Maria CarpenaEmerging Trends & Research Writer
- May 25, 2023
- 5 minute read
- Maria is an experienced marketing professional in both B2C and B2B spaces. She’s earned certifications in inbound marketing, content marketing, Google Analytics, and PR. Her favorite topics include digital marketing, social media, and AI. When she’s not immersed in digital marketing and writing, she’s running, swimming, biking, or playing with her dogs.
Lead enrichment definition: Lead enrichment is the process of collecting, analyzing, managing, and adding information to lead records to understand them better, effectively nurture them, and increase conversion rates.
Picture this: Your landing page has generated a lot of leads for your sales team to nurture. That’s good news!
However, your business knows very little about these prospects. To effectively nurture and convert them, you need to know your leads better. You need lead enrichment to get more details about your leads, so you can craft strategies that effectively nurture them.
Not quite sure where to start with lead enrichment? You’re in luck — this blog post discusses these topics:
- What is lead enrichment?
- 5 benefits of lead enrichment
- How to use lead enrichment (3 lead enrichment use cases)
While you’re here, join our community of 200,000 marketers who get their dose of sales and marketing tips delivered straight to their inbox for free!
Don’t miss our Marketing Manager Insider emails!
Join 200,000 smart marketers and get the month’s hottest marketing news and insights delivered straight to your inbox!
Enter your email below:
Inline Subscription Form – CTA 72
“*” indicates required fields
(Don’t worry, we’ll never share your information!)
What is lead enrichment?
Lead enrichment is the process of collecting, analyzing, managing, and adding information to your lead records so you can better understand them. As a result, you can effectively nurture leads and increase conversion rates.
Lead enrichment gathers various data points to inform your sales and marketing of the best approach to nurturing them, such as the following:
- Company size
- Job title
- Job description
- Contact details such as email addresses and phone numbers
The goal of lead enrichment is to generate insights about your leads, so you can improve your lead’s customer journey, efficiently close deals, and increase your conversion rates.
5 benefits of lead enrichment
Now that we’ve discussed lead enrichment definition, let’s dive into the benefits of lead enrichment for businesses like yours:
- Improved speed to lead
- Increased conversion rates
- Higher customer retention rate
- Easier buyer persona segmentation
- More effective lead nurturing strategies
Let’s go through each benefit:
1. Improved speed to lead
Speed to lead is the time it takes for your business to respond to a lead. Using lead enrichment equips your sales reps with enough pertinent information about a prospect. They can spring into action to respond to the lead.
Responding quickly to your leads is crucial for success. In fact, if you respond within five minutes after a prospect becomes a lead, you’re nine times more likely to convert them, leading us to the next benefit.
2. Increased conversion rates
Lead enrichment provides your team with relevant information about your prospects. As a result, you can employ the following tactics that result in better conversion rates:
- Personalized marketing and outreach: Lead enrichment lets you personalize your outreach to your prospects. Instead of sending them a generic email about your product’s benefits, you can tailor your messages according to your lead’s needs. Employ personalization, and you might enjoy a positive return on investment (ROI), like 89% of other marketers.
- Better lead scoring and lead routing methods: Equipped with information about your leads, you can better implement a lead scoring system that prioritizes prospects close to conversion. In addition, by knowing more details about your leads, you can route them to the most suited sales rep who can nurture them to convert.
3. Higher customer retention rate
Lead enrichment contributes to a pleasant customer journey. Your leads get personalized messages from you. They receive helpful content specific to their needs.
As a result, they become satisfied customers who will likely repurchase from you.
4. Easier buyer persona segmentation
With lead enrichment, you can quickly classify your leads according to how to nurture them best. You may have lead nurturing campaigns for every stage of the pipeline. Lead enrichment categorizes your leads for you.
Do you craft unique content for your audience from different industries? Lead enrichment provides intel about your leads’ industries so that you can share the content intended for each audience bucket.
5. More effective lead nurturing strategies
When you receive relevant, helpful newsletters from a brand, you might feel that the business knows you well and your needs. With lead enrichment, you’ll get details about your prospects so that you:
- Understand their industry and company size
- Know their role in their organization and their needs
- Have an idea about the marketing messages that resonate with them
- Know which marketing channels they use
These details can help you craft lead nurturing strategies that will help you build rapport and cultivate meaningful relationships with your leads.
3 lead enrichment use cases
Businesses like yours can use lead enrichment for various marketing and sales activities, such as:
- Customer segmentation: Take advantage of lead enrichment to improve your customer segmentation, which can consequently increase your brand awareness.
- Personalization: Consumers respond positively to personalization. Employ lead enrichment to provide a personalized journey for your leads.
- Improving your lead scoring methods: Lead scoring isn’t a one-and-done activity. Your customers and their needs evolve, and your products and services may cater to new industries. Use lead enrichment to improve your lead scoring methods.
Your world-class, tech-enabled marketing agency with over 1.6 million hours of combined expertise.
Get started with lead enrichment with WebFX
Lead enrichment provides more context about our leads, so you can implement data-driven strategies that drive results. If you need help with lead enrichment, let WebFX help.
We’re a full-service digital marketing agency with 25+ years of experience in driving results and over $3 billion in revenue for our clients. We’d be glad to deliver the same results for your business.
Aside from the expertise of our team, you’ll also get to use our proprietary growth software MarketingCloudFX (MCFX). MCFX can house all your data from various sources so that you can have an enriched view of your leads and customers. You can craft strategies that effectively convert leads and grow your business.
Maria is an experienced marketing professional in both B2C and B2B spaces. She’s earned certifications in inbound marketing, content marketing, Google Analytics, and PR. Her favorite topics include digital marketing, social media, and AI. When she’s not immersed in digital marketing and writing, she’s running, swimming, biking, or playing with her dogs.
WebFX is a full-service marketing agency with 1000+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more