Marketing teams spend a lot of time, money, and effort to attract leads, whether through ad campaigns or email outreach. But success always depends on data. Wait, scratch that. It depends on the quality of the data used. Let’s just say that the quality of your data is directly proportional to the kind of leads you attract.
But there is a chink in the armour. It is almost like a common problem across most B2B organizations. You guessed it right — bad data.
Oh, the horrors of bad data! Wrong phone numbers. Wrong job titles. Fake email addresses. Duplicate records. Missing firmographic fields, such as company size or industry. And outdated contacts after people switch jobs.
According to Gartner, 40% of business data is inaccurate, incomplete, or outdated. ZoomInfo reports that 30–50% of CRM data goes stale every year.
This means one thing: if your CRM, MAP, or ABM platform is filled with unreliable data, your campaigns will suffer. Your sales team will keep chasing dead leads. Your targeting will be off. Your pipeline will slow down.
Data enrichment services are essential for modern B2B marketing and will be a top priority for forward-thinking leaders by 2026. B2B data enrichment empowers teams to clean, update, and enhance customer records, unlocking sharper outreach and more personalized experiences.
Here are five best practices every B2B marketing leader must implement. Explore these strategies to drive superior results.
Bonus Reading: Why Dirty Data is the Biggest Threat to AI Strategy in 2026
Select an element to maximize. Press ESC to cancel.1. Enrich Every Lead Before Routing to Sales
Many CRMs only capture basic information such name, email, company, and phone number. But let’s be honest. This is not enough for sales reps to understand who the lead is, what their requirement is, and whether they are worth pursuing.
This is why marketing leaders now enrich leads with details such as:
a. Job title and seniority
b. Company size
c. Revenue
d. Industry
e. Tech stack
f. Location
g. Buying intent signals
h. Social or LinkedIn profile
They connect their CRM with B2B data enrichment tools like Dr. D.A.T.A. As soon as a lead fills a form or enters the database, the system checks the record and fills missing details.
But employing data enrichment services from such providers helps teams avoid calling the wrong people and filtering out junk or low-quality leads.
A study found that leads with enriched data convert 60% higher.
The B2B data enrichment workflow is straightforward for most CRMs. Once the data is complete, the lead score is updated based on seniority, company size, and intent signals.
With enriched data, you can ensure that the sales team receives complete and accurate records instead of half-filled profiles.
Key Takeaway
Clean and complete records help marketing and sales move faster. With enriched data, you target better, waste less time, and convert more leads. It also stops CRM decay and builds trust in your scoring and routing process.
2. Clean Bad CRM Data Regularly
A lot of marketing leaders think data cleanup is a one-time activity. In reality, it should be continuous.
Here is why data gets dirty fast:
a. People switch jobs
b. Companies shut down or get acquired
c. Email addresses keep getting updated
d. Leads fill false data in forms
e. Duplicates get created during imports
Salesforce reported that 91% of CRM data is incomplete. If your CRM is full of gaps, even good campaigns fall flat.
So what are the best practices for keeping CRM data clean?
A. Standardize Data Formats
Data often enters the CRM in different formats. For instance, job titles may appear as “VP Marketing,” “Vice President Marketing,” or “VP – Marketing.” Phone numbers may include country codes, dashes, or brackets.
By standardizing data format, you can keep records readable, consistent, and easier to search. Teradata in a study notes that standardization improves data quality and supports accurate reporting, which in turn helps with data enrichment.
B. Remove Duplicates
Duplicate contacts and accounts cause wasted outreach, wrong reporting, and confusion between marketing and sales teams. If three reps are calling the same person, it hurts credibility and wastes time. Studies show that duplicate data can represent 10–30% of a database without proper controls or cleanup.
C. Use SMTP checks to Verify Email Addresses
Sending messages to phony accounts or defunct inboxes is prevented via email validation. SMTP checks verify that the mailbox is operational and capable of receiving emails. In addition to preventing excessive bounce rates, which can have a detrimental effect on campaign success and email domain health, this safeguards sender reputation.
