Bad data costs B2B companies 15-25% of their revenue. Bounced emails tank deliverability. Wrong phone numbers waste rep time. Incomplete records break automations.
Cleanlist exists to fix this. We built a data platform specifically for GTM teams - combining enrichment, verification, and transformation in one place. No more duct-taping five different tools together.
This guide covers every Cleanlist feature and how each one helps you ship cleaner data, faster.
The Numbers Behind Cleanlist
Before diving into features, here's what powers the platform:
| Metric | Value |
|---|---|
| Contact database | 400M+ records |
| Email coverage | 98% |
| Phone find rate | 85% |
| Data providers | 15+ premium sources |
| Companies using Cleanlist | 500+ |
These aren't vanity metrics. They translate directly to more complete records, fewer bounces, and higher connect rates for your outbound campaigns.
Feature 1: Waterfall Enrichment
The problem: Single-source data providers have gaps. You pay for enrichment and still end up with incomplete records.
The solution: Waterfall enrichment queries 15+ premium data providers in sequence until it finds complete, verified information.
How it works
- Your input record enters the cascade
- Provider 1 is queried - if they have verified data, we capture it
- If gaps remain, we cascade to Provider 2, then Provider 3, and so on
- Each response is validated (email syntax, deliverability, freshness)
- The best data from each provider merges into one "golden record"
What you get
- Partial enrichment (1 credit): Verified work email, LinkedIn URL, company data
- Full enrichment (11 credits): Everything above + direct dial phone, mobile number, complete firmographics
Output fields (25+)
Contact data: verified email, personal email, direct phone, mobile, LinkedIn, Twitter, full name, job title, department, seniority level.
Company data: name, domain, industry, employee count, revenue range, headquarters, founded year, tech stack, funding stage.
Metadata: confidence score, sources used, last verified date, processing time.
Most customers see 20-30% higher fill rates compared to single-source tools.
Feature 2: People Search
The problem: You have a target account list but no contact details. Manually finding emails and phones takes hours.
The solution: People Search discovers contacts from LinkedIn profiles and Sales Navigator with one click.
Key capabilities
- LinkedIn lookup: Paste a profile URL, get verified email and phone
- Company search: Enter a company name, get decision-maker contacts
- Bulk discovery: Upload a list of companies, get contacts for each
- Role filtering: Search by title, department, seniority level
Use cases
- Building prospect lists for outbound campaigns
- Finding the right contact at target accounts
- Expanding your database with net-new leads
- Validating contacts before outreach
People Search connects directly to our enrichment engine, so every contact returned is already verified.
Feature 3: ICP Scoring
The problem: Not all leads are equal. Your sales team wastes time on poor-fit prospects while ideal customers slip through.
The solution: ICP Scoring automatically scores and ranks every lead against your Ideal Customer Profile.
Define your ICP with granular criteria
Company targeting:
- Industries and sub-categories
- Company size (startup to enterprise)
- Revenue ranges ($0-$1M to $1B+)
- Tech stack requirements
- Business models (B2B, B2C, SaaS, marketplace)
- Growth signals (hiring, funding, expansion)
Prospect targeting:
- Job titles and variations
- Departments (Sales, Marketing, Engineering)
- Seniority levels (C-Suite, VP, Director, Manager)
- Years of experience
- Skills and certifications
Geographic targeting:
- Countries, states, cities
- Timezone alignment
- Negative geo targeting (exclusions)
How scoring works
Each lead is evaluated against your ICP criteria and assigned a score from 0-100. Higher scores indicate better fit.
- 90-100: Perfect fit - prioritize immediately
- 70-89: Strong fit - include in primary sequences
- 50-69: Moderate fit - consider for nurture campaigns
- Below 50: Poor fit - deprioritize or exclude
Scores update automatically as you enrich more data or adjust your ICP definition.
Feature 4: Smart Columns
The problem: Your CRM data is messy. Job titles are inconsistent ("VP Sales" vs "Vice President of Sales" vs "VP, Sales"). Phone numbers have different formats. Names are parsed wrong.
The solution: Smart Columns uses AI to normalize and transform data automatically.
Transformation types
Job title normalization: Convert "VP Sales" → "Vice President of Sales" or standardize to your preferred format.
Name parsing: Split "John Smith" into First Name: "John", Last Name: "Smith". Handle edge cases like "Dr. Mary Jane Watson-Parker III".
