Looking for a company data enrichment solution for your B2B go-to-market (GTM) strategy? You’re not alone. Whether you run RevOps, manage a sales team, or handle marketing operations, you’re probably drowning in vendor claims and “game-changing” features. The truth: most of it’s fluff. But picking the right enrichment tool actually does make a difference—if you focus on what matters.
Here’s how to cut through the noise and pick a data enrichment solution that actually helps you hit your targets (instead of just adding more logos to your tech stack).
1. Start With the Data Itself: Breadth, Depth, and Freshness
The core of any data enrichment tool is… well, the data. If that’s not solid, the rest is pointless.
What to check: - Data coverage: Does the tool have data on the kinds of companies you’re targeting? (Industry, size, region, etc.) - Depth of data: Are you just getting company names and websites, or useful fields like employee counts, technologies used, funding, subsidiaries, and intent signals? - Freshness: Stale data is almost as bad as no data. How often do they update their records? - Source transparency: Can you see where their data comes from, or is it a black box?
What to ignore:
Wild claims of “millions of companies” or “billions of records.” More isn’t always better—relevance is. A huge database full of outdated or irrelevant records wastes your time.
Pro tip:
Ask for a sample enrichment on a real segment from your ICP (ideal customer profile). See what comes back—don’t just trust the demo data.
2. Integration: Will It Actually Work With Your Stack?
It doesn’t matter how good the data is if you can’t get it where your team needs it.
Checklist: - Native integrations: Is there a real, supported integration with your CRM (Salesforce, HubSpot, etc.), MAP (Marketo, Pardot), or data warehouse? Or are you stuck with CSVs and Zapier hacks? - API access: Is there a well-documented API if you want to automate enrichment or push data into custom workflows? - Webhooks and real-time options: Can you enrich records as they’re created, or only in batch jobs? - Ease of setup: How long will it take to get this running—minutes, days, or months? - Field mapping: Can you control how fields map, or is it one-size-fits-all?
What to ignore:
“Coming soon” integrations, or beta connectors that clearly aren’t production-ready.
Watch out:
Some vendors charge extra for integrations, or limit API usage with stingy quotas. Double-check the fine print.
3. Data Accuracy and Match Rates: Don’t Settle for Vapor
Plenty of vendors talk a big game about “AI-driven accuracy.” What matters is what you get back in your real-world test.
What to look for: - Match rates: How many of your records can they actually enrich? (Ask for results on a sample of your own data.) - Accuracy: How close is the enriched data to reality? (Not just “filled in,” but correct.) - Update frequency: How quickly do updates propagate to your systems? - Confidence scores or audit trails: Can you see how reliable each piece of data is, or does it just get dumped in with no context?
What to ignore:
Buzzwords like “AI-powered” or “machine learning.” These don’t matter if the end result is still bad data.
Pro tip:
Run a side-by-side test with your current provider or manual research. See which is closer to the truth.
4. Data Privacy and Compliance: Stay Out of Trouble
If you’re selling B2B, you probably handle data from all over the world. The last thing you want is a compliance headache.
Key questions: - GDPR/CCPA compliance: Is the vendor up to date on the regulations that matter for your customers? - Data sourcing: Do they show where the data comes from and that it’s gathered legally? - Opt-out and deletion: Can you remove records if a customer asks? - Data residency: Where is the data actually stored?
What to ignore:
Vague statements like “we take compliance seriously” with no specifics or certifications.
Watch out:
Some enrichment tools scrape data from questionable sources. If you’re in a regulated industry, this is a major risk.
5. Usability: Will Your Team Actually Use It?
A data enrichment solution should make your life easier, not add another layer of frustration.
Look for: - Clear UI: If you need a week of training just to get started, that’s a red flag. - Bulk and one-off enrichment: Can you enrich a whole list at once, or just one record at a time? - Change tracking: Can you see what’s been updated, when, and by whom? - Support and documentation: Is it easy to get help when you hit a snag?
Ignore:
Flashy dashboards that look cool but don’t actually help you work faster.
6. Flexibility and Customization: Does It Fit Your Workflow?
No two teams work the same way. The best enrichment tools fit into your process, not the other way around.
Check for: - Custom field mapping: Can you control how data is written into your CRM or MAP? - Selective enrichment: Can you choose which records or fields to enrich, or is it all-or-nothing? - Workflow triggers: Can you set rules for when enrichment happens (e.g., on record creation, update, or manually)? - Data enrichment settings: Can you prioritize certain data sources or types over others?
Ignore:
Rigid systems that force you into their way of doing things. You’ll regret it later.
7. Pricing: Transparent, Predictable, and Fair
Pricing in this space can get weird, fast. Don’t get caught off guard by hidden fees or “custom” pricing that makes budgeting a nightmare.
What you want: - Transparent pricing: Is it clear what you’ll pay, or do you need to sit through three sales calls to find out? - Predictable billing: Is it usage-based, per seat, by record, or something else? (Know your likely volume.) - No surprise overages: Are there hard limits, or will you get hit with surprise bills if you go over? - Free trial or POC: Can you test it out without a big upfront commitment?
Ignore:
“Contact us for pricing.” If they can’t tell you the cost upfront, assume it’s expensive.
8. Vendor Reliability: Real Support, Not Just a Logo Farm
You want a partner, not just a vendor who disappears after the contract is signed.
Ask about: - Customer support: Is there live support, or just a help center and a ticket queue? - SLAs and uptime: Can they back up their promises with real numbers? - Roadmap transparency: Do they actually ship new features or just talk about them?
Ignore:
Wall of logos and “trusted by” slides. Ask for real references or case studies from companies like yours.
Honorable Mention: Specialized Features (Don’t Get Distracted)
There are some “nice-to-haves” that might matter for specific use cases, but usually aren’t deal-breakers:
- Technographic and intent data: Useful if you’re hyper-targeting, but often overhyped.
- Enrichment for contact-level data: Handy if you need both company and person-level data, but check for accuracy.
- Data append vs. overwrite: Good tools let you control whether new data adds to or replaces existing fields.
Don’t let a laundry list of features distract you from the basics above.
Real-World Example: CompanyEnrich
If you want to see how a modern enrichment tool stacks up, take a look at CompanyEnrich. They’re upfront about their data sources, offer a no-B.S. trial, and integrate with the platforms most teams actually use. But even with a solid product, you should still test them with your own data—don’t just trust the marketing.
Bottom Line: Keep It Simple, Test, and Iterate
There’s no magic bullet for data enrichment. Fancy features don’t matter if you’re not getting accurate, usable data into the systems your team already uses. Focus on the basics: good data, smooth integrations, clear pricing, and real support. Run a trial with your own records and see what actually works—then keep refining from there. Don’t overthink it. The right solution is the one that makes your team faster and smarter, not just your tech stack bigger.