Data enrichment emerges as the solution to ensure the organization and structuring of large amounts of information. After all, enriched data generates more opportunities.
In this article, we will better understand how this process works. Are you ready?
What is data enrichment?
Imagine a super additive in B2B sales that, once france business email list applied, is capable of multiplying your results. This is what usually happens with lead enrichment.
Through data collection and analysis, the enrichment strategy is able to capture much more information about leads and thus provide a much more efficient interaction between the company and its future customer.
After all, the more information you have about your lead, the easier it will be to qualify them and get them to the end of the sales funnel.
What are the benefits of data enrichment?
There are countless benefits offered by enrichment, but we can highlight mainly:
Accelerates productivity for prospecting
Studying all the information you have about the lead, such as actions they performed on your website or application, and their registration information, website, economic sector, company size and contact numbers, are essential for an assertive approach.
But putting all this together takes up a considerable amount of your team's time. And in B2B sales , which work with quantity and productivity, every minute costs a lot of money.
Lead enrichment allows you to generate more information about each lead. This will save your pre-sales team time , for example, as it allows them to prospect more effectively.
High-yielding pre-salespeople generate more qualified leads and opportunities for sales executives. And sales executives benefit too, as they receive leads with more detailed information, which also enhances their sales approach.
Deepen knowledge about the ideal customer profile
By cleaning your database with data enrichment, you will be able to segment your leads more accurately, as you will be able to recognize more common characteristics about the ideal customer profile, thus increasing the chances of approaching the right leads at the right time.
Greater knowledge about your ICP also allows different areas of the company, such as marketing, sales and customer success, to make safer and more effective decisions in their strategies.
Increase sales
In addition to increasing your sales team's chances of conversion, data enrichment can boost your cross-selling and up-selling strategies , as you will have a deeper understanding of your customer base, thus allowing a more personalized approach and the identification of additional sales opportunities.
How to enrich your data
How much time does your team spend qualifying leads? According to Gartner , sales teams find that only 44% of marketing-qualified leads (MQLs) are actually promising.
If your team spends a lot of time manually qualifying leads to determine which ones are actually worth pursuing, that’s where lead enrichment can help.
For example, let’s say you have the names and emails of professionals who attended an event you co-marketed. They’ve shown interest in your company and you want to reach out to them, but who do you reach out to first? And how do you make the conversation interesting and relevant to them?
Lead enrichment works by filling in these gaps, helping you quickly and accurately identify the ideal next step to insert or not insert these leads into your sales funnel.
Also note that, over time, there is a good chance that some of the information you have about your leads will be out of date by the time your sales team contacts them.
Therefore, investing in lead enrichment platforms or services, such as Econodata , for example, can be the ideal solution.
This is because they rely on data engineers and artificial intelligence algorithms to clean your database and ensure the quality and accuracy of your data.
4 ways to use lead enrichment in practice
There are several ways to use database enrichment in practice. Below we list some of them:
1. Sending emails
Rich data provides deeper insights into your recipients. This allows for better audience understanding, more accurate segmentation of your audience, content personalization, improved marketing automation, and improvements in key performance metrics like open rate, click-through rate, and conversion rate.
2. Lead segmentation
When you enrich your lead base, your targeting options multiply. What if you could suddenly create targeted campaigns for different market sectors, all with a sufficient number of leads in their base? What if you could also segment by company size ? And by region? Lead enrichment makes it possible to segment your lead base in ways that were not possible before.
3. Reactivation of inactive customers
Using this enriched data, you can tailor your approach to reactivate inactive customers. This can range from creating targeted campaigns with specific messaging to re-engage these customers to adjusting your customer service strategy to focus on the concerns or issues that led to their account becoming inactive.
4. Lead nurturing
By enriching your company lists with more detailed and accurate information about decision makers, number of employees, estimated revenue, sector and economic size, valid telephone numbers and emails, websites and social networks, you will have the opportunity to deepen the nutrition of your base by offering more personalized, relevant and targeted content, which increases the likelihood of conversion and engagement of these leads.