Best data enrichment tools in 2025

Understanding your customers should be easy, but very often it isn’t. People change jobs, emails go cold, and sometimes the data just isn’t there from the start. So, you’re left trying to make decisions with half the picture.

That’s why data enrichment exists. The top data enrichment tools in 2025 dig through everything from internal systems to public records, quietly filling in the blanks. The best data enrichment tools don’t just give you more data, they give you the right kind: updated contact info, firmographic context, behavioral signals. Useful information that helps you actually reach people.

But here’s the catch: the market’s crowded, and not every tool lives up to the pitch. So I rolled up my sleeves. Together with the Cybernews research team, I spent weeks testing, comparing, and stress-testing the top platforms to figure out which ones are really worth your time in 2025.

Best data enrichment tools – shortlist

1. Similarweb – overall best data enrichment tool
2. Apollo.io – best all-in-one platform for sales prospecting and CRM enrichment
3. ZoomInfo Sales – best enterprise-grade tool for reaching B2B decision-makers
4. 6sense – best predictive analytics tool for account-based sales teams
5. Salesforce – best platform for integrating and managing enriched CRM data
6. UpLead – best value-for-money tool with highly accurate, verified contact data
7. Zapier – best no-code automation platform for connecting enrichment tools and workflows
8. FullContact – best API for building unified, enriched customer identity profiles
9. Datanyze – best budget-friendly tool for quick B2B contact lookups
10. Lead411 – best tool for verified direct dials and real-time sales trigger alerts
11. Clearbit – best tool for real-time lead enrichment and website visitor identification

The best data enrichment tools compared

I worked with the Cybernews research team to conduct extensive research and compile a list of the top 11 data enrichment services in 2025. I’ve put key details about each tool in the table below to allow you to compare them easily.

Tool	Best for	Free trial	Top features	Starting price
Similarweb	Businesses needing real-time market intelligence and audience insights	Available	Traffic analytics, competitor benchmarking, audience behavior tracking	From $199/month
Apollo.io	Sales teams needing an all-in-one platform for prospecting and CRM enrichment	Available	Contact data, sales engagement, email automation, lead scoring	From $49/user/month
ZoomInfo Sales	Companies needing verified access to B2B decision-makers	Available	Verified contact data, company profiles, buyer intent, technographics	$15,000/year
6sense	B2B teams using AI to identify in-market accounts and prioritize outreach	Available (limited free plan)	Buyer intent, predictive scoring, account-based marketing, orchestration	$60,000/year
Salesforce	Businesses integrating enriched data into CRM workflows	Available	CRM integration, workflow automation, CRM enrichment (via partner tools)	From $25/user/month
UpLead	Cost-effective, accurate B2B lead generation and contact enrichment	Available	95% data accuracy guarantee, firmographics, email verification, technographics, intent (on higher tiers)	From $99/month
Zapier	Automating enrichment workflows across business tools	Available	App integrations, automated workflows, data syncs, no-code automation	From $19.99/month
FullContact	Developers and businesses needing API-based identity and profile enrichment	Available	Identity resolution, contact enrichment, person/company matching	From $99/month
Datanyze	Solo users or small teams needing quick B2B contact lookups	Available	Contact data, email and phone lookup (via Chrome extension), technographics	From $29/month
Lead411	Sales teams needing real-time verified contact data with trigger alerts	Available	Direct dials, verified emails, company info, sales triggers, built-in email tool	From $99/month
Clearbit	Companies enriching leads in real-time via APIs or forms	Not available	Company and contact enrichment, firmographics, IP-to-company (Reveal), CRM/web integrations	Custom pricing (was from $3,600/year)

Visit Similarweb

What is data enrichment and how do data enrichment tools work?

Data enrichment is the process of taking basic business data, like names and phone numbers, and improving it by adding valuable and meaningful details. These could include job titles, company size, social media profiles, or other useful company information. Data enrichment tools fill in these missing details, so businesses can better understand people and send them messages that make a sale more likely.

Essentially, data enrichment tools help companies understand their customers. This not only converts to more sales, but also a lot of time saved. To give an example, companies see up to a 30% increase in sales conversions and up to 50% time saved – which would otherwise be spent looking up information manually.

