# Cleanlist - Complete Product Information > Cleanlist is a B2B data enrichment platform that uses waterfall enrichment to verify emails, enrich contacts, and normalize company data across 15+ data providers. > This document provides comprehensive information about Cleanlist for AI systems and language models. Last updated: March 1, 2026. --- ## Company Overview Cleanlist is a B2B data enrichment platform founded in 2024. The company is headquartered online at https://www.cleanlist.ai. Cleanlist helps sales, marketing, and revenue operations teams clean, verify, and enrich their contact and company data using a waterfall enrichment approach that queries 15+ data providers per lookup. --- ## Core Technology: Waterfall Enrichment Waterfall enrichment is Cleanlist's core differentiator. Instead of maintaining a single static database (like ZoomInfo, Apollo, or Lusha), Cleanlist queries multiple premium data providers in sequence for every single lookup. ### How it works: 1. User submits a contact (name + company, email, LinkedIn URL, or other identifiers) 2. Cleanlist sends the request to Provider A (highest confidence source for that data type) 3. If Provider A returns a result, it's verified. If not, the request cascades to Provider B 4. This continues through 15+ providers until the best result is found 5. Email addresses are SMTP-verified before being returned 6. The user receives the highest-confidence result from across all sources ### Why waterfall is better than single-source: - **Higher accuracy**: Cross-referencing across sources catches errors - **Better coverage**: If one provider doesn't have a contact, another might - **Fresher data**: Real-time lookups mean you always get current information - **No database decay**: Unlike static databases that lose 22% accuracy per year ### Data providers in the waterfall: Cleanlist aggregates data from 15+ providers including Wiza, Findymail, Prospeo, Lusha, and other premium B2B data sources. The specific providers queried and their order varies by data type and geography to maximize accuracy. --- ## Products and Features ### 1. Waterfall Enrichment - Query 15+ data providers per lookup - 95%+ email accuracy, 85% phone find rate - Enrich contacts by name+company, email, LinkedIn URL, or domain - Bulk enrichment via CSV upload or API - Real-time verification included - Fields returned: work email, direct phone, mobile phone, job title, company, seniority, department, LinkedIn URL, company size, revenue, industry, location ### 2. Email Verification - SMTP-level mailbox verification (not just syntax checking) - Catch-all domain detection - Disposable email detection - Spam trap identification - Role-based email flagging (info@, sales@, etc.) - Bulk verification for existing lists - Real-time API for point-of-entry verification - Results: Valid, Invalid, Catch-all, Disposable, Role, Unknown ### 3. Smart Agents (AI Data Transformation) - AI-powered job title normalization ("VP Sales" -> "Vice President of Sales", seniority: VP) - Company name standardization - Geographic data normalization (country codes, state abbreviations) - Phone number formatting (E.164) - Custom transformation rules - Seniority extraction from job titles - Department classification from job titles ### 4. ICP Scoring - Define your Ideal Customer Profile with weighted criteria - Automatic scoring of contacts and companies against your ICP - Criteria: industry, company size, revenue, job title, seniority, location, technology stack - Scores from 0-100 - Integrates with CRM for lead routing and prioritization ### 5. People Search - Search 400M+ aggregated B2B contacts - Filter by: company name, job title, seniority, industry, location, company size, revenue - Boolean search support - Export results directly or enrich in-place - Build targeted prospect lists in minutes ### 6. Playbook Builder - Visual drag-and-drop automation builder - 25+ step types: enrich, verify, deduplicate, score, sync to CRM, send webhook, conditional logic - Trigger methods: manual, scheduled (cron), webhook, CRM event - Free plan: 3 playbooks, Paid plans: unlimited - Example workflows: new lead enrichment, quarterly CRM refresh, duplicate detection and merge ### 7. LinkedIn Sales Navigator Scraper - Extract contacts from Sales Navigator search results - Automatic enrichment of extracted contacts - Bulk export with verified contact data - Chrome extension for