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Published:

14 May 2026

Last updated:

7 July 2026

13 Best Data Enrichment Tools for Reliable CRMs [2026]

vwo

15 minute read

By: Ilse Van Rensburg

Enrichment, Lists & Tools

The best data enrichment tools:

1. Cognism

2. Breeze Intelligence

3. Demandbase

4. 6sense

5. Clay

6. Snov.io

7. FullContact

8. Crunchbase

9. Datanyze

10. Adapt

11. LeadGenius

12. Apollo.io

13. ZoomInfo

FAQs

Request a Demo

Did you know that your CRM data decays by 91% every year? ( Record Context)

Without reliable data enrichment tools, revenue teams end up working with outdated, incomplete and irrelevant records, undermining targeting, coverage and overall GTM performance.

The CRM data enrichment tools on this list aim to address that. Here, we compare pricing, capabilities and reviews across the leading platforms on the market today.

TL;DR

Short on time? No problem. Here’s a quick summary of the top B2B data enrichment solutions:

Let’s start the in-depth comparison:

1. Cognism

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Cognism Enrich is one of the best data enrichment tools available right now.  It’s purpose-built for the realities of European revenue execution, combining accurate, compliant data with continuous CRM integrity.

The moment a new contact is created in your CRM, Cognism automatically enriches it via the API—no lag, no manual intervention, and no incomplete records entering your pipeline.

Enrichment can be applied selectively using custom criteria and persona-based filters, ensuring priority segments, regions and high-value accounts remain current rather than expending effort on low-impact B2B data.

The result is a CRM that remains reliable over time, supporting consistent targeting, stronger market coverage and greater confidence in pipeline and forecasts across European markets.

Enrichment Features:

• Real-time, API-driven CRM enrichment
• Continuous data refresh and accuracy maintenance
• GDPR-compliant European data foundation
• Deep UK and European market coverage
• Data health monitoring and gap resolution
• Custom criteria and persona-based enrichment
• Native Salesforce integration and workflow automation
• Scalable data layer for revenue operations

Pricing:

Cognism divides its pricing into two main packages:

• Standard provides access to Cognism’s core European contact and company dataset, including phone-verified mobile numbers and CRM enrichment via CSV. It offers reliable, compliant data for teams that need to maintain accurate CRM records, support market coverage, and execute consistently across regions. The plan includes an annual data allowance per user (10,000 credits), with the flexibility to scale as data requirements expand.
• Pro extends this foundation with additional capabilities, including on-demand verification, premium mobile coverage, company hierarchies, API access, and intent data. It includes 12,000 credits per user annually. This supports more advanced segmentation, prioritisation and timing, enabling revenue teams to operate with greater precision across complex European markets.

You can configure additional options, including user seats and CRM enrichment, based on organisational scale and data requirements.

See Cognism Pricing

Request a Cognism Demo

Customers Review:

“Cognism is really easy to use. Any marketing leads we get from events, webinars, on the website or demo requests, we’ll use Cognism on our Salesforce CRM and enrich the data.” “We've seen the largest marketing closed-won for the financial year.”

Read the full case study

22%

growth in quarterly pipeline

Antony Arcan

SDR Manager EMEA @Druva

2. Breeze Intelligence

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Previously known as Clearbit, Breeze Intelligence is a data enrichment platform from HubSpot designed to enhance existing CRM data and automate marketing and operational workflows.

It uses AI alongside CRM data to support company research, sales preparation, pipeline development and record summarisation, while its Form Shortening capability improves data capture by automatically enriching visitor information at the point of entry.

This reduces form friction and helps ensure records enter the CRM more complete and usable.

However, some users report challenges with data accuracy over time, which may reflect limitations in phone verification and the absence of on-demand data research, both of which can affect reliability for teams operating at scale.

Enrichment Features:

• Form shortening
• Buying intent signals
• Lead scoring
• Tailored outreach

Pricing:

Breeze Intelligence pricing is based on credit packs of 100, 1,000 and 10,000.

3. Demandbase

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Demandbase is a data enrichment solution that combines enrichment with account-based marketing capabilities, helping organisations manage and activate their data more effectively.

It uses AI to support data cleansing, segmentation and insight generation, enabling more targeted account engagement and campaign execution.

