The Best Practices for B2B Data Enrichment

October 22, 2023
4 min.

In the fast-paced world of B2B marketing, data is your best friend and your worst enemy. It can empower your business decisions or kill you, depending on its quality. That's why B2B data enrichment is not a luxury; it's a necessity. For companies that specialize in intent data, context data, and real-time data software, like ours, understanding the power of enriched data is critical to staying competitive. In this guide, we'll delve into the best practices for B2B data enrichment that can elevate your marketing, sales, and customer engagement strategies to unprecedented levels.

What Is Data Enrichment?

Data enrichment is the practice of enhancing raw data with more detailed, contextual, or meaningful information. In the B2B sphere, this often involves fleshing out company profiles, understanding customer behavior, or mapping out industry trends. The enriched data provides valuable insights, enabling businesses to make well-informed decisions.

The Importance of B2B Data Enrichment

Benefits of data enrichment

Accurate Segmentation

With enriched data, you can create precise customer segments, which is crucial for targeted marketing and personalized customer interactions.

Better Decision-making

Enhanced data drives better analytics, which in turn leads to more accurate and effective decision-making across various business verticals.

Hyper personalization

By enabling more effective targeting and personalized interactions, enriched data can significantly improve the ROI on your marketing and sales initiatives.

For example, at LeverGrow we personalize our sales email like this :

Personalize email

Risk Mitigation

Data enrichment can help you keep your data updated, allowing for better compliance with regulations and reducing the risks associated with data decay.

Why is it a must-have in your CRM ?

The answer is : turning Data into Business Intelligence. Data enrichment plays a pivotal role in maximizing the utility of a CRM like Salesforce or HubSpot.

In its most basic form, a CRM holds raw data—names, email addresses, and phone numbers. However, enriched data transforms these basic details into actionable business intelligence. With enriched data, a CRM can provide insights into customer preferences, behavior patterns, and even predictive analytics, such as which leads are most likely to convert. This elevated level of information allows sales teams to prioritize high-value prospects, enables marketers to create highly targeted campaigns, and equips customer service representatives with the tools they need to enhance customer satisfaction. In short, data enrichment doesn’t just fill in the gaps; it amplifies the capabilities of your CRM, transforming it from a simple data repository to a dynamic tool for strategic decision-making.

8 steps to successful B2B data enrichment

Identify Relevant Data Sources

Firstly, determine where your enriched data will come from. This could be public records, social media, professional networks, or specialized B2B databases. Ensure that these sources are reputable and compliant with data protection regulations.

Example: Imagine you run a SaaS company that offers project management solutions. You might choose LinkedIn as a relevant data source to enrich your existing lead data. You can pull information like job titles, skills, and endorsements to better understand your target audience's professional background.

Set Objectives

Why are you enriching your data? Is it to improve marketing lead qualification, boost customer engagement, or perhaps refine your product offerings? Setting clear objectives guides your enrichment process and helps you measure success.

Example: Your objective might be to boost the open rates of your email marketing campaigns. Knowing that, you'd enrich your data to include info like recipients' industries, job roles, and company sizes, so you can craft more personalized and relevant content.

Select Key Data Points

You don't need every piece of information about a company or individual; you need the right information. Determine what specific data points are most aligned with your objectives.

Example: Going by the previous example where you want to boost email open rates, key data points might be 'Industry', 'Job Role', and 'Company Size'. These data points will allow you to segment your audience effectively for personalized email campaigns.

Leverage Automated Tools

Manually enriching data is not only time-consuming but also prone to errors. Utilize automated data enrichment tools that can integrate with your existing CRM and analytics systems.

Example: You can use a tool like Clearbit that integrates directly with your CRM like Salesforce or HubSpot. These tools automatically pull in data from multiple sources, saving you the hassle of manual data entry and minimizing the risk of errors.

Validate Data Quality

Before, during, and after the enrichment process, validate the quality of the data. This involves cleaning the data to remove any duplicates, inconsistencies, or inaccuracies.

Example: After pulling in new data, you find out some of the emails are outdated or incorrect. To validate, you could use email verification services like NeverBounce or They can scrub your email lists to remove invalid addresses, thereby improving the quality of your data.

Continuously Update Data

Data enrichment is not a one-off activity. Establish a routine to regularly update your data to ensure its relevance and accuracy.

Example: Use a tool like LeverGrow. Perhaps you have data showing that a lead was a 'Marketing Associate' six months ago. That person could now be a 'Marketing Manager'. Establish a bi-annual or quarterly routine to refresh data like job titles, company names, and other time-sensitive info.

