Apollo.io Review 2026: Complete Guide for Sales Teams

What is Apollo.io?

Apollo.io is an all-in-one sales intelligence and engagement platform that has become the go-to choice for B2B sales teams seeking a comprehensive prospecting solution without enterprise pricing. With over 275 million verified contacts and 73 million companies in its database, Apollo provides the data, outreach tools, and analytics that sales teams need to run their entire prospecting operation from a single platform.

Founded in 2015 and headquartered in San Francisco, Apollo has grown from a scrappy startup to a dominant player in the sales tech ecosystem. The company has raised over $100 million in funding and serves more than 500,000 users worldwide, ranging from solo founders to enterprise sales organizations.

What sets Apollo apart is its positioning as the "accessible ZoomInfo alternative." While enterprise data providers like ZoomInfo command $15,000+ annual contracts, Apollo offers a generous free tier and paid plans starting at just $49/month. This democratization of sales intelligence has made Apollo the default choice for startups, SMBs, and growth-stage companies building their first outbound motions.

Apollo's platform combines three core capabilities: a comprehensive B2B contact database, email and calling outreach tools, and sales analytics. Users can find prospects, verify contact information, build sequences, and track engagement – all without leaving the platform.

Key Features

Contact Database with 275M+ Records

Apollo's database is the foundation of its value proposition. With 275 million contacts and 73 million companies, it covers most of the B2B landscape across industries and geographies.

The data includes direct emails (70%+ verified), phone numbers (mobile and direct dial), job titles, company information, technographic data, and social profiles. Search filters allow targeting by industry, company size, location, job title, seniority, technology stack, and dozens of other criteria.

Data quality is competitive with enterprise providers for common segments (US tech, sales/marketing roles) but can be less reliable for niche industries, smaller companies, or international markets. Most users report 85-92% email deliverability when using Apollo's verified emails.

Email Sequences and Automation

Apollo includes a full email sequencing capability that rivals standalone tools like Outreach or Salesloft. Users can build multi-step sequences with automated follow-ups, A/B testing, and conditional logic based on prospect behavior.

Key sequencing features include:

• Multi-channel sequences (email + LinkedIn + calls)
• Automated follow-ups based on opens, clicks, or no-reply
• A/B testing for subject lines and body content
• Personalization variables with fallback values
• Team templates and sharing
• Send time optimization

The sequencing tool is capable enough for most SMB and mid-market needs, though enterprise teams with complex requirements may find it lacking compared to dedicated platforms.

Built-in Dialer

Apollo's dialer allows sales teams to make calls directly from the platform, with click-to-dial, call recording, voicemail drop, and local presence capabilities. Call data automatically syncs to the prospect record and CRM.

The dialer is included in paid plans at no extra cost, which represents significant value compared to standalone dialer solutions. Quality is adequate for standard sales calling, though teams with high-volume calling needs may prefer dedicated dialers like Aircall or Orum.

Chrome Extension

Apollo's Chrome extension is a power-user favorite. It allows instant prospect lookup while browsing LinkedIn, company websites, or Gmail. Users can view contact information, add prospects to sequences, and sync data to CRM – all without leaving their current tab.

The extension is particularly valuable for account-based selling, where reps research specific companies and need to quickly identify and capture key contacts. Most users cite the extension as one of Apollo's most valuable features.

Intent Data

Apollo has expanded into intent data, showing which companies are actively researching topics related to your solution. This "buyer intent" signal helps prioritize accounts that are more likely to be in-market.

Intent data is available on higher-tier plans and draws from Apollo's proprietary signals plus partnerships with intent data providers. While not as comprehensive as dedicated intent platforms (Bombora, G2 Buyer Intent), it provides useful prioritization for teams that wouldn't otherwise have access to intent signals.

CRM Integration

Apollo integrates with major CRMs including Salesforce, HubSpot, Pipedrive, and Zoho. Bidirectional sync ensures that prospect data, activities, and engagement flow between Apollo and your CRM automatically.

