If you’re seriously considering buying Clearbit, we bet one thing is bugging you—Clearbit’s pricing.

With so little reliable online information and all the changes this data provider has undergone since late 2023, understanding whether it offers good value for your hard-earned money can be tricky.

This guide is here to help you understand Clearbit's pricing policy, helping you answer the question: Is Clearbit worth it?

Plans are rumored to start at around $3,600 per year with limited volume and go up to $100,000+ for larger companies.

Should you decide that Clearbit is not the most affordable option after we’ve detailed its product offering, we’ll provide an alternative solution with transparent pricing and a very special trait you may care about to drive more sales.

Let’s begin by covering the changes introduced into Clearbit's pricing and features since the HubSpot acquisition.

What’s New with Clearbit Pricing?

As you probably know, Clearbit was officially acquired by HubSpot in November 2023, becoming the “HubSpot Native Data Provider.”

This resulted in a total transformation of Clearbit’s pricing plans and the discontinuation or conversion of some features into add-ons.

Before the acquisition, Clearbit had a couple of tiers:

• Enrichment Plans, which included:
• Free 
• Growth 
• Business 
• Platform Plans, such as the Standard Bundle

Shortly after the acquisition, Clearbit created a new pricing structure called Sales Intelligence for Hubspot, including a Free, Growth, and Business plan.

However, the pricing structure has changed slightly in the meantime.

Clearbit’s Pricing Plans

Judging by the information available on Clearbit’s website and documentation, the pricing structure now looks like this:

▶️ Clearbit has no free trial.

▶️ There’s a single volume-based plan called Clearbit for Business.

▶️ Forms, Capture, and Advertising features are add-ons that incur additional costs.

▶️ There are a number of free tools with usage volume limitations.

Firstly, we’ll look at the tools you can use for free.

Does Clearbit Have Free Tools?

The several features Clearbit offers for free are a continuation of its Free Plan, which was available until last year.

They include the following:

1. Visitors. The Visitor dashboard reveals up to 50 companies that visit your website.
2. HubSpot CRM Integration. Sync companies identified in your Target Markets and Visitors directly with your HubSpot CRM.
3. Target Markets. With it, you can access any B2B company on the web and create a comprehensive audience of companies that might be qualified leads. The free version displays up to 100 companies.
4. Clearbit Connect. A free Chrome extension that finds verified emails from anywhere on the web. You get 10 free reveal credits.

Once you upgrade to its premium version, you’ll get more credits for each feature.

Clearbit for Business

Clearbit for Business is Clearbit’s only paid plan at the moment.

It’s primarily focused on data enrichment, meaning that subscribing will provide you with:

• Real-time data enrichment, with data from 250+ sources condensed into 100+ people and company attributes.
• Website visitor identification at a company level.
• Target Markets without the 100-company cap.

The Clearbit Prospector feature, which lets you sift through its datasets to find people and companies that fit into your ICP, seems to have been discontinued.

How Much Does Clearbit Actually Cost? 

When it comes to the actual price of the Clearbit for Business plan, there are no fixed subscription fees, as the cost depends on a few factors:

• Number of contacts in your database.
• Number of monthly credits.
• Add-on capabilities.

We’ve heard from Clearbit customers and public reviews that contracts quickly reach 5 figures and can easily ramp to $80,000+ for large organizations. 

White-labeling Clearbit’s API will guarantee a 5-figure annual contract.

So, to get a closer estimate of how much Clearbit would cost your organization, it’s best to contact its sales for a custom quote.

Note that the credits offered on the paid plan are notoriously easy to spend, meaning you might need to purchase more before they renew. 

Source

Unused credits, on the other hand, cannot be rolled over to the next month.

Also, the fact that the pricing depends on your database size can be problematic for large-scale users.

Source

Clearbit Add-Ons

Clearbit offers several of its capabilities as add-ons, meaning you are charged extra to include them in the Clearbit for Business plan.

The three optional add-ons include Forms, Advertising, and Capture.

1 - Forms

Forms allow for form shortening and dynamic enrichment. This means that the lead-capturing form will auto-fill with Clearbit's data on a lead as soon as they enter their email, hiding all the additional fields. 

2 - Capture

Capture automatically creates Salesforce records of the website visitors Clearbit identified who fit into your target Audience. This feature is designed for Salesforce users, as the regular paid plan includes automatic sync with HubSpot.

3 - Advertising

This capability allows you to be more specific about the audiences that see your LinkedIn, Facebook, and Google ads. You can show them to new companies or employees not in your records yet, display them to companies and individuals from Clearbit’s dataset that fit into your Ideal Customer Profile, or retarget specific people from your existing records.

Unfortunately, we can’t say how much Clearbit charges for its add-ons because its team again chose not to disclose actual prices.

One thing is for sure, though. Whenever a company chooses not to publish its pricing fair and square, it’s expensive, almost without exception. 

Any Surprises at Renewal? 

Want to Access Clearbit without Breaking the Bank?

Let’s sum up a few key points of Clearbit pricing:

• After HubSpot acquired it, Clearbit dropped to one paid plan and offered several free tools with tight limitations.
• Clearbit’s pricing is primarily volume-based, depending on the size of the datasets you want to enrich and the number of credits you spend per month.
• It has limited credits that get eaten up quickly since credit is consumed whenever Clearbit successfully appends data to a record and when a form is filled out/shortened.
• If you need access to form optimization or have a CRM other than HubSpot, you’ll have to pay extra for additional capabilities.
• Its pricing structure is opaque, leaving potential customers wondering how much it will actually cost them.

Source

All these factors together amount to a simple conclusion - Clearbit can get very expensive, fast.

Source

When weighing Clearbit’s pros and cons, you should also remember that it has fairly limited features, with the biggest emphasis on enrichment features. 

What should you do if you: 

• Want Clearbit’s data? 
• Find it too expensive?
• Want more than B2B enrichment data?

🎯 Enter Warmly - a revenue orchestration platform that lets you reveal, enrich, and convert website visitors.

In addition to having a wider range of features than Clearbit, Warmly has another ace up its sleeve - it includes access to Clearbit’s vast database in all its paid plans.

Let’s explore some of Warmly’s core functionalities and integrations to understand better what makes it a popular alternative to Clearbit for many sales and marketing teams.

Warmly’s Features

Although Warmly has a variety of features that can help improve B2B lead generation and sales efficiency, here we’ll look into the 3 key features that make it a unique solution:

• Website Intent
• AI Prospector
• Sales Engagement

1. Website traffic deanonymization

Similarly to Clearbit, Warmly identifies anonymous website visitors, providing sales teams with a rich source of potential leads.

However, while Clearbit can reveal only companies that landed on your website, Warmly takes it a step further by revealing individual prospects.

All it takes is pasting Warmly’s code snippet into your website, and you’ll start uncovering about 65% of companies and 15% of individual accounts that visit your website in minutes.

Tip: You can add the snippet to emails to track leads who’ve come through specific email campaigns. As a result, you’ll improve attribution and be able to tweak and adjust email campaigns that underperform.

2. Record enrichment

Warmly integrates with most popular CRMs, allowing for easy data syncs between the platforms.

Therefore, once it identifies the individuals and companies visiting your website, Warmly proceeds to enrich your CRM records - or create new ones when new leads are revealed - with all the relevant data it has on them, such as:

1. Firmographic, including all relevant company details, such as phone numbers, email addresses, locations, etc.
2. Technographic, uncovering a business’s tech stack.
3. SEP data, like engagement with specific email campaigns.
4. CRM data, such as account ownership, deal stage, ongoing and closed deals, etc.

Most importantly, Warmly regularly updates its data, ensuring that your records stay fresh, relevant, and accurate.

3. Intent enrichment

In addition to traditional record enrichment, Warmly also delivers intent data, allowing users to get a better idea of:

1. Who their hottest leads are.
2. When’s the best time to reach out.
3. What sales approach is most likely to work with them.

The platform delivers two types of intent data:

• First-party intent data, which are essentially leads’ interactions with your website. It includes insights such as the pages they visited, time spent on each page, downloaded whitepapers, etc.
• Third-party intent data that provides a deeper understanding of a lead’s readiness to buy, It includes intel like topics they recently searched for on the web, social media posts, companies’ job posts, etc.

Gaining insights both into your leads’ website session and following the entire trail of digital breadcrumbs they left while interacting with other websites, social media, ads, etc., lets you qualify and score leads more confidently.

Embedded Data Sources 

As mentioned above, Warmly’s plans include expensive data solutions that you would otherwise have to purchase separately - Clearbit included. 

In addition to Clearbit, it comes bundled with Bombora, People Data Labs, 6Sense, Connect the Dots, and OpenAI and has seamless integrations with most modern sales platforms (CRMs, SEPs, etc.).

Pricing

Warmly has a free forever plan that lets you reveal up to 500 individuals and companies visiting your website. This plan is perfect for trying out one of the platform’s essential capabilities.

If you expect higher monthly web traffic and need additional features, there are three paid tiers to choose from:

1. Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
2. Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
3. Enterprise: Custom plan. Created for users with an estimated traffic of 100,000+ visitors per month who need more customization. Includes 20 seats, advanced AI personalization, custom integrations, etc.

Note: All the paid plans provide access to all of Warmly’s features and include integrations with Clearbit, Bombora, and 6Sense.

Ready to Start Converting More Website Visitors?

Ultimately, there’s no simple answer to whether Clearbit is worth it.

It’s undoubtedly a powerful data enrichment solution that compiles data from hundreds of reliable web sources, providing high matching rates and quality intent data.

However, its non-transparent and credit-based pricing structure can be off-putting for many, especially since Clearbit doesn’t include that many features in its offering.

Warmly, on the other hand, offers straightforward pricing and a comprehensive suite of features.

It also includes Clearbit—as well as several other data solutions—in all of its paid plans, making it a more attractive alternative in more ways than one.

As remarked by one of our users:

Juan C., Verified G2 Reviewer

But why take just our (or Juan’s) word for it?

Sign up for Warmly’s free plan and start revealing website visitors today.

Or, if you’d like to see all of its functionalities in action, book a live demo with our team.

Related reading

Clearbit vs Zoominfo vs Warmly: Which One Is the Best in 2024?

10 Best Sales Prospecting Tools in 2024

The 12 Top Lead Enrichment Tools for GTM Teams in 2024

B2B lead generation tools are a necessary element in any serious business’s tech stack, as they:

• Boost efficiency and productivity of marketing and sales teams.
• Support business growth and expansion thanks to their scalability.
• Help find higher-quality leads.
• Improve outreach and marketing campaigns’ targeting and success rates.
• Provide a competitive advantage by discovering qualified leads faster and reducing time-to-lead.

However, finding the best lead generation software for your use case can be tricky, as there are so many viable solutions.

Our detailed review is here to help you narrow down your search.

We compiled a list of the 10 best B2B lead generation tools, with an in-depth breakdown of each solution’s features, pricing, shortcomings, and more.

Let’s begin!

A Few Extra Notes to Help You Decide

There are several factors you should consider to ensure you’ll make the best possible choice, including:

1. Will costs sneak up on you? 

Different users have different budget sizes, so what’s affordable to you might be too expensive for others. It’s up to you to assess.

Nonetheless, to avoid breaking the bank regardless of your budget size, focus on solutions with transparent pricing structures and no hidden costs that could sneak up on you.  

2. Can it integrate with your stack?

Even the most powerful tool won’t do you any good if it doesn’t play well with your existing tech stack. 

It’s much easier to find a lead generation provider that integrates with your CRM, SEP, and other intelligence platforms than replace them altogether.

3. Does it play where your leads play?

Some lead generation platforms are optimized for a single channel—such as email or social media—while others are more versatile and allow for a multichannel approach.

When picking a solution, focus on those optimized for your primary lead generation channel and target audience.

And now, it's time for the best part - the top 10 list!

What Are the Best B2B Lead Generation Tools?

1. Warmly - Captures qualified leads on your website and helps convert them.
2. Clay - Compiles data from 75+ validated sources to help you build targeted lead lists.
3. OptinMonster - Optimizes your website for lead generation.
4. Zoominfo - Enterprise-level sales tool.
5. Dealfront - Helps generate leads by combining sales intelligence with website traffic tracking.
6. LinkedIn Sales Navigator - Good choice for LinkedIn-based lead generation.
7. Hootsuite - Solid option if social media is your primary lead generation channel.
8. Leadpages - Builds converting landing pages.
9. LeadGenius - Industry-specific lead generation platform.
10. Apollo.io - Versatile sales engagement and intelligence tool.
11. Keyplay  - Provides advanced filtering and custom lead-scoring features.

1. Warmly

Warmly is a lead enrichment solution that captures quality leads on your website and enriches them with intent data.

The revenue orchestration platform also provides options for engaging and converting leads without leaving your website.

Let’s get a closer look at some of its key features.

Feature #1: Reveal leads on your website

Your website can be a rich source of high-quality leads, provided you have the tools to identify them.

And that’s one of the things Warmly does - it reveals both companies and individuals that land on your website, often allowing you to pinpoint the exact person visiting your website right now.

Gaining insight into who’s visiting your website is an essential part of any lead generation strategy, as it helps you understand:

1. Whether your website is even attracting the right audience.
2. Which businesses are your potential leads based on their interest in your product.

However, those insights alone are not enough for accurate lead scoring and qualification, as you still know nothing about what pages your visitors are looking at, whether they’ve already shown interest in similar solutions, etc.

That’s why Warmly enriches each identified visitor with buyer intent data, providing a complete picture of their likelihood to convert.

Website visitor tracking, coupled with intent data, helped Arc move from a “best guess” approach to attribution to a 200% ROI in 6 months.

This data includes:

1. Firmographic data (job titles, email addresses, company locations, phone numbers, etc.). 
2. Technographic data (a business’s tech stack).
3. CRM data (ongoing and closed deals, account owners, previous interactions with your sales reps, etc.).
4. First-party buyer intent data, i.e., website session insights, including pages visited, time spent on each page, downloaded content, etc.
5. Third-party buyer intent data, such as topics recently searched for on the web.
6. And much more.

This type of granular intent data provides all the key intel that successful lead generation depends on:

1. Who are your hottest leads?
2. When is the perfect time to contact them?
3. What is the best method of reaching out?

It’s also worth mentioning that you don’t have to be a tech geek to make the most of Warmly’s website visitor identification and enrichment feature.

All you need to do is paste a snippet of Warmly’s code into your website, and you’ll start detecting high-value leads in hours.

Tip: You can also add Warmly’s snippet to emails, enabling you to track leads who’ve come through specific cold email campaigns. This allows for better marketing attribution and lead targeting.

Feature #2: AI Prospector

Finding an SDR who’ll be present at all times and always ready to engage hot leads is not a simple task, especially considering things like different time zones.

Once the platform has identified anonymous website visitors and enriched them with intent data, you can have Warmly’s AI Prospector automatically engage prospective customers who match specific criteria (e.g., location, seniority, pages visited, etc.) by:

• Firing a personalized email.
• Connecting with them on LinkedIn.
• Sending a chat message that will resonate with them (e.g., by referring to the web page they’re currently looking at).

AI Prospector is highly configurable. You can specify WHO you want it to contact, WHAT action to take, and WHEN to do it:

WHO: 

• Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
• What specific personas from each account should be added to workflows (e.g., sales reps, marketing executives, etc.)

WHAT:

• How many contacts from each account should be targeted
• Which action should be taken (e.g., send personalized email or LinkedIn message)

WHEN:

• How often should the Prospector search for profiles fitting the set criteria and run workflows

This way, you’ll constantly have new warm leads trickling down the funnel on autopilot.

Try it yourself 👇or watch it in action. 

 Feature #3: Routing and alerts

While the AI Prospector can handle repetitive sales processes, some tasks—like lead nurturing and successful deal closing—require human attention.

Warmly lets you set up automated Slack notifications that will alert a sales rep when:

• A high-caliber lead matching the criteria you set up lands on your website.
• A lead asks a high-intent question in the web chat (e.g., inquires about the price, free trial, demo, a particular product feature, etc.) or specifically requires to speak with an actual human.

This way, sales reps will be immediately notified when a hot lead is surfing your website, allowing them to engage them while their interest in your solution is at its peak.

Moreover, the Slack notifications are highly configurable, letting you handle lead routing on autopilot.

Namely, you get to decide what lead will be assigned to which SDR based on:

• Prior interaction with the lead.
• Account ownership.
• The rep’s experience with a given account’s industry.
• Other relevant criteria.

Pricing

Warmly has a free forever plan that lets you reveal up to 500 individuals and companies visiting your website. This plan is perfect for trying out one of the platform’s essential capabilities.

Inbox Pirates were able to close a 4-figure deal in just two weeks on Warmly’s free plan.

If you expect higher monthly web traffic and need more features, there are three paid plans to choose from:

1. Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
2. Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
3. Enterprise: Custom plan. Created for users with an estimated traffic of 100,000+ visitors per month who need more customization. Includes 20 seats, advanced AI personalization, custom integrations, etc.

Note: All paid plans provide access to all of Warmly’s features and include integrations with Clearbit, Bombora, and 6Sense.

Integration options

All of Warmly’s plans provide access to expensive data solutions that you would otherwise have to buy separately. 

It comes bundled with Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI and integrates with most modern sales platforms (CRMs, SEPs, etc.).

Pros & Cons

✅ Identifies website visitors at company and prospect level.

✅ Enriches each identified lead with in-depth intent data, allowing for precise lead qualification and scoring.

✅ Provides sales engagement options.

✅ User-friendly.

✅ All plans include comprehensive data solutions.

❌ Big jump from the free to the first paid plan.

2. Clay

Clay is a waterfall enrichment solution, meaning it consolidates relevant data from dozens of online sources. This allows users to create targeted lead lists enriched with accurate data.

Its Excel-like interface makes it a favorite tool of RevOps teams, while sales and marketing people may find it a bit too complex.

Features

• Cross-references 75+ data sources, maximizing data coverage and making lead generation and prospecting more accurate and targeted.
• Conversational AI-powered web scraper, Claygent, that can be instructed to pull and summarize relevant data on your leads.
• Vast library of customizable templates for outbound lead generation campaigns.

Pricing

Clay has a free forever plan that provides 100 monthly search credits and limited access to its features.

If you need more credits and features, you can choose from 4 pricing tiers:

1. Starter: $149/mo
2. Explorer: $349/mo
3. Pro: $800/mo
4. Enterprise: Custom pricing

The Pro plan has a 14-day free trial.

Pros & Cons

✅ Dynamic lead enrichment that provides high matching rates.

✅ Integrates with a solid range of CRMs and other sales tools.

✅ Allows for automating writing personalized email copy, setting up automated lead scoring systems, etc.

❌ Steep learning curve.

❌ Credit-based pricing can easily result in overspending.

3. Zoominfo

Zoominfo is a powerful sales operating system with a large B2B database and sales engagement features. It primarily covers North American companies and contacts. 

The platform offers complete sales pipeline management, sales cadences, and sales coaching. ZoomInfo is a solid option if you rely on direct sales to generate leads. 

Features

• B2B database with over 260M professional and 90M company profiles and 135M verified business phone numbers.
• Chorus conversational intelligence that analyzes correspondence with leads and customers, allowing you to discover hidden opportunities, determine which parts of your pipeline underperform, etc.
• Enriches lead capture forms, meaning you’ll get all the necessary data on a lead from just their email, as the platform will auto-populate the rest.

Pricing

Zoominfo has separate plans for Talent, Sales, and Marketing teams, each providing access to features most useful to that team.

It doesn’t reveal actual prices, meaning you’ll have to ask sales for a custom quote.

The exact price will depend on several factors, including:

• Features and functionality.
• Number of licenses.
• Credit usage.
• Other opaque factors.

Pros & Cons

✅ One of the biggest B2B databases.

✅ Accurate data.

✅ Feature-rich, including sales automation, lead enrichment, advertising, etc.

❌ Very expensive, best suited for enterprises.

❌ Limited intent data.

❌ Its website traffic deanonymization functionality can only reveal companies.

4. Dealfront

Dealfront is the result of the merger of Leadfeeder (a website visitor identification solution) and Echobot (a sales intelligence platform).

It provides a B2B database oriented on European data, and options for tracking website traffic.

Features

• Identifies companies visiting your website.
• Provides data on 40M+ companies and 180M+ contacts, with 30M+ companies and 83M+ contacts in Europe alone.
• Allows you to build and display targeted ad campaigns to raise brand awareness among companies matching your ICP or retarget website visitors.

Pricing

Dealfront has separate plans for sales intelligence and website traffic deanonymization.

Dealfront's sales intelligence plan does not have flat fees, so you’ll need to contact its sales team to get a quote.

For its website visitor identification feature, there’s a limited free plan that identifies up to 100 monthly website visitors, excluding all other Dealfront features.

The paid plan starts at €99 per month, with the final price depending on the number of identified companies.

You also get 25 free credits for revealing contact details like email addresses and phone numbers. If you exceed the limit, you’ll pay extra.

Note: The website visitor identification plan has a 14-day free trial.

Pros & Cons

✅ GDPR compliant.

✅ Excellent coverage of European data and specific regions such as DACH and Benelux.

✅ Over 30 trigger events you can set up to alert you when a relevant change in an important lead’s profile occurs (e.g., job changes, bankruptcy notices, etc.).

❌ Limited international coverage - tricky if your market is outside the EU.

❌ Its website visitor identification leaves much to be desired, as it often delivers inaccurate results and can only track companies.

5. LinkedIn Sales Navigator

LinkedIn Sales Navigator is LinkedIn’s native prospecting and lead generation platform.

It allows users to improve their LinkedIn outreach efforts by letting them tap into the platform’s rich prospect pool. 

From Navigator, you can search for companies and contacts that fit the demographics of your best customers and build lead lists. 

Features

• Advanced filtering options that allow for segmented and precise searches across verticals.
• Tracks key signals indicating the right time to engage inbound leads (e.g., job change, specific LinkedIn post, etc.).
• Provides valuable insights to help you discern which accounts best match your ICP.
• Export lead lists to utilize them in sales engagement tools. 

Pricing

LinkedIn Sales Navigator is notorious for its pricing. It’s one of LinkedIn’s most expensive solutions.

It has three pricing tiers:

1. Core at $74.31 per month when billed annually. 
2. Advanced at $125.87 per month when billed annually.
3. Advanced Plus at a custom price.

If you need access to features such as CRM integrations, data verification, etc., you'll have to upgrade to the Advanced Plus plan.

Pros & Cons

✅ Optimized for LinkedIn prospecting and lead generation.

✅ Provides 50 InMails per month to reach out to potential leads even when you’re not connected.

❌ Best features are kept behind a high paywall.

❌ Doesn’t directly integrate with other platforms. 

6. Hootsuite

Hootsuite is a B2B sales and marketing software tool built for businesses that use social media for lead generation.

It’s our best pick if you rely on social media content for lead generation. 

Features

• It lets you automate and schedule posts on various social media platforms, allowing for a “set it and forget it” approach.
• Gives valuable insights into the best time to post based on your target audience preferences, location, time zone, etc.
• AI-content generator optimized for creating captions.

Pricing

Hootsuite offers three pricing plans:

1. Professional: $99/mo, includes 1 user and 10 social accounts
2. Team: $249/mo, includes 3 users and 20 social accounts
3. Enterprise: Custom price, starts at 5 users and 50 social accounts

The first two plans have a 30-day free trial.

Note: All plans are annual.

Pros & Cons

✅ Easy to use.

✅ Integrates with all major social media platforms.

✅ Affordable and scalable.

❌ Prone to glitches.

❌ No social media automation like Phantom Buster.

7. Leadpages

Leadpages allows users to create custom landing pages and websites optimized for lead generation and conversion.

