1. Cognism
With Cognism, you can instantly and easily:
- Enhance historical customer records and new data entering your CRM.
- Schedule a data enrichment job.
- Enrich a contact list with CCPA and GDPR-compliant business phone numbers, B2B emails, and other data points.
- Integrate our sales intelligence tool with your existing tech stack (we support Salesforce, HubSpot, Pipedrive, Microsoft Dynamics, Outreach, and Salesloft).
But don’t take our word for it!
Watch this product tour to see how Cognism Enrich works. 👇
Cognism features:
Let’s dive into Cognism’s data enrichment software and compare it with other B2B tools. 👇
Instantly enrich data
- Streamline forms while maintaining comprehensive data collection to boost conversion rates.
- 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 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.
Cognism pricing:
- Cognism offers bespoke pricing packages personalised to your business needs and workflows.
- It charges a flat platform access fee that covers data maintenance, set-up, onboarding, and 24-7 live chat support.
- All users get unrestricted access to Cognism’s data (subject to fair use policy).
- Integrations are included in every package.
- Ask Cognism for a quote.
Here’s why 3,000+ customers trust Cognism:
Michael Iannuzzi, Director of Marketing & Sales Development at Drift:
2. Clay
Clay enables GTM teams to scale account research, list building, personalised messaging, and automated outbound.
It’s a data enrichment platform that integrates with over 75 data providers to enrich people and company data.
Some G2 users say Clay isn’t very user-friendly.
Features:
- Access to 75+ data providers to maximise coverage and contact info.
- An AI research agent (Claygent) that can search and browse the web to find information.
- Generative AI that uses enrichment data to write personalised emails at scale.
Pricing:
Clay’s pricing packages start at $134 per user, per month. It offers a free plan with limited features. All packages have yearly credit limits.
⚠️ See this list of Clay alternatives.
3. Clearbit
Clearbit is a B2B marketing intelligence platform designed to help businesses learn more about their leads.
It combines first-party data and third-party sources to add over 100 data points to each record.
According to Pavilion members who reviewed B2B tools and their enrichment capabilities, Clearbit is best for companies that need accurate information on “early- and growth-stage startups”.
Features:
- Reveals technology use, mobile numbers, employee count, company revenue, and more.
- Updates your records whenever a change is detected, keeping data up-to-date.
- Allows you to segment companies and contacts based on a variety of filters.
Pricing:
Clearbit’s pricing is no longer listed online. HubSpot acquired the tool, so you’ll have to contact them for a quote.
⚠️ See this list of Clearbit alternatives.
4. ZoomInfo
ZoomInfo remains one of the market’s most popular B2B lead enrichment platforms.
Its vast database (containing information on over 14 million companies and 235 million business professionals) might have something to do with it!
However, some customers have said that the company is in trouble - it may have overextended itself by developing new features at the expense of its core product.
Why customers trust Cognism over ZoomInfo:
Amanda Newman, SDR Manager at UserEvidence:
Features:
- Provides access to email addresses and direct dial numbers.
- Insights into what competing or complimentary solutions potential customers use.
- Collects intent signals through programmatic ad exchanges.
Pricing:
ZoomInfo’s pricing depends on the package/product suite you need - Sales, Marketing, or Talent. It bases its pricing on licences, credit usage, and desired features.
You’ll have to contact the company for a quote.
⚠️ See this list of ZoomInfo alternatives.
5. Demandbase
Demandbase is a go-to-market platform that enriches your database with B2B data and helps businesses run effective ABM marketing campaigns.
It’s a good option for cleaning and managing your business data with AI and gaining actionable insights.
Some G2 reviewers complain about Demandbase’s data quality.
Features:
- Provides you with firmographic details such as contact info, company news and social media insights.
- Offers technographic data on which back- and front-end technologies businesses are using.
- Reveals the companies that are visiting your website, as well as details about them.
Pricing:
Demandbase offers a variety of packages from Enterprise to A La Carte. You’ll have to contact them for a quote.
6. Lead411
Lead411 is a data enrichment platform offering US-centred company and employee data.
It also offers a Chrome extension to surface prospect data on LinkedIn or company websites.
One G2 reviewer said Lead411 “needs more European data”, while another pointed to the gaps in “LATAM, APAC and EMEA.”
Features:
- Checks B2B contact email addresses using SMTP, manual methods and open email validation.
- Integrates with more than 25 CRMs.
- Identifies companies and prospects that are shopping for solutions similar to yours.
Pricing:
Lead411’s paid plans start from $99 per month, per user. It offers a 7-day free trial.
⚠️ See this list of Lead411 alternatives.
7. 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.
Its AI technology tracks a lead’s online behaviour and suggests their level of buyer intent, thus allowing you to prioritise higher-quality leads.
Some G2 users say that 6sense’s data quality isn’t the best and its UX is tricky to navigate.
Features:
- Gain insight into the interests, trends, and themes of your target companies and prospects.
- Know when target companies get funding, change leadership, hold events, and more.
