Data enrichment tools are a necessity for sales teams. They give you access to a refined, more detailed, and more accurate database of customer information. Basically, they’re worth their metaphorical weight in gold!
Additional information such as industry, company size, location, and job title, will give you deeper insights into prospect behaviors. You’ll uncover what makes them tick, and eventually, what makes them buy.
These tools often provide high-quality lead scoring, ranking your prospects based on the top criteria. This means you can go after the prospects that are most likely to convert. Surface level alone, data enrichment tools are already worth the plunge. But let’s take a deeper look…
What is Data Enrichment?
Data enrichment is the exercise of incorporating new updates and customer information into your team’s existing database to improve its accuracy. It’s done so that your team can make better business decisions and build more personable relationships with customers.
It’s a key component to elevating your sales team; enriching data gives you a deeper understanding and access to customer insights you usually wouldn’t see. By gathering enriched data, you can communicate with more authenticity, touching the soul of your customers and creating life-long professional relationships.
Enhancing data also provides you with the platform to have both your marketing and sales teams collaborate towards similar goals. They can both have access to the same database, empowering you to streamline your company-wide outreach. Surely you’d rather have a seasoned steak than a slab of raw beef, so why not let the marketers prepare the lead, and then your sales team can swoop in for the kill?
Data enrichment is a global priority in most sectors, it’s no surprise how popular it’s become in sales! Global data enrichment solutions were marketed at $1.7 billion in 2021. Fast forward to 2030 and the value is estimated to be a monstrous $3.5 billion!
Types of Data Enrichment
Broadly speaking there are three types of data enrichment.
Behavioral Data Enrichment
Behavioral data enrichment tools will help you add behavioral patterns to your database. You’ll be able to track what your prospect likes, dislikes, and what they’re interested in. Essentially, this data will help you predict how they will react under specific circumstances. You can use this knowledge to your advantage during sales calls to build rapport faster.
Socio-Demographic Data Enrichment
This type of addition to your dataset includes things like income, marital status, age, job role, and more. Data enrichment in this area enables you to adjust your marketing campaign to address your target audience more clearly.
Geographic Data Enrichment
Finally, a geographic data enrichment empowers you with the knowledge of your prospect’s general location. This is particularly important if you want to launch region-specific features.
All in all, data enrichment will probably fit into one of these three categories. However, they’re not binding and there will definitely be some overlap.
How is Data Enrichment Different to Prospecting?
Data enrichment and prospecting are similar in that both involve customer data. That’s pretty much where the similarities end.
Data enrichment is where you already have the basics but you’re going to enrich that data by adding extra information, such as company details, the location of the client, or the industry. You do this to improve the quality of the data because the more detail you have, the more useful it will be to you when you reach out.
Prospecting, on the other hand, focuses on sourcing brand-new leads right at the start of the process, creating a customer profile from scratch. You generally do this when building your pipeline, qualifying new leads, and attaining basic customer data.
Chronologically, prospecting is done first and data enrichment is used to amplify the data you have on each prospect afterwards. They are both essential processes in acquiring new customers and retaining them.
How is Data Enrichment Different From Data Cleansing?
Data cleansing is all about tidying up your data. It helps you find and fix mistakes or inaccuracies, like missing emails or repeated numbers. The whole point of data cleansing is to make sure the data that you have on your system is clean, accurate, and can be reliably used by your sales team.
As mentioned before, data enrichment is used to enhance the already existing information on your system, by adding further detail.
Both are critical for a well-organized customer database.
What Are The Benefits Of Using Data Enrichment Tools?
With better data, you can make more powerful strategies and personalize your communications.
Personalization in email marketing platforms increases engagement and click-through rates by more than 53% compared to non-personalized ones. Enriched data gives your sales teams deeper insights into particular customer behaviors, pain points, and preferences. This unlocks the ability to personalize pitches and tailor-make offers for each specific customer.
This is just one of the many benefits of using this particular collection of sales tools.
Here are some more:
Build Better Rapport
With enriched data, you can empathize more deeply with the customer. It allows you to be more personable and lead with powerful icebreakers that you can feel confident will connect.
Wielding your data in this way leads to stronger relationships as you can demonstrate a genuine understanding of the prospect’s character. This is always appreciated and is a sure-fire way of developing mutual respect.
Improved Data Accuracy
Data enrichment tools ensure your team has access to reliable, precise, and impactful data. This makes your reps less likely to waste time calling wrong numbers or reaching out to prospects who simply aren’t interested. It also prevents mistakes mid-call too as enriched data is up-to-date data.
Increased Conversions
A great sales rep will be able to build their sales pitch around the value proposition for each individual prospect. With deeper customer insights under your belt, you’ll understand your customer’s needs and be able to refine your pitches in alignment with their preferences and expectations. This is key for using data enrichment to boost conversion rates.
