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In 2025, ZoomInfo Enrichment is still one of the leading data enrichment tools in the B2B space. Whether you're in sales, marketing, or customer success, enriched data is crucial for optimizing your outreach efforts. But with new alternatives emerging, is ZoomInfo still the right fit for your needs?
In this guide, we’ll explore ZoomInfo's features, pricing, limitations, and why companies are considering tools like SMARTe as alternatives.
What Is ZoomInfo Enrichment?
ZoomInfo Enrichment is a B2B data tool that upgrades your CRM and marketing platforms with complete, real-time business data. It adds missing details and updates old information using a mix of public and private sources.
This includes data like job title, company size, industry, revenue, and tools a company uses. It also adds verified contact details like phone numbers and email addresses.
The platform pulls from ZoomInfo’s large database of over 250 million contacts and 100 million companies. It uses AI and human checks to keep the data fresh and accurate.
With ZoomInfo Enrichment, sales and marketing teams get more complete lead profiles. This helps with better lead scoring, smarter segmentation, and more personal outreach.
It connects easily with CRMs like Salesforce and HubSpot and runs in the background. Your team saves time and works with data that they can trust.
How ZoomInfo Enrichment Works
ZoomInfo Enrichment improves your contact and account data. It updates old fields, fills in missing details, and adds firmographic and technographic insights. The result is complete, clean, and ready-to-use B2B data across your CRM and marketing tools.
Here’s how it works:
1. Data Selection
Start by choosing the records you want to enrich. These can be contacts or companies in your CRM. You can also enrich new records uploaded into ZoomInfo.
2. Enrichment Process
ZoomInfo scans the selected records. It adds job titles, phone numbers, company size, revenue, industry, and more. It also fills in intent data and tech stack details. Enrichment is available through tools like Enrich Essential, Enrich Premium, or via real-time APIs.
3. Multi-Source Data Matching
ZoomInfo uses data from over 60 trusted providers. It applies strict rules to find the best match for each record. The system removes duplicates, cleans up formats, and standardizes the data.
4. Automation and Integration
You can set enrichment to run on a schedule or in real time. You can also customize match rules. Enriched data flows into tools like Salesforce, HubSpot, and Marketo. This keeps your systems in sync without manual updates.
5. Bulk and Self-Service Options
Upload contact lists for quick bulk enrichment. Use ZoomInfo’s dashboard to manage the process without needing technical help. This is useful for one-time cleanses or ongoing data updates.
6. Delivery and Activation
Once enriched, data goes back into your CRM or system of record. You get complete profiles with fresh contact and company data. These updates help with lead scoring, routing, targeting, and personalized outreach.
For example, in Salesforce, ZoomInfo can auto-update existing records. It can also create new leads and assign them to the right reps. In HubSpot, typing an email can trigger instant enrichment of the full contact profile.
ZoomInfo Enrichment keeps your data sharp, clean, and sales-ready. It gives you a clear view of your market and helps your team act with confidence.
Key Features of ZoomInfo Data Enrichment
ZoomInfo Data Enrichment offers a powerful set of tools that help keep your CRM and marketing data accurate, complete, and ready to use. Below are the core features that make it a top choice for B2B data enrichment.
1. Automatic Data Updates
ZoomInfo automatically enriches your CRM and marketing platforms. It appends missing fields and updates outdated information. You get fresh data like job titles, direct dials, company revenue, headcount, and industry classification without manual effort.
2. Multi-Vendor Data Integration
ZoomInfo supports data inputs from over 60 trusted vendors. It uses a rules-based engine to compare and select the most accurate and complete data points. This helps ensure your records are always filled with verified, consistent information.
3. Advanced Data Workflows
The enrichment process includes deduplication, normalization, standardization, segmentation, and lead-to-account mapping. These steps clean up messy records, remove duplicates, and help match leads to the right accounts.
4. Real-Time and Scheduled Enrichment
You can enrich records in real time using APIs and webhooks or set up scheduled updates at regular intervals. There’s also on-demand enrichment through the UI, giving your team full control over timing and frequency.
5. Self-Service Enrichment
Users can upload lists directly into ZoomInfo for bulk enrichment. This makes it easy for non-technical teams to clean and update data without needing IT or engineering support.
6. Insight and Reporting
ZoomInfo provides enrichment reports that show how much of your database has been improved. You’ll see metrics on data health, match rates, and fill rates—helping you track ROI and make informed decisions.
