Data augmentation tools: powering smarter ABM
Integrations that connect LinkedIn with CRM and marketing automation platforms have long helped enrich customer records and refine audience targeting. But today, data augmentation platforms like Firmable, Apollo.io, and ZoomInfo are taking this to the next level, transforming static CRM data into dynamic, real-time intelligence.
While many of these tools have good integrations or APIs, some CRMs and Marketing Automation platforms like HubSpot, Zoho, and Folk CRM are offering native tools.
Highlights
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Data augmentation platforms like Firmable, Apollo.io, and ZoomInfo turn static CRM marketing automation data into dynamic, real-time market intelligence.
- Automated enrichment workflows sync demographic, technographic, and firmographic data with leading CRMs such as Salesforce, HubSpot, and Microsoft Dynamics 365.
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Firmable provides custom Australian business segments and verified contact details embedded directly into CRMs, reducing manual data entry.
- Some CRMs, including HubSpot with its Breeze AI, now offer native data enrichment tools for seamless integration and smarter marketing.
Dedicated firmographic tools automate the enrichment of customer records with firmographic, demographic, and technographic insights. If not native, they sync seamlessly with major CRMs like Salesforce, HubSpot, Microsoft Dynamics 365, Zoho, and Pipedrive. For example, Apollo.io uses automated workflows to keep customer profiles up to date, while ZoomInfo layers in deep firmographic data for sharper targeting.
Firmable adds another edge by embedding curated data from over 1.2 million Australian companies directly into Salesforce or HubSpot, automating lead enrichment with verified contacts, roles, and company details—eliminating manual entry and reflecting organisational changes like mergers or leadership shifts.
Increasingly, CRM platforms themselves are integrating these capabilities natively. HubSpot’s Breeze AI, part of its Content Hub, exemplifies this trend, delivering seamless data enrichment and empowering marketers with richer insights.
CRM & data augmentation integration
CRM and data augmentation integrations allow businesses to enrich CRM records, automate workflows, and personalise interactions.
This can include lead scoring, buyer intent analysis, and real-time transactional updates to ensure that CRM records remain accurate and actionable. These platforms automate data flows between CRMs and marketing automation tools, enabling substantial efficiency gains.
HubSpot’s Breeze combines AI-powered tools with HubSpot’s Smart CRM to enrich customer data, automate workflows, and personalise interactions with lead scoring and buyer intent analysis.
More intelligent audience segmentation and targeting
One of the biggest frustrations I hear from marketing leaders is finding the right accounts at the right time. Traditional customer segmentation methods rely on static audience data, industry classifications, and past engagement. The problem? These data points are often outdated by the time they’re used.
Real-time data augmentation automation changes the game by continuously enriching data in real time while providing AI insights. It combines intent signals, behavioural data, and predictive analytics to identify accounts actively searching for solutions like yours. This means better campaign targeting, less wasted spending, and a sharper focus on high-value opportunities.
Organisations can deploy dynamic campaign segmentation, adding audiences to LinkedIn, Google, and Programmatic campaigns and marketing automation flows. This allows targeting people in key accounts based on predictive buying signals, adjusting campaign sequences and messaging for each touchpoint at every customer journey stage.
Hyper-personalisation through AI-driven insights
ABM has always been about personalised engagement, but most campaigns rely on generic messaging. With AI, personalisation reaches a whole new level. Real-time machine learning models can analyse browsing behaviour, content consumption, and engagement history to deliver messaging that resonates with individual decision-makers.
Organisations can deploy dynamic data augmentation for campaign segmentation, adding and removing people from audiences on LinkedIn, Google & Microsoft Ads, Programmatic Ad campaigns, and marketing automation flows. This allows the targeting of people in accounts based on predictive buying signals, adjusting campaign sequences and messaging for each touchpoint at every customer journey stage.
At equNorth, we can help clients integrate AI-driven personalisation into their digital ecosystems, ensuring their outreach and campaigns align with what their prospects care about, not just what marketing wants to say.
A good example is Pricefx’s ZoomInfo Marketo Engage integration to enhance campaign targeting. Pricefx, a global pricing software provider, leveraged the ZoomInfo-Marketo Engage integration to improve its campaign targeting and efficiency. Using ZoomInfo workflows, the team identified individuals in specific roles at target companies who exhibited buyer intent signals, such as visiting relevant web pages or downloading content. These contacts were automatically synced with Marketo Engage and enrolled into nurture campaigns tailored to their industry, job title, engagement level, and interest topics.