Salesforce data enrichment tools are software platforms that help you flesh out your Salesforce records.
That might mean updating an outdated company email address or filling in a missing job title field.
Armed with this up-to-date information, marketing teams can create highly targeted email outreach, craft relevant messaging, and ensure that the emails reach their targets.
Below you’ll find the six best enrichment tools that integrate with Salesforce. You’ll get a breakdown of their features and pricing, so you can choose the right one for your needs.
1. Cognism
Cognism is a B2B sales intelligence platform that enriches your CRM with critical contact info and company data, such as mobile phone numbers, email addresses, job titles, intent signals, technographics, and company intel.
Up-to-date and GDPR-compliant, Cognism’s data empowers B2B marketers to reach prospects in a personalised manner while increasing email deliverability.
Cognism seamlessly integrates with Salesforce and can enrich Salesforce records in various ways — either on demand or on a recurring basis.
It can also automatically enrich new contact records as they enter your CRM, thereby fueling accurate lead scoring, routing, and follow-up.
Frank, Bright & Abel gained a consistent 97% email deliverability rate after integrating Cognism with their Salesforce instance.
Michael Coleman, Business Development Director, said:
“Cognism ticked all the boxes with world-class data and a direct integration with Salesforce. It was my dream B2B data tool.”
Follow the link to read the full case study.
Best features
- Salesforce data enrichment.
- Verified email addresses.
- GDPR-compliant B2B database.
- Human-verified phone numbers.
- Prospecting list builder.
- Auto-enrichment.
- Instant and recurring enrichment.
- Global data coverage.
Pricing
- Reach out for a custom quote.
- Per user pricing.
- All packages come with unrestricted data access and integrations (subject to fair use policy).
For more information, check out the Cognism pricing page, or skip ahead and sign up for a free demo 👇
2. Kaspr
(Source: Kaspr)
Kaspr is a B2B database tool with a LinkedIn Chrome Extension. It reveals contact information associated with a LinkedIn profile, group, or event.
It’s great for salespeople and marketers trying to build prospecting lists.
Kasper offers a free plan with unlimited B2B email credits and integrates with Salesforce, so you can easily export LinkedIn data to your CRM.
Also, by creating enrichment workflows, you can control how Kaspr automatically enriches your Salesforce with LinkedIn data.
Best features
- LinkedIn Chrome Extension.
- Auto-enrichment.
- Salesforce integration.
- Lead management platform.
- B2B contact email addresses and phone numbers.
Pricing
- Free Plan: Limited export, phone, and direct mail credits.
- Starter: $45 per license, per month.
3. ZoomInfo
(Source: softwareadvice.com)
One of the more well-known and expensive tools, ZoomInfo is a B2B database platform that offers several lead generation features in addition to its core offering: contact and company data.
Marketing OS, its marketing platform, comes with data-enriched forms and a lead capture feature that asks inbound leads for their email addresses. It then automatically enriches the form with the remaining important information, like job title or name.
Salesforce users can connect ZoomInfo for ongoing CRM data enrichment and other capabilities like automated alerts, which notify account owners when an account has received an update.
Best features
- Contact and company data.
- Salesforce enrichment.
- Auto-enrichment.
- Account-based marketing.
- Sales engagement tools.
- Data enrichment workflows.
- Enrich APIs and Webhooks.
Pricing
- Marketing OS: Reach out for a custom quote.
Cognism vs ZoomInfo - which is best for your needs? Hit the link to find out more.
4. Clay
(Source: Clay)
Clay is a data enrichment tool designed to help sales teams automate manual lead research, list building, and CRM enrichment.
Their platform consolidates 75+ data enrichment tools in one credit-based marketplace, allowing you to review several sources simultaneously.
As for integrations, Clay connects with various CRM tools, including Salesforce, but only for Pro Plan users ($800 per month).
Note that Clay sources data using web scraping and a waterfall data vendor method, which may lead to compliance uncertainties around data origin and regulatory adherence.
Best features
- Access to 50+ data providers.
- People and company search.
- Web scraping.
- AI research assistant.
- AI message drafting.
Pricing
Credit-based pricing tiers:
- Free: 100 credits per month.
- Starter: $149 per month.
- Explorer: $349 per month.
- Pro: $800 per month (includes CRM integrations).
- Enterprise: Contact them for custom pricing.
Cognism vs Clay - how do they compare? Hit the link to find out more.
5. Gong
(Source: Gong)
Gong is a revenue intelligence platform that captures and analyses customer interactions. It helps marketers and salespeople improve their emails and sales phone calls.
With the Salesforce integration, you can view this conversational data — such as topics mentioned, call stats, talk duration, and call transcripts — within the Salesforce platform, under the associated contact, account, or lead.
Further, you can set up enrichment workflows to automatically enrich Salesforce with Gong’s data on an ongoing basis.