The Salesforce integration is particularly robust, supporting custom objects and field mapping. HubSpot integration is also seamless and requires minimal configuration. For teams without a CRM, Apollo can function as a lightweight CRM itself.

Pricing and Plans

Apollo's pricing is one of its key advantages. Here's the current structure (2026):

Free Plan

• 10,000 email credits/month
• 5 mobile credits/month
• Basic sequences (2 active)
• Chrome extension
• Basic filters
• Best for: Testing the platform, very early-stage teams

Basic ($49/user/month, billed annually)

• Unlimited email credits
• 75 mobile credits/month
• Unlimited sequences
• A/B testing
• Advanced filters
• CRM integration
• Best for: Individual SDRs, small teams starting outbound

Professional ($99/user/month, billed annually)

• Everything in Basic
• Uncapped mobile credits
• Advanced reports
• Call recording
• Dialer included
• Intent data (limited)
• Best for: Growing SDR teams, account executives

Organization ($119/user/month, billed annually)

• Everything in Professional
• Advanced permissions
• Customizable reporting
• Security features (SSO)
• Dedicated support
• Best for: Larger teams needing governance

Enterprise (Custom pricing)

• Everything in Organization
• Custom contracts
• Advanced security
• Dedicated success manager
• Best for: Large enterprises

Value Analysis:

Apollo offers exceptional value at the Basic and Professional tiers. For $49-99/user/month, teams get capabilities that would cost $200-400+ from competitors. The free plan is generous enough for genuine evaluation and even light production use.

Cost Considerations:

• Annual billing saves ~20% vs monthly
• Mobile credits can run out; additional credits cost extra
• Some advanced features (intent data, writing AI) are add-ons
• Enterprise pricing is negotiable and often matches or beats ZoomInfo

Who Should Use Apollo.io?

Ideal Customer Profile

Perfect Fit:

• B2B SaaS startups and SMBs (10-200 employees)
• Early to growth-stage companies building outbound motions
• SDR/BDR teams needing data + outreach in one platform
• Solo founders or small sales teams wearing multiple hats
• Teams with limited budget but serious prospecting needs

Company Stage:

• Pre-seed to Series B is the sweet spot
• Companies just starting outbound or scaling from founder-led sales
• Teams that have outgrown manual prospecting but aren't enterprise

Use Case Examples:

• Building an initial outbound motion from scratch
• Supplementing inbound with proactive outreach
• Account research and contact finding for AEs
• Lead list building for marketing campaigns
• Competitive intelligence and market mapping

When NOT to Use Apollo

Poor Fit:

• Enterprise companies needing premium data quality (consider ZoomInfo)
• Teams requiring deep intent data or org charts (consider 6sense, ZoomInfo)
• High-volume senders needing infrastructure tools (combine with Instantly or Smartlead)
• Teams with very specific data needs (niche industries, international markets) – data coverage may be insufficient

Pros and Cons

Pros

Best Value in Category: Apollo provides approximately 80% of ZoomInfo's functionality at 20% of the price. For budget-conscious teams, this value proposition is unbeatable. The free plan alone offers more than many competitors' paid tiers.

All-in-One Simplicity: Having data, sequences, dialer, and analytics in one platform reduces tool sprawl, simplifies training, and ensures data consistency. Teams can run their entire outbound operation from Apollo without needing additional tools.

Generous Free Tier: 10,000 email credits per month on the free plan is genuinely useful. Teams can evaluate thoroughly before committing, and very early-stage companies can run meaningful outbound without budget.

Rapid Feature Development: Apollo ships new features frequently. The platform has evolved significantly over the past two years, adding intent data, AI writing assistance, and improved analytics. The company is clearly investing in product development.

Strong Chrome Extension: The extension is best-in-class for LinkedIn prospecting. Quick lookup, instant data capture, and seamless CRM sync make it invaluable for account-based selling.

Data Quality Improvements: Apollo has invested heavily in data accuracy over the past two years. Email verification, duplicate detection, and data freshness have all improved. While not ZoomInfo-level, quality is competitive for most use cases.

