You can have all of the data in the world for your customer profiles and accounts, but if the quality isn’t there, your sales process will suffer. Data enrichment and cleansing are crucial to enhancing the information in your CRM platform so your sales and marketing teams can utilize the data.

Enter: data enrichment tools

B2B data enrichment tools help integrate external and internal data within your CRM platform to clean up your profiles and generate qualified leads. 

In this post, we’ll cover everything you need to know about CRM data enrichment tools and compare 12 of the top options. 

What should you consider when buying data enrichment tools?

Before we dive into the specifics of what features to look for with B2B data enrichment tools, you need to understand what data enrichment is. 

Data enrichment, also referred to as data cleansing or appending, is an automated process of enhancing raw data. The raw data is typically gathered from marketing initiatives such as webinars, trade shows, email campaigns, and more. 

The point of data enrichment CRM tools is to take significant data points and enhance the profiles and contacts within your customer relationship management (CRM) platform. Essentially, it integrates external and internal data for a more complete profile. This enriched data fills the gaps in your CRM and allows for more targeted approaches to B2B sales prospecting and customer management.

When selecting a data enrichment tool, here are some of the key features to look for:

• Customization
• Real-time views
• Automation
• Segmentation
• Insights
• Ranking and scoring
• And seamless integrations.

A solid b2b data enrichment tool made with the features above can lead to many benefits for the company. These benefits include:

• Improved accuracy
• Increased efficiency
• Decreased costs
• Maximized lead nurturing
• Increased target marketing success rates
• Maximized sales with data enrichment
• And improved customer experience.

The top 12 data enrichment tools for converting more leads

UserGems

You didn’t think we’d write this post and not include our own data enrichment software.

We might be a little biased, but UserGems helps our customers find and reach out to leads 3x more likely to buy in a fraction of the time through our contact tracking, account tracking, and calendar tracking products. Not to mention, there are nearly endless opportunities to automate the data enrichment and prospecting purposes further with the use of the UserGems API.  

But don’t just take our word for it.

• UserTesting generated millions in the sales pipeline and an 18x ROI by using our platform to monitor their customers for job changes. 
• WorkRamp got a 15x ROI in closed-won revenue in a year with the help of our contact and account tracking products. 
• And, Ceros got a 20x ROI in closed-won deals within the first three months. 

Not to mention, we have more than 50 reviews on G2 and an average ranking of 4.5.

LeadGenius

Founded in 2011 in Silicon Valley, LeadGenius is designed to help public companies and tech unicorns expand with growth and sales pipeline automation through a combination of machine learning and human researchers. 

The company has two flagship products: DataHub, which acts as a personalized crawler to scrape around contacts and accounts, and Flow, which integrates with your workflow tools to automate prospecting. This means you’re able to find global data in real-time, like verifying prospect emails and adding them to your current tools.

Key features include prospecting automation, task automation, customizable global datasets, insights and signals, and seamless integration to lead generation and sales CRM tools. 

Their customers include Amazon, Google, Citrix, Indeed, Pendo, and eBay. 

While they have an impressive client roster and a solid product, they only have 13 customer reviews on G2 and an average ranking of 4.3. Some customers on G2 mentioned issues with receiving old/dead leads and pushy sales tactics from the LeadGenius team. 

Unlike some of the other options on this list, LeadGenius offers a free basic plan for their Flow product and a premium plan for $50 per month. If you’re interested in an enterprise-level plan for either Flow or DataHub, you’ll need to schedule a demo.

Leadspace

Leadspace is a customer data platform designed to help sales and marketing teams find, create, and close more deals.  Companies like Microsoft, Zoom, American Express, Cisco, Intel, and IBM have all utilized this b2b data enrichment tool for their businesses.

Key features include segmentation, data cleaning, and enrichment, data filtering, search functions, lead analysis, account-level insights, lead scoring and ranking, and various CRM integrations. 

With an average ranking of 4.3 and 92 reviews on G2, most customers find the tool meets their needs, and many cite their support team as a critical asset.

InsideView/DemandBase

InsideView, now known as DemandBase, was made to help sales and marketing teams from B2B companies add account intelligence, clean, monitor, and unify their CRM data throughout every part of the sales process. 

They work across all lead generation and data enrichment processes, including data availability, data accuracy, lead builder, data segmentation and enrichment, lead intelligence, lead management, omni-channel marketing campaigns(and tracking), and competitive intelligence, to name a few.  

As of writing this post, they have more than 760 reviews with an average rating of 4.3 on G2. And the tool has already helped companies like Dialpad, VersionOne, SmartRecruiters, SilkRoad Technology, and OneLogin.

Openprise

Founded in 2014, Openprise is all about automating and streamlining revenue operations. It is a no-code platform based on the premise that more tech and more data equals more revenue. 

Key features include data enrichment, cleansing and formatting data, normalizing field values, contact and account segmentation, and deduplicating leads, contacts, and accounts.

Openprise has 63 reviews and a near-perfect rating on G2 with 4.9 stars out of 5. The solution is used by many well-known companies like Adobe, Nokia, Vimeo, Zscaler, Tektronix, and Indeed.

