Best Software for Generating Leads in GTM

Apollo sells four self-serve plans. Free costs $0 with 900 credits a year, granted as 75 a month. Basic costs $49 per user per month billed annually, or $65 billed monthly, with 30,000 credits a year.

• Professional costs $79 billed annually, and Organization costs $119 billed annually only, with a 3-seat minimum.
• The credit meter sets the real budget.
• One email costs 1 credit and one phone number costs 8 credits, and credits are pooled across the team.
• One limit: all seats share one plan level.

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ZoomInfo publishes no dollar figure for its sales platform plans. Its pricing page names Professional, Copilot Advanced and Copilot Enterprise, and says pricing is based on features and functionality, the number of licenses, and credit usage. Every buyer needs a quote.

• ZoomInfo Lite is a permanent free plan that needs no credit card, which makes it a useful way to check the data before a sales call.
• One detail most roundups skip: ZoomInfo now sells data through GTM.AI, its developer product, where a free account starts with 1,000 data credits and
• Enrichment costs 1 data credit per new record.
• Choose ZoomInfo for deep company and contact data at enterprise scale.

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Lusha prices per plan rather than per seat, with seats included in each plan. Starter costs $37.45 a month billed annually, or $49.90 billed monthly, for 1 seat and 4,800 credits a year. Pro starts at $52.45 a month billed annually, or $69.90 monthly, with 2 seats and 7,200 credits a year.

• Premium starts at $299.95 a month billed annually, with 5 seats and 40,800 credits a year.
• One email costs 1 credit and one phone number costs 5 credits, which makes Lusha cheaper per phone number than Apollo.
• Lusha is built around its browser extension, so it suits reps who prospect from LinkedIn profiles and company websites rather than from a database sea
• The trade-off is seat structure: Pro caps at 10 users and Premium at 25.

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Cognism publishes no price. Its pricing page lists two sales prospecting packages, Standard and Pro, and says pricing is tailored based on the product you need, your team setup and how you plan to use the platform. Each package includes 5 seats, and every seat carries a credit allocation.

• One credit reveals one contact, and viewing a contact you have already revealed is free.
• Pro adds higher-quality mobile data, on-demand verification and intent data.
• Cognism leads with data quality and compliance, including do-not-call screening across 15 territories.
• One limit: there is no self-serve trial, so the only way to check data quality before a quote is the free data sample.

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Hunter sells an all-in-one outreach platform with a free plan at $0 and 50 credits a month. Starter costs $49 a month billed monthly, or $34 a month billed annually as $408 a year, with 2,000 credits a month and 3 connected email accounts. Growth costs $149 a month billed monthly, or $104 a month billed annually as $1,248 a year, with 10,000 credits a month and 10 connected email accounts.

• Scale costs $299 a month billed monthly, or $209 a month billed annually, with 25,000 credits a month.
• The credit model is simple: 1 credit finds an email, 0.5 credit verifies one, and the same search is counted once per billing period.
• The trade-off is scope: Hunter gives you zero phone numbers on any plan, so teams that call prospects need a second data source.
• Choose Hunter for email-first prospecting at a low price with unlimited seats.

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Snov.io prices by credits and recipients rather than by seat. The free Trial plan gives 50 credits and 100 recipients a month, with 1 mailbox warm-up. Starter costs $39 a month billed monthly, or $29.25 a month billed annually, with 1,000 credits, 5,000 recipients and 3 warm-ups.

• Pro S costs $99 a month billed monthly, or $74.25 a month billed annually, with 5,000 credits and 25,000 recipients.
• Pro M costs $189 a month billed monthly, or $141.75 a month billed annually, with 20,000 credits and 50,000 recipients.
• One limit: credits are one shared pool across the Email Finder, the Email Verifier and the API, so finding an email and then verifying it spends 2 cre
• The trade-off is that every plan includes unlimited team seats, which keeps the bill flat as the team grows.

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LinkedIn sells Sales Navigator in three tiers, priced per license. Core costs $119.99 a month billed monthly, or $1,079.88 a year, which works out to $89.99 a month, a 25% saving on annual billing. Advanced costs $159.99 a month billed monthly, or $1,799.88 a year.

• Advanced Plus is custom-priced through the sales team.
• All three plans include 50 InMail credits a month, and every plan starts with a free trial.
• Sales Navigator is the only tool in this list that works inside LinkedIn itself, with lead and account lists, alerts on job changes, and relationship
• The trade-off is that it finds people, not email addresses, so most teams pair it with Hunter or Snov.io to reach prospects outside LinkedIn.

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Clay prices per workspace, not per seat, with unlimited seats on every plan. Free costs $0 with 100 Data Credits and 500 Actions a month and tables of up to 200 rows. Launch starts at $185 a month billed monthly, or $167 a month billed annually, with 15,000 Actions and 2,500 Data Credits a month, plus phone enrichment and 50,000 rows per table.

• Growth starts at $495 a month billed monthly, or $446 a month billed annually, with 40,000 Actions and 6,000 Data Credits a month.
• Enterprise is custom.
• The two-meter model is the unique fact in this article: Data Credits buy records from third-party providers, and Actions pay for the workflow steps Cl
• A fully enriched record can cost 6 to 20 Data Credits depending on the fields you request, so the bill tracks consumption rather than headcount.

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