5 ways to use Enrichment

5 ways to use Enrichment

January 06, 2020

When leads submit forms or sign up for accounts, you want to know who's knocking at your door. Enrichment fills in the details, automatically turning a work email address (or corporate domain name) into a full profile with robust company, job, and contact information.

Clearbit Salesforce Enrichment example

Enrichment is a game-changer. Without it, you have to spend precious time and effort to research and figure out who you're dealing with. But when you're equipped with consistent context on each lead, you can fast-forward right to the best way to act on them.

Getting Clearbit's 100+ attributes in the tools you use daily (like Salesforce, Marketo, and HubSpot) enables you to build solutions that transform your sales and marketing efforts. Here's our guide to five of the most powerful ways to do so.

Jump ahead to:

1. Optimize lead form conversion with form shortening

Increasing your lead form conversion rates is often as simple as reducing friction on your form. Reducing the number of fields is a great place to start, but doing only this sacrifices the data you need to understand and qualify leads.

Optimize form conversion rates and get the customer data you need with Clearbit Enrichment. You'll get a full profile from just an email address — and with our form shortening features, you can autofill fields or hide fields entirely unless Clearbit can't find the relevant data point. Because this data is automatically appended rather than typed, there's a much lower chance of adding false information into your CRM or MAP.

How Mention increased form conversions by 54%

Media monitoring company Mention needed to increase signups and identify promising leads. They turned to Clearbit to get qualifying lead data while asking fewer questions in their form — just an email address, first and last name.

Mention's lead shortening

With dynamic forms and enrichment, Mention reduced friction in the user experience, all while getting more data. The best news: they were able to boost signup conversions by 54%.

2. Get leads to the right rep faster with automated routing

Many companies have sales reps manually evaluate every incoming lead. But to make a big sales impact, your reps should be spending their time selling rather than doing research and data entry.

Automated systems take care of this initial footwork. Clearbit Enrichment makes automation possible by populating accurate company and contact details directly in Salesforce. With consistent data on every lead, you can build an automated routing system based on territory and other rules to assign leads. Reps can then quickly dive into working the right leads, who won't be left hanging at a time when they're most interested.

How to automate territory detection for routing

To build a lead routing system, use native features in your CRM (like Salesforce's Assignment Rules), automation platforms (like Tray.io), or lead routing software (like Chili Piper and LeanData). Routing rules are then built using data points.

Clearbit's 100+ firmographic and demographic attributes give you maximum flexibility in deciding how to slice up territories. Useful attributes for lead routing include:

  • location (zip code, state code, country code, etc.)
  • company size
  • estimated annual revenue
  • industry, sub-industry, or vertical
  • tech tags (the software vendors that the lead’s company already uses)

The product analytics company Heap uses Enrichment to keep their forms short while getting useful data from signups. This helps them process leads based on industry and size — perfect for their plan to route leads by territory. Rather than dividing by geography like many teams do, they'll divide rep attention into three groups by company size: startup, mid-market, and enterprise.

Salesforce lead assignment rules using company size attribute

Demand generation expert Charlie Liang explains, "The BDR team already has to do enough research as is, so Clearbit cuts down their time if they don't have to think about whose lead it is."

3. Automatically fast-track the best leads with better scoring

Not all leads fit your ideal customer profile, so your lead routing system is only as good as your lead qualification system. A filtering step before routing is critical to make sure sales doesn't waste time on leads who will never convert or become a costly customer.

First, you need information about leads to create and run models to identify who's most promising. Without this, your top rep could waste time talking to a student who just signed up for a free trial and can't afford your product. Plus, manual qualification is slow and typically done in batches, so identifying qualified prospects could take hours or even days, extending beyond the optimal window of opportunity to reach out and convert.

With real-time enrichment, you can instantly score the likeliness of conversion and then route the lead to the right rep. This system is not only faster but more accurate — less vulnerable to human error and variations in judgment.

