7 Best B2B Sales Prospecting Tools with Contact Enrichment in 2026

A B2B sales prospecting tool finds the people and companies you should sell to and fills in their work email and phone number. Reps use one to build lists. RevOps teams, engineers and agents use one to enrich records in bulk.

Most of these tools bill in credits, and a phone number can cost eight times an email. That makes 1M records a month hard to price. Seats, add-ons and quotes hide the real number.

This page ranks seven tools on one input: 1M work-email lookups that return a result, at list price in September 2026. We ran no head-to-head accuracy test, so we quote no find or bounce rates as ours. Rivals with their own page: Apollo, ZoomInfo, Cognism, Lusha, Clay and FullEnrich.

TL;DR

"1M records" means 1M work-email lookups that return a result, at list price.

What we evaluated

• Prospecting and enrichment: whether the tool finds people and also fills in email and phone, and what each field costs.
• Price at volume: seats, credits or flat fee, and the cost of 1M lookups. We never multiply a rate out to 1M when the vendor publishes no price there.
• API: whether you can run lookups in code, and on which plans.
• MCP: whether an agent can search and enrich through an official hosted server.
• Rate limit: the default per second or minute, and whether bulk calls exist.

1. Apollo: best for reps who want data and outreach in one app

Apollo is a sales workspace with a contact database, sequences, a dialer and a Chrome extension. Reps search, enrich and send from one place. For a team that lives in the app, nothing on this list covers as much.

It bills per seat, with credits pooled across the team. Professional is $99 a seat for 4,000 credits on monthly billing. An email costs 1 credit and a phone number costs 8. Credits expire each cycle, including purchased add-ons (Apollo pricing, September 2026; Apollo API pricing, September 2026).

Every plan includes API access. Paid plans allow 1,000 enrichment calls a minute (Apollo rate limits, September 2026). The official MCP server works on any plan, including Free, and spends the same credits (Apollo MCP docs, September 2026).

Pros

• Data, sequences, dialer and extension in one app.
• API and MCP on every plan, including Free.
• Email costs 1 credit and never more.
• A Free plan with 75 credits a month and no card.

Cons

• Seat pricing makes volume costly: 1M email lookups is 250 Professional seats on monthly billing.
• A phone number costs 8 credits, eight times an email.
• Credits expire each cycle and do not roll over.
• Apollo prints no price for extra credits, so a cheaper seats-plus-add-ons path cannot be priced.

Best for: sales teams that prospect and send in one tool.

Pricing: Free is $0 for 75 credits a month. Basic is $65 a month per seat billed monthly, or $49 billed yearly. Professional is $99 ($79 yearly). Organization is $149 ($119 yearly) with a three-seat minimum (Apollo pricing, September 2026).

2. LeadOcean: best for API, agent and volume buyers

LeadOcean is a data layer, not a rep workspace. It holds 693M people, 366M with an email and 166M with a phone number, plus 67M companies. You search with 50 people filters and 34 company filters, then enrich by POST /v1/people/enrich with a LinkedIn URL, email, phone or person_id.

Phones come from GET /v2/people/phone. Work and personal emails come from GET /v2/people/email/work and GET /v2/people/email/personal. The MCP server at https://api.leadocean.io/mcp signs in with OAuth 2.1 and exposes 13 tools. A person we hold nothing for is a free 404 on enrich.

Sizing is free. On 2026-09-30 a count_leads call for VPs in Sales & Business Development in Canada returned 5,066 mailable contacts. Mailable there means verified, catch_all_valid or catch_all. GET /v1/companies/count and the count_companies tool size company lists the same way.

Pros

• Agency is $497 a month flat at volume, with no credit meter and no per-record price.
• REST and MCP on every plan, including Free.
• Free counts and 13 email_status values, so you filter before you send.
• Search by title, level, function, country and technology, with company counts free too.

