10 Most Underrated B2B Data Enrichment Tools: How to Choose the Right One

B2B sales cycles are notoriously long, and unfortunately, they become more complex as the years go by. Factors contributing to this often include intense competition, the involvement of multiple decision-makers, and non-linear buying journeys.

This makes it challenging for companies to identify the right opportunities and engage with potential customers effectively. ata availability and accuracy are two most important components here. Without a clear and accurate view of their prospects, companies risk missing key opportunities, losing efficiency, and ultimately falling short of their growth objectives.

Why Do B2B Companies Need Data Enrichment Tools?

That is why B2B companies, whether large or small, are encouraged to have a reliable data source, which can be obtained with the help of data enrichment tools. 

By utilizing data enrichment tools, B2B companies can:

Improve customer segmentation:

With a full understanding of your prospects, you can discover unique audience segments by identifying shared traits, behaviors, and needs. This allows you to tailor messaging and outreach to resonate more deeply with your potential customers and adjust your sales processes for each segment.

Boost personalization in marketing:

Enriched data helps you move beyond generic campaigns. You’ll gain deeper insights into your prospects, allowing you to engage with them as if you truly know their needs and preferences. This personal touch can build stronger relationships and increase engagement, which can significantly improve conversion rates over time.

Enhance customer relationship management (CRM):

CRMs serve as the main hub for all your company’s data. By ensuring that this data is always accurate and up-to-date—whether it’s contact details, job titles, or other information—you enable each team to create strategies based on reliable, real-time data. This ensures that everyone is on the same page for better collaboration and more informed decision-making.

Streamline go-to-market (GTM) strategies:

With accurate, up-to-date data, sales teams can prioritize leads that show active buying intent, allowing them to focus their efforts where it matters most. Meanwhile, marketing can tailor content based on a prospect’s industry, company size, or recent activities, ensuring that each department works with the right information to effectively reach the target audience. This alignment creates higher-value leads and helps accelerate the sales cycle.

Optimize sales cycles:

Data enrichment speeds up the sales process by providing teams with the right information at the right time. With access to key details about a prospect’s needs and decision-making process, sales teams can craft targeted campaigns and approaches, significantly improving chances of closing deals and shortening the sales cycle.

10 Most Underrated B2B Data Enrichment Tools

Below is a compilation of 10 B2B data enrichment tools that are often overlooked but can offer significant benefits to your business. We’ve included their website, features, pricing, and gathered some reviews from G2 to help you easily assess which of these tools could potentially be the best fit for your needs. 

1. N.Rich

Use: 

• Combines data enrichment with account-based marketing (ABM) campaigns, offering an all-in-one solution for identifying, targeting, and engaging high-fit prospects.

Features:

• Predictive Intent Data: Helps identify and target high-fit accounts with intent and real-time opportunity attribution.
• ICP Builder: Uses AI to build and optimize ICPs, allowing for more precise targeting.
• Integrations: Integrates with HubSpot, Salesforce, LinkedIn and more.
• Ad Assistant: Has Aurora AI Ad Assistant to help curate campaigns based on the data profile of your leads.
• HubSpot Account Push:  Push account segments from N.Rich directly into your HubSpot CRM for effortless synchronization and streamlined workflows
• B2B Advertising: Run programmatic ABM campaigns across multiple channels with detailed analytics and reporting.

Pros:

• Fully compliant with GDPR and CCPA, with brand safety features to protect against unsafe content.
• Many users appreciate its simple interface and quick campaign setup, reducing the need for extensive training.
• The platform’s analytics and intent reports provide valuable insights that help sales and marketing teams optimize their strategies.
• Users consistently praise the proactive and helpful customer success team, especially during onboarding and setup .

Cons:

• Some users report difficulties with targeting smaller companies or integrating with certain platforms like Salesforce, making it less ideal for smaller-scale campaigns.

Pricing:

• LITE Plan: Starts at €9,750 per year, including one intent report, 10 intent topics, and limited user seats, designed for smaller revenue teams.
• GROWTH Plan: €23,800 per year, offering more features like 10 intent reports, 25 intent topics, and unlimited sales user seats.
• ENTERPRISE Plan: Custom pricing, providing advanced features like predictive intent and unlimited campaigns and intent reports, suitable for large organizations .

2. Apollo.io

Use: 

• Provides data enrichment alongside email automation and outbound sales engagement, helping teams connect with prospects and optimize their outreach.

