Every B2B company, no matter what industry it is in and how small or large it is, relies on data enrichment to manage its sales and marketing.
If you’re a startup, and you need to make a sales pitch to a prospect or a lead, you will need their contact information and data about them to kickstart sales. You might get this contact data through friends, industry colleagues, or free online databases. This process of supplementing your basic lead information with contact data is data enrichment.
Softwares that assist with this process – data enrichment tools – play a key role in the growth of any business.
What is B2B data enrichment & why do you need it?
B2B data enrichment is the process of supplementing basic lead data such as name and employer with identifying details such as contact information, firmographic details, social signals, intent data, and a host of other such data.
This is essential to enable sales, revops, and marketing teams with their outbound sales efforts to ensure that they have a better understanding of the leads, customers, and target accounts, and market opportunities. Data enrichment is critical in ensuring sharper targeting, personalized outreach, and higher conversion rates.
Most B2B companies use third-party databases and data enrichment tools to augment the lead lists in their CRM. The enrichment involves filling in missing details, updating outdated information, adding new insights, and validating existing data in the CRM.
What is a data enrichment tool?
A data enrichment tool, also referred to as sales intelligence tools, lead enrichment tools, or prospecting tools, lead enrichment tools, or CRM enrichment tools are software products that provide B2B businesses access to databases with information about a person or a company, such as name of the CEO, company revenue, current title, email address, etc.
These tools typically integrate with a CRM and other sales and marketing tools to assist companies in augmenting information they have about their prospects and target accounts.
Most data enrichment tools gather their information from multiple sources including first-party data, publicly available information, proprietary data, and third-party datasets. Some of the more common sources are: company website, social media handles, government databases such as company registrations and business licenses, online crowdsourced databases.
The best data enrichment tools
Data enrichment tools have been around for over a decade now, and as B2B businesses have evolved, so have these tools. The market is bursting at the seams with different kinds of players, and niche players each catering to a different type of business and promising its unique kinds of data. After a lot of research, we have come up with this list of the top data enrichment tools for B2B businesses. We’re giving you the top features and the pricing bands so you can evaluate them against your company’s needs and choose the best data enrichment tool.
1. Highperformr
Highperformr is a data enrichment tool and GTM workflow platform that helps B2B businesses identify leads and enrich contacts using first-party social data. With Highperformr, you can
- Identify ICP contacts from target accounts, websites, B2B events or trade shows, social platforms, or other sources using first-party data.
- Enrich the leads with basic contact information, firmographic data, real-time intent data, and social signals.
- Prioritize the high-potential leads based on social signals and spearfish the leads that are most likely to convert.
- Manage social media presence using the Social Media AI Agent to create and schedule personalised social media posts, drive employee advocacy, and amplify brand voice on social platforms to drive business growth.
Highperformr is the best data enrichment tool in the market today as it provides real-time data and updates, not just static contact information that is outdated. Highperformr provides access to a database of 250M contacts, helps identify ICP leads and enrich them with more contextual data and insight beyond contact numbers and email ids. With Highperformr, you don’t just get a row of names and contact information but get recent and relevant contextual data about leads that match your ICP, so you can understand your leads better and connect with them with context, and increase response rates.
Key features:
- Real-time data updates: Highperformr provides real-time updates on contact data and other signals so you can maintain a CRM with recent and relevant information about your ICP leads
- First-party data: Highperformr has direct access to LinkedIn data under the hood. This enables Highperformr to provide the latest, most accurate data about your ICP contacts. Highperformr has real-time access to LinkedIn data that can help you find not just the contact details of the person but also get social insight on how active they are, what topics they talk about, who their recent LinkedIn connections are, etc.
- White-glove onboarding and Applied AI solutioning: Highperformr gives every customer white-glove onboarding and implementation. You can work with your Applied AI Engineer to configure your account and learn how to make the most of Highperformr to find the right kind of leads and book meetings effectively.
- Similarity search: You can find contacts similar to an ICP contact, and find companies similar to accounts you’re targeting.
- Find and build lead lists: Highperformr enables you to build lead lists that match your ICP. This can be based on event or tradeshow participation, keyword search, social media engagements and audience, competitor audience analysis, etc. Essentially, Highperformr helps you identify ICP contacts in addition to enrichment of leads you already have.
