B2B Sales Automation Play: Data Enrichment and Contact Updates 

Bad data is the bane of every sales team’s existence. How many times have your reps finally found that perfect target account, only to discover the contact information is outdated? Or worse, you’ve crafted the perfect outreach sequence, but emails are bouncing and phone numbers lead nowhere. 

Meanwhile, your marketing ops colleagues are pulling their hair out trying to keep thousands of account records fresh and accurate. It’s a never-ending battle that nobody seems to win. 

The real cost of your data problems 

When your CRM is contains incomplete records and outdated contact information, your sales team pays the price: 

• They waste precious selling time playing detective to find basic contact details 
• Opportunities slip through the cracks when they can’t reach decision-makers quickly 
• Their productivity takes a hit from all that manual data entry and enrichment 
• Connect rates plummet, leading to fewer meetings booked 
• And your forecasting? Good luck when it’s built on shaky data foundations 

Your sales reps should be having conversations with prospects, not wrestling with spreadsheets or hunting down email addresses. 

Meet your new secret weapon: Intelligent Workflows 

Imagine if all your data problems just… disappeared. Your CRM and marketing automation platform would be full of the freshest, most accurate information. No manual updates. No messy imports. No constant validation. 

That’s exactly what 6sense’s Intelligent Workflows delivers — and it’s unlike anything else on the market. 

What makes Intelligent Workflows different? 

Forget clunky, hard-to-use tools that require a PhD in data science. Intelligent Workflows gives you: 

• A visual drag-and-drop canvas to build AI-powered flowcharts anyone can use 
• Simple if-this/then-that logic to automate complex processes 
• Direct connections to popular sales and marketing systems 
• The ability to map your entire GTM motion in one place and see everything that happens based on account details and buyer behavior 

Think about all the manual list management and data juggling you currently do to run omnichannel campaigns across thousands of accounts. Think about how quickly business data goes stale as people leave companies, get promoted, or change their research priorities. Now imagine all of that handled automatically. 

The data enrichment play in action 

So how does this work for data enrichment specifically? Let’s break it down: 

For finding and adding new contacts: 

When the system spots accounts that aren’t in your CRM yet: 

1. It automatically creates the account record for you 
2. Purchases the relevant contact information you need 
3. Saves those contacts directly to your CRM 
4. Waits for your team to validate if that’s your preference 
5. Then pushes those contacts straight to Salesloft (or your preferred sales engagement tool) so your reps can start outreach immediately 

For keeping everything fresh and updated: 

The workflow can also: 

1. Keep an eye on all your leads in your marketing platform 
2. Jump into action when someone fills out a form 
3. Automatically enrich leads based on where they came from 
4. Make sure every record has complete data profiles 

No more “I’ll update the CRM later” excuses. No more stale data. Just reliable, actionable information your team can trust. 

When you need this in your life 

You probably need this automated data enrichment workflow if any of these sound familiar: 

• Your team constantly complains about missing or outdated contact info 
• Your manual data maintenance is becoming impossible as you scale 
• Your sales team grumbles about contact data quality every chance they get 
• Your connection rates make you wince during reporting meetings 
• You need to do more prospecting without adding headcount 

What you’ll see improve 

When companies implement automated data enrichment through 6sense, here’s what typically happens: 

• Their CRM and MAP data health transforms across the board 
• SDRs start connecting with prospects at much higher rates 
• Prospecting quality improves dramatically, leading to more booked meetings 
• Data enrichment scales effortlessly even as the business grows 
• More qualified opportunities enter the pipeline 
• Sales reps stop wasting time on admin and focus on selling 

Getting this working for your team 

Setting up your own data enrichment play with Intelligent Workflows is refreshingly straightforward: 

1. Figure out your data gaps: Which fields and objects are consistently incomplete? 
2. Set your triggers: When should the system spring into action? 
3. Define what happens next: What specific actions should follow? 
4. Add human checks if needed: Want someone to approve changes? Easy to add. 
5. Connect to your sales tools: Make sure your team gets the data where they actually work 

This isn’t just a band-aid fix 

Here’s what’s really cool about automating data enrichment through Intelligent Workflows: it’s not a one-time data cleanup. It’s a living system that continuously maintains data quality as your business evolves. 

By combining real-time enrichment (that jumps into action when specific events happen) with scheduled enrichments (regular updates across your CRM), you create a self-maintaining ecosystem. Your sales and marketing teams always have accurate information when they need it, without even thinking about it. 

The crazy part: It’s free  

Intelligent Workflows is included at no additional cost as part of the 6sense Revenue Marketing or Sales Intelligence platforms. We’ve spent more than a decade building an AI-driven revenue engine for B2B sales and marketing teams. No, we’ve made it a whole lot easier to drive.