10 Best Sales Intelligence Tools for Prospecting in 2021

Traditional sales prospecting is incomplete in the fast-paced modern era. It ought to be backed up with technologically equipped sales tools that are innovative and futuristic in their orientation.

Sales professionals who rely on sales technology outperform their peers. There's a vast ocean of tools available today that all promise to help salespeople skyrocket their numbers. There are ten sales tools categories that sales professionals should be acquainted with. One of these, sales intelligence, empowers salespeople to organize relevant searches for companies with a specific set of updated data-points.

In this article, we'll go through the fundamentals of sales intelligence and take a closer look at ten vendors that stand out from the crowd.

TL;DR: Jump straight into the Top 10 Sales Intelligence Vendors.

What is sales intelligence

Sales intelligence refers to a wide range of technologies that help salespeople find, monitor, and understand information on prospects’ and existing clients’ daily business.

Sales intelligence software allows salespeople to conduct pointed searches for companies with a specific set of real-time data-points, including both firmographics, technographics, and buying signals. In other words, this type of technology helps salespeople find companies that match their ideal customer profile in one easy search.

Sales intelligence technology works around the clock to collect and make sense of company information from millions of data sources. There are two parts to the sales intelligence market: 1) company data, and 2) contact data. However, sales intelligence software includes more than just vendors providing phone numbers and emails. Sales intelligence is about the contextual information surrounding these contacts, such as purchase history, current contracts, business objectives, and digital footprints.

Bring relevance at scale

The average buying process now includes nearly seven people. Modern salespeople have to be relevant in every touch point, to build consensus among a larger group of stakeholders.

No matter how skilled in pitching you are, it’s always challenging to deliver a tailored offer to each company you contact, close sales, nurture leads and move leads along the sales funnel. This is especially true for when you're talking to companies that either don’t have a clear use for your product or where the timing to purchase is completely off.

Sales intelligence helps salespeople know precisely who they should be talking with, what they should be talking about, and when they should reach out to them, and put all the relevant information in front of them when they’re having that conversation. As a result, injecting data from a sales intelligence platform into your CRM can truly transform your sales process. A combination of company insights and a clean and tidy CRM has the potential to create a well-oiled sales machine that delivers relevance at a scale.

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Tap into automation

In a nutshell, sales intelligence eliminates the previously manual process of locating the relevant insights you need, while verifying them for accuracy and giving you a complete overview of every prospect. Most tools come with notification features, alerting the users of organizational changes that can open up a window of opportunity for them within one of their target accounts, or informing them of when a new company falls into the description of their ideal customer profile.

Local data plays a critical role

In sales intelligence, local data plays a critical role, which makes the category more fragmented geographically than others. Legislation such as GDPR makes Europe, for example, a more challenging market to have contact information on. At the same time, there is a lot of consolidation in the space, as with DiscoverOrg’s recent acquisition of another major player, ZoomInfo, and becoming known as ZoomInfo Powered by DiscoverOrg.

New datasets will constantly emerge, which will make prospecting more effective and specialized. Intent data is one new example, as well as industry-specific data sources such as real estate data, credit ratings, or vehicle information.

A young and evolving vertical

The sales intelligence vertical is still young and relatively undefined. This makes it far from easy for first-time buyers to compare sales intelligence solutions and decide which one is right for their business. To help you narrow down the search, we’ve listed ten powerful sales intelligence tools here.

Download Sales Playbook TemplateThe best sales intelligence tools in 2021

  1. Vainu
  2. Adapt
  3. Clearbit
  4. D&B Hoovers
  5. HG Insights
  6. Insideview
  7. Leadfeeder
  8. LinkedIn Sales Navigator
  9. Owler
  10. ZoomInfo Powered by DiscoverOrg


Vainu makes salespeople relevant in every step of the sales process by providing them with actionable company information, when and where they need it. Vainu is powered by technology to collect, read and understand all company information ever written, and make this easily consumable for the salesperson.



Adapt’s suite of products offers B2B contact and company data across multiple industries. Users get access to millions of business contacts so they can find the right connects to building qualified leads and engaging with prospects faster.



Clearbit is a marketing data engine for customer interactions. The software help users understand their customers on a deeper level, identify future prospects, and personalize every single marketing and sales interaction.


D&B Hoover

One of the largest company databases with more than 100 million people and 200 million company profiles. Delivered through the Dun & Bradstreet Data Cloud, D&B Hoovers’ data and insights help users accelerate revenue, manage risk, and lower cost.


HG Insights

HG Insights focuses on website tech. The solution provides marketers with accurate technographic insights, based on advanced data science, to build better forecasts and precisely target their campaigns at scale.



InsideView’s aim is to position itself as a modern company database that integrates seamlessly with Microsoft Dynamics CRM, specifically. In addition to basic company and people data, InsideView also provides relevant news mentions and social media feeds of companies.



Leadfeeder is a sales intelligence tool that helps companies uncover more about their anonymous website visitors so that they can convert promising visitors into sales leads. Leadfeeder shows who visits your website, how they found you, and what they’re interested in.


LinkedIn Sales Navigator

Most salespeople use LinkedIn, but only some utilize LinkedIn’s paid premium offering, Sales Navigator. Sales Navigator makes it easy to build prospect lists based on decision makers’ job titles and responsibilities. Users can also monitor relevant discussions, allowing salespeople to find more meaningful ways to engage with both existing and new contacts.



Owler is community-based business information and insights platform. Owler provides salespeople with real-time news, alerts, and insights to help them close more business and stay on top of their competitor’s moves.


ZoomInfo Powered by DiscoverOrg

ZoomInfo Powered by DiscoverOrg collects most of its data by interviewing and researching companies systematically a few times each year. The tool includes organizational charts and information about new projects and initiative. The solution is especially useful for business-to-business sales teams targeting IT departments


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Topics: Sales Tools, Sales Intelligence

Erika Granath

Vainu's Content Marketing Manager. Grew up next to Sweden's largest cookie factory. Love cookies (of course), ping pong tournaments and word jokes.