All About B2B Data Enrichment (+7 Top Tools)

Making smarter business decisions starts with having the right data. But raw, incomplete information can only take you so far. Trying to plan campaigns or connect with leads without knowing essential details like their job title, company size, or industry leaves too much room for guesswork.

B2B data enrichment changes that by transforming incomplete data into detailed, actionable insights. With enriched data, you're cleaning up your database and equipping your team with the information they need to target leads, personalize outreach, and make informed decisions.

In this guide, we’ll explore what B2B data enrichment is, why it’s important for businesses, and some of the best tools to make it happen.

What Does Data Enrichment Mean For B2B?

Data enrichment improves the quality of your business data by adding useful details. For B2B companies, this often means filling in gaps like missing job titles, company sizes, industries, or contact preferences.

For example, if you only have a lead’s name and email address, data enrichment can add context, like where they work and their role. This additional information helps teams create more targeted campaigns, refine outreach strategies, and provide sales teams with the insights they need to close deals faster.

When you improve your existing records with data enrichment, you're making sure your business decisions are based on accurate and complete information.

What is a B2B Data Enrichment Tool?

Now that you know what data enrichment is, let’s talk about the tools that make it happen. A B2B data enrichment tool helps you improve your existing data by adding missing details or updating outdated information.

It pulls in extra details about your contacts—things like their job titles, the companies they work for, or even their industries—so you’re not left guessing.

Here’s what these tools can do for you:

• Fill in gaps like missing job titles, company sizes, or industries
• Keep your records up-to-date and accurate
• Match your leads with detailed profiles so you can target them better
• Sync enriched data straight into your CRM or database

These tools save you the hassle of manual research and give your sales and marketing teams the insights they need to work smarter. Instead of spending time digging for info, you can focus on closing deals and growing your business.

How Can Data Enrichment Software Help B2B Companies?

Data enrichment software provides significant benefits for B2B companies, maximizing the quality and usability of your existing data. Let’s break it down into specific areas where these tools make an impact.

Improve Targeting

Having enriched, accurate data means you can focus on reaching the people who actually matter to your business.

Instead of blasting out generic campaigns and crossing your fingers, enriched data allows you to segment your leads and prospects into more specific groups. This means your message reaches the right audience—those who are more likely to engage with your emails, click on your ads, or take a call from your sales team.

For example, knowing a prospect’s job title or the size of their company can help you tailor your approach. A small startup CEO might respond differently than a manager at a large enterprise. Data enrichment gives you those insights, so you’re not wasting time chasing leads that aren’t a good fit.

When your targeting improves, your campaigns become more efficient, your conversions increase, and your team can focus on opportunities with real potential.

Personalize Outreach

In B2B, a one-size-fits-all approach rarely works. Personalization is a must for building meaningful connections with your leads. When you have detailed profiles, you can tailor your messages to fit their specific needs or challenges.

For instance, addressing the pain points of a marketing director at a mid-sized company will look very different from reaching out to a CEO at a small startup. Enriched data gives you the insights to adjust your tone, highlight the most relevant solutions, and show you understand their world.

This level of personalization doesn’t just improve your chances of getting a reply; it also strengthens relationships. People appreciate messages that feel relevant, not generic.

Shorten Sales Cycles

Sales teams often get bogged down in preparation—researching leads, verifying contact data, and trying to piece together profiles. This extra legwork slows down the sales process. Data enrichment software removes those roadblocks by automatically providing a full picture of each prospect.

Here’s how it accelerates sales:

• Reps can skip time-consuming tasks like looking up job titles or company details
• Enriched profiles give context for smarter, quicker decisions on how to approach each lead
• With data prepped and ready, sales reps can move straight into meaningful conversations
• Teams can spend more time on actual selling instead of prep work

With a solid data enrichment process, your team isn’t stuck in the slow lane. They can focus on connecting with prospects and closing deals without unnecessary delays.

Maintain Clean Databases

Messy data can slow your team down and make tasks harder than they should be. Outdated or duplicate records clutter your CRM, which often makes it difficult to trust your information.

Data enrichment tools help by keeping your database updated and organized. They remove duplicates, correct outdated details, and fill in missing information so your records are always accurate.

With data integrity and a reliable database, your team can focus on meaningful work instead of dealing with messy data. It also makes analyzing trends, segmenting leads, and running campaigns much easier.