D. Update Missing Fields using Data Enrichment Services
Data enrichment services can assist you in filling in any gaps in a contact record, such as company size, job title, revenue, or industry. Better segmentation and scoring are made possible by this. Additionally, it enables sales representatives to customize outreach rather than using boilerplate messaging. Teams can determine precisely who fits their ICP and who doesn’t with detailed data.
E. Build Automated Workflows for Cleanup
Data changes fast. People switch jobs and companies update domains or phone numbers. Instead of fixing data manually, teams now build automated cleanup workflows. This includes nightly dedupe checks, scheduled enrichment runs, and auto-validation of email and phone fields. This keeps the CRM updated continually instead of waiting for quarterly cleanup projects.
Even small changes like fixing job title variations can improve lead quality.
Key Takeaway
Data cleanup is not something you do once and forget. Records change every day, so data must be refreshed constantly. When data is accurate and complete, scoring, routing, and targeting work as intended. It will also ensure that your marketing efforts deliver desired results.
3. Use Data Enrichment Services to Improve Personalization
Most marketing leaders struggle with personalization because the data just isn’t there.
For instance, you send an email to a founder, but the person is no longer employed in that company. Or say you target US-based leads, but half the CRM contacts are from random locations that is not the USA. Further, say you send generic messaging because you don’t know if the company uses a certain tech stack.
With enriched data, personalization becomes real. Data enrichment services can help you enhance personalization, whether it’s through industry-specific landing pages or job title-specific email subject lines.
According to McKinsey, customisation can boost sales by at least 10%.
Your conversion rate increases and every communication feels relevant when you have correct data.
Key Takeaway
Accurate data is necessary for personalization to be effective. Teams can avoid sending generic emails, target the appropriate individuals, and employ pertinent messaging when they have access to richer B2B data. Engagement and conversion both increase when outreach is personal.
You can also read: Data Enrichment Techniques: Leverage Quality Data for Quality Outcomes
4. Use Data Enrichment Services for ABM Targeting
Account-Based Marketing fails when the data is poor. This is no new information. And you also know that to run ABM successfully, you need:
The right account list
The right buying committee
Up-to-date contact details
Clear segmentation
Real intent signals
But most databases do not have this information. Marketing teams guess instead of targeting.With data enrichment services, your ABM programs can transform into something better. Here is how.
A. Build a clean ICP-based account list
The first step in ABM is knowing which companies you should target. With enriched data, you can filter accounts by industry, revenue, employee size, funding stage, and tech stack. This keeps your list focused on real ICP matches instead of random companies that never convert.
B. Identify the buying committee
The first step in ABM is knowing which companies you should target. With enriched data, you can filter accounts by industry, revenue, employee size, funding stage, and tech stack. This keeps your list focused on real ICP matches instead of random companies that never convert.
C. Activate campaigns on the right channels
Once the right contacts are added, enrichment fills gaps like work email, direct dial, LinkedIn profile, location, and time zone. This makes it easier to run outreach in the right channel and at the right time. When teams use complete and accurate data, ABM campaigns waste less budget and engagement increases.
When ABM uses clean and enriched data, campaign waste reduces and engagement increases.
Key Takeaway
ABM is only effective when it targets the appropriate accounts and individuals. By eliminating uncertainty, enriched data enables teams to create targeted lists, connect with decision-makers, and launch campaigns on the channels where prospects genuinely react. Better engagement and less waste are the outcomes.
5. Measure Revenue Outcomes of Data Enrichment
Marketing leaders do not invest in data enrichment to “clean a spreadsheet.” They do it because it creates real business impact. When contact and account data is complete, the entire sales pipeline moves smoother and faster.
A. Higher MQL-to-SQL conversion
When enrichment fills missing fields like job title, company size, and location, sales reps know exactly who they are talking to. They do not waste time chasing junior roles or unqualified industries. This usually leads to better conversion from marketing to sales because the handoff is cleaner.
