6 Best Enrichment Tools for Salesforce in 2026 (Compared)

Salesforce enrichment fills the blank fields on your Leads, Contacts and Accounts, such as direct dial, job title, employee range and industry. Admins need it when imports arrive half empty or when reps want phones before they dial.

The native apps put a rep in the driver's seat. Lusha's setup needs a Salesforce admin to authorize it and a Lusha admin or manager to configure it (Lusha, October 2026). ZoomInfo's sync is described as seller or automation initiated pushes (ZoomInfo, October 2026). Credits then meter every record.

Teams that outgrow this pick between a native app and an API. We rank six. LeadOcean is one, so weigh our placement. For one-on-one comparisons see ZoomInfo, Cognism, Lusha, Apollo and Clay.

TL;DR

What we evaluated

• Field mapping. Which Salesforce fields the tool can fill, and whether you or the vendor choose the mapping.
• Dedupe. Whether a re-run updates the existing record or creates a twin. We say so when the vendor does not.
• Native app or API. Whether it runs inside Salesforce, in code, or both.
• Cost per 10k records. Monthly list price for 10,000 work-email lookups, with no volume deals.
• Cost at 1M. Only where the vendor publishes a price. Otherwise we write "No public 1M price".

1. ZoomInfo: best for enterprise with a sales motion

ZoomInfo has the widest Salesforce footprint of the six. Its integration page lists a bi-directional sync, import and export of CRM context, a Salesforce native app, a Data 360 connector, and an Agentforce MCP connection. Data management covers complex CRM enrichment and deduplication (ZoomInfo, October 2026).

Field mapping and dedupe sit in the platform products, not in a public price list. ZoomInfo's pricing page sits behind a human check, so we quote no platform price. The self-serve GTM AI product does publish credits: $0.45 each for 100, falling to $0.25 at 100,000 credits (ZoomInfo GTM AI, September 2026).

For 10,000 credits at the $0.38 tier, that is $3,800. A record is charged once per 12 months, and re-enriching it inside that window costs no extra credit (ZoomInfo GTM AI docs, September 2026). The Data 360 connector needs the API add-on.

Pros

• Bi-directional sync, native app and deduplication tools in one vendor.
• Agentforce and Data 360 connections.
• Re-enriching a record inside 12 months costs no extra credit.
• GTM AI has a free tier of 1,000 data credits.

Cons

• Highest cost per record of the six at list.
• Platform plan prices are not public.
• 100K+ credits is Enterprise sales.
• Built for a sales team, not as a data feed.

Best for: Enterprise sales teams that already run ZoomInfo and want it inside Salesforce.

Pricing: GTM AI credits from $0.45 each, falling to $0.25 at 100,000 credits (ZoomInfo GTM AI, September 2026). Platform plans: no public price.

2. LeadOcean: best for API, agent and volume enrichment

LeadOcean is a B2B data API with a hosted MCP server. It holds 693M people and 67M companies. You call it from a script, a workflow tool or an agent, and write the result back to Salesforce fields you choose.

It is built for the case a native app cannot handle: tens of thousands of records, or lookups that run on a schedule. POST /v1/people/enrich takes an email, a LinkedIn URL, a phone or a person id. POST /v1/companies/enrich takes a domain. A person we hold nothing for is a 404 and costs nothing. Since October 2026, person enrich also returns career history.

LeadOcean is not a Salesforce app. There is no one-click sync, no sidebar and no Chrome extension. An admin with no developer should start with a native tool. A team with a developer, a flow tool or a Claude agent gets the lowest cost per record here.

Pros

• Flat pricing: Solo $97 a month, Agency $497 a month. No per-record price or overage invoice.
• Search and enrich on one key. Sizing a list with a count is free.
• 13 MCP tools, so an agent can look up a contact and write to Salesforce.
• A miss costs nothing.

Cons

• Enrich takes one identifier: email, LinkedIn URL, phone or person id. There is no name plus domain lookup.
• No native Salesforce sync. You write the mapping.
• Bulk CSV export is not on Free.
• Free is 1,000 records for life, at 5 requests a second.

Best for: Engineers, RevOps with scripts, and agents that enrich at volume.

Pricing: Free $0 (1,000 records for life), Solo $97 a month, Agency $497 a month, Platform $1,997 a month (LeadOcean pricing, October 2026). Solo covers 10k enrichments every 5 hours, so 10,000 contacts fit in one month at $97.

