How Much Is Data Sold For? 2026 B2B Data Pricing Guide

B2B contact records sell for roughly $0.10 to $2.00 each in bulk, $5 to $50 each through enrichment APIs, and effectively $0.15 to $1.20 per contact inside an annual seat license (ZoomInfo at $14K to $50K per seat, Apollo at $99 to $149 per user per month, People Data Labs at $0.05 to $0.28 per person record). Consumer data is cheaper per record but rarely usable for B2B sales. Intent data and verified mobile numbers carry the highest premium.

What B2B Contact Records Actually Sell For

The honest answer depends on what you mean by "a record" and who you ask. Three reference prices come up over and over again across 2025 to 2026 procurement conversations and broker quotes:

• Bulk broker lists: $0.05 to $0.25 per contact for cold lists with name, title, company, work email. Quality is uneven and bounce rates of 20% to 40% are normal. Common at the bottom end of the market (Lead411 bulk, smaller resellers, scraped LinkedIn dumps).
• Enrichment API per-call pricing: Apollo Person API around $0.10 to $0.30 per match. People Data Labs (PDL) lists Person Enrichment at roughly $0.05 to $0.28 depending on volume tier. Clearbit Enrichment historically ran $0.20 to $0.60 per record before HubSpot folded it into Breeze Intelligence pricing. ZoomInfo's API is sold by credit packs that work out to $0.50 to $2.00 per enriched profile depending on contract size.
• Platform seat licenses: ZoomInfo Sales sits at $14K to $50K+ per year for a 3 to 10 seat team, plus add-ons (Engage, Intent, OperationsOS). Apollo runs $99 to $149 per user per month on the Organization plan. LinkedIn Sales Navigator Advanced Plus is around $1,600 per user per year. Lusha Pro starts around $35 per user per month.

Verified mobile phone numbers are the highest-priced single field. ZoomInfo, Cognism, and Apollo charge a premium credit cost (often 5x to 10x the cost of a work email) for direct dials, especially in the EU where GDPR makes mobile sourcing harder. A clean B2B mobile number can implicitly cost $1 to $5 once you account for the credit burn.

What Drives Price Per Record

Two contacts with the same title at the same company can carry wildly different prices. The drivers are field depth, freshness, source, and licensing model:

• Field depth. A name plus company plus work email is the cheap floor. Add direct dial, LinkedIn URL, recent job change signal, technographic install, and intent score and the price climbs fast. ZoomInfo's value bundle bakes in dozens of fields per contact, which is part of why per-seat pricing is high.
• Freshness and verification. Apollo and PDL publish "last verified" timestamps. Apollo waterfalls fresh sources for emails and charges more for verified vs catch-all addresses. Data refreshed in the last 90 days commands a 20% to 50% premium over stale records.
• Source. Data scraped from public web alone is cheap. Data combined with self-reported signals (resume parses, opt-ins, community memberships) costs more. Court-tested licensing chains (NPPES, SEC filings, state bar rolls) command a premium in regulated verticals.
• Licensing model. Click-charge enrichment APIs charge per call. Bulk seat licenses front-load the cost and then go effectively unlimited up to a fair use cap. Resyndication rights (the right to push records into a third party tool, like an outbound platform) cost extra at most vendors.
• Geography. US records are the cheapest. EU and UK records cost more because GDPR-compliant sourcing is harder. APAC mobile data is the most expensive per record at the major vendors.

What B2B Vendors Charge in 2026

RevOps teams almost never pay rack rate. The numbers below are the public floor and the discounted reality:

• ZoomInfo Sales: Public starting point around $14K per year for a small team. Real enterprise contracts land $50K to $250K+ per year with intent, scoops, and OperationsOS bolted on. Credit-pack pricing on the API tier averages out to $0.50 to $2.00 per enriched contact.
• Apollo: Organization plan at $99 per user per month annual, Professional at $79 per user per month annual. Custom contracts negotiate from there. Effective price per contact pulled is $0.05 to $0.20 inside a paid seat.
• Cognism: Cognism does not publish pricing. Reported deals land $15K to $60K per year for a 5 to 10 seat team, with phone-verified mobile data as the differentiator.
• People Data Labs (PDL): Person Enrichment API around $0.05 to $0.28 per record. Bulk Person Dataset pricing scales by record volume and refresh cadence. PDL is the data layer behind dozens of resellers, so the same record bought through a reseller can cost 3x to 10x more.
• Clearbit (now HubSpot Breeze Intelligence): Sold as part of HubSpot Enterprise or as Breeze Intelligence credits. Effective per-record cost runs $0.20 to $1.50 inside a HubSpot subscription.
• Lusha: Pro at $35 per user per month. Premium at $69. Scale plans negotiated. Heavy users land at roughly $0.10 to $0.40 per verified contact.
• UpLead: Plus at $99 per user per month for 200 credits. Effective $0.50 per record at low volume.
• RocketReach: $39 to $249 per user per month with credit tiers. Roughly $0.20 to $1.00 per verified email.

