Imagine if there was a tool that could do the same research in a fraction of the time, all while verifying every data point along the way. This is precisely what data enrichment tools were built to do.
How many hours have you spent scouring the web for a lead’s contact information, only for your email to bounce back? How long have you spent researching a target’s tech stack, all to find that your intel was out of date?
Now, imagine if there was a tool that could do the same research in a fraction of the time, all while verifying every data point along the way. This is precisely what data enrichment tools were built to do.
Go-to-market (GTM) teams use data enrichment tools to supplement existing data by scraping third-party sources like social media platforms, databases, webpages, and more. But the process doesn’t stop there: Data enrichment tools also help GTM teams by verifying new data and appending existing data to ensure that it’s as accurate as can be before they begin their outreach.
With huge time savings and impressive insights, data enrichment tools can be transformative for GTM teams who are looking to revamp their strategies and streamline their workflows. Let’s dive a little deeper into the myriad of benefits that data enrichment tools can offer.
GTM teams can leverage data enrichment tools to make sure that leads fit into their ideal customer profile (ICP) before investing further time in outreach. Ultimately, over a quarter of surveyed marketers reported that having a “single source of truth,” like an enriched CRM, increased their strategy effectiveness and ROI.
Over 90% of surveyed marketers said that their customers expect a personalized experience. It’s important for SDRs to develop a rapport with prospects right off the bat—and enriched data helps them to do just that by giving them information to tailor outreach to prospects’ unique needs and preferences.
Personalized outreach not only reduces churn, but also accelerates a prospect’s journey through the marketing funnel. According to HubSpot, 94% of marketers say that personalization is important for improving sales.
AI can save GTM teams up to 4 hours a day when it comes to writing and researching emails. Automated workflows can also streamline tasks like building lists and managing CRMs for additional time savings.
You’ve learned about the benefits of data enrichment tools—but now let’s see the top tools in action. Read on for our top-recommended data enrichment tools for generating more leads in 2024.
Clay is revolutionizing essential GTM workflows like lead research, lead scoring, list building, CRM enrichment, and outreach by offering them all in a single user-friendly platform. With advanced AI capabilities and a robust suite of enrichment tools, Clay can expand data coverage, inform growth strategies, and maximize pipeline—all while saving hours per day on previously manual tasks.
By consolidating 75 data enrichment tools in a single platform, Clay has the capabilities to triple data coverage and quality.
The “Claygent,” an AI web-scraping tool, automates research for use in outbound campaigns.
From scoring leads to sending emails, Clay automates every part of the outbound process.
Pricing: Free 14-day trial, with flexible payment options starting at $149 / month.
Company size: 11-50
Funding: $62 million
Social media: LinkedIn (33k followers)
Built on a “Living Data Network,” Apollo is a premier data enrichment platform that connects teams with over 275 million contacts at 73 million companies. But that’s not all; Apollo also offers AI assistance by scoring leads, editing emails, analyzing messages, and much more.
Pricing: Limited free tier, and paid tiers starting at $49 per user per month.
Company size: 501-1000
Funding: $251 Million
Social media: LinkedIn (108k followers)
Trusted by over 1000 revenue teams across the globe, Cognism is all in on data quality and compliance. The sales intelligence platform maintains continuous GDPR and CCPA compliance while equipping users with contact information and other key insights like firmographics, technographics, intent data, and more.
Pricing: Contact for pricing.
Company size: 501-1000
Funding: $126 Million
Social media: LinkedIn (94k followers)
Crunchbase deploys advanced search filters and AI-driven recommendations so that GTM teams can more efficiently target companies based on their health and growth trajectory. Beyond search and targeting, Crunchbase also helps teams to scale their prospecting efforts by identifying key decision-makers, generating custom lists, suggesting email templates, and more.
Pricing: 7-day free trial, and paid tiers starting at $99 per user per month.
