# Where to find decision makers and reasons to call: Apollo, ZoomInfo, Clay and others

> Apollo, ZoomInfo, Clay, 6sense, Kontur.Poisk Klientov, Seldon.Basis, DealRocket, Trigga, SellingHub and Signal. Who gives you a company database, who gives decision-maker contacts, and who tells you whom to contact this week and why.

Source: https://signal.granek.agency/en/blog/where-to-find-decision-makers-and-triggers
Published: 2026-10-24

When a sales team picks a tool like Apollo, it wants three jobs done:

1. **A company database** with filters: industry, region, size.
2. **Decision makers with contacts**: who in the company owns procurement, IT or operations.
3. **A reason to reach out now**: the company is hiring a sales team, has announced a tender or has changed leadership.

There are American platforms that cover everything at once, and Russian tools where each has its own strength. Here are the main ones.

## American platforms: Apollo, ZoomInfo, Clay, 6sense

[Apollo](https://www.apollo.io/pricing) combines a contact database, filtered search, sequences and a dialer. It starts at $49 per seat per month billed annually; Professional is $79 and Organization is $119 with a minimum of three seats. It surfaces buying triggers through intent topics.

[ZoomInfo](https://www.zoominfo.com/pricing) is a large sales data platform: contacts, buying committee mapping, intent and deal signals. Prices are not published; packages are scoped per use case through sales.

[Clay](https://www.clay.com/pricing) is a builder: you chain dozens of data sources and an AI agent that researches the web. The Launch plan, from $167 a month, adds signals on job changes, promotions, new hires and company news. It is powerful, and you build and maintain the workflows yourself.

[6sense](https://6sense.com/) is an ABM platform: intent data on which topics a company is researching, account prioritization and alerts for sellers. It is sold through a demo.

How Signal differs. It digs into companies in any country, whether in Russia, the CIS, Europe or the US: tenders, job postings, leadership changes and local-language media, with a source link for every fact. Ready-made signals work from day one, with no workflows to assemble as in Clay. Users are unlimited, while Apollo charges for every seat.

## Company databases: Kontur and Seldon

[Kontur.Poisk Klientov](https://kontur.ru/compass) (formerly Kontur.Compass) builds its database from official sources: the company register, the SME register, certificates and public procurement. It covers more than 8 million organizations with more than 70 filters, from revenue and industry code to job postings. [Plans](https://kontur.ru/compass/price) start at 5,185 ₽ a month, and an export of 500 companies is another 3,254 ₽. The export contains company contacts and the head of the company from the register, usually the general director.

[Seldon.Basis](https://basis.seldon.ru/) is stronger in analytics and due diligence: financials, court cases, government contracts, links between companies. For sales it also provides company contacts and data on the head of the company.

Both tools answer "which companies match my profile" very well. The head of procurement or the IT director is not there, and neither is the answer to why a company is worth contacting right now.

## Decision-maker contacts: DealRocket and SellingHub

[DealRocket](https://dealrocket.ru/) searches companies and employees by industry and job title and returns phone numbers, emails and social profiles of executives. The first 30 contacts are free.

[SellingHub](https://sellinghub.ru/) sells ready-made B2B contact databases by industry and region, including Telegram contacts, and runs lead generation as a service.

This is a fast way to get many contacts. The sales rep then decides whom on the list to call first and with what.

## Outreach: Trigga

[Trigga](https://trigga.ru/) studies your website, picks target companies, finds decision-maker emails and writes and sends email sequences itself. It is convenient if email outreach is your main channel and you want to launch in half an hour.

Each email is personalized to the recipient profile and your company. What drives replies most is a fresh reason, such as "last week you opened five sales manager positions". We explain why in the article on [B2B sales signals](/en/blog/b2b-sales-signals).

## Triggers and decision makers with a source: Signal

Signal does the job the others leave to the sales rep: whom to contact this week and what to say in the first message.

- **Watches for triggers.** Sales hiring, tenders, leadership changes, expansion. Signal checks your companies on a schedule and shows only what is new.
- **A source for every fact.** A company dossier where every statement can be opened and checked. The chance of calling someone who left in the spring is much lower.
- **Decision makers by function.** Heads of sales, procurement, IT and operations with their public profiles, beyond the general director from the register.
- **Contacts and alerts.** Contact lookup and alerts about new events, so the reason to call does not go cold.
- **Works with your AI agents.** The same context on companies, people and events is available to assistants over MCP.
- **Clear pricing.** Plans from $49 a month, any number of users, and every operation shows its price before it runs. Details are on the [pricing page](/pricing).

Signal works well together with a database. Build the list in Kontur, load the two hundred most promising companies into Signal and get the ones with a reason to buy every week.

## Comparison

| | Company data | Decision makers | Reason to reach out | Source for each fact |
|---|---|---|---|---|
| Apollo | Global contact database | Contacts by job title | Intent topics | Not stated |
| ZoomInfo | Global contact database | Buying committee | Intent and deal signals | Not stated |
| Clay | Your tables and dozens of sources | Through enrichment workflows | Job changes, hiring, news | As you configure it |
| 6sense | Accounts for ABM | People search in a company | Intent data and alerts | Not stated |
| Kontur.Poisk Klientov | 8M+ from registers | Head of company from the register | Filters by job postings and procurement | Government registers |
| Seldon.Basis | Companies in Russia and the CIS | Data on the head of company | Company changes | Government bodies and media |
| DealRocket | By industry and job title | Phones, emails, social profiles | Not stated | Not stated |
| SellingHub | Ready-made databases | Contacts, Telegram | Not stated | Not stated |
| Trigga | Picked from your website | Decision-maker emails | Personalization by profile | Not stated |
| Signal | Companies in any country: yours and those a signal found | Heads of functions | Hiring, tenders, leadership changes | Every fact |

## How to choose in an hour

Take 20 companies you definitely want to sell to and test the tools on them:

1. How many of the 20 companies each tool finds.
2. For how many it shows a person in the role you need, besides the general director.
3. How many of those people still work there.
4. Whether at least five companies have a reason to reach out this month, and where that reason comes from.

Databases and contact tools cover the first two checks. The third and fourth are exactly why we built Signal. To see how much time research takes your team today, try the quiz on the home page.