Salesforce data enrichment buyer’s guide: 10 tools to get the most from your data

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You can't underestimate the power of the right data. It can improve decision-making processes, inform sales pipelines— and be the difference between closing a deal or leaving money on the table. With so many customer touchpoints in today's B2B landscape, finding the right data and finding ways to keep it organized can be difficult. Without a singular, accurate, up-to-date dataset, sales reps can’t rely on their data. That's where Salesforce data enrichment comes in. 

Data enrichment brings all those data sources together and ensures they're clean, so that everyone in your organization can rest assured they're working from one faultless dataset.

In this guide, you'll learn about data enrichment's impact on sales teams and discover ten tools to enrich your Salesforce data to close more deals.

What is Salesforce data enrichment? 

Data enrichment involves enhancing your data with additional relevant information to make it more valuable for your company. Salesforce data enrichment allows sales teams to create a single, trusted view of all CRM data so team members can make smarter decisions to close more deals efficiently. 

There are two ways to enrich your data:

  1. Data cleansing is removing incomplete, obsolete, or duplicate data, thereby reducing errors in your CRM. 
  2. Data appending is the process of collating multiple data sources to create a unified dataset, offering a more complete customer profile. 

When you enrich your Salesforce CRM data, your sales teams can approach each customer interaction with more knowledge and understanding to help close deals.

Why is data enrichment important? 

Business-to-business (B2B) sales reps are constantly collecting data. But without enrichment, data is just data. Only once you undertake the enrichment process can you start to glean valuable insights from all the information collected.

Your organization will benefit from data enrichment because it:

  • Improves data quality: Through the data enrichment process, you remove duplicate data, fill in missing data, and add valuable relationship context to your data.   
  • Unearths valuable customer insights: When you enrich your data, you learn more about your customers. Some of the information you find may help you close more deals. 
  • Saves you time and money: Incomplete data costs your organization time and money. Incomplete or inaccurate data makes it challenging to create an effective sales pipeline. Data enrichment fills in the blanks and corrects the inaccurate data in Salesforce.
  • Leads to better decision making: Having all the account information you need at your fingertips makes it easier to make decisions on which accounts to prioritize, who to reach out to at an organization, and how to build effective account plans.  


The 10 best Salesforce data enrichment tools

The competitive landscape in which most B2B sales teams find themselves means organizations are constantly looking for ways to stay ahead of the curve. Tools that offer Salesforce data enrichment services are one of the critical ways that sales teams are getting the most from their data to stay competitive with their peers. 

Below are ten of the most popular Salesforce data enrichment tools for sales professionals.

1. Affinity for Salesforce

Affinity for Salesforce is a data enrichment solution that syncs with your inbox and calendar to automatically create and enrich Salesforce records. But it goes even further by bringing relationship intelligence to the forefront. This means it provides network and relationship insights to help uncover warm introductions and new sales opportunities. This Salesforce integration gives sellers everything they need to make relationship-based decisions by delivering relationship insights across all customer touchpoints. 

With Affinity for Salesforce, you have a clear view of every relationship across your organization inside your CRM—no need for additional tools. Prefer to work in your inbox or browser? The Affinity Chrome extension mean teams can access and update records seamlessly without ever having to open Salesforce.  

What you can do with Affinity for Salesforce:

  • Increase sales efficiency with automations that create, update, and enrich Salesforce records.
  • Sync your email and calendar to Salesforce.
  • Reduce manual data entry on your sales team by 200+ hours per year.
  • Access relationship insights to find warm introductions and new opportunities and close deals 25% faster.
  • Improve CRM adoption with browser and inbox extensions for Chrome and Outlook. 

Pricing: Starting at $100 USD/user/month.


2. Clearbit

Clearbit is a data enrichment tool that enriches prospect data in real time using a company email address or URL. With Clearbit, you can use their 85+ data points to help you gather the information you need while cutting back on data entry and manual research. Clearbit focuses heavily on prospects and building out your sales pipeline—its lead scoring and routing help your sales team prioritize the most valuable prospects from all inbound leads. 

