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

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

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Generating leads keep being a buzzing concern for B2C and B2B companies alike. The approach for the two, obviously, does bear some resemblance. However, data accuracy has a far greater impact on B2B results.

The completeness and truthfulness of data can be obtained via data enrichment. Unfortunately, this is not always the case and finding those tools for data enrichment that would work for the user’s best can sometimes become as daunting as manually enriching data. In this article, we elaborate on the types of tools, including some examples and use cases thereof, that are most promising in 2020.

2020 B2B Lead Generation in Brief

Lead generation is a pivotal element for all. Compared to B2C, though, B2B leads are more scarce. With that in mind, B2B companies have to put a lot more effort into each action and, especially into marketing and sales strategies. B2B are not about one-time transactions only. The longer the business relationships they manage to build, the higher their chances to survive on a competitive market. 

B2B lead generation process implies identification, evaluation and guidance of your potential buyers through the sales funnel towards the achievement of your goals (conversion), further nurturing them into keeping a business relationship for as long as possible.

Regardless of what many have to say, a considerable contribution to B2B 2020 lead generation will be brought by both inbound and outbound. We will consider the two separately in our view of this year, without digging too deep within this article though.

Inbound lead generation regards the attraction and capturing of prospects by offering something valuable in exchange for their data. Generally speaking, inbound implies improving your brand visibility, helping B2B prospects easier find your company, as well as give them the information you need. Your main task here is to identify the key matters that trigger your B2B prospects to 1) look you up, 2) want to move forward with you. The data you request in exchange for what you have on tap should also be one that would be helpful for you to guide each of these prospects along your sales funnel. 

Outbound requires quite a lot of effort too. However, in this case, you are responsible for doing the homework of looking up those businesses, their representatives and decision-makers that would align with your ideal customer profile and that you’d personally reach out to in some of the most direct ways possible. 

The importance of outbound can be further underlined by the fact that, according to Hubspot, 18% of marketers state that these practices have generated the highest quality leads for sales (as of 2018).

Data enrichment and accuracy in 2020

Stats show, that the average data decay is about 3% per month. Doing the math shows how easy it actually is to have a mostly outdated B2B contacts directory in 12 months only. Besides, you cannot be aware of all the changes that occur with each company in your database, there is always something to miss, and your team is not to blame. This is why B2B data enrichment solutions are of great importance for both marketing and sales teams. According to CMS Wire, marketing professionals will be mostly driven by data quality management metrics in 2020, and it may be crucial for your business as well. 

Surprising as it seems, no matter how punctilious and accurate your sales team, there will always be obsolete and erroneous entries in your database. The contact entry forms may be set up perfectly, your CRM integrated with the forms and tools you use, every change you learn about with regard to your clients or leads is entered in your database with no delay. Regardless, coming across outdated, duplicated or incorrect entries is a recurring event, way too upsetting, considering all the efforts to maintain your data as accurate as possible. 

According to Accenture Interactive, 1 out of 4 B2B buyers switched sellers due to long lead times to delivery or fulfilment. Failing to enrich your data in the relevant time can thusly become one of the main factors to have an irreversible impact on your activity in both the short and long run. The same source states that being offered irrelevant products and services turned down by the same B2B buyer before can cost you (for good) 14% more B2B buyers. With accurate, properly enriched data these risks are minimized.

With that in mind, we’ve compiled the below list of data enrichment tools of our choice for lead generation, worthy of being tried out in 2020, and classified them into categories:

Please consider, that there is no one-size-fits-all tool, software or platform that would satisfy every business’ needs. Unfortunately, none of them is perfect, so there can be bugs, incomplete data or other small issues you may run into here or there. The tools included in the list below were chosen based on our own experience, on providers’ description of their products as well as on an extended archive of reviews left by millions of other users.


In-depth company intelligence platforms

  1. Global Database

G2 Rating: 4.5

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

Pricing: Varies, depending on the number of companies, industries and/or countries or regions. Once you inform the sales rep of what exactly you are looking for (usually during a free demo), you get the package pricing, making the B2B data acquisition fully transparent and helping you estimate right away the value of your investment.

