ZoomInfo vs. Apollo.io: Which should you choose?

About ZoomInfo

ZoomInfo maintains a database of over 220 million professional contacts and 100+ million companies. You get emails, phone numbers, org charts, firmographics, technographics, and intent data through modules like SalesOS and MarketingOS.

The platform integrates with major CRMs and sales tools — but expect enterprise pricing starting around $15k annually. It's built for mid-to-large B2B teams doing outbound prospecting at scale.

About Apollo.io

Apollo offers a database of over 200 million contacts and companies with email, phone, and LinkedIn data. Plus built-in sales engagement tools like email sequences and basic CRM functions.

Here's the kicker: it uses a freemium model starting free, then $49-119 per user monthly. Apollo positions itself as an all-in-one prospecting and outreach platform for smaller teams who want to find leads and contact them without buying separate tools.

What do users say?

ZoomInfo gets mixed reviews. Some users praise its contact database and ability to find qualified leads that drive significant revenue. Others criticize it as overpriced for what amounts to basic contact information.

Many users report serious issues — inaccurate data, poor customer service, aggressive sales tactics, and technical problems like software crashes. Some describe the company as manipulative, comparing it to a "contact mafia."

The verdict? Users view ZoomInfo as a powerful but expensive tool that works better for large enterprises than small businesses. Many are seeking more affordable alternatives like Apollo or UpLead.

Apollo.io gets generally positive reviews as a comprehensive sales automation platform. Users appreciate its strong lead generation capabilities and extensive contact database of over 200 million profiles. The advanced search filters, multi-channel outreach features, and competitive pricing compared to alternatives like ZoomInfo make it the "best bang for the buck" for sales prospecting.

But here's the problem: users frequently report significant issues with data accuracy, particularly for LinkedIn profiles. Many experience problems with emails bouncing or landing in spam folders — which undermines the platform's core value proposition. Users also cite concerns about billing practices, limited export credits, complex cancellation processes, and technical glitches that disrupt workflows.

Comparison

ZoomInfo

ZoomInfo offers extensive B2B data coverage with over 220 million contacts and comprehensive firmographic, technographic, and intent data capabilities. Strong integrations with major CRMs and marketing automation tools.

The downside? Enterprise-level pricing starting around $15,000 annually. The platform can overwhelm users with feature complexity.

Apollo.io

Apollo.io provides a cost-effective all-in-one solution with over 200 million contacts. Combines prospecting, CRM functionality, and sales engagement tools starting at $49/month.

You get exceptional value and a user-friendly interface. The trade-off: data accuracy issues due to its crowd-sourced approach and more limited integration capabilities compared to enterprise alternatives.

ZoomInfo is best for mid-to-large enterprises with substantial budgets who need comprehensive data accuracy, advanced intent signals, and extensive integrations for complex sales and marketing operations.

Apollo.io serves startups, SMBs, and cost-conscious teams who want an affordable all-in-one solution for basic prospecting and outreach — despite accepting some trade-offs in data quality and advanced features.

Both platforms support contact-based marketing through their CRM integrations and email capabilities. ZoomInfo offers more sophisticated marketing automation connections while Apollo provides built-in sequencing tools.

For marketers requiring advanced segmentation, personalization, and multi-channel orchestration, neither platform fully replaces dedicated marketing automation platforms. Integration with tools like HubSpot, Marketo, or Pardot remains essential for comprehensive contact-based marketing campaigns.

Do you need account-based marketing, or something else?

Here's the revelation that's flipping ABM on its head: your funnel isn't about anonymous accounts. It's about the decision-makers and influencers within those accounts.

That's what makes contact-based marketing (CBM) a breakthrough. Instead of focusing on broad account intent signals, contact-based marketing pinpoints the EXACT people engaging with your content in real-time — even when they don't convert.

How does this solve the traditional tension of intent-based marketing? It clears up the ambiguity.

With contact-level data, you can:

• Reveal high-priority leads by identifying the individuals behind key touch points
• Deliver hyper-targeted ads based on specific contact behaviors
• Bridge the gap between marketing and sales alignment with actionable, lead-level insights