D&B Hoovers

Name: D&B Hoovers
Brand: Dun & Bradstreet
Rating: 4.1 (1141 reviews)

Leader

Leading global provider of business decisioning data and analytics, enabling companies to improve business performance.

Est 1840|Valuation $4B|Raised $19.4M|6 Ref Customers

LinkedIn 361K|Website|Web traffic 4.0M|FTEs 6,000|HQ Jacksonville, Florida, US

MarketsCRM List Building & Enrichment Account Research

01Competitive Landscape

Narrative analysis

Where D&B Hoovers tends to provide value: - Company identity resolution and hierarchical data are commonly cited as useful for account planning and governance. - NAICS-driven segmentation and firmographic filters are frequently referenced as helpful for targeted list building. - The product is sometimes used by credit and governance teams due to its alignment with D‑U‑N‑S identifiers. Where competitors often provide advantages: - ZoomInfo: chosen for larger teams that require a broad, integrated go-to-market suite and can justify premium spend. - Apollo: often selected for integrated engagement/sequencing and cost-effectiveness for SMB/mid-market outbound. - Cognism: selected for compliance-focused outbound and certain international direct-dial coverage. - LinkedIn Sales Navigator: used primarily for organizational discovery and relationship-based outreach; it is often paired with a data provider for full contact coverage.

Pricing comparison (indicative)

LinkedIn Sales Navigator provides published baseline per-license pricing.
ZoomInfo pricing is typically quote-based; third-party sources cite entry packages in the multiple-thousands-per-year range in some markets.
D&B Hoovers: SMB plan pricing is referenced publicly by third parties, while enterprise pricing is usually custom and requires vendor engagement for exact figures.

Adoption trends and market perception

D&B’s long history as a business data provider contributes to its perception as a source of corporate identity and hierarchy data.
Market sentiment is mixed: some users value the depth of company-level research, while others report concerns about data freshness, the credit model, and support.

	D&B Hoovers	ZoomInfo Sales	LinkedIn Sales Navigator
Starting Price	Public SMB plan commonly cited at a low monthly price point with a credit-based model; enterprise pricing is quote-based	Quote-based; third-party sources commonly cite entry packages costing multiple thousands per year in some markets	Published baseline per-license pricing (per-license model)
Primary Use Cases	Account research, hierarchy/D‑U‑N‑S identity, firmographic segmentation, credit/data governance	High-scale outbound, broad dataset, add-on modules (intent, enrichment, engagement)	Relationship-led prospecting and organizational discovery via LinkedIn graph
Key Strength	Company hierarchy and firmographic profiling; legacy business data assets	Feature depth across go-to-market functions and strong integrations	Self-reported professional profiles and organizational context
Key Weakness	Credit model and data freshness complaints; some reviewers note weaker global coverage	Typically higher cost; pricing opacity for some buyers	Requires supplemental contact data for full contact coverage

01Competitive Landscape

Narrative analysis

Where D&B Hoovers tends to provide value:

Company identity resolution and hierarchical data are commonly cited as useful for account planning and governance.
NAICS-driven segmentation and firmographic filters are frequently referenced as helpful for targeted list building.
The product is sometimes used by credit and governance teams due to its alignment with D‑U‑N‑S identifiers.

Where competitors often provide advantages:

ZoomInfo: chosen for larger teams that require a broad, integrated go-to-market suite and can justify premium spend.
Apollo: often selected for integrated engagement/sequencing and cost-effectiveness for SMB/mid-market outbound.
Cognism: selected for compliance-focused outbound and certain international direct-dial coverage.
LinkedIn Sales Navigator: used primarily for organizational discovery and relationship-based outreach; it is often paired with a data provider for full contact coverage.

Pricing comparison (indicative)

LinkedIn Sales Navigator provides published baseline per-license pricing.
ZoomInfo pricing is typically quote-based; third-party sources cite entry packages in the multiple-thousands-per-year range in some markets.
D&B Hoovers: SMB plan pricing is referenced publicly by third parties, while enterprise pricing is usually custom and requires vendor engagement for exact figures.

Adoption trends and market perception

D&B’s long history as a business data provider contributes to its perception as a source of corporate identity and hierarchy data.
Market sentiment is mixed: some users value the depth of company-level research, while others report concerns about data freshness, the credit model, and support.

	D&B Hoovers	ZoomInfo Sales	LinkedIn Sales Navigator
Starting Price	Public SMB plan commonly cited at a low monthly price point with a credit-based model; enterprise pricing is quote-based	Quote-based; third-party sources commonly cite entry packages costing multiple thousands per year in some markets	Published baseline per-license pricing (per-license model)
Primary Use Cases	Account research, hierarchy/D‑U‑N‑S identity, firmographic segmentation, credit/data governance	High-scale outbound, broad dataset, add-on modules (intent, enrichment, engagement)	Relationship-led prospecting and organizational discovery via LinkedIn graph
Key Strength	Company hierarchy and firmographic profiling; legacy business data assets	Feature depth across go-to-market functions and strong integrations	Self-reported professional profiles and organizational context
Key Weakness	Credit model and data freshness complaints; some reviewers note weaker global coverage	Typically higher cost; pricing opacity for some buyers	Requires supplemental contact data for full contact coverage