Every vendor leads with a global total. Two hundred and forty million, five hundred million, over a billion. None of those numbers tells you how many VPs of Sales a vendor has in Germany with a mobile number, which is the only figure that matters if Germany is where you sell. This compares what ten B2B data vendors publish below the global total, by region and by country, how each one counts where a contact is, and how to test depth in your own market before signing. Every figure is from the vendor’s own site, checked in September 2026.
The short answer
Two vendors publish coverage below the global total. ZoomInfo publishes six regions, with contacts, companies, and mobile numbers for each. Lusha publishes individual countries, counted by the contact’s location rather than the employer’s headquarters, with the update date shown. The other eight publish a global total or nothing. A global total hides a thin market: a vendor with 240 million contacts can have deep US coverage and a few thousand records in the country you need. Ask for the country figure, and if it isn’t published, run twenty of your real target accounts through a free plan and count what comes back.
Why the global total misleads
Three reasons.
Coverage is not evenly spread. Every B2B database is deepest where its sources are deepest: North America first, then Western Europe, then everywhere else. The Lusha help center says this plainly: coverage is stronger for English-speaking markets and technology industries. A vendor that publishes only a global total is averaging its best market with its worst.
Location is counted two ways. A contact at a German company can be counted as German because the company is headquartered in Munich, or because the contact sits in Munich. The second is the one a rep needs. A vendor that counts by headquarters can report a large German figure made up mostly of people in the company’s US office. Only one vendor on this list states which basis it uses.
The rate of change differs by market. Lusha’s own measurement found UK sales leaders changing roles at 21.4% a year against 12.25% in the US, 1.75 times as fast. A UK list on a US refresh cadence is out of date at every point in the cycle. Depth in a market and decay in a market are separate questions, and both are local.
Ten vendors: what each publishes below the global total
| Vendor | Global total published | Regional breakdown | Country breakdown | Counting basis stated | US figure |
|---|---|---|---|---|---|
| Lusha | 290M+ contacts, 29M+ companies | Yes: North America 105.4M contacts | Yes, by country, with update date | Yes: contact’s location, not employer HQ | 87.8M contacts |
| ZoomInfo | 500M+ profiles, 122M+ companies | Yes, six regions with contacts, companies, mobiles | Not published | Not published | Not published (North America 157.8M) |
| Cognism | Not published as a total | Europe and US at director level and above, no figures | Not published | Not published | Not published |
| Apollo | 240M+ contacts, 30M+ companies | Not published, “search by region” | Not published | Not published | Not published |
| Seamless.AI | 1.3B+ contacts, 121M+ companies | Not published | Not published | Not published | Not published |
| 6sense | 750M+ profiles, 75M+ companies, 200+ countries | Not published | Not published | Not published | Not published |
| RocketReach | 700M+ professionals | Not published | Not published | Not published | Not published |
| UpLead | Not published on data page | Not published | Not published | Not published | Not published |
| Lead411 | Not published | Not published | Not published | Not published | Not published |
| Clay | None of its own, routes to 200+ providers | Depends on providers chosen | Depends on providers chosen | Depends on providers chosen | Depends on providers chosen |
Checked against each vendor’s own site, September 15 and 17, 2026. “Not published” means the figure does not appear on the vendor’s data, coverage, or product pages as checked. Sources in the vendor notes below.
What the two vendors that publish actually show
ZoomInfo, by region
ZoomInfo’s data page gives six regions. North America: 79.6M+ companies, 157.8M+ contacts, 77.7M+ mobile numbers. Europe: 20.5M+ companies, 66M+ contacts, 18.5M+ mobiles. Asia: 4.8M+ companies, 68.3M+ contacts, 12.9M+ mobiles. South America 28.7M+ contacts, Africa 18.1M+, Australia and New Zealand 12.7M+. It is the largest regional disclosure on this list, and the mobile column is the useful one, because it shows the phone-to-contact ratio falling from about half in North America to under a fifth in Asia. What it doesn’t give is a country, or how a contact’s region is assigned.
Lusha, by country
Lusha’s data page gives country rows with a stated basis: “by the contact’s recorded location, not the employer’s headquarters.” United States 87.8M contacts, North America 105.4M, with Canada 9M and Mexico 5.8M, and a note that a further 11.5M contacts are not yet broken out by country and that some markets are excluded from country-level reporting for compliance reasons. The page shows its last update date. Email accuracy is also published by region: North America 98%, EMEA 97%, APAC 96%, LATAM 95%. What it doesn’t give is a mobile-number column per country.
