Data enrichment
What is data enrichment?
Data enrichment is the process of adding information from outside sources to records you already hold, for example adding company size, industry and website to a list of company names, or filling in missing locations.
In sales and marketing, it usually means enriching leads or contacts (lead enrichment). Data should be accurate, current and lawfully obtained.
Why data enrichment matters
Richer records allow better segmentation, scoring and personalisation, and they make it easier to spot which customers are the best fit.
Related marketing terms
Lead enrichment adds missing details to a lead, such as a work email, company size, website or role, so it can be qualified and contacted.
Firmographics are facts about a company, such as industry, size, revenue, location and age, used to segment and qualify B2B leads.
Technographics describe the technology a company uses, such as its website platform, CRM or analytics tools, to target and qualify leads.
GDPR is the EU’s data protection law. It governs how personal data, including contact details used for outreach, may be collected and used.