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9 Data Enrichment Best Practices For Sales Teams
Boost your sales team's performance with 9 data enrichment best practices to improve lead quality, personalize outreach, and drive revenue growth.
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You’ve just finished a successful campaign and are excited to start working on your next one. But then you realize that the data you collected from your last campaign is incomplete, outdated, or inaccurate. Before you can work on your new campaign, you need to clean your data so it can be helpful in your efforts. This is the data enrichment process, and ensuring that your efforts are practical is vital. This blog will discuss Data enrichment techniques to help you avoid any hiccups in your next campaign.
Aomni’s website technology checker can help you achieve your goals by accurately showing your current data. By understanding what you are working with before you start the enrichment process, you can better plan your next steps and develop a more effective strategy for your next campaign.
What is Data Enrichment in B2B?
Data enrichment is enhancing the value of existing data with additional information. Enrichment often uses reliable third-party data sources to add more information to customer contact information or other data. The goal of data enrichment is to improve the value of the data by providing you with more insight into your customers.
No doubt you’ll have lots of customer data already. For example, information on their previous transactions or whether they’re signed up for your newsletter. It’s also likely that you’re missing important data that adds up to create a complete and rich profile about them, their preferences, behaviors, and needs.
Boost Sales with Data-Enriched Marketing
Data enrichment is one of the key ways to optimize marketing efforts and improve sales. Enriched customer data allows marketers to understand better their audience and their purchasing behaviors, including:
- Which products or services they are interested in
- What drives them to complete a purchase
This is important because the more you know about your customers, the better you can serve them and improve their experience. After all, insufficient data is bad business and can impact everything from compliance to new opportunities.
The Data Enrichment Process
The data enrichment process involves multiple steps that work together to enhance your datasets effectively:
- Data Collection: Enrichment tools access various data sources to gather additional information, including:
- Public databases
- Social media platforms
- Proprietary databases
- Data Matching: The collected data matches your existing records using unique identifiers like
- Email addresses
- Company names
- Data Appending: Once a match is found, the enrichment tool appends the relevant data to your records, filling in the gaps.
- Data Validation: Enrichment tools verify the accuracy and consistency of the appended data. Any discrepancies or errors are corrected during this phase.
- Data Integration: Enriched data is seamlessly integrated into your CRM, marketing automation tools, or databases, ensuring easy access for your team.
Why is Data Enrichment Important In B2B?
Data enrichment is enhancing existing data with additional information from external sources. This process is crucial for B2B companies that want to improve their sales and marketing efforts. Data enrichment helps businesses build a more complete understanding of their targets.
This results in more effective and efficient sales and marketing strategies. Data enrichment is significant in B2B because business data quickly becomes outdated. For example, 70% of business data becomes stale within a year. Enriching your data helps you create accurate, detailed profiles of your ideal customers and targets to improve your business’s bottom line.
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9 Data Enrichment Best Practices for Sales Teams
1. Make Data Enrichment an Ongoing Process
Data enrichment is not a one-off project; it’s an ongoing process. Over time, even the most detailed customer information can become obsolete. After all, people change jobs, move to new addresses, and switch email accounts. Because customer data changes constantly, data enrichment should be a continuous process.
Continuous enrichment matters for compliance, too. Laws like GDPR set strict limits on data storage and processing. Without proper management, you might discard valuable data to avoid penalties, store it longer than allowed, and face fines. Regular data enrichment and data cleaning keep your database up-to-date and compliant.
2. Scrape Data Ethically
Scraping data ethically means being transparent about what you’re collecting, using only publicly available information, and following platform terms. Respect user rights and avoid using personal data in ways that could harm people or perpetuate bias. Ethical data scraping allows you to gather valuable insights while adhering to privacy and regulations.
3. Use a Data Enrichment Tool
Are you spending more time enriching data than using it? Automated data enrichment might be the key. The benefit of using a data enrichment tool is clear: You gather as much information about your targeted leads as possible while effortlessly keeping your data up-to-date.