7. CRM and Marketing Platform Integration
ZoomInfo integrates natively with CRMs like Salesforce, HubSpot, and marketing automation tools like Marketo. It automatically syncs enriched records into these systems, reducing manual data entry and lowering the risk of human error.
Benefits of ZoomInfo Data Enrichment
ZoomInfo Enrichment doesn’t just update your data—it directly impacts your sales and marketing performance. Here’s how it helps teams move faster, smarter, and more efficiently.
1. Improved Database Health
By keeping contact and company records fresh, ZoomInfo reduces the risk of targeting outdated or incorrect leads. This improves connection rates and boosts the overall quality of your outreach efforts.
2. Fills Missing Data Gaps
ZoomInfo fills in key fields like phone numbers, job roles, company names, and domains. This helps teams build complete profiles for more effective targeting, scoring, and messaging.
3. Enhanced Lead Mapping
The platform connects individual leads to the right accounts. This gives sales reps a better view of the buying committee, helping them identify key decision-makers and prioritize the right contacts.
4. Time and Cost Savings
Automated enrichment reduces the time spent on manual data cleanup. It also cuts down on wasted outreach by avoiding invalid or low-quality data.
5. Better Targeting and Segmentation
Enriched and standardized data helps teams build precise segments based on job title, company size, location, tech stack, or intent. This leads to more focused campaigns and higher engagement.
6. Scalability and Flexibility
Whether you’re enriching a few hundred leads or millions of records, ZoomInfo can handle it. Real-time updates support dynamic workflows, while bulk enrichment helps with large-scale data refreshes.
7. Supports Compliance
ZoomInfo emphasizes data privacy. It follows GDPR, CCPA, and other regional compliance standards. This ensures your enrichment process respects legal requirements and protects user data.
ZoomInfo Integration for Data Enrichment
ZoomInfo connects with top CRM and marketing platforms like Salesforce, HubSpot, and Microsoft Dynamics 365. This integration helps you update and enrich your contact and company data automatically. It syncs your records with ZoomInfo’s large B2B contact database. You get fresh, accurate data without manual work.
1. Integration Setup and Configuration
1) Installation
For Salesforce, install the ZoomInfo app from the AppExchange. This app adds fields like ZoomInfo Contact ID and Company ID. These IDs keep your data synced properly.
2) Connection
Link ZoomInfo to your CRM using the ZoomInfo Admin Portal. Log in with your CRM credentials. Generate secure API keys. These keys allow safe data exchange.
3) Custom Field Mapping
Map ZoomInfo’s data fields to your CRM fields. For example, phone numbers, job titles, and company revenue. You can create extra fields for ZoomInfo-specific info. This keeps your data clean and organized.
4) Enrichment Controls
Enable or disable enrichment for Contacts, Leads, or Accounts. Use filters like Salesforce SOQL queries to select which records to enrich. Set minimum accuracy scores to allow only reliable updates.
2. Enrichment Process
1) Instant Enrich
When new records enter your CRM, ZoomInfo updates them instantly with verified data.
2) Scheduled Enrich
Set up regular jobs to refresh existing records. This keeps your database current.
3) API and Webhooks
Use APIs and webhooks for custom or real-time enrichment outside standard connectors. This adds flexibility to your workflows.
3. Platform-Specific Details
1) HubSpot
Supports instant enrichment of contacts and companies. Allows advanced field mapping and custom fields for ZoomInfo data.
2) Salesforce
Offers instant and scheduled enrichment. Lets you set job frequency, credit limits, batch sizes, and filters using SOQL.
3) Microsoft Dynamics 365
Provides similar features for custom mapping and scheduled updates. Keeps your data accurate and complete.
ZoomInfo integration links your CRM or marketing platform to its powerful data system. This automates constant updates and enrichments. The process is secure, flexible, and scales with your needs.
ZoomInfo Enrichment Pricing & Plans
ZoomInfo Enrichment is a premium product, with pricing starting at around $15,000/year for basic usage. This typically includes up to 5,000 credits annually for enriching records. More advanced plans for large enterprises can cost up to $40,000/year for over 10,000 credits, depending on the number of users and features.
Unlike many other platforms, ZoomInfo’s pricing is credit-based, meaning the cost depends on the number of records enriched, as well as any additional features such as intent data, org charts, or real-time job updates. This can lead to hidden fees that make budgeting a bit tricky, especially for smaller teams.