It’s similar to Unbounce, with handy conversion tools to capture leads. We’ve heard from customers that combining a website optimizer with Warmly’s website deanonymization is the best way to drive more revenue from your existing traffic. 

Features

• Vast library of pre-built landing page templates to help users with various skill levels and marketing expertise create converting pages.
• A visual drag-and-drop landing page builder paired with an AI-powered text generator.
• Leads Library for a quick overview of leads generated through Leadpages’ solutions.

Pricing

Leadpages offers three plans:

• Standard: $49/mo, 5 landing pages
• Pro: $99/mo, unlimited landing pages
• Advanced: Custom price for larger teams that need more customization options

There’s a 14-day free trial period that lets you try Leadpages before committing. 

Pros & Cons

✅ Excellent customer support.

✅ Intuitive interface and lots of customizable templates for an easy start.

❌ Limited functionality.

❌ Its website-building options leave much to be desired (versus a Webflow).

8. LeadGenius

LeadGenius is different than most lead generation and prospecting tools because it doesn’t have a standard B2B database.

Instead, it delivers on-demand data for B2B marketing and sales teams targeting highly specific industries.

Features

• Provides custom-curated precision data and insights based on users’ ICP, target market, and other specific needs and criteria.
• Combines the power of AI and human insight to ensure that the data is accurate and relevant to the industry in question.
• Configurable AI-powered web scraper you can train to collect specific insights from anywhere on the web.

Pricing

LeadGenius opted against revealing its prices.

The website only states that each price is based on the needs and scale of a user’s business.

Pros and Cons

✅ Enables highly specific and tailored data enrichment.

✅ Covers 40M+ businesses and 350M+ decision-makers. 

✅ Combines several control layers when collecting and verifying data, including both AI-driven and human checks.

❌ Non-transparent pricing.

❌ Limited features.

9. Apollo.io

Apollo is a well-known sales engagement platform designed to help B2B sales and marketing teams streamline their lead generation efforts and other sales operations.

It includes everything from a B2B database to prospecting and sales automation. 

Features

• Massive B2B database with 275M contacts and 73M companies with high matching rates.
• AI-powered lead scoring based on the criteria you set up according to your ICP.
• Meeting scheduler that allows for setting up and holding various meeting types from its platform.

Pricing

This sales tool has a free forever plan that provides unlimited email finder credits, 5 phone number credits, and 10 contact export credits.

Users who need more can upgrade to one of three paid plans:

1. Basic Plan: $59 per user per month
2. Professional Plan: $99 per user per month
3. Organization Plan: $149 per user per month

You get a discount if you opt for annual billing.

Note: All paid plans except Organization come with a 14-day free trial.

Pros and Cons

✅ Wide variety of robust features that enable complete sales pipeline management.

✅ User-friendly interface.

✅ Solid data accuracy.

❌ Low-quality integrations, making data exports difficult.

❌ Most advanced features are omitted from its basic plan, pushing you to upgrade.

❌ Dual credit system, meaning that you spend one credit for revealing an email address and another for getting a phone number.

10. Keyplay

Keyplay helps users find leads that match their ICP by allowing them to set up custom intent signals and lead scoring systems.

It’s a good option if you need to filter leads by somewhat non-traditional criteria.

Features

• AI Lookalike helps you find accounts that match your best-performing clients and deals.
• Allows you to build custom lead scoring systems without using code.
• Tracks intent signals and lets you set up custom signals tailored to your industry and needs.

Pricing

Keyplay doesn’t have a free trial for its paid plans.

It does, however, have a free forever plan that provides access to its basic features, and subscribing to the PeerSignal community lets you access a more limited number of records. 

If you need more records and advanced features, you can subscribe to one of two paid plans:

1. Growth: $12,000/year
2. Scale: Custom pricing

Pros and Cons

✅ Highly customizable lead scoring features. 

✅ Nuanced signal tracking, including HR tech, accounting software, recruiting activity, etc., helping you find qualified leads more efficiently.

✅ User-friendly interface.

❌ Integrates with only two CRMs, Hubspot and Salesforce.

❌ Offers only annual paid plans.

11. OptinMonster

OptinMonster is another lead generation software for people who want their website to be the primary lead source.

It takes a different approach from Warmly, focusing its feature set on optimizing websites for conversions.

Features

• Exit-Intent Technology that detects when website visitors are about to leave and offers personalized discounts, shows relevant campaigns, etc.
• OnSite Retargeting lets you show fresh and targeted campaigns and offers to recurring visitors or subscribers.
• Page-level targeting that displays personalized offers based on the section of your website potential customers are currently on.

Pricing

OptinMonster has 4 pricing plans:

• Basic Plan: $9.97/mo
• Plus Plan: $19.97/mo
• Pro Plan: $29.97/mo
• Growth Plan: 49.97/mo

Note that these are all yearly plans.

Although there’s no free trial, the company's sales team promises a complete refund if you're unsatisfied within the first 14 days of subscribing.

Pros & Cons

✅ Lots of integrations, including email marketing tools, CRMs, etc.

✅ Many versatile website optimization options, such as pop-ups, lead capture forms, coupon wheels, etc.

✅ A/B testing and detailed analytics.

❌ Has a learning curve.

❌ Its form builder is difficult to use.

❌ Its most advanced features are reserved for high-tier users.

Boost Lead Generation and Improve Conversion Rates with Warmly

All the solutions that made it on our list are good, so it all comes down to your specific needs, goals, and budget.

However, if you care about driving your website’s lead generation potential way up, Warmly might be your ideal solution.

With it, you can easily identify high-quality leads on your website and reach out precisely when they’re ready to convert—all from a single platform.

The best way to find out if Warmly is right for you is to subscribe to its free forever plan and try it yourself.

You can always book a live demo with our team to see it in action first.

‎

Reliable data enrichment tools are the one thing you can’t go without if you’re in B2B sales or marketing, as they enable:

• Highly targeted prospecting.
• More successful lead generation.
• Better conversion rates across channels.

In this article, we’ll offer a curated list of the 9 best data enrichment tools, analyzing each platform’s strengths, drawbacks, and pricing policies to help you make an informed decision. 

But first, let’s quickly explain what factors you need to consider when choosing a data enrichment tool.

Key Things to Look for in a Data Enrichment Platform

1. Data Accuracy

Suppose a data enrichment platform keeps giving you inaccurate or stale data or struggles to find information on a lead. Your campaign’s response rate will be low, bounce rate high, and you’ll waste money buying crappy leads.

It’s the most common drawback flagged in public reviews for tools like ZoomInfo and Demandbase.

2. Data granularity

Some platforms provide only basic contact information, which is not enough to create efficient marketing and sales campaigns.

Without granular buyer intent data, you can’t qualify leads, recognize the hottest ones, and engage them when they’re ready to convert.

That’s why tools like Warmly, Koala, Clay, and Keyplay are being widely adopted by modern GTM teams.

3. Suitability for your target audience

Different lead enrichment software provides different data types, which can be relevant if you’re focused on a highly specific vertical.

Make sure that the platform you choose is specialized for the exact industry your target market is in or that it is versatile enough to cover different verticals, data types, and use cases.

For example, Dealfront is recognized as a reliable data enrichment tool for the EU, but struggles with US-based records.

4. Range of features and integration capabilities

Chances are you’ll need separate tools for sales engagement, website traffic identification, buying intent signal detection, sales engagement, etc.

Your lead enrichment solution needs to fit in that mix. Try finding a solution that provides broader core functionalities and can easily be integrated into your existing GTM stack.

And now, let’s see which data enrichment platforms made it to our top 9 list ⤵️

What Are the Best Lead Enrichment Tools in 2024?

1. Warmly - Identifies website visitors, enriches them with detailed intent data, and helps you convert them.

2. Zoominfo - Sales OS with a massive static B2B database.

3. Albacross - Reveals B2B intent data for the European market.

4. Clearbit - Data enrichment veteran (recently acquired by HubSpot).

5. Koala - Newcomer in the intent data enrichment/website traffic identification arena.

6. Clay - Waterfall data enrichment provider.

7. Datanyze - Affordable data enrichment tool with a Chrome extension for 1-click prospecting.

8. LeadGenius - Custom-curated B2B data for vertical-specific users.

9. BuiltWith - Technographic data enrichment.

1. Warmly 

Warmly is a revenue orchestration platform built for users looking to make the most of their website’s hidden potential.

It identifies website visitors, enriches them with granular intent data, and provides options for converting them on the spot.

Feature #1: Website traffic deanonymization 

Knowing who’s visiting your website can significantly improve lead generation and boost your sales efforts by pointing your sales reps toward potentially hot leads.

Warmly reveals website visitors in real time, letting you drive more revenue from your existing web traffic.

However, the platform comes with a nifty trick up its sleeve.

Unlike most website traffic tracking software, it identifies both company and individual-level visitors with high accuracy rates, often allowing you to capture the exact person surfing your website right now.

The whole process is very easy, too, meaning you don’t have to be a tech genius to start identifying anonymous website visitors.

All it takes is pasting a snippet of Warmly’s code into your website, and you’ll start revealing companies and people surfing your website right now.

Tip: The snippet can also be added to your email campaigns. That way, you’ll know which leads came through a specific campaign, allowing for easier attribution and creating a tailored lead nurturing strategy.

But it doesn’t end there. 

Warmly enriches each identified visitor with in-depth intelligence, as we’ll explain below.

Feature #2: Record enrichment

Once Warmly reveals the individuals and companies surfing your website, it creates new records in your CRM or enriches existing ones with the data it uncovered, such as:

1. Firmographic data (job titles, email addresses, company names and addresses, phone numbers, and other company details.). 
2. Technographic data (software tools and technology a business uses).
3. CRM data (ongoing and closed deals, account owners, previous interactions with your reps, etc.).
4. SEP data (engagement with email campaigns, chatbot interactions, etc.).
5. And more.

As a result, your CRM data will always be fresh, clean, and accurate, eliminating the need for manual record entries and corrections.

Feature #3: Intent enrichment

In addition to identifying website visitors, Warmly provides options for tracking their website sessions.

This gives you access to first-party intent data on each revealed lead, as their interactions with your website can clearly indicate whether they’re interested in your solution and how much. 

This data includes:

• Pages visited on your website.
• Time spent on each.
• Downloaded content, etc.

It’s important to note that, unlike most other data enrichment platforms that provide only one type of intent data, Warmly also offers third-party intent data.

Thanks to its deep integrations with comprehensive data solutions such as Bombora, 6Sense, Clearbit, etc., the platform lets you reveal:

• Topics your leads recently searched for on the web.
• Whether they visited competitors’ websites.
• Job posts that can provide insights into what projects are a priority at a certain company, which operational challenges they face, etc.
• Job change data, allowing you to automate the following processes (e.g., update the CRM with new data, add them to new advertising sequences, etc.) and ensure you won’t lose a high-performing client or warm lead.

Why should you care about intent data?

Intent data is important for several reasons.

It allows you to:

• Immediately recognize website visitors who fit into your Ideal Customer Profile and focus on them from the start.
• Identify the hottest leads on the brink of conversion and have your sales reps engage them while their interest is at its peak.
• Create hyper-personalized, highly-targeted prospecting and sales outreach strategies based on the intel Warmly delivered.
• Provide optimal customer experiences by creating a tailored approach for each lead.
• Qualify and score leads with precision and accuracy.

Using a combination of first- and third-party intent data lets you create a 360-degree view of every lead’s readiness to buy.

This means sales professionals won’t have to wander in the dark anymore, struggling to single out high-value leads and find the best approach.

Instead, they can concentrate on what matters most—engaging and converting hot leads.

Find out how Stage booked a qualified meeting on day one of using Warmly, thanks to website intent.

Pricing

Warmly offers a free forever plan that allows you to reveal and enrich up to 500 people and companies who visit your website.

You can close 4-figure deals even on the free plan - just like Inbox Pirates did.

If you expect higher monthly web traffic and want additional features, there are three paid options to choose from:

1. Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
2. Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
3. Enterprise: Custom plan. Created for users with an estimated traffic of 100,000+ visitors per month who need more customization. Includes 20 seats, advanced AI personalization, custom integrations, etc.

Note: All paid plans provide access to all of Warmly’s features and include integrations with Clearbit, Bombora, and 6Sense.

Integrations

As mentioned above, Warmly’s plans include expensive data solutions that you would otherwise have to purchase separately. 

It comes bundled with Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI and integrates with most modern sales platforms (CRMs, SEPs, etc.).

Pros & Cons

✅ Identifies individual and company visitors.

✅ Enriches each revealed visitor with granular first and third-party intent data.

✅ Provides sales engagement options.

✅ Includes comprehensive data solutions on all its pricing tiers.

✅ User-friendly.

❌ Big jump from the free to the first paid plan.

2. Zoominfo 

Zoominfo has one of the most extensive static B2B databases available today, providing detailed contact information on companies and stakeholders.

Its wide range of integrations lets sales and marketing teams enrich leads across their solutions, like Salesforce or Marketo. 

Features

• B2B database with over 260M professional and 90M company profiles and 135M verified business phone numbers, focusing on the NAM market.
• Advanced data enrichment options, including automatic data cleansing, auto-discovery of related companies and contacts, etc.
• Lead-capturing form optimization allows you to shorten forms to a single or a few fields, and the platform will auto-populate the rest.

Pricing

Zoominfo has three distinct plans for Talent, Sales, and Marketing teams.

No prices are disclosed, so you’ll have to contact sales for a custom quote.

The exact price will depend on several factors, including:

• Features and functionality.
• Number of licenses.
• Credit usage.
• Other opaque criteria.

Pros & Cons

✅ High data accuracy.

✅ Versatile, can be used by marketing, sales, and HR teams.

✅ Wide array of functionality.

❌ Very expensive.

❌ Limited intent data.

❌ Primarily NAM coverage, other regions are underrepresented.

3. Clearbit 

Clearbit is a real-time data enrichment tool that collects data from 250+ proprietary and external sources and transforms it into over 90 B2B attributes for individual and company profiles.

However, since it was recently acquired by HubSpot, Clearbit is primarily oriented toward HubSpot record enrichment and might not work as smoothly with other CRMs.

Features

• Automatic data refreshes when a change is detected.
• Can reveal companies visiting your website.
• Form optimization.
• White-labeled API to enrich records in your own SaaS product.

Pricing

Clearbit doesn’t reveal its pricing structure, meaning you’ll have to contact sales for more details.

The volume-based plan can include add-on functionalities like Forms, Advertising, and Capture. (The add-ons are probably charged extra).

❗Note: Warmly's pricing plans include access to Clearbit’s extensive database.

Pros & Cons

✅ Accurate data.

✅ Can be integrated into your app as a white-label solution.

✅ Pulls data from a variety of sources.

❌ Opaque pricing.

❌  Only company-level identification.

❌ Some of its key features are only available as add-ons.

4. Koala 

‎Koala reveals and enriches website visitors at account and prospect levels.

It’s a new platform, so it’s yet to make a name for itself, but its capabilities look promising.

Features

• Reveals first-party data (i.e., which pages potential leads visited, what articles they read, which documents they downloaded, etc.).
• Provides an ICP score for each identified visitor.
• Allows for setting up automated workflows, such as sending follow-up emails, syncing intent data with CRMs, etc.

Pricing

Koala has a free forever plan, which includes up to 3 users and 250 identified visitors.

If you need more, you can choose between two plans:

1. Starter: $500/mo, up to 3 users ($300 per additional user), unlimited visitors
2. Business: Custom plan, includes custom number of users, access to key features such as automation, lead scoring, signal reports, and more

Pros & Cons

✅ Identifies companies and individuals visiting your website.

✅ Easy to navigate.

✅ Plays well with various CRM and sales solutions.

❌ First-party data only.

❌ Intent signals, lead scoring, and automations are available only on the priciest plan.

5. Clay 

Clay is a data enrichment tool popular for its “waterfall enrichment” capabilities. Clay’s data is extremely accurate since it cross-references data from 50+ sources. 

Its Excel-like interface makes it more suitable for revenue operations. Sales and marketing pros can struggle with it and have a hard time making the most out of Clay.

Features

• Analyzes and cross-references 50+ data sources to find accurate matches, optimizing data coverage while saving time.
• AI-powered web scraper Claygent can be trained to do detailed lead research for you.
• Has pre-built templates for standard marketing and sales processes.

Pricing

Clay has a free forever plan that provides 90 monthly search credits and limited access to its essential features.

If you need more, you can choose from 4 plans:

1. Starter: $149-$229/mo
2. Explorer: $349-$699/mo
3. Pro: $800-$2,000/mo
4. Enterprise: Custom pricing

A 14-day free trial lets you taste Clay’s Pro plan.

Pros & Cons

✅ Versatile pricing plans.

✅ Dynamic data enrichment process, with data collected from dozens of sources.

✅ Seamless integrations with CRMs and cold email tools.

❌ Complex interface.

❌ The costs can easily sneak up on you.

6. Datanyze

Datanyze is a simple prospecting and data enrichment tool that offers a Chrome extension for scraping relevant B2B data online.

Its affordable pricing makes it a viable option for smaller-scale users with basic needs.

Features

• Browser extension that lets you reveal contact details anywhere on the web.
• Enriches relevant prospects with “icebreaker” data, such as information from their social media profiles, local news publications, company news, etc., helping you create a warm conversation.
• Market Share Reports deliver valuable insights into industry trends, rising technologies, and key market competitors (e.g., marketing automation, email hosting, etc.).

Pricing

Datanyze has a 90-day free trial that includes just ten monthly contact information credits.

Since you’ll probably need more, you can upgrade to one of two plans:

1. Nyze Pro 1: $29/mo, 80 credits, additional credit at $0.363
2. Nyze Pro 2: $55/mo, 160 credits, additional credit at $0.344

Pros & Cons 

✅ Budget-friendly.

✅ Easy to use.

❌ Data is often outdated.

❌ Minimal functionality.

7. LeadGenius

LeadGenius provides custom-curated precision data for users dealing with highly specific markets.

It combines the power of AI with human insight to deliver the most accurate and tailored data.

Features

• Provides custom data unique to users’ businesses, Ideal Customer Profiles, and requirements.
• Each relevant data point is verified by actual people, ensuring accuracy.
• Has a dedicated team of experts to help you define your specific ICP attributes, allowing for more targeted prospecting.

Pricing

LeadGenius is another data enrichment software with an opaque pricing structure.

The website only states that each price is based on the needs and scale of a user’s business.

Pros & Cons

✅ Excellent for industry-specific data enrichment.

✅ Tracks data on 40M+ businesses and 350M+ decision-makers.

✅ Has a customizable Chrome extension that can reveal bespoke data based on your criteria.

❌ Non-transparent pricing.

❌ Limited features - focused on enrichment alone.

8. Albacross 

Albacross is a website visitor identification and data enrichment platform geared toward European-based leads.

It’s a solid option if your prospects are in the EU. 

Features

• Identifies company-level website visitors and enriches them with first-party data.
• Translates IP addresses into rich firmographic data with 90+ B2B attributes.
• You can receive real-time alerts in your Customer Relationship Management systems or team collaboration tools when a company that fits into your ICP lands on your website.

Pricing

Albacross has two pricing tiers:

1. Self Service: €79 per month, lets you reveal up to 90 companies.
2. Growth: Custom price, unlimited companies.

There’s a 14-day free trial for its Self Service plan.

Pros & Cons

✅ GDPR-compliant.

✅ User-friendly.

✅ Excellent customer support.

❌ The first pricing tier lets you identify just 90 anonymous website visitors per month.

❌ Reveals only company visitors.

❌ Poor CRM integrations.

9. BuiltWith

BuilWith is a data enrichment platform focusing on e-commerce and internet technology data.

This allows users to explore and determine their TAM, improve prospecting, and personalize outreach efforts.

Features

• Has a vast database with 100,000+ web technologies and 670M+ websites, providing valuable insights into which sites use shopping carts, analytics, hosting, etc.
• Advanced filtering option for easier segmentation and lead routing.
• Helps you find potential qualified leads by identifying companies that use technologies similar to your best-performing records or companies that might benefit from your product.

Pricing

BuiltWith doesn’t have a free trial or a plan, meaning you have to subscribe to one of its three plans from the start:

1. Basic: $295/mo
2. Pro: $495/mo
3. Team: $995/mo

Pros & Cons

✅ Fairly accurate.

✅ Delivers a nearly 360-degree view of a company’s technology stack.

❌ Its most affordable plan is very limited, pushing you to upgrade.

❌ Provides technographic data only.

What Next?

We tried to include versatile tools in our best data enrichment software list, ensuring a solution for different budget sizes, preferences, skill levels, and specific requirements.

Now that you’ve got all the details and information, it’s time to move on to the next step: 

Take a few tools that are your top picks for a test ride and see how well they suit you (provided they have a free trial).

While you’re here, why not start with Warmly? 

Its free forever plan lets you identify and enrich up to 500 company-level visitors per month while providing access to most of its features.

Subscribe to Warmly’s free plan to reveal, enrich, and convert hot leads.

Or, if you prefer to see Warmly’s key features in action before signing up, you can always book a live demo with our team.

Related reading:

10 Best Sales Prospecting Tools in 2024

The 12 Top Lead Enrichment Tools for GTM Teams in 2024

11 Best Dealfront Alternatives & Competitors in 2024

9 Best Lead Forensics Alternatives and Competitors in 2024

The 10 Best ZoomInfo Alternatives for 2024

8 Clearbit Competitors & Alternatives Worth Considering

‎Your search has come down to Clearbit vs ZoomInfo, but a question remains: Which platform is best for your specific use case?

Each tool has its perks, limitations, and areas where it excels. 

Clearbit excels at white labeling data enrichment, while ZoomInfo bundles everything you need to run sales operations. 

Problem is, static B2B databases are losing momentum, as modern sales teams realize how much more effective it is to engage prospects based on intent data and behavioral signals. 

That’s why this guide will include a bonus option - Warmly - as it successfully fills in the gaps left by the other two platforms.

So, in this in-depth review, we’ll discuss the features, pricing structure, integrations, and user experiences of all three enrichment tools, providing you with everything you need to make the right decision.

Here are a few key takeaways from our research:

• Warmly is the ideal solution for identifying and converting website visitors at both company and individual levels. 
• Clearbit is a good choice if you need real-time B2B data enrichment and access to first-party buying intent data of companies that landed on your website.
• Zoominfo is best if you want all your sales processes under one platform, including B2B records, sales engagement, and coaching.

And now, without further ado, let’s start by analyzing each platform’s key features.

Don’t have time to read the entire piece? Sign up for Warmly’s free plan and try out its functionality firsthand.

Features - Clearbit vs Zoominfo vs Warmly

Although all three platforms are primarily geared toward lead enrichment and website traffic identification, they have unique features and capabilities you may care about more than others.

Let’s look at which core features set them apart, starting with Warmly.

Warmly Features

Warmly is a revenue orchestration platform that helps sales teams identify anonymous website visitors and engage them in ways that drive more deals.

It’s the top choice if you want to move away from cold leads and connect with people who are actually interested in your solution. 

In a nutshell: signal-based selling > cold selling.

The most popular Warmly features for Clearbit and ZoomInfo customers are the following:

1. Website Intent

While most website visitor identification tools can only reveal companies, Warmly identifies both companies and individual accounts with high accuracy rates.

It reveals approximately 65% of companies and 15% of individuals, allowing you to pinpoint the exact stakeholder surfing your website and adjust your outreach efforts accordingly. 

That’s not all.

Warmly enriches each identified visitor with granular buyer intent data so you can score leads based on their level of interest in your solution.

