Index › GTM data and infrastructure › Enrichment › Enterprise › September 2026 Edition

Data enrichment for enterprise buyers

Asked as “B2B data enrichment tool”, and as “lead and account enrichment service”, on behalf of an enterprise B2B company. 41 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.

Standing

ZoomInfo

Clear leader

46% 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 leaderStanding →Enterprise

ZoomInfo46%Clear leaderThis page

01The standing

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

ProductFirst-choice shareNegative rateLabelsQuadrant

ZoomInfo30%60criticized default

Cognism6%47accepted challenger

Amplemarket9%23accepted challenger

Clay18%45accepted challenger

Apollo.io36%44criticized challenger

6sense5%22accepted challenger

HubSpot Breeze Intelligence16%32accepted challenger

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

Lusha53%17criticized challenger

Demandbase0%23accepted 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

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default

Negative label rate →

Accepted challengerEndorsed leader

0%First-choice share → · lines at 30% share and 25% negative60%

Key

ZoomInfo46%

Cognism12%

Amplemarket12%

Clay7%

Apollo.io7%

6sense2%

HubSpot Breeze Intelligence2%

Demandbase0%

Lusha0%

02What they warned about

Seven of twelve models held their first choice under the paraphrase. GPT-5.4 mini, Gemini 3.5 Flash, Mistral Small, GLM 4.7 FlashX 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

30%

18 of 60 labels negative · 11 of 12 models · 6 hard negative

“**High bounce rates**: Multiple reviewers report **15%+ bounce rates** even after paying enterprise-level prices ... **Aggressive contract terms**” MiniMax M2.5, negative prompt

Apollo.io

36%

16 of 44 labels negative · 10 of 12 models · 8 hard negative

“**Bounce rates of 15-25%** ... **Trustpilot rating**: Only 1.9/5, with widespread complaints about billing practices and unresponsive support” MiniMax M2.5, negative prompt

Clay

18%

8 of 45 labels negative · 8 of 12 models · 2 hard negative

“Clay is powerful for technical teams but poses significant operational risks for standard enterprise deployments.” Qwen 3.7 Flash, negative prompt

Lusha

53%

9 of 17 labels negative · 7 of 12 models · 5 hard negative

“**Why to approach with extreme caution:** A formal regulatory fine and ongoing investigation should give any enterprise procurement team pause.” DeepSeek V4 Flash, 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

22 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. 5 of those lists are Google grounding redirects that name no site and are left out of the counts. 212 links across 86 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.

cleanlist.ai

vendor site · Cleanlist9 answers · 14 citations · 2 models

amplemarket.com

vendor site · Amplemarket9 answers · 9 citations · 2 models

demandbase.com

vendor site · Demandbase9 answers · 9 citations · 2 models

smarte.pro

9 answers · 9 citations · 2 models

snov.io

vendor site · Snov.io9 answers · 9 citations · 2 models

salesmotion.io

vendor site · Salesmotion8 answers · 8 citations · 2 models

pipeline.zoominfo.com

vendor site · ZoomInfo7 answers · 10 citations · 2 models

salesgenie.com

vendor site · Salesgenie7 answers · 7 citations · 2 models

sbl.so

vendor site · Sbl.so5 answers · 5 citations · 2 models

zapier.com

vendor site · Zapier5 answers · 5 citations · 2 models

miniloop.ai

4 answers · 6 citations · 1 model

autobound.ai

vendor site · Autobound4 answers · 5 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.

