12 Lead Enrichment Strategies

LinkedIn is the goldmine of B2B data. Every profile contains dozens of personalization opportunities—if you know where to look.

What to extract from LinkedIn:

• Recent posts: Topics they're discussing, opinions they've shared
• Activity: Companies they follow, content they engage with
• Recommendations: What others say about their skills
• Skills and endorsements: Their expertise areas
• Education: Alumni connections, shared backgrounds
• Volunteer experience: Personal interests and values

A company's website tells you everything about their priorities, positioning, and pain points. Mine it for personalization gold.

What to look for on their website:

• About page: Mission, values, company story
• Careers page: Hiring priorities, growth areas
• Blog: Topics they care about, content strategy
• Case studies: Target customers, use cases
• Pricing page: Business model, target market
• Team page: Decision-makers, company structure

"I noticed on your careers page you're hiring 5 enterprise 
AEs—that tells me you're doubling down on the enterprise market. 
We've helped 3 similar companies streamline enterprise outreach."

Knowing what technology a company uses is pure competitive intelligence. It reveals their sophistication, budget, and integration needs.

How to find tech stack data:

• BuiltWith: Full technology profile of any website
• Wappalyzer: Browser extension for tech detection
• Job postings: Required skills = tools they use
• GitHub: Engineering stack for tech companies
• Chrome store: Extensions they built

Intent data tells you who's actively researching solutions like yours. These leads convert 5x faster than cold prospects.

Intent signals to track:

• Website visits: Pricing page, demo requests
• Content downloads: Whitepapers, guides, comparisons
• Review site activity: G2, Capterra research
• Search behavior: "Best [category] software" queries
• Competitor engagement: Visiting competitor sites

Funding announcements are buying signals wrapped in press releases. Funded companies have budget, urgency, and a mandate to spend.

Financial signals to watch:

• Funding rounds: Seed, Series A/B/C, IPO
• Amount raised: Indicates budget size
• Investors: Network connections, portfolio companies
• Use of funds: Often reveals priorities
• Revenue estimates: Company size and maturity

"Congrats on the $15M Series A from Andreessen! With that 
kind of backing, you're probably looking to scale fast.

We helped 3 of their portfolio companies scale outreach 
without adding headcount."

Job postings reveal a company's priorities, pain points, and growth plans before they announce anything publicly.

What job postings tell you:

• Expansion plans: New roles = new initiatives
• Tech stack: Required skills = tools they use
• Budget: Salary ranges indicate spending power
• Urgency: Recently posted = immediate need
• Pain points: Job descriptions reveal challenges

Company news creates perfect timing for outreach. Product launches, expansions, executive changes—all are conversation starters.

News to monitor:

• Product launches and feature releases
• Office expansions and new locations
• Executive hires and departures
• Awards and recognition
• Partnerships and integrations
• Acquisitions and mergers

Twitter/X, LinkedIn posts, and even Instagram stories reveal what prospects care about right now. Use it for timely personalization.

Social signals to track:

• Recent tweets about industry topics
• LinkedIn article shares and comments
• Conference attendance and speaking
• Podcast appearances
• Professional achievements they celebrate

Warm intros beat cold outreach 10:1. Map your network to find paths to your target prospects.

Connection sources:

• LinkedIn 2nd-degree connections
• Alumni networks (same school)
• Previous companies (worked together)
• Industry groups and communities
• Conference co-attendees

"Hi {{first_name}}, saw we're both connected to Sarah Chen 
at Stripe. She mentioned {{company}} is scaling fast—thought 
I'd reach out directly."

Where someone worked before reveals their experience, preferences, and potential budget authority.

How to use employment history:

• Reference their previous company: "From your time at {{former_company}}..."
• Connect to similar customers: "We work with several {{former_company}} alumni..."
• Understand their background: Enterprise vs. startup experience
• Time at companies: Long tenure = change-resistant, Short = fast mover

What content prospects engage with reveals their interests, pain points, and buying stage.

Content signals:

• Articles they share on LinkedIn
• Webinars they register for
• Ebooks they download
• Newsletters they subscribe to
• Videos they watch and comment on

Manual enrichment doesn't scale. AI can analyze all these data sources automatically and generate personalization in seconds.

What AI enrichment can do:

• Scan LinkedIn, websites, and news simultaneously
• Identify the most relevant personalization angle
• Write natural opening lines based on findings
• Score leads by enrichment quality
• Suggest the best case studies to reference