To optimize the efficiency of your campaigns and make the best possible decisions, you need accurate, reliable and consistent information about your prospects / customers. Everything goes through it, it is for this reason that the enrichment of data plays such a central, major role, in marketing. In this article, we offer several cases in which the use of data enrichment is essential, regardless of the type of business.
What is the enrichment of data in B2B?
The data enrichment in B2B consists of enriching the profile of your leads, to reap everything you can about them to understand precisely who they are and what they want. Generally, the basic data are for example the name, first name, email, etc. However, you need more to really know your prospects / customers, to address them in the right way, at the right time and meet their expectations, their needs.
Thanks to various tools and techniques, the enrichment of data makes it possible to benefit from accurate and accurate information on each Lead, from qualifying the prospects, to create a real relationship with your contacts by showing them that you know them and you know how to talk to them, including creating custom emails. Data enrichment is also a great way to focus the effort of your teams more sharply in one direction. It is therefore a crucial element to optimize the efficiency of your marketing campaigns and increase your sales.
It is possible to enrich your data in two different ways: by contacting your prospects / customers directly to ask them questions and collect the necessary information, or using “Third Party Data” (third-party data from an external supplier).
Case of use of data enrichment in B2B: 5 concrete examples
1/ Creating more concise forms: Focus on essential information
B2B marketing experts know it; The more fields there are in a form, the less the person will be able to fill it until the end. In other words, create shorter forms allows for a higher conversion rate. The idea is to indicate only the essential information in the form (name, first name, email and enterprise), so as not to flee the potential prospect.
Once done, you will later reap more targeted information on each contact, without having to ask it directly, but using data collected from other sources.
2/ the best segmentation
Segmentation is the key in a marketing campaign and impacted well. Data enrichment is ideal for this, since it helps to find new ways to segment your prospects / customers based on all information collected on them, create extremely accurate groups, providing excellent growth potential to your campaigns.
3/ Installing a Scoring Lead System
The lead scoring, or “notation of leads”, is a ranking system of prospects based on the value they represent for the company. In particular, it makes it possible to set clear objectives for sales and marketing strategies, hence the importance of having an extremely accurate and up-to-date rating. Here, the enrichment of data makes it possible to offer a complete profit of the prospect / customer, to know its degree of maturity and to see if it corresponds to the target of the company for this or that campaign.
4/ Creating more personalized messages
Today, the personalization of messages sent to prospects / customers is essential and plays strongly on their effectiveness. The hearing awaits more personal and tailor-made interaction, with creative proposals modeled on its expectations and needs. The enrichment of data will help, thanks to the multiple harvested information, to offer the right content according to specific details.
5/ Recovery of lost leads and customers likely to unsubscribe
Data enrichment is very useful for gaining new leads, but also to deal with unsuccessful problems and to recover lost leads. Indeed, it makes it possible to identify the behaviors of customers, to better understand them and therefore to offer them new solutions in adequacy with what they are looking for, thus avoiding losing them definitively.