What is Apollo.io? A Complete Overview (2024)

William Cannon
Last updated on May 30, 2024
Table of Contents

Apollo.io is a data-driven inbound and outbound sales engagement and intelligence platform designed to empower B2B organizations to efficiently identify, connect with, and close deals with their ideal customers. This comprehensive overview will enable you to fully understand Apollo’s capabilities and determine if it is the right sales enablement solution for your business. This deep-dive explores Apollo’s key features for sales intelligence, workflow automation, analytics, and more while considering its limitations. Comparing Apollo with leading alternatives can ensure you select a platform aligned with your resources, needs, and growth strategy.

What is Apollo.io?

Apollo.io is a data-first engagement platform created for businesses to integrate intelligence into their workflows. It aids in executing, analyzing, and improving growth strategies by gathering verified emails and contact numbers from LinkedIn. With over 200 data points, Apollo.io scans for and suggests potential leads while providing users with real-time data to prevent the loss of leads. The platform automates emails, sequences touchpoints, and features call dialing, recording, transcribing, and logging. It also supports CRM integration, team management, and performance analytics. Apollo.io offers both Freemium and Premium pricing plans.

What is Apollo.io Used for?

Apollo.io identifies potential business leads by leveraging its vast B2B databases of all industries. It scans through social media profiles, especially LinkedIn, to gather verified contact information, which aids businesses in building targeted lists for outreach.

The platform also automates various marketing and sales processes, including email sequences and sales call dialing. This automation streamlines outreach efforts, making them more efficient and effective.

In addition, Apollo.io provides over 200 data points on leads, enabling businesses to make informed decisions. These insights include company size, industry, job roles, and more – all crucial for tailoring marketing and sales strategies.

The platform seamlessly integrates with popular Customer Relationship Management (CRM) systems. This integration ensures that all lead and customer interactions are tracked and managed centrally, enhancing team collaboration and productivity.

Apollo.io also provides detailed analytics on sales and marketing campaigns. Businesses can track their outreach efforts’ performance, identify improvement areas, and optimize their strategies for better results.

Some examples of who can benefit from using Apollo.io include:

  • B2B Businesses: Companies operating in the business-to-business sector can significantly benefit from Apollo.io’s lead generation and management capabilities.
  • Startups and SMEs: Startups and small to medium-sized enterprises looking to scale their sales and marketing efforts efficiently.
  • Sales Teams: Sales professionals can use Apollo.io to streamline their B2B prospecting, manage leads more effectively, and close deals faster.
  • Marketing Teams: Marketing professionals can leverage the platform to automate campaigns, segment audiences, and analyze the effectiveness of their strategies.

Apollo.io Key Features

Apollo.io provides a robust suite of capabilities to power end-to-end sales workflows. With features spanning prospecting, engagement, automation, analytics, and beyond, Apollo aims to be a centralized intelligence and enablement platform tailored to sales teams’ needs. Here is an in-depth look at some of the platform’s most notable capabilities:

Sales Intelligence

As an end-to-end sales enablement platform, providing actionable sales intelligence is crucial to Apollo.io’s capabilities. Apollo aims to arm sales teams with accurate, relevant prospect data to help identify and prioritize the highest quality leads. Apollo’s data aims to inform sales interactions, but personalized selling skills remain essential to win deals.

  • Contact Database: Apollo.io is a vast B2B data provider with over 275 million contacts, providing access to a wide range of potential leads. This allows users to find many prospects to reach out to with verified contact information. The extensive database enables users to buy email lists and gather contact details like email addresses and phone numbers at scale.
  • Advanced Search Filters: With more than 65 filters, users can precisely target leads that match specific criteria such as industry, company size, job title, and more. This level of segmentation helps users find their ideal customers. The filters allow drilling down to niche audiences, helping sales teams identify their total addressable market and go-to-market fit.
  • Intent Data: Apollo.io identifies prospects actively researching solutions like the users, offering insights and talking points to make outreach more relevant. This allows for a more personalized approach. Seeing intent topics helps craft messaging that aligns with prospects’ demonstrated interests.

While extensive, Apollo’s database may have some outdated information, which is an inherent limitation of large contact databases that are constantly evolving. The data requires regular scrutiny and maintenance to maximize accuracy. There is also a risk of over-targeting and missing qualified leads if filtering is too narrow.

