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Why Raw Data Isn't Enough in Lead Generation
Raw data is often treated as the foundation in lead generation, but in practice, it is rarely usable without cleanup and enrichment. A recent study shows that 37% of CRM users reported losing revenue as a direct consequence of poor data quality.
This means that a leads database that looks complete today can quickly turn unreliable, leading sales and marketing teams to rely on contacts that no longer exist or are no longer relevant. In this guide, we will share with you how Outscraper’s contacts and lead enrichment work, complete with a real data example.
Sales and marketing often spend significant time verifying records, correcting errors, and working around missing information before they can even start their outreach.
Based on hands-on experience in lead generation and SEO, raw lead lists usually lack the details needed to support real outreach. A company name and website alone, even with email, do not explain who the person is, what role they hold, or whether their company is actively evaluating solutions.
Raw data also provides no clear signals about buying readiness, which makes prioritization difficult and lowers response rates. Data becomes useful only after it is cleaned and enriched, and reviewed with intent.
By using Outscraper’s enrichment tools, your raw data will be enriched with company context, contact roles, and qualification signals that could help your teams separate weak leads from real opportunities. The difference will be clear when you compare what teams can do with raw data versus what becomes possible after using Contacts & Leads enrichment.
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Why Using Contacts & Leads Enrichment is Essential
To demonstrate further the need for enriched data in B2B lead generation, we will be sharing an analysis with actual data. In this example, we downloaded the Doctor’s data without enrichment and compared the raw files with the Doctor’s data with added Contacts & Leads enrichment.
An Analysis of Doctors' Data (Before & After)
The core difference between Doctors Without Enrichment and data with Contacts & Leads enrichment is the transformation from a static local listing into actionable, high-value sales intelligence. Raw data confirms that a clinic exists. Enriched data explains who runs it, how to reach them directly, and whether the practice is worth prioritizing.
In healthcare outreach, this distinction matters. Selling to or partnering with doctors requires clarity, precision, and trust. Data enrichment bridges the gap between knowing a clinic’s name and actually starting a meaningful business conversation.
Sample Data With and Without Enrichment:
| Feature | Scraped Data (Without Enrichment) | Enriched Data (With Contacts & Leads) |
|---|---|---|
| Dataset Structure | 66 columns focused on listings and location | 92 columns focused on contact and business intelligence |
| Core Data Focus | Geographic and reputation data (address, ratings, reviews, hours) | Sales and contact intelligence (people, company, and tech context) |
| Contact Availability | No individual contacts; only generic clinic phone numbers | Named contacts with full_name, заглавие, Эл. адреси contact_linkedin fields |
| Decision-Maker Visibility | No role or ownership clarity | Visibility into doctors, owners, or senior roles where available |
| Company Context | Basic business identity only | Domain data, company LinkedIn, and organizational signals |
| Technology Signals | Not present | Website and technology-related enrichment fields included |
| Outreach Readiness | Requires manual research before engagement | Ready for direct, targeted outreach |
| Lead Qualification Depth | Basic operational status | Advanced qualification using role, company, and digital maturity |
| Segmentation Capability | Limited to location and specialty | Segmentation by role, company presence, and sophistication |
| Primary Use Case | Market research and directory-style analysis | Direct sales outreach, lead scoring, and targeted marketing |
| Overall Data Value | Static reference data | Actionable, intelligence-driven lead data |
Before Enrichment: Static and Hard to Act On
Doctors’ data without enrichment typically resembles a local directory. It includes clinic names, specialties, and addresses. Google listing details and general phone numbers. This information is useful for mapping and verification, but it offers little value for outreach or sales execution.
Based on the data provided, without enrichment, it could not provide visibility into decision-makers. Teams do not know whether they should speak to a clinic owner, a senior physician, or an administrator. Phone numbers often route to front desks, forcing repeated follow-ups and conversations with gatekeepers. Outreach becomes slow, manual, and inconsistent.
Prioritization is also weak. A solo practitioner and a multi-doctor clinic look identical in raw data. There are no signals to indicate scale, online sophistication, or readiness to engage. As lists grow, teams compensate by increasing volume, which lowers relevance and response rate.
After Enrichment: Actionable and Ready for Outreach
Once Contacts & Leads enrichment is applied, doctor records evolve from simple listings into complete sales intelligence profiles. Individual-level enrichment adds names, roles, and direct email addresses, allowing teams to bypass generic contact points and reach real people.
Company-level enrichment adds another critical layer. Clinics gain digital context through professional networking site profiles, domains, and social media presence. These signals reveal how established a practice is, how actively it markets itself, and how professionally it operates online.
