Adding data enrichment to your forms is the best way to optimize your resources and get to know your customers better. Learn how to do so by integrating Clearbit with your Arengu forms.
What is data enrichment? How to implement it?
Data enrichment is any method that gathers information about users or customers in order to enrich a preexisting database and qualify sales. In a context where data is considered the new gold, getting to know your customers is crucial and implementing it is easier than most people think.
In previous blog posts, we have explored the concept of data enrichment and how it can impact your conversion rates and impact your prospects. Data enrichment is clearly a good idea if you want to sell more and better, and you can easily implement it by adding it to any form! If your online business uses any kind of form —an application form, a registration form, a checkout form— you can integrate data enrichment tools to qualify users and profile buyer personas.
About Clearbit: The most popular data enrichment tool
Clearbit has become the most renowned system when it comes to data enrichment.
This data engine scans users' emails to gather useful information for sales, B2B, marketing, business intelligence, etc. With it, you can get useful information about a person or a company and Clearbit also keeps it up to date, so your information is always fresh and accurate.
Using this tool is as easy as it can get — its API-based system allows you to integrate it to your own systems, including your Arengu forms.
Integrating Clearbit with Arengu: Building a real data enrichment form
We'll now illustrate how to integrate Clearbit and Arengu with a real example. This is a data enrichment form you can build yourself, in minutes! All you have to do is placing your own API keys and personalizing the form as you like it — adding additional fields, steps, integrations or actions to make it fit perfectly: Arengu is completely flexible and customizable.
1. Build a personalized form
First, you can start by creating the visible part of your smart form — the form itself, with its fields, blocks, steps, etc. You can do all of this in the Forms editor and personalize the form's interface as you like it. In this case, we're going to select the Lead Qualification Form template, so we will have an entire form ready to work.
Once you're ready building your form, you can start adding logic and integrations to it. To do so, go to Forms > Flows and click on the arrow sign to see the flow and edit it.
2. Create the logic: Integration with Clearbit to enrich data
This template comes with two flows: an email verification flow and a data enrichment form. The first one is already configured to check for valid emails, so you don't have to make any change if you don't want to. Now, we will focus on personalizing the second flow—the data enrichment flow.
With Arengu, you can select the actions you need from our suite of actions by clicking the + button. In this case, we just added an extra action to a pre-existing flow. This is how the whole flow with all the actions looks like:
Integration with Clearbit to obtain data
Arengu allows you to integrate Clearbit with two different native actions. In this case, we're going to scan the user's email to know some facts about the person and their company. Select the action from the list of actions and configure it by adding your secret API key. Remember this is a secret credential, don't share it with anyone! Secondly, add the email you'd like to scan. Click on the drop-down menu and select the form you're using and the email field.
You can find your Clearbit API key under Settings > API.
Integration with HubSpot to update the CRM
Right after this Clearbit native action, we will update our Hubspot CRM with the new contact. This action helps you automate the sales process, and your CRM will always be up to date.
Again, fill in your secret API key and the email, just like we did in the previous action.
Adding conditional logic to the flow
Now, we will add conditional logic with a branching action. The If/then condition action allows you to trigger different behaviors. With it, you can set your own conditions and personalize the logic of the form to the fullest.
In this case, the reference is {{enrichLead.body.company.metrics.employees}}, the condition is set on is greater or equal than, and 300.
Integration with Slack to notify team members
In this case, we will launch different actions, depending on the size of the company: if it has more than 300 employees, we will notify the VP of Sales directly with a Slack message. If the number of employees is inferior, the notification will be sent to a general signups channel in Slack.
To set this action, all you need is to include your Slack's webhook. You can also set texts and reference to see all the Clearbit details in the Slack message, and have a clear and fast overview on the new user.
3. Check the data or debug
The data gathered in this process will be automatically updated in your Hubspot's CRM, but also in the Executions tab in Arengu.
To find it, go to the flow you used, go to Executions and select the action you want to explore — in this case, Find person and company by email. Select Output to see all the results! Here, you can also check if there are errors and debug them. Remember you can switch the view from Code to View.
4. Embed your form
To start using your form, go to Forms > Embed and find there all the available options to embed your form. Select the one you prefer and embed your form everywhere. Remember you can also embed your Arengu forms in WordPress or PrestaShop sites!
Other use cases that imply data enrichment
In this example, we have based the logic of the flow on the number of employees of this company, but there are many other options you can apply if you're using Clearbit. These are only some of them!
- Company's revenue. This is a similar metric to company's employees. Knowing the company's revenue can be useful for you to assign the account to different agents, setting rates, etc.
To do so, you can use the reference:{{enrichLead.body.company.metrics.estimatedAnnualRevenue}} - Number of followers and social media. If you're running an influencers or ambassadors program, it may be interesting for you to build an application form, where you can scan users' emails and sort them by number of followers, what social media accounts they have, etc. You can also apply conditional logic to notify different team members of your Digital Marketing team.
To apply this use case, use the reference:{{enrichLead.body.person.twitter.followers}} - Company's industry. Is there any industry that you'd like to prioritize? Simply apply the same logic by scanning the company's industry and trigger different actions accordingly.
Add this reference to apply this example:
{{enrichLead.body.company.industry}} - Role and experience. Recruiters can optimize their hiring processes by analyzing the user's current role, experience, industry, etc.
To use it, apply these references:
{{enrichLead.body.person.employment.title}}
or
{{enrichLead.body.person.employment.seniority}}
To get to know all the possible reference, go to the Executions tab, like we have done before and build it like we have done in these examples. To know more about this, check our guide on how to reference variables in Arengu.
