Research Tools for Deep Relationship Insights

Understanding Your Relationships Takes a Data System, Not a Single Source

At Folk, we believe that the best customer relationships are built on deep understanding — and that understanding doesn’t come from a single source of truth, but from a synchronized data system. In sales cycles where precision and timing are everything, your CRM shouldn’t just be a record-keeping tool. It should be your research engine — enriched, contextual, and ready to act.

That’s why we created this map: to highlight the research tools every team needs to unlock meaningful relationship insights. Think of it as your blueprint to move beyond shallow signals and into a world of relevance.

I. Why Understanding Relationships Requires a Data System

Every touchpoint with a lead, client, or partner is a potential insight — but only if it’s captured and connected. Relying on a single enrichment tool or one source of intent data leaves gaps. Modern CRMs must act like systems of intelligence, powered by a fully-synced data layer.

And in the AI era, that connected database becomes even more powerful. It fuels:

• Search (using RAG: Retrieval-Augmented Generation)
• Contextual writing (reach out with the right words at the right time)
• Automation (trigger workflows based on real signals)
• Thoughtful follow-ups (show up informed, not just present)

With the right system, your CRM isn’t just up to date — it’s ahead of the conversation.

II. A Breakdown of the Key Data Sources

To build that system, you need to bring together three types of data: Structured, Intent, and AI-generated. Here’s how they break down — and the top tools that power each category.

1. Structured Data

These tools give you hard, factual data on people and companies. The kind of info you can verify: emails, titles, headcounts, phone numbers, tech stacks, and more.

a. Single Source Company & Contact Enrichment

Quick enrichment from a single database. Fast, but may lack completeness.

• Wiza
• RocketReach
• ContactOut
• Hunter
• Icypeas
• People Data Labs
• Dropcontact
• Datagma
• Findymail
• The Swarm
• Prospeo
• Cognism
• Apollo
• LeadMagic
• Zoominfo

b. Waterfall Approach to Company & Contact Enrichment

These tools combine multiple sources to give you the best available data.

• Clay
• Full Enrich
• Folk
• Surfe
• Databar.ai
• Better Contact

c. Phone Number Enrichment

Specifically built to find mobile and direct dial numbers.

• Lusha
• Kaspr
• Cognism
• Apollo
• Cleon1
• Full Enrich

d. Champion Tracking

Keep tabs on people who used to work with you and moved on — and re-spark relationships.

• UserGems
• Warmly
• Champify
• LoneScale

e. Tech Stack

Understand what tools your leads already use — helpful for positioning your product.

• Datanyze
• HG Insights
• TheirStack
• BuiltWith

f. Network Mapping Data

Map relationships between people, companies, and common touchpoints.

• Getro
• Folk
• The Org
• The Swarm
• Happenstance

2. Intent Data

Intent tools help you spot buying signals. These are behavioral cues — like visiting your site, hiring in key roles, or researching your competitors — that indicate timing and interest.

a. Aggregators

Aggregate multiple intent sources into one platform.

• Common Room
• Amplemarket

b. Traffic Data

Who’s visiting competitor websites? Where’s their attention going?

• SimilarWeb
• Ahrefs
• SEMRush

c. Funding Events

New funding often means new priorities (and new buying budgets).

• Crunchbase
• PitchBook
• Harmonic
• DealRoom

d. Social Media Intent

Understand who’s engaging with relevant content — and when.

• Trigify.io
• Clay
• PredictLeads

e. Reviews & Comparisons

See who’s researching tools in your category.

• Capterra
• TrustRadius
• Gartner

f. New Hires & Job Postings

Hiring for a new head of sales? That’s a signal.

• LoneScale
• SignalHire
• MANTIKS
• Warmly

g. Website Visits Detection

Identify who’s visiting your site or product pages.

• Vector
• Reb3
• Snitcher
• 6sense
• Albacross
• Dealfront
• Warmly

3. AI-Generated Data

This is where things get personal. AI agents can now write, research, summarize, and synthesize based on your unique relationship graph — as long as the underlying data is solid.

• Folk
• Clay
• Bardeen

AI tools are only as smart as the data you feed them. With a fully-enriched system like this, your AI becomes an intelligent assistant — not just a guessing machine.

The Takeaway

The future of CRM isn’t static — it’s powered by data, triggered by signals, and augmented by AI. Building deep, contextual relationships at scale means looking beyond enrichment and into a full-stack research engine.

This market map is your starting point. Choose the tools that match your strategy — and let Folk bring them together into one powerful system of record.

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