Best B2B Data Enrichment & Sales Intelligence Software

The core features typically include contact (demographic) and company (firmographic) data, data enrichment that fills in the blanks in your databases, and integration capabilities with CRMs and other marketing tools.

You’ll also see real-time insights and tracking, which aim to keep your data as fresh as a morning coffee but sometimes go stale. 

Top benefits? There’s efficiency and effectiveness to be had with it. You’re not just shooting in the dark; you’re making informed pitches to the right people at the right time.

Enhanced data accuracy means fewer bounces and more opportunities for meaningful connections.

Ultimately, it’s about boosting conversions and driving revenue in a way that saves you time and effort.

Sales and marketing teams are the usual suspects, but really, anyone in a company who benefits from understanding their prospect and customer data better—like RevOps and Customer Success—will find these tools invaluable.

Consider implementing B2B Data Enrichment and Sales Intelligence software like learning to play chess.

Setting up the board is straightforward—getting everything in its right place and starting off.

But mastering the game, where you seamlessly integrate these tools with your CRM and broader tech stack, takes strategy, practice, and a deep understanding of each piece’s potential.

It’s a very crowded space, with each tool having its “sweet spot.”

ZoomInfo is the market leader, while Apollo.io is one of the main challengers that could be a bit more cost-effective for startups. Clearbit thrives with data enrichment capabilities, and Cognism shines across European markets.

It really boils down to what specific features align best with your business needs and what flavour of tool you and your team prefers.

Pricing often feels like it’s shrouded in mystery—it’s usually tiered, based on the number of records, features, or level of support you opt for.

You could be looking at anywhere from a few hundred to several thousand dollars per month. Most vendors will push for annual or even multi-year contracts, which might offer better value for money if you’re going with one of the bigger investment options.

Some startups in the space like Keyplay offer transparent pricing and low-cost entry options for a crawl, walk, run approach to data intelligence.

Look around online and ask your peers for more intel on the pricing of your sales intel tooling options.

I have a few years of experience using ZoomInfo and Keyplay as a B2B marketer. I’ve also explored the other tools in this category.