Save your data from the sea of mediocre single-vendor enrichment solutions

Like the Ancient Mariner, stranded at sea and surrounded by water he cannot drink, today’s marketing and sales teams are drowning in an ocean of impure data too raw, incorrect, and fragmented to use. The growing number of CRM marketing automation (MAP) and RevTech solutions meant to help typically just end up making matters worse, leaving nearly 90% of businesses with little confidence in the accuracy and completeness of their data. The problem isn’t your personnel; it’s the fragmented, manual, and flawed approach to data unification, quality, and orchestration prevalent in today’s revenue architectures.

How data became too big for single-vendor solutions

So how did we get here? As with most things that grow more complex over time, where you end up is often very far from where you started. Data and its demands haven’t always been this big or complex. There was a time, not that long ago, when a single data enrichment vendor could sufficiently handle the needs of the typical organization. But, technology! In the blink of an eye, the big, sophisticated data storage and transmission systems made for large enterprises were now available to everyone. The volume, variety, and velocity of customer data expanded to fill the vacuum. The noise-to-signal ratio increased, and with it, the cost of customer acquisition and retention. To compete, businesses had to become more efficient and selective about who they targeted and served, which required more fine-grained data and more complex customer data dimensions. The business pressure for more clean and complete lead and customer data quickly outpaced vendors’ ability to produce it. With single data providers unable to match or complete more than 50% of the fields now required, 40% or more of prospect leads became too dirty or incomplete to use downstream. Clearly, a new, more efficient enhancement method was needed.

The commoditization of data enrichment

In response, businesses looked to their CRM ecosystems to fill the void. With central IT loosening its grip on business software procurement, CRM marketplaces became the primary source for business applications. Data enrichment soon became just another solution in addition to the 200+ CRM, marketing, and BI apps already being deployed by sales and marketing teams. For many data vendors, enrichment became a way to feed their other siloed CRM applications, whether it was data quality (a third-party staple since forever), lead acquisition, or sales engagement. Today, leading data vendors like ZoomInfo and Apollo.io are shifting their focus away from enrichment even further, branching out into conversational intelligence, SDR cadence, and other more lucrative tools on the chief revenue officer’s (CRO) hotlist.

How RevOps got left out in the cold

With leading vendors focusing more on sales engagement, RevOps was left to seek out its own partners to augment as well as clean, standardize, and unify the rising sea of data needed to feed the companies’ sales and marketing pipelines. But software can’t provision, manage, and integrate itself, and so with each addition came a subtraction in terms of the time, resources, and labor required to administer it. GTM teams were acquiring more data from different sources but were unable to unify and activate it effectively.

So, where do we go from here? It seems like we’re stuck in a Catch-22. Data and how it’s used have become too complex to be satisfied by a single data enrichment vendor, but the typical market solutions for managing and integrating multiple vendors leave a lot to be desired. If you can’t unify and activate data from multiple sources and multiple vendors, then the promise of multi-vendor enrichment remains unfulfilled. That’s the bad news. The good news is that there is a better, proven way forward.

All the benefits of multi-vendor enrichment with none of the pain

For nearly ten years, Openprise has been pioneering a new approach to RevOps data quality and enrichment that includes automated orchestration and a multi-vendor waterfall enrichment methodology, which returns match and fill rates roughly 40% higher than the industry average. Unlike the services offered by the major CRMs and their data providers, Openprise’s multi-vendor enrichment solution provides access to the best data from multiple leading data vendors under one contract, with a single transparent and easy-to-use platform. Other features separating Openprise’s multi-vendor enrichment solution from the market include:

• The best data —  Combine best-in-class vendors with your first-party data for the optimal blend
• Easy to buy and use – One-stop shopping with a single contract, simplified pricing, and automated onboarding and data quality

Transparency – ROI metrics to understand the quality of your data spend and to measure your database’s improvement.

The brands leading the way

Openprise’s approach, experience, and proven track record have made it the preferred enrichment partner of some of the world’s most recognized and successful brands. Some of our most recent successes include work with:

Armanino improved the accuracy of their contact and firmographic data, reducing the time to deliver targeted segments to minutes from weeks.

Vimeo increased enrichment match rate to 70%, allowing it to improve targeting and move 8,000 of its most convertible contacts to its ICP segment.

Nutanix increased match rate for the APAC region from 15% to 75%, allowing it to better prioritize leads based on engagement scores and persona segmentation.

Zendesk added finer contextual attributes, improving market analysis and allowing better prioritization of contacts and accounts.

See how we compare against the leading competition

While the industry has been quick to catch up and has started to introduce similar multi-vendor features into their offerings, few have made real progress as true multi-vendor enrichment solutions. And none have the same experience or expertise or can provide the comprehensive RevOps automation, flexibility, and scalability required by enterprise organizations. Need more validation? Visit our comparison page to see how we stack up against the leading competition. Or schedule a call with one of our in-house enrichment experts to get a personalized demonstration.

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