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Enrich Leads with a Database
Enrich Leads with a Database

🏷️ Tags: Sales, Marketing πŸ”¬ Analysis Level: Beginner

Updated over a week ago

🌟 Introduction

This template provides the ability to easily enrich leads with insights to enable targeted marketing and contextual sales campaigns. It utilizes website activity data for enrichment, but the applications are limitless.

πŸ’Ό Business Impact

  1. With the lead journey increasingly shifting towards digital channels, businesses often possess additional information about leads beyond what is captured in Salesforce or HubSpot. This includes valuable data such as website activity, trial activity, and third-party data enrichment.

  2. This template offers Marketing teams a convenient solution to connect and integrate this data from their database with leads in their CRM/MAP systems, allowing for better targeting and campaign management.

πŸ“₯ Data In

  • Source: SFDC, Hubspot, and Database

  • Example: CRM Lead Contact Records (see Match Leads to Accounts), Website Activity Records (Send a Report from Database)

🧩 Prerequisites

  • Web Activity Analytics or another set of data with an email address as the identifier. This is necessary for matching leads with website activity data.

πŸ“€ Data Out

  • What pages are the leads visiting?

  • When was the most recent visit by a lead?

  • How many visits per lead?

πŸ“Š Metrics

  • Total number of visits (per lead/account)

  • Number of visits per page with the latest visit

  • Visits per 30-day window

πŸ“ Template Setup

Next, you'll need to make several key selections:

Step 1: Data Input

  1. πŸ“₯ Replace with Leads Source

  2. πŸ“₯ Replace with Enrichment Source, by email

πŸ‘‰ Note: The template is using the output from the Web Activity Analytics template. However, any data can be used as long as the match key is based on email addresses.

Step 2: Destination

Our suggestion: Configure your output to a Google Sheets file or a database.

🌠 Further Customizations

  • Customize the data input sources according to your specific CRM and database systems.

  • Modify the metrics and insights based on your business requirements.

  • Explore different destinations for the output, such as CRM systems or analytics platforms.

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