ZoomInfo Pricing Breakdown
- Professional Plan: $15,000/year – 5,000 credits
- Advanced Plan: $25,000/year – 10,000 credits + additional features
- Enterprise Plan: $40,000+/year – Custom features, dedicated support
Note that intent signals, job change alerts, and certain APIs are sold separately, which can significantly increase the overall cost.
ZoomInfo Enrichment Limitations
While ZoomInfo Enrichment offers strong features, it also comes with a few downsides users should consider.
1. No Email Deliverability Check
ZoomInfo adds email addresses to contact records. But it doesn’t check if those emails are valid or still work. This means some emails may bounce unless you use a separate email verification tool.
2. Outdated or Inaccurate Data
Some users say the data is not always fresh. Key details like company size, industry, or funding may be wrong or old. This can lead to poor targeting and wasted outreach.
3. Limited Custom Control
ZoomInfo pulls from many data sources. But you don’t get full control over which fields are enriched or updated first. Teams that need custom rules may feel limited and might need extra tools.
4. Uses a Credit System
Each enriched record uses credits. These credits are limited. If you run out, you can’t enrich more data unless you buy more. This can be a challenge for big teams or fast-growing companies.
5. Risk of Wrong Matches
Sometimes, ZoomInfo may match the wrong data to a contact or company. This can create errors in your records. You may need to fix these issues manually.
6. No Real-Time Accuracy Guarantee
ZoomInfo updates records regularly, but not always in real time. Some data might still be old. This can lower the quality of your outreach.
7. High Cost and Complex Pricing
ZoomInfo is expensive. Prices are not shown on their website. You must talk to their sales team for a quote. Entry plans start around $15,000 per year. Some plans can cost over $39,995 per year. This makes it hard for small businesses to afford.
ZoomInfo Enrichment Alternative: Why SMARTe is the Better Choice
ZoomInfo is powerful—but it's not the only player in the game. If you're looking for a more affordable, flexible, and globally accurate data enrichment solution, SMARTe is a standout ZoomInfo alternative built for modern GTM teams.
1. Better Value at Lower Cost
ZoomInfo’s enrichment tools are effective—but expensive. Entry-level plans can start at $15,000+ per year, with many businesses paying upwards of $39,995 annually.
SMARTe offers a budget-friendly alternative without cutting corners on quality. You get global data coverage, verified mobile numbers, and deep integration—at a cost that won’t crush your ROI.
2. More Mobile Coverage for Cold Calling
ZoomInfo enrichment includes contact info, but SMARTe gives you more reach.
- Up to 70% mobile number coverage in North America
- 50% in EMEA, APAC, and LATAM
This helps reps bypass gatekeepers, IVRs, and reach prospects via text or direct dial—speeding up conversions and making cold calling effective again.
3. Real-Time Global Data Enrichment
While ZoomInfo updates data, it doesn’t guarantee freshness.
SMARTe’s enrichment engine uses real-time pipelines to append missing or outdated contact and firmographic details. You also get job change alerts when your champion switches companies—so you never lose a warm lead.
4. 1-Click Prospecting Anywhere
ZoomInfo works best inside its platform or integrated CRM.
SMARTe works wherever your team works—on LinkedIn, company websites, or within your browser. You can discover contact data, save it to your CRM, and start outreach—all in a few clicks.
5. Cleaner CRM, Faster Routing
SMARTe enriches both contacts and companies with a single API.
You get:
- 55+ B2B data points
- Lead-to-account matching
- Smarter scoring and routing
- Clean, complete CRM records
This helps cut form fields, qualify leads faster, and eliminate data chaos in your pipeline.
6. Global Reach with Local Accuracy
SMARTe isn’t just global—it’s hyperlocal too.
With a global research team, SMARTe provides region-specific accuracy in places like Europe, Asia-Pacific, and Latin America. You get the reach of ZoomInfo plus deeper regional insight.
7. Smarter Targeting and Retargeting
With ZoomInfo, segmentation is basic.
SMARTe helps supercharge your ads across Facebook, Google, YouTube, and LinkedIn. Use 55+ firmographic and technographic filters to reduce wasted spend and hit the right buyers.
If you're tired of overpaying for enrichment, SMARTe is the smarter ZoomInfo alternative built for high-performing GTM teams. It's affordable, fast, flexible, and designed for real-world prospecting across global markets.
Get more verified data, cleaner records, and richer workflows—all without the heavy price tag.
Ready to see it in action? Book a demo and supercharge your pipeline with SMARTe.
