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1. Apollo.io
Apollo.io Best Free Tier
Apollo combines prospecting with sales engagement. The free plan includes 100 email credits per month and basic sequencing. The database covers 275 million contacts.
- Pricing: Free 100 credits/mo; Basic $49/user/mo; Professional $79/user/mo; Organization $119/user/mo
- Pros: Largest contact database, free tier for testing, combined prospecting and outreach
- Cons: Data accuracy varies, email deliverability requires warming
- Best for: SDR teams that need prospecting and outreach in one platform
2. Outreach
Outreach Enterprise Standard
Outreach is the enterprise sales engagement platform. Pricing is not published - expect $100-150/user/month on annual contracts. Features include multi-channel sequences and deal intelligence.
- Pricing: Contact sales; estimated $100-150/user/mo annual
- Pros: Most complete enterprise feature set, best analytics, strongest AI insights
- Cons: No published pricing, annual contracts required, complex setup
- Best for: Enterprise sales teams with 25 or more reps and dedicated ops
3. Salesloft
Salesloft Best Mid-Market
Salesloft offers tiered pricing starting around $75/user/month for Essentials. Includes cadences, dialer, email tracking, and conversation intelligence.
- Pricing: Essentials ~$75/user/mo; Advanced ~$125/user/mo; Premier ~$165/user/mo
- Pros: Strong cadence builder, integrated dialer, conversation intelligence
- Cons: Pricing requires sales call, annual commitment
- Best for: Mid-market B2B sales teams with dedicated sales ops support
4. Lemlist
Lemlist Best for Personalization
Lemlist focuses on personalized outbound with image and video personalization in cold emails. Multichannel Expert plan at $99/user includes LinkedIn automation.
- Pricing: Email Starter $39/user/mo; Email Pro $69/user/mo; Multichannel $99/user/mo
- Pros: Best email personalization, LinkedIn automation, transparent pricing
- Cons: Smaller contact database than Apollo, less enterprise-focused
- Best for: Teams running personalized cold email campaigns at moderate volume
5. Reply.io
Reply.io Best AI Sequences
Reply.io offers AI-powered sequence generation and multichannel outreach. Starter plan at $49/user/month includes email automation and basic AI features.
- Pricing: Starter $49/user/mo; Professional $89/user/mo; Ultimate $139/user/mo
- Pros: Strong AI sequence writing, multichannel support, reasonable pricing
- Cons: Smaller community than Outreach or Salesloft, fewer integrations
- Best for: SMB sales teams that want AI-assisted outbound sequences
Need help choosing? Use our free Software Comparison Calculator to find the best fit for your budget and team size.
Frequently Asked Questions
How much does sales automation software cost per rep?
Entry-level tools like Apollo start at $49/user/month. Mid-market platforms cost $69-99/user. Enterprise platforms run $100-165/user with annual commitments.
Are there free sales automation tools?
Apollo.io offers a free plan with 100 email credits per month. HubSpot Sales Hub has a free tier with basic email tracking.
What is the total cost for a 10-person team?
For 10 reps, annual costs range from $5,880/year (Apollo Basic) to $19,800/year (Outreach). Most mid-market teams spend $8,000-$12,000/year.
Should I choose per-seat or per-email pricing?
Per-seat pricing is better for high-volume outreach. Per-email pricing only makes sense if your team sends fewer than 200 emails per rep per month.
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