CRM Data Enrichment: How To, Best Tools & Practices

Your CRM is the lighthouse, guiding your business decisions on a stormy night.

But what if that light is dim or flickering? You’ve likely encountered the challenges of incomplete or outdated customer information.

CRM data enrichment is 🔑 to illuminating your customer insights, but it’s not as simple as flipping a switch.

From choosing the right tools to implementing best practices, there’s much to consider.

What is CRM Data Enrichment?

CRM data enrichment is the process of upgrading your customer database with valuable external information in your Customer Relationship Management (CRM) app.

It’s like giving your CRM a much-needed steroids! 💪 You’ll fill in gaps, correct inaccuracies, and uncover customer behavior insights.

Want to see the magic happen? Check out this before-and-after comparison:

BEFORE CRM ENRICHMENT:

First Name	Last Name	Linkedin Profile	Company Name	Domain	Email
Bruce	*	https://www.linkedin.com/in/..	Wayne Tech Enterprise	wayne.com	bruce@wayne.com
	Allen	https://www.linkedin.com/in/..	Star Labs	*	*

AFTER CRM ENRICHMENT:

First Name	Last Name	Linkedin Profile	Company Name	Domain	Email	Phone Number
Bruce	Wayne	https://www.linkedin.com/in/..	Wayne Tech Enterprise	wayne.com	bruce@wayne.com	+1(307)XXX-XX
Barry	Allen	https://www.linkedin.com/in/..	Star Labs	starlabs.com	b.allen@starlabs.com	+1(307)XXX-XX

By enriching your CRM data, you’re setting yourself up for revenue growth and better customer understanding.

But what about the exact cost? 🤔 While pricing models vary, many providers offer affordable options tailored to your needs. Some even have pricing calculators to help you estimate the investment.

Remember, enriched data means:

✅ Clearer customer journey mapping
✅ Better understanding of preferences
✅ More accurate targeting

What Are the Benefits of Data Enrichment?

Based on the benefit, you’d better understand when to enhance your CRM records.

1. Accurate records to sped up sales pipeline
2. Improved lead scoring and segmentation 👀
3. Expand your networking with prospects 🤝
4. Boost personalization and customer experience 🏆

1. Accurate Records

CRM data enrichment helps businesses maintain up-to-date records, which speeds up the entire sales pipeline.

Keeping data fresh and accurate prevents wasted effort—like crafting a follow-up email only to find an outdated email address. With up-to-date CRM data, your sales team stays productive and effective.

Here’s how enriched CRM data accelerates your sales pipeline:

• Accurate email addresses = higher delivery rates
• Current job titles = tailored prospecting
• Fresh company info = relevant pitches

2. Better Lead Scoring & Segmentation

Enriched data improves lead scoring which eventually leads to better customer acquisition.

Accurate data powers these processes, enabling your tools to qualify leads effectively.

Here’s how it works:

1. Collect basic contact data.
2. Enrich it with details like job titles and company size.
3. Feed enriched data into your lead scoring system.

With enriched CRM data, your lead qualification process becomes more precise and efficient, effortlessly distinguishing hot prospects from lukewarm ones.

But it doesn’t stop there. With enriched data, you can also segment your customers into meaningful groups and route leads to the right sales reps.

3. Improved Email Delivery

An awesome way to enrich data in Airtable would be using Make & BetterContact.

Of course, when you use tools like BetterContact, which has multi-layered verification (SMTP & Catch-all), your emails will always land in your leads’ inboxes, improving your email delivery.

4. Improved Customer Experience

Data enrichment help you better understand the customers, which can dramatically improve customer experience.

You can empower your customer success teams to forge stronger relationships and provide personalized offers that hit the mark. 🎯

⭕For example, one of your customers has major SEO issues, but your agency handles their PPC. Offering them influencer marketing would not translate well, as you’d need to offer them SEO.

Comprehensive customer profiles enable tailored interactions. Real-time personalization allows for instant, context-aware communication.

Want to know when to enhance your CRM records? Look out for these triggers:

• After major customer interactions or transactions
• When you notice incomplete or outdated information
• Before launching new sales campaigns
• During regular data quality audits (aim for quarterly checks)

Remember, 66% of consumers expect companies to understand their needs. By enriching your CRM data, you’re not just improving data quality – you’re meeting those expectations head-on! 🚀

5. Hyper Personalization

Personalization is the key to unlocking deeper connections with your prospects and customers.

