11 Best Data Enrichment Tools Using AI [2024]

data enrichment tools

As a fellow sales professional, I know the struggle of combing through mountains of data in search of the information you need to move forward.

But brace yourselves, because help is on the way with this article on the best data enrichment tools for boosting your sales and marketing activities!

Say goodbye to the tedious hours of manual work and hello to a world where accurate data is just a click away.

So, grab your coffee, put on your comfortable pants, and join me on this journey to discover tools that will turn your data dread into data delight.

Best Tool for Lean Sales & Marketing Teams

Clay

A powerhouse in enrichment and list-building, Clay not only streamlines tasks with its multitude of time-saving features but also offers maximum flexibility, allowing you to curate the most exceptional data available in the market.

Best Tool For Established Sales & Marketing Teams

Apollo.io

Apollo.io stands out as an exceptionally dynamic tool, offering not only top-tier data but also impressive integration capabilities and a myriad of value-adding features that extend far beyond the basic enrichment of contact data.

What Are the Best Data Enrichment Tools?

Now that we’ve set sail on this data enrichment adventure, it’s time to jump into each of the market’s best data enrichment tools.

Apollo.io

apollo.io

Apollo.io has positioned itself as a robust platform providing an end-to-end solution for list building, data enrichment, and outbound sequences that can be created and executed in one platform.

Since its inception in 2015, Apollo.io has earned the trust of over 40,000 paying customers, illustrating its appeal to a diverse range of businesses, from startups to well-established corporations.

Key Benefits

  • Data Enrichment: Apollo’s platform enables you to target over 270 million verified contacts using more than 65 filters, including buyer intent, job postings, and company growth. You can enrich your data with over 38 contact and company data attributes.
  • Data Health Center: Apollo’s data health center analyzes your CRM for missing or inaccurate customer data, such as outdated emails due to job changes, and offers auto-overwrite or auto-fill capabilities.
  • AI-Powered Prospecting: Prioritize your best-fit leads with AI-generated scores. Apollo helps you build precise lists that can be filtered by +65 data attributes, helping you find your ideal leads.
  • Lead Scoring: Compare your contacts with your ideal customer profile and generate a score that indicates their likelihood to buy. These models leverage success data from your CRM and Apollo account history, pinpointing high-converting prospects with precision.
  • Additional Sales Automation Capabilities: As an end-to-end solution, Apollo also offers AI email assistants for AI-powered outreach campaigns and conversational intelligence tools for transcribing and reviewing calls.

Pricing

apollo pricing

Apollo.io has a more granular credit-based pricing model with different email, mobile, and export credits. 

  • Free version
  • Basic: USD 49/user/month
  • Professional: USD 79/user/month
  • Organization: USD 119/user/month

My personal take

If you’re in search of real-time data that extends beyond mere firmographics, this service could be the ideal fit, especially if you’re managing a complex tech stack. Its reputation for data accuracy is strong, offering numerous data points to explore.

However, the breadth of data points and filter options may necessitate an initial learning curve to master.

Beyond just data, this service offers sequencing capabilities, AI email writing, and conversational intelligence, adding to its value. As one user on G2 aptly put it, “It’s much more than a database of contacts.”

G2 Rating: (4.8/5)

Clay 

clay

Clay, launched in February 2022, is an automated prospecting tool designed as a no-code platform for discovering and enriching leads. Rather than being a data provider, Clay functions more as a data aggregator.

The platform integrates various data providers such as Crunchbase, Apollo, and Hunter and lets you aggregate these results. This integration enables Clay to generate a unique, customized data set for each prospect.

Key Benefits

  • List-Building: Clay offers a robust list-building feature where you can discover and enrich contact details from LinkedIn and Google Maps, utilizing over 50 data providers for maximum accuracy.
  • Data Enrichment: With Clay, you’re guaranteed accurate data. It uses waterfall queries across multiple data providers to ensure that if one fails, the next steps in until the required data is found.
  • Automated Writing: Clay integrates ChatGpt to automatically generate personalized messages, based on the data enriched previously, enhancing your communication efficiency.
  • Integration Capabilities: Clay seamlessly integrates with popular CRM platforms, such as Hubspot and Salesforce, and can connect with other providers using webhooks for a streamlined workflow.

Pricing

clay pricing

Clay doesn’t have separate user licenses and works on a credit basis. Prices can seem high on the first look. However, it is a subscription to use multiple data providers at once and is mostly cheaper than going for individual ones. Can achieve cost benefits though bulk buying of credit  

  • Free version
  • Basic: USD 112/month
  • Explorer: USD 262/month
  • Pro: USD 600/month
  • Enterprise: Contact sales

My personal take

Clay’s robust user interface, akin to a supercharged spreadsheet, offers unparalleled freedom in building lead lists. While beginners may face a learning curve, seasoned users can create their dream lists quickly and cost-effectively.

