Clay vs. Apollo (2026): Data Enrichment vs. Sales Engagement
Two of the most popular tools in B2B sales — built for very different workflows. We'll honestly compare both, then show you a third option if you sell to local businesses.
The Bottom Line
A quick summary before we dive deep.
Data enrichment + workflow automation
A waterfall enrichment platform that pulls from 100+ data providers to enrich your existing leads. Powerful workflow builder for automating outbound. Best for teams that already have a lead list and need to fill in the gaps. Starts at $149/mo.
All-in-one sales engagement platform
A full sales engagement platform with a 275M+ contact database, built-in email sequences, and CRM features. Best for teams that need to find contacts and run outreach from one tool. Starts at $49/user/mo.
See Apollo's Platform
Clay vs. Apollo: Feature Breakdown
Different tools for different workflows. Here's how they actually compare.
Clay enriches existing data. Apollo finds contacts and emails them. Complementary more than competitive.
Clay relies on 100+ third-party providers. Apollo has its own massive contact database built from LinkedIn.
Clay's waterfall approach tries multiple providers automatically. Apollo's enrichment is limited to its own data.
Apollo includes full email sequencing. Clay requires connecting to a separate outreach tool.
Clay's workflow builder is far more flexible — conditional logic, branching, multi-step enrichment.
Neither tool is built for finding local SMBs. Clay enriches what you bring. Apollo's data is LinkedIn-centric.
Clay's power comes with complexity. Apollo is more plug-and-play for typical sales workflows.
Apollo includes a lightweight CRM. Clay pushes data to your existing CRM through workflows.
Pricing Comparison
Clay charges per workspace with credits. Apollo charges per user with credits. Both get expensive at scale.
100 credits/mo
2,000 credits/mo
10,000 credits/mo
50,000 credits/mo
Credit-based pricing. Each enrichment action costs credits. A single lead can use 5-20+ credits depending on how many providers you run. The Pro plan is up to 7x cheaper per credit than Starter.
100 credits/mo
5,000 credits/mo per user
10,000 credits/mo per user
15,000 credits/mo per user
Per-seat pricing. A 5-person team on Professional = $395/mo. Includes database access, sequences, and CRM. Additional credits cost $0.20 each.
The Problem with Both
If you're selling to local businesses, neither platform was built for you.
Clay's Gap
Clay is incredible at enrichment — but you need to bring your own leads. It doesn't discover businesses. And its 100+ data providers are almost all enterprise-focused. Good luck enriching "Joe's Plumbing" through Clearbit or ZoomInfo.
- ✕No lead discovery — you must supply your own list.
- ✕Data providers miss local SMBs entirely.
- ✕Steep learning curve to build workflows.
Apollo's Gap
Apollo's 275M contacts are mostly sourced from LinkedIn. That's great for reaching VPs at SaaS companies — but most local business owners aren't on LinkedIn. Your local dentist, auto shop, or HVAC company? Not in the database.
- ✕LinkedIn-dependent — local owners aren't there.
- ✕Per-seat pricing adds up fast for teams.
- ✕No Google Maps integration for local discovery.
Built for the businesses Clay and Apollo miss.
Clay enriches enterprise data. Apollo finds LinkedIn contacts. Neither helps you discover the local plumber, dentist, or restaurant down the street. LocalStitch finds local businesses from Google Maps and researches them with AI — the segment both platforms overlook.
- Pull leads directly from Google Maps searches
- AI agents research each business automatically
- Waterfall enrichment for verified owner contacts
- $99/mo flat — no per-seat or credit surprises
Pick the Right Tool
Different tools for different needs. Here's our honest recommendation.
Choose Clay if you...
- Already have a lead list to enrich
- Need 100+ data providers in one workflow
- Want complex automation with branching logic
- Target enterprise B2B contacts
Choose Apollo if you...
- Need to find contacts AND email them
- Want a built-in CRM for deal tracking
- Target people on LinkedIn (tech, SaaS, enterprise)
- Want an all-in-one platform with a free tier
Choose LocalStitch if you...
- Sell to local SMBs (not enterprises)
- Want AI to research each lead for you
- Need Google Maps-sourced business data
- Prefer flat pricing with no per-seat fees
The Bottom Line
Clay and Apollo are both excellent tools — for their intended audience. Clay is the best enrichment platform on the market if you already have leads and need to fill in firmographic, technographic, and contact data. Apollo is the go-to if you want contact discovery plus email outreach in one platform.
But if you sell to local businesses, both tools have a blind spot. Clay's 100+ data providers are enterprise-focused — they won't return useful data for a local HVAC company or family-owned restaurant. Apollo's 275M contacts come from LinkedIn, where most local business owners simply don't exist.
LocalStitch was built specifically for this gap. It discovers local businesses from Google Maps, uses AI agents to research each one, and enriches with verified owner contact information. No complex workflows to build, no LinkedIn dependency, no enterprise-only data providers. Just the local SMB leads that Clay and Apollo both miss.
Ready to Try a Better Approach?
If you're selling to local businesses, LocalStitch was built for you. Plans starting at $49/month.