Full breakdown by platform, plan, and verification level. Stop overpaying for B2B leads.
Here is how B2B lead generation costs compare in 2026. We compared the cost per lead across five major platforms, including basic credit cost and the cost after email verification and phone number access. Competitor figures are labelled with their source or marked as estimates.
| Platform | Plan | Monthly Cost | Credits/mo | Cost/Basic Lead | Cost/Email Verified | Cost/Fully Verified |
|---|---|---|---|---|---|---|
| Lead Titan AI | Growth | $169 | 2,500 | $0.068 | $0.135 | $0.237 |
| Lead Titan AI | Pro | $449 | 10,000 | $0.045 | $0.09 | $0.157 |
| Apollo.io | Basic–Organization | $49–$119/user (billed annually) | per plan | — | 1 credit per email | +8 credits per phone number |
| Hunter.io | Paid plans | from $49 | per plan | — | Email only | N/A (no phone) |
| Lusha | Paid plans | from $49/user | per plan | — | $0.09–$0.99 per credit, depending on plan | Phone credits cost more |
| ZoomInfo | Enterprise | $15K–$40K+/yr (publicly reported) | custom | — | — | ~$1.00–$2.00+ (estimated) |
Lead Titan AI figures at monthly pricing: base lead = 1 credit, email-verified = 2 credits, fully verified (email + phone) = 3.5 credits.
Apollo.io pricing and credit costs per Apollo's pricing page, Sept 2026. ZoomInfo figures are publicly reported ranges and estimates; Hunter.io and Lusha starting prices per their published plans.
This is the most important concept in B2B lead generation pricing. Here's how the math actually works:
Lead Titan AI verifies every email and phone for your order instead of exporting stored records. Catch-all, unknown, and unverifiable emails are discarded, not delivered, and credits for leads we can't deliver are refunded automatically — you only pay for leads we deliver. On Pro, that's $0.09 per email-verified lead or $0.157 per fully verified lead (email + phone). Because every contact is checked for your order, results arrive over minutes to hours rather than instantly.
The sticker price of a B2B lead generation platform is rarely the full cost. Here are five hidden expenses that inflate your real spend.
Apollo charges per user. A 5-person SDR team on the Basic plan: $49 × 5 = $245/month, not $49. Lead Titan AI charges per account — $59/month on Starter includes 3 users (5 on Growth, 10 on Pro).
ZoomInfo and Cognism require annual contracts (ZoomInfo is publicly reported at $15,000–$40,000+ per year). If you churn after 3 months, you're still paying for 9. Lead Titan AI is month-to-month, with no annual contract.
Lusha and Apollo charge extra for phone numbers. On Apollo, each phone number costs 8 credits (Apollo pricing page, Sept 2026). Lead Titan AI: phone verification = 1.5 extra credits per lead.
Hunter.io finds emails but can't send sequences. You'll need a separate tool ($50–$200/month). Lead Titan AI includes email sequences on all paid plans.
Bounced emails don't just waste credits — they damage your domain reputation. Google's sender guidelines require removing invalid addresses and keeping spam rates below 0.10% (never reaching 0.30%). Recovery can take weeks or months.
Your ideal budget depends on your team size, outreach volume, and growth stage. Here are our recommendations by company size.
Best option: Lead Titan AI Starter ($59/mo, 750 credits) or Free plan (88 credits/mo, about 25 fully verified leads)
Focus on: Quality over quantity. Verify every lead. Protect your domain reputation early.
Best option: Lead Titan AI Growth ($169/mo, 2,500 credits) or Pro ($449/mo, 10,000 credits)
Focus on: Scaling outreach with sequences. Up to 5 users on Growth or 10 on Pro.
Best option: Lead Titan AI Pro ($449/mo, 10,000 credits, 10 users)
Focus on: High-volume prospecting. API and webhooks (Pro) plus CSV/Excel export to feed your other tools.
Best option: ZoomInfo or Cognism if budget allows; Lead Titan AI Pro for local and small-business segments
Focus on: Coverage, compliance, and procurement. Consider Cognism for European data.
Use this formula to compare any platform on an apples-to-apples basis:
Costs range from $0.045 per base lead (Lead Titan AI Pro plan, billed monthly) to an estimated $1.00–$2.00+ per contact on enterprise platforms such as ZoomInfo. On Lead Titan AI Pro, an email-verified lead is $0.09 and a fully verified lead (email + phone) is $0.157.
It depends on what you count as a lead. On Lead Titan AI Pro, an email-verified lead costs $0.09 and a fully verified lead (email + phone) costs $0.157, and you only pay for leads we deliver. There is also a free plan with 88 credits per month (about 25 fully verified leads). Apollo.io has a free tier, but its paid plans are priced per user.
ZoomInfo's publicly reported pricing is $15,000–$40,000+ per year with annual contracts. Lead Titan AI's Pro plan (10,000 credits/month, 10 users) costs $5,388/year billed monthly, or $4,580/year billed annually (15% off), with no annual contract required.
Apollo's per-user pricing adds up quickly: a 5-person team on Basic pays $2,940/year billed annually, and each phone number costs 8 credits (per Apollo's pricing page, Sept 2026). Lead Titan AI is priced per account with 1–10 seats depending on plan: $708–$5,388/year billed monthly (Starter to Pro), or $602–$4,580/year billed annually.
Startups should budget $59–$169/month for lead generation tools. Start with Lead Titan AI's free plan (88 credits/month, about 25 fully verified leads) to test, then upgrade to Starter ($59/mo) or Growth ($169/mo) as you validate your outreach process.
See how Lead Titan AI compares to what you're paying now. Start free with 88 credits a month — about 25 fully verified leads.