Why B2B marketers need lead enrichment software for 2025

Gathering leads is only half the battle. Once you’ve successfully gotten a new lead, you want to first do a bit more research into each one before immediately reaching out to make sure they fit your target audience and give your sales team the highest chance of success. This is where lead enrichment comes in.

By enriching each lead with additional data, sales reps can better understand which incoming leads to focus on and they’ll have more information to go off of when reaching out to establish a connection. With lead enrichment tools and software, it’s possible to accomplish this without all the manual leg work.

In this post, we’ll explore lead enrichment in more depth, breaking it down into different types, discovering its benefits, and looking at how tools and software like monday CRM allow sales teams to make the most of every lead.

What is lead enrichment?

Lead enrichment is the process of adding valuable data and information on leads, such as contact information, company data, or behavior.

By enriching each lead with deeper data, it’s easier for your sales and marketing teams to target them with relevant content and increase conversions.

However, the enrichment process can be time-consuming. It often involves manual research, like taking data found online or on social channels like LinkedIn to fill in the gaps on each lead. That said, the extra work is worth it when you’re able to use unique data to send personalized messages and products that can make it more likely for leads to convert.

The 5 steps of the lead enrichment funnel

There are a few different ways you can go about enriching your leads. The process itself is simple, but if you have a lot of leads lacking data, it can take some time. By following the steps below, you can streamline the process and improve the quality of your data.

Step 1: Optimize lead capture forms

For starters, you want to make sure your lead capture forms have a good amount of required fields to get basic data like name, job title, and contact details, and you can also ask for other information about their company like size, business phone number, location, and more.

Step 2: Manual research

Aside from enriching leads with forms, you can also search online and on social media to get more information on individual leads and their respective companies.

Step 3: Turn to lead enrichment tools

If you have hundreds of leads, manually enriching them can be pretty tedious, which is why there are lead enrichment tools that you can use. We’ll cover more about the types of lead enrichment tools you can use soon.

Step 4: Integrate your CRM and sales tools

Make sure your enriched data is flowing seamlessly into your CRM or marketing platform. This way, your team can access accurate, real-time data for outreach.

Step 5: Regularly validate and clean data

You’ll want to validate and clean up your data on an ongoing basis to remove duplicate, outdated, or irrelevant lead entries. Some enrichment tools and CRMs, like monday CRM, offer automation data clean-up and validation features so you don’t have to do this manually.

A look at the main types of enrichment data

To get a better idea of the type of information you should be looking for to enrich your leads, let’s break down the different types of B2B lead enrichment data. You’ll want to get a mix of data on the individual lead, their company (firmographic data), and their demographic. Here are different data points to search for:

Benefits of using a lead enrichment strategy for B2B companies

Enriching your B2B marketing and sales data with fresh information is a great way to make sure your team can qualify and route leads accurately. It’s easier for sales reps to pinpoint high-priority prospects that fit their ideal customer profile when they have a wealth of data  allowing them to create personalized messaging, outreach strategies, and make informed decisions. A B2B lead enrichment strategy can help business reach their goals and comes with many advantages, such as:

• Enhance sales processes and marketing efforts through specific lead data that can help you build more targeted campaigns and sales strategies
• Standardize your lead data using a uniform format for every prospective customer, making it easier for everyone on your team to track and view data
• Increase conversion rates with stronger lead qualification to target only the leads with the highest likelihood and intent to purchase
• Improve customer segmentation capabilities based on real data that allows you to divide leads into groups based on demographics, company data, or behavior
• Personalize customer interactions like emails, messages, and calls to improve the chances of leads responding to your sales team
• Keep your leads list relevant with the most up-to-date information on location, job title, and company information to make sure your content is always accurate

Lead enrichment tools and software

Lead enrichment tools and software enhance customer data by filling in missing details, verifying accuracy, and providing deeper insights into your target audience without much manual intervention. These tools generally fall into three categories:

Automated lead enrichment platforms

These tools integrate with CRMs and marketing software to automatically update lead profiles with relevant information. Some automated platforms include:

• Clearbit: Enriches lead data with company details, job titles, and social media profiles
• ZoomInfo: Provides B2B sales intelligence, including firmographics and contact details

AI-powered lead enrichment solutions

Artificial intelligence (AI) tools analyze and predict lead behaviors, helping businesses target the right prospects. Here are some AI-powered platform examples:

• Apollo.io: Uses AI and a dynamic database to enrich CRM contact records
• Lusha: AI-enhanced contact intelligence tool that provides verified phone numbers and emails

Purchase intent data and predictive analytics tools

These solutions track buyer intent signals and data to help sales teams enrich their contact base with data that allows them to prioritize high-value leads. Some examples include:

• Bombora: Uses purchase intent data to identify companies researching specific topics
• 6sense: AI-powered platform that helps identify contacts with purchase decision power

What should you look for in lead enrichment software?

When choosing lead enrichment software, consider the following key features to ensure you get accurate and actionable insights:

• Gathers contact and firmographic data: Lead enrichment software should gather data a range of data from different sources, like databases, social media platforms, news, and more
• Data accuracy and verification: Ensures the information collected is up-to-date and reliable by cross-checking multiple sources
• Lead scoring: Lead scoring tools help sales teams quickly prioritize potential customers to make it easier to focus on high-value prospects
• Integration automations: The tool you use should seamlessly integrate with your CRM, marketing automation platforms, and sales tools to enrich existing leads
• AI-powered enrichment capabilities: Look for software with strong AI features to access predictive analytics for better lead scoring
• Data aggregation: Find a tool that aggregates data from multiple sources and automatically cleans it up to save you manual, time-consuming work
• Compliance and data privacy: Ensures compliance with GDPR, CCPA, and other regulations to protect customer data
• Customization and filtering: Allows businesses to tailor enrichment criteria based on their specific needs

Connect your lead enrichment strategy with the powerful monday CRM

While there are specific lead enrichment tools that make it easy to fill in contact data, you first need a solid foundation where you’re sorting and organizing your leads, clients, and prospects. A customer relationship management (CRM) platform like monday CRM enables teams to benefit from tons of AI-powered features alongside lead enrichment APIs and integrations.

monday CRM, built on the powerful monday.com Work OS, enables sales teams to use AI and no-code automations to move leads through the sales funnel on an intuitive and entirely customizable platform. By integrating lead enrichment tools and practices with monday CRM, your sales team can be better positioned to target the most high-value potential customers.

Here’s a look at some of monday CRM’s best features that help sales teams enrich leads.

Connect your lead enrichment tools with APIs

All platforms built on the monday.com Work OS, including monday CRM, can sync data through custom APIs. Develop native features and integrations to enhance your lead enrichment process on your own for full control of how the CRM handles leads.

Access 200+ app integrations

monday CRM integrates with over 200 different tools and applications, allowing you to seamlessly sync data between platforms and see everything in one place. For example, the Lead & Contact Info Finder integration by RightBound completes missing lead and contact data such as job title, LinkedIn profile, and more.

Create AI-powered automations to save time

Once your leads are enriched with new data, you want to make sure you’re using your time correctly to nurture and engage them. Build custom no-code automations in seconds using AI and use them to send personalized follow-ups or get notified when a lead’s status changes.

Easily and visually capture, manage, and prioritize leads

monday CRM gives you full control of lead management from A-Z. You can easily capture new leads with custom forms, score and prioritize them as they come in, and then track it all visually with 27 different work views and detailed real-time dashboards to always keep your finger on the pulse.

Are you ready to start enriching your leads?

Lead enrichment may sound like a lot of work, but with AI and automation driving a lot of the software companies already use, it’s not always as cumbersome as you’d expect. The first step is using a reliable CRM, like monday CRM, to track and organize all your existing and incoming leads and then build your enrichment strategy on top of it with integrations and APIs. With monday CRM, you don’t need to reinvent the wheel and can instead rely on AI-powered software capable of boosting all of your lead management initiatives.