Automated Enrichment: Get More Out of Your Data

Did you know that 2.5 quintillion bytes of data are generated each day? And that there are more than 44 zettabytes of data in the world? We don’t even know what a zettabyte is, to be honest.

And a lot of that is information that could affect what you’ve got on hand for potential customers. Stuff like people changing jobs, new contact information being generated, more technologies being added to someone’s tech stack, or a company acquisition.

It’s basically a full-time job to keep up with all that data. Especially when you have other things to do. Like, you know, actually selling. Or coming up with metrics to predict your pipeline, or crafting marketing campaigns. Basically, any of the things that a GTM professional like you has to deal with, whether you’re in sales, marketing, or rev ops. 

So why even bother?

Well first off, you’re not gonna be able to do much with stale or incomplete data. But also, it doesn’t have to be hard. What if we told you that you can enrich your data automatically? Then you can get the info you need faster and focus on doing the work that really matters (and be able to do it even better). 

Data enrichment = the sales / marketing pro’s best friend

There are a lot of problems that can come from dirty data (aka stale, out-of-date, un-enriched data) – wasted time, bad customer experience, email addresses getting blocklisted. The list goes on. But instead of telling you all the reasons to be scared of not enriching your data, we’re gonna focus on the positive here. Because it’s not just about avoiding the bad – it goes above and beyond that. 

How can enriching your data help you? Let us count the ways. 

• Get contact information when you need it. Have a list of contacts with no way to actually get in touch? Enrichment to the rescue. 
• Update older or inherited contact lists. If you’ve had a list sitting around for several months or inherited one from a coworker, then a good chunk of it is already out of date. Enriching that data makes sure you’re working with current information. 
• Fill in the gaps – at scale. Maybe you need company and tech stack information for better targeting, or want more details on conference leads. By using a data enrichment tool, you can get that extra information you need at a large scale instead of hunting down the details one by one. 

Sales ops and rev ops can benefit from automated enrichment too.

It’s not just sales and marketing people who can benefit from data enrichment. What about the teams that are in Salesforce 24/7? The people who are elbow-deep in data and need to use it to form valuable insights? Yep, sales ops and rev ops folks, we’re talking to you too. 

There’s never enough data when you’re working on pipeline predictions to inform business decisions, but enrichment can get you closer. For example, say you have a product people can try for free before buying, and those who sign up are your product qualified leads (PQLs). If you want to measure the probability they’ll become a paying customer, that might be tough if you only have their name, company, and email address. 

That’s where enrichment comes to save the day. An automated enrichment tool can add extra details like industry, headcount, and location which you can use to figure out which PQLs are most likely to convert. With that automation, your BDRs get better leads, and your sales analysis is stronger. 

Most people just think of getting accurate data so sales teams can reach out to prospects. But good data enrichment also means that ops teams can get quality reliable data. Which means accurate sales insights to make better business decisions – from lead scoring to lead routing and territory management. 

No-sweat data enhancement using automated enrichment

If you didn’t already know why data enrichment was so important, we’re pretty confident that you do by now. The next question is of course: so how do you do it?

There are a few ways you can automate your data enrichment with Lusha: CSV Enrichment, CRM  Data Enrichment, and API Enrichment. 

CSV enrichment cleans up your large lists.

Using Lusha’s CSV enrichment couldn’t be easier. Just upload any CSV file you have – a list of leads from an industry event with just names and companies, Dave’s old excel file of top contacts, whatever you’ve got. 

All your list needs to do is provide one of the following data points: 

• Linkedin profile
• Name + email
• Name + company name

Of course, the more details you’ve got, the more accurate the results can be. And then in minutes, you’ll have a downloadable file with up-to-date contact details and company data to help fuel your go-to-market activities. 

CRM Data Enrichment enhances the information in your database.

If you’ve got Salesforce, you’re gonna have some missing or out-of-date information. Every CRM comes up against that problem at some point. But with Lusha’s help you can take that faulty or missing data and turn it into new business opportunities in no time at all. 

Our enrichment is one you can set and forget – once you’ve set up the rules for automation, you can just get back to work and let your data transform in the background. Completely hands-off. And once that’s done, you can qualify your pipeline faster and stop wasting time on reaching out to contacts with the wrong information. Having an ongoing cadence of enrichments ensures that your CRM always has up-to-date, accurate information. 

It can be even easier too – we know, hard to believe. But we’ve got data-driven recommended templates you can use to simplify the CRM enrichment process. And if you only want to look at a key group, we can help with that too. Build custom audiences to enrich only the prospects and customers that you need to know more about. 

API Enrichment keeps your B2B database – whichever one you use – fresh and accurate.

Lusha’s One-Click API can enrich any system you use – the sky’s the limit. You can use it to enrich information you already have like direct dials, email addresses, and company details like revenue and company size. This improves your lead quality (and your ABM campaign conversion rates). And with that better, fresher data, you can streamline work processes like lead prioritization and assignment by teams or and automate your lead generation. 

It’s easy to start, too. When you chat with our team of experts, we’ll help you choose the API that matches your needs and support a smooth integration. Then you can set it and forget it. Set your API to regularly update, and you can ensure your data is always fresh and accurate. 

You’re a lot closer to a clean database than you think, so what are you waiting for?

Key Takeaways

• Data enrichment benefits all the whole go-to-market org: sales teams, marketers, and sales ops/rev ops. 
• Enriching your data doesn’t have to be hard – use automated data enrichment to get up-to-date and enhanced data at scale. 
• Lusha offers CSV Data Enrichment, CRM Data Enrichment, and API Enrichment so we can go wherever your data is stored.