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5 Data Enrichment Strategies For B2B Marketers And Sellers

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Title: 5 Data Enrichment Strategies For B2B Marketers And Sellers


1
5 Data Enrichment Strategies for B2B Marketers
and Sellers
Key strategies to approach data enrichment
2
Business Transformation and Data Quality
Organizations across the globe are undergoing
business transformation. Some of these
transformation initiatives include measures to
enhance customer experience, improving sales
productivity, becoming more relevant to their
customers, and more. If you look at what fuels
these initiatives, it is data.
3
Account-Based Marketing Successful ABM
practicing organizations are the ones that are
able to target prospects based on their current
needs. For instance, an organization practicing
ABM to sell their software solutions has to
target its prospects based on their technology
stack, their buying cycle and the stage the
prospect is in, and more.
Knowing that the information they have about
these prospects is time bound, it becomes
important for these organizations to enrich their
target account data on a regular basis. Enriched
data ensures possibility of relevant
conversations and campaigns.
4
Omnichannel Omnichannel is an extension of ABM
in many ways. It is an approach to target the
selected prospects with seamless content and
experience across channels. Once again, the
success or the effectiveness of omnichannel
execution depends on the data upon you base your
campaign. Therefore, data that either
resides within the enterprise silos, or on the
cloud, or is part of a well-integrated data flow
- forms the basis of several decisions that
transform businesses. While there is a lot of
focus on data management, i.e., to manage,
govern, secure and analyze data it is essential
to ensure that the data is high-quality,
up-to-date and continuously enriched.
5
The need to end the data status quo
The rate of your customer data decay depends on
several factors ranging from your consumer type
to the industries you serve, their geography and
more. Some industries such as entertainment,
advertising, high-tech, FB are highly
susceptible to data decay. Errors can cause the
very data in your sales systems or CRM you rely
upon to make daily and key business decisions, to
become unfit for use. Here are some factors to
be mindful of
6
As much it is challenging to ensure data quality,
it is equally challenging to enrich data on a
continuous basis, due to various
reasons. One-time fixes arent enough Some
organizations rely on sales and service teams for
the last mile data sanctity. And more often that
not, it becomes a case of one-time new data
append and not an enrichment of existing old
data. Therefore, the status quo of existing data
gets maintained. Lack of two-way marketing
approach Organizations that rely purely on
inbound-only approach, tend to keep on updating
their records with more data and the onus of data
quantity lies with the prospects who fill in the
web forms or social media and the channels
through which they get in touch with the
organization. Lack of outbound strategies, makes
organizations not to invest much on data
enrichment and therefore no segmentation,
personalization, etc.
7
Prioritize data integrity check
  • Data Integrity check has to be prioritized as one
    of the key objectives across the organization,
    mainly because
  • Contact data verification is best done before the
    bad data reaches your databases.
  • Make regular contact data health checks a routine
    part of your marketing operations.
  • Centralize your contact data hygiene, then
    publish the clean data back to the applications
    and systems that use it.
  • Sync your clean contact data across systems
    using data integration, data quality, master data
    management, or simple API synchronization.

