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Cold Outreach · Data Enrichment

Apollo

The most popular all-in-one B2B prospecting platform. Database of 275M+ contacts with enrichment and email sequences. Basic CRM included, all at rock-bottom prices.

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Who's it for?SalesGrowth

Review by a Growth Engineer

My verdict: the default starting tool, but not my long-term recommendation.

I don't particularly like Apollo, and I avoid it as much as I can in favor of more specialized tools. But I recognize its usefulness for getting started.

The only real advantage is that it's really cheap, so it can be useful for starting from zero with a small budget. But data quality is 'mid' and more importantly, the database prospects are heavily solicited (over-prospected).

What I like less: data quality (many invalid emails), low response rates (over-solicited contacts), and deliverability risk if you send in bulk without verifying.

My advice: use Apollo to build lists and test ICPs, but systematically verify emails with a dedicated tool (Dropcontact, ZeroBounce) before sending. And as soon as you've validated your outbound, migrate to more qualitative data sources.

Why add it to your stack?

Apollo has become the default choice for teams starting outbound. The generous free plan and aggressive pricing make it an accessible entry point. You get everything in one: contact database, enrichment, email sequences, and even a mini-CRM.

But beware: data quality is 'mid', and contacts are heavily solicited by all Apollo users. For cheap volume when starting out, it works. For quality, you need to supplement with other sources.

What you can do with it

  • 1Build a first prospect list to test an ICP
  • 2Launch basic cold email sequences at low cost
  • 3Enrich LinkedIn contacts with professional emails
  • 4Do volume prospecting on the US market
  • 5Start outbound without investing in multiple tools

What it does

  • Database of 275M+ B2B contacts
  • Email and phone enrichment
  • Multichannel email sequences
  • Chrome extension for LinkedIn
  • Basic integrated CRM
  • Intent data and buying signals

How much?

Starting at Free

Generous free plan (10k credits/month). Paid plans: Basic ($49/user/month), Professional ($79/user/month), Organization ($119/user/month). Pricing is very aggressive compared to competitors.

The detailed verdict

Do I really need this?

Apollo isn't indispensable - it's more of a 'commodity tool'. You can get the same results with other tool combinations. The database is accessible to everyone, so no competitive advantage.

It's a good entry point to start, but teams that scale often end up migrating to more specialized tools: dedicated enrichment + dedicated emailing tool + dedicated CRM.

Does it play nice with my stack?

Integrations cover the essentials: Salesforce, HubSpot, Pipedrive for CRMs, Gmail/Outlook for email, Slack for notifications. REST API exists for custom use.

Zapier/Make integration works. Bidirectional CRM sync is decent but can have bugs on large volumes. No native integration with third-party enrichment tools (makes sense, Apollo wants you to use its data).

Is it easy to pick up?

Getting started is relatively simple for basic functions. Creating a search, exporting contacts, launching a sequence: 30 minutes is enough. Guided onboarding helps get started.

For advanced features (intent data, complex automations), the learning curve is steeper. Documentation is decent, support responds (slowly on lower plans).

Is the UX any good?

Apollo's interface has improved but remains cluttered. There are many features (prospecting, enrichment, sequences, CRM, analytics...), and navigation can be confusing at first. The sequence builder is functional without being elegant.

The Chrome extension for LinkedIn works well. The reporting dashboard is decent. Overall, it's usable but far from modern UX standards (Attio, Clay).

Is it worth it?

On the quantity/price ratio, Apollo is unbeatable. The free plan offers 10k credits/month, enough to test seriously. Paid plans at $49-79/user are 3-5x cheaper than Lusha or ZoomInfo for similar volumes.

But the 'value' depends on your use case. If you're looking for volume to test hypotheses, excellent. If you need premium data quality, you'll have to supplement with Dropcontact, Kaspr, or others - and total cost climbs.

What I like

  • Starting prospecting with limited budget and high volume
  • Sales teams who want an all-in-one tool
  • SMBs targeting American or international markets

What I like less

  • Premium data quality since the data is mediocre
  • French market where the database is over-exploited
  • Large accounts demanding high data quality

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