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The Power of Data Enrichment in Sales and Marketing

Updated: May 20

Everyone agrees that the success of B2B sales and marketing efforts relies on data. It paves the way for increased engagement, growth, and consumer loyalty. 


The only issue: there’s a lot of it. 


It’s difficult to cut through the noise of endless information to find the data that actually matters, especially when that data is inaccurate or incomplete. That’s where data enrichment comes in. 


So, what is data enrichment, and why is it such a powerful tool for B2B companies?


Keep reading to learn more about B2B data enrichment and, more importantly, how you can easily and affordably implement it into your sales and marketing strategy.


What Is Data Enrichment?

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What Is Data Enrichment?

To “enrich” something is to enhance and increase its value. Thus, in the case of data, enrichment involves adding to and verifying existing data for better leads and customer insights. It’s an important aspect of data hygiene, which keeps your data squeaky clean and ready to use for maximum benefits. 


Data enrichment often combines different forms of data to add meaning and fill in gaps. The two main data categories are:


  • First-party data – Data from internal sources, like customer engagement data

  • Third-party data – Data from external sources, like Nimbler


While third-party data provides a broad and diverse insight into customer and market behaviors, integrating it with first-party data can unlock even greater benefits. This combination allows for an enhanced understanding of your audience, leading to better engagement, targeting, segmentation, and brand loyalty. 


Types of Data to Enrich in B2B

Though data is essential to lead engagement and growth, B2B organizations struggle most with collecting and using the right kinds. 


Here are the main types of data that are most relevant for B2B sales and marketing strategies:


  • Contact data – Any kind of identification or contact information, including name, title, company, cell number, email, and physical address. This is the main data you use to communicate with your consumers, so it must always be verified and up-to-date


  • Company data – This includes important information about a company, such as its size, industry, location, and revenue.


  • Demographic data – Age, gender, level of education, and household income are all examples of demographic data that may be gathered on a potential market. The more specific, the more targeted your strategy will be. 


  • Behavioral data – This data represents the behaviors of your customers, from website activity, to email clicks, to purchase insights. Knowing your customer’s habits can help you personalize messages and find the perfect moment to send them. 


  • Technographic data – Any data concerning a company’s technological infrastructure and software applications. This can provide insight into a company’s technological shortcomings and help you find prospective customers. 


Knowing what data types are most useful for B2B sales and marketing is important, but how do you ensure your data is accurate and usable? By enriching it.


The Importance of Data Enrichment in B2B

Data enrichment is essential to the success of a company’s sales and marketing efforts. 


But as data quality becomes increasingly important, its integrity is questioned more and more, even for first-party data taken from within one’s own company. A whopping 49% of marketers say they don’t trust their own data.


Data enrichment fills in the gaps and inconsistencies of raw data, adding to its value and optimizing growth potentials for B2B.


Data enrichment makes it possible for B2B organizations to:


  • Better understand their current and target audiences

  • Boost lead quality with expanded, up-to-date data sets

  • Personalize communications for more meaningful interactions

  • Anticipate client demands

  • Increase engagement and the likelihood of a sale


Sounds great, right? But how do you enrich data to achieve all these wonderful benefits? There are more ways than you might think. 


Common Methods for Enriching Data

Each data enrichment method has its own advantages and disadvantages. Find the ones that work best for you and your unique data enrichment strategy:


  • Web scraping – Collect relevant public data straight from the Internet with web scraping. It’s a great option because it’s fast, flexible, and affordable, but you do need to verify the data you collect before using it for an outreach campaign. Remember, not everything on the Internet is true or up-to-date. 


  • Manual research – This option is best for collecting small sets of data that need to be accessed by real people, not automated tools. This might include firm executives’ data or email addresses. Because this research is done manually, there’s more opportunity for error, so always double-check your data sets. 


  • Integrate first- and third-party data – Data enrichment is all about making your data more reliable. By integrating first- and third-party data, you can paint a more complete picture of your current and prospective consumers for more successful outreach. 


  • Data profiling – With data profiling, you can create comprehensive profiles for your leads by analyzing their demographic and behavioral data. 


  • Data appending – This involves adding contact or demographic information to your existing data for more precise, complete data. The more correct data you have, the easier it is to reach out to leads. 


  • Data cleansing – Dirty, error-ridden data is useless and even harmful for your marketing efforts. Clean up your data by scrubbing your databases for any erroneous or unnecessary information. 


  • Data enrichment automation – By automating the data enrichment process, including data profiling, appending, and cleansing, you can save time combing through data manually and put your energy towards engaging customers and making sales.


Data Enrichment Tools

Does the ease of data enrichment automation sound appealing? If so, you should look into the effective and affordable data and lead enrichment tools you can have right at your fingertips. 


First, what is lead enrichment? It’s the process of expanding and verifying lead information for more effective lead scoring and engagement. 


Data enrichment services make it easier than ever for your B2B to collect reliable contact, demographic, and behavioral information, so you can start putting your data to work.  


These services offer this and more:


  • Elimination of redundant data 

  • Better audience segmentation 

  • Enhanced customer experience 

  • Quality lead generation

  • Better decision making 

  • Improved customer service

  • Optimized costs


In addition to data enrichment services, you can use either customer relationship management (CRM) software or customer data platforms (CDPs) for automated enrichment. Both help you collect and consolidate customer data so you can use it efficiently and with more confidence. 


Choose Nimbler to Enrich B2B Data

You can’t create a successful marketing strategy without data, and you can’t trust data without data enrichment. 


If manual data enrichment takes away time from your other important duties, invest in a reliable, low-cost data enrichment service like Nimbler. 


Nimbler’s massive B2B lead generation and enrichment database is the best place for you to build and nurture real leads that will strengthen your business relationships and boost revenue. With real-time data verification, you can always trust that your data is up-to-date. 


Learn more about how Nimbler can boost your B2B sales growth through powerful lead enrichment and try it for free today.




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