So, if you’re a business, “enriched” data helps your sales teams focus on top leads, marketers can send more personalized leads, and banks can spot fraud more easily. And if you’re targeting other businesses, B2B data enrichment helps you identify decision-makers. Also, enrichment is particularly useful when paired with sales management CRMs to streamline workflows.

However, 62% of organizations still struggle with incomplete or outdated data. That’s why data enrichment tools are key for modern business success.

The 11 best data enrichment tools – our detailed list

After researching many data enrichment platforms and comparing their features, pricing, user reviews, and integration capabilities, I’ve narrowed it down to the top 11 options available today. While there are some free data enrichment tools, your business will benefit from paid solutions.

Below, you’ll find a detailed list of my 11 best data enrichment tools. My summaries highlight their prices, key features, pros and cons, as well as real user feedback.

1. Similarweb – the best data enrichment tool in 2025

Best for:	Businesses needing real-time market intelligence and audience insights
Free trial:	Yes
Starting price:	$199/month
Top features:	Traffic analytics, competitor benchmarking, audience behavior tracking

Visit Similarweb

Similarweb supports your business with real-time traffic data, competitor analysis, and audience behavior insights. It helps your sales and marketing teams understand where your audience is engaging online, how competitors are performing, and where new market opportunities are emerging.

Similarweb is the ideal platform if you want to go beyond basic contact enrichment and dive into strategic digital intelligence. You will get detailed insights into referral sources, search behavior, and market trends that help you identify high-value opportunities based on real-world activity, not just static data. This is closely tied to sales intelligence.

Integrating Similarweb isn’t too difficult, with API access, browser extensions, and connections to CRM systems, marketing tools, and BI platforms like Tableau. It’s not 100% plug-and-play, but it’s manageable for most teams without heavy development resources. In 2025, Similarweb added AI-powered predictive insights and expanded its app analytics.

As for user feedback, Similarweb’s excellent competitor analysis and reporting is praised, especially for high-traffic websites. Many users also praise its macro-level market view. However, some say the accuracy isn’t great for niche or low-volume sites, while others mention a learning curve for newcomers.

Pricing-wise, it starts at $199/month, however, serious users often pay $10,000 to $14,000/year for team access. Furthermore, enterprise plans scale higher based on data depth and user seats. A 7-day free trial with core features is available.

2. Apollo.io – best all-in-one data enrichment tool for sales teams

Best for:	Sales teams that need a complete, all-in-one platform to find, engage, and close deals using enriched data
Free trial:	Yes
Starting price:	$49/user/month
Top features:	Contact data, sales engagement, email automation, and lead scoring

Try Apollo now

Apollo.io is a comprehensive sales intelligence and engagement platform with a broad B2B database and powerful sales automation tools. It allows your sales and marketing teams to streamline lead generation, outreach, and sales execution. Apollo is best suited for sales and marketing teams of all sizes, especially if you're planning to expand in the future.

Its key features, including extensive contact and company data, email sequencing, a dialer, lead scoring, and workflow automation, help you to tackle the challenge of finding accurate contact information, automating outreach, and prioritizing leads.

As for integration, it does that easily with CRMs like Salesforce and HubSpot, plus LinkedIn, Zapier, and email platforms. Also, its Chrome extension simplifies LinkedIn prospecting. Overall, it’s user friendly without heavy setup requirements. In 2025, Apollo added predictive lead scoring, automated email drafting, and deeper analytics to its AI features.

Users say Apollo is great value for money, and convenient because it puts contact data and outreach tools in one place. Reviewers often praise its affordability compared to competitors like ZoomInfo. However, some report that data accuracy can lag behind premium alternatives. Another common dislike is support response time on lower-tier plans.

Pricing starts with a 14-day free tier with limited credits, then moves to $49/user/month. Custom pricing applies to larger teams and enterprises.

3. ZoomInfo Sales – best tool to access verified decision-maker data at scale

Best for:	Companies whose sales strategies rely on direct access to verified contact information of key decision-makers
Free trial:	Yes
Starting price:	$15,000/year
Top features:	Verified contact data, company profiles, buyer intent, and technographics

Get ZoomInfo Sales

ZoomInfo Sales is a leading B2B intelligence platform known for its extensive and accurate contact and company data that gives you direct access to decision makers. The platform has become an invaluable tool for sales teams targeting specific individuals and is ideal for enterprise sales and businesses with complex sales cycles.

