# En · Enrichment — element 31 of 58 > Know who you're talking to. Turns a domain name into a full dossier. - **Group:** 7 · Sales & Revenue - **Necessity:** Essential - **Price band:** $$ · $30–150/mo - **Maturity:** Stable - **Edition:** v2026.Q3 · verified 2026-09-13 ## Leading tools (v2026.Q3) - **Clay** — the gtm orchestration layer - **Apollo** — data + outreach in one - **ZoomInfo** — enterprise incumbent, going headless - **FullEnrich** — waterfall contact hit-rates - **Ocean.io** — lookalike account targeting ## Our take Clay compressed a three-person SDR function into a part-time ops role. This is what 'agents instead of headcount' looks like in sales. ## Combines with Sd, Cr - Guide: [Best data enrichment tool for outbound (2026)](https://elems.ai/best/best-data-enrichment-tool-for-outbound.html) ## The top 5 — deep dossier (verified 2026-09-13) Clay, and it isn't close — it turned enrichment from a database subscription into an orchestration layer over every database, and the market rewarded it: $108M ARR end-2025 → $150M by May 2026, a $5B employee tender in January 2026 on top of the $100M CapitalG Series C at $3.1B. Apollo is the pick when you want the data, the emails, and the sequences in one $49 seat; ZoomInfo when enterprise procurement, compliance, and US direct-dial depth decide; FullEnrich when your only problem is contact hit-rates on lists you already have; Ocean.io when your ICP is 'companies like our best customers' rather than a filter query. 1. **Clay** (Clay Labs) — Free (100 credits/mo) · Launch from $167/mo · Growth from $446/mo · Enterprise custom, annual. Best for: Founders and GTM engineers who want one spreadsheet-like canvas that waterfalls dozens of data providers, runs AI research agents on every row, and pushes the result anywhere. Why: The category-definer: multi-provider waterfalls, Claygent AI research agents, and now MCP for Reps (Claude, ChatGPT, Codex) plus an agent-plugin CLI for coding agents — enrichment as programmable infrastructure, not a database seat. The numbers validate it: 500% growth in 2024, $150M ARR by May 2026, and a January 2026 tender at $5B — 61% above the August 2025 Series C price. Watch: The 'Clay tax' is real: you pay Clay credits on top of marked-up provider costs, and bills balloon quietly. It is a power tool — teams without a dedicated builder stall in table sprawl. Sequencer and CRM-sync ambitions are creeping into neighbors' territory (Sd, Cr). [https://www.clay.com](https://www.clay.com) 2. **Apollo** (Apollo.io) — Free (unlimited email credits, fair-use) · Basic $49 · Professional $79 · Organization $119/user/mo (3-seat min). Best for: Lean teams that want database, enrichment, and outreach in a single tool — the canon 'data + outreach in one' pick, with the most generous free tier in the category. Why: 250M+ contacts across 60M companies, 4M users at 600k+ companies, and revenue up more than fivefold since the August 2023 Series D (stated May 2026). It is also winning the agent era's distribution game: Apollo runs inside ChatGPT and Claude via MCP, and HubSpot chose it to power the Breeze Prospecting Agent. Watch: Data quality is uneven outside US mid-market — mobiles trail Cognism in Europe. 'Unlimited' email credits are fair-use capped at 1M/year. Its AI-SDR ambitions blur focus, and there has been no priced round since the $1.6B Series D in 2023. [https://www.apollo.io](https://www.apollo.io) 3. **ZoomInfo** (ZoomInfo (NASDAQ: GTM)) — Quote-only · credit-based exports · Professional / Copilot Advanced / Copilot Enterprise tiers · annual contracts. Best for: Enterprises that need the deepest US direct-dial and org-chart data, compliance machinery, and a vendor procurement already knows. Why: Still the enterprise incumbent — $310.4M Q2 2026 revenue, 1,891 customers above $100k ACV, 76% of ACV upmarket — and the most aggressive