Sales Engagement

Connecting with qualified prospects is a crucial yet challenging aspect of sales. Apollo.io aims to streamline prospect engagement through robust email finder tools, automation, and AI-supported messaging to help your team nurture and convert high-quality leads. These features include: 

  • Customizable Sequences: Users can create and automate multi-step sequences, including emails, calls, LinkedIn tasks, and more, to nurture prospects. This enables personalized communication at scale. Sequences allow sending hyper-targeted content while automating repetitive tasks.
  • Multi-Channel Capabilities: Apollo supports various channels, such as email, LinkedIn, phone calls, and more, in one platform for a comprehensive outreach strategy. This omni-channel approach caters to different prospect communication preferences.
  • Apollo.io AI: The AI writing assistant helps craft customized emails to boost engagement and conversion rates. This can greatly enhance reach and efficiency, especially for larger sales teams. However, if over-automated, it risks losing personalization.

However, it’s important to recognize that over-reliance on automation without personal touch can sometimes lead to ineffective engagement. Sequences should be balanced with one-to-one personalized outreach for best results.

Workflows & Automation

Apollo.io aims to automate repetitive tasks to boost sales team productivity. Users can automate critical steps like updating deal stages to help focus on selling rather than administrative tasks. Automations engage prospects at optimal times, ensuring no opportunities are missed while improving efficiency.

There may be a learning curve in setting up complex automation sequences, and over-automation can reduce personalization if not balanced carefully. Workflows should enhance rather than fully replace personalized selling. Starting with simple automation around lead scoring and basic follow-ups can help build proficiency before tackling more advanced workflows. Feature limits on lower pricing tiers can also constrain automation capabilities, so review plan details closely. With thoughtful implementation, automation significantly lifts productivity to help teams sell more efficiently.

Analytics & Tracking

Apollo.io provides data and insights to optimize strategies. Pre-built reports and dashboards offer a holistic view of team performance and prospecting data to inform decisions. These insights help identify areas of improvement and optimization across the funnel.

The vast amount of data can be overwhelming initially and take time to interpret. Focusing analytics on key performance indicators and metrics aligned to goals is essential. Effective use requires dedicating resources to analyze results and continuously refine insights-based strategies. Building dashboards tailored to different roles’ needs also optimizes usability. Data privacy regulations may also limit analytics in some regions, so understanding legal obligations is key. With thoughtful implementation, Apollo’s robust analytics empower data-driven selling.

Lead Scoring

Apollo.io uses AI models to score and prioritize leads based on fit criteria. Scoring helps sales teams identify and focus on prospects that best align with their ICPs for more efficient outreach. As with any AI model, inaccuracies can occur if the system lacks sufficient training data.

To maximize accuracy, sales leaders should regularly review scoring results and fine-tune the models by tagging mis-scored records. Optimizing the algorithms based on real results can significantly improve precision over time. Teams should also avoid over-relying on scores by combining them with human intuition. With proper training and oversight, Apollo’s lead scoring can become an invaluable asset for sales organizations.

Chrome Extension

The Apollo Chrome extension integrates Apollo’s data and sales engagement tools directly into your browser for easy access across web platforms. This allows salespeople to access prospect information conveniently and Apollo features while working in LinkedIn, Gmail, Google Calendar, and more without switching between tabs. Having available Apollo capabilities where you already work helps save time and steps.

However, it’s important to note extensions can sometimes conflict with browser updates or marginally slow performance. Extensions may also lag slightly behind the main web app product roadmap. While convenient, relying solely on the extension limits exposure to the full Apollo platform capabilities. Using both the main app and extension as needed provides the ideal data enrichment experience.

API & Integrations

Apollo.io offers valuable integrations to connect and share data across platforms:

  • CRM Integration: Integration with CRMs like Salesforce enables tracking interactions and collaboration by syncing Apollo data. This tight linkage avoids duplicate data entry and keeps sales records up-to-date across systems.
  • API: Apollo provides developer APIs for advanced custom integrations tailored to specific business needs. This facilitates connecting Apollo data to niche apps and workflows not covered by out-of-the-box integrations.

To maximize integrations’ value, technical expertise for setup and maintenance is key. Limitations can also arise depending on the capabilities of the integrated platforms. Proactively managing vendor relationships is crucial, as partnership changes on either side could disrupt existing integrations if not handled effectively.

Is Apollo.io a CRM?

While Apollo.io has some CRM-like features, it is not a complete standalone CRM solution. Apollo.io integrates with existing CRMs to enhance their capabilities with sales tools for lead generation, sales engagement, analytics, and more. Apollo integrates with CRMs like Salesforce, HubSpot, and Zoho to pass enriched sales data into these systems to power customer management workflows. So Apollo complements CRMs through sales enablement capabilities but does not replace core CRM functionality like in-depth account history, broad customer analytics, and long-term relationship management across sales, marketing, service, and other departments. A dedicated CRM system would still be required alongside Apollo for comprehensive customer relationship management.

