September 2026 Edition, published · The permanent record of that edition, superseded since.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 › Enterprise · September 2026 Edition

Data enrichment for enterprise buyers

Asked as “B2B data enrichment tool”, and as “lead and account enrichment service”, on behalf of an enterprise B2B company. 41 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
46%
Clear leader
46ZoomInfo12Amplemarket12Cognism29others

46% 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 an enterprise B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01ZoomInfo46%30%60criticized default
02Cognism12%6%47accepted challenger
03Amplemarket12%9%23accepted challenger
04Clay7%18%45accepted challenger
05Apollo.io7%36%44criticized challenger
06HubSpot Breeze Intelligence2%15%34accepted challenger
076sense2%5%22accepted challenger
Show the two products at 0%, ordered by negative rate
09Lusha0%53%17criticized challenger
08Demandbase0%0%23accepted 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.
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not enterprise.
All twenty-one head-to-head pages: the top seven products, each against each

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative60%
Key
01ZoomInfo46%
02Cognism12%
03Amplemarket12%
04Clay7%
05Apollo.io7%
06HubSpot Breeze Intelligence2%
076sense2%
08Demandbase0%
09Lusha0%

What they warned about

Seven of twelve models held their first choice under the paraphrase. GPT-5.4 mini, Gemini 3.5 Flash, Mistral Small, GLM 4.7 FlashX 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
30%
18 of 60 labels negative · 11 of 12 models · 6 hard negative
“High bounce rates: Multiple reviewers report 15%+ bounce rates even after paying enterprise-level prices ... Aggressive contract terms” MiniMax M2.5, negative prompt
Apollo.io
36%
16 of 44 labels negative · 10 of 12 models · 8 hard negative
“Bounce rates of 15-25% ... Trustpilot rating: Only 1.9/5, with widespread complaints about billing practices and unresponsive support” MiniMax M2.5, negative prompt
Clay
18%
8 of 45 labels negative · 8 of 12 models · 2 hard negative
“Clay is powerful for technical teams but poses significant operational risks for standard enterprise deployments.” Qwen 3.7 Flash, negative prompt
Lusha
53%
9 of 17 labels negative · 7 of 12 models · 5 hard negative
“Why to approach with extreme caution: A formal regulatory fine and ongoing investigation should give any enterprise procurement team pause.” DeepSeek V4 Flash, 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

22 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. 295 links across 109 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 · Amplemarket14 answers · 17 citations · 3 models
vendor site · Demandbase13 answers · 14 citations · 3 models
vendor site · Cleanlist12 answers · 17 citations · 3 models
vendor site · SMARTe11 answers · 11 citations · 3 models
vendor site · Salesgenie10 answers · 10 citations · 3 models
vendor site · Snov.io10 answers · 10 citations · 3 models
vendor site · Salesmotion9 answers · 9 citations · 3 models
vendor site · ZoomInfo7 answers · 10 citations · 2 models
vendor site · Zapier6 answers · 6 citations · 3 models
vendor site · Autobound5 answers · 7 citations · 2 models
5 answers · 5 citations · 3 models
5 answers · 5 citations · 2 models

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
ZoomInfo zoominfo.com46%542135,0001,8106,376,738$1,140120
Cognism cognism.com12%3493,6006848,68515
Amplemarket amplemarket.com12%253,600812,0678
Clay clay.com7%287135,000168,089294,05611
Apollo.io apollo.io7%101033,100396111,60894
HubSpot parent site
HubSpot Breeze Intelligence 2%
2%202368,0009,776
6sense 6sense.com2%61849,500316108,788$1,209120
Cleanlist cleanlist.ai2%221,900016,2793
People Data Labs peopledatalabs.com2%403,600702,093$1,962101
FullEnrich fullenrich.com2%251,600118,20010