Data enrichment tools run continuously, matching and merging records to keep everything consistent. This automation ensures your data is always relevant, working around the clock to provide fresh insights. That way, you can enhance customer engagement in real-time, using accurate, data-driven knowledge to tailor your interactions.
4. Use a Customer Data Platform to Merge Data from Multiple Data Points
Managing customer data from multiple sources can feel like putting together a puzzle with pieces from different boxes. This is where a customer data platform (CDP) like Segment can help.
When you unify customer information with a CDP, you can collect data from various sources, such as:
- Social media
- Purchase history
- Website interactions
Merge it before enriching your CRM. This gives you a complete picture of each customer, helping you understand their behaviors and preferences.
5. Define Clear Objectives
To measure if your data enrichment is adequate, define SMART goals that are:
- Specific
- Measurable
- Achievable
- Realistic
- Timely
This might include improving data quality by a certain percentage or increasing the accuracy of your customer segmentation.
6. Combine Enrichment with Data Cleansing
There’s no point in enriching insufficient data, so cleaning your data first is critical. This step ensures you’re weeding out errors, deleting irrelevant data, and then updating your remaining sets with relevant external information.
7. Select Reliable Data Sources
Ensure your third-party data is accurate, up-to-date, and relevant to your business or industry. For example, you might glean fresh insights from government databases, business information platforms like Crunchbase, LinkedIn profiles, or news articles.
8. Prioritize Data Security and Privacy
As with any type of data handling, businesses must protect sensitive information and comply with relevant data regulations. Ensure that your data enrichment process is secure and transparent, and always gain customers’ consent to use their data.
9. Integrate Data with Your Workflows
Data enrichment must be an ongoing process deeply embedded into your existing workflows. This ensures your data remains up-to-date and can be accessed easily by relevant teams for decision-making and customer engagement purposes.
9 Types of Data Enrichment
1. Contact Data: The Foundation of Lead Data Enrichment
Contact data is the backbone of any lead enrichment process. Contact data includes crucial information like:
- Phone numbers (especially mobile)
- Email addresses
- Direct lines
Since remote work has shifted communication norms, accessing a prospect’s mobile number is invaluable, as it helps bypass company gatekeepers and directly reach the decision-makers.
2. Firmographic Data: Enrich Leads with Organization Details
Firmographic data provides insights into the organization associated with a lead. It includes:
- Industry
- Company size
- Location
- Revenue
- Organizational structure
This type of enrichment is ideal for B2B segmentation, helping you tailor your campaigns to specific industries or company characteristics and, for example, targeting startups with unique solutions versus approaching established enterprises.
3. Demographic Data: Get Personal to Enrich Leads
Demographic data reveals personal attributes of the lead, such as:
- Age
- Gender
- Income level
- Education
- Job title
- Organizational role
This data is instrumental in creating an ideal customer profile (ICP) and crafting highly targeted, empathetic messaging that resonates with individual preferences and challenges.
4. Intent Data: Understand Your Leads' Readiness to Buy
Intent data tracks a lead’s online behavior and interest level. It highlights their readiness to buy based on actions like:
- Web searches
- Content consumption
- Website visits
With this data, you can prioritize leads actively seeking solutions, making your outreach efforts more timely and relevant.
5. Technographic Data: Discover Your Leads' Tech Stack
Technographic data focuses on the tools, software, and IT infrastructure a lead organization uses. For example, knowing if a company uses specific CRM software can help frame your offering as a complementary or superior solution, enabling more personalized pitches.
6. Social Media Data: Leverage Insights from Social Platforms
Social media enrichment taps into LinkedIn, Twitter, and Facebook platforms to gather insights about:
- Lead’s interests
- Activities
- Connections
- Engagement patterns
This data can be invaluable for account-based marketing campaigns and building rapport by referencing shared interests or mutual connections.
