Trends in data enrichment vendors (Q1 2025)

Many companies rely on data-enrichment vendors to tangibly grow their business. This happens in two ways: 1) build data sets of companies and contacts, and 2) enhance existing datasets with new information. These datasets are in turn used to enhance GTM systems, score accounts, generate leads, and influence sales decisions.

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In the age of artificial intelligence, the adage ‘garbage in, garbage out’ has never been more relevant. As businesses increasingly rely on AI-powered tools for decision-making, predictive analytics, and customer engagement, the quality of data feeding these systems becomes paramount. 

“In the age of artificial intelligence, the adage ‘garbage in, garbage out’ has never been more relevant.” 

These services don't just add more data points; they inject accuracy, context, and depth into your datasets, ensuring that your AI models are built on a foundation of high-quality information. 

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The result is more precise predictions, more personalized customer experiences, and more informed business strategies. In essence, as AI becomes ubiquitous, data enrichment isn't just beneficial—it's mission-critical for companies aiming to harness the full potential of their artificial intelligence investments.

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But how can companies accurately evaluate data-enrichment providers? By analyzing data from thousands of businesses using Ramp's spend platform, we identified four key takeaways:

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1. Vendors vary significantly in pricing and product models, data coverage, and feature sets. Lower cost vendors could appeal to smaller businesses.

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Smaller players, like clay and Apollo.io, offer free plans with limited access, with tiered pricing ranging from $49 to $720 per month. Larger vendors, like ZoomInfo, could cost upwards of several thousand dollars per month.

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Navigating the pricing landscape of data enrichment vendors can be a complex task for businesses. The challenge lies in the difference in approaches these vendors take to pricing and feature offerings. Some may charge based on credit usage, while others offer tiered subscription models or pay-per-use structures. 

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Additionally, the feature sets can vary significantly across providers, with some offering advanced API capabilities, sophisticated workflow automation, or intelligent data routing. These differences make direct cost comparisons challenging, as companies must consider not just the upfront price, but also the long-term value derived from each vendor's unique combination of features, data quality, and scalability. 

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To make an informed decision, businesses must carefully evaluate their specific needs against each vendor's offering, considering both immediate costs and potential future requirements.

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2. New players, large and small, are taking market share from the largest vendors.

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Large companies can evaluate multiple options and benefit from multiple vendors, but small firms may have difficulty committing to a year-long contract starting in the tens-of-thousands. Here, data-enrichment providers with lower entry points can win.

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According to Ramp data, Apollo.io and LinkedIn Sales Navigator—both of which offer plans starting at under $100/month—lead in subscriber counts and share of contracts. These plans are more accessible to smaller businesses, which drive these contract counts.

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Share of wallet, which shows the share of total dollars spent by data enrichment provider, shows ZoomInfo leading. ZoomInfo starts at a higher price point and is typically used by larger companies with larger contracts.

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Starting with a data-enrichment service with a lower price point can significantly speed up the vendor selection process—there’s significantly less evaluation required in starting with a vendor at $100 a month vs. thousands annually. These lower-priced options will likely continue to take market share by customer count, driven in large part by the smaller firms that rely on them.

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3. Most companies are subscribed to more than one enrichment vendor

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While large firms are more likely to subscribe to multiple contracts, smaller firms also leverage multiple data enrichment providers. More than half (53%) of Apollo.io subscribers, which skew toward SMBs, are also subscribed to another data-enrichment service, according to Ramp card spend.

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Data providers may specialize in a given industry or region, making multiple data enrichment providers necessary for complex businesses. Businesses may also acquire multiple data enrichment services to compare and complement the results across them.

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4. Data-enrichment is not a single purchasing decision

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The data enrichment sector is dynamic and frequently shifting. Providers have built straightforward integrations with customer systems, greatly reducing the burden and complexity of switching to a new provider. For this reason, companies should evaluate their data-enrichment providers on a regular cadence. 

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This regular evaluation should account for:

• The cost of the provider: Am I getting a competitive price?
• The size of the contract: Am I paying for credits, licenses, or seats I do not need or use?
• The quality of the service: Have my data needs changed, and has the quality of a data-enrichment provider’s dataset kept up with that of competitors?
• The implementation of the service: Will my data be enriched in an event-driven manner on a per contact basis, or in a batch-driven manner across a large database?

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Companies that regularly review their contracts will be in a better position to keep their costs down while ensuring the quality of their data remains high or improves.

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For more insights, follow Ramp’s economist Ara Kharazian on X and LinkedIn

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Want to procure data enrichment vendors for your company? With Ramp Procurement, you'll get access to anonymized aggregated vendor data points that help ensure you never overpay.