The platform detects and reveals several types of intent signals, including: 

1. Firmographic data (job titles, email addresses, company info, cell phone numbers, etc.). 
2. Technographic data (tools and technology a business primarily uses).
3. CRM data (ongoing and closed deals, account owners, previous interactions with your SDRs, etc.).
4. Website session insights, i.e., pages visited, time spent on each page, clicked links, downloaded content, etc.
5. Third-party buyer intent data, such as topics recently searched for on the web.
6. And much more.

Why are intent signals so important?

8 minutes after using Warmly for lead generation, Kandji booked 2 qualified meetings, that’s why.

Also, B2B databases like Clearbit are becoming commoditized, and they all have very similar data. In fact, Clearbit comes bundled with Warmly. Intent data is where the real money is at.

Combining website visitor identification with granular buyer intent data lets you:

1. Quickly recognize individuals and businesses that fit into your Ideal Customer Profile and narrow down on them instead of dispersing your resources randomly.
2. Easily detect high-quality leads, allowing your sales reps to focus their attention on them.
3. Create hyper-personalized outreach strategies for each lead based on detailed insights provided by Warmly (third-party intent data, the pages visited on your website, downloaded resources, etc.).
4. Engage leads when they’re most likely to convert.
5. Provide your sales reps with vital intelligence on each lead, enabling them to close more deals.

Simply put, intent signals paired with website visitor tracking answer all the questions essential for sales and marketing teams looking to boost their performance, such as:

• Who is visiting your website, i.e., does it attract your target audience or random visitors?
• Who are your hottest leads?
• When’s the right time to reach out?
• How to approach them?

Learn how website intent enabled Stage to land a qualified meeting on the first day of using Warmly.

All you need to do is paste Warmly’s code snippet to your website, and you’ll start detecting warm leads within a few hours.

Note: You can also add the snippet to your emails, and track leads that come through specific marketing campaigns. This allows for better attribution and lets you better understand what approach works best with your target market.

2. AI Prospector

No sales rep can be available and present on your website 24/7.

This means that some high-quality leads will inevitably fall through the cracks simply because no one was there when it mattered the most.

Warmly’s AI Prospector takes care of this issue by allowing you to engage warm leads whenever necessary.

Once Warmly has identified qualified website visitors, the AI Prospector can add them to automated sequences, such as:

• Connecting on LinkedIn.
• Send personalized emails or add them to cadences on Outreach or Salesloft.
• Firing a website chat.

You can define WHO the AI Prospector should include in the sequence, WHAT action it should take, and WHEN it should do it:

WHO: 

• Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
• What specific personas from each account should be added to workflows (e.g., sales reps, marketing professionals, etc.)

WHAT:

• How many prospects from each account should be contacted
• Which action should be taken (e.g., send personalized email or LinkedIn message)

WHEN:

• How often should the Prospector look for accounts and profiles that fit the set criteria and run sequences

Discover how AI Prospector and other Warmly functionalities helped Caddis Systems increase website conversions by 500% in 7 days.

As a result, no high-caliber prospect will ever go to waste again.

Try it yourself 👇or watch it in action. 

 💡Note: To access AI Prospector, you must be on one of Warmly’s paid plans.

3. Sales Engagement

In addition to revealing website traffic, enriching leads with intent data, and handling prospecting, Warmly lets you engage qualified leads straight from your website.

There are a few engagement options that you can use together or alternately for the best results.

AI Chat

The AI Chat is essentially an AI-powered chatbot that can be trained to fit how your prospects expect to be reached from your site.

For instance, you can configure it to:

• Automatically initiate warm conversations with high-fit leads using the intel provided by Warmly.
• Answer various product-specific questions.

However, sometimes, you’ll want actual humans to take over. For instance, a lead could:

• Make a high-intent query, such as asking about the pricing or a detailed explanation of a product feature.
• Ask to speak to an actual human.
• Take any other action or make a query you configure as relevant in the settings.

When that happens, an SDR will immediately be notified via Slack, allowing them to step into the chat using one of the other two sales engagement options: text chat or video call.

Live chat and video calls 

You can use live chat and video calls separately from the AI Chat.

Namely, when you go to the “Warm Calls” section of Warmly’s dashboard, you’ll see who’s visiting your website right now.

If you detect a hot lead or a prospect who fits into your ICP, you can contact them via text chat or hop on a video call, using Warmly’s actionable insights to make a warm intro and increase the chances of getting a response.

This nifty feature helped Behavioral Signals go from first intent signals to actual meetings in just 2 weeks, leading to nearly $2M in their pipeline.

Clearbit Features

Clearbit is a real-time data enrichment platform combining data from 200+ public and proprietary sources into a comprehensive B2B database with 389M professional profiles and 50M company records.

This allows it to enrich your leads and account records as lists directly within the GTM platforms you use or in your product.

Its most popular features include:

1. Data Enrichment

‎Clearbit's key strength is its data enrichment feature. The platform enriches leads with over 100 relevant B2B data attributes like:

• Business emails
• Job roles
• Social profiles
• Seniority level, etc.

It also runs automatic updates of direct contact details, keeping data fresh. 

2. Reveals companies visiting your website

Clearbit has a rich IP address database that matches IPs against companies that land on your website. 

Then, it provides insights into the companies it identified, creating a clearer picture of their intent level and allowing you to adjust your sales and marketing efforts accordingly.

‎3. Form optimization

Potential customers are more likely to fill out short forms. 

Clearbit optimizes your forms by removing fields it can auto-populate. 

For example, website visitors can fill out only their email addresses, and Clearbit will automatically fill in the company name and domain.

Zoominfo Features

Zoominfo is a comprehensive sales platform for go-to-market teams that combines sales intelligence with various sales engagement and basic automation options.

While its massive B2B contact database - with 100M+ companies, 260M+ contact records and 135M+ verified mobile phone numbers - is Zoominfo’s key selling point, it has a few other features worth mentioning:

1. AI Copilot

This artificial intelligence-powered sales assistant delivers quick account summaries, provides sales reps with actionable insights into high-fit leads, recommends which actions they should take, and helps with drafting personalized emails.

2. Automated workflows

Zoominfo allows for creating simple automated sales workflows, such as adding leads to email campaigns, setting up reminders to connect with them on social media, including them in a call sequence, etc.

3. Chorus

Chorus is Zoominfo’s conversational intelligence tool (acquired in 2021). It analyzes emails and calls to help sales managers coach reps.

Integrations - Clearbit vs Zoominfo vs Warmly

Warmly

Warmly integrates with all the relevant B2B intent data providers, such as Bombora, 6Sense, People Data Labs, and Clearbit. 

These solutions are usually purchased alongside Clearbit or ZoomInfo. With Warmly, they’re included in all pricing tiers.

Moreover, the platform has native integrations with OpenAI, Slack, ConnectTheDots, and most modern sales solutions (CRMs, SEPs, etc.).

Clearbit

Since Clearbit was recently acquired by HubSpot, the native integration with HubSpot is seamless.

It also has solid integrations with Salesforce, Marketo, Drift, Google Analytics, Chili Piper, and others. However, there is uncertainty around what HubSpot will do with Clearbit’s integration with other providers.

Zoominfo

Zoominfo integrates with 70+ apps from different categories, such as CRMs, sales engagement platforms, automation tools, etc.

‎Its most notable integrations include Pipedrive, Salesloft, Zapier, JazzHR, Greenhouse, and more.

Integrations in a nutshell 

While Zoominfo has the largest number of individual app integrations - including vertical-specific software, such as HR - Warmly provides more integrations with intent data providers.

Most importantly, those integrations are included in each plan, whereas Zoominfo separates its integrations depending on the pricing tier you subscribe to.

Clearbit lags behind, mainly because it focuses on its native integration with HubSpot and its ability to be integrated into any solution, which can be positive if that’s what you need.

Pricing - Clearbit vs Zoominfo vs Warmly

Price is the factor that often matters most when deciding on a software tool—not the price itself but unknown variables surrounding pricing, which may not be clear from the start.

Below, we’ll explain each solution’s pricing structure so you can better assess its value.

Warmly

Warmly has a generous free plan that lets you reveal and enrich up to 500 monthly website visitors. It also provides real-time Slack alerts and access to third-party intent signals.

If you have higher website traffic and want more features, you can choose between two tiers:

1. Business: From $700 to $1,740 per month, depending on your expected traffic volume. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes up to 20 seats, advanced AI personalization, custom integrations, etc.

💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense.

Clearbit

Clearbit doesn’t disclose its pricing publicly, meaning it has custom plans tailored to each individual user.

However, there are a few things we do know:

• It’s volume-based.
• It starts at 5 figures ($10,000+) and can reach 6 or 7 figures. 
• It can include add-ons such as:
• Forms (form optimization).
• Advertising (audience targeting and retargeting).
• Capture (automatically create CRM accounts for website visitors who match your ICP).

Zoominfo

Similarly to Clearbit, Zoominfo doesn't reveal its exact pricing.

It has three plans for Sales, Talent, and Marketing teams, all of which have custom pricing and lock you into 12-month contracts.

These custom packages differ primarily in the app integrations and features they include, as each is geared toward distinct user types.

You’ll have to contact Zoominfo’s team for a quote, but we know that the price will depend on several factors:

• Features and functionality.
• Number of licenses.
• Credit usage.
• The type of intelligence you need (more robust info such as technographic attributes and org charts will create additional costs).
• Add-ons you want included (e.g., Streaming Intent for revealing buying intent in real-time).
• The integrations you need.

💡 Note: ZoomInfo is considered an expensive sales engagement platform, starting at 5 figures and quickly climbing to 6 or 7 figures.

Reviews - What Are the Users Saying?

There’s nothing better than actual customer feedback to help you understand what to expect from each platform. 

Warmly Reviews

TLDR: Warmly sets itself apart with the quality of warm leads it reveals and is particularly favored by small and medium-sized businesses. 

Source

“Simplicity in setting up and using from the start is what we like best about Warmly. The ability to see top-of-funnel leads visiting our website, what pages, how long, etc., and then being able to put them into the correct workflows.

It helps out rev ops leaders work from one platform to drive our ABO workflows and continue to build our top-of-funnel pipeline while generating better-qualified leads for our sales teams to pursue. The lead intelligence is also extremely helpful.” - G2 Review 

Source

“I've been using Warmly for website visitor identification. First of all - the free trial gives you plenty of "leads" so you can see it first hand. Second - it seems to capture more of the organizations that visit our site (more warm leads). Third - the data is much more comprehensive. It's easier to see the page flow that users take, and it's able to see what forms they submit (at least for me - I use Elementor forms). Fourth - the UI is great, you can see the main pages visited directly on the main UI, so you can easily set up filters to separate high-intent traffic and general traffic.

The tool is significantly better than other web visitor tools. I've tried ~ three that are in the more traditional price range. This one identifies around double the leads with higher-quality data. The team really knows what they're doing.” - G2 Review

Source

“Warmly.ai's ability to provide detailed analytics on company visits to our site is unparalleled, offering a granular view that extends to identifying specific individuals behind these interactions. This depth of insight is invaluable for tailoring engagement strategies and personalizing follow-ups, thereby enhancing the potential for converting interest into tangible business opportunities.” - G2 Review

Clearbit Reviews

TLDR: Clearbit does what it’s supposed to do, and does it well! If you’re considering Clearbit, it’s important to note that the platform has quite a learning curve if you want to integrate it into your product or existing sales tools, as remarked by several customers.

Source

“From my perspective, I found Clearbit's platform to have a bit of a learning curve. It took me some time to navigate and fully utilize its features effectively. Additionally, I encountered occasional discrepancies in the data provided, which required me to verify information from other sources. Simplifying the user experience and ensuring more consistent data quality would greatly improve my overall experience with Clearbit.” - G2 Review

You might also experience other UX issues, as Clearbit’s interface isn’t as intuitive as you’d like.

Source

“Clearbit has gone through a number of UX changes recently, and not all have been for the better. Their most recent visitor report, in particular, is much more difficult to read and use. Their credit-based system is fairly unintuitive, and our team has found that the names/titles they have from a data enrichment standpoint aren't terribly useful for our audience.” - G2 Review

Finally, it’s worth mentioning that Clearbit is primarily focused on the US market and, as mentioned before, can reveal and enrich only companies visiting your website.

Source

“Clearbit has really great firmographic information, especially for larger or medium size orgs. Primarily limited to the US, though. Has been very easy to implement. The implementation team and most recent CSM has been great, but we definitely experienced some issues with continuity due to changes on the Clearbit side with their organization. Match rate on the people size is much lower, but I understand that they are working on tightening things up.” - G2 Review

Zoominfo Reviews

TLDR: You can do everything in ZoomInfo. It excels at sales sequencing. Sometimes the data is inaccurate and intent signals are weak. Yearlong contracts also bother customers. 

Source

“I would say the thing I dislike about ZoomInfo is not getting accurate intent signals on my feed that are pertaining to my specific customer base. I had already uploaded my module and set up my feed to get intent signals but it keeps showing companies that are not in my CRM.” - G2 Review

Moreover, several reviews mentioned Zoominfo’s data being outdated or incorrect.

Source

“The main problem with Zoominfo sales is the authenticity of the contacts. Most of the time, we get outdated or wrong information.” - G2 Review

Also, there are issues with companies’ classification, which can lead to inaccurate search results and prolong your sales and marketing efforts.

Source

“Also, the classification of industries/verticals can be sometimes completely misleading. When filtering the companies, it would be nice to have more information about their solutions/products in the description field.” - G2 Review

Wrapping Up? Here’s What We Recommend Next 

Hopefully, by now, you’ll have a clearer idea of the platform best for you.

If you’re looking for a massive static B2B database that focuses on North America, Zoominfo might be the best choice. 

Clearbit, on the other hand, provides more intent signals coupled with real time enrichment capabilities but includes only first-party data and doesn’t have a wide range of features like Warmly and Zoominfo.

Finally, look into Warmly if you want a solution that:

• Identifies both companies and individuals visiting your website.
• Reveals which of those visitors are willing to speak to your teams based on a combination of first and third-party intent data.
• Lets you generate more qualified conversations by engaging leads while they’re still hot.

Sounds about right?

Subscribe to Warmly’s free plan and start revealing and converting hot leads today.

Or book a live demo to see it in action before signing up.

Related reading

13 Best Cognism Alternatives for 2024

11 Best Dealfront Alternatives & Competitors in 2024

The 10 Best ZoomInfo Alternatives for 2024

10 Best Sales Prospecting Tools in 2024

The 12 Top Lead Enrichment Tools for GTM Teams in 2024

8 Clearbit Competitors & Alternatives Worth Considering

‎

While Lead Forensics can be a solid tool for revealing anonymous website visitors, you’ll need to explore Lead Forensics alternatives if you want:

• More granular B2B data 
• Website visitor identification enriched with intent data
• Individual-level identification

In this in-depth review, we analyzed the 9 top Lead Forensics alternatives to help you make a well-informed decision.

And don’t worry, we’ll be as thorough as it gets because we:

1. Tested some of the tools firsthand
2. Talked to long-term users to get a clearer idea of each platform’s strengths, limitations, and best use cases
3. Read hundreds of customer reviews on software rating sites (e.g., Capterra and G2) so you won’t have to go through them yourself.

Let’s begin by diving into some of Lead Forensics’ key drawbacks.

Why Switch to a Lead Forensics Alternative in the First Place?

1. Identifies only company-level accounts 

Another common issue with website traffic deanonymization platforms is that Lead Forensics only reveals companies that landed on your website. 

There are no options for individual-level identification.

Lead Forensics has a database of B2B IP addresses, which can be used to identify the company that landed on your website but not users (unlike some alternatives below).

Source

It provides a list of potential decision-makers and key stakeholders in the company, along with basic contact and company details, but they aren’t tied to who actually visited.

Source

In a nutshell, here’s what Lead Forensics does 👇

‎Now compare that to Warmly 👇

2. Hefty price tag 

While Lead Forensics doesn’t disclose its actual pricing on the website, many users commented that it’s expensive too expensive for what you get.

Source

The pricing is primarily based on your website traffic volume, but other factors also come into play.

Namely, all of Lead Forensics’ most advanced features are limited to users of its highest-tier plan.

Moreover, it only offers annual plans, which means you’ll be locked into a contract right from the start, which can be frustrating for small and mid-sized businesses.

Source

3. Complex UI and issues with integrations

Lead Forensics can be a bit intimidating for beginners and users who aren’t that tech-savvy. 

Source

Also, it tends to get glitchy when dealing with larger data volumes, and its integrations with third-party tools leave a lot to be desired.

4. No in-depth buying intent signals

You need more than basic firmographic data to turn website visits into booked sales calls or effective marketing campaigns. 

If you expect to detect visitors with high buyer intent or get a detailed breakdown of the individuals visiting your website, you’d better look for an alternative solution.

And now, here’s our list of the top Lead Forensics competitors.

10 Best Lead Forensics Competitors and Alternatives

1. Warmly - Best for revealing and converting website visitors.
2. Koala - New player in the intent data space. Similar to Warmly.
3. Qualified - AI-powered website deanonymization and sales engagement.
4. Zoominfo - All-in-one sales operating system.
5. Clearbit - Data enrichment software (now part of HubSpot).
6. Dealfront - GDPR-compliant B2B sales intelligence platform and website visitor identification.
7. Visitor Queue - Website visitor tracking and website personalization packed into one.
8. Albacross - First-party B2B intent data geared toward the European market.
9. Leadinfo - B2B website visitor identification with sales engagement options.

1. Warmly

Warmly is a revenue orchestration platform that combines website visitor identification with granular intent data.

This allows you to recognize qualified leads that have landed on your website and convert them by engaging them while their interest in your product is at its peak.

Feature #1: Website Intent 

Unlike most other website traffic deanonymization platforms, Warmly identifies both companies and individuals that land on your website.

It reveals about 65% of companies and 15% of individual accounts, allowing you to pinpoint the exact people you need to reach out to.

All it takes is pasting a snippet of Warmly’s code to your website, and the platform will start revealing warm leads in hours.

Tip: You can also add Warmly’s snippet to emails, enabling you to track leads who’ve come through specific email campaigns. This allows for more accurate marketing attribution and better targeting.

Learn how to add Warmly’s snippet to your website here.

But Warmly doesn’t stop at that.

Each revealed visitor is enriched with detailed intent data, including:

1. Firmographic data (job titles, email addresses, company addresses, phone numbers, etc.). 
2. Technographic data (software tools and technology a business uses).
3. CRM data (ongoing and closed deals, account owners, previous interactions with your reps, etc.).
4. Website session insights, i.e., pages visited, time spent on each page, etc.
5. Third-party buyer intent data, such as topics recently searched for on the web.
6. And much more.

Why are intent signals so important, you may ask?

They allow you to:

• Immediately recognize qualified leads who match your Ideal Customer Profile and have your SDRs focus their attention on them.
• Create hyper-personalized, highly-targeted outreach strategies for each lead based on the in-depth insights Warmly provides (search intent, pages visited on your website, content they downloaded, etc.).
• Contact leads when they’re most likely to convert.
• Qualify and score leads with high precision and accuracy, providing your sales reps with all the intel they need to close more deals.

Tapping into first and third-party intent data proves to be a killer combination for revenue teams looking to capture and convert more leads because it creates a complete picture of a lead’s interest in your product.

This approach answers three questions vital to your sales efforts’ success:

• Who are your hottest leads?
• How do you approach them?
• When is the perfect time to contact them?

Feature #2: Sales Engagement

Good data is useless if you can’t use it in time. 

Warmly gives you a few automated and semi-automated options for engaging leads while they’re on your website, which you can combine for optimal results. 

Learn how Namecoach used Warmly’s sales engagement workflows to book 26 qualified meetings in 6 months. 

AI Chat

First, there’s the AI Chat - a GenAI-powered chatbot that you can train to:

1. Answer various product-specific questions. 
2. Initiate personalized warm conversations using the contact and intent data revealed by Warmly.

Most importantly, your SDRs can easily be looped in the flow whenever human attention is required, as the platform will immediately notify them via Slack when a lead:

• Makes a high-intent query, such as asking about the pricing or how a certain product feature works.
• Asks to speak with an actual human.
• Takes any other action you configure as important in Warmly’s settings.

Sales reps can then proceed via the other two sales engagement options: live text chat or video call, which can be accessed directly from Warmly’s dashboard.

AI Chat helped Kandji book 2 qualified meetings in under 10 minutes. Learn more about their strategy here.

Live chat and video calls

When you go to the “Warm Calls” section of Warmly’s dashboard, you can see who’s visiting your website right now.

Next to each lead, you’ll find a detailed breakdown of all the data Warmly collected on them, allowing you to identify important or hot leads, which you can then engage by:

1. Sending a personalized chat message to the lead
2. Hopping on a video call straight from Warmly 

The Live Video Chat feature enabled Pump to close $20,000 in the first week.

For example, you can send leads personalized sales outreach based on what they’re viewing live on your site ⤵️

Tip: You can set up automated Slack alerts to notify SDRs when a qualified lead or account lands on your website. This lets them react without constantly monitoring the dashboard.

Feature #3: AI Prospector

Want an omnipresent SDR who watches your website and is ready to pounce on hot leads whenever necessary?

The AI Prospector is the answer to your prayers. It can automatically add qualified leads to automated sequences. 

For instance, it can:

1. Connect with them on LinkedIn. 
2. Fire a contextual cold email.
3. Send a personalized chatbot message.

You can specify WHO the AI Prospector should focus on, WHAT it should do, and WHEN  it should do it:

1 - WHO: 

• Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
• What specific personas from each account should be added to workflows (e.g., sales reps, marketing executives, etc.)

2 - WHAT:

• How many contacts from each account should be targeted
• Which action should be taken (e.g., send personalized email or LinkedIn message)

3 - WHEN:

• How often should the Prospector search for profiles fitting the set criteria and run workflows

This functionality prevents high-value leads from falling through the cracks because no sales rep could engage them in time. 

At the same time, your SDRs will have more time to focus on nurturing qualified leads and personalizing their customer journey from start to finish.

Try it yourself 👇or watch it in action. 

 💡 Note: To gain access to AI Prospector, you need to be on one of Warmly’s paid plans.

Pricing

Warmly has a free forever plan that lets you reveal and enrich up to 500 website visitors, in addition to custom filtering, Slack notifications, and buyer intent data.

If you expect higher traffic volumes or want more features, you can upgrade to one of two paid plans:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes advanced AI personalization, custom integrations, etc.

💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately.

Integrations

Although some other Lead Forensics alternatives have lower starting prices, Warmly is bundled with several data solutions you would otherwise have to buy separately.

It integrates with most modern sales solutions (CRMs, SEPs, etc.) and includes Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI in its packages.

How does Warmly compare to Lead Forensics?

Let’s start with both platforms' core features - website visitor identification.

Lead Forensics can identify companies visiting your website, whereas Warmly can reveal companies and individual users.

Warmly enriches identified visitors with detailed intent data, which is an option Lead Forensics lacks.

You should also keep in mind that Lead Forensics doesn’t offer any sales engagement features, so you’ll have to handle that manually or use other solutions.

It’s worth noting that although Lead Forensics is an expensive solution with an opaque pricing structure, both its plans provide unlimited seats. Warmly, on the other hand, has a limited number of users on each plan.

Finally, Lead Forensics gets the job done if you need company-level website visitor identification alone and don’t need granular details on individual prospects or buying intent.

Pros and cons

✅ Identifies individual and company visitors.

✅ Enriches each identified lead with granular intent data.

✅ Sales engagement features.

✅ Provides access to third-party intent data platforms in all its plans.

✅ Transparent pricing with no hidden costs.

❌ Big leap from the free plan to the first paid plan.

❌ Doesn’t include unlimited users.

2. Koala

Koala is the new kid on the block in the website traffic identification space. It’s already gaining in popularity thanks to its solid range of features and ease of use.