However, some G2 reviewers highlight concerns around data quality, which can affect the reliability of insights and downstream execution for teams operating at scale.

Enrichment Features:

• Account-based marketing

• Account identification

• Technographics

• Intent data

Pricing:

Demandbase offers various packages, including ABX, Advertising, Sales Intelligence, and Data. Each offering is specific to a company goal, and add-ons can be purchased separately.

To get a quote, visit the website or contact the sales team.

4. 6sense

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6sense is a 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 estimates their level of buyer intent, enabling 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.

Enrichment Features:

• Advanced lead scoring

• Real-time activity tracking

• Predictive AI in the highest package

• Automatic CRM enrichment

Pricing:

6Sense’s Revenue AI™ for Sales offers Free, Team, Growth and Enterprise packages, but you’ll need to book a demo to discuss pricing with a sales rep.

5. Clay

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The Clay enrichment platform is a no-code data automation platform that enables users to build customised lead and enrichment workflows by integrating multiple external data sources.

While this flexibility enables highly tailored data processes, it also introduces complexity around compliance and consistency, as each provider operates under its own standards and methodologies. This can lead to variability in data quality and accuracy across records.

Clay typically requires more setup and technical familiarity to manage effectively at scale.

Enrichment Features:

• CRM enrichment
• Account and lead scoring
• An AI research agent (Claygent)

Pricing:

Clay pricing includes five packages: Free, Starter, Explorer, Pro,  and Enterprise. Packages are credit-based, and credits increase with paid plans, excluding Enterprise, which is custom.

Up-to-date pricing is available on its website.

Give Clay’s waterfall enrichment data a test against Cognism, one of the best lead generation tools for customer data enrichment. Request a data sample from the team now.

[Request a Cognism data sample

6. Snov.io

/Competitors%20and%20other%20tools/Snov.io-competitor-alternative-listicle.webp?width=499&height=421&name=Snov.io-competitor-alternative-listicle.webp)

Snov.io offers an API-led enrichment approach focused on building contact profiles from email addresses, searching its database to return associated information for each record.

It integrates with platforms such as HubSpot and Pipedrive, enabling synchronisation across CRM and outreach workflows. Its capabilities are centred on email data, including email finding, verification and deliverability optimisation.

However, the breadth and depth of its underlying dataset are less clear, and its focus on email-centric enrichment may limit its effectiveness for organisations requiring broader, multi-channel data coverage and consistent data quality at scale.

Enrichment Features:

• Chrome extension for finding emails
• Easy drip campaign builder
• Email verification
• Email list enrichment
• Automated email sequences

Pricing:

Packages include Trail, Starter and Pro. You can find accurate Snov.io pricing directly on the website.

7. FullContact

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FullContact is a B2B data enrichment company focused on identity resolution and customer intelligence, helping organisations unify fragmented data to better identify prospects and website visitors.

Its approach centres on connecting disparate data points into a single customer view, supporting more accurate targeting, personalisation and identity verification.

With a strong emphasis on privacy and data governance, it enables tailored engagement while maintaining data integrity. However, its focus on identity and digital profiles may be less suited to organisations requiring deep, decision-grade contact data for direct revenue execution across multiple markets.

Enrichment Features:

• API access
• Automated lead scoring
• Website visitor identification
•  Retargeting audience segments

Pricing:

There are no FullContact pricing details on the website. You’ll need to contact the sales team for a quote.

8. Crunchbase

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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, such as business investments and funding rounds, making it especially useful if your target audience is a startup.

Some G2 reviewers say Crunchbase lacks accurate company contact info.

Enrichment Features:

• Salesforce automatic enrichment
• Filter and search through its B2B contact database
• Ideal customer profile identification

Pricing:

Crunchbase offers free and paid options.  You can sign up for a 7-day free trial of its paid plan or contact them for a custom quote.

9. Datanyze

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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 reviewers say that Datanyze has problems with accuracy.

Enrichment Features:

• Technographic data
• Enriched data
• Chrome extension

Pricing:

Datanyze offers a 90-day free trial. Paid plans start at $21 per user per month. All plans have credit limits.

10. Adapt.io

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Adapt. io is a contact enrichment 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.

Enrichment Features:

• CSV and CRM export
• Lead scoring
• Data enrichment
• Chrome extension
• LinkedIn email finder

Pricing:

You’ll need to complete a form on the Adapt.io website to request pricing information.