Make Smarter Decisions

Making good decisions starts with having the right information. Reliable, enriched data gives your team the insights they need to understand your market and prospects better. Instead of relying on guesswork or incomplete data, you get a clear picture of who your prospects are, what they need, and how you can connect with them.

With accurate data, you can forecast more effectively, spot trends before they become opportunities, and build strategies that actually work.

Here’s how enriched data helps your team make smarter moves:

• Predict future outcomes with more confidence using accurate data
• Spot patterns in your market to stay ahead of the curve
• Build plans grounded in real insights, not guesses

When your data is complete and up-to-date, it’s easier to trust your decisions and act with confidence. Reliable insights lead to better results, so your team works smarter and achieves more with less guesswork.

7 Best B2B Data Enrichment Tool You Can Try Today

Enriching your customer data is something you can't exactly do manually; you need a tool to plug in useful information to your raw data and make it more usable. 

If you're not sure where to start, we've narrowed down some of the best data enrichment tools you can add to your tech stack:

1. Capturify

Capturify is an advanced data enrichment and identity resolution tool that helps B2B companies maximize lead conversions and sales performance.

It pulls in accurate details about your leads, tracks website visitors, and gives you the insights you need to boost your outreach. Whether you’re trying to identify anonymous visitors or sharpen your ad targeting, Capturify simplifies the process and works well with the tools you already use.

Best Features

• Real-time lead details: Get up-to-date info on high-intent leads with over 40 data points per contact.
• Track anonymous visitors: Turns unidentified website traffic into names, emails, and other valuable details.
• Better ad targeting: Works around cookie restrictions to improve your ad retargeting campaigns.
• Works with your tools: Easy integration with CRMs and marketing platforms you already rely on.
• Detailed profiles: Captures more data from your website visitors than most other tools out there.

Pros

• Tracks a higher percentage of website visitors compared to similar tools
• Delivers verified leads with actionable insights
• Works well with various CRMs and ad platforms
• Provides excellent customer support and onboarding
• Offers flexible plans to fit different business needs

Pricing

Capturify offers flexible pricing plans tailored to your needs:

• Web Visitor Capture: Starts at $97/month and includes 500+ identity captures, 40+ contact data points, automated outreach, ad targeting, and seamless integrations.
• Lead/Call Delivery: Pricing depends on volume and conversion rates, offering real-time, hyper-targeted leads with verified details.
• Meta Ad Targeting: Starts at $247/month, enabling precise audience segmentation and advanced conversion tracking for better ad performance.

All plans include complimentary onboarding, lifetime support, and no long-term commitments. Find your perfect plan on the Pricing page.

You can even get started for free with 500 leads to explore the platform’s capabilities. Sign up today!

2. Leadfeeder

Leadfeeder is a website visitor tracking and lead generation tool designed for B2B companies. Instead of wondering who’s visiting your site, this tool identifies the companies behind the clicks and provides actionable insights to help your sales and marketing teams connect with prospects effectively.

Best Features

• Company identification: Matches website visitors with their companies, which helps provide more detailed profiles.
• Behavior tracking: Shows pages viewed, time spent, and interest level for better targeting.
• CRM integrations: Seamlessly connects with tools like HubSpot, Salesforce, and Pipedrive.
• Customizable lead scoring: Ranks visitors based on their activity to help prioritize outreach.
• Email notifications: Alerts teams when a high-potential lead visits the site.

Pros

• Easy-to-use interface with clear insights
• Integrates well with popular CRM and marketing tools
• Helps sales teams focus on warm leads
• Provides detailed company profiles for better personalization

Cons

• Doesn’t capture individual visitor details due to privacy restrictions
• Limited to identifying businesses, not individual contacts

Pricing

Leadfeeder offers a free trial to get started. Paid plans begin at €165 a month, which offers access to key features like company identification, visitor tracking, and CRM integrations.

3. Kaspr

Kaspr is a contact enrichment and lead generation tool tailored for sales and marketing teams. It specializes in providing accurate contact details like phone numbers and email addresses, which makes it suitable for businesses focused on outbound strategies.

Best Features

• Contact enrichment: Provides verified phone numbers and email addresses for key decision-makers.
• Real-time updates: Helps make sure you always have the most accurate and up-to-date contact information.
• LinkedIn integration: Extracts contact details directly from LinkedIn profiles.
• CRM compatibility: Syncs with tools like HubSpot, Salesforce, and Pipedrive.
• Customizable search filters: Lets you narrow down contacts by specific criteria for targeted outreach.

