What is Contact Enrichment?
Contact enrichment is the process of gathering additional data about your existing contacts and leads to build more complete profiles. It involves taking basic contact information like names, emails, and phone numbers and enhancing it by appending extra details from both internal and external sources.
The goal is to collect relevant personal and professional data points that allow you to better understand each contact. This helps you segment and target your contacts more precisely. It also enables you to deliver personalized, relevant messaging tailored to each contact’s specific interests and needs.
Contact enrichment works by taking contact data from your CRM, marketing automation platform, or other database and running it through enrichment tools and services. These tools match your records against business and consumer databases as well as public sources like social media sites. They return extra details you may be missing, such as job titles, employer names, locations, social handles, and more.
Some enrichment tools are able to append hundreds of data points to each contact record. This gives you a robust profile of who the person is, where they work, and what they care about.
Why is Contact Enrichment Important?
Contact enrichment provides numerous benefits for businesses looking to improve their marketing and sales processes. By gathering additional data about contacts and leads, companies can gain valuable insights to deliver more targeted, personalized experiences that drive increased conversions and revenue.
The main benefits of contact enrichment include:
- More Targeted Marketing – With enriched contact data like job titles, interests, and firmographic info, marketers can segment and target their messages and campaigns to be more relevant to each prospect. This helps improve response rates.
- Personalized Customer Experiences – Knowing more about each individual contact allows sales and marketing teams to personalize emails, website experiences, and sales interactions. This 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. 80% of marketers say lead enrichment has increased their number of sales opportunities according to DemandGen Report.
By taking the time to gather additional, meaningful data on contacts and leads, companies set themselves up for better marketing and sales results. The enriched insights allow them to nurture prospects in a more targeted, personalized manner – driving greater conversions and revenue.
What Kinds of Data Can Be Enriched?
There are many types of data that can be enriched about your contacts to help create more complete profiles and insights. Some of the key data points that are commonly enriched include:
Job Titles and Company Information – Knowing someone’s exact job title and the company they work for opens up opportunities for more relevant, targeted outreach. This data helps segment contacts and personalize messaging.
Location – Understanding where contacts are located geographically enables localization and outreach tailored to their area. Location data also aids in planning in-person events, meetings, and more.
Social Profiles – Linking contacts to their social media profiles like Twitter, LinkedIn, and Facebook provides additional insights into their interests, personality, and professional network. Social data enhances personalization and relationship-building.
Contact Details – Collecting direct contact info like phone numbers and email addresses beyond basic lead forms increases ways to reach contacts. Complete, 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. Complete contact profiles lay the foundation for successful marketing and sales interactions.
How Does Contact Enrichment Work?
Contact enrichment is the process of gathering additional data about your contacts and appending that data to their records in your CRM or database. Here’s an overview of how it works:
The contact enrichment process starts by taking the existing data you have on a contact, such as their name, email address, and company name. This data acts as the starting point.
Your contact data is then matched against various data sources, both public and proprietary ones, using techniques like fuzzy matching and email pattern recognition. These data sources contain extra information about your contacts, like their job titles, social media profiles, and more.
When a match is found between your contact data and a data source, the additional 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. This could include fields like job title, LinkedIn URL, Twitter handle, company size, etc.
Now your contact records include extra data points that can help you better understand each contact and personalize your marketing to them. The enriched data is seamlessly integrated with your existing CRM data.
Contact enrichment is an automated, scalable process that lets you augment your contact data with valuable extra details from both internal and external sources. This enriched contact data powers more targeted, effective marketing campaigns.
Contact Enrichment Stats and Facts
Enriched leads are proven to convert at much higher rates than non-enriched leads. According to a study by Salesforce, enriched leads convert at a rate 10 times higher than leads that have not been enriched with additional data. This massive difference illustrates the power of contact enrichment.
Another statistic from DemandGen Report found that 80% of marketers surveyed said lead enrichment has increased their number of sales opportunities. By gathering more information about leads and contacts, marketers are able to nurture and convert those leads more effectively.
The data shows that contact enrichment should be a vital part of any business’s marketing strategy. Taking the time to append extra details to contact records can pay off exponentially in terms of qualified leads and closed deals. Marketers who enrich their data see increased sales productivity and higher ROI from their campaigns.
Getting Started with Contact Enrichment
Implementing contact enrichment for your business is easy to get started. 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 to choose from, including both paid and free solutions. Consider factors like data sources, automation capabilities, ease of use, customer support, and cost. Popular tools include Customers.ai.
Integrate with Your CRM and Marketing Systems
Next you’ll want to 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. This enables you to automatically enrich contacts as they’re added to your databases.
Select Data Points to Enrich
Determine what types of data 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 allow you to better segment, target, and engage your contacts.
Set Up Automation Rules
Automating the enrichment process is key for scaling. Set rules to automatically enrich contacts under certain conditions, like when they’re added to a list or demonstrate a key behavior. This saves time versus 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 use of enriched information.
With an efficient enrichment process set up, 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 can provide tremendous value for businesses looking to boost sales opportunities and create more personalized customer experiences. By gathering additional data on your contacts, you gain crucial insights that allow you to market smarter and increase conversions.
According to research, enriched leads convert at a rate 10 times higher than non-enriched leads. It’s clear that taking the time to enrich contact data pays off in the long run.
To see for yourself how contact enrichment can benefit your business, request a demo today. Our contact enrichment solutions are designed to seamlessly integrate with your existing CRM and provide actionable data to help you connect with customers.
With enriched contact profiles, you can send more relevant, timely communications and recommendations. Contact enrichment enables you to build better relationships that drive growth and revenue.
Don’t leave this opportunity on the table. Get in touch to learn more about our contact enrichment platform and how we can help you achieve your sales and marketing goals.
