A Quick Guide to Marketing Data Enrichment for generating leads

A deeper look into how marketing data enrichment helps your organisation.

Turbocharge lead scoring:

The more data you have, the more accurate your lead scoring will be. Marketing data enrichment can attach critical new information to your leads to make each lead score significantly more accurate. For example, a lead enters your system by filling out a lead capture form like first name, last name, and personal email address. Marketing data enrichment can augment such leads with additional information, like a business email address, job title, and location, which helps you recognize the visitor as a decision maker at one of your target accounts.

Targeted Messaging and Lead Conversions:

The most important benefit of sales data enrichment is improving lead generation and conversions. By far the most common reason why companies procure third-party data is to get new prospects, whether they’re accounts, contacts, or “total addressable market”.

There are improvements across key business operations such as prospect profiling and targeting highly qualified leads, identifying lookalike prospects, targeting ads and email campaigns, personalisation of messaging, and increasing overall campaign efficiency.
Accurate data helps you identify leads that fit your ideal customer profile, and this empowers you to spend your precious time going after leads who love your solution.

Enhancing Existing Marketing Databases:

Marketing data enrichment helps to make your data better in terms of completeness, accuracy, and recency. Marketing data enrichment serves the purpose of filling in the gaps left by incomplete or incorrect information. The first-party data you already have can be matched with data from various other sources like data vendors and data collected manually from the web.

A system for data enrichment then appends new information to the records that are already captured and stored, pinpointing key target groups of prospects or improving efficiencies across your campaigns.

With marketing data enrichment, you can create highly detailed and accurate unified profiles of your customers by gathering data from a variety of external sources, then combining that with your own proprietary data. Once you’ve got the profiles right, you can use them, update them, and add new data to each profile about what each customer finds appealing and persuasive enough to close a sale.

Validating First and Third-Party Data:

Even if your data is complete and accurate, there is often the need to verify the data with another third-party. For example the data in your CRM may not have been updated in the last 12 months, so it’s a good idea to validate if it is still accurate. Secondly, if you’ve just acquired a list of prospects but don’t have the utmost confidence in the data source, it’s good to validate some aspects of the data, such as email deliverability, before loading it into your systems.

Segment and organise your data:

Marketing data enrichment allows you to segment and organise your customer data into similar groupings. This improves your ability to create personalised campaigns.

These new segments may appear after cleaning and unifying your own data from various silos. Or, they may be revealed after augmenting your data with newly added third-party data. These segments can then be used to power targeted campaigns across a wide range of channels.

Recognise buying intent:

Some data enrichment platforms help you keep abreast of your customers’ online behaviour, spot buying intent, and capitalise on it.

For instance, you can learn that one of your target leads recently spent time researching competitors on a software review website. The sales rep can then swoop in and provide them with a case study or product comparison guide to help them with this research and win their favour.

Revive old sales leads in your CRM:

Trigger events built into your sales data enrichment platform are great for finding free sales leads. You will be notified of leads’ promotions or office expansions that indicate a lead who formerly dropped out of the funnel may now be a good fit for your offer.

For example, sales triggers might inform you that a big target company you haven’t heard from in a while recently opened a new office and doubled its workforce. For a savvy salesperson, that can be all they need to get their foot in the door.

Expand your reach with new segments and markets:

Some companies use customer data enrichment to test and experiment with different markets or expand the scale of their campaigns. A third-party data provider’s total audience can be added to your databases and then analysed for patterns of similarity with your own proprietary customer data. This can help you identify new customers and segments for targeted personalization.

Make new customer acquisition easy:

Increasingly, marketing and sales are focused on building smaller, more detailed lead profiles because they’re the most likely to convert. Customer data enrichment gives you in-depth insights into your customers so that you not only know your current customers better, you can also build more sophisticated buyer personas. This data might be the answer to helping you understand whether your buyer personas are valid. With deeper insights, you can improve customer acquisition strategies because you’re always talking to the right people at the right time in their buying journey.

Improve customer experience with better customer journeys:

Enriched customer profiles are really the starting point for a better customer experience. The more conclusions and insights you’re able to draw from your customer data, the more accuracy you’ll have giving customers what they want. When you’re able to identify customer hobbies, interests, likes, devices, and channels, you can design each touch point and message to meet customers exactly where they’re at in the customer journey. For example, you can direct them to content that’ll inform them of new ways to use your product. Are some features particular to their individual use case? When you know these answers, you can anticipate customer needs to deliver exceptional experiences.

Customise offers and customer experiences:

Customers don’t all use your product the same way. Different segments will value some features over others. When each customer begins using your product, behavioural analytics will tell you which group they fall into. At that point, you can guide them toward content and features that their group values.

Say your company specialises in marketing tools. Your customers typically fall into two categories: startups and mid-size firms. Startups value product tours that demonstrate lead generation and conversion features. In contrast, established mid-size firms value marketing automation. With customer data enrichment, you’ll know exactly which features to highlight as soon as they sign-up.

Personalise your outreach:

Personalised outreach is a marketing strategy that aims to tailor the content of the outreach to the specific needs of the customer. Marketing data enrichment can help in personalised outreach by providing more information about the customer, such as their interests, preferences, and behaviour patterns.

This information can be used to create more targeted and effective outreach campaigns that are more likely to resonate with the customer. With data, you can also more accurately predict a lead’s pain points. And you can include these in your cold email or cold call to spark their interest. Thus they will be targeting the right customers with the right message at the right time. It also helps build customer loyalty because it helps customers feel like your organisation understands them.

Running targeted ad campaigns:

Marketing data enrichment tools can also provide you with the data you need to launch more targeted advertising campaigns for the specific demographics you want to reach with messaging about your products or services.