Cons

Data Limitations for Niche Markets: Coverage for niche industries, smaller companies, and international markets (especially DACH, APAC) can be inconsistent. Teams in these segments may need supplementary data sources.

Mobile Number Accuracy: While Apollo provides mobile numbers, accuracy is lower than direct dial specialists. Teams relying heavily on phone outreach may find hit rates disappointing compared to ZoomInfo or Lusha.

Sequence Limitations vs Dedicated Tools: Apollo's sequencing is capable but lacks some advanced features found in Outreach or Salesloft (sophisticated branching, advanced personalization, enterprise workflows). High-volume teams may outgrow it.

Support Response Times: As Apollo has scaled, some users report slower support response times. Basic and Professional plans receive email support; priority support requires Organization tier or higher.

Apollo vs Alternatives

Apollo vs ZoomInfo

The most common comparison in sales intelligence:

Data Quality:

• ZoomInfo: Premium accuracy, especially for direct dials and org charts
• Apollo: Good accuracy for common segments, more variable for niche/international

Pricing:

• ZoomInfo: $15,000+ annually, enterprise focus
• Apollo: $49-119/user/month, accessible to SMBs

Features:

• ZoomInfo: Advanced intent, org charts, website visitor ID
• Apollo: Solid all-around, integrated outreach, better value

Best For:

• ZoomInfo: Enterprise teams prioritizing data accuracy
• Apollo: Growth-stage teams prioritizing value and simplicity

Verdict: Apollo is the right choice for 80% of B2B companies. ZoomInfo makes sense when data accuracy is mission-critical and budget isn't a constraint.

Apollo vs Clay

Different tools for different needs:

Approach:

• Apollo: All-in-one platform with proprietary database
• Clay: Data enrichment layer that aggregates 100+ providers

Flexibility:

• Apollo: Simpler, less customization
• Clay: Highly flexible, steep learning curve

Outreach:

• Apollo: Built-in sequences and dialer
• Clay: Enrichment only, pairs with outreach tools

Best For:

• Apollo: Teams wanting simplicity and all-in-one
• Clay: Teams needing maximum data coverage and custom workflows

Verdict: Most teams start with Apollo for its simplicity. Teams that need higher enrichment rates or complex workflows add Clay to their stack.

Apollo vs LinkedIn Sales Navigator

Often used together rather than as alternatives:

Data:

• Apollo: Email, phone, company data
• Sales Navigator: LinkedIn activity, InMail, relationship intelligence

Outreach:

• Apollo: Email sequences, dialer
• Sales Navigator: InMail, LinkedIn messaging

Research:

• Apollo: Quick company/contact lookup
• Sales Navigator: Deep LinkedIn insights, alerts, lead recommendations

Best For:

• Apollo: Email-first outreach
• Sales Navigator: LinkedIn-heavy selling, social selling

Verdict: Many teams use both. Apollo for data and email outreach, Sales Navigator for LinkedIn intelligence and InMail.

Getting Started Guide

Week 1: Foundation Setup

Day 1-2: Account and Integrations

1. Sign up for Apollo (free plan to start)
2. Install the Chrome extension
3. Connect your CRM (HubSpot, Salesforce)
4. Connect your email account (Gmail, Outlook)
5. Review and adjust email sending limits

Day 3-4: Define Your ICP

1. Build your first saved search using Apollo's filters
2. Include: Industry, company size, job titles, location, technologies
3. Exclude: Current customers, competitors, unqualified segments
4. Save multiple searches for different segments

Day 5-7: Data Quality Testing

1. Export a sample list (100-200 contacts)
2. Verify email deliverability with a small test campaign
3. Test phone number accuracy with a calling session
4. Adjust your search criteria based on results

Week 2: Outreach Setup

Sequences:

1. Create your first email sequence (3-4 steps)
2. Write email templates with personalization variables
3. Set up A/B tests for subject lines
4. Configure sending schedule and volume

Dialer:

1. Set up your dialer settings
2. Record voicemail drops
3. Create call scripts/talk tracks
4. Test call recording compliance

Ongoing Best Practices

Data Hygiene:

• Regularly dedupe your lists against CRM
• Remove bounced emails promptly
• Update records when contacts change roles

Sequence Optimization:

• Review open and reply rates weekly
• Kill underperforming sequences quickly
• Test new messaging variations continuously

CRM Sync:

• Set up automated sync for new prospects
• Push engagement data (opens, clicks, replies) to CRM
• Use Apollo stages aligned with CRM pipeline

FAQ

Is Apollo.io worth it for small teams?

