Glossary: lists and qualification
What is lead enrichment in B2B sales?
Lead enrichment is the process of adding missing information to a contact or company record, such as a work email, a job title, a headcount or an industry. It turns a bare name into a record you can filter, personalize and send to.
One record, before and after enrichment
Before
- Name and company only
- No way to reach the person
- Nothing to personalize
After
- Verified work email
- Job title and seniority
- Industry and employee count
Lead enrichment adds three kinds of detail.
Before enrichment a record may hold a name and company only, with no way to reach the person and nothing to personalize. After it, the record holds a verified work email, a job title and seniority, and an industry and employee count.
Contact details make the person reachable.
A work email, and sometimes a direct phone number or a profile link, turn a name into someone you can contact.
Role details make the message fit.
Job title, seniority and department decide whether this is the right person and which angle to use.
Company details make the list filterable.
Industry, employee count, revenue and location let you check the record against your ideal customer profile and segment it.
Here is a list before and after enrichment for an invented company.
Imagine Farrowquay, an invented company that sells procurement software. It comes back from a trade show with 500 names collected, each with a company name and nothing else.
Enrichment gets a job title found for 450 of the 500 and a work email found for 410. Company size shows that 140 of the 410 work at firms too small to buy, so they are set aside. Farrowquay now has 270 contacts who are reachable and a fit, each with a title to write to.
Farrowquay's 500 trade show names after enrichment
Use lead enrichment to make every record usable.
Enrich only what you will use. Every extra field costs money and goes out of date.
The four steps in order
- 1Choose fields
- 2Enrich
- 3Verify
- 4Refresh
- 1
Choose the fields the campaign needs.
List the filters and the personalization the message uses. Those fields, and no others, need to be filled.
- 2
Enrich from more than one source.
No single source knows everyone. Checking a second source raises the share of records with an email.
- 3
Verify the emails that come back.
An enriched address is still a claim. Verify it before it goes anywhere near a send.
- 4
Refresh old records.
Enrich a list again before reusing it. Titles and employers change.
Prymatica sources and verifies the prospect list for you. Every contact is verified before sending, so the campaign reaches real, deliverable people. See how Prymatica's cold email process works.
Teams make these mistakes with lead enrichment.
Enriched data is trusted without checking.
A found address is a best guess until it passes verification. Sending to guesses produces bounces.
Every field is filled.
Forty fields per record look thorough and help nobody. Fill the fields a filter or a sentence will use.
Records are enriched once and kept for years.
Contact data decays as people move. An old enriched list is an unenriched list with false confidence.
These glossary terms sit next to lead enrichment.
Questions
People ask these questions about lead enrichment.
What is the difference between lead enrichment and email verification?
Enrichment adds missing details to a record, including a likely work email. Verification checks whether that email address exists and can receive mail. Enrichment comes first, and verification confirms what it found.
What data does lead enrichment add?
Contact details such as work email and phone, role details such as title and seniority, and company details such as industry, employee count, revenue and location.
Why does lead enrichment matter for cold email?
A cold email needs an address to go to, a reason to pick this person and something specific to say. Enrichment supplies all three, and it lets you remove records that do not fit before they are sent to.
How often should lead data be enriched?
Before each campaign that reuses an old list. Job changes make contact data go stale, so a list that sat for a year needs a fresh pass.
Want your inbox filled with qualified leads?
Let's scale together. Book a free intro call and we'll show you exactly how we'll fill your pipeline with meetings from the industries you want to target.
No contracts. Start free. Cancel anytime.