Have you ever been interested in downloading a guide or resource from a website, only to be discouraged by a lengthy form that requires you to fill in dozens of fields? Well, the ability to simplify forms to just a few fields or even just one is made possible by data enrichment. This not only enhances the user experience but also helps marketing and sales teams gather relevant information to determine if a prospect is a good fit for the company, and then follow up accordingly.
Data enrichment is commonly used to fill in gaps in prospect data, so that marketing and sales teams can understand if you may be a qualified prospect for the company– and then follow-up appropriately. The added data helps marketing teams with segmentation and personalization, while helping sales understand how to follow-up and what products or features you may be most interested in.
For example, RevSure syncs with Salesforce as a CRM, but we don’t ask this information on every form. We use data enrichment so we don’t spend time and resources trying to have a meeting with someone who uses Sugar as a CRM. This helps the user get the insight they need, but allows marketing and sales teams to prioritize other accounts. That’s exactly why we have partnered with Apollo.IO as our data enrichment partner and sales intelligence platform!
While marketing automation platforms focus on the capture, processing and nurturing of leads and sales intelligence platforms help efficiently run outbound motions, RevSure and Apollo.IO work together to pull your conversion rates and pipeline analysis earlier in the funnel, into your sales intelligence platform.
How does data enrichment help your teams?
Data enrichment not only benefits marketing and sales teams but also product teams. By analyzing firmographic and technographic data from data enrichment platforms, product teams can prioritize the development of integrations based on the tools and platforms used by their ideal customer profile and existing customer base.
Marketing operations and product marketing teams everywhere dig into the data, typically using data enrichment tools. This is so they can provide input into the campaigns being planned– information around target personas and the ideal customer profile. This data– job title, company size, revenue information– allows marketing teams to refine messaging, focus targeted campaigns and overall–be more efficient with their efforts.
Sales teams want to ensure they have the right talk-track in front of them and are prepared when following-up with a lead. Depending on the complexity of the solution, this talk track may change based on the prospects location, number of employees, or any other factor– but quality data helps to keep the sale in-line and on-track.
Product teams are able to ensure they are building the right integrations based on firmographic data from data enrichment platforms. Looking at the tools and platforms your ICP uses, as well as those your existing customer base uses, helps prioritize the integration roadmap based on key technographic information.
The partnership with Apollo.IO and RevSure was designed to drive better, more informed business decisions, based on data.