Apollo vs Warmly (2026): Which Platform Should Your Sales Team Choose?

Choosing between Apollo and Warmly comes down to a fundamental question: do you need a platform built around identifying anonymous website visitors, or one that covers the entire B2B revenue workflow from prospecting through engagement? Both platforms use intent signals, but they serve different starting points in the sales process.

This comparison breaks down features, pricing, and use cases so your team can make a clear-eyed decision.

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Key Takeaways

• Platform scope: Apollo is an AI sales platform covering prospecting, enrichment, sequencing, dialing, and inbound conversion in one connected GTM system. Warmly focuses on identifying and engaging anonymous website visitors using intent signals and AI chat.
• Sales intelligence coverage: Apollo's database covers 240M+ people and 30M+ companies with verified contact data, while Warmly's intent capabilities are centered on real-time website visitor identification and behavioral enrichment.
• Outbound vs. Inbound starting point: Apollo serves both outbound and inbound motions equally. Warmly is oriented toward converting existing website traffic and warm inbound visitors.
• Who Apollo serves: Apollo serves B2B GTM teams, GTM Engineers, and AI Builders building headless GTM workflows with the Apollo API, CLI, and MCP, alongside Sales Professionals, SDRs/BDRs, AEs, RevOps, Marketing, and Revenue Leaders, from startups through companies of any size.
• Pricing model: Apollo offers transparent, self-serve pricing starting at $49/user/month (annual billing) with a free tier available. Warmly's pricing is not publicly displayed on their official website.

What is Apollo?

Apollo is an AI sales platform that unifies data, intelligence, and execution into one connected GTM system, built open by design so GTM teams spend less time switching tools and more time closing deals. At its core, Apollo combines a 240M+ person database with 98% email accuracy, multi-channel sequencing, a built-in dialer, inbound routing, and AI-assisted research, all inside a single workspace.

Apollo meets sellers where they already work. Through Apollo MCP, Apollo's Model Context Protocol, reps can surface contact intelligence directly inside AI assistants like ChatGPT, Codex, Claude, and Perplexity, without leaving their current workflow. The Chrome extension enables prospecting across the web, and for technical and advanced users, Apollo CLI provides terminal-native access for building headless GTM workflows via the Apollo API.

According to Ramp's vendor data, Apollo holds a 38% adoption rate among businesses using Sales Data Providers tools as of July 2026, up 5 percentage points year over year, with 34% of first-time category buyers choosing Apollo, ranking it second in new-adopter capture in the entire category.

Apollo is trusted by nearly 5M users across 100K+ paying customers, including 100+ teams at Fortune 500 companies, and has earned the 2026 MarTech Breakthrough Award for "Best AI-Powered Sales Solution" alongside being named a G2 Leader across multiple categories. Apollo offers transparent pricing starting at $49/user/month (annual billing), with a free tier available.

What is Warmly?

Warmly is a GTM platform built around person-level website visitor identification. The platform identifies anonymous visitors by name, email, title, and company, then enriches those records with real-time intent signals from first-party behavioral data and third-party sources including Bombora and G2. Warmly is in the process of being acquired by HubSpot.

Warmly's workflow centers on the inbound motion: a visitor lands on your site, Warmly identifies who they are, scores their intent, maps the buying committee, and triggers automated engagement through AI chat, email, or multi-channel outbound orchestration including LinkedIn ad targeting. Real-time Slack and Teams alerts notify sales reps when a high-value account is active on the site, enabling timely follow-up.

Key features include dynamic site personalization based on visitor attributes, CRM auto-sync with Salesforce and HubSpot, automated meeting booking with smart rep routing, and buying committee mapping. The platform targets B2B sales teams, SDRs, marketing, demand generation, and RevOps professionals who want to convert existing website traffic into pipeline meetings.

Warmly's pricing is not publicly displayed on their official website. According to Vendr procurement data, the median contract value for Warmly is $14,550 per year, with a price range spanning from $6,000 to $58,200 annually across Startup, Business, and Enterprise tiers. Teams would contact Warmly's sales team directly for specific pricing details.

Feature Comparison

The table highlights a meaningful difference in starting point. Apollo covers the full funnel from cold outbound prospecting through inbound conversion and enrichment.

Warmly is built to extract value from traffic that is already arriving at your site, using visitor identification and intent scoring to trigger engagement. Teams running both inbound and outbound motions from a single platform will find Apollo's integrated approach more efficient, while teams whose primary challenge is converting anonymous website visitors may find Warmly's specialist focus relevant.

