what is the best source for SMB data? we're building custom lists across verticals and enriching...quite costly and time intensive! zoominfo and apollo seem a bit generic

Great question, Kinza — for SMBs there isn’t really a single “best” source, especially across multiple verticals.

ZoomInfo and Apollo are fine for broad coverage, but they tend to get generic and expensive quickly at the SMB level. What we’ve seen work better is a hybrid approach: combining lighter tooling with human-backed research to enrich and validate data based on a very specific ICP.

That keeps quality high and costs more predictable, especially when you need customization (direct sellers vs resellers, local nuances, role validation, etc.).

If helpful, we do this kind of customized SMB enrichment for teams and are happy to share what’s worked across different verticals — even just at a framework level.

-Sourabh calendar.app.google