It’s a good Lead Forensics alternative for teams who need more granular insights that are easy to leverage.

Features 

• Provides details on leads’ web sessions (pageviews, downloads, form-fills, etc.) and enriches each lead with data from your contact enrichment database and your CRM.
• Options for creating automated workflows, e.g., sending follow-up emails to high-intent accounts, auto-syncing intent signals with your CRM software, etc.
• ICP scoring will help you identify accounts that are the best match.
• Developer-friendly SDK will connect Koala’s website data to internal systems. 

Pricing

Koala has a free forever plan, which includes up to 3 users and 250 identified visitors,

If you decide you need more, you can upgrade to one of two plans:

1. Starter: $500/mo, up to 3 users ($300 per additional user), unlimited visitors
2. Business: Custom plan, includes custom number of users, access to automation features, lead scoring, signal reports, and more

Pros and cons

✅ Identifies both companies and individual prospects.

✅ Easy to use and integrate with other tools.

✅ Developer-friendly.

❌ Unlike Warmly, no third-party intent data like search topics and buying intent.

❌ Popular features are included in its most expensive plan.

3. Qualified

Qualified is a website visitor tracking platform that harnesses the power of AI to help you lift your website conversion rates and drive sales conversations.

It’s a good Lead Forensics alternative for GTM teams who want to automate lead generation efforts and want to keep Salesforce as the source of truth.

Features 

• Reveals anonymous visitors at individual and company levels.
• Optimized for enriching and automating Salesforce CRM because it is built natively on the Salesforce Platform.
• AI-powered chatbot that can make personalized offers to ideal prospects who landed on your website or schedule meetings.

Pricing

Qualified has three payment plans:

1. Growth: $3,500 per month, up to 15 users, includes basic AI features, buyer intent signals, data enrichment, and sales engagement options
2. Premier: Custom price, includes more advanced options, such as advanced Salesforce integration and ABM-oriented integrations.
3. Enterprise: Custom price, built for enterprise-level users. Includes AI Chatbot, custom data retention policies, etc.

Pros and cons

✅ Robust integration with Salesforce, perfect for Salesforce users who want a lead enrichment solution.

✅ Excellent customer support.

✅ Real-time analytics with actionable insights to monitor your campaign progress.

❌ Steep learning curve.

❌ Difficult to navigate.

❌ Other integrations aren’t as seamless as the Salesforce one.

4. Zoominfo

Zoominfo is an “all-in-one” sales platform with a vast B2B database, website visitor identification, and sales engagement options.

It allows sales teams to handle the entire sales cycle from a single point of control. It’s more expensive than Lead Forensics but can handle other parts of your sales process.

Features

• Massive B2B database with over 260M professional and 100M company profiles and 135M verified phone numbers.
• Conversational intelligence for analyzing lead interactions (customer calls, emails, meetings).
• Identifies businesses that land on your website and enriches them with key stakeholder contact details.
• Ability to export lead and accounts lists to most GTM tools.

Pricing

Zoominfo has separate plans for Talent, Sales, and Marketing teams.

Zoominfo doesn’t disclose prices on its website, so you must contact its sales team for a custom quote.

The exact price will depend on:

• Features and functionality.
• Number of licenses.
• Credit usage.
• Other opaque factors 🤷

Pros and cons

✅ High data accuracy and matching rates.

✅ User-friendly.

✅ Wide range of features for sales and marketing operations.

❌ Expensive and offers annual plans only.

❌ Limited intent data.

❌ Primarily NAM data coverage, other regions are underrepresented.

5. Clearbit

Clearbit is an AI-powered intent data tool with global coverage and real-time data enrichment. Like Lead Forensics, it does not provide intent data.

It’s an option to replace Lead Forensics; however, since the HubSpot acquisition, integrations to other CRM products have been pretty limited.

Features 

• Leverages over 100 business data attributes for companies and individual contacts, providing an in-depth overview of potential customers' information.
• Automatically refreshes records as soon as a change is made.
• Can identify companies visiting your website in real time.

Pricing

Clearbit is another platform that doesn’t disclose prices, meaning you’ll have to contact its team for accurate pricing details.

The plan is volume-based and can include add-on packages like Forms, Advertising, and Capture. (The add-ons are probably charged extra).

❗Note: Warmly's pricing plans include access to Clearbit’s vast B2B contact and intent data database.

Pros and cons

✅ Real-time data enrichment.

✅ Collects data from 250+ reliable sources.

✅ Can be white-labeled into your app.

❌ Some of its features are available as add-ons only.

❌ Uncertain future as part of the HubSpot family..

6. Dealfront

Dealfront is the result of a merger of two platforms: Echobot, a sales intelligence solution, and Leadfeeder, website visitor identification software.

As such, it combines a B2B database with options for uncovering hidden leads visiting your website. 

It’s a decent alternative to Lead Forensics if you do business in Europe.

Features

• Extensive B2B database focusing on European data (40M+ companies and 180M+ contacts).
• Advanced filtering options for better lead segmentation.
• AI-powered identifier of “lookalike” companies that are most similar to your best-performing customers.

Pricing

Dealfront has separate pricing for sales intelligence and website visitor deanonymization.

There are no fixed prices for its sales intelligence package, as each price depends on several factors, such as:

• The data packages you need, based on your target geographies
• How many people on your team need access to the platform
• What type of actions they perform as part of your sales strategy

When it comes to website traffic identification, there’s a free plan that allows you to reveal up to 100 anonymous website visitors per month, excluding all the key features.

The paid plan starts at €99 per month, with the final price depending on the number of identified companies.

It includes 25 free credits for revealing key contact details like email addresses and phone numbers and has a 14-day free trial, so you can try it before committing. 

Pros and cons

✅ One of the largest databases of GDPR-compliant B2B data.

✅ Provides highly accurate data for specific regions such as DACH and Benelux.

✅ Solid number of CRM integrations.

❌ Its website visitor identification isn’t very accurate.

❌ Separate payment plans for sales intelligence and website visitor identification.

7. Visitor Queue 

Visitor Queue is a UK-based website visitor identification tool with a twist: it lets you customize and personalize your website for specific leads and segments.

Features 

• Wide range of customizable filters you can use to create lead segments or exclude website visitors who don’t match your Ideal Customer Profile from showing up in your dashboard.
• Auto-Assignment, allowing for leads who fall into a specific category to be automatically assigned to the sales rep in charge of managing them.
• You can send emails to warm leads directly from the platform.

Pricing

Believe it or not, Visitor Queue has as many as 11 pricing plans based on the number of unique companies captured per month:

▶️ 100 companies - $39/mo

▶️ 300 companies - $89/mo

▶️ 500 companies - $109/mo

▶️ 1,000 companies - $189/mo

▶️ 2,000 companies - $299/mo

▶️ 5,000 companies - $469/mo

▶️ 10,000 companies - $749/mo

▶️ 15,000 companies - $989/mo

▶️ 20,000 companies - $1,249/mo

▶️ 30,000 companies - $1,799/mo

▶️ 40,000 companies - $2,299/mo

If you also want website personalization, you’ll have to pay an extra $200 per month.

There’s also a 14-day free trial available.

Pros and cons

✅ Unlimited users on each plan.

✅ Easy to navigate.

✅ Lets you deliver personalized content for leads on your website.

❌ Limited visitor data, only basic contact details.

❌ Integration issues.

❌ Email-only customer support.

8. Albacross 

Albacross is a B2B lead generation software tool designed primarily for the European market.

It’s an affordable Lead Forensics alternative but does not match Warmly, Koala and Qualified’s capabilities and ease of use.

Features 

• You can receive real-time alerts on Slack, Microsoft Teams, CRM, or email when customers who fit your ICP land on your website.
• Launch customized account-based marketing campaigns based on the insights in their database or the account list you want to target.
• Provides detailed intent data on leads it captures.

Pricing

Albacross has two paid plans:

1. Self Service: €79 per month, includes up to 100 identified companies.
2. Growth: Custom price, unlimited companies.

The Self Service plan comes with a 14-day free trial.

Pros and cons

✅ Excellent customer support.

✅ Solid intent data.

❌ Very limited low-tier plan, pushes you to choose the more expensive option.

❌ Clunky CRM integrations, which make data exports messy.

9. Leadinfo

Leadinfo is a website visitor identification tool that specializes in automated multi-touch sales cadences when qualified accounts visit your site.

It’s a good replacement for Lead Forensics but its cost can ramp up quickly if you have a lot of incoming traffic.

Features

• Identifies leads from 195 countries and holds data on 220M companies and 300M profiles to match companies with key decision-makers.
• Provides pre-built templates for email and LinkedIn outreach campaigns based on different scenarios.
• 70+ native integrations for connecting your entire tech stack.

Pricing

Leadinfo’s pricing is based on the number of identified companies per month.

It starts at $59 per month for up to 50 companies and goes up to $799 for up to 5000 companies.

If you need more, there’s a custom plan for large-scale users.

However, there’s a catch.

You'll have to pay extra to create automated outreach campaigns or screen record visitors’ website sessions, as these are only available as add-ons.

Pros and cons

✅ User-friendly interface.

✅ Accurate and detailed data.

❌ Identifies company accounts only.

❌ Sales engagement features are available only as optional add-ons charged additionally.

How to Choose the Best Lead Forensics Alternative for You?

The answer to this question depends entirely on your needs and budget.

All the platforms on our list can improve lead generation and make your sales efforts more targeted and data-driven. Some, however, have an edge over others in areas modern sales teams care about.

For instance, Dealfront and Zoominfo have large static B2B databases, Visitor Queue offers attractive website customization options, while platforms like Koala and Leadinfo enable automating basic workflows.

However, if you’re looking for a platform that:

• Identifies both companies and individuals that visit your website,
• Offers a wide variety of sales engagement options,
• Has transparent pricing with no hidden costs,
• Provides the most granular first and third-party intent data...

...then Warmly is your ideal choice.

Sign up for its free plan to capture and convert more qualified leads today.

And if you’d like to see it in action before subscribing, you can always book a live demo to see what it can do.

Related reading:

11 Best Dealfront Alternatives & Competitors in 2024

The 10 Best ZoomInfo Alternatives for 2024

10 Best Sales Prospecting Tools in 2024

The 12 Top Lead Enrichment Tools for GTM Teams in 2024

8 Clearbit Competitors & Alternatives Worth Considering

Looking for the best Cognism alternatives?

If so, you’ve come to the best place because we researched and reviewed as many as 13 Cognism alternatives, including Warmly, Dealfront, Zoominfo, Lusha, Kaspr, Clay, LeadGenius, LeadIQ, Keyplay, Clearbit, Apollo, UpLead, and RocketReach.

We tested and tried most of the tools ourselves, in addition to interviewing long-term users and going through customer reviews on official software rating platforms, such as G2 and Capterra.

Consequently, we created this in-depth breakdown of the best Cognism alternatives’ features, strengths, drawbacks, and pricing structures.

This way, you’ll have everything you need to make an informed decision by the time you finish reading this article.

Before we dive in, let’s quickly explore some of the main reasons why users tend to switch from Cognism.

Why Do You Need a Cognism Alternative in the First Place?

1. It’s expensive

Even though Cognism doesn’t disclose actual prices on the website, the users are unanimous in their verdict - Cognism is too expensive, especially given what you get for your money.

‎Source

Cognism has a solid B2B database with international data coverage and the widest range of verified mobile numbers - 70M global cell phone numbers, with 47M in the US alone - but that’s pretty much all you’ll get from the platform.

There are no advanced prospecting, lead generation, or sales engagement features, so you’ll have to subscribe to different products to manage your sales funnel completely.

This means you’ll have to pay a hefty sum for using Cognism alone and buy an additional suite of tools which can easily bust even more generous budgets.

2. You need Diamond Data for accurate results

Cognism has two data packages - Platinum and Diamond.

The Diamond package contains more accurate data with higher match rates as it goes through additional verification levels.

‎Source

For example, mobile phone numbers are phone-verified, meaning that Cognism’s team calls those numbers to ensure they’re active and used by the right contact.

Additionally, intent data and phone verification on demand are available only with the Diamond Data package.

However, the package you opt for will directly impact the final price, which can be too much for many potential users, especially SMBs and startups.

Source

3. Limited functionality when it comes to industry-specific data

Cognism struggles with finding data related to specific verticals.

Source

This is a direct result of the platform's basic filtering functionality, making highly targeted searches and segmentation nearly impossible.

Source

The same goes for businesses looking to expand to regions beyond NAM and AMEA, as users report issues with finding Asian-based contacts in particular.

Source

And now, it’s time to dive into the best part—our in-depth review of the best Cognism alternatives.

Top 13 Cognism Competitors and Alternatives

1. Warmly - Best for revealing and converting website visitors.
2. Dealfront - Widest coverage of GDPR-compliant European data.
3. Zoominfo - Comprehensive B2B sales OS.
4. Lusha - Affordable and accurate B2B database.
5. Kaspr - LinkedIn-based sales prospecting tool.
6. Clay - Waterfall data enrichment software.
7. LeadGenius - Custom-sourced B2B data for industry-specific users.
8. LeadIQ - B2B prospecting and lead enrichment platform that enables real-time tracking of relevant data.
9. Keyplay - B2B database with advanced filtering and custom lead scoring.
10. Apollo - Sales engagement and intelligence tool.
11. Clearbit - Comprehensive data enrichment solution.
12. UpLead - Sales intelligence software with email verification features.
13. RocketReach - Large B2B database that includes mobile phone numbers, email addresses, and social media profiles.

1. Warmly

‎Warmly is a comprehensive revenue orchestration solution that enables sales teams to capture and convert high-quality leads from their website traffic.

It combines website visitor identification with in-depth intent data, allowing you to recognize qualified leads who are looking for a solution just like yours and engage them while they’re hot.

Here are some of the features that let Warmly improve your website conversion rates:

Feature #1: Website Intent 

Warmly specializes in deanonymizing website traffic.

This means it can identify your website visitors at both company and individual levels with high accuracy rates.

However, Warmly doesn’t stop there.

It proceeds to enrich each identified visitor with detailed intent data, including:

• Firmographic data (job titles, email addresses, company addresses, phone numbers, etc.)
• Technographic data (the tools and software the company uses, helping you pinpoint whether they might be interested in your product)
• Buyer intent (e.g., topics recently searched for on the web, indicating their interest level)
• CRM data (previous interactions with marketing or sales reps, ongoing and closed deals, account owners, etc.)
• Website session details (pages visited, time spent on each page, returns to specific pages, etc.)

This data and insights allow your marketing and sales teams to:

1. Easily detect website visitors who fit into your Ideal Customer Profile and focus on them instead of indiscriminately wasting time on accounts that are clearly not a match.
2. Improve their marketing and sales strategies, making them more personalized and targeted for each lead.
3. Engage with leads when they’re most likely to convert.
4. Qualify and score leads with more precision and accuracy.

Without granular intent data, sales teams are forced to rely on their gut instinct, which often delivers results that are barely “good enough.”

Identifying website visitors and tracking intent signals allowed VioletX to experience over 400% growth year over year.

As remarked by Megan Fulton, VioletX’s COO and co-founder: 

“In today's business world, where 80% happens digitally and asynchronously, I felt I was missing out on more than half the story without having visibility into the digital business world. Questions arose: Does my website effectively communicate with customers? Can I simplify communication and business transactions? Who visits my site? Prospects or existing customers? What are their intentions? Warmly bridges the gap between my two worlds.”

As the competition keeps getting tougher and customers’ expectations continues to rise, businesses that really mean business can’t afford to miss out on buyer intent.

Want to start tracking website traffic and identifying website visitors? Learn how to easily add Warmly’s code snippet to your website - or even emails - and start capturing more qualified leads today.

Feature #2: AI Prospector

Having a sales rep who’s always available and around, ensuring that no quality leads fall through the cracks, is any business’s dream come true.

That’s precisely the role Warmly’s AI Prospector fills in. 

The AI Prospector automatically adds the leads and prospects Warmly detected on your website to personalized sequences, such as:

1. Connecting with a prospect on LinkedIn 
2. Sending them an email
3. Engaging them in a website chat

To perfectly adjust the AI Prospector to your unique needs and requirements, you can specify several things:

1 - WHO: 

• Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
• What specific personas from each account should be added to a workflow (e.g., sales reps, marketing reps, etc.)

2 - WHAT:

• How many contacts from each account should be added
• Which action should be taken (e.g., send personalized email or LinkedIn message)

3 - WHEN:

• How often should the Prospector search for profiles fitting the set criteria and run the workflows

This feature solves the old time-to-lead issue, allowing each valuable lead to be engaged while letting your SDRs focus on the ones who respond and deliver a personalized experience.

Try it yourself 👇or watch it in action. 

💡Note: To gain access to AI Prospector, you need to be on one of Warmly’s paid plans.

Feature #3: Live Chat and Calls

While Warmly has an AI-powered chat that you can train to work like a genuine 24/7 SDR, sometimes you’ll want actual people to take over.

This strategy helped Kandji land 2 qualified meetings in just 8 minutes.

The options for engaging leads in a live website chat or a video call let your reps do just that.

If you go to the “Warm Calls” section of the Warmly dashboard, you’ll get an overview of all the prospects visiting your website right now.

‎You can then tune into a visitor’s web session in real time and monitor:

• How they interact with your website
• Which page they’re at 
• What segments they’re most interested in
• Whether they engaged with the chatbot and how, etc.

Warmly will also provide all the other relevant details on the lead - such as account and contact info and deal stage if they’re in your CRM system - delivering a complete overview your SDRs need to tailor their approach and strike at the right time.

When the sales professionals step in, they can take one of two actions based on the specific lead’s preferences and funnel stage:

1. Send a personalized chat message to the lead, specifying that they’re talking to an actual human and not a bot and referencing the page they’re visiting at the moment, for example
2. Hop on a video call straight from Warmly

To ensure that you’ll get to engage the highest-intent leads, you can set up automated Slack notifications to alert SDRs when they land on your website instead of constantly checking Warmly’s dashboard.

Check it out here:

💡Note: Live Calls is not available on Warmly’s free plan. 

Pricing

Warmly has a generous free plan that lets you identify and enrich up to 500 website visitors per month.

Find out how Inbox Pirates closed a 4-figure deal in just 2 weeks on Warmly’s free plan.

If you get more monthly traffic and need access to Warmly’s more advanced features, you can pick one of the two pricing plans:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes custom AI personalization, advanced integration capabilities, etc.

💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately.

Integrations

Although some other Cognism alternatives on the list have lower entry-level prices, Warmly’s plans include data solutions that would otherwise cost you a lot more. 

The platform integrates with most modern sales solutions (CRMs, SEPs, etc.) and comes bundled with Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI.

How does Warmly compare to Cognism?

Unlike Cognism, Warmly is not a static B2B database.

Instead, it offers a wide range of features allowing comprehensive sales cycle management and improvement, including website traffic deanonymization at company and individual levels, granular buyer intent data, lead engagement options, etc.

While Cognism also integrates with Bombora and provides buyer intent data to an extent, you should note that:

1. It’s included only in its Diamond Data package, whereas Warmly offers access to intent data on all its plans.
2. Warmly integrates with more than one intent database, making its data richer and more accurate.

Price is another area where Warmly has an edge over Cognism. Cognism doesn’t have a good value-for-money ratio or a free plan and has an opaque pricing structure. 

Warmly, on the other hand, has a transparent pricing policy with no hidden costs and a free forever plan, with all its features included in both of its paid plans.

However, it’s fair to say that Cognism has better EMEA coverage and a more extensive base of verified phone numbers than Warmly.

Ultimately, if all you need is a static B2B database with solid NAM and EMEA coverage—and you’re willing to pay its hefty price tag—then Cognism could do the trick for you.

And if you’re looking for a more comprehensive sales solution that can help improve your lead generation and boost conversion rates, then Warmly is a better choice by far.

Pros and Cons

✅ Website visitor identification at both company and individual levels.

✅ Real-time monitoring of visitors’ web sessions with options to engage them via chat or video call.

✅ Enriches each identified visitor with in-depth intent data.

✅ Includes access to several intent data providers in its pricing packages.

✅ Transparent pricing structure.

❌ Significant difference between the free plan and the first paid tier.

❌ Doesn’t have as much EMEA coverage as Cognism.

2. Dealfront

Dealfront is a B2B sales intelligence tool built for GTM teams focused on the European market.

The platform was created by merging Echobot (sales intelligence software) and Leadfeeder (website visitor identification software), combining their key features into a single sales tool.

Features

• Provides data on 40M+ companies and 180M+ contacts, with 30M+ companies and 83M+ contacts in Europe alone.
• In-depth data from specific European regions, such as DACH, Benelux, Nordics, etc.
• Identifies companies visiting your website.

Pricing

Dealfront has separate pricing for its sales intelligence and website traffic deanonymization.

There are no flat fees for Dealfront's sales intelligence plan, so you’ll need to contact its team for precise pricing details.

When it comes to website visitor identification, there’s a limited free plan that only allows you to identify up to 100 monthly website visitors, omitting all other Dealfront features.

The paid plan starts at €99 per month, with the final price depending on the number of identified companies.

You also get 25 free credits for revealing contact details like email addresses and phone numbers. If you exceed the limit, you’ll pay extra.

Note: The website visitor identification plan has a 14-day free trial.

Pros and Cons

✅ Solid international coverage.

✅ GDPR-compliant data.

✅ 30+ trigger events you can set up to alert you when a relevant change in a prospect’s profile occurs (e.g., job changes, bankruptcy notices, etc.).

❌ Separate and non-transparent pricing plans for sales intelligence and website visitor identification.

❌ Limited website traffic deanonymization, as it can identify only companies and even those with a low accuracy level.

❌ Focused on the European market, with a particular emphasis on the DACH region, with other regions being underrepresented. 

3. Zoominfo

‎Zoominfo is one of the largest B2B databases on the market.

Over time, it added more features, transforming into a comprehensive sales platform with a wide range of capabilities.

Features

• Extensive database with over 260M professional and 100M company profiles, and 135M verified phone numbers.
• Chorus conversational intelligence that lets you analyze all correspondence with leads (email, video calls, emails) and gain valuable insights, helping you improve sales and marketing strategies.
• Dynamic ad targeting solution based on 300+ intent signals and company attributes to ensure your business is put in front of your optimal audience.

Pricing

Zoominfo has 3 pricing tiers for Sales, Talent, and Marketing teams. 

Every package offers a specific suite of features for each team’s requirements. 

Zoominfo doesn’t disclose its pricing structure. It only specifies that the costs depend on several factors:

• Features and functionality
• Number of licenses
• Credit usage

Pros and Cons

✅ Massive B2B database with high data accuracy and match rates.

✅ Wide range of features that allows for efficient sales process management.

✅ Easy to use.

❌ Expensive.

❌ Limited intent data.

❌ Focused on North America coverage, data from other regions doesn’t have as high accuracy rates.

4. Lusha

Lusha is an affordable B2B sales database with international coverage and lead enrichment options.

Features

• 45M CCPA-compliant North American contacts and 21M GDPR-compliant European contacts.
• Dashboard analytics that helps you track your team’s sales and marketing efforts, success, and productivity across levels.
• Browser extension for scraping prospects anywhere on the web, from LinkedIn pages to company websites.

Pricing

Lusha has a free-forever plan with 50 email and 15 phone credits.

If you need more, you can upgrade to one of three paid plans:

1. Pro - $49 per user per month 
2. Premium - $79 per user per month
3. Scale - Custom price

Note: There’s a discount on annual billing.

Pros and Cons

✅ Affordable pricing plans.

✅ GDPR & CCPA compliant data.

❌ CRM integrations are available only to highest-tier users.

❌ Low cell phone number accuracy and coverage.