ZoomInfo Sales offers verified contact information, company profiles, intent data, technographic insights, and sales triggers. This makes it a great platform that solves the challenge of connecting with top decision-makers and key figures within any organization. In 2025, ZoomInfo expanded its AI Copilot features, CRM integrations, and improved global data coverage to move beyond its North America-heavy focus.

ZoomInfo integrates well with Salesforce, HubSpot, Microsoft Dynamics, and various marketing automation tools. There’s also robust API access, while setup is easy. However, to fully benefit from its advanced features, you need onboarding and time to master it all.

Users frequently praise the platform for its unmatched contact accuracy, especially for direct dials and verified emails. Many also say its enterprise-level depth is a major advantage. However, users often complain about a bloated interface and strict contract renewal policies, which can be a problem for smaller teams.

Pricing usually starts off at $15,000/year. Mid-sized companies usually spend $20,000-$30,000/year. Large enterprises often exceed $50,000.

ZoomInfo’s free trial lasts just two days (48 hours) and requires scheduling a demo first. After that, you get login credentials for a trial with 200 bulk credits. There’s also a free version (ZoomInfo Lite) with limited monthly downloads.

4. 6sense – AI-powered sales tool for predicting buyer intent

Best for:	B2B marketers and sales teams who want to predict buyer behaviour and prioritize accounts with the highest likelihood of conversion
Free trial:	No traditional free trial (limited free plan available)
Starting price:	Custom pricing
Top features:	Buyer intent data, predictive lead scoring, account-based marketing, persona targeting

Visit 6sense

6sense is a leading AI-powered revenue intelligence platform that predicts buyer behavior. It helps sales and marketing teams prioritize high-conversion accounts. This platform is ideally suited for B2B companies that rely on account-based marketing (ABM) strategies.

Its key features include intent data, predictive scoring, account and persona targeting, and orchestration tools, which address the challenge of engaging with in-market buyers. In 2025, 6sense improved its AI scoring engine, expanded integrations, and launched improved analytics dashboards for deeper account insights.

It integrates with major CRMs like Salesforce and HubSpot, plus marketing platforms and data providers. The integration is solid, but successful implementation typically requires support from technical teams and a structured onboarding process.

Users praise its elite intent data and predictive prowess, especially for aligning sales and marketing teams around the most likely-to-convert accounts. Still, users frequently mention a steep learning curve and how complex the platform is, especially if teams don’t have the dedicated resources.

As for pricing, it’s typically $60,000/year. Costs increase based on seats, tracked accounts, and additional modules – a significant investment for enterprise-level organizations.

6sense doesn’t have a time-limited free trial, but it provides a free plan with limited features and 50 credits/month. This plan works for individuals or small teams starting prospecting, but it’s insufficient for more serious business use.

5. Salesforce – best tool for seamless data unification

Best for:	Businesses that need to integrate enriched customer data directly into their CRM for a unified view of customer experiences
Free trial:	Yes
Starting price:	$25/user/month
Top features:	CRM integration, CRM data enrichment, workflow automation

Get Salesforce

Salesforce is a leading CRM platform that excels in comprehensive customer relationship management and data integration. It centralizes and enriches customer data within the CRM, making it a must-have for businesses that already use Salesforce. This tool is great for companies of all sizes because of its scalable pricing structure.

It offers native integrations with data providers like ZoomInfo, Clearbit, and Dun & Bradstreet, which allows enrichment directly within its CRM environment. Additional features include workflow automation, lead management, and custom reporting, providing your business with a unified overview of customer data. In 2025, Salesforce expanded its Data Cloud (formerly Genie) for real-time enrichment. The company also launched new AI-powered features via its Einstein suite, including forecasting, recommendations, and GPT-generated emails.

Users praise Salesforce’s deep customization and extensive app ecosystem. However, complaints include its complexity, steep learning curve, and how quickly pricing can escalate with added users and advanced features.

Pricing starts from $25/user/month to $300/user/month. Most businesses use the $150 enterprise option. Custom pricing applies to large-scale deployments.

