# Data enrichment for small business buyers: what AI models recommend, October 2026

Gane Index, October 2026 Edition. Asked as "B2B data enrichment tool" and as "lead and account enrichment service", six framings each, to fourteen models with search on, on behalf of a small B2B company. Page: https://www.gane.ai/index/gtm/gtm-data/data-enrichment/2026-10/smb

This is the permanent record of the October 2026 Edition, published October 1, 2026 and superseded since. The current standing: https://www.gane.ai/index/gtm/gtm-data/data-enrichment/smb/index.md

**Standing:** Apollo.io leads with 77% of first choices; verdict clear leader. 53 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| Rank | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | [Apollo.io](https://www.gane.ai/index/gtm/vendors/apollo-io/index.md) | 77% | 9% | 74 |
| 2 | [Snov.io](https://www.gane.ai/index/gtm/vendors/snov-io/index.md) | 8% | 0% | 25 |
| 3 | [Clay](https://www.gane.ai/index/gtm/vendors/clay/index.md) | 6% | 28% | 40 |
| 5 | [Lusha](https://www.gane.ai/index/gtm/vendors/lusha/index.md) | 2% | 6% | 47 |
| 8 | [HubSpot Breeze Intelligence](https://www.gane.ai/index/gtm/vendors/hubspot-breeze-intelligence/index.md) | 0% | 20% | 41 |
| 9 | [Hunter](https://www.gane.ai/index/gtm/vendors/hunter/index.md) | 0% | 0% | 16 |
| 10 | [UpLead](https://www.gane.ai/index/gtm/vendors/uplead/index.md) | 0% | 0% | 13 |
| 11 | [RocketReach](https://www.gane.ai/index/gtm/vendors/rocketreach/index.md) | 0% | 0% | 11 |
| 45 | [Cognism](https://www.gane.ai/index/gtm/vendors/cognism/index.md) | 0% | 44% | 32 |
| 48 | [ZoomInfo](https://www.gane.ai/index/gtm/vendors/zoominfo/index.md) | 0% | 82% | 50 |

Rank is by share of first choices among all 48 products named; products with the same share are tied, and the order among them carries no meaning. The table lists those with at least 10 labels.

## Each model's first choice on the direct prompt

- Claude Haiku 4.5: Apollo.io; alternatives Adapt, Hunter, Lusha, Snov.io
- GPT-5.4 mini: Apollo.io; alternatives Clay, HubSpot Breeze Intelligence, Hunter
- Gemini 3.5 Flash: Apollo.io, Clay; alternatives Lusha, UpLead
- Perplexity Sonar: Apollo.io; alternatives Clay, Cognism, HubSpot Breeze Intelligence, Lusha
- Grok 4.20: Apollo.io; alternatives Clay, Cleanlist, Cognism, HubSpot Breeze Intelligence
- Mistral Small: Salesgenie, Snov.io; alternatives BookYourData, Clay
- DeepSeek V4 Flash: Apollo.io; alternatives Lusha, UpLead
- Llama 4 Maverick: Salesgenie; alternatives BookYourData, Clay, Snov.io
- Qwen 3.7 Flash: Clay; alternatives Apollo.io, BookYourData, Snov.io
- Kimi K2: Snov.io; alternatives Apollo.io, Clay, RocketReach, SyncGTM
- GLM 4.7 FlashX: Apollo.io; alternatives Dealfront, Lusha, UpLead
- MiniMax M2.5: Apollo.io, Snov.io; alternatives Clay, Lusha
- GPT-6 Luna: Apollo.io; alternatives Clay, HubSpot's built-in data enrichment
- Muse Glimmer 30B: Apollo.io; alternatives Kaspr, Lusha

## Sources the answers cite

78 of 84 answers came back with a source list, from 14 of 14 models. Sites named in the most answers:

- pipeline.zoominfo.com: 45 answers, 89 citations
- cleanlist.ai: 40 answers, 55 citations
- salesgenie.com: 33 answers, 34 citations
- salesmotion.io: 32 answers, 39 citations
- amplemarket.com: 29 answers, 30 citations
- clay.com: 28 answers, 30 citations
- apollo.io: 27 answers, 58 citations
- demandbase.com: 27 answers, 31 citations

Pages named in the most answers:

- https://salesgenie.com/blog/best-b2b-data-enrichment-tools (30 answers)
- https://amplemarket.com/blog/best-b2b-data-enrichment-tools (27 answers)
- https://demandbase.com/blog/b2b-data-enrichment-tools (27 answers)
- https://salesmotion.io/blog/best-b2b-data-enrichment-tools (27 answers)
- https://zapier.com/blog/data-enrichment-tools (26 answers)
- https://cleanlist.ai/blog/15-best-b2b-data-enrichment-providers-in-2025-ranked (24 answers)
- https://clay.com/guides/best/data-enrichment-tools (22 answers)
- https://pipeline.zoominfo.com/sales/data-enrichment-tools (19 answers)
- https://pipeline.zoominfo.com/sales/lead-enrichment-tools (19 answers)
- https://snov.io/blog/data-enrichment-tools (19 answers)

## Warned against

- ZoomInfo: 41 of 50 labels negative. "Enterprise data enrichment platforms like ZoomInfo and Cognism charge $15,000 to $60,000 or more per year, which is not suitable for smaller or medium size businesses." (Claude Haiku 4.5, negative prompt)
- Cognism: 14 of 32 labels negative. "like ZoomInfo and Cognism charge $15,000 to $60,000 or more per year, which is not suitable for smaller or medium size businesses" (Claude Haiku 4.5, negative prompt)
- Clay: 11 of 40 labels negative. "Skip ZoomInfo ($15k+/year), Cognism, or Clay ($185+/month) unless you have dedicated RevOps staff" (Qwen 3.7 Flash, budget prompt)
- 6sense: 8 of 8 labels negative. "6sense has weak contact data quality, with contact records often showing outdated titles or people who have already left the company." (Claude Haiku 4.5, negative prompt)

## Movement since September 2026

Floor: 11 points of share, measured on the calibration repeat.
Same leader: Apollo.io at 74%.

- Clay: 2% to 6%, +4. Inside the floor by 7 points · rank 5 → 3 of 44.
- Snov.io: 12% to 9%, −3. Inside the floor by 8 points · rank 2 of 44, unchanged.
- Apollo.io: 76% to 74%, −2. Inside the floor by 9 points · rank 1 of 44, unchanged.
- Cleanlist: 0% to 2%, +2. Inside the floor by 9 points · rank 9 → 6 of 44.
- UpLead: 2% to 0%, −2. Inside the floor by 9 points · rank 4 → 10 of 44.
- Lusha: 2% to 2%, ±0. Inside the floor by 11 points · rank 3 → 5 of 44.
- HubSpot Breeze Intelligence: 0% to 0%, ±0. Inside the floor by 11 points · rank 8 of 44, unchanged.
- Hunter: 0% to 0%, ±0. Inside the floor by 11 points · rank 10 → 9 of 44.
- RocketReach: 0% to 0%, ±0. Inside the floor by 11 points · rank 29 → 11 of 44.
- Cognism: 0% to 0%, ±0. Inside the floor by 11 points · rank 43 → 38 of 44.
- ZoomInfo: 0% to 0%, ±0. Inside the floor by 11 points · rank 47 → 44 of 44.

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, October 2026 Edition, www.gane.ai/index/gtm.