<img alt="webleads-tracker" width="1" height="1" src="//stats.webleads-tracker.com/101261109ns.gif">
B2B data 08 July 2024

CRM Data Enrichment: What it is & 7 Best Tools to Use

Daisy Shevlin

Nothing dampens a sales call like outdated or incorrect data. Gartner estimates that poor data quality costs organizations an average of $15 million annually.


With enriched CRM data, you’re always on point, armed with the latest details about your prospects. High accuracy means fewer wasted calls and emails, with reps speaking to the right people.


In this article, we’ll explore CRM data enrichment and how it boosts sales efficiency. We’ll also highlight the top tools that make it possible.

What is CRM data enrichment?

Data enrichment adds high-quality, updated, and detailed data to your CRM.


Think of it like updating your phone’s contact list, not just with new numbers but with detailed notes on who prefers text over calls. It’s about adding layers of context to the basic information you already hold. 

Graphic showing types of data(Graphic showing types of data)

Why is this process so crucial for outbound sales? 

Imagine that you’re about to call a prospect. Instead of a shot in the dark, you know their job change, tech stack, or maybe even that they visited your website in the last two days.


Accurate, enriched data allows you to tailor your approach. It makes each call more personal and greatly raises the chance of success. B2B data enrichment means turning cold calls into warm conversations. 


Here are the types of data that you can enrich in your CRM:

  • Contact information. Phone numbers, email addresses, and social media profiles. It’s all about having the right channels to reach out.
  • Demographic data. Details like age, gender, and education level can help you identify your ideal prospects. This knowledge shapes how you talk to them.
  • Firmographic data. Information about your target companies, such as industry, company size, and revenue. It’s like demographics but for organizations.
  • Behavioral data. What actions have your prospects taken? Have they visited your website, downloaded a whitepaper, or attended a webinar? This information can be golden for understanding what interests them and when they might be ready to buy.
  • Technographic data. Ever wondered what tech stack your prospect uses? This B2B data describes the technologies they use. It can help tailor your offerings to their needs.

CRM data enrichment methods

Manual enrichment

The old-school way — manual enrichment. This is when you roll up your sleeves and add or update data entries yourself. Sounds exhausting, right? Well, yeah, it is.


Think about it: before tools like Kaspr, this would’ve been the only way to update data.


✅ Pros:

  • Control. You have complete control over the data entered, ensuring accuracy and relevancy.
  • Customization. Tailor the data exactly to your needs, with no extra fluff. Nothing beats personal knowledge of a key detail that isn’t captured by automated tools.

❌ Cons:

  • Time-consuming. It’s slow. Really slow. It eats up time you could spend selling.
  • Scalability issues. As your business grows, so does your database. Manual methods can become unmanageable without a massive team.
  • Human error. Ever mistyped a phone number? We all have.

Data enrichment tools

Next, let’s talk tech. There are tools and software designed to automate the enrichment process.


Tools like Kaspr and Cognism automate the grunt work, pulling data from various sources and updating records. We’ll dig deeper into each tool later, but know this — they’re built to make your life easier.


Blog CTA banner - enrich your CRM

Third-party services

Sometimes, it’s best to delegate routine tasks to other specialists, and third-party data providers are just that. They offer enriched, reliable data that can be easily integrated into your CRM. 


Here, you can buy leads and be sure all this information is carefully filtered by humans.


The benefits they offer:

  • Expertize. These providers live and breathe data. They know where to find it and how to validate it.
  • Comprehensive data. Get access to data you might not even know existed.
  • Efficiency. Free up your time to focus on what you do best — selling.

API integrations

APIs are Application Programming Interfaces if you want to get formal. APIs allow your CRM to sync with external databases and services. 


They’re like having an instant line to the most up-to-date information about your leads and customers. Why does this matter? Because in the world of sales, timing can be everything.


Imagine you’re trying to sell a new email marketing tool. With API integrations, when a prospect signs up for information on a related product, bam! That data is pushed into your CRM. 


You can see what they’re interested in (in real time), which gives you the edge in tailoring your pitch perfectly.

CRM data enrichment tools

1. Kaspr

4.4/5 on G2 🌟


Kaspr is a prospecting platform. It helps SDRs, recruiters, and founders get contact info in real time while they browse on LinkedIn. 


Kaspr integrates into your CRM system and is effective with LinkedIn Basic, Sales Navigator, and Recruiter Lite. 