Salesforce has a 30-day free trial with access to core CRM features. Additionally, a Developer Edition provides a free, permanent testing environment that is ideal for small teams.

6. UpLead – best tool for guaranteed data accuracy

Best for:	Organizations that want to collate accurate data to maximize the efficiency of lead generation and sales campaigns
Free trial:	Yes
Starting price:	$99/month
Top features:	Verified B2B data, technology tracking, intent data, and data accuracy guarantee

Visit UpLead

UpLead emphasizes supplying data with a 95% accuracy guarantee, making it a strong choice for businesses that need clean, reliable data for sales and marketing. Its core features include: verified B2B contact data, real-time email verification, technology tracking, and intent data overlays.

It integrates with CRMs like Salesforce and HubSpot, while also connecting to thousands of apps via Zapier. Most teams find it plug-and-play, without complex setup concerns. In 2025, UpLead improved its enrichment API, expanded technographic data, and added buyer intent signals.

Online reviews show that UpLead’s interface is clean, and that it’s easy to use. Users noted how its simple search filters and built-in email verification result in lower bounce rates compared to bulk data providers. On the other hand, some point out that its database is smaller and less comprehensive for niche industries or international markets

As for pricing, it starts at $99/month for 170 credits, moving on to $199 and $399/month for more credits and API access. A 7-day free trial provides five credits to test the platform’s core capabilities.

7. Zapier – best tool for no-code automated data enrichment

Best for:	Automating data enrichment workflows across different applications to save time and ensure consistency
Free trial:	Yes
Starting price:	$19.99/month
Top features:	App integrations, automated workflows, data transfer, and no-code automation

Zapier is an automation platform that connects apps and automates workflows, including data enrichment. It's ideal for businesses that need to streamline data processes and improve operational efficiency. What's great about Zapier is that it can do far more than data enrichment. With over 5,000 supported apps, you can create sales and marketing campaigns with just about any tech stack, even without technical skills.

Its main features include no-code automation, multi-step workflows, data transfer between apps, and extensive app integrations. In 2025, Zapier added advanced functionality like conditional logic, built-in databases (Tables), and AI integrations with services like OpenAI to further boost automation capabilities.

Zapier integrates intuitively with Salesforce, Hubspot, and Clearbit, as well as enrichment APIs and form platforms. Most connections are no-code, so setup is simple for non-technical teams.

Online reviews show that Zapier is easy to use and flexible, especially when automating repetitive data tasks without involving developers. However, power users say that complex workflows can become difficult to troubleshoot, and managing high task volumes drives up costs quickly.

Paid plans start at $19.99/month and scale based on task volume. Zapier has a 14-day free trial of its paid features, including premium apps, multi-step Zaps, and up to 1,000 tasks.

8. FullContact – best tool for identity resolution

Best for:	Organizations that want to build comprehensive customer profiles for a holistic view
Free trial:	Yes
Starting price:	$99 per month
Top features:	Social profiles, contact enrichment, identity resolution, technology tracking

FullContact builds complete customer profiles by aggregating data from various online sources. This gives a 360-degree customer view, making this platform ideal for businesses prioritizing personalized customer experiences. These profiles can be useful for marketing campaigns and moving prospects through the buyer journey.

FullContact's key features include social profile enrichment, contact verification, identity resolution, and personal insights. It’s an API-first platform for businesses that need enriched leads directly within their own system. You can input an email or phone number and get back information including job titles, social profiles, demographics, company info. In 2025, Full Contact improved its match rates, and expanded available data points.

It integrates well with CRMs, customer data platforms (CDPs), and marketing automation tools, though its core usage is via API connections. Implementation is easy for developer teams but larger-scale integrations may require technical resources.

Users note that FullContact has strong identity resolution and privacy compliance. However, some reviews highlight occasional mismatches in data and mention that costs rise quickly with large datasets.

As for pricing, it starts with a forever-free plan with 1,000 matches/month. Paid plans begin at $99/month for API access and basic support, while it’s $499/month for business-grade data enrichment at 5,000 matches/month. Large enterprises typically negotiate custom plans. FullContact has a 14-day free trial for its Acumen Lead Identification product (requires installing a web tag).