Google's top ten for the two searches hold 17 sites; 6 of them are among the sites the models cited here (autobound.ai, demandbase.com, salesgenie.com, salesmotion.io, smarte.pro, zapier.com). 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 an enterprise B2B company?”Paraphrase“Which lead and account enrichment service would you recommend to a large B2B company with thousands of employees?”Comparative“What are the top enterprise-grade B2B data enrichment tools and how do they differ?”Budget-constrained“What is the best B2B data enrichment tool for a large company that needs predictable total cost across thousands of users?”Scale-constrained“We are a 5,000 person company with SSO, SOC 2 and procurement review requirements evaluating a B2B data enrichment tool. What should we look at?”Negative“Which B2B data enrichment tools should a large enterprise avoid or be cautious about?”
Claude Haiku 4.5ZoomInfo
Three alternatives6sense, Cleanlist, Cognism
ZoomInfoHeld
Three alternativesAmplemarket, LeadAngel, Openprise
ZoomInfo
Four alternativesAmplemarket, Clay, Cognism, HubSpot Breeze Intelligence
HubSpot Breeze Intelligence
Two alternatives6sense, ZoomInfo
no first choiceagainst: Datanyze
GPT-5.4 miniZoomInfo
Three alternativesApollo.io, Cognism, HubSpot Breeze Intelligence
6senseChanged
Three alternativesApollo.io, HubSpot Breeze Intelligence, ZoomInfo
ZoomInfo
Six alternatives6sense, Cognism, Demandbase, HG Insights, HubSpot Breeze Intelligence, People Data Labs
against: Apollo.io
Cognism
One alternativeHubSpot Breeze Intelligence
against: ZoomInfo
no first choicenothing named
Gemini 3.5 Flashno first choice
Five alternativesClay, Cognism, HubSpot Breeze Intelligence, People Data Labs, ZoomInfo
ClayChanged
Four alternatives6sense, Cognism, Demandbase, ZoomInfo
no first choice
Eight alternatives6sense, Apollo.io, Clay, Cognism, Demandbase, HubSpot Breeze Intelligence, Leadspace, ZoomInfo
Clay, Cognism, People Data Labs
Two alternativesEnrich.so, HubSpot Breeze Intelligence
no first choiceagainst: Apollo.io, Clay, Datablist, Lusha, ZoomInfo
Perplexity SonarZoomInfo
Three alternativesClay, Cognism, Demandbase
ZoomInfoHeld
Three alternativesClay, Cognism, HubSpot Breeze Intelligence
ZoomInfo
Five alternativesClay, Cognism, Demandbase, HubSpot Breeze Intelligence, People Data Labs
Apollo.io
One alternativeClay
against: ZoomInfo
no first choiceagainst: Apollo.io, Clay, Cognism, Dealfront, HubSpot Breeze Intelligence, Hunter, Lusha
Grok 4.20ZoomInfo
Four alternatives6sense, Apollo.io, Clay, Cognism
ZoomInfoHeld
Four alternatives6sense, Apollo.io, Cognism, Demandbase
ZoomInfo
Four alternatives6sense, Cognism, Demandbase, HubSpot Breeze Intelligence
against: Apollo.io, Lusha
Amplemarketagainst: Apollo.io, Clay, Cognism, ZoomInfono first choice
Three alternativesApollo.io, Cognism, ZoomInfo
against: Apollo.io, RocketReach, Seamless.AI, ZoomInfo
Mistral SmallCognism, ZoomInfo
Seven alternatives6sense, Apollo.io, Bombora, Champify, Clearbit Reveal, Leadinfo, UserGems
against: HubSpot Breeze Intelligence
ZoomInfoChanged
Three alternativesClay, Demandbase, HubSpot Breeze Intelligence
ZoomInfo
Four alternativesAmplemarket, Apollo.io, Clay, Cognism
Amplemarket
Two alternativesApollo.io, Clay
against: ZoomInfo
no first choiceagainst: Apollo.io, Clay, HubSpot Breeze Intelligence, InsideView, People Data Labs, ZoomInfo
DeepSeek V4 FlashZoomInfo
Four alternatives6sense, Cognism, Demandbase, HubSpot Breeze Intelligence
ZoomInfoHeld
Four alternatives6sense, Clay, Cognism, Demandbase
ZoomInfo
Seven alternatives6sense, Apollo.io, Clay, Cleanlist, Cognism, Demandbase, HubSpot Breeze Intelligence
Cleanlist
Two alternativesClay, FullEnrich
against: Apollo.io, Lusha, ZoomInfo
no first choiceagainst: Apollo.io, ContactOut, D&B Hoovers, D7 Lead Finder, Dun & Bradstreet, HubSpot Breeze Intelligence, Lusha, Seamless.AI, Snov.io, ZoomInfo
Llama 4 MaverickAmplemarket
Six alternativesApollo.io, Clay, Cleanlist, Cognism, HubSpot Breeze Intelligence, ZoomInfo
AmplemarketHeld
Four alternativesApollo.io, Enrich Layer, HubSpot Breeze Intelligence, ZoomInfo
Amplemarket
Three alternativesApollo.io, Clay, Cognism
against: ZoomInfo
Amplemarket
Three alternativesApollo.io, Clay, Cognism
no first choicenothing named
Qwen 3.7 FlashZoomInfo
Three alternativesAmplemarket, Clay, Leadbase
ZoomInfoHeld
Three alternativesClay, Cognism, HubSpot Breeze Intelligence
ZoomInfo
Four alternativesClay, Cognism, HubSpot Breeze Intelligence, Leadspace
Apollo.io, UpLead
One alternativePeople Data Labs
against: ZoomInfo
no first choiceagainst: Apollo.io, Clay, ZoomInfo
Kimi K2ZoomInfo
Four alternatives6sense, Amplemarket, Clay, Cognism
ZoomInfoHeld
Three alternatives6sense, Demandbase, Dun & Bradstreet
ZoomInfo
Six alternativesAmplemarket, Apollo.io, Clay, Cognism, Demandbase, HubSpot Breeze Intelligence
Cognism
One alternativeDemandbase
against: Amplemarket, Apollo.io, Clay, Lusha, ZoomInfo
no first choice
Three alternatives6sense, Demandbase, ZoomInfo
against: 6sense, Apollo.io, Lusha, RocketReach, Seamless.AI, ZoomInfo
GLM 4.7 FlashXClay, ZoomInfo
Two alternativesApollo.io, Cognism
ZoomInfoChanged
Three alternatives6sense, Clay, Demandbase
Amplemarket, ZoomInfo
Three alternativesClay, Cognism, HubSpot Breeze Intelligence
against: Apollo.io
Apollo.io
Two alternativesCleanlist, Coffee
against: Cognism, ZoomInfo
