# What's the best sales intelligence platform for keeping contact and company data fresh without relying on manual updates?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">I've been looking specifically at how<a class="a a--md" elv="true" href="https://www.g2.com/categories/sales-intelligence"> </a><a class="a a--md" elv="true" href="https://www.g2.com/categories/sales-intelligence">sales intelligence</a> platforms handle data freshness automatically, because finding the best one for keeping contact and company data fresh without relying on manual updates is genuinely harder to evaluate than general data quality claims. Data decay is invisible until a campaign goes out and the bounce rate tells you something went wrong. Here's what I found from user reviews on G2:</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/linkedin-sales-navigator/reviews"><strong>LinkedIn Sales Navigator</strong></a> (4.4 stars, 2,205 reviews): Job-change tracking is the standout, cited as the most reliable signal for when a contact has moved companies, which is the specific decay scenario that does the most damage in outbound.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/gtm-workspace-powered-by-zoominfo/reviews"><strong>GTM Workspace by ZoomInfo</strong></a> (4.5 stars, 9,106 reviews): Automatic CRM enrichment keeping Salesforce and HubSpot records current without manual intervention is among the most praised workflows, though data on smaller accounts and recently changed roles goes stale faster.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/cognism/reviews"><strong>Cognism</strong></a> (4.5 stars, 1,346 reviews): Human-verified Diamond Data is the freshness differentiator mid-market users call out most, with phone-verified accuracy described as meaningfully higher than algorithmically updated alternatives.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/apollo-io/reviews"><strong>Apollo.io</strong></a> (4.7 stars, 9,675 reviews): Enrichment workflows keeping CRM records updated without manual steps come up in reviews, though coverage outside North America is flagged as inconsistent with higher bounce rates on older records.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Which of these has handled data decay best in your experience? And has anyone found a combination worth running, one for net-new prospecting and one specifically for keeping existing CRM records current?</p>

##### Post Metadata
- Posted at: about 1 month ago
- Author title: Marketing Executive
- Net upvotes: 1


## Comments
### Comment 1

The two-tool approach is more common than people let on. One broad tool for net-new, one narrower verified one for the records you actually work. 

The part nobody sets up properly is what happens when the two tool disagree about the same contact, because they will: different title, different number. Whichever one writes to the CRM last wins by default, so the big database on a nightly sync can quietly overwrite the verified source you trusted more, and you&#39;ve lost your freshest data without noticing. Has anyone found a clean way to decide which source wins a conflict?

##### Comment Metadata
- Posted at: about 1 month ago
- Author title: Tech Consultant





## Related discussions
- [How well does Trello scale into a larger team?](https://www.g2.com/discussions/1-how-well-does-trello-scale-into-a-larger-team)
  - Posted at: over 13 years ago
  - Comments: 6
- [Can we please add a new section](https://www.g2.com/discussions/2-can-we-please-add-a-new-section)
  - Posted at: over 13 years ago
  - Comments: 0
- [Quantifiable benefits from implementing your CRM](https://www.g2.com/discussions/quantifiable-benefits-from-implementing-your-crm)
  - Posted at: about 13 years ago
  - Comments: 4