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9 Use Cases for Inbound Lead
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Ankit Sharma ⋅ 0 Comments

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Lead enrichment helps improve customer data by specific techniques and special targeting.
Just the same as lead generation, it encompasses a lot of processes and is not a singular term.
One can do it specially or simultaneously with other processes like lead generation. Lead
generation is mostly automated these days and so is lead enrichment. But sometimes it
requires a human element. Here are a few uses for inbound lead enrichment and the various
cases it is applied to:

1.Increasing conversions through reducing
form length:
Reducing the visitor journey to conversion boosts lead generation. Running an A/B test on
your submission form helps the process to be easier by eliminating the need to get the extra
data from visitors. Fewer the number of data fields required and greater the lead generation
numbers. But where to get the extra data from? Lead enrichment gets that extra highly
targeted data for your sales team. There has to be data from some place or the customer.
Without the data, your trade value decreases in the long run and lead enrichment helps.

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2.Working in Conversion-Reducing fields:
There are some information fields people do not prefer to fill out. Including these fields for
information somewhere affect the submission rates. They can be a nominal 5-10% drops also
but every number counts. Some examples are :
1. Revenue
2. Twitter Handle
3. LinkedIn URL
4. Address
5. Age
Including such fields does affect your submission rates and there are a lot of workaround
ways to such sensitive fields.
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3.Collection of extra data points for custom
messages:
It has been mentioned in our earlier blogs too- Personalized emails have a much higher open
rate than generic. But despite this proven and tested, the majority of marketers still choose to
not use personalization. Using personalized subject lines is a great tool to increase email
marketing efforts as well as open rates. Using special data points that can lead to better
utilization. That is, for targeting and segmentation. It can also lead to personalization and
delivery of emails on a large scale. Selective data points can act as the perfect pivot towards
getting more profitable.

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4.Identifying extra contacts for your account
based strategy:
In an account based strategy, contact several decision makers in the company and not just
inbound leads. So, instead of targeting just the key decision makers through inbound
marketing, aim for several people. This way instead of waiting for the prime decision makers
to inbound, you can become the talk of the day at their next meeting. This way they’re all
knowledgeable about your company and it is better for everyone.

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5.Identifying similar prospects for the
outbound campaign:
Automation, as well as web analytic tools, help in tracking visitor behavior. By using such
tools it is possible to improve the site and act upon the elements on the site for better
performance. Additionally, these tools can even let you track the IP address of visitors in
addition to letting you know the company name, location and so on. If there is a considerable
number of people from a company that has been visiting your site, it is definitely a green flag
to get in touch.

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6.Lead Grading:
Before we explain, it is a good point to note that lead scoring is different from lead grading.
Lead scoring encompasses behaviour like time spent on the site, the number of views, buttons
clicked and so on. Whereas, lead grading refers to demographics and firmographics like job
title, company size, location etc. for the visitors. But maybe all of the leads are convertible..
You need to nurture these leads to get somewhere. There are key data points that one must
focus on here like mentioned above. Some points that are usually enriched are:
1. Number of employees
2. Alexa and Quantcast Ranking
3.
4.
5.
6.
7.

Geo-location
Company revenue
Social media following
Yelp reviews
Payment types accepted

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7.Qualifying lead using subjective or rare
criteria:
Many marketers lose out on the quality lead just because they or the teams haven’t been able
to do much research. Just a minimal increase in lead quality can lead a manifold increase in
sales efficiency as well as productivity. So as long as there is appropriate research done for
automation tools and other requirements, even small increases in efficiency can lead to big
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yields.

8.Equipping sales reps with the key data
points:
Sales reps these days spend less time actually selling than having to research about prospects
and doing data entry jobs. To help them and boost your company revenues and sales
efficiency, provide them with the key data points. Every person before calling definitely looks
up the company and the prospect on LinkedIn. You can supply your sales reps and executives
in such a way that they end up spending less time searching and spend it on closing. They
should be having the key data points before they call and that will definitely benefit the
company.
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