Graphic showing Kaspr LinkedIn Chrome Extension overview


Users appreciate Kaspr’s quick access to a database of over 500 million phone numbers and email addresses. Data accuracy is ensured by checking against 150 different sources.


CRM data enrichment features:

  • LinkedIn Chrome Extension. Allows users to retrieve emails and phone numbers directly from LinkedIn profiles.
  • Sales automation. Users can automate the enrichment of an entire list of contacts. These can be derived from LinkedIn activities like group memberships or event participation.
  • Bulk enrichment and export. Users can enrich and export many contacts at once, which is crucial for large-scale outbound sales​.
  • API integrations. API allows for real-time updates and seamless integration with major CRMs like Salesforce, HubSpot, and others​. 


Kaspr provides a free plan for all new users. The paid plan’s starting price is $49 per user per month. 


Blog CTA banner - Refresh your CRM with accurate data

2. Cognism

4.6/5 on G2 🌟


Cognism is a B2B sales intelligence platform. It uses artificial intelligence to offer data-driven solutions for finding leads and prospects.


It provides high-quality, real-time data that can be integrated into your existing CRM systems. 

Cognism ensures compliance with strict privacy laws, such as GDPR and CCPA.




CRM data enrichment features:

  • Instant and scheduled enrichment. Ensures that your CRM is always updated with the most current information.
  • Bulk CSV uploads and exports. Users can enrich and export large volumes of data, which is crucial for managing outbound lead generation at scale.
  • API integration. Cognism offers API capabilities, allowing seamless integration with CRMs and other sales tools.
  • Flexible workflows. The platform offers customizable workflows. Users can tailor data management processes to their specific needs.


Cognism doesn’t publicly share the starting price of the paid plan. Packages are custom-built based on your business needs. Available on request.

3. Apollo.io

4.8/5 on G2 🌟


Apollo.io is a solution for sales teams that helps them find, engage, and close leads. It boasts a B2B database with over 275 million contacts and 73 million companies.


Graphic showing Apollo's database qualities(Source: G2)


CRM data enrichment features:

  • Real-time CRM updates. Continuous updates capture changes in contact and account information.
  • CSV enrichment. Users can import CSV files to enrich contacts and accounts with detailed, up-to-date data from Apollo’s database​.
  • API integration. Apollo’s API allows you to enrich data seamlessly. All while syncing tasks, sequences, and opportunities across your systems.
  • Data health tools. Deduplication and auto health checks find and merge duplicate records. They also fill gaps in your data​. 


Paid plan starting price is $49 per user per month. The free plan is also available.

4. Clearbit

4.4/5 on G2 🌟


Clearbit is a data intelligence platform that provides up-to-date data enrichment services. 


Through the API, the tool integrates with major CRM systems like Salesforce, HubSpot, and Marketo​​. This integration capability enables automatic updates and enriches sales records, ensuring your data stays accurate.

Screenshot of a contact profile within Clearbit(Source: G2)


CRM data enrichment features:

  • API. Clearbit’s API ensures customer records are always enriched with relevant information. 
  • Bulk CSV uploads. Allows to manage data at scale.
  • Automation. Automated enrichment of CRM data reduces manual data entry and enhances data accuracy.
  • Real-time updates. The platform ensures that your CRM data is always current.


Clearbit doesn’t publicly share the starting price of the paid plan. Packages are custom-built based on your business needs. Available on request.

5. Lusha

4.3/5 on G2 🌟


Lusha provides accurate B2B data. It helps to find and connect with decision-makers at target companies. 


This B2B data provider is especially helpful for improving go-to-market strategies.


Graphic of Lusha's Extension(Source: G2)


CRM data enrichment features:

  • API integrations. Seamless integration with the most popular CRM systems.
  • Bulk CSV upload. Users can enrich data by uploading CSV files directly into the Lusha platform.
  • Automation. Users get automated transfer of enriched data into CRM systems.
  • Sales intelligence. Valuable insights that help sales teams rank their contacts based on the likelihood to convert and other sales-relevant metrics. 


Paid plan starting price is $36 per user per month. The free plan is also available.

6. Hunter.io

4.4/5 on G2 🌟


Hunter.io helps businesses find and verify professional email addresses. It does this for domains, companies, or specific people on the web.


