Review of B2B Enrichment Tools (August 2025)

[This data was updated on August 15th 2025]

Bad contact data kills pipeline.

Reps waste hours chasing dead inboxes, mobile dials fall flat, deliverability tanks. In 2025, enrichment is still the fastest way to get verified contact details into your CRM, at scale, with a clear audit trail. Here is a comprehensive, practical review based on the data you provided, with hard numbers and real feature differences that matter in day-to-day sales ops.

1) Surfe

Performance and coverage: 87% email find rate, 90% email quality, 72% mobile find rate. Balanced global coverage across US, EMEA, APAC & LATAM. Waterfall data enrichment across 15+ providers, plus ZeroBounce verification on every email before return. Database signal depth includes 500m professional profiles and 350m company profiles.

Workflows and integrations: Enrich within Surfe’s dedicated enrichment platform, from across the web with the Chrome extension or automate enrichment via API. Enriched contacts can be sync’d directly to Salesforce, HubSpot, Pipedrive, and Copper, in real time. Native integrations to Salesloft, Outreach, Lemlist, and Aircall, so SDRs can capture, enrich, sync, sequence, and call without tab jumping. 

Signals and automation: Offers company search filters such as industry, employee count, revenue, funding stage, tech stack, and headcount growth. Includes some proprietary and third party intent signals, including daily monitoring of job changes, new leadership, funding and more.

AI Lookalikes and Sales Recommendations to help guide sales teams with one of the most powerful sales recommendations engines on the market. Useful growing sales teams where maintaining efficiency is key.

Pricing and credits: Essential for 50 users: $17,400 per year. Pro for 50 users: $31,860 per year with 1,000 email credits and 100 mobile credits per user per month. Optional add-on pack example: $15,000 for 600,000 additional email credits at the account level. Credits only consumed when successful match is returned. SOC 2 Type II and GDPR-aligned workflows.

Best for: Teams that prospect globally and need reliable, high quality data, along with the adaptability to enrich across a variety of platforms (including in bulk, via CSV and via Data Enrichment API).

2) LeadIQ

Performance and coverage: 29% email find rate, 60% email quality, 27% mobile find rate. Data blends public web, licensed partners, and community sources such as email signatures and CRM imports. Strongest footprint in North America, but EMEA accuracy has been improving.

Workflows and integrations: Chrome extension captures from LinkedIn and Sales Navigator into Salesforce, HubSpot, Pipedrive, plus Salesloft and Outreach for immediate sequencing. Gong, Groove, Chili Piper, and Clay tie in for downstream workflows. Data Hub powers job-change tracking and API access.

Validation and gaps: Real-time mail server checks with a stated positive accuracy of about 95%. Mobile validation is not clearly documented, which matters if direct dials are a priority. No message sync from LinkedIn to CRM, and no native intent scoring.

Pricing and credits: Essential for 50 users: $21,600 per year at 1,000 emails and 50 mobiles per user per month. Pro for 50 users: $47,400 per year at 2,000 emails and 100 mobiles. Credits are user-scoped, not pooled. Free tier exists with light monthly limits.

Best for: LinkedIn-centric capture at lower complexity, where scaled mobile accuracy is less critical. LeadIQ’s AI outreach (Scribe) helps speed up first-touch personalization.

3) ZoomInfo

Performance and coverage: Single proprietary database sized at 200m+ B2B records with 65% US email find rate, 35% global email find rate, and 78% email quality. Includes unlimited mobile numbers, with observed 39% mobile find rate and less than 50% mobile quality. Strength is clearly US, with weaker depth in EMEA and APAC.

Signals and search: High-value buyer intelligence with intent signals, “Scoops”, buying stage indicators, and an advanced company and contact search. Filters include technographics, events, revenue, employee count, and intent thresholds. Works well for ABM programs and account prioritization.

Workflows and integrations: Salesforce, HubSpot, Pipedrive, Zoho, Microsoft Dynamics, SugarCRM, Marketo via Zapier, plus extensive GTM tool connections. Conversation intelligence and automated engagement are available inside the broader platform. No LinkedIn message sync into CRM.

Pricing and credits: Professional for 50 users: $107,495 per year at 1,000 emails per user per month. Advanced: $181,995 per year at 2,000 emails per user per month, optional bulk add-ons, pooled credits. Pricing is expensive and typically quote-driven. 

Best for: US-heavy go-to-market motions that need deep firmographic filters, intent, and programmatic enrichment across many downstream tools.

4) Cognism

Performance and coverage: 68% email find rate, 46% mobile find rate, roughly 67% overall accuracy. Strongest in EMEA. Data combines licensed sources with manual verification, and Diamond Data adds a curated tier of verified mobile numbers for better dial-through.