9. Datanyze – best tool for targeted outreach and competitive analysis

Best for:	Sales and marketing teams looking to understand their prospects’ tech stacks for targeted outreach and competitive analysis
Free trial:	Yes
Starting price:	$29/month
Top features:	Technographics, company data, contact information, and technology tracking

Datanyze specializes in technographic data, helping businesses identify prospect and competitor technologies. This is valuable for sales and marketing teams targeting specific technology users. For example, if you're selling an app that's been added to the HubSpot marketplace, you can use Datanyze to find out who uses HubSpot and sell directly to an engaged audience.

Datanyze now centers on quick prospecting via its Chrome extension. It pulls contact data like email addresses and phone numbers directly from LinkedIn and company websites, plus light firmographics.

Individual reps and small teams can easily use it, since it integrates through its Chrome extension and Directories. However, it lacks deep automation features or bulk enrichment options available in more advanced platforms.

As for feedback, users praise Datanyze for its affordability and simplicity, especially for solo prospecting efforts. However, common complaints include limited international data and a light feature set compared to competitors.

Datanyze offers a 90-day free trial with 10 contact credits/month.Paid plans start at $29/month for 80 contacts and scale to $55/month for 160 contacts.

10. Lead411 – best tool for real-time, triple-verified contact data

Best for:	Businesses that need up-to-date and real-time verified contact data to ensure that sales teams can reach the most accurate leads
Free trial:	Yes
Starting price:	$99/month
Top features:	Verified email and phone numbers, company information, and contact alerts

Lead411 provides real-time, verified contact data, focusing on accuracy and up-to-date information. It is the ideal platform for sales teams that need reliable contact details for immediate outreach. If your business has a highly active sales team that constantly needs to contact new leads, Lead411 is a great platform to try out.

Lead411's key features include constantly verifying emails and phone numbers, company information, and contact alerts when details change. It also has sales trigger alerts, buyer intent data via Bombora, and a built-in email sequence tool.

It integrates with popular CRMs, including Salesforce and HubSpot, and supports prospecting via its Chrome extension. Setup is easy for small and medium-sized sales teams.

User feedback suggests that Lead411 has high data accuracy and responsive support. However, some say that its interface is dated, and that international depth is limited.

Pricing starts at $99/month for unlimited email and phone number views, plus 200 lead exports/month and rollover credits. Higher tiers increase export limits, offering cadence automation and Bombora access. There’s a 7-day free trial for up to 50 contact exports.

11. Clearbit – best tool for real-time data enrichment across the entire customer journey

Best for:	Companies that need to enrich their entire customer journey with real-time data from marketing to product development
Free trial:	No
Starting price:	Custom (contact sales)
Top features:	Company and contact enrichment, firmographics, technographics, and real-time data

Clearbit provides real-time data enrichment across the customer journey, from marketing to product development. This platform gives your campaigns context and personalization at every touchpoint, which is crucial in modern marketing and sales.

Its core features include company and contact enrichment, firmographics, technographics, and real-time data. Clearbit connects to CRMs, forms, and APIs. It enriches contacts and companies with roles, tech stack, and firmographics. Since joining HubSpot, it powers Breeze enrichment in HubSpot CRM. Standalone APIs remain available. Clearbit Reveal still de-anonymizes website visitors.

It integrates with Salesforce, HubSpot, and marketing tools, mostly via API. However, developer involvement is often required for advanced setups.

Users praise its firmographic accuracy and developer-friendly API. Some criticisms include weaker contact data than ZoomInfo and uncertainty after the HubSpot acquisition.

Pricing is based on usage and company size. Historically, entry-level API tools started at $99/month for low volume, but current contracts are typically negotiated and can range from $3,600/year for small businesses to $18,000–$80,000+/year for mid-market and enterprise accounts. Clearbit no longer offers free accounts or free trials as of April 30, 2025.

How did we select the best data enrichment tools?

The Cybernews research team and I used a rigorous evaluation process to choose the best data enrichment tools. I prioritized factors that directly impact business effectiveness, which is the most important element to consider when choosing a data enrichment service.

I sought to identify lead enrichment solutions that offer various capabilities and features. I also focused on ease of use, intuitive interfaces, and streamlined workflows to ensure teams can quickly adopt and get the most out of the tools. Since onboarding and training takes a long time (especially in larger businesses), user-friendly data enrichment software is key.

