Nowadays, companies collect a lot of data about their customers. But do they really fulfil their purpose? After all, the data only benefits your marketing and sales team if it is able to gain knowledge about a customer in real time – and make him an offer based on it that matches his individual interests and his current status in the purchasing process. All too often, however, the data collected is insufficient.

The problem: Unstructured and incomplete data

In many cases, the customer data collected is relatively unstructured and comes from different sources. However, they are only as good as the particular source. The up-to-dateness of the information differs. On top of that, they do not interlock seamlessly. Data gaps must be closed by interpretation – and here all too often the boundaries between fact and fiction blur. Inaccurate data therefore leads to false assumptions about a customer and thus to poorly performing campaigns.

Data enrichment strategy in marketing and sales

The solution: A clever data enrichment strategy

It is better not to close data gaps with speculation, but with information. Automatically enrich your fragmented customer data with a service provider and win in three ways:

1. checking your data

Service providers such as Implisense build their data records with the help of an AI, which keeps them up to date at all times. Especially if your customer data has been collected over a longer period of time from different sources, there is a high risk that it contains outdated information. As part of the enrichment process, the data is checked for up-to-dateness and corrected if necessary.

2. closing data gaps

Implisense not only provides you with a complete data set that contains hundreds of data points for each company, it also allows you to easily manage your data. Above all, current signals from this company are evaluated and included on a daily basis. This allows you to base your assumptions about your customers on a much broader database – in real time.

3. getting trigger events right away

The most comprehensive possible picture of your customer is not the only decisive factor for a successful approach, but also the right moment. The daily updated data acquisition additionally provides you with current trigger events, which tell you something about the current status of your customer in the purchase process. This allows you to recognize the ideal moment and tailor both time and message to your customer.

All this happens automatically. Thanks to the Implisense API, the data records in your CRM system are easily enriched with the requested data from Implisense and qualified at the same time. This provides you with comprehensive information in the shortest possible time. So that you don’t miss the ideal time to pick up your potential customers with an exactly fitting message.

A clever data enrichment strategy solves the often underestimated problem of fragmented collection of customer data. With the help of artificial intelligence, you maximize your knowledge about a lead or customer and thus your success in marketing and sales.