- Intuitive and easy to use: The product has been built to be a simple, self-serve platform that revops leaders, sales folks, lead development representatives (LDRs) and market research teams, can use to fine, enrich and filter leads easily.
- Integrations: Highperformr fits seamlessly into your existing sales and marketing tech stack and can be connected with 100+ products.
- Job change tracking: Highperformr enables you to track any career moves of key contacts or prospects. You can get real-time updates on job changes, promotions, or additional responsibilities of your contacts.
- Chrome plugin: The Highperformr Chrome extension can be used to easily and quickly add contacts or posts from LinkedIn to your Highperformr dashboard.
In addition to being a source for data enrichment and sales intelligence, users can manage their GTM workflow on Highperformr – all you need to do is to define and configure your ICP, and Highperformr enables you to find contacts, enrich them with real-time data, get social intent signals, refine your list, prioritize leads, and reach out to the high-potential ones to increase response rates.
Highperformr comes with a GenAI-native social media management platform which you can use to create and publish posts on social media, track the audience engaging with the posts, and identify leads from among your social audience.
Pricing:
Highperformr offers a simple, free version designed for individual users. For teams and larger enterprises, there’s a 14-day free trial to explore advanced features. Paid plans start at $59 for lifetime access, with optional credit add-ons available starting at $10 for 1,000 credits.
2. Clay
Clay is a data enrichment tool that helps B2B businesses with their outreach efforts. The company helps import lead lists into the platform, enrich it with data from multiple data enrichment tools, and plan personalized outreach campaigns for the target accounts.
Key features:
- AI research agent: The AI agent feature helps with researching the contacts and understanding them better before reaching out to them with a pitch.
- Extensive integrations: The tool integrates with 100+ sales and marketing products.
- Automated outreach: Clay comes with AI features that help you craft relevant, compelling messaging based on the data.
Pricing:
Clay offers a free plan with 1.2K credits per year, and the paid plans start at $134/month for 24K credits. There are multiple tiers based on the features available and the credits available for purchase, going all the way to $1800/month for 1.8M credits a year. You can also choose to customize a package for your company based on your feature set and credit needs.
Many users feel that Clay’s pricing is expensive and find it difficult to use despite the pricing structure, prompting many businesses to look at other Clay alternatives for data enrichment.
3. ZoomInfo
ZoomInfo is among the oldest data enrichment tools in the market today. The legacy player gives companies – predominantly B2B businesses – access to a large database of company and contact information.
Key features:
- Massive contact database: ZoomInfo provides users access to over 70M phone numbers and more than 174M verified email addresses.
- Account-based marketing (ABM): The platform can be used to run display and social ad campaigns for prospects who have signaled high intent to purchase.
- Integration options: ZoomInfo integrates with CRMs, making it easy to manage and helping sales teams save time.
Pricing:
ZoomInfo doesn’t reveal its pricing on its website – the different packages just highlight that users can choose packages based on their use case, such as sales, marketing, or recruitment (talent).
User reviews indicate that Zoominfo’s pricing is quite high compared with other Zoominfo competitors and top sales intelligence platforms making it less accessible for smaller businesses or startups.
4. Apollo.io
Apollo.io is a sales intelligence platform that provides users with a database of contact information and enables them to manage sales activities such as filtering contact information, creating and scheduling emails, automating parts of the workflow, tracking analytics, etc.
Key features:
- Massive database: Users can access over 210M contacts and 35M companies.
- Email automation: The feature is built to help with sales outreach, and automate tasks such as email sequences, A/B testing, and performance tracking.
- Advanced filtering: The data enrichment tool helps search for contacts using 65+ filters, including job title, industry, and company size.
- Analytics: The feature helps salespeople track key metrics like open rates, reply rates, and meeting bookings.
Pricing:
Apollo offers a free plan, and has multiple packages starting from $49 per user billed annually for a Basic version to $119 for larger organizations. Email credits are at the centre of Apollo’s pricing plans and users can purchase more credits as per their needs.
Some customers have complained about the feature set provided as part of Apollo’s free or lower-priced plans, forcing them to explore other data enrichment tools that are direct Apollo competitors in terms of features and offerings.
5. Cognism
Cognism is a data enrichment tool that B2B users go to for contact information and intent data. The platform offers unrestricted access to person and company-level data, and data from across the world, including the European region.
