Apollo vs ZoomInfo: Which One Is Better? [2025]

Your search for the best sales intelligence and engagement platform has come down to the two industry giants - Apollo vs ZoomInfo.

However, deciding between them isn’t easy, as both platforms seem to have somewhat similar use cases at first glance.

In this article, I’ll discuss Apollo and ZoomInfo’s key features, pricing policies, and other factors that are critical for making the right decision.

But that’s not all.

If, by the end, you realize that neither Apollo nor ZoomInfo is the solution you’re looking for, we’ll introduce an additional platform that covers some of the weaknesses of the 2 platforms.

Apollo vs ZoomInfo - Features

The best way to begin is by exploring Apollo and ZoomInfo’s product suite so you’ll know what to expect from the get-go.

Apollo Features

Apollo is a comprehensive sales engagement and intelligence platform built to enable GTM teams to handle all their vital operations from a single point of control.

Apollo’s key features include the following:

1. Large B2B database with advanced filtering

Apollo holds data on around 275M contacts and 73M companies worldwide, with 210M contacts and 35M companies from the US alone.

The data has solid accuracy and matching rates, helping you find the contacts you need.

Moreover, the database has 65+ filters and an AI-powered search engine to help you build highly targeted lead lists faster and easier.

2. Automatic CRM enrichment

Handling CRM manually is every sales rep’s nightmare, especially when scaling businesses. Maintaining records fresh, clean, and accurate in today’s digital landscape is not easy.

Deals constantly get closed or lost, leads switch jobs and positions, buyer intent shifts before you know it, etc., making keeping track of all relevant data and changes more challenging than ever.

Apollo’s CRM enrichment ensures that all your records are automatically updated whenever an important change or event occurs.

This allows your reps to focus on tasks that really matter instead of wasting time on manual record entries.

Automatic enrichment eliminates duplicates, data gaps, inaccuracies, and other issues, providing an accurate 360-degree view of each lead, deal, and customer.

3. Streamlines outbound workflows

Apollo integrates several outbound channels, including email, cold calls, and LinkedIn outreach in its platform, enabling you to create multi-step automated sequences.

You can choose between pre-made templates or use AI to create custom sequences that better suit your use case and business goals.

Moreover, Apollo includes AI-powered email generation that helps you create personalized, contextual emails in seconds and offers tools that improve email deliverability to ensure that your emails won’t bounce or end up in spam.

ZoomInfo Features

ZoomInfo is an all-in-one sales and marketing platform with one of the biggest B2B databases currently in the market.

ZoomInfo has several unique features that are most appreciated by sales teams, such as:

1. Massive B2B database with a particular focus on the US

The first thing that comes to mind when you mention ZoomInfo is its huge static B2B database that holds data on:

260M+ individual profiles.
100M+ company profiles.
135+ verified mobile phone numbers.

Keep in mind, though, that the data accuracy rates may vary depending on the region. The US has the best coverage, with most data points from US-based businesses being highly accurate.

Other parts of the world might not be represented as well.

2. Copilot AI assistant

Copilot is ZoomInfo’s AI-driven AI solution that analyzes your CRM data and ZoomInfo’s rich database to:

Detect opportunities.
Suggest further actions (e.g., sending an email, connecting on LinkedIn, etc.).
Provide detailed profile and deal summaries to help reps gain a complete understanding of each at a glance.
Personalize emails.
Pick up and notify you about relevant changes in important profiles.

As a result, your sales reps will have the best possible sales assistant at their fingertips to help them increase productivity and efficiency across levels.

3. Identifies companies visiting your website

ZoomInfo includes a website traffic tracking tool in its feature suite.

However, you should know that it can only identify companies visiting your website and not actual stakeholders.

You can use ZoomInfo’s database to identify buying committees and individual profiles most likely to show interest in your solution.

Apollo vs ZoomInfo - Pricing

Another critical point in choosing between Apollo vs ZoomInfo is, of course, the price.

