1. Cognism
With Cognism Enrich, you can instantly enhance your historical records and new data entering your CRM, schedule an enrichment job, or enrich a specific contact list with CCPA and GDPR-compliant cell phone numbers, B2B emails, and other data points.
You can also easily integrate Cognism with your existing tech stack (Salesforce, HubSpot, Pipedrive, Microsoft Dynamics, Outreach, and SalesLoft).
But don't take our word for it!
Check out one of our product tours to see how to create new Instant Enrich jobs and sync the Cognism data enrichment platform with Salesforce. 👇
Let's dive into Cognism’s data enrichment platform and compare it with other b2b data enrichment tools. 👇
Instantly enrich data
- Streamline forms while maintaining comprehensive data collection to boost conversion rate.
- Cleanse your data upon entry to prevent CRM pollution.
- Free up sales reps' time by eliminating the need for manual data validation.
- Route leads to the correct representative to steer clear of conflicts over territory.
- Power up the lead assessment process and simplify prioritisation.
Schedule enrichment jobs
- Refine your customer segmentation with up-to-date and accurate B2B data, allowing for more precise targeting.
- Elevate your relevance by unlocking personalised communication options based on your refined customer segments.
- Improve reporting capabilities and grade models by using accurate data.
Upload CSV files
- Revitalise overlooked lists and objectives with a more concentrated approach.
- Enhance segmentation and relevance with precise and comprehensive data.
- Streamline territory planning procedures for increased efficiency.
Join 2000+ companies that trust Cognism as their provider👇
Cognism pricing is flexible and tailored to teams with operational workflows and individual contributors. All packages include:
- Unrestricted access to global data (within a generous fair use policy).
- Integrations with popular CRMs and sales engagement tools such as Salesforce, Hubspot, Outreach, and SalesLoft.
- Access to Prospector, our list-building app.
Additionally, the Diamond licence includes:
- Phone-verified mobile numbers (Diamond Data®).
- Mobile numbers verification service (Diamonds-on-Demand®.
- Bombora's intent data.
Speak to our sales and product experts to see if we have the data you need. 👇
2. Clearbit
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.
Features
- 100+ B2B Attributes: Reveals technology use, mobile numbers, employee count, company revenue, and more.
- Automatic Data Refresh: Updates your records whenever a change is detected so your data is always up-to-date.
- Advanced Filtering: Allows you to easily segment companies and contacts based on a variety of filters.
Pricing
- Free Account: Includes web visitor reveal and 100 monthly email address lookups.
- Business: Custom volume-based plans offering various add-ons.
3. ZoomInfo
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.
Features
- B2B Contact Info: Provides access to email addresses and direct-dial numbers.
- Advanced Technographics: Insights into what competing or complimentary solution prospective buyers use.
- Bidstream Data: Collects intent signals through programmatic ad exchanges but doesn’t consider aspects such as research frequency, depth of engagement, and content relevancy, hence lower accuracy than other intent data providers.
ZoomInfo pricing
- Must reach out for a custom pricing quote
- Different tiers for sales, marketing, and recruitment
4. DemandBase
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.
Features
- Account Intelligence: Provides you with firmographics, contact info, and company news and social media insights.
- Technographics: Offers intel on which back- and front- end technologies businesses are using.
- Account Identification: Reveals the companies that are visiting your website, as well as details about them.
Pricing
- DemandBase One: Choose between three pricing tiers and customize with add-ons.
- A La Carte: Buy only what you need, e.g B2B data enrichment tool
- Getting a Quote: Use their pricing estimate calculator or reach out to them for a quote
5. Lead411
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.
Features
- Verifies Emails: Checks B2B contact email addresses using SMTP (checks response status and tells whether an inbox exists), manual methods and open email validation.
- Integrations: Integrates with more than 25 CRMs.
- Bombora Intent Data: Identifies companies and prospects that are shopping for solutions similar to yours.
Pricing
- Basic: $900 per user, per year (includes basic data enrichment features).
- Enterprise: Must call for a custom quote (ideal for teams).
