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7 Best Data Enrichment Tools to Boost Your B2B Sales in 2025
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 How long have you spent researching a target’s tech stack, all to find that your intel was out of date?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.
What are data enrichment tools, and why do you need one?
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.
1. Enhanced targeting and segmentation
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.
2. Stronger relationships
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.
3. Better conversion rates
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.
4. Faster prospecting workflows
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.
What are the best data enrichment tools?
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.
1. Clay (4.9 rating and 100+ reviews on G2)
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.
Data enrichment, streamlined
By consolidating 75 data enrichment tools in a single platform, Clay has the capabilities to triple data coverage and quality.
- Integrate seamlessly with most CRM platforms to import leads or build new lists from scratch
- Leverage over 50 inline prospecting tools to enrich a wide array of personal and company data types, ranging from contact information to past work experience to company funding and more
- Take a “Waterfall” approach to pinpointing and verifying data
AI-powered prospecting
The “Claygent,” an AI web-scraping tool, automates research for use in outbound campaigns.
- Extract unstructured data from dozens of data providers and public domains
- Scrape PDFs to get summaries of relevant data at a glance
- Use built-in prompts to discover competitive insights, locate useful case studies, or determine customer compliance
Personalized outreach at scale
From scoring leads to sending emails, Clay automates every part of the outbound process.
- Create formulas to score leads according to your ICP
- Use out-of-the-box templates or custom prompts to automatically draft emails
- Integrate with email-sending tools like Salesloft, Outreach, Smartlead, and more for uninterrupted workflows
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)
2. Apollo.io (4.8 rating and 7,000+ reviews on G2)
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.
Top features
- “Living Data Network”: Leverage 650 million touchpoints for unparalleled data freshness and depth, with over 95% reported email accuracy.
- Streamlined stack: Integrate with any CRM system over API, and try Apollo’s wide variety of tools for sending email sequences, analyzing conversation intelligence, automating cold call workflows, and more.
- Real-time visitor identification: Uncover third-party intent data from Bombora to identify website visitors, understand their interests, and prioritize outreach efforts accordingly.
Customer review highlights
- Straightforward interface and organized dashboard simplify the onboarding process
- Chrome extension offers a more versatile prospecting experience while searching on LinkedIn and other sites
- Sequencing capabilities, combined with automated follow-ups, helps users to stay in touch with prospects
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)
3. Cognism (4.6 rating and 600+ reviews on G2)
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. Keep your CRM fresh with verified contacts using this free email finder.
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Top features
- Flexible enrichment options: Update your CRM on a scheduled cadence, or in real time as leads pour in.
- Browser extension: Get actionable data on the go, whether you’re scrolling past company websites, perusing social media profiles, or just navigating your own CRM.
- Avoid DNC lists: Check Do Not Call (DNC) lists in multiple European countries before beginning your outreach.
Customer review highlights
- Granular filtering options help customers to pinpoint specific businesses and personas that meet their ICP
- “Diamond Verified Phone Data” makes it easier to connect with leads
- Intuitive interface includes integrations with leading CRMs like Hubspot, Salesforce, SalesLoft, Outreach and more
Pricing: Contact for pricing.
Company size: 501-1000
Funding: $126 Million
Social media: LinkedIn (94k followers)
4. Crunchbase (4.5 rating and 300+ reviews on G2)
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.
Top features
- Company insights: Gain actionable insights into company health and growth trajectories to make more informed decisions about which companies to target.
- AI signals: Set up alerts for acquisitions, funding rounds, and other major events to stay informed about developments that may impact prospects.
- Continuous compliance: Sit back and relax, as Crunchbase reviews data on a monthly basis to maintain GDPR and CCPA compliance.
Customer review highlights
- Over 50 search filters for precise data discovery
- Actionable real-time insights on funding and market trends
- Easy integrations and automated workflows with popular CRMs
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)
5. Clearbit (4.4 rating and 600+ reviews on G2)
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.
Top features
- Real-time visitor identification: Identify companies as they visit your website, and automatically add intent-related data to HubSpot.
- Comprehensive data enrichment: Enrich over 100 B2B data types, including email addresses, social media handles, Global Industrial Classification Standard (GICS) codes, Standard Industry Classification (SIC) codes, and more.
- “Dynamic Form Shortening”: Minimize friction and generate more inbound leads by hiding unnecessary fields on forms, and using leads’ email addresses to enrich data instead.
Customer review highlights
- Integrations with platforms like HubSpot and Slack are useful for workflow automation
- Convenient interface and real-time notifications help to streamline sales efforts
- Great customer support makes for an easy onboarding process
Pricing: Contact for pricing.
Company size: 51-200
Funding: Acquired by HubSpot
Social media: LinkedIn (16k followers)
6. Kaspr (4.4 rating and 700+ reviews on G2)
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.
Top features
- LinkedIn Chrome extension: Prospect more efficiently by extracting contact details directly from LinkedIn profiles, lists, groups, and events.
- Unified dashboard: Organize leads and activities using lists, tags, notes, and follow-up tasks.
- Bulk data extraction: Export contact data in bulk from LinkedIn searches, groups, and events.
Customer review highlights
- Highly accurate contact data, especially with mobile contact numbers
- Automated CRM updates reduce manual tasks and streamline the sales process
- Onboarding can be completed in just a few minutes
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)
7. ZoomInfo (4.4 rating and 8,000+ reviews on G2)
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.
Top features
- Extensive B2B database: Access an enormous repository with over 260 million published professional profiles and 135 million published phone numbers.
- ZoomInfo Copilot: Utilize AI to identify leads that are ready for engagement, and then script emails for targeted outreach.
- Conversation intelligence: Ask machine learning to transcribe calls, analyze emails, forecast deals, and more.
Customer review highlights
- Automated sales and marketing workflows simplify tasks and save time
- “Websights” software identifies companies that visit your website
- Highly navigable interface lends itself to quick and easy onboarding
Pricing: Contact for pricing.
Company size: 1,001-5000
Funding: Public
Social media: LinkedIn (169k followers)
How do you choose the best data enrichment tool for you?
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.
1. Data coverage
Reliable data is fundamental for precise targeting and segmentation. An effective data enrichment tool continuously verifies and appends data to maintain accuracy and relevance.
2. Integrations
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.
3. Automation
AI-powered workflows like web scraping, data enrichment, and email drafting can reduce operational costs for SDRs and GTM leaders alike.
4. Compliance
Compliance with industry standards like GDPR, CCPA, SOC 2, and ISO 27001 is essential for safeguarding data privacy and maintaining customer trust.
Start enriching your data today
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.
