The best data enrichment tools in 2025

I've spent a lot of time doing cold outreach, and nothing feels worse than finding your One True Lead and not being able to contact them. Maybe you have a first and last name but no email address, or maybe you have four bad phone numbers that all go straight to voicemail. The end result is the same: your outreach ends before it even starts.

It's a common problem, and one that eats up hours that would be better spent doing literally anything else. 

Crawling the web manually for valid contact info might work for a handful of leads, but when you're prospecting at scale, no thank you. Instead, you'll want to use a dedicated data enrichment tool that streamlines and automates prospecting. To help you find one that works for you, I spoke with data enrichment experts, tested all the software I could get my hands on, and read countless user reviews. Based on all that, I've put together this list of the best data enrichment apps. 

The best data enrichment software

• ZoomInfo for B2B data enrichment 

• Apollo for sales prospecting

• Datanyze for technology tracking

• Pipl for social media data 

• Lusha for a data enrichment Chrome extension

• Cognism for GDPR compliance

• Clay for built-in automation

• Crunchbase for startup data 

• Leadspace for enterprise-level organizations

• Zapier for bringing data enrichment to apps you already use

What makes the best data enrichment tool?

Data enrichment may seem like a fairly straightforward process: you take the data you already have on a lead or business and expand it with any data you don't have. But while this can be as simple as attaching a phone number or email address to a name, datasets can also include things like company hierarchies, tech stacks, revenue, buying intent, engagement signals, and risk forecasts. 

If you're here, you want access to information like this without having to hunt it down yourself. That's what data enrichment tools are for. They automate all the research and web-crawling that goes into manual enrichment using proprietary databases or third-party sources. But what separates a great data enrichment app from a less great one?

• Data accuracy: Accurate data is what makes or breaks enrichment software. Without it, you won't be able to qualify leads, perform segmentation, or run outreach. The best data enrichment tools provide verified contact information and up-to-date firmographic and technographic data.

• User experience: Data enrichment software should be generally easy to set up and use, with AI assistants or educational resources to guide you. If an app does have a steep learning curve, it should be due to its large, powerful feature set—not because of bad design. 

• Integrations: While some data enrichment tools come as part of an end-to-end sales platform, they typically benefit from integrations with CRMs, email marketing apps, and other sales tools. Browser extensions that pull lead data from sites like LinkedIn are also a plus.

• Value: The best data enrichment apps offer flexible, usage-based pricing models for smaller businesses and scalable, expansive plans for larger ones.

What about native CRM data enrichment?

Not every CRM offers native lead enrichment, and those that do often leverage third-party enrichment tools for that purpose, like monday.com's Crunchbase integration. But before you dig into any of the tools on this list, check to see if your CRM has built-in data enrichment solutions.

Here are some examples based on my research and testing:

• Breeze Intelligence (formerly known as Clearbit) is an AI-powered data enrichment tool that works directly within HubSpot CRM. You can purchase it as an add-on for any paid HubSpot plan, and it'll enrich data and predict buyer intent for all the leads you add to the platform.

• Zia, Zoho's AI sales assistant, helps keep lead data in Zoho CRM accurate and up to date by retrieving information from the web and filling in missing fields. You can access Zia on the Enterprise Zoho CRM plan and higher.

• Mattermark is a Salesforce app that automatically enriches existing leads with up to 80 information fields. You can purchase Mattermark as an add-on from the Salesforce app marketplace.

The best data enrichment apps at a glance

Best app for B2B data enrichment  

ZoomInfo (Web)

ZoomInfo pros:

• Verified contact info

• Pulls data from site visitors

• Wide variety of integrations

ZoomInfo cons:

• Free plan requires data sharing

ZoomInfo is a data enrichment tool designed for B2B sales. Its business database is huge, with over 260 million contacts across some 100 million companies. You'll be able to access key firmographic data for the businesses you're targeting: revenue, headcount, company locations, growth trends, and even hierarchy. 

Of course, it's the people at these businesses who you'll actually be calling and emailing, so ZoomInfo provides verified phone numbers and emails, too. You can enrich a pre-existing contact list by uploading it to ZoomInfo, or find new prospects on LinkedIn using ZoomInfo's Chrome extension. It also has a neat feature called WebSights (cute) that shows you when companies visit your business's website, which can lead to targeted pitches.

In addition to sales, you can leverage ZoomInfo's data for marketing campaigns and hiring candidates, although these features require separate subscriptions. Pricing for ZoomInfo is by request only, but you can get "free" access to its database in exchange for sharing your business's contacts on the platform.

