Your CRM Isn’t Broken—It’s Just Starving
Ever log into your CRM and feel like it’s just… empty?
Not literally—but the data’s bare bones. No phone numbers, no job titles, and emails that bounce harder than a spam filter on caffeine.
We’ve been there. Most CRMs are great in theory—but useless if they’re running on scraps.
That’s where B2B data enrichment steps in. It’s how we take a half-dead lead record and turn it into something actually useful—something sales can work with and marketing can personalize.
Stick with us—by the end of this post, you’ll know exactly how we clean up bad data, fill in the blanks, and make CRMs actually do their job.
Why Your CRM Isn’t Delivering (It’s a Data Problem)
Good Tools Don’t Mean Good Results
You could be paying for Salesforce, HubSpot, or some fancy CRM platform your ops team swears by—but if your leads are missing the basics, that tool won’t save you.
What we’ve seen over and over is this:
It’s not the CRM. It’s the garbage going into it.
Your team can’t personalize outreach, prioritize the pipeline, or segment anything if all they’ve got is a name and half a company name. You need clean, complete, and enriched data if you actually want the CRM to work the way it was sold to you.
What Even Is B2B Data Enrichment?
It’s Like Feeding Protein to Your CRM
Data enrichment sounds fancy, but really—it’s just giving your CRM more context to work with.
Take a basic lead (name, email) and enrich it with:
- Job title
- Phone number
- LinkedIn profile
- Company size
- Tech stack
- Even buying intent signals
That extra context? It makes every message more relevant, every call better targeted, and every sales touch more likely to close.
5 Enrichment Techniques That Actually Make a Difference
Here’s how we do it—and what actually works when you’re trying to level up your CRM.
1. Fill in the Contact Gaps (Emails, Phones, Job Titles)
If you’re still reaching out to “info@” inboxes or “Marketing Team” titles, you’re setting yourself up to be ignored.
We start by locking down accurate contact details. That means:
- Verified work email
- Direct dial phone number
- Real job title (not “Manager”…of what, exactly?)
Tools We Trust:
- LeadsFinder (our own tool—obviously)
- Hunter.io
- Skrapp
- Apollo
2. Company Info That Actually Helps (Firmographics)
We pull in the kind of firmographic data that matters when segmenting or scoring leads:
- Industry
- Headcount
- Revenue range
- HQ location
- Funding stage (if applicable)
3. What Tech They Use (Technographics)
Knowing what software your lead uses? That’s personalization gold.
Whether they’re on HubSpot, Shopify, or Zendesk—it tells you what they care about, what problems they might have, and what language to speak in outreach.
We Enrich For:
- CRM platform
- CMS
- Payment processors
- Analytics tools
- Ads tech
4. Are They Actually Looking to Buy? (Intent Signals)
Cold outreach sucks. Intent data flips that.
If someone’s actively searching for what you offer, clicking your competitors’ ads, or visiting pricing pages—they’re warm.
With the right enrichment, we pull that in.
Intent data helps you:
- Prioritize sales outreach
- Trigger nurture campaigns
- Spot hot accounts before your competitors do
5. Layer in the Personal Stuff (Behavioral & Social)
This is the “stalker data” that’s actually helpful.
- LinkedIn profile
- Twitter bio
- Past roles
- Website behavior (what they clicked, downloaded, watched)
You’re not guessing anymore. You’re sending emails that actually feel like they’re for them.
Automate It, or Forget It
We’re gonna be honest—manual enrichment doesn’t scale.
If you’re copy-pasting LinkedIn profiles or cleaning emails one-by-one, you’ll burn out fast. Here’s how we automate everything:
Our Process (Yes, You Can Steal This)
- Trigger enrichment on every new form fill
Leads come in → auto-enriched via API → routed instantly. - Batch enrich your CRM weekly
We use Zapier to feed stale leads into LeadsFinder every Sunday. Boom—fresh data. - Cleansing is non-negotiable
Bad data piles up. We clean monthly. Duplicates, invalids, junk? Gone. - Map your enriched fields into CRM
Don’t just enrich—use it. Create views for decision-makers. Segment by company size. Prioritize by job title.
Common Screw-Ups to Avoid
- Enriching everything. Don’t. Focus on ICPs.
- Overwriting good data with bad. Set field rules.
- Ignoring job titles. You’re talking to the wrong person otherwise.
- Thinking enrichment is “set it and forget it.” It’s ongoing.
Use Your Data (Don’t Just Hoard It)
Here’s where most teams mess up:
They enrich their CRM and then… do nothing with it.
Use that data to:
- Build smarter lead scores
- Send campaigns based on where they are in the customer journey
- Personalize subject lines based on job title or tech stack
- Route warm leads directly to AEs
- Split messaging by revenue size or region
Data is only valuable if it’s used.
Pro Tips We’ve Picked Up From 100+ Campaigns
- Enrich before launching a campaign, not after.
- Match fields to personas. Don’t just dump them in.
- Score leads differently once enriched—don’t treat a 5-person startup and a 500-person enterprise the same.
- Keep testing. A/B enrichments just like emails.
- Protect your high-quality data like gold.
FAQs
How often should I enrich my CRM?
If you’re actively selling to the leads—do it monthly.
For dormant contacts, quarterly is fine. Just don’t go more than 90 days. Data goes stale fast.
Is enrichment the same as data cleansing?
Nope. Cleansing gets rid of bad data.
Enrichment fills in what’s missing. You need both.
Can I do this without code?
Totally. We built LeadsFinder to be no-code. You can plug it into tools like Pipedrive, HubSpot, or Airtable with just a few clicks.