14 Best Data Enrichment Tools of 2021 & Why You Need Them

Data enrichment tools come to the stage when your leads don’t provide you with enough information to run a targeted marketing campaign. Let’s be honest, most probably you only know about your customers’ emails, names, and maybe ages.

This type of data that you have is called un-enriched data, which means that you lack the required data to provide more relevant messages and content to convert your leads and increase sales.

However, don’t worry, I have got you covered. In this post, we will compare the best data enrichment tools in 2021 that will immensely help your data enhancing process.

Yes, but before we dive into data enrichment tools, what is data enrichment exactly and how does it work? If you already know it, jump away to the comparison through the table of contents below.

What is Data Enrichment?

Data enrichment is the process of appending and expanding the first-party database from internal sources with the data collected by third-party sources.

Enriched data is used to broaden the limited gathered customer information and thus, contribute to marketing efforts.

So, what is first-party data? First-party data refers to the information you collect from your customers directly.

Data analysis process vector illustration

All customer data begins its journey in a raw form, regardless of its source. Raw data can be collected from any source such as email lists, social media, or site traffic.

When customer data is collected, it is gathered and stored in a central data store and is for the most part useless outside a narrow context.

Data enrichment enhances the raw data with external data and adds value to it.

How does data enrichment work?

Data enrichment makes the collected audience data more useful by bringing deeper insight and more detail, which enables brands to target their prospects with more personalized and relevant messages.

Here are some data types that can be enriched:

Demographic data enrichment: Age, gender, education, income

Geographic data enrichment: ZIP codes, country, city, time zone

Professional data enrichment: Business niche, company size, position

Behavioral data enrichment: Pain points, desires, needs

Benefits of Data Enrichment

Data enrichment has numerous benefits that empower brands to enrich their website data which they have collected about their leads with the data about the same customers collected from external sources while they are roaming on the internet.

Business woman analyzing data on the computer vector illustration

What are the benefits of data enrichment? Basically, data enrichment:

  • Provides meaningful customer relationships and meaningful business opportunities with personalized messages,
  • Helps you identify the segments of your customers who promise more potential to make a purchase,
  • Lead nurturing,
  • Boosts sales growth,
  • Improves customer experience,
  • Provides a better focus on online marketing campaigns and paid search ads.

In addition to these, email verification is also a must-do process in data enrichment to clean invalid emails from your list and improve email deliverability.

What is email verification?

There are a lot of email verification tools in the market, but we recommend that you compare email verification tools choose the most suitable one for your budget and business needs.

So, is there an easy way to enrich your data to maximize your sales and conversion rates?

14 Best Data Enrichment Tools & Services (Comparison Table)

Tools Pricing Approximate Number of Data Attributes
Clearbit Pricing on request 2
Snov.io $33/m 1
InsideView Pricing on request 3
BeenVerified Pricing on request 2
Data Axle Genie $149/m 4
RingLead Free version available 4
Datanyze $55/m 1
LeadGenius Pricing on request 2
LeadSpace Pricing on request 2
FullContact Pricing on request 3
Enrich.io $10 3
Pipl $148/m 2
Zoominfo Pricing on request 3
DiscoverOrg Pricing on request 4
  • These numbers are approximate, based on the general data categories; contact data, firmographic, technographic, and search intent data.

So, now you have a basic concept of what data enrichment is, but how do you enrich customer data?

Of course, with tools that are specifically developed for you to enhance your customer database for a higher ROI and conversion rate optimization.

You might be overwhelmed as to which tool you should use, but I have a clear-cut comparison table for you to easily evaluate the best data enrichment tools.

Moreover, take a look at the outstanding features and pricing of each in the continuation of this post before deciding on a data enrichment tool.

1. Clearbit

Clearbit website homepage

Clearbit is a marketing data engine that helps you identify your prospects and personalize your marketing and sales interaction with them. Data enrichment is a part of their solution offers.

You can identify the ideal customer profile analysis, contact and company details, and more to gain a deeper insight into every lead and drive conversion.

Clearbit allows integrating with your existing CRMs and other marketing platforms such as Salesforce, Zapier, HubSpot, Slack, and Marketo. This tool is easy-to-use for lead capture, lead nurturing, lead scoring, and lead capturing.