Clearbit also helps you avoid stale data by ensuring your data stays up-to-date. Enrichment automatically refreshes your entire database every month so you can confidently approach every sales call.

What you can do with Clearbit:

  • Reduce data entry.
  • Accurately score leads.
  • Build actionable reports and targeted prospecting lists in Salesforce. 
  • Refresh your database every 30 days.

Pricing: Starting at $18,000 USD/company/year.

3. ZoomInfo

ZoomInfo is built to work in sync with and offers 360-degree intelligence on individuals and companies. Regarding data enrichment, ZoomInfo promises you can "set it and forget it" thanks to its automatic information collection. Automatically capture, append, and standardize high-quality data on existing and new records in Salesforce. 

ZoomInfo gives you a streamlined way to conduct targeted lead generation, enrichment, and data cleansing on a scale that allows your sales team to spend less time on research and data entry and more time closing deals.

What you can do with ZoomInfo:

  • Validate and append new records.
  • Keep records up-to-date with scheduled enrichment.
  • Reduce bounce rates due to incorrect email addresses.
  • Improve lead routing with validated company data.
  • Increase connect rates with access to more direct dials.

Pricing: Starting at $15,995 USD/company/year.

4. Crunchbase

Geared to the tech industry, Crunchbase is a platform that enriches leads with actionable company data. The platform offers company activities, leadership, funding, investments, and more information.

With Crunchbase, you can automatically contextualize prospects to help you prioritize your sales pipeline and identify opportunities through key buying signals.

What you can do with Crunchbase:

  • Enrich your Salesforce records with 50+ data points.
  • Get notifications when your accounts receive a new round of funding, get acquired, or are mentioned in the news.
  • Contextualize and prioritize your pipeline. 

Pricing: While the Salesforce plugin is free, you need a paid Crunchbase account for the solution to work. Plans start at $49 USD/user/month.

5. LeadGenius

If you're handling a high volume of customers and want to go deep into the information you're gathering, LeadGenius may be the right fit. This data enrichment tool allows you to mass enrich your Salesforce data with standard demographics like job title and phone number, and more niche fields like university attended and previous company.  

Funnel out bad leads, identify key stakeholders and decision-makers, and find out what's working best for your business with A/B test-ready email outreach functionality. 

What you can do with LeadGenius:

  • Enrich contacts with accurate data tailored to your business’s needs.
  • Use AI to assist in lead prospecting. 
  • Track champions and decision-makers at potential customers’ companies. 
  • Complete any current, incomplete CRM data.

Pricing: Contact LeadGenius for current pricing.

6. Gong

The challenge of gathering all your data from various sources is a common reason why data isn't clean or as valuable as it could be. Data gets missed, repeated, or entered incorrectly. Gong has over 100 integrations, so you can automatically bring all your data to one place. You gain a single data source that you know is informed by all of the customer interactions—from online calls to emails—that your salespeople are having.  

Gong's AI processes the context of customer interactions and parses everything from discussing key topics to action items and relationship insights. Your sales team can use this conversation context to help inform how they approach each deal. 

What you can do with Gong:

  • Compile data from internal and external data sources.
  • Gain insights from your data to help sales reps during the sales process.
  • Score your leads to prioritize your sales pipeline.
  • Keep sales forecasts up-to-date with live customer data.
  • Use AI to track key concepts across your customer interactions.
  • Record online calls with an optimized speech-to-text model (85-90% accuracy).

Pricing: Pricing is based on the number of users and the license type you choose for your team. Contact Gong for current pricing.

7. Cognism

Lead generation is a huge part of sales—if you don't have anyone to sell to, it's hard to close a deal. Cognism helps with this potential problem by providing the contact information of the people you want to do business with. 

