September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › GTM › GTM data and infrastructure › Enrichment · September 2026 Edition

Data enrichment

Asked as “B2B data enrichment tool”, and as “lead and account enrichment service”, on behalf of a mid-market B2B company. 46 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
70%
Clear leader
70Apollo.io09Clay07Amplemarket15others

70% 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.

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a mid-market B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Apollo.io70%19%64endorsed leader
02Clay9%20%41accepted challenger
03Amplemarket7%10%21accepted challenger
04Cognism4%18%50accepted challenger
05Cleanlist4%0%20accepted challenger
06Snov.io2%0%15accepted challenger
07ZoomInfo2%56%52criticized challenger
Show the three products at 0%, ordered by negative rate
10Lusha0%21%38accepted challenger
08HubSpot Breeze Intelligence0%7%30accepted challenger
09UpLead0%0%20accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
All twenty-one head-to-head pages: the top seven products, each against each

One product takes 70% of first choices here, so the chart would put nine markers in one corner and one at the far edge. The two measurements it plots are columns in the standing above: share, and the negative label rate. One product carries a negative rate above 25% in this category.

What they warned about

Seven of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, DeepSeek V4 Flash, Llama 4 Maverick 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
56%
29 of 52 labels negative · 12 of 12 models · 11 hard negative
“The tools I'd most strongly caution against are ... ZoomInfo (expensive + aggressive auto-renewal + stale non-US data)” DeepSeek V4 Flash, negative prompt
Apollo.io
19%
12 of 64 labels negative · 11 of 12 models · 4 hard negative
“Tools with Significant Data Quality Issues ... Bounce rates of 20-35% reported by multiple users, even for emails labeled "verified"” MiniMax M2.5, negative prompt
Cognism
18%
9 of 50 labels negative · 8 of 12 models · 3 hard negative
“Data quality gaps outside the "Diamond Data" verified subset; Limited US coverage” MiniMax M2.5, negative prompt
Lusha
21%
8 of 38 labels negative · 8 of 12 models · 2 hard negative
“3. Lusha Why to avoid: - Fined 2 million euros by Italian Data Protection Authority” Mistral Small, negative prompt

What they cite

Four of the twelve models returned a source list in this edition: four return the pages they cited.

Sites the answers cite

21 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. 265 links across 88 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.

vendor site · Salesgenie12 answers · 12 citations · 3 models
vendor site · Amplemarket11 answers · 12 citations · 3 models
vendor site · Demandbase11 answers · 11 citations · 2 models
vendor site · Snov.io11 answers · 11 citations · 2 models
vendor site · Cleanlist10 answers · 14 citations · 3 models
vendor site · SMARTe9 answers · 10 citations · 3 models
vendor site · Salesmotion8 answers · 10 citations · 3 models
vendor site · Cognism7 answers · 8 citations · 4 models
vendor site · Reddit6 answers · 17 citations · 2 models
vendor site · BookYourData5 answers · 6 citations · 2 models
5 answers · 5 citations · 2 models
vendor site · YouTube4 answers · 10 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.

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “b2b data enrichment tool”, “best b2b data enrichment tool”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 days
Apollo.io apollo.io70%101033,100396111,60894
Clay clay.com9%287135,000168,089294,05611
Amplemarket amplemarket.com7%253,600812,0678
Cognism cognism.com4%3493,6006848,68515
Cleanlist cleanlist.ai4%221,900016,2793
Snov.io snov.io2%563,6007146,5283
Demandbase Services2%
ZoomInfo zoominfo.com2%542135,0001,8106,376,738$1,140120
HubSpot parent site
HubSpot Breeze Intelligence 0%
0%202368,0009,776
UpLead uplead.com0%833,6005715,3397

Google's top ten for the two searches hold 17 sites; 5 of them are among the sites the models cited here (demandbase.com, reddit.com, salesgenie.com, salesmotion.io, smarte.pro). The first result for “b2b data enrichment tool” is zapier.com.