Capterra Rating: 4.6/ 6

Pricing:

Clearbit website pricing page

2. Snov.io API

Snov.io website homepage

Snov.io is a CRM for contact management and cold outreach, but they also provide data enrichment through Snov.io API. This API can fully integrate with your platform and bring you all the information connected to an email address.

So, you will only need to enter the email address of your prospect and it will give you full lead profiles. Besides, Snov.io lets you generate additional leads, email verification, and email sending features which are available via API.

Take note that this tool provides limited information, covering only emails and email-related data.

Capterra Rating: 4.6/ 5

Pricing:

Snov.io website pricing page

3. InsideView

InsideView website homepage

InsideView provides B2B data and intelligence solutions to keep your CRM data clean and get more revenue. You can get detailed information about your leads by integrating your CRM platform with InsideView.

Its B2B database is specifically designed for sales and marketing leads.

This tool is pretty simple to navigate and fast to get valuable data. It provides other solutions besides data enhancement: Market segmentation and planning, sales accelerating.

Capterra Rating: 4.4/ 5

Pricing:

InsideView pricing page

4. BeenVerified

BeenVerified data enrichment tool website homepage

BeenVerified is incredibly easy to use. You only need to write the person’s first and last name and also the location to collect enriched data and generate leads. With this tool, you can access information such as:

  • Reverse phone lookup,
  • Email lookup,
  • Address lookup,
  • Username search,
  • Vehicle lookup,
  • Unclaimed money data,
  • Property records, and more.

Pricing: It requires you to contact them about the pricing based on your needs.

5. Data Axle Genie

Data Axle Genie data enrichment tool page

Data Axle Genie or formerly known as Salesgenie is an advanced platform that provides in-depth enriched data for you to find the most relevant prospects. With this data enhancement tool, you can add the missing data to your customer profiles such as:

  • Phone numbers
  • Mailing addresses
  • Email addresses
  • Geographic information
  • Industry
  • Firmographics and demographics

Best for B2B and consumer-based businesses.

Pricing:

Data Axle Genie website pricing page

6. RingLead

RingLead data enhancement tool website homepage

Integrating and orchestrating with third-party data sources across your internal systems, RingLead easily brings out full, detailed information about your leads. You can integrate this data enrichment tool with your CRM (SalesForce, Pardot, Marketo, Eloqua, Gravity Forms) and start enhancing your audience data.

Features:

  • Intelligent forms that automatically appends data, routes, and scores your leads while they are filling out a form on your website,
  • Fill rate reports,
  • Activity/trigger-based enrichment,
  • Batch enrich, and more.**

Capterra Rating: 4.4/ 5

Pricing: There is a free version. RingLead's pricing starts at $12000.00/year.

7. Datanyze

Datanyze website homepage

Datanyze is most known for its technographic data which means understanding a company’s technology stack and usage. It also helps you find and connect with your prospects by providing B2B contact data.

Datanyze allows you to collect data while browsing social media and company websites thanks to their Chrome extension. They offer not only data enhancement but also cold calls and email outreach. Moreover, you can automatically create segmented lists, available to export at any time.

Capterra Rating: 4.1/ 5

Pricing: There is a 90-day free trial available. Datanyze's pricing starts at $55/m.

Datanyze pricing web page

8. LeadGenius

LeadGenius data enrichment tool homepage

LeadGenius is a cloud-based data enrichment tool that helps businesses enhance data with custom data points, buyer personas, and verified leads. It offers personal, international, and vertical data. It also promises to assist your GTM (go-to-market) strategy.

Other solutions it offers include:

  • Contact and account monitoring: Tracking signals, events, and triggers such as signals with ad spend, press releases, social behavior, job posts, pricing updates, etc.

  • Competitive intelligence and purchase intent (alerts when target accounts engage with competitive brands online.

Best for: Typically sells to B2B mid-market, as well as enterprise marketing and sales teams targeting small to midsize businesses.

Capterra Rating: 4/5

Pricing: You need to contact them for pricing.

