cold emailing

Apollo.io Review 2024: Pros, Cons, Ratings

lemlist team
LAST UPDATED
June 13, 2024
READING TIME
7 min.

Apollo has many features, from an extensive database to multichannel outreach capabilities, to deep automation and sequences.

In this Apollo.io review, we use our sales and outreach knowledge to offer an in-depth insight into the features and use cases that Apollo offers.

We go over the strengths and weaknesses of this tool so you can decide if it’s the right sales, outreach, and cold email platform for you and your business.

Initial navigation

Apollo has a clean interface.

They lay out all of their features at the top, like so ⬇️

Under Home, you have two sections:

  • Control Center: This is where you get alerts, view your activity, and manage tasks.
  • Cockpit: Offers more detailed insights into calls, tasks, and emails.

With the Search functionality, Apollo.io holds its database (with over 270 million contacts).

You can search for leads using various filters like industry, job title, location, company size, etc.

Create buyer personas to target specific types of leads.

Apollo allows you to use AI for this or create them manually based on specific criteria.

Manage lists from here and include or exclude existing lists to avoid contacting the same leads.

In Engage we can connect our email accounts, send email campaigns, schedule calls, and tasks, organize templates, and so much more.

With Enrichment, Apollo focuses on enhancing your existing customer and prospect data by adding valuable information.

This can include details like contact information, company size, industry type, technological usage, and other relevant business intelligence.

Apollo has a small learning curve, so let's analyze its features together.

Apollo.io’s features analyzed

Apollo.io is a sales engagement platform primarily used for lead generation, data collection, and outreach.

Apollo has many features, so we’ll go over the most impressive and important features and use cases, dissect the most important elements about them, and who should use them to maximize Apollo’s potential as an all-around sales engagement platform.

Lead Database and Search

Apollo.io's Lead Database and Search feature is a powerhouse for anyone needing access to a vast repository of business contacts.

Here's a breakdown of what makes this feature stand out:

  • Extensive Database Access

Apollo.io offers 270+ million data points. This extensive database is a goldmine for businesses looking to expand their reach.

  • Advanced Search Filters

The platform allows users to filter through these data points with precision, ensuring highly targeted lead generation.

Filters include technologies used by companies, buying intent, and more.

Some filters you can use with these advanced search filters are:

  • List Management

Users can select thousands of people at once and add them to organized lists.

This feature is crucial for managing large-scale outreach campaigns efficiently.

  • Direct Outreach Integration

One of Apollo.io’s standout features is the ability to add leads directly to outreach sequences from the search interface.

This seamless integration between data search and outreach tools streamlines the entire lead generation process.

  • Enrichment Capabilities

While not used as extensively, the enrichment feature allows users to enhance their data, either within Apollo.io or via API, adding another layer of value to the lead database.

Outreach tools

With Apollo.io you can also manage and execute your outreach campaigns.

It provides comprehensive outreach solutions for email, LinkedIn, and cold calling channels.

Let’s explore these outreach tools and how to take advantage of them.

  • Email sequences:

Apollo.io allows users to create and manage email sequences, making it easier to automate and personalize outreach campaigns.

The platform's interface is super intuitive, allowing for easy setup and tracking of email campaigns.

Users can customize emails and conduct A/B testing to optimize campaign performance.

  • Cold Calling Integration

It has a built-in dialing system, streamlining the process of cold calling directly from the platform.

One unique feature is that the dialing system mimics the area code of the call recipient, potentially increasing answer rates.

Furthermore, you can track and manage calls within the platform, making it easy to follow up and maintain records.

  • Task Management

Apollo.io offers task management features, allowing sales teams to stay organized and on top of their outreach activities.

Tasks can be linked to specific outreach campaigns for better tracking and efficiency.

  • Multi-Mailbox Linking

Users can link multiple email accounts to Apollo, facilitating diverse outreach strategies.

The platform allows for easy management of different email accounts, streamlining the outreach process.

  • Outreach Analytics

The platform provides detailed analytics on outreach campaigns, offering insights into performance and areas for improvement.

You can access real-time data to make informed decisions about your outreach strategies.

  • Integration with CRM

Apollo can be integrated with various CRM platforms(including HubSpot and Salesforce), ensuring a seamless workflow between lead generation and outreach.

  • Data Enrichment

The platform offers data enrichment features that enhance the quality of CRM data.

Buying intent filter

Apollo.io's Buying Intent Filter aims to help you target potential clients who are actively seeking services or products in their industry.

This feature is not just about identifying leads; it's about finding leads that are already halfway through the buying process.

But what are the key aspects of the buying intent filter?

  • Intent Score Classification

Apollo.io categorizes leads into high, medium, or low buying intent based on their online activities, such as searches on Google or Bing, and engagement with relevant content.

The more you tighten your intent score, your lead pool is going to shrink and narrow.

  • Industry-Specific Targeting

The filter allows up to six intent topics, making it possible to tailor the search to specific industries or parallel sectors.

  • Customizable Time Frame

Users can adjust the time frame to capture leads showing recent interest, ensuring the data is always fresh and relevant.