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

9 answers · 2 models

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

9 answers · 2 models

smarte.pro/blog/b2b-data-enrichment

9 answers · 2 models

snov.io/blog/data-enrichment-tools

9 answers · 2 models

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

8 answers · 2 models

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

7 answers · 2 models

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

5 answers · 2 models

sbl.so/blog/best-b2b-data-enrichment-tools

5 answers · 2 models

zapier.com/blog/data-enrichment-tools

5 answers · 2 models

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

4 answers · 2 models

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 an enterprise B2B company?”Paraphrase“Which lead and account enrichment service would you recommend to a large B2B company with thousands of employees?”Comparative“What are the top enterprise-grade B2B data enrichment tools and how do they differ?”Budget-constrained“What is the best B2B data enrichment tool for a large company that needs predictable total cost across thousands of users?”Scale-constrained“We are a 5,000 person company with SSO, SOC 2 and procurement review requirements evaluating a B2B data enrichment tool. What should we look at?”Negative“Which B2B data enrichment tools should a large enterprise avoid or be cautious about?”

Claude Haiku 4.5ZoomInfo

Three alternatives

6sense, Cleanlist, Cognism

ZoomInfoHeld

Three alternatives

Amplemarket, LeadAngel, Openprise

ZoomInfo

Four alternatives

Amplemarket, Clay, Cognism, HubSpot Breeze Intelligence

HubSpot Breeze Intelligence

Two alternatives

6sense, ZoomInfo

no first choiceagainst: Datanyze

GPT-5.4 miniZoomInfo

Three alternatives

Apollo.io, Cognism, HubSpot Breeze Intelligence

6senseChanged

Four alternatives

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

ZoomInfo

Six alternatives

6sense, Cognism, Demandbase, HG Insights, HubSpot Breeze Intelligence, People Data Labs

against: Apollo.ioCognism

One alternative

HubSpot Breeze Intelligence

against: ZoomInfono first choicenothing named

Gemini 3.5 Flashno first choice

Five alternatives

Clay, Cognism, HubSpot Breeze Intelligence, People Data Labs, ZoomInfo

ClayChanged

Four alternatives

6sense, Cognism, Demandbase, ZoomInfo

no first choice

Eight alternatives

6sense, Apollo.io, Clay, Cognism, Demandbase, HubSpot Breeze Intelligence, Leadspace, ZoomInfo

Clay, Cognism, People Data Labs

Two alternatives

Enrich.so, HubSpot Breeze Intelligence

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

Perplexity SonarZoomInfo

Three alternatives

Clay, Cognism, Demandbase

ZoomInfoHeld

Three alternatives

Clay, Cognism, HubSpot Breeze Intelligence

ZoomInfo

Five alternatives

Clay, Cognism, Demandbase, HubSpot Breeze Intelligence, People Data Labs

Apollo.io

One alternative

Clay

against: ZoomInfono first choiceagainst: Apollo.io, Clay, Cognism, Dealfront, HubSpot Breeze Intelligence, Hunter, Lusha

Grok 4.1 FastZoomInfo

Four alternatives

6sense, Apollo.io, Clay, Cognism

ZoomInfoHeld

Four alternatives

6sense, Apollo.io, Cognism, Demandbase

ZoomInfo

Four alternatives

6sense, Cognism, Demandbase, HubSpot Breeze Intelligence

against: Apollo.io, LushaAmplemarketagainst: Apollo.io, Clay, Cognism, ZoomInfono first choice

Three alternatives

Apollo.io, Cognism, ZoomInfo

against: Apollo.io, RocketReach, Seamless.AI, ZoomInfo

Mistral SmallCognism, ZoomInfo

Seven alternatives

6sense, Apollo.io, Bombora, Champify, Clearbit Reveal, Leadinfo, UserGems

against: HubSpot Breeze IntelligenceZoomInfoChanged

Three alternatives

Clay, Demandbase, HubSpot Breeze Intelligence

ZoomInfo

Four alternatives

Amplemarket, Apollo.io, Clay, Cognism

Amplemarket

Two alternatives

Apollo.io, Clay

against: ZoomInfono first choiceagainst: Apollo.io, Clay, HubSpot Breeze Intelligence, InsideView, People Data Labs, ZoomInfo

