September 2026 Edition, published · The permanent record of that edition, superseded since.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

Data enrichment for small business buyers

Asked as “B2B data enrichment tool”, and as “lead and account enrichment service”, on behalf of a small B2B company. 42 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
76%
Clear leader
76Apollo.io12Snov.io02Amplemarket10others

76% 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 small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Apollo.io76%13%62endorsed leader
02Snov.io12%3%31accepted challenger
03Lusha2%6%48accepted challenger
04UpLead2%0%16accepted challenger
05Clay2%29%35criticized challenger
Show the five products at 0%, ordered by negative rate
10ZoomInfo0%87%39criticized challenger
09Cognism0%43%28criticized challenger
06HubSpot Breeze Intelligence0%15%40accepted challenger
07Cleanlist0%0%14accepted challenger
08Hunter0%0%12accepted 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 small business.
All twenty-one head-to-head pages: the top seven products, each against each

One product takes 76% 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. Three products carry a negative rate above 25% in this category.

What they warned about

Eight of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Perplexity Sonar, 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
87%
34 of 39 labels negative · 10 of 12 models · 17 hard negative
“High contract costs: Median $33,500/year... Cancellation difficulties... Even "major" tools like Apollo and ZoomInfo ship raw data that would bounce at 9-13%” GLM 4.7 FlashX, negative prompt
Apollo.io
13%
8 of 62 labels negative · 8 of 12 models · 2 hard negative
“here are the B2B data enrichment tools small businesses should avoid or approach with caution: ## Major Tools with Significant Data Quality Issues ### 1. Apollo.io” GLM 4.7 FlashX, negative prompt
Clay
29%
10 of 35 labels negative · 8 of 12 models · 2 hard negative
“requires RevOps engineering skills \u2014 steep learning curve for most small teams” DeepSeek V4 Flash, direct prompt
Cognism
43%
12 of 28 labels negative · 5 of 12 models · 9 hard negative
“Very costly ($15,000+/year), phone-first for EMEA markets, not ideal for small US-focused teams” MiniMax M2.5, 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. 270 links across 91 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 · Demandbase12 answers · 12 citations · 3 models
vendor site · Amplemarket11 answers · 11 citations · 3 models
vendor site · SMARTe11 answers · 11 citations · 3 models
vendor site · Salesgenie10 answers · 10 citations · 3 models
vendor site · Salesmotion9 answers · 9 citations · 3 models
vendor site · Snov.io9 answers · 9 citations · 3 models
vendor site · Sparkle.io8 answers · 8 citations · 3 models
vendor site · Cleanlist6 answers · 9 citations · 2 models
vendor site · Sbl.so6 answers · 6 citations · 3 models
vendor site · Autobound5 answers · 5 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
Apollo.io apollo.io76%101033,100396111,60894
Snov.io snov.io12%563,6007146,5283
Lusha lusha.com2%28012,10089352,570$1157
UpLead uplead.com2%833,6005715,3397
Clay clay.com2%287135,000168,089294,05611
Amplemarket amplemarket.com2%253,600812,0678
Lead411 lead411.com2%151,6002979,3554
HubSpot parent site
HubSpot Breeze Intelligence 0%
0%202368,0009,776
Cleanlist cleanlist.ai0%221,900016,2793
Hunter hunter.io0%79201,000280,275152,7826