How to score and accelerate qualified leads

Clearbit's firmographic and demographic data points provide a simple yet comprehensive way to filter through the noise. Data points useful for scoring include:

  • number of employees
  • industry
  • geography
  • job title, role, or seniority
  • technology the company uses
  • estimated annual revenue
  • Alexa rank

The proposal software company Proposify uses a combination of Clearbit-enriched data (attributes like job title, industry, number of employees, and estimated annual revenue) and behavioral data (like website activity and trial usage) to score leads in Marketo. Upon reaching a certain score, MQLs get passed to Salesforce and routed to sales reps.

lead processing flow from signup through enrichment to scoring, qualification, and routing

With the one-two punch of automated lead scoring and routing, marketing teams can drive traffic and nurture leads without overwhelming sales — and sales teams have a faster, more reliable way of identifying high-value prospects.

The sales intelligence platform Gong even set up an entirely automated flow that qualifies and routes leads, and for their very best leads, they offer immediate meeting scheduling. This system relies on Clearbit to provide all the necessary data in real time to be able to shorten their Marketo form and automate a lead's path with Chili Piper.

Gong's self-scheduling qualification and demo request flow

Automated lead scoring removes the unknowns, speeds up evaluation, and gets priority leads into conversations faster without stretching reps too thin.

4. Develop a stronger understanding of your ideal customer

To gain insights to improve your business, like knowing which attributes make prospects more likely to convert, you need consistent data. Enrichment enables data-driven analysis and reporting so that you can define an ideal customer and identify concrete areas for improvement.

Clearbit's Salesforce integration provides 100 data points for you to slice and dice in Reports. For example, you can run a report to surface top attributes, like industry and company size, from your closed won opportunities — and then use that to prioritize future sales and marketing efforts.

Constantly refreshing and collecting customer data results in a living ideal customer profile, as opposed to a static buyer persona. As new signups occur, new patterns tend to emerge. This means you can keep your ideal customer profile up-to-date, without manual effort.

living ideal customer profile positive feedback loop

Defining the qualities of a good lead aligns and focuses your sales and marketing. Key attributes from an ICP inform everything from designing how to score and qualify prospects, to selecting ABM target accounts, to figuring out who to personalize marketing for.

It's like getting blueprints for how to best segment, find, target, and prioritize leads.

5. Convert more leads with personalized emails

Making manual outreach relevant is a challenge if you're incentivized to get to as many people as possible but have to do time-consuming lead research manually. For templated or automated emails, effective personalization is impossible without the right data.

Enrichment handles the lead research and information-gathering, providing the context you need to personalize how you talk to leads. Use Clearbit's data points to target high-fit leads and guide your conversation toward the best solution for their needs. For example, you can use:

  • company size, industry, and other key attributes of your ideal customer profile to segment your campaigns
  • role, seniority, and company size to personalize your pitches to details like whether they look like a decision-maker and what their goals are based on their team or stage of company
  • tech stack to point to relevant use cases and integrations

Create more productive conversations

Here's a sneak peek at Clearbit AE Cliff Marg's sales workflow. To get a full picture of who he's dealing with and their fit, he heads to Salesforce to see 100 data points about a lead's company and role right in Clearbit's Enrichment widget.

Cliff hones in on details like whether they use tools we integrate with, like Salesforce, Marketo, or Drift, to personalize his outreach. Then, when he reaches out to someone who's a great fit, he spends time crafting a customized email. He might tailor his message around Marketo or Salesforce use cases, based on what he sees in their tech stack or role, or call out a certain integration they could try.

A similar strategic approach can be applied to personalizing templated sales emails using tools like Outreach or automating tailored email campaigns, from outbound to onboarding to nurture sequences.

example personalized automated emailAn example of one of our personalized automated emails

Better data = improved focus

With additional and consistent context for every lead, account, and customer, you get data-driven answers to the quintessential sales and marketing questions of: "Who should I talk to right now?" and "What's the best way to talk to them so they convert and close?"

These are just a few of the many use-cases we see every day from our customers, but the applications of having more data on your users are many. How do you want to use enrichment?

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