Absolutely. Apollo's pricing and feature set are specifically designed for small teams. The free plan (10,000 email credits/month) is generous enough for genuine testing and even light production use. The Basic plan ($49/user/month) provides unlimited email credits and all core features, making it accessible for even bootstrapped startups. The all-in-one nature of Apollo also reduces the need for multiple tools, simplifying operations for small teams. The main consideration is whether your target market is well-covered in Apollo's database – if you're selling to niche industries or international markets, test data quality before committing.

How does Apollo integrate with popular CRMs?

Apollo offers native, bidirectional integrations with Salesforce, HubSpot, Pipedrive, and Zoho CRM. Setup is straightforward (typically 15-30 minutes) and supports field mapping, automatic sync, and activity logging. For Salesforce, you can sync to custom objects and map custom fields. For HubSpot, the integration is particularly seamless with native data sync and workflow triggers. Apollo also supports webhook integrations for custom setups. Most users report that the CRM integration works reliably with minimal maintenance required after initial configuration.

What's the learning curve?

Apollo is designed for accessibility. Most users can start finding prospects and sending basic sequences within their first day. Full proficiency with advanced features (complex sequences, analytics, API usage) typically develops over 2-4 weeks. The interface is intuitive for anyone familiar with modern SaaS tools, and Apollo provides solid documentation and video tutorials. Teams coming from manual prospecting (spreadsheets, LinkedIn) will find Apollo dramatically easier and faster. Teams coming from enterprise tools (ZoomInfo, Outreach) may miss some advanced features but will appreciate the simplicity.

Is there a free trial?

Apollo offers a free plan (not a trial) that never expires: 10,000 email credits/month, 5 mobile credits/month, and access to core features including the Chrome extension and basic sequences. This is generous enough for meaningful evaluation and even light production use. For teams wanting to test paid features, Apollo occasionally offers extended trials. The Standard plan ($49/month) is accessible enough that most teams simply upgrade when ready, as the cost is low relative to the evaluation benefits.

How accurate is Apollo's data?

Apollo reports 85%+ email deliverability for verified emails, and most users confirm this range. Phone number accuracy is more variable – mobile numbers are less reliable than direct emails. Data freshness depends on the segment; well-covered industries (tech, professional services) are updated more frequently than niche markets. For best results: always use verified emails, test phone numbers before high-volume calling, and supplement with other sources for international or niche markets. Apollo's data quality has improved significantly over the past two years and is competitive with enterprise providers for common B2B segments.

Verdict

Apollo.io has earned its position as the default choice for B2B sales teams that need comprehensive prospecting capabilities without enterprise pricing. The combination of a large contact database, integrated outreach tools, and accessible pricing makes it the obvious starting point for startups, SMBs, and growth-stage companies.

Choose Apollo if:

• You want an all-in-one platform for data + outreach
• Budget is a consideration (Apollo is 70-80% cheaper than ZoomInfo)
• Your target market is well-covered (US, tech, common B2B segments)
• You value simplicity over maximum customization
• You're building or scaling your first outbound motion

Look elsewhere if:

• Data accuracy is absolutely critical (consider ZoomInfo)
• You need deep intent data or org charts (consider 6sense, ZoomInfo)
• You're in a niche market with poor Apollo coverage
• You need enterprise-grade sequences (consider Outreach, Salesloft)

Apollo continues to improve rapidly, investing in data quality, AI features, and platform capabilities. For the vast majority of B2B sales teams, it provides the best balance of capability, usability, and value. It's not perfect, but it's perfect for most.