Data enrichment providers to keep your CRM clean

Your CRM is rotting. B2B contact data decays at 30-40% per year. People change jobs, companies restructure, phone numbers go dead, email addresses bounce. If you enriched your database 12 months ago and haven't touched it since, roughly a third of your records are already stale.

That's not a data problem. It's a revenue problem. Reps waste time calling disconnected numbers. Emails bounce and damage your sender reputation. Marketing campaigns target people who left the company six months ago.

Data enrichment providers exist to solve this. They fill in missing fields, refresh outdated records, and add firmographic, technographic, and intent signals to your existing contacts. But not all providers approach enrichment the same way, and choosing the wrong one creates more problems than it solves.

What data enrichment providers actually do

Data enrichment is the process of taking your existing CRM records and enhancing them with additional information from external sources. A basic contact record with a name and email becomes a full profile with direct dial, job title, company size, industry, tech stack, and buying signals.

There are two approaches that matter.

Single-source enrichment pulls data from one provider's database. ZoomInfo, Cognism, Lusha, and most traditional platforms work this way. The upside is simplicity. The downside is coverage gaps. If the contact isn't in that provider's database, you get nothing.

Waterfall enrichment queries multiple data sources in sequence until valid data is found. Clay popularized this approach by connecting to 100+ data providers and running them in priority order. According to Crustdata's analysis, waterfall enrichment typically yields 30-40% more data than any single provider. The tradeoff is cost complexity, since you're paying the orchestration platform plus credits from each underlying data source.

Which approach makes sense depends on your team's size and technical capacity. Do you have a RevOps person who can build and maintain enrichment workflows, or do you need something that works out of the box?

The best data enrichment providers for 2026

LeadIQ

LeadIQ handles enrichment differently than most data enrichment providers. Instead of treating enrichment as a batch process you run once a quarter, it bakes enrichment into your daily prospecting workflow.

When an SDR captures a contact from LinkedIn, LeadIQ enriches the record in real time with verified email, direct dial, company data, and job details before pushing it to the CRM. RevOps teams use LeadIQ to run continuous CRM enrichment, keeping existing records fresh without manual intervention. Marketing teams pull enriched data for campaign targeting and account-based list building.

The unified platform approach means sales, RevOps, and marketing all pull from the same verified data layer. SDRs prospect from LinkedIn or through Claude AI. Cold callers pair it with Salesfinity. RevOps automates CRM hygiene. Starting at $15/user/month, with Pro for intent data, Scribe AI, and advanced enrichment.

ZoomInfo

ZoomInfo remains the largest single-source data enrichment provider with 320+ million contact profiles and 100+ million company records. The platform offers continuous enrichment that automatically updates CRM records when data changes, which means less manual maintenance.

According to ZoomInfo Pipeline, the platform adds firmographic, technographic, and buyer intent signals to contact records. The challenge is cost. Plans start at $14,995/year, and the credit system can make pricing opaque for teams that don't negotiate carefully.

For enterprise teams with large databases and dedicated RevOps support, ZoomInfo's depth is hard to match. For mid-market teams, the price tag is often prohibitive.

Cognism

Cognism's Diamond Data is the differentiator. Their team actually calls phone numbers to verify they belong to the right person, resulting in claimed 98% phone accuracy. That manual verification process is especially valuable for cold calling teams that need reliable direct dials.

With 200 million European contacts, Cognism is the strongest data enrichment provider for teams selling into EMEA. The platform integrates Bombora intent data, which means you can enrich records with buying signals alongside contact and company data.

Pricing is custom and typically requires a sales conversation.

Clay

Clay isn't a data provider. It's an enrichment orchestration platform that connects to 100+ data sources and lets you build waterfall workflows that query multiple providers sequentially.

The advantage is coverage. When ZoomInfo doesn't have a number, Clay can try Lusha, then RocketReach, then another source automatically. According to Cleanlist's ranking, this approach typically yields 30-40% more complete records than any single-source provider.

The disadvantage is complexity. Clay starts at $134/user/month, and you're paying Clay's fee plus credits from each underlying data source. Building effective waterfalls requires RevOps expertise. If you don't have someone who can configure and maintain these workflows, Clay will cost more than it saves.

