MarketBetter vs Lusha: Contact Data vs SDR Workflow Automation [2026]
Choosing between MarketBetter and Lusha? Here's the core difference:
Lusha tells you WHO to contact. MarketBetter tells you WHO to contact AND what to do next.
Lusha built its reputation on accurate B2B contact data—emails, phone numbers, and company information. It's a solid prospecting database with a popular Chrome extension.
MarketBetter takes a different approach. Instead of just providing data, it orchestrates your entire SDR workflow. It identifies website visitors, enriches them with intent signals, and delivers a daily playbook telling each rep exactly who to call, what to say, and which channel to use.
Let's break down how these tools compare and which one fits your sales team.
Quick Comparison Table
| Feature | MarketBetter | Lusha |
|---|---|---|
| Primary Focus | SDR workflow automation | B2B contact database |
| Website Visitor ID | ✅ Full company + contact identification | ❌ No visitor identification |
| Daily SDR Playbook | ✅ AI-prioritized task list | ❌ No workflow automation |
| Smart Dialer | ✅ Built-in click-to-call | ❌ No dialer |
| Intent Signals | ✅ Website behavior + third-party intent | ⚠️ Basic "Signals" alerts |
| Email Sequences | ✅ Hyper-personalized AI sequences | ✅ "Engage" email outreach |
| Chrome Extension | ✅ LinkedIn enrichment | ✅ Strong LinkedIn extension |
| AI Chatbot | ✅ Engages visitors 24/7 | ❌ No chatbot |
| Pricing Model | Flat monthly | Credit-based |
| Best For | SDR teams needing workflow | Reps needing contact data |
What Lusha Does Well
Lusha excels at one thing: getting you accurate contact information fast.
Strengths
- Chrome Extension: Their browser extension is excellent for pulling emails and phone numbers while browsing LinkedIn profiles
- Data Quality: Generally reliable email addresses and direct dials, especially in North America
- Quick Lookups: Perfect for individual contributors who need to find a contact and reach out immediately
- Free Tier: 70 credits/month on the free plan lets smaller teams test before committing
- CRM Integrations: Syncs with Salesforce, HubSpot, and other major CRMs
Limitations
- No Workflow Layer: Lusha gives you data, but you still need to figure out who to prioritize and what to do
- No Visitor Identification: Can't see who's on your website—you're limited to outbound prospecting
- Credit-Based Pricing: Phone numbers cost 10 credits vs 1 for emails, which can get expensive for dial-heavy teams
- No Dialer: You'll need a separate tool for actually calling prospects
- Limited Intent: Basic "Signals" for job changes and news, but no deep buying intent analysis
What MarketBetter Does Differently
MarketBetter isn't a contact database—it's an SDR operating system that turns signals into action.
The Daily Playbook
Every morning, your SDRs open MarketBetter to find a prioritized list of tasks:
- "Call John at Acme Corp" — He visited your pricing page 3x this week
- "Send follow-up to Sarah" — Her email shows 4 opens, no reply
- "Research this account" — Intent signals spiking, but no engagement yet
This isn't a dashboard you need to interpret. It's a task list your reps execute.
Website Visitor Intelligence
MarketBetter identifies companies visiting your website and the specific contacts most likely to be decision-makers. When someone from a target account hits your pricing page, you know about it—and you know who to contact.
Built-In Multi-Channel Execution
- Smart Dialer: Click-to-call directly from the playbook
- AI Email Sequences: Automatically personalized based on signals
- AI Chatbot: Engages visitors when they're on your site
- LinkedIn Integration: Suggested connection requests and InMail
Unified Analytics
See exactly which activities drive pipeline. No more guessing whether calls or emails work better for different segments.
Pricing Comparison
Lusha Pricing
Lusha uses a credit system:
- Free: 70 credits/month, basic features
- Pro: Custom pricing, starts around $39/user/month
- Premium: Custom pricing for teams
- Scale: Enterprise pricing with custom credits
The catch: Emails cost 1 credit, but phone numbers cost 10. Heavy dialers burn through credits fast.
MarketBetter Pricing
MarketBetter offers flat monthly pricing with unlimited usage within your plan tier. No counting credits or worrying about overage charges. Book a demo for current pricing.
When to Choose Lusha
Lusha is the right choice if:
- ✅ You primarily need contact data for outbound campaigns
- ✅ Your SDRs already have a clear workflow and prioritization system
- ✅ You're using other tools for visitor identification and engagement
- ✅ Budget is tight and you need a lower entry point
- ✅ Your team does mostly email prospecting (to maximize credit value)
When to Choose MarketBetter
MarketBetter is the better fit if:
- ✅ Your SDRs waste time figuring out who to call and what to say
- ✅ You want to convert website visitors into pipeline
- ✅ You need dialer, email, and chatbot in one platform
- ✅ You want AI to prioritize tasks based on real buying signals
- ✅ You're tired of stitching together 5+ tools for your SDR stack
The Real Question: Data vs Workflow
Here's the fundamental difference:
Lusha is a library. It stores contact information. Your reps still need to decide what book to read.
MarketBetter is a personal assistant. It hands your reps the right book, opened to the right page, at the right time.
If your SDRs are already efficient and just need better data, Lusha delivers.
If your SDRs are drowning in tabs, dashboards, and decisions—or if you want to capitalize on website visitor intent—MarketBetter turns chaos into a checklist.
FAQs
Can I use both Lusha and MarketBetter together?
You could, but there's overlap. MarketBetter includes contact enrichment. Adding Lusha would mainly give you additional LinkedIn prospecting capabilities via their Chrome extension.
Does MarketBetter have a Chrome extension?
Yes. MarketBetter's extension lets you enrich LinkedIn profiles and add contacts directly to your workflow.
How does MarketBetter's contact data compare to Lusha's?
MarketBetter partners with leading data providers for contact enrichment. For most B2B use cases, coverage is comparable. The difference is what happens after you have the data—MarketBetter turns it into action.
What's Lusha's data accuracy like?
Lusha claims 81%+ email accuracy. Phone accuracy varies—some users report excellent direct dials, others find cell numbers outdated. This is a common challenge across all B2B data providers.
Does MarketBetter work for outbound prospecting?
Yes. While MarketBetter excels at inbound (website visitors), you can also build outbound lists and run sequences. The daily playbook prioritizes all your contacts—inbound and outbound—based on signals.
Ready to See the Difference?
Stop giving your SDRs a database and expecting results. Give them a playbook.
See how MarketBetter turns website visitors and intent signals into a daily task list your SDRs actually follow.