Your current GTM strategy demands that your messages and offerings meet customers’ unique needs.

Want to make your customers feel special? Here’s an example:

• Analyze technographics to understand their workflow
• Identify pain points and offer targeted solutions
• Craft personalized email campaigns that resonate

By leveraging enriched data, you anticipate customer requirements, create tailored marketing campaigns and eventually close more deals.

Best CRM Data Enrichment Tools

You should explore other options for additional data enrichment. Clay and Apollo are excellent choices to round out your dataset arsenal.

These help you uncover additional insights about your leads, giving your sales team a competitive edge.

Here’s a quick overview:

1. BetterContact: Best for mobile phone numbers
2. Clay: Great for comprehensive data enrichment
3. Apollo: Offers sales intent data

1. BetterContact

This article is already wayyyy too long. We’re diving straight into the features to help you decide fast.

1. Waterfall Enrichment: Leverage a sequential approach that checks over 20 data sources that accumulate 3 billion contact details to verify and enrich contact details with the highest accuracy.
2. Real-time Multi-Layer Verification: BetterContact ensures accurate email verification in real-time, using SMTP and catch-all verification to minimize email bounces.
3. API & Integrations: Enjoy native integrations with platforms like HubSpot, Google Sheets, and Make for seamless data synchronization and automated workflows.
4. Data Cleaning Capabilities: Improve contact list quality by removing duplicates, filling in missing information, and completing existing data.
5. Google Sheets extension: Enrich prospect lists directly in Google Sheets, simplifying contact updates without leaving the platform.

2. Clay

1. Waterfall Enrichment: Clay utilizes a unique method to access over 75 data sources sequentially, ensuring comprehensive and highly accurate data retrieval for enriched information.
2. 50+ Data Provider Integration: Consolidate data from over 50 sources to enrich first-party data with demographics, firmographics, and technographic, all without managing multiple integrations.
3. AI-powered Research (Claygent): Automate data collection and analysis with Claygent, an AI-driven tool that quickly gathers relevant insights from various sources.
4. Customizable Workflows: Using Clay’s intuitive interface, design enrichment workflows with specific criteria and logic, optimizing the process for unique business needs.
5. Comprehensive Data Coverage: Access a holistic view of prospects by integrating data points like funding activities, technology stacks, and company growth metrics to enhance lead qualification and targeting strategies.

3. Apollo

1. Real-time CRM updates: Apollo ensures continuous updates to contact and account information, keeping your CRM current.
2. CSV enrichment: Import CSV files to enrich contacts and accounts with detailed, accurate data from Apollo’s database, improving lead quality.
3. API integration: Use Apollo’s API for seamless data enrichment, syncing tasks, sequences, and opportunities across systems for efficient operations.
4. Data health tools: Detect and merge duplicate records with deduplication and health checks, filling data gaps for better accuracy.
5. Integrated sales intelligence: Gain predictive insights to identify leads most likely to convert, allowing sales teams to target efforts effectively.
6. Email sequencing and tracking: Monitoring engagement metrics like opens and clicks and refining outreach strategies based on performance data.

4. Lusha

1. API integrations: Lusha integrates seamlessly with CRM systems like Salesforce, HubSpot, and Pipedrive, enabling automatic syncing of contact data to keep your CRM up-to-date.
2. Bulk CSV upload: Enrich contact lists efficiently by uploading CSV files directly into Lusha, eliminating manual data entry.
3. Automation: Automate the transfer of enriched data into CRM systems to streamline workflows and minimize manual updates.
4. Sales intelligence: Access insights that prioritize contacts based on conversion likelihood and key metrics, enhancing targeting strategies.
5. Real-time lead verification: Validate and enrich email addresses before campaigns, ensuring accurate data for better deliverability and engagement rates.