Key features:
- AI-powered search: The feature helps you find and enrich contact details easily with AI.
- Scheduled enrichment: This functionality keeps your CRM or database accurate with automated data updates. One major drawback that customers highlight is that the tool doesn’t allow for users to save contacts as lists, which limits the use and flexibility.
- Buyer intent data: Cognism helps with not just contact enrichment but helps you identify accounts actively searching for your product or service – and target key decision-makers when they’re ready to buy.
Pricing:
Cognism doesn’t highlight its pricing plans on the website but clarifies that its tailored packages include a flat platform access fee which covers data maintenance, set up, onboarding and 24-7 live chat support.
Users feel that the product can be quite heavy on the wallet because advanced features require larger budgets.
6. Demandbase
Demandbase helps B2B businesses with account-based marketing (ABM) by enabling customers to identify and target their ideal customers. Demandbase wouldn’t be a typical data enrichment tool with a massive database of contacts, but provides users with account and company specific data.
Key features:
- Account insights: Demandbase provides deep account-level data that helps you target high-value accounts for ABM campaigns.
- Intent data: The data enrichment tool helps you enrich the contacts with intent signals.
- ABM metrics: Demandbase helps track and measure account-based metrics that matter like engagement, journey stage movement, ad performance, etc.
- Automation: Demandbase helps automate your ABM strategies, improving both efficiency and performance. It’s particularly useful for aligning sales and marketing efforts.
Pricing:
Demandbase does not reveal its pricing plans on the website. It mentions that pricing is tailored to the company’s requirement, and includes a platform fee that covers all the essential software and services and a flat fee per user.
Customers say that Demandbase is on the pricier side, and the reporting features (basic Excel-style reports) don’t justify the cost for many users.
7. Lead411
Lead411 is a data enrichment tool that gives users access to mobile phone and email data. It also partners with Bombora to provide customers with B2B intent data.
Key features:
- Unlimited views: There’s no cap on how many email or phone number views you can access, which is perfect for scaling sales teams.
- Hiring data: You can find and filter companies that are currently recruiting and hiring for specific positions.
- Custom triggers: You can set up custom triggers based on a number of factors so you can find the best contacts for your Ideal Customer Profile (ICP).
- Intent data: Lead411 offers Bombora B2B intent data where users can select 5-25 topics and discover companies that are actively looking for services and solutions.
- Data rollover: This is a feature that many customers value because all unused downloads roll over, so nothing goes to waste.
Pricing:
Lead411 offers a 7 day free trial, but no free versions. The paid versions are priced at $99/month per user, and custom pricing for larger teams with other requirements. Buyer intent data is available only on annual subscriptions.
User reviews indicate that compared to other data enrichment tools, Lead411 delivers value for the features it offers.
8. Crunchbase
Crunchbase is a data enrichment tool that focuses on providing users with company insights from early-stage startups to the Fortune 1000. It is useful for private-company prospecting and research solutions.
Key features:
- AI search: The feature helps use search and AI-powered recommendations to find companies.
- Company alerts: This feature helps stay informed with intelligent insights and real-time alerts.
- Personalized workflows: Crunchbase also helps with taking action at the right time.
Pricing:
The product has a starter pack priced $49/month with basics like finding and prioritising opportunities. Crunchbase also provides businesses and enterprises customized plans that come with a more feature-rich version.
9. UpLead
UpLead is a B2B data enrichment platform that gives users access to a database of business contacts and companies, and offers verified emails, mobile numbers, and intent data.
Key features:
- Large database: The tool has a massive pool of 160M+ leads with 50+ search filters.
- Intent data: You can identify and engage with prospects actively researching solutions.
- Flexible search: With 50+ filters, it’s easy to refine your search and pinpoint leads that match your Ideal Customer Profile.
Pricing:
UpLead doesn’t have a free plan, just a 7-day trial. It has two packages for $99/month and $199/ month, and custom pricing for enterprises with wider feature requirements.
UpLead is a budget-friendly choice, especially for small businesses or startups just starting with sales intelligence.
10. Datanyze
Datanyze is a simple data enrichment tool that helps users get contact information of B2B sales prospects.
Key features:
- Chrome extension: This makes it easy to get contact information directly from LinkedIn profiles and company websites.