ZoomInfo integrates with 90 apps right out of the box, and you can integrate with thousands more if you connect ZoomInfo with Zapier, which lets you do things like get Slack notifications when companies show intent or automatically enrich leads in Salesforce. Learn more about how to automate ZoomInfo, or try one of these pre-made templates.

ZoomInfo pricing: Free plan available; pricing by request

Best data enrichment software for sales prospecting

Apollo (Web)

Apollo pros:

• Extensive prospect database

• End-to-end sales functionality

• Continuous data updates

Apollo cons:

• Can be complex for smaller teams

Apollo is an end-to-end sales platform with a massive prospect database of more than 210 million contacts. Each prospect gets a profile that includes upwards of 30 data points, including contact info, job title, buying intent, company revenue, and whatever else Apollo can source from the web or vetted third-party data providers. Plus, all of this lead info is continually updated by over 2 million database contributors.

This app can be a major boon when prospecting for potential customers—and when you do find a lead that seems like a good fit, their data will already be enriched by Apollo's records. Or you can import an existing contact list, and Apollo will automatically fill in data gaps and update contact info. If existing leads change jobs or move companies, that'll be updated automatically, too.

Apollo can do a lot more than just data enrichment, so if you use it for sales prospecting, you'll also be able to move leads through the pipeline, perform outreach, set up meetings, and close deals. With Apollo, lead enrichment is really just the move that gets the sales ball rolling. So if you want a tool with a more narrow focus on enrichment—or if you already use another sales platform—you may need to look elsewhere.

On top of integrations with top CRMs and other tools, you can connect Apollo with Zapier to get access to integrations with thousands of apps. Learn more about how to automate Apollo, or check out one of these pre-made workflows to get started.

Apollo pricing: Free plan available (but doesn't include data enrichment); paid plans start at $59/user/month

Best data enrichment app for technology tracking

Datanyze (Web)

Datanyze pros:

• Provides technographic data

• Offers Chrome extension

• Extended free trial

Datanyze cons:

• Almost no integrations

If you're in the software selling business, it's important to know what your customers' current tech stacks look like. But the real difference-maker is having this information before you hop on a phone call with them. Datanyze makes that possible by giving you technographic data for all the companies in its lead database. 

Technographic data is just a fancy way of referring to the software a business uses. So, if you were researching a lead at an eCommerce company, technographic data would tell you what CRM, web analytics tools, and data management platforms they currently use (plus whatever else is in their tech stack). 

On top of the usual lead data—email addresses, phone numbers, job titles—Datanyze will show you the tech stacks for the companies your leads work at. It gathers this information by crawling websites and cross-referencing job postings and other sources. From my testing, it seems fairly accurate, although it sometimes includes legacy software that businesses used in the past on top of their current tech. 

As far as integrations go, Datanyze offers a Google Chrome extension that automatically collects lead data while you browse LinkedIn, and that's it. If you wanted Datanyze to fit seamlessly into your own tech stack, you're unfortunately out of luck.

Datanyze pricing: Offers 90-day free trial; paid plans start at $29/month for the Nyze Pro 1 plan

Best data enrichment software for social media data

Pipl (Web)

Pipl pros:

• Collects data from social media sources

• Good for identity verification

Pipl cons:

• Limited features outside of lead enrichment

In the data enrichment game, few apps take verifying identities as seriously as Pipl. When it enriches lead data, Pipl doesn't only look for up-to-date contact info and professional backgrounds—it scours the web for social media profiles, online activity, affiliations, and even mentions that tie back to the lead in question. 

In other words, Pipl digs a little deeper than your average LinkedIn-crawling enrichment tool. And in a world full of social media bots and fake digital identities, digging deep to verify identities is quickly becoming a necessity. 

If you work in a sensitive industry like healthcare or defense, Pipl's value probably speaks for itself. But an added bonus of its "leave no stone unturned" approach to data enrichment is that it lets you use a wide range of verified social media channels to contact leads: X, Instagram, Facebook, and even less popular platforms like GitHub or forums. 

Most data enrichment tools focus pretty heavily on LinkedIn, but Pipl's expansive view may be useful for sales teams looking to cast a wider net. Plus, the focus on security ensures you aren't reaching out to scammers or impersonators.

Pipl isn't an end-to-end sales platform, so you'll need to use an app like Apollo to do more than enrich data and verify identities. It also doesn't have built-in integrations or Zapier compatibility, but you can use the Pipl Search API to access Pipl data from other apps.

