7 Tools B2B Marketers Need for Lead Enrichment in 2025

You might have a list of leads. But if all you’ve got are names and emails, that’s not enough.

To get replies, you need to understand who these people really are.

What’s their job title? Are they still at the same company? Do they have decision-making power? What tools do they use? These small details make a big difference.

That’s where lead enrichment tools come in.

They take your basic list and fill in the gaps, adding missing info like LinkedIn profiles, phone numbers, job titles, company size, tech stack, and more.

This helps you send highly personalized cold emails that actually get replies.

In this blog, I’ve listed the best lead enrichment tools that are truly worth using — tools that’ll help you build stronger lead lists and run smarter outreach campaigns.

Let’s get started.

TL;DR – Top 3 Lead Enrichment Tools to Use in 2025

After testing various tools, I’ve come up with a quick comparison and my personal top picks:

Not every tool does the same thing. Here’s how they compare so you can choose what fits best.

7 Best Lead Enrichment Tools in 2025 to Improve Outreach Success

1. Lusha
2. Cognism
3. Clay
4. Apollo.io
5. Demandbase
6. Kaspr.io
7. UpLead

1. Lusha

Lusha is an AI-powered tool used for lead enrichment and B2B prospecting.

It gives you access to a huge database of 66M+ professionals and 94M+ company profiles, especially strong if you’re targeting leads in North America and Europe.

Lusha gives you multiple ways to enrich your lead list:

• Chrome Extension: Gets data directly from LinkedIn and adds it to your Sheets or CRM
• CRM Integrations: Works with tools like Salesforce, HubSpot, and Pipedrive
• CSV Upload: Upload email IDs or LinkedIn URLs in bulk and get enriched data instantly
• API Access: Automate enrichment workflows in your custom CRM or data warehouse

You get over 20+ data points,  including company size, revenue, departments, tech stack, buying signals, and intent data, so you can reach out at the right time with the right message.

Plus, it also comes with AI-powered prospect discovery based on your ICP, and basic email outreach features built in.

If your target audience is based in the US or Europe, Lusha is one of the more reliable tools when it comes to data quality and accuracy.

Pros of Lusha

• Access to buying signals and intent data for timing outreach perfectly
• AI-powered prospect discovery based on your existing ICP
• Built-in email outreach automation features
• Strong data accuracy in North America and Europe

Cons of Lusha

• Limited coverage outside the US and UK market data

Lusha Pricing

• Pro: $22.45/month
• Premium: $52.45/month
• Scale: Custom pricing

2. Cognism

If you’re targeting leads in Europe and need accurate direct dials, Cognism is a solid pick. It offers a large database of professional contacts and detailed company profiles.

You also get high-quality intent data and buying signals, with strong GDPR compliance.

What makes Cognism stand out is its Diamond Data®, a feature that gives you phone-verified mobile numbers. It helps boost conversion rates by up to 3x compared to the industry average.

Cognism uses a 5-step verification process:

• Gathers data from 60 to 200 sources per company
• Runs compliance checks across 13 global Do-Not-Call lists
• Human-verifies over 100,000 mobile numbers each month
• Scores and matches data for accuracy
• Integrates real-time customer feedback

It also provides Signal Data, which includes updates like hiring trends, funding news, M&A alerts, and tech stack insights across 20,000+ technologies.

Pros of Cognism

• Fully compliant with GDPR and CCPA—great if you’re targeting Europe
• Delivers verified direct dials with strong accuracy
• Integrates easily with top CRMs like Salesforce, HubSpot, and more
• Sales Companion helps you manage everything without leaving the platform

Cons of Cognism

• Coverage outside the US and Europe is limited
• Some industry data can be incomplete or may have missing details

Cognism Pricing 

• Custom pricing depending on your requirements.

3. Clay

Clay helps you enrich leads using data from multiple verified sources. Unlike most tools, it doesn’t rely on a single database.

Instead, it fetches data from over 100 different sources like Apollo, Clearbit, Hunter, Prospeo, DropContact, Findymail, Datagma, and Nimbler.

It runs a multi-source search to improve data coverage while keeping costs low with a credit-based system.

