Data enrichment
Augmenting existing records with additional data from external sources. Example: a new CRM contact has a name and email data enrichment adds company size, industry, LinkedIn URL, and estimated revenue using Clearbit or Apollo.
50%
increase in lead conversion rates reported with enriched data
Clearbit 2024
Expert insight
Enrichment services (adding company size, industry, or contact details to a raw lead) have wildly different accuracy depending on the data source and the region, enrichment providers built primarily on US business data often return poor or empty results for European or APAC leads. Testing enrichment accuracy against your actual target market before relying on it matters more than the provider's headline coverage stats.
In a real workflow
A new lead’s company domain is enriched with industry and employee count before scoring.
Common mistakes
- Overwriting data the lead provided with enriched guesses.
- Enriching data you have no lawful basis to process.
Complexity level
Requires some familiarity with automation concepts.
Related terms
Integration
A connection between two tools that allows data to flow between them. Can be nat…
CRM (Customer Relationship Management)
A system for managing contacts, deals, and communication history. CRM integratio…
API (Application Programming Interface)
A set of rules that allow two software applications to communicate. Most automat…
Quick facts
50%
increase in lead conversion rates reported with enriched data
Clearbit 2024
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