Businesses work with data. The sales world is data-driven; however, businesses continue to struggle, not because they need more data but because they need quality data.

In a world where data plays an important role in landing your new client, you need to enrich the quality of the data you get. Data enrichment lets you do this. With CRM enrichment, you update the records of your CRM database and fill in the gap that’s preventing you from making sales.

CRM Enrichment is also important because data is prone to change. Businesses move, companies are acquired, and people change positions. To keep track of all these changes and ensure that your data is working maximally for you, CRM enrichment is necessary.

Let's take a closer look at this concept.

What Is CRM Enrichment?

Customer Relationship Management (CRM) is essential to any modern business. It helps companies keep track of customer interactions and data throughout the customer lifecycle to improve customer satisfaction and business performance.

One critical aspect of CRM is enrichment, which involves adding additional information to existing customer data to enhance the overall quality of customer data and provide a more comprehensive understanding of customers.

With CRM data enrichment, you are trying to correct inaccurate information and bridge the gap due to a lack of quality data. 

If CRM Enrichment is carried out properly, it gives a business accurate and comprehensive data on its prospects. 

How Is It Done?

CRM Enrichment takes external and internal data and creates a refined, accurate, and comprehensive customer profile. It is often referred to as data appending.

Businesses look at different data sources and combine the relevant information to create a profile that is complete and more valuable than all the different parts.

CRM Enrichment involves looking at and appending to the following data types:

Demographic Data 

This type of information includes details such as age, gender, location, education, and job title. Demographic data helps businesses to segment their customer base and tailor their marketing messages to specific groups.

Behavioral Data

This information tracks customer actions, such as website visits, purchases, and product reviews. This information helps businesses to understand customer behavior and preferences and improve the overall customer experience.

Social Media Data

With the rise of social media, businesses can now access a wealth of information about their customers through social media platforms. This information includes customer opinions, interests, and social connections and can be used to enhance the overall customer experience.

Third-Party Data

Third-party data refers to information from external sources, such as market research firms and demographic databases. This information can complement existing customer data and provide businesses with a complete understanding of their customers.

CRM enrichment isn't a one-time process. It is a continuous process that requires a systematic approach. Fortunately, many CRM systems have features that let you evaluate and enrich your data.

Businesses should regularly assess the quality of their customer data and identify opportunities for improvement. They should also evaluate the results of their enrichment efforts to determine their effectiveness and make adjustments as necessary.

Enrichment Techniques

Data Enrichment comprises 6 techniques:

Appending Data

You find and incorporate data from multiple sources into your dataset. The result is completely new data that is more holistic than the sources you got them from.

The data you append might be from within your business or third-party data.

Data Segmentation

In data segmentation, you create customer groups based on pre-defined variables and data attributes. Common segmentations include:

  • Demographic segmentation
  • Geographic segmentation
  • Psychographic segmentation
  • Technographic segmentation
  • Behavioral segmentation

Data Manipulation

This process is also known as data imputation. It lets you replace values for missing fields. If these fields are left blank, they might skew aggregation. Data manipulation lets you replace the blank field with an estimate for more accurate data analysis.

Derived Attributes

Derived attributes are data you do not have but can easily get from data that you have. An example is the age attribute which can be gotten from the date of birth.

Entity Extraction

During CRM Enrichment, you might come across unstructured data that does not look valuable. Entity extraction lets you extract meaningful data from this mess. A great example could be getting a name from an email address. 

Data Categorization

This process helps you work with seemingly unstructured data by labelling them and giving them structure.

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Why Is CRM Data Enrichment Important?

If you have a CRM system, you have a repository that contains information on your existing and prospective customers. CRM Enrichment takes this data, cleanses it, and appends more data to it from internal and external sources.

You get valuable augmented data that offers brands and businesses numerous advantages. Here are a few benefits of CRM Enrichment:

Enhance Customer Journey

Your enriched data will provide you with all the necessary client information. With this information, you can create specific customer groups and personalized customer journeys for each group.

While creating the customer's journey, you can use this information to convince decision-makers and clients that you understand their pain points and are willing to help them solve them.

Improve Lead Scoring

How do you decide that a lead is worth the trouble? Lead scoring attaches a worthiness score to prospects based on their behavior and the data you have. This process can be daunting when done without a system in place.

CRM Enrichment lets you automate this process by creating precise prospect groups and ranking these leads according to priority.

A list like this will help you create goals for maximum lead conversion. It is a powerful tool for your sales and marketing department.

Augment Internal Information

With CRM Enrichment, you can source for and append third-party information to your internal sales information. This way, you can gauge the effectiveness of your advertising attempts.

With this, your marketing team can better decide on what lead-generation tools to use and how best to use them.

Better Manage Your Profiles

Real-time CRM Enrichment helps you keep tabs on all the changes on the profiles of existing and prospective clients. If any relevant change is made by one of these contacts, say a prospect gets a new job position, your profiles will be updated accordingly. Such up-to-date profiles will help maximize customer retention and lead conversion.

A Better Experience For Everyone Involved

We have already mentioned that CRM Enrichment will improve customer journey because your data is accurate and robust and lets you make better decisions.

But enriched data isn't just good for your customers. CRM enrichment is crucial in maximizing the effectiveness of your sales strategies, identifying cross-selling and upselling prospects, boosting engagement with educational materials and resources, and pinpointing warning signs in customers at higher risk of churning.

CRM Enrichment Best Practices

CRM Enrichment is not a once-off process. You are always getting new information, and your data is subject to change. CRM data enrichment has to be repeated and ongoing. To ensure you are getting the best out of this process, here are a few best practices:

Regular Data Review

Regularly review your customer data and identify areas where additional information is needed. This will help you maintain an accurate and up-to-date view of your customers.

Data Quality

Focus on the quality of the data you collect. Inaccurate, inconsistent, or incomplete data can compromise your CRM system's value.

Data Sources

Utilize various data sources to ensure a comprehensive understanding of your customers. This includes internal data, such as sales and marketing interactions, as well as external data, such as demographic information and social media data.

Customer Consent

Ensure that you obtain customer consent before collecting any data. This is particularly important for sensitive information, such as personal or financial data.

Data Security

Protect the confidentiality and security of customer data by implementing appropriate technical and organizational measures.

Data Governance

Establish a clear data governance framework to manage customer data collection, storage, and use. This framework should include policies, procedures, and roles and responsibilities for data management.


Use analytics to make data-driven decisions and gain insights into customer behavior and preferences.

Data Enrichment Is Privacy Sensitive

CRM Enrichment is great because it provides you with valuable, easy-to-understand, and actionable data. But data can be private, and privacy is an aspect of CRM enrichment that is typically ignored.

Ensure you get the consent of your clients to source for and use any of their data, including third-party data. If you are looking for a CRM Enrichment system, look for one that helps guarantee your clients' privacy.


CRM enrichment is an important aspect of customer relationship management. By adding additional information to existing customer data, businesses can enhance the quality of their customer data and gain a more comprehensive understanding of their customers. This information can be used to improve the overall customer experience and drive business performance.

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