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31
Jan 2018

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Why We Love Lead Enrichment (And
You Should too!)

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Ankit Sharma ⋅ 0 Comments

We all know today practically everything pretty much depends on data directly or indirectly.
The same goes with marketing sectors and maybe even you have been making data based
decisions. It is safe to say that being successful in some fields requires more dependence on
data than others. If you have data quality to nurture leads, you already have half your
homework completed. More the data quality more is the profit. How? The answer is Lead
enrichment! Lead enrichment enables us to work towards improving leads and the data
correctness also. Whom to contact, based on their roles and position, company are all parts of
lead enrichment.
On the other hand, there is also the problem of bad data. It might not be possible to detect
whether the data is bad or not. Data enrichment takes the stage here.
Lead Enrichment has a very positive impact on lead generation. Let’s discuss in a bit more
detail below:

The Impact of Enrichment on Lead Generation:
1. Segmentation:
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Very few marketers use segmentation to its full extent today. While some may be using it
already but not in the way it can be. In fact, the point here is its full potential can be explored
when combined with data. On using data to support your segmentation- which after all is
what the segmentation is used for- leads to better productivity. Using elements like location,
job profile, company name, and so on can lead to better segmentation. This also lead to better
content delivery for leads and customers alike and more revenue generated.

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2. Lead Scoring:
Using lead scoring as a collaborative activity can prove highly beneficial for the sales and
marketing teams. Being able to know the best leads to follow or act upon can help all the
teams in saving time searching for the best. Additionally, lead scoring and lead grading should
be done for this purpose only. Lead enrichment can be done after lead scoring based on what
is the demographics and position of the lead.

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3. Lead Nurturing:
Nurturing leads is an activity that should be followed throughout the entire marketing cycle.
Since customer only trust a company based on certain factors, it is essential to know those
factors. Using this knowledge lead nurturing can also be done via lead enrichment. Using
already enriched data, you can already have everything in your arsenal to use across any
platform. Social media lead nurturing is one of the easiest way across all the options available.

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4. Brand Reputation:
Using appropriate and valid date gives a big boost to your company. How? In terms of
customer opinion. Using data that is not enriched, corrected and treated properly can lead to
duplicate emails and calls. This means UN-subscription rates going up and eventual fall of
your lead numbers as well.
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The purpose of lead enrichment is to improve conversions to be straightforward. By
improving initial conversions at each step it can help in boosting every step of the marketing
cycle. Using data enrichment is the all-round help you are ever going to need for your data
related woes. It is not just data filling or data correctness. It starts all the way from customer
forms and goes till data demographics and validation. Using lead enrichment software can
help in shortening customer forms and therefore help in more focus on customer numbers
that data. This gives a much needed boost to your pipeline and definitely the company
revenue.

The Impact of Lead Enrichment on Sales
Prospecting:
As lead enrichment not only helps with marketing, it also has a positive impact on sales
prospecting practices.
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1. Prioritization:
Prioritization refers to selectively contacting leads based on several criteria. Sales reps that
lose out on quality leads randomly pick out leads to contact without any planning. Instead,
sales reps who plan out their strategy of contacting and prospecting for the day get much
higher conversions. Using segmentation can also help the prospecting stage if lead enrichment
has been done properly on the data. Using such practices that leverage the power of data that
has been enriched can help any team or company achieve great results.

2. Contact Information:
The sales prospecting simply would not exist if there isn’t any information to begin with. If
sales reps do not have any way of contacting leads, the sales prospecting ‘session’ is pure
imagination. Using just a contact number is not done anymore. It is important to have other
means of reaching out to prospects. It is important for sales reps to have multiple open
channels of reaching out like social media platforms. Channels like social media and email
play a vital role in the marketing cycle. To ignore these is to intentionally skip on the
opportunities for improvement.

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Poor data also causes problems as well as no data does. If you have to utilize data, make sure it
is correct, because if not it can do more harm than good. Lead enrichment can combat this
problem by fixing all the problems with data. Imagine it like a specialist looking at your system
and fixing it before it is ready to go. You wouldn’t want your system or product to be faulty
and launched to the public. The same applies to data. Doing proper lead enrichment on your
data definitely brings out the best of the best. Additionally, it can also help you correct any
errors in the data. If the company is contacting people based on ‘bad’ data, it will only hamper
the company image and thus the profits.

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These are few of the reason to love lead enrichment. There is so much you can do with the
technique and to ignore it is also disastrous. We love lead enrichment as all the processes like
segmentation, personalization, email marketing, social media marketing are dependent on it.
In some way or the other good and bad data makes a huge difference to your company and
lead enrichment is the savior.

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Posted in: AeroLeads, Lead Enrichment ⋅ Tagged: impact of lead enrichment on lead gen, impact of
lead enrichment on sales, importance of lead enrichment, What is Lead Enrichment, Why Lead
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