What is data enrichment and how it can help you qualify prospects

Nowadays companies are focused on optimizing their resources. In a global market where both customers and competition are two clicks away is very important to nail your processes and sharpen your structures.

Regarding tech companies, there are many solutions that can help you optimize lots of processes in marketing, operations, and sales.  Today we are going to talk about data enrichment and how it can help you qualify prospects from your contact form.

What is data enrichment?

Let's start by the beginning. According to Red Points Global data enrichment is the act of "merging third-party data from an external authoritative source with an existing database of first-party customer data. Brands do this to enhance the data they already possess so they can make more informed decisions."

In other words, data enrichment allows you to complement existing information, so you can benefit from it in many ways: know your customer better, personalize the user experience, update your product catalogues, etc.

How can I add data enrichment to my business?

If your business is based in gathering certain data, you can benefit from different data enrichment companies, that will complement some of the information that you already possess.

There are different companies that work at enriching data from third-parties datasets, but today we would like to spot on Clearbit. Clearbit provides powerful products and data APIs to help your business grow. Contact enrichment, lead generation or financial compliance are some of the services provided by Clearbit and other data enrichment companies.

What data can be enriched with Clearbit?

Most online businesses use forms to obtain different kind of information: registration forms, login forms, payment forms, etc. You can use Clearbit as a data enrichment tool to obtain extra data and enrich extra fields of your forms.

Clearbit is able to enrich data based only in the user's email. The best way to enrich data from an email is when it is a corporate one. Clearbit can enrich free domain providers like Gmail, Hotmail or Yahoo, but it works at is best with company emails like name.surname@companyname.com

But, what kind of data can we enrich and what fields are we able to run up? As a general rule, Clearbit can provide you with the following fields: address, name, legal name, ticket, founded year, type, employees, annual revenue, description, location, technologies, used technologies, social media profiles…

The most interesting part is that you can manage all of this info through an API, so you can move Clearbit's info to third-party platforms like your CRM or Arengu, in order to enrich your form submissions.

How to enrich form submissions with Arengu and Clearbit

As you already know, Arengu is a form builder that enabled third-part integrations, as well as building server-side logic for your form. Now, we will show you how to integrate Arengu with Clearbit, so you can obtain extra data without asking for it.

Imagine that you are the CMO/CSO of a software company and you want to distribute the leads which you are collecting in your web through your sales team based on targeting rules. The number of employees, its revenue... In order to choose the right expertise for that account: SDR, Account Manager or VP of sales. How can do that?

1. Sign up at Arengu for free here to create your first from with Arengu and Clearbit.
2. Create a new form for your campaign. For instance, you could choose the Registration form template.

3. Now is the moment to start an integration flow to configure our form with the API of Clearbit in order to enrich our submissions. To add your integration with Clearbit, simply click on the native actions you want to use.

Configure the settings with your Clearbit API (from your Clearbit's panel) and reference the email variable choosing it from the dropdown menu.

4. Now, we will add a second integration — this time, we'll add a Slack a notification based on the results gathered by Clearbit.  Select the action Send a Slack message. You'll need an incoming Webhook from your Slack workspace to configure this point.

Now is the moment to link up the variables form Slack to Arengu. To do that you need to review the received data from this execution and select the fields that you want to show in your slack message. Here you go an example of some fields that you can enrich with Clearbit.

When the flow it has been executed correctly, you're done! You'll have a form with Clearbit's data enrichment which will publish in your Slack channel enriched information about the submission.

And here is the info that you'll receive on Slack:

Remember that you can add more information on your submission and you can embed your form in your website pasting two-lines code.