9. FullContact

FullContact data enrichment tool webpage

Being a SaaS provider and privacy-safe identity resolution, FullContact enables brands and marketing platforms to enrich personal identifiers. This tool can bring you hundreds of identity and marketing attributes queries and help you identify an individual from billions of people with its Identity Graph feature.

FullContact is one of the most useful tools in the market to help you drive meaningful customer journeys.

Capterra Rating: 4/ 5

Pricing: They require contacting for price offers.

10. Enrich.io

Enricher.io data enrichment tool homepage

Enric.io stands out as a simple solution to data enrichment processes. You can turn any email or domain into a full identity or company profile. It provides information for over 2.5 billion unique individuals at a scale. What types of data does Enrich.io provide?

  • Full name, phone, email, address, timezone, country, city,
  • Avatar, company name, company domain, and more.

Additionally, Enrich.io is quite cheaper than most data enrichment tools.

Pricing: Its pricing starts at $10 per user, per month.

11. Leadspace

Leadspace website homepage

Leadscape offers data management as a part of their solutions. It helps you to keep your data clean, accurate and enhanced. Then, it provides valuable B2B data, actionable insights, and recommendations, powered by AI tech to increase your conversions.

Features:

  • Integration with any additional 1st, 2nd, and 3rd party data sources
  • Lead-to-account matching
  • Direct integrations with CRM, digital Ad, and marketing automation platforms
  • Custom buyer personas and persona scores
  • Intent signals and scores

Best for: Enterprise B2B companies and their go-to-market teams.

Pricing: You need to contact them for pricing.

12. Pipl

Pipl data enrichment tool homepage

Pipl is a popular data enrichment tool, providing investigation and research alongside identity verification solutions.

This tool helps you achieve detailed identity profiles and enhanced data such as personal, professional, demographic, social, relationship, photos, and contact information.

Also, it offers an API with developer-friendly client libraries and code samples, which makes it easier to add identity info to your application.

Capterra Rating: 3.9/ 5

Pricing: Pipl's pricing starts at $148/m for 10 users with an annual subscription.

13. Zoominfo

Zoominfo website homepage

Zoominfo is an all-in-one platform that provides an extensive data enrichment tool alongside other features such as prospecting, demand generation, and sales engagement.

It gives you a detailed lead profile: business and mobile phone numbers, job function, job and education history, revenue, location data, intent data, technographic data, and more.

You can integrate Zoominfo with your tech stack: HubSpot, Eloqua, Outreach, Marketo, Salesloft, Salesforce, Microsoft Dynamics 365.

Pricing: You can contact them for pricing information based on your needs. There is a free trial available.

14. DiscoverOrg

DiscoverOrg website homepage

DiscoverOrg provides go-to-market (GTM) with prospecting solutions for marketing, sales, and recruiting. This B2B prospecting tool helps marketing, sales, and recruiting professionals to find prospects, connect, and sell more efficiently.

Features:

  • Execute ABM at scale
  • Identify active prospects with behavioral activity data
  • Personal data and more.
  • Integration with marketing platforms such as Salesforce, HubSpot, Chrome, Marketo, and ZOHO.

Pricing: They offer the pricing on request.

Have Enough Lead Data Before You Use Data Enrichment Tools

If you plan to use a data enrichment tool, make sure you profit from cheaper solutions to drive more leads. For starters, try a non-intrusive popup builder like Popupsmart.

Yes, you read that right; popups convert. There are popups that don't hurt the user experience on your website! On the contrary, Popupsmart makes it easier to reach prospects who visit your website.

How can popups help you collect data?

For example, you can display a popup form with data entry requirements. But you need to make sure you convince your visitors into filling out the form with a valuable offer. This way, you can collect more lead information, even if those leads have not signed up for your website.

  • The data you collect from the popups on your website will be useful both for creating a lead database and for better usage of data enrichment tools.

One way or another, the more you know about your prospects, the more personalized messages, campaigns, ads, and content you can offer to them. And more relevant messages mean more efficient marketing and sales!

Speaking of marketing efforts, have you heard of web scraping tools that extract online data?

I tried to simply explain what data enrichment means, its benefits, and compared the best data enrichment tools.

Which one is your favorite? Tell us in the comments below!

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