5. Kaspr

Kaspr is a Chrome extension built for pulling prospect data from LinkedIn, creating basic LinkedIn outreach workflows, and simple lead management.

Features

• Scrapes prospect data from anywhere on LinkedIn (search results, groups, posts, etc.).
• Enables automating LinkedIn outreach from top to bottom.
• Has a solid database of verified emails and phone numbers (500M+).

Pricing

Kaspr has a free forever plan with:

• Unlimited email credits
• 5 phone credits
• 5 direct email credits, and
• 10 export credits

It has three plans for users who want more:

1. Starter: $65/user/mo
2. Business: $99/user/mo
3. Organization: $99/user/mo

Note that the Organization plan is available only on an annual subscription and includes a minimum of 5 users.

Every plan includes unlimited B2B emails discovery, but there are differences in the number of direct email, phone number, and export credits. 

The plans also differ in features and customization options.

Pros and Cons

✅ User-friendly interface.

✅ Easily integrated with CRM tools.

❌ Can get your LinkedIn account flagged and suspended for suspicious activity.

❌ Limited to LinkedIn-based prospecting and lead generation.

6. Clay

Clay is a lead enrichment platform that pulls data from 75+ sources, allowing optimal data coverage and high accuracy rates.

Its spreadsheet interface makes it perfect for revenue operations teams, but sales professionals often find it a bit intimidating.

Features

• Waterfall data enrichment sifts through and cross-references tens of different data sources, maximizing coverage while saving time.
• AI-powered web scraper that can handle in-depth prospect research, providing individual and company-level data.
• Rich library of templates that help users jumpstart their outbound operations. 

Pricing

Clay has a free forever plan that provides 100 search credits per month and limited access to its features.

If you need more credits and features, you can choose from 4 pricing tiers:

1. Starter: $149/mo
2. Explorer: $349/mo
3. Pro: $800/mo
4. Enterprise: Custom pricing

You can try Clay out with a 14-day free trial of its Pro plan.

Pros and Cons

✅ Dynamic data enrichment, with data aggregated from 70+ different sources.

✅ Seamless integrations with various CRM systems.

✅ Options for setting up basic automations of certain sales operations (e.g., creating lead and prospecting lists, lead scoring, etc.).

❌ Difficult to use.

❌ The costs can easily add up, as credits tend to be spent quickly.

7. LeadGenius

What sets LeadGenius apart from other B2B data solutions is that it focuses on providing custom-curated precision data for sales and marketing teams operating in highly specific verticals.

Features

• Delivers on-demand precision data and insights based on users’ ICP, target market, and other specific business requirements.
• Combines AI and human judgment when compiling and verifying data for best results.
• Customizable web scraper that can be instructed to pull unique insights from anywhere on the web.

Pricing

LeadGenius’s website doesn’t disclose actual prices.

The only thing stated is that each price is based on the needs and scale of a user’s business.

You need to contact its team directly to get more pricing details.

Pros and Cons

✅ Enables highly specific and tailored data enrichment.

✅ Covers 40M+ businesses and 350M+ decision-makers. 

✅ Combines several layers of control when collecting and verifying data, including both AI-driven and human checks.

❌ Non-transparent pricing.

❌ Limited features.

8. LeadIQ

LeadIQ is a B2B database that lets users track relevant sales triggers and generate personalized emails via its AI-powered writing tool.

Features

• Allows for tracking relevant insights and changes in important prospects’ profiles, such as job changes, promotions, etc.
• Covers millions of verified profiles, emails, and mobile numbers aggregated from various sources.
• AI-powered email generator that lets you quickly create personalized emails based on the data the platform pulled.

Pricing

Lead IQ has a free forever plan that provides:

• 20 verified work emails per week
• 10 mobile phone numbers
• 40 email generations per month
• 10 accounts tracked

There are three paid plans for users who need more:

1. Essential: $45 per user per month
2. Pro: $89 per user per month
3. Enterprise: Custom pricing, annual subscription only

Pros and Cons

✅ Easy to use. 

✅ 1-click Salesforce data enrichment.

❌ Emphasis on North America, limited European coverage.

❌ You need an add-on for Salesforce enrichment, whose price starts at $5,000 per year.

❌ Various glitches and technical issues are a common occurrence.

9. Keyplay

Keyplay is a sales prospecting tool that helps find leads that fit into your ICP by enabling you to create custom lead scoring and intent signals.

Features

• AI Lookalike helps you find accounts that match your best-performing customers and deals.
• Options for building custom lead scoring systems without using code.
• Tracks a wide range of intent signals and allows for configuring custom signals fitted to your specific industry.

Pricing

Keyplay doesn’t have a free trial for its paid plans.

However, it does have a free forever plan that provides access to its basic features, and subscribing to the PeerSignal community lets you access a more limited number of records. 

If you need more, you can upgrade to one of two plans:

1. Growth: $12,000/year
2. Scale: Custom pricing

Pros and Cons

✅ Highly customizable. 

✅ Nuanced signal tracking, including HR tech, accounting software, recruiting activity, etc., helping you find ideal customers more efficiently.

✅ User-friendly interface.

❌ Integrates with only two CRMs, Hubspot and Salesforce.

❌ Offers only annual paid plans.

10. Clearbit

Clearbit is a comprehensive data enrichment platform that combines proprietary and public data with the power of LLMs to provide accurate data and real-time insights on potential leads.

Features

• Real-time data enrichment with over 100 B2B attributes aggregated from 250+ data sources.
• Form shortening for capturing more leads without losing relevant data.
• Instant lead scoring and routing thanks to granular industry categorization, corporate hierarchies, job roles and seniority tags, etc.

Pricing

Clearbit is yet another platform that doesn’t disclose actual prices, meaning you’ll have to contact its team for accurate pricing details.

The only thing stated on the website is that the plan is volume-based and can be configured to include add-on packages like Forms, Advertising, and Capture.

This means that you’ll probably be charged extra if you opt for add-ons.

Note: Warmly's pricing plans include access to Clearbit’s rich database.

Pros and Cons

✅ Variety of buyer intent signals to help you identify qualified leads.

✅ Integrates with various platforms and CRMs.

✅ User-friendly.

❌ Opaque pricing.

❌ Some of its features are available only as add-ons that are charged extra.

11. Apollo

Apollo is one of the more popular sales engagement tools built to help GTM teams streamline various sales processes.

Features

• Massive B2B database with 275M contacts and 73M companies and high accuracy rates.
• Email deliverability improvement through guided inbox setups, authentication checks, deliverability scores, etc.
• Detailed analytics dashboard for monitoring and tracking KPIs.
• Deal management options, which allow for using Apollo as a simple CRM.

Pricing

Apollo has a free forever plan that provides unlimited email finder credits, 5 phone number credits, and 10 contact export credits.

Larger-scale users can upgrade to one of three paid tiers:

1. Basic: $59 per user per month
2. Professional: $99 per user per month
3. Organization: $149 per user per month

You get a discount if you opt for annual billing.

Note: All paid plans except Organization come with a 14-day free trial.

Pros and Cons

✅ Versatile features that enable sales teams to handle all sales processes from a single platform.

✅ Intuitive interface.

✅ Solid data accuracy.

❌ Low-quality integrations, making data exports difficult.

❌ If you need access to its most advanced features, you’ll hit a paywall quickly.

❌ Dual credit system, meaning that you spend one credit for revealing an email address and another for getting a phone number.

12. UpLead

UpLead is a B2B database that includes a real-time email verifier and an email finder tool, in addition to a nifty browser extension for one-click prospecting.

Features

• 155M+ B2B contacts, with 16M+ global companies tracked.
• Verifies email addresses you need in real-time.
• Data enrichment with 50+ data points.

Pricing

UpLead has a 7-day free trial with 5 credits for revealing a contact or exporting it.

After the trial expires, there are 3 plans to choose from:

1. Essentials: $99 per user per month with 170 monthly credits
2. Plus: $199 per user per month with 400 monthly credits
3. Professional: Custom pricing

Since the paid plans offer a limited number of reveal/export credits, you’ll probably have to buy more. One extra credit costs $0.60 per credit on the Essentials plan and $0.50 on the Plus plan.

Note: UpLead claims to refund credits if it fails to find accurate contact details.

Pros and Cons

✅ One credit unlocks the email address and the phone number of an account, meaning you won’t have to spend two to reveal an entire contact.

✅ Chrome extension LinkedIn Prospector.

✅ Detailed filters.

❌ The most advanced features, such as purchase intent, are available only on the Professional plan.

❌ Short trial period and no free plan.

❌ Limited international coverage.

13. RocketReach

RocketReach is a business intelligence tool that provides comprehensive B2B data, including prospects’ social media profiles and traditional contact details.

Features

• Vast B2B database with 700M+ individual profiles, 60M+ companies, 330M+ email addresses, and 150M+ phone numbers.
• AI-powered recommendations help you find potential customers who match your existing high-performing leads.
• Easy creation of detailed prospect lists with in-depth filters that are automatically updated, generating more leads over time.

Pricing

RocketReach has a free plan that provides just 5 searches per month.

What’s interesting about its pricing is that it has two sets of pricing packages, one for individuals and the other for teams.

When it comes to individual pricing tiers, there are three to choose from:

1. Essentials: $70 per user per month, includes up to 70 lookups/user 
2. Pro: $140 per user per month, includes up to 200 lookups/user
3. Ultimate: $300 per user per month, includes up to 500 lookups/user

Opting for annual single-user pricing tiers will give you unlimited lookups on each plan.

There are also 3 multi-user packages:

1. Team Pro: $83 per user per month
2. Team Ultimate: $207 per user per month
3. Custom: Custom pricing

All the team plans are annual and include 2-5 users.

Pros and Cons

✅ Chrome extension for easy LinkedIn prospecting.

✅ Provides social media links to help you get a well-rounded picture of potential leads.

✅ Easy to use.

❌ The costs add up very quickly.

❌ Its lowest tier includes only email searches - and it isn’t even cheap.

Start Converting Website Visitors with Warmly Today

Now that you’ve got a detailed overview of the best Cognism alternatives and competitors, there’s just one thing left to do - pick the platform that’s best for you.

Ideally, you’ll take some of these tools for a test ride, as that’s the only way to get a proper grasp of their capabilities and overall user experience.

If you’re keen on getting the best value for money and unlocking your website’s full potential, why not start with Warmly?

Sign up for its free plan and start capturing and converting more leads today without ever leaving your website.

Or, if you prefer to see Warmly’s comprehensive features in action first, you can always book a live demo.

Related reading:

11 Best Dealfront Alternatives & Competitors in 2024

The 10 Best ZoomInfo Alternatives for 2024

10 Best Sales Prospecting Tools in 2024

The 12 Top Lead Enrichment Tools for GTM Teams in 2024

8 Clearbit Competitors & Alternatives Worth Considering

Sales teams who focus on North American prospects and need more than firmographic data often look for Dealfront alternatives.

Note: Dealfront is the result of a merger between Echobot (a sales intelligence platform) and Leadfeeder (website visitor identification software).

The best Dealfront alternatives are Warmly, ZoomInfo, Lead Genius, Cognism, Apollo, Clearbit, Crunchbase, Hunter, LeadIQ, Clay and Keyplay. We carefully analyzed each platform’s key features, pricing, limitations, and strengths.

In crafting this list, we:

• Tested some of the software ourselves, as most offer a free trial or plan.
• Interviewed real users to get their insights on the user experience, learning curve, core functionalities, etc.
• Sifted through user reviews and customer testimonials on relevant software rating platforms such as G2 and Capterra. 

All of that so you don’t have to.

Before we begin, let’s review why users switch to a Dealfront alternative.

Why Do You Need a Dealfront Alternative in the First Place?

1. Dealfront struggles to identify anonymous website visitors

The first thing we noticed when testing Dealfront—and one of the issues mentioned most often in customer testimonials—is that its ability to reveal anonymous website visitors doesn’t work very well.

Firstly, Dealfront can’t reveal individual contacts. The only thing you can expect from it is company-level identification.

To make matters worse, its interface makes it difficult to find stakeholders in its lead data (more on this later).

Moreover, its identification is often completely off-point or lacks the information necessary to contact and further engage your website visitors.

You should note that there’s a considerable number of zero and one-star reviews on G2, speaking volumes about Dealfront’s website visitor identification.

Source

2. Its data is primarily focused on the European market

Dealfront is marketed as the perfect sales prospecting and lead generation tool for the European market.

As a result, its sales intelligence is oriented toward Europe, with a special emphasis on the DACH region.

This means its deepest data insights and most comprehensive company and contact details are reserved for several European countries.

If your target market extends beyond that or excludes those regions altogether, you should definitely consider an alternative solution.

3. Dealfront’s lead lists are challenging to navigate

Another problem with Dealfront is that it requires substantial work on the user’s end.

Instead of getting readily accessible key insights curated in clean and comprehensive lists, you’ll often have to manually sift through Dealfront’s databases and filter them yourself, which slows you down and increases the chance of human error.

Source

💡 All that being said, Dealfront is still a solid choice if you need access to European-based company data. 

Did the above resonate for you? Let’s review the top alternatives ⤵️

Top 11 Dealfront Competitors and Alternatives

1. Warmly

Warmly is a comprehensive revenue orchestration platform that helps GTM teams prospect from the traffic on their site. It’s not a typical lead prospecting tool. It specializes in finding leads who are looking for a solution like yours, and engaging them while they show interest.

It identifies your website visitors at both company and individual levels and enriches them with firmographic and intent data - helping you drive more deals from web traffic.

Feature #1: Reveals website visitors

Warmly successfully identifies about 15% of individuals and 65% of companies that land on your website.

Why spend thousands of dollars on marketing if you’re going to waste 90% of your traffic? With Warmly “warm accounts” and “warm visitors”, you can unlock more pipeline without spending to acquire more traffic.

To start revealing anonymous website traffic, add Warmly’s code snippet to your website, and the platform will deliver the first results in hours 👇

Bonus tip: You can also add Warmly’s snippet to emails, allowing you to track leads who’ve come from specific email campaigns and making attribution much easier.

You’ll get a comprehensive overview of website visitors separated into two categories - Account and Visitors - which you can further segment to create custom lead lists for easier navigation and targeting of the most relevant ones.

Check out this guide to learn how to identify website visitors with Warmly.

Feature #2: Detailed company and contact-level intent data of your website visitors

Unlike most lead and data enrichment platforms, Warmly goes beyond the usual contact information.

Its integration with comprehensive data intent databases such as Bombora, 6Sense, and Clearbit, allows it to provide in-depth intent data on each identified visitor, including:

• Firmographic data (job titles, email addresses, company addresses, phone numbers, etc.) 
• Technographic data (tools and technology a business uses)
• CRM data (ongoing and closed deals, account owners, previous interactions with your reps, etc.)
• Website session insights, i.e., pages visited, time spent on each page, etc.
• Buying intent data, including topics recently searched for on the web

‎This means that in addition to simply telling you WHO’s on your website, Warmly reveals WHAT exactly they might be interested in and detects their level of buyer intent, indicating WHEN is the right time to contact them.

Why Is Intent Data Important

Trying to sell a water bottle to someone who just walked out of their office isn’t the same as selling a water bottle to a runner who just finished a workout, is it? 

Understanding intent signals and recognizing them in time lets you:

1. Qualify and score leads with greater precision and easily identify the hottest leads.
2. Reach out when their interest level is at its peak.
3. Create a hyper-personalized approach for each lead based on the contextual insights you have at hand, like which pages they visited, what they searched for, etc. 

This helped Behavioral Signals shorten its sales cycle by 50-90% and source nearly $7M in its pipeline.

Platforms that omit intent data from their offering slow your lead generation efforts from the get-go, leaving you without one of the most powerful weapons in sales reps’ arsenals.

Feature #3: AI Prospector

If you ever wished you could have an omnipresent SDR you’re going to love this feature.

The AI Prospector allows you to automatically add the prospects Warmly identified on your websites to automated workflows, such as:

• Connecting with a prospect on LinkedIn 
• Adding them to an email sequence
• Engaging them in a website chat

When setting up the AI Prospector, you decide on:

• What accounts should be targeted 
• How many contacts from each account should be added to a sequence
• What specific contacts should be added (e.g., sales reps, marketing reps, or others)
• Which action should be taken (e.g., send personalized email or LinkedIn message)
• How often should the Prospector run the workflow 

This capability solves for time-to-lead, while SDRs can take over ones that respond and provide a tailored experience.

AI Prospector prevents quality leads from falling through the cracks simply because you didn’t have a sales rep on hand.

Try it yourself 👇or watch it in action. 

💡Note: You will need to be on one of Warmly’s paid plans to gain access to AI Prospector. For ARC, the ROI was 200% over 6 months. 

Pricing

Warmly has a generous free plan that lets you identify 500 website visitors per month.

Find out how Inbox Pirates closed a 4-figure deal in under 2 weeks on Warmly’s free plan.

If you get more monthly traffic and need access to Warmly’s more advanced features, you can choose between two pricing plans:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes custom AI personalization, advanced integration capabilities, etc.

💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately.

Warmly Integrations

Although some of the products in this list will have cheaper entry-level prices, Warmly’s platform comes bundled with data solutions that would otherwise cost you a lot more. 

The revenue orchestration platform integrates with most modern sales solutions (CRMs, SEPs, etc.) and bundles with Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI.

How does Warmly compare to Dealfront?

Firstly, Warmly’s website traffic deanonymization capabilities are far superior to Dealfront’s.

Warmly can identify companies and individuals, whereas Dealfront is limited to companies alone.

Moreover, Warmly provides more accuracy and precision in revealing visitors and delivers more relevant data insights than Dealfront - especially regarding buyer intent.

Another point you might not notice upfront is that Dealfront requires you to pay separately for its sales intelligence and website visitor identification features (not to mention that it doesn’t reveal prices for its sales data).

Warmly, on the other hand, includes all that and more in all-in-one packages with transparent prices and no hidden costs.

Also, while Warmly allows you to automate repetitive sales processes and provides intuitive and comprehensive insights, Dealfront requires lots of manual work on your end.

However, it should be noted that Dealfront has an edge over Warmly when it comes to its B2B account database, especially for Europe-based prospects.

Pros & Cons

✅ Accurate website visitor identification at both company and individual levels.

✅ Options for live-calling and chatting with website visitors.

✅ Real-time monitoring of visitors’ web sessions with options to engage them via chat or video call.

✅ Enriches each identified visitor with in-depth intent data.

✅ Transparent pricing model.

❌ Significant difference between the free plan and the first paid tier.

❌ Its European data may be limited in comparison to Dealfront.

2. Zoominfo 

Zoominfo is a comprehensive sales intelligence platform with one of the largest static B2B databases. 

It’s a long-time leader in the B2B data space and has developed (through acquisitions) in a complete sales execution platform (with capabilities like sales engagement and deal analytics).

Features

• B2B contact database with over 70M direct dial phone numbers and more than 174M verified email addresses.
• Data enrichment that runs at the frequency you prefer, allowing you to keep your CRM fresh and weed out stale data.
• AI-powered assistant Copilot, which provides in-depth insights into potential clients and suggests what action sales reps should take next and when.
• Conversation intelligence that allows you to analyze communication with leads and clients and determine which parts of your sales funnel need to be improved and which work like a charm.

Pricing

Zoominfo offers 3 different plans for Talent, Marketing, and Sales teams. Every package includes features that each specific team would benefit the most from. 

While Zoominfo’s team opted not to disclose the actual price, the website specifies that the costs depend on several factors:

• Features and functionality
• Number of licenses
• Credit usage

Pros & Cons

✅ Vast B2B database with high data accuracy that delivers high match rates, especially for North America.

✅ Easy to use.

✅ Variety of powerful features allowing for comprehensive sales pipeline management.

❌ Very expensive.

❌ Limited intent data.

3. LeadGenius 

LeadGenius is a lead enrichment platform that delivers precision data and insights tailored to each customer.

Features

• Provides custom-curated data based on the criteria you configure, ensuring that the comprehensive insights you get are relevant to your specific industry, target market, and ICP.
• Browser extension allows pulling vital data from various web sources.
• Combines AI-powered web scraping and human specialists who double-check and verify the data, adding an extra layer of quality control and assessment.

Pricing

There are no prices specified on LeadGenius’s website.

The only thing stated is that each price is based on a user’s needs and business scale.

You need to contact its team directly to get a custom quote.

Pros & Cons

✅ Easy to use.

✅ Good choice for businesses in highly specific industries that need more than the usual static B2B database to find their target accounts.

❌ Non-transparent pricing.

❌ Limited functionality.

4. Cognism

Cognism is a sales intelligence platform with global coverage and data that meets all compliance standards.

Features

• B2B database with 70M verified mobile phone numbers globally (47 million cell phone numbers in the US alone) and global data coverage.
• Chrome extension for LinkedIn and LinkedIn Sales Navigator prospecting that allows you to create detailed lists featuring a wide range of prospects easily.
• Seamless integrations with CRMs, such as Salesforce, Hubspot, etc.
• Diamond Data Verification that verifies phone numbers.

Pricing

Cognism doesn’t have one-size-fits-all pricing packages. Instead, the price is tailored to each customer’s needs.

‎Although we can’t provide you with accurate pricing details, the one thing we know for sure is that the price includes a flat platform fee that includes support, maintenance, onboarding, and initial setup.

For more details, it’s best to contact their team directly.

Pros & Cons 

✅ Has more verified mobile numbers than most other platforms.

✅ Solid international coverage.

❌ Opaque pricing structure, indicating it’s probably expensive.

❌ Some of the data may be outdated.

5. Apollo 

Apollo is an all-in-one sales platform that can help manage the sales funnel from top to bottom.

Features

• Huge B2B database with advanced filtering capabilities that allow you to narrow down on decision-makers and targeted leads.
• Provides data on 275M contacts and 73M companies with a high accuracy rate.
• Enables automating various sales workflows, such as adding prospects to sequences, assigning tasks, updating fields when a change occurs, etc.
• Detailed analytics reports to help track KPIs.

Pricing

Apollo has a free forever plan that provides unlimited email finder credits, 5 phone number credits, and 10 export credits.

Regarding its paid plans, there are 3 to choose from:

1. Basic: $59 per user per month
2. Professional: $99 per user per month
3. Organization: $119 per user per month

You get a discount if you opt for annual billing.

Note: The paid plans come with a 14-day free trial period.

Pros & Cons

✅ A wide range of features enabling you to manage prospecting, sales engagement, outreach, etc., from a single platform.

✅ Easy to use.

✅ Has a browser extension for one-click online prospecting.

❌ Advanced features are kept behind a high paywall.

❌ Limited integration capabilities, making data exports and syncing difficult. 

6. Clearbit 

Clearbit is a data enrichment solution that provides real-time B2B intelligence.

Features

• Comprehensive data enrichment that includes over 100 B2B attributes pulled from hundreds of reliable data sources.
• Form optimization, which allows dynamic shortening of data-capturing forms and auto-population of fields Clearbit has information on, increasing the chances of potential clients actually filling them out.
• Dynamic web content creator, enabling you to personalize and adjust your website content to specific customer types.

Pricing

Clearbit is another platform that doesn’t disclose its pricing details.

The only thing stated on the website is that the plan is volume-based and can be configured to include add-on capabilities like Forms, Advertising, and Capture.

This means that you’ll probably be charged extra if you opt for add-ons.

Note: Warmly's pricing plans include access to Clearbit’s rich database.

Pros & Cons

✅ Easy to navigate.

✅ Comprehensive and accurate data.

✅ Seamless integrations with various CRM systems.

❌ Non-transparent pricing structure.

❌ Some of its advanced features are only available as add-ons that add to the overall cost.