How 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.
ShowHide
ModelDirect“What is the best B2B data enrichment tool for a mid-market B2B company?”Paraphrase“Which lead and account enrichment service would you recommend to a mid-sized B2B company?”Comparative“What are the top B2B data enrichment tools and how do they differ?”Budget-constrained“What is the best B2B data enrichment tool for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a B2B data enrichment tool. What should we look at?”Negative“Which B2B data enrichment tools should I avoid or be cautious about?”
Claude Haiku 4.5Amplemarket, Apollo.io, Cognismagainst: ZoomInfoApollo.io, ZoomInfoChanged
One alternativeHubSpot Breeze Intelligence
Apollo.io
Five alternativesBetterContact, Clay, Cleanlist, Cognism, FullEnrich
against: ZoomInfo
Apollo.io
Four alternativesContactOut, Lead411, QuickEnrich, Seamless.AI
no first choiceagainst: 6sense Revenue AI, Apollo.io, Clay, Cognism, Demandbase, Lusha
GPT-5.4 miniApollo.io
Two alternativesCognism, HubSpot Breeze Intelligence
against: ZoomInfo
CognismChanged
Two alternativesApollo.io, HubSpot Breeze Intelligence
no first choice
Five alternativesApollo.io, Cognism, Crunchbase, HubSpot Breeze Intelligence, ZoomInfo
Apollo.io
Two alternativesDataForB2B, Lusha
no first choicenothing named
Gemini 3.5 FlashApollo.io, Clay
Two alternativesCognism, HubSpot Breeze Intelligence
against: ZoomInfo
Apollo.io, ClayHeld
Two alternativesCognism, HubSpot Breeze Intelligence
against: ZoomInfo
Clay
Six alternativesApollo.io, Cognism, HubSpot Breeze Intelligence, People Data Labs, Wiza, ZoomInfo SalesOS
Apollo.io
Five alternativesBetterContact, BookYourData, FullEnrich, Lusha, SMARTe
against: Clay
Amplemarket, Clay
Four alternativesApollo.io, Cognism, Kaspr, ZoomInfo
against: Apollo.io, Coresignal, Lusha, RocketReach, ZoomInfo
Perplexity SonarApollo.io
Four alternativesClay, Cognism, UpLead, ZoomInfo
Apollo.ioHeld
Three alternativesCognism, Demandbase, ZoomInfo
against: Clay
no first choice
Nine alternatives6sense, Apollo.io, Clay, Cognism, Demandbase, HubSpot Breeze Intelligence, Lusha, People Data Labs, ZoomInfo
Apollo.io
Five alternativesBookYourData, Datanyze, Hunter, Lusha, Snov.io
no first choiceagainst: Apollo.io, Cognism, HubSpot Breeze Intelligence, Lusha, ZoomInfo
Grok 4.20Apollo.io
Three alternativesClay, Cleanlist, UpLead
against: Amplemarket, Cognism, ZoomInfo
Apollo.ioHeld
Three alternativesCognism, UpLead, ZoomInfo
against: Amplemarket
no first choiceApollo.io
Five alternativesCleanlist, Datanyze, Lusha, RocketReach, Snov.io
against: Cognism, ZoomInfo
no first choice
Three alternativesApollo.io, Cleanlist, ZoomInfo
against: Apollo.io, Clay, Lusha, Seamless.AI, ZoomInfo
Mistral SmallApollo.io
Two alternativesCleanlist, UpLead
against: Cognism
Apollo.ioHeld
Four alternativesClay, Cognism, Lusha, UpLead
Amplemarket
Six alternativesApollo.io, Clay, Cognism, HubSpot Breeze Intelligence, Lusha, ZoomInfo
Apollo.io
Four alternativesCUFinder, Clay, Hunter, Lusha
no first choiceagainst: Apollo.io, Clay, Lusha, NeverBounce, ZoomInfo
DeepSeek V4 FlashCleanlist
Four alternativesApollo.io, Clay, Snov.io, UpLead
against: 6sense, Cognism, Demandbase, ZoomInfo
Apollo.ioChanged
Five alternativesClay, Cognism, HubSpot Breeze Intelligence, UpLead, ZoomInfo
Amplemarket, Apollo.io, Clay, Cleanlist, Cognism, HubSpot Breeze Intelligence, ZoomInfo
Three alternatives6sense, Bombora, UserGems
Apollo.io
Three alternativesLusha, RocketReach, Snov.io
no first choiceagainst: Apollo.io, ZoomInfoagainst: Apollo.io, Clay, FullEnrich, Lead411, Lusha, RocketReach, Seamless.AI, ZoomInfo
Llama 4 Maverickno first choiceDemandbase ServicesChanged
Four alternativesApollo.io, Cognism, UpLead, ZoomInfo
Amplemarket
Two alternativesApollo.io, Cognism
against: Clay, ZoomInfo
Apollo.io
Three alternativesCleanlist, Datanyze, Snov.io
no first choiceagainst: Apollo.io, Cognism, ZoomInfo
Qwen 3.7 FlashApollo.io
Three alternativesCognism, HubSpot Breeze Intelligence, UpLead
against: ZoomInfo
Apollo.ioHeld
Four alternativesClay, HubSpot Breeze Intelligence, UpLead, ZoomInfo
Clay, FullEnrich
Three alternativesApollo.io, Cognism, ZoomInfo
Apollo.io
Three alternativesCleanlist, Datanyze, Snov.io
against: ZoomInfo
no first choiceagainst: ZoomInfoagainst: Apollo.io, Cognism, Lusha, Seamless.AI, ZoomInfo
Kimi K2Apollo.io
Three alternativesCleanlist, Cognism, UpLead
against: ZoomInfo
Apollo.ioHeld
Four alternativesClay, Cognism, HubSpot Breeze Intelligence, UpLead
against: ZoomInfo
Apollo.io, Clay
Six alternatives6sense, Cognism, FullEnrich, HubSpot Breeze Intelligence, Lusha, ZoomInfo
Snov.io
Three alternativesApollo.io, Datanyze, Lusha
Apollo.io, Clay
Three alternativesAmplemarket, Cognism, HubSpot Breeze Intelligence
against: ZoomInfo
against: Apollo.io, HubSpot Breeze Intelligence, Seamless.AI, ZoomInfo
GLM 4.7 FlashXApollo.io
Four alternativesClay, Cognism, Lusha, UpLead
against: ZoomInfo
Apollo.ioHeld
Three alternativesClay, Cognism, Lusha
against: ZoomInfo
Amplemarket
Six alternativesApollo.io, Clay, Cognism, Demandbase, HubSpot Breeze Intelligence, ZoomInfo
Apollo.io
Three alternativesFullEnrich, Lusha, Snov.io
against: Clay
no first choiceagainst: Apollo.io, Data Axle, Datanyze, Lusha, SalesIntel, ZoomInfo
MiniMax M2.5Apollo.io, Cleanlist
