Lead enrichment

Also called: Data enrichment, Contact enrichment.

A raw lead might be a business name and a city. Enrichment fills in what you need to act: website, verified email, phone, address, category, rating, review count, hours, social profiles, and fields such as which platform the website runs on.

Enrichment data comes from three kinds of source: the business's own public presence (its website and listings), third-party databases, and inference (pattern-guessed emails, estimated company size). The first is usually freshest and easiest to justify; inferred fields need to be labeled as guesses.

For local businesses, the most valuable enrichment is usually the email from the business's own website, verified, plus the fields that make a first line specific: review count for a reputation offer, missing website for a web design offer, category for trade-specific messaging.

Keep the source and date on every enriched field. Enrichment decays like any other data, and you'll want to know which fields to refresh first.

Example

A list of 300 auto repair shops starts with names and phones. Enrichment adds websites for 240, emails for about half of those, Facebook and Yelp links, ratings and hours.

In Leadraft

Each business comes with about 45 columns, including up to 5 emails with grade, role and source, phone, website and website platform, hours, rating and reviews, and links to 8 social networks.