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.
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.
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.
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)
- 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.
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
Enricher.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 Enricher.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.
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
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 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
- Firmographics and demographics
Best for B2B and consumer-based businesses.
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.
- 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.
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.
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.
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. Snov.io API
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
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.
- 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.
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.
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.
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.
- 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!
Frequently Questions About Data Enrichment Tools
What are data enrichment tools?
Data enrichment tools are software solutions that help businesses and organizations enhance the quality and completeness of their data. These tools can add missing information, update outdated information, or provide additional context to existing data.
Why is data enrichment important?
Data enrichment is important because it can improve the accuracy and value of your data. By enriching your data, you can gain deeper insights into your customers, improve targeting and personalization, and make better business decisions.
What types of data can be enriched?
Data enrichment tools can enrich a wide variety of data types, including customer data, demographic data, location data, social media data, and more.
How do data enrichment tools work?
Data enrichment tools use a variety of techniques to enrich data, such as web scraping, data mining, machine learning, and natural language processing. These tools can access public and private databases, social media platforms, and other sources of information to gather and analyze data.
What are some examples of data enrichment tools?
There are many data enrichment tools available, including:
- Dun & Bradstreet
How do I choose a data enrichment tool?
When choosing a data enrichment tool, consider factors such as the types of data you need to enrich, the accuracy and completeness of the tool's data, the ease of integration with your existing systems, and the cost of the tool.
What are some best practices for using data enrichment tools?
Some best practices for using data enrichment tools include:
- Defining clear goals and objectives for your data enrichment efforts
- Selecting the right data enrichment tool for your needs
- Establishing data quality standards and processes
- Regularly monitoring and updating your enriched data
- Ensuring compliance with data privacy and security regulations
Can data enrichment tools be used in conjunction with other data management tools?
Yes, data enrichment tools can be used in conjunction with other data management tools, such as data cleaning, data analytics, and data integration, and data analytics tools.
By combining these tools, businesses can create a comprehensive data management strategy that leverages a data integration tool to ensure the seamless flow of information, enabling them to make more informed decisions and achieve their goals with increased efficiency.
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