Best B2B Data Providers in 2026: 12 Providers Compared by Data Type and Price

What teams pay for B2B data ranges from a few hundred dollars a month to a median of $59,993 a year, according to Vendr's purchase data across the leading providers. The price gap is huge, and so are the differences in what you actually get. Some providers sell verified emails and phone numbers, others sell company details, technology stacks, buying intent or funding events. Buying the wrong type of data is one of the most expensive mistakes a sales team can make.

This guide explains the types of B2B data, how providers collect it and how to judge accuracy. It then compares the 12 best B2B data providers in 2026 by what they're best at, with list prices and what real buyers pay. We checked prices on vendor pricing pages and purchase data on Vendr in October 2026.

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What is a B2B data provider?

A B2B data provider is a company that collects, verifies and sells information about businesses and the people who work at them. Sales, marketing and RevOps teams use that information to find prospects, reach decision-makers, enrich CRM records and decide which accounts to prioritize.

Most providers deliver data in one of four ways: a searchable database with a web app and browser extension, an enrichment service that fills in missing fields in your CRM or spreadsheet, an API that developers plug into their own systems, or bulk files delivered on a schedule. Many offer more than one.

The 4 types of B2B data

"B2B data" covers very different things. Before comparing providers, decide which of these you actually need:

1. People data. Names, job titles, business emails, mobile numbers and direct dials. This is what most sales teams mean when they talk about B2B data, and it's what decides whether outreach reaches the right person.
2. Company data. Firmographics such as industry, size, revenue and location, plus technographics, meaning the software a company uses. Company data decides which accounts you target.
3. Signals. Buying intent, funding rounds, hiring, job changes and leadership moves. Signals tell you when to reach out, not just who to contact.
4. Niche data. Segments that general databases cover poorly, such as local brick-and-mortar businesses, e-commerce stores and early-stage startups.

Most teams need people data plus one other type. A team selling to software companies might combine contact data with technographics. A team selling to restaurants needs local business data. A team selling to startups needs funding data. The best provider for you is the one that is strongest in the combination you need.

How B2B data providers collect their data

Knowing where data comes from helps you judge its accuracy. Providers typically combine several of these methods:

• Public web sources. Company websites, press releases, job postings, business registries and public profiles are crawled and parsed.
• Contributory networks. Some providers collect contact details from users who share email signatures or address books through browser extensions and email integrations, usually in exchange for free access.
• Licensed and partner data. Many providers buy or exchange data with other vendors, which is why the same records often appear across several tools.
• Verification. Emails are checked against mail servers, and some providers have teams or systems that confirm phone numbers by calling them.
• AI research. Newer platforms use AI to research companies and people across many sources on demand, rather than relying only on a stored database.

The more sources a record is checked against, and the more recently it was checked, the more likely it is to be accurate. That's the main reason accuracy varies so much between providers, and between segments within the same provider.

B2B data providers at a glance

What teams actually pay for B2B data

List prices don't show what a whole team ends up paying. Vendr tracks negotiated purchases, and its medians give a realistic picture of annual spend once a tool is rolled out:

Two patterns stand out. Enterprise contact databases and specialist signal providers sit in the $20,000 to $35,000 range, while focused tools for technographics, European company data or API access cost well under $15,000. Clay's median is the highest of all, which shows how quickly a workflow tool becomes core infrastructure once a team builds on it.

The 12 best B2B data providers in 2026

1. Spona: best for verified leads across B2B, local and e-commerce data

Spona is an AI sales data platform. Instead of searching a static database, you describe your ideal customer in a chat, and Spona's AI mines 40+ data sources, validates every lead across its digital footprint and delivers a scored list in about four minutes.

Why it stands out among B2B data providers:

• Breadth of data types. Spona covers B2B contacts, local brick-and-mortar businesses, Shopify stores and venture-backed companies in one place, so you don't need a separate provider for each niche.
• Accuracy you can check before you pay. Every search starts with free sample leads, a per-lead price and an estimate of your market size. Each lead comes with the reasoning behind why it fits your profile, and Spona states that its leads are 95% accurate.
• Proven connect rates. Qonto reports an 80% higher connect rate and Kaiko a 65% higher connect rate after switching to Spona data.
• Time to value. There's no database to learn and no workflow to build. Spona says it cuts lead research time by 90%, and its Instant Leads feature returns up to 10 matching leads from a single prompt in seconds.
• Net-new data. Spona keeps adding fresh leads that match your target profile, so your list doesn't go stale after the first export.
• Flexible enrichment. URL enrichment pulls companies from any list of websites, including trade fair pages and databases behind your own logins, and CRM enrichment updates existing records and uses whitelisting and blacklisting, so you avoid paying for contacts you already have.