Global Database is an exhaustive B2B data provider and the perfect solution for lead generation purposes. The main advantage of business directories, such as Global Database, is the wide spectrum of company intelligence covered, allowing for 

Aside from the above-mentioned possibilities the platform offers, Global Database provides you with integration with third-party software and platforms, for customer relationship management, marketing automation as well as other purposes. 

  1. Bureau van Dijk

G2 Rating: 4.2

Free: Free trial, reserving the right to withdraw the offer of a free trial

Pricing: N/A

Capturing and treating data from over 160 providers, Bureau van Dijk’s Orbis features selected data for more than 360M companies (according to their website). Some of the most important data points listed are companies’ corporate trees and third-party associates, most influential shareholders, credit risks and more. You can enrich your data by applying the provided search criteria, by using offered APIs, by uploading your own data or downloading these as an Excel file, and you can easily compare companies against each other.



Lead data collection

  1. Leadfeeder

G2 Rating: 4.6

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

Pricing: Starting from €55 per month

Leadfeeder is quite an interesting and useful tool for data enrichment and lead generation. Simply explained, it helps you see the people who have visited your website, even if they never fill out any form nor inquire about your product. Besides monthly payments, all you’d need is Google Analytics linkage. Leadfeeder’s value is mainly given by these key factors:

Once you identify your visitors and analyse their actions on your website, you get two wins at once - the information about the given company’s decision-makers, as well as insights you need to personalise your message at max.

  1. Prospect.io

G2 Rating: 3.8

Free: No free goodies, 30-day money-back guarantee

Pricing: Starting at $69 per month, annually, and $79 per month, monthly

Prospect.io is a sales automation platform mainly helping to start more conversations with prospects and increase the productivity of sales teams. Their Chrome extension gives the possibility to find and verify emails, job titles, and prospects’ location while browsing websites and the most notable business-oriented social networks. Prospect.io provides email templates, drip campaign feature, integrations with other tools like Salesforce, Hubspot, Pipedrive and Close.io, and a pixel tracker to watch the conversions on your website. Among its greatest advantages is the simplicity to use and a pleasing design.


Form & Email Collection tools

  1. OptinMonster

G2 Rating: 4.1

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

Pricing: Starting at $9 per month billed annually

OptinMonster is a powerful tool to enrich your data by generating leads via opt-in forms, exit-intent and other various pop-ups, welcome mats, scroll boxes, and alternative attention-grabbing possibilities to persuade your website visitors to grant you their contact information. You can create them with a quite intuitive drag-and-drop builder. Besides email opt-in pop-ups, you can create pop-ups to reduce cart abandonment and use intelligent targeting for conversion optimisation. A/B testing features and integrations add to the value of this form and email collection tool for data enrichment.


Email lookup tools

  1. Lusha

G2 Rating: 4.3

Free: 1 user plan including 5 credits per month

Pricing: Starting at $75 per month

Lusha is yet another tool to verify various business profiles and enrich data you already have in, e.g., Salesforce, by filling in the blanks. Lusha’s extension scans the profile page of your prospect on social networks such as LinkedIn and delivers you the latest information available. Their plugin currently supports Salesforce and LinkedIn. Lusha also offers the possibility to verify email addresses, giving you an idea on the quality and deliverability of every contact on your prospects list. The main advantages, in our opinion, of working with Lusha is saving time to look up basic information and its ease of use.

  1. Hunter

G2 Rating: 4.3

Free: 50 requests per month

Pricing: Starting at €49 per month billed monthly

Hunter is an easy-to-use tool allowing you to find business email addresses fast by company domain. Looking up emails is possible one by one or in bulk, while their email verifier runs a complete check of email addresses of your interest offering you insights on the deliverability rates thereof. They provide you with an API for integration. Additionally, Hunter outreach helps to compose personalised emails and schedule follow-ups in a way that would allow concentrating on the content rather than on the process, combining personal attention with automation. 