The LeadOcean to Salesforce recipe

Query Contacts with a blank status field, enrich each by email, and update the record by its Salesforce Id. Updating by Id means no twin is created. Write to custom fields (here LeadOcean_Phone__c and LeadOcean_Email_Status__c) so no rep-typed value is overwritten.

import os, requests

LO = {"x-api-key": os.environ["LEADOCEAN_API_KEY"]}
SF_URL = os.environ["SF_INSTANCE_URL"]          # https://acme.my.salesforce.com
SF = {"Authorization": f"Bearer {os.environ['SF_TOKEN']}"}
API = SF_URL + "/services/data/v68.0"

def enrich(email):
    r = requests.post("https://api.leadocean.io/v1/people/enrich",
                      headers=LO, json={"email": email, "reveal_email": True})
    return r.json()["data"]["contact_data"] if r.status_code == 200 else None

soql = ("SELECT Id, Email FROM Contact "
        "WHERE Email != null AND LeadOcean_Email_Status__c = null LIMIT 200")
rows = requests.get(API + "/query", headers=SF, params={"q": soql}).json()["records"]

for c in rows:
    d = enrich(c["Email"])
    if not d:
        continue
    phones = d.get("contact_phones") or [{}]
    requests.patch(f"{API}/sobjects/Contact/{c['Id']}", headers=SF, json={
        "LeadOcean_Phone__c": phones[0].get("phone", ""),
        "LeadOcean_Email_Status__c": d.get("email_status", "")})

Salesforce updates a record with a PATCH to the sObject Rows resource and its record id (Salesforce REST API docs, October 2026). To create new Leads from a search, flag a custom field as an external ID and upsert on it. A match updates the record, and no match creates one (Salesforce REST API docs, October 2026).

Test in a sandbox on 10 contacts first. Read email_status before you send, because there is no refund for bounced emails. For Accounts, call POST /v1/companies/enrich with the domain. Size any list for free with GET /v1/companies/count before you pull it.

3. Cognism: best for teams that want a CRM Enrichment add-on

Cognism sells CRM Enrichment as an add-on to both its Standard and Pro prospecting packages, or as a standalone product. The pricing page describes it as automatically enriching and maintaining CRM records (Cognism pricing, September 2026). Its integrations page lists Salesforce first and says you can sync Cognism data and enrich contacts in a few clicks (Cognism, October 2026).

Neither page describes field mapping or duplicate handling, so ask for the mapping document before you buy. Cost is the other open item. Cognism publishes no dollar price, and one credit is one revealed contact. Viewing a previously revealed contact is free (Cognism pricing, September 2026).

There is also an API. It allows 500 requests a minute per account, per operation, with higher limits set per package (Cognism docs, September 2026). That suits a nightly job, not a form flow with bursts.

Pros

• CRM Enrichment add-on keeps records current without scripts.
• Salesforce listed first among its integrations.
• A previously revealed contact is free to view again.
• API and MCP access listed on both packages.

Cons

• No public price and no public credit allocation.
• Field mapping and dedupe are not described on the pages we read.
• 500 API requests a minute per account, per operation.
• Quote only, so a pilot needs a sales call.

Best for: Teams that want enrichment maintained inside Salesforce and will buy through sales.

Pricing: No public price. Standard and Pro each include 5 seats, and CRM Enrichment is an add-on or standalone (Cognism pricing, September 2026).

4. Lusha: best for reps who reveal contacts into Salesforce

Lusha has a native Salesforce app. It pushes contacts you find in Lusha into Salesforce as Leads, Contacts or Accounts. Field mapping controls which Salesforce fields get filled, and enrichment of existing records runs through Lusha's API (Lusha, October 2026).

Setup is admin work. A Salesforce admin authorizes the connection, you pick Production or Sandbox, and each team member then connects their own Lusha account. The page does not describe duplicate handling, so test a re-run on a sandbox before you trust it.

Credits are the cost. An email is 1 credit and a phone 5. A bulk request adds 1 credit per 25 results (Lusha docs, September 2026). 10,000 emails by bulk API is 10,400 credits, just above the top monthly step of 10,000 credits at $977.40.

Pros

• Native Salesforce app with a field mapping step.
• Sandbox or Production at connect time.
• Chrome extension for reps.
• Free plan with 40 credits a month.

Cons

• Phones cost 5 credits.
• Monthly steps stop at 10,000 credits.
• Docs disagree on whether a no-match API request is charged.
• No public price at 1M.