Pricing: free plan; pay-as-you-go plans billed monthly or yearly; annual Team and Enterprise plans for larger teams.

Best for: teams that want accurate, ready-to-use leads without a five-figure contract, and anyone selling into segments general databases miss.

2. ZoomInfo: best for enterprise depth in North America

ZoomInfo has one of the largest B2B databases, with deep company profiles, org charts, direct dials, intent data and website visitor tracking, all inside one platform.

Its sales plans run from Professional to Copilot Advanced and Copilot Enterprise, with separate marketing and ABM plans. ZoomInfo is also concentrating on larger customers: in its Q2 2026 results, it reported that 76% of its annual contract value comes from upmarket customers.

Pricing: quote-only. Third-party estimates put the entry plan around $14,995 a year, and Vendr's median contract is $33,500 a year. Our ZoomInfo pricing guide breaks it down.

Best for: large teams selling to enterprises in North America that will use intent data and workflows every week.

Watch out for: annual contracts that renew automatically, commonly with a 60-day notice window. See our list of ZoomInfo alternatives if the contract is the problem.

3. Apollo.io: best price-to-value all-in-one

Apollo combines a large contact database with email sequences, a dialer and CRM syncing, at a fraction of enterprise prices. Its Chrome extension reveals contacts on LinkedIn and company websites, and higher plans add AI writing, A/B testing and buying intent signals.

Pricing: free plan; Basic $49, Professional $79 and Organization $119 per user per month on yearly billing. Vendr's median contract is $19,000 a year. Our Apollo pricing guide explains its credit system.

Best for: startups and small teams that want data and outreach in one tool.

Watch out for: phone accuracy and coverage outside the US vary by segment.

4. Cognism: best for European coverage and compliance

Cognism is known for phone-verified mobile numbers and strong coverage of the UK and EU, with a clear focus on GDPR compliance.

Pricing: custom quote, usually on an annual contract.

Best for: teams that cold call into Europe.

Watch out for: it's a sales-led purchase, so expect demos and negotiation rather than a self-serve signup.

5. Lusha: best for self-serve contact lookups

Lusha's browser extension shows emails and phone numbers while you browse LinkedIn or company websites, and you can start without talking to sales.

Pricing: free plan with 40 credits a month; paid plans from $49.90 a month, with about 25% off yearly. Vendr's median contract is $15,999 a year.

Best for: individual reps who need quick contact details.

Watch out for: phone numbers cost 5 credits each, versus 1 for an email.

6. UpLead: best for simple, predictable pricing

UpLead uses one credit per contact, covering both the email and the mobile direct dial, and verifies emails in real time.

Pricing: 7-day free trial with 5 credits; Essentials costs $99 a month for 170 credits, or $74 a month billed yearly for 2,040 credits a year; Plus costs $199 a month.

Best for: small businesses that want to know exactly what each contact costs.

Watch out for: the database is smaller than the enterprise leaders, so test your niche first.

7. Kaspr: best for LinkedIn prospecting in Europe

Kaspr reveals emails and phone numbers directly on LinkedIn profiles and is popular with European sales teams.

Pricing: free plan with 15 B2B email credits a month; Starter costs $49 per user per month billed yearly ($65 monthly) with unlimited B2B email credits and 100 phone credits a month; Business costs $79 per user per month billed yearly.

Best for: small European teams that prospect mainly on LinkedIn.

Watch out for: it's built around LinkedIn, so it's less useful for list building elsewhere.

8. Leadfeeder (formerly Dealfront): best for European company data and website visitors

Leadfeeder is the name Dealfront went back to in 2026. The company was formed by the merger of Leadfeeder and Echobot, and it combines European company data with website visitor identification, so you can see which companies visit your site and find contacts there.

Pricing: plans are quoted based on your needs. Vendr's median contract is $8,628 a year.

Best for: European teams that want company data and inbound signals in one tool.

Watch out for: its strength is company-level data and visitor tracking rather than large volumes of personal contact data.

9. People Data Labs: best data API for developers

People Data Labs sells person and company data through APIs and bulk datasets, built for teams that want to power their own products, scoring models or internal tools.

Pricing: self-serve API plans and enterprise licenses. Vendr's median contract is $12,500 a year.

Best for: data, product and engineering teams.

Watch out for: there's no sales-friendly interface, so it needs engineering time to use.

10. BuiltWith: best for technographic and e-commerce data

BuiltWith tracks the technologies websites use, so you can build lists of companies running a specific CRM, analytics tool or e-commerce platform, including Shopify.

Pricing: Basic costs $295 a month ($2,950 a year), Pro $495 a month and Team $995 a month. Vendr's median contract is $7,950 a year.