Clearbit (Breeze Intelligence)

Clearbit was acquired by HubSpot in 2024 and rebranded as Breeze Intelligence. If your CRM is HubSpot, the integration is seamless. Records get enriched with over 100 B2B data attributes from 250+ sources.

The limitation is that Breeze Intelligence is now tied to the HubSpot ecosystem. If you run Salesforce, it's not a natural fit. Pricing is custom and starts around $999/month.

Lusha

Lusha offers straightforward enrichment focused on email and phone data with strong GDPR compliance. It was the first B2B platform to achieve ISO 27701 certification, which matters for teams selling into privacy-conscious markets.

Plans range from free to $79/month. The database is smaller than ZoomInfo's, but the pricing is transparent and the interface is simple. Good for smaller teams that need basic enrichment without platform complexity.

How to choose the right data enrichment provider

The right provider depends on three things: your CRM, your team size, and what kind of data you actually need.

If you need enrichment baked into prospecting: LeadIQ combines contact capture, enrichment, and CRM sync in one workflow. Your reps don't run a separate enrichment process because it happens automatically.

What good enrichment actually looks like

Bad enrichment is a one-time batch process that fills in missing fields and then slowly decays. Good enrichment is continuous.

Refresh cadence matters more than initial fill rate. A provider that enriches your records once and then lets them rot for a year is worse than one that continuously refreshes data as it changes. Ask every vendor how often they re-verify records and what triggers an update.

‍Accuracy beats coverage. 68% of marketers cite data quality as their biggest barrier to revenue growth. A provider that fills 95% of your records at 60% accuracy creates more work than one that fills 80% at 95% accuracy. Bad data wastes rep time, damages email deliverability, and erodes CRM trust.

Integration depth determines adoption. The best enrichment tool is the one your team actually uses. If it requires manual CSV exports and imports, your data will be stale by the time it reaches the CRM. Native integrations with Salesforce, HubSpot, and your sales engagement tools mean records get enriched where they live.

Keep your CRM clean without thinking about it

The data enrichment providers market is crowded because the problem is universal. Every B2B team struggles with data decay. The difference between teams that solve it and teams that don't usually comes down to whether enrichment is a manual project or an automated workflow.

LeadIQ turns enrichment into something that happens in the background. Your reps prospect, the data gets enriched, your CRM stays clean. No batch processes, no CSV uploads, no quarterly "data cleanup" projects that everyone dreads.

Try LeadIQ free and see what continuous enrichment looks like when it's built into your prospecting workflow.

Data enrichment providers: FAQs

What is data enrichment in B2B sales?‍

Data enrichment is the process of enhancing existing CRM records with additional information from external sources. This includes filling in missing fields (phone numbers, emails), updating outdated job titles, and adding firmographic data (company size, industry, tech stack), technographic data, and intent signals.

How often should you enrich your B2B data?‍

Continuously. B2B data decays at 30-40% per year, which means quarterly batch enrichment leaves you with stale records for months at a time. The best data enrichment providers offer continuous or real-time enrichment that updates records as they change.

What's the difference between single-source and waterfall enrichment?‍

Single-source enrichment pulls from one database (like ZoomInfo or Cognism). If the contact isn't there, you get nothing. Waterfall enrichment queries multiple sources in sequence until valid data is found, typically yielding 30-40% more complete records. Waterfall requires more setup and costs more due to multiple provider fees.

Which data enrichment provider has the best accuracy?‍

Cognism claims 98% phone accuracy through manual phone verification. ZoomInfo has good overall coverage. LeadIQ verifies data in real time during the prospecting workflow. Accuracy varies by region, company size, and data type, so always test providers against your specific ICP before committing.

How much do data enrichment providers cost?‍

Costs range from free (Lusha's basic plan) to $14,995+/year (ZoomInfo). LeadIQ starts at $15/user/month, Clay at $134/user/month, and Clearbit/Breeze at approximately $999/month. Factor in credit costs, overage fees, and how many records you need enriched when comparing total cost.