If one source is missing data, Clay automatically checks others to fill the gaps. This saves time and improves accuracy.

Key features include:

• Claygent AI that researches websites, PDFs, and even runs live Google searches
• Conditional logic to build smart workflows based on company size, region, or other conditions
• 100+ integrations in one marketplace for better data variety

You also get free API key usage, so you can connect your own data provider subscriptions without extra cost.

Pros of Clay

• Easy lead scoring and custom workflows
• Works with all major CRMs
• Pre-built templates save time
• Credit rollover and option to plug in your own APIs

Cons of Clay

• Takes time to learn—steep ramp-up curve
• A few bugs and support issues were reported by users
• It can be expensive for SME’s and solopreneurs.

Clay Pricing

• Free: $0/month (1.2K credits/year)
• Starter: $134/month (24K credits/year)
• Explorer: $314/month (120K credits/year)
• Pro: $720/month (600K credits/year)
• Enterprise: Custom Pricing based on requirement

4. Apollo.io

Apollo.io is built to keep your CRM fresh and up to date.

If you’re looking for one tool that handles prospecting, outreach, and enrichment, Apollo covers it all.

It gives you access to 210M+ contacts and 35M+ company profiles, with automated enrichment that pulls updated data directly into your CRM.

Need enrichment to run on autopilot? Apollo offers API access and automation workflows, so you can scale enrichment without manual effort.

What makes Apollo stand out:

• AI writing assistant for personalized outreach
• Real-time email verification to reduce bounce rates
• Advanced filters to find prospects by role, tech, company size, and industry
• Credit-based pricing with unlimited emails on select plans
• Chrome extension to capture data from LinkedIn and websites instantly

Pros of Apollo.io

• Affordable pricing with comprehensive features
• Can push 30+ fresh data points to your CRM automatically
• Website form integration for direct enrichment
• Includes prospecting and outreach capabilities

Cons of Apollo.io

• Steep learning curve for new users

Apollo.io Pricing

• Free: $0 (limited credits)
• Basic: $49 per user/month
• Professional: $79 per user/month
• Organization: $119 per user/month (minimum 3 users)

5. Demandbase

If you’re targeting large accounts and want better insights, Demandbase is a solid choice for lead enrichment.

It gives you detailed data like job roles, company size, industries, and even buying behavior, helping you understand how decisions are made inside an account.

Unlike most tools, Demandbase focuses on enriching leads at the account level rather than just individual contacts. That’s what makes it different.

Here’s what you get:

• Account Intelligence that builds complete company profiles using first-party data and AI
• Intent Data that tracks over 1 trillion signals monthly to find accounts actively researching your solution
• Account ID that uncovers anonymous website visitors using a global IP database
• Technographic insights across 47,000+ tools to know your prospect’s tech stack
• A contact database with 176M+ B2B decision-makers, helping you target entire buying groups

If you’re working on serious account-based outreach, Demandbase helps you go beyond basic enrichment and get a full picture of your ideal accounts.

Pros of Demandbase

• Designed for enterprise ABM use cases
• Rich technographic + firmographic profiles
• Real-time updates for better timing
• Excellent intent data for warm outreach

Cons of Demandbase

• Not suitable for small businesses 
• A complex setup requires dedicated resources

Demandbase Pricing 

• Contact the sales team for custom enterprise pricing

6. Kaspr.io

If your lead list is on LinkedIn, Kaspr is a solid pick for lead enrichment.

It helps you extract verified emails and phone numbers directly from LinkedIn, Sales Navigator, or Recruiter Lite. And send that data straight to tools like HubSpot, Salesforce, or Pipedrive.

If your focus is on the EMEA region, even better. Kaspr has one of the most accurate and reliable B2B databases in Europe.

As you know, LinkedIn is where most B2B research happens,  and Kaspr works right where you are. It’s a Chrome Extension that gives you access to 500M+ verified contact details from over 150 sources, without ever leaving LinkedIn.

