Top 10 B2B Data Enrichment Tools in 2026

Your CRM is decaying faster than you think. According to Cognism, B2B contact data goes stale at roughly 2.1% per month, which means nearly a quarter of your database is outdated by year's end. For fast-moving industries like tech, that number climbs to 30% or higher. B2B data enrichment tools promise to fix this by filling in missing fields, verifying contacts, and keeping records current. But not all enrichment is created equal. Some tools append firmographic fields. Others layer on intent signals. And a few go further, delivering the strategic context that tells reps not just who to call, but why and when to reach out.

TL;DR: The best B2B data enrichment tools range from contact-level enrichers (Lusha, Apollo.io) to full account intelligence platforms (Demandbase, and others on this list). Your choice depends on whether you need clean contact records or strategic account context. For most mid-market and enterprise sales teams, combining a contact enrichment tool with an account intelligence layer delivers the highest ROI.

Data Enrichment vs. Account Intelligence: What Sales Teams Actually Need

Traditional data enrichment focuses on filling CRM fields: job titles, phone numbers, company revenue, employee count, and technographics. This is table-stakes work. Without accurate firmographic data, reps waste time on wrong contacts and outdated records. Gartner estimates that poor data quality costs the average B2B company $12.9 million annually, while Harvard Business Review puts the total cost to the U.S. economy at $3.1 trillion.

But here is the gap most enrichment tools leave wide open: they tell you about an account without telling you what is happening at that account right now.

Account intelligence goes beyond static fields. It monitors leadership changes, earnings commentary, strategic initiatives, competitive moves, funding rounds, and hiring patterns. It answers the questions that actually change how a rep approaches a conversation: What is this company investing in? Who just joined? What did the CEO say on the last earnings call?

This distinction matters because the sales teams seeing the strongest pipeline results are not just enriching records. They are enriching their understanding of each account. The tools in this list span that full spectrum, from basic contact enrichment to comprehensive account intelligence.

How We Evaluated These Tools

We assessed each tool across five dimensions that matter most to B2B sales and RevOps teams:

• Data coverage includes contact database size, firmographic depth, technographic data, and intent signals
• Enrichment method covers real-time API enrichment, batch processing, waterfall enrichment, and CRM-native sync
• CRM integration covers native Salesforce, HubSpot, and other CRM connectors
• Compliance addresses GDPR, CCPA, and data sourcing transparency
• Pricing accessibility ranges from free tiers to enterprise contracts

“The Business Development team gets 80 to 90 percent of what they need in 15 minutes. That is a complete shift in how our reps work.”

Andrew Giordano

VP of Global Commercial Operations, Analytic Partners

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The 10 Best B2B Data Enrichment Tools

1. Clay

Clay pioneered the waterfall enrichment model, aggregating 150+ data providers into a single workspace. Instead of relying on one data source, Clay queries multiple providers sequentially until it finds the data point you need. This approach consistently delivers higher match rates than any single provider alone.

Best for: RevOps teams building complex enrichment workflows and outbound sequences.

Key differentiator: The waterfall approach means you are not locked into one data vendor's coverage gaps. Clay orchestrates providers like Clearbit, People Data Labs, and Hunter.io behind the scenes.

Pricing: Free plan with 1,200 credits/year. Paid plans start at $149/month (Starter) with 2,000 credits/month. Explorer plan at $349/month with 10,000 credits. Enterprise pricing is custom. See our full Clay pricing breakdown for details.

Limitation: The credit-based system can be unpredictable. Running enrichments on large lists without understanding credit consumption leads to unexpected costs. Setup also requires RevOps expertise, and many teams hire Clay partners for initial configuration.

2. Clearbit (now HubSpot Breeze Intelligence)

Clearbit was acquired by HubSpot in late 2023 and is now integrated as Breeze Intelligence. It provides real-time enrichment that automatically fills in company and contact data as records enter your CRM. For HubSpot customers, this is the most seamless enrichment option available.

Best for: HubSpot-native teams that want automatic enrichment without leaving their CRM.

Key differentiator: Enrichment happens in real-time as forms are submitted or records are created. No batch jobs, no manual triggers. HubSpot properties update automatically.

