Concept Outbound vs. Cognism
Cognism is one of the best B2B data providers for European markets. We use it as one source inside a multi-source waterfall, then build the targeting and messaging layer that turns records into pipeline.
Great data, same gap
Cognism built their reputation on GDPR compliance and European mobile data. They have 2x more phone-verified mobiles in Europe than most competitors, strong intent signals, and hiring triggers. For about $15,000 a year, you get access to genuinely good data in EMEA.
But the gap is the same one every data vendor has. You get records. Your team exports them to the CRM. And then someone needs to figure out which accounts to prioritize, what signals matter, and what to actually say.
Cognism solves the European data problem. It doesn't solve the "turn data into pipeline" problem. Those are different problems that need different solutions.
Why one source isn't enough, even a good one
Cognism is strong in Europe. But if your ICP spans North America and EMEA, or if you need technographic data, or if Cognism doesn't have the specific contact at a target account, you've got gaps. Every single-source provider has blind spots. That's not a criticism. It's just how data works.
An enrichment waterfall fixes this by running your records through 10+ providers in sequence. Cognism fills the European mobiles. Another provider fills the North American direct dials. A technographic provider adds the tech stack. A firmographic provider catches the company details Cognism missed.
The result is 70%+ fill rates instead of whatever one provider covers on its own. And because the data is richer, targeting gets more precise. You're not just reaching people in the right geography. You're reaching people showing buying signals in the right geography with the right tech stack at the right time.
Side-by-side comparison
| Cognism | Concept Outbound | |
|---|---|---|
| What you get | Database access (records) | Enrichment + strategy + messaging |
| Data sources | Single source (Cognism) | 10+ sources via enrichment waterfall |
| European coverage | Best in class for GDPR mobiles | Cognism + additional EMEA providers |
| North American coverage | Decent but not primary strength | Multi-source with NA-focused providers |
| Annual cost | About $15,000/year | $0.10-$0.50 per record (project-based) |
| Targeting strategy | Not included | ICP validation + signal-based playbooks |
| Messaging | Not included | Human-written sequences included |
| D365 integration | Record export | Native Dataverse write-back with custom entity mapping |
When Cognism is the right call
If your primary market is Europe and GDPR compliance is non-negotiable, Cognism is one of the strongest options. Their phone-verified mobile data in EMEA is hard to beat.
If your sales team needs a self-serve tool for individual lookups and prospecting in European markets, Cognism gives them that. The platform is well-built and the data quality in EMEA is genuinely strong.
But if you need data across multiple geographies, or your problem is that records aren't converting into pipeline, or you need targeting playbooks and messaging on top of the data, that's where a single-source subscription hits its ceiling. Good data is the starting point. What you do with it determines whether it generates pipeline.
Common questions
Do you use Cognism in your enrichment waterfall?
Yes. Cognism is one of the data sources we pull from, especially for European mobile numbers and GDPR-compliant contact data. It fills specific gaps that other providers miss in EMEA markets. That's the point of a waterfall. Each source does what it does best.
Is Cognism better than ZoomInfo for European data?
For GDPR-compliant European mobile numbers, Cognism is genuinely strong. They claim 2x more phone-verified mobiles in Europe compared to other providers. But outside Europe, coverage thins out. And in North America, ZoomInfo and other providers often have better fill rates. That's why we use both.
Can I just buy Cognism and handle the rest myself?
If your team already has ICP validation, targeting playbooks, proven messaging, and CRM ops dialed in, sure. Add Cognism as a data source. But if the gap is between "we have records" and "we have pipeline," Cognism alone won't close it. Records without a strategy just sit in your CRM.
How does Cognism pricing compare?
Cognism runs about $15,000 per year for platform access. We charge $0.10-$0.50 per record for enrichment that includes Cognism where it adds value, plus 10+ other sources, ICP validation, targeting playbooks, and human-written messaging. Different models solving different problems.
Does Cognism integrate with Dynamics 365?
Cognism has a D365 integration, but it's designed for individual record lookups and exports. We write enriched data directly to your Dataverse through the API, including custom entities and fields. The data lands where your workflows and reports already live.
What about Cognism's intent data and sales triggers?
Cognism offers intent data and hiring triggers. Those are useful buying signals. We incorporate those alongside 5-6 other signal types: tech stack changes, funding events, leadership hires, expansion indicators, and competitive displacement signals. Intent is one signal. A targeting playbook uses all of them.
The full stack
See how multi-source enrichment works
Free audit. 30 minutes. We'll show you what Cognism covers, what it misses, and what a full enrichment waterfall could do for your pipeline.