Three alternativesAmplemarket, Cognism, ZoomInfo
Amplemarket, Apollo.ioChanged
Two alternativesCognism, ZoomInfo
ZoomInfo
Eleven alternatives6sense, Amplemarket, Apollo.io, Clay, Cognism, Dealfront, HubSpot Breeze Intelligence, Kaspr, LeadIQ, Lusha, Snov.io
Apollo.io
Four alternativesCleanlist, FullEnrich, Lusha, Snov.io
against: ZoomInfo
no first choiceagainst: Apollo.io, Cognism, ZoomInfo
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:32yes87 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:30yes55 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:48yes2128 s
Direct recommendationPerplexity Sonarsonar2026-09-15 01:25yes205 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-14 23:09yes012 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 04:44yes07 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:15yes025 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:34yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:28yes049 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:23yes025 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:10yes036 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:15yes016 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:43yes67 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:21yes34 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:43yes619 s
ParaphrasePerplexity Sonarsonar2026-09-15 02:32yes205 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 04:16yes010 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 02:32yes07 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:02yes049 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:54yes03 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:16no033 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:54yes055 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:24yes087 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:13yes014 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:06yes77 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:46yes310 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:46yes1429 s
ComparativePerplexity Sonarsonar2026-09-15 03:10yes208 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 04:48yes08 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 00:52yes07 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:46yes022 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:49yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:41yes041 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:38yes058 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:25yes081 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:47yes016 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:21yes77 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:51yes35 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 01:27yes1419 s
Budget constrainedPerplexity Sonarsonar2026-09-15 03:57yes205 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 01:06yes010 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-14 23:38yes05 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:51yes028 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:49yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:38yes022 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:06yes020 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:24yes065 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:48yes019 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:56no05 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:46no04 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 01:59yes1125 s
Scale constrainedPerplexity Sonarsonar2026-09-15 00:13yes207 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 00:03yes08 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 04:39yes07 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 22:53yes041 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:59yes02 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:29no030 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:03yes048 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:21yes034 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:45no09 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:56yes139 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:10no04 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:53yes2427 s
Negative framingPerplexity Sonarsonar2026-09-15 02:53yes206 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 01:45yes07 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 03:51yes011 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 02:14yes029 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:22yes03 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:22yes045 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 00:28yes056 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:32yes034 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:56yes031 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

ShowHide
Category-scoped readings
HubSpot Breeze read as HubSpot Breeze Intelligence
Unresolved, counted raw
DataForB2B
Demandbase Services
Enrich
Gigasheet
PeopleDataLabs
QuickEnrich
Discontinued, still offered
No shut-down product was recommended here.
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