Pricing: Included in HubSpot's premium plans (Marketing Hub and Sales Hub Professional+). Standalone Breeze Intelligence starts at 100 credits/month for companies already on HubSpot.

Limitation: Coverage is weaker outside North America and Western Europe. If your CRM is not HubSpot, Clearbit's value proposition weakens significantly since the integration advantage disappears.

3. ZoomInfo

ZoomInfo offers one of the largest B2B databases with 260M+ professional profiles and 100M+ company records. It combines contact enrichment with intent data (powered by Bidstream and first-party signals), website visitor identification, and workflow automation.

Best for: Enterprise teams needing a single platform for contact data, intent signals, and outbound execution.

Key differentiator: Sheer database size and breadth. ZoomInfo covers more industries and geographies than most competitors, and its intent data layer helps prioritize accounts showing active buying behavior.

Pricing: Starts at approximately $15,000/year for SalesOS Professional. Most mid-market teams land between $25K-$40K annually after adding seats and features. Read our ZoomInfo pricing review for a detailed breakdown.

Limitation: Price is the biggest barrier. Smaller teams often find the annual commitment hard to justify. Data accuracy varies by segment, with stronger coverage in tech and weaker results in niche verticals. For alternatives, see our ZoomInfo alternatives guide.

4. Apollo.io

Apollo.io combines a 275M+ contact database with built-in email sequencing, calling, and meeting scheduling. It has become the go-to tool for startups and SMBs that need prospecting and enrichment in one affordable platform.

Best for: Startups and SMBs that need prospecting, enrichment, and outreach in a single tool.

Key differentiator: The free tier is genuinely useful, offering 10,000 emails per month. For budget-conscious teams, Apollo provides more functionality at a lower price point than almost any competitor.

Pricing: Free plan with limited credits. Basic at $49/user/month. Professional at $79/user/month. Organization at $99/user/month (billed annually). Our Apollo.io pricing breakdown covers the full comparison.

Limitation: Data quality on direct dials and mobile numbers lags behind ZoomInfo and Cognism. Enterprise-grade features like advanced intent data and territory management are limited. For teams evaluating options, see our Apollo alternatives comparison.

5. Salesmotion

Salesmotion takes a fundamentally different approach to enrichment. Instead of filling in contact fields, it enriches your understanding of each account by monitoring 1,000+ public and proprietary sources for leadership changes, earnings commentary, strategic initiatives, hiring patterns, competitive moves, and buying signals. The platform then synthesizes these signals into AI-generated account briefs that give reps the full strategic picture in minutes.

Salesmotion enriches accounts with strategic context — not just firmographic fields, but key insights, executive commentary, opportunities, and real-time signals.

Best for: Mid-market and enterprise sales teams that need account context, not just contact data.

Key differentiator: While traditional enrichment tools answer "who works there?", the platform answers "what is happening there and why should I care?" Reps get continuous signal monitoring across their entire territory, plus AI-generated talking points and outreach anchored to real events.

Pricing: Flexible account-based pricing starting at $85/month. See the pricing page for team and enterprise plans.

What it looks like in practice: A rep's target account posts a VP of Revenue Operations role. The platform flags the leadership change, surfaces the latest earnings call where the CEO mentioned a "digital transformation initiative," and generates an account brief covering the competitive landscape, tech stack changes, and recommended talking points. The rep enters discovery already knowing the likely pain and timing. Teams like Analytic Partners have seen a 40% increase in qualified pipeline using this approach, while Frontify reported 42% higher sales velocity year-over-year.

Limitation: This is not a contact database. If you need raw email addresses and phone numbers, you will still need a contact provider like Apollo or ZoomInfo alongside it.

6. Cognism

Cognism is a European-headquartered B2B data provider with a strong emphasis on GDPR compliance and phone-verified mobile numbers. Their Diamond Data offering includes manually verified direct dials, which consistently delivers higher connect rates than competitors.

Best for: EMEA-focused teams and organizations that prioritize compliance and phone-verified contacts.

Key differentiator: Diamond Data provides human-verified mobile numbers with 98% accuracy. For outbound calling teams, this translates directly to higher connect rates and less wasted dialing time.

