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:
- CRM and Sales 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.
- Custom Lead Generation
- Lead Enrichment
- 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
Pros
✅ Combination of AI and human verification to ensure data integrity.
✅ Great for custom prospecting work.
✅ Helpful for sales teams who don’t have the time to prospect.
Cons
❌ Customers report an inability to keep the data accurate over time.
❌ Very expensive.
❌ Search and filtering options aren’t close to other tools on this list.
#9. Clay
Clay pulls from 75 enrichment tools to give you all the data you need on each record and uses AI to help you automate outreach at scale.
Clay’s signature waterfalling method is what makes them stand out. It doubles your chances of enriching leads while eliminating the expense and complexity of multiple data subscriptions.
Clay’s Features
- Built-in lead generation with more than 150 enrichment options.
- Clay Templates help your team get started and build proven sales workflows.
- Waterfall enrichment lets you cross-reference multiple providers for accurate data.
- An AI web scraper that can find specific data points from text prompts.
Clay’s Pricing
Clay’s platform operates on “credits.”
Its free plan is generous with 100 credits per month and access to 50+ data providers, AI messaging, and unlimited users.
Beyond that, Clay has 4 paid plans to choose from that offer additional features as well as credits to use:
Starter: $149 per month per user with 20k credits per month.
Explorer: $349 per month per user with 10k credits per month.
Pro: Starts for $800 per month per user with 50k credits per month.
Enterprise: Contact sales for a quote, but it comes with unlimited credits.
Clay’s Pros and Cons
Pros
✅ Waterfall email verification makes Clay's data very reliable.
✅ An AI web scraper that saves time.
✅ Huge, responsive community of Clay users to communicate and engage with.
✅ Great for marketers, not just sales teams.
Cons
❌ Costs can ramp up fast.
❌ Can be intimidating for sales teams without revenue operations support.
#10. Lusha
Lusha is a popular data provider designed to help users find contact and account information.
It’s a good choice if you have a semi-automated enrichment process, meaning that people are involved in your sales and marketing workflows.
This is because, unlike Clearbit, Warmly, and Enricher, Lusha can’t be used as an enrichment solution that acts in the background.
Lusha’s Features
- Get up to 1,000 contacts from one search. Pull emails, LinkedIn profiles, and direct dials.
- Filter companies based on firmographic data like company size, industry, revenue, employee headcount, etc.
- Export lead lists or enrich your CRM and CSV files (manually).
- Comes with built-in enrichment and analytics to help you find commonalities between your best prospects.
Lusha’s Pricing
Lusha currently has four different plans:
- Free: $0 per user, per month. 50 emails and 5 phones.
- Pro: $36 per user, per month. Unlimited emails and 480 phones.
- Premium: $59 per user, per month. Unlimited emails and 960 phones.
- Scale: Contact Lusha for information regarding prospecting at a large scale
Lusha’s Pros and Cons
Pros
✅ Lusha's simple user interface and Chrome extension.
✅ Lusha’s database has verified contacts only.
✅ Renowned for data quality.
Cons
❌ Does not enrich records automatically in GTM systems.
❌ Lacks integrations.
#11. FullContact
FullContact is a platform offering business insights with a specific focus on data and privacy.
The tool helps users identify leads on their website while ensuring customer privacy.
FullContact’s Features
- Identify website visitors with their professional contact information by using the Acumen Lead Identification feature.
- Unify and enrich incomplete lead data by mapping identifies across your systems of record.
- Make sure that there is no fraud in ID verification by using the Verify feature.
FullContact’s Pricing
FullContact does not disclose its pricing through its website.
To access that information, get in contact with FullContact’s sales team.
FullContact’s Pros and Cons
✅ Friendly, supportive, and helpful support.
✅ Easy to use and understand.
✅ Low levels of maintenance required.
❌ Price plan is not transparent.
❌ Many verification steps often mean outdated data.
#12. Leadfeeder (Now DealFront)
Leadfeeder is capable of highly accurate visitor identification.
It lets you follow prospects’ activity on your website to personalize outreach campaigns.
Leadfeeder’s Features
- Website visitor tracking, including tracking the actions of email recipients on your site actions after contact.
- Account-based marketing to track specific companies who visit your website.
- Automated communication from your CRM to Leadfeeder regarding new visits to your sales pipeline.
Leadfeeder Pricing
Leadfeeder’s pricing plan is more budget-friendly for small businesses trying to identity the leads on their website
Leadfeeder offers two plans
- Free: $0 per month. While this includes unlimited users, data only lasts seven days and it is capped at a maximum of 100 identified companies.
- Paid: $99 per month, paid annually or $165 per month. This includes unlimited users as well as unlimited visits data storage and based on 50 companies identified with a sliding scale after that.
Leadfeeder Pros and Cons
Pros
✅ Leadfeeder's ability to track website traffic and identify prospects
✅ Seamless integration with CRMs like Zoho and Salesforce
✅ Intuitive, user-friendly interface and easy-to-use user management system
Cons
❌ Lack of lead segmentation in terms of high and low-quality leads
❌ European-focused database. This can be a downside if your company is not based in Europe
Looking to Enrich Accounts?
Most platforms listed above will enrich leads and accounts.
What’s missing in most of them is the ability to connect between account intent and lead intent.
What we mean by this is helping you understand how the account has engaged with your marketing material.
Or which leads are the most relevant to reach out to based on a combination of engagement and firmographic data.
If you look at the screenshot below, you’ll see that Nikki has spent 17 minutes on our site and visited 27 pages. As a sales rep, you have a much higher chance of connecting if you email Nikki over any lead you find at Viirtue.
What lead enrichment tool is the best
By now, you know more than one solution that matches what you’re looking for, whether that’s a cost-effective solution like Enricher, a tool with sophisticated machine learning like LeadGenius, or a solution that reveals prospects looking at your site like Warmly.
The reality is that there is no one-size-fits-all lead enrichment tool.
Our best recommendation is to look for a solution with the unique capabilities you care about and built-in enrichment.
Dedicated enrichment platforms will be too much of a pain to integrate into your systems seamlessly, and all-in-one solutions like ZoomInfo will break your bank for underutilized features.
So if you’re looking to maximize conversions and get rich lead data for your sales and marketing team, contact Warmly’s team today!
Want to get started right away? Try Warmly for free.
Related reading:
Best Leadfeeder Competitors & Alternatives for Maximum Lead Generation in 2024