I don't know about you, but I'm so over filling out forms. I have form fatigue, I suppose? And do companies really need all that data on me? Don't they have it already? My job title? I don't even know my job title. My phone number? I really don't want calls to my mobile…
Still, as a marketer, I know the importance of clean, enriched data cannot be overstated.
High-quality data creates the backbone of effective marketing strategies, enabling successful list segmentation and campaign personalization. And sometimes your data has gaps. Perhaps your sales team only caught the first name of a prospect at a happy hour. Or someone input the wrong email address when taking it down.
Third-party data enrichment is a great way to automatically update and enrich your contact data. Using it allows your sales team to focus more on conversations. And your marketing team can get more conversions when there’s less pressure on a form to capture every little data field.
Let’s take a closer look at how data cleansing works.
The Importance of Clean Data
Clean data is foundational to all marketing efforts. It ensures that the information you rely on is accurate, up-to-date, and free from duplicates. Clean data helps you make informed decisions, target the right audience, and measure the effectiveness of campaigns.
In contrast, poor data quality can lead to misdirected efforts, wasted resources and budget, and missed opportunities.
Why Segmentation and Personalization Matter
Segmentation and personalization are key to creating campaigns and content that resonate with your target audience.
By dividing your audience into distinct groups based on various criteria (e.g., demographics, behavior, and preferences), you can tailor your messaging to meet the specific needs and interests of each segment.
Personalization takes this a step further by delivering individualized content that enhances customer experience and drives engagement.
Reducing Form Fields for Better Data Collection
Can you imagine walking up to a prospect at an event and asking 18 questions about who they are, what they do, and what they are interested in? Well, in most cases, you don’t want to do that on a web form, either. (There is an argument that longer forms can convert better for some use cases, but that’s for another blog post.)
One significant advantage of using these third-party data enrichment platforms is the ability to reduce the number of form fields required from your contacts. By collecting only essential information initially and enriching the data through these platforms, you can streamline your lead generation forms.
This approach has several benefits:
Increased Form Completion Rates: Forms with fewer fields are often more likely to be completed by prospects. Reducing the number of required fields minimizes friction and lowers the barrier to entry, leading to higher conversion rates.
Improved User Experience: A shorter form enhances the user experience, making it easier and quicker for prospects to provide their information. This positive experience can set the tone for future interactions.
Better Quality Data: By relying on data enrichment platforms to fill in the gaps, you ensure that the information in your CRM is accurate and comprehensive without overwhelming your prospects with too many questions.
Third-Party Data Enrichment Platforms
Platforms like Clearbit, ZoomInfo, and InsideView offer data enrichment services that can significantly enhance the quality of your contact data.
Here’s why you might consider using them:
Clearbit
Clearbit is known for providing detailed information on companies and individuals, enriching your contact data with over 85 data points.
By integrating with CRMs like HubSpot, Salesforce, and Pardot, Clearbit ensures real-time data enrichment directly within your CRM. This allows your sales and marketing teams to access comprehensive and accurate profiles, aiding in precise targeting and personalized marketing efforts.
ZoomInfo
ZoomInfo provides detailed professional information and behavioral insights. In that way, it supports sales and marketing alignment by offering comprehensive data on contacts and leads, enabling more effective segmentation and targeted marketing efforts.
ZoomInfo integrates with HubSpot, Salesforce, and Pardot (and more), enhancing your CRM with real-time data updates.
InsideView
InsideView focuses on delivering rich market intelligence and firmographic data.
It integrates with popular CRMs like HubSpot, Salesforce, and Pardot to enrich your contact and company records with detailed insights. This integration helps maintain accurate records and supports strategic decision-making, ensuring your marketing campaigns are well-informed and targeted.
Data enrichment can be the right move for your company, helping you run more precise and impactful campaigns by ensuring your data gaps are filled.
If you’re ready to explore how data enrichment can transform your marketing strategy, we’re here to help you choose the right vendor that integrates with your CRM and aligns with your goals.
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