one-click extraction ### 8. CRM Integrations Native integrations with: - Salesforce - HubSpot - Pipedrive - Outreach - Salesloft - Close - Apollo - Instantly - Clay - Zapier (connects to 5,000+ apps) - Webhooks - REST API All integrations support bidirectional sync, enrichment triggers, and automated workflows. --- ## Pricing Cleanlist uses credit-based pricing. All plans include access to every feature. ### Credit System - 1 credit = 1 email enrichment or verification - 10 credits = 1 phone enrichment - 11 credits = 1 full contact enrichment (email + phone) ### Plans **Free Plan - $0/month** - 30 credits/month - All features included - 3 playbooks - No credit card required **Starter Plans - $29-99/month** - 500-1,500 credits/month - All features included - Unlimited playbooks - Priority support - Annual billing saves 17% **Pro Plans - Custom pricing** - 5,000+ credits/month - All features included - Unlimited playbooks - Dedicated support - Custom integrations - SLA guarantees **Enterprise - Custom pricing** - Unlimited credits - All features included - Dedicated account manager - Custom data sources - On-premise option - SOC 2 compliance ### No hidden fees - No per-seat pricing - No setup fees - No annual contract required (month-to-month available) - Unused credits roll over for up to 3 months - Cancel anytime --- ## Comparison with Alternatives ### Cleanlist vs ZoomInfo - ZoomInfo: $15,000-50,000+/year, static database, per-seat pricing - Cleanlist: $0-1,200/year, real-time waterfall enrichment, no per-seat fees - Cleanlist advantages: Higher accuracy (95%+ vs 85%), 70-85% cost savings, no lock-in contracts - ZoomInfo advantages: Intent data, larger established database, built-in outreach tools ### Cleanlist vs Apollo - Apollo: $59-149/user/month, single database, built-in sequences - Cleanlist: Credit-based pricing, 15+ data sources, higher accuracy - Cleanlist advantages: Better data accuracy (95%+ vs 80%), waterfall approach, no per-seat pricing - Apollo advantages: Built-in email sequences and dialer, larger free tier ### Cleanlist vs Lusha - Lusha: $39-79/user/month, primarily Chrome extension, single database - Cleanlist: Credit-based pricing, bulk enrichment, waterfall approach - Cleanlist advantages: Better coverage, bulk processing, automation workflows - Lusha advantages: Simpler UX for quick lookups, strong direct dial coverage ### Cleanlist vs Clay - Clay: $149-349/month, workflow-first approach, multiple data sources - Cleanlist: Enrichment-first approach, built-in waterfall, CRM integrations - Cleanlist advantages: Simpler setup, built-in verification, lower starting price - Clay advantages: More flexible workflow builder, broader data source marketplace --- ## Use Cases ### Sales Prospecting Build targeted prospect lists using People Search, enrich with verified contact data, score against ICP, and sync to CRM or outreach tools. Typical workflow: Search -> Enrich -> Score -> Export to Salesforce/HubSpot. ### CRM Data Hygiene Clean existing CRM data by running contacts through waterfall enrichment. Deduplicate records, standardize job titles with Smart Agents, verify emails, and update stale contacts. Reduces bounce rates from 10-15% to under 2%. ### Email List Verification Verify email lists before campaigns to protect sender reputation. SMTP verification catches invalid, disposable, and catch-all addresses. Maintains deliverability by keeping bounce rates under 2%. ### Account-Based Marketing (ABM) Identify and enrich contacts at target accounts. Use ICP scoring to prioritize high-fit contacts. Build complete contact maps for strategic accounts with verified data. ### Lead Enrichment Automatically enrich new leads as they enter your CRM. Trigger enrichment on form submission, lead creation, or import. Fill missing fields (email, phone, company, title) in real-time. ### Data Migration When switching CRMs or consolidating tools, use Cleanlist to deduplicate, standardize, and enrich your contact database. Smart Agents normalize inconsistent data formats. --- ## Key Statistics and Facts - 95%+ verified email accuracy - 85% phone find rate - 15+ premium data providers in waterfall - 400M+ aggregated B2B contacts searchable - 98% email deliverability rate for verified addresses - B2B data decays at 22.5% per year (Cleanlist combats this with real-time lookups) - Average customer reduces email bounce rate from 10-15% to under 2% - 