Data enrichment
Asked as “B2B data enrichment tool”, and as “lead and account enrichment service”, on behalf of a mid-market B2B software company. 48 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
73%
Clear leader
73Apollo.io06Clay06ZoomInfo15others
73% of first choices, clear leader.
Since September 2026▲+1Since September 2026: 70% → 71%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.Apollo.io held the lead, +1 point on 70%, inside the 12-point floor.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01
Apollo.io73%14%72endorsed leader▲+1Since September 2026: 70% → 71%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.70% → 71%
Apollo.io73%14%72endorsed leader▲+1Since September 2026: 70% → 71%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.70% → 71%02
Clay6%11%37accepted challenger▼−1Since September 2026: 9% → 7%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.9% → 7%
Clay6%11%37accepted challenger▼−1Since September 2026: 9% → 7%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.9% → 7%03
ZoomInfo6%48%60criticized challenger▲+5Since September 2026: 2% → 7%, +5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 7%
ZoomInfo6%48%60criticized challenger▲+5Since September 2026: 2% → 7%, +5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 7%04
HubSpot Breeze Intelligence4%19%52accepted challenger▲+5Since September 2026: 0% → 5%, +5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 5%
HubSpot Breeze Intelligence4%19%52accepted challenger▲+5Since September 2026: 0% → 5%, +5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 5%05
Cognism2%6%48accepted challenger▼−2Since September 2026: 4% → 2%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 2%
Cognism2%6%48accepted challenger▼−2Since September 2026: 4% → 2%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 2%06
Lusha2%16%45accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%
Lusha2%16%45accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%07
Hunter2%0%15accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Hunter2%0%15accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%08
UpLead2%7%14accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%
UpLead2%7%14accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%09
Snov.io2%20%10accepted challenger=heldSince September 2026: 2% → 2%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 2%
Snov.io2%20%10accepted challenger=heldSince September 2026: 2% → 2%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 2%Show the three products at 0%, ordered by negative rate
12
6sense0%20%10accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
6sense0%20%10accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%11
People Data Labs0%9%11accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
People Data Labs0%9%11accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%10
Demandbase0%0%11accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Demandbase0%0%11accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
All six head-to-head pages: the top four products, each against each
One product takes 73% of first choices here, so the chart would put eleven 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.
What they warned about
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.
ZoomInfo48%
29 of 60 labels negative · 14 of 6 models · 8 hard negative
“ZoomInfo receives 0-star ratings from verified users criticizing predatory contracts, misleading sales tactics, overpricing” Claude Haiku 4.5, negative prompt
Apollo.io14%
10 of 72 labels negative · 10 of 6 models · 1 hard negative
“data accuracy and billing are the top pain points at scale” Muse Glimmer 30B, negative prompt
Lusha16%
7 of 45 labels negative · 7 of 6 models · 2 hard negative
“Low email accuracy: Independent checks suggest only about 68% email return at roughly 82% accuracy, which is below industry standards.” Mistral Small, negative prompt
HubSpot Breeze Intelligence19%
10 of 52 labels negative · 6 of 6 models · 2 hard negative
“Users report a loss of functionality and flexibility, making it less reliable for those who previously relied on Clearbit's standalone features.” Mistral Small, negative prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
77 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 1017 links across 202 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.
vendor site · ZoomInfo46 answers · 125 citations · 11 models
vendor site · Salesmotion42 answers · 65 citations · 12 models
vendor site · Demandbase34 answers · 38 citations · 10 models
vendor site · Apollo.io27 answers · 56 citations · 11 models
vendor site · Cleanlist26 answers · 34 citations · 10 models
vendor site · Amplemarket21 answers · 24 citations · 11 models
vendor site · Salesgenie21 answers · 21 citations · 10 models
19 answers · 32 citations · 10 models
vendor site · Clay15 answers · 16 citations · 11 models
vendor site · Zapier13 answers · 13 citations · 7 models
12 answers · 12 citations · 9 models
vendor site · Tomba12 answers · 12 citations · 8 models
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.
38 answers · 11 models
31 answers · 9 models
25 answers · 11 models
24 answers · 9 models
22 answers · 10 models
21 answers · 10 models
19 answers · 10 models
17 answers · 8 models
13 answers · 7 models
12 answers · 9 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “b2b data enrichment tool”, “best b2b data enrichment tool”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| Apollo.io apollo.io | 73% | 1000 | 33,100 | 396 | 111,608 | 94 | ||
| Clay clay.com | 6% | 226 | 135,000 | 168,089 | 294,056 | 11 | ||
| ZoomInfo zoominfo.com | 6% | 846 | 135,000 | 1,810 | 6,376,738 | $1,140 | 120 | |
| HubSpot parent site HubSpot Breeze Intelligence 4% | 4% | 221 | 368,000 | 9,776 | ||||
| Cognism cognism.com | 2% | 384 | 3,600 | 68 | 48,685 | 15 | ||
| Lusha lusha.com | 2% | 322 | 12,100 | 893 | 52,570 | $11 | 57 | |
| Hunter hunter.io | 2% | 75 | 201,000 | 280,275 | 152,782 | 6 | ||
| UpLead uplead.com | 2% | 101 | 3,600 | 57 | 15,339 | 7 | ||
| Snov.io snov.io | 2% | 66 | 3,600 | 71 | 46,528 | 3 | ||
| Demandbase demandbase.com | 0% | 672 | 5,400 | 211 | 42,531 | 34 | 4 |
Google's top ten for the two searches hold 17 sites; 4 of them are among the sites the models cited here (demandbase.com, salesgenie.com, salesmotion.io, zapier.com). The first result for “b2b data enrichment tool” is zapier.com.
How 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.ShowHide
How 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.
ShowHideModelDirect“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 Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The 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
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
HubSpot read as HubSpot Breeze Intelligence
Unresolved, counted raw
Data.com
Dun & Bradstreet NetProspex
Exactis
HubSpot Breeze Intelligence, formerly Clearbit
Lead411 Spark
Proxycity
QuickEnrich
Tomba.io
Discontinued, still offered
No shut-down product was recommended here.