Less Data Storage
High quality data doesn’t just build better leads and increase conversions, it saves you storage, which is really saving you money. A lot of businesses just store data without having a complete understanding of what it is and how it helps. Veritas reported that 52% of its organizational data is “dark”, meaning it’s completely unidentified. It could literally be pointless storage that you’ll never use and is continuously burning a hole in your pocket.
Do you also have dead data taking up your storage space?
Top 5 Data Enrichment Tools
1. Clearbit
G2 Rating: 4.4/5 from 622 Reviews
Product Hunt Rating: 4.8/5 from 93 Reviews
Clearbit, owned by Hubspot, is a data enrichment platform that gathers and analyzes customer data from diverse sources, including social media, websites, and general public records. Its purpose is to equip your sales team with advanced insights into your customers, helping your reps connect on a deeper level.
It gathers tons of accurate information and updates it regularly so you can be confident in the data you’re using. With the Clearbit prospector tool, you’ll be able to narrow down your search with specific criteria and discover fresh relevant contacts. Clearbit will then enrich the data, using 250 public and private data sources whilst sorting through billions of data points at one time.
The tool offers APIs to enrich customer data and webhooks to source visitors’ emails and company profiles whenever they visit your website. This is perfect for generating warm leads.
"Clearbit gives us access to our target demographic on Facebook that we previously did not have with their native targeting capabilities.”
Key Features
- Advanced Filtering. Narrow down your search with refined criteria such as role, location, and size of business.
- APIs & Webhooks. Automatically communicate data from a trigger, like a customer visiting a website.
- Automatic Data Refreshing. Every 30 days, data refreshes automatically, no matter where you are.
- Data Enrichment. This tool provides more quality data to use for your team when targeting prospects.
- AI-Powered B2B Data. Enriched data is provided by artificial intelligence that enhances your records and lead scoring, and can also reveal buying intent from visitors.
Drawbacks
The downfall is that Clearbit’s pricing isn’t very transparent. You have to request a custom quote and there’s no free trial for you to dip your toes into. Furthermore, there’s no support chat if something goes wrong.
If you’ve tried Clearbit but it wasn’t for you, take a look at some of the best Clearbit alternatives.
2. Cognism
G2 Rating: 4.6/5 from 640 Reviews
Product Hunt Rating: N/A
Cognism provides you with the platform to instantly enhance your existing customer records whilst also helping you find your next client. The application claims to have 98% accuracy when it comes to its data, which includes mobile phone numbers, email addresses, and social media accounts. Not only that, but it’s said to have 70 million + international phone numbers. That’s more than double any other data enrichment tool!
The enhance feature helps your team keep their data lists clean, refreshing old records and ensuring you’re up to date with your customers. Cognism streamlines processes when searching for new customers too, ensuring all its data is verified so you can easily get a hold of your next prospect.
The tool uses AI to learn specific market algorithms and analyze prospect data and trends. The more information at hand, the deeper the insight into the customer, assisting your sales team to tailor and personalize their sales and outreach strategies.
“The sales managers used to make 100-150 calls per day. Now they can achieve their targets by making 30 calls per day because they are calling prospects who actually pick up the phone. That's more results, less calls.”
Key Features
- Data Verification Services. Cognism verifies all its data, from cell phone numbers to customer profiles using Diamond Data and Diamonds-on-Demand.
- Data Accuracy. The accuracy is quoted as being 98% from 70 million + phone numbers internationally.
- Unrestricted Record Views. Cognism offers you unlimited access to view data.
- Segmentation. Cognism gives you the tools to build lists based on advanced criteria to refine your search.
- Integrations. Integrates seamlessly with the majority of CRMs and other automation platforms.
- Google Chrome Add-on. Cognism provides an add-on that’s essential for finding out details on businesses to see if they’re the right fit for you.
Drawbacks
For all its benefits, some users claim that Cognism doesn’t clean its data as well as it could. If it’s not up your street, take a look into our list of Cognism alternatives.
3. Lusha
G2 Rating: 4.3/5 from 1,458 reviews
Product Hunt Rating: 3.1/5 from 15 reviews
Lusha is another popular data enrichment tool that offers you unique and high-quality data through its seven trust filters. It’s a system to ensure the accuracy and reliability is substantial for the contact information it provides. Each filter has a set of criteria the data has to live up to, which assesses the quality and validity of customer data based on the source, freshness, and consistency. It also ensures compliance with relevant laws.
This tool follows automated workflows, refreshing your customer leads list and making sure you have all the correct and up-to-date details. Furthermore, Lusha offers a Google Chrome extension that provides you access to new contacts, similar to Cognism. It’s reported to be easy to use and an easy application to integrate!
Using this system provides your sales team with high-end data, giving them deeper insights into customer preferences, and enhancing your sales approach.