For the deeper breakdown of one of the largest vendors in this list, see our People Data Labs review and the full tool comparison.

Bulk Lists vs Enrichment APIs vs Platform Seats

Three buying motions, three very different cost structures:

• Bulk lists are cheap upfront but expensive in cleanup. A 50,000-row CSV at $0.10 per row is $5,000. After dedup, bounce filtering, and verification, the usable yield is often 20,000 to 30,000 records, which pushes the real cost to $0.17 to $0.25 per usable contact. Bulk lists are best for one-off campaigns, total addressable market sizing, or feeding a higher-quality enrichment layer.
• Enrichment APIs charge per call and scale with usage. The cost per record is higher but you only pay for matches that fit your filter. Best for product-led growth signups, form fills, and CRM hygiene jobs where you want fresh data on records you already care about.
• Platform seat licenses front-load the spend but unlock the full UX (lists, alerts, intent, integrations). Best for full-time outbound teams where the seller workflow lives inside the data tool and a 5x to 20x productivity bump justifies the seat cost.

The hybrid stack many RevOps teams run in 2026: one platform seat license per AE for the daily workflow, plus a metered enrichment API for CRM hygiene and form enrichment, plus the occasional bulk list for ABM seed targeting.

Consumer Data Pricing (and Why It Rarely Helps B2B)

Consumer data is cheaper per record but operates under different rules:

• Acxiom, Experian, TransUnion, and LiveRamp sell consumer audience segments at roughly $1 to $5 CPM for ad-tech use (priced per thousand impressions, not per record).
• Identity graphs (LiveRamp ATS, The Trade Desk Unified ID 2.0) license at six- to seven-figure annual platform fees and are billed by media volume, not headcount.
• Consumer email lists from data brokers run $0.005 to $0.05 per record, but use is constrained by CAN-SPAM, CASL, and GDPR. Most enterprise marketing teams treat purchased consumer email as off-limits.

Consumer data is used in B2B mostly for individual-to-account resolution (matching a personal LinkedIn URL to a work email, for example) and for ad-tech audience activation, not for direct outbound.

Intent Data Premium

Intent data sells for more than firmographic or contact data on a per-account basis:

• Bombora Company Surge: Sold by topic. Small teams start around $24K per year. Mid-market deals reach $60K to $120K.
• G2 Buyer Intent: Native to G2 advertising. Starts around $30K per year and scales with category breadth.
• 6sense: Account-based intent and orchestration. Mid-market deals at $60K to $150K per year. Enterprise above $250K.
• Demandbase One: Comparable to 6sense. $50K to $250K depending on scope.
• ZoomInfo Intent: Bolt-on to a ZoomInfo Sales subscription. $10K to $40K incremental.

Intent is priced on the upside it unlocks (focused outbound, prioritized inbound) rather than per record. The buyer pays for the signal, not the rows.

What RevOps Teams Actually Spend

Across the 2025 to 2026 buyer conversations the team tracks for the quarterly RevOps reports, here is the real spend mix for a 5 to 15 seat sales team:

• Seed-stage startup (1 to 3 reps): Apollo at $250 to $500 per month plus LinkedIn Sales Navigator. $5K to $10K per year all-in.
• Series A to B (5 to 10 reps): ZoomInfo or Apollo + Lusha + intent (Bombora or G2) + a small Clearbit/PDL budget for form enrichment. $40K to $120K per year all-in.
• Series C+ (10 to 50 reps): ZoomInfo + Cognism (EU coverage) + 6sense or Demandbase + Clay or Common Room for orchestration. $200K to $800K per year all-in.
• Enterprise (50+ reps, multi-region): ZoomInfo enterprise + Cognism + 6sense or Demandbase + PDL or Coresignal for the data lake + custom data licensing for verticals. $750K to $3M+ per year all-in.

For a deeper look at the spend bands and what each platform actually delivers, see our RevOps tech stack audit guide and the building a RevOps stack from scratch piece.

What Changed Recently (2026 Update)

Three pricing dynamics moved in 2025 to 2026:

• Q1 2026: ZoomInfo restructured packaging around the Copilot AI tier, pushing minimum deal sizes up by roughly 15% for new enterprise contracts. Apollo cut starting prices on the Professional plan to defend mid-market share.
• Q4 2025: HubSpot rolled Clearbit into Breeze Intelligence and shifted from per-record to credit-pack pricing. Net effect for most customers: per-enrichment cost flat, but volume caps clearer.
• Mid-2025: PDL repositioned around the Person and Company datasets as a data layer for AI products, not just enrichment. Volume tier pricing now favors customers buying full datasets over per-call enrichment.