Company size: 101-250
Funding: $106 million
Social media: LinkedIn (131k followers)
As the first “HubSpot-native” data provider, Clearbit specializes in appending data in real time. Built with AI in mind, the intelligence platform instantly enriches over 100 data types, including both personal and firmographic data, in order to optimize prospecting workflows like lead scoring and routing.
Pricing: Contact for pricing.
Company size: 51-200
Funding: Acquired by HubSpot
Social media: LinkedIn (16k followers)
Kaspr stands out as an exceptional data enrichment tool for small teams, with easy integrations for LinkedIn, Sales Navigator, Recruiter Lite, and other popular tools in the GTM tech stack. With access to over 500 million verified contacts, Kaspr sources its data from over 150 trusted providers. Kaspr is also affiliated with Cognism, and has access to Cognism’s expansive database.
Pricing: Limited free tier, and paid tiers starting at 45€ per license per month.
Company size: 11-50
Funding: Acquired by Cognism
Social media: LinkedIn (9k followers)
ZoomInfo stands out as an exceptional data enrichment tool due to its all-encompassing suite of features for B2B sales and marketing teams, starting with highly accurate data. Using Natural Language Processing (NLP) and other machine learning techniques, ZoomInfo has verified and published hundreds of millions of contacts.
When it comes to adding that contact data to CRMs, ZoomInfo supports over 70 integrations with CRMs like HubSpot and Salesforce, as well as other GTM-related platforms. All together, these features (and more) come together to form a truly end-to-end sales and marketing platform.
Pricing: Contact for pricing.
Company size: 1,001-5000
Funding: Public
Social media: LinkedIn (169k followers)
No two companies are exactly alike—which means that no two companies will have the exact same data enrichment needs. However, choosing the right tool can streamline list-building, improve targeting and segmentation, and ensure compliance during every stage of the marketing funnel.
Reliable data is fundamental for precise targeting and segmentation. An effective data enrichment tool continuously verifies and appends data to maintain accuracy and relevance.
It’s important for data enrichment tools to connect seamlessly with your existing tech stack in order to efficiently manage your customer relationships and campaigns.
AI-powered workflows like web scraping, data enrichment, and email drafting can reduce operational costs for SDRs and GTM leaders alike.
Compliance with industry standards like GDPR, CCPA, SOC 2, and ISO 27001 is essential for safeguarding data privacy and maintaining customer trust.
Amidst a sea of data enrichment tools, Clay stands out from the crowd as it aggregates 75 tools in a single easy-to-use platform. With this unparalleled coverage, along with robust automation features, it’s difficult for more traditional data enrichment platforms to compare.
FAQs
What is data enrichment, and how does it work?
B2B data enrichment involves enhancing existing datasets (like lead lists) with additional information gathered from various sources, such as social media platforms, databases, and webpages. This process not only fills in missing details, but also verifies and appends data points that may be stale or out of date.
What’s an example of data enrichment?
Imagine that an SDR discovers a handful of leads via their LinkedIn network, but wants to investigate further to make sure that each one matches their ICP. Data enrichment tools could help by augmenting the existing data that the SDR has for each lead. This might include information like each lead’s company size, funding stage, tech stack, and more. Ultimately, this enriched data set might give the SDR a better picture of each lead’s needs, and help the SDR to allocate their time to the most promising ones.
How do data enrichment tools work with CRMs?
Data enrichment tools integrate with CRMs by automatically updating (or appending) CRM records with fresh, verified information. This ensures that GTM teams always have up-to-date data readily available for use when building out ICPs, conducting outreach to prospects, and more.
How can GTM teams use data enrichment?
GTM teams leverage data enrichment tools in a multitude of ways, from refining their targeting to sending personalized outreach. By enriching their existing data with additional personal and company details, GTM teams can home in on prospects more quickly, and then send outreach that resonates with their specific needs and preferences. All in all, data enrichment helps GTM teams to optimize their marketing strategies and boost their conversion rates, all while saving on operational costs.
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