Today, you’ll hardly find a B2B marketer who does not rely on a complex marketing intelligence (MI) stack to extend their audience reach and inform outbound targeted campaigns. Marketers most appreciate the data accessibility, accuracy, and completeness of MI platforms.
However, when it comes to elevating account-based marketing (ABM) performance, it is B2B data enrichment that matters.
What is Customer Data Enrichment?
How much data can you actually source from your CRM? Typically, you have a contact and company name, job email, and, occasionally, work phone number. Basically, you have little to nothing to say about the responsibilities of such an account and what they’re after. Their buying intent is a black box.
Customer data enrichment tools can collect and merge firmographic data, intent signals, and data on the technology to provide marketers with a more complete view of their CRM audiences. It is invaluable for building more personalized and engaging messages and amplifying conversion for targeted campaigns.
Apart from the increased efficiency of inbound nurturing, enrichment tools unlock additional opportunities for your outreach moves. They allow you to build highly targeted lookalikes based on your enriched CRM audiences and import them to paid ad networks.
Benefits of Data Enrichment
With data enrichment, B2B companies can expect:
- Better prospecting for ICP-fit customers. An Ideal Customer Profile (ICP) is a generalized view based on the attributes of your most valuable customers — those who generated the highest revenue for you and converted faster than average. Data enrichment extends the existing ICP definition and pinpoints targeting criteria to pursue the same high-value, high-intent prospects.
- Advanced personalization. Enriched data reflects the audience’s specific pain points and helps marketers build compelling messages around accurate context. Eventually, you can achieve unparalleled success with ToFu B2B demand generationcontent and MoFu content like personalized 1:1 cold emails.
- Increased match rate on ad networks. Enrichment tools append missing identifiers for matching list-based audiences with existing ad network members. Thus, you have a higher chance of reaching your target accounts.
4 B2B Data Enrichment Tools to Have in Your Tech Stack
1. Apollo
Apollo offers B2B data enrichment capabilities to build hyper-targeted lists from users’ CRM audiences by appending over 200 additional data points. If you prioritize in-depth personalization for ABM campaigns, Apollo’s database is more than enough for granular prospecting.
On top of that, Apollo provides:
- Database of 265M B2B contacts updated daily
- AI-powered matching algorithms for tracking buying intent across the Web
- API-integrations for external CRMs and martech tools
- SOC-2 secure and GDPR-compliant data processing
2. Clearbit
With Clearbit, you can build an ICP-fit audience as simple as that. It offers 100+ firmographic and technographic data points for scrutinizing prospecting and further following up on high-value leads.
Clearbit empowers marketers to de-anonymize website traffic for defined targeted accounts, tracks their journey, and offers actionable insights on how to speed up the close of high-intent leads.
The platform offers data on 44 million companies and 350 million contacts. However, despite the completeness of customer records, some users complained about occasionally outdated contact details.
3. 6sense
6sense Revenue AI tool automates scraping non-anonymous buying signals and unlocks opportunities for follow-ups on sales-ready leads. The platform generates actionable insights and reports on buying behavior to help Marketing and Sales focus on channels they should double down on to increase conversions.
Professionals generally praise 6sense for such features as:
- Real-time alerts in CRM and Slack on high-intent target accounts
- Conveniently segmentation and separate dashboards for exploring ABM audiences
- Dynamic targeting criteria to identify key personas among the accounts.
4. Primer
Building a full-fledged ICP-fit audience with a single data enrichment platform might have seemed difficult before Primer. But Primer really made that happen. It’s truly a “single source of truth” for data-driven marketing, as it allows you to merge first-party data with datasets from Apollo, G2, and many more trusted providers.
In Primer, you can build ICP-fit audiences as tight as you want with thousands of filters, append missing ad network IDs, and activate them across Google Ads, Facebook, LinkedIn, Instagram, and other paid channels. The best part is that Primer-enriched audiences get ~45-85% match rates, boosting CTR and lowering CPM of your paid ad campaigns.