What Is Data Enrichment and How Does it Work?

Data enrichment is the process of joining data from third-party sources with internal data, giving you the most comprehensive view of your dataset. Companies use data enrichment to populate records, such as captured leads, with details they may be missing, such as email addresses or social media profiles. 

While data enrichment is widely used within revenue-based operations like sales and marketing, enriching incomplete or limited records also supports critical functions like fraud and identity resolution, risk mitigation, talent recruitment, and more.

Every business can benefit from data enrichment because data isn’t static. In fact, it depreciates in value over time as people change roles, email addresses, phone numbers, location, or careers. The vital data points businesses rely on are constantly changing. 

To ensure the value of their data on an ongoing basis, businesses are adopting new ways of ensuring data integrity to keep up with the pace of change without hiring large teams of data managers that could waste vital resources and distract the business from focusing on its main value add.

The Benefits of Data Enrichment

Enriching your data  has a wide range of benefits. Some of the most notable benefits are:

• Enhancing revenue through relationship building: Build trust with customers and candidates by bringing them personalized experiences that most accurately fit their preferences and demographics.

• Improving decisions: Gain perspective of information previously unavailable to you to better understand opportunity costs and make data-centric decisions confidently. 

• Avoiding costly mistakes: Act based on the most accurate information available rather than the murky waters of an outdated dataset.

What to Consider When Choosing a B2B Data Enrichment Tool

Finding the right enrichment tool for your business is essential. Consider the following when selecting a database provider:

• Integration: While most data enrichment tools are lightweight, you still have to plan for a way to integrate them into your existing processes seamlessly.

• Data Quality & Quantity: Not all data enrichment tools are created equal. Some are better than others for certain use cases. Once you select your tool, you still need to do some QA to ensure the quality and quantity suits your needs. 

• The Price Tag: High-quality data enrichment tools often come with a price. Find a database that meets your needs and fits within your budget.

Learn More About Enrichment: How Data Enrichment Can Help You Scale Your Sales and Marketing Programs.

The 5 Best B2B Data Enrichment Tools of 2022 (Ranked & Reviewed)

If you're trying to survive on disjointed datasets that contain little information about your customers, candidates, partners, etc., you're not operating in a way that will grow your business. 

A major step towards data integrity and business efficiency as you scale starts with choosing a data enrichment tool that is best suited to your business needs.

But, with so many options available, how do you make the right decision? We searched the market, and ranked and reviewed the best forward-thinking data enrichment tools based on price, ease of use, features, support, and more.

5. Lusha

Lusha is a self-service sales intelligence platform that offers sales, marketing, and recruiting solutions.

Lusha focuses on the B2B space with 100+ million contacts to create prospect lists. 

Top Features

• One-click Integration - You can integrate Lusha with Salesforce, Outreach, or your favorite tool to instantly automate your workflow.

• Easy-to-Use Web Extension - The Lusha Extension can be added to most web browsers and instantly generates contact details related to any given website you browse through.

• Verified Prospect Profiles - Lusha’s prospecting platform lets you search through over 100 million business profiles, and create ideal prospect lists. Note, they offer a limited number of free contacts each month.

• Flexible API Enrichment - Lusha's API makes it simpler to enrich databases, systems, or applications with accurate B2B person and company data.

Pricing

You can get started with Lusha on a free trial basis with their starter plan. They also offer monthly and annual payment options for premium plans.

Why we recommend this tool: Lusha's extension tool and seamless integration make them a viable choice for businesses looking for a quick and easy prospecting solution.

4. Leadspace

If you're a business data person, Leadspace might be your jam. They offer a comprehensive data management solution that collects data from over 30 trusted data sources, and filters them into a buyer graph.

This graph features account hierarchies, company and prospect data, as well as buyer intent signals that help you zero in on your target audience.

Leadspace utilizes AI to deliver customized and actionable insights based on your ideal buyer profile. You can use these recommendations to create targeted messages and prioritize marketing campaigns. 

Top Features

• Information From Trusted Sources - At the center of Leadspace is "The Graph", powered by over 30 third-party B2B data sources.

• Built-in Hierarchies - The Graph understands the account-specific hierarchies and categorizes leads based on those hierarchies. Leadspace can integrate with your CRM tool for better planning and sales management.

• Real-time Data Updates - If real-time updates aren't your thing, you can also set daily, weekly, and monthly data refreshes to keep it fresh.

• Lead-to-account Matching - Again, The Graph complies with the information and tens of thousands of buying signals to validate and accurately match leads to accounts.

Pricing 

Leadspace's website does not list packages or pricing. 

Why we recommend this tool: Leadspace's unique AI recommendations and buyer hierarchies offer refreshing businesses-critical insights into buyers' habits and intentions.