7. Crunchbase 

Crunchbase is a massive database of private company information, with a special focus on financial data (e.g., funding rounds, investors, etc.)

Features

• Browser extension for web-based prospecting, allowing you to pull a wide range of prospects from various sources.
• Tracks over 2M companies.
• Provides a wide range of valuable insights, from a company’s financial state to market trends, lucrative investment opportunities, etc.

Pricing

Crunchbase has 2 pricing packages:

1. Pro: $99 per user per month when billed monthly or $49 on the annual plan
2. Enterprise: Custom pricing

The Pro plan has a 7-day free trial to get a taste of Crunchbase’s capabilities.

Pros & Cons

✅ Provides relevant data for various user types and use cases, ranging from startups looking to find investors to companies trying to improve their products based on market intelligence and more.

✅ Easy to navigate.

❌ Oriented toward the North American market, companies from other regions are underrepresented. 

❌ CRM enrichment is available only on the highest pricing tier.

8. Clay

Clay is a new lead enrichment tool that collects data from 75+ enrichment sources and lets you create detailed lead lists by pulling from its 10+ built-in sources.

It’s growing like crazy among the revenue operations community. However, some sales teams have reported having trouble understanding how it works, so it’s not for everyone. 

With Clay, you can build tables from detailed prompts like: “go scrape these sites and find me prospects that look like my ICP”. 

Features

• Waterfall data enrichment lets you cross-reference dozens of databases and data providers, increasing the chances of getting accurate data.
• AI web scraper Claygent runs basic prospect research for you anywhere on the web.
• Intuitive lead list builder that lets you create comprehensive lists easily.

Pricing

Clay has a free forever plan that provides 100 monthly search credits and limited access to its features.

For more advanced users, Clay has 4 pricing tiers:

1. Starter: $149/mo
2. Explorer: $349/mo
3. Pro: $800/mo
4. Enterprise: Custom pricing

Clay has a 14-day free trial for its Pro package.

Pros and Cons

✅ Waterfall enrichment speeds up prospecting and improves the quality of your prospect and leads lists.

✅ Wide range of features and seamless integrations.

✅ Can automate essential sales operations.

❌ Difficult to master.

❌ The costs can easily sneak up on you. 

9. Hunter 

Hunter started as an intuitive email address finder and verifier that helped you easily track down potential customers.

However, it evolved into an all-in-one email outreach tool that offers a broader range of capabilities than finding emails alone.

Features

• Email finder and verifier that validates email addresses across various data points, ensuring you get the most accurate results.
• Allows for automating cold email campaigns.
• Chrome extension for scraping email addresses from anywhere on the web.

Pricing

Hunter has a free plan with 25 monthly searches and 50 verifications but no domain search credits.

It offers three paid plans:

1. Starter: $49/month
2. Growth: $149/month
3. Business: $499/month

‎Note: All plans include unlimited users.

Pros & Cons

✅ Unlimited seats on each plan.

✅ Verifies emails in bulk, speeding up the process and reducing bounce rates across levels.

❌ No domain searches on the free plan.

❌ Doesn’t have as many versatile features as some other tools on the list.

10. Lead IQ

Lead IQ is an easy-to-use B2B prospecting platform that tracks key insights and relevant changes in the profiles of your ideal prospects.

Features

• Automatic Salesforce data enrichment, ridding you of stale data and keeping you at the top of the game.
• Has millions of verified profiles, emails, and mobile numbers collected from various public and private sources.
• Tracks job changes and similar signals in relevant accounts, triggering real-time alerts.
• AI-powered email generator that helps you draft personalized outreach messages based on in-depth insights the platform pulled.

Pricing

Lead IQ has a free forever plan that provides:

• 20 verified work emails per week
• 10 mobile phone numbers
• 40 email generations per month
• 10 accounts tracked

There are three paid plans for larger-scale users:

1. Essential: $45 per user per month
2. Pro: $89 per user per month
3. Enterprise: Custom pricing, annual plan only

Note: Some features are available only if you subscribe to Pro’s annual plan.

Pros & Cons

✅ User-friendly interface.

✅ Browser extension that allows for pulling prospects from anywhere on the web, especially LinkedIn.

❌ Limited data for the European market.

❌ Users report various technical issues arising every now and then.

11. Keyplay

Keyplay is a sales platform built primarily for account-based sales and marketing, allowing for detailed lead segmentation and scoring.

It sets itself apart from other static B2B database providers by allowing for really precise filtering, with fields like hiring trends, offers, content, and open roles by function.

Features

• AI-powered Lookalike scoring and discovery helps you find potential clients that are most alike your best customers and prospects.
• Lets you filter account lists with very detailed criteria like hires by role or type of sign up flow.
• Allows for creating custom intent signals and lead scoring.
• Enables tracking relevant intent signals across levels.

Pricing

Keyplay doesn’t have a free trial for its paid plans.

However, it does have a free forever plan that provides access to its basic features, and subscribing to the PeerSignal community lets you access a more limited number of records. 

If you need more, you can upgrade to one of two plans:

1. Growth: $12,000/year
2. Scale: Custom pricing

Pros & Cons

✅ Easy to use.

✅ Lots of customization options.

✅ Has deep data points like pricing model, sign-up flow, hiring patterns, etc. 

✅ Strong community. 

❌ Integrates with only two CRMs (Salesforce and Hubspot).

❌ Its free plan has limited capabilities.

❌ Offers only annual pricing plans.

Start Converting Website Visitors with Warmly Today

By now, you know a lot more about sales prospecting tools - all of which are viable Dealfront alternatives - than at the start of this page.

Thanks for getting this far ;). 

All you need to do now is decide which one does the trick for you.

There’s one question to consider that might help turn you in the right direction:

Are you looking for a static B2B database, or do you need a more comprehensive solution that can help reveal granular insights into their interest level and buyer intent?

If you opt for the latter, dynamic solutions like Warmly, Clay, and Keyplay (accounts only) might be the ideal fit.

The best way to make a choice is to test these platforms and experience their capabilities.

Why not start with Warmly? Sign up for its free plan to capture and convert more leads today.

Or book a live demo to see Warmly in action before you try it yourself.

Here’s how to install Warmly’s script on your site 👈

With so many excellent sales prospecting tools on the market, deciding on the perfect one is challenging.

However, making the right choice can differentiate between a healthy and dry pipeline. A sales prospecting tool that fits your teams’ needs can help sales professionals:

• Find the right prospects.
• Scale sales processes.
• Segment prospects for better targeting.
• Focus only on qualified prospects who are likely to convert.
• Hyper-personalize outreach and drive more conversations. 

In this detailed guide, we compare the most popular sales prospecting software for 2024 to help you find the one that fits your needs and budget. We analyzed each tool’s top features, pricing, strengths, and limitations.

TLDR: The best sales prospecting tools are Warmly, LinkedIn Sales Navigator, Lusha, Keyplay, Clay, ZoomInfo, Cognism, Wiza, and Crunchbase. 

Before we begin, let’s quickly skim over some key things to remember when shopping for a sales prospecting tool, according to customer interviews and reviews. 

Factors to Consider When Choosing Sales Prospecting Software

1. Does cost and ROI make sense at scale? 

Of course, price plays an essential role in deciding on the best sales prospecting tool. The nuance is that most solutions will start at appealing prices that can sneak up on you at larger volumes.

Make sure that the software you choose:

▶️ Includes all the features you need so you won’t have to buy additional tools to complete your tech stack.

For example, suppose a sales prospecting tool lacks intent data enrichment. In that case, you’ll have to pay extra for Bombora or 6Sense, etc.

▶️ Gives you adequate value for money, meaning you can reasonably expect to find and convert high-quality leads, resulting in a solid ROI.

▶️ Doesn’t have hidden costs. Opaque pricing structures, many add-ons, or volume-based pricing can quickly add up to a hefty sum.

For example, Apollo.io gives you lots of credits but you can’t export them, forcing you on their platform for sales engagement.

2. How easy is it for the whole GTM org to adopt?  

You’ll enjoy all the benefits of sales prospecting only if you find one that’s easy to use and integrates with your existing systems.

For 2 reasons: 

• Data is at the core of most GTM systems. 
• If it lacks adoption and slows down sales activities, it can crush quota attainment for reps. 

3. Can you go from lead to engagement quickly? 

You know the saying “Strike while the iron is hot”?

Well, the same goes for efficient prospecting.

The whole point is not just to identify potential prospects but to successfully identify the hottest ones and react when they’re ripe for your sales representatives to work their magic.

Look for sales prospecting software that includes buyer intent and the ability to engage prospects in real time, whether through integration into another tool or the platform itself.

4. Is the data accurate? 

Sales tools can market themselves like gym bros, showing off how big their databases are. Data quality, accuracy, and consistency are even more important, and they’re the #1 complaint in reviews. Bad data means more bounce rates and demotivated sales teams.

5. Can it handle your target market? 

Tools like ZoomInfo struggle to cover the European market, while products like Keyplay specialize in B2B SaaS accounts. Whatever your ideal customer profile (ICP), make sure the sales prospecting tool you choose can deliver quality data in that segment. 

What are the Best Sales Prospecting Tools in 2024?

A few words on our methodology ⤵️

To make sure this list is actually useful to you, we:

• Tested most of the sales prospecting software listed below ourselves.
• Interviewed real users who’ve been using them for longer to get a better hang of the overall UX and their key benefits and downsides.
• Read through hundreds of reviews on G2, Capterra, TrustRadius and more. 

Here’s our curated list of 10 best sales prospecting tools for 2024:

1. Warmly — Best for finding and enriching leads with high buying intent and converting website visitors.
2. LinkedIn Sales Navigator — A good B2B prospecting tool if your main or only prospecting channel is LinkedIn.
3. Lusha — A budget-friendly B2B sales prospecting database with rich and accurate data.
4. Keyplay — Prospecting database with numerous filtering options.
5. Clay — Sales tool that provides comprehensive data enrichment from 75+ sources.
6. Zoominfo — Enterprise-level sales prospecting and lead generation OS with a price to match.
7. Cognism — Sales intelligence platform with international coverage.
8. Wiza — Chrome extension built for basic LinkedIn sales prospecting.
9. Crunchbase — A multifaceted sales prospecting tool focusing on private company data.
10. Apollo — Comprehensive B2B data and sales engagement platform.

1. Warmly

Warmly is a revenue orchestration platform that lets you identify individuals and companies that have landed on your website.

In addition to deanonymizing website traffic, Warmly provides detailed intent data on each visitor, enabling you to quickly qualify prospects and reach out precisely when they show buying interest in your solution. 

It’s not a typical sales prospecting solution. It focuses on prospecting for people who are interested in what you sell. As Scott Leese said recently 👇, it’s the future of sales.

Who is Warmly for?

Warmly is built primarily for SMBs looking to:

• Make the most of their website traffic by revealing visitors and identifying the hottest prospects.
• Equip their SDRs with all the relevant information they need to optimize their prospecting efforts.
• Boost conversion rates by engaging prospects when they’re most likely to buy.
• Save time and money by streamlining and automating repetitive sales processes.

Here are some key features that allow Warmly to achieve all this and more: 

Feature #1: Website lead prospecting  

Your website is a genuine gold mine of prospects - provided you know who’s visiting and can strike while the iron’s hot.

‎Warmly identifies about 15% of individuals and 65% of companies visiting your site. It then taps into data sources (Clearbit, 6Sense, Bombora) to enrich prospects and decipher their intent signals/behavior. 

You get access to these data points: 

• Firmographic data, including titles, email addresses, company information, etc. 
• Technographic data, such as information on the tools and technology a business uses.
• CRM data, including deals, account owners, previous interactions with your reps, etc.
• Website activity, i.e., pages visited, time spent on each page, etc.
• Buying intent data, including topics recently searched for on the web.

As a result, you’ll be empowered to:

❎ Immediately weed out visitors who don’t match your Ideal Customer Profile or are rated as cold based on their buyer intent.

🔥 Create detailed prospect segments, allowing for better targeting for marketing and outreach efforts.

🎯 Personalize your approach to each prospect based on the insights you have at hand.

📩 Contact prospects when they’re most likely to respond.

Learn how to set up website visitor identification in minutes here and funnel more high-quality prospects down your sales pipeline today.

Feature #2: AI Prospector

AI Prospector is basically an automated SDR that works around the clock.

Once Warmly has identified your website visitors and enriched their data, AI Prospector lets you set up simple yet effective automated workflows, such as:

• Adding a prospect to a sales sequence.
• Connect with them on LinkedIn and/or DM them.
• Sending personalized emails.
• Starting a website chat.

The best thing is that the AI Prospector is super configurable, meaning you can define:

1. Which accounts should the Prospector target. 
2. How many contacts per account should be added to workflows.
3. Which specific contacts should be targeted (e.g., sales reps, marketing reps, etc.).
4. Which action should be taken (send email, LinkedIn message, etc.).
5. How often should the Prospector run workflows.

Why is the AI Prospector important?

Finding quality sales reps - and being able to afford them - is far from easy.

Moreover, regardless of how good and hard-working a rep is, no one can be available 24/7, meaning you’ll often miss golden sales opportunities.

With the AI Prospector, you’ll have someone keeping a close eye on your website visitors and reaching out to all the right accounts and contacts in real time - i.e., while they’re still on your website.

That minimizes the chances of losing qualified leads just because you didn’t engage at the right time. Human SDRs and account executives can pick up conversations once prospects reply to the initial AI touch. Try it yourself 👇or watch it in action. 

Feature #3: Live calls

Warmly give you the option to engage prospects in live chats or video calls while surfing your site.

If you go to the “Warm Calls” section of the Warmly dashboard, you’ll get an overview of all the prospects visiting your website right now.

‎Clicking on each respective user will uncover all the detailed data Warmly has on them, including:

• Account and contact details (and their deal stage if they’re in your CRM)
• An activity timeline of their web session (i.e., the pages they visited, how long they stayed, etc.)
• The web page they’re on at this very moment.

You can take it from there, opting to send them a personalized chat message (e.g., referencing the page they’re on and the info they’re looking at) or engaging them in a live call based on their preferences. Here’s an example ⤵️

Note: You can also set up automated Slack notifications to alert sales reps when a high-intent or important prospect is on your website. This allows them to tune into their web session in real-time and engage with them via chat or video call.

Check it out here:

Find out how this feature helped Namecoach book 20+ meetings in just 6 months, achieving a 282% ROI.

💡Note that Live Calls is not available on Warmly’s free plan. 

Pricing 

Warmly has a generous free plan that lets you reveal and enrich up to 500 website visitors per month.

Learn how Inbox Pirates closed a 4-figure deal in just 2 weeks while on Warmly’s free plan.

If you have higher traffic volumes and want to access advanced features - such as live calls, AI-driven capabilities, live session observing, etc. - there are two pricing tiers to choose from:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for larger-scale users with an estimated traffic of 100,000+ visitors per month who need a system that can be configured to their needs. Includes custom AI personalization, integrations, etc.

💡 Note: All plans include integrations with Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately!

Pros and Cons

✅ Provides accurate and detailed intent data allowing for improved prospecting and more conversions.

✅ Lets you engage prospects when they’re most likely to respond.

✅ Very easy to set up

✅ Integrates with your existing tech stack (e.g., CRMs, lead enrichment tools you already use, etc.)

✅ Flexible & affordable pricing.

✅ Consolidates data sources (and their cost) in every plan (Bombora, 6Sense, and Clearbit).

❌ Significant jump in price between the free and the first paid tier.

❌ Doesn’t have a static B2B database like some other tools, as it focuses on dynamic intent data.

Book a live demo if you’d like to get a tour of Warmly’s capabilities.

2. LinkedIn Sales Navigator

No sales prospecting software list would be complete without LinkedIn Sales Navigator.

It’s LinkedIn’s core business sales solution built to help users tap into LinkedIn’s full prospecting potential.

Features

• Account prioritization that helps you single out the accounts with the most opportunities for you.
• Advanced search filters which enable finding the profiles that fit into your ICP the best.
• Warm introductions that allow you to identify people in your sales team or wider professional network who are closely connected to qualified leads (e.g., former colleagues, classmates, past customers, etc.).

Pricing

LinkedIn Sales Navigator is notorious for its pricing, as it’s one of LinkedIn’s most expensive solutions.

It has three pricing tiers:

1. Core at $74.31 per month when billed annually 
2. Advanced at $125.87 per month when billed annually
3. Advanced Plus at a custom price

Note: If you need more than the basic features, you’ll have to upgrade to the Advanced Plus plan.

Pros and Cons

✅ Native LinkedIn solution, making it perfectly fine-tuned to the nuances of LinkedIn prospecting.

✅ Provides 50 InMails per month, allowing you to contact prospects even when disconnected.

❌ Too expensive for what it offers, particularly considering that it enhances prospecting on LinkedIn alone.

❌ The best features are gated behind a high paywall.

❌ Doesn’t allow for running actions in bulk, which is an issue when conducting prospecting at scale.

3. Lusha 

Lusha is a comprehensive B2B sales prospecting tool with a solid database of accurate and CCPA & GDPR compliant data.

Features

• Allows for pulling 1,000 enriched contacts in a single search.
• Enables filtering company accounts by applying various relevant criteria.
• Integrates with many CRMs, enabling you to easily export enriched prospect and lead lists.

Pricing

Lusha has a free-forever plan that provides 50 email and 15 phone credits.

Since you’ll probably need more credits and additional features, you can choose from three pricing tiers:

1. Pro - $49 per month 
2. Premium - $79 per month
3. Scale - Custom price

Note: You get a discount on annual billing.

Pros and Cons

✅ User-friendly interface.

✅ Its data is CCPA & GDPR compliant and verified.

❌ Advanced filters and CRM integrations are included only in the highest-tier plan.

❌ Its browser extension for scraping websites is prone to crashing and lagging.

4. Keyplay

Keyplay is a sales prospecting tool with advanced filtering options that allows you to better target and find profiles that fit into your ICP.

The solution is growing in popularity for its ability to find very specific accounts, like: 

“B2B HR software companies that have hired 5+ sales reps in the last year, use Hubspot and are have a free trial”.

Features

• AI-powered recommendations suggest prospects that are most alike your best accounts.
• Provides in-depth data on potential prospects, such as company details, recruitment activity, etc.
• Options for creating custom lead and prospecting scoring based on the criteria most fitting for your industry and ICP.

Pricing

While Keyplay doesn’t have a free trial for its paid plans, it does have a free forever plan that provides access to its basic features.

If you need more, you can upgrade to one of two plans:

1. Growth: $12,000/year
2. Scale: Custom pricing

Pros and Cons

✅ User-friendly interface.

✅ Allows you to create custom scoring and signals.

✅ Has data points like pricing model, sign-up flow, hiring patterns, etc. 

❌ Its free plan has limited functionality.

❌ Locks you in annual billing packages from the get-go.

❌ Integrates with just two CRMs.

5. Clay

Clay is a sales prospecting and lead enrichment tool that collects data from 75+ different enrichment tools and allows building lead lists from its 10+ built-in sources.

The beauty in Clay is the ability to instruct the tool to “go scrape these sites and find me prospects that look like my ICP”. It’s a different way to prospect but that’s growing in popularity. 

Features

• Waterfall data enrichment lets you access dozens of databases and data providers simultaneously, maximizing your coverage with minimal effort.
• AI web scraper, Claygent, that takes care of essential prospect research for you in seconds.
• Intuitive lead list builder.

Pricing

Clay has a free forever plan that provides 100 monthly search credits and limited access to its functionality.

If you need more, Clay offers 4 pricing tiers:

1. Starter: $149/mo
2. Explorer: $349/mo
3. Pro: $800/mo
4. Enterprise: Custom pricing

Clay has a 14-day free trial for its Pro package, allowing you to try out its most comprehensive features.

Pros and Cons

✅ Waterfall enrichment speeds up prospecting and improves the quality of your prospect and leads lists.

✅ Wide range of features and integrations.

✅ Can automate essential prospecting and lead generation processes.

❌ Difficult to master.

❌ Expensive. 

6. Zoominfo 

Zoominfo is a robust business intelligence platform that provides company and contact details, helping sales, marketing, and recruiting professionals identify and engage their ideal prospects.

Features

• Contact tracking that allows users to keep tabs on relevant activities regarding their most valuable prospects (e.g., job changes, company changes, etc.).
• Conversation intelligence, which analyzes customer calls, meetings, and emails, providing valuable insights to help boost your sales team's performance.
• Data capturing forms that allow for gathering prospects’ information even when they abandon forms midway.

Pricing

Zoominfo offers different pricing packages for Sales, Marketing, and Talent teams.

While the actual price is not disclosed on the website, the costs depend on several factors:

• Features and functionality
• Number of licenses
• Credit usage

Pros and Cons

✅ Extensive B2B database with options for tracking relevant changes.

✅ Lots of different filters that allow for narrowing down your search and identifying key prospects to contact.

✅ Seamless integration with various CRM systems, such as HubSpot, Salesforce, etc.

❌ Opaque pricing structure that indicates it’s pretty expensive, making it primarily an enterprise solution.

❌ Issues with data accuracy and updates when it comes to data sourced outside of North America in particular.

7. Cognism

Cognism provides accurate B2B contact data with international coverage, ensuring that the data complies with global privacy laws.

Features

• Its extensive database allows you to create comprehensive contact lists of promising leads.
• Scheduled data enrichment, which keeps your data fresh and accurate by checking for changes in weekly, monthly, or quarterly frequencies.
• Chrome extension for 1-click LinkedIn prospecting.

Pricing

Cognism has custom pricing for each customer, tailored to their specific needs.

However, its team also chose not to disclose the factors on which the price depends, except for noting that each price comes with a flat platform fee that includes support, maintenance, onboarding, and initial setup.

Pros and Cons

✅ International coverage of contact and company data.

✅ User-friendly and intuitive interface.

❌ The data isn’t updated as regularly as it should.

❌ No free trial and non-transparent pricing.

8. Wiza 

Wiza is a sales tool that converts LinkedIn Sales Navigator searches into clean, exportable lead lists with verified email addresses.

Features

• Simple Chrome extension that can scrape any LinkedIn Sales Navigator search and create an enriched prospect list.
• Built-in email verification.

Pricing

Wiza has a free forever plan that allows you to discover 20 email addresses and 5 phone numbers per month

If you need more, there are three plans to choose from when you opt for monthly billing:

• Starter: $49 per user per month
• Email: $99 per user per month
• Email + Phone: $199 per user per month

If you decide to go for Wiza’s annual plans, you’ll get unlimited emails or unlimited emails and phone numbers, depending on the plan you subscribe to.

There are two annual plans:

• Email: $83 per user per month
• Email + Phone: $166 per user per month

Pros and Cons

✅ Easy to use.

✅ Doesn’t charge for emails or numbers it cannot find.

❌ Limited functionality.

❌ Depends primarily on LinkedIn Sales Navigator for prospecting.

9. Crunchbase 

Crunchbase is a comprehensive business information platform that goes beyond the usual contact and company data.

It provides detailed intelligence on private companies, including information about investors, funding rounds, and industry trends.

Features

• Enables tracking prospects that could bring you the most value, providing real-time alerts when a relevant change occurs.
• Largest database of private company information, allowing not only in-depth prospecting but also market research, fiding investors or good investment opportunities, etc.

Pricing

Crunchbase has 2 pricing tiers:

1. Pro: $99 per user per month when billed monthly or $49 on the annual plan
2. Enterprise: Custom pricing

You can try Crunchbase’s Pro plan for 7 days free of charge.

Pros and Cons

✅ Versatile use cases - sales and marketing reps, investors, startups, business owners, etc., can all benefit from using it.

✅ Provides in-depth access to companies’ financial information to help narrow prospecting down.

❌ Limited international coverage, as its data is focused on North America.

