As the demand for accurate B2B data increases so does the size and diversity of the data enrichment software market.
Confronted with so many options, it's tricky to identify the right solution for your business.
To save you from analysis paralysis, this article shares 10 of the best B2B data enrichment tools and calls out their differentiators, core features, and pricing.
After reading it, you should have a better grasp of your business’s data needs and perhaps even a shortlist of tools to evaluate via live software demos.
Cognism offers account and contact data enrichment functionality along with intent data, sales event triggers, and technographics. It helps sales and marketing teams work faster, book more meetings, and generate revenue.
You can instantly enrich your historical records and new data entering your CRM, schedule an enrichment job, or enrich a specific contact list with compliant cell phone numbers, B2B emails, and other data points.
You can easily integrate Cognism with your existing tech stack (Salesforce, HubSpot, Pipedrive, Microsoft Dynamics, Outreach, and Salesloft) and use its Chrome Extension for enriching LinkedIn profiles and Sales Navigator lists.
Clearbit is a B2B marketing intelligence platform designed to help businesses learn more about their leads. According to Pavilion members who have recently reviewed data enrichment tools, it’s best for companies that need accurate information on “early- and growth-stage startups”.
Clearbit also offers complementary tools (purchased separately), such as intent-based outreach, which tells you when a lead does something that signals buying intent — e.g., visiting a pricing page.
It doesn't offer a browser extension for prospecting on LinkedIn. See Clearbit alternatives list.
Despite potentially overextending itself into new feature sets at the expense of its core product’s growth and functionality, ZoomInfo remains one of the market's most popular B2B data enrichment platforms.
With information on over 14 million companies and 235 million business professionals, their database’s sheer magnitude might have something to do with it.
If you’re looking for a contact data enrichment solution, remember that ZoomInfo verifies mobile numbers with a community-based system rather than in-house human verification.
Compare Cognism vs Zoominfo directly.
DemandBase is a go-to-market platform that enriches your database with B2B data and helps businesses run effective ABM marketing campaigns. It is a great platform to clean and manage your business data with AI and get insights into improving data quality.
Unlike most other companies in the space, DemandBase offers professional services, ranging from implementation management to ongoing strategic go-to-market guidance.
Lead411 is a data enrichment platform offering US-centered company and employee data. One G2 reviewer said it “needs more European data”, while another pointed to the gaps in “LATAM, APAC and EMEA.”
Lead411 also offers a Chrome extension that allows you to see information about the prospect you’re researching on LinkedIn or a company website. It also integrates with Bombora intent data so you can reach prospects who are in-market.
6sense Revenue AI is a B2B data enrichment platform that helps sellers and marketers discover key information about their target companies and prospects.
Their AI technology tracks online lead behaviour, makes sense of it, and suggests a lead’s level of buying intent, thus allowing you to prioritize the highest quality leads.
Notably, 6sense offers a free plan that includes basic contact and company data but without any technographic or psychographic data.
Crunchbase offers an all-in-one prospecting solution that helps salespeople find target companies at scale, uncover company data, and manage personalized email outreach.
Note that this data enrichment tool focuses on financial data, like business investments and funding rounds, so it’s especially useful if your target audience is a startup.
Some G2 reviewers mention lack of accurate contact data for business decision-makers.
Datanyze is a contact data enrichment tool that helps salespeople find prospects they’re actively researching on LinkedIn.
The tool is low-cost compared to many others on this list, with plans ranging from a 90-day free trial to $39 per month, but it’s also less comprehensive in terms of the data it provides.
Adapt is a platform that helps businesses enrich their CRMs with data points for personalizing outreach and improving lead scoring.
Compared to the average B2B data enrichment tool, Adapt has a shallow learning curve, scoring a 9.1/10 on G2’s ease-of-use rating.
It’s worth noting that Adapt’s European data is too limited for some users, and that the company website says nothing about how they verify phone numbers.
Apollo.io is a sales intelligence and engagement platform that helps businesses enrich their CRM with B2B data and automate their sales outreach.
You can think of it as a hybrid of a B2B database and a sales engagement platform (like Outreach). It’s great for businesses wanting both capabilities without buying and implementing two different tools.
As for its weaknesses, CB Insights survey mentions Apollo’s email verification feature is a “hit and miss” and cell phone numbers “are missing at times”. If you’re a heavy dialer, check out Apollo.io competitors with more accurate mobile numbers.
