The Challenge
A commercial insurance brokerage had built a target account list of 4,200 mid-market companies. They knew the company names, addresses, and industries. What they didn't have: the names, titles, emails, and phone numbers of the people who actually make insurance purchasing decisions.
Their producers had been trying to find contacts manually through LinkedIn and Google searches. It was taking each producer roughly 15 minutes per company to find a CFO or risk manager contact. At that rate, covering their entire territory would take over a year.
They'd tried two self-serve data platforms. One returned mostly generic info@ emails. The other had decent email coverage but phone numbers that rang receptionists instead of decision-makers.
Our Approach
We ran a multi-source enrichment process targeting specific decision-maker personas:
Persona Definition
We worked with the brokerage to define their buyer personas by priority:
- Primary: CFO, VP of Finance, Controller
- Secondary: Risk Manager, Director of Operations, Office Manager
- Tertiary: Owner, President, CEO (for companies under 50 employees)
Multi-Source Enrichment
Each account was enriched through a waterfall of data sources. We didn't stop at the first match. Instead, we cross-referenced multiple providers to find the highest-confidence contact for each persona, prioritizing direct dial numbers over main lines.
Verification
Every email was SMTP-verified. Phone numbers were checked against carrier databases to confirm they were active direct dials rather than main office lines or fax numbers. Contacts with LinkedIn profiles were cross-referenced for current employment.
The Key Finding
No single data provider covered more than 52% of these mid-market accounts. By waterfall-enriching across multiple sources, we increased total coverage to 89% for emails and 73% for direct dials. The brokerage's previous vendors had been giving them less than half of what was available.
| Data Point | Source 1 Only | Multi-Source | Improvement |
|---|---|---|---|
| Decision-maker identified | 58% | 94% | +36 pts |
| Verified email | 52% | 89% | +37 pts |
| Direct dial phone | 31% | 73% | +42 pts |
| Job title confirmed | 48% | 91% | +43 pts |
Results After 60 Days
The brokerage armed their producers with the enriched data and tracked outcomes over two months:
- Meeting-set rate tripled compared to cold calling main office lines
- Producers covered 4x more accounts per week because they stopped researching contacts manually
- 12 new policies written directly attributed to enriched contacts in the first 60 days
- Estimated ROI of 8:1 on the enrichment investment based on first-year premiums
Coverage by Company Size
Enrichment coverage varied by company size, which informed their outreach strategy:
- Under 50 employees: 68% direct dial coverage (often owner/CEO is the buyer)
- 50-200 employees: 79% direct dial coverage (dedicated finance roles)
- 200-500 employees: 71% direct dial coverage (larger teams, more titles to try)
What We Recommended Next
- Quarterly refresh on the full list to catch job changes and new hires
- Expand to 8,000 accounts by adding adjacent territories with the same enrichment process
- Add trigger monitoring for leadership changes at existing target accounts
- Score accounts by enrichment depth to prioritize producers' time on accounts with full contact data
Stop Calling Main Lines
Your sales team shouldn't spend their time researching contacts. Tell us your target market and buyer persona, and we'll deliver verified decision-maker data you can load directly into your CRM.