9 Best Data Enrichment Tools in 2024

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:

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

Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
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.