Data enrichment is the ongoing process of gathering and refining first-party customer data with data from third-party data providers to increase your database’s range and accuracy. Enriching your data with external sources helps update your existing dataset and supplement incomplete records.
This quality data, in turn, improves the sales, marketing, and RevOps processes that rely on it. For example, you can enrich Sales Navigator lead lists with actionable data, such as B2B emails and verified mobile phone numbers.
Typically, B2B companies use data enrichment tools to automate the data enrichment process. These tools analyse social media profiles, public records, and other sources to find data about the companies and people in your database.
They then update your database — often a CRM — to reflect these findings, filling in the gaps and rewriting inaccurate data, like a good editor.
Data enrichment tools are software platforms that enrich contact and company records with key data points, from CEO email addresses to company annual revenue.
Most data enrichment tools operate as databases that tie into your CRM and automatically fill in missing fields that you specify you want to be completed.
It’s helpful for research to know that many tools with data enrichment functionality go by another name than data enrichment tool.
Often, they call themselves sales intelligence platforms or prospecting tools and offer data enrichment as one of several features.
When choosing a tool for data enrichment, you need to start by figuring out your specific needs.
What data points do you need to manage your marketing campaigns and sales outreach? CEO phone numbers? Technology-use?
And how about your budget? Or are there any must-have features?
Once you’ve answered these questions, start researching tools for data enrichment and evaluating them against this checklist.
Below are some factors to consider when shopping around for a B2B data enrichment tool:
Once you’ve narrowed down your search to 2-3 platforms, hop on a live demo with a sales rep from the company. They’ll show you how the platform works and answer all your additional questions.
To get the most out of the meeting, come prepared with a list of questions regarding the above and anything else you’d like to know.
Ask use-case questions like “If I wanted to X, how would the system help me?” You’ll get a glimpse into the future, seeing exactly how the tool automates or streamlines your essential activities.
To get the most out of your investment, there are some best practices you should follow:
Keep in mind that a good data enrichment tool will have a knowledgeable support team. Definitely use it. The reps can instruct you on how to use their software most effectively to achieve your goals.
Manually enriching data is painstaking work. Most B2B companies automate the data enrichment process with software. Below are some benefits of doing this.
Automated CRM data enrichment allows you to segment and organise your customer data into similar groupings. This improves your ability to create personalised campaigns.
For example, when running an email marketing campaign, you could divide your prospects into two groups — e.g., VPs of Marketing and C-Suite Executives — since you have each contact’s job title.
Data enrichment tools allow you to have a 360-degree view of a lead and their company. It makes it easier to tailor your sales and marketing outreach to the lead’s situation.
If, for example, you’re able to see that a lead has recently been promoted, you can open your cold call with something like this:
“I noticed you recently got a promotion. A lot of our buyers found us after being promoted to a managerial position.” This is a much better icebreaker than “How’ve you been?”
With data, you can also more accurately predict a lead’s pain points. And you can include these in your cold email or cold call to spark their interest.
These personalised messages will stand out because most companies lack the data to do it well. According to Gartner, approximately 14% of organisations have achieved a 360-degree view of their customers.
Accurate data helps you identify leads that fit your ideal customer profile, and this empowers you to spend your precious time courting leads who love your solution, not on ones who just see your solution as a “nice to have”.
You can even set up an automated lead scoring system that uses lead data to analyse each lead’s level of fit and passes only highly qualified ones to your sales team.
When your sales team can focus on selling high-value leads, they’ll increase win rates, speed up the sales cycle, and improve customer retention and satisfaction.
Some data enrichment platforms help you keep abreast of your customers’ online behaviour, spot buying intent, and capitalise on it.
For instance, you can learn that one of your target leads recently spent time researching competitors on a software review website. The sales rep can then swoop in and provide them with a case study or product comparison guide to help them with this research and win their favour.
Trigger events built into your data enrichment platform are great for finding free sales leads. You will be notified of leads' promotions or office expansions that indicate a lead who formerly dropped out of the funnel may now be a good fit for your offer.
For example, sales triggers might inform you that a big target company you haven’t heard from in a while recently opened a new office and doubled its workforce. For a savvy salesperson, that can be all they need to get their foot in the door.
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