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Inbound Lead Enrichment (Salesforce)

Enrich inbound leads for higher conversion rates with pre-qualified audiences
We highly recommend reading our strategic overview of this playbook prior to execution.
Objective: Enrich and qualify inbound leads with more data to increase the lead-to-opportunity conversion rate.
Use case: Automated qualification of companies and people in a specific ICP.
Team required: Marketing Operations Manager or Sales Operations Manager, SDR Manager
Estimated time for completion: ~30 mins

Prepare your CRM for enrichment

Before you begin, review the guide linked below to ensure you're set up for success.

Step 1: Set audience filter criteria

  • Start by establishing a 'Company' filter
    • e.g. Account Stage is not Active Opportunity, Current Client
Recommendation: Keep the company criteria broad.
  • Pick a filter that specifies the time frame within which you want to pull in records.
    • E.g. 'Created Date' is within the last seven days.
  • Set at least one 'Person' filter from Salesforce,
    • E.g. 'Contact Email' is known
Keep your SDR motion in mind. You want to ensure inbound leads are being enriched and worked within a standard timeframe -- i.e. no later than 14 days for engagement.

Step 2: Pick attributes to enhance Salesforce

Once you navigate to the 'Destinations' tab, choose Salesforce as your intended destination.
From there, click 'View Attributes' and select the attributes that will help you qualify (score) and/or nurture your inbound leads.
Primer offers attributes across 15 major categories of data:
Basic Firmographics
Advanced Firmographics
Site Traffic
Company Contact
Funding
Social Growth
Tech Stack
Hiring
Headcount Growth
Job Change
Advertising
DTC Growth
Investors
Direct Mail
Email & Direct Dials
As an example, company funding can unlock segmentation and has a wide-reaching impact. Funding data allows you to analyze inbound leads and decide whether you’re generating the right type of prospect. It also allows you to personalize outbound messaging and nurture drips to better contextualize your product to the financing stage of the company you’re serving.
Having a prospect attribute for ‘Funding type’ would give you context on how to position your product against the prospect’s needs. At Primer, our core buyer works at a Series B, C, or D company, and a field attribute for ‘Funding type’ changes how we position ourselves to prospects.
You may have to create new fields in Salesforce to map to new Primer attributes. For more information on how to create new fields in Salesforce and map in Primer, please see Broken link.
Our support team will confirm when the audience is live and enriched records are syncing back into Salesforce (usually within 24 hrs).

[Optional] Step 4: Setting up views in Salesforce (Lightning Experience)

Help And Training Community
Create and Update List Views
Help And Training Community
Work with List Views in Lightning Experience

Expected results

  • Higher conversion rates with pre-qualified audiences
  • Save time and budget
  • Easier experimentation
  • Centralized access to filters, attributes, and streamlined data management
At its core, finding a solution to sourcing missing CRM data positively impacts your GTM engine. When you integrate a unified platform like Primer, enriching your inbound leads with attributes upgrades your strategy and sets you apart from your competition.

What's next?

Using Primer attributes to personalize emails in Salesforce

Through marketing automation, you can use field attributes to send different types of emails after a prospect converts.