Cons

• No sequencer, dialer, CRM or Chrome extension. The app has an Exports page, not a rep workspace.
• No name plus domain lookup. Search by domain first, then enrich by person_id.
• One dataset, not a waterfall across many sources.
• No refund for bounced emails. Read email_status before sending.

Best for: engineers, RevOps and agents that pull people and companies at volume.

Pricing: Free is 1,000 records, one-off, no card. Solo is $97 a month, Agency $497 and Platform $1,997. Rate limits are 5, 50, 200 and 10,000 requests a second (LeadOcean pricing, October 2026).

3. ZoomInfo: best for enterprise teams that want intent data

ZoomInfo is the enterprise suite. It claims 420M+ contacts, 120M+ direct dials and 145M+ companies, and it sells buyer intent and CRM sync on top (ZoomInfo Sales, October 2026). Those are ZoomInfo's numbers, not ours.

Platform plans are quoted. The newer GTM AI product sells data credits pay as you go, from $0.45 each at 100 credits down to $0.25 at 100,000 credits ($25,000). Search and lookup are free, and one credit enriches one record (GTM AI pricing, September 2026).

GTM AI has an API, an MCP server and a free signup with 1,000 data credits. API limits run from 5 requests a second on Builder to 35 on Scaling (GTM AI rate limits, September 2026).

Pros

• Intent data and a large claimed direct-dial base.
• GTM AI is self-serve, with a free tier, API and MCP.
• A record is charged once per 12 months.

Cons

• Platform prices are quotes on annual contracts.
• The public credit slider stops at 100,000 credits, so 1M is an Enterprise conversation.
• Batch enrichment takes at most 25 records per call.
• ZoomInfo's own pricing page blocked our fetch, so platform plan prices stay unread from ZoomInfo.

Best for: enterprise sales teams that want intent and a full suite.

Pricing: GTM AI starts at $20 pay as you go, with a free signup. Platform plans are quoted (GTM AI pricing, September 2026).

4. Cognism: best for phone-verified mobiles with Do Not Call screening

Cognism is a sales intelligence platform that sells mobile numbers it says are phone-verified. Its Diamond Data page claims over 10m phone-verified contacts and Do Not Call cross-referencing in 15 territories (Cognism Diamond Data, September 2026). We did not test either claim.

It publishes no dollar price. The pricing page lists Standard and Pro, each with 5 seats, and says pricing is tailored. One credit reveals one contact (Cognism pricing, September 2026).

The API allows 500 requests a minute per account, per operation (Cognism rate limits, September 2026). The MCP server has 15 tools and OAuth 2.0 sign-in (Cognism MCP docs, September 2026).

Pros

• Phone-verified mobile data and Do Not Call screening, per Cognism.
• Official MCP server that maps one to one onto the API.
• Revealing a contact twice is free.

Cons

• No public price for any plan, seat or credit.
• Search tokens and credits are separate meters, and its docs disagree on whether counts cost a token (Cognism docs, September 2026).
• API and MCP need a package that includes them.

Best for: teams that cold call and need mobile numbers.

Pricing: quote only. Standard and Pro each include 5 seats (Cognism pricing, September 2026).

5. Lusha: best for reps who prospect from LinkedIn in a browser

Lusha is a contact data platform with a Chrome extension, CRM apps, a REST API and an MCP server. A rep reveals a contact on LinkedIn in two clicks (Lusha homepage, September 2026).

It sells credits. An email costs 1 credit and a phone number 5. Email plus phone is 6 credits in the app and 7 through one API request (Lusha API guide, September 2026). Premium allows 300 requests a minute per key.

The MCP server has 50 tools and shares the REST credit pool (Lusha MCP docs, September 2026). Every plan gets an API key, including Free.

Pros

• A browser extension and CRM apps for reps.
• API on every plan and a 50-tool MCP server.
• A Free plan with 40 credits a month.

Cons

• The top public tier is 10,000 credits a month, 104 times short of 1M lookups plus request credits.
• A phone number costs 5 credits.
• Scale is custom with no published per-credit rate.
• Lusha's docs disagree on whether a no-match request is charged.

