Apollo.io – B2B Data Pages at Scale for Lead Generation

Apollo (Apollo.io), a sales intelligence SaaS, used a data-driven directory of people and companies to massively grow organic traffic. It built programmatic pages for millions of business contacts and company profiles, leveraging its proprietary B2B database. Each page follows a template (e.g. listing a person’s role, company, and contact details) aimed at sales professionals seeking leads.

This strategy drove roughly 430,000 monthly organic visits to Apollo’s site, as users searching for specific contact names or companies would land on Apollo’s pages. The standardized format of these pages ensured they were optimized for search and easily scalable.

Programmatic SEO tactics

Two main landing page templates – one for individuals (people profiles) and one for companies – auto-generated from Apollo’s extensive B2B data. By systematically covering millions of names/companies, Apollo captured long-tail searches (e.g. “VP Marketing at [Company] contact info”).

Complementary strategies

Apollo’s SEO efforts worked in tandem with a product-led model (offering free trials/basic access to the contact database) to convert traffic into sign-ups. They also engaged in traditional content marketing via blog posts on sales tips and utilized outbound outreach (often using their own tool) as a growth tactic.

The programmatic SEO traffic filled the top of the funnel, while Apollo’s sales team and nurturing campaigns converted that interest into revenue.