Lead Enrichment: 4 Tools to Turn Your Leads into Customers
It is no secret that customer acquisition is critical to any business’ success. But it can be difficult to find new customers, especially if you are not an established brand. That is why many business owners have been using lead enrichment to great effect. This practice allows them to connect with potential customers who are interested in the products and services they offer.
If you are struggling to convert leads into customers, this article will help you understand how data enrichment works and how it can benefit your business.
What is Lead Enrichment?
Lead enrichment is a marketing term used to describe the process of providing valuable content and insights to potential customers. This is being done in order to increase the chances of conversion or closing more deals. It typically uses multiple channels such as email, social media, SMS, and web content. Every single data point helps you better understand and connect with your prospects. In this way, prospects will be more enticed to learn about the product or service that the business is offering that eventually leads to purchasing.
Why is Lead Enrichment Important to Business?
Today, most business-to-business (B2B) sales are lead-based. Enriching your leads is a critical factor for the success of your business venture. Business owners rely on the collection of email addresses or phone numbers to build their customers lists to great effect. When you get a new lead and nurturing is done correctly, some of the major benefits of this marketing method include the following:
Gather More Information about Your Leads
The goal of data enrichment is to gather more information about your leads so you would know how to effectively advertise your products or services to them. With additional data about them, your sales rep will be able to customize your marketing messages to better appeal to them for lead generation. You can also determine their interests and needs as well as find out about their credibility as buyers and their buying intentions. More importantly, you can provide valuable content that will increase the chances of conversion or closing a sale.
Reach the Decision Maker
Another benefit of lead enrichment is that it helps you to find the decision maker’s contact information. Reaching out to the right person with the highest authority gives you an opportunity to get market your business more effectively. This is more powerful and your sales reps get a higher chance of closing a deal.
Increase Conversion Rate
Better lead data helps increase your conversion rate simply because you have more information about them. The more you get to know your potential buyers, the easier for you to customize your marketing messages. The more they feel valued and nurtured, the more they are likely to purchase from your sales team. Also, you can easily identify what kind of content would be most appealing to them.
Protect Your Email Sending Reputation
Accurate enriched data can protect your email sending reputation because it helps you to customize the content of your emails. This is important because if your email content is not engaging enough, your recipients may unsubscribe from your emails and flag them as spam. This would damage your email sending reputation and likely impact your sales process.
How Does Lead Enrichment Work?
Lead data enrichment has been proven to generate higher quality leads which yields more sales opportunities. An enriched lead provides your sales team better results by targeting the right potential customer without wasting outreach efforts on people that are simply not interested in what you are offering. It also minimizes negative reactions from clients as they will be provided valuable information that may lead to buying your products or services.
Lead enrichment works by connecting business owners with potential customers who have shown an interest in their products and services. This process begins by collecting lead enrichment data such as name and contact information such as email address, phone number, or social media accounts. Then, the marketing team or sales team will provide valuable content, insights, or offer to the prospect also known as account based marketing. In this way, this encourages them to learn more until they finally make a purchase. You can even enrich your existing leads and inbound leads for your sales reps to sell better.
How to Enrich Your Leads?
Leads are the people who want to buy your product or service but are just not sure yet. Using lead enrichment as part of your marketing strategy helps you identify these lead information and create a CRM pipeline for higher-value sales opportunities.
But how you do enrich your leads? Here’s how you can do it.
The first part of your lead enrichment process is to collect the contact data of your ideal customer profile. You can start by going through your existing data of your customers. Your customer data should provide you an insight into their income range, gender, industry, age range etc to form your perfect customer persona. That way you only target leads that are most likely to purchase, optimizing your marketing efforts.
The company data you should get includes phone number, email, website, company size, Facebook Page, Instagram Profile, Google My Business Listing, Reviews & Rating, and LinkedIn Profile. It is recommended also to have other additional information about the prospects such as their achievements or if they win any prize or were featured anywhere. Of course, you can do this manually, but it would be very tedious. The easier way would be using data enrichment and scraping/automation tools which will we cover more below.
Then, the next thing you need to do is to ensure that you know and have a clear understanding of what you are offering, By knowing fully what you are selling, you can pitch better to your target audiences your products or services. This also gives you a higher success rate to close a deal with them. For example, if their Facebook Page or Instagram Profile is inactive, you can pitch them your social media marketing services. Another example is if their Google My Business Listings have little or bad ratings and reviews, you can pitch to them your solution to improve their ratings or get more reviews. With enough information, you cannot send relevant information and offers to them that they will likely be interested in.
My Recommended Lead Enrichment Tools
A quality data enrichment tool can help you to achieve the best results of your lead generation campaigns. These help you to nurture leads that convert and become paying customers. These also help you to set up the automation and calculate the data points you provided when scoring your leads. In the long run, tools allow you to increase your revenue in the most effective way possible.
There are many lead enrichment tools available in the market nowadays. But not all can give you the same result. Based on experience, the following tools are among the effective ones.
Clodura.ai
Clodura.ai is a lead enrichment tool that connects you with anyone by allowing you to find the email addresses of a company and person in a short span of time. Also, this tool can also be used as an email verifier. Once you verify the email addresses, you can do lead scoring to determine the worthiness of leads.
Snov.io
More than lead enrichment, Snov.io is a sales automation tool that helps you to get more sales and earn more sales. It allows you to automate the lead generation by filling up the sales funnel. It has personalized triggered email drip campaigns that are essential in increasing engagement and boosting conversions.
Read my full review here.
Tomba.io
Tomba.io is an email-finding tool that collects all the email addresses of people working in a certain company. Aside from that, it has an email verifier feature that allows you to validate email addresses even in bulk. You can also use this when doing lead scoring so you can determine if one lead is worthy enough to be nurtured.
TexAu
TexAu is another tool that lets you get new leads and get in touch with them quickly. It also allows you to build and automate your workflows by connecting the automation together. You can connect your Youtube Channel, social media accounts such as Twitter, Instagram, Facebook, and Pinterest, as well as your website. This tool eliminates the manual work that takes a lot of time to complete.
Final Thought
It is no secret that customer acquisition is critical to any business’ success. But it can be difficult to find new customers especially if you are not an established brand. But through lead enrichment, you can grow your sales even if your brand is not yet well-known. This process is a great way to drive more qualified leads to your sales team. It is a marketing tactic that includes email and social media strategies that are aimed at capturing the attention of your target audience. Through the use of tools, you can identify the best leads, then convert them into qualified and motivated buyers.