- Pro with Bombora Intent: $4,500 per user per year (ideal for growth).
6. 6sense Revenue AI
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.
Features
- Psychographics: Gain insight into the interests, trends, and themes of your target companies and prospects.
- Company News: Know when target companies get funding, change leadership, hold events, and more.
- Enrichment Workflows: Automatically enriches CRM records based on your specific configurations.
Pricing
- Must schedule a demo to receive a custom quote
- Several pricing tiers for each of their platforms
7. Crunchbase
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.
Features
- Salesforce Enrichment: Connects with Salesforce and automatically enriches company and contact data (for Enterprise users only).
- Searchable Database: Filter and search through the database to find ideal companies and decision-makers.
- Automatic Lead Recommendations: Tells you about companies that fit your ideal customer profile.
Pricing
- Free: Search their database for free.
- Starter: $29 per user, per month
- Pro: $49 per user, per month
- Enterprise: Custom solution (contact them for pricing)
8. Datanyze
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.
Features
- B2B Contact Data: Reveals a prospect’s email address and direct-dial number while you’re on their LinkedIn page or business website.
- Contact List Management: Tag prospects and companies to build segmented lists that you can export and add to your CRM.
- Google Chrome Extension: View the prospect’s contact and company data in a widget on your desktop while you’re researching them online.
Pricing
- Nyze Lite: 90-day free trial (10 credits per month)
- Nyze Pro 1: $21 per user per month (960 credits per year)
- Nyze Pro 2: $39 per user per month (1920 credits per year)
9. Adapt
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.
Features
- LinkedIn Integration: Reveals any email addresses associated with the LinkedIn profile you’re currently reviewing.
- CRM Enrichment: Uses APIs to connect with your CRM and enrich it with missing B2B data points like job title or company revenue.
Pricing
- Must fill out a web form or call the company to receive a custom pricing quote.
10. Apollo.io
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.
Features
- Data Enrichment: Automatically fills in missing data points for key accounts and contacts in your CRM so that you have the information needed to operate effectively.
- Data Filters: Use filters like company size and industry to find your ideal customers and build segmented lists.
- Sales Engagement: Create automated email sequences, log phone calls on the platform, and build multi-step sales outreach cadences to keep yourself on track.
Pricing
- Free: Limited plan but has unlimited email address reveal credits.
- Basic: $39 per user per month.
- Professional: $79 per user per month.
- Organization: $79 per user per month (minimum 5 users).
What is data enrichment in B2B?
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.
What are data enrichment tools?
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.
How do I choose a data enrichment tool?
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:
- Data Availability: Identify the critical data points and geographic areas where you’re lacking information. Then find a tool that offers them at a high level of accuracy.
- Integrations: Pick a tool that integrates with your CRM, marketing platforms, and other apps in your stack.
- Compliance: To avoid legal risk, make sure the company is sourcing its data ethically and in compliance with the GDPR. Consider reading up on B2B data compliance.
- Verification Methods: Look for a tool that uses humans, not just bots, to verify the database.
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.
What are some best practices for using data enrichment tools?
To get the most out of your investment, there are some best practices you should follow:
- Credit Use: Some data enrichment tools charge based on how many records you enrich and restrict you to a limited number of credits. This often creates scarcity mindset when reps start to worry about wasting credits.
- CRM Integration: Connect the B2B data enrichment platform to your CRM so that data flows naturally into your CRM and is refreshed automatically. Also, set up automations to save your reps time.
- Track Inaccurate Data: Monitor your email bounce rates and incorrect phone number rate. This will help you evaluate the data enrichment tool’s performance.
- Use Your ICP: Use the database’s filtering function to find new potential leads that match your ideal customer profile. Then add them to your prospecting list.
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.
Why should you automate the data enrichment process?
Manually enriching data is painstaking work. Most B2B companies automate the data enrichment process with software. Below are some benefits of doing this.
1. Segment and organise your data
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.
2. Personalise your outreach
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.
3. Find the most valuable leads
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.
4. Recognise buying intent
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.
5. Revive old sales leads in your CRM
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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