Cognism and Apollo.io are popular sales intelligence tools that help businesses find leads, connect with them, and convert them into paying customers. Both solutions provide data and features to automate outreach and improve overall sales performance through reliance on intent data, workflow automation, and integrations that enable sales teams to be efficient. 

However, these tools serve slightly different needs:

• Cognism focuses on data accuracy and compliance with privacy laws like GDPR. It provides high-quality, verified data to help sales teams confidently connect with prospects without worrying about incorrect information or legal issues.
• Apollo.io, on the other hand, has a broader, all-in-one focus and provides tools for prospecting, workflow automation and management, and analytics, making it a flexible option for businesses of all sizes.

This guide will compare Cognism and Apollo.io in terms of features, pricing, integrations, and user feedback to help you choose the best option for your business. As a bonus, you’ll get an overview of alternatives that may better fit your needs and goals.

Cognism vs Appolo.io: General overview 

Cognism overview 

Cognism emerged in 2015 with a sharp focus on high-quality, compliant data for sales professionals. The platform distinguishes itself by emphasizing data accuracy and compliance with regulations like GDPR, which they achieve through manual verification processes and a commitment to ethical data sourcing.

Cognism also provides valuable company insights, including firmographic data and technographic details, to help businesses better understand their target audience and personalize their outreach, making sure they interact with leads as close as possible to their ideal customer profile.

Apollo.io overview 

Apollo.io, also launched in 2015, took a different approach by offering a comprehensive suite of sales intelligence and engagement features at a competitive price point.

The platform’s key strength lies in its breadth of features. It offers a vast database of contacts and companies, along with tools for prospecting, outreach automation, and workflow management. This allows sales teams to streamline their entire workflow, from lead identification to deal closure, within a single platform. 

Apollo.io also emphasizes ease of use and affordability, making it an attractive option for businesses of all sizes, even those on a restricted budget.

Apollo.io is a sales intelligence tool that helps you find leads, build a prospecting list, and engage with them through automated outreach campaigns all on the same platform. 

Key differences between Cognism and Apollo.io 

Cognism and Apollo.io both aim to equip sales teams with the data and tools they need to build sustainable pipelines and close deals with success, but they take distinct approaches.

Cognism: 

• Data accuracy and compliance: Cognism prioritizes data quality and follows strict privacy regulations. They use manual verification processes to ensure accuracy and build user trust. This is crucial for businesses operating in regulated industries or those prioritizing compliance. 
• Focus on intent data: Cognism offers intent data that reveals which companies are actively researching products or services similar to yours. This allows sales teams to prioritize outreach to prospects already showing buying signals. 
• Global reach with localized data: Cognism provides access to a global database focusing on localized data accuracy. This is particularly valuable for businesses operating in international markets. 

Apollo.io:

• Comprehensive feature set: Apollo.io offers diverse features, including prospecting, outreach automation, workflow management, and analytics. It’s a complete solution for sales teams and eliminates the need for multiple tools. 
• Affordability and value: Apollo.io offers competitive pricing and a free plan, making it an accessible option for businesses with budget constraints. 
• Ease of use and integration: Apollo.io is known for its user-friendly interface and seamless integration with popular CRM and sales engagement tools. This allows for easy adoption and streamlined workflows. 

Why UserGems is a better option: 

• ‍Focus on relationship intelligence: UserGems goes beyond basic contact data by leveraging your existing network and customer data to identify warm leads and prioritize outreach efforts. ‍
• Automated opportunity identification: UserGems automatically tracks job changes, company funding announcements, and other buying signals within your network, alerting you to potential opportunities timely. ‍
• Improved sales efficiency: UserGems helps sales teams prioritize their time and resources by focusing on warm leads and providing actionable insights, leading to more efficient and effective outreach.

Cognism: Features, use cases, pricing, pros & cons 

Cognism is a B2B lead generation tool that helps you find contact information for potential buyers and their company’s information. It allows you to build a list of qualified prospects for your outbound outreach. 