  1. 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 is as simple as it sounds yet valuable and trustworthy. It allows you to find email addresses, verify emails and enrich the data you already hold. You may complete the information you have with locations, job titles/roles, companies as well as social media profiles. Altogether these may bring a crucial contribution to building relationships that drive conversion. There is an API available for 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 transparency of pricing and high accuracy rates reported.


Customer research/survey tools

  1. Qualaroo

G2 Rating: 3.7

Free: No free goodies

Pricing: Starting at $199 per month billed annually

Although Qualaroo is designed more for the collection and analysis of user insights on the user experience with your website or product. Qualaroo can be customised to your research goals thus helping improve and further create awesome output for your (B2B) audience. While assisting you with collecting feedback on your product, the tool also 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 you may be really interested in. 

  1. Survicate

G2 Rating: 4.6

Free: 50 people surveyed per month

Pricing: Starting at $59 per month

Survicate is mainly a survey and feedback software. However, it is not limited to that and helps to understand users’ mindset. You can organise insights from conversations, reviews, basically any feedback - all to create accurate marketing personas. On top of similar features offered by competitors, Survicate helps to optimise lead generation and nurture campaigns, embed surveys into your emails, as well as integrate directly with most popular CRMs and marketing automation platforms to enrich your existing profiles with insights generated from surveys.

  1. Google Forms

G2 Rating: 4.6

Free: Yes

Google Forms is a free alternative to the other two tools we’ve mentioned in this category. Of course, being compared to these it does lack both deep analytics and integration possibilities, but if you have the possibility to handle your prospects’ info manually, or if there are not too many leads to evaluate, Google Forms is a good option that comes at no cost. Easy to use and collect the results in Google Sheets, it is a suitable tool to enrich your B2B leads database.


Landing Page creation and capture tools

  1. Unbounce

G2 Rating: 4.3

Free: 14-day free trial

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

Unbounce is the tool allowing you to create custom landing pages. Either using their drag and drop builder or choosing from the provided templates, you obtain mobile responsive and accelerated pages. You can get as creative as you like by adding customs scripts, generate leads with opt-in forms, observe and accumulate insights by adding pixels, and enrich data by integrating with Zapier, your preferred CRM (if it’s supported by Unbounce), Google Analytics and other tools or software if applicable. A/B testing is also available for lead generation optimization. 

  1. Instapage

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 eases the post-click automation by offering a tool for creating, personalising and optimising your landing pages. To better help you with data enrichment, Instapage comes with a wide range of features, among which are multistep lead capture forms, various integration opportunities, opt-in forms and exit intent pop-ups. Heat maps, drop-in pixel tracking and unlimited A/B split testing are just a few in the thick of features brought to you for your B2B data enrichment.


Marketing automation tools

  1. Marketo

G2 Rating: 4.1

Free: Online training, offering insights about the tool

Pricing: Pricing based on database size

Marketo is an exhaustive yet very complex marketing automation tool. The range of benefits it offers gives you both flexibility and power to engage the right customers. And these are both its strength and weakness. The latter is given by a higher price (obviously) as well as by the need to spend some time to fully explore and understand everything Marketo has on tap. But once you do - you may be unstoppable. Starting from capturing leads all the way to continuously enriching your data to focus on what’s important, nurturing leads and optimising your marketing programs - Marketo is there for you at each step.

  1. Pardot

G2 Rating: 3.9

Free: N/A

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

Pardot is yet another powerful B2B marketing automation tool that promises to help you increase your ROI in record time. Pardot represents an all-encompassing solution assisting B2B marketers to build the foundation for meaningful business relationships, develop more pipeline and provide sales teams with more enriched B2B data to close more deals. The tool gives you the possibility to easily build data-based programs for your B2B partners towards a purchase, visualise the experience from their perspective, better understand the pain points thereof and adjust your actions accordingly, based on B2B data enrichment. 

  1. Keap (formerly Infusionsoft) 

G2 Rating: 4.1

Free: 14-day free trial

Pricing: Starting at $79 per month

Keap is a complex tool mainly helping you to organise all the processes and relationships with your B2B customers and hence eliminate repetitive tasks. The highlights on tap are Keap business line, the appointment, CRM and automation features. It is most suitable for small and growing businesses and to feel it’s worth, one should make sure to use all the features the software is offering, hence make the most of it. Not only does having a clear view speed up and simplify work processes, but also ease discovering trends and patterns to base further actions. The tool collects the accumulated data enriching your database.

