3. Data Enrichment Beyond Firmographics In the race to generate demand and attract more leads, we all come across fake lead information, every now and then. At the same time, B2B marketing is increasingly moving towards mass personalization. This indicates a huge gap between the quality of account information that comes into the marketing systems and the kinds of experience B2B marketers want to deliver. Therefore, data enrichment should not stop with firmographic information such as industry, revenue, employee size, etc. but also include rich contextual data about prospects and customers to instantly be relevant to their current pursuits. Skipping the larger picture of data enrichment might significantly hinder the penetration of targeted accounts.
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