Workflows and integrations: Native to Salesforce, HubSpot, Pipedrive, Dynamics, Zoho, Outreach, and Salesloft. Chrome extension enriches on sites and LinkedIn. Job change alerts and DaaS refreshes keep CRM objects current. No LinkedIn message sync to CRM.

Compliance posture: GDPR and CCPA focused. Useful if you care about European privacy with verifiable audit trails and opt-out handling.

Pricing and credits: For 50 users, typical annual is $90,000 with unlimited emails and mobiles via the extension. Admins can cap entitlements per user. Value depends on how hard your team actually uses the “unlimited.”

Best for: EMEA-centric teams that need reliable mobiles, stronger privacy assurances, and are set up to make heavy use of unlimited entitlement limits.

5) Lusha

Performance and coverage: 62% email find rate with about 70% email accuracy, 44% mobile find rate. Good depth in USA, India, and France, decent coverage across Europe, with a static crowdsourced database refreshed daily.

Workflows and integrations: Salesforce, HubSpot, Zoho, Pipedrive, Dynamics, Outreach, Salesloft, Bullhorn. Chrome extension enriches across the web and LinkedIn, AI-assisted Flex Search supports natural-language ICP queries, and AI-recommended lists help SDRs start quickly. No LinkedIn message sync to CRM.

Signals: Bombora Company Surge intent is included, which helps shortlist accounts for outbound and advertising.

Pricing and credits: For 50 users, $36,720 per year with 2,400 emails and 100 mobiles per user per month, pooled at the account level. ISO 27701 and ePrivacy certifications complement GDPR and CCPA claims.

Best for: Cost-sensitive teams that want high email volumes with simple workflows and enough signal to prioritize outreach.

6) FullEnrich

Performance and model: Waterfall across 15+ premium providers with 80 to 85% email find rate, 90% email quality, and 70 to 75% mobile find rate. Credits are consumed only when a verified match is returned, which improves spend efficiency vs per-attempt models.

Scope and limitations: Purpose-built for enrichment, not prospecting. No company search, lookalikes, buyer signals, or sales engagement features. You bring the list from LinkedIn, CRM, or a CSV, then FullEnrich returns verified contact data.

Integrations and API: Native Salesforce, HubSpot, Pipedrive. Connectors for Zapier, Make, Clay, and n8n. Bulk REST APIs include start job, fetch results, check credits, and key validation endpoints. GDPR and CCPA aligned, with a 50-credit free trial to test.

Pricing and credits: For 50 users, $92,400 per year with 2,400 emails and 100 mobiles per user per month. Because credits burn only on verified returns, modeling ROI is straightforward.

Best for: Ops teams that already have lists and want maximum verified yield per dollar, without paying for search or sequencing features they will not use.

Value Analysis

Below are practical, apples-to-apples cost metrics using the credit and performance data, so you can compare real outcomes.

Assumptions and method: Fifty seats over twelve months. For tools that deduct credits on attempts, we apply find rate then quality. For tools that deduct only on successful matches, we apply quality to the credited total. Mobiles are treated the same way unless a product is unlimited, where usage drives outcome.

• Surfe Pro: 600,000 email credits per year. Expected correct emails about 469,800, which implies roughly $0.068 per verified email address. For mobiles, about 28,080 correct, roughly $1.13 per correct mobile. Strong value when you use message sync and job-change workflows.
• LeadIQ Pro: 1,200,000 email credits per year. Expected correct emails about 208,800, roughly $0.23 per correct email. For mobiles, about 8,100 correct, roughly $5.85 per correct mobile. Works when you prioritize LinkedIn capture with lighter dial requirements.
• ZoomInfo Advanced: 1,200,000 email credits per year. US scenario, about 608,400 correct emails, roughly $0.30 per correct email. Global scenario, about 327,600 correct, roughly $0.56 per correct email. Mobiles are unlimited, the more you dial, the more the unit cost falls, but starting quality is under 50%. Best for US-heavy programs that exploit intent and advanced filtering.
• Cognism: Unlimited via extension means value scales with usage. If your reps enrich at Surfe-like volumes, you would land near $0.33 per correct email and about $4.87 per correct mobile, with stronger EMEA match rates in practice. Heavy dialers often justify the spend.
• Lusha: 1,440,000 email credits per year. Expected correct emails about 624,960, roughly $0.059 per correct email. For mobiles, about 18,480 correct, roughly $1.99 per correct mobile. Compelling on cost per correct email when you can live with crowdsourced data constraints.
• FullEnrich: 1,440,000 credited email matches per year, credits burn on success. Expected correct emails about 1,296,000, roughly $0.071 per correct email. For mobiles, about 28,275 correct at mid-range find rate, roughly $3.27 per correct mobile. Excellent if you already have lists and want efficient verification.

Note: Exact ROI depends on your list quality and region mix. The math here lets you pressure test pricing during procurement and simulate outcomes with your own volume assumptions.