Key features 

• Extensive prospecting database: Cognism offers global data and access to over 50 million mobile phone numbers in the US and 120+ million contacts in Europe.
• Phone-verified mobile numbers (Diamond Data®): Cognism provides premium phone-verified cell phone numbers, making cold calling easier. It calls the phone numbers it extracts to confirm their accuracy and whether they’re on a DND list. “Having the right phone number data saves a lot of time and frustration. Sales calls are already hard, no need to make them harder with wrong phone numbers,” says Thuy Ho, sales manager, and Cognism user. 
• Intent data: Powered by Bombora, Cognism offers intent data to help identify prospects actively researching products or services similar to yours.
• Sales trigger alerts: Receive notifications about significant sales trigger events like funding rounds or hiring sprees within target companies, enabling timely and relevant outreach.
• Chrome extension: Cognism's browser extension allows users to access contact information directly from LinkedIn and corporate websites, streamlining the prospecting process.
• CRM and sales engagement integrations: Integrates with popular platforms like Salesforce, HubSpot, Outreach, and SalesLoft, ensuring smooth data flow and efficient workflow management.
• Compliance assurance: Cognism prioritizes data compliance, adhering to GDPR and CCPA regulations, and regularly scrubs data against global Do-Not-Call lists. 
• Easy and intuitive user interface (UI): Cognism’s UI is easy to navigate and makes onboarding simple. Here’s what one user says, “[I] love how simple it is right from setup all the way through to integrating into my day to day. I am able to find prospect's contact details in a few seconds rather than trying to trawl the internet.” 

Main use cases 

• You can identify and collect verified contact information for potential buyers and build targeted prospect lists to initiate outreach.
• You can identify key decision-makers within target accounts and personalize outreach based on firmographics and intent data as a part of your account-based marketing (ABM) strategy.
• You can get insights into regional contacts and compliance with local regulations for easier international expansion thanks to the accurate global database.
• You can reduce risks and ensure compliance with privacy laws such as GDPR and CCPA thanks to legally verified and permission-based contact data.

Pricing plans

Cognism offers flexible pricing tailored to business needs, with two main packages: 

• Platinum: Core features for high-quality prospecting, compliance, and intent data.
• Diamond: Advanced features like enriched firmographic data and deeper integrations are ideal for enterprises.

Pricing depends on the license type, number of users, data requirements, and geographic coverage. All plans include unlimited data access, up to 25 profile exports at a time, and compliance with a fair usage policy.

Cognism offers 25 targeted B2B leads, requiring consultation to match the Ideal Customer Profile (ICP).

For customized pricing, you must contact Cognism’s sales team for a quote.

Pros 

High-quality and accurate data

‍Cognism provides high-quality contact data that surpasses competitors, making connecting with the right prospects easier. The platform offers verified direct dials and emails, ensuring sales teams spend less time on manual research.

"Cognism has significantly enhanced my lead generation and sales processes. By providing accurate contact data, it drastically reduces the time spent on manual research." – An P., BDR

Easy-to-use and intuitive interface

‍Cognism is designed with user-friendliness in mind, featuring an intuitive interface that makes it easy to navigate and adopt. New users can quickly onboard and use the platform effectively without a steep learning curve.

"It took me less than 10 minutes to understand how to use Cognism. The integration between Cognism and our CRM is seamless, enabling us to streamline the sales process." – Verified Reviewer

Robust CRM Integrations

‍Cognism integrates effortlessly with popular CRMs and sales tools such as Salesforce, HubSpot, and Outreach. This allows teams to sync prospect data without manual input, improving workflow efficiency.

"The integrations with Salesforce and Outreach are seamless, and it has become a vital part of our sales process." – Charlie S., Licensing Consultant

Cons 

Inaccurate or outdated data

‍While Cognism provides high-quality data, some users have reported encountering outdated or incorrect contact information, particularly in certain regions. This can lead to wasted outreach efforts.

"Many contacts I found had left the company or had no numbers, especially in Germany." – Sam A., AE

Limited data coverage in some markets

‍Although Cognism provides extensive data, some users find that certain markets, particularly in regions like Asia, have limited contact availability.