- Conversation starters: The platform also provides salespeople with icebreakers that can be used to have more meaningful conversations.
Pricing:
The company offers a 90-day free trial after which users can choose from the paid packages that start at $29/month for 80 credits.
The Datanyze data guarantee program promises a refund for any inaccuracies within the database.
11. Kaspr
Kaspr is one of the data intelligence tools that focuses on European contact data. Given the GDPR and restrictions around data collection, many sales intelligence providers don’t promise accuracy or extensive access to data on European companies or contacts but Kaspr claims to be GDPR aligned and promises access to over 200M profiles. This makes it an interesting platform to consider if your business has a lot of customers in the Europe region or is targeting European prospects.
Key features:
- European data: The company focuses on GDPR-compliant contact data for over 200 million European profiles, ideal for businesses targeting EU markets.
- Chrome extension: It features a Chrome plugin to pull contact information from LinkedIn profiles.
Pricing:
The company offers a basic free plan, and the paid version start at 45€ per user per month, and goes up to 99€ for larger organizations.
Users say on online reviews that pricing can be steep for startups or small businesses, particularly because Kaspr has limited compatibility with other tools and this may hinder advanced workflows.
12. Clearbit (now Breeze Intelligence by Hubspot)
Clearbit is a data intelligence tool that is part of the Hubspot platform that provides contact and company information as add-ons to other Hubspot products.
Key features:
- Optimize forms: One of the key features is the ability to shorten information forms. After using the tool, users can ideally remove fields that Clearbit can enrich, and create the forms to collect prospect data that can be more useful for sales teams.
- Visitor insights: Breeze Intelligence for Hubspot, formerly Clearbit, has a feature that helps track which companies visit your website over hours, days, weeks, or months. The platform also makes it easy to identify prospects visiting high-intent pages (like pricing) and cross-check if they’re already in HubSpot.
- Firmographic data: Clearbit provides detailed company data for companies of all sizes.
Pricing:
Since Clearbit is now part of Hubspot, the products and services that Clearbit used to offer are part of the other services and packages that Hubspot offers and the pricing can vary based on the combination of products you use from the Hubspot platform. The free plan allows users to define Ideal Customer Profiles (ICPs), track audiences, and monitor website visits.
Customers say that the credit-based system feels limiting, and many users report running out of credits quickly, sometimes even within a day.
13. Albacross
Albacross is a data enrichment tool that focuses on providing first-party intent data. The tool helps uncover buying intent. It helps leads that visit your website so you can start nurturing them.
Key features:
- Capture accounts: The platform enables you to curate a list of B2B companies visiting your website and use over 100 data points to describe their purchasing intent.
- Run ABM campaigns: You can advertise to and reach out to the right decision-makers according to their stage within the buyer journey.
- Bombora data: The platform enables you to combine Bombora’s intent signals with Albacross website intent data to get a full-funnel view of the buyer’s journey.
Pricing:
The platform offers two pricing options – the Self-service plan, priced at €79/month, is ideal for users looking to get started independently. For businesses requiring tailored onboarding and dedicated support, the Growth Plan provides custom pricing and onboarding through a customer success manager.
14. 6sense
6Sense is a data enrichment tool that provides users buyer intent data, account information, contact information, and helps companies build programmatic advertising campaigns for account-based marketing (ABM).
Key features:
- Intent data: The tool helps users predict buying stages and identify intent at the keyword or topic level.
- AI account prioritization: The feature help you prioritize accounts, conduct research, and draft personalized emails.
- Integrated insights: The feature helps combine contact data and account insights directly within your CRM. You can also build and analyze segmented audiences for targeted activation across multiple channels.
- Targeted ads: This feature is designed to help you execute display, video, retargeting, and social ad campaigns aimed at high-intent buyers.
Pricing:
6Sense doesn’t reveal its pricing structure. It only lists the features available under each of its plans - Free, Team, Growth, and Enterprise.
How to choose a data enrichment tool
Selecting the right data enrichment tool is a decision that can directly impact the success of your marketing, sales, and outreach strategies. You need to know what to look for in a data enrichment tool and evaluate that against your company’s requirements to make sure you find the right match.