Features:

• Contact & Account Search: Find the right leads and companies using Apollo’s large database.
• Sales Engagement: Automate outbound emails, follow-ups, and other sales processes.
• Inbound Optimization: Shorten forms to improve lead qualification.
• Analytics & Reporting: Track and analyze performance to improve sales efforts.
• Integrations: Apollo integrates with popular platforms like Salesforce, HubSpot, Outreach, and SalesLoft  

Pros:

• Access to a database of over 220 million contacts, which users praise for its ability to find accurate leads.
• Users find the interface intuitive and appreciate the simplicity of setting up email sequences and bulk messaging.
• The platform automates many sales tasks, which helps teams streamline their workflows  .

Cons:

• Some users report slow response times from the support team, which can hinder urgent needs.
• Lacks deeper customization options, such as behavior-triggered automation for more complex sales workflows.
• Some users find the onboarding process underdeveloped, which can make it challenging to fully utilize advanced features .

Pricing:

• Free Plan: Basic features with limited credits, suitable for small teams or individuals starting out.
• Basic Plan: $39 per user/month (billed annually), includes more credits and basic tools like email tracking.
• Professional Plan: $79 per user/month (billed annually), offering unlimited email credits and more advanced capabilities.
• Custom Plan: Tailored pricing based on specific enterprise needs, which includes enhanced integrations and governance.

3. Cognism

Use: 

• Specializes in lead generation and data enrichment, with phone-verified contact data and sales intelligence to support real-time decision-making and improve prospect targeting.

Features:

• Lead Generation & Data Enrichment: Provides phone-verified contact data, enabling businesses to connect with decision-makers efficiently.
• Sales Intelligence: Offers real-time sales insights and engagement data to help identify ready-to-buy accounts.
• Email & Phone Number Verification: Ensures contact data is accurate and up-to-date, reducing wasted outreach.
• CRM Integration: Seamlessly integrates with popular CRMs like Salesforce, HubSpot, and Pipedrive.

Pros:

• Users appreciate the accuracy of the contact data, especially in the EMEA region.
• GDPR & CCPA Compliant.
• Users praise the simplicity of exporting data and integrating with CRMs.
• Integrates well with major CRMs, allowing seamless data syncing and enhancing prospecting efforts  .

Cons:

• Some users feel the cost can be steep, especially for smaller businesses.
• A few users reported challenges with onboarding, which may slow down initial adoption for new teams .

Pricing:

• Begins at around $1,000 per month, but this can vary depending on the package chosen (Platinum or Diamond), with additional features such as intent data and phone-verified mobile numbers  

4. Crunchbase

Use: 

• A prospecting and market research tool that enriches CRM data with company insights and helps track industry trends and competitor growth for better business strategies.

Features:

• Prospecting: Find companies using advanced search filters and AI-driven recommendations, and connect with key decision-makers directly.
• Market Research: Track industry trends and competitor activity to make informed business decisions.
• Data Enrichment: Enhance your CRM with accurate, real-time company data for better outreach and decision-making.

Pros:

• Users appreciate Crunchbase’s search filters and its ability to surface relevant prospects quickly.
• The platform is user-friendly, with a straightforward interface for finding, tracking, and managing companies.
• Real-time insights on company growth and funding events help users stay ahead of competitors  .

Cons:

• Small businesses find the pricing high relative to the value, particularly when compared to alternative platforms.
• API access is only available in the Enterprise Plan, limiting customization for lower-tier users .

Pricing:

• Free Plan: Access to basic company profiles with limited features.
• Starter Plan: Priced at $29 per user/month, it includes basic tracking and monitoring of companies.
• Pro Plan: $49 per user/month, offering more advanced features like AI-powered search and insights, custom recommendations, and data export capabilities.
• Enterprise Plan: Custom pricing for larger organizations needing CRM-enriched search filters, bulk data exports, and API access 

5. Lead411

Use: 

• Verified data, including emails and direct dials, combined with sales engagement tools like email tracking and intent data to prioritize lead outreach.

Features:

• Verified Emails and Direct Dials: Lead411 provides triple-verified emails and human-verified phone numbers for accurate prospecting.
• Sales Engagement Tools: Includes email tracking, meeting scheduling, and lead management features.
• Integration: Integrates with over 25 CRM platforms, enabling automatic updates and data enrichment.
• Intent Data & Lead Scoring: Uses Bombora intent data to prioritize leads based on growth signals, funding, and hiring trends..

Pros:

• Known for providing accurate, verified contact data, reducing wasted outreach efforts.
• Customers find the platform easy to use, with an intuitive interface that simplifies lead generation.
• Offers competitive pricing compared to similar platforms making it accessible to small businesses  .

Cons:

• Some users have reported occasional gaps in smaller datasets, particularly for less common industries or regions .

