Use Apollo to Find New Customers

Article author
Dustin Nathaniel Keys


While there are many strategies to use Apollo effectively, we've identified a few key steps to help you connect with new customers. When you optimize Apollo for your business and strategize your search, you can use our highly accurate database of people and companies to find and connect with your ideal customers at scale. Book meetings, secure deals, and learn from reporting to constantly improve your performance.

Check out the following sections to find and connect with the contacts most relevant to your business.

Back to Top

1. Identify Your Ideal Customers

A successful sales strategy requires identifying the types of companies you want to do business with.

Do you sell best to enterprise or startups? Are your target companies in a specific vertical? Are they located in key geographies?

Answering questions like these will help create your ideal customer profile (ICP), a fictitious company that combines key characteristics that best portray your ideal customer. Firmographics such as company size, industry, location, annual revenue, and budget can help define the types of companies that you serve best.

The following table shows an example of one of Apollo's ideal companies:

ICP Key Firmographics CSAT Score ROI CLV Ratio Customer Health # of Referrals
Company Type #1
  • Industry: Computer Software
  • Size: Medium
  • Headcount: >200
  • ARR: $50 million
  • HQ Location: North America
95% 30% 3:1 Healthy >5

Use data points from your own ICP and apply them as search filters to find real prospects. Search filters allow you to include or exclude specific subsets of data when you search for people or companies in Apollo.

  1. Launch Apollo and click Search > Companies.
  2. Use search filters that match the data points from your ICP.

Example filters are set on a company search

Follow the Filters

Refine your search with more advanced filters like buying intent or signals to find the most promising companies.

Use Search Filters Overview to learn more about all of the search filters in Apollo.

  1. Create a list of your ideal companies, and save the search.

An example search is shown with the Save search button highlighted

You can easily return to saved searches, or share them with teammates.

Back to Top

2. Create Personas and Prospect Lists

Next, use your company list to search for people to engage with at your target businesses:

  1. Create a persona that identifies the key characteristics of your buying customers. This could be a set of job titles, functions, departments, or locations.

An example persona is shown comprised of a job title of owner in the travel industry in Europe with 51-100 employees

  1. Click Search > People, then combine filters like the persona filter and the list filter to narrow your search to the companies you identified and the personas most likely to buy your product or service.

An example people search shows results with persona and list filters applied

You can easily return to saved searches, or share them with teammates.

Once you have a list of refined contacts, you're ready to reach out and engage with them.

Back to Top

3. Engage and Win

Sequences allow you to manage outbound engagement campaigns. You can automate outreach and customize messaging to your target audiences with the help of Apollo's AI writing assistant. Use sequences to A/B test your emails, personalize your approach, and automatically follow-up when people show interest. Keep people engaged with a multi-channel strategy by calling contacts and reaching out on LinkedIn.

An example sequence is shown for travel agent owner outreach

Use insights about your email performance, sequences, and team outreach to refine your engagement over time through email analytics and reports. Apollo has built a few reports to get you started.

When you have hot prospects, you can book meetings and secure deals — all within Apollo.

An example closed/won deal is shown for Everfar

Give Me More!

Looking for more best practices? We've got you covered with Apollo Academy and industry-leading strategies. Check it out:

Back to Top