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7 Data Enrichment Tools Compared: Which One Works Best for Sales?
November 21, 2025
By
Cindy Graciella
Your CRM has names and email addresses. Maybe some job titles. That's it.
Data enrichment improves this. You take what you have and pull in details from external sources: company size, tools they use, funding rounds, phone numbers that work.
Having these extra bits of information makes a huge difference: sales teams using enriched data close deals 3x faster. The main reason for this is they are able to skip the research phase.
The math is simple: every rep spends 20 minutes researching before each call. That's 20 minutes they're not selling. Multiply that across an entire team, across every prospect. The hours add up!
Enriched data solves this, but the market is crowded. ZoomInfo costs $15K minimum. Skrapp starts at $37. Same goal, different execution, wildly different price tags.
This comparison breaks down seven data enrichment tools. What they do, what they cost, where they fall short.
You have a name and email. Data enrichment adds the rest: job title, company revenue, tech stack, funding history, and more. This creates a positive impact in three core areas:
That said, only the right tool delivers those gains. The wrong ones waste time and money. In order to pick the right one, you must consider these key factors:
I tested seven tools against these criteria. Here's what I found:
Skrapp simplifies B2B data enrichment with a focus on email discovery and verification. My tests show it transforms simple contact details into practical lead data through its verification system.
Skrapp shines with its email discovery tools that include:
Skrapp goes beyond these tools by offering lead and company search features. You can tap into a database of over 150 million professionals and 20 million companies.
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You only pay for valid or catch-all results in the verification process, which saves credits
The accessible interface lets anyone use it without technical know-how
Monthly credits roll over, so you never waste unused ones
Quick processing of thousands of records suits large-scale enrichment needs
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The tool focuses on email finding without built-in outreach sequences
Data accuracy issues pop up occasionally according to some users
Higher-tier plans are needed for complete verification checks
Customer service quality varies based on your subscription
Skrapp lets you try the service with a free plan offering 100 monthly credits. Paid plans come in tiers:
Each paid plan includes the Chrome extension, bulk finder capabilities, and simple email verification.
My experience shows Skrapp works best for sales teams running cold outreach campaigns at scale. The tool processes thousands of records at once, which helps build targeted prospect lists efficiently.
These teams get the most value from Skrapp:
Skrapp stands out as a focused data enrichment solution that specializes in email verification and discovery. Teams prioritizing email deliverability will find it useful. The tool helps build verified contact lists quickly without investing in a more expensive all-in-one platform.
ZoomInfo leads the enterprise-level B2B data enrichment market with its detailed database of over 321 million professional contacts. My hands-on experience shows how its powerful enrichment capabilities revolutionize sales operations for organizations that can use its full potential.
ZoomInfo's data enrichment platform brings several unique capabilities:
ZoomInfo lets users clean, dedupe, and enrich data through list uploads right in the platform. The system keeps a record "under management" for 12 months after the original enrichment. Users get unlimited updates during this period at no extra cost.
Very high match and fill rates through consultative services
Works with major CRMs and marketing platforms like Salesforce, HubSpot, and Marketo
Updates existing records and creates new ones from their vast database
Automates tasks to cut down manual data entry and maintenance
ZoomInfo’s pricing is not clear: you need sales calls to get specific quotes
Hard-to-understand pricing structure makes budget planning tough
Takes time to learn and use properly
Data accuracy problems pop up now and then despite the large database
ZoomInfo uses tiered pricing that's custom-made for each client. Trusted sources reveal:
Each extra user costs between $1,500-$2,500 based on the plan. Every package needs a yearly contract - monthly options don't exist. Credits let you consume or export professional or company profiles.
My experience shows ZoomInfo works best for large enterprise companies with solid sales and marketing teams. The tool shines when:
Small businesses might find Skrapp and other ZoomInfo competitors more economical for simple data enrichment. Yet ZoomInfo remains a good choice when you need detailed data coverage and advanced enrichment capabilities for enterprise sales operations.
Apollo.io is a complete sales intelligence platform that combines data enrichment with prospecting and engagement tools. The platform works well for teams who want to manage their sales process in one system.
Apollo.io's data enrichment capabilities are built on a massive database of over 210 million contacts and 30 million companies. The platform gives you several ways to enrich your data:
The Data Health Center watches over your database quality. It tracks job changes, combines duplicates, and spots gaps in your target audience data.
A huge database of 210M+ contacts gives you extensive reach across most industries
One platform that combines enrichment with outreach tools cuts down your tech costs
The credit system lets you use the service your way
Up-to-the-minute data analysis keeps information fresh without manual updates
Email accuracy sits at 73% with bounce rates that can hit 30-80%
Phone numbers are accurate only 40% of the time, making calls less reliable
Getting mobile numbers uses up way more credits than emails
The platform slows down during busy periods according to some users
Apollo.io comes with four pricing tiers and different credit amounts:
Credits work like currency in the platform. You spend 1 credit to verify an email, 8 credits for a mobile number, and 1 export credit to take a contact outside Apollo. Extra credits cost USD 0.20 each once you run out.
My tests show Apollo.io shines as an all-in-one solution for sales teams. It works best for:
The platform might not suit enterprises that need accurate mobile numbers or teams focusing outside North America. Specialized data enrichment tools could work better for these specific needs.