Identify your ideal customers in seconds using Cognism's advanced contact, firmographic, technographic, and intent filters. Cognism also uses "intent signals" to help prioritize buyers ready to buy from your business.    

What you can do with Cognism:

  • Access mobile phone numbers and B2B emails with 98% accuracy.
  • Have 7x more live conversations.
  • Spend less time researching prospects.
  • Identify your ideal customers. 

Pricing: Contact Cognism for current pricing.

8. RingLead by ZoomInfo

RingLead helps to improve your data hygiene. Analyze the quality of your data, automatically correct inaccurate and duplicate contact entries, and prevent bad data from entering Salesforce in real-time. 

RingLead enriches your Salesforce records with key data points as you work, funnels third-party data into Salesforce so you can comprehensively view each customer account, and saves you time with bulk functions that enrich, merge, and delete records en masse.

What you can do with RingLead:

  • Remove existing duplicates with custom matching logic.
  • Prevent further duplicates from entering Salesforce.
  • Use crowd-sourced data to enrich every customer interaction in real-time.
  • Automate lead routing. 

Pricing: Starting at $1,600 USD/company/month.

9. Outreach 

It’s all about AI-powered selling and automation with Outreach’s data enrichment platform. It integrates seamlessly with Salesforce and ensures every touchpoint is logged automatically in real-time. 

Outreach cuts back on data entry by seamlessly syncing engagement data across email, LinkedIn, and calls with your Salesforce contacts and opportunities. This context can help your sales rep deliver personalized messages to the right people at the right time, so they can move opportunities forward without sacrificing the customer experience.

What you can do with Outreach:

  • Run multi-channel prospect communications.
  • Sync data from email, LinkedIn, and calls. 
  • Automate sales tasks before, during, and after meetings.
  • Use AI to record live meetings and capture real-time transcriptions.

Pricing: Contact Outreach for current pricing.

10. Experian

Experian is a data management system that allows you to optimize and manage your Salesforce data. Experian's data validation ensures in real-time that only accurate, complete, and correctly formatted email addresses, phone numbers, and addresses make their way into your Salesforce data. 

Additionally, the platform integrates with Salesforce in less than 30 minutes, and if you need assistance, Experian Professional Services can support integration and customization when required.

What you can do with Experian:

  • Access address validation that covers 245 countries using official postal data.
  • Standardize and validate consumer and business email addresses and phone numbers in real-time.
  • Review flagged emails and recommended corrections. 
  • Enrich records with location, business, and consumer information.
  • Connect with 24/7 customer support via phone and email. 

Pricing: Starting at $1,000 USD/company/year. Discounts are available for nonprofits.

Bring relationship intelligence into your data enrichment

Get the most out of your data by focusing on what closes deals—people. With augmented relationship intelligence, Affinity for Salesforce will have you closing deals 25% faster than before.


Salesforce data enrichment FAQs 

What is data enrichment in Salesforce?

Data enrichment improves your data with additional information from first or third-party sources. This information makes your data more valuable for your organization. Data enrichment in Salesforce speaks to enriching the customer data you collect. Maybe your standard is to collect the job title, email, and name of each team member at a customer's business. Data enrichment in Salesforce would focus on expanding that to include more demographics and information on your team's relationships with employees at each customer and prospect business.

What is the purpose of Salesforce data enrichment?

The purpose of Salesforce data enrichment is to ensure you have clean and accurate data in your CRM. When your data is clean, up-to-date, and accurate, you’re more likely to increase sales productivity, boost ROI, cross-sell and upsell, and uncover new opportunities within your existing customer relationships.

What is the best tool to help with Salesforce data enrichment?

There are many good tools to use to help with Salesforce data enrichment. Affinity for Salesforce is one of the best tools for Salesforce data enrichment because it goes beyond simply mining your email and calendar data. It uncovers relationship insights that help you build better relationships, find paths to warm introductions, and close more sales quickly. 


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