- Automatically enriches CRM records based on your specific configurations.
Pricing:
6sense offers numerous packages, from Free to Enterprise. Credit limits are based on your team’s size.
You must schedule a demo to receive a quote.
⚠️ See this list of 6sense alternatives.
8. Crunchbase
Crunchbase is an all-in-one prospecting solution and company research tool. It helps salespeople identify target companies at scale, uncover company details, and manage personalised email outreach.
It 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 say Crunchbase lacks accurate company contact info.
Features:
- Connects with Salesforce and automatically enriches company and contact data.
- Filter and search through its B2B contact database to find ideal companies and decision-makers.
- Tells you about companies that fit your ideal customer profile.
Pricing:
Crunchbase offers free and paid options. Contracts start from $49 per month, per user.
You can sign up for a 7-day free trial of its paid plan or contact them for a custom quote.
9. Datanyze
Datanyze is a contact data enrichment tool that helps salespeople research and find prospects on LinkedIn.
It uses a web crawler to identify a company’s technology stack and usage.
Some G2 reviewers say that Datanyze has problems with accuracy.
Features:
- Reveals a prospect’s email address and direct dial number while you’re on their LinkedIn page or business website.
- Tag prospects and companies to build segmented lists you can export and add to your CRM.
- View the prospect’s contact and company data in a desktop widget while you’re researching them online.
Pricing:
Datanyze offers a 90-day free trial. Paid plans start from $21 per month, per user. All plans have credit limits.
⚠️ See this list of Datanyze alternatives.
10. Adapt
Adapt is a platform that helps businesses enrich their CRMs with lead and decision-maker data.
It allows users to supplement their data from various sources, such as form fills, to complete their dataset.
Some G2 users say that Adapt’s European data is too limited.
Features:
- Reveals any email addresses associated with the LinkedIn profile you’re currently reviewing.
- Uses APIs to connect with your CRM and enrich it with missing B2B data points like job titles or company revenue.
- Offers a variety of search filters to help find prospects in specific areas.
Pricing:
Paid plans start at $49 per month, per user. All Adapt packages have credit limits.
You can either sign up for a 7-day free trial or contact sales for a quote.
11. 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 good for businesses that want both capabilities without buying and implementing two different tools.
Not every customer is happy, though - some on G2 say that Apollo’s software doesn’t always work and enriching data can be difficult.
Features:
- Automatically fills in missing data points for key accounts and contacts in your CRM.
- Use filters like company size and industry to find your ideal customers and build prospect lists.
- Create automated email sequences, log phone calls on the platform, and build multi-step sales cadences.
Pricing:
Apollo’s pricing has levels to suit one-person startups to enterprise orgs. Paid plans start from $49 per user, per month. The company offers a 14-day free trial of its paid options.
Apollo offers unlimited email credits (subject to its fair use policy) and limited mobile/export credits.
⚠️ See this list of Apollo.io alternatives.
What is data enrichment in B2B?
Data enrichment is the 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 is data enrichment software?
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.
Many tools with data enrichment functionality go by names other than data enrichment tools.
They often 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 strategies? CEO phone numbers? Technology use?
And how about your budget? Are there any must-have features?
Once you’ve answered these questions, start researching tools for data enrichment and evaluating them against your 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 lack information. Then, find a tool that offers them with 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 sources 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, here are some best practices you should follow:
- Credit use: Some data enrichment tools charge based on how many customer records you enrich and restrict you to a limited number of credits. This often creates a scarcity mindset where reps start to worry about wasting credits.
- CRM integration: Connect the B2B data enrichment platform to your CRM so that data flows naturally into it and is refreshed automatically. Also, set up automation to save your reps’ time.
- Track inaccurate data: Monitor your email bounce rates and incorrect phone number call rates. 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! They 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 - VPs of Marketing and C-Suite Executives - since you have each contact’s job title.
2. Personalise your outreach
Data enrichment tools give you a 360-degree view of a lead and their company. They make it easy 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. You can also include these in your cold email or cold call to spark their interest.
These personalised messages stand out because most companies lack the data to do it well. According to Gartner, approximately only 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. 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 data to analyse each lead and passes only highly qualified ones to your sales team.
When your sales team can focus on selling to high-quality 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 example:
You can learn that one of your target leads recently spent time researching competitors on a software review website. Your sales rep can then swoop in and provide 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. They notify you if a lead who formerly dropped out of the funnel is now a good fit for your offer.
For example:
A sales trigger informs 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.
What’s the best data enrichment software?
Cognism is one of the best tools for enriching data in the USA and Europe. We’re the choice for you if:
- You work in B2B - our data isn’t for B2C businesses.
- You work in a sales, marketing or RevOps team - our data isn’t for sole traders.
- You want to connect with other businesses - our data can’t help you connect with freelancers.
- You want to target EMEA, DACH or the USA - our data is best in these regions.
- You’re concerned about compliance - we’re a fully compliant B2B enrichment platform.