Cognism leads the B2B data enrichment space with its focus on data accuracy and compliance. The company stands out with phone-verified mobile numbers. Their European data coverage is a big deal as it means that they have 250% more contacts in key markets like France and Germany.
Cognism enriches data through three main methods:
Diamond Data® is the platform's standout feature. These phone-verified mobile numbers help you connect 3x more often. The platform also has Diamonds-on-Demand® to verify high-priority prospects further.
Their UK market coverage is a big deal with 180% more contacts
Full compliance with GDPR and CCPA regulations, verified against 13 Do-Not-Call lists worldwide
Continuous connection with Salesforce, HubSpot, Outreach, and other major platforms
Quick customer support with 99% satisfaction score and 20-second average response time
Wrong phone numbers can show up during outreach
Users sometimes find outdated emails and numbers
Company revenue data isn't always accurate
Setting up and mapping fields can be tricky at first
Cognism comes in two packages:
Both plans give you unlimited data access without view or export limits. The Diamond plan costs around USD 25000.00 access fee plus USD 2500.00 per user yearly.
Case studies show Cognism works great for companies targeting European markets. A customer saw 30% more meeting bookings using their data. This improved both the number and quality of conversations.
The tool works best for:
A customer said, "Cognism's European data is the best on the market, and the opportunities we've obtained prove it".
Crunchbase started as a simple startup database but has grown into a powerful intelligence platform that sales teams love. My experience shows its funding data becomes especially useful when you need to spot companies with fresh capital ready to invest in solutions.
Crunchbase enriches data by delivering deep company intelligence through several methods:
The platform stands out because of its unique funding information and organizational details that other enrichment tools usually don't have.
Outstanding coverage of startup and private company funding information
Robust filtering options across multiple data points
Smooth integration with major CRM platforms for automated enrichment
Fresh data thanks to community contributions with editorial oversight
Live updates on funding rounds, acquisitions, and company milestones
AI search results can be inaccurate sometimes
Focus on startups might not help teams targeting 20-year old enterprises
Users often find the trial period too short
Contact-level data isn't as detailed as specialized contact enrichment tools
Enterprise-level pricing lacks clarity
Crunchbase's pricing structure offers multiple tiers based on access levels:
My hands-on experience shows Crunchbase shines when sales teams target companies at specific growth stages. The platform excels at:
Teams selling enterprise software, financial services, or consulting get the most value since they can prioritize accounts effectively using Crunchbase's funding and growth indicators.
Datanyze gives sales teams a B2B prospecting platform that focuses on technographic data. The Chrome extension is especially valuable when you have to gather prospect information right in your browser.
Datanyze builds its functionality around technology tracking and finding contacts:
The platform merges with major CRM systems and enriches data flows directly into existing workflows.
Strong technographic data identifies technology usage patterns
User-friendly Chrome extension makes prospecting simple
Accurate B2B contact information comes with a refund guarantee for inaccuracies
Works well with popular CRM systems
You can export data to use in other tools
Data accuracy problems exist with outdated information
Customer service can be hit or miss
New users face a steeper learning curve compared to simpler tools
Technology tracking takes priority over direct contact information
Datanyze offers multiple pricing tiers with a credit-based system:
Credits help uncover contact information through Datanyze directories and Chrome extension.
My experience shows Datanyze shines for technology companies that need competitive intelligence. The tool works best for:
The platform works best for B2B companies whose sales strategy relies on understanding their prospects' existing technology investments.
Lusha has grown into a powerful market intelligence platform that focuses on providing direct contact information. Sales teams worldwide trust its massive database of over 120 million contacts to get verified information quickly.
Lusha sets itself apart with these distinctive capabilities:
95% accuracy in deliverability rates
Flexible credit system for usage
Simple interface that users learn quickly
GDPR and CCPA compliant with ISO 27701 certification
Small and niche companies have limited data coverage
Credits expire after specific timeframes
Advanced features need higher-tier packages
Users report accuracy problems sometimes
Lusha's credit-based system comes with these tiered plans:
Sales teams get great value from Lusha's quick contact verification on LinkedIn and websites. North American markets benefit most, but its 20 million verified European contacts make it useful worldwide. Teams that need simple contact discovery without complex setup requirements will find Lusha most effective.
Pick based on where you sell, what you can spend, and how accurate you need the data.
Europe? Cognism has 180% more contacts there. North America is Skrapp.io's strong suit. ZoomInfo covers everything globally but you're starting at $15K.
If you're on a tight budget, Skrapp also does email verification for $37/month. Apollo.io and Lusha both work as a LinkedIn scraper if you need to pull data while browsing profiles. Crunchbase is the move if you're chasing companies that just raised funding. Datanyze has the best tech stack intelligence.
One thing I learned testing these: accuracy matters way more than how big the database is. 50 million verified contacts beat 200 million outdated ones every single time.
Grab the free trial and run your actual list through it. Check the match rates on your ICP. What works for SaaS doesn't always work for manufacturing. The data coverage varies wildly by industry and region.
Here's the short version:
Cindy is an Outreach Manager and SEO Specialist at ONSAAS who helps SaaS companies grow through strategic link building and SEO. Outside of work, she loves spending time in nature, especially hiking in the mountains.
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