How to Find and Enrich More B2B Sales Leads

TL;DR

Use Super Search to expand a filtered lead list across multiple databases, then apply waterfall enrichment to find verified work emails and detailed prospect data. The enriched records can support AI-generated personalization, website research, and campaign creation inside Instantly, reducing the need to manage separate lead databases, verification services, and personalization tools.

Transcript

If you've been using a single database to get your leads, I am sorry, but you are missing out on a ton of your ideal customer profile and you are not tapping into your whole total addressable market. You see, the only way to target every lead possible in your total addressable market is to use all the different databases that are available. But if ... Read More

Key Insights

• A single lead database is unlikely to represent every prospect in a total addressable market because different software providers maintain distinct lists and features. Expanding coverage traditionally requires consulting several databases, which introduces additional subscriptions, logins, files, and organizational work.
• Traditional lead collection is costly in either money or labor. Teams may pay for multiple scraping and verification tools, search LinkedIn, Google Maps, directories, and websites manually, or purchase lists whose contact completeness and verification status are uncertain.
• Super Search is an Instantly feature that finds additional prospects from multiple databases while preserving the filters, keywords, and customer criteria used to build the original list. Its purpose is to broaden market coverage without requiring separate database subscriptions and workflows.
• Waterfall enrichment works by checking multiple providers sequentially for contact information. If one provider does not have an email address, the process checks another provider, and the resulting list is limited to verified emails when contacts are moved into an outreach campaign.
• The demonstrated search targeted CEOs and founders in California's health and wellness sector. The original filtered list contained 1,732 prospects, and activating Super Search increased the available list to almost five times that amount while continuing to use the same targeting filters.
• Profile enrichment adds fields that can support prospect research and personalization, including a contact headline, contact summary, job title, department, industry, sub-industry, company description, company level, company size, connections, location, and work email.
• AI-generated personalization uses enriched columns as inputs for prompts. The demonstration requested a one-sentence personalized line based on each prospect's headline or summary, generated that field for the first 15 leads, and also showed an option for producing complete email drafts.
• Campaign creation connects research directly to outreach. Users can select an enriched lead list, move verified contacts into a named campaign, insert generated columns as variables in the email copy, preview how each personalized message appears, and then launch the campaign.

Questions & Answers

Q: How can Super Search expand a B2B lead list?

Super Search expands a lead list by applying the user's existing filters, keywords, and customer criteria across multiple databases inside one tool. In the demonstration, a search for CEOs and founders in California's health and wellness sector initially returned 1,732 prospects. Clicking Super Search increased the result to almost five times the original list, creating broader total addressable market coverage without separate database workflows.

Q: What is waterfall enrichment for lead generation?

Waterfall enrichment searches for contact information through multiple providers in sequence. If provider A cannot supply an email address, the process continues to provider B and then to other available providers. In the demonstrated workflow, this process is used to return verified work emails, helping users avoid transferring unverified contacts into campaigns and improving confidence in the addresses selected for cold outreach.

Q: Why is using one lead database potentially limiting?

Using only one database can be limiting because different lead software providers have their own lists and features. A prospect missing from one provider may be available from another, so relying on a single source can leave part of the intended total addressable market undiscovered. The presented solution combines results from multiple databases while allowing users to work from one filtered list and one interface.

Q: What information can be added through profile enrichment?

Profile enrichment can add a prospect's work email, LinkedIn headline, contact summary, job title, department, industry, sub-industry, company description, company level, company size, connections, and location. The workflow can also research job listings, technologies, web news, and recent funding. These fields provide inputs for personalized lines, complete email drafts, targeting decisions, and outreach angles within a campaign.

Q: How can enriched lead data personalize cold emails?

Enriched lead data can be inserted into an AI prompt that generates a new personalization column for each prospect. The demonstration used contact headlines or summaries to request one sentence identifying something shared with the recipient. Users can also provide their offer and business details to generate complete emails, then insert the generated columns as variables when preparing and previewing campaign copy.

Q: How do you move enriched leads into an Instantly campaign?

After enriching a lead list, create a campaign, give it a relevant name, and choose the option to add leads. Select the appropriate lead list and move its contacts into the campaign. The demonstrated workflow loads only contacts with verified emails. Users can then write the outreach copy, insert enriched or AI-generated columns as variables, preview individual messages, and launch the campaign from the available options.

Q: What problems do traditional lead-building methods create?

Traditional lead building can require numerous software subscriptions, separate logins, disconnected lists, and an additional email verification service. Manual research through directories, LinkedIn, Google Maps, and websites requires substantial time and labor. Purchased lists introduce uncertainty because buyers must trust that the contacts are complete and verified. Advanced personalization and scraping tools can also be difficult to navigate without technical experience.

Q: How can website and company data improve prospect targeting?

Website and company data can reveal whether a prospect has job openings, uses a particular technology, has appeared in recent news, or has received recent funding. The workflow presents these details as enrichment options that can refine targeting, shape an offer, or provide a relevant personalization angle. For example, users targeting ecommerce companies can check whether a prospect uses Shopify before preparing outreach.

Summary & Key Takeaways

• Relying on one lead database can leave parts of a total addressable market undiscovered. Traditional alternatives include subscribing to numerous tools, manually searching LinkedIn, Google Maps, directories, or websites, and purchasing prebuilt lists. These approaches can create added costs, disorganization, labor, and uncertainty about contact accuracy.

• Instantly's Super Search applies the same filters and criteria across multiple data providers to find additional prospects. In the demonstrated California health and wellness search for CEOs and founders, the initial list of 1,732 prospects grew to almost five times its original size after Super Search was applied.

• Waterfall enrichment checks multiple providers for work emails and adds information such as LinkedIn headlines, contact summaries, company descriptions, industries, job titles, company sizes, technologies, news, funding, and job listings. Users can generate personalized lines or emails from these fields, transfer verified contacts into a campaign, preview the copy, and launch outreach.