3. Zoominfo

Zoominfo is a large-scale, all-in-one B2B data intelligence platform that provides data enrichment and other tools for marketing, sales, recruiting, and operations teams. 

Companies use Zoominfo to find enriched data on leads, including verified company information, contact information, job functions, demographics, and more.

Plus, Zoominfo can integrate with many third-party tools and platforms.

Top Features

• Advanced Contact and Company Search - Zoominfo gives you access to professional profiles, including job responsibilities, work experience, education, social media profiles, and more. 

• Webform Enrichment - Using Zoominfo's web form enrichment tools, you're able to identify visitors even if they don’t fill out your contact form, and get advanced insights.

• Sales Automation - With an automated dialer, multi-touch sales campaigns, and a focus on account insights, your sales teams don't have to leave the program to connect to prospects. They can receive alerts when target profiles that match their search criteria are updated.

Insight-driven Workflows - Select which insights matter most to your business, define your ideal customer profile, and trigger an action.

Pricing

Zoominfo's pricing plans are customizable to your organizational needs. They offer a free trial of their SalesOS package to test the features. Otherwise, you need to connect with their sales team to get a quote.

Why we recommend this tool: Zoominfo's collection of trusted databases and premium add-ons creates a robust data enrichment tool that can keep up with large-scale businesses.

2. Clearbit

Clearbit is a marketing data platform helping companies generate more leads, sales, and revenue, used by Asana, Intercom, Hubspot, and others.

This platform integrates with your existing CRMs and marketing tools, allowing your business to streamline operations and create customized customer journeys.

Clearbit doesn’t rely on databases to source their information. Instead, they perform  data scrapes through more than 250 websites, social media profiles, and legal findings every 30 days to enrich their data.

Top Features

• Regular Scans for Fresh Data - Real-time data enrichment gives you a global view of leads, contacts, and accounts to take the proper steps at the right time.

• Easy to Integrate - Clearbit integrates with your existing CRM and marketing tools, keeping all of your data easily accessible in one place.

• 100+ Data Attributes - From email addresses to SIC and NAICS codes, Clearbit offers a comprehensive profile of every record in its database.

Pricing

Although Clearbit doesn't list its prices on its website, it does state it bases prices on various factors, including CRM size, monthly web traffic, and contact data creation.

Why we recommend this tool: Clearbit's easy integration and sourcing processes make this an ideal choice for businesses seeking powerful B2B marketing solutions.

1. People Data Labs

With access to over three billion professional and company profiles worldwide, People Data Labs (PDL) delivers solutions to innovators in sales, marketing, recruiting, security, research, and more.

PDL’s enrichment products seamlessly integrate with your CRM database and lets you choose from over 150 attributes, giving you a comprehensive, tailored view of your customer's identity. As part of their commitment to customer success, PDL provides fullback-end support to help you create revolutionary software products.

Information is delivered in real-time via the Enrichment API to ensure you have access to fresh and accurate data at all times. Or, if you need to store the data on-prem, PDL has options for that as well.

Top Features

• Clean, Accurate Data - No stale data. People Data Labs keeps profiles fresh by regularly updating, validating, and cleansing data.

• Over 150 Customizable Data Points - Make sure you get only the matches that are relevant to you using 150 searchable data fields.

• Access to More than Billion Profiles - Gain access to information about over three billion individuals and companies, including their contact information, social media profiles, and other key attributes.

• Compliantly Sourced Data - All data sources go through a strict process evaluating them from a compliance standpoint before being integrated into the system.

• No Annual Contracts - Unlike many data vendors, People Data Labs doesn't lock you into a multi-year contract. Pay on a monthly basis, allowing you to easily scale your data needs up and down without commitments.

Pricing

To help businesses to get a hassle-free start, People Data Labs offers a free trial that   allows you to call their API a limited number of times.

• Monthly API Packages: Tiered pricing includes everything in the free Startup plan and unlocks access to the Search API for a monthly subscription fee.

• Enterprise Plan: Custom pricing is available at the enterprise level, including custom rate limits, flat-file licenses, and dedicated support for your organization.

Read more about People Data Labs’ pricing here.

Why we recommend PDL: With People Data Labs' diverse range of solution offerings and rigorous cleansing process, you can be sure that your teams have the accurate data they need to build fascinating data products and/or catalyze their revenue at scale. Also, People Data Labs' security protocols are extremely robust, following the most recent regulations and actively reinforcing security through additional compliance requirements.

Picking the right B2B data enrichment tool may feel daunting.

We’ve helped some of the largest companies in the world leverage the power of B2B data to drastically improve their business outcomes, and can help you just the same.

If you want to learn more, get in touch with our team, or start your free trial API key today.

Like what you read? Scroll down and subscribe to our newsletter to receive monthly updates with our latest content.