❌ Clunky interface.

❌ CRM enrichment is available only on the Custom pricing plan.

10. Apollo

Apollo is an all-in-one sales engagement solution with a rich B2B database and a wide range of features allowing you to run your sales processes from one platform.

Features

• Extensive database of 275+M contacts and 73+M companies that allows you to find prospects more easily.
• AI-powered lead scoring based on their search intent, website visits, etc., helping you qualify prospects and leads.
• Allows you to create automated outreach sequences, boosting sales reps’ efficiency.

Pricing

Apollo has a free forever plan that provides you with unlimited email finder credits, 5 phone number credits, and 10 export credits.

You can choose from three pricing tiers if you need more than that:

1. Basic: $59 per user per month
2. Professional: $99 per user per month
3. Organization: $119 per user per month

Note: The paid plans come with a 14-day free trial.

Pros and Cons

✅ A wide range of features enabling you to manage prospecting, sales engagement, outreach, etc., from a single platform.

✅ Easy to use.

✅ Has a browser extension for one-click online prospecting.

❌ Advanced features are kept behind a high paywall.

❌ Limited integrations, making data exports and syncing difficult. 

Master Sales Prospecting with Warmly

And there you have it, folks: We gave you a wide range of powerful tools fit for different needs, budgets, and skill levels to choose from.

If you need more info before you decide, the best way is to stop reading and start acting.

Try out some of these tools, as most have free trials or plans, and see what works best for you.

However, if you want to embark on your sales prospecting journey by harnessing your website’s full potential first, look no further than Warmly, as it can help you:

1. Find prospects that want to buy from you.
2. Create more personalized and efficient outreach and marketing strategies.
3. Engage prospects while they’re hot.

Try Warmly for free and start identifying and converting more qualified prospects today.

Sales Prospecting 101: You have to understand your prospect to sell successfully.

Unfortunately, too many B2B sales teams neglect this vital strategic advice, thinking they can get by just responding to those who make the first move—whether that's through forms, chatbots, or the like.

But how great would it be if you could get a picture of who those leads actually are? And access their contact details or know their job role?

And how about uncovering the exact right time to reach out to those leads?

B2B website visitor tracking can achieve all this (and more). By leveraging this kind of software, you can create a more accurate picture of who your visitors are, what they're interested in, and how to engage with them—making your sales team more efficient.

B2B Website Visitor Tracking: The Basics

B2B website visitor tracking is exactly what it sounds like: monitoring and analyzing the behavior of visitors to your B2B website. This tracking can happen both online (seeing what visitors are viewing on your website) and offline (what they're looking at beyond your website).  

This visitor behavior data—like which pages they visit, how long they stay, and what actions they take—is incredibly powerful for sales and marketing teams, because it gives you a sense of where that lead is in the buying cycle.

Today's B2B sales funnel is more complex than it used to be. Back in the day, your sales strategy might have been to meet people at trade shows, gather their contact information (their phone number), and then find a time to reach out to them. And then reach out again. And again. And again.

Now, buyers aren't just getting information directly from your company. They visit other websites, watch comparison videos on YouTube, discuss solutions with their network on LinkedIn, and listen to B2B podcasts. And so much of this is impossible for B2B sellers to track effectively.

In fact, the vast majority (67%) of the B2B decision-making process takes place away from your sales reps through online and offline research and discussions with other buying group members.

This is the dark funnel. And it's making your sales team's job harder.

(Image Source)

‎Your website isn't the starting point of the buyer journey anymore. Often, it's not even the endpoint. Buyers take an incomprehensible, untrackable journey when making decisions, taking in an almost limitless amount of information across various channels.

So, the moment this lead (finally) arrives on your website, you need to be certain about the information they've gathered and how close they are to buying.

That's why B2B website visitor tracking is so powerful.

Understanding the Buyer

Traditionally, marketing teams might spend hours each week analyzing Google Analytics, attempting to make sense of all that data and how it should affect their sales and marketing strategy.

In reality, it's very difficult to accurately transform that quantitative website visitor data into a picture of who each visitor is. To coordinate a successful account-based marketing strategy, you really need to know who each visitor is and where they currently fall in the sales funnel.

Typically, the B2B sales funnel can be roughly split into four segments:

• Awareness: The lead is aware of the problem and solution.
• Consideration: The lead is learning how to solve the problem, and considering various solutions.
• Decision: The lead is engaging with B2B vendors.
• Purchase: The lead is ready to buy.

Each of these segments should correspond to different actions from the sales and marketing side (which really go hand-in-hand.)

For example, someone in the awareness stage might learn about the problem and solution through your blog. So, maybe you push them similar content via email or ads.

On the other hand, someone displaying the intention to buy will need more thoughtful, personalized engagement with a sales rep to help action that purchase.

What is De-Anonymized Data?

Deanonymized data from visitor tracking software enables you to build a more accurate picture of the buyer journey and create more strategic sales and marketing campaigns.

Deanonymized visitor data includes:

• Demographic data
• Browsing history
• Purchase records
• Location data

It can be split into onsite and offsite data. Onsite data is collected from interactions that occur directly on your website. This includes information such as page views, clicks, time spent on the site, form submissions, and other user interactions within the company's online environment.

Offsite data is collected from interactions that occur outside of your website. It includes information from social media platforms, third-party websites, online advertisements, email campaigns, or any other online channels not directly controlled by the company.

Ideally, you want a combination of onsite and offsite data to corroborate accuracy. It's no good just relying on one source—say, for example, data from sources like Clearbit or Bombora.

To be sure you're actually seeing exactly who is on your website, you need to combine sources. This is called the data waterfall approach (and it's what Warmly does best.)

‎Leveraging data from multiple touchpoints, both first-party data from your website and third-party data from other vendors, gives you the highest confidence that you're getting accurate insights into your website traffic.

Company vs. Contact-Level Deanonymization

Deanonmization can happen at the company level (identifying the organization that leads belong to) and the contact level (identifying individuals).

Company-level deanonymization will give you information on the organization visitors belong to without necessarily revealing individual visitors' personal information. This approach provides insights into the types of businesses that are interested in a company's products or services, allowing for targeted marketing campaigns and lead-generation efforts aimed at these organizations.

While company-level data is great, the combination of company and contact-level data really packs a punch.

Contact-level deanonymization involves identifying individual website visitors and uncovering their specific contact information, such as email addresses, names, and other personal details. This process allows businesses to personalize their interactions with these individuals and tailor their marketing efforts accordingly.

Unfortunately, identifying contact-level data about website visitors can be tricky, and many solutions will only offer company-level deanonymization. Others, like Warmly, do.

‍

‎How to Deanonymize Website Visitors

There are several different ways to de-anonymize, and the richness of the data can differ depending on your chosen method. 

For example, most people are familiar with the idea of tracking someone based on IP location. But unlike some of the more targeted tactics, IP location reveals much broader data stats (probable company, general location).

‎While visitor IP information is great for tracking general trends, it scratches the surface of what website visitor data can really do for your sales and marketing teams. Plus, in the age of remote work, where people are site surfing from all over, it’s increasingly difficult to link an IP address to a specific company. 

Let’s take a look at some of the other methods of deanonymizing visitors. 

Forms

When someone uses their contact information to fill out a form, a site can cookie that person. This means that whatever email address they used in the form can be associated with the browser they used when surfing the site. When that user returns, the website recognizes that unique identifier. 

There are a couple of caveats to keep in mind. First, to stay compliant with GDPR, the user must opt-in to cookie tracking. Second, form fills are statistically very low for most websites. Depending on the industry, they typically have a completion rate of between 3 and 5 percent. So, it’s important to supplement your form fills with other data collection methods.

Outbound Emails

Sales emails that contain links are another way to track website visitor data. This is done via query parameters: extra information added to the end of a URL that contains unique identifiers linked to your visitor's email address.

Logins

You know how sometimes, instead of requiring a new username and password, a website will give the user an option to log in with Google, Microsoft, or a social media account? Well, it’s not just about convenience for them. The website also gains access to the user’s email address from the service they used to log in.

Every action they take on the website, such as clicking buttons or reading articles, is tracked via cookies. So, the next time they return to the website, it recognizes them based on these cookies.

The website also receives the user’s IP address when they log in. By combining their email, cookie data, and IP address, the website can identify them, even if they haven't explicitly provided personal information. 

Chatbots

When users engage with a website's live chat feature, they're usually prompted to provide their email or other contact details.

Any information shared by the user during the chat session, coupled with details like their browser type and the pages they've visited on the website, all come together to form a comprehensive profile of that visitor and what they're looking for.

All of the above information can be resynced back to your CRM system and, coupled with other contextual information about that visitor, can lead to a holistic understanding of each visitor and how likely they are to buy from you.

‎Deanonymization From Start to Finish

Left totally unattended, only about three percent of visitors will fill out any kind of contact form. That suggests that only a very small proportion of your overall traffic comes from people who are actually in the market to buy.

So, how do you capture more leads when they’re actively on your website? And how can you re-engage the rest offsite?

Additional resources are inevitably required to understand and implement that kind of sales strategy. Website visitor deanonymization software can provide that valuable data.

There are four primary stages of the buyer's journey where that de-anonymized website visitor data be leveraged: 

Identify and Target your ICP

Being able to track exactly what visitors matching your ideal customer profile (ICP) are doing on your website is ideal. Identifying your ICP, and analyzing how closely website traffic matches it is the first step to a successful lead generation campaign.

By analyzing visitor data, you can identify patterns and characteristics of visitors who match your ICP. This includes factors such as industry, company size, job title, and more. Then, you need a qualification strategy for filtering only the most valuable leads that match your ICP, getting closer to that 3% of traffic that will ever buy from you.

Tracking visitor behavior with deanonymization software allows you to continuously refine and update your ICP based on real-world data, ensuring that your marketing efforts target the most relevant audience.

When you identify accounts that meet your ICP, your first move is to capture them while they are still on the website (usually with a chatbot). If they exit your website, you can track their offsite data to determine where you need to go to bring them back.

Deliver the Right Buyer Experience

Buyers want a buyer journey that’s as easy and straightforward as possible. But we also know that B2B buyers can each take a seemingly random journey from identifying a problem to purchasing a solution.

So, instead of driving all your website traffic to a specific purchasing page or piece of content, you need to meet each buyer where they're at. This requires you to understand the intent each buyer is demonstrating.

Buyer intent data incorporates information such as the content each visitor looks at on your website, how long they stay on your site, and offsite information like what they're looking at on the web. Other buyer intent data includes job changes and interactions via email and website chatbot.

Basically, the world of intent data is vast. You need to review all of these sources to be confident about whether a lead is demonstrating intent or browsing for other reasons. 

This data, alongside your ICP and visitor deanonymization information, helps your sales reps filter and categorize leads more efficiently. Then, knowing what they're looking for and why, you can deliver them the content they're looking for at the exact time they need it.

The result? You give your prospects what they want, right when they want it. No more marketing into a void, wasting precious sales and marketing resources.

‎Prioritize Offsite Outreach

Your website can be the make-or-break factor behind a good portion of online purchases. If users don’t find what they’re looking for in five seconds, 61% of users will leave your site and look elsewhere. And once they’re gone, good luck getting them back because 88% of users won’t return to a site after a bad experience. 

Of course, you want your leads to stay on your site. But you should also give your sales reps the tools to reengage prospects outside this single channel.

When you have a holistic understanding of your leads and their digital footprint, choosing the right channel for outreach becomes effortless (and many outreach solutions give you the option to do this automatically).

LinkedIn messages, emails, and targeted ads are all viable options when you have a holistic understanding of your leads and their digital footprint.

Monitor Marketing Efforts 

Website visitor data gives you insight into which marketing campaigns resonate the most with your target audience: Page views, bounce rates, time spent on a page, and conversion rates gauge the performance of marketing touchpoints. 

Generally, this can help you hone your marketing strategy through trends and patterns in visitor behavior. It also helps you ensure that your resources are being used in the most useful way possible.

Evaluating Website Deanonymization Tools

You need to find the right solution to gather the data, de-anonymize it, and inject it back into your existing workflows to leverage website traffic data. 

When you’re looking for a de-anonymization tool, there are some important considerations to keep in mind.

Cookie Regulations

Regulations like the GDPR (General Data Protection Regulation) or the CCPA (California Consumer Privacy Act) are cracking down on loose data protection and user privacy. This is leading to stricter requirements for obtaining consent and handling personal data.

This has implications for tracking website visitor data. To maintain tracking effectiveness, there is now a shift towards alternative tracking methods such as browser fingerprinting and cohort grouping. B2B companies must prioritize compliance and continually adapt their tracking strategies to meet evolving requirements.

Let’s be clear: laws that protect users are welcome and imperative in our digital world. Data tracking tools now have the opportunity to get creative and provide valuable information without compromising anyone’s privacy (and we, for one, have gladly stepped up to the plate).

‎

Contact vs. Company-Level Data

As we mentioned earlier, data de-anonymization at the contact and company levels can help accomplish slightly different things. If you want to get a bit more targeted with your data collection, you’ll want to find a website visitor tracking tool that de-anonymizes at both the contact and company levels. 

Although company-level data is really valuable for account-based selling, it won't necessarily help your prospecting. To really engage with leads on a human level, you need to know exactly who they are—and contact-level data accomplishes this.

Buyer Intent Data

Buyer intent data is a pivotal consideration when seeking tools to enhance your sales and marketing efforts. Without it, you’re left with primarily onsite data; while this is extremely useful, it leaves you with major understanding gaps regarding where a lead actually is in the buying process.

When your goal is optimizing the entire typically asynchronistic buyer journey, this is a major non-starter. So, be sure to look for tools with buyer intent data capabilities.

Lead Scoring

It's not enough to see everyone that arrives on your website. To inform your sales process, you must see how important each prospect is on a scale. In doing so, you can allocate sales resources better and focus your sales reps' attention on prospects most likely to convert into customers.

Essentially, lead scoring means less wasted time on lukewarm leads. 

Warmly categorizes leads on a spectrum from hot to plain old bad. Each heat score is tied to specific data, such as third-party (offsite) data from vendors such as Bombora and 6Sense, demographic and firmographic information, and historical information in your CRM.

The variety of input data—across first and third-party sources—ensures each lead receives an accurate heat score. However, this variety also reflects the wayward path that B2B buyers take throughout the buying journey.

‎Tech Stack Integration

Remember, the entire purpose of tracking website visitors is to enrich your sales and marketing workflows. This is difficult to do when you cannot push that de-anonymized data back through your sales funnel, CRM, or marketing automation tools.

It's not just about identifying leads; it's about empowering your sales team to perform the right actions with that data. There's no point gathering all this valuable data on the people arriving on your website if you don't use it to inform your sales strategy.

So, the best B2B website visitor tracking software will enable your sales reps to do more than reveal companies and contacts. Look for tools that use a comprehensive data waterfall collection process to reveal visitors and expose buying intent data, then use that to implement omnichannel outreach to the right people.

Warmly: The Comprehensive Sales Orchestration Platform

Warmly combines best-in-class intent data with seamless tech stack integrations to help your sales teams work smarter, not harder.

We start by identifying visitors (on the company and contact side) and then combine this with buyer intent data from best-in-class data sources to show you exactly who is in the market to buy.

Then, we give your sales reps the tools to act on this information with seamlessly integrated outreach via email, chatbot, and LinkedIn messages.

Here are a few of our features and how they go beyond any other platform in terms of website visitor deanonymization.  

Deanonymization the Warmly Way

Sure, Warmly can tell you who has been visiting your website (we deanonymize 65% of companies and 15% of people.)

However, we also use additional data sources to help you identify the members of a buying group at a particular company, so your sales reps can go after the actual people who are going to purchase.

This ensures that you’re spending your time talking to people who actually have the power to say yes to your pitch, and not just responding to the first marketing exec that starts a conversation with your chatbot.

‎But Warmly also integrates with Connect the Dots to introduce you to prospects at your target companies. So, you can see 2nd and 3rd-degree connections across a particular company, making your LinkedIn or email outreach speedier and more effective.

Omnichannel Outreach for Better Prospecting

Given how looping the current buyer journey is, your sales strategy must be equally varied and far-reaching. So, Warmly isn't just a visitor deanonymization tool. We orchestrate the entire sales process from lead identification to closing.

After you've identified your website visitors, you can start conducting outreach based on the various signals we've collected. For each lead category (the warm to bad leads we've outlined above), we offer tailored outreach strategies to get the most out of your (often stretched and inevitably busy) sales team.

These strategies take place on your website and off your website, so you can target buyers in the spaces that will lead to the most successful conversations.

‎For example, for a bad lead, we'll automatically turn off Warmly's inbound chat—because why should your sales reps take calls from people who aren't going to buy?

If we think a lead is reasonably likely to buy from you at some point (but probably not right now), we'll route them inbound through our AI Chat. Our contextually aware AI software uses signals from your CRM and the lead's browsing history to gain additional insights into why they're on a particular page and the info they're looking for.

For these medium-warmth leads, you can also start a proactive outreach campaign across email and LinkedIn. Warmly integrates with prospecting software including Outreach and Salesloft, and if you want, you can automate the entire process with our AI Prospector.

For those hot leads, though, you'll want to get your best sales reps on them quickly. If you can't react quickly enough, the prospect will likely just go to someone else.

When we know a high-intent lead has just arrived on your website, a designated sales rep will get a Slack notification, allowing them to hop on a live video chat right there on your website.

Afterward, Warmly can initiate email and LinkedIn outreach to keep you top of mind and make the purchasing decision easy.

‎Seamless Integration

SMBs don't have the budget to purchase dozens of different tools when one could do everything for them. At the same time, you need the flexibility to choose solutions that work for you and your team.

Warmly integrates with multiple different CRM and outreach tools, so you don't need to worry about coming up against any roadblocks when implementing your B2B sales strategy.

Plug Warmly in, activate integrations with Salesforce, HubSpot, Apollo, Outreach, Salesloft (and more), then set up auto-prospecting to reach out to high-intent leads as soon as they land on your site. It's as easy as that.

‍

Get Started with Warmly Today

You could be set up with Warmly in less than an hour (that's much faster than our competitors.)

Simply add a script tag to your website, enable our first-class integrations with the rest of your tech stack and... that's it. You'll start seeing exactly who is on your website and get real-time alerts to Slack to help your sales reps convert high-intent leads.

The best thing about Warmly? You can start right now for free. Or, book a demo with one of our sales reps to see Warmly in action.

Cover image by vectorjuice on Freepik

Identifying website visitors is a key part of any successful sales and marketing strategy—and here’s why. 

If you don’t know who’s visiting your website and how they’re engaging with it, you run the risk of:

1. Missing qualified opportunities who aren’t filling out your forms or signing up. 
2. Not understanding if your marketing campaigns are reaching the right target audience.
3. Confusing which pages or prospect segments are underperforming and which convert.
4. Not getting enough quality leads in front of your sales teams.
5. Ineffective outreach campaigns. 
6. And more.

This detailed guide will show you how to identify website visitors and use the data to increase website conversions and outreach response rates.

How to Identify Anonymous Website Visitors on Your Website?

Although it may sound tricky, the answer to this question is surprisingly simple:

The best way to identify website visitors is to use a dedicated lead enrichment and website de-anonymization solution that can do all the heavy lifting for you.

Lead enrichment tools are an essential addition to your GTM tech stack. They help automatically find information on your prospects, like:

1. Contact information
2. Firmographic data
3. Demographic data
4. Technographic data
5. Online behavior tracking, etc.

As a result, your sales and marketing teams will get a 360-degree view of leads to create better-tailored funnels optimized for conversions.

Not all of them, however, can reveal website traffic. 

Below, we’ll explain exactly how to identify website visitors by using Warmly - a revenue orchestration platform that helps you:

• Reveal and enrich accounts and visitors on your site.
• Pull intent data to discern your visitors’ levels of buying interest.
• Automatically connect with qualified visitors through LinkedIn, email, or website chat. 

Here’s how to find out who’s on your website in 6 steps 👇

Step 1: Sign up for a free Warmly account

First, to use Warmly, sign up for a free account.

The setup is super easy—you'll reveal visitors on your website within minutes of signing up.

Step 2: Add Warmly’s tracking script to your website

A tracking script is a code snippet you add to your website to track and identify visitors.

To do this, follow these steps: 

1. Go to Settings 
2. Click on General Settings
3. Click on Script Setup
4. Copy the script
5. Paste in the <head> tag or before the </body> tag of your website

‎You can add the tracking script using Webflow, WordPress, or Google Tag Manager. 

The processes differ slightly depending on your tool, but nothing overly complex. 

Watch this walkthrough video for a step-by-step guide, or follow along below 👇

💡 Note: Although we recommend adding Warmly’s script to your entire site, you can add the tracking script to:

1. Your entire site 
2. Specific web pages
3. Your sales and marketing emails

Below, we’ll explain how to add the tracking snippet to emails.

(Optional) Step 3: Add Warmly’s tracking script to your emails

If email outreach is a major part of your marketing strategy, this is a nifty trick to add to your stack.

Adding tracking scripts to emails will allow you to match emails to IP addresses. This means that if someone clicks on a link in your emails, Warmly will then be able to know when that person comes back to your website. 

Moreover, you’ll be able to identify leads who’ve come to your website through a specific email campaign, making attribution easier and more precise.

To do this, open:

1. Settings 
2. General Settings 
3. Email UTM Param Setup
4. Add Warmly’s UTM parameters at the end of URLs linked in emails (similar to UTM parameters for marketing campaigns).

‎More of a visual type? Check out this walkthrough video.

Step 4: Head to “Warm Visitors” on the Warmly platform

‎Once you’ve set up the tracking script, all it takes is a little time to see the first results.

Wait a few hours after adding the code snippet, and then head to Warm Visitors to see whether Warmly identified visitors.

There, you’ll see each visitor’s detailed profile, including:

• Firmographic data from Clearbit, such as title, email, company information, etc. 
• CRM data like deals and account owners.
• Sequences that the visitor may be in from Outreach or Salesloft.  
• Buying intent data from Bombora and 6Sense, like topics recently searched for.  
• Web sessions’ details, etc. 

See it in action ⤵️

As we'll explain in the next step, you can access each visitor’s profile by clicking on it.

Alternatively, you can create lead segments that filter Warm Visitors. 

For example, filter for visitors who fit your ideal customer profile, have a valid email, have engaged in the last 3 days, have a senior title, etc.

‎To do this, head to:

1. Settings
2. Segments
3. Add Segment
4. Add Criteria 

There’s a wide range of data points to choose from. 

For example:

• Company details
• Person details
• CRM information
• Session activity
• Research intent
• And more.

Step 5: Click on a visitor to reveal what they’re interested in

This is where the real magic happens, as Warmly allows you to see beyond basic visitor identification.

Visitors’ profiles show you the whole picture, focusing on the pages a prospect has visited on your website. 

This helps sales understand what the prospect cares about, how to engage them, and where (email, website chat, or LinkedIn). 

To access this view:

1. Go to Warm Visitors
2. Click on a specific visitor

‎In addition to their engagement with your website, you’ll find:

• The company’s information
• The number of visitors coming from that same company and who they are (if Warmly could reveal them) 
• Time spent on your website
• The specific web pages they visited, etc.

All this helps pinpoint a company’s or an individual contact’s level of interest in your brand. If you don’t go into this much detail in your approach, your sales efforts likely won’t convert.

(Optional) Step 6: Set Slack alerts when qualified visitors are on your site

Customers who’ve seen a 3-5x return on identifying website visitors have one thing in common: they set Slack notifications that alert GTM teams when high-intent or warm leads are revealed.

Timing is everything. Adding this step to your workflow allows reps to act fast enough to strike while leads are warm. 

