Lead enrichment is the enhancement of lead data with additional information. It makes existing leads more valuable and actionable, thus elevating customer interest, engagement, and conversion.
Imagine a few scattered pieces of a jigsaw puzzle. These initial pieces represent your basic lead data, often consisting of a mere name, email address, or phone number. Each added piece serves to provide missing context/data (e.g. company size, employees’ job titles, and technology preferences) about your leads, an enrichment that adds depth and clarity to the overall picture. Just as additional pieces fit together to complete the puzzle, these enriched lead data pieces are integrated into your CRM or marketing automation platform, thus completing the puzzle (or profile) of each lead. Lead enrichment provides valuable insights into your leads’ preferences, behavior, and needs, allowing you to create targeted and personalized marketing campaigns that resonate with your audience.
Signals’ Contact Discovery and Data Enrichment tool automates lead enrichment and provides in-depth information about what accounts are visiting your website, including company demographics and buying committee details. Signals' Contact Discovery enriches account data with names, titles, and emails, using various databases to offer actionable insights for effective engagement.
Benefits of B2B Lead Enrichment
Increased productivity
Lead enrichment provides sales reps with accurate and consistent data that can be easily qualified, allowing sales teams to reach out to prospects that fit the ICP in a short time.
Tailored campaigns and messaging
Build awareness and capture demand by creating more persuasive campaigns and messaging, customized to the insights (e.g. customer demographic) provided by lead enrichment.
Improved customer conversion and retention
Lead enrichment provides additional details about your prospects’ preferences, allowing you to create targeted messages that appeal to, convert, and retain customers.
How Does Lead Enrichment Work?
The process of lead enrichment contains three main steps: (1) data collection; (2) lead assignment; and (3) lead conversion and nurturing.
Data Collection
There are many types of data that can be used to provide additional context on leads. These include, but are not limited to, the following:
| Contact Data | Contact data is heavily sought-after for lead enrichment. It allows prospects to be reached through multiple channels (thereby generating leads) and increases the likelihood of successful engagement. Includes: email addresses, direct dial numbers, cell phone numbers (especially useful in avoiding company gatekeepers), etc. |
| Firmographic Data | Firmographic data provides details about the lead’s organization or company. This form of lead enrichment is especially useful in allowing B2B marketing campaigns to segment and target prospects accordingly. Includes: company size, type, revenue, industry, etc. |
| Demographic Data | Demographic data highlights personal details that allow you to understand who your leads are. Using this type of lead enrichment allows you to customize messaging to address a prospect’s preferences/needs. Includes: job position, age, income, education level, location, etc. |
| Technographic Data | Technographic data refers to the lead’s company tech stack and software tools. Knowing this for lead enrichment allows you to highlight compatibility advantages, as well as address how your product can be integrated with your lead’s existing systems. Includes: IT infrastructure, software & hardware information |
| Intent Data | Intent data signals a lead’s interest in making a purchase based on their online behavior. This use of lead enrichment allows you to prioritize your high intent leads. Includes: keyword searches, website visits, interactions with competitors, etc. |
| Engagement History | Engagement history highlights the lead’s past interactions with your company. Utilizing this form of lead enrichment helps to gauge the lead’s level of interest and can be used to tailor follow-up communication. Includes: website visits, email opens, content downloads, webinar attendance, etc. |
There are multiple ways to obtain lead enrichment data.
1. Lead Capture Forms
Forms are a type of lead enrichment that collects personal information (e.g. emails, phone numbers) from prospects in exchange for content or an offer (e.g. a free demo). These forms can be placed on websites, social media, blogs, etc., and when filled out, become a lead profile that contains several data points about an individual, their company, and their preferences.
For example, this lead generation form from Signals asks for a name, email address, and phone number to book a demo.
2. Social Media
B2B leads can be found and pursued through various forms of social media. LinkedIn, for example, contains many data points (e.g. company size, number of employees, geographic location), and is thus a good source of lead enrichment. This information can be used to build your ICP, allowing your company to tailor campaigns towards similar prospects.
