30+ B2B Data Enrichment Tools of Our Choice for Lead Generation in 2020

B2C and B2B companies do share the same appetite for generating leads, and the common approach for both of them has some similarities. However, data accuracy has a more considerable impact on B2B than one would imagine.

Bolstering your directories with complete and truthful data can be done via data enrichment. Yet, finding and using the right tools claiming to ease the user’s efforts, can transition to being as tedious as doing it by hand. The scope of this article is to elaborate on different types of tools, accompanied by some examples and use cases, looking to be most interesting in 2020.

Data enrichment and accuracy in 2020

CMS Wire claims that marketing professionals will be driven by data quality management metrics in 2020. Statistics show that data decays at about 3% per month, and with a few math skills, it becomes obvious how easy it is to have an inventory full of outdated information in just 12 months. Anyhow, you cannot blame your team for any deviations that occurred to each company in your database. A name here, an email there and boom, you lack the required contacts to reach out to an important decision-maker.

That’s where B2B data enrichment solutions come in for both marketing and sales teams. Yet, no matter the hard effort put in to diminish the number of obsolete and erroneous entries in your databanks, it’s just not enough. Even if the contact entry forms are perfectly synced up, full integration between your tools and CRM, changes regarding your clients are immediately entered in the necessary fields. You are going to stumble across duplicates and incorrect entries, despite considerable efforts to avoid them.

If you do not manage to maintain your data in due time, you risk damaging your business in the short and long run. Being presented with irrelevant products and services, priorly dismissed by the same buyer, can cost you up to 14% more B2B buyers.

Considering all of the above, here is a list of data enrichment tools labeled into brackets for convenience purposes. If you have not put your mind to trying them before, maybe 2020 is the year to do so:

  1. In-depth company intelligence platforms

Please take notice that there is not the best tool for everything that would encompass the ability to satisfy all customer needs and wishes. Moreover, these are tools developed by humans, therefore, they are prone to bugs, interactions issues, and other small unfortunate experiences. The tools illustrated below are an amalgam of our own experience, provider’s product description and the backing of fellow marketers that left their imprint on different forums.

* Highest possible rating on G2 is 5

1. In-depth company intelligence platforms

Global Database

G2 Rating: 4.5

Free: Data sample for required region or industry, free tenders and grants database and integration possibilities

Pricing: Varies as balanced against the curve of company, industry and region count. After you have informed the sales representative of what is that you request, you get a pricing package. Therefore, any fee is carefully explained in order to make the data acquisition process as transparent as possible and at the same time allowing for an investment value scrutiny.

One of the best solutions for lead generation purposes and data enrichment, Global Database features yet another strong point, and namely the wide spectrum of company intelligence enabling:

  • Detailed market or industry analysis of potential business partners and competitors

And that is not the end of it, Global Database supports integration with third-party software and platforms as well as API services for all tech-savvy businesses thirsting for knowledge. Apply Global Database to your current customer relationship management, marketing automation, and artificial intelligence.

Bureau van Dijk

G2 Rating: 4.2

Free: Free trial which allows for cancelation at any point in time.

Pricing: N/A

Bureau van Dijk’s Orbis has captured data for more than 360M companies — according to their sources — from over 160 providers. They feature corporate ownership, consequently, companies’ corporate trees and third-party associates, most influential shareholders, credit risk and law compliance among many other beneficial pieces of intelligence.

2. Lead data collection


G2 Rating: 4.6

Free: Lite (basic version), 14-day free trial for the Premium version

Pricing: Starting from €55 per month — no credit card required -

Leadfeeder takes a different approach to data enrichment and lead generation. To put it simply, it enables users to observe detailed information about who has visited their website, even if no form was filled or any inquiry forwarded about the product. Except for the monthly payments, you only need Google Analytics linkage to get started.

Leadfeeder knows the companies visiting your website, so why not add this valuable intel to your existing customer cycle. Nurturing a warm lead is a whole lot easier than a random wanderer who lacks the vital information of what you do. Tracking how sales pitches and messages fare, helps you firmly grasp onto necessary tweaks to improve interaction. Consequently, it allows you to contact your best fitting buyer persona.


G2 Rating: 3.8

Free: Plans come with a 30-day money-back guarantee

Pricing: Essential — $69/$79 Business — $129/$105 depending on monthly or yearly installments

Prospect.io cuts down on time spent prospecting by 75% thanks to automating the tedious aspects of the job. It allows you to execute tedious tasks with the Chrome extension which enables finding and verifying emails, job titles and prospects’ location while browsing websites; send drip campaigns, measure everything and integrate with services: Salesforce, Pipedrive, Close.io, Hubspot CRM, Zapier and PieSync, overall delivering a fresh experience through the easy to navigate and intuitive UX.

