So you’re getting inbound leads—great. But let’s be honest: most of them show up with barely any context. A name, an email, sometimes a company. If you want to qualify, route, or prioritize these leads, you need more than that. That’s where firmographic data comes in—industry, size, location, revenue, and all the details that actually tell you if a lead is worth your time.
This guide is for sales ops folks, marketers, or anyone who’s tired of chasing down half-baked leads. I’ll walk you through how to enrich inbound leads with firmographic data using LeadGenius. No buzzwords. Just what works, what doesn’t, and what’s honestly not worth your time.
What is Firmographic Data (and Why Bother)?
Firmographics are the company-level facts: industry, employee count, location, revenue, tech stack, and so on. Think of it as the business equivalent of demographic data. When you enrich inbound leads with this info, you can:
- Route leads to the right salespeople (no more guessing)
- Score and prioritize leads (don’t waste time on the wrong fit)
- Personalize your outreach (nobody wants a “Dear {FirstName}” email)
- Filter out junk (students, competitors, tire-kickers, or all of the above)
If you’re still working leads that just have “info@company.com,” stop. You can do better.
Step 1: Get Your Inbound Leads Into LeadGenius
First things first—you need your inbound leads inside LeadGenius. There’s no magic here, just a few common options:
- Manual CSV Import: Export leads from your web form, CRM, or wherever they come in. Upload them to LeadGenius using their import tool. This works fine for small batches, but gets old fast.
- CRM Integration: If you’re using Salesforce, HubSpot, or similar, LeadGenius can sync directly. Check their docs for setup, but usually it’s an OAuth connection and a few clicks.
- API Integration: For the technical folks, you can set up an API pipeline to auto-send new leads into LeadGenius as soon as they show up. This is ideal if you’ve got dev resources, but not strictly necessary.
Pro tip: Only import the fields you actually need to enrich. If your web forms only ask for name and email, that’s fine—you’ll fill in the rest later.
Step 2: Set Up an Enrichment Workflow
Now that your leads are in, you’ll need to set up an enrichment workflow. In LeadGenius, this usually means creating a project or “campaign” that defines what data you want to fetch.
Here’s how to keep it simple:
- Define Your Required Firmographic Fields
- Common picks: Industry, company size (employee count), HQ location, revenue, company website, tech stack.
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Don’t go overboard. Just ask for what you’ll actually use. Every extra field costs time or money.
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Map Your Input Fields
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Match your imported fields (like “company name” or “domain”) to what LeadGenius expects. Garbage in, garbage out.
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Set Enrichment Rules
- Tell LeadGenius what to do if data is missing or ambiguous. For example: “If company domain is missing, try matching on company name.”
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Decide if you want to enrich every lead, or just those missing certain data points.
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Choose Data Sources
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LeadGenius pulls from a mix of their own research, public sources, and sometimes third-party data. You don’t need to micromanage this, but know that not every field is 100% reliable. (More on that below.)
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Save and Run
- Launch the workflow. LeadGenius will process the list and start enriching.
Honest take: Don’t expect 100% match rates, especially with small or obscure companies. If you get 70-80% with solid firmographics, you’re doing well.
Step 3: Reviewing and Validating the Results
Once enrichment’s done, you’ll get a report or file with the new data. Here’s what to actually do:
- Spot Check the Data
- Pick a handful of leads and check the results manually—does the company size make sense? Is the industry accurate? If it all looks like generic filler (“1-10 employees,” “Other industry”), that’s a red flag.
- Filter Out Junk
- Watch for students, one-person consultancies, or weird domains—these often slip through. Set up filters in your CRM to catch these before they hit your reps.
- Flag Gaps
- If certain fields are often missing (like revenue for private companies), don’t sweat it. Most vendors struggle with this. Focus on the firmographics that are actually reliable.
What works: Industry and employee count are usually accurate enough for routing and scoring. Revenue and tech stack can be hit or miss, especially if you’re dealing with smaller companies.
Step 4: Sync Enriched Data Back to Your CRM
No point enriching leads if that data just sits in a spreadsheet. Get it back into your CRM or MAP (Marketing Automation Platform).
- Direct Sync: If you integrated LeadGenius with Salesforce or HubSpot, you can map the enriched fields back to your lead records. Double-check your mappings so you don’t overwrite anything important.
- Manual Import: For one-off jobs, export the enriched file from LeadGenius and import it to your CRM. Most systems let you match on email or company domain.
- API: If you’re fancy, set up an automated sync. But honestly, most teams can get by with the above.
Pro tip: If you’re scoring or routing leads based on firmographics, make sure your CRM workflows update as soon as the new data lands. Otherwise, your reps will still be flying blind.
Step 5: Use the Data—Don’t Just Collect It
Here’s where most teams drop the ball. You’ve got richer data—now put it to work:
- Lead Routing: Assign leads to reps or teams based on industry, company size, or territory. No more “random round robin.”
- Lead Scoring: Bump up scores for your ideal customer profile, and downgrade the rest. This helps marketing and sales focus where it matters.
- Personalization: Use firmographics to tweak your outreach—think “I see you’re a SaaS company in Toronto” instead of generic intros.
- Reporting: Track conversion rates by firmographic segments. If you find out you never close deals with 1-10 employee companies, stop wasting time on them.
Don’t bother: Obsessing over revenue estimates or tech stack for every lead. These are nice-to-have, but rarely accurate enough to drive decisions—especially for SMBs.
What to Watch Out For
A few honest warnings before you go all-in:
- Data Quality Varies: No enrichment tool, including LeadGenius, is perfect. Expect gaps, especially with small, international, or stealth companies.
- Privacy and Compliance: Make sure you’re not storing or using sensitive data you shouldn’t have. Firmographics are generally safe, but always check.
- Cost: Enrichment isn’t free. Only enrich what you’ll actually use, and don’t pay for bells and whistles you won’t need.
If you’re running into a lot of “unknown” or “Other” values, it’s not you—it’s the data. Don’t sweat it. Focus on the fields that consistently come through.
Wrapping Up: Keep It Simple, Iterate, and Ignore the Hype
Enriching inbound leads with firmographic data using LeadGenius isn’t rocket science, but it’s not magic, either. Start small—pick 2 or 3 firmographic fields that actually help you qualify or route leads. Run some tests. See what works. Don’t worry about filling every possible field or chasing perfect data.
If you spend more time debating which enrichment vendor to use than you do actually working the leads, you’re missing the point. Get the basics in place, look at the results, and adjust as you go.
Good luck—and don’t let “data enrichment” become another item on your to-do list. Make it work for you, or move on.