In a nutshell, whenever a visitor who fits specific criteria lands on your website or interacts with it in a certain way, Warmly will send a Slack notification via DMs or a channel.

To set this up:

1. Go to Settings

2. Click on Integrations 

3. Choose Slack 

4. Click Connect Slack 

5. Set Who to @mention on Slack. This lets you set rules like tagging the CRM’s account manager for that account on Slack.

6. Add a notification. You can build a custom message or choose from templates 

7. Filter leads with Segments if you want notifications to go off only for specific visitor types 

8. Add conditions you want to trigger the notification (e.g., specific pages visitors went on, starting a session, requesting to speak with an agent, responding to chat, etc.)

‎Receiving alerts when extra-important leads visit your website allows you to react quickly. You can tune into their sessions and observe their progress in real-time.

That way, you can answer questions or engage them via chatbot or live video chat options.

Here’s an example:

And there you have it, folks - website visitor identification deployed in just a few minutes!

Data Enrichment Tools vs Traditional Methods of Identifying Website Visitors

Before platforms like Warmly and others, businesses had to resort to other methods for identifying and engaging website visitors, such as:

• Forms (think Drift)
• Chatbots (think Intercom)
• Simple IP location
• Website analytics tools (a combination of Google Analytics and Mixpanel, for example)  

While most of these are still somewhat leveraged, relying on them alone will leave many high-intent conversations on the table.

Why? Let’s look into the downsides of each:

1. Forms

When a website visitor fills out a form with their contact info, they’ve decided on your solution and want to move forward. They’re out of the “dark funnel.”

The problem is that your sales team could capture A LOT more demand if you answered questions as leads were evaluating their options.

Also, forms force prospects to contact you in a specific way. Some prospects may choose not to submit their information because they don’t want to fill out your form and be contacted later on by a rep.

There are many other ways to meet people where they’re at and when they’re most interested. 

De-anonymizing your website traffic helps you avoid losing good leads for no reason other than not knowing who they are when they’re looking at your site.  

2. Chatbots

When a website visitor engages with your chatbot, it implies they’d like to learn more about your products and services. 

However, leaving real humans with generic, automated responses will unlikely get you anywhere. 

You’ll need a more tailored approach to push leads to conversations with you or purchasing decisions. 

3. IP location

Before remote work became widespread, it was relatively easy to determine when a website visitor was coming from a particular company, thanks to IP location detection. 

That enabled tapping into all the relevant firmographic data and understanding exactly who you’re dealing with. Today, things are not so simple, so IP location can only be used when combined with other methods.

4. Analytics tools

Analytics tools help gain overall metrics relating to website traffic. 

However, they primarily focus on website performance and gather data from interactions alone. Although helpful for marketers building your site, they can’t deliver the combined data you need to take action.

Lead enrichment and revealing tools, on the other hand, do. They combine WHO you should focus on and WHAT they’re interested in WHEN they’re showing interest. 

‎How to Get the Best Out of Visitor Identification Data

Once you’ve identified website visitors, it’s time to use all those invaluable insights.

There are several things you can do with the data acquired from tracking and identifying website visitors, including:

1. Improve targeting & personalization

Your website may not be as fine-tuned for your target market as you initially believed. The wrong people can end up on your website, or your messaging can be off. 

Conversely, it may turn out that you don’t know your target customers as well as you thought.

Identifying website visitors and monitoring their website interactions (e.g., time spent on particular pages, number of returns to high-intent pages such as pricing, downloads of specific resources, etc.) can all help you:

• Make marketing campaigns more targeted
• Optimize your website for your target audience
• Improve sales prospecting 
• Weed out visitors who don’t fit into your ICP profile so you won’t waste time on them.

💡 This is precisely how Warmly enabled Namecoach to get 20+ meetings in just 6 months and achieve a 282% ROI to date.

2. Leverage more engagement options

Once you know the person or company account that’s landed on your website, you can tailor a more personalized approach and get them to engage with your brand more easily.

You can also map them to other channels and adjust your cadence accordingly. 

In the chatbot example below, Desanka knew the visitor had read our ZoomInfo alternatives blog. That information helps craft a message that doesn’t feel generic and gets more replies.

💡 Check out how D2D Experts increased their engagement by 50-60% with Warmly’s help.

3. Find more qualified pipeline

De-anonymizing website traffic increases the number of opportunities in your pipeline simply by uncovering high-intent leads your sales team didn’t know about. 

You can also move deals along your pipeline faster when you see who’s visiting your website, what content they’re looking at, and whether they’re exhibiting high buyer intent behavior.

There are several things Warmly does to help you book more meetings and increase deal conversions. 

By giving your reps a website de-anonymizer like Warmly, they can:

• Enter account meetings with more insights
• Share help documents based on page visits
• Engage new prospects visiting your site within an active account
• And more.

💡For example, if you know that a decision maker has viewed one of your competitor's pages and that a call is coming up, you can proactively prepare answers that emphasize your product's advantages.  

Start Identifying Website Visitors with Warmly

We hope this in-depth guide gave you a new process to try out for your sales and marketing strategy.

If you’re ready to unlock your website’s full potential, try Warmly for free today and convert website visitors.

💡 Note that you need to upgrade your Warmly account to the business plan to unlock some enrichment and revealing capabilities, like premium integrations and live calls. 

Need to see more of the platform? Book a live demo with our team, no strings attached.

The best lead enrichment tools for 2024 are Warmly, Clearbit, Enricher, ZoomInfo, Apollo, Cognism, Datanyze, LeadGenius, Clay, Lusha, FullContact, and LeadFeeder.

In this article, we help you find the best lead enrichment software for your marketing and sales teams by covering each solution’s features, pricing, strengths, and drawbacks.

Before we dive into each solution, a few housekeeping items ⤵️ 

Factors to Consider When Choosing a Lead Enrichment Tool

Is the data accurate and reliable?

Prospecting is a heavily data-oriented process, and you can’t expect to get value from your campaigns if the data is inaccurate. 

For example: 

• A sales rep's nightmare is crafting a personalized email only to realize the lead is no longer working at the company, or getting a bounced email. 
• A marketer’s nightmare is spending money on campaigns only to realize that the audience doesn’t fit your ideal customer profile.

You won't get far if your enrichment tool is known for inaccuracies. Your workflows will function properly, but results will suck. 

Legendary CRO Mark Kosoglow lists data quality as the #6 most important aspect of winning sales in 2024 ⤵️

Does it integrate with other GTM systems?

Developers rarely have time for you. It’s an unfortunate fact for GTM teams.

If your lead enrichment tool isn’t compatible with your systems, it’s a recipe for clunky GTM operations. 

Ideally, your enrichment provider works like magic in the background (think Warmly’s Code Snippet or LeadGenius’ Chrome extension).

Is it limited to only firmographic data?

The more detailed data you get, the better. 

The reason is simple: prospects are bombarded with emails, ads, and people trying to get their attention. And they do a lot by themselves before they get to you.

The best revenue teams look past titles and companies in their account-based selling and marketing motions. They try to understand the whole picture.

If you don’t understand where they are in their journey (view the image below), your outreach won’t land.

You can ask your teams to spend hours researching or get a lead enrichment tool that gives you those data points. 

Firmographic data is helpful, but not as relevant as being able to surface firmographic data AND intent data. 

How to Choose an Enrichment Tool?

A few factors you’ll want to consider:

Core Capabilities VS What You Care About

Pretty obvious, isn’t it? 

Some tools will have strengths you care about more than others, and vice versa. 

🎯 If you value intent data more than deep firmographics, Warmly is your best bet. 

🎯 If you want as many firmographic data points as possible, then consider Clay. 

No tool is perfect for everyone. Keep that in mind. 

Match (or Mismatch) Between Advertised Features and Reviews

Reviews (and articles like this one) are the most reliable ways to tell how a tool will perform and identify problems it may have before you sign up. 

Once you’ve established your priorities regarding capabilities, double-check if other customers agree. Check sites like G2, Capterra, and Trust Radius to see if the companies’ claims and reviews match.  

At-Scale Pricing  

Most enrichment platforms will have similar entry-level pricing. You need to pay attention to how they structure pricing at scale. 

As you read this article, you’ll see that some data tools can sneakily hide their actual cost until you need more volume (unlike Warmly). A good example in tech is Zapier. Zapier’s fees can sneak up on you when your automation volumes start rising. 

You don’t want to invest in a platform without knowing how cost will increase over time. 

How easy is it to integrate into your tech stack?  

There are three types of enrichment tools: dedicated, built-in, and holistic. Each has something different to offer.

▪️ Dedicated tools

Tools like Clearbit are designed to enrich and connect to your existing solutions. 

▪️ Built-in tools

Paying for licenses to multiple data products like Clearbit, 6Sense, and Bombora can be expensive and cumbersome. 

Platforms like Hubspot and Warmly.io have enrichment capabilities built-in and are included in your subscription.

▪️ Holistic platforms

There is a war in sales tech to build the ultimate “Revenue platform.” 

Some companies like ZoomInfo and Apollo.io have bundled as many features as possible on their platforms, either by building them in-house or by making acquisitions. 

It can be good if you’re looking for a one-stop-shop solution, but has drawbacks like overpaying for features you don’t need. 

Enough said, let’s look at our list of best lead enrichment solutions 👇

What are the best lead enrichment tools?

Warmly — Best for comprehensively revealing and converting your website visitors.

Clearbit — A well-known tool for embedding enrichment into your existing systems.

Enricher.io — Intuitive data enrichment technology that’s more affordable than Clearbit.

ZoomInfo — All-in-one sales OS with a large database and engagement solutions.

Apollo — Complete B2B data and sales engagement platform.

Cognism —  A multi-faceted approach to enrichment.

Datanyze —  A contact data enrichment tool to help find prospects, specifically on LinkedIn.

LeadGenius — A lead enrichment tool combining human intelligence with machine learning.

Clay —  An enrichment tool with over 50 data providers combined with AI workflow automation.

Lusha — An affordable and accurate lead enrichment tool with accurate B2B data.

FullContact —  Customer intelligence platform specializing in contact management and enrichment.

Leadfeeder —  A lead enrichment tool perfect for identifying the companies visiting your website.

#1. Warmly

Warmly is the first signal-based revenue orchestration platform. 

Built for SMBs, Warmly helps you accurately and actively identify, track, and connect with your website visitors.

What is Warmly the best at? 

• Deanonymizing traffic so that marketing and sales teams can target the warmest leads and accounts.
• Speeding up sales processes by giving teams contextual information about prospects looking to buy right now.
• Improving conversion rates by engaging leads directly from your website.
• Automating tedious tasks to give SDR teams more time to focus on impactful connections with prospects.
• Pulling in intent data on enriched visitors, like job changes and recent searches.

💡 Read this for a list of buyer intent data in Warmly.

Here’s how Warmly does this ⤵️

Warmly Features

Feature 1 - Reveal who’s on your website

Warmly de-anonymizes roughly 15% of individuals and 65% of companies visiting your site. 

Add Warmly’s code snippet to your site, and the tool will start revealing traffic. There are 2 types of records Warmly surfaces - Account & Visitors. 

You can then create custom segments to filter account and visitor leads revealed by Warmly so that your teams can focus on the most relevant leads. 

Feature 2 - Contact and company-level enrichment

Warmly uses data providers like Clearbit and Bombora to enrich accounts and visitors revealed from your site traffic. Here’s what you can get from Warmly’s enrichment: 

• Firmographics Data

• CRM and Sales Engagement Data

• Search Intent Data

• Website Engagement Data

This means that when someone visits your site, Warmly can find out not only their and their organization’s information, but also give you a complete overview of why they might be interested in your solution. 

That kind of timely, contextual information is how Behavioral Signals tripled its Enterprise pipeline in one month.

Feature 3 - AI Prospector

Warmly’s AI Prospector lets you automate repetitive SDR tasks once you’ve revealed and enriched warm visitors.

Create simple workflows that trigger actions like adding someone to a sales sequence, sending an email, connecting on LinkedIn, or starting a website chat. 

AI prospector works by defining WHO, WHAT, and WHEN. 

Who ▶️ Which accounts should the prospector find?

What ▶️ How many prospects are to be targeted per account, and what’s the desired action?

When ▶️ When should actions be fired? How frequently should Warmly look for new prospects?

Here’s an example of Warmly’s AI Prospector in action 👇

Why Do You Need an AI Prospector? 

While AI can’t replace salespeople, time-to-lead has been shown to play a huge role in response rates. 

You want to engage when prospects are looking to buy, or before they look at one of your competitors, and that can be a matter of minutes, if not seconds. Even if you have the best team of SDRs, some will slip. 

Furthermore, good salespeople are: 

• Hard to find
• Expensive
• Always busy

Therefore, you want your humans to focus on what matters most. Having AI automate certain parts of your sales process lets your teams focus on where they can have the most impact. 

💡 Note: You can bring your own API key from your existing lead enrichment provider to Warmly. 

Give it a try below 👇

Pricing

Warmly has a generous free plan that includes 500 website visitors revealed and enriched. 

A significant factor for GTM teams in Warmly is that with any Warmly plan, you get a bundle of sales products you would normally pay for (and are expensive), like 6Sense, Bombora, and Clearbit.  

If you need more volume, access to AI tools, LinkedIn sequencing, or need to invite colleagues, choose from 2 paid plans: 

• Business: From $583 to $1,450 per month, based on your website’s volume (includes access to all of Warmly’s capabilities).
• Enterprise: Custom pricing (Unlimited volume, custom AI, and integrations). 

Pros and Cons

Pros

✅ Easy to set up, implement, and understand with a user-friendly UI.

✅ Accurate, real-time data about site visitors and accounts.

✅ Boasts one of the fastest ROI in the business. Is one of the main things customers mention in G2 reviews.

✅ Seamless integration with other GTM tools. 

✅ Affordable for businesses of all sizes. 

Cons

❌ Big jump between the Free and Startup plans. 

❌ Does not have a static B2B database.

💡 If you want to drive more sales from your website’s traffic, check out Warmly’s free trial.

#2. Clearbit

Clearbit is a dedicated lead enrichment tool that provides businesses with B2B data and analytics. It can be both used to reveal visitors from your website or enrich records in your existing systems. 

💡Important note: Clearbit was recently acquired by HubSpot. To access full Clearbit enrichment functionalities, you need to be a HubSpot CRM customer.

‎Clearbit prides itself on providing users with accurate, real-time data. It has over 100 B2B attributes from over 250 data sources. 

It’s a great choice if you’re looking purely for data and will engage with other tools. 

💡 Note: it’s included with a Warmly account.

Clearbit’s Features

• Clearbit’s Prospector lets you create lead lists based on firmographic criteria like industries, employee counts, job titles, and more. 
• Clearbit’s Reveal feature matches IP addresses with company names. This essentially allows you to uncover profiles from your site’s visitors.
• Clearbit’s enrichment feature lets you complete your lead or customer data using a company email. 

Clearbit Pricing

Clearbit doesn’t disclose prices on its website. 

Instead, it says its business plan is volume-based. Contact their sales team for a quote.

This can be tailored to include add-on capabilities like Forms, Advertising, and Capture. 

Clearbit’s Pros and Cons

Pros

✅ Reliable and accurate data.

✅ Easy-to-use interface.

✅ Can be used as an API that plugs into any of your systems.

Cons

❌ Expensive for smaller businesses.

❌ Struggles to identify traffic from Europe, the Middle East and Africa.  

#3. Enricher

Enricher, like Clearbit, focuses solely on data enrichment. 

It lets users enrich customer records with contact details, social media profiles, company domains, job titles, and more.

‎Its intuitive user interface and high-quality data make it an excellent choice for companies that only need enrichment capabilities.

Enricher’s Features

• Enrich any B2B contact or company profile with a database of 2.6B records. 
• AI-powered data enrichment that will find recent changes in previously enriched records and update your lists. 
• Plug-and-play integrations with GTM systems like Salesforce, Hubspot, Airtable, Webflow, and Shopify. 

Enricher’s Pricing

Enricher offers three plans:

• Basic: $279 per month. Includes 10,000 credits for one user and includes:
  • Live Chat Support
  • Access +300 templates
• Pro: $879 per month. Includes 50,000 credits for three users and includes:
  • Make.com Integration
  • Technical Support
  • Team available 
• Enterprise: Price available on request. Offers unlimited Credits for unlimited users and includes:
  • Custom Domain
  • SSO
  • Dedicated Success Manager
  • Advanced Security

💡 While Enricher.io doesn’t offer a free trial, it does offer a 100% refund guarantee once you subscribe to one of its paid plans.

Enricher’s Pros and Cons

✅ Capable of efficiently handling large amounts of data.

✅ More affordable than Clearbit at scale.

✅ Integrations with popular SaaS like Salesforce, Hubspot and Zapier.

❌ Enricher works with “requests,” which can frustrate sales reps who want dynamic lead lists. 

❌ Does not have Intent data. 

#4. ZoomInfo

Zoominfo is an all-in-one sales platform designed to help you find and engage prospects. It’s best known for its B2B contact and account database, which can be used to find or enrich your leads.

ZoomInfo’s Features

• A vast B2B contact database with millions of records. Build lists for sales to engage with or add to marketing campaigns.
• ZoomInfo can detect data changes, such as prospects changing jobs or companies increasing headcount, so you can focus on leads with buying intent.
• Build outbound campaigns with ZoomInfo Engage, where you can streamline direct dials, run email campaigns, or engage visitors directly from your website.
• Zoominfo’s Scoops helps you keep up with newsworthy events in organizations that may need your solutions.
• Analyze your sales team’s interactions and provide managers with actionable tips for reps to improve on (Chorus acquisition). 

ZoomInfo’s Pricing

Zoominfo offers different pricing plans for their SalesOS, MarketingOS, and TalentOS packages. 

💡Note: ZoomInfo’s contracts are yearly, so think twice before purchasing. 

Their pricing varies based on criteria such as:

• Features and Functionality.
• Number of Licenses. 
• Credit usage. 

Price increases if you purchase add-ons like Streaming Intent and premium integrations.

Pros and Cons

Pros 

✅ Large database with abilities to flag real-time updates like job changes. 

✅ All-in-one platform where sales can do everything from prospecting to engaging to reporting.

✅ Seamless integrations with go-to-market tools like HubSpot, Salesforce, and more.

Cons

❌ Limited Intent data.

❌ Data inaccuracies. 

❌ Expensive paid plans with 12-month contracts. 

#5. Apollo.io

Apollo is gaining popularity for its ability to handle prospecting, outreach, and sales workflows under one platform. 

It’s a strong choice for businesses looking for ZoomInfo’s features at a lower price and higher data accuracy. 

Popular Features

• Massive database (over 275 million data points) combined with sales intelligence and execution workflows for 275M contacts and 73M companies. 
• Score leads based on website visits, search intent, free product usage, and marketing engagements.
• Create outreach sequences directly from Apollo, and add qualified leads to those sequences as you prospect. 
• GSuite integration to keep track of emails and get insights before meetings.
• Apollo’s AI features allow you to automate and optimize various marketing activities, from generating personalized emails to scaling outbound efforts efficiently. It can also prioritize quality leads based on user behavior. 

Pricing

Apollo is somewhat of an outlier when it comes to pricing.

It is one of the more affordable lead enrichment tools out there. With four very affordable plans, it’s a must-have for brands looking for solutions that don’t break the bank.

Apollo’s free plan gives you unlimited email credits but limits your exports and outreach volumes.

💡 Note: Similar to Zapier’s automation volumes, Apollo’s exports can sneak up on you and force plan upgrades.

Need more volume? Choose from 3 paid options: 

• Basic: Starts at $49 per user per month (up to 12,000 exports and 10,000 records).
• Professional: Starts at $79 per user per month (up to 24,000 export credits and no sequence limits). 
• Organization: Starts at $119 per user per month (up to 48,000 export credits and all advanced functionalities).  

💡 Note that on paid plans, Apollo requires a minimum of 120,000 email credits used per year. 

Pros and Cons

✅ Automatically syncs with your CRM and enriches contacts.

✅ Accurate contact information. 

✅ Can handle prospecting and engagements in one interface. 

❌ Exporting to other platforms is a mess.

❌ The free plan is very limiting. You will hit paywalls quickly. 

#6. Cognism

Cognism promises to double your pipeline's output with enriched data. The full platform also lets sales and marketing teams build target lists from a large dataset of B2B records with international coverage.

Its Cognism Enrich software comes with various features specifically designed to enrich your leads and data.

Cognism’s Features

• Instant Enrich
  • Streamline forms which boosts your conversion rate.
  • Cleanse data entering your CRM which stops incorrect records corrupting your database.
  • Direct leads to the appropriate representative.
• Scheduled Enrich
  • Refine your customer segmentation resulting in precise targeting and personalized communication.
  • Use their data to grade lead scoring models and improve reporting.
• CSV Upload
  • Upload your target lists to Cognism and get an enriched list back.
• See what prospects are searching for with intent data from Bombora. 
• Get prospect data from LinkedIn profiles and emails with Cognism’s Chrome Extension. 

Cognism’s Pricing

Cognism, like most lead enrichment providers, sets pricing based on data volumes. However, it does not disclose pricing on its website. 

Contact Cognim’s sales team for a quote.

Cognism’sPros and Cons

Pros

✅ Cognism is easy to use and understand.

✅ Large international database.

✅ Quality customer service.

Cons

❌ No free plan. Lacks pricing transparency. 

❌ Has been known to sell people’s data to third parties. 

#7. Datanyze

Another well-known name in the B2B realm, Datanyze is another enrichment tool that can assist your marketing and sales teams.

What makes Datanyze so popular is its easy-on-the-eye and easy-to-use interface. It’s an excellent choice for smaller teams that prospect heavily from LinkedIn.

Datanyze’s Features

• Thanks to its Chrome extension, Datanyze lets you capture data from prospects' LinkedIn profiles.
• Datanyze provides curated icebreakers for sales reps to use when reaching out. 
• Detailed technographic data with most of Datanyze’s records.
• Unlike tools like Clearbit, Datanyze lets you prospect as a team with collaborative features and more flexible data exporting options. 

Datanyze’s Pricing

Currently, Datanyze offers three plans for users:

• Free: 90-day free trial. Comes with 10 credits per month.
• Nyze Pro 1: Costs $21 per month, per year. Comes with 960 credits per month.
• Nyze Pro 2: $39 per month, per year. Comes with 1920 credits per month.

Each credit is worth 1 contact information reveal, making Datanyze one of the most affordable lead enrichment tools available.

Datanyze’s Pros and Cons

Pros

✅ Simple Chrome extension that allows for real-time data collection.

✅ Incredibly affordable.

Cons

❌ Poor customer support.

❌ Limited free plan.

❌ Limited integration and API options.

#8. LeadGenius

LeadGenius is one of the most sophisticated platforms on this list. 

It uses a combination of machine learning and a global network of researchers to find precise contact and account data.

It offers three different services. 

1. Custom Lead Generation
2. Lead Enrichment
3. Managed Email Outreach

Easy navigation, useful leads filters, and data verification make LeadGenius a top choice if you can afford it.

LeadGenius’s Features

• LeadGenuis curates custom data sets using humans and AI to uncover the “ideal” prospect. Since every data point is verified by people, not just AI, the data is high-quality.
• Expert assistance helps you define what attributes your customers should have to narrow lists down during the outreach process.
• It has a Chrome extension that helps you find the ideal customer on social media platforms, websites, and GTM tools.
• Real-time account signals like new product launches, funding news, and hiring trends.

LeadGenius’s Pricing

The starting price is unavailable on LeadGenius’s website. Contact their sales team for more information.

According to review sites, LeadGenius's basic plans cost north of $20,000 per year and can go up to seven figures based on volumes. 

LeadGenius’s Pros and Cons