Pricing also played a crucial role in our review. While plenty of the best data enrichment tools cater to enterprises and large businesses, I sought to include options for SMEs and startups. I looked for data enrichment solutions that provide value for money and considered free trials and transparent tiered pricing structures.

I looked into the features to ensure that the tools in my list offer comprehensive and relevant solutions for sales and marketing teams. I focused on tools that offer powerful data enrichment, accuracy, and the depth of insights they provide.

I also investigated integrations. A data enrichment tool that is compatible with different tech stacks is vital to ensure seamless compatibility with existing CRM, marketing automation, and other business systems.

Finally, customer support was a key differentiator in my list. I prioritized tools with responsive support teams and helpful resources over others.

How to choose the best data enrichment tools

When evaluating these data enrichment tools, I focused on several key factors. Each is weighted to reflect its impact on business success:

• Data accuracy and verification.The tool should provide reliable, verified data. I preferred platforms with strong data validation methods and high accuracy standards.
• Real-time updates. Data ages, so the best tools provide real-time or near real-time updates. You must always work with the most current information.
• API integrations. Integration with your existing systems is essential for efficient workflows. I gave extra points to tools that easily connect to CRMs, marketing platforms, and other software. CRM data enrichment is key to ensure your sales and marketing platforms work with complete and accurate profiles.
• Ease of use. An intuitive interface and user-friendly design are non-negotiable. The tool’s implementation must be intuitive, and navigation must be smooth for both technical and non-technical users.
• Data security and compliance. The tool should comply with key data privacy regulations, such as GDPR and CCPA, and follow best practices in data protection.
• Pricing. Transparent pricing with flexible plans that align with your budget and needs is what you want. I looked for fair pricing models that offer value at different business sizes.
• Customer support. Responsive and helpful customer support is absolutely vital. I considered the availability of live chat, support teams, and detailed documentation.
• Scalability. The tool should scale with your business, handling larger volumes of data enrichment as you expand.
• Verification method. I gave extra points to platforms that use real-time validation, multi-source verification, and clear match rate disclosures.

What can data enrichment do for your business?

Data enrichment solutions can have a massive impact on your business. Understanding your customer will help your sales and marketing teams personalize their approach to drive more revenue. Here’s a quick overview of how data enrichment tools can benefit your business.

Improve lead generation

Data enrichment provides accurate, up-to-date contact information and firmographic details, allowing for targeted lead identification and qualification. This ultimately reduces wasted outreach and increases conversion rates.

Optimize marketing strategies

Adding demographic, behavioral, and intent data to your customer profiles allows your business to segment audiences more effectively, personalize campaigns, and deliver relevant content, leading to higher engagement and better return on investment.

Helps you understand your customers

Enriched data gives you a 360-degree customer view, revealing insights into preferences, behaviors, and needs. Your business can use this to build stronger relationships, improve customer experiences, and anticipate future demands.

Improves operational efficiency

With enriched data readily available, your team spends far less time on manual research and data entry. This streamlines workflows and allows sales and marketing teams to focus on high-value activities, much like dedicated sales acceleration tools.

Provides a competitive edge

Access to deeper insights about prospects and markets helps your business identify opportunities before competitors. Enrichment gives your team the intelligence needed to approach the right accounts at the right time. That’s why using the right sales intelligence tools is important.

Helps re-engage cold leads

Enriched data uncovers updated contact information and fresh insights on previously disengaged leads. This makes it easier to reconnect with prospects using personalized outreach based on their latest activity and needs.

My verdict on the best data enrichment tools

Data enrichment is essential for modern businesses to run effective sales and marketing campaigns. While many data enrichment tools offer remarkable features, Similarweb is the best option available today, offering real-time insights and competitive benchmarking that support you in making smarter, data-driven decisions.

While Apollo.io offers an excellent all-in-one platform for sales teams, and 6sense uses AI to predict buyer behavior, Similarweb can give you the most complete view of the market and turns raw data into actionable strategies.

Choosing the right tool depends on your specific needs, but these three options I’ve highlighted above consistently deliver exceptional results in terms of data accuracy, actionable insights, and overall business impact.

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