no first choiceagainst: Apollo.io, Clay, HubSpot Breeze Intelligence, Lusha, Salesgenie, ZoomInfo
MiniMax M2.5Cognism, ZoomInfo
Nine alternatives6sense, Bombora, Census, Champify, Clay, Clearbit Reveal, Hightouch, Leadinfo, UserGems
ZoomInfoChanged
Two alternativesApollo.io, Clay
Amplemarket, ZoomInfo
Five alternatives6sense, Apollo.io, Clay, Cognism, HubSpot Breeze Intelligence
FullEnrich
Two alternativesAirscale, Salesmotion
against: Amplemarket, Apollo.io, Clay, Lusha, SalesIntel, ZoomInfo
no first choiceagainst: Apollo.io, 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 00:34yes79 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:13yes16 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:02yes2124 s
Direct recommendationPerplexity Sonarsonar2026-09-15 04:56yes204 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)2026-09-15 02:15yes019 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-14 23:59yes011 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:13yes021 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:35yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:26yes038 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:09yes063 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:31yes041 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:17yes016 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:15yes139 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:17yes44 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:34yes1017 s
ParaphrasePerplexity Sonarsonar2026-09-15 01:41yes205 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 03:15yes06 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 02:04yes014 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 02:54yes021 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:18yes01 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:34yes044 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:49yes037 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:07yes061 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:45yes022 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:44yes911 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:38yes38 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:18yes1024 s
ComparativePerplexity Sonarsonar2026-09-15 04:12yes209 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)2026-09-14 23:32yes017 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 01:57yes08 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:06yes022 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:02yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 03:21yes061 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:09yes045 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:52yes095 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:12yes016 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:55yes148 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:29yes45 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:46yes2629 s
Budget constrainedPerplexity Sonarsonar2026-09-15 04:43yes205 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 00:41yes010 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 02:41yes06 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:15yes034 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:41yes03 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:57yes071 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:34yes061 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:38yes057 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:17yes078 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:47yes1714 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:22yes08 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:06no015 s
Scale constrainedPerplexity Sonarsonar2026-09-15 00:25yes2013 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 00:09yes010 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 00:03no06 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:31yes031 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:50yes03 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:14yes031 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:58yes035 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:07yes041 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:17yes024 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:34yes1511 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:57yes56 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:22yes1625 s
Negative framingPerplexity Sonarsonar2026-09-15 01:17yes209 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 02:51yes011 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 01:49yes014 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 23:30yes070 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:46yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:44yes038 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:30yes0104 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:25yes0102 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:31yes022 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
Airscale
D7 Lead Finder
Enrich Layer
InfoGroup
Leadbase
Pintel.ai
RevoScale
Seamless AI
ZoomInfo Elite
Discontinued, still offered
No shut-down product was recommended here.
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