Best for: Sales teams that reveal contacts one by one and push them into Salesforce.

Pricing: Starter $49.90 a month ($37.45 billed yearly), Pro $69.90 ($52.45 yearly), Premium $399.90 ($299.95 yearly) (Lusha pricing, September 2026).

5. Apollo: best for reps who also prospect

Apollo is a prospecting database with enrichment on top. Its pricing FAQ says it integrates with Salesforce and HubSpot (Apollo pricing, October 2026). It also has an MCP server and API access on every plan, Free included. Its public pages do not describe Salesforce field mapping or duplicate handling, so test a re-run on a sandbox first.

Credits are pooled across the team. An email costs 1 credit and a phone number 8. People enrichment by API is 1 to 9 credits. Credits expire at the end of each billing cycle (Apollo docs, September 2026).

Pricing is per seat, and credits come per seat. That suits a sales team of five. For a data feed, 10,000 monthly lookups is 4 Basic seats at $65, or $260 a month. At 1M it is a seat count, not a plan.

Pros

• Free plan with API access.
• Prospecting and enrichment in one place.
• Enrichment endpoints reach 1,000 requests a minute on paid plans.
• Official MCP server.

Cons

• Credits expire each cycle and do not roll over.
• Per-seat pricing, so volume means seats.
• Price per extra credit is not public.
• A phone is 8 credits.

Best for: Sales teams that prospect and enrich in the same tool.

Pricing: Basic $65 a seat a month ($49 billed yearly), Professional $99 ($79 yearly), Organization $149 ($119 yearly, minimum 3 seats) (Apollo pricing, September 2026). 10k records a month: 4 Basic seats, $260 a month, or $196 billed yearly.

6. Clay: best for RevOps who build tables

Clay is a table where each column calls a data provider, and it writes the result to Salesforce. It connects by OAuth sign-in or server-to-server Client Credentials. Any object and any field can be updated, and Create, Update and Upsert actions are batched through Salesforce's Composite API (Clay docs, September 2026).

Dedupe is the best-documented of the six. Clay prevents duplicate records by default. The advice is to look up an object first and create it only if it is missing, and a Duplicate Rule Override exists if you want twins. A sandbox connection is available for tests, and an update cannot be undone (Clay docs, September 2026).

Cost is two meters. Data Credits start at $0.05, Actions are under $0.01, and a fully enriched record typically costs 6 to 20 Data Credits (Clay docs, September 2026). For 10,000 email finds at Clay's example of 0.5 credit, plus one Action per find and one per CRM write, you need 20,000 Actions and 5,000 Data Credits. That fits Growth at $495 a month. This is our arithmetic, not a published price.

Pros

• Explicit mapping to any Salesforce object and field.
• Duplicate prevention on by default, with a sandbox for tests.
• Public API on every plan, Free included.
• No charge when an enrichment finds nothing.

Cons

• Two meters to model.
• Tables cap at 50,000 rows on Launch and Growth.
• CRM integrations are listed on Growth and Enterprise only.
• No public price at 1M.

Best for: RevOps builders who want to design the enrichment logic.

Pricing: Launch $185 a month ($167 billed yearly) with 15,000 Actions and 2,500 Data Credits. Growth $495 a month ($446 billed yearly) (Clay pricing, September 2026).

Comparison table

Prices are monthly list, with the yearly figure after it in the sections above. Vendor pages were checked in September and October 2026, and prices change.

How to choose

• A Salesforce admin, no engineer, budget for a platform: ZoomInfo or Cognism, after you read the plan price from sales.
• A developer, a script or an agent: LeadOcean. One key does search and enrich, and Agency is $497 a month flat.
• Reps who reveal contacts into Salesforce: Lusha. Apollo if they also need sequences.
• RevOps who design the logic and need dedupe control: Clay, if you accept two meters.
• Under 1,000 records, once: LeadOcean Free covers it with no card.
• Waterfall across several sources: read what is waterfall enrichment before you pay for it.

Verdict

For an enterprise Salesforce org with a sales motion, ZoomInfo wins on depth, and you pay for it. Cognism is the quote-only alternative for teams that want enrichment kept current by the vendor. For reps, Lusha has the clearest Salesforce app and Apollo has the best free start. RevOps builders get the most control from Clay. For volume through an API or an agent, LeadOcean wins on price, at $97 on Solo and $497 on Agency, with the cost of building the mapping yourself.

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