Data enrichment is the process of adding missing or outdated information to your existing contact and company records. ZoomInfo is one of the most powerful data enrichment tools available for B2B GTM teams. Using ZoomInfo to enrich your contact database improves outreach deliverability, increases personalization, and gives your sales team the context they need to have more effective conversations.
Why Data Enrichment Matters
Most CRM databases degrade over time. People change jobs, companies change names, and contact information goes stale. Research suggests that B2B data degrades at a rate of 20 to 30 percent per year. Without regular enrichment, your outreach is built on an increasingly inaccurate foundation that hurts deliverability and wastes your team’s time.
How ZoomInfo Enrichment Works
ZoomInfo enrichment works by matching your existing contact and company records against ZoomInfo’s database and updating them with the most current information available. You can trigger enrichment manually for specific records, run bulk enrichment across your entire database, or set up automatic enrichment that updates records continuously as ZoomInfo’s data changes.
Setting Up Enrichment in Your CRM
Connect ZoomInfo to your CRM like HubSpot and configure your enrichment settings to determine which fields get updated and under what conditions. Be thoughtful about your enrichment rules to avoid overwriting accurate data with incorrect information. Start with a test batch of records to validate that your enrichment configuration is working correctly before running it across your full database.
Combining ZoomInfo with Other Enrichment Tools
ZoomInfo enrichment works best as part of a broader data enrichment strategy. Combine ZoomInfo with additional enrichment tools like Clay to fill gaps that ZoomInfo does not cover. Different enrichment sources have different strengths and combining them gives you the most complete and accurate contact data possible.
