How to Enrich Data in Your CRM: Best Practices and Tools

 

Data enrichment is the process of improving the quality of your CRM data by adding new information and verifying existing details against trusted sources.

By enriching data in your CRM, businesses can gain a more complete picture of their customers, including demographic, geographic, and behavioral insights. This ensures your CRM accurately represents your audience, enabling personalized interactions and better business decisions.

In short: Data enrichment answers the question: “How can I make my CRM data more accurate, complete, and actionable?”

You use tools for enriching your database by adding:

• Contact details (job titles, emails, phone numbers)

• Company information (industry, revenue, employee count)

• Behavioral and firmographic signals (engagement, location, role) 

 

 

2. Why enrich data in your CRM?

Bad data costs businesses time, money, and opportunities.

Without enrichment, your CRM is incomplete. With enrichment, you create accurate, detailed profiles that fuel better targeting, segmentation, and decision-making.

Enriching data is also part of the broader data hygiene process, which ensures information in your CRM is accurate, reliable, and up-to-date. Benefits include:

1. Improve Customer Experience

   • 73% of customers expect companies to understand their unique needs and expectations. (productlane.com)

   • 81% of customers prefer companies that offer a personalized experience, and 70% say a personalized experience in which the employee knows who they are. (forbes.com)

2. Reduce Costs

   • Keep only high-value data and archive or delete less relevant information.

   • Reduce duplicates and avoid spending on redundant records.

3. Enhance Targeting & Personalization

   • 71% of customers expect personalized experiences, with 76% expressing frustration when they don't receive them. (mckinsey.com)

   • 83% of consumers want personalized promotions. (pymnts.com)

 

3. How to Enrich Data: Best Practices

Here’s 5 steps  on how to enrich data effectively in your CRM:

1. Define Clear Goals
   Identify what “enriched data” looks like. Example: 90% accurate customer profiles verified against third-party sources.

2. Create Repeatable Processes
   Use consistent frameworks to verify and update CRM records. Automation can help scale these processes.

3. Ensure Scalability
   As your database grows, ensure enrichment processes can handle more records without manual intervention.

4. Prioritize General Applications
   Design processes that apply across multiple datasets and user touchpoints (web, mobile, email, etc.).

5. Maintain Continuous Enrichment
   CRM data is never static. Regularly update and verify data to maintain relevance and accuracy.

 

 

4. Tools to Enrich CRM Data

Choosing the right data enrichment tool can transform your CRM from a basic contact database into a growth engine. Below are some of the best CRM enrich tools in 2025 that can help you ensure your customer records are accurate, complete, and actionable.

 

HubSpot CRM

One standout solution for CRM data enrichment within HubSpot is Breeze Intelligence, a smart tool designed to easily improve the quality and value of your customer data.

Breeze Intelligence leverages advanced AI and real-time data sourcing to automatically :

• Fills in missing CRM fields using AI and real-time data sources
• Validates and updates contact and company records to ensure accuracy and completeness
• Surfaces actionable insights directly within HubSpot workflows for smarter decision-making

• Enriches critical data points including demographics, firmographics, and behavioral attributes

• Enhances job and company details, keeping records current and actionable
• Features compliance-ready data processes to support regulatory requirements

At the Fall 2025 Spotlight, HubSpot launched over 20 new Breeze Agents and Assistants, plus Breeze Studio and Breeze Marketplace—everything we need to find, customize, and activate teams of AI agents and assistants that know your business inside and out.

Breeze Intelligence is built on Clearbit’s technology after HubSpot acquired and integrated it in 2023, meaning all the enrichment capabilities once offered by Clearbit now live natively inside HubSpot’s ecosystem.

By enriching records at scale with Breeze Intelligence, marketing and sales teams gain a clearer, more complete view of every contact and account, enabling more precise segmentation, targeted outreach, and ultimately, higher engagement and conversion rates.

 

ZoomInfo

ZoomInfo is a market leader in B2B data enrichment, offering one of the largest databases of verified contacts and companies. It provides direct dials, verified emails, intent data, and CRM integrations with Salesforce, HubSpot, and more, making it ideal for enterprise sales and marketing teams that need scale and precision.

👉 ZoomInfo excels in scale and depth but comes with a higher price tag compared to most competitors.

 

Apollo

Apollo combines a 275M+ contact database with built-in sales engagement tools like email sequencing and a dialer, making it a strong all-in-one solution for SMBs and mid-market teams. Alongside enrichment, it offers intent and technographic data, LinkedIn prospecting via Chrome extension, and integrations with major CRMs, all at a more accessible price point than enterprise competitors.

👉 Best for SMBs and mid-market teams that want both enrichment and outreach capabilities in one tool.

 

Cognism

Cognism is a GDPR-compliant data provider known for strong European and global coverage. It enriches CRM data with verified emails and mobile numbers, intent signals powered by Bombora, and LinkedIn enrichment via a Chrome extension.

👉 Cognism is a strong choice for companies needing compliant, accurate data outside of the U.S., especially in Europe.

 

SnapAddy

SnapAddy simplifies data capture and enrichment by helping teams quickly import accurate information from business cards, email signatures, and trade show leads.

👉 SnapAddy is perfect for sales teams that collect a lot of data manually (conferences, emails, events) and want to automate enrichment on the go. Because it has duplicate detection, CRM integrations, and real-time updates.

 

 

5. What's the best CRM enrichment tool?

As certified HubSpot partners, we help businesses unlock the full potential of their CRM by providing tailored data enrichment, strategic consulting, and hands-on implementation to ensure your customer data is accurate, actionable, and growth-ready.