Index › GTM data and infrastructure › September 2026 Edition

Data enrichment

Asked as “B2B data enrichment tool”, and as “lead and account enrichment service”, on behalf of a mid-market B2B company. 46 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.

Standing

Apollo.io

Clear leader

70% of first choices, clear leader.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

Small business

Apollo.io76%Clear leaderStanding →Mid-market

Apollo.io70%Clear leaderThis page Enterprise

ZoomInfo46%Clear leaderStanding →

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a mid-market B2B company. Ordered by share.

ProductFirst-choice shareNegative rateLabelsQuadrant

Apollo.io19%64endorsed leader

Clay20%41accepted challenger

Amplemarket10%21accepted challenger

Cognism18%50accepted challenger

Cleanlist0%20accepted challenger

Snov.io0%15accepted challenger

ZoomInfo56%52criticized challenger

Show the three products at 0%, ordered by negative rate

Lusha21%38accepted challenger

HubSpot Breeze Intelligence7%28accepted challenger

UpLead0%20accepted challenger

Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.

Head to head

Apollo.io vs Clay Apollo.io vs Amplemarket Clay vs Amplemarket

One product takes 70% of first choices here, so the chart would put nine markers in one corner and one at the far edge. The two measurements it plots are columns in the standing above: share, and the negative label rate. One product carries a negative rate above 25% in this category. Jump to the standing

02What they warned about

Seven of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, DeepSeek V4 Flash, Llama 4 Maverick and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.

ZoomInfo

56%

29 of 52 labels negative · 12 of 12 models · 11 hard negative

“The tools I'd most strongly caution against are ... ZoomInfo (expensive + aggressive auto-renewal + stale non-US data)” DeepSeek V4 Flash, negative prompt

Apollo.io

19%

12 of 64 labels negative · 11 of 12 models · 4 hard negative

“Tools with Significant Data Quality Issues ... Bounce rates of 20-35% reported by multiple users, even for emails labeled "verified"” MiniMax M2.5, negative prompt

Cognism

18%

9 of 50 labels negative · 8 of 12 models · 3 hard negative

“Data quality gaps outside the "Diamond Data" verified subset; Limited US coverage” MiniMax M2.5, negative prompt

Lusha

21%

8 of 38 labels negative · 8 of 12 models · 2 hard negative

“**3. Lusha** **Why to avoid:** - **Fined 2 million euros by Italian Data Protection Authority**” Mistral Small, negative prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

21 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 6 of those lists are Google grounding redirects that name no site and are left out of the counts. 175 links across 62 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

snov.io

vendor site · Snov.io11 answers · 11 citations · 2 models

cleanlist.ai

vendor site · Cleanlist8 answers · 11 citations · 2 models

salesmotion.io

vendor site · Salesmotion7 answers · 9 citations · 2 models

amplemarket.com

vendor site · Amplemarket7 answers · 7 citations · 2 models

salesgenie.com

vendor site · Salesgenie7 answers · 7 citations · 2 models

smarte.pro

7 answers · 7 citations · 2 models

demandbase.com

vendor site · Demandbase6 answers · 6 citations · 1 model

cognism.com

vendor site · Cognism5 answers · 6 citations · 3 models

knock-ai.com

5 answers · 5 citations · 2 models

apollo.io

vendor site · Apollo.io4 answers · 6 citations · 1 model

pipeline.zoominfo.com

vendor site · ZoomInfo4 answers · 5 citations · 2 models

bookyourdata.com

vendor site · BookYourData4 answers · 4 citations · 1 model

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

snov.io/blog/data-enrichment-tools

11 answers · 2 models

amplemarket.com/blog/best-b2b-data-enrichment-tools

7 answers · 2 models

salesgenie.com/blog/best-b2b-data-enrichment-tools

7 answers · 2 models

smarte.pro/blog/b2b-data-enrichment

7 answers · 2 models

cleanlist.ai/blog/15-best-b2b-data-enrichment-providers-in-2025-ranked

6 answers · 2 models

demandbase.com/blog/b2b-data-enrichment-tools

6 answers · 1 model

cleanlist.ai/blog/2026-03-31-best-data-enrichment-tools-2026

5 answers · 2 models

knock-ai.com/blog/data-enrichment-tools

5 answers · 2 models

salesmotion.io/blog/best-b2b-data-enrichment-tools

5 answers · 2 models

bookyourdata.com/blog/data-enrichment-tools

4 answers · 1 model

04How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.