With this information, outreach becomes intentional. Teams know who to contact, how to tailor messaging, and which clinics are more likely to respond. Instead of asking basic questions, conversations start with relevance and clarity.
The Practical Impact on Lead Generation
The difference between doctors’ data with and without enrichment shows up immediately in day-to-day workflows. Sales and partnerships teams spend less time researching clinics and more time engaging qualified contacts. Marketing teams segment by specialty, scale, and digital presence rather than sending generic campaigns.
Enrichment does not replace raw doctors’ data. It completes it. Raw data provides the foundation of what exists. Contacts & Leads enrichment turns that foundation into something teams can actually use to support targeting, outreach, and qualification.
This is why enriched doctor datasets consistently outperform non-enriched lists. They shift lead generation from directory-style data collection to relationship-driven, intelligence-backed execution.
Who Should Use Outscraper Enrichment
Outscraper Enrichment is the essential bridge for anyone who has a list of places but needs a list of people. While it is widely used in sales, its technical versatility serves a broad range of high-level data needs:
The Outreach & Sales Power-Users
- Lead Generation & Growth Agencies: Automate the research of thousands of Google Maps results into “ready-to-mail” lists overnight, protecting your margins and scaling client results.
- B2B Sales Teams & SDRs: Bypass the “gatekeeper” by enriching raw data with direct emails and professional roles, allowing your team to reach decision-makers directly.
- Recruiters & Talent Scouts: Identify specialized talent in niche industries by scraping local businesses and extracting the personal contact points of key engineers or founders.
The Strategic Investors & Researchers
Real Estate & High-Value Investors: “Unmask” LLCs and holding companies found in raw data to identify the actual property owners and stakeholders for off-market deals.
Market Researchers & Data Scientists: Map the digital footprint of an entire industry by bulk-extracting social media handles and domain metadata for large-scale sentiment or competitive analysis.
The Digital Service Providers
Marketing Ops & CRM Managers: Combat “data decay” by backfilling missing data points and verifying emails in existing databases.
SEO & Web Agencies: Identify prospects with “negative signals” such as missing social profiles or broken websites. You can target businesses with a high need for digital transformation services.
If you’re not on the list, don’t worry. If your success depends on reply rates, data accuracy, or identifying the “human” behind a business entity, raw data is no longer enough. Outscraper enrichment turns a static directory into a dynamic outreach engine.
Key Benefits of Enriched Data
Raw data provides a starting point. Enrichment provides the details needed to reach people. By adding specific contact information to your business lists, you gain several advantages.
1. Improved Email Deliverability
Raw lists often contain general “info@” addresses. These are frequently unmonitored or blocked by filters. Outscraper verifies emails during the enrichment process. Sending to verified, individual addresses reduces bounces and protects your sender reputation. Your messages reach the inbox more often.
2. Specific Personalization:
Generic messages rarely get replies. You need context to stand out. Enrichment adds social media links and professional roles to your database. This allows you to group leads by their online activity or job level. You can mention a recent post or address a practice manager by name. This makes your outreach feel personal rather than automated.
3. Lower Costs
Manual research is expensive. When employees spend hours looking for contact names, the cost of every lead increases. Automation handles this work in minutes. You can process thousands of records for a set price. This lowers your overhead and lets your team focus on closing sales.
4. Faster Sales
Sales often stall because you are talking to the wrong person. It takes time to find the actual decision-maker. Enrichment gives you this information immediately. You skip the gatekeeper and start the conversation with the person who has the authority to buy. This saves weeks of back-and-forth communication.
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How to Use Outscraper's Contact & Leads Enrichment (Step-by-Step Tutorial)
Outscraper’s business data and enrichment platform enriches contact and lead records in a few simple steps. The process is automated, so teams can update and expand their databases without spending time on manual research. Businesses will experience real-time intelligence from Google Maps and 50+ sources by enriching their leads with contacts, reviews, and company insights.
Step 1: Login or Sign up
Войти with your Outscraper account, and if you don’t have one yet, it’s so easy to sign up for an account and try our Business Data and Enrichment Platform for free.
Step 2: Select Categories and Location Parameters
Once you’re inside Парсер Google Maps, all you need to do is to select a category. In this example, we will be getting data of all Doctors in the State of Pennsylvania in the United States of America (USA).
Step 3: Setting Up Contacts & Leads Enrichment
After selecting the categories and locations, you can now choose the most interesting part, which is the Contacts & Leads Enrichment. There are two options in selecting this enrichment: first, you can select using the Lead Gen Packs, and second, you can select it from the list of All Enrichments.