Pricing: Approximately $1,000 per user per year for the Platinum tier. Diamond Data (phone-verified) is priced higher. Our Cognism pricing review covers the full structure.

Limitation: The database is smaller than ZoomInfo's, particularly for North American contacts in niche industries. Intent data capabilities are less mature than dedicated intent providers like Bombora or 6sense.

7. Lusha

Lusha is a lightweight enrichment tool built around a Chrome extension that surfaces contact details as you browse LinkedIn, company websites, or your CRM. It is designed for speed: find a prospect, get their direct dial and email in seconds.

Best for: Individual reps and small teams that need fast contact lookups without complex workflows.

Key differentiator: Simplicity. There is no learning curve. Install the extension, browse LinkedIn, and pull contact data on the spot. For our full cost analysis, see the Lusha pricing review.

Pricing: Free plan with 5 credits/month. Pro at $36/user/month. Premium at $59/user/month. Scale pricing is custom.

Limitation: Limited to contact-level enrichment. No account intelligence, no intent data, no workflow automation. Teams outgrow Lusha quickly as they move from ad-hoc prospecting to systematic outbound.

8. LeadIQ

LeadIQ focuses on the prospecting workflow: capture contacts from LinkedIn, enrich them, and push directly into your CRM and sales engagement platform. It integrates tightly with Salesloft and Outreach for seamless handoff.

Best for: SDR teams that live in LinkedIn Sales Navigator and need a fast capture-to-sequence workflow.

Key differentiator: One-click contact capture from LinkedIn directly into CRM and sequence tools. LeadIQ also includes an AI writing assistant for personalizing outreach at scale.

Pricing: Free plan with 20 verified emails/week. Essential at $36/user/month. Pro at $79/user/month. Enterprise pricing is custom.

Limitation: The contact database is smaller than Apollo's or ZoomInfo's. Enrichment is limited to the prospecting use case; it does not provide ongoing CRM enrichment or account-level intelligence.

9. FullContact

FullContact specializes in identity resolution, connecting fragmented data points across devices, channels, and platforms to create unified customer profiles. It is more of a data infrastructure tool than a sales prospecting platform.

Best for: Marketing and data engineering teams that need cross-device identity resolution and customer data unification.

Key differentiator: The identity graph connects email addresses, social profiles, device IDs, and offline data into a single persistent identity. This is valuable for ABM campaigns where you need to match anonymous website visitors to known accounts.

Pricing: Custom pricing based on API volume and use case. Typically starts in the mid-thousands per year for growth-stage companies.

Limitation: Not designed for sales prospecting. No contact database, no direct dials, no outbound sequences. FullContact is a building block for data teams, not a turnkey sales tool.

10. Demandbase

Demandbase is an account-based marketing (ABM) platform that combines B2B advertising, account identification, intent data, and data enrichment into a single platform. It is built for marketing and sales alignment around target account lists.

Best for: Enterprise marketing and sales teams running coordinated ABM programs.

Key differentiator: Demandbase combines first-party intent (website visits, content engagement) with third-party intent (Bidstream, keyword research) at the account level. This dual-source approach provides a more complete picture of account engagement than either source alone.

Pricing: Starts at approximately $24,000/year for the base platform. Most enterprise implementations run $50K-$100K+ annually. Our Demandbase pricing review covers the full breakdown.

Limitation: Enterprise-only pricing puts Demandbase out of reach for most SMBs. The platform's complexity requires dedicated ABM operations resources to realize full value. Implementation timelines of 3-6 months are common.

Building Your Enrichment Stack: A Practical Workflow

No single tool does everything well. The strongest B2B sales teams layer enrichment tools based on what they need at each stage of the pipeline:

Stage 1: Contact Enrichment (Foundation) Start with a contact data provider that keeps your CRM records current. Apollo.io or Lusha work well for smaller teams. ZoomInfo or Cognism are stronger choices for mid-market and enterprise.

Stage 2: Prospecting Enrichment (Outbound) Layer in a prospecting workflow tool like Clay or LeadIQ to enrich and route contacts into sequences. This is where waterfall enrichment adds the most value, since no single contact provider covers every segment equally.