5. Uplead

1. Real-time Email Verification: Uplead verifies email addresses instantly, ensuring accurate and up-to-date contact information while minimizing the risk of invalid email sends.
2. CRM Integration: Integrate seamlessly with CRM systems like Salesforce and HubSpot to manage leads efficiently and synchronize data effortlessly.
3. Bulk Data Handling: Uplead’s bulk operations feature allows you to enrich and update large datasets simultaneously, saving time and boosting productivity.
4. Lead enrichment: Enhance lead data with detailed business intelligence for more effective targeting and outreach strategies.
5. Advanced Search Filters: Use advanced search tools to filter leads by industry, job title, company size, and more, streamlining prospect discovery.
6. Comprehensive Verification Reports: Access detailed reports on email verification results to understand invalid entries and optimize your contact lists effectively.

Why Use Bettercontact to Enrich CRM Data?

Imagine your sales reps always having access to the most current customer contact information. That’s the power of BetterContact!

Why choose BetterContact for your enrichment efforts? It’s simple:

✅ Instantly add Phone Numbers to CRM
✅ Upload CSV to fill in additional data with BetterAI
✅ Get verified mobile phone numbers or emails.
✅ Doesn’t break your bank.

Ba-bye to outdated numbers or missed connections!

BetterContact, upgrades your enrichment efforts, leaving more time for what really matters—building strong customer connections.

What Is the Best CRM Data Enrichment Tool for Hubspot?

BetterContact is the best CRM data enrichment tool for HubSpot, offering accurate mobile phone numbers to enhance sales efforts.

Its seamless integration with HubSpot enables direct outreach to prospects via cell phones, making it an ideal choice for CRM enrichment.

How to evaluate CRM data enrichment providers?

When assessing potential providers, keep these key factors in mind:

1. Automation capabilities via Make or Zapier
2. Check their data sources, accuracy and update frequency
3. Data verification methods (opt for manually verified)
4. Request sample data to test accuracy
5. GDPR/CCPA compliance – Verify their compliance measures for data protection regulations & avoid any legal issues
6. Examine their data enrichment attributes – do they align with your needs?
7. Tech stack integration capabilities

You’ll want a seamless fit with your existing systems.

Remember, manually verified data is often more reliable than automated methods. Look for providers that offer this option.

However, BetterContact has a multi-layer email verification feature, so it won’t be an issue.

CRM Data Enrichment Best Practices

Ready to supercharge your data? 🚀

Here are your best practices for CRM enrichment.

1. Specify Your Needs
2. Check Current Data
3. Add Additional Data
4. Refine Your CRM Data

Step 1: Specify Your Needs

Pinpoint specific data needs before starting CRM data enrichment to avoid overwhelming sales reps or wasting resources on irrelevant information. Focus on data that drives business growth and helps identify ideal customers.

Ask: What gaps exist in your current customer knowledge? For B2B, consider:

• Company size and industry
• Decision-makers’ roles and pain points
• Buying patterns and budget cycles

With these insights, target data enrichment to enhance prospecting and enable meaningful client interactions.

Step 2: Check Current Data

Reviewing your CRM data is essential before starting new initiatives. Check your CSV files for accuracy and completeness, ensuring sales reps’ contact lists are current and job titles for leads are correct. Identify gaps or errors to improve your data’s reliability.

✅ Check for completeness
✅ Verify accuracy
✅ Look for outdated information

Step 3: Add Additional Data

Now that you’ve assessed your existing data, acquiring supplementary datasets to enrich your CRM is time.

First, explore internal sources. You might’ve hidden gems in other departments:

✅ Sales team reports
✅ Customer support tickets
✅ Marketing campaign results

Next, look externally for firmographic data and real-time data. These can add depth to your customer profiles:

• Industry trends
• Company size and revenue
• Social media activity

Step 4: Refine Your CRM Data

You’ve gathered and enriched your CRM data, but the work continues beyond there.

To maintain its value, you need to refine your information continuously. Why? Because data degrades at a shocking rate of 2.1% per month, potentially leaving you with an outdated database in no time!

• Use a data management solution to keep your CRM information fresh and accurate.
• Automate your data maintenance processes to save time and reduce errors with Make or Zapier.
• Regularly clean and update your data to ensure it remains reliable for decision-making.

While manual updates are possible, they’re time-consuming and prone to mistakes.

What Type of Data Can I Enrich in CRM?

