It is a widely accepted fact among B2B sales and marketing professionals that data quality is a critical factor in driving better campaign results (89%). At the same time, half of the businesses have low confidence in the quality of the data they use. Very often, when making key business decisions, companies rely on basic information like a prospect’s email address, name, and phone number.
Surely, this type of input is vital for any sales dataset. However, it is certainly not enough if you want to build a highly personalized and precisely targeted campaign. To help you collect more accurate data points on your leads, you should consider using data enrichment tools.
What Is Data Enrichment?
Data enrichment is a process of enhancing your initial dataset with information available from other sources. Data enrichment tools work simply by merging first-party data collected by your marketing and sales teams with customer data from other internal systems like CRM or third-party data.
If your dataset lacks specific information like company size, prospect’s job title, or the city they are from, data enrichment tools match the input you already have with statistics from the outside. This helps you identify leads that fit your ideal customer profile (ICP) the most and target them better. Contact enrichment significantly strengthens the quality of your dataset and therefore amplifies the sales team results.
Top 5 Data Enrichment Tools
As the big data market becomes wealthier every year, the competition between data enrichment companies only increases. While new businesses emerge, the old ones launch new data solutions to stay on the float. Here are the top five best data enrichment tools, both new ones, and old ones, to pay attention to when choosing a partner to strengthen your sales efforts in 2022.
1. CIENCE GO Data
CIENCE GO Data is a unique sales intelligence platform with over ten million leads and data points stored in its dataset. It includes over 300 million records, covering all industries and offering a full-scale overview of the targeted prospects.
Besides that, this massive amount of data is being constantly validated as it is actively used by CIENCE’s sales development representatives (SDRs) in their daily activities. With the help of this data, the sales team completes over a million phone calls and email engagements per month with an astonishing data accuracy rate of 98.3%.
CIENCE GO Data platform offers different packages for both marketing and sales teams:
- GO Target package, aimed at detailed ICP development
- GO Data, for better data licensing and more successful business contact matching with your ICP
- GO Digital, for audience activation and directly the research of your prospects through different outreach channels
- Go Show, based on web-pixel data to track your website’s visitors in real-time
CIENCE also offers packages for custom research, inbound qualification, CRM enrichment, and others.
Another strong side of CIENCE is it uses the predictive intelligence approach, an inductive method in sales, where a massive dataset on all the potential clients is first collected and then subdivided into customer profiles.
After that, CIENCE sales experts ensure to segment the audience through a lead scoring process to help you focus on the warmest prospects that are already at the bottom of the sales funnel and require urgent attention to convert.
Features: ICP development from scratch, prospect research, lead scoring, predictive intelligence, customized data packages.
G2 rating: 4.3 out of 5
Pricing: Monthly subscription.
This data platform has been around since 2015, offering B2B companies a large variety of data solutions, including data enrichment packages. Clearbit is best known for relying purely on the unique data points they collect from different platforms, websites, and social media, rather than scanning third-party sources for insights. They also prefer to use dynamic data versus static data.
The Clearbit approach allows companies to identify anonymous visitors and transform them into highly promising prospects within one mouse click. Besides that, this tool can be easily integrated into CRM platforms like Salesforce, HubSpot, Zapier, and others. They also offer Clearbit API documentation for better email enrichment results.
Features: Customized packages with fresh data for personalized emails and paid ads.
G2 rating: 4.4 out of 5
Pricing: Each tool is sold individually and the price depends on the database size, growth, and monthly investments.
3. Crunchbase Enterprise
Crunchbase is renowned as a platform for start-ups that offers an extensive database of investors, funding rounds, and opportunities to finance your business. However, they also sell their data to B2B organizations for commercial reasons. They position their data solution as “all-in-one prospecting software” that helps to identify which companies to target and who the decision-makers are to contact.
The Crunchbase data enrichment tool is easy to integrate into your CRM system or just access it as a CSV file for further analysis. Their data insights can be used for better email personalization or just as a market research tool.
Features: A respectable source of data with reliable inside information for both start-ups and investors.
G2 rating: 4.5 out of 5
Pricing: They offer a Basic plan for free with basic information; a Starter plan for $29 per month with the right to track and monitor some companies; and the Pro plan for $49 per month with access to Crunchbase’s full list of prospecting tools. There is also an Enterprise plan that’s evaluated individually.
LeadGenius has been on the market for over a decade now. What started as a small start-up in 2011 became one of the most famous lead enrichment tools for B2B sales prospecting. Their intelligent data service combines automation and human touch to ensure retrieving only high-quality data.
LeadGenius allows you to create both a targeted lead dataset from scratch or enrich your existing list with more data points. Another important feature of LeadGenius is the option to quickly run A/B testing of your outreach campaign and see what databases drive higher conversions.
Features: A/B testing and go-to-market strategy assistance.
G2 rating: 4.3 out of 5
Pricing: Contact them directly for getting a price quote.
Zoominfo is an all-in-one data and software platform that provides an extensive variety of business solutions including contact and company search, sales engagement, web form optimization, orchestrations, and others. They offer four different data packages for sales, marketing, recruiting, and operations teams.
Powered by the DiscoverOrg database, which they purchased back in 2019, the Zoominfo lead enrichment tool has access to the largest datasets around the globe. This allows them to extract the most valuable data points on your prospects, including their intent data. The only drawback of processing such a massive amount of information is that sometimes, updating the dataset takes longer than one would expect, especially because it is usually manually checked for accuracy.
Features: An overwhelming amount of data solutions and access to very large databases.
G2 rating: 4.4 out of 5
Pricing: Contact them for a price quote. They also offer a free Community Edition package as a trial.
Empower Sales with Data Enrichment Tools
The list of all the data enrichment companies existing on the market is very long. However, there are just a few of them worth your attention. All of the companies mentioned above have different data collecting approaches, benefits, and pricing policies. Some of them offer a wide range of data solutions, others focus purely on contact enrichment. A few companies have been around for a long time, and others have just launched their products.
When choosing a data enrichment provider, make sure to be guided by the needs of your business instead of simply choosing big names. By partnering with the right company that combines advanced technology with professional researchers, you can significantly boost your sales and marketing teams’ efficiency and achieve higher revenues at a faster pace.