Choosing the right B2B lead generation platform can make or break your sales strategy. With countless options available, three platforms consistently top the list: ZoomInfo, Apollo, and LinkedIn Sales Navigator. But which offers the best value for your investment?
This guide breaks down pricing structures, features, and value propositions of these popular B2B sales tools to help you make an informed decision.
ZoomInfo Pricing: Premium Data at a Premium Cost
ZoomInfo remains one of the most comprehensive B2B databases available, but this quality comes with a significant price tag.
ZoomInfo Pricing Tiers
Professional Plan – Starting from £1,200+ per user annually
Includes contact and company database, email and phone discovery, basic CRM integration, and limited monthly credits.
Advanced Plan – £2,400+ per user annually
Offers enhanced data accuracy, advanced filters, buyer intent data, and increased monthly credits.
Elite Plan – £4,800+ per user annually
Grants complete platform access, advanced analytics, priority support, and unlimited searches.
Note: ZoomInfo doesn’t publish exact pricing, with costs varying based on company size and requirements.
According to G2’s 2024 software report, 89% of users rate ZoomInfo’s accuracy as excellent, but 67% cite cost as a major concern.
Apollo Pricing: Affordable All-in-One Solution
Apollo has gained popularity as a cost-effective alternative offering lead generation, email outreach, and sales engagement in one platform.
Apollo Pricing Structure
Free Plan – £0
5,000 email credits monthly, unlimited finder searches, basic CRM features.
Basic Plan – £39 per user monthly
1,000 email credits, email sequences, templates, and phone support.
Professional Plan – £79 per user monthly
5,000 credits, advanced sequence building, call recording, and priority support.
Organisation Plan – £119 per user monthly
10,000 credits, team management, advanced analytics, and custom integrations.
Research from Sales Hacker shows Apollo users report a 34% increase in qualified leads within the first quarter of implementation.
LinkedIn Sales Navigator Pricing: Professional Network Leverage
LinkedIn Sales Navigator leverages the world’s largest professional network, offering unique insights into prospect behaviour and connections.
LinkedIn Sales Navigator Plans
Core Plan – £64.99 monthly per user
Includes advanced searches, extended network access, lead recommendations, and real-time insights.
Advanced Plan – £108.33 monthly per user
Adds TeamLink leverage, 50 InMails, CRM integration, and collaboration tools.
Advanced Plus Plan – £135.83 monthly per user
Includes Smart Links tracking, advanced reporting, automated recommendations, and enhanced team features.
According to LinkedIn’s 2024 effectiveness study, Sales Navigator users experience 45% more opportunities and generate 51% more qualified leads compared to standard LinkedIn users.
Feature Comparison: What You Get for Your Money
Data Quality and Coverage
- ZoomInfo: Highest data accuracy (95%+ in studies)
- Apollo: Good quality with 200+ million contacts
- LinkedIn Sales Navigator: Real-time data from 900+ million users
Ease of Use
- Apollo: Most user-friendly
- LinkedIn Sales Navigator: Familiar LinkedIn environment
- ZoomInfo: Steeper learning curve but powerful features
Integration Capabilities
All three offer strong CRM integrations, with ZoomInfo delivering the most comprehensive enterprise-level options.
Cost Per Lead Analysis
Based on typical usage patterns:
- ZoomInfo: £15–25 per qualified lead
- Apollo: £8–15 per qualified lead
- LinkedIn Sales Navigator: £12–20 per qualified lead
Costs vary significantly based on industry, target market, and user expertise.
Which Platform Offers Best Value?
Choose ZoomInfo if
Data accuracy is paramount, you have a substantial budget, enterprise-level features are essential, and your team needs complete contact information.
Choose Apollo if
You want an all-in-one solution, budget matters, you need integrated email outreach, and you prefer straightforward pricing.
Choose LinkedIn Sales Navigator if
Your prospects are active on LinkedIn, relationship building is key, you want real-time insights, and social selling is part of your strategy.
Making the Right Choice for Your Business
The “best” platform depends on your specific needs, budget, and sales process. Many successful B2B companies use a combination of tools to maximise lead generation effectiveness.
Key factors to consider include team size, budget, target market, existing processes, integration requirements, and long-term scalability.
Alternative Solutions
While ZoomInfo, Apollo, and LinkedIn Sales Navigator dominate the market, working with a specialised B2B lead generation agency like SendIQ can provide access to multiple data sources, expert strategy development, and comprehensive outreach services without the complexity of managing several platforms.
Professional agencies often achieve better results through combined expertise, advanced toolsets, and a dedicated focus on lead generation.
