, CCPA, and industry regulations
- ROI - Cost per qualified lead delivered
Key Takeaways
- 1Combine third-party databases with first-party website intent
- 2Data accuracy matters more than database size
- 3Phone numbers are harder to get right than emails
- 4Compliance requirements vary by region—check carefully
- 5Website visitor identification provides the warmest signals
Add first-party intent with Bullseye visitor identification
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