Its waterfall enrichment feature promises accurate data and contract-free flexibility. The community-centric support, easily accessible via Slack, is a key highlight.

Alex K. on G2 calls it a “Game changer for lean GTM teams,” and Jonathan G. on G2 names his review: “Unreal product, [that] deserves to charge 10x the price.”

G2 Rating: (4.9/5)

Seamless AI

seamless.ai

Seamless AI is a leading sales lead software that offers real-time search capabilities for B2B sales leads. Its AI-powered capabilities assist businesses in finding relevant contacts, building account lists, managing prospect information, and automating prospecting and list building.

Key Benefits

  • AI-powered List-Building: Seamless uses AI technology to generate a list of desired contacts based on predefined criteria, complete with validated emails and cell phone numbers.
  • Database Enrichment: Upload your B2B database to Seamless, and the platform will fill in any missing information.
  • Buyer Intent Scoring: Using natural language processing (NLP), Seamless deciphers content across various topics to identify and prioritize leads showing strong purchase intent. Trends are updated weekly to track changes over time.
  • Job Change Alerts: Seamless keeps you informed about job changes among your key contacts, facilitating timely and relevant outreach.
  • AI-Driven Content Creation: Writer by Seamless.AI, a premium upgrade, leverages AI to create personalized messages for your sales outreach.
  • CRM Integration: Seamless integrates with leading CRM systems like Hubspot and Salesforce, enabling direct data enrichment within your CRM.

Pricing

seamless pricing

The pricing model is based on credits. A credit is used when Seamless.AI researches and provides a contact to find their email adress phone numbers and insights. Prices are not visible on the website.

  • Free with 50 credit 
  • Basic with 250 credits/month
  • Pro with daily credit refresh 
  • Enterprise with custom credits/user 

My personal take

This service is suitable if you’re seeking real-time data that transcends basic firmographics. It’s particularly beneficial if you’re already navigating a more complex tech stack.

Seamless falls on the pricier end of the spectrum. However, the quality seems to match the price as accuracy of its data is often highlighted as a significant advantage, justifying the price. As Mark D., an experienced user, affirmed, it’s “The best data source – and I’ve used them all.”

Moreover, the depth of integrations it offers is incredibly valuable for those with complex integration needs.

Seamless offers a free trial with 50 credits. Give it a try and see for yourself if it’s a match.

G2 Rating: (4.2/5)

Bettercontact

bettercontact

BetterContact is an AI email finder aggregating emails from 15+ data sources, thus following the same approach as Clay. A machine learning algorithm tailors the optimal provider sequence based on your lead list.

Key Benefits

  • Data Enrichment: Bettercontact simplifies the process of data collection and verification by aggregating over 10 data sources, including Apollo, Hunter.io, and Datagma, among others.
    All you need to do is upload a CSV file with an identifier, and Bettercontact will enrich your data using these multiple providers under one subscription. This makes obtaining accurate and verified email addresses a breeze.

Pricing

bettercontact
  • Free version
  • Plan 1: USD 49/month
  • Plan 2: USD 149/month
  • Plan 3: USD 199/month
  • Plan 4: USD 399/month

My personal take

BetterContact employs a similar approach as Clay, prioritizing waterfall enrichment from various providers with an amplified focus on firmographics.

As the latest entrant among these providers, BetterContact’s track record is still in its developmental stage.

Ocean.io 

ocean.io

Ocean.io utilizes cutting-edge AI technologies for a nuanced analysis of company and lead data. This enables users to construct lists populated with prospects that closely mirror their top-performing customers.

Key Benefits

  • List Building via Lookalike Search: Using your customer data, Ocean.io finds lookalikes of your best customers, identifies your top-performing verticals, and suggests new markets. This is done by indexing millions of websites and using AI for precise clustering.
  • Intent Data: Ocean.io tracks over 13,000 topics, letting you see when your prospects are searching for your solution helping you prioritize and personalize your outreach.
  • Integration: Ocean.io integrates with leading CRMs such as Hubspot, Pipedrive, and Salesforce for real-time data extraction to find lookalikes of your best customers.

Pricing

  • Pricing only on request

My personal take

Ocean.io uses AI to build new capabilities you usually don’t see with more established players. I am currently involved in a project with a tool that offers a similar capability to build account books based on customers’ lookalikes.

Generative AI capabilities can now create more granular clusters of industries you are successful in and, thus, more accurate lookalikes. This offers great new opportunities to build a more effective sales approach. This data enrichment software seems to be primarily a fit if you follow an account-based marketing/sales approach.   

 G2 Rating: 4.2/5

Scalelist 

scalelist

Scalelist is an AI-powered sales and database software that simplifies the process of lead generation. It enables users to efficiently build and organize email lists directly from Sales Navigator, enhancing their prospecting efforts.

