Apollo vs ZoomInfo vs Lusha: Which Sales Data Tool Wins?

The Sales Intelligence Showdown

Choosing the right sales data platform is one of the most important decisions for your outbound strategy. The three biggest players are Apollo.io, ZoomInfo, and Lusha. Here is how they compare.

Quick Comparison

| Feature | Apollo.io | ZoomInfo | Lusha |

|---------|-----------|----------|-------|

| Database Size | 275M+ contacts | 300M+ contacts | 100M+ contacts |

| Email Accuracy | 90%+ | 90%+ | 85%+ |

| Built-in Sequences | Yes | Yes (separate product) | No |

| Intent Data | Yes | Yes (premium) | No |

| Free Plan | Yes (generous) | No | Yes (limited) |

| Starting Price | $49/user/month | $15K+/year | $29/user/month |

| Best For | SMBs and mid-market | Enterprise | Quick lookups |

Apollo.io: The All-in-One Choice

Strengths:

Best value for money in the market

All-in-one: data + sequences + analytics + CRM

Generous free tier to test before committing

Regular data updates and good accuracy

Growing fast with constant feature improvements

Weaknesses:

Can feel overwhelming at first

Some data gaps outside US/UK markets

Best for: B2B service firms that want one platform for prospecting through to engagement. This is what we use at MAVEN.

ZoomInfo: The Enterprise Standard

Strengths:

Largest and most accurate database

Best intent data in the market

Deep company insights (org charts, technographics)

Excellent for enterprise-level targeting

Weaknesses:

Extremely expensive ($15K+ per year minimum)

Long contracts and complex pricing

Overkill for firms under 10 sales reps

Separate products for different features

Best for: Enterprise sales teams with large budgets and complex targeting needs. Not practical for most service firms.

Lusha: The Simple Option

Strengths:

Very easy to use (Chrome extension)

Good for quick one-off lookups

Affordable entry point

Clean, simple interface

Weaknesses:

Smaller database than Apollo or ZoomInfo

No built-in sequencing or engagement tools

Limited enrichment and intent features

You still need additional tools for outreach

Best for: Individual salespeople who need quick contact data for manual outreach. Not sufficient as a standalone outbound platform.

Our Recommendation

For B2B service firms between £500K and £5M in revenue, Apollo.io is the clear winner. Here is why:

Value: You get data, sequences, and analytics for $49-79/month. ZoomInfo charges $15K+ per year for similar (but separate) features.

All-in-one: Apollo eliminates the need for separate prospecting, enrichment, and sequencing tools. Less complexity, fewer integrations, lower cost.

Free to start: You can test Apollo with the free plan before committing any budget. Neither ZoomInfo nor Lusha offers this level of free access.

Growing platform: Apollo ships new features monthly. The platform is significantly better today than it was a year ago, and the trajectory continues.

Try Apollo Free

We use Apollo.io in every MAVEN engagement. If you want to see how it works for your business, start with the free plan.

Book a Virtual Coffee if you want help configuring it for your specific ICP and outbound strategy.