Lead Assignment
Once you have collected your data, you can then divide your leads into different segments. For instance, you could create a segment for companies whose employee count exceeds 5,000, or build a separate list of companies in the tech industry. In either case, this type of segmentation will allow you to allocate leads to different sales reps, either manually or through software services that you lay out rules for.
Lead Conversion/Nurturing
Segmentation allows you to identify which leads are high-intent, low-intent, or not in market and tweak the content of your campaigns and messaging accordingly. This personalized strategy means high-intent leads can be converted faster, while continuing to appeal to and build awareness amongst low-intent/not in market prospects.
What are Lead Enrichment Tools? Can Lead Enrichment be Automated?
Lead enrichment data can be obtained manually, but this can be time-consuming and less accurate than using automated lead enrichment tools. Research on leads could be done using social media platforms, company websites, or search engines to gather additional information about the lead’s company, job title, or industry, etc. This, however, should then be cross-referenced across multiple sources (e.g. sending verification emails) to ensure accuracy, then entered into your CRM or lead management system.
Lead enrichment can also be automated through software platforms/services that gather information on potential leads and contacts. Like enrichment data gathered manually, this information generally includes contact details, social media profiles, or company size, which is similarly added to a CRM to create a comprehensive profile for each prospect. Most lead enrichment tools are easily compatible with CRM providers such as HubSpot and Salesforce. Overall, this automation of lead enrichment can significantly streamline your lead generation process and ensure that your lead data is consistently up to date.
Signals' Contact Discovery and Data Enrichment tool, for example, auto-generates a list of prospects from demographics and accounts you want to target. This use of lead enrichment empowers marketers to create personalized customer journeys, and, by extension, increase opportunities for conversion. Signals also accesses a wide range of databases (e.g. 6sense, Clearbit, Zoominfo) to provide comprehensive data, and easily integrates with existing CRM systems. With a tool like Signals, your team can work with enriched contact data for more effective marketing and sales efforts.
What is the Best Data Enrichment Tool for Me?
When evaluating lead enrichment tools, it’s essential to consider several factors to ensure you choose the right solution for your company’s needs. Here are several things to think about:
Data Sources
Good lead enrichment tools pull data from diverse and reliable sources in order to provide a comprehensive picture of leads. Some tools offer verification features to ensure that data is timely and accurate.
Integration Capabilities
Assess whether the lead enrichment tool can integrate with your existing CRM or marketing automation platform without excessive manual effort or custom development. Also, is the tool intuitive and easy to navigate for your team members? Do the automation features streamline data enrichment processes?
Customization
Determine whether the tool allows customization of data enrichment processes to fit the specific needs of your business. If you foresee future growth for your business, evaluate the tool’s scalability over time without incurring significant costs. In either case, compare pricing plans and consider the value provided by each tier.
Customer Support and Training
Does the tool provide prompt customer support services such as troubleshooting and technical assistance? How is the support provided (e.g. email, live chat, phone call, etc.)? Also, assess the resources provided by the tool (e.g. tutorials, training sessions) to ensure your team will make the most of the features available.
Security and Compliance
Does the tool offer data encryption, regular security audits, and access controls to protect sensitive information? Verify that the tool follows industry best practices for data security and compliance with regulations such as CCPA.
Try Signals for Lead Enrichment
With Signals, you can drive high qualified leads from a website visit straight into your sales funnel.
How Does it Work?
- Signals easily integrates with your CRM and creates a profile of your ideal customer and buying committee
- When a company lands on your website, Signals accesses a wide range of databases like 6sense, Clearbit, and Zoominfo to provide comprehensive and verified data about the company. If the company matches your ICP, Signals creates an account with a full company bio, then segments the account by a variety of behaviors (e.g. Did they come from a Google ad?)
- Signals can then send emails to contacts based on their titles, location, and other attributes to ensure value and relevancy is delivered to the recipient. These contacts can be enrolled into a sales cadence at any point so your team can start making the right connections.
Signals provides a variety of plans to meet your business’ specific needs. We prioritize data privacy and ensure that all information provided complies with GDPR and other data protection regulations.
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