Pricing:

• Basic Plan: Starts at $99 per month, offering basic contact data and email verifications.
• Pro Plan with Bombora Intent: Includes intent data and starts at custom pricing based on the number of exports needed.
• Unlimited Plan: Offers unlimited exporting, CRM integration, and API access.

6. FullContact

Use: 

• Focuses on contact management and data enrichment, syncing and updating contact information from various sources to improve CRM accuracy and engagement.

Features:

• Contact Management: Automatically updates and enriches contact data from public sources like social media, emails, and business cards.
• API Integration: Offers Person and Company APIs for real-time data enrichment.
• Integration: Syncs contacts across Google, iCloud, and various CRMs.
• Duplicate Management: Merges duplicate contacts across platforms.

Pros:

• Strong data enrichment capabilities.
• Easy CRM and social media integration.

Cons:

• Limited customization options for smaller teams.

Pricing:

• Starter Plan: $99/month.
• Plus Plan: $299/month.
• Business Plan: Custom pricing.

7. Seamless.AI

Use: 

• Provide real-time data enrichment and lead generation, offering verified contact data to streamline B2B sales and marketing efforts.

Features:

• Contact data: Provides verified emails, cell phone numbers, and direct dials for B2B sales.
• AI-Powered Lead Generation: Seamless.AI uses artificial intelligence to help find accurate and relevant leads in real-time.
• Integrations: The platform integrates with popular CRMs like Salesforce, HubSpot, and Pipedrive for seamless workflows.

Pros:

• The interface is user-friendly and simplifies lead generation for sales teams.
• CRM Integration: Seamless integration with CRM tools is often highlighted as a significant advantage.

Cons:

• Occasional Inaccuracies: Some users report inconsistencies in the data provided, especially with less common leads.
• Credit Usage Model: Users have noted that the credit-based system for exporting contact data can be restrictive and adds up in costs.

Pricing:

• Basic Plan: Typically starts at around $100 per month, offering basic access to lead generation tools.
• Pro Plan: Custom pricing for enhanced features like unlimited searches and integrations.

8. Clay 

Use: 

• Automates data enrichment and outreach to gather data from multiple sources and craft personalized email campaigns for large-scale prospecting.

Features:

• Data Enrichment: Automates the process of enriching contact data from 50+ sources, including public websites, using its AI assistant, Claygent.
• Email Campaigns: Uses GPT-4 integration to generate personalized emails for large-scale outreach campaigns.
• Custom Workflows & Integrations: Allows users to build custom automations and integrate with CRMs like Salesforce and HubSpot.
• Web Scraping & Lead Scoring: Enables users to scrape data from the web and implement lead scoring to prioritize outreach  .

Pros:

• Users report significant time savings by automating manual tasks like data enrichment and prospecting.
• The platform gathers data from multiple sources, improving accuracy and coverage for leads.
• Offers various credit-based pricing tiers, allowing users to scale campaigns as needed.

Cons:

• Some users may find it challenging to fully utilize the platform without support.
• While the starter plans are affordable, the more advanced tiers can be expensive for smaller businesses  .

Pricing:

• Starter Plan: $149 per month for 2,000 credits.
• Explorer Plan: $349 per month for 10,000 credits.
• Pro Plan: $800 per month for 50,000 credits.
• Enterprise Plan: Custom pricing tailored to your needs  .

9. LeadGenius

Use: 

• Customizes data enrichment and insights for global outreach to deliver precise data for targeted lead generation.

Features:

• Custom Data & Insights: Tailored data sets and actionable insights for SMBs, large enterprises, and more, including international contacts.
• Data Enrichment: Fills gaps in CRM data and provides real-time updates on key contacts.
• Account Monitoring: Tracks decision-makers and changes at target accounts.
• Integration: Integrates with Salesforce, HubSpot, and other CRM platforms  .

Pros:

• Provides specific, tailored data and insights, making it suitable for businesses looking for targeted customer outreach.
• Offers verified data across 30+ countries, ensuring a broad and reliable data set.
• Combined AI and human verification to ensure data accuracy and relevance for better lead conversion.

Cons:

• Doesn’t provide upfront pricing, which makes it challenging for businesses to assess its affordability.
• Complex Setup for users to fully implement and optimize the platform.

Pricing:

• Custom pricing based on business needs; contact LeadGenius for details.

10. Adapt.io

Use:

• B2B prospecting platform offering contact data enrichment, email finding, and lead scoring.

Features:

• Prospecting: Allows users to find new leads through a comprehensive B2B database.
• Integration: Seamlessly integrates with CRM platforms like Salesforce, HubSpot, and Pipedrive, streamlining lead management.
• Email Finder: Efficiently locates emails and direct dials for outreach.
• Lead Scoring & Routing: Helps prioritize leads based on potential value  .