Key Benefits

  • List Building: Scalelist simplifies email discovery with a handy Chrome extension. Whether you’re handpicking leads one by one or looking for an entire list, Scalelist covers both. You can effortlessly export entire Sales Navigator searches.
  • Data Enrichment: Scalelist uses AI to clean your data, removing special characters, all caps, emojis, and unnecessary text, making it CRM-ready. It also provides 10+ useful data points, including title, company name, location, industry, and headcount.

Pricing

scalelist
  • Free version
  • Micro: USD 13.3/month
  • Starter: USD 34.3/month
  • Scaler: USD 69.3/month
  • Pro: USD 139.3/month

My personal take

Scalelist appears to be an excellent choice if you’re seeking a straightforward data enrichment tool to scrape contacts from LinkedIn and enrich them effortlessly.

Its AI capabilities will assist in refining the scraped data, eliminating the need for manual cleanup.

Harmonic AI  

harmonic

Harmonic’s data engine is a key resource for discovering valuable insights into startups and professionals. Focus on Harmonic AI is delivering detailed data on startups.

Key Benefits

  • List Building: With a massive database of over 20M+ companies and 160M+ people, you can create, fine-tune, and save hyper-specific searches. Plus, the AI-powered relevance scoring helps you discover growing startups.
  • Data Enrichment: Enhance your CRM with comprehensive startup and talent data including headcount, funding data, total funding, and contact data. Stay in the loop about new startups and founders where your team has existing relationships.

Pricing

  • Pricing only on request

My personal take

Harmonic AI could be an ideal choice if your primary clientele are startups or if you’re an investor. The data is specifically collected with this target audience in mind, providing more relevant data points for this sector.

As a relatively new player, Harmonic can be considered as an AI-powered alternative to Crunchbase.

6 Sense  

6sense

6sense is a comprehensive sales intelligence platform. It uses advanced AI and machine learning algorithms to help businesses predict, with remarkable accuracy, the buying behavior of their clients.

This predictive intelligence allows companies to engage with their customers at the right time with personalized marketing and sales messaging.

Key Benefits

  • Psychographics: Get a deeper understanding of your target companies and prospects with insights into their interests, trends, and themes.
  • Company News: Stay updated on key happenings with target companies, from funding rounds and leadership changes to events and more.
  • Enrichment Workflows: 6sense automatically enriches CRM records according to specific configurations, saving time and ensuring consistency.

Pricing

  • Pricing only on request

My personal take

I have been utilizing 6sense for an extended period with my company. It’s a robust tool capable of identifying accounts or leads with high intent based on diverse behavioral data.

It displays the contacts per company that engaged with your business and outlines the nature of the engagement. However, the tool’s primary focus is on intent data rather than firmographics.

To obtain the most accurate contact data, you would need an additional tool alongside 6sense.

G2 Rating 4.3/5

Lusha 

lusha

Lusha is a well-established sales intelligence platform that provides premium contact information to help businesses connect with leads and prospects.

It offers features like direct dial capture and email extraction and integrates seamlessly with various CRMs.

Key Benefits

  • List Building: Generate a list of up to 1000 contacts that match your ideal customer profile. Our advanced search filter shows which companies are interested in your solution.
  • Data Enrichment: Lusha provides verified contact details and additional info such as technographics and funding information.
  • Buying Intend: Gauge a company’s likelihood to purchase based on their behavioral signals and improve your sales strategy accordingly.
  • Activity Alerts: Stay informed when your prospect makes a change that influences their buying potential.
  • Integration: Set up data enrichment automation workflows to eliminate decay from your CRM data and enrich your current accounts with relevant contacts based on your ICP.

Pricing

lusha pricing
  • Free version
  • Pro: USD 29/user/month
  • Premium: USD 51/user/month
  • Scale: On request

My personal take

In my assessment, Lusha is a good data enrichment software that provides verified contact details along with intent data, making outreach more impactful. As a well-established platform, it works flawlessly with integrations, even complex ones.

However, Lusha falls short when it comes to filtering options compared to tools like Apollo or Seamless. Another downside is its pricing model, which is often criticized for being credit-per-contact, similar to its competitors.

G2 Rating: 4.3/5

Cognism 

cognism

Cognism is another well-established tool focusing on sales intelligence, providing high-quality data and compliance standards. Cognism is known for it’s high focus on providing quality data not only in the US but in EMEA and APAC as well.