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, sparkle.io). 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 small B2B company?”Paraphrase“Which lead and account enrichment service would you recommend to a small business that sells to other businesses?”Comparative“What are the top B2B data enrichment tools for a small team and how do they differ?”Budget-constrained“What is the best B2B data enrichment tool for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a B2B data enrichment tool. What should we look at?”Negative“Which B2B data enrichment tools should a small business avoid or be cautious about?”
Claude Haiku 4.5Apollo.io
Five alternativesClay, Cognism, HubSpot Breeze Intelligence, Lusha, Snov.io
Snov.ioChanged
Four alternativesApollo.io, Cleanlist, HubSpot Breeze Intelligence, Lusha
Apollo.io, Lusha
One alternativeAdapt
Apollo.io, Lead411
Two alternativesContactOut, Snov.io
against: Seamless.AI
no first choiceagainst: 6sense, Apollo.io, Clay, Demandbase, HubSpot Breeze Intelligence, Pipl
GPT-5.4 miniApollo.io
Two alternativesFullEnrich, UpLead
Apollo.ioHeld
Two alternativesCognism, HubSpot Breeze Intelligence
against: ZoomInfo
Apollo.io
Three alternativesCognism, HubSpot Breeze Intelligence, Hunter
against: ZoomInfo
Apollo.io
One alternativeHunter
against: HubSpot Breeze Intelligence
no first choicenothing named
Gemini 3.5 FlashApollo.io
Three alternativesClay, HubSpot Breeze Intelligence, Lusha
against: ZoomInfo
Apollo.ioHeld
Three alternativesClay, HubSpot Breeze Intelligence, UpLead
against: 6sense, ZoomInfo
Apollo.io, Clay
Three alternativesHubSpot Breeze Intelligence, Hunter, Lusha
against: ZoomInfo
Apollo.io
Four alternativesClay, Findymail, Lusha, Prospeo
Clay
Three alternativesApollo.io, Cognism, HubSpot Breeze Intelligence
against: ZoomInfo
against: 6sense, Demandbase, Seamless.AI, ZoomInfo
Perplexity SonarApollo.io
Four alternativesLead411, Lusha, Snov.io, UpLead
UpLeadChanged
One alternativeApollo.io
Apollo.io
Four alternativesClay, Cognism, HubSpot Breeze Intelligence, Lusha
against: ZoomInfo
Apollo.io
Three alternativesDatanyze, Lusha, Snov.io
no first choiceagainst: Apollo.io, Clay, Cognism, Dealfront, Lusha, ZoomInfo
Grok 4.20Apollo.io
Five alternativesClay, HubSpot Breeze Intelligence, Lusha, Snov.io, UpLead
against: Cognism, ZoomInfo
Apollo.ioHeld
Three alternativesLusha, Snov.io, UpLead
Apollo.io
Five alternativesClay, Cleanlist, Lusha, Snov.io, UpLead
against: Cognism, ZoomInfo
Apollo.io, Snov.io
Two alternativesCleanlist, Lusha
against: Cognism, ZoomInfo
no first choice
Five alternativesApollo.io, Cleanlist, Cognism, HubSpot Breeze Intelligence, Lusha
against: ZoomInfo
against: Apollo.io, Clay, Cognism, ZoomInfo
Mistral SmallApollo.io
Three alternativesHubSpot Breeze Intelligence, Lusha, Snov.io
Apollo.ioHeld
Four alternativesClay, HubSpot Breeze Intelligence, Lusha, Snov.io
against: HubSpot Breeze Intelligence
Amplemarket
Five alternativesApollo.io, CUFinder, Clay, HubSpot Breeze Intelligence, Lusha
Apollo.io
Four alternativesLeadIQ, Lusha, Snov.io, UpLead
no first choiceagainst: Apollo.io, Clay, HubSpot Breeze Intelligence, People Data Labs, Seamless.AI, ZoomInfo
DeepSeek V4 FlashApollo.io
Three alternativesLusha, Snov.io, UpLead
against: 6sense, Clay, Cognism, Demandbase, ZoomInfo
Apollo.ioHeld
Two alternativesCleanlist, Lusha
against: 6sense, Clay, Cognism, Demandbase, ZoomInfo
Apollo.io, Snov.io
Six alternativesClay, Cleanlist, HubSpot Breeze Intelligence, Lusha, Prospeo, UpLead
Apollo.io
Four alternativesCleanlist, GetProspect, Lusha, Snov.io
against: 6sense, Cognism, Demandbase, ZoomInfo
no first choice
Five alternativesApollo.io, Breeze, Clay, Lusha, Snov.io
against: ZoomInfo
against: 6sense, Apollo.io, Clay, Demandbase, Kaspr, Lusha, ZoomInfo
Llama 4 MaverickAmplemarket
One alternativeBookYourData
Snov.ioChanged
Four alternativesApollo.io, HubSpot Breeze Intelligence, Lusha, Sbl.so
Apollo.io
Two alternativesClay, ZoomInfo
Apollo.io
Four alternativesCleanlist, Lead411, Snov.io, Tomba
no first choicenothing named
Qwen 3.7 FlashApollo.io
Four alternativesClay, Cognism, Lusha, Snov.io
Apollo.ioHeld
Three alternativesClay, HubSpot Clearbit Reveal, Lusha
against: ZoomInfo
Apollo.io
Four alternativesAmplemarket, Clay, HubSpot Breeze Intelligence, Snov.io
Apollo.io
One alternativeSnov.io
against: Clay
Apollo.io, Lusha
Four alternativesCognism, HubSpot Breeze Intelligence, Hunter, Snovio
against: ZoomInfo
against: HubSpot Breeze Intelligence, ZoomInfo
Kimi K2Apollo.io
Four alternativesCleanlist, HubSpot Breeze Intelligence, Lusha, RocketReach
against: Cognism, ZoomInfo
Apollo.ioHeld
Four alternativesCleanlist, HubSpot Breeze Intelligence, Lusha, Snov.io
against: Clay, ZoomInfo
Apollo.io
Six alternativesClay, Datanyze, HubSpot Breeze Intelligence, Hunter, Lusha, Snov.io
against: 6sense, Amplemarket, Cognism, Demandbase, LeadGenius, ZoomInfo
Snov.io
Three alternativesApollo.io, Datanyze, RocketReach
against: ZoomInfo
Apollo.io, Snov.io
Two alternativesClay, Cognism
against: ZoomInfo
against: Apollo.io, Cognism, Crunchbase, Kaspr, RocketReach, Snov.io, ZoomInfo
GLM 4.7 FlashXApollo.io
Four alternativesBookYourData, Clay, HubSpot Breeze Intelligence, Lusha
Apollo.ioHeld
Three alternativesCognism, HubSpot Breeze Intelligence, Lusha
against: ZoomInfo
Apollo.io, Snov.io
Four alternativesClay, Cleanlist, HubSpot Breeze Intelligence, Lusha
against: ZoomInfo
Apollo.io
Two alternativesHubSpot Breeze Intelligence, Snov.io