"A colleague told me about Lusha, and after that, I never looked back."
Key Features
- Easy Integration. Reported to be easy to integrate with most CRMs.
- LinkedIn Chrome Extension. Lusha combines with LinkedIn to provide a Google Chrome extension to help source data on new prospects.
- Dashboard Analytics. Lusha provides an easy-to-understand dashboard to get immediate visibility into how your team is performing while prospecting.
- Bulk Enrichment Feature. Lusha provides you with the capability to enrich the data of 25 contacts at one time from your Sales Navigator account. You can save these contacts to your Lusha lists or directly to your CRM.
- Prospecting. Lusha provides valuable customer insights by sourcing intent and decision-maker contact details, giving your sales team a better opportunity to engage with the right contact.
Drawbacks
Lusha’s data restrictions depend on the package you purchase, which can be a hindrance for smaller teams. The data Lusha provides is also location-specific, making it lack comprehensiveness and consistency in many parts of the world.
Want something different from Lusha? Take a look at some of the top Lusha competitors.
4. Zoominfo
G2 Rating: 4.4/5 from 8,211 reviews
Product Hunt Rating: N/A
Zoominfo provides you with a vast database of company data and contact information, like company size, industry, and intricate contact details. Having this at your team’s disposal gives them accurate and up-to-date information to personalize their approaches and gain deeper insights into the customer.
Zoominfo’s enrichment solutions can cleanse your CRM, ensuring all the data is valid and of a quality degree. By offering intent signals on buyers, Zoominfo helps your team identify active prospects who are searching for information about your company. They do this by analyzing online behaviors and giving your sales team the platform to engage with them promptly.
The platform also provides insights into the health of your customer database through various metrics, meaning you can check on the quality of your data at all times. If you have a better insight into the health of your database, your team will have confidence that the information they’re using is of the highest quality.
"Without Zoominfo, it would be extremely difficult — if not impossible — to achieve our business objectives. Without it, we wouldn’t be able to understand the market, have the right contact data, and make meaningful connections."
Key Features
- Sales Engagement Platform. Zoominfo doubles up as a sales engagement platform, giving you a multi-use tool.
- Technographic Features. The platform offers advanced technographics, for further insights into their competitors.
- Real-Time Updates. It automatically updates its data on a regular basis, maintaining its accuracy.
- Advanced Intelligence. Zoominfo offers insights through intent data to discover prospect behaviors to better align their outreach and marketing ploys with the customer.
- Huge Database. Zoominfo remains one of the most popular data enrichment tools with information on over 14 million companies and 235 million business professionals.
Drawbacks
As Zoominfo is one of the more comprehensive and complex platforms, it does come with a learning curve. There are tons of features and tools to utilize, but if your team doesn’t understand how it all works, then they’re a waste. It’s also one of the more costly tools and isn’t ideal for smaller businesses.
5. Kaspr
G2 Rating: 4.4/5 from 688 reviews
Product Hunt Rating 3/5 from 39 reviews
Kaspr is owned by Cognism, but it’s an entirely separate tool. It’s a free data enrichment tool that integrates well with LinkedIn for generating leads. Using Kaspr, you’ll get complete access to verified and accurate data that has been reviewed against 150 different sources to remain as accurate as possible.
It makes data enrichment easy by automatically adding missing details to customer profiles, like their job title or the industry they’re in. This saves time and ensures data is accurate and consistent for your team to use.
With the enriched data, Kaspr can assist your team in gauging deeper customer insights, like their preferences and interests, enabling you to specifically market towards them. This, of course, improves your chances of building rapport and converting prospects into paying customers.
“What we like most about Kaspr is the ease of use, the speed of getting the information, and the quality of the data."
Key Features
- Verified Data. Data is checked against 150 sources and then verified.
- Extension and Web App. Kaspr provides an easy-to-use chrome extension and web application.
- Lead Management. Set tasks, tags, and notes on your leads to manage them better.
- 500M+ Contact details. Kaspr has an in-depth database for your sales team to explore.
- Free Plan. Kaspr offers a nice free plan to try out the features before subscribing.
Drawbacks
Kaspr’s biggest downfall is its expensive pricing. There’s no unlimited plan, so larger companies can rack up a hefty bill when they start maximizing the limits of the Organization tier plan. There are quite a few reports of Kaspr’s data being very hit-or-miss.
Transform Your Sales Outreach Today
Data enrichment tools can transform your sales outreach today by enhancing existing data you already have on record. Use them to add further detail on demographics, behavior, and contact details. This will save you time as it’s an automated and accurate process, but it’ll also provide you with the ammo to snap up some fresh prospects.
Target your pitch and marketing campaigns in a similar fashion and build a better relationship with your customers by embracing data enrichment. If you do, you can maximize your sales outreach and achieve greater success across the board.