How does it enhance lead generation?

  • Focused Outreach

By targeting leads with a demonstrated interest in your industry, the chances of conversion are significantly higher compared to cold outreach.

  • Dynamic Data

The filter continuously updates, adding new potential leads who have recently shown interest, keeping your outreach efforts timely and relevant.

  • Integration with Marketing Campaigns

The data from the Buying Intent Filter can be integrated into various marketing platforms, enhancing both digital and email marketing strategies.

This feature is great for businesses with high online search volumes, such as marketing agencies, consultants, and software companies.

It's less effective for very niche markets or industries where online research is not a common part of the buying process.

Apollo.io pricing and plans

If you want to pay for a monthly subscription, this is what Apollow.io will cost you:

Apollo’s free plan offers 10,000 credits per month.

They have three paid tiers: basic, professional, and organizational.

Basic ($49/month)

This plan is great for small businesses looking to do a high volume of sequences and outreach campaigns.

It has enough export credits next to unlimited email credits.

If you are looking to do cold calling, this plan might not be for you as it only accesses 25 contacts from Apollo to call them.

Here is the rundown of the most important features of this plan:

Unlimited email credits Send as many emails as you want to your prospects without any limit.
25 mobile credits per month Access the phone numbers of 25 contacts from the Apollo.io database and call them directly from the platform.
250 export credits per month Export up to 250 records from the Apollo.io database to a CSV file or another tool.
Select 2,000 records at a time Save and export up to 2,000 contacts from the Apollo.io database in one click.
No sequence limit Create and run as many email campaigns as you want with different templates and settings.
Uncapped sending limits with SendGrid Use SendGrid as your email provider and send as many emails as you need without any restrictions
A/B testing Test different versions of your email subject lines, body, and calls to action and see which one performs better.
Buying intent Target prospects who are actively searching for solutions related to your product or service based on their online behavior and keywords.
Advanced filters Use more criteria to narrow down your search and find the most relevant prospects for your business.
Integration with all email providers Link any email account to send email campaigns from Apollo.io, not just Gmail or Microsoft.
Custom fields Create and use your own fields to store and display additional information about your prospects.
Opportunities Manage your sales pipeline and track the progress of your deals within Apollo.io.
Email open and click tracking See when and how often your prospects open and click on your emails, and follow up accordingly.
Greenhouse integration Pull and push data between Apollo.io and Greenhouse, a popular applicant tracking system.
One Plays limit Create and execute multi-channel campaigns that combine email, phone, social media, and manual tasks.

Professional ($79/month)

For smaller sales teams or those conducting limited cold email campaigns, Apollo.io offers plans starting at $79 per month per user.

This plan is affordable and allows for a decent amount of cold emailing and other functionalities.

Aside from everything in the basic plan, these are the standout features of this plan:

Unlimited email credits Send as many emails as you want to your prospects without any limit.
100 mobile credits Access 100 contacts' phone numbers from the Apollo.io database and call them directly from the platform.
1,000 export credits Export up to 1,000 records from the Apollo.io database to a CSV file or another tool.
Select 10,000 records at a time Save and export up to 10,000 contacts from the Apollo.io database in one click.
Advanced reports and dashboards Access pre-built reports and dashboards that show you the performance of your campaigns, sequences, and sales activities.
Integration with all email providers Link any email account to send email campaigns from Apollo.io, not just Gmail or Microsoft.

Enterprise ($119/month)

Perfect for large sales teams and massive lead-generation campaigns.

For teams who require more extensive features, such as the ability to select and export large numbers of records, Apollo.io offers custom Enterprise plans.

These plans are more suitable for users who need to export thousands of data points for large-scale cold emailing campaigns.

These are the most important features:

Custom plans Large enterprises can contact sales to get custom plans that suit their complex needs, such as integrations, security, and governance.
API Access Advanced integrations with other systems and platforms.
Unlimited plans Unlimited plans are governed by a fair use policy that limits the number of credits per account per month or year, depending on the payment status. Additional credits can be requested from the team.
Record selection limit Unlimited plans do not have a record selection limit, which means users can save and export a large number of leads from the database with one click.

Comparing Apollo’s pricing to other competing platforms like ZoomInfo makes it that much more affordable.

Apollo.io's pricing varies based on the scale of use and the specific needs of the business, with options ranging from relatively affordable standard plans to more comprehensive and customizable Enterprise solutions.

Ratings, pros and cons

Rating ⭐⭐⭐⭐⭐

G2 4.8/5 (6,902 reviews) | Capterra 4.6/5 (343 reviews)

Pros

  • With access to over 250 million data points, the possibilities for lead generation are nearly limitless.
  • The advanced search filters allow for highly targeted lead selection, increasing the efficiency of outreach campaigns.
  • The ability to directly add leads to outreach sequences from the search interface is a significant time-saver.
  • Highly targeted lead generation.
  • Continuous data refresh for up-to-date leads.
  • Customizable to specific industry needs.

