The third perspective on ZoomInfo vs Lusha
ZoomInfo vs Lusha: both miss 13,549,104 US small businesses.
ZoomInfo is the heavy enterprise database: deep US firmographics, org charts, intent, conversation intelligence, on contracts that quote on a call. Lusha is the lightweight one-click reveal: a browser extension a rep clicks on a LinkedIn profile to pull an email or phone, priced from $69.90 a month. One is a platform a RevOps team runs; the other a tool a single rep installs by lunch.
We lose to both on the buyers they are built for. Both are profile-anchored, each starting from a person who already has a LinkedIn profile or a corporate footprint. That holds at the 50-plus employee company. It breaks at the single-location US small business. We win when your buyers are the SMBs neither tool maps at the company grain.
Three products, three jobs
ZoomInfo is the platform. Lusha is the reveal. Orbital is the row.
A comparison only helps when the tools do the same job. ZoomInfo, Lusha, and Orbital overlap on the word data and little else. Read this before the table.
What ZoomInfo is
The broadest US-centric B2B database.
Deep firmographics, org charts and reporting lines, Bombora topic intent plus ZoomInfo's own Streaming Intent, and Chorus conversation intelligence acquired in 2021. Pricing is custom with no public number, reported median contract around $31,875 a year. G2 rates ZoomInfo Sales 4.5/5 across 9,000+ reviews.
Best for: enterprise revenue teams selling into mid-market and up who need org charts, broad US firmographics, and intent in one platform.
What Lusha is
A lightweight contact-reveal tool a rep runs from a browser extension.
The motion is one click on a known LinkedIn profile to pull a validated email or phone, billed on credits where 1 credit reveals an email and 5 reveal a phone. Pricing is per seat plus credits, Pro from $69.90 a month, Premium from $399.90 a month, Scale custom for 20-plus seats.
Best for: individual reps and small teams who want quick, low-friction contact reveals on profiles they already have in front of them.
What Orbital is
A map of every US small business at the company grain.
We start from Google Maps, Yelp, and Yellow Pages to build the company set, then run a 51-source agent (Better Business Bureau, corporate directories, legal filings, Dun & Bradstreet, Secretary of State, the business website, news) to find the owner. We find one about 80% of the time, then attach the custom signals you score on, per account. Emails are validated across providers; phones are validated against Twilio.
Best for: teams selling software to single-location US SMBs in field-service verticals, where the buyer is an owner with no LinkedIn page and no corporate directory entry.
The honest comparison
Nine rows. ZoomInfo wins two. Lusha wins two. We win four. One tie.
We name a winner in every row, and concede the ones ZoomInfo and Lusha win outright, up top. The rows we win sit lower, where the long-tail US SMB decides the deal.
| Dimension | ZoomInfo | Lusha | Orbital | Winner |
|---|---|---|---|---|
| US enterprise firmographics breadth | Deepest US firmographic coverage | Thin firmographics, reveal-focused | SMB-only, not enterprise | ZoomInfo |
| Org charts, reporting lines, and intent | Native org charts plus Bombora and Streaming Intent | None, single-contact reveal only | Custom per-account signals only | ZoomInfo |
| Speed to first contact for a single rep | Platform rollout and onboarding | One-click reveal from a browser extension | List pull, not in-the-flow reveal | Lusha |
| Price and ease of entry | Custom quote, reported median ~$31,875/yr | Self-serve from $69.90/mo, credits-based | Quote-based, vertical pull | Lusha |
| Long-tail US SMB at the company grain | Thins out below mid-market | Reveals only what already has a profile | 13,549,104 mapped from Maps, Yelp, Yellow Pages | Orbital |
| Decision-maker contacts at single-location SMB | Profile-anchored, mid-market and up | Profile-anchored, needs a LinkedIn profile to click | Owner found ~80% via 51-source agent | Orbital |
| Local-business signals (no website, no GBP, no LinkedIn) | Not a covered data type | Not a covered data type | Mapped per business | Orbital |
| Custom per-account research signals | Fixed schema, no custom sourcing | Reveal only, no custom signals | Sourced per account on what you score on | Orbital |
| Data on the shared mid-market and enterprise set | On par where both cover it | On par where it overlaps | On par where it overlaps | Tie |
Methodology: Orbital figures from a curated company-grain pull, April 2026, US sourced. ZoomInfo facts as of 2026-06; Lusha pricing from lusha.com as of 2026-06 (monthly list price; 1 credit reveals an email, 5 reveal a phone).
When to pick each
Three reads. Pick the one your pipeline depends on.
