Overview
ProductRatingMost Used ByProduct SummaryStarting Price
D&B Hoovers
Score 8.3 out of 10
N/A
Avention delivers sales intelligence data for millions of companies globally.N/A
Owler
Score 7.2 out of 10
N/A
Owler is a sales intelligence app developed by the company of the same name San Mateo and acquired by Meltwater June 2021, providing competitive insights, company information, and other sales relevant information.
$8.25
per month
Pricing
D&B HooversOwler
Editions & Modules
No answers on this topic
Plus (personal use)
$99
per year
Pro
$420
per year
Teams
Contact Sales
Offerings
Pricing Offerings
D&B HooversOwler
Free Trial
YesNo
Free/Freemium Version
NoYes
Premium Consulting/Integration Services
YesNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional Details
More Pricing Information
Community Pulse
D&B HooversOwler
Considered Both Products
D&B Hoovers
Chose D&B Hoovers
While there are several softwares that offer similar options, Hoovers does stand above the others as one of the most accurate softwares I have used. They seem to put a lot of work into keeping their information up to date and accurate. It definitely makes the life of a …
Chose D&B Hoovers
D&B Hoovers is the industry standard. To even apply for government contracts obtaining a DUNS number is required. With D&B's far reach with other products like credit, they have a very large database. Add that to the relationships they have with other service providers and it …
Owler
Chose Owler
Even though Owler is a great tool but when it comes to pay and use it may not be able to deliver more than its competitors in the market. Owler is used a lot to gather company information but along with other tools as its shortcomings are also known to people. Owler needs to …
Chose Owler

Owler is a free service so its primary direct competitors would be Google Alerts (it has much higher precision and a unified daily alert), and the freemium InsideView which supports three alerts.