incumbent in going agent-native: its GTM.AI 'headless context layer' ships native MCP connectors for Claude, Codex, and Gemini Enterprise, and held the #1 GTM-connector slot in Anthropic's directory for nine straight weeks. Watch: The core business is flat-to-declining: +1.2% YoY growth, 89% net revenue retention, and a $650.5M goodwill impairment in Q2 2026, plus outstanding securities litigation. Mid-market buyers keep defecting to Apollo and Clay. Negotiate hard — the leverage is yours. [https://www.zoominfo.com](https://www.zoominfo.com) 4. **FullEnrich** (FullEnrich) — Trial 50 credits free · Pro $55/mo (1,000 credits) · Enterprise custom · email 1 credit, mobile 10. Best for: Anyone whose only problem is 'find me the email and mobile for these people' — maximum hit-rate for minimum spend, no platform to learn. Why: Waterfall enrichment distilled to its essence: it cascades 20+ providers per lookup and charges only for valid results, which is why it shows up inside other people's stacks — Clay, n8n, Zapier, Make — as the contact-data layer. At $55/mo with unlimited users it undercuts a single seat of most databases. Watch: A point solution by design: no company database or search of its own worth relying on, so you bring the lists. Mobile numbers at 10 credits each make phone-heavy motions pricier than the headline suggests. Young company, thin public track record. [https://fullenrich.com](https://fullenrich.com) 5. **Ocean.io** (Ocean.io) — Pay-as-you-go or from $32/mo (9,000 credits/yr at $0.064) · email 1 credit, phone 10 · unlimited users. Best for: Founders who define their ICP as 'companies like our best customers' — paste your top domains, get AI lookalike accounts, then enrich contacts at them. Why: The lookalike-first alternative to filter-query prospecting: AI lookalike filters plus waterfall enrichment from 16+ sources under one credit system, strong in Europe where US-centric databases thin out. Credible enough that Clay itself partnered with Ocean.io for B2B lookalike prospecting. Watch: Contact depth trails ZoomInfo and Apollo in the US; it is company-first, people-second. Small vendor — most capability claims are single-source from its own site. No orchestration layer; treat it as a targeting engine feeding a bigger stack. [https://www.ocean.io](https://www.ocean.io) ### How to choose - If You have a GTM engineer — or a founder willing to become one — and more than one data source → Clay Growth. Treat provider credits as COGS, set rollover alerts, and feed it Ocean.io lookalikes when filter queries stop describing your ICP. - If You are pre-seed and doing your own outbound this quarter → Apollo free or Basic at $49 — database, enrichment, and sequences in one seat. Graduate to Clay when you outgrow single-source data. - If Your lists exist and the only gap is emails and mobiles → FullEnrich at $55/mo (BetterContact is the runner-up) — a 20-provider waterfall beats any single database on hit rate, per the whole market's move to waterfalls. - If Enterprise procurement, compliance review, or US phone coverage decides → ZoomInfo — and negotiate hard: 1.2% growth and 89% NRR (Q2 2026) means the leverage sits with you. - If You already run HubSpot → Turn on Breeze Intelligence credits and the Apollo-powered prospecting agent before buying any standalone tool — the ex-Clearbit engine is already in your CRM. ### The field (20 more) Cognism, Breeze Intelligence, Clearbit (acquired), Findymail, BetterContact, LeadMagic, Prospeo, Dropcontact, Hunter, Lusha, Kaspr, Wiza, RocketReach, Seamless.AI, People Data Labs, Explorium, Common Room, Cargo, Unify, ZoomInfo legacy Enterprise API (sunsetting) Full dossier data: https://elems.ai/e/en.json --- Source: [elems.ai](https://elems.ai/e/en.html) — the periodic table of the AI-led startup. Data: https://elems.ai/elements.json (CC BY 4.0, cite elems.ai).