Stop the One-and-Done: Why On-Demand Enrichment is the Future of Demand Generation
- Mukund Mohan
- 5 days ago
- 3 min read
Most marketers still treat data enrichment as a one-time event. Once a year, they log into ZoomInfo, Clearbit, or another enrichment platform, pull a big batch of company and contact data, and call it a day.
But here’s the problem: your data decays faster than your campaigns run.
In a world where targeting accuracy is everything, this “set it and forget it” approach is killing your results. Whether you're building an ICP list, segmenting by persona, or planning outreach, relying on static data is holding you back.
Let’s break down why—and what to do instead.
The Pitfalls of One-Time Data Enrichment
1. Data Gets Stale—Fast
Roughly 2.5% of U.S. workers change jobs every month, according to Pew Research. That’s over 30% annually. Titles shift, roles evolve, people move companies.
So that great CMO lead you pulled in January? By May, they could be at a different company, in a different role—or gone entirely. And that’s just people. Companies themselves evolve just as fast.
2. Companies Change Too
Quarterly shifts in funding, product launches, headcount, and market strategy are the norm—especially in fast-growing SaaS and tech firms. What was a perfect-fit ICP company last quarter might have pivoted, downsized, or lost relevance today.
3. One-Time Enrichment Wastes Money
Bulk enrichment is expensive. You end up enriching thousands of records just to use a few hundred in a campaign. Worse, you’re enriching people who may never see a campaign or receive outreach.
It’s like buying a 500-page phonebook when you only plan to call 12 people.
The Better Way: On-Demand Enrichment
Instead of enriching everything upfront, flip the process.
Enrich only the contacts you’re activating. When you’re activating them.
This small shift has massive upside.
Lower Costs
Why pay for data you don’t use? On-demand enrichment focuses your spend on contacts tied directly to campaign execution; no bloat, no waste.
Fresher Data
Get real-time firmographic and demographic details, including:
Title
Department
Location
Company headcount, revenue, tech stack
Recent funding or news
This increases match rates, improves personalization, and reduces bounce rates.
Higher Precision
On-demand enrichment means you only enrich contacts who meet both your ICP and persona criteria—and who are ready to be engaged. That means tighter segments, more relevant messaging, and better conversions.
How to Implement On-Demand Enrichment
1. Build Your ICP and Persona Map
To effectively define your ideal account and persona segments, utilize historical campaign data, conduct sales win analysis, and analyze buyer intent patterns. This foundational step will help you understand who your best customers are and what characteristics they share, allowing you to tailor your marketing strategies accordingly.
2. Segment Campaign Audiences Dynamically
Instead of enriching your entire CRM database, focus on creating dynamic segments that are responsive to:
Buyer Stage: Identify where potential customers are in their buying journey to tailor your messaging.
Product Interest: Segment based on specific products or services that resonate with different audience groups.
Intent Behavior: Monitor actions such as visiting key pages or downloading whitepapers to gauge interest and engagement levels.
3. Enrich Just-in-Time
Leverage your data platform’s API or integration capabilities to enrich contacts precisely at the moment of campaign activation. This can occur during various actions, such as:
Launching an Email Sequence: Ensure your email lists are up-to-date and relevant.
Uploading a LinkedIn Audience: Target the right professionals with enriched data.
Triggering a Sales Outreach Sequence: Equip your sales team with the most current information to enhance their outreach efforts.
4. Sync and Suppress Smartly
Feed the enriched data back into your CRM while implementing suppression strategies for contacts that do not meet fit or freshness criteria. This practice helps maintain a lean and clean system, ensuring that your marketing efforts are directed towards the most promising leads and reducing wasted resources.
By following these steps, you can create a more effective marketing strategy that not only targets the right audience but also engages them in a meaningful way.
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