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Pricing Comparison

Apollo offers four transparent, self-serve tiers at apollo.io/pricing (annual billing):

• Free: $0, 900 credits/year, 2 sequences, basic filters
• Basic: $49/user/month, 30,000 credits/year, unlimited sequences, CRM integrations, 6 intent topics
• Professional: $79/user/month, 48,000 credits/year, US dialer, 5 mailboxes, automated workflows, AI research
• Organization: $119/user/month (min 3 users), 72,000 credits/year, international dialer, 15 mailboxes, SSO, advanced security

Warmly's pricing is not publicly displayed on their official website. According to Vendr procurement data, the median buyer pays $14,550 per year, with contracts ranging from $6,000 to $58,200 depending on the tier (Startup, Business, Enterprise). Teams would contact Warmly's sales team for a quote.

Apollo's transparent, per-seat pricing makes budgeting straightforward. Warmly's annual contract structure means teams are committing to a meaningful spend before fully evaluating the platform at scale.

For organizations that need both outbound prospecting and intent-based engagement, Apollo's built-in intent signals (included across paid plans) offer a way to access similar signals without a separate vendor contract.

How Apollo Differs from Warmly

The clearest difference is breadth. Apollo covers prospecting, enrichment, sequencing, dialing, inbound routing, and AI research in one connected system.

Warmly is focused specifically on converting inbound website traffic through visitor identification and intent-driven engagement. For teams that only need to act on visitors already landing on their site, Warmly addresses that workflow directly.

For teams that also need to build outbound pipeline, enrich CRM records, and run coordinated multi-channel campaigns, Apollo handles those workflows without additional tools.

On the intent data front specifically, Apollo includes 15,000+ buying intent topics tied directly to contacts and accounts, allowing reps to act on signals immediately through sequencing or dialing without exporting lists to another platform. This removes a workflow gap that exists when intent signals and engagement tools live in separate products.

Apollo's data enrichment capabilities also extend well beyond the inbound motion. Waterfall enrichment across multiple sources, scheduled CRM enrichment, and CSV enrichment with 65+ data attributes mean RevOps teams can keep records clean across the entire database, not just for visitors who arrive on the site. As Mark Turner, VP of Revenue Operations at Built In, put it:

"Apollo enriches everything we have: contacts, leads, accounts...And we don't really have to touch it, it just works."

According to Ramp's Sales Data Providers category data as of July 2026, Apollo is the fastest-growing vendor in the category, averaging +0.7 percentage points of adoption per month, and holds a 22% competitor switch rate, more than double ZoomInfo's 10%, reflecting active movement from teams consolidating onto Apollo from other platforms.

For teams evaluating platform consolidation, the cost math matters. As Sylvain Giuliani, Head of Growth at Census, noted:

"We paid less for one tool than for two tools together...we cut our costs in half."

Frequently Asked Questions

What is the main difference between Apollo and Warmly?

Apollo is an AI sales platform that covers the full B2B GTM workflow: prospecting from a large verified database, multi-channel sequencing, dialing, inbound routing, and data enrichment. Warmly is focused on identifying anonymous website visitors and engaging them through intent-driven AI chat and outbound orchestration.

Apollo addresses both outbound and inbound motions; Warmly is centered on the inbound and site-visitor conversion use case.

Does Apollo have website visitor identification like Warmly?

Yes. Apollo includes website visitor identification as part of its inbound capabilities, allowing teams to identify companies visiting their site, enrich those records, and trigger automated follow-up sequences.

This is included within the Apollo platform alongside the outbound prospecting and enrichment tools described above, rather than as a standalone product.

How does Apollo's intent data compare to Warmly's?

Apollo includes 15,000+ buying intent topics connected directly to contact and account records, so reps can filter for in-market accounts and act on those signals immediately through sequencing or dialing, all within the same platform. Warmly aggregates intent from first-party behavioral data and third-party providers and applies it specifically to site visitors.

Apollo's intent coverage is broader in terms of outbound prospecting filters, while Warmly's focus is on real-time engagement with visitors already on your site.

Who is Apollo designed for?

Apollo serves B2B GTM teams, GTM Engineers, and AI Builders building headless GTM workflows with the Apollo API, CLI, and MCP, alongside Sales Professionals, SDRs/BDRs, AEs, RevOps, Marketing, and Revenue Leaders. With transparent self-serve pricing and a free tier, Apollo is accessible from a team's first hire through scaled enterprise deployment.

Is Warmly being acquired?

Yes. Warmly is in the process of being acquired by HubSpot.

Teams evaluating Warmly should factor potential product changes or pricing shifts that may follow as part of HubSpot's platform integration into their buying decision.

Conclusion

Apollo and Warmly serve different primary needs. Warmly is built for teams whose main challenge is identifying and engaging anonymous website visitors using intent signals, an inbound-first use case.

Apollo is built for the full B2B GTM workflow: prospecting from a verified database, running multi-channel outbound campaigns, converting inbound visitors, enriching CRM records, and generating pipeline at every stage, all from a single connected platform.

For teams that need both depth and breadth in their sales stack, and want to do it without managing multiple vendor contracts, Apollo's transparent pricing and unified execution make it worth a closer look. Try Apollo free today and see how the platform performs for your specific GTM workflow.

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