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What Is Lead Enrichment And Why Do Sales Teams Love It?

2 min
What Is Lead Enrichment And Why Do Sales Teams Love It?

As a sales leader, it’s your job to make sure that your reps are equipped with the resources they need to close deals. One of the most important tools of the trade is lead enrichment.

When a lead comes in, it often has missing or incomplete data. It may not include the company name, size, or other important information that you need to profile the company. That’s why lead enrichment is so important — it provides your sales reps with the right information to qualify prospects.

Lead enrichment is the process of verifying existing data and adding more valuable information to leads. It’s an essential step in the sales process, as it helps you qualify and prioritize prospects.

Lead enrichment can include different kinds of data, such as firmographics, technographics, demographics, psychographics, and contact info.

  • Firmographic data refers to company size, funding information, industries served, and total revenue. 
  • Technographics data refers to the technologies used by a company, such as sales, marketing, HR, and customer success. 
  • Demographics and psychographics refer to information about the individual lead, such as gender, age, first language, and purchase decisions. 
  • And, of course, contact info is essential for outreach.

Common Challenges with Lead Records

If you don’t have the right lead enrichment data, you could end up with inaccurate information that could harm your communication with prospects. 

Poor lead enrichment can erase accurate information in existing data fields and update them with incorrect or outdated information. 

Manual lead enrichment isn’t an option due to the time-sensitive nature of fresh leads. That’s why automated lead enrichment tools like 6sense are helpful. 

How Automated Data Enrichment Works

Automated lead enrichment tools can review, update, and enrich your leads as new information is learned about prospects across multiple data sources. The available data is massive. 6sense analyzes over 500 billion signals each month, representing 48 million companies in 200+ countries, and maps and tracks 4.7 billion IP addresses.

With accurate lead enrichment, your reps can pitch better by understanding how your product fits into a customer’s current ecosystem. They have access to technographic insights such as industry trends regarding tech adoption, market share patterns, and competitive insights.

6sense also provides access to extensive and accurate contact info. 6sense’s contact info includes more than 270 million B2B-focused profiles. Contact info passes through multiple levels of validation to guarantee accuracy.


Lead enrichment is an essential part of the sales process. With the right data, your reps can qualify prospects, understand their current ecosystem, and build relationships with accuracy and confidence. 

So make sure you have the right lead enrichment tool to make your reps as successful as possible.

The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

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