  1. SharpSpring

G2 Rating: 4.4

Free: Demo

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

Offering about the same features as similar tools, SharpSpring is a bit less popular than the big players. As an all-in-one marketing automation tool, SharpSpring features:

  • Detailed analytics on every interaction to deploy your sales team at the right moment for the right customer

  • Marketing automation and customer relationship management tools

  • Dynamic forms for lead capturing and data enrichment

  • Visitor ID tracking to identify the companies whose employees are exploring your website, even if they never fill out any B2B data enrichment form

  • Landing pages builder starring a point-and-click editor for a better user experience

  • Various third-party CRM and other software and tools integration opportunities.

The features mentioned are not everything SharpSpring has on tap, and you should know that it is quite a complex tool. Hence, exploring and learning them all may take a while. 


Email Marketing tools

  1. MailChimp

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.

Being one of the most well-known email marketing platforms, MailChimp has a wide variety of opportunities to offer. Every single idea or insight about each B2B partner you get can be organised and tagged within MailChimp. Along with all data on choices, conversations and other interactions, your data enrichment and hence further personalisation can become limitless. With all the forms building options the conversation is assured to go both ways, so you can enhance your data enrichment with your business partners or potentials’ feedback. 

  1. ActiveCampaign

G2 Rating: 4.6

Free: 14-day free trial

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

ActiveCampaign may not be as complex as the other tools we’ve just mentioned in this category. However, it’s email automation editor is quite powerful and deserves to be tried out. The feature worthy of mentioning is the Win Probability one. ActiveCampaign’s data science team has been making an effort, so that you could enrich your data with indicators on the likelihood of your B2B partners to close at a certain point, helping you to align your marketing and sales teams’ efforts as well. 

  1. SendinBlue

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 is an affordable and accessible sales and marketing toolbox. Even though it may be a suitable option for small businesses and B2B start-ups, the free and cheaper plans do have limited functionality and will cover mostly basic sales and marketing needs. There are certain, not too transparent, restrictions with regards to contacts lists. So you’d have to try to make sure yours is suitable with their policies prior to making an investment when opting for the plans on the expensive side. The solutions they provide you with comprise email and SMS marketing, chat, customer relationship management, marketing automation, Facebook ads, customisable signup forms and many more, summarizing results in real-time reports and delivering open and click stats. Reports and contact enrichment are there to assist you with lead generation enhancement and improvement.


Email Follow-Up tools

  1. Boomerang

G2 Rating: 4.4

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

Pricing: Starting at $4.99 per month

Boomerang is mainly a tool that allows managing emails a lot more efficiently. Basically it allows you to schedule the emails you send via Gmail and even the ones you receive to be sure that every single message you would like to be delivered and seen will not be lost in a pile of other emails. Knowing when is the most appropriate time for your emails to be sent for each business partner will step up your email open rate and lead generation.

  1. 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

Generally, HubSpot is a comprehensive marketing and sales platform, while HubSpot Sales is one of its divisions. The latter allows you to automatically track every interaction with your emails, starting from being notified when your email has been opened. It features a Gmail extension and the software is the place where all the activities are organised and interactions tracked. The CRM that you get for free, when synchronised with Sales, will automatically supplement your data with these of deals won, lost or in progress, thusly augmenting your lead generation.

  1. Yet Another Mail Merge (YAMM)

G2 Rating: 4.2

Free: up to 50 email recipients per day

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

Yet Another Mail Merge is yet another tool for Gmail marketing automation, by simply collecting the data in Google Sheets and linking the two. With a range of templates on offer, you can somewhat personalise your emails, more depending on the database you have in hand. Being quite an intuitive tool, it also allows you to track the interactions of the recipients with your emails. In such a way it helps you enrich your B2B data with insights on what your audience reacts to and how. 