7. Geographic Data: Localize Your Approach
Geographic data includes location-based details like:
- City
- State
- Country
This information is invaluable for tailoring your campaigns to regional preferences, time zones, and localized content. For example, promoting a product differently to leads in the U.S. versus Europe.
8. Account Data: Understand the Company Behind the Lead
Account data enrichment focuses on the broader organizational picture, such as:
- Parent companies
- Subsidiaries
This information is crucial for identifying cross-selling or upselling opportunities and understanding the structure of large, multi-faceted organizations.
9. Behavioral Data: Analyze Past Engagement for Better Insights
Behavioral data captures a lead’s past interactions and engagement patterns, such as:
- Email opens
- Link clicks
- Website visits
- Event registrations
This data helps you gauge a lead’s interest level and tailor follow-ups based on their previous actions.
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5 Common Use Cases of Data Enrichment
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1. Lead Scoring: Enhance Evaluation of Leads With Data Enrichment
Data enrichment helps sales and marketing teams prioritize their efforts by providing additional insights into leads. By enriching lead data with information such as:
- Job titles
- Company size
- Industry
- Revenue
- Other demographic
Teams can better evaluate each lead's potential. This allows them to focus on higher-quality prospects, improve conversion rates, and optimize their sales pipeline.
2. Personalization: Boost Engagement With Tailored Content
Personalization is key to standing out in today’s competitive B2B landscape. Enriched data allows marketers to deliver highly targeted and relevant content. Whether it’s creating personalized email campaigns, ads, or landing pages, enriched data ensures that messaging resonates with:
- Specific audience segments
- Increasing engagement
- Response rates
Personalization based on detailed data can lead to stronger relationships and higher sales, like:
- Pain points
- Job functions
- Industry challenges
3. Customer Relationship Management (CRM): Improve Your CRM with Data Enrichment
Data enrichment enhances the information in your CRM system by:
- Filling in gaps
- Adding updated contact details
- Incorporating new data points
This gives sales teams a more comprehensive view of customers, helping them craft better pitches and build stronger relationships. With a more complete understanding of the customer’s business, needs, and history, sales strategies can be more informed and effective.
4. Market Research: Use Data Enrichment for Better Market Insights
Companies use data enrichment tools to gather detailed market intelligence and industry insights. Enriching data with information like:
- Competitor data
- Revenue estimates
- Employee counts
- Growth trends
Allows B2B companies to make more informed strategic decisions. It helps identify market opportunities, assess the competitive landscape, and uncover trends that might be missed, making market research more robust and actionable.
5. Email Marketing: Target the Right Audience with Enriched Data
Accurate targeting is critical in B2B email marketing. Data enrichment ensures that email lists are correct and include vital information for segmentation and better targeting. This reduces bounce rates, increases engagement, and improves email marketing performance.
By using enriched data, companies can tailor email campaigns to reach the right decision-makers at the right time with the right message.
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Aomni is an advanced AI agent platform for B2B sales intelligence software. Our solution empowers enterprise and strategic account executives to execute account-based sales and marketing strategies with unparalleled efficiency and effectiveness.
Key features:
- AI-Powered Prospect and Account Research: Gain in-depth insights into potential customers and accounts.
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Aomni addresses critical pain points faced by sales managers, including:
- Underperforming Account Executives
- Account Managers
- Customer Success Managers.
- Missed sales quotas and inefficient workflows.
Benefits for Sales Teams
- For Sales Managers: Equip teams with AI-driven tools to enhance preparation and customer interactions, resulting in more significant deals and improved performance metrics.
- For Individual Sales Professionals: Access insights and tools to close substantial deals, boost performance, and accelerate career growth.
Aomni transforms how B2B sales teams operate by ensuring every customer interaction is strategically planned and professionally executed. Our platform helps sales professionals:
- Enter customer conversations fully prepared.
- Maximize deal sizes.
- Achieve promotion opportunities through better results.
Experience the future of B2B sales intelligence with Aomni. Try our sales intelligence software and website technology checker for free today!
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