"Sometimes a company you are looking for is not on the system at all, which would be helpful." – Farzana H., Partner Exec

Strict cancellation policies
Users have raised concerns about Cognism’s cancellation policies, noting that the 60-day notice period was not communicated upfront, leading to unexpected renewals.

"They are trying to tell us that we had to give them 60 days' notice of cancellation to cancel. We had no knowledge of this requirement." – Derek S., CMO

Unreliable chrome extension

Cognism’s Chrome extension often malfunctions, making it unreliable. 

“There's a Cognism Chrome Extension but in large part, it is rendered defunct, as it constantly asks you to re-sign in when you're already signed in, then it boots you off and you cannot use it,” – Christina Bouwens, sales enablement specialist and Cognism user.

Why choose UserGems over Cognism? 

While Cognism excels at providing accurate and compliant contact data, UserGems offers a different approach that can be more beneficial for certain businesses.

• Focus on warm leads: UserGems relies on your existing network and customer data to identify warm leads more likely to convert. Cognism, while offering intent data, still primarily focuses on providing a vast database of contacts.  

"I crushed my KPIs thanks to UserGems. When a former worker of the business that is our client transfers to a new company, I am informed, which helps me have personalized outreach to prospects." – Renato J., SDR

• Enhanced user engagement:  UserGems offers personalized insights and proactive recommendations, which drives engagement and improves user retention and conversion rates.

"UserGems has revolutionized my user engagement strategies and helped me achieve remarkable results. The platform's intelligent algorithms and personalized recommendations have enabled me to maximize user retention and conversion rates. I highly recommend it to any business looking to enhance user engagement and drive meaningful results." – Adnan B., CEO

• Proven revenue generation: UserGems automates key decision-maker tracking and surfaces actionable insights that drive revenue growth. In contrast, Cognism prioritizes static contact data, which requires a lot of manual effort.

"We’ve tracked over 5,000 job changes since using UserGems about a year ago. We consider the UserGems-sourced pipeline a little under $1.2 million, with 101 opportunities created. We saw great success with an 8x ROI on our contract with UserGems." – John Gragnola, Sales Operations, Outreach

Apollo.io: Features, use cases, pricing, pros & cons 

Apollo.io is a comprehensive sales intelligence and engagement platform that assists businesses in identifying leads, building prospecting lists, and engaging with them through automated outreach campaigns—all within a single platform. It offers access to over 210 million contacts across over 35 million companies, enabling users to find ideal customers using 65+ filters and attributes.

Key features

• Prospecting and enrichment: Direct access to a B2B database of over 210 million verified contacts, with over 65 filters to identify ideal leads. Apollo.io also offers CRM integration to keep contact records consistently updated.
• Engagement suite: Management of sequences, emails, calls, social interactions, and tasks within one platform, facilitating efficient pipeline building and closure.
• AI-powered workflows: Data movement automation with AI-driven workflows, enhancing efficiency and ensuring timely data availability.
• Advanced search filters: Robust search filters to narrow down prospects based on specific criteria, enabling the creation of targeted prospect lists.
• Scoring system: Prioritization of high-quality leads using Apollo.io's intuitive scoring engine, allowing sales teams to focus on the most promising opportunities.
• Analytics and reporting: Analytics reports that dive into performance metrics of teams, contacts, accounts, and sales pipelines, facilitating data-driven decision-making.
• Chrome extension: The Apollo Chrome extension to access its functionalities within everyday tools like LinkedIn, Gmail, Salesforce, and HubSpot, enhancing productivity and convenience.

Main use cases 

• Thanks to an extensive database of over 265 million contacts and advanced search filters like job title, industry, and company size, you can quickly identify your ideal customers.
• You can create and execute automated email sequences, follow-ups, and call campaigns to reduce manual work and improve efficiency through tracking email analytics and performance. 
• You can integrate Apollo.io with Salesforce, HubSpot, and Pipedrive to keep contact and company records up-to-date.
• You can execute an account-based sales (ABS) strategy and target specific accounts with personalized engagement and interact with decision-makers through a multi-channel approach, including email, phone, and LinkedIn. 
• You can use Apollo.io's built-in analytics and reporting tools, sales teams can measure their outreach performance, track response and conversion rates and deal closures, and identify areas for improvement. 