Pipl pricing: By request

Best data enrichment tool for Chrome

Lusha (Web)

Lusha pros:

• Chrome extension works with any website

• Automates email sequences

• AI-powered prospecting

Lusha cons:

• Data scope can be narrow

Lots of data enrichment tools have a Google Chrome extension for crawling LinkedIn and other sites, but Lusha has the snappiest, most useful extension I've come across. You can turn on a feature that pulls lead data from literally any page in your Chrome browser (so long as there's data available). From my testing, it seems to work like a charm.

On top of its extension, you can enrich imported leads using Lusha's database of over 135 million contacts or leverage AI for prospect recommendations based on criteria like location, job title, and industry. 

If you want to capture enriched data on the fly while browsing, Lusha is a solid pick, but some users report that it lacks the depth for complex segmentation. So, while its data is high quality and GDPR/CCPA compliant, it's not as fleshed out as Apollo's or Pipl's, for example.

Lusha isn't built to handle full sales pipelines, but it can automate personalized email sequences using a combination of AI and lead info from its database. For other functionalities, you'll need to rely on integrations with apps like Salesforce, Salesloft, and Outreach. 

You can also connect Lusha with Zapier and do things like automatically upload contact details to HubSpot or Marketo. Get started with one of these workflow templates.

Lusha pricing: Free plan available; paid plans start at $49.90/month for three seats on the Pro plan

Best data enrichment software for GDPR compliance

Cognism (Web)

Cognism pros:

• Prioritizes compliance

• Offers data coverage in 13 countries

• Sales companion for personalizing outreach

Cognism cons:

• Firmographic and technographic data can be limited

Cognism takes a compliance-first approach to lead enrichment, ensuring its data is accurate and that it doesn't violate privacy regulations. If you do business internationally and want to meet GDPR, CCPA, and SOC 2 security standards, this app is worth a close look.

Now, Cognism is a U.K.-based company, but its coverage of U.S. phone numbers and contact data can actually be more accurate than stateside competitors. John Pennypacker, VP of sales and marketing at Deep Cognition, says Cognism's verified phone numbers "increased our connect rate by 25% quarter-over-quarter. We also have less bounces and more DIDs that lead to conversations compared to Apollo or ZoomInfo."

For compliance, Cognism aims to avoid any potential legal snafus by excluding personal emails and cross-referencing contact info with Do Not Call lists from 13 countries. While these measures are key in sensitive industries like finance or healthcare, just about any business can benefit from not calling leads who don't want to be called. 

Cognism's toolkit also includes a Chrome extension, a sales companion that helps personalize outreach, and a suite of integrations with top CRMs and sales platforms. But while the app does provide firmographic and technographic information, some users report that data on U.S.-based businesses can be a little limited.

And if you want to really expand its functionality, you can connect Cognism with Zapier and automate tasks like exporting contacts to Zoho CRM, HubSpot, or Microsoft Excel. Here are a few pre-made workflows to show you what's possible.

Cognism pricing: By request

Best data enrichment tool for built-in automation

Clay (Web)

Clay pros:

• Powerful AI agent for prospecting

• Time-saving workflows

Clay cons:

• Has a bit of a learning curve

Clay hits you up front with two automation methods: an AI agent and workflows. The Claygent AI will research companies on your behalf, then report back with the information you need to qualify leads and start outreach. You can either query it manually or run searches using pre-made templates.

Clay's workflows use conditional logic to automate tasks like refreshing contact info, enriching only high-fit leads that meet certain criteria, or pushing data to a CRM, email tool, or other app. They can be a little tricky to set up, but no coding experience is required. 

Edward White, head of growth at beehiiv, told me: "Clay connects the data dots in one space. It lets me plug in OpenAI, LinkedIn, and others, then merge the outputs automatically. That helps us personalize faster." 

"With Clay," he added, "we shaved off about eight to ten hours per week on manual data work. It now feels more like refining strategy than chasing spreadsheets."

Clay has over 50 built-in integrations with CRMs, cloud databases, email marketing tools, and other software. To get access to thousands of other integrations, you can connect Clay with Zapier and start automating things like creating Clay records from Google Sheets rows. Get started with one of these templates.

Clay pricing: Free plan available; paid plans start at $149/month for the Starter plan

Best data enrichment app for startup data

Crunchbase (Web)

Crunchbase pros:

• Specialized startup and investor data

• Daily data refreshes

Crunchbase cons:

• Some data is self-reported

Crunchbase does everything a data enrichment tool should do: it offers real-time data enrichment with daily refreshes, suggests high-fit prospects, and syncs with your CRM in just a few clicks. But it's also uniquely positioned to help you find data on startups and investors.

