What is Contact Enrichment?

Contact enrichment involves gathering additional data about your existing contacts and leads to create more comprehensive profiles. It starts with basic information like names, emails, and phone numbers, and enhances these by adding extra details from both internal and external sources.

The objective is to collect relevant personal and professional data points that enable a better understanding of each contact. This improved insight helps you segment and target your contacts more accurately and deliver personalized, relevant messages tailored to each contact’s specific interests and needs.

Contact data enrichment works by extracting contact data from your CRM, marketing automation platform, or other database and processing it through enrichment tools and services. These tools compare your records against business and consumer databases as well as public sources like social media. They provide additional details you may be missing, such as job titles, employer names, locations, social media handles, and more.

Some enrichment tools can append hundreds of data points to each contact record, giving you a detailed profile of who the person is, where they work, and what they care about.

Why is Contact Enrichment Important?

Contact enrichment offers numerous advantages for businesses aiming to enhance their marketing and sales processes. By collecting additional data about contacts and leads, companies can gain valuable insights to deliver more targeted, personalized experiences, ultimately driving increased conversions and revenue.

The primary benefits of contact enrichment include:

• More Targeted Marketing: With enriched contact data such as job titles, interests, and firmographic information, marketers can segment and target their messages and campaigns more effectively. This relevance boosts response rates.
• Personalized Customer Experiences: Gaining deeper insights into each contact enables sales and marketing teams to personalize emails, website experiences, and sales interactions. This personalized approach makes prospects more likely to engage and convert.
• Increased Sales: Ultimately, contact enrichment leads to more sales opportunities and closed deals. Enriched leads convert at a rate 10 times higher than non-enriched leads, according to Salesforce. Additionally, 80% of marketers report an increase in sales opportunities due to lead enrichment, as noted by DemandGen Report.

By investing time in gathering additional, meaningful data on contacts and leads, companies position themselves for improved marketing and sales outcomes. The enriched insights enable them to nurture prospects in a more targeted, personalized manner, driving greater conversions and revenue.

What Kinds of Data Can Be Enriched?

Various types of data can be enriched to create more comprehensive profiles and insights about your contacts. Key data points commonly enriched include:

Job Titles and Company Information: Knowing a contact’s exact job title and the company they work for allows for more relevant and targeted outreach. This information helps in segmenting contacts and personalizing messages.

Location: Understanding the geographic location of contacts enables tailored localization and outreach. Location data is also useful for planning in-person events and meetings.

Social Profiles: Linking contacts to their social media profiles on platforms like Twitter, LinkedIn, and Facebook provides additional insights into their interests, personality, and professional network. Social data enhances personalization and relationship-building.

Contact Details: Gathering direct contact information, such as phone numbers and email addresses beyond basic lead forms, increases the ways to reach contacts. Complete and validated contact data improves conversions and sales opportunities.

Enriching customer and prospect data with job titles, company information, location, social profiles, and contact details enables more meaningful, personalized experiences and higher-quality relationships. Comprehensive contact profiles lay the foundation for successful marketing and sales interactions.

How Does Contact Enrichment Work?

Contact enrichment involves gathering additional data about your contacts and appending that information to their records in your CRM or database. Here’s an overview of how it works:

The process begins with the existing data you have on a contact, such as their name, email address, and company name, which serves as the starting point.

Your contact data is then matched against various data sources, both public and proprietary, using techniques like fuzzy matching and email pattern recognition. These sources contain additional information about your contacts, such as job titles, social media profiles, and more.

When a match is found, the extra data is extracted and prepared to be appended to your contact’s record. This may involve data hygiene techniques like deduplication and formatting normalization.

Finally, the enriched contact data is added to the appropriate fields in your CRM or database, including fields like job title, LinkedIn URL, Twitter handle, company size, and more.

With these extra data points, your contact records now provide a better understanding of each contact, enabling more personalized marketing. The enriched data integrates seamlessly with your existing CRM data.

Contact enrichment is an automated, scalable process that augments your contact data with valuable details from internal and external sources, powering more targeted and effective marketing campaigns.

Contact Enrichment Stats and Facts

Enriched leads are proven to convert at significantly higher rates than non-enriched leads. A study by Salesforce revealed that enriched leads convert at a rate 10 times higher than those not enhanced with additional data, highlighting the substantial impact of contact enrichment.

Additionally, a statistic from DemandGen Report found that 80% of surveyed marketers reported an increase in sales opportunities due to lead enrichment. By gathering more information about leads and contacts, marketers can nurture and convert these leads more effectively.

This data underscores the importance of contact enrichment as a vital component of any business’s marketing strategy. Investing time in appending extra details to contact records can lead to a substantial increase in qualified leads and closed deals. Marketers who enrich their data experience increased sales productivity and higher ROI from their campaigns.

Getting Started with Contact Enrichment

Implementing contact enrichment for your business is straightforward. Here’s an overview of how to get up and running with contact enrichment:

Choose a Contact Enrichment Tool or Service

The first step is selecting a contact enrichment tool or service provider. There are many options available, including both paid and free solutions. Consider factors such as data sources, automation capabilities, ease of use, customer support, and cost. Popular tools include Customers.ai.

Integrate with Your CRM and Marketing Systems

Next, integrate your enrichment tool with your existing CRM, marketing automation platform, email system, and other relevant systems. Many tools offer integrations or APIs to connect data flows between systems, allowing you to automatically enrich contacts as they’re added to your databases.

Select Data Points to Enrich

Identify the types of data that are most valuable for your business needs. Common data points include job titles, departments, seniority levels, social profiles, technologies used, intent signals, and more. Prioritize the data that will enable you to better segment, target, and engage your contacts.

Set Up Automation Rules

Automating the enrichment process is essential for scaling. Set rules to automatically enrich contacts under certain conditions, such as when they’re added to a list or demonstrate a key behavior. This saves time compared to manually enriching contacts.

Analyze and Act on Enriched Data

Finally, leverage your enriched data within your workflows. Segment contacts based on enriched data, personalize messaging with extra details, identify new sales prospects, and more. Continuously analyze the impact to optimize the use of enriched information.

With an efficient enrichment process in place, you can unlock more value from your contacts and improve sales and marketing performance. Reach out for help getting started with contact enrichment.

Learn More About Contact Enrichment

Contact enrichment offers tremendous value for businesses aiming to boost sales opportunities and create more personalized customer experiences. By gathering additional data on your contacts, you gain crucial insights that enable smarter marketing and increased conversions.

Research shows that enriched leads convert at a rate 10 times higher than non-enriched leads, demonstrating that investing time in enriching contact data pays off in the long run.

To experience the benefits of contact enrichment for your business, request a demo today. Our contact enrichment solutions seamlessly integrate with your existing CRM, providing actionable data to help you connect with customers.

With enriched contact profiles, you can deliver more relevant, timely communications and recommendations. Contact enrichment empowers you to build better relationships that drive growth and revenue.