This article explores insights from 18 industry professionals on how lead data enrichment boosts sales performance, improves targeting, and tackles common challenges in B2B outreach.
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In today’s competitive B2B world, data enrichment has become a go-to tool for sales teams looking to streamline outreach and boost conversions.
To dig deeper into how it’s being used, I spoke with 18 professionals across different industries, getting the scoop on their goals, challenges, favorite tools, and the impact on their results.
Here’s what they shared about their approach to data enrichment - and some interesting insights on how it’s driving sales performance.
With businesses increasingly prioritizing enriched data to better target and personalize their outreach, many report noticeable improvements in conversion rates.
Below are some standout findings from our interviews:
For the majority of the sales leaders interviewed, data enrichment serves as a powerful means to improve the quality of their leads and increase the relevance of their outreach.
As Balázs Keszthelyi, CEO of TechnoLynx, explains, “Our primary goal is to improve lead targeting. By enriching our lead data, we ensure our outreach is more personalized and relevant, significantly enhancing our chances of conversion.”
Similarly, Roland Jakob from BlazeKin Media emphasizes that enrichment allows his team to move beyond generic pitches. "Enriched data lets us hone in on high-value leads and position our offer as a natural fit to their needs,” he said.
This approach has made their outreach more meaningful, directly contributing to an increase in qualified leads.
Most participants cited LinkedIn Sales Navigator and Clearbit as essential tools in their data enrichment toolkit. A stunning 67% of all survey participants use Linkedin.
Of course, most professionals use multiple tools at the same time.
Pearl Lemon, for instance, uses a combination of Apollo, LinkedIn Sales Navigator, and Clearbit to enhance lead targeting. Charnell from Pearl Lemon notes, “These tools have proven essential in refining our sales approach.”
Meanwhile, Dgtl Infra, a digital infrastructure company, relies on LinkedIn Sales Navigator and Clearbit, leveraging these tools to effectively reach enterprise decision-makers.
According to Mary Zhang, Head of Marketing and Sales, “Enriched leads showed a 24% higher conversion rate versus basic contact data.”
Kirsten Nelson, founder of WhoRaised?, states “Moving to Watson for waterfall enrichment has been a game changer when it comes to data coverage. We used to miss out on about 30% of our leads because we could not find any accurate contact information.”
While most were satisfied with the tools’ data accuracy and comprehensiveness, several respondents, including Josh Miller from Clean Carpets, pointed out room for improvement.
“These tools have significantly improved our outreach, though there’s always room for better depth in insights,” he observed.
Despite the advantages, respondents noted significant barriers, primarily around integration and cost.
Many sales teams found it challenging to seamlessly integrate enriched data into their CRM systems, leading to inefficiencies and delays.
As Aman Chopra, Marketing Manager at Stallion Express, shared, “Integrating data enrichment with current systems is complex and resource-intensive. Maintaining smooth connectivity can be a real challenge.”
Additionally, cost was a common hurdle, particularly for teams managing long-term or large-scale projects.
“Cost is a big consideration, especially with extensive projects,” said Roland Jakob from BlazeKin.Media. These concerns underline the need for solutions that not only deliver comprehensive data but also integrate seamlessly with existing sales workflows.
One of the most compelling reasons to implement lead data enrichment is its impact on conversion rates.
On average, companies reported an 11–30% increase in conversions following data enrichment implementation. The conversion improvements varied by company:
Microters saw the highest increase at 21–30%. According to Nazmul Hasan, Founder and CEO, “Since implementing data enrichment, we’ve observed a significant increase in conversion rates. It’s clear that a data-driven approach is crucial in today’s market.”
Dgtl Infra reported a 24% improvement, a result largely attributed to refined lead targeting.
BlazeKin.Media achieved 15–25% higher conversions, thanks to more tailored messaging and accurate targeting.
The participants’ overall experience reflects the value of data enrichment in optimizing sales outcomes. As Mary Zhang from Dgtl Infra summed up, “The ROI justifies the effort: enriched enterprise leads close at 2.8x the rate of non-enriched leads.”
Data enrichment is clearly a powerful lever for sales teams aiming to improve lead quality, enhance personalization, and ultimately boost conversions. However, as companies continue to scale, the need for efficient integration and cost-effective solutions will grow.
As Larry Flores from HARO Link Building pointed out, “Despite various drawbacks, lead data enrichment’s strengths justify the initiative.”
In a B2B landscape increasingly driven by data, companies that invest in comprehensive and effective data enrichment solutions are likely to see the greatest long-term success in their outreach efforts.
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