Key takeaways
- Decision-makers change roles often, so fresh role data matters most.
- Search platforms find the person; contact data tools find the way to reach them.
- Several roles usually share a buying decision, so map more than one person.
- Pebbles Ai finds people by role at named companies and saves them to its CRM, labelled Beta.
What makes a platform good at finding decision-makers
A platform is good at finding decision-makers when its role data is current and its filters match how your buyers are titled. Titles vary widely between companies and countries.
- Current role and seniority, with job-change alerts.
- Filters for department and title keywords.
- Contact details that are verified.
- A way to save people to your CRM.
How the platforms compare
The platforms below either search for people or capture their contact details. The notes summarise each product's own description.
- LinkedIn Sales Navigator: 50+ lead filters, alerts for job or role changes and an AI feature named Lead IQ.
- ZoomInfo: enterprise contact data with mobile numbers, buyer intent and intelligent dialling.
- Cognism: verified mobile numbers and compliance-first data, with a CRM Enrichment add-on.
- Lusha: work emails and phone numbers through a browser extension, CRM integrations, an API and MCP.
- LeadIQ: emails and mobile numbers through people search, plus job change tracking for champions.
- Kaspr: reveals emails and phone numbers straight from LinkedIn profiles in Chrome.
A decision-maker example
Take Clearpath Fleet, an illustrative firm selling vehicle tracking to haulage companies. At a mid-sized haulier the buyer might be the operations director, the fleet manager or the finance director.
Clearpath could search all three roles in Sales Navigator, capture contacts with LeadIQ and watch for job changes. Mapping three people per account protects the deal if one person leaves.
Where Pebbles Ai fits
Pebbles Ai fits teams that know their target companies and the roles they sell to. You name up to ten companies, set at least one role and one location, and your assistant returns matching people as contacts in the Pebbles Ai CRM, labelled Beta.
Each lead has a work email where found, a confidence score and a catch-all flag, plus personalisation angles from public LinkedIn posts, falling back to role and company. Leads come from Pebbles Ai's own growing B2B contact database, GDPR compliant, with work emails, not phone numbers.
The platforms at a glance
Each product's category and whether its own site lists a free plan.
| Category | Free plan | |
|---|---|---|
| LinkedIn Sales Navigator | LinkedIn prospecting and social selling tool | No |
| ZoomInfo | B2B data and sales intelligence platform | No |
| Cognism | B2B contact data with a compliance focus | No |
| Lusha | B2B contact data and enrichment | Yes |
| LeadIQ | B2B prospecting and contact data | Yes |
| Kaspr | LinkedIn contact finder | Yes |
| Pebbles Ai | Go-to-market workspace with AI assistants | No |
Categories are short summaries and free plans are as each vendor's site showed when checked. Pebbles Ai has no free plan; Pro and Team start with a 1-month free trial.
The products compared
LinkedIn Sales Navigator
LinkedIn prospecting and social selling tool
LinkedIn's paid prospecting tool for searching leads and accounts with advanced filters, tracking changes, messaging people outside your network with InMail and syncing to a CRM on its top plan.
Best for: Sellers whose prospecting happens on LinkedIn and who want advanced search, alerts and InMail on LinkedIn's own network.
Pricing model: Core, Advanced and Advanced Plus, priced per licence with monthly or annual billing; Advanced Plus is custom-priced by team size and CRM needs. Source: LinkedIn Sales Navigator pricing
Read the comparison with LinkedIn Sales Navigator Visit LinkedIn Sales Navigator
ZoomInfo
B2B data and sales intelligence platform
An enterprise B2B data platform for sales and marketing teams, offering contact and company data, buyer intent, website visitor data and AI email generation in packaged, quote-based plans.
Best for: Larger sales and marketing organisations that need deep contact coverage, intent signals and conversation intelligence under one enterprise contract.
Pricing model: Packages priced by features, licences and credits (1 export = 1 credit); quote-based. Source: ZoomInfo pricing
Cognism
B2B contact and mobile data
A B2B data provider selling verified mobile numbers and contact data it describes as compliance-first, with intent data on Pro and a CRM enrichment add-on in quote-based packages.
Best for: Teams that call prospects and want phone-verified mobile numbers, with intent data and CRM enrichment from the same data vendor.
Pricing model: Standard and Pro, quote-based, 5 seats included; 1 credit = 1 revealed contact. Source: Cognism pricing
Lusha
B2B contact data and enrichment
A B2B contact data tool for finding emails and phone numbers through a browser extension, CRM integrations, API and MCP, on credit-based plans with a free tier.
Best for: Sellers who want email and phone lookups in the browser and CRM with simple credit pricing.
Pricing model: Free, Starter, Professional, Premium and Scale, by monthly credits. Source: Lusha pricing
LeadIQ
B2B prospecting and contact data
A B2B prospecting platform that captures contacts from the browser, returns emails and mobile numbers on credits, syncs to the CRM and adds AI message writing, job change tracking and an agent.
Best for: SDRs who prospect from LinkedIn and company sites in the browser and want contacts captured and synced straight into their CRM.
Pricing model: Free, Pro and Enterprise; Pro is priced by monthly credit volume, with monthly or annual billing and an annual discount; Enterprise is custom. Source: LeadIQ pricing
Kaspr
LinkedIn contact finder
A Chrome extension that reveals emails and phone numbers from LinkedIn profiles, with CRM export and per-user plans, including a free tier.
Best for: Sellers prospecting on LinkedIn who want contact details in one click.
Pricing model: Free, Starter, Business and Enterprise, per user. Source: Kaspr pricing
We make Pebbles Ai. Facts about other products come from their own public pages, checked on .
Where Pebbles Ai fits
Common questions
How many decision-makers should I contact at one company?
Usually two or three across the roles that shape the purchase. One contact leaves the deal exposed if that person leaves or goes quiet.
How do I know who makes the buying decision?
Look at who owns the problem you solve and who controls the budget. Ask your first contact who else is involved.
Why do decision-maker titles vary so much?
Companies name roles differently by size, sector and country. Search by several title keywords and seniority rather than one exact title.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
