As a marketer, data is the lifeblood of your marketing efforts. 🩸
But not all data is created equal. You need accurate and complete data to target the right audiences at the right time, hyper-personalize messaging, and, ultimately, deliver successful campaigns. Achieving this data quality can be a challenge for many organizations, though, with data decaying at a rate of 35% per year on average.
This is where data enrichment comes in. 🦸
Data enrichment is the process of enhancing existing contact or account data with additional information. This may include information like job titles, company size, industry, location, and more.
With enriched data, marketing teams can more holistically understand their customers and prospects, allowing for better targeting and personalization. And while it's possible to enrich data manually, it can be a time-consuming and costly process. Luckily, third-party enrichment solutions – like Apollo.io and Clearbit – offer a more efficient and cost-effective way to enrich data automatically.
Traditionally, these solutions have integrated with popular marketing automation tools like Salesforce, HubSpot, and Marketo. But now, in the cloud data warehouse era, both Apollo.io and Clearbit integrate with Census Enrichment to automatically enrich contact and account records. 💪
Sure, it sounds pretty neat, but what scenarios would you use it for? Here are some common areas that can benefit from enriched data.
Now that you know how you might leverage enriched data, you might be wondering which tool is best for your use case. So, let's take a closer look at the top 5 best B2B data enrichment tools (and their pros and cons). 👇
Pros: It can integrate with Salesforce, Hubspot, Marketo, and other marketing automation tools to automatically enrich contact records. Clearbit's data coverage is one of the largest in the market, and it offers a free trial for up to 50 enrichments per month.
Cons: The pricing for Clearbit can be relatively expensive compared to other solutions, and some users have reported issues with duplicate records.
Pros: It has a large database of contacts, which it regularly updates, and offers integrations with popular marketing automation tools. ZoomInfo's main advantage is its accuracy, which it achieves through a combination of AI and human verification.
Cons: ZoomInfo's pricing can be relatively expensive, and it can be difficult to cancel or adjust subscriptions.
Pros: It integrates with Salesforce, Hubspot, Marketo, and other popular marketing automation tools to automatically enrich contact records. Apollo.io offers a free trial, and its pricing is relatively competitive compared to other solutions.
Cons: Some users have reported issues with data accuracy and duplicate records.
Pros: It offers highly accurate contact and account-level data enrichment, which it achieves through a combination of AI and human verification. PeopleDataLabs' main advantage is its affordability, as it offers a free plan for up to 1,000 contacts per month and a paid plan that is significantly cheaper than some other solutions.
Cons: It offers limited integration options and has a smaller database of contacts compared to some other solutions.
Pros: It offers comprehensive company information, including financial data, firmographics, and news articles, but InsideView’s main advantage is its depth of data
Cons: It can be relatively expensive compared to other solutions, and offers limited integration options which can make it difficult to use with some marketing automation tools.
Leveraging third-party data enrichment providers is crucial for modern marketing operations teams looking to maximize the value of their customer data. By enriching your customer profiles with additional data points, marketers can create more targeted and personalized campaigns, optimize their ad targeting, and ultimately drive higher conversion rates. 🚀
But to start using a third-party data enrichment provider effectively, you’ll first need to:
Armed with these tips, an effective data management strategy, and the right data enrichment partner, you can gain a competitive advantage by delivering more effective marketing campaigns that drive results. And who doesn’t love better business outcomes and increased revenue?
👉 Want to start enriching your data? Have a specific enrichment use case you’d like to chat about? Book some time with a Census product specialist to chat about all your data enrichment needs.