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Data Enrichment
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Data enrichment through telemarketing is key for successful lead generation and increased sales.

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May 10, 2023

How telemarketing can be used for data enrichment

Data enrichment refers to the process of enhancing or refining existing data by adding additional information to it.  

By enriching your data, you gain a deeper understanding of your target audience, which allows you to personalise your marketing efforts and provide more relevant content to your customers.

As someone who has spent a significant amount of time in the marketing industry, I can attest to the importance of data enrichment and telemarketing in driving business growth.

In fact, More Than Words were a service provider to me for around 6 years! Whilst working in the managed print industry,  I specifically chose them to carry out a telemarketing campaign to enrich an existing database. 

The companies on my database had potential to be high value clients, but the current information was out of date, leaving me with contact names of buyers who are no longer applicable, incorrect email addresses and no other commercially helpful information for my business development team to work with.

The results of the campaign were incredible, over 90% of the data was cleansed with the correct contact details and enriched with contract end dates. Beyond that, I received 5 immediate leads for companies who were looking to review their contracts.

One of the leads generated from this campaign led to our (my employer at the time) biggest client win ever.

More Than Words Note: Find out the results achieved from telephone data enrichment carried out for a minibus company and care home supplier.

Examples of data enrichment

The fields of information on a standard existing database or purchased list should contain current and up to date contact names, email addresses and telephone numbers. 

However, work will need to be carried out to enrich it by adding commercially relevant information for your company.

Such information may include:

  • contract end dates,
  • current supplier,
  • type of software used,
  • number of units,
  • buying frequency of a specific product or service.

This type of information you are unlikely to find on a purchased list and will often be unpopulated in existing databases.

Why use telemarketing for database enrichment

Telemarketing has several advantages over other marketing channels. It offers the opportunity for a personal, human two way business conversation. 

When looking to find out commercial information or to update existing information you have a better chance of achieving this if you pick up the phone and speak with someone.

Another benefit of carrying out data enrichment through telemarketing is the opportunity to uncover immediate sales opportunities from companies who are looking to purchase the products or services you offer now.

Furthermore, telemarketing allows for real-time, two-way communication with customers, providing an opportunity to gather even more data and feedback. This feedback can then be used to further refine your marketing efforts and improve customer satisfaction.

I chose to use telemarketing as I felt it was important for these potentially high value clients to receive a personal approach from my business as the first sales touch point.

Why outsource telephone data enrichment

Telemarketing can be a challenging endeavor, and it's important to ensure that your team is well-trained and equipped with the right tools and resources to be successful. 

For some companies their existing sales staff do not have time to dedicate to this type of campaign, focussing instead on the immediate sales opportunities and existing clients.

In this instance, outsourcing a telephone data enrichment campaign to More Than Words would assist your sales team by providing them with targeted information and a sales pipeline. 

It would also provide the essential information for a marketing team to create more personalised marketing messages.


When combined with telemarketing, data enrichment can be a powerful tool for driving sales and increasing customer loyalty. 

By using enriched data to segment your audience, you can tailor your sales efforts to the unique needs and preferences of each customer. 

This results in a more personalised experience, which can increase the likelihood of a sale and foster long-term customer loyalty.

Overall, data enrichment and telemarketing are valuable tools for businesses of all sizes looking to drive growth and increase customer satisfaction. 

By using enriched data to personalise your sales efforts, you can create a more engaging and impactful experience for your customers, resulting in increased sales and long-term loyalty.

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Article Author:

Scott Walker, More Than Words Marketing

Our account manager Scott Walker has worked in sales across several industry sectors for over 13 years

Clients who work with Scott appreciate how responsive he is to requests and the level of support they receive.

If you would like to discuss a telephone data enrichment campaign with Scott you can reach him on 0330 010 8300 or click here to send an email.

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