Cognism and Apollo.io both promise to help sales teams find leads and close deals. They offer contact databases, intent signals, and workflow automation. But they take different approaches to data quality, compliance, and feature breadth.
These tools serve 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 provides a broader, all-in-one focus with tools for prospecting, workflow automation and management, and analytics, making it a flexible option for businesses of all sizes.
We'll compare Cognism and Apollo.io on features, pricing, integrations, and what users actually say. We'll also cover alternatives, including why UserGems might be a better fit.
Cognism vs Apollo.io: General overview
Cognism overview
Cognism launched in 2015 focused on accurate, GDPR-compliant contact data. They manually verify phone numbers and scrub records against do-not-call lists to reduce compliance risk.
Cognism includes firmographic and technographic data so you can filter for accounts that match your ICP and tailor outreach accordingly.
Apollo.io overview
Apollo.io also launched in 2015, but focused on breadth over depth—offering prospecting, outreach automation, and workflow tools in one platform at a lower price.
Apollo.io's main draw is its all-in-one approach: a large contact database plus prospecting, sequencing, and pipeline management in one tool. You can run your entire outbound motion without switching platforms.
Apollo.io is known for being easy to use and budget-friendly, with a free plan and lower-tier pricing that works for smaller teams.
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 help sales teams find leads and close deals, but they prioritize different things.
Cognism:
Data accuracy and compliance: Cognism prioritizes data quality and compliance. They manually verify phone numbers and scrub records against GDPR and CCPA requirements, which matters if you're in a regulated industry or want to avoid legal risk.
Focus on intent data: Cognism includes intent data (powered by Bombora) so you can see which accounts are researching solutions like yours and focus outreach on buyers showing active interest.
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 bundles prospecting, sequencing, workflow management, and analytics in one platform. You get everything in one place instead of stitching together separate tools.
Affordability and value: Apollo.io has a free plan and lower-tier pricing, which works well if you're working with a tight budget.
Ease of use and integration: Apollo.io integrates with CRMs like Salesforce and HubSpot, and its interface is straightforward enough that most teams can get up and running quickly.
Why UserGems is a better option:
Focus on relationship intelligence: UserGems uses your existing customer data and network to surface warm leads—people who already know your product or have bought from you before.
Automated opportunity identification: UserGems tracks job changes, funding rounds, and other signals in your network, then alerts you in real time so you can act while the opportunity is fresh.
Improved sales efficiency: UserGems helps you focus on warm leads who are more likely to convert, so you spend less time on cold outreach and more time closing deals.
Cognism: Features, use cases, pricing, pros & cons
Cognism provides verified contact data—phone numbers, emails, and company details—so you can build targeted prospect lists for outbound.
Key features
Extensive prospecting database: Cognism has 50+ million mobile numbers in the US and 120+ million contacts in Europe.
Phone-verified mobile numbers (Diamond Data®): Cognism manually verifies mobile numbers (their Diamond Data®), which reduces wrong numbers and improves cold call connect rates. 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: Cognism includes intent data (via Bombora) so you can see which accounts are researching solutions like yours.
Sales trigger alerts: Get alerts when target accounts raise funding or start hiring, so you can reach out while the timing is right.
Chrome extension: Cognism's Chrome extension pulls contact data directly from LinkedIn and company websites, so you don't have to switch between tools.
CRM and sales engagement integrations: Integrates with Salesforce, HubSpot, Outreach, and SalesLoft to sync contact data automatically.
Compliance assurance: Cognism follows GDPR and CCPA rules and scrubs data against global Do-Not-Call lists.
Easy and intuitive user interface (UI): Cognism's interface is straightforward—most users can start prospecting within minutes of signing up. 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 find verified contact info for potential buyers and build targeted lists for outbound.
You can find decision-makers in target accounts and tailor outreach using firmographic and intent data for ABM plays.
Cognism's global database includes regional contacts and local compliance data, which helps if you're expanding internationally.
Cognism's verified, permission-based data helps you stay compliant with GDPR and CCPA and reduce legal risk.
Pricing plans
Cognism has two main pricing tiers:
Platinum: Includes verified contact data, compliance tools, and intent signals.
Diamond: Adds enriched firmographic data and deeper CRM integrations for larger teams.
Pricing varies by license type, user count, data needs, and geography. All plans include unlimited data access (up to 25 exports at once) and follow a fair usage policy.
Cognism offers 25 free leads after a consultation to match your ICP.
For custom pricing, contact Cognism's sales team.
Pros
High-quality and accurate data
Cognism's contact data is more accurate than many competitors, which means fewer wrong numbers and bounced emails. Verified direct dials and emails mean less time hunting for contact info.
"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's interface is straightforward and easy to learn. Most new users can start prospecting within their first session.
"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 with Salesforce, HubSpot, and Outreach to sync prospect data automatically.
"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 report outdated or incorrect contact info, especially in certain regions.
"Many contacts I found had left the company or had no numbers, especially in Germany." – Sam A., AE
Limited data coverage in some markets
Some users report limited contact coverage in certain markets, especially Asia.
"Sometimes a company you are looking for is not on the system at all, which would be helpful." – Farzana H., Partner Exec
Strict cancellation policiesUsers have raised concerns about Cognism's 60-day cancellation notice, which wasn't always communicated upfront.
"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.
“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?
Cognism focuses on accurate, compliant contact data. UserGems takes a different approach: we surface warm leads from your existing network who are more likely to convert.
Focus on warm leads: UserGems surfaces warm leads from your existing customer base and network—people who already know your product. Cognism provides a large contact database with intent signals, but you're still starting cold with most prospects.
"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 shows you which past customers and champions just changed jobs, so you can reach out with relevant context while the timing is right.
"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 automatically tracks when your past customers and key contacts change jobs, then alerts you in real time. With Cognism, you're manually searching a database and starting cold.
"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. Apollo.io has 210+ million contacts across 35+ million companies, with 65+ filters to narrow down your search.
Key features
Prospecting and enrichment: A B2B database of 210+ million verified contacts with 65+ filters to find 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 offer 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 platformsavailable 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.