Frequently Asked Questions

How much does one B2B contact record cost in 2026?

Per-contact pricing in 2026 spans roughly $0.05 to $2.00 depending on the buying path. Bulk broker lists run $0.05 to $0.25 per row (with 20% to 40% bounce). Enrichment APIs (Apollo, PDL, Clearbit, ZoomInfo) charge $0.05 to $2.00 per verified match. Inside a paid platform seat (Apollo, ZoomInfo, Lusha), the effective cost per contact pulled is $0.10 to $1.20 depending on plan and usage. Verified mobile numbers cost a 5x to 10x premium over a work email.

How much does ZoomInfo cost per record?

ZoomInfo does not publish per-record pricing publicly. Real-world contracts reveal a credit-pack pricing model that works out to roughly $0.50 to $2.00 per enriched contact, depending on volume tier and add-ons. Annual subscriptions for a 3 to 10 seat sales team typically run $14K to $50K per year base, with intent, scoops, and OperationsOS add-ons pushing total spend to $50K to $250K+ for mid-market and enterprise teams.

How much does Apollo cost?

Apollo's Organization plan is $99 per user per month annual ($79 for the Professional plan annual), with custom enterprise pricing above that. Effective per-contact cost inside a Apollo seat runs $0.05 to $0.20 depending on credit consumption. Apollo's Person API priced separately runs $0.10 to $0.30 per match.

How much does People Data Labs (PDL) cost per record?

PDL's Person Enrichment API runs roughly $0.05 to $0.28 per record depending on volume tier. PDL bulk Person Dataset and Company Dataset licenses scale by record volume, refresh cadence, and field depth. Custom data layer deals for AI products and resellers reach six- and seven-figure annual contracts. The same PDL record bought through a reseller can cost 3x to 10x the direct API price.

What does intent data cost?

Intent data is priced per account universe and category breadth, not per record. Bombora Company Surge starts around $24K per year for small teams. G2 Buyer Intent starts around $30K per year. 6sense and Demandbase land $50K to $250K per year depending on scope. ZoomInfo Intent runs $10K to $40K as an add-on to a ZoomInfo Sales subscription.

Is buying a B2B contact list legal?

Buying B2B contact data is legal in the US under CAN-SPAM with proper opt-out handling. In Canada (CASL), Germany, France, and most of the EU (GDPR), pre-collected B2B contact data is harder to use for cold outbound without a documented legitimate interest basis. The major US vendors (ZoomInfo, Apollo, Lusha, PDL) include compliance documentation as part of their license. Always confirm the vendor's source documentation and any regional restrictions before importing data into your CRM.

What is the difference between bulk lists, enrichment APIs, and platform seats?

Bulk lists are cheap per row (often $0.10 or less) but require heavy cleanup and produce 20% to 40% bounce. Enrichment APIs charge per match (typically $0.10 to $2.00) and only bill when the record meets your filter, which makes them best for CRM hygiene and form enrichment. Platform seat licenses front-load the cost ($99 to $5,000+ per user per year) but unlock daily sales workflows like lists, alerts, intent, and CRM integrations. Most RevOps teams in 2026 run a hybrid stack.

How much does consumer data sell for?

Consumer audience data sold by Acxiom, Experian, TransUnion, and LiveRamp typically lists at $1 to $5 CPM (per thousand impressions) for ad-tech activation, not per row. Identity graph licensing (LiveRamp ATS, The Trade Desk UID 2.0) runs six- to seven-figure annual platform fees billed by media volume. Consumer email lists from data brokers run $0.005 to $0.05 per record but use is constrained by CAN-SPAM, CASL, and GDPR. Most B2B teams cannot meaningfully use consumer data for outbound.

Why are mobile phone numbers so much more expensive?

Verified direct dial mobile numbers cost 5x to 10x the credit burn of a work email at the major vendors (ZoomInfo, Cognism, Apollo). Mobile data is harder to source legally, especially in EU jurisdictions covered by GDPR. Verification is also more expensive because there is no equivalent of email syntax checking for mobile numbers, so vendors carry the verification cost. Cognism built its category position on phone-verified mobile data.

What do RevOps teams actually spend on data in 2026?

Spend scales with sales team size. Seed-stage startups (1 to 3 reps) spend $5K to $10K per year on Apollo plus LinkedIn Sales Navigator. Series A to B teams (5 to 10 reps) land $40K to $120K per year across ZoomInfo or Apollo plus intent. Series C+ teams (10 to 50 reps) reach $200K to $800K per year. Enterprise teams (50+ reps) spend $750K to $3M+ per year across ZoomInfo, Cognism, 6sense or Demandbase, and a custom data layer.