ModelDirect“What is the best B2B data enrichment tool for a mid-market B2B company?”Paraphrase“Which lead and account enrichment service would you recommend to a mid-sized B2B company?”Comparative“What are the top B2B data enrichment tools and how do they differ?”Budget-constrained“What is the best B2B data enrichment tool for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a B2B data enrichment tool. What should we look at?”Negative“Which B2B data enrichment tools should I avoid or be cautious about?”

Claude Haiku 4.5Amplemarket, Apollo.io, Cognismagainst: ZoomInfoApollo.io, ZoomInfoChanged

One alternative

HubSpot Breeze Intelligence

Apollo.io

Five alternatives

BetterContact, Clay, Cleanlist, Cognism, FullEnrich

against: ZoomInfoApollo.io

Four alternatives

ContactOut, Lead411, QuickEnrich, Seamless.AI

no first choiceagainst: 6sense Revenue AI, Apollo.io, Clay, Cognism, Demandbase, Lusha

GPT-5.4 miniApollo.io

Two alternatives

Clearbit/HubSpot-native enrichment, Cognism

against: ZoomInfoCognismChanged

Two alternatives

Apollo.io, HubSpot Breeze Intelligence

no first choice

Five alternatives

Apollo.io, Cognism, Crunchbase, HubSpot Breeze Intelligence, ZoomInfo

Apollo.io

Two alternatives

DataForB2B, Lusha

no first choicenothing named

Gemini 3.5 FlashApollo.io, Clay

Two alternatives

Cognism, HubSpot Breeze Intelligence

against: ZoomInfoApollo.io, ClayHeld

Two alternatives

Cognism, HubSpot Breeze Intelligence

against: ZoomInfoClay

Six alternatives

Apollo.io, Cognism, HubSpot Breeze Intelligence, People Data Labs, Wiza, ZoomInfo SalesOS

Apollo.io

Five alternatives

BetterContact, BookYourData, FullEnrich, Lusha, SMARTe

against: ClayAmplemarket, Clay

Four alternatives

Apollo.io, Cognism, Kaspr, ZoomInfo

against: Apollo.io, Coresignal, Lusha, RocketReach, ZoomInfo

Perplexity SonarApollo.io

Four alternatives

Clay, Cognism, UpLead, ZoomInfo

Apollo.ioHeld

Three alternatives

Cognism, Demandbase, ZoomInfo

against: Clayno first choice

Nine alternatives

6sense, Apollo.io, Clay, Cognism, Demandbase, HubSpot Breeze Intelligence, Lusha, People Data Labs, ZoomInfo

Apollo.io

Five alternatives

BookYourData, Datanyze, Hunter, Lusha, Snov.io

no first choiceagainst: Apollo.io, Cognism, HubSpot Breeze Intelligence, Lusha, ZoomInfo

Grok 4.1 FastApollo.io

Three alternatives

Clay, Cleanlist, UpLead

against: Amplemarket, Cognism, ZoomInfoApollo.ioHeld

Three alternatives

Cognism, UpLead, ZoomInfo

against: Amplemarketno first choiceApollo.io

Five alternatives

Cleanlist, Datanyze, Lusha, RocketReach, Snov.io

against: Cognism, ZoomInfono first choice

Three alternatives

Apollo.io, Cleanlist, ZoomInfo

against: Apollo.io, Clay, Lusha, Seamless.AI, ZoomInfo

Mistral SmallApollo.io

Two alternatives

Cleanlist, UpLead

against: CognismApollo.ioHeld

Four alternatives

Clay, Cognism, Lusha, UpLead

Amplemarket

Six alternatives

Apollo.io, Clay, Cognism, HubSpot Breeze Intelligence, Lusha, ZoomInfo

Apollo.io

Four alternatives

CUFinder, Clay, Hunter, Lusha

no first choiceagainst: Apollo.io, Clay, Lusha, NeverBounce, ZoomInfo

DeepSeek V4 FlashCleanlist

Four alternatives

Apollo.io, Clay, Snov.io, UpLead

against: 6sense, Cognism, Demandbase, ZoomInfoApollo.ioChanged

Five alternatives

Clay, Cognism, HubSpot Breeze Intelligence, UpLead, ZoomInfo

Amplemarket, Apollo.io, Clay, Cleanlist, Cognism, HubSpot Breeze Intelligence, ZoomInfo