Pricing plans 

Apollo.io offers four pricing tiers tailored to different business needs, from startups to large enterprises:

• Free plan ($0/month): Ideal for individuals or small teams exploring Apollo.io's capabilities, the Free plan provides basic features to help users start prospecting and managing leads.
• Basic plan ($49/user/month, billed annually): Designed for growing teams looking to enhance prospecting and outreach efforts.
• Professional plan ($79/user/month, billed annually)
  A comprehensive solution for sales teams aiming to optimize their sales process with AI and automation.
• Organization plan ($119/user/month, billed annually, minimum 3 users)
  A complete enterprise-level plan for businesses needing custom solutions and expert support.

Pros

Cost-effective lead generation

Apollo.io provides a budget-friendly solution for businesses looking to generate leads without breaking the bank. Users benefit from a vast contacts database and efficient outreach capabilities at an affordable price point.

"For just $99 per month, we are getting thousands of leads per month that help us on our marketing strategies." – Sebastian G., Small Business Owner.

User-friendly interface and feature-rich platform

Apollo.io offers an intuitive and easy-to-navigate interface with robust features that simplify prospecting, lead management, and outreach automation. Even new users can quickly get up to speed with minimal effort.

"Apollo.io is an impressive platform that stands out. The intuitive interface makes it easy to access features without a steep learning curve." – Judith A., Partnerships Manager

Comprehensive outreach automation

Apollo.io's powerful automation capabilities allow users to streamline their sales processes, from sequencing emails to managing leads efficiently. This feature helps sales teams save time and improve productivity.

"With Apollo, we can enrich contact lists in seconds, saving hours of work and ensuring we connect with the right people. It's email and LinkedIn automation make our everyday outreach easier." – Zerina Z., Head of Opportunities.

Cons 

Data accuracy issues

While Apollo.io offers an extensive contact database, users frequently report inaccuracies and outdated information, leading to inefficiencies in outreach efforts.

"The data is outdated, and the available credits are quite limited. Apollo needs to update their data." – Ayan W., Founder & CEO

"Even when I select to only import verified emails, I still get way too many email bounces. And 9 times out of 10, the phone numbers are incorrect." – Sarah E., Sales Development Representative

Poor customer support

Users have expressed frustration over slow and ineffective customer support, which can hinder problem resolution and overall user experience.

"The customer service is literally the worst I've ever experienced in tech. I've been going back and forth with this team for about 6 months now, and they still refuse to dedicate even one resource to solving my issue." – Andrew G., Account Executive

"Your support team has made me feel helpless. We have been trying to access one of our accounts for over a month, and support still won't escalate or help." – Ian C., Head of Sales

System bugs and downtime

Frequent technical issues and system downtime have been a major drawback, impacting productivity and sales operations.

"Apollo had multiple days where their system just went down entirely for several hours. This meant our reps couldn't do much." – Verified User, Logistics and Supply Chain.

"The worst part is discovering a bug every other minute I use the tool; they’re everywhere to the point it becomes impossible to use Apollo." – Ksenia B., Head of Sales Development.

Why choose UserGems over Appollo.io? 

Both Apollo.io and UserGems offers a broad range of sales intelligence and automation tools for outbound prospecting, but some might consider UserGems a more complete platform for the following reasons:

• Automated lead tracking: UserGems automates job change tracking, instantly notifying sales teams when key contacts switch roles, while Apollo.io requires more manual prospecting efforts.

“UserGems surfaces high-quality leads to our BDR team: ICPs who are new in their role, recently promoted, and people who have used our software who have moved companies (previous users). These leads are surfaced to our BDRs and are easy to action on. It's the tool that's generated the most opportunities for us, and often those opps result in closed revenue.” — Mallorie M., Manager- Mid Market Account Executives

• Better sales efficiency with job change alerts: UserGems automatically tracks job changes and provides timely notifications, while Apollo.io lacks this feature.

