Use customer data smarter – with a clever enrichment strategy

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data has been collected over a longer period of time from different sources, there is a high risk that it contains outdated information.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. 

How marketing and sales get closer together – with data

Both the marketing and sales departments work with leads, yet in many companies one rarely knows exactly what the other is doing. Both could benefit significantly from an intensive exchange between these departments. After all, the end result is the same: maximum conversion of the leads to paying customers. Data can help to bridge the informative gap between marketing and sales.

Strengthen collaboration between marketing and sales

Quantity versus quality: a conflict

One of the main reasons for the often insufficiently intensive cooperation between marketing and sales is an unspoken conflict resulting from the working methods of the two departments. It is about dealing with leads in different ways: While it is in the interest of the marketing team to collect as many leads as possible, the sales staff would like to be provided with as much information as possible about a lead in order to be able to prioritize sufficiently and address it precisely. In order to keep the hurdle for a potential lead to leave its contact data as low as possible, the marketing department wants to query only the most necessary information in the first step, while the sales colleagues would prefer a more comprehensive form.

Enrichment of data from third-party sources as solution

While these two motivations were indeed in contradiction to each other until some time ago, fortunately they can be reconciled today – by enriching the data of your leads from a third source! According to your marketing team, the prospective customer only has to enter the most necessary data in order to register – yet your sales representatives receive a comprehensive data package with more in-depth information than they could ever have obtained from a lead. There are hundreds of data points for each company through Implisense. An enormous information power that makes the work of the sales team much easier.

Additional advantages: Prioritize earlier and share insights

Evaluate marketing and sales campaigns

In addition to reconciling the previously conflicting interests of marketing and sales, there are additional advantages to enriching your lead data with information from Implisense. For example, your sales team can prioritize effectively very early in the process and spend less time on unproductive leads due to the immediately available broad data base. In addition, targeted analysis of the information can provide valuable insights that, in turn, empower marketing to implement more effective campaigns. What industry, number of employees or technological focus will convince companies with the best conversion, and which ones will be left in the lurch for the most part? When the sales department passes these findings back to the marketing department, target groups and speeches can be made many times more precise and thus more successful.

Other good reasons why you should use an external database can be found in this blog article on integrating external customer data.

So the bottom line is a win-win situation. The closer connection of marketing and sales by means of lead enrichment with third-party data pays off for both sides. Sales gains valuable information about the individual leads and marketing can generate more targeted leads on the basis of this information. In this way, a target-oriented alliance of these two departments is achieved. And thus more market success in total. 

Integrate current company data on more than 2.4 million economically active german companies into your e-commerce, CRM, ERP or OPC.

News about Implisense Qualify

update qualifyDo you have extensive newsletter lists or contact lists from your CRM? Then this product update might be interesting to you: Implisense Qualify now automatically checks if a contact’s company still exists. Note: This new feature works for companies registered in Germany only.

From projects for data enrichment and data cleaning of large CRM systems one knows the problem well enough. Many companies no longer exist, but how do you find this out quickly? Use Implisense Qualify to find companies that are officially no longer economically active.  Implisense Qualify now supplements the column with the field economic activity without any additional costs.

Furthermore, we can now also add additional fields to your company’s master data, e. g. telephone number of the head office, official business purpose or the names of the managing directors.

Are you interested or have questions? Then we will be more than happy to help you!

More information can be found on the Implisense Qualify product page.