Three alternatives

6sense, Bombora, UserGems

Apollo.io

Three alternatives

Lusha, RocketReach, Snov.io

no first choiceagainst: Apollo.io, ZoomInfoagainst: Apollo.io, Clay, FullEnrich, Lead411, Lusha, RocketReach, Seamless.AI, ZoomInfo

Llama 4 Maverickno first choiceDemandbase ServicesChanged

Four alternatives

Apollo.io, Cognism, UpLead, ZoomInfo

Amplemarket

Two alternatives

Apollo.io, Cognism

against: Clay, ZoomInfoApollo.io

Three alternatives

Cleanlist, Datanyze, Snov.io

no first choiceagainst: Apollo.io, Cognism, ZoomInfo

Qwen 3.7 FlashApollo.io

Three alternatives

Cognism, HubSpot Breeze Intelligence, UpLead

against: ZoomInfoApollo.ioHeld

Four alternatives

Clay, HubSpot Breeze Intelligence, UpLead, ZoomInfo

Clay, FullEnrich

Three alternatives

Apollo.io, Cognism, ZoomInfo

Apollo.io

Three alternatives

Cleanlist, Datanyze, Snov.io

against: ZoomInfono first choiceagainst: ZoomInfoagainst: Apollo.io, Cognism, Lusha, Seamless.AI, ZoomInfo

Kimi K2Apollo.io

Three alternatives

Cleanlist, Cognism, UpLead

against: ZoomInfoApollo.ioHeld

Four alternatives

Clay, Cognism, HubSpot Breeze Intelligence, UpLead

against: ZoomInfoApollo.io, Clay

Six alternatives

6sense, Cognism, FullEnrich, HubSpot Breeze Intelligence, Lusha, ZoomInfo

Snov.io

Three alternatives

Apollo.io, Datanyze, Lusha

Apollo.io, Clay

Three alternatives

Amplemarket, Cognism, HubSpot Breeze Intelligence

against: ZoomInfoagainst: Apollo.io, HubSpot Breeze Intelligence, Seamless.AI, ZoomInfo

GLM 4.7 FlashXApollo.io

Four alternatives

Clay, Cognism, Lusha, UpLead

against: ZoomInfoApollo.ioHeld

Three alternatives

Clay, Cognism, Lusha

against: ZoomInfoAmplemarket

Six alternatives

Apollo.io, Clay, Cognism, Demandbase, HubSpot Breeze Intelligence, ZoomInfo

Apollo.io

Three alternatives

FullEnrich, Lusha, Snov.io

against: Clayno first choiceagainst: Apollo.io, Data Axle, Datanyze, Lusha, SalesIntel, ZoomInfo

MiniMax M2.5Apollo.io, Cleanlist

Three alternatives

Amplemarket, Cognism, ZoomInfo

Amplemarket, Apollo.ioChanged

Two alternatives

Cognism, ZoomInfo

ZoomInfo

Eleven alternatives

6sense, Amplemarket, Apollo.io, Clay, Cognism, Dealfront, HubSpot Breeze Intelligence, Kaspr, LeadIQ, Lusha, Snov.io

Apollo.io

Four alternatives

Cleanlist, FullEnrich, Lusha, Snov.io

against: ZoomInfono first choiceagainst: Apollo.io, Cognism, ZoomInfo

Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record

Seventy-two rows: every prompt, every model, every answer.