Pick the tool whose limits you can live with. Most teams selling into SMB end up running more than one.
Pick ZoomInfo if
- Your buyers are US mid-market and enterprise accounts.
- You need org charts and reporting lines to map a buying committee.
- You want broad US firmographics and intent in one platform and have the budget for an enterprise contract.
Pick Lusha if
- You are one rep or a small team that wants contacts revealed in the moment, on profiles you already have open.
- You want to buy it yourself without a procurement cycle.
- Your targets have LinkedIn profiles worth a one-click reveal, and price and ease matter more than depth.
Pick Orbital if
- Your buyers are single-location US small businesses in field service.
- The owner is the decision-maker and has no LinkedIn page or corporate directory entry.
- You score accounts on signals nobody sells off the shelf, attached per account.
Where the long-tail row sits
Coverage ZoomInfo and Lusha thin out on. The numbers, with sources.
companies across 5 live SMB verticals
Aggregate of the dental, HVAC, med spa, restaurant, and roofing pages. A subset of the 13,549,104 total ZoomInfo and Lusha thin out on.
of US dental practices we track are single-location
54% run without a website. 74% have no decision-maker on LinkedIn. The shape of the long-tail SMB row a profile-built database does not have. See the dental TAM report.
of US restaurants we track are single-location
82% have no LinkedIn company page. Owner-operators reachable through direct sourcing, not the LinkedIn anchor ZoomInfo and Lusha are built around.
Source: Orbital data, April 2026. The 1,366,523 figure aggregates small-business coverage across the live email-list verticals, a subset of the 13,549,104 total US small businesses Orbital maps. Vertical breakdowns also published in the Dental TAM report and the HVAC TAM report.
The argument
A row that does not exist in either tool is not a row you can reveal.
ZoomInfo and Lusha solve different problems well, and both solve them from the LinkedIn graph out. ZoomInfo starts from the US enterprise account, maps the org chart, layers Bombora and Streaming Intent on the people inside it, and sells the whole platform to a RevOps team. Lusha starts from a profile a rep already has open and reveals the email or phone behind it in one click. Both motions assume the person you want has a profile to anchor to. At a 200-person company, they do.
At a single-shop dental practice, they do not. 74% of dental decision-makers have no LinkedIn presence at all. 54% of those practices have no website. There is no org chart for ZoomInfo to draw and no profile for a Lusha rep to click. A platform built to map enterprise committees cannot map a one-person org, and a reveal tool cannot reveal a contact that was never posted. The row does not exist to be revealed.
Orbital builds the other way. We map the business first from Google Maps, Yelp, and Yellow Pages, then send a 51-source agent to find the owner behind it. We find that owner about 80% of the time. We do not have ZoomInfo's org charts and enterprise breadth or Lusha's instant one-click reveal speed. We have the 13 million US small businesses both tools stop short of.
Questions
ZoomInfo vs Lusha, and where a third option fits
ZoomInfo vs Lusha, which is better?
It depends on weight and budget. ZoomInfo wins for US enterprise breadth, org charts, and intent in one platform, on an enterprise contract. Lusha wins for speed, ease, and price, a one-click reveal a single rep buys and runs without a rollout. Neither is built for the long-tail US small business, which is where Orbital fits.
Which is the cheaper option?
Lusha, on entry price. Lusha is self-serve from $69.90 a month on credits. ZoomInfo is custom with no public number, reported median contract around $31,875 a year. The honest comparison is which coverage matches your buyers, not which number is lower, since a cheap reveal on a profile that does not exist still returns nothing.
Do either of them cover the US SMB long-tail?
Not at the company grain. ZoomInfo thins out below mid-market. Lusha only reveals contacts that already have a LinkedIn profile to click, so the single-location shop with no website and no LinkedIn page sits below both, because both are anchored to a profile the smallest businesses do not have.
Where does Orbital fit between them?
Orbital is the US SMB layer neither one maps. We map 13,549,104 US small businesses at the company grain and find the owner about 80% of the time, including the 74% of dental decision-makers with no LinkedIn profile. Teams run Orbital alongside ZoomInfo or Lusha, not instead of them.
Can I get a sample?
Yes. We will pull about 100 records in your vertical so you can check them against whatever ZoomInfo or Lusha shows you today, before you commit.
See the data ZoomInfo and Lusha do not have.
Pick a vertical and a US metro. We will pull roughly 100 single-location small businesses with the owner attached, and you can check them against whatever you have in ZoomInfo or Lusha today. No seat, no contract, no commitment.
Get a free sample