You’ll be amazed at the variety of data you can enrich in your CRM! From essential contact information to sales intent data, firmographic details, and even tech stack insights, there’s a wealth of valuable information at your fingertips.

Let’s explore four key data types that can supercharge your CRM and give you a competitive edge. 🤖

1. Contact Information

CRM data includes valuable details such as names, job titles, email addresses, and phone numbers, which are essential for identifying prospects and enhancing sales performance.

Using a tool like BetterContact, you can enrich lead phone numbers in HubSpot, ensuring accurate and up-to-date contact data to boost sales efforts.

Ready to level up your CRM? Start by focusing on these essential contact details:

• Full names and job titles
• Company email addresses
• Direct phone numbers
• LinkedIn profiles
• Company insights

2. Sales Intent data

Imagine having a secret decoder that reveals your potential customers’ online activities! That’s precisely what sales intent data does for you.

By tapping into this powerful resource, you’ll gain valuable insights into:

⭕ What products or services are your prospects researching?
⭕ When they’re most likely to make a purchase decision?
⭕ Which competitors they’re considering?

Intent data supercharges your sales processes by helping you:

• Identify hot inbound leads ready for conversion
• Tailor your marketing efforts to match customer interests
• Time your outreach for maximum impact

But how does it work? Powerful algorithms analyze online behavior, combining data from various sources like:

• Website visits
• Content downloads
• Social media interactions
• Customer feedback

By enriching your CRM with sales intent data, you’ll be able to:

1. Prioritize leads more effectively
2. Personalize your sales pitches
3. Increase conversion rates
4. Improve customer retention

3. Firmographic data

While intent data offers insights into individual behavior, firmographic data paints a broader picture of your potential clients.

It’s all about understanding organizations as a whole, helping you categorize prospects based on various data points.

Want to know what firmographic data includes? Here’s a quick rundown:

1. Company size: How many employees do they have?
2. Industry: What sector do they operate in?
3. Annual revenue: How much are they making?
4. Location: Where are they based? Growth trends: Are they expanding or contracting?

Firmographic data enriches your CRM, providing valuable insights for B2B businesses. This data helps create detailed business profiles for each prospect, identifying ideal industries and company sizes for your products and services, enhancing your sales strategy.

But how does this help you? Well, firmographic data allows you to:

• Tailor your pitch to specific company needs
• Identify ideal client profiles
• Segment your audience for targeted marketing
• Prioritize leads based on potential value

4. Tech Stack Data

Tech stack data is a powerful addition to your CRM enrichment arsenal. It’s like peeking into your prospects’ digital toolboxes! By understanding the technologies and software your potential clients use, you gain invaluable insights into their operations and needs.

Imagine having a crystal ball that reveals:

• Software subscriptions
• Current technology used on the website
• Usage patterns
• Adoption rates

This technographic data helps you to:

• Forecast future tech purchases
• Pitch relevant product alternatives
• Tailor your approach to each prospect’s unique setup

The insights into prospects’ technological environments enable targeted approaches. You can analyze and use this data to drive growth and success by leveraging Wappalyzer, Builtwith, or Clay.

Want to make the most of this goldmine? Here’s how:

1. Identify key features of your prospects’ current tech stack
2. Compare their setup to industry standards
3. Spot potential gaps or areas for improvement
4. Craft personalized pitches that address their specific needs

Impact of Inaccurate CRM Data

Imagine sending emails to fake email addresses or struggling with duplicate records, horrible right?

You must spend your time and money to take advantage of opportunities and make informed decisions. Only with reliable data can you run effective sales campaigns that target the right leads.

Here’s how poor CRM data quality impacts your business:

1. Decision-making suffers: Sales and marketing teams can’t target campaigns effectively
2. Brand reputation takes a hit: Errors in customer relationships can lead to public complaints
3. Time gets wasted: Sales teams spend precious hours on inaccurate contact details
4. Money goes down the drain: Misdirected investments and direct costs add up quickly

To avoid these pitfalls, consider exploring CRM alternatives or using an identity resolution company to clean up your data.

Inaccurate CRM data can wreak havoc on your business operations, leading to a domino effect of problems. Remember, quality data is the foundation of successful business operations!

Don’t let insufficient data hold you back!

FAQs