Best for: teams that sell to companies based on the software they use.

Watch out for: it identifies companies and websites, not decision-makers, so you'll need contact data on top.

11. Bombora: best for B2B intent data

Bombora runs a data cooperative of B2B websites and uses it to show which companies are researching specific topics, a signal known as Company Surge.

Pricing: custom quote. Vendr's median contract is $25,000 a year.

Best for: marketing and ABM teams that prioritize accounts by research activity.

Watch out for: intent data tells you which companies are interested, not who to contact, so it needs to be paired with people data.

12. Crunchbase: best for funding and startup data

Crunchbase tracks private companies, funding rounds, investors and acquisitions, which makes it a common source for teams selling to startups.

Pricing: self-serve and business plans. Vendr's median contract is $20,000 a year.

Best for: teams that target companies after a funding round or by investor.

Watch out for: contact data is limited, so most teams add an enrichment tool. Spona's venture data lets you target funded companies and get verified contacts in the same search.

The best B2B data provider for each use case

The same provider can be perfect for one team and a poor fit for another. Here's how the main use cases map to the providers above:

• Outbound SDR teams need accurate emails and phone numbers above everything else. Start with Spona, Apollo or Cognism depending on budget and region, and judge them on connect rates rather than database size.
• Marketing and ABM teams need company data and signals to choose accounts. Combine company data from Spona, Leadfeeder or ZoomInfo with intent data from Bombora.
• RevOps teams care about CRM hygiene: filling in missing fields, removing duplicates and keeping records current. Look for enrichment that updates existing records, such as Spona's CRM enrichment, or a workflow tool like Clay if you have the resources to run it.
• Product and data teams building their own scoring or internal tools need an API. People Data Labs is built for this.
• Teams selling to local businesses need brick-and-mortar coverage that most B2B databases lack. Spona covers local businesses directly, and our guide to the best Google Maps scrapers covers raw listing tools.
• Teams selling to e-commerce brands need store-level data. Spona covers Shopify stores, and BuiltWith can list sites by e-commerce platform.
• Teams selling to startups need funding signals. Crunchbase is the reference source, and Spona combines funding-based targeting with verified contacts.

Static database, waterfall enrichment or AI research?

Beyond choosing a provider, you're choosing how to get data. There are three models, and each fits a different team.

Static databases such as ZoomInfo, Apollo or Lusha store hundreds of millions of records that you search and export. They're fast to use, but every database has gaps and records age over time.

Waterfall enrichment tools such as Clay query several providers in sequence until one returns a result. Coverage is higher, but someone has to build and maintain the workflows, and costs scale with every step. Our Clay pricing guide shows how that adds up.

AI research platforms such as Spona start from your description of the ideal customer, search many sources on demand, verify each lead and explain why it fits. You get the coverage of multiple sources without building the process yourself.

How to evaluate a B2B data provider

A demo always looks good, because vendors show their best-covered segments. Use these eight checks to see how a provider performs on your market:

1. Test on your real accounts. Pick 50 target accounts, including some small or hard-to-reach ones, and run them through each provider you're considering.
2. Measure email accuracy. Run the returned emails through a verifier and count how many are valid, risky or invalid.
3. Measure phone accuracy separately. Call a sample of 20 numbers and count how many reach the right person. Mobile numbers and direct dials vary far more than emails.
4. Check freshness. Compare job titles and employers with current LinkedIn profiles. Our guide to data decay explains why records go stale so quickly.
5. Calculate cost per usable contact. Divide the total price by the contacts that passed every check. This is the only fair way to compare a per-seat tool with a per-lead one.
6. Read the contract. Look for auto-renewal clauses, credit expiry and seat minimums.
7. Confirm integrations and deduplication. Make sure data flows into your CRM without creating duplicates.
8. Check depth per account, not just breadth. For complex B2B sales you usually need several people at each account, such as the decision-maker, a champion and someone in finance or operations. Count how many of the roles you sell to each provider finds per account, because a database that returns one contact per company won't support multi-threaded outreach.

How much should you budget for B2B data?

Your budget depends on team size and how many data types you need. Using the list prices and Vendr medians above, here's a realistic range:

• A solo founder or single rep: $50 to $100 a month. Lusha, UpLead or Apollo Basic cover the basics, and Spona's pay-as-you-go pricing lets you buy leads only when you run a campaign.
• A five-person SDR team: Apollo Professional for five users costs $4,740 a year at list price, while a ZoomInfo contract typically runs from about $15,000 to $33,500 a year. The difference pays for a lot of verification and testing.
• A mid-market or enterprise team using several data types: budgets of $50,000 a year or more are common once you add intent data, technographics and a workflow tool on top of a core database. At Vendr's medians, ZoomInfo and Bombora alone come to about $58,500 a year.