Key Benefits

  • List Building: Craft perfect account and lead lists by combining firmographics, technographic data, and buyer intent signals. This gives you a comprehensive overview of your buyer.
  • Data Enrichment: Utilize Cognism to update your data as prospects change jobs or relocate. Our data extends beyond standard points to include advanced contact + contextual data, such as tech stack information, buyer intent data, company size and location, mobile numbers, and more.
  • Integration: Cognism offers integrations with all standard CRMs. The Chrome Extension works over LinkedIn, corporate websites, Salesforce, Hubspot, and Outreach, making it easy to create a seamless data enrichment process.

Pricing

  • Only on request

My personal take

Cognism, being a more established data enrichment software, could be worth considering, especially if your focus is primarily on European customers.

With its heightened emphasis on the EMEA region, Cognism could potentially offer you more data on prospects within this area.

G2 Rating: 4.6/5 

People Data Lab 

peopledatalab

People Data Labs (PDL) is a data-as-a-service company that provides a comprehensive and accurate database of professional data.

PDL’s solution focuses on offering access to over 3 billion individual profiles, including contact information and work history, which can be used for various purposes such as talent acquisition, marketing, sales, and more.

Key Benefits

  • List Building: Create targeted lead lists on demand by using an extensive database of billions of B2B and B2C leads.
  • Lead Enrichment: Score leads with certainty by filling in gaps in job title, contact information, work history, education, and more. People Data Labs rebuilds datasets every month using the most up-to-date information available to ensure data is fresh and accurate.

Pricing

peopledatalab
  • Free version
  • Pro USD 98/month
  • Enterprise: on request

My personal take

People Data Labs provides a comprehensive and precise database. Its primary use appears to be in enriching CRM systems via a robust API, rather than solely offering data for sales and marketing purposes.

This makes People Data Labs a suitable choice for more established companies seeking to enrich their existing data through API integration with their extensive databank.

G2 Rating: 4.6/5

What Are Data Enrichment Tools

Data enrichment tools are a game-changer in the world of sales and marketing. These tools transform raw, unprocessed data into valuable, actionable insights by filling in gaps, correcting errors, and adding layers of context and detail.

They are software solutions that can mostly integrate with your existing customer relationship management (CRM) systems to enhance, refine, and improve the quality of data. If you don’t have a CRM yet, CSV files can be enriched as well.

Most data enrichment tools not only enhance your existing data but can also help you build new lists of potential leads that align with your target customer profile.

Here’s how it works: You input specific criteria or parameters that define your ideal customer. The data enrichment tool then scours the internet. Its own databases and third party data to find leads that match these criteria.

The result? A list of highly targeted leads that are more likely to convert because they closely resemble your existing customers.

How Can Data Enrichment Tools Benefit You

Data enrichment tools provide substantial benefits by automating the process of data enhancement, validation, and verification.

These tools save you precious time, ensuring your data is accurate, up-to-date, and ready to use. This allows you to focus on leveraging the enriched data to level up your B2B prospecting activities.

In short, data enrichment tools streamline your data management, enabling you to concentrate on strategic tasks that enhance customer engagement and boost your business growth.

Buyers Guide: How I Conducted My Research 

When doing my research to find the best data enrichment tools, I evaluated the solutions based on these factors:

  • Scope of Features: I examined capabilities that extend beyond basic data enrichment features, such as providing firmographic data.
  • Accuracy of Data: Although it’s challenging to fact-check the claims of providers, I considered user reviews reporting on data quality.
  • Pricing: I compared the cost of each product and examined their pricing structures, as most providers operate a credit-based pricing model. I also determined whether they offer free trials or self-service or if a demo request is necessary to get more information.
  • Target Group: I assessed who the product is designed for.

Conclusion/Wrapping Up


In conclusion, while our guide highlights the best data enrichment tools, it’s crucial to understand that the most suitable data enrichment tool for your sales team is one that aligns with your specific needs and objectives.

When deciding on the right data enrichment tool, consider factors like ease of integration with your existing systems, cost-effectiveness, scalability to grow with your business, and the type of data your sales team typically needs. These considerations will help you make an informed choice that not only enhances your sales process but also drives meaningful engagements with your prospects and customers.

Remember, employing a data enrichment tool aims to empower your sales team with accurate and relevant data, enabling them to build more effective sales conversations and, ultimately, boost revenue. Choose wisely to ensure your investment yields the desired outcomes.

Frequently Asked Questions

What does enriching data mean?

Data enrichment is the process of enhancing raw data with additional information. It improves accuracy, completeness, and usefulness, providing deeper insights for decision-making or analysis.

What is data enrichment examples?

Data enrichment examples include adding contact information to a customer database or incorporating attributes such as industry of size to a list of companies. These additions make the data more detailed and useful for sales and marketing activities.

What is the data enrichment approach?

The data enrichment approach is a process where raw data is enhanced by adding information from external sources. It makes the data more complete, accurate, and valuable for analysis or decision-making. Data enrichment tools work by either using their database, using third-party providers, or both.

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