Below, I’ll dive into both Apollo’s and ZoomInfo’s pricing policies to help you get a good grasp of what you can expect price-wise.

Apollo

Apollo has a free forever plan that includes 100 credits per month, two active automation sequences, basic filters, integrations with Salesforce and HubSpot, etc.

If you need more, you can upgrade to one of three paid plans:

Basic: From $59 per user per month, including 5000 credits.
Professional: From $99 per user per month, including 10000 credits.
Organization: From $149 per user per month, including 15000 credits.

ZoomInfo

Unlike Apollo, which has transparent pricing, ZoomInfo doesn't reveal its prices.

It has three plans for Sales, Talent, and Marketing teams, all of which have custom pricing and lock you into 12-month contracts.

These custom packages differ primarily in the app integrations and features they include, as each is geared toward distinct user types.

You’ll have to contact ZoomInfo’s team for a custom quote.

What I can tell you for sure is that the price will depend on several factors:

Features and functionality.
Number of licenses.
Credit usage.
The type of intelligence you need (more robust info such as technographic attributes and org charts will create additional costs).
Add-ons you want included (e.g., Streaming Intent for revealing buying intent in real-time).
The integrations you need.

According to Vendr, ZoomInfo's average contract value is around $85,781, but it can easily reach six figures for enterprises with more advanced needs.

Apollo vs ZoomInfo - What are the customers saying?

Hearing it from me is one thing, and hearing it from actual users is another.

I know how much everyone likes hearing about software straight from real-life users, so I’ve decided to give them the mic.

Let’s see what the overall impressions are about Apollo and ZoomInfo.

Apollo Reviews

TL;DR: While Apollo delights many users with its wide range of features and versatile capabilities, a significant number of users find its pricing to be an issue, especially for smaller businesses. Moreover, its interface is a little crowded, making it difficult to navigate. Keep in mind that there are also accuracy and email deliverability problems.

Source

The grid for making calls and completing tasks is a bit messy. There's a lot of information there, which can be helpful at times, but I would love something more simple where I can log a call, complete a task, and check a box specifying that I want to create a follow-up task.

Early on, I ran into issues where I would complete a call task, and it would just move me to the next task without making a follow-up task (unless they are in a sequence, in which case it just moves them to the next step). - G2 Review

Source

Apollo.io's pricing can be expensive for smaller businesses, especially as many advanced features are locked behind higher-tier plans. - G2 Review

Source

Credits should only be consumed when full information about the person is actually available. Sometimes it can give false information. Information about the companies and what they do is not sufficient. Cannot integrate with all CRMs (We use MyBasicCRM)

I am having problems with mail integration. Outgoing mail usually appears as spam, and my mail address has been changed to a random one. - G2 Review

ZoomInfo Reviews

TL;DR: While ZoomInfo is undoubtedly a powerful sales platform, there are some things to keep in mind before subscribing. Firstly, ZoomInfo is geared toward enterprises, meaning that it might not shine the brightest when used by smaller companies to look up data on other small companies. Additionally, its contact data can be outdated, and its intent data leaves much to be desired.

Source

So, if your target audience is under 50+ employees or a small business in general, then this isn't the platform for you, despite what the sales professional will tell you. Despite us making our ICP abundantly clear, it wasn't until AFTER we asked to cancel our subscription that we were told "This isn't really good for you."

What do they do? They offer us a bunch of ineffective add-ons that make the platform even less useful.

Sorry, ZoomInfo, but you're lacking in either ethics or transparency at the sales level, and for you to ask small (or any) businesses to invest $25k into a platform that's not meant for them is unsatisfactory and should be criminal… - G2 Review

Source

The only thing I can complain about is how often the data is updated. Sometimes I find prospects have left the company I am looking into multiple years ago. - G2 Review

Source

Not much I can point my finger on. The intent and WebSights features leave a bit to be desired with accuracy. - G2 Review

Apollo vs ZoomInfo - Pros & Cons

And now, let’s quickly look at some of ZoomInfo’s and Apollo’s key strengths and downsides.