Prompt	Model	Version string	Time (UTC)	Searched	Sources	Latency
Direct recommendation	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 00:32	yes	8	7 s
Direct recommendation	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 04:30	yes	5	5 s
Direct recommendation	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 04:48	yes	21	28 s
Direct recommendation	Perplexity Sonar	`sonar`	2026-09-15 01:25	yes	20	5 s
Direct recommendation	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-14 23:09	yes	0	12 s
Direct recommendation	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 04:44	yes	0	7 s
Direct recommendation	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-15 00:15	yes	0	25 s
Direct recommendation	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 02:34	yes	0	2 s
Direct recommendation	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 02:28	yes	0	49 s
Direct recommendation	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 03:23	yes	0	25 s
Direct recommendation	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 02:10	yes	0	36 s
Direct recommendation	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 01:15	yes	0	16 s
Paraphrase	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 04:43	yes	6	7 s
Paraphrase	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 01:21	yes	3	4 s
Paraphrase	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:43	yes	6	19 s
Paraphrase	Perplexity Sonar	`sonar`	2026-09-15 02:32	yes	20	5 s
Paraphrase	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 04:16	yes	0	10 s
Paraphrase	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 02:32	yes	0	7 s
Paraphrase	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-15 04:02	yes	0	49 s
Paraphrase	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 03:54	yes	0	3 s
Paraphrase	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 02:16	no	0	33 s
Paraphrase	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 01:54	yes	0	55 s
Paraphrase	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 01:24	yes	0	87 s
Paraphrase	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:13	yes	0	14 s
Comparative	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 01:06	yes	7	7 s
Comparative	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 00:46	yes	3	10 s
Comparative	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 04:46	yes	14	29 s
Comparative	Perplexity Sonar	`sonar`	2026-09-15 03:10	yes	20	8 s
Comparative	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 04:48	yes	0	8 s
Comparative	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 00:52	yes	0	7 s
Comparative	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 03:46	yes	0	22 s
Comparative	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 00:49	yes	0	2 s
Comparative	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 02:41	yes	0	41 s
Comparative	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 01:38	yes	0	58 s
Comparative	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 00:25	yes	0	81 s
Comparative	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:47	yes	0	16 s
Budget constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 03:21	yes	7	7 s
Budget constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 01:51	yes	3	5 s
Budget constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 01:27	yes	14	19 s
Budget constrained	Perplexity Sonar	`sonar`	2026-09-15 03:57	yes	20	5 s
Budget constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 01:06	yes	0	10 s
Budget constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-14 23:38	yes	0	5 s
Budget constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-15 00:51	yes	0	28 s
Budget constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 04:49	yes	0	2 s
Budget constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 02:38	yes	0	22 s
Budget constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 02:06	yes	0	20 s
Budget constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-14 23:24	yes	0	65 s
Budget constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 04:48	yes	0	19 s
Scale constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-14 23:56	no	0	5 s
Scale constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 03:46	no	0	4 s
Scale constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 01:59	yes	11	25 s
Scale constrained	Perplexity Sonar	`sonar`	2026-09-15 00:13	yes	20	7 s
Scale constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 00:03	yes	0	8 s
Scale constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 04:39	yes	0	7 s
Scale constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-14 22:53	yes	0	41 s
Scale constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-14 23:59	yes	0	2 s
Scale constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 00:29	no	0	30 s
Scale constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-14 23:03	yes	0	48 s
Scale constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 01:21	yes	0	34 s
Scale constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 04:45	no	0	9 s
Negative framing	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-14 23:56	yes	13	9 s
Negative framing	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 03:10	no	0	4 s
Negative framing	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-14 23:53	yes	24	27 s
Negative framing	Perplexity Sonar	`sonar`	2026-09-15 02:53	yes	20	6 s
Negative framing	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 01:45	yes	0	7 s
Negative framing	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 03:51	yes	0	11 s
Negative framing	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 02:14	yes	0	29 s
Negative framing	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 04:22	yes	0	3 s
Negative framing	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 02:22	yes	0	45 s
Negative framing	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 00:28	yes	0	56 s
Negative framing	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-14 23:32	yes	0	34 s
Negative framing	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-14 23:56	yes	0	31 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings

None. Every name in this category resolved on its own.

Unresolved, counted raw

Adapt.io

Clearbit/HubSpot-native enrichment

Coresignal

Data Axle (formerly Salesgenie)

DataForB2B

Demandbase Services

Enrich

Gigasheet

PeopleDataLabs

QuickEnrich

SMARTe

Wiza

Discontinued, still offered

No shut-down product was recommended here.

Data enrichment

By buyer segment

01The standing

02What they warned about

03What they cite

Sites the answers cite

Pages the answers cite

04How they answered

05The record

Normalization in this category

Also in gtm data and infrastructure