Pros

• Helps avoid inaccurate data
• Simplifies prospecting with LinkedIn integration
• Saves time by syncing data directly into CRMs
• User-friendly interface

Cons

• Limited focus on broader company insights
• Can become expensive for high-volume usage

Pricing

Kaspr offers a free trial for new users. Paid plans start at $46/month, including features like contact enrichment, LinkedIn integration, and CRM syncing. Pricing adjusts based on the number of credits you need, so it's adaptable for small and large teams alike.

4. Cognism

Cognism is another B2B lead generation and data enrichment platform designed to help businesses identify and connect with high-quality prospects.

It focuses on providing GDPR-compliant data, which helps make sure companies can build accurate contact lists without compromising on privacy regulations.

Best Features

• GDPR-compliant data: Offers verified contact information while adhering to privacy laws.
• Advanced filtering options: Helps you narrow down prospects by criteria like location, industry, or company size.
• Dynamic database: Regularly updated to ensure data accuracy and relevance.
• Global reach: Access to data from businesses and professionals worldwide.
• CRM integration: Syncs with platforms like Salesforce, HubSpot, and Outreach.

Pros

• Reliable, privacy-compliant contact data
• Easy-to-use interface with advanced filtering options
• Access to a large global database
• Regularly updated information

Cons

• No pricing available to the public
• May require additional verification steps to ensure data accuracy for specific regions
• Lacks robust integrations with less commonly used CRMs or platforms

Pricing

Cognism's pricing information is currently not available on its website.

5. Clearbit

Clearbit is a data enrichment and sales intelligence tool that helps B2B teams get deeper insights into their leads, customers, and prospects.

It integrates directly with your CRM and marketing platforms, pulling in real-time data like company details, contact information, and behavioral insights to make your outreach more effective.

Best Features

• Real-time data enrichment: Automatically updates and fills in missing fields in your CRM.
• Company insights: Provides details like industry, company size, location, and funding information.
• Contact enrichment: Adds verified emails, phone numbers, and social media profiles for key decision-makers.
• API integration: Connects with popular tools like Salesforce, HubSpot, and Marketo.
• Customizable workflows: Tailor data enrichment to fit your specific business processes.

Pros

• Reliable, up-to-date information
• Integrates smoothly with CRMs and marketing tools
• Helps personalize campaigns with enriched data
• Offers robust API capabilities

Cons

• No transparent pricing available
• Limited data coverage for niche industries or smaller markets
• May require strong technical expertise to fully leverage its API features

Pricing

Clearbit pricing plans are not publicly available as of now.

6. ZoomInfo

ZoomInfo is a comprehensive B2B data platform that provides in-depth insights into companies and professionals, which helps businesses streamline their sales and marketing efforts.

With its vast database and advanced search features, ZoomInfo is a good choice for teams looking to find, connect with, and engage high-quality leads.

Best Features

• Massive contact database: Access millions of company and professional profiles with detailed information.
• Advanced search filters: Narrow down prospects by criteria like industry, location, or revenue.
• Real-time updates: Helps make sure your data stays accurate and relevant.
• Intent data: Identifies prospects showing buying intent based on online behavior.
• CRM and marketing integrations: Easily connects with platforms like Salesforce, HubSpot, and Marketo.

Pros

• Comprehensive and detailed data
• Advanced search capabilities for precise targeting
• Real-time updates to keep data fresh
• Integrates well with popular CRM and marketing tools

Cons

• The platform can feel overwhelming for new users
• Data accuracy can vary depending on region or industry
• Limited customization options for smaller businesses' specific needs

Pricing

ZoomInfo’s pricing is customized based on the size of your team and the features you need.

7. Lusha

Lusha is a simple yet powerful contact and company data enrichment tool designed for sales and recruitment teams. It specializes in providing direct access to verified contact details, such as phone numbers and email addresses, for faster and more effective outreach.

Lusha’s browser extension and seamless integrations make it a user-friendly option for professionals who need reliable data on the go.

Best Features

• Browser extension: Easily pull contact details directly from LinkedIn or company websites.
• Contact verification: Provides validated phone numbers and email addresses for accurate communication.
• User-friendly interface: Simple setup and intuitive design for quick adoption.
• CRM syncing: Integrates with Salesforce, HubSpot, and other platforms to optimize workflows.
• Pay-as-you-go credits: Flexible pricing for smaller teams or one-off needs.