11. LeadGenius

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LeadGenius helps to keep your CRM reliable and accurate by removing decaying data and providing meaningful insights.

It connects seamlessly with major CRMs, including Salesforce. Users of LeadGenius talk positively about the enrichment capabilities, highlighting that it removes this burden from their day-to-day tasks.

Enrichment Features:

• Contact address verification for gift sending
• Contact tracker
• Duplication removal
• Intent data

Pricing:

LeadGenius doesn’t share its pricing on its website; you’ll need to book a demo to learn more.

12. Apollo.io

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Apollo.io is a CRM data enrichment tool for Salesforce users.  It helps businesses enrich their CRM with 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 having to buy and implement 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.

Enrichment Features:

• Sequence automation.
• Buying intent and intent filters.
• Data enrichment.
• Sales call transcriber, analyser, and insight extractor.

Pricing:

Apollo data enrichment sets its pricing per user per month, and you’ll need credits for access to data. You can choose between Free, Basic, Professional, and Custom packages.

You’ll find accurate Apollo pricing information on the website.

13. ZoomInfo

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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, ZoomInfo segments its database for specific functions and is said to charge differently for data in different regions. One user commented that paying for the different regions was hard to justify for an international company.

When it comes to EMEA data, you may want to switch to Cognism. Amanda Newman, SDR Manager at UserEvidence, said:

“Cognism blew ZI out of the water. Cognism’s match rate was 98% vs. 72% by ZoomInfo, and we found that Cognism returned a ton more phone numbers.” “When we called them to verify the numbers, the call connect rate was 22% with Cognism and 14% with ZoomInfo.”

Read the full case study

33%

increase in pipeline in 3 months

Amanda Newman

SDR Manager @User Evidence

Enrichment Features:

• Web form optimisation
• Website visitor tracking
• Digital advertising
• Buyer intent

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.

B2B data enrichment FAQs

What is contact data enrichment in B2B?

Contact data enrichment is the process of gathering and refining first-party customer data alongside third-party data to expand and improve the accuracy of your database. 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?

CRM enrichment tools are software platforms that enrich contact and company records with key data points, such as CEO email addresses and annual revenue.

Most B2B data enrichment tools operate as databases that tie into your CRM and automatically fill in missing fields.

Many tools with enrichment functionality are not called data enrichment tools.

They often call themselves sales intelligence platforms or prospecting tools and offer data enrichment as one of several features.

What’s the difference between a data enrichment tool and a data enrichment service?

The terms get used interchangeably, but there’s a practical difference.

A sales data enrichment tool is software you operate yourself: you upload a CSV or call an API, and the platform returns enriched data.

A data enrichment service describes a provider relationship where the vendor handles data sourcing, verification, and ongoing refresh. Most B2B vendors now offer both — a self-serve platform and a managed or API-based enrichment option.

How do I choose a data enrichment platform?

When you’re choosing a tool for data enrichment, you should start by defining 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 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 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 any additional questions you have.

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 data enrichment platform to your CRM so data flows naturally 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 performance of the marketing data enrichment tool.
• 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.

What data points can a B2B data enrichment service add to my CRM?

The most common additions are job title, seniority level, direct dial number, verified business email, company size, revenue, industry, and tech stack.

More advanced services also layer in intent signals — indicators that a target account is actively researching a solution.

And trigger events: funding rounds, leadership changes, and office expansions. Which data points you need depends on your ICP and how your sales team prioritises outreach.

Why should you automate the data enrichment process?

Manually enriching data is painstaking work. Most B2B companies automate data enrichment using 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 those who see it 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 focuses on selling to high-quality leads, they’ll increase win rates, shorten 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 support their 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 let you know if a lead who previously 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 data enrichment tools built for organisations executing revenue strategies across Europe and beyond.

It’s designed for B2B sales, marketing and RevOps teams that rely on accurate, compliant data to engage other businesses and operate at scale.

It is particularly well-suited to teams targeting the UK, EMEA, and  DACH, where consistent data quality, coverage and compliance are critical to effective execution.

With a strong focus on GDPR-aligned data collection and processing, Cognism enables organisations to scale confidently while maintaining trust in their data foundation.

Click to book your demo today!

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