Improve lead quality in Marketo with data enrichment

James T Fletcher
CEO, Principal Consultant

10/7/2024

The contradiction between Conversion Rate Optimisation (CRO) and lead quality frustrates many marketers.

On one hand we have to ask the prospect for the least amount of details possible, and on the other we’ve to hand over the silver spoon to the sales team – otherwise it gets rejected as poor quality.

So how do we bridge this gap? Data enrichment tools.

Enrichment isn’t an expensive 1 year project

When we think of data enrichment or data cleanse, we often think of those mammoth projects that waste everyone’s time and ultimately needs doing again in 2 months time, but for some reason becomes an annual ritual.

No one really knows what they’re looking for, the Marketing Director says it’s top priority – but then again so is the big event series, and the lead generation campaign, oh and also that landing page you need for the paid search agency.

That is why a majority of marketers don’t find the time EVER to focus on data hygiene, quality and enrichment. We waste $1,000s if not $100,000s of marketing budget of ‘poor quality leads’. But that could all change with a data enrichment tool integrated into your Marketo Engage.

And what is even more impressive is you’ve probably already got one of the tools in your technology stack, either through a sales subscription or a technology subscription.


We waste $1,000s if not $100,000s of marketing budget of ‘poor quality leads’. But that could all change with a data enrichment tool integrated into your Marketo Engage.

Better lead quality in 3… 2… 1…

Most organizations measure lead quality on two things:

(1) Priority fields typically: name, job title, country, industry, maybe even LinkedIn Profile; and

(2) Propensity to buy which is typically measured by a summary of marketing intelligence wrapped into a meaningless score.

So how do we get out of this contradictory stage? Well quite simply, we integrate a data enrichment tool into Marketo Engage. Then, as a new person is created in the database, we source the priority fields from a third party system.

A majority of this information is already available in the public domain on platforms such as LinkedIn but there is no easy way to scrape that and update your CRM without an enrichment tool. Unless you’ve a team of budding interns with nothing better to focus on.


Interested in integrating your data enrichment tool? Or finding out which one might suit you best?

Have a chat with our experts to find out more.