If you’re tired of chasing leads that go nowhere and watching “hot prospects” ghost you, you’re not alone. Better lead scoring starts with better data—period. This guide is for sales and marketing folks who use Oppwiser and want real, practical steps to make their contact data actually useful, not just a pile of half-filled fields. No fluff, no buzzwords, just what works (and what doesn’t).
Why Enriched Data Matters (and What to Ignore)
Most CRMs are stuffed with junk info: a first name, maybe a phone number, and if you’re lucky, a company name that’s spelled right. That’s not enough for solid lead scoring. Enriching contact data means you add details that actually tell you something about the lead—like their job title, company size, or tech stack.
What matters for lead scoring:
- Firmographics: Company size, industry, revenue.
- Demographics: Job title, seniority, location.
- Behavioral data: What they’ve done (opened emails, visited your site).
- Signals: Recent funding, hiring, events.
What doesn’t matter as much as people claim:
- Social media profiles for the sake of it. Unless you sell on LinkedIn, don’t overthink this.
- Overly detailed personal info. You’re not selling shoes door-to-door.
- Data you can’t verify. If you’re guessing, skip it.
Step 1: Audit Your Current Oppwiser Contact Data
Before you start piling on new info, get real about what you already have.
- Export your contacts from Oppwiser. Scrub through a sample—what percentage have job titles, industry, or company size filled out?
- Spot the gaps. Are you missing decision-maker info? Is everyone just “Manager” at “Company Inc.”?
- Check for junk. Look for duplicates, bogus emails like “asdf@company.com,” or fields filled with nonsense.
Pro tip: Don’t obsess over having every field perfect. Focus on the 3–5 data points that actually move the needle for your lead scoring model.
Step 2: Decide What Data Actually Improves Scoring
Not all data is created equal. Figure out what info really helps you tell a good lead from a tire kicker.
Ask yourself:
- Which fields are already used in your Oppwiser lead scoring rules?
- What info would genuinely help sales qualify faster?
- Where do deals usually get stuck, and could better data help?
Most teams get the most value from:
- Job title/seniority: Are you talking to a decision-maker?
- Company size/industry: Does this company fit your target account profile?
- Recent activity: Are they engaging, or did they download a whitepaper in 2018 and vanish?
Ignore “nice to have” fields that never get used.
Step 3: Pick Your Data Enrichment Sources
There are a ton of data enrichment tools out there, but let’s be honest: most promise the moon and deliver a handful of stars. Here’s what actually works for most Oppwiser users:
Built-in Oppwiser Enrichment
Oppwiser provides some built-in enrichment via integrations and web scraping. It’s decent for:
- Filling in basic company info (size, industry, website).
- Adding job titles and LinkedIn URLs.
It’s not magic, but it’s a solid starting point.
External Data Providers
If you need more, plug in a data provider like:
- Clearbit, Apollo, ZoomInfo: Good for B2B data. Results vary—don’t expect 100% accuracy.
- Hunter.io, VoilaNorbert: For finding missing emails.
- BuiltWith or SimilarTech: For tech stack info (if that’s relevant to your scoring).
Before you drop serious cash, test a few records. Most enrichment tools let you try before you buy.
Manual Research
Yep, sometimes you just have to Google. Especially for top-tier accounts, it’s worth checking LinkedIn or a company website yourself. Don’t do this for every lead—just the ones that matter.
Step 4: Enrich Your Data (Without Making a Mess)
Now’s the time to actually add new info, but do it smart. Here’s how:
Use Oppwiser’s Bulk Enrichment Tools
- Run bulk enrichment via Oppwiser’s dashboard.
- Double-check what it’s about to overwrite—sometimes it’ll swap out your good data for worse info from the web.
- Set rules: “Only fill empty fields” is usually safest.
Integrate with Data Providers (If You Need To)
- Most major data tools have Oppwiser integrations or can sync via Zapier.
- Map only the fields you actually need.
- Test with a small list first to see what comes through.
Clean Up as You Go
- Merge duplicates right after enrichment. Don’t let your CRM become a junk drawer.
- Spot-check for errors: “CEO” at a 2-person startup might be real, but “CEO” at “Microsoft” probably isn’t your contact.
- If you get bad data, fix it or roll it back.
Pro tip: Set up a regular enrichment schedule (monthly or quarterly). Don’t try to boil the ocean in one day.
Step 5: Update Your Lead Scoring Rules (and Keep It Simple)
Once you’ve got richer data, tweak your lead scoring model to take advantage of it.
- Adjust your Oppwiser scoring logic to reflect what you’ve learned. For example, add points for “Director” and above, or for companies in your target industry.
- Remove scoring criteria based on fields you still can’t reliably fill.
- Test the scoring against real deals—does it surface the right leads, or just more noise?
Don’t get fancy with a hundred scoring rules. Simple, clear rules catch the best leads.
Step 6: Train Your Team (and Yourself) to Use the New Data
No point in having better data if nobody cares.
- Show your sales team what’s new: which fields are now filled, and why they matter.
- Encourage reps to spot-check data before outreach—nothing kills trust like calling someone by the wrong title.
- Set up alerts or saved views for “high-score” leads so nobody misses the good ones.
Pro tip: Ask your team for feedback. If they say “these scores still suck,” find out why. Sometimes the data model—not the data itself—is the problem.
What to Ignore (and What to Watch Out For)
- Don’t chase perfect data. 80% complete is good enough. Spending hours filling in every detail is a waste.
- Don’t trust enrichment tools blindly. They all make mistakes—always spot-check.
- Don’t pay for data you don’t use. Fancy intent signals and endless firmographic fields sound nice, but if sales never looks at them, skip it.
The Bottom Line: Keep It Simple, Iterate, Repeat
Enriching contact data in Oppwiser isn’t about stuffing your CRM with trivia—it’s about giving your team what they need to spot (and close) real leads. Start with the basics, use the tools that work, and don’t get sucked into overcomplicated data schemes. Review what’s working every few months, make small tweaks, and focus on what actually helps you win deals. That’s it.