Convertr Insights

What Data Enrichment means for B2B Marketers: Better Leads, Content & Sales

By - September 5, 2017

Data enrichment is helping B2B Marketers thrive: so how amplifying your data quality drive better content, more leads, and more sales?

There is a crucially overlooked issue in our approach to data: we fix it. We pin it down in time and package powerful insights into a digestible form. However, the reality of lead data is never still. Even now our customer and prospect data sets are changing as careers progress, companies transform and accounts migrate.

Enriched data is so valuable because it captures real-life. Unlike standard data, it has an unlimited depth of insights and can be trusted to deliver automated decisions with greater dependability.

So what do we need to know about data enrichment?

How can it help us deliver more with what we already have?

Understanding the way traditional databases are letting us down

If you look at the surface of most marketing databases, it’s likely that you will see a static landscape: a frozen screenshot of technical icons, volumes acquired and key contact details. 

It hardly paints the liveliest picture of your future customer the sales team will meet further down the line.

But even more concerning is the way this short-sighted approach limits our commercial strategy overall. As the value of first-party data increases, we should be looking forward to where the real value lies: the potential of the data istelf.

Just as accounts grow, a database should be able to grow with them. It should become digital representation of living, breathing human structures: how we are organised in companies and the public sector, what roles we perform, and how we, as ‘business’ people, behave.

This is something that only high quality, real-time and enriched customer data can deliver on.

Seeing the limits of raw data

Given the level of data enrichment technologies now available to us, the data we use should represent a more human world, one that is subject to constant change:

  • People leave employers to take up new opportunities as their careers advance 
  • People are promoted, and take on new and different roles 
  • The fortunes of companies change – bad years mean laying off staff or closing, good years mean expanding, taking on new people. 
  • Management structures change 
  • Individual business units and teams are launched, closed and even sold 
  • Corporate objectives shift

Critical business decisions are made upon the quality of a CRM’s data. Considering the above, should we entrust our demand-generation strategy on data that is effectively outdated from the moment is captured and, from then on, limited at best?

Where data enrichment unlocks growth

To successfully deliver data-driven campaigns,, it’s crucial that your initial snapshot of a lead’s contact details is transformed into a more reliable profile of a person.

More importantly, marketers with enriched data gain the level of insights needed to carry-out the most sought-after B2B marketing strategies:

  • Power ABM strategy with the right target account list 
  • Improve segmentation and targeting by perfecting data
  • Stay on top of the key decision makers within your target accounts 
  • Gain intelligence on what drives sales and motivates decision makers
  • Make better and more targeted content

Crucially, all those additional data assets will become your competitive edge. Not only will this ‘activated’ data guide the processes that drive each acquisition, it also (and more importantly), works as a fundamental advantage to successfully convert that lead – before someone else does.

Ready to see how B2B Data Enrichment works?

Book a one-to-one preview of our Data Enrichment technology today.

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