Data enrichment software that drives revenue growth

Why you need to use data enrichment software

Many companies wonder if their sales goals are realistic. They may dive deep into the relationship between and performance of their marketing and sales teams. Each department may state reasons why marketing is not generating sales or why your sales department is consistently missing their sales quotas.

After you rule out market timing issues, pricing, product functionality, and even poor sales tactics as the root of the problem, you're still left with many reasons why deals are not closing. Maybe it's time to allow your customer data to drive your sales decisions using tested data enrichment techniques.

Data enrichment software offers sales and marketing teams the tools they need to mine and merge various channels of business or customer data. These may include existing online information about your customers, data from your company's existing CRM, along with your past and current industry sales data.

Data enrichment services aren't just about discovering critical sales trends or market anomalies, they’re also about leveraging that data to the benefit of a better sales strategy and more positive customer acquisition practices. Both marketing and sales will share the common goal of increasing revenue through better lead generation, increased B2B customer traffic, and better sales.

B2B data enrichment software will give critical business insight that can drive decision-making and tactical execution. These AI-based programs can analyze a large volume of corporate data and potential leads to deliver information on which prospects should have your sales team's attention and which sales tactics will likely generate the best B2B sales response.

With data enrichment software, information from multiple sources is blended with data in your CRM to get new awareness of prospects and opportunities that support revenue growth, increased lead conversions, or better customer engagement.

Data enrichment examples

Data enrichment allows you to optimize existing data from other sources by filling in missing fields to offer your sales and marketing teams a more comprehensive view of entire customer demographics. No matter where the data originated from, CRM data enrichment will enable your marketing and sales teams to deliver more personalized services because your customer data is properly segmented. Customer segmentation always gives you an edge over the competition because you can successfully design marketing campaigns that anticipate their needs.

Data enrichment examples include:

Demographic data enrichment

To more accurately define customer income level, marital status, occupation, education level, etc.

Geographic data enrichment

This allows sales teams to segment leads by state, addresses, zip codes, and other postal data including longitude and latitude coordinates.

Value-based segmentation

To evaluate B2B or B2C customers on the revenue they generate and the costs of establishing and maintaining relationships with them.

Technographic segmentation

Data enrichment that targets tech-savvy customers or those who use certain mobile devices, apps, or software.

Social media data enrichment

To collect and merge social media data with CRM data including personal and professional interests of people using Facebook, LinkedIn, Twitter, etc.

When value-based or social data is blended with CRM account records, your teams will have potential customers grouped into similar characteristic groups, so they can devise specific marketing strategies that lead to more sales conversions.

Data enrichment tools for Salesforce

There are many benefits to using data enrichment software for Salesforce, a leading player within the CRM market. If your company is already using Salesforce to track critical customer analytics such as successful conversions and your company's support response to customer complaints, it makes sense to leverage the power of data enrichment tools that can offer new paths of engagement for your sales teams.

A few benefits of data enrichment software for Salesforce include:

• It is used for the collection of valuable data that can be integrated with current Salesforce information.
• It is the best way to improve the accuracy of your customer information and support marketing strategies.
• Data enrichment software saves time by automating the data collection from multiple sources.
• Instead of simply cleaning data, your raw customer information is refined and improved.

Partnering with data enrichment companies can take your sales enablement activities to a new level. The data gleaned from multiple sources can be used as a sales enablement resource by merging data that was previously unattainable. This is especially true when you incorporate social media data enrichment, which will offer a better view of how to engage your target buyer along with best practices that are now backed by research and data instead of guesswork.

Pros and cons of Hubspot data enrichment 

If your company already uses the HubSpot CRM to gain sales funnel visibility, then you are getting the benefits of a full-demand generation engine that returns a mix of organic data and data from paid channels. But, what you're missing is that live consumer data enrichment from external sources.

When you merge third-party data from an external authoritative source with your existing CRM database or other first-party customer data, you can enhance your data so your sales and marketing teams can make more informed decisions.

HubSpot data enrichment software doesn't include profile enrichment that delivers a more comprehensive view of customers. And, the more detailed information you receive from consumer data enrichment, the greater your ability to sort or filter data for various sales strategies and a better view of how they line up against quotas set by management.

When you fully automate your marketing tactics using consumer data enrichment, you will be able to bulk upload prospective leads to Salesforce and other apps. From there, your sales teams can follow up faster with more quality leads, and in the end, win more sales deals.

Open-source data enrichment

Data enrichment requires the merging of information with data from another system such as your CRM or Salesforce data. Standing alone, open-source data enrichment is worthless. Full-scale enrichment is only achieved when your existing customer databases are integrated with the new datasets obtained by data enrichment.

Sometimes, free and open data sources can be used to enrich business or consumer data already contained within corporate databases. These open-source data platforms include the following:

• Google Public Data Explorer: vast datasets of public information from different agencies.
• World Bank: A repository of information from different countries across the world.
• Registry of Open Data: detailed datasets with usage examples and applications.
• World Health Organization (WHO): over 100 categories of health and disease information.
• FiveThirtyEight: data from a variety of sectors such as politics, sports, science, economics, etc.

Two advancing fields that will shape how and where data is gathered include data enrichment using machine learning and data enrichment in IoT. Devices and sensors connected to IoT platforms hold a wealth of un-mined data including environmental, equipment, energy usage, and other key performance indicators that can drive a marketing campaign.

Data enrichment software using machine learning can help companies get the most out of their datasets by automating the data collection process. Before machine learning, data enrichment had great potential. With machine learning, that same data becomes smart data that can drive business decisions that are adaptive instead of static.

Top data enrichment companies

Many top data enrichment companies that integrate with sales systems like Salesforce include Clearbit and LeadGenius. The problem is that it takes a data engineer to deploy and use the software. The woes of implementing these large-scale programs include the investment in training, onboarding, and integrating older systems with the new platform.

In the end, the costs of these high-end programs never offset the benefits gained when companies invest in easy-to-learn-and-implement data enrichment software like UserGems. This platform has proven to be unique in its ability to not only find new prospects but also to identify the ones who are ready to buy.

When looking to partner with one of the top data enrichment companies, consider that UserGems puts the full profile of publicly available information right at your fingertips, and all this is based only on the email address of your customers. And the data they provide is privacy protected with SOC-2 verification along with regular penetration testing, compliance reviews, and audits.

If you're considering free data enrichment software, they won't return the quality data you need to successfully prioritize which leads are most likely to fulfill the buyer's journey. It's critical to separate important leads from junk leads, or else you end up wasting more of your sales teams' valuable time. UserGems customers have reported that the quality of their data is better when compared to competitors like Clearbit, Pipl, etc.

With better quality data, your sales teams can more effectively prioritize leads to select those that more closely fit your buyer's persona. And, when trying to convert prospects into customers, it is important to reach out to those that have the highest interest level or can benefit most from your products or services.