Cons

  • For users looking to export a large volume of data for external use, Apollo.io presents some limitations, which can be a drawback for some users.
  • Accessing personal phone numbers for contacts requires extra payment, which can add up, especially for businesses focusing on cold calling.
  • Not as effective for niches with low online search volume.
  • Requires regular monitoring and updating for best results.

Apollo vs lemlist

While Apollo.io is a robust platform for lead generation and outreach, it's not the only player in town.

lemlist

  • lemlist is known for its innovative approach to email outreach, offering features that are distinct from Apollo.io.
  • lemlist excels in personalizing email campaigns. Unlike Apollo.io, which focuses more on data and outreach tools, lemlist allows users to add personalized images and videos to emails, making each outreach effort more engaging and unique.
  • Users often praise lemlist for its intuitive and easy-to-navigate interface, which can be a significant advantage over Apollo.io's more data-heavy layout.

We compared lemlist vs. Apollo and put both tools to the test, here’s the most important findings:

  • Advanced personalization features

lemlist's ability to include dynamic content like personalized images and videos in emails is something that Apollo doesn't offer. This feature can significantly increase engagement rates in email campaigns.

  • Simpler user experience

For users who prioritize ease of use and a straightforward interface, lemlist is often considered more user-friendly than Apollo.

  • Focused on email outreach

While Apollo.io offers a broader range of tools, including lead generation and CRM integration, lemlist focuses specifically on email outreach, making it a more specialized tool in this area.

  • Cost-Effectiveness

In terms of pricing, lemlist can be more affordable, especially for small businesses or individual users who need advanced email outreach capabilities without the extensive lead generation features of Apollo.io.

lemlist stands out as a strong alternative to Apollo.io, particularly for users looking for advanced email outreach personalization and a more straightforward, user-friendly interface.

Apollo is comprehensive in its lead generation and outreach tools, lemlist offers a more focused and innovative approach to email campaigns, making it an attractive option for those who prioritize engagement and personalization in their outreach efforts.

For users weighing their options, considering the specific needs of their email outreach strategies is key in choosing between these two powerful tools.

Conclusion

Apollo.io is a solid platform that is beneficial for companies that require data points on business contacts as it has a widespread lead database.

In the same platform you are able to reach your leads through multiple channels.

It offers plans which are suitable for larger teams, as it supports multiple users, although the cheaper plans are also idea for smaller prospecting teams.

All of these features make Apollo a great option.

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G2 Rating
Price
Best for
Standout feature
Con
4.9
star
star
star
star
star
$30/mo
$75/mo
$2,999/mo
Large, distributed sales teams
AI evaluation precision, gamified KPIs
Lack of tracking system
4.6
star
star
star
star
star-half
Not publicly available
Sales operations and finance teams
Powerful configurability
Limited training resources and complex to navigate
4.4
star
star
star
star
star-half
Not publicly available
Mid-market and enterprise businesses
Comprehensive incentive management
Potentially high cost and steep learning curve
4.7
star
star
star
star
star-half
$15/user/mo
$40/user/mo
Enterprise: custom price
Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
Steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Collaborative teams
Connected planning
Complexity and steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
4.7
star
star
star
star
star-half
Not publicly available
Companies who want to automate commission calculations and payouts
Simplicity and ease of use
Lack of features like redirection
4.7
star
star
star
star
star-half
$30/user/mo
$35/user/mo
Custom: upon request
Businesses that need a comprehensive and user-friendly sales compensation management software
Ease of use and adoption
Lack of ability to configure the product based on user needs
4.8
star
star
star
star
star-half
Not publicly available
Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
star
star
star
star
star
$30/user/mo
$50/user/mo
Smaller sales teams
Powerful automation
Lesser user base and average user interface
4.7
star
star
star
star
star-half
Not publicly available
Companies with scalable needs
Automated Commission Calculations
Lack of filtering by date, no mobile app
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
Integrations
Free Plan
Pricing
4.65
star
star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
square-check
Lack of tracking system
square-check
Team: $20/month
Business: $45/month
4.7
star
star
star
star
star-half
Social Media Integration
Easy contact data collection
No marketing/sales features
square-check
Lack of tracking system
square-xmark
7-day trial
$12/month
4.75
star
star
star
star
star-half
Block Functions
High customization capability
Not a dedicated CRM
square-check
Limited
square-check
Plus: €7.50/month
Business: €14/month
N/A
Open-source
Open-source flexibility
Requires extensive manual input
square-xmark
Limited
square-check
Self-hosted
$9/month or
$90/year
3.1
star
star
star
Simple iOS app
Ideal for non-tech-savvy users
iPhone only
square-check
iOS only
Limited
square-xmark
1-month trial
$1.49/month or
$14.99/month
3.6
star
star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
square-check
Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
square-check
Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
square-check
$9.99/month
4.45
star
star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
Starting Price (excluding the free plan)
Maximum Price (for the most expensive plan)
Best for
4.5
star
star
star
star
star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
star
star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
star
star
star
star
star-half
square-xmark
square-check
Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
star
star
star
star
star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
star
star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives.
5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
Increased sales and revenue
Improved marketing automation ROI
Marketing and sales alignment
Data-driven marketing optimization

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