5 Data Enrichment Plays B2B Marketers Should Launch Today

A lot of teams think they have a lead problem.

But what they actually have is a data problem…Form fills with no context. Anonymous visitors that never convert. A CRM full of outdated or incomplete records. 

It’s bad news.

But the good news is you can fix it with data enrichment.

TL;DR: Your Funnel Doesn’t Need More Leads. It Needs Better Data.

Form fills ≠ context: Auto-enrich every inbound lead before it hits your CRM: job title, company, LinkedIn, and more.

Anonymous traffic isn’t lost: Tools like RB2B + Clay reveal who's visiting and trigger Smartlead outreach before they bounce.

Your CRM is lying to you: Use enrichment + deduplication to clean records, unify fields, and make your data actually usable.

Signals mean timing: Monitor job changes, funding rounds, and launches, then enrich and launch outbound the moment it happens.

Score leads with brains: Blend Clay’s fit data with HubSpot’s engagement signals to route leads that actually convert.

Watch: Before diving into tools, take a step back and check out this clip from our webinar with Clay which explains how to approach data enrichment and AI with strategy, not shiny object syndrome. 👇

That’s why we’re gonna walk through five plays B2B marketers should’ve launched yesterday. Each one is simple to set up, easy to automate, and built to turn messy data into real revenue.

Let’s fix your funnel.

Play 1: Use Data Enrichment to Auto-Enrich Every Form Fill Before It Enters Your CRM

Inbound leads are great...if you actually know who they are.

The problem with most form fills is that they come in with just a name and an email, resulting in sales ignoring them or marketing sending them to the wrong place.

The good news is you can fix this by enriching every inbound lead before it even hits your CRM.

Only 3% of website visitors fill out a form, so when someone does submit, you can’t afford to waste it. Enriching every form fill ensures you get full value from each hard-won lead.

Here’s how:

Step 1: Enrich Form Submissions in Clay

Clay pulls in everything your forms don’t:

• Job title and seniority
  
  
• Company name, size, industry
  
  
• LinkedIn URL and company website
  
  
• Tech stack and location

Forms with autofill see a 20% increase in completion rates compared to standard forms. That makes auto-enrichment not just a backend fix, but a proven way to boost conversion.

Step 2: Filter Out Junk Leads

Clay’s enrichment agents can:

• Flag spammy submissions
  
  
• Remove personal email domains (e.g., Gmail, Yahoo)
  
  
• Catch fake job titles and throwaways

Some HubSpot customers have seen conversion rates increase by up to 160% just by shortening forms and enriching them automatically.

Step 3: Push Clean Records Into HubSpot

Once Clay’s done:

• Leads are sent into HubSpot with all enriched fields
  
  
• Use HubSpot workflows to score and route based on:
  
  
  • ICP match
    
    
  • Geography
    
    
  • Persona or segment

Step 4: Track Every Touch with OutboundSync

Your sales team follows up, but without proper syncing, you lose the activity trail.

OutboundSync solves this by:

• Tying emails, calls, and meetings to the correct contact
  
  
• Keeping records clean even when reps switch tabs or tools
  
  
• Ensuring reporting and attribution stay intact

Why This Works

• Sales gets leads they actually want to work
  
  
• Marketing knows leads are routed correctly
  
  
• Your CRM becomes a clean, enriched source of truth

Play 2: Enrich Anonymous Web Visitors to Turn Them Into Qualified Leads

Getting tons of traffic to your site is great...but if sales has no idea who’s visiting or what they’re looking at, then your highest-intent prospects could be slipping through the cracks just because they didn’t fill out a form.

98% of potential customers on corporate websites remain anonymous unless they fill out a form. That’s a massive untapped opportunity just sitting in your analytics tools.

You need to be able to figure out who those visitors are, enrich them, and trigger outreach automatically.

Here’s how to do it:

Step 1: Identify Site Visitors with RB2B

RB2B tells you who’s visiting your website, even if they never fill out a form.

It connects anonymous visits to:

• Company name
  
  
• Job titles
  
  
• Decision-makers from that domain

With the right identification and enrichment tools, up to 85% of net-new pipeline can come from these previously anonymous visitors.

Step 2: Enrich Visitors in Clay

Once RB2B identifies the visitor:

• Send them to Clay for enrichment
  
  
• Clay adds key data like:
  
  
  • Job title and seniority
    
    
  • Company size and industry
    
    
  • Tech stack
    
    
  • LinkedIn profiles and company URLs

Step 3: Launch Outreach with Smartlead.ai

If the visitor matches your ICP:

• Automatically add them to an outbound sequence in Smartlead.ai
• Tailor messaging based on:
  
  
  • Pages they viewed (e.g., pricing, demo, case studies)
    
    
  • Their role or persona (e.g., VP of Marketing vs. Sales Manager)

Why This Works

• You turn traffic into leads without needing a form fill
  
  
• Sales gets real-time signals about who’s in-market
  
  
• Outreach becomes more targeted and better timed
  
  Watch: This clip from our webinar with Clay breaks down why fragmented systems, tool sprawl, and AI overwhelm are making CRM data harder to manage and why enrichment matters more than ever. 👇
  
  

Play 3: Automate CRM Cleanup with Enriched Data and Deduplication

The best marketing and sales teams use their CRM to help them stay aligned...but when there’s duplicates, missing titles, junk emails, and outdated job roles, it makes your data borderline useless.

