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How to Enrich Lead Data for Marketing Campaigns?



You would be surprised to know that data enrichment solutions market is sizing up at a CAGR of 8.3 % by 2030, according to a report.
 
The reason is the value of contextual data, which lead to success. If you want to create highly effective and personalized marketing campaigns, you need high-quality contact lists.  Many-a-times, you have email IDs or contact lists, but a few may be incomplete. 

What if that contact list has more than half incomplete or wrong details? 
Certainly, this can weaken your marketing campaigns. And, you won’t be able to achieve what you think of. 

So, the main concern is data enrichment. This blog will help you understand how to enrich leads in your database for marketing campaigns. 
Let’s get started with defining what lead data enrichment is.  

Lead Data Enrichment

Leads refer to the contact list of intended customers (who are interested in investing in the brand).  And lead data enrichment is a defined strategy to enhance (complete, add, and refine) contact list with additional details. For additional details, information regarding demographics, firmographics, verified social media profiles, and more are considered. With this, the marketing experts create more targeted and personalized upselling and cross-selling strategies. 

Significance/ Role of Lead Data Enrichment 

Let’s consider a case of e-Commerce marketing. A start-up company launches its product through a campaign. It purchased leads’ data from an outsourcing company to target audiences. But the list missed complete and authentic email addresses. Its campaign failed to achieve targeted return on investment via marketing campaigns. Here comes lead data enrichment in a pivotal role. Now, let’s take a look into some points, describing its importance. 

• Improved Targeting

Significantly, this process adds strength to your marketing campaign. A brand reaches out to the intended target audience effectively using this data. Besides, you can have end-to-end details to segment leads on the basis of specific criteria, which can be industries, particular profiles, locations, etc. Moreover, you can easily think of content and messages resonating with that group. It improves targeting.    

• Personalization

Personalization is all about engaging customers by offering as per their intent. Enriched leads’ records provide you with insights that can assist in tailoring your marketing campaigns. It means that an enriched contact list carries insights to understand and draft messages to attract and convert them into customers. 

• Lead Scoring

Lead scoring implies the value of inquiries. The marketing campaigners assign values to certain attributes (associated with leads), such as company size, engagement level, etc. Also, you can set priorities on the basis of intent or likelihood to convert. 

• Better Content Creation

Once you have a contact list, creating content that resonates with their pain points, interest, and challenges. This can drive engagement more than ever because the target audience finds offerings that match their intent. 

How to Enrich Lead Data for Your Marketing Campaign?
Multiple ways can be there to enrich contact lists, which are associated with customized record cleansing and enrichment services. You can hire an in-house team or outsource it for better results. 

• Data Enrichment Services

You can integrate tools or even hire a certified enrichment expert to achieve your goal. Ensure that the selected outsourcer has an excellent track record, and is able to personalize services. These vendors mostly append contact lists with missing details in no matter of time. And multiple public sources, social media profiles, and government databases can help them in it.   

• Manual Research

All tools are not able to fill up incomplete details. In this case, manual research comes upfront. So, try to find contact details on Facebook, LinkedIn, and other portals. If you have access to government corpus, it will be exceptional to configure genuine details, such as address, pin code, email IDs, etc.   

• Data Capture Forms

Data capture is another method to gather additional records. You can run a campaign to capture customers’ details, or, integrate a tool like OCR, ICR, barcode or QR code scanner or data extractor to collect information.

• Regular Updates

Remember, data can be obsolete as soon as the trend or preferences change. So, update your database to achieve success for your target campaigns.  

Conclusion

Lead data enrichment is a crucial step if you really want to run a campaign successfully. That data help you understand your leads deeply, which enables you to come up with a more targeted, personalized and engaging offerings in newsletters or other means.  Once everything seems ok, you win high conversion rates, which attract overwhelming returns and strong connection with your own audience. 


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