Clearbit

Founded in 2014, Clearbit is designed to provide a flexible go-to-market foundation for sales and marketing teams. The solution lets you define ideal customer profiles, discover prospects, and create customized buyer journeys.

Some notable features include smart chat and scheduling, web form optimization, targeted email campaigns, instant sales alerts, advanced segmentation, ad targeting, data-informed prospecting, lead management, and integrations to all leading CRMs. 

Clearbit has an average 4.5-star rating and has more than 500 reviews on G2. Not to mention, thousands of B2B companies use Clearbit to enhance their data and convert customers, including Asana, HubSpot, Twilio Segment, and Intercom.

Similar to LeadGenius, Clearbit was designed to cater to all business sizes. Free b2b data enrichment tools are available for small businesses with limited features. Paid plans are contracted annually and require contacting the company for a demo and pricing details.

DiscoverOrg

Owned by ZoomInfo, DiscoverOrg offers B2B intelligence and insights to help with prospecting and lead generation. The data-driven solutions are utilized by sales, marketing, and recruiting teams in the B2B industry.

Some key features include data management, data cleansing and enrichment, real-time buying signals, automatic alerts, Passive candidate sourcing, and seamless integrations with existing tech stacks.

It is hard to know how many and what brands are using DiscoverOrg since all of their reviews are rolled up into their parent company, ZoomInfo’s profile.

FullContact

Founded in 2010, FullContact is a real-time, privacy-centric identity resolution platform. The company enables B2B businesses to connect, consolidate, and enrich data and personal identifiers to enrich and personalize customer data while complying with privacy regulations.

Unlike some of the other companies mentioned above, they predominantly focus on lead prospecting and data enrichment and don’t view full revops or marketing automation features. 

This privacy-centered and focused approach, along with their patented identity graph technology, resonates with many small to medium-sized businesses. FullContact has 98 reviews and a 4.3 average rating on G2. It’s been used by companies like Zapier, Hero Digital, Adobe, Simon, LiveIntent, and Lotame.

While they don’t list their pricing on their website, they offer a free trial with up to 1000 free matches. 

Datanyze

Datanyze helps salespeople find and connect with sales prospects in minutes by surfacing critical contact information. 

One unique aspect of Datanyze is its speed, ease of use, and affordability via its popular Chrome extension. The tool serves its purpose across many industries, including finance, government, software, manufacturing, real estate, and transportation.

Datanyze has more than 425 reviews on G2 with an average rating of 4.2 out of 5 stars. 

A free plan is available to allow you to test the tool. Paid plans start at $21 per month and go up to $39 per month if billed yearly. No enterprise plan is available.

Enrich.io

Enrich.io is an enrichment marketplace for CRMs and data providers. It offers a unified white-label enrichment solution designed for resume analysis, obtaining alternate email or phones, job change behavior, and running background checks. 

Unlike many of the other solutions, this data enrichment tool is designed more for CRMs and ATS platforms as opposed to B2B sales teams. 

Between their sparse website, no case studies or testimonials, and the lack of claimed G2 and Capterra profiles, this software is newer and on the down-low. We’d encourage you to tread carefully and do your research before using this solution. 

BeenVerified

Unlike all other solutions, BeenVerified is an information company for people, vehicles, property, and contact information. The solution searches public records and is most often utilized for personal use.  

Key features include public record scanning, people search, email lookup, address lookup, and vehicle search. This can be particularly useful for teams looking to run background checks on new employees or leads. 

BeenVerified does not cost anything to use. However, you’ll need to share your email address to see your search results.

Pipl

Pipl refers to itself as an identity trust company. Their global index of identity information lets businesses make connections by reducing customer friction, fighting fraud, and eliminating the wasted time spent on manual review and research. 

Contact enrichment includes connections to email addresses, social accounts, mailing addresses, mobile numbers, landline numbers, associates, and organizations.

Pipl has 30 reviews on G2 with an average 4.4 star ranking out of 5. Their customers include heavy hitters like Google, BBC, Safeway, Cigna, and Microsoft.

B2B data enrichment tools to help you convert more leads

As you can see, there are plenty of options for selecting a CRM data enrichment tool! 

Take your time to determine what features you need from the solution, and don’t be afraid to discuss your business with the enrichment tool’s sales team. 

CRM data enrichment tools FAQs

What is CRM enrichment?

CRM enrichment refers to improving internal customer data in your customer relationship management platform.

What is data enrichment?

Data enrichment is the process of adding or enhancing data with context from other sources. This can be pulled in from marketing campaigns, trade shows, email, or other marketing efforts.

What is a data enrichment tool?

A data enrichment tool is the software or means of pulling the data. It integrates internal and external data together to create more robust profiles and accounts in CRM platforms.

How much does data enrichment cost?

The cost of data enrichment tools varies by software provider. You’ll want to check the features and price plans for each data enrichment tool you’re considering.

Why bother with CRM data enrichment?

CRM data enrichment can prove to be invaluable for demand generation teams looking to improve their lead quality. Data enrichment can give you the context you need for every lead and account to take advantage of every opportunity to make the sale.