DeepSeek V4 FlashZoomInfo

Four alternatives

6sense, Cognism, Demandbase, HubSpot Breeze Intelligence

ZoomInfoHeld

Four alternatives

6sense, Clay, Cognism, Demandbase

ZoomInfo

Seven alternatives

6sense, Apollo.io, Clay, Cleanlist, Cognism, Demandbase, HubSpot Breeze Intelligence

Cleanlist

Two alternatives

Clay, FullEnrich

against: Apollo.io, Lusha, ZoomInfono first choiceagainst: Apollo.io, ContactOut, D&B Hoovers, D7 Lead Finder, Dun & Bradstreet, HubSpot Breeze Intelligence, Lusha, Seamless.AI, Snov.io, ZoomInfo

Llama 4 MaverickAmplemarket

Six alternatives

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

AmplemarketHeld

Four alternatives

Apollo.io, Enrich Layer, HubSpot Breeze Intelligence, ZoomInfo

Amplemarket

Three alternatives

Apollo.io, Clay, Cognism

against: ZoomInfoAmplemarket

Three alternatives

Apollo.io, Clay, Cognism

no first choicenothing named

Qwen 3.7 FlashZoomInfo

Three alternatives

Amplemarket, Clay, Leadbase

ZoomInfoHeld

Three alternatives

Clay, Cognism, HubSpot Breeze Intelligence

ZoomInfo

Four alternatives

Clay, Cognism, HubSpot Breeze Intelligence, Leadspace

Apollo.io, UpLead

One alternative

People Data Labs

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

Kimi K2ZoomInfo

Four alternatives

6sense, Amplemarket, Clay, Cognism

ZoomInfoHeld

Three alternatives

6sense, Demandbase, Dun & Bradstreet

ZoomInfo

Six alternatives

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

Cognism

One alternative

Demandbase

against: Amplemarket, Apollo.io, Clay, Lusha, ZoomInfono first choice

Three alternatives

6sense, Demandbase, ZoomInfo

against: 6sense, Apollo.io, Lusha, RocketReach, Seamless.AI, ZoomInfo

GLM 4.7 FlashXClay, ZoomInfo

Two alternatives

Apollo.io, Cognism

ZoomInfoChanged

Three alternatives

6sense, Clay, Demandbase

Amplemarket, ZoomInfo

Three alternatives

Clay, Cognism, HubSpot Breeze Intelligence

against: Apollo.ioApollo.io

Two alternatives

Cleanlist, Coffee.ai

against: Cognism, ZoomInfono first choiceagainst: Apollo.io, Clay, HubSpot Breeze Intelligence, Lusha, Salesgenie, ZoomInfo

MiniMax M2.5Cognism, ZoomInfo

Nine alternatives

6sense, Bombora, Census, Champify, Clay, Clearbit Reveal, Hightouch, Leadinfo, UserGems