Step 4: Adding Advanced Filters Inside Outscraper
You can also add some advanced filters inside the Google Maps scraper. There are options for filters like businesses with a website only, businesses without a website, operational businesses only, with phone, verified businesses, and reputation management like those with good or bad rating.
Step 5: Selecting Other Parameters Before Download
These are the last few steps you should take if you want some extra clarity with the data that you want to download. In this step, you can select the Language, Places per query search. You can also skip some data. There is also an option to delete duplicates. You can also determine what type of file or extension you want before downloading.
If you’re into decluttering and want clean data, we are configuring our scraper to use custom field selection (Columns to Return), prioritizing only the critical data you need for your database.
Download the Enriched Data
Common Mistakes to Avoid
Avoiding these errors helps you save credits and get more accurate results from your tasks.
- Enriching Unqualified Leads: Do not run enrichment on every result from a broad search. Filter your raw list first to remove businesses that do not fit your target profile or ICP, so you only pay for data you will use.
- Using Broad Categories: Searching for general terms like “Consulting” makes personalization difficult. Use specific categories to help the tool find the most relevant roles and social profiles.
- Missing Depth Settings: A shallow crawl might miss emails on “Contact” or “About” pages. Adjust your crawl settings to ensure the tool searches the website deeply enough to find hidden contact details.
- Skipping Result Limits: In large cities, a single search can return thousands of irrelevant results. Use the “Limit per Query” setting to control your credit spend and focus on high-quality data.
Best Practices: Why Enrichment Changes Outcomes
To get the most out of your data, you must apply it correctly. These practices turn raw listings into a high-performing outreach plan.
- Segment by Digital Maturity: Use enriched social media and domain data to group leads. A business with a strong Instagram presence but a basic website needs different services than one with no social footprint. Matching your offer to their digital gaps improves response rates.
- Target Specific Roles: Direct your messages to the person identified during enrichment. Addressing the “Practice Manager” or “Founder” by their actual role changes the tone of the conversation from a sales pitch to a professional inquiry.
- Clean Data Regularly: B2B data changes quickly. Run your core lists through enrichment every few months to catch new hires, updated emails, or closed locations. Keeping your CRM fresh prevents wasted effort on dead leads.
- Combine Multiple Signals: Do not rely on email alone. Use the enriched social profiles to interact with a lead before you send an email. Engaging with their LinkedIn or Facebook page first makes your eventual outreach feel more familiar and less like a cold contact.
- A/B Test by Lead Scale: Use the business size data to test different messaging. A solo practitioner might value time-saving tools, while a large clinic might care more about team management. Tailoring your benefits to the scale of the business increases relevance.
Transition from Data Collection to Sales
Data depth determines whether a sales pipeline moves or stalls. The Doctors’ dataset study shows that raw listings often lead to uncertainty. Manual research increases costs. Generic contact points also keep you stuck behind gatekeepers.
Outscraper’s Contact & Leads Enrichment changes this. It turns static records into in-depth profiles with verified emails, professional networking sites’ roles, and digital signals. This process helps agencies, sales teams, and investors move with precision. You get a list of people and their specific roles instead of just business names.
Following the setup steps and best practices mentioned in this guide allows you to avoid common errors like wasting credits on unqualified leads. You can now build an active outreach tool that identifies the human behind every business entity. You know exactly who to reach and how to start a professional conversation.
Ready to See the Results?
Raw, static lists often fail in a CRM. You can see how Outscraper turns business data into an active outreach tool in a few clicks.
Try Outscraper Enrichment for Free. No credit card required to start.
Часто Задаваемые Вопросы
Наиболее частые вопросы и ответы
Raw listings provide basic facts like a business name and address, but they often lack direct ways to reach a person. Enrichment adds specific details such as individual names, job roles, and verified emails. This turns a simple list into a tool your team can use for direct outreach.
Yes. While the doctor data study shows how it works for clinics, the tool is used by real estate investors to identify property owners, recruiters to find niche talent, and agencies to build mailing lists. It works for any sector where you need to find the person behind a business entity.
The best way to save credits is to filter your raw results before starting the enrichment step. Remove any businesses that do not fit your target profile so you only pay for the data you plan to use. You should also use specific categories rather than broad terms to get the most relevant contact details.
B2B data changes as people change jobs or businesses move. We recommend running your core lists through the enrichment tool every few months. This helps you catch new hires, find updated emails, and remove locations that have closed, which prevents wasted effort on dead leads.
Google Maps usually only provides a public phone number and a website link. Outscraper scans that website’s “About” and “Contact” pages to find emails and social profiles. It also checks other public sources and professional networks to identify the specific people behind the business.
