Admins can select whether they want to exclude leads without email addresses
We believe that the significant value of intent data comes from knowing who is actually taking the action (vs. observing anonymous action at the account level and then suggesting possible contacts that match the desired buyer.)
Once we've determined that an individual is taking action which indicates intent, our algorithms identify the individual and aggregate publicly available information on the contact. This supports the various marketing and sales use cases which contact level™ intent data enables. These fields include first and last name, job title, main phone number (often), email address, twitter handle (in some cases), LinkedIn profile, company name and related firmographic details.
Opt to receive leads which do not include email addresses
Customer Admins can select (during set-up or later) to receive leads which do not include an email address.
Why would they do this? In our experience, there are several reasons.
- Knowledge of intent is the key factor. It's great to receive the consolidated contact details, but knowing that a specific individual is taking action (and insight into that action) is the primary value. Many companies have overlapping data sources (e.g. LinkedIn Sales Navigator and/or LeadIQ) which they use for general research. With the knowledge of intent, they can easily source emails elsewhere.
- Target account and customer activity. Proactive notification that an individual at these well-known account types will often trigger actions by sales & success teams who often already have contact details in CRM and marketing automation databases. This is, of course, the premise of widely used Bombora surge data. In this case the individual is identified (vs. simply account level signal) as well. Similarly, if a current customer is taking action, it's better to know that there's something happening, even without an email address.
- Observe all-important signal. The algorithm's ability to source the email address is unrelated to the importance of the signal to your business needs. Companies that elect to receive only leads which include an email address will likely miss some important engagement signals. For instance, account-based marketing (ABM) applications will benefit from having all relevant signal.
What percent of leads include email addresses?
Generally, the algorithms identify and provide email addresses for about 80% of all the 3rd party intent data leads we source. That varies from day-to-day and week-to-week, but is a reasonable planning guideline.
If you'd like to change your company's setting (to receive leads which do not include emails or to exclude them) please email support to create a ticket.