3. Form & Email Collection tools


G2 Rating: 4.1

Free: No free goodies, 14-day unconditional money-back guarantee

Pricing: Basic — $9/$14 Plus — $19/$30 Pro — $29/47 Growth — $49/80 whether annually/monthly

Consider OptinMonster as an attention-worthy lead generation tool if your focus is to:

  • Mature your email list by turning visitors into subscribers through a series of tools such as popups, scroll boxes, welcome mats.

4. Email lookup tools


G2 Rating: 4.3

Free: 1 user plan including 5 credits per month

Pricing: Professional — 39$ User / Month Premium — $49 User / Month Enterprise — $69 User/Month

Lusha is yet another tool for verifying business profiles and filling in the blanks of your already existing database. Lusha’s extension performs a profile page scan and provides up-to-date contact information. At the time of writing, Lusha Plugin supports Linkedin and Salesforce. Moreover, you can inquire about your email data and extract valuable information on your prospects list. Connect Lusha’s data to the services you already use thanks to Zapier integration.


G2 Rating: 4.3

Free: 50 requests per month

Pricing: Starting at €49 (1000 requests) per month billed monthly

Hunter is an extensive tool that allows you to search for business email addresses based on their domain. Boasting 100+ million email addresses indexed you can have a go at looking up emails in bulk or segments. There is also the email verifier service which will return results even when a standard verification tool fails to do so.

Voila Norbert

G2 Rating: 4.8

Free: Finding 50 emails.

Pricing: Prospecting starts at $49/month, Email Verification is based on a pay-as-you-go system, while email enrichment has diminishing costs of scale

Voila Norbert allows you to find email addresses, verify emails and enrich the data you already hold. Locations, job titles/roles, companies as well as social media profiles, you name it. The API service is available through PHP, Python, Ruby and .Net to ease real-time enrichment in your own database, product or process. Aside from Norbert’s simplicity, among the main advantages, we’d name high accuracy rates and a fair trial and payment system.

5. Customer research/survey tools


G2 Rating: 3.7

Free: No free goodies

Pricing: Starting at $199 per month billed annually

Qualaroo is aimed at helping SaaS products understand the extent of their users’ interactions. However, it can be customized to suit your B2B goals. While assisting you with collecting feedback on your product, the tool allows generating leads by collecting the information of those providing you with feedback. You also benefit from dynamic insight reporting, user sentiment analysis and more. The best part is that you can target with pop-ups and surveys those users or visitors that may be really interested in.


G2 Rating: 4.6

Free: 100 responses a month

Pricing: Starting at $59 per month

Survicate is a 4 in 1 feedback software. Collect insight from:

- Website Feedback Surveys,

- Surveys & Forms,

- Mobile App Surveys

- Feedback Hub.

It enables collecting of customer feedback across a variety of digital touchpoints. These insights can be used to enrich data and further address customers’ needs. Survicate supports integration with various popular marketing automation tools and CRMs, such as HubSpot, Marketo, Pardot, Intercom, and Salesforce.

Google Forms

G2 Rating: 4.6

Free: Yes

Google Forms is the free version of the options mentioned above in this category. However, it comes with a lack of deep analytics and integration possibilities, which in retrospect is useful when dealing with a small number of leads. Overall it is an easy to use enrichment tool for your B2B leads.

6. Landing Page creation and capture tools


G2 Rating: 4.3

Free: 14-day free trial

Pricing: Starting at $79 per month, annually and $99 per month, monthly

Unbounce is a tool used to create and publish custom landing pages without the need of programming knowledge. Whether your choice is the easy drag-and-drop builder or a warehouse of 100+ designed templates, your campaigns will be set up properly in no time. Get as creative as you can with user scripts, opt-in forms, pixels, third-party integrations and other applicable software. A/B testing is also available for optimization purposes.


G2 Rating: 4.4

Free: 14-day free trial or 2,500 unique visitors, whichever occurs first

Pricing: Starting at $149 per month, annually and $199 per month, monthly

Instapage lets you get more out of digital ad spending by personalizing post-click landing page experiences. To further aid you in data enrichment, Instapage supports a vast array of features: multistep lead capture forms, third-party integration, opt-in forms, and exit intent pop-ups. You can also count on heat maps, drop-in pixel tracking and unlimited A/B split testing — all to enrich your B2B data.

7. Marketing automation tools


G2 Rating: 4.1

Free: Online training, offering insights about the tool

Pricing: Pricing based on database size

Marketo is a complex marketing automation tool. The steep learning curve is both its strength and weakness as for any other advanced system. Consequently, when you truly get the hang of it Marketo becomes a breeze — starting from capturing leads all the way to continuously enriching your data to focus on what’s important, nurturing leads and optimizing your marketing programs. It has a very strong integration with Salesforce enabling near-perfect accuracy. Moreover, cloning and tokens allow marketers to scale their programs and assets effortlessly.