“The platform's ability to track job changes and alert us when key contacts move to new companies is invaluable. This feature alone has helped us re-engage with leads who have moved to new roles where they can influence purchasing decisions.” — Hayley R., Head of Global Sales Development

• Seamless CRM integration: UserGems integrates seamlessly with CRMs, automatically updating records with new contacts and job changes, reducing manual work. Apollo.io offers CRM integration but requires more manual oversight.

“They are integrated with our CRM system and automatically create new contact and account records directly in our Salesforce. Their CSMs are great to work with and provide a lot of guidance for how to get the most out of your instance.” — Kellie M., Marketing Director

How to choose the right sales intelligence platform for your business? 

1. Define your sales intelligence needs 

Before comparing different platforms, you should clearly define what you want to achieve. Start by considering the following factors:

• Objectives: Identify your primary goals. Are you looking to improve lead quality, increase sales efficiency, gain deeper account insights, or enhance data accuracy?
• Data requirements: Determine the type of data most critical to your business. This could include accurate contact details, detailed company profiles, technographics, buying signals, or intent data.
• Ideal Customer Profile (ICP): Consider who your target audience is. Define key criteria such as industry, company size, job titles, and geographic location.
• Integrations: Evaluate your current technology stack and identify essential integrations, such as CRM systems (e.g., Salesforce, HubSpot), marketing automation platforms, or sales engagement tools.
• Team size and structure: Assess how many users will need access to the platform and whether it suits your organizational structure.
• Budget: Determine how much you're willing to invest in a sales intelligence solution, keeping in mind both upfront and long-term costs.

2. Evaluate sales intelligence platforms 

Once you’ve defined your needs, it’s time to evaluate the top sales intelligence platforms available in the market. Each platform offers unique strengths and considerations that should be weighed carefully.

Cognism

• Strengths: High-quality, manually verified data; GDPR compliant and data privacy regulations; global coverage with localized data; strong focus intent data
• Considerations: Higher price point compared to competitors, limited free trial options; additional manual data cleansing

Apollo.io

• Strengths: Comprehensive feature set; affordable pricing; user-friendly interface; wide range of integrations; high volume of contact data
• Considerations: Inconsistent data accuracy; limited intent data; additional effort for data cleansing

UserGems

• Strengths: Focus on warm leads from your existing network; automated opportunity identification; improves sales efficiency; integrates with your CRM
• Considerations: May require an established customer base to be most effective; less comprehensive than all-in-one platforms like Apollo.io

Depending on your specific needs, you may also want to explore alternative platforms such as:

• LinkedIn Sales Navigator – Ideal for social selling and relationship building.
• ZoomInfo – A robust database with advanced firmographic and technographic insights.
• Seamless.ai, Lusha, LeadIQ – Cost-effective options for startups and small businesses.

3. Compare pricing and features 

Budget is a significant factor when choosing sales intelligence tools. Platforms often have different pricing models, and understanding them is key to making the right choice. Consider the following:

• Pricing models: Evaluate whether the platform charges per user, per feature, or based on data usage limits. Ensure that the pricing structure aligns with your budget and projected usage.
• Features: Compare features such as automated prospecting, CRM integrations, intent tracking, and lead scoring to determine which platform offers the best value.
• Free trials or demos: Take advantage of free trials or demos to test the platforms and see how well they fit into your workflow.

For example, Apollo.io offers an affordable entry-level plan with a free option, while UserGems provides specialized tracking capabilities that might justify a higher cost based on the ROI generated.

4. Consider user experience 

The ease of use and accessibility of a sales intelligence platform can significantly impact adoption and overall effectiveness. Factors to consider include:

• Ease of use: Choose a platform with an intuitive interface that allows sales reps to quickly access and use features.
• Search functionality: Evaluate how easily the platform enables you to find relevant leads and data.
• Data visualization: Look for platforms that present data in clear and actionable formats to support better decision-making.