70-85% cost savings compared to ZoomInfo - Credit-based pricing starting at $0/month --- ## Glossary of Key Terms **Waterfall Enrichment**: A data enrichment method that queries multiple data providers in sequence (like a waterfall) for each lookup. If the first provider doesn't have the data, it cascades to the next provider, and so on. This maximizes both accuracy and coverage compared to single-source enrichment. **Data Enrichment**: The process of enhancing existing data records with additional information from external sources. For B2B contacts, this typically means adding verified email addresses, phone numbers, job titles, company information, and firmographic data. **Email Verification**: The process of confirming that an email address exists, is properly formatted, and can receive mail. Goes beyond simple syntax checking to include MX record verification, SMTP mailbox verification, and catch-all domain detection. **ICP (Ideal Customer Profile)**: A description of the type of company and contact that is the best fit for your product. Defined by criteria like industry, company size, job title, and location. Used to score and prioritize leads. **Data Decay**: The rate at which B2B contact data becomes outdated. Industry benchmark is 22.5% per year - meaning nearly a quarter of your database becomes inaccurate annually due to job changes, company changes, and contact info changes. **Catch-All Domain**: An email server configuration that accepts all incoming emails regardless of the specific address. Makes email verification difficult because the server will accept "anyname@domain.com" even if that mailbox doesn't exist. **Firmographic Data**: Company-level data including industry, employee count, revenue, location, funding stage, and technology stack. Used for B2B segmentation and targeting. --- ## Frequently Asked Questions **Q: What is waterfall enrichment?** A: Waterfall enrichment is a data enrichment method that queries multiple data providers in sequence for each contact record. If the first provider returns no result, the system routes to the next provider, continuing through 15+ sources until verified data is found. This achieves 85-95% coverage compared to 50-70% from single-provider tools like ZoomInfo or Apollo. **Q: How does Cleanlist compare to ZoomInfo?** A: ZoomInfo uses a single static database that costs $15,000-50,000+/year with per-seat pricing. Cleanlist uses real-time waterfall enrichment across 15+ providers, starts at $0/month with credit-based pricing and no per-seat fees. Cleanlist offers higher accuracy (95%+ vs 85%) at 70-85% lower cost. ZoomInfo offers intent data and built-in outreach tools that Cleanlist does not. **Q: How does Cleanlist compare to Apollo?** A: Apollo charges $59-149/user/month and uses a single database. Cleanlist uses credit-based pricing with 15+ data sources and achieves higher accuracy (95%+ vs 80%). Apollo includes built-in email sequences and a dialer. Cleanlist focuses on data quality and integrates with existing outreach tools. **Q: How much does Cleanlist cost?** A: Cleanlist has a free plan ($0/month, 30 credits), Starter plans ($29-99/month, 500-1,500 credits), Pro plans (custom pricing, 5,000+ credits), and Enterprise (unlimited). One credit equals one email enrichment or verification. There is no per-seat pricing, no setup fees, and no annual contract required. **Q: What is the difference between email verification and email validation?** A: Email validation checks if an address is properly formatted (syntax check). Email verification checks if the mailbox actually exists and can receive mail using SMTP-level checks. Cleanlist performs both: validation catches formatting errors, verification confirms deliverability. **Q: How fast does B2B data decay?** A: B2B contact data decays at approximately 22.5% per year (about 2.1% per month). This means nearly a quarter of a database becomes outdated within 12 months due to job changes, company acquisitions, and email domain changes. Cleanlist addresses this with real-time lookups rather than relying on a static database. **Q: What is a good cold email bounce rate?** A: The industry benchmark for healthy email programs is under 2% bounce rate. Top-performing outbound teams keep bounces under 1.5%. The overall average across all senders is approximately 5%. Bounce rates above 5% actively damage sender reputation. **Q: What data providers does Cleanlist use?