For lead scoring, hard data is needed. However, it’s not very easy or reliable to enquire a company’s turnover, industry or number of employees on a lead form, especially in the early stages of the buyer’s journey.
Together with external company data service provider, we developed a new service. When a contact is writing the name of his company on a form, at the fifth character the form retrieves a list of companies from the official company listing, from which the contact chooses the correct company. Hidden fields in the form are automatically filled with company information. The service works in 14 countries.
60 percent of form fills now contain enriched data that will be used for creating models for lead scoring. Prospects’ company financial data is automatically updated.
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