Discover More Leads With Data Enrichment

Working in sales, the clock is always ticking. You’re working against quota and probably feeling the pressure to get more leads like yesterday. 

Luckily, there are ways to squeeze a little more out of what you already have so you can finish your week, month, or quarter strong. One you might not have thought of? Data enrichment.

What enrichment does

Enrichment is a convenient way to make sure your data is up-to-date, de-duplicated, and otherwise “clean,” which is already a pretty powerful point in its favor to help you win sales. But that’s not all that enrichment is good for. 

Think of your lead data as a picture of your potential customer. The basic data you get is like a quick pencil sketch – sure, you get the general outlines, but there’s no depth or color. 

When you enrich your data, you’re adding more value by gaining further information. You’re adding in fine brush strokes and shading with the addition of things like job titles and direct details. 

To complete the picture and make it true to life, you want to add a background. Think of the company details (firmographics) like that – they place the lead in a specific environment that adds some much-needed context like whether they fit your ICP.

Data enrichment takes your simple outline of a lead and turns out a dynamic portrait that’s actionable. 

Here’s how you do it. 

So how specifically can you use that to boost your sales?

5 ways to use data enrichment to discover more deals

Let’s get into some use cases for data enrichment that will take your sales to the next level and get you those wins you need. 

1. Refresh old opportunities

It’s hard to go out there and find new opportunities from scratch. So instead of starting with a blank slate, go to your CRM first. Take a look at old opportunities that were abandoned a while ago (like in the last 6-24 months) or even some churned customers or closed/lost deals (especially if your offering has changed since that last conversation). 

Then enrich the contacts associated with those opps to make sure you’ve got the most up-to-date and accurate information on who to contact. It’s not just about re-opening that line of communication and making sure you’re talking to the right person, which is already pretty important on its own. 

But it’s also a good way to see what’s changed. Maybe a former champion has been promoted and has more sway in the decision. Or maybe a decision-maker has left the job and been replaced with someone new. Both of those situations mean you’ve got a fresh opportunity to pitch your solution again. 

2. Fill in the blanks in your CRM

Nobody’s CRM is perfect. In fact, the reality is that most are very far from it. Salesforce has previously said that up to 91% of CRM data is incomplete. 

That means you have opportunities just waiting for you in your CRM. All you need to do is get a little more information to make them actionable. Maybe there are leads in the pipeline that are missing vital contact information or lack company details (funding, industry, headcount, etc.) that tell you where they fit in your ICP. 

Enrich those incomplete profiles in your CRM to keep those opportunities moving down the pipeline instead of slipping through the cracks. 

3. Squeeze more out of web forms

The web form is a double-edged sword. It brings in more leads – and qualified ones at that – but not a lot of information you can actually use. Not to mention that the more details you ask of someone in a form, the less likely they are to actually submit it. Lowering that barrier to conversion means you often end up with a lot of leads that give you nothing more than a name and an email. Not a lot to go off of. 

But with enrichment, you can turn those leads into the hot opportunities they are. Enrich your lead capture data to get those missing or incomplete data points that will help you make a sale. 

VWO, a website optimization company, has done just that with Lusha, using our solution to complete the leads that come through their website.

4. Make event attendee information actionable

Events like webinars or trade shows are a major way that marketing brings in leads for sales, but the information that comes from these events can be pretty sparse.

Or maybe you met someone at a networking event who could be a good fit for your product, but you only caught their name and company. 

 You can use data enrichment to take lists of names from events and turn them into something actionable. Adding details like job title, direct contact information, and firmographics takes the information you already have and gives you the details you need to qualify and contact leads. 

5. Prioritize the hottest leads

At this stage of the year, you don’t want to waste your time talking to leads that aren’t likely to convert. You want to go for the ones that will increase that lead-to-sales ratio. 

Enrichment is a power-up for lead scoring. When you enrich your leads, you get all that extra contextual data that can help tell you how likely they are to convert based on how similar they are to your best customers. 

This is only scratching the surface of what you can do with lead enrichment. We haven’t even touched on how your company can use it for lead routing, crafting personas, segmentation, etc…the list could go on. But for now, try out these five tactics to get some quick wins before the end of the quarter. 

How to enrich your data

Okay, now we’ve got you all excited about enriching your data, the next thing you’re going to ask is probably, “how?”

With Lusha, you can approach it whatever way works best for you. 

Enrich CSV files

One way is through CSV Enrichment. You can enrich any list just by uploading a CSV file. And then in a matter of minutes, those old and impartial records get transformed into new business opportunities. 

Enrich your CRM

Another option is to connect Lusha with your CRM, which gives you more proactive, automated enrichment. With our easy-to-set workflows, you can keep your database consistently fresh and have high-quality leads just waiting for you.  

If you’d like to know more about Lusha’s Enrichment, let’s talk!

Key Takeaways

• Data enrichment doesn’t just update information, it also enhances and adds to it.
• You can use data enrichment to find new deals quickly by squeezing the funnel and filling in gaps in the data you already have.
• With Lusha, you can enrich data in a CSV file or through integration with your CRM.