Best for: individual reps and small teams that work from LinkedIn.

Pricing: Free is 40 credits a month. Starter is $49.90 a month ($37.45 billed yearly). Pro is $69.90 ($52.45 yearly). Premium is $399.90 ($299.95 yearly) (Lusha pricing, September 2026).

6. Clay: best for waterfall workflows in a table

Clay is a workflow spreadsheet that resells many data providers on credits. You build a table, add enrichment columns and let a waterfall try one source after another. It suits teams that want to design the research step themselves.

Clay says a fully enriched record typically costs 6 to 20 Data Credits, plus an Action per enrichment (Clay docs, September 2026). An enrichment that returns nothing costs nothing. Data Credits start at $0.05 each.

The Public API is on every plan, including Free. The HTTP API column, which calls an outside API from a table, starts on Growth (Clay docs, September 2026). Clay also has an MCP server (Clay MCP guide, October 2026).

Pros

• Waterfalls and an AI research column on every plan.
• A table builder no other tool here has.
• No charge for an empty result.

Cons

• Two meters, Actions and Data Credits, make cost hard to forecast.
• No self-serve tier reaches 1M lookups. The largest is 200,000 Actions and 50,000 Data Credits a month.
• Tables cap at 50,000 rows on Launch and Growth.
• Clay publishes no number for its Public API rate limit.

Best for: GTM engineers who build research workflows.

Pricing: Free is $0 for 100 Data Credits a month. Launch is $185 a month ($167 billed yearly). Growth is $495 ($446 yearly) (Clay pricing, September 2026).

7. FullEnrich: best for waterfall emails and mobiles

FullEnrich queries 25+ data sources for each contact and charges only for what it finds. A work email costs 1 credit, a personal email 3 and a mobile 10. A miss or a landline costs 0 (FullEnrich docs, September 2026).

The vendor states about an 80% find rate on work emails. We did not test that (FullEnrich pricing, September 2026). The API allows 60 calls a minute, with up to 100 contacts per bulk request (FullEnrich docs, September 2026).

API, MCP, search and bulk CSV are on every plan, including the 50-credit free trial. Users are unlimited.

Pros

• Waterfall across 25+ sources in one call.
• Misses and landlines are free.
• API and MCP on every plan, with unlimited users.
• Unused credits roll over: 3 months on monthly plans, 12 on annual.

Cons

• It enriches, but it is not a rep workspace with sequences or a dialer.
• Monthly pricing stops at 100,000 credits, then contact sales.
• A mobile costs 10 credits.

Best for: teams that need the highest email and mobile coverage per lookup.

Pricing: Pro starts at $29 a month for 500 credits ($26 billed yearly). The top monthly tier is 100,000 credits for $3,500 (FullEnrich pricing, September 2026).

Comparison table

How to choose

• Reps who want one app: Apollo. Data, sequences, dialer and extension are in one login.
• Volume, code or agents: LeadOcean. One flat price, REST and MCP on every plan, and free counts.
• Enterprise intent and a full suite: ZoomInfo, and expect a quote.
• Cold calling with mobiles: Cognism, after you test its numbers on your own list.
• LinkedIn prospecting in a browser: Lusha, on a small team budget.
• Custom research workflows: Clay, if someone will build and maintain the tables.
• Best email and mobile find rate per lookup: FullEnrich, with a waterfall and free misses.

For more picks, read best AI tools for sales prospecting, best contact enrichment tools, free and paid and best contact enrichment APIs.

Verdict

Apollo wins for reps who want prospecting and outreach in one app, at a per-seat price. LeadOcean wins for API, agent and volume buyers: $497 a month flat, REST and MCP on every plan, and free counts. Its gap is the workspace, because it has no sequencer, dialer or extension. ZoomInfo wins for enterprise intent, Cognism for mobile-led calling, Lusha for LinkedIn in a browser, Clay for custom workflows and FullEnrich for find rate. Start on the free plan and run the same 100 contacts through two tools.

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