Whatever your budget, spread it according to where you lose the most deals. If reps can't reach people, spend on contact accuracy. If they reach the wrong companies, spend on company data and signals.

Questions to ask a B2B data vendor

Before you sign, ask every vendor the same questions and get the answers in writing:

1. Where does your data come from, and how often is each record refreshed?
2. What accuracy can you show for my specific countries, industries and company sizes?
3. Do you credit back bounced emails or wrong numbers?
4. How do you handle GDPR, CCPA and opt-out requests?
5. Do unused credits expire, and does the contract renew automatically?
6. How does your CRM integration avoid duplicates and protect existing records?

A vendor that answers these clearly is usually one whose data you can trust.

Common mistakes when buying B2B data

The most expensive mistakes are also the most common:

• Buying on database size. A larger database doesn't mean better coverage of your market. Test on your own accounts instead.
• Ignoring phone accuracy. Teams that call buy on email accuracy and then discover their mobile numbers don't connect.
• Paying for overlapping tools. Many teams pay for contact data in two or three tools at once, because sequencing tools, CRMs and data providers all bundle it.
• Forgetting data decays. People change jobs and companies change, so a list that was accurate when you bought it slowly becomes less reliable. Plan regular refreshes.
• Skipping the contract details. Auto-renewals, expiring credits and seat minimums often cost more than the headline price difference between two providers.

B2B data and compliance

Buying B2B data doesn't remove your responsibility for how you use it. Three points apply to almost every team:

• In Europe, GDPR applies to business contact data. Names, business emails and phone numbers of individuals are personal data. Most B2B outreach relies on legitimate interest, which requires a relevant offer, a clear way to opt out and records of where the data came from. Our guide to B2B data validation covers keeping records accurate.
• In the US, state privacy laws are expanding. California's CCPA gives residents rights over their data, and several other states have passed similar laws.
• Ask providers how they source data. Reputable providers can explain their sources, honor opt-out requests and remove people who ask to be deleted.

This isn't legal advice, but asking these questions before you buy protects both your sender reputation and your brand.

Which AI B2B data provider is the best?

"AI" means different things across providers. Many established databases have added AI writing assistants or AI search on top of a traditional database. AI-native platforms go further and use AI to do the research itself. Spona is built this way: you describe the target in plain language, its AI searches 40+ sources, verifies each lead and explains why it fits. Clay's AI agent can also research custom data points, but you design the workflow around it. For teams that want the benefits of AI research without building anything, Spona is the most direct option.

Who are the top B2B data providers?

By market presence, the best-known B2B data providers are ZoomInfo, Apollo, Cognism and Lusha for contact data, Dun & Bradstreet for company records, BuiltWith for technographics, Bombora for intent and Crunchbase for funding data. The best one for you depends on your market: Cognism for Europe, Apollo for budget-conscious teams, and Spona for verified leads across B2B, local and e-commerce segments without an annual contract.

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FAQ

What is the best B2B data provider?

There isn't one best provider for everyone. ZoomInfo leads on enterprise depth in North America, Cognism on European compliance, Apollo on price, and Spona on verified leads across B2B, local and e-commerce data with pay-as-you-go pricing.

How much does B2B data cost?

Self-serve tools start around $50 to $100 a month per user, while enterprise contracts often cost $20,000 to $35,000 a year or more. Vendr's medians range from $7,950 a year for BuiltWith to $33,500 for ZoomInfo.

How accurate is B2B data?

Accuracy varies by provider, region and segment, and phone numbers are usually less accurate than emails. Always test a sample of your own target accounts before you buy.

What's the difference between a B2B data provider and a data enrichment tool?

A data provider owns or collects data. An enrichment tool fills in missing fields in your records, often by querying several providers. Some platforms, like Spona, do both.

Is buying B2B data legal?

Yes, in most countries, as long as you use it in line with privacy laws such as GDPR and CCPA, including honoring opt-outs and having a legitimate reason to contact people.

Sources

• SEC: ZoomInfo Q2 2026 results (8-K, Exhibit 99.1)
• Vendr: ZoomInfo purchase data
• Apollo.io: pricing page
• Cognism: Pricing (official)
• Lusha: pricing page
• UpLead: pricing page
• Kaspr: pricing page
• Vendr: Leadfeeder (formerly Dealfront) purchase data
• Vendr: People Data Labs purchase data
• BuiltWith: plans and pricing
• Vendr: Bombora pricing (median contract value)
• Vendr: Crunchbase purchase data