no first choiceagainst: Apollo.io, Lusha, Seamless.AI, ZoomInfo
MiniMax M2.5no first choiceApollo.ioChanged
Three alternativesClay, HubSpot Breeze Intelligence, UpLead
against: ZoomInfo
Apollo.io
Four alternativesBookYourData, Cleanlist, HubSpot Breeze Intelligence, Lusha
Apollo.io
Three alternativesHubSpot Breeze Intelligence, Hunter, Lusha
no first choiceagainst: Apollo.io, Clay, Cognism, HubSpot Breeze Intelligence, People Data Labs, 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 00:04yes86 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:27yes24 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:19yes1722 s
Direct recommendationPerplexity Sonarsonar2026-09-15 01:00yes204 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 02:57yes012 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 04:27yes08 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 03:26yes027 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:38yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:06yes046 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:16yes028 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:59yes035 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:05no03 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 22:55yes78 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:46yes43 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:11yes917 s
ParaphrasePerplexity Sonarsonar2026-09-15 03:31yes204 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 01:08yes08 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 01:29yes08 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 23:02yes032 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:40yes01 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:35no040 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:39yes035 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:52yes014 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:14yes017 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:07yes68 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:06yes79 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:10yes1421 s
ComparativePerplexity Sonarsonar2026-09-15 01:28yes209 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 02:32yes010 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 02:00yes08 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:26yes042 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:31yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:45yes031 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:09yes057 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:33yes027 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:34yes016 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:10yes89 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:06yes34 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:04yes1926 s
Budget constrainedPerplexity Sonarsonar2026-09-14 23:52yes204 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 04:46yes07 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 03:01yes08 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 01:57yes013 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:31yes01 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:30yes029 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:35yes032 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:34yes064 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 05:07yes09 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:08no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:56no07 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:27yes1023 s
Scale constrainedPerplexity Sonarsonar2026-09-15 01:18yes207 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 04:09yes09 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-14 23:11no012 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-14 23:38yes021 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:44yes02 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:40no034 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 00:10yes033 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:16yes0182 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:17yes016 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:07yes1410 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:48yes45 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 01:46yes1823 s
Negative framingPerplexity Sonarsonar2026-09-15 02:30yes209 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 03:41yes08 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 03:57yes012 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 01:24yes047 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 22:56yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:32yes053 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:48yes053 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 05:05yes036 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:12yes025 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 read as HubSpot Breeze Intelligence
HubSpot Breeze read as HubSpot Breeze Intelligence
HubSpot Breeze (Clearbit) read as HubSpot Breeze Intelligence
HubSpot Breeze (formerly Clearbit) read as HubSpot Breeze Intelligence
Unresolved, counted raw
HubSpot Clearbit Reveal
Pipl
Discontinued, still offered
No shut-down product was recommended here.
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