Phone formatting: Standardize to E.164 format (+1 555 123 4567) or any custom format you need.
Industry categorization: Map free-text industries to standardized categories (NAICS, SIC, or custom).
Company name cleanup: Remove Inc., LLC, Ltd. suffixes or standardize them.
How to use it
Smart Columns accepts natural language prompts. Just describe what you want:
- "Normalize all job titles to title case"
- "Extract the domain from email addresses"
- "Flag any phone numbers that aren't US-based"
- "Categorize companies by employee count into Small/Medium/Enterprise"
No formulas. No code. Just describe the transformation in plain English.
Feature 5: Sales Nav Scraper
The problem: You've built the perfect Sales Navigator search but exporting contacts manually is tedious. And the exports come without verified contact details.
The solution: Sales Nav Scraper bulk exports your Sales Navigator lists and enriches them automatically.
Workflow
- Build your search in LinkedIn Sales Navigator
- Connect Cleanlist to your Sales Navigator account
- Select the list or search you want to export
- Cleanlist extracts all profiles and runs enrichment
- Download complete contact records (email, phone, company data)
Benefits over manual export
- Speed: Export thousands of profiles in minutes, not hours
- Completeness: Every record is enriched through the waterfall
- Accuracy: Emails are verified, phones are validated
- No copy-paste: Direct integration eliminates manual data entry
This is particularly valuable for sales teams running ABM campaigns against defined account lists.
Feature 6: Playbook Builder
The problem: Setting up GTM workflows requires engineering resources. Connecting data sources, building enrichment flows, syncing to CRMs - it takes weeks.
The solution: Playbook Builder offers pre-built GTM playbooks you can deploy in minutes.
Available playbooks
Outbound Sales Playbook
- Ingest leads from any source
- Enrich with waterfall enrichment
- Score against your ICP
- Push to Outreach, Salesloft, or Apollo
ABM Campaign Playbook
- Upload target account list
- Discover decision-maker contacts
- Enrich and verify all records
- Sync to HubSpot or Salesforce
Event Follow-Up Playbook
- Import badge scans or registration lists
- Enrich contacts in real-time
- Score leads by fit and intent
- Route to appropriate sales reps
CRM Cleanup Playbook
- Connect your CRM
- Identify records with missing data
- Enrich gaps automatically
- Update records in place
No engineering required
Each playbook is pre-configured with best practices. Select a playbook, connect your data sources, and deploy. Cleanlist handles the enrichment logic, data validation, and CRM syncing.
How It All Connects
These features aren't siloed - they work together:
- People Search finds contacts at your target accounts
- Waterfall Enrichment fills in verified emails and phones
- Smart Columns normalizes job titles and company data
- ICP Scoring ranks leads by fit
- Playbook Builder pushes everything to your CRM
The result: complete, clean, scored records flowing into your sales tools automatically.
Integration Ecosystem
Cleanlist connects natively to 15+ tools:
CRMs: HubSpot, Salesforce, Pipedrive, Salesflare
Sales engagement: Outreach, Salesloft, Apollo
Data sources: LinkedIn Sales Navigator, CSV uploads, API
Destinations: Webhooks, Zapier, direct API
Getting Started
Setup takes 2 minutes:
- Create a free Cleanlist account (no credit card required)
- Upload a test list of 50-100 contacts
- Run waterfall enrichment
- Review results and connect your CRM
Most teams see results on day one. No implementation project, no IT involvement, no waiting.
Frequently Asked Questions
How is Cleanlist different from ZoomInfo or Apollo?
Cleanlist uses waterfall enrichment across 15+ providers, not a single database. This means higher fill rates and fresher data. We also include transformation tools (Smart Columns) and ICP scoring that others charge separately for.
What's the pricing model?
Credit-based pricing. Partial enrichment costs 1 credit per record, full enrichment costs 11 credits. No monthly minimums on most plans. See pricing for details.
Can I try before buying?
Yes. Free accounts include credits to test all features. No credit card required to start.
How do integrations work?
Native integrations connect in one click (OAuth). For CRMs like Salesforce, we offer a managed package. Custom integrations use our REST API.
Is my data secure?
Cleanlist is SOC 2 compliant. We don't store your input data longer than necessary for processing. All data is encrypted in transit and at rest.
Bad data is a solved problem. Cleanlist gives GTM teams the enrichment, verification, and transformation tools they need - all in one platform. Start your free trial and see the difference clean data makes.