G2 Rating: 3.9

Free: N/A

Pricing: Starting at $1,250 per month, annually

Pardot claims to be the number one CRM in the world that enables marketing and sales teams to find and nurture leads, close a lot more deals and boost ROI. This all-encompassing solution delivers upon users more business opportunities, richer pipeline and enriched information to put you ahead of the competition. The tool allows for a data-driven approach thus intensifying the customer experience. Consequently, it all peaks into a visual representation which is easy to interpret when adjusting your actions.

Keap (formerly Infusionsoft)

G2 Rating: 4.1

Free: 14-day free trial

Pricing: Starting at $79 per month

Keep is all about doing more with fewer hands. It helps you organize all ongoing business relationships and processes in one tidy spot. Small and growing companies will enjoy the increase in productivity with the elimination of repetitive tasks. Keap business line, the appointment, CRM and automation features should be used at their full and utmost potential. Having all the needless clutter out of the way, you can focus on actually doing what matters. Trends and patterns will make their way into your ever enriching database.


G2 Rating: 4.4

Free: Demo

Pricing: $550 per month, no long-term contract required

SharpSpring is the underdog of CRM tools, but don’t let the lesser popularity fool you. Here are the features you get:

  • Detailed analytics acquired with every interaction, which can be used to deploy a fully equipped sales team when the trail is hot

These are just a few grains from the feature pile of SharpSpring. Consequently, exploring it entirely might be worth your while.

8. Email Marketing tools


G2 Rating: 4.3

Free: Basic package for 1 audience and 2,000 contacts

Pricing: Starting at $9.99 per month. Besides the standard ones, MailChimp offers pay-as-you-go plans too.

MailChimp is the popular kid on the email marketing platform block and a wider variety of opportunities to boast. Organize and tag whatever idea or insight crossing your mind about B2B partners. Coupled with choice data, conversations, and interactions, data enrichment of your database might reach new heights. And it does not stop there, MailChimp gets smarter as you go. Each campaign improves the overall accuracy and intelligence of your following endeavors to come.


G2 Rating: 4.6

Free: 14-day free trial

Pricing: Starting at $15 per month, monthly and $9 per month, annually

ActiveCampaign might not be as in-depth as other tools in the bracket. However, it features a quite powerful email automation editor. One aspect that stands out is Win Probability. ActiveCampaign’s data scientists behind the machine learning project, have been constantly working on delivering a speculation-free experience so that you can buff your business with trusted B2B indicators. With this tool, you can help your marketing and sales team lose their uncertain thoughts and compel them to act.


G2 Rating: 4.4

Free: Free plan for 300 emails per day

Pricing: Starting at $25 per month, monthly and $22.5 per month, annually. A pay-as-you-go plan is also available.

SendinBlue starts off cheaper than its opponents, yet delivers the same performance. The lesser price might be attractive to small businesses and B2B start-ups, however, that do not want to pay for expensive functionality and only need the basic needs fulfilled. There are also some, not evident, restrictions in regards to contact lists options. So if you are planning on going over to the more expensive side of the deal, make sure to carefully address their policies. The solutions you are getting out of this toolbox comprise email and SMS marketing, chat, transactional email, Facebook ads, retargeting and many more hidden gems.

9. Email Follow-Up tools


G2 Rating: 4.4

Free: 30-day free trial of Boomerang Professional, free Basic plan

Pricing: Starting at $4.99 per month

Boomerang is all about managing emails in a new and effective way. It allows you to schedule emails sent through Gmail, Outlook or even Mobile, circle them to your heart’s content and make sure that no messages you would like delivered escape your gaze. There is a fine difference between sending an email and sending it at the right time. The former is common, the latter comes with increased open rate and lead generation.

HubSpot Sales

G2 Rating: 4.3

Free: HubSpot CRM is free. HubSpot Sales is built on top of the CRM

Pricing: Starting at $50 per month, monthly and $40 per month, annually

HubSpot Sales is part of the exhaustive marketing and sales platform Hubspot suite. It grants the ability to track email interaction starting with receiving a notification when your email is opened. It features Gmail & Outlook integration as well as complimentary free CRM that when synchronized with Sales will augment your data. Therefore, HubSpot Sales aids you in understanding why the deals were won and what could have been done better in the case of lost ones. No doubt your data enrichment efforts can stand to benefit from this suite.

Yet Another Mail Merge (YAMM)

G2 Rating: 4.2

Free: up to 50 email recipients per day

Pricing: Starting at $6 per user per month for G Suite Basic

Yet Another Mail Merge is dedicated towards Gmail users, by executing a link between well-targeted email campaign tracking and Google Sheets. Equipped with a wide array of templates, you can personalize what would be generic email messages into something more. It is quite intuitive thanks to the dashboard which provides a campaign wise view, great for sales outreaches on an independent level. There is little to dislike about it other than having your B2B data filled with accessible insights on your audience.