Pros

• Extremely easy to use, even for beginners
• Offers verified, high-quality contact details
• Great for smaller teams with limited budgets
• Flexible credit system allows for cost control

Cons

• Limited data enrichment options beyond basic contact details
• Credits can run out quickly for high-volume users
• Geared more toward individual professionals than large teams

Pricing

Lusha operates on a credit-based system, starting at $49/month for small teams or individuals. Larger plans are available for teams requiring more credits, with options to customize based on usage.

Use Cases for Data Enrichment

Whether you’re running a sales campaign, creating a marketing strategy, or trying to understand your customers better, enriched data can open up possibilities you hadn’t thought of before. 

Let’s look into some real-world examples of how businesses use data enrichment every day.

Personalized Marketing Campaigns

Nobody likes generic marketing emails—they’re easy to ignore. Data enrichment lets you make your campaigns feel more personal by adding details like job titles, industries, and locations to your contact lists. Instead of sending the same message to everyone, you can tailor your approach.

For example, a CFO at a large corporation might get messaging around cost-saving strategies, while a startup founder might see a pitch highlighting growth opportunities. Personalization grabs attention, increases engagement, and ultimately drives more conversions.

Lead Scoring and Prioritization

Not all leads are created equal, and chasing unqualified prospects can be a major time waster. Data enrichment helps your sales team rank leads based on meaningful details like company size, revenue, or even recent online behavior.

For instance, if a lead shows interest in your product by visiting key pages on your site and matches your target profile, they can automatically move to the top of your list. This means your team spends their time where it counts—on the leads that are most likely to convert.

Customer Segmentation

Grouping customers into segments isn’t just for big businesses, it’s something any company can benefit from.

Data enrichment gives you the details you need to segment your customers into meaningful groups based on things like purchase history, geographic location, or company type. This makes it easier to deliver offers, products, or services that resonate.

CRM Data Cleanup

A cluttered CRM is like a messy closet—it’s hard to find what you need, and you’re probably holding on to things you don’t use. Data enrichment tools clean up your database by updating outdated records, filling in missing fields, and removing duplicates.

This makes your CRM a reliable source of truth for your team. Imagine not having to second-guess if a phone number is current or if a contact is still with a company. It’s a small change that makes a big difference in how efficiently your team works.

Account-Based Marketing (ABM)

ABM is all about hyper-focused strategies, and enriched data is the backbone of those efforts. When you know the ins and outs of a target account—like their company structure, key decision-makers, and pain points—you can craft campaigns that speak directly to their needs.

For example, if you know a company is about to expand into a new market, you can reach out with a tailored solution to help them hit the ground running.

Better Customer Support

Support teams are often the unsung heroes of a company, and enriched data can make their lives much easier. When your support agents have access to detailed customer profiles and behavioral data, they can resolve problems faster and provide a better overall experience.

For instance, knowing that a customer recently bought a specific product means you can skip the small talk and go straight to solving their problem. Happy customers mean better reviews and more loyalty in the long run.

Unlock Your Data's Potential With Capturify

Data enrichment tools like Capturify can completely change the way your business handles customer information. Instead of just filling in blanks, they transform raw data into something you can actually use.

Capturify helps make sure your team always has the most accurate, up-to-date records and detailed insights about who’s engaging with your business.

What makes Capturify different is how easily it fits into what you’re already doing. Whether you’re cleaning up your CRM, figuring out which leads to focus on, or improving your ad targeting, it gives you the tools to make smarter decisions without adding extra headaches.

If you’re looking for a simple way to maximize your sales and marketing efforts with better insights, Capturify makes it easy to get started. Your data can do more—sign up today and get 500 free leads!

FAQs About B2B Data Enrichment

What is B2B data enrichment?

B2B data enrichment is the process of improving your existing business data by adding missing details or updating outdated information. This could include adding job titles, company sizes, industries, or verified contact details to your lead or customer records.

What is an example of data enrichment?

An example of data enrichment is taking a lead’s email address and adding additional details, like their job title, company name, and industry, from third-party data. This extra information helps you better understand your lead and tailor your outreach accordingly.

What is the B2B data strategy?

A B2B data strategy is a plan for how a business collects, manages, and uses its data to achieve specific goals. It might include steps for cleaning up existing data, enriching it with new details, and using the insights to improve sales, marketing, or customer retention efforts.

What does B2B data mean?

B2B data refers to the information businesses use to identify, understand, and connect with other businesses. This can include company details, decision-maker contact information, purchase histories, and behavioral insights. It’s the foundation for effective B2B sales and marketing efforts.

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