Live chat tools

  1. Drift

G2 Rating: 4.4

Free: Basic package with 1 chat seat included

Pricing: Starting at $50 per month

Drift Chat is one of the series of products offered by Drift. The chatbot helps better and faster understand who to connect your visitor to, assisting you with building the pipeline faster. It does not require much effort to install, which is one of the features that makes it quite a popular tool. The bot provides more of a human-to-human yet professional experience, and you can even address your visitor by personalising your greeting by the company name, identified automatically. The experience that Drift Chat can deliver has higher chances to generate leads as well as help you enrich your data and further improve visitors’ interactions with your company website.

  1. Tawk.to

G2 Rating: 4.6

Free: Free with branding

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

Tawk.to is a (mostly) free live chat tool, which is a bit different from the other ones we’ve included in this category by being a WordPress plugin. It is quite easy to use and helps you deliver winning customer support (of course, the winning part also depends on your sales team). You can monitor your traffic and activate your B2B conversation at the points when your lead needs your help the most. Reporting provides you with even more insights, while all the information you get can become an important source for your B2B data enrichment. 

  1. Intercom

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. 

  1. Acquire

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. It allows interacting with leads across both web and mobile platforms, as well as expands the experience beyond a live chat window. The possibility to share screens, for example, adds to the business-like feel of the interaction with you or your sales reps. 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.


Instant messaging services

  1. WhatsApp

G2 Rating: N/A

Free: Yes

Pricing: N/A

Instant messaging is a relatively new approach to lead generation, especially for businesses. Therefore, there are plenty of unexplored opportunities, as well as space for growth. With WhatsApp for business, you can create a business profile, save and reuse replies that you send out most often, label your leads and automate replies when you need to. They also provide WhatsApp Business API to help you connect to your potential business partners in a simpler, securer and more reliable way. Analytics are available too to see the results of your interactions.

  1. Telegram

G2 Rating: 4.5

Free: Free

Telegram is a relatively ‘young’ cloud-based instant messaging tool, and even younger for B2B lead generation. It’s an easy to use, free channel where any company can develop its online presence. There are various bots you can benefit of, or even create your own as well as form groups of interest (up to 200,000 members) where you can set base as an influencer, offer value by sharing knowledge and enriching your data by learning success stories or pain points. 

  1. Facebook Messenger

G2 Rating: N/A

Free: Yes

Probably we’ve all used Facebook Messenger at least once in our lives. However, most likely it was for personal use. But it has also been a while since it is widely used for B2B communication too, even though the B2C-only cliche may be sometimes quite convincing. Leaving the erroneous ideas behind, Facebook is actually a favourable environment for B2B marketing. Besides chatting directly with potential business partners’ representatives or even decision-makers, you can create groups, polls or use a third-party tool to set up a bot and fully manage the sequences - all to both generate leads and enrich data you already have about your target 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:

  1. 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. 

  2. 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. On the one hand, you will be able to capture more leads as they register in the contests and on the other hand you would get the chance to enrich your data by collecting additional information as well as track insights of interactions with your company and offers. 

  3. 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. Examples would be getting notified when a person shows interest in your B2B field on a specific platform or setting up processes that would automatically create tasks upon receiving an email. 

  4. 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.

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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.

  2. Full company profiles. Depending on the data provider, these can include information starting from structure, address and main contacts to full employee lists, financial reports and key indicators, credit risks analysis and other data. 

  3. Real and insightful information, which may not always be clear from the general perspective. For example, if the product you are offering is a new email marketing automation solution, the employees you would be willing to contact in your targeted companies would most likely be the CMO and the person responsible for email marketing. It would not be too hard to get in touch with the CMO. However, identifying the other person may be equally useful and hard for your particular purpose, due to the fact that he/she would be either listed simply as an employee at the marketing department or as a marketing specialist, without additional information that would help you to understand that he/she is exactly the person you need.

  4. Ability to update information in real-time (or almost real-time) and access it when you need it the way you need it. Cleaning up obsolete data as well as filling in the blanks should basically be the essence of any data enrichment solution. This helps you be sure that none of the moves you make and of the messages you send would end up redundant.