What Differentiates These Tools in the Field

Architecture: Waterfall models like Surfe and FullEnrich query multiple providers sequentially, which improves hit rate and resilience across regions. Single-database models like ZoomInfo deliver speed and depth in core markets, but coverage outside those regions can drop. Crowdsourced systems like Lusha trade simplicity and price for variable freshness.

>>> Rule of thumb: If your ICP spans more than one region or industry, go waterfall.

“Moving to a waterfall enrichment provider removed our regional blind spots, lifted sales productivity, and kept our CRM clean.” – Holly Madoc @ InsideTheSale

LinkedIn to CRM connectivity: If your team lives in LinkedIn, Surfe’s Chrome Extension allows sales reps to enrich directly in platform, improving productivity by reducing the need to constantly tool switch and message sync prevents the classic “activity black hole” in CRM.

Signals and prioritization: ZoomInfo’s intent, Scoops, and buying-stage flags are strong for account selection. Surfe brings job-change alerts and company signals like hiring and funding, plus AI lookalikes and recommendations to widen the TAM. Lusha’s Bombora integration is useful for surfacing surging accounts. FullEnrich is enrichment only, and lacks intent data.

APIs and automation: Surfe, Cognism and ZoomInfo have mature API’s exposing datapoints like people, company, search, lookalike, intent, CRM data management, and bulk endpoints, which helps unify enrichment, routing, and dedupe in RevOps. FullEnrich’s batch APIs are straightforward for high-volume jobs.

Compliance and security: Cognism, Surfe and Lusha are SOC 2 Type II and GDPR-aligned. Lusha holds ISO 27701 and ePrivacy. ZoomInfo offers robust governance inside large-enterprise programs.

Credit economics: Pooled credits (ZoomInfo, Lusha, FullEnrich account level) simplify utilization across uneven user activity. Per-user credits (Surfe, LeadIQ) encourage equitable distribution, with Surfe offering bulk add-on packs when you run hot.

Who Should Buy What

• EMEA only: Choose Cognism. It has strong EMEA only coverage, reliable verified mobiles, and a compliance posture that suits European programs.

• AMER only: Choose ZoomInfo. It offers the deepest US only dataset, rich firmographics and intent signals, and mature integrations for ABM.

• Global or multi-industry: Choose a waterfall provider, Surfe. It aggregates many sources, validates results, and keeps coverage consistent across regions, industries, and segments.

• Ops teams automating via API: Use Surfe, ZoomInfo, Cognism, or FullEnrich. All provide robust APIs for bulk and programmatic enrichment, so pick based on your data model preference, credit economics, and latency requirements.

Methodology

All performance figures come from a 5,000 contact sample that was used consistently across providers. The list was selected at random to reflect real-world prospecting, with deliberate variety across geographies, industries, and market segments. This approach reduces bias, improves external validity, and makes the results more representative of day-to-day outbound.

We tested each vendor against the same list, under the same conditions, and recorded two metrics for email, find rate and quality. Mobile results followed the same pattern, find rate, then quality of the returned number. Treat these numbers as directional benchmarks, validate on a subset of your own ICP before you lock in annual spend.

FAQs

What is a B2B data enrichment provider?
A B2B data enrichment provider adds missing details—like verified emails, direct dials, industry, and revenue—into your CRM so reps have complete and accurate records.

How do I choose the best data enrichment provider?
Look at four main factors:

1. Accuracy – deliverable emails and working phone numbers.

2. Coverage – depth across industries, company sizes, and regions.

3. Compliance – GDPR and CCPA alignment to reduce risk.

4. Integration – seamless CRM workflows vs. manual uploads.

Why is accuracy more important than credit bundles?
A “cheap” provider that returns low-quality data costs more in wasted outreach and lost pipeline. The real ROI comes from usable, verified contacts.

Which B2B enrichment provider works best globally?
No single provider dominates worldwide. Most RevOps teams now use waterfall enrichment—querying multiple providers through one platform—to maximize global hit rates.

What is waterfall enrichment?

Waterfall enrichment is when you run a contact through several data providers one after another. If the first provider doesn’t return an email or phone number, the request “falls” to the next provider, and so on, until the best result is found. This way, sales teams get higher find rates and more complete, reliable data than with a single source.

Why is waterfall enrichment better than single-source enrichment?

Single-source enrichment tools usually specialise in a narrow area, such as a specific geography, industry, or market segment, so coverage gaps are common. Waterfall enrichment solves this by combining multiple providers in sequence. If one database can’t return a result, the request passes to the next, ensuring broader coverage, higher match rates, and more reliable data across regions and industries.

How does Surfe help with enrichment?
Surfe connects your CRM to a waterfall of leading providers, so you get the best available data source for each contact, with an average verified email find rate of 93%.