Here’s what makes Kaspr a good fit for LinkedIn-based prospecting:

• Gets verified contact info while you browse LinkedIn profiles
• Strong EU data accuracy for better results in the EMEA region
• Real-time verification to keep 200M+ profiles updated
• Credit rollover, so your unused credits aren’t wasted
• GDPR-first approach for full compliance with EU and CCPA laws
• Works with popular CRMs like HubSpot, Salesforce, and Pipedrive

If you’re doing LinkedIn prospecting and want to enrich leads instantly, Kaspr keeps things quick, simple, and compliant.

Pros of Kaspr

• Credits roll over to the next month (unlike many competitors)
• Scheduled enrichment is available with all plans
• Forever-free plan available with limited credits
• Perfect integration with LinkedIn workflows

Cons of Kaspr

• An expensive per-credit pricing model
• The database is primarily focused on European contacts
• Has limited credits and a lack of bulk enrichment features

Kaspr Pricing 

• Free: €0 (5 phone credits, 15 B2B email credits)
• Starter: €45/user/month
• Business: €79/user/month
• Organization: Custom Quote

7. UpLead

If you’ve got a list with just names, emails, or LinkedIn URLs, that’s not enough. To get replies, you need complete and verified data.

That’s where UpLead comes in.

It helps you enrich incomplete lead lists by getting in 50+ data points like:

• Verified email addresses
• Direct phone numbers
• Job titles
• Company size, industry
• Tech stack details
• Buyer intent signals

The data is pulled from 160M+ contacts and 19M+ companies, and it’s enriched in real time. So no stale or outdated info.

And as you know, real-time email verification is a must to avoid wasting time on invalid leads. UpLead does that well — plus, they don’t charge you for bad data. You only pay for what’s verified.

You also get 50+ filters to narrow down your ideal customer profiles by location, industry, revenue, tools used, and more.

If you want to enrich leads automatically inside your CRM, UpLead handles that too. So whether it’s a one-time list upload or syncing fresh data regularly, it’s all done.

A good option for teams that want clean, complete, and ready-to-contact leads.

Pros of UpLead

• Industry-leading 95% data accuracy claim
• Technology stack-based company discovery
• Real-time email verification
• No credit charges for unverified information
• Clean, user-friendly interface

Cons of UpLead

• Credit expiration policies can be restrictive
• Has limited data coverage for smaller companies

UpLead Pricing

• Free Trial: $0 (5 credits for 7 days)
• Essentials: $99/month (170 credits monthly)
• Plus: $199/month (400 credits monthly)
• Professional: Custom pricing (for organizations, annual billing only)

Also Read: Lead Enrichment

Pick the Right Tool Based on Your Enrichment Goals

The right lead enrichment tool can be very useful for your sales pipeline. 

I’ve seen teams triple their conversion rates just by using better data!

After testing these 7 lead enrichment platforms myself, I can tell you they’re all built for different purposes and team sizes.

So which one suits your business?

Based on what I’ve seen, work best:

• Lusha, if you’re targeting US and European prospects.
• Clay is best for complex workflows if you want to tap into multiple data sources.
• Cognism, if you’re selling in Europe and need those verified phone numbers that connect.
• Apollo.io is the right tool if you’re on a budget and need prospecting, enrichment, and outreach.

My advice? Try out the free plans. Run a small batch test. See what works on your real leads. You’ll find your fit fast.

FAQs About Lead Enrichment Tools

What is lead enrichment?

It is a process that adds more information to a lead, such as a job title, company size, or tech stack. This helps you qualify and target them better.

Which tool provides the most accurate B2B contact data?

Based on my testing, Clay and Lusha have the highest accuracy. Cognism is also great, depending on where your leads are based.

Can lead enrichment tools integrate with CRMs like HubSpot or Salesforce?

Yes. Tools like Apollo.io, Clay, and Lusha work well with major CRMs — including HubSpot, Salesforce, and even Pipedrive.

Is lead enrichment legal and GDPR-compliant?

Yes, if the tool follows data laws like GDPR and CCPA. Cognism and Kaspr are known for being compliant.

How often should I enrich my data?

Lead data gets outdated very quickly. Enrich new leads right away and update them every 3 months. Most tools can do this for you automatically.