Pros:

• Provides access to over 200 million B2B contacts, offering plenty of opportunities for lead generation.
• Simple and intuitive, making it easy for teams to navigate and utilize the tool.
• Users appreciate the accuracy of the contact information, which boosts the effectiveness of outreach .

Cons:

• The platform is not ideal for businesses looking to target B2C contacts.
• Limited Credits in Some Plans: Users have reported that the number of credits can be limiting, especially for larger campaigns.

Pricing:

• Custom pricing based on business needs; contact Adapt.io for details.

6 Key Factors to Consider When Choosing a B2B Data Enrichment Tool 

With so many data enrichment tools on the market, how do you choose the right one for your business? Here are six key factors we think you should consider:

Ease of Use:

A tool that’s difficult to navigate can slow your team down and reduce productivity. If the tool is overly complex, it may require extensive training, which takes time and resources away from your core activities so make sure you get the one that has the most ease of use. 

Tips:

• Check for user demos or free trials: Most tools offer free trials or live demos. Use these to assess how intuitive the interface is.
• Read user reviews on platforms like G2 or Gartner to check on insights from actual users on how they are able to use the tool. 
• Ask for customer feedback: If you know someone who has used the tool, ask them how long it took to onboard their team and whether they found the tool easy to use.

Security & Compliance:

In B2B, you often handle sensitive data, including personal information and business details. If your data enrichment tool doesn’t comply with regulations like GDPR or CCPA, your company could face hefty fines or legal issues so better check these compliances.

Tips:

• Look for mentions of compliance with regulations such as GDPR, CCPA, or HIPAA. These should be readily available on their website or in their service agreements.
• Check for certifications like SOC 2, ISO 27001, or other recognized security standards to ensure the vendor follows best practices.
• Reach out to the vendor for more details on how they handle data security and compliance, especially if you’re working in a regulated industry.

Data Accuracy:

If the tool provides inaccurate or outdated data, your sales and marketing teams may waste time chasing bad leads or misidentifying potential opportunities, which defeats the purpose of acquiring data enrichment tools. High-quality data is essential for making informed decisions.

Tips:

• During a trial or demo, try uploading some of your data to see how well the tool enriches it. Are the updates accurate and relevant?
• Know where the vendor gets its data. The best tools rely on multiple trusted sources to cross-check and verify information.
• Read reviews and case studies to see if other users have experienced issues with data quality.

Integrations:

Select a tool that seamlessly integrates with your CRM or marketing automation system (MAS) to ensure that data is consistently up-to-date, without adding unnecessary steps or creating data silos. A smooth integration guarantees that your teams have immediate access to enriched data, improving efficiency and streamlining workflows.

Tips:

• Make sure the tool integrates with platforms you already use. The vendor’s website or sales team should be able to provide a list of integrations.
• If the tool doesn’t have a direct integration, it should at least offer API capabilities, allowing your development team to build custom connections.
• During your trial period, try connecting the tool to your CRM or marketing platform to see how well the data flows between systems.

Customer Support:

If you run into problems or need help with the tool, having access to responsive customer support is critical. Poor support can lead to long downtimes, disrupting your operations.

Tips:

• Before committing to a tool, test their support channels. Send a message via chat or email and see how quickly they respond and how helpful their response is.
• Look into the vendor’s support terms. Do they offer 24/7 support? 
• Pay attention to whether current users mention slow response times or unhelpful support teams.

AI Capabilities:

AI-powered data enrichment tools can automate many manual tasks, such as data cleansing, standardization, and augmentation. This can save time and reduce human errors, making your data more accurate and actionable.

Tips:

• Look for specific AI features such as predictive analytics, lead scoring, and automated data push, segmentation or updates. These can significantly reduce manual effort and make your data more dynamic.
• Request for case studies or examples of how companies similar to yours have benefited from AI automation.
• Evaluate customization options if it allows you to tweak algorithms or set specific enrichment rules. This can be useful if you have particular needs for data cleansing or enrichment.

There may be hundreds of data enrichment tools available, but we believe the ones we've highlighted are some of the most underrated and valuable options out there. These tools can help you close the data gaps and provide a 360 view of your buyer’s journey—giving you the insights needed to engage the right customers at the right time.

The key is to choose a tool that aligns best with your specific needs, ensuring it aids your team to make data-driven decisions that helps you with your growth goals. Ultimately, the right data enrichment tool isn’t just about filling in the blanks—it’s about how you utilize it in driving smarter strategies and helping you reach your business goals faster.