Everyone else
Apollo’s data page states 240M+ contacts and tells the reader to run a search by region to see coverage, which is honest but puts the work on you. Cognism’s FAQ says it doesn’t make general coverage claims and describes director-level-and-above coverage in Europe and the US; independent reviews consistently place its depth in the UK and Europe. Seamless.AI’s platform overview and 6sense’s sales intelligence page give the largest global totals on the list and no breakdown. RocketReach, UpLead, and Lead411 publish no regional figures. Clay holds no data of its own and inherits the coverage of whichever providers you route through, which is a real advantage in thin markets if you’re willing to pay for several.
Market by market
United States. The deepest market for every vendor, and the only one where two publish a figure to compare: Lusha 87.8M by contact location, ZoomInfo 157.8M for North America as a whole. In a published test of five US ICPs run on both platforms on 11 August 2026, Lusha returned twice as many US contacts with a direct phone number as ZoomInfo. The test measured quantity and fill rate only, accuracy was not tested, and ZoomInfo led on work email fill rate in the same test. Methodology. Different totals, different fill, which is exactly why the global number settles nothing.
EMEA. ZoomInfo publishes 66M contacts and 18.5M mobiles for Europe. Cognism is the vendor built around this market, with phone numbers it says it verifies by calling and Do Not Call screening against national registries. Lusha publishes 97% email accuracy for EMEA and its UK decay measurement. For UK and German outbound, run the same twenty-account test on all three.
APAC. The thinnest published market. ZoomInfo’s 68.3M contacts for Asia come with 12.9M mobiles, under a fifth. Lusha publishes 96% email accuracy for APAC and excludes some markets from country-level reporting for compliance reasons, which is a limitation stated rather than hidden. Nobody else publishes anything. Test before buying, and test the phone column specifically.
LATAM. ZoomInfo publishes 28.7M contacts for South America. Lusha publishes Mexico at 5.8M contacts and 95% email accuracy for LATAM. Mexico is often the practical entry point for LATAM outbound from the US, and it’s the one LATAM country with a published figure on this list.
How to test depth in your market in an afternoon
- Pick twenty real target accounts in the country, the ones on this quarter’s list, not a sample of famous companies.
- Define the seat. One or two titles that own your budget line.
- Run them through a free plan or trial. Lusha’s Free plan is 40 credits a month with no card, enough for this. Apollo and others have free tiers too.
- Count four things: accounts where the seat was found, contacts with a work email, contacts with a direct dial or mobile, and contacts whose title matched what you know. Fill rate on the phone column is the number that decides it.
- Repeat with the second vendor on the same twenty. Same day, so nothing moves in between.
This is the method behind the published US test, scaled to one afternoon. It tells you more about your market than any total on any homepage.
Limitations of this comparison
Published figures are self-reported and change without notice; the dates above are the check dates. “Not published” means not on the pages checked, not that a vendor can’t tell you when asked. Regional totals from different vendors aren’t directly comparable, because each defines regions and counts location its own way, and only one states the basis. Contact totals say nothing about accuracy or freshness, which are separate measurements. And Lusha wrote this, so every row is sourced to the vendor’s own page so you don’t have to take our word on ours or anyone else’s.
FAQ
Which B2B database has the best global coverage?
By published total, Seamless.AI and 6sense state the largest numbers, over a billion and 750 million. Neither publishes a regional breakdown, so the total says nothing about any given market. ZoomInfo publishes the largest regional disclosure, six regions with mobile counts. For a specific country, only Lusha publishes a figure, and only for some countries.
Which vendors publish coverage by country?
Lusha, by the contact’s recorded location, with an update date and a note on which markets are excluded. ZoomInfo publishes by region, not country. The other eight publish a global total or nothing.
What does global coverage vs local depth mean?
Global coverage is the total number of records across the world. Local depth is how many decision makers a vendor has in one country, in the seats you sell to, with a phone number. A large global total can coexist with a thin local market, which is why the country figure, or a test on your own accounts, is what to buy on.
Which B2B data provider is best for APAC or EMEA?
For EMEA, ZoomInfo publishes the largest regional total and Cognism is built around the UK and Europe with phone verification and DNC screening. For APAC, ZoomInfo is the only vendor publishing a figure, and its mobile coverage there is under a fifth of contacts. In both regions, run the twenty-account test before deciding.
What are good B2B lead sources for Latin America?
ZoomInfo publishes 28.7M contacts for South America. Lusha publishes 5.8M contacts in Mexico and 95% email accuracy for LATAM. No vendor on this list publishes country figures for Brazil, Colombia, or Argentina, so test with real accounts before committing.
How do I check a vendor’s coverage in my country?
Twenty real target accounts, one or two buyer titles, a free plan, and a count of seats found, emails, phones, and title matches. Repeat with a second vendor the same day. The phone fill rate decides it.
Sources: vendor pages as linked, checked September 15 and 17, 2026. Lusha decay figures from the data decay measurement, latest run September 2026. Coverage test of five US ICPs, 11 August 2026, quantity and fill rate only, accuracy not tested, ZoomInfo led on work email fill rate; methodology.
