<\/span><\/h2>\nCustomer databases naturally become incomplete and outdated.<\/p>\n
People change jobs. Employees receive new titles. Companies move locations, merge, acquire other businesses, launch new products, change technology, and grow or shrink.<\/p>\n
A CRM that was accurate when a contact was created can therefore become unreliable over time.<\/p>\n
Enrichment helps businesses maintain more useful records by adding missing information and updating information that has changed.<\/p>\n
Better data can support more accurate segmentation, lead routing, personalization, account prioritization, sales research, customer analysis, reporting, and automation.<\/p>\n
For example, a marketing team could use enriched company size to separate enterprise customers from small businesses. A sales team could use job title and seniority to identify decision-makers. A customer success team could use company growth information to identify expansion opportunities.<\/p>\n
<\/span>What Information Can Customer Data Enrichment Tools Add?<\/span><\/h2>\nDifferent tools specialize in different types of information.<\/p>\n
<\/span>Contact Information<\/span><\/h3>\nContact enrichment can add or update:<\/p>\n