Apollo

✅ Solid data accuracy.

✅ Lets you put email outreach on autopilot while improving deliverability.

✅ Advanced filtering options for more targeted prospecting.

❌ The costs can easily sneak up thanks to its dual credit system (you spend one credit for revealing an email address and 5 for getting a mobile phone number).

❌ Clunky CRM integrations.

❌ Best features available on the Professional plan and above.

ZoomInfo

✅ Excellent B2B data coverage, especially regarding US-based phone numbers.

✅ Wide range of features for handling various sales operations.

✅ User-friendly interface.

❌ More expensive than alternatives on the market.

❌ Limited website visitor identification functionality.

❌ Limited intent data.

Need an alternative solution?

While both Apollo and ZoomInfo can get the job done when it comes to sales intelligence and essential sales engagement functionality, they simply aren’t the best fit for everyone, as shown by the user reviews, their features, and key strengths and weaknesses.

If you can’t make either ZoomInfo or Apollo work for your specific goals and needs, you should consider a third option: Warmly.

Warmly is a signal-based revenue orchestration platform that turns your website into a well-oiled conversion machine by:

Identifying website visitors and detecting their buyer intent.
Automating essential sales workflows.
Enabling reps to engage leads while their interest is at its peak.

Let’s get a closer look at the features that give Warmly an edge over ZoomInfo and Apollo.

Warmly Features

1. Reveals website intent

Similarly to ZoomInfo, Warmly identifies your website visitors.

However, unlike ZoomInfo, Warmly can identify both companies and the individual profiles that surf your website.

As a result, your reps can focus their efforts on the right stakeholders from the get-go.

With Warmly, however, you’ll get another ace up your sleeve.

Once it identifies website visitors, the platform proceeds to enrich each visitor with:

B2B data (email address, company name, phone number, industry, size, technographic, etc.).
First-party intent data (details of your visitors’ website sessions, such as visited pages, recurring visits, etc.).
Third-party intent data (insights into visitors’ entire digital buyer’s journey, including visits to competitors’ websites, job change intent, etc.).

This combination of first- and third-party intent data enables you to identify the leads that are most likely to buy right now, as Warmly picks up the buying signals they’ve left throughout the web—on your website and beyond.

Consequently, your sales reps will be able to recognize who your hottest leads are right now and design tailored strategies for reaching out to them.

2. Lets you build targeted lead lists

Warmly recently included a static B2B database, Coldly, to help users build highly targeted lead lists more efficiently.

Coldly holds data on 200M+ accounts and contacts worldwide, in addition to having more than 25 built-in B2B data filters and the option for creating customized filters to fit specific business needs and industries.

Moreover, since the data is refreshed daily, you can have peace of mind that all your essential B2B data is accurate, relevant, and up-to-date.

With Coldly, you can do anything from building contact lists to automatically enriching your CRM contacts without breaking a sweat.

3. Streamlines sales engagement processes

Warmly’s automation features are by far one of the things most users love about the platform.

Warmly uses intent signals it picks up to build complex workflows on top of them, enabling you to reach out to all the right leads at the best possible time.

It provides several automation features, including:

Orchestrator, which lets you automate email and LinkedIn outreach. The Orchestrator is highly configurable, meaning you can set up all the important parameters as you see fit, including:

The action that triggers the workflow (lead matching your ICP lands on your website or a website visitor comes back to your pricing page).
Filters that define which companies and individuals should be included in the workflow (these include everything from company size and industry to job position and seniority, etc.).
The course that the workflow should take (send a contextual email, a personalized LinkedIn DM, or a LinkedIn connection request).

AI Chat, which is an AI-driven chatbot that can be trained to:

Qualify leads.
Answer their questions.
Book meetings.
Offer relevant collaterals.
Engage leads.

Lead routing, which lets you set up real-time Slack notifications that will alert the adequate sales rep whenever a lead matching certain criteria lands on your website or takes a high-intent action.

