Data enrichment is the process of enhancing existing contact or account records with additional information, such as job title, company size, technology stack, or intent data. It transforms static databases into dynamic intelligence engines.
For demand generation and ABM teams, enrichment ensures precise targeting and personalisation. It also reduces wasted spend by eliminating incomplete or inaccurate records that can derail campaign performance.
When integrated with automation platforms, enrichment supports lead scoring and segmentation, turning basic data into a competitive advantage.
