Apollo suits small businesses, founders and lean outbound teams that want contact data, email sequences and pipeline tools in one place, starting with a free tier. ZoomInfo suits larger go-to-market teams that want deep B2B company and contact data fed into all their systems, with a free trial but no free tier listed. If you're one person or a small team doing your own outreach, start with Apollo; if you have a team and many systems to feed, look at ZoomInfo.
Both tools help you find the right companies and people to contact, but they're shaped for different teams. Apollo bundles the data with the tools to act on it. ZoomInfo positions itself as the data platform the rest of your stack draws from. I read Apollo's home and plans pages, ZoomInfo's home and platform pages, and the UK ICO's guidance on business-to-business marketing.
Apollo and ZoomInfo compared
| Apollo | ZoomInfo | |
|---|---|---|
| Free option | Yes, a Free tier for light use | Free trial |
| Built for | Companies of all sizes, incl. founders | Go-to-market teams at scale |
| Outreach tools | Email sequencing and pipeline tools built in | Data delivered into your other systems |
| Scale | Works with Fortune 500 companies too | 35,000+ companies |
| Reviews | Not stated on the page I read | 4.5 out of 5 from 8,905 G2 reviews |
| AI | Agents that work in the background | An AI platform built on B2B data |
Why Apollo suits small teams
Apollo's plans FAQ is unusually direct. It describes the Free tier as good for exploring or very light use, and for founders and early-stage teams, then answers 'Is Apollo a good fit for small businesses?' with a yes. It says even entry-level plans include unlimited email addresses for your contacts, a full sequencing platform to test and automate outreach, and pipeline tools to manage deals. Basic adds email sequencing and core integrations for individuals doing regular outreach, and Professional adds AI features, call recording and deeper CRM integrations.
Why bigger teams look at a data platform
ZoomInfo says it's trusted by more than 35,000 companies and holds 4.5 out of 5 from 8,905 G2 reviews, ranked first in more than 30 categories. Its focus is clean, accurate, compliant B2B data delivered across your business systems, so you can size your market, prioritise the accounts that fit best and reach decision-makers faster. That's most valuable when several teams and tools need the same data, rather than one person sending emails.
The UK rule to check before you email anyone
Whichever tool you use, UK outreach has rules. The ICO's guidance on business-to-business marketing explains that companies and limited liability partnerships count as corporate bodies under PECR, but sole traders and other types of partnership are treated the same as individuals. The rule on marketing by email doesn't apply to those corporate bodies, so an email to a limited company is treated differently from one to a sole trader. The ICO also reminds you that where you rely on consent, people are free to change their mind. Check who you're contacting before a sequence goes out, and keep a clear opt-out in every email.
Questions to answer first
- Who will use the tool: one founder, a small team or several departments?
- Do you need outreach tools included, or just data for your CRM?
- Which countries are you contacting, and what are the rules there?
- How will you keep your list clean once people opt out?
Data is only half the job, so read my guide to cold emails that get replies before you build a sequence, and this piece on AI for B2B lead generation shows where these tools fit in a wider plan.
My advice on Apollo or ZoomInfo
If you're a founder or a small team, start on Apollo's Free tier, build one tightly targeted list of 50 companies and send a short, personal sequence. If you've got a team, a CRM and several tools that all need accurate data, book ZoomInfo's trial and test its records against accounts you already know well.
Do you make B2B data or outreach software? Tool makers can ask to be considered for a featured place in comparisons like this one.
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Frequently asked questions
Does Apollo have a free plan?
Yes. Apollo's plans FAQ describes a Free tier for exploring or very light use, suited to founders and early-stage teams.
Does ZoomInfo have a free plan?
ZoomInfo's pages offer a free trial. I didn't see a free tier listed.
Is Apollo good for small businesses?
Apollo's own FAQ says yes, and that entry-level plans include unlimited email addresses for contacts, a sequencing platform and pipeline tools.
Can I email UK business contacts I find in these tools?
Check the ICO's business-to-business marketing guidance first. Under PECR, sole traders and some partnerships are treated the same as individuals, while the email marketing rule doesn't apply to companies in the same way.
How many companies use ZoomInfo?
ZoomInfo says it's trusted by more than 35,000 companies worldwide.