Update Data in CRM

Ensure Compliance

Data protection and privacy are paramount. Make sure your data enrichment practices comply with legal frameworks like GDPR and CCPA.

Measure and Adjust

After the enrichment process, evaluate the impact using KPIs that were set based on your initial objectives. Tweak your strategies as needed.

Example: After a couple of months, you notice that your email open rates have improved by 15%. However, the click-through rates remain stagnant. This could indicate that while your subject lines may be compelling, the email content isn't. Time to go back to the drawing board and tweak your strategies.
By providing examples, you're not just tossing jargon and processes at your readers—you're giving them a roadmap. A detailed one, complete with landmarks. Hope this helps!

Real-time vs Batch Enrichment: Choose What Suits Your Needs

When it comes to data enrichment, the timing of the operation is a crucial factor that can significantly impact its effectiveness. Generally, enrichment processes can be categorized into two types: real-time and batch enrichment.

Real-time Enrichment: As the name suggests, real-time enrichment updates your data as it flows into your systems. This is particularly useful for applications that require immediate action, such as customer segmentation for targeted marketing campaigns, or live scoring of leads as they interact with your website. Real-time enrichment allows you to personalize experiences dynamically, leading to potentially higher engagement and conversions.

Batch Enrichment: In contrast, batch enrichment involves updating your data at regular intervals. This is often more resource-efficient and may be suitable for larger data sets where immediate action is not necessary. Batch processes can be run during off-peak hours to optimize system performance, making it an excellent choice for long-term analytics or quarterly business reviews.

Both approaches have their merits and downsides, and the best choice often depends on your specific needs and operational constraints. Some businesses even use a hybrid approach, leveraging real-time enrichment for immediate needs and batch enrichment for comprehensive, scheduled updates.

Best Tools for Data Enrichment in the Market

Here are some of the best tools currently available:

1. Clearbit

  • Best for: Real-time enrichment, lead scoring, and customer segmentation.
  • Key Features: Clearbit offers real-time API calls and seamless integration with many CRM and marketing platforms.

2. ZoomInfo

  • Best for: B2B contact and business data.
  • Key Features: Provides a comprehensive database of business contacts, enriched with actionable data like technology usage, hiring trends, and more.

3. Lusha

  • Best for: Enriching contact information, phone numbers and email addresses
  • Key Features: finding phone number and email addresses on social media

4. LeverGrow

  • Best for: contextual data about a contact or a company.
  • Key Features: Provides enriched data about companies and contacts. You’ll get data about job changes, fundraising, job offers, employees growth, software used by company news alerts, social insights, and more.

5. Datanyze

  • Best for: Technology tracking and predictive analytics.
  • Key Features: Offers technology usage data from companies, making it useful for tracking competitors or understanding prospective clients.

6. Leadspace

  • Best for: Customer data platform designed for B2B.
  • Key Features: Provides audience discovery, data management, and lead scoring enriched by multiple data sources.

7. Demandbase

  • Best for: Account-Based Marketing (ABM).
  • Key Features: Combines AI and intent data to enrich your ABM strategies.

8. Segment

  • Best for: Data integration.
  • Key Features: It allows you to collect data from various sources and then prepare and enrich it before sending it to your analytics tools.

9. Pipl

  • Best for: Identity resolution.
  • Key Features: Uses the email, phone, username, or any other personal identifiers to fetch public and available business information.


  • Best for: Email enrichment.
  • Key Features: Provides verified email addresses and related information, great for cold outreach or lead verification.

Each of these tools offers unique features and integrations that can help enrich your B2B data in different ways. Depending on your specific needs—be it customer segmentation, real-time enrichment, or predictive analytics—you can choose the tool that best aligns with your objectives.

Always consider your data needs, compliance issues, and how well the tool can integrate with your existing systems when making a choice.

The Future of B2B Data Enrichment

With advancements in AI and machine learning, the future of data enrichment looks promising. Automated enrichment processes, predictive analytics, and real-time updates are becoming increasingly achievable, making enriched data an even more valuable asset. LeverGrow is working hard on AI and machine learning to bring you an amazing experience. Stay tuned!


In the modern business landscape, enriched data is akin to a gold mine of opportunities for B2B companies. By adhering to these best practices for B2B data enrichment, you can ensure that your data is not just extensive but also precise, relevant, and highly actionable.
The game is not just about quantity but quality. In a world overwhelmed with data, it's the insights drawn from this data that will set your business apart. By implementing a robust data enrichment strategy, you not only improve your marketing and sales effectiveness but also offer unparalleled value to your customers. And in today's competitive market, that could make all the difference.

Kevin RIETSCH Photo
Article written by:
CEO of LeverGrow