Apollo.io Database

Apollo.io’s database comprises various data types, focusing primarily on B2B contacts. It provides verified emails, direct-dial phone numbers, job titles, and other contact details. Each contact record contains over 200 data enrichment points, including company information and industry data. Apollo.io sources its data from public sources and proprietary methods to ensure users’ maximum coverage. 

To maintain reliability and accuracy, Apollo.io regularly updates its database and verifies data through email validation. This helps reduce bounce rates for sales and marketing initiatives. Apollo.io leverages machine learning to predict the likelihood of an email’s validity.

Regarding compliance, Apollo.io emphasizes adhering to regulations like GDPR and CCPA by providing built-in settings to manage consent and data requests. Users can access these controls to adjust their data usage and privacy preferences.

While Apollo.io strives for maximum accuracy, no database can guarantee 100% reliability as information evolves. Users occasionally encounter outdated or incorrect data points despite Apollo’s best efforts.

Apollo.io Plans & Pricing

Apollo.io offers various paid plans and one free version tailored to users with differing needs and budgets. Each plan provides unlimited email credits (with a limit of 10,000 on the free plan). Here is an overview of Apollo.io’s pricing options:


Price: $0

Best For: Individuals and early-stage startups needing a starter sales enablement tool.

The free plan includes 60 monthly email credits, two basic sequences, three intent topics, and a LinkedIn extension.

The free plan provides limited capabilities suitable for minimal outreach needs. With up to 250 emails sent daily and a Gmail extension, this tier offers an opportunity to elevate basic sales workflows.


Price: $49/user/month billed annually, $59/user/month billed monthly

Best For: Growing sales teams requiring more advanced features than the free version.

The Basic plan offers 900 mobile credits, 12,000 export credits, and automation. Compared to the free plan, it adds data enrichment and advanced filters for teams with more advanced workflows.

This plan offers expanded capabilities beyond the free plan for businesses ready to scale outreach— allowing for selecting up to 10,000 records at a time. However, it lacks the highest-level analytics and API access of higher tiers.


Price: $79/user/month billed annually, $99/user/month billed monthly

Best For: Companies wanting comprehensive tools, advanced analytics, and higher sending limits.

The Professional plan provides more credits (24,000 export credits) and robust features than the Basic, including A/B testing, AI-assisted email writing, and call recordings. Moreover, the tier adds a dialer and integration with all email providers to enhance an already-advanced sales workflow.

The Professional plan provides an expanded feature set and higher limits than the Basic plan. It suits more extensive sales and marketing needs requiring detailed analytics and integrations.


Price: $99/user/month billed annually, $119/user/month billed monthly

Best For: Large enterprises needing customized solutions, dedicated support, and maximum capabilities.

The Organization plan includes all Professional features plus advanced API access, SSO login, custom reporting tailored to needs, and 48,000 export credits per year. Compared to other plans, this tier offers a personalized approach with customized features and the highest level of support suited for complex sales processes.

Pros and Cons of Using Apollo

When evaluating any sales technology, weighing the potential benefits against possible drawbacks is important. Below is an overview of key advantages and limitations to factor in when considering Apollo.io:


Apollo offers numerous capabilities that can enhance sales and marketing performance, including:

  • Extensive Database: Access to 275+ million contacts provides a vast pool of leads.
  • Advanced Search Filters: 65+ filters help target leads precisely.
  • Sales Automation: Automates repetitive tasks like email sequences to focus on selling.
  • Multi-Channel Engagement: Supports various channels like email, calls, and LinkedIn in one platform.
  • Analytics and Reporting: Offers detailed analytics to track and optimize sales performance.
  • CRM Integration: Integrates seamlessly with CRMs like Salesforce for workflow efficiency.
  • Compliance Features: Built-in GDPR and CCPA settings ensure legal compliance.


However, there are some potential disadvantages to evaluate as well:

  • Learning Curve: A wide array of features requires significant time to master.
  • Ensuring Data Accuracy: Despite regular updates, there may be outdated or incorrect data.
  • Pricing: Higher-tier plans can be prohibitive for some small businesses and startups.
  • Over-Reliance on Automation: Risk of losing personal touch if automation is not balanced with personalized outreach.

UpLead is the Top Apollo.io Alternative

UpLead emerges as a leading alternative to Apollo.io for B2B lead generation and sales enablement needs. Here’s why UpLead stands out:

  • High-Quality Data: UpLead emphasizes maximum data accuracy and real-time email verification to connect with valid contacts.
  • User-Friendly Interface: Designed for simplicity and ease of use compared to Apollo.io’s steep learning curve.
  • Comprehensive Filters: Provides advanced search filters that enable users to find relevant leads quickly.
  • Transparent Pricing: Offers clear and straightforward pricing, unlike Apollo.io’s confusing plans.
  • Free Trial: Allows potential users to test UpLead’s platform and data quality risk-free.