“UserGems has significantly boosted our efficiency in identifying and engaging with key contacts, making it an essential tool for any business looking to maximize their customer connections.” — Parker H., Senior Account Executive

5. Prioritize data accuracy and compliance 

Choosing a sales intelligence platform that meets your compliance needs and provides high-quality data will help you avoid legal issues and ensure your outreach efforts are effective. Make sure the platform you choose prioritizes:

• Data quality: Ensure the platform offers data verification processes to minimize inaccuracies.
• Compliance: Confirm adherence to regulations such as GDPR, CCPA, and other data privacy standards.

“The platform's ability to track job changes and alert us when key contacts move to new companies is invaluable.” — Hayley R., Head of Global Sales Development

Don’t like either tool? Choose UserGems instead 

Cognism and Apollo.io are great for building prospecting lists, but if you're looking for a sales intelligence solution that delivers more than just a database of contacts, UserGems is the smarter alternative. 

Unlike traditional platforms, UserGems focuses on pipeline generation by identifying buyers who are 3x more likely to convert, helping your team engage with the right prospects at the right time.

With UserGems, you can eliminate pipeline anxiety and close deals by:

• Tracking buying signals instead of using the “spray and pray” method, so you can be sure you’re targeting prospects most likely to buy
• Drawing meaningful insights from customer data through relationship intelligence so you can find a better path to reach potential customers
• Using automated workflows (customized or pre-built) to consistently act on signals and avoid missed opportunities
• Using AI SDR agent to connect your CRM data and buying signals for timely and personalized outreach

If you're ready to make sure your sales pipeline grows steadily with high-intent leads and actionable insights, it's time to explore what UserGems can do for your business.

How UserGems resolves Cognism vs Apollo.io limitations

UserGems is built to deliver pre-qualified leads and connect you with buyers who are most likely to buy from you based on intent and relationship data.

Here’s what you can expect when you use UserGems:

Accurate data

UserGems’ data quality is unrivalled in the industry. When compared to other market leaders like LinkedIn Sales Navigator or ZoomInfo, it’s over 40% more accurate. Besides using technology to maintain the quality of our data, we also refresh our data monthly. You’ll enjoy a less than 5% bounce rate with UserGems’ data.

Turn job changes into revenue

Of the two tools, only Apollo.io mentions job change alerts as a key feature. However, less than 1% of their 3368 reviews on G2 mention it or consider it a key part of their sales playbook. The job-change tracking feature on Apollo.io is also only available for users on the Professional plan. 

With UserGems, everyone on your sales team can track job changes of your leads, past customers, and prospects. You get a job change alert immediately after a lead changes jobs so you can be the first to connect with them.

We know that not tracking customer job changes means losing a 40% chance of winning new business, so we take this very seriously. 

“UserGems has given us a new customer base that we previously couldn't tap into. It's made a very manual process more automated which has increased our capacity and ability to reach customers that have moved on from our company,” says Hannah Hawkesely, Senior Sales Manager of New Business at MOO Prints. 

Provide personalized context for a warm outreach

We don’t just provide a database of verified and accurate email addresses, we go a step further to provide personalized details to warm your outreach with relationship data. For example, we let you know if a past customer or power user just changed jobs and the past relationship they had with your company.

Personalized support to help you get value from our software

If you are looking for an Apollo.io alternative that provides great support for your team, you’ll get assigned a customer success manager with UserGems. Our personalized support is the talk of the town 😁 Take it from our customers at Cobalt: 

Integrates with CRMs and other tools to streamline your work

UserGems integrates seamlessly with the industry’s favorite tools like HubSpot, Gmail, Slack, Outreach, SalesForce, and more. You don’t need to pull data from one place to another, it works with your existing tools and surfaces leads in your CRM.

Provides add-on tools to help your team work faster

At UserGems, we believe in making it easier for revenue teams to focus on their core tasks. With our FREE Meeting Assistant tool, your sales reps can book meetings with prospects and automatically add their key team members to the call too. It’s so easy, you can try the Meeting Assistant tool now.

As an Apollo or Cognism alternative, UserGems provides better services and features to hit your quota faster.

If you want to turn your buyer and champion job changes and relationship insights into revenue, book a demo and see UserGems in action.