The combination of these automation features ensures that:

Every high-value lead will be engaged.
Your sales reps will have more time to focus on things that matter than most rather than act as surveillance guards on your website 24/7.

4. Live video calls

Engaging your leads while they’re still hot can make the difference between a successfully closed deal and an opportunity that is forever lost.

With Warmly, you won’t have to worry about that, as its Live Video Chat feature lets you engage leads while they’re still visiting your website.

In the “Warm Calls” section of Warmly’s dashboard, you can see who’s visiting your website right now and monitor their session in real-time.

Once you detect a high-intent lead based on Warmly’s insights or a visitor matching your ICP, you can engage them in a video chat immediately.

Alternatively, you can rely on automated lead routing to notify reps whenever a high-value lead ends on your website. This allows them to monitor their website interactions and hop on a call when they assess the time is right.

Warmly Pricing

Warmly has a freemium plan that lets you:

Identify up to 500 people and companies visiting your website.
Pinpoint leads that fit your ICP.
Set up automated lead routing via Slack notifications.

To access more detailed intent data and orchestration features, you can choose from three plans:

Startup: Starting from $700/mo, includes:

3 seats
Up to 10,000 identified website visitors
Starts at 1,000 Orchestrator credits
Live Chat, Video Calls & 5,000/mo AI Chat credits
Warm Bundle Tech Partners discounts

Business: From $1,440 to $1,740/mo, depending on the number of identified visitors (10,001-100,000), includes:

Everything in Startup
10 seats (+$25/month per additional seat)
1 Free LinkedIn Sequencing Seat
Dedicated Customer Success Manager
Automated Bombora third-party intent signals (+$4,000 Add-On)

Enterprise: Custom pricing, includes:

Everything in Business
20 seats (+$25/month per additional seat)
100,001+ identified visitors per month
Starts at 50,000/mo Orchestrator credits
Advanced Al personalization
Custom RevOps buildouts
Custom integrations
Multiple domains
Automated Bombora third-party intent signals included in the price

Note: All plans are billed annually.

Warmly Reviews

TL;DR: As can be seen from the user reviews, Warmly helps customers across industries to make the most of their website’s conversion potential and streamline critical business processes by leveraging buying intent signals. Its setup is quick and easy, meaning that users of various skill and experience levels can easily figure out all the bells and whistles.

Source

Simplicity in setting up and using from the start. The ability to see the top-of-funnel leads visiting our website, what pages, how long, etc., and then being able to put them into the correct workflows. - G2 Review

Source

I've been using Warmly for website visitor identification. First of all - the free trial gives you plenty of "leads" so you can see it first hand. Second - it seems to capture more of the organizations that visit our site (which means more warm leads). Third - the data is much more comprehensive. It's easier to see the page flow that users take, and it's able to see what forms they submit (at least for me - I use Elementor forms)...

The tool is significantly better than other web visitor tools. I've tried ~3 that are in the more traditional price range. This one identifies around double the leads with higher-quality data. The team really knows what they're doing over there. - G2 Review

Source

I get to know who's on our website even if they don't fill out a form. - G2 Review

Warmly Pros & Cons

✅ Identifies companies and individuals visiting your website.

✅ Enriches each identified lead with detailed B2B intelligence and reveals intent data.

✅ Versatile sales automation options.

✅ Live sales engagement capabilities.

✅ Comprehensive static B2B database.

✅ Diverse and transparent pricing plans with no hidden costs.

❌ Only annual billing is available.

Next steps: Optimize your lead generation efforts with Warmly

If you’re looking for a versatile tool that can cater to various users’ needs and help unlock your website’s full conversion potential, look no further than Warmly.

Unlike Apollo and ZoomInfo, Warmly uncovers granular intent data and lets you build various sales and marketing workflows on top of them, ensuring that you reach out to the hottest leads while their interest is at its peak.

Want to try it out for size?

Or, if you’d like to experience all its capabilities firsthand, book a personalized demo with our team.