If you work at a startup, you can use Crunchbase to access contact info for investors who may be a good fit for your business. You can get super specific with your queries—for example, searching for leads who invest in early-stage Web3 companies. 

If you're an investor, Crunchbase allows you to access data on startups or other businesses seeking funding, including their key competitors, fundraising histories, risk forecasts, and AI-powered predictions. But this doesn't mean Crunchbase only has info on new or growing companies, as its database covers businesses of all stages and sizes. 

It's worth noting that some of Crunchbase's data is self-reported and may be inaccurate depending on when it was last updated. You also shouldn't expect widespread coverage of businesses based outside the U.S. 

Crunchbase can be synced with HubSpot, Salesforce, Outreach, and a few other apps. But to really boost its integration capabilities, connect Crunchbase with Zapier, and you'll unlock automations with thousands of apps. Here are a few workflow templates to check out.

Crunchbase pricing: From $99/month for the Pro plan

Best data enrichment tool for enterprise-level organizations

Leadspace (Web)

Leadspace pros:

• Comprehensive data coverage

• Broad functionality

Leadspace cons:

• Complex to set up and use

Leadspace is a data enrichment solution favored by heavy-hitter enterprise companies like Microsoft, Zoom, Salesforce, and Workday. But even if you're not playing in this league, Leadspace makes a pretty compelling value proposition with its data platform, The Graph. 

The Graph pulls data from over 30 third-party B2B sources, covering over 200 million companies, 700 million leads, and 120 million phone numbers. When combined with your first-party data (which Leadspace recommends you add), you're looking at a seriously comprehensive database.

Leadspace enriches lead and company data with firmographic and technographic insights, engagement patterns, contact info, plus a feature called Identity Resolution that associates buying signals with every person who interacts with your business. It can get seriously complex, which is why it's geared mainly toward enterprise-level organizations.

I'm really only scratching the surface of what Leadspace can do, since its functionality goes way beyond lead enrichment. Still, for performing data enrichment at scale, few platforms are as capable as this one. Pricing is by request only and likely expensive, but the value is there if you need a top-of-the-line product.

Leadspace connects natively with a range of CRMs and marketing apps—Salesforce, HubSpot, SalesIntel, and Marketo—but it doesn't currently integrate with Zapier.

Leadspace pricing: By request

Best tool for bringing data enrichment to the apps you already use 

Zapier (Web)

Zapier pros:

• Connects data enrichment tools with thousands of other apps

• Automates workflows for lead enrichment and data movement

• Built-in AI can help identify opportunities

Zapier cons:

• Doesn't enrich data on its own

At the risk of sounding like a broken record, data enrichment apps don't exist in a vacuum. It's what you do with your data that really counts, which could mean uploading it to a CRM, using it to build campaigns on marketing automation tools, or analyzing it with business intelligence software.

Zapier lets you do all this and more by automating lead enrichment, data migration and formatting, and other data management tasks across thousands of apps. 

While it won't do data enrichment on its own, Zapier sends lead data to all the tools you already use, so you can use it to automatically enrich new leads as they come in through any channel, and then add them to a CRM or other database. You can even pull in the power of AI to enrich leads as they funnel into your systems, or build an AI agent that works to enrich your lead data while you focus on strategic work.

Get started with this lead enrichment template.

Lead enrichment

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This is the Zapier blog, so yes, I'm a bit biased, but I also know that your data isn't worth much if it's not landing where you need it.

Zapier pricing: Free plan available; paid plans start at $19.99/month (billed annually) or $29.99/month (billed monthly)

Which data enrichment tool should you choose?

First, see if your CRM has a built-in lead enrichment feature that gets the job done. If not, take one of the apps on this list for a spin (or watch some demos if there isn't a free trial). All of my picks are reliable and accurate, so it's just about figuring out which one excels at what you need most.

If you're in B2B sales and want an all-in-one platform, ZoomInfo or Apollo are good bets. For something hyper-specific—like GDPR compliance, startup data, or technographics—Cognism, Crunchbase, and Datanyze are great. And if you want to automate the whole thing so enriched leads flow directly into your CRM, email tool, or sales pipeline, use Zapier.

Whatever you choose, the right data enrichment tool will save you from manually chasing down contact info and let you focus on what actually matters: turning leads into customers.

Related reading:

• How to enrich lead data for personalized outreach

• What is lead enrichment?

• How to automatically enrich your lead data

• Share data between marketing & sales with automation