If email addresses are what you’re after, Gong isn’t for you — as a conversational intelligence tool, it doesn’t provide contact data.
Best features
- Conversational intelligence.
- Customer interaction analysis.
- Data-driven coaching.
- Call recordings and transcripts.
- Salesforce data enrichment.
Pricing
- Priced per user.
- Reach out for a custom quote.
6. Crunchbase
(Source: Crunchbase)
Crunchbase is a B2B database for investors, marketers, and sales professionals looking to find information about their ideal customers.
The platform offers data covering company activities, leadership insights, funding, firmographics, and more, for thousands of businesses.
For CRM enrichment, you can connect Crunchbase with Salesforce and schedule enrichment tasks that automatically keep your Salesforce data fresh.
You can also use Crunchbase’s filters to build targeted sales prospecting lists with contact data and export them to Salesforce.
Best features
- B2B company profiles.
- Prospecting list builder.
- Funding data.
- Salesforce enrichment.
- Sales outreach tools.
- Real-time alerts.
- Market intelligence.
Pricing
- Crunchbase Pro: $49 per month.
- Enterprise: Reach out for a custom quote (includes CRM integrations).
Who are the top Cognism competitors? Click the link to find out.
What are the data privacy implications of integrating external data sources?
Integrating external data sources into your CRM system can dramatically expand its functionality, but it also raises several data privacy concerns.
For starters, the integration increases the risk of unauthorized access to sensitive customer information.
For example, a database might provide you with phone numbers that are on a do-not-call (DNC) list, without bringing your sales team’s attention to the fact.
If a sales rep then cold calls these numbers, a lead may become angry and take legal action against your company.
Another potential issue is the external data source’s compliance with data protection regulations, such as the General Data Protection Regulation (GDPR) in Europe or the California Consumer Privacy Act (CCPA) in the United States.
Laws like these define how personal data should be collected and stored.
If your data provider is non-compliant, then you’re putting your business at risk for non-compliance as well. And that opens your business up to serious fines and penalties.
For these reasons, it’s important to use a tool like Cognism that is compliant with these regulations and that offers you DNC scrubbing features.
That way, you never have to worry if your outreach campaigns are breaking any laws.
What is the expected ROI from Salesforce data enrichment?
Enriching Salesforce with external data can help your business personalise outreach, create targeted campaigns, and form a 360-degree view of your leads and buyers.
It can also drive down costs associated with poor data quality, such as emails bouncing or salespeople wasting time calling the wrong people.
The end result of all these perks? Higher company revenue and lower costs.
That said, your expected ROI from Salesforce data enrichment depends a lot on your circumstances, the quality of your current data, and which enrichment tool you choose.
For example:
If your current email deliverability rate is low due to outdated email information about your leads, then enriching your CRM data with accurate email addresses can significantly increase the number of leads who receive your marketing emails. This inevitably results in more purchases and revenue.
To estimate your particular expected ROI from data enrichment, ask yourself these questions:
- How much time do your reps spend researching accounts and sales leads to find contact information and other necessary intel?
- What is your current email deliverability rate and how much do you expect it to increase with a better data provider?
- Do your salespeople have an effective lead scoring system in place that allows them to prioritise leads? If not, how much time do they waste on low-quality leads?
- How much time does your team spend manually updating CRM records and building prospecting lists?
- What missing data points could help you create more targeted marketing campaigns?
Answering these questions will give you a solid idea of what you stand to gain from a data enrichment project.
To get a detailed picture of the before and after of a successful Salesforce enrichment project, check out this case study.
Inside you’ll learn how Frank, Bright & Abel enriched Salesforce with Cognism’s data, tripling the size of their marketing contact lists and improving their email deliverability.
How to ensure high adoption rates of the data enrichment tool among sales reps?
The best way to ensure high adoption rates of your data enrichment tool among sales reps is to simply make it so they don’t have to do anything to enrich a record, account, or contact.
How?
Use an enrichment tool that integrates with your CRM and offers automated enrichment features.
This way your CRM will stay up to date without sales rep intervention.
For example, with the Cognism/Salesforce integration, you can schedule enrichment tasks on a recurring basis.
Perhaps every two weeks Cognism updates your contact records with email addresses, mobile numbers, and job titles.
If a high-value lead changes job titles, it’s automatically reflected in your CRM.
Or you could make it so that whenever a new record enters your CRM, Cognism automatically enriches it with critical data.
When enrichment is automated, adoption rates don’t enter the equation.
Your reps could be totally clueless that you even have a data enrichment tool.
They just log into their CRM and get accurate, up-to-date information about their leads, opportunities, contacts, and accounts, without updating anything themselves.
And instead of learning a new tool and worrying about fleshing out CRM records, they can focus on talking with potential customers.
Give your B2B sales team a Salesforce enrichment tool that works - click 👇 to speak with our data experts today.