So it’s crucial to clean up and enrich your CRM so reps can trust what they see.

Here’s how to automate it:

Step 1: Run Your CRM Through Clay 

Set up Clay to scan your CRM on a weekly schedule.

It’ll automatically checks each contact or company and fills in missing fields like:

• Job title and seniority
  
  
• Company size and industry
  
  
• LinkedIn URLs and domains
  
  
• Tech stack (if missing)

Step 2: Normalize and Clean Fields

Clay fixes what’s broken:

• Standardizes job titles (e.g., “Biz Dev” → “Business Development Manager”)
  
  
• Unifies industries (e.g., “SaaS”, “Software”, “B2B Tech” → “Software & SaaS”)
  
  
• Flags spam or test records for removal

Step 3: Sync Clean Data Back to HubSpot

Once Clay finishes the job:

• Updated records are automatically sent back into HubSpot
  
  
• No CSV uploads
  
  
• Fields update in place, so your reps always see the latest info
  
  

Step 4: Keep Activity Tied to the Right Contact

You don't want to lose anything during the update.

OutboundSync makes sure:

• All sales activity stays linked to the right contact
  
  
• Old records aren’t overwritten or disconnected
  
  
• Attribution stays clean, even as fields change

Why This Works

• Reps finally trust what’s in the CRM
  
  
• You cut waste by removing junk records
  
  
• Your segments, reports, and workflows run smoother

Play 4: Enrich Leads Instantly and Launch Outbound When Buying Signals Hit

Your best prospects are raising funding, hiring leaders, and launching new products....but your team may not be aware until it’s too late.

When these events happen, your team needs to act fast by enriching accounts and triggering timely, relevant outreach automatically.

Here’s how:

Step 1: Monitor Buying Signals with Clay

Clay can scan the web for real-time changes at your target accounts, including:

• Job changes or title promotions (e.g., a new VP of Sales just joined)
  
  
• New product launches or press releases
  
  
• Funding rounds or company growth signals
  
  
• Hiring sprees or tech stack changes

Step 2: Enrich the Account for Outreach

When a signal hits, Clay enriches the company and contact with:

• Updated job titles and roles
  
  
• New decision-makers at the account
  
  
• Technographic and firmographic context

This gives your team full visibility into who to contact and why

Step 3: Trigger Outbound with Smartlead.ai

Once enriched:

• Qualified leads are sent to Smartlead.ai
  
  
• You can trigger automated outbound sequences based on:
  
  
  • The type of signal (e.g., funding vs. promotion)
    
    
  • The persona involved (e.g., CMO vs. CEO)
    
    
  • The urgency or timing of the event

Why This Works

• You reach prospects when they’re most likely to respond
  
  
• Your messages are timely and relevant
  
  
• You turn public signals into private conversations

Play 5: Score and Route Leads Using Enriched Data, Not Just Clicks

Most lead scoring models only measure engagement…but high intent doesn’t matter if the lead is a bad fit.

This final play blends fit and behavior so your best leads rise to the top, and low-quality ones get filtered out early.

Here’s how to do it:

Step 1: Add Fit Data with Clay

Clay enriches every lead with the fields your scoring model actually needs:

• Job title and seniority (e.g., “VP” > “Coordinator”)
  
  
• Company size and industry
  
  
• Tech stack (great for SaaS selling)
  
  
• LinkedIn URLs and domains for validation

Step 2: Combine With Engagement Data from HubSpot

Next, layer in behavioral signals already tracked in HubSpot:

• Email opens and link clicks
  
  
• Web page visits (e.g., pricing, demo)
  
  
• Resource downloads or webinar signups
  
  

Step 3: Build a Blended Scoring Model

In HubSpot, create a score that includes both:

• Fit signals from Clay
  
  
• Intent signals from HubSpot behavior

Examples:

• +20 points for Director-level at target industry
  
  
• +10 for visiting the pricing page
  
  
• -15 for student email or small team size

Step 4: Route or DQ Automatically

Once scored:

• Use HubSpot workflows to route leads that pass a threshold to Sales
  
  
• Automatically disqualify or nurture low-fit leads
  
  
• Update lifecycle stages and lead status based on the score

Why This Works

• You focus sales on leads that actually convert
  
  
• You eliminate noise early instead of wasting rep time
  
  
• Your model gets better over time and feeds clean data into reporting
  
  

Are You Missing GTM Wins by Ignoring Data Enrichment?

If your CRM doesn’t know who your buyer is, what tech they use, or when they’re showing intent, then you’re wasting time and money. 

Using the five plays above, you can confidently launch campaigns on enriched insights instead of guesses. 

It’s time to make your data worth what you're paying for.

Check out our webinar with Clay on unifying fragmented data, enriching contact records, and automating workflows directly into HubSpot. 👇