Hunter.io is an efficient tool for SDRs looking to streamline their email outreach and enhance their CRM data. It’s particularly valuable for those focused on email-driven sales and marketing strategies.


Graphic showing under searches for contact data on the Hunter.io website(Source: G2)


CRM data enrichment features:

  • Email finder and verifier. Hunter.io allows users to find or verify email addresses quickly.
  • Bulk tasks. If you’re dealing with large volumes of data, Hunter.io supports bulk operations.
  • Lead management. Users can manage, segment, and filter leads within Hunter.io’s dashboard and export these leads to the main CRM system.
  • API access. Enables automated data flows between Hunter.io and existing CRM or other sales tools.


Paid plan starting price is $34 per user per month. The free plan is also available.

7. UpLead

4.7/5 on G2 🌟


UpLead is a B2B lead generation platform. Its users can leverage over 50 data points to enrich their CRM databases. These data points include company names, URLs, employee numbers, sales volumes, and social links. 


This info can be vital in personalizing outreach and sales strategies.


Screenshot of UpLead dashboard with contact search feature(Source: G2)


CRM data enrichment features:

  • Real-time email verification. Ensures that the contact information in your CRM is accurate and up-to-date.
  • CRM integration. Allows for direct integration with major CRM systems.
  • Bulk data handling. Supports bulk data operations, allowing users to enrich and update large datasets.
  • Lead enrichment. Enhances lead information with detailed business intelligence.


Paid plan starting price is $99 per user per month. A free plan is not available, but you can use a trial it for 7 days.

Frequently asked questions

Why is CRM data enrichment important?

CRM data enrichment breathes life into your customer database. By updating and adding missing contact details, you empower your sales team. With accurate CRM data, reps will spend more time selling since they won’t waste time with wrong or incomplete phone numbers.


Your team can personalize interactions, too, and tailor marketing strategies to boost conversion rates. 


So, the next time your sales rep makes a call, they’re not shooting in the dark. They know who’s on the other end, what they need, and how to pitch what you sell.

What types of data can be enriched?

With data enrichment, you can add layers of valuable information to your CRM, including:

  • Contact information. Names, titles, emails, phone numbers, and social media profiles.
  • Demographic data. Age, gender, income levels, and more.
  • Firmographic data. Company information such as industry, revenue, and employee count.
  • Behavioral data. Customer interactions with your website, campaign responses, and customer service engagements.
  • Technographic data. Information about a company’s current technology stack.

How does CRM data enrichment work?

CRM data enrichment typically works through manual updates and automated processes. Here’s the rundown:

  • Manual enrichment. This is your ground-level effort where data is added or corrected by hand. Useful, but it’s not scalable. Best used for notes added by the rep about the prospect to provide context.
  • Automated tools. These tools pull data from external sources and merge it with your existing records. Think of services that scan the web for updated contact info or pull in social media data.
  • APIs. They connect your CRM to external databases and services, fetching and updating data in real time. So when a lead changes their job or city, you know about it instantly.


Each method has its perks, but the blend of all three? That’s when your CRM starts working smarter, making your sales efforts much easier.


  • Data enrichment. Adding external details to your CRM to ensure your database is comprehensive and up-to-date.
  • Demographic data. Details relating to population segments, including age, gender, income level, and education.
  • Firmographic data. Describes organizations and includes company size, industry, and revenue.
  • Behavioral data. Insights gathered from individual or group actions. Includes website visits, purchase history, and product usage. It helps you predict future actions based on past behavior.
  • Technographic data. Info about technologies companies use, such as CRM systems, tech stacks, or analytics tools.
  • Data silos. Sets of data held by one department and isolated from the rest of the company. They lead to inefficiencies and a fragmented understanding of customers.
  • Predictive analysis. This technique uses data, math, and machine learning. Based on historical data, it predicts future outcomes, like a lead converting to a customer.

Use CRM data enrichment for free

Ready to boost your sales outcomes without even reaching for your wallet? Check out Kaspr’s CRM data enrichment — yes, for free! 


Kaspr offers a trial version that allows you to test its CRM data enrichment tools at no cost. This is your chance to see how enriching your CRM data can strengthen your sales and outreach.


👉 Start with Kaspr for free today! 👈


Blog CTA banner - enrich your CRM

Share this post

Join the community

Quick-to-read tactical advice and tool suggestions straight to your inbox.
Newsletter subscription

Kaspr offers you the best way
to reach your customers

Try Kaspr free