Stage 3: Account Intelligence (Strategic Context) Add an account intelligence layer that monitors what is happening at your target accounts. This is where the enrichment gap is largest. Most teams have decent contact data but almost no systematic way to track leadership changes, earnings signals, or strategic initiatives across their territory. An account intelligence platform fills this layer by monitoring 1,000+ sources and synthesizing them into actionable account briefs that update continuously.

Stage 4: Intent and ABM Enrichment (Timing) For enterprise teams running ABM programs, add intent data from Demandbase, 6sense, or Bombora to prioritize accounts showing active buying behavior. Pair this with your account intelligence layer to understand not just that an account is in-market, but why.

This layered approach ensures your reps have accurate contacts (Stage 1), efficient prospecting workflows (Stage 2), strategic account context (Stage 3), and timing signals (Stage 4). The B2B data enrichment process becomes a continuous system rather than a one-time batch job.

“The moment we turned on Salesmotion, it became essential. No more hours on LinkedIn or Google to figure out who we're talking to. It's just there, served up to you, so it's always 'go time.'”

Adam Wainwright

Head of Revenue, Cacheflow

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Key Takeaways

• B2B data decays at roughly 22.5% per year, making continuous enrichment essential for CRM health and sales productivity.
• Traditional enrichment fills in contact fields (emails, titles, firmographics), but account intelligence enrichment adds the strategic context reps need to have relevant conversations.
• Clay's waterfall enrichment model delivers higher match rates by querying 150+ providers sequentially, making it ideal for RevOps teams optimizing data coverage.
• For teams that need both contact data and account context, the strongest approach layers a contact enrichment tool with an account intelligence platform that monitors signals, leadership changes, and strategic initiatives across your entire territory.
• Budget-conscious teams should start with Apollo.io's free tier for contact enrichment and add specialized tools as outbound volume grows.
• GDPR-focused organizations should evaluate Cognism for its phone-verified, compliance-first approach to contact data.

Frequently Asked Questions

What is B2B data enrichment?

B2B data enrichment is the process of enhancing existing business records with additional data points like verified email addresses, direct phone numbers, company revenue, employee count, technographic data, and intent signals. The goal is to transform incomplete CRM records into actionable profiles that help sales reps prioritize and personalize outreach. Modern enrichment goes beyond static fields to include real-time signals like leadership changes and buying intent.

How often should you enrich your CRM data?

Most B2B databases need continuous enrichment, not quarterly batch jobs. Contact data decays at approximately 2.1% per month, meaning a quarterly enrichment cycle leaves 6-7% of your records outdated between runs. The most effective approach is real-time enrichment triggered by CRM events (new record creation, deal stage changes, meeting scheduled) combined with a monthly sweep to catch records that have not been touched recently.

What is the difference between data enrichment and account intelligence?

Data enrichment fills in missing fields on contact and company records, such as job titles, phone numbers, company size, and industry classification. Account intelligence goes deeper, monitoring what is happening at each account in real time: leadership changes, earnings commentary, strategic initiatives, competitive moves, and buying signals. While enrichment tells you about an account, intelligence tells you what is happening at that account right now and why it matters for your deal.

How much do B2B data enrichment tools cost?

Pricing varies widely. Free tiers from Apollo.io and Lusha provide basic contact lookups. Mid-range tools like Clay ($149+/month) and Cognism (~$1,000/user/year) serve growing teams. Enterprise platforms like ZoomInfo ($15K+/year) and Demandbase ($24K+/year) offer comprehensive data and intelligence capabilities. Most teams spend $5,000-$50,000 annually on enrichment depending on team size, data volume, and the number of tools in their stack.

Can you use multiple enrichment tools together?

Yes, and most high-performing teams do. The common approach is to layer tools by function: a contact data provider (ZoomInfo, Apollo, or Cognism) for email and phone enrichment, a workflow tool (Clay or LeadIQ) for prospecting automation, and an account intelligence platform for strategic context and signal monitoring. The key is ensuring your tools integrate cleanly with your CRM so enriched data flows into a single source of truth rather than creating duplicate records.