Apollo vs ZoomInfo: an honest B2B data comparison

Apollo vs ZoomInfo comes down to scale and budget. ZoomInfo positions itself as an enterprise GTM platform, with 420M+ contacts, buyer intent and website visitor tracking. Apollo combines a 240M+ contact database with email outreach, a dialer and AI agents in one system. Test both on your own target accounts before you decide.

Facts come from each vendor's own site, checked in October 2026: apollo.io and ZoomInfo Sales.

At a glance

	Apollo	ZoomInfo
Positioning	AI GTM system: data, intelligence and execution	AI platform for go-to-market teams, built on B2B data
Contacts	240M+ contacts	420M+ global contacts
Companies	30M+ accounts	145M+ companies
List building	Search and filters, waterfall enrichment	300+ attributes, such as technology stack and funding
Buying signals	Intent, job changes, website visits	Buyer intent, website visitor tracking (WebSights)
Outreach	Email sequences, dialer, deliverability tools	Sales automation for phone and email
AI	Agents that research, write outreach and follow up	ZoomInfo Copilot AI sales agent, GTM Studio workflows
Other	200+ integrations, SOC 2 Type II, ISO 27001	Conversation intelligence (Chorus), website chat, MCP, API
Customers	See vendor site	35,000+ companies

Where ZoomInfo wins

• Breadth of data. A larger stated database and 300+ filter attributes.
• Enterprise suite. Intent, visitor tracking, conversation intelligence, chat and ABM in one vendor.
• Data as a service. Options to feed ZoomInfo data into your own systems.

Where Apollo wins

• All-in-one for smaller teams. Data, sequences and dialing in one workspace.
• Built-in deliverability. Domain warming, inbox rotation and reputation monitoring.
• Works where you work. "Apollo Anywhere" runs inside your CRM, Gmail, browser and AI assistants such as ChatGPT and Claude.

How to choose

1. List 100 accounts you would love to win.
2. Check coverage and accuracy in both tools for the roles you sell to.
3. Compare total cost for your seats and credits on each vendor's pricing page.
4. Decide which outreach channels you need inside the tool.

Coverage varies by region and segment, so do not rely on headline numbers alone. Our intent data guide explains how to judge signal quality.

Apollo vs ZoomInfo pricing (as of Oct 2026)

The two vendors take opposite approaches to pricing:

	Apollo (pricing)	ZoomInfo (pricing)
Free option	Free plan	No public free plan
Self-serve plans	Basic $49/month; Professional $99/month on monthly billing	Not published
Top tier	Custom, through sales	Quote based on features, licences and credit usage
Seat rule	All seats on an account must be on the same plan	Set in your contract

Apollo lets you start alone and see the price before you talk to anyone. ZoomInfo asks you to request a quote. For a fair comparison, price the same number of seats, the same credit volume and the same add-ons from both vendors, and ask ZoomInfo how renewals are priced.

Feature depth

Data

ZoomInfo states the larger database, 420M+ contacts and 145M+ companies, with 300+ attributes such as technology stack and funding. Apollo states 240M+ contacts and 30M+ accounts and adds waterfall enrichment. Headline size matters less than coverage of your own segment, so test both on the same account list.

Signals

Both offer buyer intent and website visitor data. Apollo adds job changes. ZoomInfo's WebSights identifies companies visiting your site.

Execution

Apollo puts email sequences, a dialer and deliverability tools such as domain warming and inbox rotation in the same workspace. ZoomInfo offers sales automation for phone and email and adds conversation intelligence through Chorus and website chat.

AI

Apollo's agents research, write outreach and follow up. ZoomInfo offers Copilot, its AI sales agent, and GTM Studio for workflows.

Who each one suits

Apollo suits startups and mid-sized teams that want data, sequencing and dialing in one self-serve tool with a free plan to start.

ZoomInfo suits larger sales and marketing organisations that need the broadest data, enterprise controls and several GTM products from one vendor.

Other options to consider

If neither fits, these are worth a look. Descriptions and prices come from each vendor's own site, checked in October 2026.

GTM Plays

What it is: an AI agent for LinkedIn. It finds people showing intent signals, scores each one for fit against your ICP, writes a message for each person and sends it from your own LinkedIn account. Replies come into one inbox, where you take over. It does not book meetings by itself.

Pricing: Pro is $149 a month after a 7-day free trial, and each extra agent is $59 a month. Live Leads, a one-off extraction of a LinkedIn company page's followers or a post's engagers, is paid per lead with credits and is separate from Pro.

Best for: founders and small teams who want signal-led LinkedIn outreach without building workflows.

Integrations and exports: HubSpot, Salesforce, Pipedrive, Zoho CRM, Attio, folk, Breakcold, Instantly, Smartlead, SmartReach, HeyReach, Slack, Clay and Zapier, plus webhooks, a REST API and an MCP server. CSV export, and credits for email and phone enrichment. Live Leads exports in Clay, Instantly and Smartlead formats.

Limits: it is not a contact database to browse, and it has no built-in email sequencer or dialer; for email it connects to tools such as Instantly, Smartlead and SmartReach.

Lusha

What it is: a B2B contact data platform with a browser extension, CRM enrichment, an API and an MCP server, according to lusha.com.

Pricing (as of Oct 2026, lusha.com/pricing): a permanent Free plan with 40 credits a month; Starter at $49.90 a month (400 credits), Pro at $69.90 (600 credits) and Premium at $399.90 (3,400 credits) on monthly billing, with lower annual prices. An email costs 1 credit and a phone number 5.

Best for: reps who need emails and phone numbers quickly.

Limits: it supplies data, not outreach.

Clay

What it is: a data orchestration platform that combines many data and AI vendors, with Claygent research agents, signals and an email sequencer, according to clay.com.

Pricing (as of Oct 2026, clay.com/pricing): a Free plan includes 500 actions and 100 data credits a month. Launch starts at $167 a month and Growth at $446 a month, with prices rising by action and data-credit volume. Enterprise is custom. There is a 14-day trial.

Best for: GTM engineers who build custom enrichment and routing workflows.

Limits: it is a builder; someone has to design and maintain the tables.

Common Room

What it is: a buyer-intelligence platform that unifies many signal sources, with a 400M+ contact directory, buying-committee mapping and AI research, according to commonroom.io.

Pricing (as of Oct 2026, commonroom.io/pricing): Essential is $2,500 a month billed annually, with 5 seats and up to 100k contacts. Advanced (15 seats) and Enterprise (30 seats) are custom.

Best for: larger go-to-market teams with community, product and web signals to unify.

Limits: it is priced and built for teams, not solo founders.

Migration checklist: switching between ZoomInfo and Apollo

1. Check your contract end date and notice period, especially for annual ZoomInfo or Apollo Custom agreements.
2. Export saved lists, contacts and sequences you still use.
3. Test coverage on 100 target accounts in the new tool before committing.
4. Repoint CRM enrichment so the two tools do not overwrite each other's fields.
5. Rebuild sequences and warm up any new sending domains before full volume.
6. Compare bounce and reply rates after the first month.

Where GTM Plays fits

Both tools are database-led and focus on email and phone. GTM Plays is different: it does not sell contact data. Its agent finds people showing buying signals, scores fit against your ICP, writes a message for each one and sends it from your own LinkedIn account, with replies in one inbox. It does not book meetings for you. Pro is $149 a month after a 7-day free trial.

Read more on Apollo alternatives, Clay vs Apollo and our guide to lead generation tools.