Overview:
Business Info:
Product: GTM Automation Platform
Stage: Scale Up
Location: Santa Clara, California
Industry: SaaS
Product Metrics:
Full Rollout in Production: 9 days
Successes:
- 86% avg. valid enrichment rate
- 41% higher NPS score on data quality
- 1.4x more valid mobile numbers
Social Media:
86%
41%
1.4x
The Goal
As website visitor de-anonymization is an important part in Kwanzoo’s premium offering, each lead matters. If for one lead no email and mobile phone number is found, user experience suffers.
This is why Mani’s goal was to maximize the amount of found email and mobile phone numbers, aiming to find contact data for at least 80% of the de-anonymized leads. On top, he wanted to make sure that these data points are also triple-verified, making sure that he can charge his users without any complaints.
The Challenge
Mani already implemented contact data enrichment tools and built his own waterfall. However, the coverage and quality was suboptimal, especially for his premium offering.
The largest bottleneck he faced was proper data verification, as the emails he received back from many providers had a low confidence score after he verified them. This made him pay for both the enrichment and verification, without being able to charge his users for it, and being left without anything usable.
Why BetterContact?
Kwanzoo has a lean team, and maintaing their own contact data waterfall was time- and resource-intensive. As they were locked in yearly contracts already, they kept using those data providers as a supplement to BetterContact.
Another large bottleneck that BetterContact solved was the data verification part, as they triple-verify each email (incl. catch-alls) they push back, and are able to also verify mobile numbers reliably, which Kwanzoo previously did not do.
Due to their bad experience with yearly contracts, they got a flexible, monthly pricing model with BetterContact, by just paying a base at the beginning of the month, and being charged what they consumed additionally by the end of the month.
Roadmap (Implementation):
Testing & Benchmarking (Days 1–2)
Initial enrichment benchmarking using sample datasets revealed significantly higher match rates and fewer invalid records compared to Kwanzoo’s existing waterfall. Early signals indicated BetterContact would improve data quality across both email and mobile channels.
Selected internal users and beta testers were onboarded to simulate real workflows. Feedback confirmed increased contact coverage and reduced manual intervention. Minor edge cases were flagged and resolved in close collaboration with BetterContact’s support team.
BetterContact was integrated as a key provider within Kwanzoo’s existing enrichment waterfall. This strategic addition improved overall coverage, especially for mobile numbers and verified emails, without disrupting the original setup. By augmenting the existing process, Kwanzoo saw better match rates and reduced QA overhead, all while maintaining flexibility across providers.
With BetterContact live, continuous monitoring and tailored enrichment improvements began. A dedicated Slack channel with BetterContact allowed for faster collaboration, and weekly syncs ensured the solution stayed aligned with Kwanzoo’s evolving lead enrichment needs.
The Results & Successes
higher NPS score on data quality
avg. valid enrichment rate
more valid mobile numbers