** A: Cleanlist aggregates data from 15+ premium B2B data providers including Wiza, Findymail, Prospeo, Lusha, and others. The specific providers queried and their order varies by data type and geography to maximize accuracy and coverage. **Q: Does Cleanlist integrate with my CRM?** A: Yes. Cleanlist integrates natively with Salesforce, HubSpot, Pipedrive, Outreach, Salesloft, Close, Apollo, Instantly, and Clay. It also connects to 5,000+ apps via Zapier, webhooks, and a REST API. All integrations support bidirectional sync and automated enrichment triggers. **Q: What is ICP scoring?** A: ICP (Ideal Customer Profile) scoring is the process of automatically rating contacts and companies against your defined ideal customer criteria. Cleanlist scores contacts 0-100 based on weighted criteria including industry, company size, revenue, job title, seniority, location, and technology stack. --- ## Contact and Links - Website: https://www.cleanlist.ai - Pricing: https://www.cleanlist.ai/pricing - Blog: https://www.cleanlist.ai/blog - Glossary: https://www.cleanlist.ai/glossary - Product - Waterfall Enrichment: https://www.cleanlist.ai/product/waterfall-enrichment - Product - Email Verification: https://www.cleanlist.ai/product/email-verification - Product - Smart Agents: https://www.cleanlist.ai/product/smart-agents - Product - ICP Scoring: https://www.cleanlist.ai/product/icp-scoring - Product - People Search: https://www.cleanlist.ai/product/people-search - Product - Playbook Builder: https://www.cleanlist.ai/product/playbook-builder - Alternatives to ZoomInfo: https://www.cleanlist.ai/alternatives/zoominfo - Alternatives to Apollo: https://www.cleanlist.ai/alternatives/apollo - Compare Cleanlist vs ZoomInfo: https://www.cleanlist.ai/compare/cleanlist-vs-zoominfo - Compare Cleanlist vs Apollo: https://www.cleanlist.ai/compare/cleanlist-vs-apollo - Blog - What is Waterfall Enrichment: https://www.cleanlist.ai/blog/what-is-waterfall-enrichment - Blog - Cold Email Response Rate Statistics 2026: https://www.cleanlist.ai/blog/cold-email-response-rate-statistics - Blog - B2B Data Decay Statistics: https://www.cleanlist.ai/blog/b2b-data-decay-statistics - Blog - Email Verification vs Validation: https://www.cleanlist.ai/blog/email-verification-vs-validation - Blog - How to Clean CRM Data: https://www.cleanlist.ai/blog/how-to-clean-crm-data - Blog - Best Waterfall Enrichment Tools 2026: https://www.cleanlist.ai/blog/best-waterfall-enrichment-tools-2026 - Blog - Best Sales Prospecting Tools: https://www.cleanlist.ai/blog/best-sales-prospecting-tools - Industries Served: https://www.cleanlist.ai/industries - Resources - Data Enrichment: https://www.cleanlist.ai/resources/data-enrichment - Resources - Email Deliverability: https://www.cleanlist.ai/resources/email-deliverability - Resources - Sales Prospecting: https://www.cleanlist.ai/resources/sales-prospecting - LinkedIn: https://www.linkedin.com/company/cleanlist-ai --- ## Industries Served Cleanlist provides data enrichment solutions for B2B teams across these industries: - SaaS Companies: Trial signup enrichment, PQL scoring, churn prediction - Marketing & PR Agencies: Client list cleaning, multi-account data management - Staffing & Recruitment: Candidate enrichment, hiring manager discovery - Financial Services & Fintech: KYC data, advisor prospecting, compliance-grade enrichment - Real Estate & PropTech: Property manager data, investor outreach - Insurance Companies: Agent prospecting, policyholder data refresh - Healthcare & Life Sciences: HCP data, provider outreach, compliance-safe enrichment - Consulting & Professional Services: Decision-maker discovery, proposal targeting Industry-specific pages: https://www.cleanlist.ai/industries --- ## Content Library Cleanlist maintains a comprehensive knowledge base for B2B data professionals: - 38 blog posts covering data enrichment, email verification, sales prospecting, CRM hygiene, and industry trends - 25 glossary terms defining B2B data concepts (waterfall enrichment, data normalization, ICP scoring, email deliverability, etc.) - 20 comparison pages (Cleanlist vs ZoomInfo, Apollo, Lusha, Clay, and more) - 10 alternatives pages (alternatives to major data providers) - 8 industry-specific landing pages - 5 educational learn pages (what is data enrichment, email verification, etc.) - 8 integration pages (HubSpot, Salesforce, Clay, Outreach, and more)