The cost of bad CRM data

Your CRM is only as powerful as the data inside it.

Outdated contacts, missing fields, or duplicates? You're wasting time and money.

CRM data enrichment solves this problem by adding fresh, verified information to every contact in your CRM.

What is CRM data enrichment?

CRM data enrichment is the process of enhancing, updating, and completing the contact data stored in your CRM.

It involves adding missing fields (like phone numbers, job titles, LinkedIn profiles), correcting errors, or validating data to ensure accuracy. Enriched data helps your team personalize outreach, prioritize leads, and boost conversions.

CRM Data Enrichment Example

Your CRM says:

John Smith – no company, no email, no LinkedIn.

After enrichment:

John Smith – CEO @Acme Inc. | john@acme.com | linkedin.com/in/johnsmith

→ ✅ Better targeting. → ✅ Fewer bounced emails. → ✅ Stronger insights.

Why CRM data gets messy (and how enrichment fixes it)

• Manual entry errors
• Incomplete web forms
• Data decay over time  (people change jobs, emails expire)
• Merging databases from different sources

Pro Tip: B2B contact data decays at a rate of ~30% per year. If you're not enriching regularly, your CRM is aging fast.

3 Methods to Enrich CRM Data

Understanding how to enrich your CRM data is just as important as choosing the right tool. Here's a breakdown of the most common methods—and when to use them for growing sales teams of 20-50 people.

1. Manual Enrichment

Manual enrichment means you or your team research and fill in the missing data manually.

Example: You search LinkedIn for missing job titles, or visit a company's website to find industry details.

Pros

• Free
• Ideal for small contact lists
• Gives you full control over data accuracy

Cons

• Extremely time-consuming
• High risk of human error
• Not scalable for fast-growing teams of 20-50 sales professionals

2. Automated Enrichment (via APIs or Integrations)

This method connects your CRM to third-party data providers or enrichment platforms (like Clearbit, Dropcontact, or Hunter). Data is pulled in automatically using integrations or APIs. For teams looking for a done-for-you solution that handles complex enrichment workflows across multiple providers, agencies like Growth Today specialize in building automated Clay-based systems that connect 100+ data sources.

Example: When you add a contact's email, their job title, company, LinkedIn, and phone number are filled in automatically.

Pros

• Scalable and fast
• Saves hours of manual work
• Reduces the risk of outdated or inconsistent data

Cons

• Data accuracy depends on the provider's database
• May require multiple tools for full enrichment
• Can become costly if used at scale

3. AI-Powered Enrichment

AI-powered enrichment takes automation a step further. These tools analyze context and behavior to update data in real time, deduplicate contacts, and enrich information intelligently.

Example: folk CRM suggests merging contacts based on similarities, enriches records with recent LinkedIn data, and even flags outdated info.

Pros

• Context-aware and intelligent
• Real-time updates based on new signals
• Built-in deduplication and smart merging

Cons

• May require premium subscription
• Some tools have a learning curve or setup time

How to Enrich Your CRM Data (Step-by-Step)

1. Audit your database: Identify missing fields, duplicates, outdated info
2. Define key fields: What matters to your business? (Job title, industry, LinkedIn...)
3. Choose your method: Manual, automated, or hybrid
4. Run enrichment: Using your tool of choice
5. Review & clean: Avoid duplicates or conflicting info
6. Automate it: Set rules or integrations to enrich new contacts in real time

Best CRM Data Enrichment Tools: 2025 Edition

👉🏼 Try folk now to automatically enrich and dedupe your contacts in real time

1. folk CRM

folk CRM is the best solution for sales operations teams of 20-50 people who need seamless data enrichment without complex setups. It enriches every new contact with LinkedIn data, company info, and role — then uses Smart Contact Merge to automatically group and clean duplicates across lists. Ideal for sales, recruiting, and partnerships.

• Enriches and deduplicates in real-time
• Built-in CRM (no integrations needed)
• Flexible pricing perfect for medium-sized sales teams

2. Clearbit

Clearbit offers powerful APIs for real-time enrichment. Great for custom setups but less friendly for non-technical users and sales ops teams who need immediate deployment.

• High-quality B2B data
• Requires dev setup
• No built-in CRM interface

3. Apollo.io

Apollo combines CRM, email outreach, and enrichment features in one. Strong on lead generation, but heavier UI that can overwhelm smaller sales operations teams.

• Great for SDRs
• May duplicate CRM features
• Limited deduplication tools

4. ZoomInfo

ZoomInfo offers massive B2B databases, with enrichment tied to strict segmentation and account scoring. Expensive and complex, often overkill for teams of 20-50 people.

• Rich firmographics
• Complex setup
• High minimum pricing unsuitable for mid-sized teams

5. Lusha

Lusha offers simple enrichment via Chrome extensions or platform. Ideal for quick lookups, less so for CRM-wide cleanup needed by sales operations professionals.

• Fast, browser-based
• Not scalable for large CRMs

Use Cases for CRM Data Enrichment

CRM data enrichment is essential across various departments to improve efficiency and personalize engagement.

• Sales: Enriching contact data helps prioritize leads with key details like job titles and company size.
• Marketing: Personalize campaigns by segmenting contacts based on enriched data like industry and role.
• Recruiting: Add LinkedIn profiles or job history to get a deeper understanding of candidates.
• Support/CS: Know account details and roles before reaching out to improve customer interactions.

Pro Tip: Leverage enriched data for lead scoring or creating custom workflows to streamline processes and enhance results.

👉🏼 Try folk now to test native auto-enrichment and Smart Contact Merge for mid-sized sales teams

Final Thoughts: Make Your CRM Smarter

Your CRM shouldn't be a static database. With CRM data enrichment, you turn it into a living, evolving system — one that helps you convert more, faster.

For sales operations teams of 20-50 people, the best option is to choose a CRM with natively integrated data enrichment, such as folk CRM, which eliminates the complexity of multiple tools while providing enterprise-grade enrichment capabilities at an affordable price point.

Use this guide to clean your data, enrich it, and activate it. And if you want a tool that does it all, natively and automatically — folk CRM is built for that.

FAQ

What is CRM data enrichment?

CRM data enrichment is the process of adding, updating, and validating contact and company fields (e.g., email, title, LinkedIn) to improve accuracy, segmentation, and outreach performance.

Why is CRM data enrichment important?

It offsets data decay (~30% per year), reduces bounces and duplicates, improves targeting and lead scoring, and enables personalized outreach that converts better.

How do you enrich CRM data?

Audit your database, define key fields, choose manual, automated, or AI enrichment, run updates, deduplicate conflicting records, then automate enrichment for all new contacts.

What are the best tools for CRM data enrichment?

Popular options include folk CRM, Clearbit, Apollo, ZoomInfo, and Lusha. For built-in auto-enrichment and deduplication inside the CRM, consider folk.