8
5 Strategies for B2B Data Enrichment
The more context rich your data is about your
customer, the more relevant you are to your
customer. It not only improves the engagement
with your customer organization but also has a
significant improvement on the overall user
experience. The insights derived from enriched
data helps you in segmenting your prospects,
mapping the right product for the right prospect,
improving your understanding of their buying
intent, and more.
9
1. One-time Enrichment
Tradeshows and events are a significant part of
any B2B organization. Invariably, marketers and
sellers tend to get several leads as part of
these events, and in most times, these leads have
very minimal information. It not only means a lot
of missing data while updating it to your CRM and
marketing automation tools, but also it hinders
your personalized approach in engaging those
prospects.
Therefore, it becomes important to instantly
enrich the leads generated through tradeshows and
other events, and thereby setup the newly
appended CRM data for segmentation and
hyper-personalization.
10
2. Real-time Inbound Lead Enrichment
As organizations continue to scale up, inbound
leads are created in large volumes through
various sources such as blogs, social media,
webinars, whitepapers, solution briefs and more.
To smoothen the lead registration process,
marketers often prefer to have minimal fields on
the web forms. Therefore, the leads created have
minimal details such as email address and a name.
It would ideal to set up a real-time inbound lead
enrichment process, so that the volume of leads
is translated into actionable account
information. Thus, you can segment these
accounts into the ones that are sales-ready and
the ones that need to go into the nurture cycle.
11
3. Data Enrichment Beyond Firmographics
In the race to generate demand and attract more
leads, we all come across fake lead information,
every now and then. At the same time, B2B
marketing is increasingly moving towards mass
personalization. This indicates a huge gap
between the quality of account information that
comes into the marketing systems and the kinds of
experience B2B marketers want to deliver.
Therefore, data enrichment should not stop with
firmographic information such as industry,
revenue, employee size, etc. but also include
rich contextual data about prospects and
customers to instantly be relevant to their
current pursuits. Skipping the larger picture of
data enrichment might significantly hinder the
penetration of targeted accounts.
12
4. Provision for Bulk Data Enrichment
Several marketers tend to rely on third party
apps for data enrichment to not only enrich
net-new records but also continuously enrich
existing account data. Therefore, it is important
to not only allow integration with business
applications but also allow simple upload of
spreadsheets with existing account domains for
bulk enrichment.
Continuously enriched data ensures that B2B
marketers and sales professionals to have access
to the right data, at the right time, about the
right prospect/customer.
13
5. Account-Based Enrichment
Enriching account data can surge the success rate
of your account-based marketing efforts by
spending time only on the accounts that matter.
By enriching and populating the required fields
of information, you can get a 360 view of your
customers and prospects and identify the accounts
that may be looking for your products and why.
For example, certain accounts hiring a lot of
sales professionals might indicate a scale up,
and therefore a possible opportunity to sell a
sales management solution. Whereas, enriched
information on the prospect accounts tech stack
might indicate how much of a fit the sales
management solution is, to their environment.
14
Fiind Data Enrichment App
  • With Fiinds Data Enrichment App, the only data
    that you need to have about your
    prospect/customer is their domain name. So, what
    starts as an email or domain name transforms into
    an enriched organizational profile, with not only
    actionable firmographic information but also
    customer signals on buying intent and product fit
    to identify your total addressable market and
    serviceable market.

Powered by its reliable machine learning
algorithms, Fiind takes a holistic approach to
enrich data and maintain data integrity. Its AI
driven sensors constantly look for updates in
data or events, thereby activating a bot that
knows where to look across the web to get the
maximum value.
15
Case studies
Solutions
Global Systems Integrator
Data Sciences Platform
Enterprise ISV
Productivity Platform
  • Commercial expansion
  • Enable product launches
  • Accelerate cloud
  • Enable partners
  • Sales missing targets
  • Unhappy with leads
  • Growth ambitions
  • Account based Mkt

1 hr/day
55
gt2X lift
1K leads
Saved by focusing on the right Signals with the
right accounts, integrated with SFDC CRM.
Improvement in qualified marketing leads through
targeting of buying Signals, integrated with
Dynamics CRM.
In O365 conversions. Identified right
upsell/cross-sell customers for O365, CRM, Azure
and SQL.
Identified the right leads and message, based on
50 Signals mapped to the value proposition.




We took a different approach by listening for
customer signals that signified buying intent. 
Fiinds solution built on Microsoft Azure
resulted in over 2X improvement in conversions.
Fiind enables to transform marketing with the
ability to sense and respond to potential
customers based on buying signals. We now have
the equivalent of a Marketing GPS. 
Identified the right leads and message, based on
50 Signals mapped to the value proposition.
Fiind amplifies our sales IQ with easy to use
customer buying signals on everyday tools like
CRM and Email.
Greg Jung VP Marketing, Civis Analytics
Igor Rikalo COO, O9 Solutions
Ganesh Ramakrishnan CEO, iLink Systems
Nicolas Facon Sr. Director, Microsoft
16
Know more about us at www.fiind.com 1 (425) 214
4747 info_at_fiind.com
THANK YOU!
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