Sales lead enrichment is key to transforming basic information about your leads into valuable insights that enable you to conduct targeted and effective outreach.
Small startups and large enterprises alike invest in enriching leads to boost sales performance. In this article, we’ll show you how to do it without breaking the bank and set your business up for success.
The most important type of lead enrichment is updating or supplementing missing phone numbers and emails associated with a lead. Phone and email lead enrichment tools like Kaspr allow you to export and automatically enrich B2B contact data, such as emails and phone numbers, directly from LinkedIn. Kaspr also offers integrations with CRMs (Salesforce, HubSpot, Pipedrive, Lemlist) for quick and easy data exporting.
Contact lead enrichment ensures you have the lead’s full name, company, job title, and contact details to build the pipeline faster.
Enriching leads with data about their organization or company (e.g., size, location, revenue) or the industry improves lead segmentation, routing, and territory planning. For example, you can prioritize certain high leads and distribute them between correct reps.
It also allows marketing teams to create targeted campaigns to differentiate your messaging depending on the persona, i.e. logistic leads or finance leads.
Buyer intent data enriches your lead generation efforts by identifying leads that are actively researching or showing interest in specific topics or products.
The intent data comes from web analytics and monitoring leads’ online behavior by third-party intent data providers (e.g., Bombora, TechTarget). For example, Cognism embeds Bombora’s intent signals into its prospecting platform. That way, it’s possible to identify accounts 'surging' on certain topics, which are strong indicators of purchase intent or interest in certain products or services. Then, you can build an enriched sales lead list and tailor marketing messages to leads’ current interests
Technographic lead enrichment involves integrating detailed technology usage data about potential leads (companies or individuals) into a company's customer relationship management system. This data helps sales and marketing teams better understand the technological landscape and infrastructure of their leads, enabling more tailored and effective outreach strategies.
For example, it lets you identify potential gaps or inefficiencies in a lead's technology stack that your product or service could address. It may also give you a competitive edge. Knowing which competitors’ products a lead is using can provide insights into their potential pain points.
Key events or changes in a potential lead's business environment could signal a higher likelihood of interest in or need for a company's product or service. These events, also known as sales triggers, can significantly improve the timing and relevance of sales outreach.
For example, a company that has just received funding will likely have a spare budget, or a newly appointed executive will likely have the authority and desire to shake things up and make strategic decisions about purchasing new software.
The return on investment of lead enrichment can be significant, as it enhances the quality and effectiveness of marketing and sales efforts. For example, Andy Earnshaw, Chief Customer Officer at Visibly HQ, highlighted that within the first two weeks of using Kaspr, his team booked six discovery calls. This rapid success was attributed to Kaspr's ability to enrich leads with verified contact information, thus increasing the efficiency of their prospecting efforts.
Cognism has several case studies showcasing impressive ROI from its lead enrichment services. For example, Kelly Services uses Cognism’s intent data to reach prospects early in the buying process. They’ve attributed 15 qualified leads to intent lead enrichment, which allowed them to hit key KPIs.
See how easy it is to look up prospects’ emails with the Kaspr Chrome Extension.
These examples illustrate how lead enrichment with tools like Kaspr and Cognism can drive substantial ROI by improving lead quality, increasing conversion rates, and enhancing overall sales efficiency.
Businesses often have several common questions about sales lead enrichment. These questions typically focus on the process, benefits, implementation, and ROI of lead enrichment. Here are some of the most frequently asked questions:
Enriched lead data provides a more accurate picture of the lead’s potential, allowing for better lead-scoring models. This helps prioritize leads with the highest likelihood of conversion, ensuring sales teams focus on the most promising opportunities. For example, a high-value lead initially captured with only an email address can be enriched with a phone number. Companies can assign higher scores to leads with phone numbers because they are easier to reach directly.
Technographic data, which includes information about the technologies and tools a lead’s company uses, can also be critical for scoring. Leads that use technologies compatible with or complementary to the business’s offerings can be given higher scores. For example, accounts already using complementary tools like Salesforce or HubSpot might score higher.
Lead enrichment tools typically integrate with existing CRM and marketing automation platforms through a variety of methods. Here’s how this integration usually works:
To see if sales lead enrichment is effective, track metrics such as:
Compare these metrics before and after implementing lead enrichment to assess its impact.
The most common challenges associated with implementing lead enrichment are:
To address them, focus on several key aspects:
Sales lead enrichment is a complex process that involves gathering, analyzing, and verifying billions of data points from various sources related to a customer. It’s possible thanks to advanced algorithms and machine learning models that organize information about your leads at scale.
There are several types of lead enrichment workflows that enhance the quality and completeness of lead data and improve internal processes.
The key to data enrichment is to capture initial lead data, such as basic contact information through web forms, social media, email subscriptions, events, etc.
Businesses complete internal databases with external data providers (e.g., LinkedIn, Kaspr, Cognism) to validate and gather more information.
Collecting other types of B2B data, such as intent signals, technographics, and sales triggers, can significantly enhance sales lead enrichment. These data points can also be collected from first-party sources (i.e. web analytics, surveys), news feeds, or third-party vendors.
The next step to reducing errors and manual work is integrating the collected lead data with your CRM, like Salesforce, HubSpot, or Microsoft Dynamics. Some data providers offer seamless integrations that allow you to access lead data without leaving the CRM.
You may also consider using APIs to automatically feed intent data, technographics, and sales triggers into the CRM.
Data enrichment ensures that the data entering your CRM and other tools is complete and up to date. The process adds missing details such as job title, company size, industry, location, social media profiles, etc.
It also appends intent data to leads to identify their current interests and research activities and technographic data to understand their technology environment. Records updated with sales triggers help reps engage with leads when they are most likely to need your product or service.
Setting up automated workflows to continuously enrich leads as new information is the most efficient and helps eliminate errors. You can automate data cleansing workflows that enrich CRM data instantly or periodically. Or create alerts and notifications for sales teams based on changes in lead intent, technology usage, or significant sales triggers.
The enriched data equips sales teams with detailed lead profiles to tailor their outreach and increase the chances of conversion. It also powers up lead assessment process and refines customer segmentations.
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