The data we get on our leads is usually lackluster and doesn’t give us enough information to work with. The term for such leads is non-enriched, meaning we only have an email, a name and maybe the age group of our lead. This is not enough to start a targeted marketing campaign that will provide relevant content and convert leads effectively.
To complicate things even further, data gets stale and often contains false information on our leads in the first place. That’s why data enrichment becomes a crucial step in improving the business value of our lead data.
So what are data enrichment services and why do you need them?
- Defining data enrichment
- Data enrichment benefits
- Data enrichment tools and services
Defining data enrichment
The data enrichment term (also sometimes referred to as data appending) has been explained by numerous publications, our favorite definition being the one provided by Industrial Network Security:
“Data enrichment refers to the process of appending or otherwise enhancing collected data with relevant context obtained from additional sources. For example, if a username is found within an application log, [with a third-parties tool, you can] obtain the user’s actual name, departmental roles, privileges, and so on.”
This additional relevant information on your leads makes them more valuable for further use. Here’s an example: let’s say, you have the leads’ email address and name but you want to create a highly targeted personalized email campaign so you need more details; here’s some data you may need and find:
- Geography: country, city, time zone
- Demographics: age, gender, income, education
- Behavior: needs, desires, pain points, preferred means of communication
- Professional data: company size, job position, business niche
The common data enrichment process should also be enhanced by data cleansing through email verification. Email verification is the process of cleaning email lists from invalid, mistyped, abandoned, and bouncy emails to lower the bounce rate, improve email deliverability, and preserve sender reputation. There are dozens of email verification tools on the market, we recommend you compare email verification services and choose the one that fits your needs and budget the best.
So how exactly will investing in data enrichment help your campaigns and sales?
Data enrichment benefits
Data enrichment is highly beneficial for your whole marketing and sales funnel. It gives you more room for action, helps avoid poor targeting, improves conversions, and so much more.
✔ Enhanced and accurate data
As stated above, enhancing the data will open up new possibilities for your marketing campaigns, open new communication channels, and improve your targeting. Using data enrichment tools in combination with email verifiers to cleanse your data will also keep your enriched list accurate and usable.
✔ Improved lead scoring and segmentation
The more you know about your lead, the more accurate your lead scoring and segmentation (and subsequent conversion strategy depending on their stage in the funnel and segment). This process includes analysis of such data as location, demographics, company data, behavioral patterns, etc., which is exactly what lead enrichment can offer.
✔ Improved personalization and targeting
Marketing days of bulk campaigns are, thankfully, in the past, and an individual approach has taken its place. This requires more personal information to open successful communication with the lead and actually deliver something of value in a highly competitive environment. Precise targeting and personalization are the key to higher open, click-through, and conversion rates, and data enrichment gives you all the necessary ingredients.
✔ Better nurturing
Having more data on your lead’s desires and pain points, you will be able to create an effective lead nurturing strategy for each segment to convert faster and gain more loyal brand fans.
✔ Customer experience
Having enriched data gives you more insight into your customer’s preferences, thus allowing you to create a truly captivating user and customer experience.
✔ Higher sales and ROI
Sales are always your main goal. And if you use your enriched leads to take your marketing to 11, you can expect a noticeable growth in sales and an increase in your email’s already massive ROI. Everything is connected: enriched data leads to better personalization, and personalized outreach leads to better KPI, better sales, and higher ROI.
Data enrichment tools and services
Enriching leads manually is an extremely time-consuming task, sometimes unrealizable at all. That’s why picking a good data enrichment service is essential. Here are your options:
1. Snov.io API
This API allows you to fully integrate the Snov.io service into your platform and get full lead profiles based on email addresses only. The tool will search through the Snov.io database and provide all available information on the email address.
Price: $39/month per 1,000 API requests
Bonus: Additional lead generation, verification, and email sending features available via API; integrations with Zapier and Pipedrive
You only need to write the person’s name and location, and the platform will analyze dozens of websites and social networks to provide you the full profile on a lead.
Salesgenie is an advanced platform that allows you to upload your lists of recipients and have them enriched with in-depth profiles. The platform is pretty affordable, but the enrichment feature is available only in more advanced plans.
Price: starting at $119/month
Integrate InsideView in your CRM platform and get detailed profiles on your leads. The tool is pretty fast and simple to navigate. They also offer other data enrichment solutions like subscription forms.
Price: $99/month, the free plan is available
Pipl is one of the most popular platforms for data enrichment. Send a request and the tool will provide the missing details on leads in your list: names, phone numbers, company details, social profiles, photos, etc.
Price: starting at $99/month
Clearbit is a platform for early-stage startups that offers data enrichment alongside other features. Provide an email address or a corporate domain, and the platform will add other data associated with it. Clearbit integrates and works with CRMs and platforms like Salesforce, Marketo, Zapier, and others.
Price: starting at $99/month per 1,000 requests
Just like Clearbit, Datanyze integrates with CRM systems and allows you to enrich the leads’ data with firmographic and technographic details. This is a pricier tool as Datanyze offers other features alongside lead enrichment.
Price: starting at $600/month
The platform integrates with your CRM (Salesforce, Marketo, Eloqua, Pardot, Gravity Forms), and you can easily receive a full insight on a lead in a matter of minutes: the profile, contact information, and employment details.
Price: contact the team for a quote
This all-in-one platform provides an enrichment tool alongside other features. It gives you access to professional info about your leads, company info, and technographic data. It also integrates with such CRM systems as HubSpot, Salesforce, Marketo, etc.
Price: contact the team for a quote
Avoid extra expenses
Leads are the fuel for your business. Their quality directly affects the work of your sales and marketing departments and overall revenue. Investing in a good lead enrichment tool will allow you to:
- Score and segment leads easier
- Realize a personal approach to every lead
- Create more targeted and individualized email campaigns
- Nurture leads with ease
- Increase sales and improve ROI
- Improve overall customer experience
Of course, enrichment tools aren’t cheap. If you are working on a tight budget (or no budget at all), we recommend two alternative approaches:
Option 1. Put a highly-personalized subscription form on your website. Ask leads to leave all the details you need in it. To motivate them, ask them to share this data in exchange for research data, report, or any other valuable content.
Option 2. Focus on your outbound. Be proactive: use lead gen tools that generate enriched leads with full prospect profiles to begin with. This will save you both time and money.
Whichever approach you choose, remember – personalization is the most effective approach to marketing and sales!