I view it as a complement to fully featured subscription sales intelligence …

Top Pros
Top Cons
Features
D&B HooversOwler
Prospecting
Comparison of Prospecting features of Product A and Product B
D&B Hoovers
8.0
60 Ratings
Owler
6.5
14 Ratings
Advanced search8.157 Ratings5.814 Ratings
Identification of new leads7.654 Ratings6.412 Ratings
List quality7.958 Ratings6.012 Ratings
List upload/download8.455 Ratings6.08 Ratings
Ideal customer targeting7.651 Ratings8.010 Ratings
Load time/data access8.257 Ratings7.011 Ratings
Sales Intelligence Data Standards
Comparison of Sales Intelligence Data Standards features of Product A and Product B
D&B Hoovers
7.8
60 Ratings
Owler
6.6
14 Ratings
Contact information6.856 Ratings5.98 Ratings
Company information8.359 Ratings7.014 Ratings
Industry information8.260 Ratings7.013 Ratings
Data Augmentation & Lead Qualification
Comparison of Data Augmentation & Lead Qualification features of Product A and Product B
D&B Hoovers
7.5
58 Ratings
Owler
8.0
13 Ratings
Lead qualification process6.539 Ratings9.09 Ratings
Smart lists and recommendations6.646 Ratings7.38 Ratings
Salesforce integration8.334 Ratings7.05 Ratings
Company/business profiles8.654 Ratings7.912 Ratings
Alerts and reminders7.441 Ratings10.09 Ratings
Data hygiene7.446 Ratings7.311 Ratings
Automatic data refresh7.242 Ratings7.39 Ratings
Tags7.635 Ratings7.07 Ratings
Filters and segmentation8.046 Ratings9.310 Ratings
Sales Intelligence Email Features
Comparison of Sales Intelligence Email Features features of Product A and Product B
D&B Hoovers
8.8
24 Ratings
Owler
8.8
4 Ratings
Sales email templates10.07 Ratings8.84 Ratings
Append emails to records7.624 Ratings8.84 Ratings
User Ratings
D&B HooversOwler
Likelihood to Recommend
8.4
(64 ratings)
7.2
(16 ratings)
Likelihood to Renew
9.3
(6 ratings)
10.0
(1 ratings)
Usability
10.0
(2 ratings)
10.0
(3 ratings)
Availability
10.0
(3 ratings)
7.0
(2 ratings)
Performance
9.0
(1 ratings)
8.0
(2 ratings)
Support Rating
8.9
(5 ratings)
9.0
(2 ratings)
Implementation Rating
10.0
(2 ratings)
8.0
(2 ratings)
Configurability
-
(0 ratings)
4.0
(1 ratings)
Ease of integration
10.0
(1 ratings)
1.0
(1 ratings)
Vendor pre-sale
-
(0 ratings)
9.0
(1 ratings)
User Testimonials
D&B HooversOwler
Likelihood to Recommend
Dun & Bradstreet
D and B hoovers are best suited when you want to target companies based on their revenue, employee strength, location, and the kind of business the company is doing, this helps to make a cohort and find companies that are most likely to buy you products or services. However, D & B hoovers has some scope for improvement when it comes to getting details of individual decision-makers in those companies. It's not bad but can improve.
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Meltwater
This is a free service, so it should be compared to free and low cost alerting (e.g. Google Alerts) and PE/VC funding profile (e.g. Crunchbase) services. Owler is well suited for competitive intelligence professionals, named account reps, and marketing professionals tracking company news (web mined company mentions and press releases) and social media (blogs, Video, YouTube). The alerts are high precision and tag for three key events (M&A, Funding, Exec Changes). It is the alerting and social media tools which are the key strength of the service. The company claims two million profiles, but only has 60,000 with full address information. Content includes competitors, user polls, and funding / M&A data. Owler should be viewed as a free complement to other online company research tools, but it lacks the depth to replace subscription services. Missing content includes long business descriptions; financials and discrete sizing data; family tree linkage, and executive profiles (only the CEO is covered) While they offer list building functionality, it is quite thin and non-downloadable. As such, I would not recommend Owler for sales and marketing prospecting at this point. A unique feature is a set of company polls about the direction of the company and CEO performance. Unfortunately, the response rates are often too low to be statistically meaningful.
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Pros
Dun & Bradstreet
  • allows you to search within broad industry categories or very detailed subcategories using a variety of methods (NAICS, SIC, D&B's internal coding system, keywords, etc.)
  • Has a variety of personnel that you can view and sort by level, name, or email availability.
  • Oftentimes emails for C-level personnel cannot be located on the company website or easily found elsewhere online.
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Meltwater
  • Owler enables the user to quickly find the data and information that he or she needs.
  • I appreciate the customizable dashboard where you can set alerts and track companies you select.
  • The latest news regarding the funding rounds of startup companies is especially helpful.
  • The top competitors to companies provided by Owler often give me a great point of reference for my competitive analysis.
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Cons
Dun & Bradstreet
  • We should be able to "exclude" words from titles or company names
  • Able to access titles and email addresses more easily - not look at list first, select find matching contacts button, then go back to sort to add titles contain and email addresses, etc. This is a two-step process to get what I need.
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Meltwater
  • The information provided is useful but at times the variation with other websites and tools is substantial which makes it difficult to rely solely on owler
  • Information only about bigger companies is available not for smaller and research on smaller ones are important as there are not many tools that do that
  • There are few companies that appear as defunct or do not exist but in the actual market there is a lot going on with them and being in market intelligence industry owler needs to capture that
  • It would be great if they provide revenue or growth of the in the past three years or so. As it would save our time and efforts to some extent
  • They need to maintain the database in aperiodic manner with precise information
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Likelihood to Renew
Dun & Bradstreet
Hoover's just isn't compelling for the types of information they provide and the pricing model. But again, this is from the very limited perspective of a below entry level analyst who is just finishing their studies. It is probable that for some segments of industry, Hoover's has vast wealth of pertinent information. For example, when looking into agricultural industries for a consulting firm, I did not save any time with their service because information on factory locations and assets was scant. Using Google earth to view the square footage of the facilities to estimate assets was often more helpful.
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Meltwater
Not really an applicable question as this is a free service, but if they charged $100 / year (GageIn's price) I would still license the service.
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Usability
Dun & Bradstreet
Because it's easy to use
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Meltwater
Owler's interface and user experience are streamlined and clean. It's easy to pick up on what the data visualizations are showing and other information provided in the dashboard
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Reliability and Availability
Dun & Bradstreet
Always available on desktop or mobile.
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Meltwater
I have yet to see the platform down or running slowly, but there have been multiple instances recently (Q2 2015) when the user links to a news story and Owler gives an Oops message. Users simply click on the story a second time and the story is displayed. This is a nuisance bug. I also have a sense that the system is not processing alerts as quickly as before, but I haven't tracked this closely, so I could be wrong about it.
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Performance
Dun & Bradstreet
Meets our needs
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Meltwater
The news precision, which is the most important feature for me, is very accurate. They have editors review the news to ensure it is properly tagged by company and event type.
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Support Rating
Dun & Bradstreet
They are terrific at giving instruction/webinars. I am able to call, directly, to an individual and talk to that person. I'm not talking to a robot. They give personal service which is really special.
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Meltwater
Problems have been closed quickly and professionally.
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Implementation Rating
Dun & Bradstreet
I was not part of the implementation as that stayed with Dev team.
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Meltwater
Focus on setting up companies that have limited news coverage first. Public companies are well covered and it is easy to track them. Furthermore, the surfeit of news around public companies can crowd out smaller companies with less news. It is smaller companies where you are most likely to see a benefit in their tracking of news, blogs, press releases, and videos.
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Alternatives Considered
Dun & Bradstreet
While there are several softwares that offer similar options, Hoovers does stand above the others as one of the most accurate softwares I have used. They seem to put a lot of work into keeping their information up to date and accurate. It definitely makes the life of a salesperson much easier.
Read full review
Meltwater
I believe Lead411 and Owler go hand in hand, rather than one over the other. I believe Lead411's contact generation is far stronger based on the cost, but Owler allows you to broaden your horizon for prospecting whereas Lead411 is more of a user-driven search rather than an platform-driven search.
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Scalability
Dun & Bradstreet
We're a small company with few users, so scalability has not been an issue.
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Meltwater
No answers on this topic
Return on Investment
Dun & Bradstreet
  • Honestly cannot say we really drove any new sales using D&B Hoovers to prospect new companies and leads. We obtained higher data quality with other tools like ZoomInfo and Skrapp.
  • A year long contract that isn't honored on their side due to lack of customer service and poor data quality definitely does not equal ROI.
  • Spent significant time sanitizing and cleansing inaccurate data provided by their service. Since time is money in business, that was a loss in that aspect.
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Meltwater
  • The personalisation of emails has definitely helped us to earn a higher reply rate, with the knock-on that this will be helping with future deals.
  • Keeps us very relevant in our conversations with contacts. They are often impressed by the research and knowledge we have on their company and how we have aligned ourselves to help. Again, small differences at the start of calls but this will be helping with the number of opportunities created.
  • Reduces SDR prospecting time. Quick and easy to get updates allowing them to process a great number of accounts on a daily basis.
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