Inaccurate data is one of the biggest threats to B2B growth. A shocking 25% of CRM data is inaccurate or outdated at any given time (IBM Big Data Hub).

That's not just annoying—it’s expensive. Gartner estimates the cost of poor data quality at $12.9 million per year, per company.

That’s why the smartest B2B teams invest in the best data enrichment tools—to feed their CRM with accurate, real-time information that unlocks better targeting, segmentation, and revenue.

What Is B2B Data Enrichment?

Data enrichment is the process of enhancing your contact and company records with missing or updated data points:

• Job titles, emails, phone numbers
• LinkedIn profiles and social data
• Company size, location, tech stack
• Intent signals and buying readiness

This ensures your CRM is not just a database—but a dynamic engine for outbound sales, personalized marketing, and pipeline growth.

Why Data Enrichment Matters

• 88% of B2B marketers report that enriched data improves lead quality and segmentation (DemandGen Report 2024)
• Reps spend 20% of their time hunting or fixing data instead of selling (Salesforce State of Sales Report)
• Good data = better targeting, shorter cycles, higher win rates

Imagine this: a sales team launches a cold email campaign to 500 leads. But 30% of the emails bounce because job titles and email addresses are outdated. Worse, one of their top reps wastes hours following up with a lead who switched companies six months ago.

Without enrichment, even the best CRM becomes a graveyard of outdated records filled with dead contacts, duplicate entries, and missed opportunities. Enrichment turns static data into a dynamic growth asset by keeping your pipeline clean, fresh, and relevant in real time.

Top B2B Data Enrichment Tools Compared

👉 Try folk CRM for free

folk CRM

Type

All-in-one CRM with native enrichment

Best For

Startups, founders, agencies, sales teams who want enriched data inside their CRM

Pros

• Real-time enrichment on contacts and companies
• Pulls LinkedIn data and enriches automatically
• Smart deduplication and merge logic
• Modern UI, built for collaboration
• Affordable pricing and intuitive UX

Cons

• Less suitable for enterprise-size orgs with complex approval chains

Pricing

Starts at $20/month/user

👉 Try folk CRM for free

Why it stands out‍

folk CRM eliminates the friction between your CRM and your data provider. It offers automated enrichment directly inside your contact views and supports seamless collaboration across sales and marketing. You don’t need to manage third-party APIs or rely on developers—folk makes enrichment as simple as adding a contact.

Clearbit

Type‍

Data enrichment API and SaaS integrations

Best For‍

Developers and revenue ops who need custom workflows‍

Pros

• Access to 200+ data points including tech stack and firmographics
• Real-time updates via integrations with tools like Segment, Marketo, Salesforce
• Highly customizable via its robust API
• Basic deduplication using domain-matching in Salesforce

Cons

• No smart merge or advanced duplicate detection
• Deduplication is domain-based and limited in scope
• Entry-level plans are limited; pricing scales quickly

Pricing‍

From $99/month for SaaS, custom pricing for API usage

Use case: Clearbit is ideal if you have a technical team and need precise control over data flows. Its deduplication is basic and tied to domains, so large teams may need extra data hygiene layers.

Apollo.io

Type‍

Sales engagement platform with built-in enrichment

Best For‍

SDR teams looking to combine prospecting and enrichment

Pros

• Large and growing database with over 265M+ verified contacts
• Offers enrichment and outbound tools in one interface
• Chrome extension for LinkedIn scraping and enrichment
• Built-in deduplication tools with manual and bulk merge options (Apollo Help Center)

Cons

• No "smart merge" logic (requires manual review)
• Some inconsistencies in contact accuracy by region

Pricing‍

From $49/month/user, with a free tier available

Use case: Apollo.io is ideal for high-velocity outbound teams. With built-in enrichment, automation, and deduplication tools, it minimizes tool-switching. But users should still validate data quality manually for best results.

ZoomInfo

Type‍

Enterprise-grade B2B database & intelligence suite

Best For‍

Large enterprises with mature sales operations

Pros

• Extensive global coverage across industries
• Intent data, technographics, and buying signals integrated
• Strong ABM features and advanced segmentation tools

Cons

• No LinkedIn sync, which limits some real-time updates
• Expensive—contracts often start at $10K+ annually

Pricing‍

Custom pricing only

Use case‍

ZoomInfo is for teams who can leverage high-volume ABM campaigns and need deep integrations across their tech stack. It’s powerful but priced accordingly.

Lusha

Type‍

Lightweight enrichment and prospecting tool

Best For‍

SMBs and individual reps

Pros

• Browser extension for quick data lookups
• Easy to use with Salesforce and HubSpot
• Offers rules-based deduplication to update or ignore records
• Affordable entry pricing

Cons

• No smart merge functionality
• Data coverage not as comprehensive for niche industries

Pricing‍

From $36/month/user

Use case‍

Lusha is great for sales teams that need a fast, low-friction enrichment tool. It now supports configurable deduplication settings, helping teams maintain cleaner CRM data without extra tools.

FAQ: Everything You Need to Know About Data Enrichment

Why does data enrichment matter in B2B?

Because incomplete data kills performance. Enrichment fills the gaps, updates contact info, and reveals buying intent. It drives targeting, segmentation, and pipeline.

What data is typically enriched?

• Emails, phone numbers, LinkedIn profiles
• Titles and roles
• Company firmographics (size, industry, location)
• Tech stack and tools
• Intent data and ICP signals

How often should CRM data be enriched?

Active pipelines: every 30–60 days. Dormant records: quarterly. Top tools (like folk CRM) enrich data in real-time, so you don’t have to think about it.

How is enrichment different from data cleaning?

• Enrichment: Adds new, verified information
• Cleaning: Fixes, standardizes, and removes bad data

You need both. A clean CRM is just the baseline. Enrichment makes it revenue-ready.

Is it legal to enrich contact data?

Yes, if your provider complies with GDPR and CCPA. Leading tools like folk, Clearbit, and Apollo offer transparency in how they collect and store data.

Can data enrichment be automated?

Absolutely. folk CRM, for example, enriches every contact automatically when added via email or LinkedIn sync. No manual lookup, no Excel needed.

Conclusion

CRM data decay is not optional—it happens to every database. The question is whether you’re fixing it.

Data enrichment is the foundation of smart segmentation, hyper-personalized messaging, and high-performing sales teams. With enriched data, your CRM evolves from a contact list to a strategic revenue engine.

While tools like Clearbit, Apollo.io, ZoomInfo, and Lusha offer various levels of coverage and control, they now all offer some form of deduplication—but often limited or manual.

folk CRM stands out as the best choice for small to mid-sized teams who want an all-in-one CRM that handles enrichment, automation, deduplication, and collaboration—without stacking multiple tools or inflating costs.