Sign up for a free trial today to see how UpLead can transform your B2B prospecting and boost sales productivity. Experience UpLead’s superior data quality, intuitive interface, and streamlined workflows as a compelling alternative to Apollo.io.

More Apollo.io Competitors to Consider

When evaluating alternatives to Apollo.io, two other major players in the sales intelligence space—Lusha and ZoomInfo—are worth considering.


Lusha stands out for its ability to quickly source direct contact information from social media platforms. With integrations directly into LinkedIn and other networks, Lusha makes it easy for sales reps and recruiters to access personal contact details at scale. For those whose workflow revolves around outreach via social media, Lusha can provide quick access to profiles and contact info to power sales prospecting techniques. Its focus is more on individual contacts rather than robust company insights.


On the other hand, ZoomInfo offers more comprehensive firmographic data enriched by hundreds of data points about companies and contacts. ZoomInfo shines for businesses seeking in-depth intelligence to deeply understand their total addressable market, ideal customer profile, and go-to-market fit. Its extensive database and advanced filtering capabilities make ZoomInfo suited for large-scale prospecting initiatives and rigorous market research required for strategic sales and marketing planning. Those needing more complete business insights may find ZoomInfo a better fit than the more contact-focused Lusha.

The Bottom Line: Is Apollo.io Right for Your Business?

Ultimately, Apollo.io is best suited for B2B companies, startups, and SMEs, prioritizing robust sales intelligence, extensive lead generation, and marketing and sales automation. To streamline workflows, sales and marketing teams can derive immense value from Apollo.io’s vast contact B2B database of all industries, advanced filters, and multi-channel tools.

However, the platform’s comprehensive capabilities for basic CRM needs or smaller budgets may be excessive. Businesses wanting basic inside sales software or lacking resources to leverage Apollo.io’s full feature set may wish to explore lower-cost options. Apollo.io is most impactful for growth-stage organizations prepared to invest in and fully utilize an end-to-end sales enablement platform.


Below are some of the most frequently asked questions about Apollo.io:

What does Apollo.io do?

Apollo.io is a multifaceted sales engagement platform that supports B2B sales and marketing activities. It helps users identify and contact key decision-makers by providing access to a database of over 275 million contacts. Apollo.io offers sales intelligence by surfacing accurate, rich buyer data with verified contact details and 200+ data points for targeted outreach. The platform also enables users to execute multi-channel sales campaigns, including email, calls, and LinkedIn engagement powered by AI for personalized messaging at scale. Additionally, Apollo.io automates sales processes and provides AI insights to accelerate deals and optimize sales funnels.

Is Apollo.io safe to use?

Yes, Apollo.io emphasizes data security and privacy through various measures. It is GDPR compliant, ISO 27001 certified for information security management, and SOC 2 certified for service organization controls. Apollo.io implements data privacy protocols like redacting sensitive information and allows sales managers to update consent. It also provides advanced security features such as encryption and access controls to safeguard team data.

Does Apollo.io send emails?

Apollo.io enables users to send emails through sales engagement and automation features. Users can create sequences with automated email steps using templates for personalized messaging at scale. Apollo.io integrates with email service providers to send emails directly from the user’s mailbox. The platform also offers manual email steps within sequences for more personal follow-ups. Apollo.io provides deliverability features like email warming to ensure emails avoid spam filters.

Does Apollo.io verify emails?

Yes, Apollo.io verifies email addresses through an advanced 7-step verification process, including syntax checks, domain validation, and identification of active inboxes. This aims to maximize accuracy and inbox deliverability. Apollo.io claims a 91% accuracy rate for email verification, outperforming many third-party verification tools by predicting bounces and automatically cleaning lists.

Who uses Apollo?

Apollo.io is used predominantly by medium-sized businesses (53% of users). A significant portion of its user base consists of small businesses and startups. While a smaller percentage, Apollo.io is also leveraged by large enterprises with over 1,000 employees. Users span diverse industries, especially technology, marketing, information services, and software.

What You Need to Remember About Apollo.io

Apollo.io offers robust capabilities for lead generation, sales intelligence, workflow automation, and analytics. It empowers data-driven sales teams through its vast contact database, intent data, and built-in AI. While Apollo suits many high-growth B2B organizations, evaluate if its comprehensive feature set warrants the learning curve and investment based on your current business stage and resources. Comp compelling options exist for alternatives offering standout data quality, intuitive interfaces, or lower costs like UpLead. Carefully weighing Apollo’s pros and cons will empower you to choose the right sales enablement partner to boost productivity and revenue growth.

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