10. Live chat tools


G2 Rating: 4.4

Free: Basic package with 1 chat seat included

Pricing: Starting at $50 per month

Drift is a chat builder that comes without the painful practice of coding. It enables users to create a perfect conversation flow tailored to pique visitors’ attention. Under the surface, it provides useful insight into whom you should connect your visitor to and a faster pipeline. Drift requires no prerequisite knowledge of programming languages and doesn’t take much effort to set up. The bot saves up valuable staff resources, whilst shifting all the attention to the visitor who is enjoying a customized exchange of words. Experience collected by Drift Chat on your website can be further refined into data enriching assets by a suitable team.


G2 Rating: 4.6

Free: Free with branding

Pricing: Remove Tawk.to branding and customize chat window at $15 per month, monthly and $12 per month, annually

Tawk.to is a WordPress plugin under the guise of a live chat tool. It is easy to use — as is the case for most customer support software — and enables you with all your needs for managing B2B messages: unlimited agents, reporting, integrations, ticketing, file transfer, etc. You can monitor a visitor’s behavior and join in on the conversation where you think he/she will benefit the most. It features 100+ integrations support and comes with Javascript API — perfect for more tech-savvy power users.


G2 Rating: 4.3

Free: 14-day free trial

Pricing: Starting at $49 per month

Intercom is one more popular real-time business messaging tool. Besides the live chat, it offers some very useful features. For example, you can automatically assign tickets to your teammates based on certain chosen criteria. Therefore, warm leads get straight to the most relevant members of your team for them, increasing both the speed and chances for them to convert. More, you can use various forms to enrich your data for easier further customer acquisition.


G2 Rating: 4.6

Free: N/A

Pricing: N/A

Acquire is basically a widget that offers chat, video, phone and cobrowsing possibilities all gathered and available within one tool. Be it interacting with leads across web and mobile platforms or expanding the experience beyond a live chat window — with Acquire you get both. The business-like feel of the peer-to-peer interaction is enhanced by the possibility to share screens. This and other features it has on tap help to qualify, route and convert your leads as well as enrich your data at a faster pace.

11. Instant messaging services


G2 Rating: N/A

Free: Yes

Pricing: N/A

Instant messaging might not be what you expected when approaching lead generation for businesses. However, it is most likely an unexplored opportunity. With a WhatsApp business profile, you can reuse reply templates, label your leads and automate sending messages on customer intervals. The service also provides an API to further amplify client customization either by being simpler, securer or more reliable. In case you want to see the fruits of your interactions, consider using analytics.


G2 Rating: 4.5

Free: Free

Telegram is a private, cloud-based, fast, distributed, open, free, secure, powerful instant messaging tool. While not exactly a breeding ground for B2B customers, it has enough space to develop your online presence. Groups of up to 200,000 members can be managed by custom bots which can harness data through on-time and on-demand stories and pain points.

Facebook Messenger

G2 Rating: N/A

Free: Yes

Facebook Messenger is stranger to none, however, it is mostly accessed with the intent of personal use. While it is true that B2C is the reigning champion in this domain, B2B has caught on to be quite explored as well. Facebook presents favorable grounds for B2B marketing development. Besides being able to set up meetings with business partners’ representatives through a chat app, you can create groups, polls or even apply a bot that will manage everything — all contributing to lead generation and enriching your existing data of B2B audience.

Other data enrichment tools to use in 2020

A few more tools we’d like to bring your attention to this year can be grouped as follows:

I. Social media & forum tools (such as LinkedIn Sales Navigator, Twitter Search, and Quora) are tools that ease your task of finding leads on social networks as well as of setting the base for your and your business’ reputation by providing valuable information and even advice to those looking for it.

II. Contest tools (e.g. Rafflecopter, Gleam, and Vyper) help you to easily set up entertaining yet professional contests that would spread the word about your business.

III. Process automation tools for B2B (e.g. Zapier and IFTTT) help you automate your routine marketing and sales tasks, as well as set up processes that would notify you once a certain type of event takes place.

IV. Calendar scheduling tools (such as Doodle and Calendly) help you optimize the process of setting up meetings, demos and other interactions with your B2B clients, enriching data about them and assisting you in delivering some of the greatest B2B experiences.

To sum up…

High-quality data enrichment tools should provide you with not less than:

  1. Deep and comprehensive account views to give you a thorough understanding of the (potential) business partner’s structure of contacts and decision-makers.

Based on 30+ B2B Data Enrichment Tools of Our Choice for Lead Generation in 2020

Entrepreneur. Founder CEO at Global Database. Hi — nice to meet you here. I’m passionate to write about B2B sales and marketing, providing useful insights.

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