Table of Contents
Inbound Sales: Enrich Contact Data and Qualify Leads
Updated
by Susan Swier
After collecting basic information, sales agents often need additional data about the lead for qualification purposes. Automated processes can be used to enrich data to provide further context about leads.
Benefits of Data Enrichment and Lead Qualification
Use data enrichment and lead qualification to:
- Provide agents with more information and context about leads.
- Qualify and prioritize leads.
- Categorize leads for routing purposes.
Methods for Data Enrichment and Lead Qualification
- Retrieve details about leads and qualify them by sending their identifiers to lead intelligence databases using a Workflow.
- Enrich Data and Qualify Leads by asking a question with Workflows.
- Enrich lead data by integrating with CRM and E-commerce software via Zapier.
Get Information from Lead Intelligence Software
This method is most commonly used by B2B businesses.
Method Objectives
- Provide lead’s identifier to your database software.
- Save retrieved information.
- Record the data received in respond.io.
- Set up an automated qualification process based on the data received.
Workflow Setup
Here’s an example of a Workflow using this method. You can adapt it based on your business needs.
Provide lead’s identifier to your database software
The HTTP Request step is used to retrieve additional Contact information from database software.
HTTP Request Step initial configuration
2. Use the GET method and enter the URL of your lead intelligence database. For this example, we're using Clearbit to search for a Contact by company email.
3. Lead the Body section blank as it's not necessary for a GET request.
4. Under Headers, fill in the necessary authentication key if it's required by the database software. This will vary depending on where you're sending the request.
Save retrieved information
Response Mapping is used to save the information you get from the lead intelligence database as a Variable. The Variable can later be used to update the Contact Field on respond.io. This example will show you how to save the EmployeeCount field as a Variable.
Response Mapping configuration
1. To find the company's employee count, look for Metrics and Employees.
2. In the HTTP Request configuration panel, expand the Response Mapping toggle, add $metrics.employees in the JSON Key field and give it a Variable name.
Record the data received in respond.io
Use Update Contact Field Step to automatically update a Contact’s data in respond.io. Here’s an example of how to update one field.
Update Contact Field configuration
2. Input the field with the Variable from the Response Mapping section.
Set up automated qualification based on the data received
When you retrieve the data, use the Branch Step to make automated decisions that can be used to qualify leads. In the example, we’ll use the EmployeeCount field as the qualifying factor.
Lead qualification configuration
2. Select Variable from the first dropdown, the select the Variable name that was saved in the previous step as the Field, in this case, EmployeeCount.
3. For the Operator, select is greater than to get results of companies that have more than a certain number of employees. The Value is that number of employees.
Enrich Data and Qualify Leads by Asking a Question with Workflows
This additional information received can help you route leads to the next step in the qualification process.
Method Objectives
- Gain further information about leads by asking a multiple choice or open-ended question.
- Use the information gained from the questions to automate your lead qualification process.
Workflow Setup
There’s no limit to the number of questions you can add to a Workflow. For example, you can add an email question, then a multiple choice question, then an open-ended question.
Here’s a sample Workflow with some basic steps you can adapt for your business needs. We will show you one question for each example.
Ask a question to gain further information about leads
Use the Ask a Question Step to enrich your contact data. These are just examples of the types of questions you can ask.
Ask a Question Step for multiple choice questions configuration
2. Select Multiple Choice Question from the Question Type dropdown.
3. Add your answer options. Up to 10 answer options is possible.
4. Enable Save Response As Variable and name the Variable. This Variable will be used in the Branch Step of this Workflow.
Ask a Question Step for open-ended questions configuration
2. Enter the Question Text.
3. Enable Save Response As Variable and name the Variable. This Variable will be used in the Branch Step of this Workflow.
Use the information gained from the questions to qualify leads
Use the Branch Step to route leads to the next Workflow step based on their answers. In this example, we’re using the BudgetAmount Variable as a condition.
Branch Step configuration
2. Select Variable from the dropdown, then choose the previously saved Variable as the Field, in this case, BudgetAmount.
3. From the Operator dropdown, we're selecting is equal to. The Value is the budget amount the lead answers.