Here’s a detailed guide to help you make the right choice:
1️⃣ Chart out a clear objective
Before jumping into data enrichment tool feature comparisons, take time to define what you want to achieve with a data enrichment tool. Do you want to improve your CRM with enriched leads, do you want to improve email deliverability, or are you looking for a tool to get precise insights about your target accounts? Establish a clear objective and ensure you choose a tool that aligns with your goals.
2️⃣ Align with your GTM strategy
Consider how the tool fits into your go-to-market (GTM) strategy:
- If your sales and marketing team relies heavily on email campaigns, prioritize tools that enrich email data with low bounce rates and high deliverability.
- If you focus on outbound sales and cold calls, pick a tool that provides verified phone numbers, particularly mobile numbers and direct dials, rather than generic office numbers that take you to the receptionist.
- For account-based marketing (ABM), pick a data enrichment tool that can provide firmographic and technographic data and has been built to assist with ABM.
3️⃣ Check data refresh frequency
Recency and relevance are critical factors for any sales team. Ensure that the vendor refreshes their data frequently to provide up-to-date information. Stale data can lead to wasted effort and missed opportunities. The best data enrichment tool is one that is able to provide real-time data and intent information.
4️⃣ Assess your company’s specific needs
- Volume vs. precision: Decide if your strategy focuses on large-scale outreach or targeting a smaller pool of high-potential leads.
- Basic vs. advanced data: If you only need basic contact details (like name and company), a simpler tool may suffice. If you require enriched data (such as verified emails with deliverability stats or social signals) be sure to double check if these features are part of the tool’s offerings.
5️⃣ Understand pricing models
Most data enrichment tools use a credit-based system, where each record enriched deducts a certain number of credits. Check if unused credits roll over to the next billing cycle—this can save costs, especially if your usage varies month-to-month.
6️⃣ Evaluate integrations
Ensure the tool integrates seamlessly with your existing sales and marketing tech stack. Look for API access or native integrations that allow enriched data to flow into your workflows without manual intervention.
7️⃣ Consider additional features
Many data enrichment tools go beyond basic enrichment. Look for tools that:
- Help identify your Ideal Customer Profile (ICP).
- Provide insights into your target market, such as key industries or geographies.
- Enable you to engage with the contacts and leads you have identified
8️⃣ Check privacy and compliance standards
Ensure the tool complies with data privacy regulations like GDPR, CCPA, and other relevant standards.
9️⃣ Ensure customer support
Reliable customer support and onboarding managers can make a big difference in how effectively you use the tool. Look for vendors that offered dedicated account managers, access to live chat or phone support, and access to a community or a Discord channel.
What are some best practices for using data enrichment tools
- Ensure data accuracy: Update and clean up your data regularly to ensure that the information is up-to-date. Syncing your database with real-time data updates is the best way to do this and save time that you would otherwise spend on verifying or rechecking data and making sure it is updated.
- Focus on relevant fields: Data enrichment tools provide access to over 50 fields of data, but it is important to only choose the ones that are most relevant to your business. If not, you’ll find your CRM filled with a lot of information that is irrelevant, making your CRM messy, clunky, and heavy. Also, a lot of enrichment tools now work on a credit-based pricing model, so enriching a lot of fields would mean a lot more credits are consumed, leaving you spending money on buying credits that dont always provide you value.
- Maintain data privacy compliance: Since a lot of personal information is involved, it is critical to ensure that you maintain privacy and data security standards, and ensure that you adhere to compliance standards.
- Measure ROI: Data enrichment tools like Zoominfo can be expensive, so it is important to periodically measure the ROI and make sure that you’re able to extract as much value from the tool as possible. For example, you can track the number of meetings booked based on insight from the tool as a way to evaluate the ROI.
- Train your team: While every tool will have an admin or a POC, data enrichment software is designed to be used by every SDR and every sales rep. Train your team on how to make the most of the tool and get value from the product.
Highperformr - the best data enrichment tool for B2B
Having read through the key features of the top data intelligence tools in the market, you will find that Highperformr is the best data enrichment tool for B2B companies. Highperformr stands out from all other tools because it provides real-time data and helps enrich leads and target accounts with recent and relevant intent signals that help businesses go after the right leads at the right time.
To learn more about how Highperformr can help your sales teams with data enrichment, schedule a demo with our team here, or sign up for a trial to play around with the tool in the meanwhile.
