At two CMO breakfasts this past week (in Salt Lake City and Denver) a portion of the conversation amongst participants related to data – how to manage it, what to prioritize, how to leverage it better, etc. And at each breakfast, multiple marketing leaders evangelized Clearbit for several reasons.
Some were using it to built better target lists. Others were using it to augment existing data. This includes asking for far less information in forms and augmenting the data in the background.
Of course there can be a creep side of this. If a prospect didn’t give you information but you tell them you have it anyway, that can start your relationship on rocky ground. But if you use that additional insight to more subtly personalize the next engagement and/or lead scoring (i.e. whether a sales rep follows up immediately or not), it can be a win-win for everybody.
Definitely worth checking out (although clearly the secret is out).