If you’re in sales, marketing, or ops and tired of chasing cold, incomplete, or downright wrong leads, this is for you. You’ve probably heard that “data is the new oil,” but let’s be real: most lead lists are more like tap water—plentiful, but not exactly premium. Good enrichment can actually move the needle, but only if you skip the hype and focus on what works. Here’s how to use Aomni to actually enrich your lead data and get better go-to-market (GTM) results—without needing a PhD in APIs.
Why Lead Data Enrichment Actually Matters (and Where It Goes Wrong)
Before you start plugging tools into your stack, let’s get clear on why enrichment is even worth your time.
- Good enrichment saves time. It cuts down on manual research, so your team can focus on actual selling.
- It improves targeting. The more you know about a lead, the better your outreach can be.
- But most enrichment is shallow. Lots of data vendors repackage the same stale info or flood you with noise.
The real win: add only the useful context—like company news, tech stack, or buying signals—that helps you do your job better. That’s what Aomni tries to automate.
Step 1: Get Your House in Order (Clean Your Data)
Before you bring in a new enrichment tool, clean up what you’ve got. Garbage in, garbage out.
- Audit your current leads. Are emails valid? Are company names normalized? Remove duplicates and dead records.
- Pick a source of truth. Salesforce, HubSpot, a spreadsheet—doesn’t matter, as long as it’s consistent.
- Identify key fields. Decide what you actually need: job titles? Company size? Funding info? Don’t chase vanity metrics.
Pro Tip: Don’t go overboard. Extra fields you never use just slow things down and create clutter.
Step 2: Connect Aomni to Your Lead Sources
Once your data isn’t a total mess, it’s time to bring in Aomni. (You can skip this tool if you’re just playing with a couple of records, but it shines when you’ve got real scale.)
- Integrate Aomni with your CRM or spreadsheet. Most folks start with Salesforce, HubSpot, or a CSV export. Follow Aomni’s setup wizard to connect your data.
- Set permissions carefully. Don’t give blanket access to your whole database unless you like surprises.
- Test with a sample. Run enrichment on a small batch first. It’s easier to spot weird results before you touch your whole pipeline.
What works: Aomni is solid at pulling news mentions, tech stack info, and relevant company events (like leadership changes or funding rounds).
What to ignore: Don’t expect magic on fields that almost nobody tracks (like “favorite podcast”). Stick to actionable data.
Step 3: Choose the Right Enrichment Fields
Here’s where you separate the signal from the noise. Just because Aomni can append 50+ fields doesn’t mean you should.
- Focus on what you’ll use. For most GTM teams, that’s things like:
- Industry/vertical
- Company size and location
- Recent funding or hiring activity
- Tech stack (useful for SaaS)
- Decision-maker contact info (but don’t expect miracles here)
- Skip the fluff. Fields like “Twitter followers” or “estimated revenue” are often out of date or flat-out wrong.
Pro Tip: Ask your sales or marketing team what info actually moves deals forward. If nobody uses a field, don’t enrich it.
Step 4: Run Enrichment (and Check the Results)
Hit go, but don’t just trust that everything’s perfect.
- Monitor the first batch. Look for obvious issues: mismatched companies, missing data, weird formatting.
- Spot-check leads manually. If a company’s “news” is actually a six-month-old press release, flag it.
- Log errors. Most enrichment tools (including Aomni) will give you a report of what couldn’t be matched. Don’t ignore these—they often reveal hidden data problems.
What works: Aomni is pretty good at surfacing recent company activity and technology use. This is gold for prioritizing outreach.
What to watch out for: Any tool can make mistakes matching companies with common names (think “Acme Inc.”). Always double-check high-value targets.
Step 5: Sync and Use the Data in Your GTM Workflows
Enrichment doesn’t help if it just sits in your CRM. Here’s how to get it into your workflow.
- Map fields correctly. Make sure “Company Size” in Aomni matches whatever your CRM calls it.
- Set up automations. Use enriched data to:
- Route leads to the right rep (e.g., by region or industry)
- Trigger targeted outreach (e.g., if a company just raised Series B)
- Score leads more accurately
- Keep it fresh. Set a schedule to re-enrich leads every quarter or so. Data decays fast.
Pro Tip: Start small. Pick one or two workflows to automate first. Don’t try to boil the ocean.
Step 6: Review, Adjust, and Ignore the Hype
No enrichment tool is perfect. The real value comes from how you use the data—not the sheer quantity.
- Talk to your team. Are reps actually using the new fields? Are campaigns more targeted?
- Cut what doesn’t help. If a field isn’t being used, drop it. Less is more.
- Watch for “black box” issues. If you can’t explain where the data comes from, be cautious about relying on it for critical decisions.
What works: Practical, actionable data that helps you do something—like prioritize outreach or personalize messaging.
What doesn’t: Overly broad, vague, or outdated info. If you can’t trust it, don’t use it.
Wrapping Up: Keep It Simple, Iterate Often
Lead enrichment isn’t about having the most data—it’s about having the right data. Start with a clean database, focus on the fields that actually move your GTM efforts forward, and treat tools like Aomni as a means to an end, not a magic bullet.
Don’t get sucked in by dashboards and vanity metrics. Run small tests, get feedback from your team, and adjust as you go. The best GTM teams aren’t the ones with the flashiest tech—they’re the ones who keep things simple, focus on what works, and iterate without ego.
Now get back to work—your best leads are waiting.