ZoomInfoChanged

Two alternatives

Apollo.io, Clay

Amplemarket, ZoomInfo

Five alternatives

6sense, Apollo.io, Clay, Cognism, HubSpot Breeze

FullEnrich

Two alternatives

Airscale, Salesmotion

against: Amplemarket, Apollo.io, Clay, Lusha, SalesIntel, ZoomInfono first choiceagainst: Apollo.io, 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 00:34	yes	7	9 s
Direct recommendation	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 04:13	yes	1	6 s
Direct recommendation	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-14 23:02	yes	21	24 s
Direct recommendation	Perplexity Sonar	`sonar`	2026-09-15 04:56	yes	20	4 s
Direct recommendation	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 02:15	yes	0	19 s
Direct recommendation	Mistral Small	`mistral/mistral-small via mistral`	2026-09-14 23:59	yes	0	11 s
Direct recommendation	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 04:13	yes	0	21 s
Direct recommendation	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 04:35	yes	0	2 s
Direct recommendation	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 00:26	yes	0	38 s
Direct recommendation	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 04:09	yes	0	63 s
Direct recommendation	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 00:31	yes	0	41 s
Direct recommendation	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-14 23:17	yes	0	16 s
Paraphrase	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 04:15	yes	13	9 s
Paraphrase	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 02:17	yes	4	4 s
Paraphrase	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 03:34	yes	10	17 s
Paraphrase	Perplexity Sonar	`sonar`	2026-09-15 01:41	yes	20	5 s
Paraphrase	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 03:15	yes	0	6 s
Paraphrase	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 02:04	yes	0	14 s
Paraphrase	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 02:54	yes	0	21 s
Paraphrase	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-14 23:18	yes	0	1 s
Paraphrase	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-14 23:34	yes	0	44 s
Paraphrase	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 01:49	yes	0	37 s
Paraphrase	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 00:07	yes	0	61 s
Paraphrase	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:45	yes	0	22 s
Comparative	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 03:44	yes	9	11 s
Comparative	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 00:38	yes	3	8 s
Comparative	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:18	yes	10	24 s
Comparative	Perplexity Sonar	`sonar`	2026-09-15 04:12	yes	20	9 s
Comparative	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-14 23:32	yes	0	17 s
Comparative	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 01:57	yes	0	8 s
Comparative	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 03:06	yes	0	22 s
Comparative	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 00:02	yes	0	2 s
Comparative	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 03:21	yes	0	61 s
Comparative	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-14 23:09	yes	0	45 s
Comparative	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 04:52	yes	0	95 s
Comparative	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 01:12	yes	0	16 s
Budget constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 03:55	yes	14	8 s
Budget constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-14 23:29	yes	4	5 s
Budget constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 04:46	yes	26	29 s
Budget constrained	Perplexity Sonar	`sonar`	2026-09-15 04:43	yes	20	5 s
Budget constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 00:41	yes	0	10 s
Budget constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 02:41	yes	0	6 s
Budget constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 04:15	yes	0	34 s
Budget constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 01:41	yes	0	3 s
Budget constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 00:57	yes	0	71 s
Budget constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 02:34	yes	0	61 s
Budget constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 01:38	yes	0	57 s
Budget constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-14 23:17	yes	0	78 s
Scale constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 04:47	yes	17	14 s
Scale constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 00:22	yes	0	8 s
Scale constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:06	no	0	15 s
Scale constrained	Perplexity Sonar	`sonar`	2026-09-15 00:25	yes	20	13 s
Scale constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 00:09	yes	0	10 s
Scale constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 00:03	no	0	6 s
Scale constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 04:31	yes	0	31 s
Scale constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 02:50	yes	0	3 s
Scale constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 04:14	yes	0	31 s
Scale constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 01:58	yes	0	35 s
Scale constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 03:07	yes	0	41 s
Scale constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-14 23:17	yes	0	24 s
Negative framing	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-14 23:34	yes	15	11 s
Negative framing	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 03:57	yes	5	6 s
Negative framing	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:22	yes	16	25 s
Negative framing	Perplexity Sonar	`sonar`	2026-09-15 01:17	yes	20	9 s
Negative framing	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 02:51	yes	0	11 s
Negative framing	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 01:49	yes	0	14 s
Negative framing	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-14 23:30	yes	0	70 s
Negative framing	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 00:46	yes	0	2 s
Negative framing	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 04:44	yes	0	38 s
Negative framing	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 02:30	yes	0	104 s
Negative framing	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 02:25	yes	0	102 s
Negative framing	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:31	yes	0	22 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

Airscale

Coffee.ai

D7 Lead Finder

Enrich Layer

HubSpot Enrichment

InfoGroup

Leadbase

PDL

Pintel.ai

RevoScale

Seamless AI

ZoomInfo Elite

Discontinued, still offered

No shut-down product was recommended here.

Data enrichment for enterprise buyers

By buyer segment

01The standing

Recommended versus criticized

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