B. Better email deliverability
Valid emails mean fewer bounces and fewer spam issues. HubSpot found that email lists decay by 22.5% every year. Enrichment fixes outdated inboxes and removes junk entries, which helps campaigns reach real users instead of dead accounts.
C. Improved SDR productivity
If a phone number is wrong or a lead has moved to a new job, SDRs lose time. With enriched records, reps spend more time talking to the right prospects and less time searching LinkedIn or digging for details. More conversations mean more pipeline.
D. Better attribution and forecasting
Reports are only as good as the data inside them. Clean records make it easier to track where leads come from, which campaigns work, and what channels bring revenue. This gives leadership a clear view of what is working and what is not.
E. Faster sales cycles
When sales reps have basic context like budget range, tech stack, revenue, and seniority, discovery calls move quicker. The rep already knows who the lead is and what the company does. This removes guesswork and shortens the back-and-forth.
If you show real results, leadership teams are more open to investing in data, tools, and processes.
Key Takeaway
B2B data enrichment is not a backend task. Good, enriched data drives real sales outcomes. It helps with better conversion, cleaner reporting, stronger outreach, and faster deals. So when you get the data right, revenue teams run smoother.
How Datamatics Business Solutions Helps With Data Enrichment Services
Most marketing leaders know the value of data enrichment. The challenge is doing it well, at scale, and without putting pressure on internal teams. This is where Datamatics Business Solutions’ Dr D.A.T.A. can help. We have been one of the leading data enrichment companies with over 50 years of experience in the domain.
DBSL delivers best data enrichment services in US that focus on accuracy, speed, and scale. Instead of relying on a single data provider, DBSL’s Dr. D.A.T.A. uses a multi-source approach. It combines AI with human intervention to ensure 95% accuracy in the B2B data provided to the clients. This reduces the chances of outdated or incorrect information.
What DBSL does:
- Cleans and enriches your CRM
- Removes duplicates and junk records
- Validates email addresses
- Updates old or abandoned leads
- Adds missing firmographic and demographic details
- Identifies the buying committee for ABM
- Adds intent signals through partnerships and proprietary data
- Helps route leads faster to sales
DBSL can enrich databases in Salesforce, HubSpot, Marketo, Pardot, Outreach, and other platforms. If you are dealing with millions of rows of data, the team can manage large volumes without slowing campaigns.
DBSL also follows strict data security and compliance standards, including GDPR, SOC2, and ISO certifications.
If your CRM is full of gaps, Dr D.A.T.A. can fix it. If you are starting ABM and need the right contacts, Dr D.A.T.A. can help. If your sales team is tired of calling numbers that do not work, Dr D.A.T.A. can enrich and verify the right details.
Marketing teams move faster and sell more when they have accurate data. We make that possible. Reach out to our experts and find out more about our data enrichment services.
You can also read: The Top 10 Data Cleansing Companies In The USA Market For 2026
Final Thoughts
Data enrichment is no longer optional. It is a core part of modern B2B marketing. As we move into 2026, marketing leaders who invest in clean, enriched, and accurate data will have stronger personalization, better campaign ROI, and improved conversion.
If your CRM is full of gaps, bad emails, or outdated contacts, this is the right time to fix it. With data enrichment services, your sales and marketing teams gain clarity, speed, and impact.
Like what you read? Subscribe to our blogs and get the latest trends and insights delivered to your inbox.
FAQs
1. What is B2B data enrichment?
2. What are data enrichment services?
3. Why is CRM data always inaccurate?
People change jobs, companies shut down, and databases decay. Research shows that 30–50% of CRM data becomes outdated every year.
4. What fields should I enrich for better ABM targeting?
5. Does data enrichment improve revenue?
Yes. It improves lead quality, conversion, SDR productivity, targeting accuracy, attribution, and overall pipeline health.
6. How often should I enrich CRM data?
7. Can DBSL enrich leads from Salesforce and HubSpot?
Yes. DBSL supports all major CRMs and marketing automation platforms.
James Libera
